AI is
everywhere! Everyone and their mother are talking about it.
Some people wonder if the
robots are taking over, while others are
marvelling at the scientific and technological breakthroughs being made.
If you are one of the people worried that AI will take over your job,
don't! AI is impressive, but it is only a tool to be used to assist and make things easier. The saying goes:
Work smarter, not harder. That is where AI comes in, and we know how PR professionals can use AI to work smarter instead of harder.
media update's Alrika Möller explains a few ways PR professionals can use AI tools:
Convert speech to text
A big part of PR is communication and talking. But having to transcribe every interview, speech and meeting can take up a lot of time and energy. By using
speech-to-text AI tools, you can save a great deal of time
and make your life more
efficient.
A popular way to use this type of technology is to transcribe meetings with clients, in order to ensure that you don't miss a thing later on.
Here are a few tools and platforms to look at:
-
Speak AI-
Otter.ai-
Riverside, and
-
Beey.
Assist in crafting pitches
Every PR professional can testify that pitching to clients is a recurring and often
complicated ordeal. You need something fresh that is:
- applicable to the client
- easy to understand, and
- memorable.
If it was easy, everyone would do it!
In recent years AI programmes like
ZillionPitches were designed with this in mind. Zillion is one of the many AI tools that will allow you to
practise your pitch over and over in order to
perfect it. Some of these kinds of tools provide helpful feedback on the pitch so that you can hit it out of the park.
Other tools like
PitchBob.io and
Beautiful.ai were created to help you add a little
spice to your pitches and presentations in order to make them more visually appealing and stand out.
Think of these as AI sounding boards that exist to listen and help. It's not a colleague with a subjective view that will cloud their judgement or a friend you can get mad at if you don’t like what they are saying.
Improve content
We have already established that PR involves a lot of communication, but sometimes the most difficult communication of all is communicating with the
public.
Creating content can be
tough! You know what you want to say, but saying it in a new and exciting way is not as easy as it seems. Let
artificial intelligence take the pressure off.
AI tools and programmes such as
Jasper and
Sprinklr can help you to create content for any platform or purpose. These tools provide an
extra eye or a different perspective, by analysing the content that is already out in the world to determine the best and easiest way to say something in a way that the
public will understand.
While some might use these tools to write for them, it is recommended to add the
human touch and use them for
guidelines and
inspiration while adding your voice and
twist. Every person, company and brand have their own voice that AI can only try to replicate.
Check your writing
We have all heard of
human error and, try as we might,
nobody is perfect — even when they write. Every now and then, a spelling mistake or grammar error slips into our writing, without us even noticing it.
Even if you ask someone else to read your work, there is always the chance that they
might miss it as well.
Let's avoid the
embarrassment of having a small mistake pop up in your press release. It might just ruin the whole thing, or it can look unprofessional.
Using AI tools such as
Grammarly or
WordTune to check your work will ensure that you have no mistakes and errors slipping through the cracks with
any press release or content you put out to the public.
Some of these tools are advanced enough to
suggest other words that might fit better into the context or that mean the same thing if you want to avoid repetition.
I know there is nothing wrong with your writing skills, but we are only human after all!
Have you tried any AI tools? Let us know in the comments section below.
PR is a vast and complicated industry! If you are looking for more PR tips and tricks to help you out, you will love The four Ps of PR.
*Image courtesy of Canva