Bear Icebox Communications

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    AI for PR

    We asked ChatGPT to describe how AI is being used in PR in 50 words.

    As promised (and over the course of three seconds), it delivered this message: “AI is being increasingly used in public relations to analyze data, create personalized content and automate routine tasks such as media monitoring and reporting. AI tools can analyze social media, news articles and customer feedback to provide insights into public sentiment around a brand, product or topic, helping PR professionals make informed decisions. AI-driven chatbots and virtual assistants can also interact with customers and provide 24/7 support, boosting brand engagement and loyalty.”

    We can’t say we would argue with this response. But, it sounds very clinical, doesn’t it? See, this is where we come in. Bear Icebox has been tinkering with a number of AI tools to explore how to use them and to monitor their effectiveness for a PR campaign. We’re skeptical but also excited about the possibilities of AI in our field. We want to learn more and take an inquisitive approach. And clients are turning to us for answers to questions about using AI in PR and the content they create. It is why we’ve made it a priority in the year ahead to consult clients on the use of AI and to develop a division that focuses on ethically using AI in a PR campaign.

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    FAQs for AI for PR

    Q: How is AI being used in PR?

    A. While still an emerging part of PR, AI is being used in the field to help streamline processes, improve accuracy, and gain insights into media coverage. Here are a few ways AI is being used in PR:

    • Media Monitoring
    • Sentiment Analysis
    • Content Creation
    • Influencer Identification
    Q: Will AI take over PR jobs?

    A. We’ll be the first to let you know when this happens! While it’s true that AI is making parts of PR more efficient for practitioners, industry experts estimate that it will only be able to take over a little over a third of the daily tasks of a PR practitioner. The most strategic elements of PR involve a deep understanding of human behavior, relationships, and strategy. AI has a long way to go until it can do all of that in the same manner as a human.

    Q: Do PR agencies need to tell clients if they are using AI to augment their work?

    A. There is no official governing body PR practitioners need to abide by in order to conduct public relations functions. However, organizations like the Public Relations Society of America (PRSA) set ethical guidelines and standards for PR pros to consider and follow. The field of AI in PR is still emerging and our agency is taking a pragmatic approach to the use of AI in PR. It can be an effective tool for research, brainstorming, and trend-spotting. We are transparent and communicate with our clients about the pros and cons of using AI in a campaign. We are also carefully monitoring the impact of using AI when it comes to search engine optimization and working closely with partners and our clients to ensure that the contact they create and we consult with them on following best practices.

    Q: How can I learn more about using AI in a PR campaign?

    A. Bear Icebox and our team have crafted a specific consulting service around ethically using AI in a PR campaign. For more information, reach out to our Director of PR Bob Spoerl at bob@bearicebox.com.

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    Chisy Brusoe, Senior Media Relations Strategist.

    “I have worked with many PR firms, but Bob and Bear Icebox are one of the most honest and genuine people I’ve ever worked with.”

    Cristy Brusoe
    Media Relations Specialist

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