The world of public relations seems to have changed more and more dramatically over the past decade. This is largely due to major changes in the global media landscape. In general, media has become much more centralized than it was at the turn of the century, with traditional platforms and mediums being replaced by niche programming and an ever-increasing variety. The social media landscape has become a primary source of information and content for many people.
All of this makes the job of the average public relations professional rather difficult. It used to be very easy to target your audience and get your message across. But now messaging needs to be carefully tailored to micro-segments and targeting these audiences in more sophisticated ways requires more effort.
In addition, there is a growing expectation that PR professionals will be able to quantify the impact of their efforts like never before, and traditional metrics simply cannot. When companies invest in PR, they want their efforts to be linked. Deliver measurable business results. Forget voice share: Executives want to know how voice share correlates with sales, profits and overall business growth. Even in the age of big data, this kind of insight is hard to come by and even harder to validate.
Integration of communication practices is a long-standing strength of MENACOM Jordan. Our portfolio includes six diverse agencies and his extensive expertise ensures that even when the boundaries between practices blur, it is always easy to navigate.
As all these trends continue to advance and take hold, another big trend is dominating conversations in the PR and marketing communications community. It’s artificial intelligence. And it’s no wonder why the marketing industry is more obsessed with this subject than others. A recent analysis conducted by McKinsey identified that the marketing and sales sector has more potential value (up to $2.6 trillion) unlocked by AI than any other sector. .
In other words, AI can be a highly valuable and profitable tool for marketing and PR professionals who know how to use it properly.
In the public relations industry in particular, AI can be leveraged to streamline the efforts of PR professionals and adapt more efficiently to the latest industry trends. Consider a topic like media relations. As the media scene becomes more diverse and demands more personalized and customized content pitches, doing things in an analog way takes too much time and effort and can easily become an all-consuming task. It will end up. Instead of relying on complex spreadsheets and manual tedium, AI can play a key role in developing pitches for specific news outlets, journalists and influencers. A single angle or pitch can be seamlessly adapted to several different niche angles and pitches, increasing the likelihood that different media outlets and journalists will want to cover the story.
AI can also help PR professionals gain insights to effectively reach out to specific journalists and influencers. With artificial intelligence tools, you can quickly track the investigation and insight process and answer questions like, “What types of stories does this journalist tend to publish?” How do they feel about a particular topic? What time of the day and what day of the week is my pitch most likely to generate a positive response?”
When it comes to content creation, AI can’t yet produce world-class articles or highly compelling and unique narratives, but AI can be deployed to kick-start and streamline the creative process. is. AI tools such as ChatGPT and ChatSonic can be used to come up with topic angles for articles and blogs, create social media content suggestions, and out-of-the-box event concept launches, to name a few potential implementations. Useful for creating points.
And, of course, AI is helping PR professionals tap into data-driven insights like never before. Measuring the ROI of her public relations campaign, for example, has become a trivial task as AI can perform complex regression analysis and instantly cross-reference numerous data sources. Even better, AI’s predictive analytics capabilities help PR teams determine the likelihood of a campaign’s success before investing time, energy, and money into running it.
And AI will never be able to match the limitless creativity of humans. Artificial intelligence is always limited by the quality of information available.
Already, there are AI-driven tools specifically designed and optimized for the public relations industry, such as Propel PRM, billed as CRM for PR professionals. Such tools also help PR teams better integrate their services with other practices such as marketing, advertising, social media, and media planning. This is becoming increasingly important, especially as the lines between these practices (and their purposes) continue to blur.
Integration of communication practices is a long-standing strength of MENACOM Jordan. Our portfolio includes six diverse agencies and his extensive expertise ensures that even when the boundaries between practices blur, it is always easy to navigate. And in the age of AI, we have taken this integration to new, more technologically advanced heights.
A key caveat of innovation is that it must add real value. It’s not just a flashy additional function. With the establishment of the Digital Innovation Division, MENACOM Jordan will strengthen the integration between the strategic planning side of the business and the digital side of the business, exploring new ways to leverage technology to benefit clients across the group.
The question that always comes up when talking about AI is, “Will artificial intelligence eventually replace us?” In other words, with the increasing number of AI-powered tools and the increasing quality of these tools these days, the marketer and his PR professional will soon find themselves irrelevant. Is not it?
The answer is always a confident “no”. First, the PR industry relies heavily on building relationships—real relationships. AI will never replace true human relationships.
And AI will never be able to match the limitless creativity of humans. Artificial intelligence will always be limited by the quality of information available. Creating a compelling narrative or coming up with a truly innovative campaign idea is something only a real communication professional can accomplish.
What AI can do is make our day-to-day work easier, let research, analysis, and drudgery get in the way, free our minds to focus on what really matters, and what we love to do as PR professionals. is to Come up with winning ideas.
Relja Jovic is the CEO of MENACOM Jordan.
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