The Public Relations Blog

Using AI comes with its own ethical and legal challenges.

As we’ve previously covered, emerging artificial intelligence technologies can be a boon for your company’s public relations content production. With its ability to quickly create content, your company can quickly create useful first drafts for the rest of your team to build upon, among other benefits.

While AI is an effective tool for PR content creation, you can’t use content as-is. Before your company begins using AI-generated content for PR, you need to make sure you have a clear usage policy, a process for when an AI takes content from other sources, and a vision for how to deal with copyrighted materials it might use.

Artificial intelligence can be a great PR assistant, but it’s not the end-all for content creation.

Artificial intelligence has taken the tech community by storm in 2023. Originally treated as a novelty, it has quickly become an effective tool in multiple fields. Public relations can benefit from the AI revolution as well.

But before looking at how AI can improve your PR, it’s important to learn what AI is.

Use UTMs and Google Analytics to enhance your data on link clicks in press releases.

Your company has just finished up a news release. Everything looks complete, and it’s been copy edited. It’s ready to go, right? Not yet. Before you send out a news release, you should add Urchin Tracking Module, or UTM, codes to links that go to websites you own in a press release.

A great first impression extends to the internet as well

Making a strong first impression when people see you or your company for the first time is extremely important. It sets how people perceive you, so it’s critical that you make sure a first impression is the best it can be.

Common ways to make a strong first impression can include:

Positivity is an important element for success in the world of public relations.

Public relations is a very stressful job, whether you’re a PR practitioner or someone in a company that works with a PR firm or team. PR professionals and others working in the field face stressors such as:

An idea that didn’t fit one campaign can be just right for another

When ideating for public relations, you and the people you’re doing PR with will develop plenty of ideas for a campaign. However, you won’t find a use for all of them. Throwing them into a folder or archive doesn’t mean it’s the end for those ideas, though.

Becoming a lifelong learner can help you in multiple ways

Learning, along with experience, is fundamental to gaining knowledge and being successful as a professional. However, you shouldn’t limit learning to topics related to your career or profession; you should stay willing to learn all kinds of subjects – even things outside what you’re usually interested in – whenever you can. A little learning each day can pay off in both your professional and personal lives. 

Experience is a great tool for learning beyond what school can teach

As a professional, you should always be soaking up information and learning new things. No matter what you specialize in, learning new information will help you and your company grow and adapt. One great way to learn valuable information is through experience.

Experiencing what customers do can help you put yourself in their shoes

Telling your company’s story and why it matters to your potential customers is a very important part of public relations. However, it’s possible to get so into storytelling that you lose focus on how your story connects to potential customers!

A great way to solve this issue is to put yourself in the customer’s shoes. It sounds simple, but going through the same processes your customers go through can help you understand what makes your product or service shine, thus helping you focus PR efforts on how your company can solve potential customers’ problems and make their lives easier.

Forgetting how your service can help a consumer can cost you when launching a new product

Let’s say your company has made and rolled out a new product. Everything looks great on your end, but people aren’t buying it for some reason. The product is well reviewed by the people buying it, and there aren’t any deficiencies that would draw ire from consumers, so it’s not the product itself causing the lack of sales. You just don’t know what’s causing this.

One big issue that could be causing this problem: In your enthusiasm for developing and marketing, your company forgot to create context for your product to directly tell consumers how it can help them.