Unveiling AI’s Impact on Public Relations
Numerous discussions surround AI’s transformative potential in PR, from enhanced insights to cost-effective content creation. Brands are now realising AI’s profound impact on public relations, particularly its ability to influence human behaviour. As AI becomes omnipresent in various aspects of our lives, including smartphones, automobiles, homes, and wearable devices, it is poised to reshape how people engage with media, news, brands, and content.
The Rise of Answer Engines
The emergence of “answer engines” like Perplexity signifies a shift in user behaviour towards seeking instant solutions beyond traditional search engines like Google. These AI-powered assistants are becoming integral parts of consumers’ daily routines, posing a new frontier for brands to manage their reputation effectively.
AI’s Verdict on Your Brand
Understanding what AI systems, such as ChatGPT, have to say about your brand is paramount. The exponential growth in AI adoption, evident from the significant increase in ChatGPT usage for work-related tasks, underscores the need for brands to monitor and manage their reputation across AI platforms comprehensively.
Monitoring and Managing AI Reputation
Embracing Data-Driven Insights
Effective reputation management begins with measurement. Communicators must monitor brand-relevant keywords across AI answer engines, earned media, and social networks to gain actionable insights into consumer sentiment and brand perception.
Optimising for AI Response
Ensuring accuracy and positivity in AI responses to brand-related queries is crucial for driving consumer consideration and fostering brand awareness. By incorporating relevant statistics and citing reliable sources, brands can enhance their visibility and competitive edge within AI-generated content.
Navigating the AI Landscape
As AI reputation management becomes pivotal in PR strategies, brands must navigate the evolving landscape of AI technologies, including Language Model Models (LLMs) like Microsoft Copilot and Perplexity. Leveraging real-time data and optimising owned media for LLMs are essential tactics for shaping brand impressions effectively.
Engaging Stakeholders and Influencers
Beyond internal efforts, brands can harness the power of stakeholders and influencers to shape AI-generated content positively. By engaging executives, subject-matter experts, and brand advocates across social media platforms and authoritative sources like Reddit, brands can amplify their influence within the AI ecosystem.
Mitigating Risks and Embracing Opportunities
While engaging with platforms like Wikipedia carries inherent risks, brands can proactively manage their online presence to align with AI training data standards. Implementing programmatic approaches based on machine learning concepts further enhances brand visibility and reputation management in the AI era.
