Transforming the PR scene with the power of Artificial Intelligence and Human Sentiment Analysis

Artificial Intelligence and machine learning are the two technologies that have created great sensation across several industries around the world and amazingly the communication sector is also not left behind. The communicators are at great benefit with the natural language processing (NLP), too as it has brought the world of Public Relation (PR) and communications relate to each other more closely than ever.

In simple words, NLP refers to a computer program that can understand, analyze and revert to the human language as per the literal rules of their habitat. And, the current innovations like Alexa, Siri and Google Play are all parts of NLP. Thanks to NLP that commands like “Alexa, add milk to my shopping list” and “Siri, call Mom” are now a regular thing. It’s true that it took almost a half century for the world to reach up to this technological stage but we are growing continuously and soon the PR companies in Delhi will get to work with some more great technological innovations.

Natural language processing otherwise includes a broad scope of abilities to enhance the work strengths of mankind, but it’s their power of identifying audience sentiments that have worked to the benefit of communicators linked to the PR industry. It has empowered the professionals working in PR agencies in Delhi and around the world to plan and execute some highly impactful earned media programs in a way that has never been done before.  

Earlier for technologies, communication sector only included simple logic-based algorithms that classified words and phrases as either positive or negative and left many in ambiguous regions between the two sections only. But today, the time and technology have transformed completely and equipped the automated systems with the ability to adequately interpret the nuances of human communication and deliver the context and attribute of the words true to their meaning.

With a crowd and noise of too many in the media world, the idea to lead with PR strategies is not limited to only the number of coverage but is also to identify the stories that will create the highest impact amongst the target audience. Otherwise, it was a time-consuming and tedious process but with NLP engines this has become a quick job to easily identify sentiments from the string of texts brought in through any relevant channel.

When it comes to crafting intriguing earned media campaigns, the sentiments of the audience both with regards to the brand and around its coverage is of extreme importance.  This insight will help the PR professionals better demonstrate the client with the impact of their messaging, whether positive, negative or neutral on the target audience.