If you're a PR professional worried about the future of public relations, Entrepreneur has some good news and bad news.
The good news is that artificial intelligence (AI) is making things a lot easier for people in the field.
The bad news is that it's making things a lot harder for people in the field.
Generative AI, which uses algorithms to create new content, is being used to create first drafts of press releases and other communications for people in public relations.
"This means that AI is used to create first drafts of press releases and pitches and importantly for people in communications, media list building," writes Propel PRM's CEO on the site.
"This is because media list building requires in-depth knowledge of the journalistic landscape to understand who to pitch to, but it also takes up the vast majority of a person in PR's day."
AI algorithms can analyze vast amounts of data in a fraction of the time it takes people in the field to do the same thing, and by being able to tell people in PR "with near pin-point accuracy, how they will be able to create the most impact for their organizations, using these generative AI tools ultimately leads to more effective and targeted PR campaigns."
On the other hand,
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