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Technological development has made life much more approachable, impactful, economical, and profitable since it makes it possible to accomplish goals better and with less effort while still enjoying the benefits of achieving them. However, to prepare for the future and make the most of living in the digital age, we must be aware of what is in store.
There is no denying how technology has improved every industry, particularly the business sector. The function of technology in PR is one of the key factors contributing to the progress in the business sector brought about by technological advancement. One such technology which is the future of the world is artificial intelligence (AI). It means developing systems for tasks dependent on human intelligence, such as speech recognition, text translation into different languages, and even decision-making.
Role Of Artificial Intelligence In Public Relations
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Developing public relations is crucial because it helps businesses in many ways. However, many people take it for granted and consider it useless, but in reality, PR can change the course of your business. Good PR provides many benefits, such as brand awareness, increased credibility, enhanced productivity, and relations with stakeholders, such as media, journalists, investors, and, most significantly, the target market.
Unfortunately, people need to be made aware of how much they use artificial intelligence in their lives already. A leader has the ability of foresight and can see where the future is going. Considering the significance of technology and the increasing trend of AI, leaders invest in it and make it a part of public relations. How can AI help in PR? AI plays the following roles in improving public relations:
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1. Target Market Analysis
Once you know your target market's needs, you can offer them products and services. Artificial intelligence helps to conduct surveys and then analyze the data into quantitative values so you can work accordingly. For example, you have a restaurant and wish to add a dish to the menu. You shortlist two to three words but still need clarification as you have to select one due to budget constraints. You can post a survey online and let your target market answer it. A human will require a lot of time to convert that scattered data into quantitative figures. It will help you decide quickly, freeing time to work on something else productive.
2. Speech To Text Conversion Through AI
Being in the business industry, your vision is always broad and going global. When you look at yourself as a worldwide figure, you come across different people who may belong to the same culture or country but will have different accents, making communication difficult. When we converge all PR activities into a single attribute, it is about communication at it’s core, so you can not afford any issues here. Therefore leaders invest in AI because it provides a solution. It converts the speech into text, making the reach of your videos, podcasts, and conference presentation easily readable by every eligible person. AI is a considerable contribution to public relations because communication is the solution to a bundle of problems and anything that solves communication problems is worth investment. Moreover, the written text is easy to recall because it forms a sharp image in consumers' minds—the human tendency to retain written material more than something you only hear.
3. Translation Into Various Languages
We always talk about the benefits and perks of globalization. Elimination or blurring of geographical or territorial boundaries is its fruit as well. When businesses decide on their target market, they consider the population within the geographical boundaries. But here comes the language barrier. The speech-to-text conversion feature can solve it to some extent but only partially. If you are an American, will you be able to read French or German? No, in most cases. AI comes with a solution to this problem. It offers you translation of any text into any language making it easier to communicate. Leaders invest in artificial intelligence to increase the spread of their PR campaign, so they gain response worldwide. This feature not only creates ease for the business sector but also provides customers with value. They believe they are so essential that the organization has translated everything into their native language. It then strengthens the customer relations with the organization leading to customer lifetime value.
4. Natural Language Processing (NLP)
Computer-processed text will always leave its mark no matter how hard you try. You can effortlessly tell between two passages which one is written by a human and which is produced by a machine. AI offers to design PR campaigns and write press releases. It provides the same feature through natural language processing which means it will ensure that the computerized text it will produce is in a manner that makes it seem as if any human wrote it. The impact of natural text is more than automated statements. Humans best understand each other. The extent to which a computer understands someone is null, but a human understands, so press releases and PR campaigns are more impactful.
The Future of Artificial Intelligence
Though we only pointed out the communication-related benefits of artificial intelligence, it does not limit the benefits. As a content creator, you know how essential it is to create quality content. While AI helps a lot, does that mean AI will replace humans? No, it will not happen. The communication process still depends heavily on human input, and we see it staying the same for a while.
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