INNOVATIONS IN PR TOOLS AND TECHNIQUES

 

Innovation has a vital role for PR companies to manage the business image and promotional techniques in an effective way.  Press releases, news conferences, and publicity are important innovative practices by companies to improve public relations management techniques appropriately. "Artificial intelligence”, “Virtual reality" and social media have a strong impact on the innovative experiences of PR land space in the international market. The experts included in the public relation activities make innovative content in social media platforms to improve the PR landscape with the help of "Artificial intelligence" and "Virtual reality". Analysis of "Artificial intelligence” and "Virtual reality" are two significant tools for PR that public relations experts use to enhance overall brand awareness in the global market.

                                       

Figure 1: PR teams using AI

(Source: Forbes, 2023)

·       The interpretation ability through “Artificial intelligence" can be referred to as a significant tool that helps in making digital press releases for companies.

·       Moor et al., (2023,265), has stated that "Artificial intelligence" has the capability to analyse information and data through “supervised algorithms”.

International firms can apply “Artificial intelligence" during the making of digital press releases through virtual events. The information provides an idea on the fact that "Artificial intelligence" provides insight into real-time information regarding the engagement of customers in a digital press release. For instance, AI-powered analytics tools like Google Analytics help PR professionals to collect and analyse vast amounts of data from a variety of sources for making digital press releases (Forbes, 2023). This information helps to convey that the implementation of "Artificial intelligence" creates opportunities for companies to understand the interests of consumers or audiences on specific products and services. In addition, the inclusion of "Artificial intelligence" has the capability to enhance the operational efficiency in PR activities for the companies through engaging a large audience towards the contents. The additional contrasting view reflects that public relations expert can understand the responses of consumers through the utilisation of "Artificial intelligence".  Therefore, it can be analysed that the inclusion of AI-powered analytics is significant for the companies to improve PR activities and landscapes in an extensive manner.

The synchronisation of "Virtual reality" can be taken into consideration as an effective tool for the companies to manage PR activities of the business appropriately.  Based on the identification by de Regt et al., (2021,518), virtual reality provides meaningful content to the audiences to engage in PR activities appropriately. The creation of effective contents through the utilisation of "Virtual reality" impacts on the brand image and visibility properly. Thus, it has been understood that "Virtual reality" is an important PR tool for companies to achieve a strong brand presence in the global market.

The discussion summarised the fact that technology has a vast role for companies regarding the making of innovative PR strategies in front of large audiences. It can be observed that "Artificial intelligence" has the capability to deliver real-time information regarding the engagement of customers in PR activities.  The real-time data improves the contents of the public relations experts to engage vast audiences towards the business products and services in an effective manner. 


 

References

de Regt, A., Plangger, K. and Barnes, S.J., (2021). Virtual reality marketing and customer advocacy: Transforming experiences from story-telling to story-doing. Journal of Business Research, 136, pp.513-522. https://nscpolteksby.ac.id/ebook/files/Ebook/Journal%20International/Marketing/Journal%20of%20Business%20Research/Volume%20136%2C%20November%202021%2C%20Pages%20513-522.pdf

Forbes, (2023). How PR Professionals Can Use Artificial Intelligence Tools To Enhance Their Work. Available from: https://www.forbes.com/sites/forbesbusinesscouncil/2023/03/22/how-pr-professionals-can-use-artificial-intelligence-tools-to-enhance-their-work/?sh=246e280465c8[Accessed 7th May 2024]

Moor, M., Banerjee, O., Abad, Z.S.H., Krumholz, H.M., Leskovec, J., Topol, E.J. and Rajpurkar, P., (2023). Foundation models for generalist medical artificial intelligence. Nature, 616(7956), pp.259-265. https://www.nature.com/articles/s41586-023-05881-4

 

 

 

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