The best ways AI can integrate any PR pro’s real-life expertise

If there were a prize for the most significant business trend in 2024, the gold would land with Artificial Intelligence (AI). Over the past few years, the AI conversation has changed, and in PR land, we no longer think about IF or WHAT we can do with the tech but HOW and WHY.

It can take some tinkering (and failure), but in our client campaigns, we have seen how many of the available AI tools can be used better, more intuitively, and more integrated into the bits of our daily grind that suck our time and headspace? That is the magic.

Like many PR agencies, the Bespoke Co. crew has had some hits and misses in leveraging AI tools. As I am not a natural tech head, I took a while to appreciate how to streamline our small business operations, enhance client results, and remain competitive in the ever-evolving media and digital communications landscape.

The upshots? Here are some top ways AI has changed what we do in a good way without diminishing our value or creative mojo:

1. Media Monitoring and Sentiment Analysis

• AI-driven media monitoring tools can automatically track news, blogs, social media, and other platforms for mentions of a client’s brand, industry, or competitors.
• Sentiment analysis can quickly assess the tone of coverage (positive, neutral, or negative), helping PR agencies gauge public perception without manual scanning. We often used Isentia, but others are also doing good work, such as Prowly and Releasd.

2. Content Creation and Curation

• With our creative agencies and other partners, we often use AI-powered content generation tools like adcreative.ai, TechTarget, or ChatGPT, which can help draft images or fundamental press releases, blog posts, social media updates, and more, speeding up content creation without sacrificing quality. That said, we always need to cast an eye over these pieces to ensure they have the right tone and don’t simply skimp on relevant and magical content to save us time. Clients pay us for a bespoke PR and comms service and expect more. We value agencies’ ability to be agile and in-depth in their offering, as well as cost-effective!
• Content curation algorithms can identify relevant articles or topics to share with clients or the media. This helps with newsjacking and awareness of what the broader marketplace is up to.

3. Media Outreach and Personalisation

• AI can help personalise media pitches by analysing journalists’ previous work (many of who we know already) and the latest media angles or topical interests. Tools can also suggest which journalists will likely cover a story based on historical data.
• Email automation integrated with AI allows follow-up reminders, pitch optimization, and enhanced response rates.

4. Crisis Management

• AI tools can predict potential PR crises by analysing news or social media patterns. Early warnings allow agencies to address emerging issues proactively.
• During crises, AI can provide real-time data on the spread of negative stories and suggest immediate responses based on past crises. In a 24/7 news cycle, this is a game changer.

5. Influencer Identification

• AI tools can tap into social media profiles to identify influencers with high engagement within a specific niche. These tools can also track their performance and fit for a brand.

6. Client Reporting and Analytics

• AI can streamline data analysis for monthly or quarterly reports, offering real-time insights into campaign performance, media reach, sentiment, and ROI.
• Automated dashboards allow clients to monitor KPIs without waiting for detailed reports.

7. Audience Targeting and Segmentation

• AI can analyse audience behaviour, preferences, and demographics to help PR agencies create more targeted campaigns. This ensures that content reaches the right audience with the right message.

8. Speech Recognition for Transcribing

• We love Otter.ai. Among our AI tools, it can transcribe interviews, press conferences, or meetings in real time, making it easier for PR teams to capture critical information without manual note-taking.

9. Chatbots for Client Communication

• AI chatbots can handle basic client inquiries, schedule meetings, or distribute press releases, saving time on routine communications.

10. Predictive Analytics for Campaign Planning

• AI can scan past campaign data to predict trends and recommend strategies for future campaigns, helping agencies fine-tune their approaches for higher success rates.

Integrating AI into key value-add areas allows smaller PR agencies to enhance efficiency, deliver more personalised services, and offer data-driven insight. The real win is if the tech can lead to better client outcomes.

To get more from your PR, please let us know how we can help – book a free and confidential chat.