Machine Learning and Communications

We often hear people telling each other, “you cannot please everybody.” But what if it was possible? What if there was a way that we could please everyone? We could reach mass audiences, anticipate communications crises, create messages and posts on social media personalized for every person, and receive automated reports with more sentiment analytics. How? The answer is simple: Artificial Intelligence (AI). According to James Li of Meltwater, Public relations will benefit from AI as it would help to streamline workflows, generate better messages, and allow practitioners to become much more data-driven.

Public Relations is one of the most important branches of any organization. Public relations practitioners have shaped the way companies target their audiences across different channels. Practitioners always keep on trying to find ways to impart messages to their audiences more efficiently and effectively. They always try to come up with messaging that resonates with all their target audiences and resultantly generate interest in them to take action. Carly Rogers, in the article “How Artificial Intelligence and Big Data will affect the Future of PR,” said “One use for artificial intelligence in public relations is that AI will be able to send direct, relevant messages to specific audiences and it is already being used by servers like Facebook to target advertisements.”

We live in a whole new world, which is a lot different than what it used to be two or three decades ago. Earlier, we used to give commands and program computers but now it is Machine Learning. We just feed them data and machines take care of the rest. Machines learning from the data and teaching themselves things that they have never done or encountered in the past seem scary and raise concerns for the future. Stephen Hawkings, a British Scientist, in an interview with BBC said: “The development of full artificial intelligence could spell the end of the human race." Artificial intelligence has proven itself to be an asset in many fields but Hawkings feared repercussions of something that can challenge human capabilities. Also, AI has had a bad reputation, mostly because of its potential to take over human jobs, which is true for some industries but not for Public Relations, Li added.

The evolution of Public Relations as a field has been parallel to the evolution and advancements in the technological sector. Newer technologies and advancements have always meant newer and advanced ways for practitioners to control and impart information to their stakeholders. According to Abbi Whittaker, a reporter for Forbes said that AI will help PR companies and professionals analyze their data more efficiently, which will help them provide better service to their clients. She added that understanding the needs of and receiving detailed insights into what customers need will help practitioners reach wider audiences.

Have you ever wondered how these innovations have changed the way we communicate? It certainly has provided us with more efficient tools to impart information but it has brought upon an era where nothing is certain. If you are not using an updated communications medium, you are potentially losing a key audience, which makes it even more important that Public relations practitioners stay open to applying AI in their daily practices.

Bibliography

Cellan-Jones, R. (2014, December 2). Stephen Hawking warns artificial intelligence could end mankind . Retrieved from BBC News: https://www.bbc.com/news/technology-30290540

focaloid.com.

(2019, January 29). Artificial Intelligence and the future of PR . Retrieved from Medium: Data Driven Investor: https://medium.com/datadriveninvestor/artificial-intelligence-and-the-future-of-pr-62355f399eb

Garrett, M. (2018, December 12). 6 things PR pros should understand about AI . Retrieved from Ragan's PR Daily: https://www.prdaily.com/6-things-pr-pros-should-understand-about-ai/

Li, J. (2018, April 29). Artificial Intelligence and the Future of PR . Retrieved from Meltwater: https://www.meltwater.com/blog/artificial-intelligence-and-the-future-of-pr/

Regina Luttrell, A. W. (2019, September 5). Why and how PR pros should embrace artificial intelligence . Retrieved from Hagan's PR Daily: https://www.prdaily.com/why-and-how-pr-pros-should-embrace-artificial-intelligence/

Rogers, C. (2019, May 20). HOW ARTIFICIAL INTELLIGENCE AND BIG DATA WILL AFFECT THE FUTURE OF PR . Retrieved from Institute for Public Relations: https://instituteforpr.org/how-artificial-intelligence-and-big-data-will-affect-the-future-of-pr/

Whitaker, A. (2017, March 20). How Advancements In Artificial Intelligence Will Impact Public Relations . Retrieved from Forbes: https://www.forbes.com/sites/theyec/2017/03/20/how-advancements-in-artificial-intelligence-will-impact-public-relations/#37b4ac6941de