Earlier this week, JFL had the pleasure of attending COMMSCON X INSIGHTS at Ministry of Sound, hosted by Cision. Jampacked with amazing speakers, we dove into the importance of data and how Artificial Intelligence could affect the communications industry as we know it.
Gone are the days of relying on the number of click throughs and pieces of coverage gained, the PR industry must now redefine how they measure the impact of their campaigns by using data and insights to ensure campaigns are meeting the right audiences and making the right impact. This is also very important for social channels where cutting through the noise is becoming increasingly difficult. Perhaps most importantly, data helps to objectively showcase the value of a campaign to a business, confirming that PR is still hugely needed.
The world of data can seem like a scary place, but we must aim to become data analysts so the industry doesn’t fall behind other industries such as advertising. Communicators must understand the basics of AI and machine learning and how it can affect a business to ensure PR can benefit in the long run. This can be as simple as using free online tools or reading books about AI.
So, what are the benefits of AI and should we fear it? No! AI is efficient, productive and speedy, and because humans have a say over how much AI they use in their communications, it is totally within our control. It’s all about people working alongside technology, as PR will always require a human touch so it can resonate with an audience. AI should be seen as an added bonus to comms, not a threat.
A huge thank you to Cision for hosting such an insightful event! If you are looking for insights into the PR & Communications industry, our Salary Survey is available for request from 1st July!
[Picture courtesy of Cision]