In my previous blog, as I stated earlier, artificial intelligence has the capability to think and perform like humans. But it raised a question that will it replace humans to take-over our job or to improve the efficiency of work done by us?
Being an aspiring public relations professional, through this blog I will talk about what is the current scenario of AI in the PR field. Expert says that it has the capability to do several things and can have a significant impact on the PR world.
John Bara, the president and CMO of a leading predictive marketing technology company, believes that AI will radically positively change the PR field.
The potential of Artificial Intelligence in terms of Public Relations are:
- Write data-driven stories
- Create media lists
- Transcribe audio and video into text
- Predict media trends
- Monitor social media
Professionals always look for ways to make fast decisions with accurate information which would help them drive results and the goals. AI gives a more in-depth look at how their problems can be solved and impacts their decision making. Keeping this in mind, one should understand that AI is not a threat to us but makes the task easy for the professionals.
AI can help professionals to get data which can help them in getting good results of their PR campaigns. It can determine the correct influencers required by going through the public information available. Data can help to hyper-target the audience and to speak directly according to their needs and wants. It has the capability to help professionals to avoid crisis by analyzing the information and predicting the threats. It can do those works faster, easier and better than humans.
Yet there are some qualities which the technology will lack, and that is the soft skills required for the job. Relationship building, storytelling, creative thinking, trust-building, critical thinking, leadership qualities, empathy are some that require a human touch.
Artificial Intelligence cannot do things out of the box as they are designed in such a way that if they do anything different they will crash.
In conclusion, I would say that AI can replace humans but there are still many years left to see this miracle but till then humans have control over AI. Machines and humans can do each other’s tasks yet there our tasks which machines cannot do. It helps the professionals to do the work effectively. Rather than fear, we should make the best use of it in this fast-paced world.
Sources: https://www.forbes.com/sites/theyec/2017/03/20/how-advancements-in-artificial-intelligence-will-impact-public-relations/#201189df41dehttps://b2bprblog.marxcommunications.com/b2bpr/artificial-intelligence-and-pr
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