Artificial Intelligence and machine learning might be the technologies creating sensation across several industries these days, and also for the communication sector, they may not be alone. It is’ the natural language processing (NLP) which is supporting them and it has even made their essence connect with the world of Public Relations (PR) and communications.
Simply defined, NLP is the ability of any computer program to comprehend, analyze and revert for the human language depending on their literal rules. At present, there are many innovations like Alexa, Siri and Google Play which has made commands like “Alexa, add milk to my shopping list” and “Siri, call Mom” possible. It took nearly half a century and many technological innovations to take the machine learning as much as this stage and hopefully considerably more is about to come.
But, now the real question is, exactly how should we tap into the power of NLP and AI for everyone better within the PR and communication world?
Natural language processing otherwise has a broad scope of abilities for that betterment of humankind, however it is their power of identifying audience sentiments which may have worked for the benefit of communicators. It has empowered the PR professionals in planning and executing impactful earned media programs in a way containing never been done before.
Earlier for technologies, communication only involved simple logic-based algorithms that identified words as either negative or positive and left many terms as unclassified. But today, time and technology have transformed completely changed; thus, equipping the automated systems with all the power to adequately interpret the nuances of human communication and provide the context and attribute with the words true to their meaning.
With a group and noise of too many inside media world, the concept to lead with PR strategies will not be limited on the number of coverage but can be to identify the stories and news problems that will get the required impact on the objective audience. All-and-all this is the time-taking and tedious process however with NLP engine built from the automated systems, it might be a quick work to easily identify sentiments in the string of texts created through any relevant channel.
When you are considering crafting intriguing earned media campaigns, the sentiments with the audience both with regard to your brand and around its coverage is of extreme importance. This insight may help the PR professionals better demonstrate the client together with the impact of the messaging, whether positive, negative or neutral on the prospective audience.