The use of AI in PR has been one of the more controversial topics for some time now. It arouses very strong emotions in the industry, as it is basically unclear whether its representatives will develop their capabilities or lose their jobs as a result.
Unfortunately, the general trend in the market is that often what is inferior and mass displaces what is better and unique simply because the latter is much more expensive. Will customers prefer the almost free creations of computer programming to the much more expensive fruits of human creativity? Or should AI not be competed with, but used to make it work even better, without overlooking the human factor? All indications are that the last sentence is true. Here is how AI can help a Polish PR agency.
Great servant, terrible master
Analyzing the statements of various experts, it is clear that at this point in time, one of the most important values that AI can bring to Polish PR professionals is time-saving. It works very well for tedious tasks that take a lot of time but do not require flair and finesse. This allows the PR professional to attend to other, more important activities. Artificial intelligence can therefore generate reports, analyze data, or write simple texts that do not need to be original and unconventional.
PR in Poland – data analysis
When it comes to analyzing data and performing calculations, the computer has had a complete advantage over humans for a very long time. This is worth exploiting. Thanks to artificial intelligence, it is possible to analyze datasets in a fraction of a second that would take a human being months to read alone, let alone perform the relevant calculations.
Up to now, tools such as Excel have been used, but AI has taken this ability to a much higher level, incomparable to anything we have known before. It is possible to study all sorts of trends, mentions of a company, and even what emotions are evoked among customers. The latter is called sentiment analysis. Both traditional and social media can be analyzed in this way.
Artificial intelligence can thus detect the first signs of an image crisis and allow you to prepare for it accordingly. It will also analyze the actions of the competition. However, it is always up to a human being to draw conclusions from the data and ultimately decide what action strategy to implement. There is no doubt, however, that AI helps to save a lot of time indeed and to do things that a human cannot do.
PR in Poland – text writing
PR writing by AI is still a controversial topic. Certainly, artificial intelligence can do it, but is it as good as a human? Let’s analyze the process using the example of the Prowly tool, which perfectly demonstrates that it is not just a matter of simply typing a text topic into the right box. AI can fulfill the writer’s expectations much more accurately.
When creating a press release, at the very beginning we have to choose whether we want to start by brainstorming or whether we already have a concept ready. We choose the former option when we only have a general outline of what we want to communicate. Enter it in the appropriate box. The program will suggest different narratives and the reasoning behind them. Not all of the suggestions made by this tool will be to our liking, but it may well give us a great idea that we have not come up with ourselves.
If we already have our concept, we will be asked to choose the type of press release. The next step is to define the target group and the language. After this, all we need to do is enter the 3 main messages we want to communicate. We will also be asked some follow-up questions to answer. The final step is to choose the tone of the note. This can be professional or relaxed, for example. In this way, we can get a text that meets our expectations.
The last step belongs to the PR person
Modern AI tools can do a lot. One thing, however, has not changed for years. The final step is to accept, for example, a text or to make a decision, and this always belongs to a human. It is worth remembering that AI is not a 100 percent reliable source of information. It sometimes gives false data, including relying on studies that do not exist. It is therefore always important to check everything carefully, especially if it is an important text or a key decision.
Don’t know how to use artificial intelligence to promote your brand and public relations efforts? Our experts will be happy to help you. We are a Polish PR agency that has been following developments in the Polish media market for many years and using them when working with global clients. Let’s talk about your business and communication goals!