Navigating Trust Issues
Consumer trust in traditional and online media has declined significantly due to fake news, AI deepfakes, and doubts about intentions. Trust is lowest among Gen Z consumers and highest among baby boomers.
PR professionals need to work harder to be seen as authentic and credible. They should back up stories with data and research, monitor the news, and be situationally fluent about what they communicate and when. Earned media and personal connections are more trusted than paid advertising.
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Crisis Management
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AI can perform rapid research, keeping pace with the 24-hour news cycle and identifying emerging trends and potential crises. This enables PR professionals to stay ahead of the curve.
AI enhances sentiment analysis accuracy. Traditional tools often struggle with nuance, but AI-powered sentiment analysis using advanced natural language processing (NLP) can discern subtleties with greater precision— even sarcasm and irony!
AI can simulate media interactions, preparing PR professionals for interviews and pitches. By training and building your own ‘generative pre-trained transformer’ (GPT), you can create a limited AI “simulated journalist” that helps predict how journalists might approach your stories.
AI can simulate various scenarios for advanced crisis training. Training spokespeople and developing a comprehensive crisis communication plan ensures brands can confidently handle issues.
Mastering Measurement
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That’s it!
By following these key points, PR professionals can navigate the challenges of 2024, leveraging AI, maintaining trust, and creating compelling, engaging campaigns that resonate with their audiences.
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