PBSA

PBSA Journal PAGE 7 MAY/JUNE 2023 Except where otherwise indicated, articles are copyright © by PBSA 2023. All rights reserved. A rtificial intelligence (AI) has been taking the world by storm this year, completely revolutionizing how we think about creativity and communications. When new tools are introduced, a common misconception among many is that they will be replaced by AI in their current roles. However, even if you are unaware of it, you use AI every day. Siri, Alexa and other automated assistants are forms of AI we interact with daily. New technology being continuously utilized in the field of communications is nothing new as well. Typewriters, computers, email, autocorrect - all tools that have become staples in our daily lives to help us become the most productive in our workplaces. Every sector must cope with revolutionary tools, and communicators who learn how to use these tools successfully have an advantage. Technology should be leveraged to emphasize communicators' strategic significance. Here are four different ways AI can help expand the communications industry: • AI can be a tremendous help in the review process, which can sometimes drag for too long during hectic times. Throughout the review process, messaging documents such as blog posts and employee communications are edited several times. At the conclusion of that procedure, you can run the draft through AI for review. It's a simple checkpoint, but always make sure to have a human set of eyes take the final look. • In order to help businesses better understand their target market and enhance their marketing tactics, social media monitoring systems can utilize AI to collect metrics on trends and sentiments across platforms. • AI is also useful for press conferences, media interviews, podcast episodes, conference presentations, where translation of audio and text files into several languages for wider distribution can all benefit from speech-to-text conversion. • To leverage on your competitors' PR and communications initiatives, you may utilize AI recommendations to surface important news and shape brand perception for consumers in real-time when they visit your site. Monitor print, broadcast and online platforms to anticipate potential challenges for your brand. AI has the potential to shape communication in ways we are only now beginning to comprehend. We can improve accessibility and efficiency, improve personalization, and utilize predictive capabilities by using the power of AI. However, like with any new technology, it's critical to consider the risks and challenges that come with AI integration. By carefully evaluating and addressing these aspects, we may move toward a future in which AI-powered communication is both effective and ethical. l Using AI to Strengthen Communications Public Relations Update By Seven Letter • 5 Star Customer Service • Stellar Quality Assurance: Completeness, Correctness, Clarity • 100% Employee Provider Cer ficate Cer fied • The Background Screening Experts, protec ng what ma ers! Verifica ons County Criminal Research Statewide Criminal Research County Civil Research Federal Criminal Research A Partner You Can Trust Your Na onwide Provider criscreening.com Women owned and operated with a dedicated team of industry experts. Phone: 888-243-5252 Email: whess@criscreening.com

• Cover