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PR Firms: AI Doesnโ€™t Snuff Out the Flame Yet

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Artificial intelligence is like a gust of wind surging through the public relations landscape. Itโ€™s stirring things up, redefining the game, and arming PR professionals with newfound insights. Far from rendering them obsolete, AI is sharpening their aim, helping them to hit the mark with precision.

5WPR, a renowned U.S.-based full-service PR agency, stands tall as a prime example of an entity that has adeptly wielded AI to revolutionize the PR domain. The agencyโ€™s trailblazing solutions have earned it the title of PR Agency of the Year for three consecutive years.

Ronn Torossian, founder and chairman of 5WPR

Ronn Torossian, founder and chairman of 5WPR

Ronn Torossian, the visionary founder and chairman of 5WPR, emphasizes, โ€œAI wonโ€™t replace PR professionals; it fortifies their capabilities, empowering them to cut through the clutter and focus on pivotal insights.โ€

AI, by furnishing real, precise data about audience behavior, equips PR professionals to tailor messages more effectively. The game-changer here is that PR firms are transitioning from โ€œdelivering messagesโ€ to discerning the language and symbolic actions that resonate with consumers.

Torosian articulates, โ€œAI is reshaping public relations. Itโ€™s not merely about conveying a message but understanding the audience and the impact of communication. AI has widened our perceptual and data capabilities.โ€

Todayโ€™s messages pivot around triggering rhetorical effects, forging compelling engagements with audiences, and constructing and positioning perceptions effectively.

AI undoubtedly streamlines the process, saving PR firms valuable time and money, but human touch and human sagacity remain indispensable for thriving public relations.

Torossian emphasizes that AI is not displacing humans in public relations. โ€œArtificial intelligence is redefining the industry, not replacing it. While technology enables us to revamp our traditional approach, human empathy and insight remain pivotal in steering campaigns towards tangible outcomes.โ€

Human interaction necessitates emotional resonance, affective nudges, and revelatory moments that facilitate the forging of new connections with ideas and products.

Without this human touch, the rich trove of audience response data yielded by AI would remain underutilized. While AI furnishes laser-like focus on the emotional and behavioral inclinations of communication consumers, it takes human finesse to leverage this information effectively.

In sum, AI has bestowed PR firms with a potent tool for more impactful communication, empowering them with unprecedented insights. Esteemed PR firms worldwide are harnessing this tool to chart new frontiers in communication savvy.

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The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

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