DavidIn some form or another, media monitoring has been around since the mid-19th century. Once a literal cut-and-paste process, the practice is now much more technologically advanced, having traded scissors for software. The main goal has always been the same; media monitoring is about knowing what’s being said about your brand, competitors, and industry and what kinds of people are saying it. Nowadays, with recent advancements in AI automation, you can make the job of listening to what others are saying that much easier.
1. AI Offers Improved Data Analysis
Arguably the number one way that AI benefits PR professionals is through faster, more accurate data analysis. There’s absolutely no shortage of information available in today’s digital landscape, and it will only become more challenging for a human to efficiently sort through it all to any meaningful conclusion.
Letting AI step in and take the reins, however, substantially streamlines the process. These tools have the ability to blaze through large quantities of data, identify the trends found amongst millions of online conversations, and deliver a conclusive report on what your target audience thinks about your products and services. That, in turn, enables the development of better communication strategies.
For example, one tool might examine the top 10 mentions by reach in the last week as a starting point for media analysis. From there, you can read a summary of these mentions, the tone of voice used, and the general sentiment toward your company.
2. AI Reduces Your Workload
Another major benefit of AI-powered media is how much it frees up your workload. As a PR professional, you need this information to do your job, but it can be exhausting to keep tabs on everything being said about the brand. Not only that, but you’re also responsible for identifying trends and keeping track of the impact of your own strategies. All told, it’s quite labor-intensive.
With AI-powered media monitoring tools, you can automate the most tedious parts of this process, allowing you to focus exclusively on building relationships, crafting compelling content, and other strategies that still require a human touch.
3. AI Can Help You Brainstorm
There are plenty of reasons to integrate AI into the PR industry, but one often overlooked benefit is the ability to gain a more holistic view of a brand’s reputation. By working with AI, you can tweak messaging, get data-driven suggestions to respond to negative feedback and launch campaigns based on specific desires. Given all of this, it seems that PR professionals with the ability to leverage such tools in this way will undoubtedly gain the most competitive edge in the industry.
Transform Your Media Monitoring
When it comes to PR, there’s no such thing as stacking the odds too high. That’s especially true for media monitoring; you’ll only have more information at your disposal. So whether you’re just getting started or hoping to make a switch, the best providers have the tools to ensure you can jump right in without faltering. Media monitoring can have a large impact on sales and customer relationships in the long run so it’s important to make it a priority.