Why PR pros should consider automation
While most communicators reject the use of artificial intelligence in their work, here are some ways technology can help you do more with less.
Hearing the term PR automation will make most communications pros flinch. They’ll talk about how these two are—and should be—miles apart.
Does that mean we shouldn’t enjoy the benefits of modern technology?
Not at all.
These technologies can make PR pros work easier without jeopardizing the relationships they’ve spent so much time cultivating. Communications is all about building successful relationships with journalists, guided by a code of etiquette.
It is certainly possible to have PR automation without risk to those relationships, and maybe even to their benefit.
We now commonly employ mathematical algorithms to chew through colossal amounts of data. These algorithms can easily pinpoint and describe online influencers, networks and hot topics.
The UK’s Chartered Institute of Public Relations is seeking to characterize how much artificial intelligence influence has on communications, and for good reason.
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