AI is a game changer in nearly all industries. Possibilities given by AI and data analysis on an unparalleled scale allow businesses to grow. Public relations is not an exception. Solely in the marketing and sales sector AI applications will unlock up to $2.6 trillion. PR practitioners face a huge opportunity but also a challenge, especially those who will enter the industry in the next few years.
Applications of AI allow us to find new patterns in enormous data sets impossible to analyse by a human. Exploring new audiences and markets allows creating a more versatile strategy. Data-driven decisions are more accurate and help companies to reach new consumers.
It will help PR practitioners as well. Strategy based on data will be more effective and measurable. The whole consumer journey will be tracked automatically and will show insights previously hidden. PR influence on sales, brand awareness, conversion rates, and many more will be clear and significant. It will result in appreciation from board management and increased importance of PR role in organisation.
Furthermore, AI in PR will allow practitioners to focus on activities currently impossible to automate – creativity, strategy, and ethics. Thanks to machine learning, AI-powered programs will be able to write copies, monitor media, analyse reports and visualise insights.
The competition for entry-level jobs
These tasks are the main responsibilities in junior-level public relations jobs. Therefore, we can assume that in the next few years the number of entry-level jobs will decrease. AI powered programs even now can write social media posts, short articles press releases, and keep an eye on our brand in media. Tools like Article Forge, Copysmith, Signal AI, and many more will successfully fulfil juniors’ duties.
Thankfully, it does not mean that junior roles will disappear but as students and future practitioners, we have to prepare for the change. Learning new tools allowing to trigger the power of AI, along with a photo and video editing skills, and marketing knowledge will be crucial to be successful in the future PR industry.
Writing skills will remain important, as it will still be a huge part of a PR job, but AI tools in some cases will replace junior positions. The role of writing abilities will change, as practitioners often will just judge whether a copy is good and edit it if not. Now long and comprehensive articles are beyond tools’ capabilities but soon it can change.
It is not the end of the world!
I am sure there will still be many opportunities to get into the PR industry in the next years. But skillset valued by potential employers will differ from today’s and graduates who will be able to adapt will be a precious asset for companies.
I am not wasting time and I am learning data analytics, digital marketing, and new tools which will help me to be more efficient in the future job. Here you can find some great resources to start a journey and hopefully, we will all become future proof.
Even as AI in PR is still emerging, it could be your niche. Showing your potential employer that you take it seriously may allow you to get your first job. If you are wondering how to catch your first internship, here you can find my story.