Did you know that artificial intelligence can help public relations firms identify and resolve problems before they get out of control and cause damage? According to IBISWorld, there are 57,416 public relations firms in the USA as of this year.

That’s up 4.6% from 2022. But just because there are tens of thousands of PR companies across the country doesn’t mean they’re all more or less the same. Some are better at leveraging technology to benefit their diverse client bases.

AI Is Changing PR Company Processes in These X Ways

PR firms on the leading edge of the digital age are using artificial intelligence. It’s changing not only how they work, but also how they help customers. Continue reading to learn about five ways AI is becoming a unique value proposition in the sector.

Assemble Media Lists

Some PR firms are using AI tools to create media lists. Leveraging solutions like ChatGPT, professionals in the industry can easily create customized media lists, stay on top of media impressions, find media coverage prospects and more.

Using AI to create media lists frees up PR staff to focus on other vital, mission-critical functions.

Reputation Management

Companies trust PR companies to help them build their brands, attract attention, and establish reputations as reliable providers of the products and services people need. That’s one reason reputation management services are so vital.

The good news is that AI can help a PR company keep its finger on the pulse of the internet. If any negative news emerges that can deal a nasty blow to a client, the PR firm will be alerted quickly.

PR firms can leverage AI to monitor the internet to stay on top of any bad news identified on social media, in blogs, or in articles. That will give the service provider time to mount strategic campaigns to manage the situation and help clients reputationally.

Media Monitoring

Staying on top of media coverage is an essential service PR firms offer their clients. But it can be a time- and energy-consuming exercise. Enter AI. PR companies can tap into AI tools to monitor media coverage and gauge the overall sentiment toward their clients.

By studying the information gleaned, PR firms can assess the effectiveness of PR and media campaigns, uncover any positive or negative sentiment, see brand perception, and find opportunities to reach out to specific media outlets or journalists.

Influencer Identification

The global influencer market is worth an estimated $21.1 billion this year, according to Statista.

Pairing your clients with the right influencers can make a big difference and move the needle in terms of revenue generation. But it’ll take a lot of time for your workers to manually search for influencers reaching the right target demographics.

Using AI tools, however, PR firms can find influencers based on things like engagement rates, demographics reached, and follower counts. While PR firm professionals can search social media platforms for suitable influencers, AI can do the job faster and more effectively.

All you have to do is set the parameters for the AI tool to adhere to.

Predictive Analytics

PR firms can also use AI tools to facilitate strategic decision-making.

They can use these solutions to analyze massive amounts of data and provide insights to help PR professionals develop and launch effective campaigns. Professionals in the industry can use predictive analytics tools with AI baked in to craft messages that hit home.

These are some ways PR companies use AI to improve their processes and the value they deliver to their clients.

Working smarter rather than harder is a principle that applies regardless of the line of business. While AI can’t replace PR professionals, it can help them do what they do more effectively, efficiently, and productively.