Most people are far from happy when telemarketers call them up with a new deal or promotion. Apart from offering you something you already have, one can’t help but wonder :”Where did they get my personal information?” Here we discuss how AI data in Public Relations is valuable.
What is AI?
Don’t you find it strange that when you’ve been browsing the internet for a new tent, all of a sudden your browser is filled with adverts for camping gear? This is how Artificial Intelligence (AI) works.
It works like a brain and thoughts. For example, when you think of the colour red, the next thought could be a tomato followed by a recipe for a nice tomato based pasta sauce. It is designed to be one step ahead of your next question or request, even though it has the IQ of a 6 year old.
AI is being used to personalise public relations. Along with big data, it can be very useful in changing clients’ expectations and opinions about your business and brand.
Getting to know your target
Although there are plenty of methods that can be used to get to know your target market, it is paramount to stay transparent when collecting data. These methods includes AI, analytics and personalised experiences. When approaching your audience, it is best to avoid the “creepy” factor. It’s important to be straight forward when collecting data. Ensure that your target audience knows what you are using their personal information for.
Essentially, you want to better the lives of your audience by keeping them up to date with your brand. It’s vital to put them in control by giving them the opportunity to opt out.
Building trust
It’s important to gain the trust of your target. Remember, trust is earned. Once you’ve gained their trust you can build a personal relationship with your audience.
Furthermore, there’s a very thin line between using this personal data to advertise or promote your services compared to collecting information up to the point where it becomes creepy and intrusive. Using someone’s personal data is risky and can often repel the very customers you have been targeting. In fact, new legislations are being formed to protect the data of consumers. Crossing this line can result in losing the trust of your hard-earned targets.
Letting consumers know from the get-go, what data you need to collect and why is the best policy.
Building the Perfect Team
Smart AI tools are becoming more advanced every day. The idea of making marketing and PR personal alone is not enough to cut it with consumers.
Even though AI systems can help guide us to making informed decisions. The much needed “human” factor is still necessary when it comes to common sense. PR is a human industry and often needs guidance.
This is why it’s crucial to assemble teams consisting of strong, capable professionals. Furthermore, building a team that’s well balanced between skill sets and personalities will determine the overall success.
AI for communication
If you know who you are going to talk to, you can use AI to determine a dialogue you know will resonate with the target audience.
The idea of relevancy is much more important, in the sense that if you have relative information, the message will be personal.
Artificial Intelligence is still fairly new in the PR world. AI has thus far only been used in an elementary way, but will soon blossom into its full potential.
Focus
Even though, it helps reaching your target audience, it’s vital to know that personalisation is not the only focus. AI is rather diverse. When using AI, it is best to focus on basic things like, skills and resources. It’s important to ask questions like: “Is your message doing what you want it to?”
Boosting productivity
It’s no secret that AI is used in other fields of work as well as in PR, and it comes as no surprise that they are more productive with the help of AI.
In fact, productivity in AI has increased up to producing 12x more stories than is used to prior to using AI. PR experts need to ensure their materials are easily understood by AI as its practice becomes more prevalent to the needs of your brand and target market.
It is evident that AI is here to stay. Instead of being estranged to the unknown, it is best to tackle it head on, now knowing how it can benefit your brand or business.