Imagine a world where your PR campaigns are crafted by machines, yet missing the warmth and personality of a human! The PR industry is known for being dynamic and evolving with changes to society. However, we are now in an age where generative AI can perform certain tasks, quicker and more consistently, at a similar competency level to a PR graduate.
It is an exciting time for those who understand and use AI, but maybe not so much for those who feel overwhelmed at the concept. Needless to say, AI isn’t going anyway, but there are ways in which we can use the tools on offer to demonstrate the value of PR in a meaningful and long-lasting way. By putting the relations back into public relations!
As we move further into a digital age, our role as a PR practitioner is becoming less hands-on with the increasing capabilities of AI – meaning we can use the technology to be able to do repetitive admin-heavy tasks. However, it is more important now than ever for PR people to use the extra time we have been given from from using AI to delve deeper into building connections with our clients, journalists and audiences. We need to maintain the human touch that AI simply cannot replicate. But how do we do this?
Connecting with Clients
A PR agency should feel like an extension of their client’s marketing team, a seamless bridge between the brand and the media. With that in mind having face to face time with clients is imperative, making the effort goes a long way, so much so that 95% of professionals say face to face meetings are essentials for building and maintain long-term business relationships.
If that wasn’t convincing enough to get a F2F booked in, research from Harvard Business Review showed face to face requests are 34 times more successful than those made via email! [2]
Connecting with Journalists
When it comes to building close relations with journalists, this can be an even harder challenge. A recent report from Cision disclosed that only 2% of journalists want to be called on the phone.
We are only as good as the brands we represent and the content we create. Especially for young, up and coming PR people, it can feel daunting to build those relations behind a screen.
A great way for brands to stand out is to host events. It doesn’t have to be extravagant, having intimate conversations over lunch can be more valuable than a bouncing club event. Exclusive opportunities are also the perfect relationship builder to cement connections between brand and publication. We found from the latest Cision report that 55% of Journalists want to receive exclusive content and 44% want access to events.
Generative AI is not just a tool, it’s a catalyst for innovation in PR. Embracing it with a balanced perspective can lead to a future where technology and human creativity and personality work hand in hand to craft compelling narrative and build stronger relationships with our clients, journalists and our audience.
As we navigate this exciting era of AI that is undoubtedly transforming the PR industry, offering numerous advantages in terms of efficiency, insight and crisis management. However, it’s essential to navigate the associated challenges carefully. By fostering a collaborative, ethical and inclusive approach, the PR industry can fully leverage the power of AI while maintaining the human touch that is so vital to effective public relations.
At Prohibition, we work with various brands across all sectors, B2B and B2C, to create innovative PR and social media campaigns that deliver real ROI and help meet business goals. Get in touch with us today to find out how we could support you with your Public Relations. Drop us an email: hello@prohibitionpr.co.uk or give us a bell on 0113 430 4160.
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