Artificial intelligence in PR – a status quo

The friendly chatbot in the customer hotline, Alexa, who reads the most important news, and Siri, who not only reminds us of the call to the mother-in-law, but also dials her number. Many elements of communication in everyday life become less complicated through Artificial Intelligence – the technology handles things so that we have our mind free for other things. And it’s no longer inconceivable without AI from company-internal processes – no wonder it makes at least a small part easier, faster, and leaner in an increasingly confusing world. According to a 2017 statistic survey, 41 percent of German companies use artificial intelligence, to master the growing flood of data.

Artificial intelligence is also increasingly used in the PR and communications industry. KI is ideally suited to take on diligence – but can she also be creative? For which areas the technology is indispensable and what in the end man has to decide: an overview.

How is AI used in the communications industry?

In addition to the skills as a communicator in the form of chatbots and virtual assistants, AI is primarily active in the background: In marketing, KI has established itself as a digital identifier of potential customer groups and their targeted approach. Above all in social channels, KI helps to identify previously defined target groups and provide them with appropriate advertising. According to Statista, 67 percent of marketing executives already use automation platforms for their corporate marketing activities.


A study by Jean Valin for the Chartered Institute of Public Relations from 2018 showed that “12% of the total skills of a PR practitioner (out of 52) could be supplemented or replaced by AI today, with the forecast that this would be within five Years could rise to 38%. ”

Other experts, such as the founder of the Marketing AI Institute, Paul Roetzer, in conversation with Cision even predict that in three to five years, 80 percent of PR activities will be largely automated. At the moment, KI is still largely uncharted territory in the industry, but in a matter of seconds PR professionals could gain insights for campaigns, targeting and reporting – and take over work that is necessary, but also annoying and time-consuming.

More on the subject: Artificial intelligence in customer communication

AI in PR: Research and Media Analysis

Where technological progress takes place, processes are streamlined, streamlined and tasks redistributed. As a result, KI often performs mass data-based tasks in PR, for example in the area of ​​research. Media analysis providers like Cision offer possibilities for process optimization and data processing in the form of automatic tonality determination.

Also special databases, which analyze with KI the articles after authors and suggest suitable journalists for a desired topic, fall into this range. That sounds like a lot of work and detailed results – that would tie up enormous human resources without AI. AI-optimized media monitoring wants to identify patterns in reporting and perform market and topic research on the basis of large amounts of data – an indispensable information gain for the user.

More on the subject: “Artificial intelligence is democratized”

AI in PR: Crisis Management

When it comes to recognizing crises, things can not go fast enough – and not only can AI quickly detect crises, but they can also predict them correctly. Already in 2017, the hashtag analytics company Keyhole was hailed, thanks to the combination of its own huge ones Records with AI Clouds for Machine Learning predicts key social media trends.

Real Time Crawling of social media content gets a smart filter through KI that detects threats early and keeps users informed. The panic-seeking and human scanning of countless content is being replaced by a relaxed 24/7 on-call service called KI. All this gives the human crisis manager time that he can use so valuablely that in the end, perhaps no real crisis arises.

In less acute cases, AI can be used to monitor brand perception. Marketing Technology tools identify patterns in social media posts and determine the underlying tone of tone – valuable to the employee to manage the reputation of his brand and influence brand awareness in the public sphere – for example, by changing their own tonality on social media or avoiding contentious content.

More on the subject: With KI to “Programmatic Everywhere”

AI in PR: reporting and content creation

AI is already being used as a copywriter in sports coverage, in hot or short news, news agencies such as AP have been using technology for years to turn quarterly reports into articles within seconds. Short or summary texts, even as posts for social media, are no problem for AI.

For longer or more elaborate stories, AI can look through large amounts of sources. Even product descriptions in e-commerce are often generated automatically – even if an automated disclaimer à la “This article was generated automatically” is missing. How satisfactorily these texts succeed from a human perspective is, of course, in the eye of the beholder – and in the criteria previously defined in the algorithm.

AI in PR: Influencer Marketing and Public Relations

What works for journalists, is even better for influencers: So AI can unerringly contribute to the determination of the currently most important opinion makers for a brand. Or identify topics and trends that are important in the foreseeable future and are to be filled by a company. In the future, it will most certainly be about a continuous fine-tuning by AI, while the final decisions will continue to be made by people.

More on the subject: When AI tells stories

Costs and benefits for AI in PR

AI solves specific tasks – many of them. Anyone who calculates in smaller sizes, will note at the latest in the complex implementation of AI that costs and benefits for him are in no relation. An inventory of existing processes and recurring tasks from the point of view of which resources are tied at what cost and at what cost is definitely necessary to verify the profitability of AI for the business.

KI will not replace people in the foreseeable future – let alone in an industry that shines through its creative minds and emotional intelligence, among other things. Fittingly, Jean Valin’s study for the Chartered Institute of Public Relations states: “Basic human traits such as empathy, trust, humor and relationship building can not be automated.”

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