Artificial Intelligence making PR smarter

The CIPR artificial intelligence (AI) panel has published an initial list of 95 tools that are helping to make PRs work smarter. Is anything missing?

The AI panel was founded in February to explore the impact of AI on public relations and the wider business community. Stephen Waddington, chief engagement office at Ketchum, is on the panel and said: ‘The conversation around the impact of #AIinPR on culture and society is getting louder. The new CIPR panel will aim to characterise its impact on public relations practice, workforce and conversation in the public sphere.’

The full AI panel is made up of 12 leading PR experts from a variety of backgrounds and is tasked with three projects in 2018:

1. A crowdsourcing exercise to characterise technology and tools that are helping public relations practitioners work smarter and more efficiently
2. A skills framework that will seek to estimate the likely impact of artificial intelligence on the public relations workforce. It will aim to produce a paper for the World PR Forum in April
3. A literature and content review to explore the impact of artificial intelligence on the public sphere. This project will aim to produce a discussion paper for practitioners

The first project has created the initial list of 95 tools, but the CIPR believes there are plenty missing and is calling for submissions to be made through the website.

If you can think of a digital tool that can help PRs work smarter, take a minute to complete the short form here

The list is broken down into 22 broad categories, including those that Vuelio clients will be familiar with – media monitoring, media distribution, campaign management, stakeholder identification and management, and media relations workflow platforms – as well as platforms that manage audio content, written content and utilities like WeTransfer and Open Library.

The full list is likely to reveal new resources for even the most tech-savvy PRs, and includes hidden gems like PNG Mart, a library of images with transparent backgrounds; Readable.io, which helps make writing more readable; and GoAnimate, which allows anyone to create professional animated videos.

The AI panel is aiming to complete a full list of 150 tools for all PR professionals to easily access by April.

The next step will be benchmarking these tools against the skills and competences for public relations set out in the Global Alliance competency framework. Waddington said: ‘The overall goal is to start a meaningful conversation about the impact of tech on practice’.

For more information about the project, visit the CIPR website.