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In a 2020 Institute of Public Relations of Singapore (IPRS) survey of Singapore’s public relations (PR) professionals, Artificial Intelligence (AI) and data analytics came out as the key technologies impacting public relations.
2021 looks set to continue this trend where these technologies are expected to further disrupt an industry already struggling to deal with changing media consumption patterns caused by the disintermediation brought about by social media. The leveraging of big data and AI hold the promise of not only creating content that is more effective but at a rate that is faster and cheaper.
Despite the challenge of competing with AI in content creation, PR professionals believe that PR will continue to be relevant. This is because, at its essence, PR is about human relationships and people-to-people communications and interactions cannot be replaced by technology. Additionally, while AI can derive “insights” from data, AI cannot (at least not yet) interpret emotions. Hence PR professionals are still needed to help management teams make sense of the insights and create the appropriate narratives and guide leaders to deliver them.
The Top 3 PR Trends for 2021 are:
#1: Integrate Online and Offline. At some point in the consumer journey, face-to-face interactions will be necessary to build relationships. Thus while…
