With all the conversation – and controversy – surrounding AI these days, law firms and other businesses small and large might be wondering if artificial intelligence (AI) can help with PR needs. The answer, unsurprisingly, is nuanced. AI has the potential to elevate your brand’s marketing and PR strategies, but this doesn’t mean there aren’t some caveats associated with its use.
Before diving into the pros and cons of using AI in the PR world, let’s address a common concern: Does AI have the power to replace PR firms fully? The answer here is a definitive “no.”
The fact of the matter is that the “human touch” remains indispensable to any piece of content released by a public relations agency (in Los Angeles and beyond). Establishing a deep and meaningful connection with your identified target market is what translates to unparalleled business success. A robot will never be able to achieve the level of judgment, empathy, and intelligence that we, as humans, possess.
So rest assured that the use of AI tools cannot replace a human-driven, thoughtful PR strategy. Connecting with a New York public relations firm or hiring a content marketing agency in Los Angeles is one tried and true way to help your business generate leads and improve its public image. But are there ways in which AI can help bolster a business’s PR efforts?
Particularly since the release of Open AI’s legendary chatbot, ChatGPT, in 2022, the influence of AI has skyrocketed, and artificial intelligence has been reshaping the landscape of business operations and online communication. AI has become an invaluable asset in the business world, notably in the media industry, for its ability to speed up processes and maximize efficiency.
Whether you’re looking to reconnect with old clients, generate new business, or work on crisis management, incorporating AI can improve marketing for your business in multiple ways. Here are some ways that AI can help with PR needs.
AI can help businesses streamline their internal processes. It can take over certain mundane employee tasks, such as routine administrative functions, to free up time for more critical, personal aspects of the business, such as networking, pitching, and targeted business development.
Your firm might decide to use AI-powered tools like Planoly, which schedules social media posts more efficiently and writes creative captions that will lure in clients. You can also leverage advanced algorithms to analyze audience engagement patterns and tailor your content accordingly to ensure it resonates with your target market.
In situations requiring crisis management, professional-sounding content needs to be released quickly, and ChatGPT and other AI platforms can help with that. Just tell the platform what you need and it will write something up for you in a matter of seconds that you can use as a jumping-off point. You can even tell it what tone of voice you want or what type of audience you’re hoping to reach. Just make sure to double-check the facts and edit the copy to add in your human voice — as always — before publishing it.
Although AI can be incredibly helpful, like all advanced technology, it comes with downsides. Remember, you’re working with machines that don’t possess emotion, nuance, subtlety, or similar qualities that skilled PR professionals have in spades. Below are two of the biggest concerns when it comes to AI.
AI systems need more contextual and comprehensive reasoning, leading to potential inaccuracies in the information provided. Take ChatGPT, for instance, which extracts online data and information provided through 2022 to generate responses. This means that if you ask it a question about a recent occurrence, it won’t have the real-time knowledge or data to provide you with the most up-to-date answer.
Additionally, ChatGPT doesn’t always spit out factual information. Be sure to fact-check everything before publication to ensure you provide your readers with accurate and reliable content.
Unfortunately, AI also comes with data privacy and security concerns. As a business, it’s essential to prioritize the protection of sensitive information. You want to make sure you’re aware of the vulnerabilities that can arise when using AI technologies. Developing robust security measures and adhering to privacy regulations can help reduce the risks associated with potential data breaches.
Ultimately, maintaining a balanced approach by leveraging AI’s benefits while being mindful of its limitations is the key to navigating the evolving landscape responsibly and carefully.
Connect with us to learn how AI can help with your PR needs. Los Angeles or New York public relations firms can boost your business’s marketing initiatives and will help you explore whether the use of AI can be part of that effort.
Horowitz Agency is highly rated as one of the top marketing and PR agencies in New York and around the country. Our team has years of experience and the results to back it up. We look forward to hearing more about your needs and discussing the public relations services that will best serve your business.