Artificial Intelligence. It’s all around us.
Think Amazon suggestions, Spotify picking your next song, Google search answers, Netflix recommendations and the list goes on. From speech-powered personal assistants like Siri to voice compression algorithms and autonomous cars equipped with predictive abilities, Artificial Intelligence (AI) has come a long way.
AI refers to the simulation of human intelligence processes executed by machines. Indeed, its prevalence in our daily routines has made a significant difference in the world we live in today. Communications has also been greatly disrupted by the breakthrough of AI, slowly but surely.
Is AI taking over the world? To a certain extent, this might be true. While not everyone’s been enthusiastic about its rise, advances in AI have led to fundamental changes in the workplace. Leaders are rethinking how their businesses can be run with the help of AI’s powerful tools that can be applied to everything, from compliance to data collection, and streamlining processes to increase the overall level of efficiency.
However, AI should not be perceived as a Machiavellian robot scheming to end mankind. In fact, it can be the positive force behind the innovative transformations in our lives. In the world of public relations (PR), for example, AI has enabled brands to better interact and build deeper relations with key audiences. It would be a prodigious blunder to think that PR is on the brink of disappearing!
With AI, brands are able to leverage data sets to predict the reactions of the public more accurately and follow up with more targeted actions.
So, let’s pause for a cause and focus on the powerful combination of AI and PR working in synergy to better engage with your customers and grow your brand(s).
Consumer insights lead to improved astuteness
Good news for businesses – more information on consumers than ever before! With the most relevant and specific information on hand, brands can stay current with customers and quickly create personalised content to suit their specific interests and/or needs.
Through data collection across various channels, AI can successfully gather engagement metrics and conversion statistics. With data gathering tools, marketers can segment consumer metrics based on various factors like demographics and purchasing power.
Prior to AI, chunks of information without any organisation, otherwise known as big data, were used in businesses. It was difficult and extremely time-consuming to sieve through the information. With the help of AI, the deluge of data can now be digested into bite-sized information, enabling PR professionals to gain a better understanding of their audience’s core attributes through patterns and trends drawn from the data. The resulting encompassing patterns help professionals to discern customer preferences across a more intricate marketing strategy.
Tailored content options
AI is also redefining the customer experience by locking in consumers’ needs and wants, and improving their overall shopping experience. Have you ever noticed the content you see on your Facebook feed and news recommendations are all aligned with your interests? E-commerce platforms like Alibaba and Zalora also offer shopping that is highly personalised. Algorithms process articles by heavily scrutinising the locations of readers, what they engage in on social media as well as any other publicly obtainable information. Since the objective of AI is to find out what consumers are looking for and how they want their information to be reflected, it’s no surprise that AI is the mastermind behind all your tailored content options.
Still, professionals ought to be aware of not overstepping boundaries in the course of leveraging data to offer customised options. Customer privacy should not be compromised at the expense of creating more personalised experiences as doing so may backfire and result in consumers feeling as if their privacy is being invaded!
Higher consumer engagement with data-driven communication
Before AI came into existence, humans carried out mundane tasks like distribution of press releases and the creation of automated media lists. AI is now assisting with these duties, making it easier for businesses to reach out to target consumers directly. This can also help brands engage with the relevant target groups more efficiently than their competitors.
Given the rapid speed at which AI processes data, the accuracy of messaging is also increasing proportionally. This, in turn, helps PR professionals to ensure the delivery of strong and direct brand messaging to clients.
Advancements in AI technologies also contribute to determining predictive decisions of consumers based on the patterns detected. To better cater to the needs of the consumers, AI provides suggestions within a brand for the consumers. Since every consumer reacts differently to brand content and advertising, AI can help to tweak platform performance based on interactions with consumers and their purchases to improve each consumer’s shopping experience, using the data provided by social media interactions.
With the daily addition of content to the Internet – from blog posts to social media updates and netizen comments – AI plays an important role in comprehending the potential consequences of any crisis and acting as a pundit by giving professional guidance.
Predicting a crisis is difficult. Given a quick examination of social posts, AI can overcome this challenge. With ample caution, social media posts that have been pre-scheduled can be prevented from being posted automatically, and PR professionals can quickly “go into crisis management mode” and craft more suitable posts.
In the PR sphere, crisis management is, without a doubt, one of the biggest challenges. That being said, accurate information and communication-intensive efforts aid in identifying paramount events and topics – all of which cannot be achieved without AI.
With AI dominating the world we live in, there is always the fear that machines would replace humans one day. But let’s focus on the positive aspects of AI. Improved efficiency. Greater creativity. Optimized target consumers.
Posted by Shermaine Sim, CorpMedia
HAPPY NEW YEAR!
We’ve just entered a brand new year! Helloooooooo 2018!
For some, the new year will be about honing and refining, building on current successes to perform even better. For others, it’s about developing new ways of working together, and stepping into new opportunities. This is all just so exciting!
In 2018, we dare you to:
- Dream Big. Step out of your comfort zone. Consider the breadth of your market and your potential, so you can see all the opportunities.
- Be Open to Change. Even the best laid plans have sell-by dates. Begin your planning early. Anticipate change. Conduct periodic reviews and decide how you’re going to handle it with your team.
- Stay Relevant. As technology and search engines change, so do strategies marketers use to engage with customers. If you aren’t staying on top of the newest trends in content marketing, your brand will be left behind, and your business will become irrelevant.
GONE are the days of the detailed, step-by-step, multi-year action plans. The pace of demographic, technological, and business model is changing too fast for any planner to predict that far into the future. It’s time to rethink and reframe your strategic planning. Literally, this means ‘out with the old, and in with the new.’
Effective strategy needs consistent discipline, not an annual intervention; it must be embedded in the day-to-day rhythm of organizational life.
Change is in the air. Breathe deep and take it all in. Let’s make 2018 a year to remember!
From all of us here at CorpMedia, here’s wishing you and yours a very happy and successful year ahead.
Posted by Irene Gomez, CIO, CorpMedia
(It’s not what you think!)
We’ve all been there. Presenting to an audience can be nerve-wrecking as it is, so the last thing you want to worry about is positioning your arms properly and gesticulating, right? We get nervous and focus too much on our delivery that we miss the point of getting our message across.
Body language can be very important to interpersonal communication. There are often critical ideas and emotions that remain unspoken but which are intimated through body language. Body language can also be instrumental to gauge the power dynamic between individuals engaged in dialogue.
But in performance, for example, when presenting to a group at a meeting or conference, we have less subconscious and sub-textual concerns. Because the presentation is just not about the speaker – it’s about the information that an audience needs to receive, to learn and make decisions. Our voice and body are the primary tools we use to communicate that information.
And as presenters, we’re not only judged by what we say but by our appearance too. It’s our natural instinct to judge what we see. As much as you want the audience to like you for your mind and not your appearance, their first impression is going to be based on how you look. They will mentally categorize you in just a few seconds, and then decide whether or not you’re a person they can connect with.
What you need to realize is that you have the power to shape and control the first impression that people use as a basis for judging you. By learning some of the principal ways that your own appearance, posture, gestures, facial expression and even tone of voice affect your mind, you will become more aware of the factors influencing your mood, and give yourself an edge in presentations and negotiations.
Here are some body language tips to keep your audience engaged throughout your stage time:
- Appearance: What you say is of course more important than what people see. However, your appearance is an important aspect of your presentation skills. You want your audience to listen to what you have to say. Dress the part. Your presentation begins the moment someone recognizes you as the speaker.
- Posture: Keep a good posture, stand straight with shoulders back, relaxed and feet shoulder width apart. Don’t cross your arms, put your hands in your pocket or slouch. Face the audience as much as possible and keep your body open.
- Eye contact: Eye contact is crucial when speaking. It genuinely connects you with your audience. And because you’re talking to people as if you’re in a one-on-one conversation, you’ll come across as conversational. That makes you easy to listen to and engaging.
- Gestures: Hand and arm movements are an important part of our visual picture when speaking in public. Not only are they a non-verbal representation of how we feel, they reinforce our message, and help us appear confident and relaxed. When using visual aids, point and look at the relevant data. The audience will automatically follow your hands and eyes.
- Breathe right: Relaxed and deep breaths ensure that your voice holds power and can project. Use slow and measured breathing to pace your speech, and pause to emphasize key points.
- Connect: Don’t hide behind a podium, your laptop, the mike or the screen. Orientate yourself towards the audience. They need to see your face, to know that you are attentive to their interests and available to meet their needs.
- Move with purpose: When you move (and you should!) have a specific destination in mind. For example, you can re-position yourself to address a specific audience to the left. Step forward to respond to a question. Walk around and towards people. Ever notice people tend to participate more if they have close proximity to a presenter?
- Smile: To make your audience feel comfortable, all you have to do is just smile! Smiling helps you feel more comfortable and reduces your tension – and because it’s contagious, it attracts a positive atmosphere that allows for an engaging discussion.
The importance of good body language cannot be underestimated. It’s incredibly important not only to audience engagement, but to how your overall message is received. No matter how good your speech, if you are motionless, expressionless and dull, your audience will lose interest within minutes.
Bonus tip: Ask a friend to record a short video of you presenting using a smartphone, and then give you feedback on your gestures. Use the list of common gesturing mistakes in this post as a checklist to improve your use of effective gestures.
Posted by Irene Gomez, CIO, CorpMedia