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🫧Intro to Public Relations

🫧intro to public relations review

14.1 Emerging Technologies in PR (AI, VR, AR)

2 min readLast Updated on August 7, 2024

Emerging technologies are revolutionizing PR. AI and machine learning automate tasks, analyze data, and predict trends, freeing up PR pros for strategic work. These tools enhance efficiency and decision-making in brand monitoring and campaign planning.

VR and AR offer immersive storytelling opportunities, creating engaging experiences for audiences. These technologies, along with advanced data visualization, help PR professionals communicate complex ideas more effectively and memorably to stakeholders and the public.

AI and Machine Learning in PR

Artificial Intelligence and Automation

Top images from around the web for Artificial Intelligence and Automation
Top images from around the web for Artificial Intelligence and Automation
  • Artificial Intelligence (AI) involves creating intelligent machines that can perform tasks requiring human-like intelligence such as visual perception, speech recognition, decision-making, and language translation
  • AI is increasingly being used to automate various PR tasks and processes, allowing PR professionals to focus on higher-level strategic work
  • Chatbots, powered by AI, are being employed to interact with audiences, answer questions, and provide personalized experiences (Sephora's beauty bot)
  • AI-driven tools can monitor media coverage, analyze sentiment, and identify influencers, helping PR teams track brand reputation and make data-driven decisions (Cision)

Machine Learning and Predictive Analytics

  • Machine Learning, a subset of AI, involves training algorithms on large datasets to identify patterns, make predictions, and improve performance over time
  • Predictive Analytics leverages machine learning to forecast future trends, behaviors, and outcomes based on historical data
  • Machine learning algorithms can analyze past PR campaigns, audience engagement, and media coverage to predict the success of future campaigns and optimize strategies accordingly
  • Predictive analytics can help PR professionals anticipate potential crises, identify emerging issues, and proactively address them before they escalate (Crisp)

Immersive Technologies in PR

Virtual and Augmented Reality

  • Virtual Reality (VR) creates a fully immersive digital environment that simulates a real-life experience, typically using a headset (Oculus Rift)
  • Augmented Reality (AR) overlays digital information onto the real world, enhancing the user's perception of reality (Pokémon Go)
  • VR and AR offer new opportunities for immersive storytelling, allowing brands to create engaging, interactive experiences that captivate audiences
  • PR professionals can use VR and AR to showcase products, services, or causes in a more compelling and memorable way (TOMS Virtual Giving Trip)

Immersive Data Visualization

  • Data Visualization involves presenting complex data and information in a visually appealing and easily understandable format
  • Immersive technologies like VR and AR can enhance data visualization, making it more engaging and interactive
  • PR professionals can use immersive data visualization to communicate complex ideas, trends, and insights to stakeholders and the public
  • Immersive data visualization can help build trust and credibility by making data more accessible and transparent (The New York Times' AR experience on climate change)

Key Terms to Review (21)

AI: AI, or artificial intelligence, refers to the simulation of human intelligence in machines that are programmed to think and learn like humans. In the realm of public relations, AI can analyze vast amounts of data, automate tasks, and enhance communication strategies, offering new avenues for engagement and audience understanding. This technology is revolutionizing how organizations interact with stakeholders by providing insights and efficiencies that were previously unattainable.
AR: Augmented Reality (AR) is a technology that superimposes computer-generated images, sounds, or other data onto the real world, enhancing the user's perception of their environment. This technology blends digital content with the physical world, allowing users to interact with both simultaneously. AR is becoming increasingly important in various fields, including public relations, as it provides innovative ways to engage audiences and deliver messages.
Artificial intelligence: Artificial intelligence (AI) refers to the simulation of human intelligence processes by machines, especially computer systems. This includes learning, reasoning, and self-correction, enabling AI to analyze data and make decisions. In the context of evolving media landscapes, AI plays a crucial role in how public relations practitioners can utilize technology to enhance communication strategies and tailor messaging to specific audiences.
Audience engagement: Audience engagement refers to the process of actively involving and interacting with target audiences to foster a connection, generate interest, and encourage participation. This connection can be achieved through tailored messages, interactive content, and utilizing various platforms and technologies to reach diverse groups effectively.
Augmented reality: Augmented reality (AR) is a technology that superimposes digital information, such as images or data, onto the real world, enhancing the user's perception of their environment. This blending of virtual and physical worlds offers innovative opportunities for engagement and interaction, making it increasingly valuable in various fields, including marketing and public relations.
Brand monitoring: Brand monitoring refers to the process of tracking and analyzing how a brand is perceived across various channels, including social media, online reviews, news articles, and other platforms. This practice helps organizations understand their reputation, identify customer sentiment, and respond to emerging issues or trends that may affect their public image. By effectively managing brand monitoring, companies can enhance their online reputation and address potential crises before they escalate.
Campaign planning: Campaign planning is the strategic process of developing, implementing, and managing a specific public relations initiative aimed at achieving defined goals and objectives. This involves setting clear messages, identifying target audiences, and utilizing various communication channels effectively. With the rise of emerging technologies like artificial intelligence, virtual reality, and augmented reality, campaign planning has become more dynamic and tailored, allowing for innovative ways to engage audiences and measure success.
Chatbots: Chatbots are artificial intelligence programs designed to simulate human conversation through text or voice interactions. They are increasingly used in various fields, including public relations, to engage with audiences in real-time, provide customer support, and automate responses, enhancing communication efficiency.
Complex Ideas Communication: Complex ideas communication refers to the methods and strategies used to convey intricate or multi-layered concepts effectively to diverse audiences. This is particularly crucial in public relations, where the ability to break down complicated information into understandable messages enhances engagement and comprehension, especially when utilizing emerging technologies like artificial intelligence, virtual reality, and augmented reality.
Data visualization: Data visualization is the graphical representation of information and data, using visual elements like charts, graphs, and maps to make complex data more accessible and understandable. It helps in identifying patterns, trends, and insights that might be overlooked in raw data formats. By translating large volumes of data into a visual context, it enhances decision-making and communication, especially in fields that rely heavily on data analysis.
Data-driven decision making: Data-driven decision making is the process of using data analysis and interpretation to guide strategic choices and actions. This approach relies on quantitative metrics and qualitative insights to inform decisions, ensuring that they are based on evidence rather than intuition or guesswork. In the context of emerging technologies like AI, VR, and AR, data-driven decision making enhances the ability to gather and analyze vast amounts of information, leading to more accurate predictions and more effective public relations strategies.
Immersive storytelling opportunities: Immersive storytelling opportunities refer to the use of innovative technologies to create engaging, interactive experiences that allow audiences to become part of the narrative. This approach utilizes tools like augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) to deepen audience engagement and enhance emotional connections with the story being told.
Immersive technologies: Immersive technologies refer to digital tools that create a simulated environment, enhancing user experience by immersing them in a virtual or augmented reality. These technologies, such as Virtual Reality (VR) and Augmented Reality (AR), allow users to engage with digital content in a more interactive and lifelike manner, transforming how information is conveyed and experienced.
Influencer identification: Influencer identification is the process of locating and assessing individuals who have the potential to impact the opinions and behaviors of a target audience. This practice is crucial in public relations, as it helps organizations connect with key figures who can amplify their messages using platforms shaped by emerging technologies like artificial intelligence (AI), virtual reality (VR), and augmented reality (AR). By pinpointing the right influencers, brands can leverage their reach and credibility to enhance their campaigns and effectively engage audiences.
Interactive storytelling: Interactive storytelling is a narrative experience that allows audiences to engage with the story actively, making choices that influence the direction and outcome of the narrative. This form of storytelling blends traditional storytelling elements with interactive technologies, creating immersive experiences that captivate and engage users. By utilizing various platforms, such as virtual reality (VR) and augmented reality (AR), interactive storytelling enhances audience participation and emotional connection to the story.
Machine learning: Machine learning is a subset of artificial intelligence that focuses on the development of algorithms that allow computers to learn and make predictions or decisions based on data. It utilizes statistical techniques to give computers the ability to improve their performance on specific tasks without being explicitly programmed. This is especially useful in analyzing large datasets, making it a key player in PR measurement metrics, adapting to new media landscapes, and harnessing emerging technologies like AI, VR, and AR.
Media coverage monitoring: Media coverage monitoring is the process of tracking and analyzing media mentions, articles, broadcasts, and online content related to an organization or specific issues. This practice is crucial for public relations professionals as it helps them understand public perception, measure the effectiveness of communication strategies, and identify trends in media coverage. With the advent of emerging technologies like AI, VR, and AR, media coverage monitoring has become more sophisticated, allowing for real-time analysis and deeper insights into audience engagement.
Predictive analytics: Predictive analytics refers to the use of statistical algorithms and machine learning techniques to identify the likelihood of future outcomes based on historical data. This approach allows organizations to forecast trends, behaviors, and events, enhancing decision-making processes in various fields, including public relations. By integrating predictive analytics with emerging technologies like artificial intelligence (AI), virtual reality (VR), and augmented reality (AR), professionals can tailor strategies to anticipate audience reactions and preferences.
Sentiment analysis: Sentiment analysis is the computational process of identifying and categorizing opinions expressed in text, determining whether the sentiment behind a text is positive, negative, or neutral. This technique is crucial for understanding public perception, guiding communication strategies, and tailoring messages effectively in various contexts.
Virtual Reality: Virtual reality (VR) is an immersive technology that allows users to experience and interact with a computer-generated environment, often through the use of special headsets and sensory equipment. This technology creates a simulated experience that can replicate real-world scenarios or invent entirely new environments, making it a powerful tool in various fields, including public relations, where it can enhance storytelling and audience engagement.
VR: Virtual Reality (VR) is a computer-generated simulation that allows users to immerse themselves in a three-dimensional environment, interacting with that environment through specialized equipment like headsets and motion controllers. This technology creates a sense of presence, making users feel as if they are physically part of the virtual world, which can significantly enhance experiences in various fields such as gaming, education, and public relations.
AI
See definition

AI, or artificial intelligence, refers to the simulation of human intelligence in machines that are programmed to think and learn like humans. In the realm of public relations, AI can analyze vast amounts of data, automate tasks, and enhance communication strategies, offering new avenues for engagement and audience understanding. This technology is revolutionizing how organizations interact with stakeholders by providing insights and efficiencies that were previously unattainable.

Term 1 of 21

AI
See definition

AI, or artificial intelligence, refers to the simulation of human intelligence in machines that are programmed to think and learn like humans. In the realm of public relations, AI can analyze vast amounts of data, automate tasks, and enhance communication strategies, offering new avenues for engagement and audience understanding. This technology is revolutionizing how organizations interact with stakeholders by providing insights and efficiencies that were previously unattainable.

Term 1 of 21



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© 2025 Fiveable Inc. All rights reserved.
AP® and SAT® are trademarks registered by the College Board, which is not affiliated with, and does not endorse this website.