COMMSCON X INSIGHTS

27th June 2019

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] 

Articles you might be interested in…

Leila - What I've learnt at JFL
2 Sep 2019

Leila - What I've learnt at JFL

Before she embarks on her next adventure, Leila talks us through what recruitment has taught her!

Read more
A Conversation with: Eleanor Conroy
25 Jul 2019

A Conversation with: Eleanor Conroy

Insights, Interviews and Ideas

Read more
COMMSCON X INSIGHTS
27 Jun 2019

COMMSCON X INSIGHTS

The importance of data and AI for the future of communications.

Read more
Q2 Trends & Q3 Predictions
18 Jun 2019

Q2 Trends & Q3 Predictions

We talk through the trends we spotted in Q2 and our predictions for Q3

Read more