According to Be-cause, PR professionals can navigate the increasing complexity of their roles by proactively using AI to optimise workflows and improve the client experience, resulting in a competitive edge in the industry.
"Instead of viewing new tech as a threat, we see it as an opportunity for growth and learning," says Beverley Houston, director of Be-cause Integrated Communications. "The key is to develop skills that complement AI and fill in the gaps in its limitations. AI can't beat the human touch — the creativity, sensitivity, smarts and good judgment needed to be successful in brand strategy and public relations."
According to the PR agency, since its establishment in Cape Town in 2012, Be-cause has been a trailblazer in the realm of intelligent communication solutions. With a targeted focus on healthcare, education, sustainability and the tech sector, the integrated communications agency has curated a niche clientele featuring prominent organisations such as:
  • global EdTech company Crimson Education
  • The TEFL Academy from the UK
  • Homeward Bound, a leadership initiative based in Australia, and
  • local payment gateway Payfast.
The company has recently opened a new office in London, intending to broaden its global client reach. To enhance service quality worldwide, it is integrating cutting-edge AI tools to boost productivity and maximise return on investment for clients. 
"From content analysis, creation and automation, to personalising communication strategies at scale, generative AI is disrupting conventional methods and shifting processes in the PR field. It's exciting to see the growth in the industry and to adopt the technologies that will mould the future communications landscape," says Emma Proctor, who heads up the London office.
Be-cause has identified three key areas in PR where AI has the potential to drive enhancement for clients:  

1. Client-centric innovation

AI empowers PR agencies to deliver client-centric innovation. It enables PR agencies to efficiently deepen their understanding of the client's industry, objectives and target audience, facilitating the delivery of tailored solutions. AI's monitoring capabilities can also provide insights into the activities, strengths and weaknesses of competitors.

This empowers PR teams to position their clients as standouts in their respective fields.

2. Sharper pitches, smarter media lists

AI can elevate the art of pitching. By predicting media interest in specific topics through the analysis of past articles and social media trends, it can recommend customised angles likely to capture the attention of targeted journalists. This extends to optimising media lists, ensuring pitches reach the most relevant contacts at the right time and through preferred platforms.

3. Enhanced efficiency

AI enhances operational efficiency by tackling mundane tasks, which frees up professionals to focus on creativity and strategy. For instance, AI-driven speech-to-text technology streamlines the transcription of interviews and meetings.

Tools like go even further, identifying action items from the meeting and sending them to everyone who attended. This improves internal communication and ensures accountability, which keeps projects on schedule.
The company concludes that from brand strategy development and traditional public relations, to report writing, digital content creation and social media management, Be-cause Integrated Communications provides a range of solutions aimed at enhancing brand visibility and impact. 

For more information, visit You can also follow Be-cause Integrated Communications on LinkedIn
*Image courtesy of contributor