How generative AI is useful in today's world?

1. GENERATIVE AI
AND ITS USES
pitch deck by :
SAFARNAMA

2. TABLE OF CONTENT
01 02
03 04
WHAT IS
GENERATIVE AI?
EXAMPLES OF
GENERATIVE AI
USED IN PUBLIC
RELATION
HOW
MELTWATER
USES AI IN PR?
GENERATIVE AI
AND PUBLIC
RELATIONS (USES
AND
LIMITATIONS)

3. WHAT IS
GENERATIVE AI?
Generative AI refers to the application of artificial intelligence
techniques to create new content, ideas, or data that resemble or
mimic human-generated output. It involves using algorithms and
models trained on vast amounts of existing data to generate new,
original content or generate variations of existing data.
Generative AI can be applied in various domains, including art, music,
writing, design, and more. It enables the generation of realistic
images, music compositions, text, and even entire virtual worlds.
01

4. USE OF
GENERATIVE AI
IN
PUBLIC RELATIONS

5. Generative AI is poised to revolutionise the field of public relations by offering new avenues for
content creation, personalization, and data-driven decision-making. In public relations, generative
AI can automate the process of generating press releases, articles, and social media content,
saving time and effort for PR professionals. It can analyse large volumes of media data to monitor
trends, sentiment, and relevant topics, providing valuable insights for PR strategies. Generative AI
can also assist in crisis communication by generating timely and consistent messaging across
various channels. Moreover, it can aid in media pitching by generating personalised pitches
tailored to journalist preferences and interests.

6. USE OF AI IN PUBLIC RELATIONS
CONTENT GENERATION
MEDIA MONITORING
AND ANALYSIS
Generative AI can automate the process of generating
press releases, articles, blog posts, and social media
content.
With existing PR content and data, it can generate
contextually relevant and engaging content tailored to
specific target audiences. This
Saves time and effort in content creation.
Assisting in media monitoring by analysing large
volumes of news articles, social media posts, and online
discussions.
Identifying trends, sentiment, and relevant topics,
providing insights that help shape PR strategies.
PR professionals gain a comprehensive understanding of
their brand's reputation and perception.
CRISIS COMMUNICATION
Generative AI can aid in generating timely and
consistent messaging across various channels.
Provides suggestions for crisis response statements,
press releases, and social media updates.
This helps PR teams respond effectively and efficiently in
high-pressure situations.
MEDIA PITCHING AND
PERSONALISATION
Assisting in crafting personalised media pitches based
on journalist preferences, interests, and past articles.
By analysing vast amounts of data, AI models can
generate customised pitch templates, ensuring a
higher level of relevance and increasing the chances of
media coverage.
CONTD...
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7. Generative AI can help PR
professionals identify relevant
influencers by analysing social
media data and audience
insights.
AI models can generate
recommendations for influencers
who align with a brand's values
and target audience.
Generative AI can assist in
speechwriting and message creation
for PR professionals.
By analysing past speeches,
interviews, and brand messaging, AI
models can generate draft speeches
or messages tailored to specific
occasions or communication
objectives.
PR professionals can then refine and
personalise the generated content to
match their brand's voice and style.
Generative AI can analyse large
amounts of data, including
social media metrics, customer
feedback, and market trends, to
generate insights and inform
PR strategies.
It identifies patterns, audience
preferences, and emerging
topics, helping PR professionals
make data-driven decisions and
optimise their communication
efforts.
5 6 7
INFLUENCER
IDENTIFICATION
AND ENGAGEMENT
SPEECH AND
MESSAGE WRITING
DATA-DRIVEN INSIGHTS
AND STRATEGIES

8. LIMITATIONS
LACK OF ORIGINALITY
Generative AI models generate content based on
patterns and examples from training data.
While they can produce coherent and contextually
relevant content, they may struggle with truly
innovative or creative outputs.
DIFFICULTY WITH TONE AND VOICE
Maintaining a consistent brand tone and voice is essential in
public relations. Generative AI models may struggle to
accurately capture the desired tone and voice, resulting in
content that feels robotic or lacks the desired brand
personality.
UNDERSTANDING
COMPLEX CONTEXTS
Public relations often involves complex
and nuanced topics, which may be
challenging for generative AI models to
fully grasp.
AI algorithms may struggle with
interpreting complex industry-specific
jargon, and cultural references which can
lead to inaccuracies and
misinterpretations
LIMITED REAL-TIME
ADAPTABILITY
Generative AI models are typically trained
on historical data and may not effectively
adapt to rapidly evolving situations or real-
time events.
In dynamic PR scenarios such as crisis
management or live media interactions,
AI-generated content may not be able to
provide timely or contextually
appropriate responses.
ETHICAL AND LEGAL
CONSIDERATIONS
AI-generated content may raise ethical
concerns, particularly if it involves
manipulating information or
impersonating individuals.
AI systems adhere to ethical guidelines
and legal regulations, such as protecting
user privacy, avoiding plagiarism, and
respecting copyright laws.
USERS AND ACCEPTANCE
The use of AI-generated content in public
relations may face scepticism or
resistance from stakeholders,
journalists, or the general public.
PR professionals need to proactively
address these concerns and maintain
transparency to build trust in their AI-
driven PR initiatives.
INTERPRETATION AND
HUMAN JUDGEMENT
AI tools provide insights and
recommendations, but the
interpretation and application of
those insights still require human
judgement.
PR professionals need to critically
evaluate and contextualise the
outputs of generative AI systems,
combining them with their domain
expertise and understanding of
audience dynamics.

9. MEDIA MONITORING
AND ANALYSIS
INFLUENCER IDENTIFICATION
AND ENGAGEMENT
MEDIA ANALYSIS
AND REPORTING
CRISIS
MANAGEMENT
Meltwater employs AI algorithms to
monitor a vast array of media sources,
including news articles, social media
posts, and online discussions.
The AI algorithms scan and analyse
the content, identifying relevant
mentions, sentiments, and trending
topics related to a brand or industry.
This comprehensive media monitoring
helps PR professionals stay informed
about their brand's reputation, industry
trends, and emerging issues.
Meltwater's AI tools assist in
identifying relevant influencers for PR
campaigns. The AI algorithms analyse
social media data and engagement
metrics to identify individuals who
have an impact on a specific target
audience.
This helps PR professionals to identify
key influencers, build relationships,
and collaborate with them to amplify
their brand messages effectively.
Meltwater's AI-powered analytics
capabilities provide comprehensive
insights and data visualisations for PR
professionals.
The AI algorithms process large
amounts of media data and generate
reports that summarise media
coverage, sentiment trends, key
themes, and competitor analysis.
These reports enable PR teams to
evaluate the effectiveness of their
campaigns, measure their brand's
share of voice, and make data-driven
decisions.
Meltwater's AI tools can help PR
teams during crisis situations. The AI
algorithms can quickly identify and
track the spread of crisis-related
content across various media
channels. This real-time monitoring
allows PR professionals to stay on
top of the situation, respond
promptly, and manage the crisis
effectively.

10. POPULAR GENERATIVE AI TOOLS
JASPER.AI
AI-powered writing tools that
can assist PR professionals in
generating engaging and
persuasive content.
Their tools include a language
model that can generate blog
posts, press releases, social
media content, and more.
CISION
Cision is a leading PR software
company that offers AI-powered
solutions for media monitoring,
influencer identification, and media
analysis.
The platform utilizes AI algorithms to
track media coverage, analyze
sentiment, identify relevant
influencers, and provide
comprehensive data insights for PR
strategies.
PUBLIC RELAY
PublicRelay is a media analytics
and insights platform that
leverages AI technology to provide
accurate and comprehensive
media monitoring and analysis.
Their AI-powered tools assist PR
professionals in tracking media
coverage, analyzing sentiment,
and identifying key themes and
trends.
MUCKRACK
Muck Rack is a PR software platform
that combines media monitoring,
influencer identification, and media
contact management.
Muck Rack incorporates AI and
natural language processing (NLP)
techniques to assist PR
professionals in media monitoring,
sentiment analysis, and influencer
discovery.

11. OUR TEAM
ANUSHKA R. BARDHAN ABHISHEK GUPTA VIDHEE TRIPATHI DEVANSH TIWARI AMAN JAISWAL
RESEARCH AND CONTENT RESEARCH AND CONTENT
PRESENTATION AND DESIGN PRESENTATION AND DESIGN CONTENT WRITING

12. Thanks!
By harnessing AI algorithms, PR professionals can
gain real-time insights into media coverage,
sentiment trends, and emerging issues related to
their brand or industry.
Additionally, AI-powered analytics and reporting
capabilities provide comprehensive data
visualisations and performance metrics, allowing PR
teams to measure the effectiveness of their efforts
and make data-driven decisions.