Integrating AI Into Your Next PR Campaign
As companies seek innovative ways to elevate their PR campaigns, AI emerges as a powerful add-on that can transform the game. The fusion of AI and public relations is more than a marriage of convenience—it's a synergy that unleashes unprecedented possibilities. Recent statistics highlight the increasing adoption of AI in the business world, with 63% of companies already using AI to enhance their marketing strategies. Here are three powerful ways your company can harness the potential of AI to supercharge your next PR campaign, backed by real-world examples and actionable recommendations.
1. Gamify It
The best public relations campaigns surprise and delight their target audience. This is most often accomplished through gamification, or the use of game elements in non-game situations such as quizzes, points systems, or other contests that brands can use to drive engagement and boost conversions. We talk a lot about personalizing the consumer experience as much as possible, but with AI, brands have the ability to provide real-time adaptations and individualized feedback. An excellent example of gamification through AI was Mattel’s use of the technology during the launch of the Barbie movie. They released a “Barbie Selfie Generator” that allowed users to input their own images and then AI-generated character posters with editable text options. The Barbie team’s efforts even reached the realm of online dating where users were cheered on by Barbies and Kens when swiping on Bumble.
2. Predictive Analytics for Targeted Outreach
One of the significant advantages of integrating AI into PR campaigns is the ability to leverage predictive analytics. Taco Bell and KFC's parent company, Yum! continue to refine their digital sales strategies through the power of predictive analytics. By analyzing the consumer behavior and preferences of their 5 million-plus app users, they provided personalized menu recommendations based on past purchases and browsing history. Each new exposure to the app provided deeper levels of personalization and relevancy. This targeted outreach has resulted in a 22% rise in digital sales announced during the February 2024 quarterly earnings call. This statistic underscores the potential of AI-driven predictive analytics in optimizing outreach efforts. Companies should invest in AI tools that offer predictive analytics capabilities. By understanding audience behavior and predicting trends, PR professionals can craft targeted messages that resonate with their audience, maximizing the impact of their campaigns.
3. GenAI for Dynamic Content Creation
Generative AI, as highlighted in a practical guide for marketers, opens up new frontiers in content creation. This technology has particular potential in the areas of initial research and brainstorming. According to Forbes, 70% of marketers believe that GenAI will significantly impact the future of content creation. Incorporating generative AI into your PR campaign strategy can enhance your productivity, but we must add a word of caution- AI is a known liar. Large language platforms like ChatGPT are trained off of human-created content, such as X (formerly known as Twitter) and that content is frankly only as reliable as the human that put it there. Further, the last update to ChatGPT happened in 2022 which means the data within is already woefully outdated. Though these AI tools are wonderful for boosting creativity, they are certainly nowhere near able to replace human-created content.
4. Message Penetration
AI provides powerful analytics tools that will help you measure the efficacy of your PR campaigns. With the volume of media mentions that can result from a relatively minor hit, i.e. your company’s name is listed among others in an article outside of your industry, it can be difficult to determine if your actual messaging is reaching your target audience and how it is being received. Tools that look at message penetration will give you deep insight into how a specific message does across platforms. AI can sift through the data and analyze sentiment, as well as provide highly specific intelligence about where your message is being picked up and who is interacting with it. This kind of analysis goes well beyond the social media monitoring of yesteryear which seems charmingly quaint today- an intern scrolling through Twitter looking for interactions- and enters a realm of sophistication that only AI can provide.
As companies embark on their next PR campaign, the integration of AI becomes not just an option but a necessity. From interactive gaming elements to predictive analytics for targeted outreach to message penetration measurement, the possibilities are vast. By harnessing the power of artificial intelligence, PR professionals can elevate their campaigns, engage with audiences on a deeper level, and navigate the complexities of the digital age with strategic finesse. The future of PR is not just human—it's a dynamic collaboration between human ingenuity and the limitless potential of AI.