How Technology and AI Can Improve PR Results

Public relations professionals and marketing agencies face high pressures to achieve better results and deliver more effective campaigns, whilst reacting to requests for additional objectives.

All of which leaves little time to keep up to date with the new technologies and the emerging AI tools which would aid their day-to-day job at hand.

Here, we take a look at how the latest PR tools, software and AI developments can support PRs, whether in-house or agency.

What can technology to do help drive PR results?

1. Nurture journalist relationships, manage your PR database and engage audiences

Strong journalist relationships lead to stronger PR results. PR-software developers using this as a key objective for their products are transforming the game.

Take a look at LVCVA’s online newsroom. On the front end it’s a slick, beautifully designed newsroom. Behind-the-scenes, though, it’s an advanced piece of technology which helps the PR team to nurture and manage their global media contacts. There’s a private press area where the brand can issue embargoed news and content to select journalist contacts, increasing coverage and giving the journalists instant, easy-to-download content.

2. Answer media enquiries 24/7 with an AI-PR assistant

People work certain hours, fall ill and take holidays. AI, however, is always available – every hour, every time-zone and every single day. Our new AI-PR assistant has been developed to allow media enquiries to be responded to instantly, offering journalists instant answers, information and sources, and giving PRs more time. The AI Research Assistant can be easily added to any website or an existing online newsroom. Within seconds it will provide verified information to any journo request.

Unlike public-facing generative AI, the search is confined to the site meaning the responses are 100% accurate and up to date.

For PR agencies, this means all client news and content can be searched within seconds, generating an instant ‘pitch’ to the journalist enquiry.

For in-house teams, the AI Research Assistant can be added to the brand’s online newsroom, giving control to the brand narrative and supporting key media contacts.

It has also been developed to be a fully voice-activated service.

3. Support all content, not just news

Templated, ‘off-the-shelf’ online newsrooms were once enough for supporting media relations. However, PR has evolved far beyond simply hosting corporate press releases. To thrive, brands now need to be communicating across multiple channels, media need access to quality content and PR software needs to be customisable to meet different business needs and objectives.

PR, marketing and communications technology like ContentBase has been winning awards recently for its adaptability and innovative technical abilities.

ContentBase is an advanced online content platform, featuring 100+ features designed to engage target audiences. The platform can support all content, including social feeds and streaming live events, In addition, it can be country-specific.

Recent client feedback reports:

· increases in earned media coverage

· furthering the reach to international journalists

· boosts to journalists downloading and engaging with their content.

Similarly, clients have fed back glowing praise for our 24/7 tech support team.

4. Provide real-time insights to track content success

A digital newsroom is an essential piece of software for any business, it’s not a luxury. A digital newsroom gives complete control of when, how, where and to whom a press release, media assets and content is distributed. It hosts content for improved SEO and supports industry journalists who need your news.

Analytics and PR monitoring tools are now vital. With an advanced digital newsroom, you can see how your campaign and content is being received. With the insights provided, you can evolve your campaign in real-time, observing media reactions and making data-driven decisions that drive real value and coverage.

With over 20 years of experience in developing technologies to drive PR results for the world’s most important brands, we see the difference the right technology makes to growing businesses. It can help a brand be discovered by journalists over competitors, drive media coverage around the world, and improve SEO.

If you’d like to learn more about our insider secrets behind the digital newsrooms for some of the world’s most successful brands, you can read our Digital Newsroom Playbook here.