It’s no secret that Artificial Intelligence (AI) has revolutionized many different industries. But it’s also impacting industries and professions that were not inherently reliant on technology as others. With more innovation, the presence of AI is everywhere. Gartner predicts that the AI software market will be worth $62 billion in 2022.
Today, AI is also transforming public relations (PR), a profession historically dominated by humans. While PR tools have existed since the internet went mainstream, much of PR work relies on people. From strategizing public image to writing press releases, many businesses have dedicated PR arms to promote and handle the brand image.
PRAI is a platform bringing AI to public relations and changing how businesses run their PR departments. It was only a matter of time till AI changed PR, as it has already changed the game of marketing and advertising with tools that use big data for predictive analysis.
AI and Its Impact on Public Relations
AI spending has been consistently increasing over the years. In 2020, the market value of AI in the marketing sector was estimated to be $12 billion. PR, in comparison, has been behind as PR firms and companies with in-house PR specialists haven’t leveraged the benefits of AI and its derivative technologies like machine learning (ML) or natural language processing (NLP).
There’s huge potential for AI in PR, as it can automate certain processes and still maintain that human touch that would otherwise make PR a challenging endeavor for technology.
For instance, there’s a huge amount of online data that an AI-based tool can scan to analyze media coverage for the brand. What would take PR specialists days or weeks to do, a tool with an AI-powered algorithm may be able to do in minutes.
PR as a field is often time-sensitive. Companies sometimes have to turn out press releases immediately to address public concerns. AI can automate the process, prepare appropriate public responses, and increase the response rate to incidents.
It can also serve as a bridge between marketing, sales, and PR. According to McKinsey, AI can unlock $2.6 trillion in value with marketing and sales. That’s something worth exploring for PR specialists.
PRAI, the Future of PR
One platform that is putting the potential of AI in public relations to action is PRAI. It’s first-of-its-kind, AI-powered software that uses ML and NLP to create PR campaigns.
The company aims to democratize PR, which has historically been an industry dominated by agencies that handle campaigns and communication with journalists for other companies. Small and medium-sized enterprises often do not have the budget to have a dedicated PR agency. So PRAI could be a viable solution for companies looking to take charge of their brand image and press relations.
But what makes PRAI unique is that it’s the brainchild of someone with years of expertise in marketing and PR. Valentin Saitarli, the CEO of PRAI, is a seasoned marketing and PR professional who regularly contributes his expertise to Forbes. Unlike other emerging software and AI solutions in marketing, PRAI does not come from a digital entrepreneur with expertise in technology. Instead, it’s from a PR industry professional bringing technology into the mix to cater to the underserved small business faction regarding PR tools and services.
Saitarli has long regarded data to be instrumental for marketing and PR. “Data has become an indisputable factor in negotiations, discussions and convictions. We can resolve issues only if the data we collect and analyze can provide value and make a difference,” he writes in one of his publications on Forbes.
PRAI can simplify and automate many of the critical PR tasks, such as writing to journalists, creating pitches, and analyzing responses. It shouldn’t be mistaken as the complete elimination of PR specialists. In reality, it’s a tool that can empower PR and marketing specialists by dealing with time-consuming and often pedestrian tasks, so they can focus on the bigger picture.
For example, Alejandra Divo, Miami-based fashion blogger with more than 1 million plus followers on Instagram, shared her thoughts about PRAI.CO. This public relations artificial intelligence platform is helping her with PR presence. Besides, Divo just turned an opportunity into money by releasing her first music single “Superstars” on Spotify and other music platforms therefore she is in need of an immediate PR solution. “One thing is to create a song or a post, and another thing is to grow your media presence” says Divo…”Public relations is a very expensive service, I had an option to go and hire a $5-10K per month PR agency or try PRAI.co…Im looking to safe for that reason I am trying to use all affordable solutions at first…every penny counts when you are running a business, and for me and my team is extremely important to be very smart at every step of our journey, therefore we decided to use PRAI.co and take advantage of AI”.
Alejandra Divo is one of the most successful rising stars in Fashion world as well, and now she turned to be the successful Artist sponsored by prestigious fashion brands as FashionNova, Shein, Shopakira and many others. Miami is the promised land for many, especially for an influencer born in Venezuela who came to live and study in the United States.
It’s Only the Beginning of AI in PR
AI, in its many forms, is changing many business sectors and industries. Existing technology has impacted the PR industry mostly positively, but it remains to be seen what impact AI will have.
It’s important to note that with PR, there’s an inherent touch of emotions and humanity. AI can change the game entirely if it can master this crucial aspect of PR. As PRAI’s CEO himself writes, “A combination of strong emotions, such as pride or love for someone, can help a brand go beyond highlighting the qualities of its product.”
The trailblazing capabilities of PRAI give a glimpse of what AI can do in PR, especially for small businesses.
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