Why and how you should use AI in your PR efforts

Artificial intelligence is no longer solely for science fiction sagas. Its business applications are growing, including public relations and marketing. Here’s how data and insights help strategy.

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Even in its early stages, AI is positioned to change the way we do business forever. CEOs are beginning to understand this. According to PwC, 72 percent of business leaders termed it a “business advantage.”

A 2016 survey from Narrative Science found that 58 percent of enterprise business executives are already using predictive analytics within their organization.

Companies spend about $30 billion on PR per year, and executives rightfully demand to see a return on that investment. Unfortunately, 82 percent of practitioners say they have no way to evaluate the return they receive on PR.

PR coverage has typically been measured by media outlet audience size. For example, if a PR pro gained coverage for her brand in Forbes, she might report the circulation of Forbes as the potential audience size that saw the message. This method of measurement does not tie back to business objectives, and these softer metrics often do not resonate with executives.

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