Imagine a world where AI handles all interactions with the media, quickly reads news releases, and figures out the best ways for people to talk to each other in the future. This is how things will happen in the future in the Middle East and Africa, where ties and PR change quickly. But what about people? Will they become less essential or even more important?
The answer lies in how we use the capabilities of Artificial Intelligence (AI). Since AI is fast and can handle much data, it could change PR and communications in Middle East and Africa forever. However, people must make connections, tell creative stories, and understand cultural differences, especially in the Middle East and North Africa (MENA), where cultures differ.
PR Benefits from AI
New AI tools like predictive analytics and sentiment analysis are changing how PR and relations work in the Middle East and Africa. They can use these tools to:
- Anticipate the success of campaigns
- Gauge the perception of media about their business and
- Create engaging content themselves
The tools perform predictive analysis depending on the personalities, trends, past coverage, and the chance that a journalist covers a particular business story.
If the best PR and communications in the Middle East & North Africa professionals can quickly learn something from big data, they don’t have to spend hours researching by hand. They can instead work on things that are more important for their clients.
Language generation and speech-to-text can do things automatically, which takes a lot of time otherwise. For example, writing press releases or transcriptions of conversations. The research group estimates that AI may unlock $2.6 trillion in sales and marketing industry value.
The human touch requires creativity and emotional intelligence
Despite AI’s unique capabilities, human creativity and emotional intelligence are essential in PR and communications in the Middle East and Africa. It takes human emotions and intuitions to:
- Make a story enjoyable
- Enthrall the targeted audience through business ads
- Ensure that words significantly impact people
Machines can’t understand these details, which makes human intervention even more crucial. Therefore, AI is important, but human support is always indispensable, be it to promote businesses in the Middle East and North Africa (MENA) or almost any other part of the world.
AI-human collaboration
AI isn’t a threat to people who work in public relations, it is a way for everyone to work together to avert PR crises. A mix of technology and human expertise will lead to the best PR and communications in the Middle East and North Africa. This will allow PR professionals to focus more on making connections and sharing important stories.
Wrapping up!
To sum up, PR and communications in the Middle East and Africa will be different because of Artificial Intelligence, but it will only be able to do the job with the support of humans.
People who work in public relations should use AI’s strengths while still depending on people’s creativity and emotional intelligence.
At Djembe Consultants, we use cutting-edge AI along with the human touch to make PR plans that have a positive effect in the business domain of Middle East and Africa.
Chitra Rawat
Project Manager — Internet Marketing, Whitevox
