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Anna Rozman is a featured contributor to The Definitive Guide to Public Relations in a Shifting Media Landscape.

Here's the complete contribution:

Artificial intelligence will play a bigger role in every part of our life and public relations won’t be an exception.

One of the areas in public relations that AI will affect is sentiment analysis. Most technologies available in the market right now are able to determine the sentiment of the whole article if it is expressed explicitly (e.g. it’s clear that words in the text have positive or negative connotation).

Although some companies claim that they are able to determine aspect-specific sentiment (sentiment towards a certain brand/company/product mentioned in the text) the accuracy still needs improvement.

Therefore, the biggest expectation from AI is that it will also be able to discern hidden irony or sarcasm and other literary techniques.

With this in mind, more effective reputation management systems will be created, which will enable PR specialists to respond to criticism and negative reactions in quick and easy ways. The machines will be able to gather unfavorable commentaries from various online sources in one place allowing to respond from the same system, thus saving PR professionals a lot of time.

Specifically designed robots will be able to integrate social accounts of journalists with their articles published by various media. Processing large amounts of information AI-driven solutions will also allow PR professionals find relevant journalists who cover specific industry with just one click.

This will allow PR specialists familiarize themselves with writers’ articles before they can pitch them, and then contact them effortlessly.

With influencers becoming increasingly more important, the new technologies will improve influencers’ search. Even though these techniques already exist, there’s still no concrete definition of who to consider an influencer.

  • Is it social reactions?
  • Is it being published by top media or being cited by other media?
  • Or Is it a combination of many parameters?

But using modern data analysis and machine learning algorithms will help to solve this problem.

There are already programs, which are able to write targeted content but they have some limitations. In the future, these restrictions will be removed and the new solutions will be able to process big data in order to create content tailored to the particular audience.


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