With advances in technology and artificial intelligence, this idea has led in some countries to the development of new programs that obtain and systematize information to write a note in fractions of a second on practically any subject.
These algorithms are not strange to us. We use them unconsciously in social networks by associating our profile with that of other people to create ties or related groups; They allow you to sort the information in the order that interests each user the most (age, subject, author, date, etc.); cross data to determine, for example, number of followers, most read or commented topics, particular interests of each participant in the network, number of visits to a certain electronic portal, and so on.
Many commercial companies employ them in their CRM programs (Customer Relationship Management) to identify shopping habits. Pure artificial intelligence!
How far are PR agencies taking advantage of artificial intelligence? For some years now, computers have played an important role in facilitating the generation of proposals, the design of strategies, drafting of documents, as well as in establishing communication and generating files.
Surely, thanks to the confinement due to the pandemic, some agencies have already advanced in certain types of technological applications, but perhaps many are still underutilizing the technology. It seems to me that the field of algorithm design to develop better public relations strategies has not yet been fully entered.
I am sure that technology experts could generate algorithms that allow certain useful and important information to be crossed to develop better communication strategies focused on each audience.
Let’s imagine a strategy to publicize and position a new financial service or product among specific audiences. Usually it tends to generalize to the publics to which the strategy is directed: private sector, regulatory bodies, media, public of “X” socioeconomic level, opinion leaders, employees and their families, and so on. But each segment of the public is different, thinks and acts differently, and their specific financial services needs vary.
The communication theory says that each audience requires a certain communication channel and specific circumstances for the message to arrive, be decoded in the expected way and generate feedback according to the strategy.