The majority (90%) of PR agencies are integrating generative AI into their everyday workflows, according to Meltwater’s latest report.
Meltwater and We. Communication’s first ‘State of PR Report’ gathered insights from over 1,000 PR and communications experts, with a third claiming that aligning metrics to business goals is a top priority.
“The world of PR is defined by constant change, what’s different now is that AI powered tools are giving teams concrete ways to improve operational efficiency” according to John Box, CEO with Meltwater.
A major factor behind this is reactive work, responding to events that were not planned in communications strategies, content creation, and reporting as major drains on time, according to the report.
Integrating AI allows communications teams to focus on strategic work, saving time on trend analysis and media summaries.
However, more than 40% of PR professionals continue to measure activity rather than impact; harnessing pattern recognition and predictive analysis using AI can bridge this gap, empowering teams to demonstrate measurable business impact.
Melissa Waggener Zorkin, CEO of We. Communications said: “PR pros are doing a great job measuring activity, but we’re seeing a missed opportunity when it comes to measuring impact.”