Create fascinating PR campaigns with the power of artificial intelligence and human sentiment analysis

Artificial intelligence and machine learning may be the technologies that create sensation in various industries in today’s world, but for the communications industry, they are not alone. It is’ natural language processing (NLP) that is supporting them and has even made their essence relate to the world of Public Relations (PR) and communications.

Simply defined, NLP refers to the ability of a computer program to understand, analyze, and return to human language according to its literal rules. Currently, there are several innovations such as Alexa, Siri and Google Play that have made possible commands such as “Alexa, add milk to my shopping list” and “Siri, call mom”. It took almost half a century and several technological innovations to bring machine learning to this stage and hopefully there will be much more to come.

But, now the question is, how can we harness the power of NLP and AI to better serve in the world of public relations and communication?

Otherwise, natural language processing includes a wide range of skills for the betterment of humanity, but it is its power to identify the feelings of the audience that has worked for the benefit of communicators. It has empowered public relations professionals in planning and executing impactful earned media programs in a way that has never been done before.

Previously, for technologies, communication only involved simple logic-based algorithms that identified words as positive or negative and left many terms unclassified. But today, time and technology have been completely changed; thus, equip automated systems with the power to adequately interpret the nuances of human communication and deliver the context and attribute of words true to their meaning.

With too many crowds and noise in the media world, the idea of ​​leading with public relations strategies is not limited to the number of coverage, but also to identifying the stories and news topics that will get the desired impact on the audience. target. Overall, this is a tedious and time-consuming process, but with the NLP engine built into automated systems, it becomes a quick job to easily identify sentiments from the string of texts brought in through any relevant channel.

When it comes to creating intriguing earned media campaigns, audience sentiments both regarding the brand and its coverage are of the utmost importance. This information will help public relations professionals to better demonstrate to the client the impact of their message, whether positive, negative or neutral, on the target audience.