New analysis from AI-driven PR pitch platform PRophet reveals that the overwhelming majority of public relations professionals (94 p.c) wish to be part of altering the way forward for their discipline—and over 9 in 10 (92 p.c) imagine AI has the potential to rework the best way PR is performed.
The research, which was performed on-line by The Harris Ballot this summer time requested PR professionals to establish and assess modern-day challenges in public relations akin to lagging expertise funding and sustaining relationships with journalists, whereas contemplating the efficiencies AI can supply to develop into extra productive and performative of their roles. Ninety p.c of respondents stated they imagine AI will make it doable for them to spend extra time on increased 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 embody:
- 92 p.c of PR professionals say they imagine AI is value exploring.
- 89 p.c of PR professionals say private relationships with journalists are extra necessary than ever, but 53 p.c declared they really feel like they don’t have the capability to take care of these connections.
- 72 p.c say they rely extra on their intestine than they need to need to when pitching content material.
- 84 p.c 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 p.c), established relationships with journalists (66%), or analysis performed by a fellow staff member (63 p.c). Fifty-four p.c stated they depend on a PR tech platform to help their pitches, and practically half (47 p.c) really feel they haven’t any true technique in any respect when writing pitches.
“In the present day’s analysis from PRophet and The Harris Ballot exhibits that earned media professionals are open and prepared for AI to play a important position in the way forward for their work. They acknowledge that expertise could be complementary to their abilities and offers them area to concentrate on what issues,” stated Erica Parker, managing director of the Media Communications Analysis Apply at The Harris Ballot, within the launch.
Obtain an govt abstract of the analysis right here.
This survey was performed on-line primarily in america 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 internet survey hyperlink posted on PR-related social media, and a listing of PR professionals supplied by PRophet. Uncooked knowledge weren’t weighted and are subsequently solely consultant of the people who accomplished the survey.
