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AI will change PR, but good PR relies on a good message

Remember fax machines? Those clunky, tedious, noisy machines that were a feature of every office 20 years ago?


We do! And 20 years ago, when Sequel PR was first created, we used the humble fax machine to launch a little business called WOTIF. It was our first major launch and a highly effective and successful campaign.


Much has changed in the world of PR since then. Email has replaced the fax machine, the news cycle runs around the clock, social and digital media continue to evolve and are a critical part of communicating key messages, and wireless technology and streaming services have changed the way audiences see our messages.

So, what changes will the next 20 years bring? All the trends point to the rise of Artificial Intelligence. That doesn’t mean that we’ll see robots churning out media releases or running press conferences, but there is a huge opportunity to harness AI to enhance the way we do our jobs.


Imagine being able to use AI to create a hyper-curated list of influencers or journalists relevant to your client and target audiences, enabling you to tailor your message specifically to each person.


Imagine being able to crunch huge amounts of data, like audience sentiment, to better understand your target audience and to use that knowledge to create campaigns that perfectly align with your audiences’ interests and needs.


Imagine being able to use AI to do the heavy lifting – the analysing, the collating, the monitoring – freeing PR professionals up to do what we do best... to be creative, to be innovative and to develop exciting campaigns!


The shift towards AI has already begun and it will continue to change the PR industry, but one thing will never change…


Good PR will always rely on getting the right message, to the right audience, at the right time.

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