New analysis from AI-driven PR pitch platform PRophet reveals that the overwhelming majority of public relations professionals (94 %) need to be part of altering the way forward for their area—and over 9 in 10 (92 %) consider AI has the potential to remodel the best way PR is performed.
The research, which was performed on-line by The Harris Ballot this summer season requested PR professionals to establish and assess modern-day challenges in public relations equivalent to lagging know-how funding and sustaining relationships with journalists, whereas contemplating the efficiencies AI can provide to grow to be extra productive and performative of their roles. Ninety % of respondents stated they consider AI will make it potential for them to spend extra time on greater worth duties. The survey additionally requested PR professionals to establish frequent hurdles they face when looking for earned media protection from journalists in addition to their views on knowledge privateness in PR.
Key insights from the analysis embrace:
- 92 % of PR professionals say they consider AI is price exploring.
- 89 % of PR execs say private relationships with journalists are extra essential than ever, but 53 % declared they really feel like they don’t have the capability to take care of these connections.
- 72 % say they rely extra on their intestine than they need to must when pitching content material.
- 84 % shared that knowledge privateness is a priority when sharing pitch supplies with a PR tech platform.
“Numerous industries all over the world are already reaping the huge advantages AI can present to enhance how they do enterprise, so why not public relations?” stated Aaron Kwittken, founder and CEO of PRophet, in a information launch.
The survey additionally requested respondents to share what they depend on to assist enhance their pitches. The bulk reported counting on expertise (75 %), established relationships with journalists (66%), or analysis performed by a fellow workforce member (63 %). Fifty-four % stated they depend on a PR tech platform to help their pitches, and almost half (47 %) really feel they don’t have any true technique in any respect when writing pitches.
“At this time’s analysis from PRophet and The Harris Ballot exhibits that earned media professionals are open and prepared for AI to play a important function in the way forward for their work. They acknowledge that know-how will be complementary to their abilities and offers them house to deal with what issues,” stated Erica Parker, managing director of the Media Communications Analysis Observe at The Harris Ballot, within the launch.
Obtain an govt abstract of the analysis right here.
This survey was performed on-line primarily in the US by The Harris Ballot on behalf of PRophet from June 17 to July 11, 2022, amongst 127 public relations professionals. Respondents had been recruited from analysis panels, an open net survey hyperlink posted on PR-related social media, and an inventory of PR professionals offered by PRophet. Uncooked knowledge weren’t weighted and are due to this fact solely consultant of the people who accomplished the survey.
