Welcome to our blog series on the exciting realm of in digital public relations! AI has made its way into different aspects of public relations in this era of fast technology breakthroughs, having a lasting effect on business. AI’s position in Digital PR has grown in importance, from converting campaign development to creating content.
We look at several opinions from public relations professionals on the dangers and benefits of using AI in their tactics. While some applaud the help of AI, such as increased creativity, efficiency, and accuracy, others express reservations about the lack of communication subtleties and the capacity to incorporate a brand’s own values.
Furthermore, we examine clients’ changing expectations, now focused on value metrics and demanding link KPIs, requiring agencies to show the broader effect of their PR activities. As the industry responds to these changes, we look at methods for delivering expertise, meaningful content, and analytics that may make a big impact in both onsite campaigns and media pitches.
We also discuss the impact of Google’s new Search Guidelines Update and the chances it provides for SEO experts to expand their reach into new languages and areas.
Hero campaigns are still few and far between in digital PR. What do you think the main reason is for this?
Seems we’re mostly voting for them being a big risk, which I get! I think that’s one of the main reasons agencies are pushing reactive campaigns more at the moment, less risk and you can move on quickly if it doesn’t work = more flexibility
iona
Hmm, interesting results here! From my perspective, if the required time goes into ideation, concept proofing, risk assessment, and planning etc. then it shouldn’t feel any riskier than any other PR tactic
Meg
A1. Too much risk, especially when KPI’s are involved. And too much cost , especially when clients are keen to squeeze in costs. Hence Reactive PR becoming a cornerstone of industry.
Tom J
Have you been using AI in your day to day and if so how?
I have, but not for DPR. I’ve been using AI for content ideas, to get unblocked and for content repurposing.
Lidia Infante
A2: Absolutely! AI has become an integral part of our activities. From campaign creation to imagery, processes, writing emails, and more, it’s a game-changer. We have developed our own AI tool. I’ve seen enhanced creativity, efficiency, and accuracy in my work.
Megan Newman | eCommerce
A2 #SEOchat I’ve done my research on how PR pros use #AI. It’s great for research, generating ideas, and quick writing tasks (press releases or pitches) BUT it lacks communication nuances which are crucial in PR. Also it can’t integrate a brand’s unique values and principles
Vika Step
How do you think Google’s new SGE will change how we do our jobs?
A3. Google’s reliance on EEAT signals is Digital PR bread and butter. Those with the best quality signals and best content will continue to dominate. Perspectives will be interesting too as Google will need to surface only those creators it can qualify as quality. So BIG positive news for Digital PR.
Tom J
For me, providing expertise and valuable content/data is just going to be even more important, having data/experts/rich content for both onsite campaigns and in our pitches to journos. Same sentiment is also in the new 2023 State of the Media Report – journos want clear expertise
A3/1: Google’s new SGE is set to revolutionize our job as SEO professionals. With its focus on expanding the search to new languages and regions, we’ll need to adapt our strategies to reach wider audiences.
Megan Newman | eCommerce
What do clients KPI your campaigns and digital PR activity on?
Coming from a eCommerce background, when I was a client what was more important for me was value metrics (KPI) like traffic, conversions, brand mentions, social media engagement, and overall online visibility.
% Of linking coverage in most cases, then also rankings and traffic. One also measures site reach (lolz).
Erica Vonderwall
I feel like the general sentiment is clients are getting stricter on basic link KPIs, and agencies are trying to show there’s more than just a shiny link and a DA
iona
The ‘All Things Digital PR‘ conversation has shown conflicting perspectives on the perceived risks connected with digital PR efforts and the role of AI in the business. While some participants prefer reactive campaigns to reduce risk and retain flexibility, others believe that careful planning and risk assessment may overcome any possible disadvantages. However, there is agreement on the importance of AI as an effective tool in many PR tasks, boosting efficiency and creativity. Nonetheless, it is accepted that AI lacks the capacity to include a brand’s complex message or style guide and unique values, which are critical in PR.
Looking ahead, Google’s focus on quality data and content will determine the future of digital PR. Those that can provide knowledge, useful data, and engaging material will continue to dominate the digital PR field. Also, the launch of Google’s new Search Global Expansion (SGE) is projected to bring about substantial changes, needing the adaptation of SEO techniques to reach bigger audiences across multiple languages and locations.
In terms of analytics, the eCommerce viewpoint points out the importance of value-driven indicators like traffic, conversions, brand mentions, social media engagement, and online visibility. However, there is a growing awareness that customers put greater demands on fundamental link KPIs, requiring agencies to demonstrate the wider value they bring in addition to getting high Domain Authority (DA) connections.
The discussion addresses the need for strategic planning, high-quality content development, and the capacity to respond to changing trends in digital PR and SEO businesses. PR professionals may succeed in this changing market by using AI strategically and focusing on expertise, relevant data, and great content.
