AI's PR shake-up: What to expect?

Authored by Aakriti Bhargava, Co Founder, Wizikey

The world of public relations is undergoing a seismic shift, propelled by the relentless march of technology. As a co-founder of Wizikey and a seasoned PR practitioner, I have been fortunate to witness this transformation firsthand. The last two decades have seen significant changes, but nothing compares to the quantum leap we have experienced in the past year alone, largely driven by the advent of Artificial Intelligence (AI). Technology is no longer a mere companion; it has become the very heartbeat of the PR industry, reshaping its landscape in ways we could have scarcely imagined. In this article, we will delve into the key predictions that underscore the monumental impact of technology on the future of public relations.

Prediction 1: 1 person agency with 100 Mn Dollar revenues will be a possibility 

With the advent of Artificial Intelligence (AI) and advanced analytics, individuals have an unprecedented opportunity to establish thriving PR agencies with staggering revenues. Last year, the global top 250 PR agencies boasted an average employee size of 500 (Source: PRovoke Media, 2023). However, with AI-powered tools, one can envision a future where a solo entrepreneur can rival these giants in terms of revenue and impact.

Prediction 2: Rise of In-House PR as the Premier Crisis Response Solution 

Crises can unfold within seconds, and in-house PR teams are increasingly becoming the go-to solution for rapid response. According to a discussion by Sword and the Script, organizations are bringing PR in-house to enhance responsiveness and efficiency in handling crises. They highlight the trend towards internal PR capabilities as companies seek quicker, more aligned crisis management (Institute for PR) (Agility PR Solutions). Similarly, PRovoke Media underscores the growing importance of in-house PR teams in managing crises, noting their ability to provide swift and knowledgeable responses essential for effective crisis management .

Prediction 3: Pioneering a Global Model from India's Silicon Valley 

India is poised to reshape the global standard for client collaboration, leveraging its vast English-speaking population, which numbers over 135 million, second only to the USA . Technological advancements are breaking down geographical barriers, positioning the Indian PR fraternity to leapfrog ahead by facilitating seamless collaboration with global clients, regardless of physical location. This evolution is set to establish a new paradigm in global client relationships and service delivery .

Prediction 4: Hyper-Personalized Storytelling through Data Insights 

By leveraging advanced analytics tools, PR agencies can analyze vast amounts of data to uncover nuanced insights about their audience's preferences. This enables practitioners to deliver highly relevant narratives that drive engagement, leading to higher engagement rates, improved brand loyalty, and increased ROI for PR campaigns.

Prediction 5: VR and AR Transforming Experiential PR 

VR and AR are poised to revolutionize PR campaigns by creating captivating brand experiences that leave a lasting impression on audiences. From virtual product launches to interactive brand experiences, these immersive technologies offer unparalleled opportunities for engagement and brand storytelling. Coca-Cola's "Virtual Vending Machine" campaign, Sony's "Experience PlayStation" campaign, and HBO's "Behind the Scenes" AR experience for "Watchmen" are prime examples of how brands can leverage these technologies to generate buzz, drive excitement, and increase engagement.

As the global VR and AR market is expected to reach $1.5 trillion by 2030 (PwC), PR professionals must stay up-to-date with the latest advancements, understand the unique storytelling opportunities these technologies provide, and collaborate with experienced partners to develop innovative campaigns that captivate audiences and deliver measurable results. By effectively incorporating VR and AR into their strategies, PR practitioners can transport audiences to virtual worlds, facilitate interactive product experiences, and create memorable moments that drive brand loyalty and advocacy.

Prediction 6: AI-Powered Crisis Management and Reputation Protection 

Effective crisis management is crucial for maintaining brand reputation in today's fast-paced digital landscape. AI-powered tools enable PR professionals to anticipate, mitigate, and respond to crises in real-time by analyzing vast amounts of data to identify potential issues before they escalate. This proactive approach enhances crisis preparedness and response capabilities, ensuring swift and effective action when faced with reputational challenges. Forrester predicts that companies using AI for crisis management will reduce incident response time by up to 50% .

Prediction 7: Rise of Voice-Activated PR Assistants and Video Avataars 

With Imara AI, Wizikey introduces the world's first AI Avatar for PR Communications. This innovation, alongside voice-activated assistants like Siri and Alexa, is transforming how PR professionals operate. Tasks ranging from scheduling meetings to drafting releases are being streamlined through voice commands, boosting efficiency and fostering seamless collaboration. This evolution signals a more agile and responsive PR landscape, empowering practitioners to excel in an era of rapid change .

Prediction 8: Proactive Crisis Aversion through Predictive Analysis

Predictive analysis tools allow PR teams to anticipate and avert crises before they even materialize by analyzing historical data, market trends, and consumer sentiment. This proactive approach enables PR professionals to mitigate risks and address underlying issues before they escalate, ultimately safeguarding their brand's reputation and maintaining public trust. Gartner predicts that by 2025, predictive analytics will reduce business disruptions by 60% for companies that invest in these tools .

The future of PR lies in adapting to rapid changes, leveraging new tools for strategic advantage, and embracing innovation and data-driven insights. This evolution positions PR as an integral, impactful part of the business ecosystem, capable of shaping public perception and engaging audiences more meaningfully. As we embrace these technological advancements, PR professionals must maintain human creativity and critical thinking skills while addressing data privacy and security concerns. By doing so, the PR profession stands poised to evolve and thrive in the digital age, harnessing the power of technology to deliver exceptional results for clients and audiences alike.

 DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.

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