{"id":4734,"date":"2021-09-17T11:31:00","date_gmt":"2021-09-17T11:31:00","guid":{"rendered":"https:\/\/carma.com\/?post_type=tms&p=4734"},"modified":"2024-01-04T05:40:41","modified_gmt":"2024-01-04T05:40:41","slug":"5-things-for-pr-pros-to-know-about-ai-in-media-intelligence","status":"publish","type":"tms","link":"https:\/\/carma.com\/es\/tms\/5-things-for-pr-pros-to-know-about-ai-in-media-intelligence\/","title":{"rendered":"5 things for PR pros to know about AI in media intelligence"},"content":{"rendered":"\n

It wasn\u2019t that long ago when the use of artificial intelligence (AI) was considered novel, but we\u2019re in a time where it is being applied to almost all the technology we use daily, at work and at home. Whether it\u2019s an AI-powered chatbot on your favourite brand\u2019s website, or your iPhone learning and remembering what time you like to see the weather in the morning, we\u2019re surrounded by Artificial Intelligence.<\/p>\n\n\n\n

But when it comes to PR and Communications tech, what does it all mean? What is AI? How is AI used in media intelligence? What are the benefits and pitfalls to look out for and question?<\/p>\n\n\n\n

Here\u2019s 5 things you need to know as a communications professional, plus some handy resources to help you on your way\u2026<\/p>\n\n\n\n

What is Artificial Intelligence (AI)?<\/h2>\n\n\n\n

IBM<\/span><\/a> defines AI as \u201cArtificial intelligence leverages computers and machines to mimic the problem-solving and decision-making capabilities of the human mind.\u201d Put shortly, it\u2019s about smart machines performing tasks that would usually require human intelligence.<\/p>\n\n\n\n

What is the difference between AI and machine learning? <\/h2>\n\n\n\n

Machine Learning (ML) is a subset of Artificial Intelligence (AI). Where ML is about learning from data to predict results from new data, the aim of AI is to replicate human intelligence to make a decision from what has been learnt from that data, or solve a broader problem.<\/p>\n\n\n\n

How is AI used in media intelligence?<\/h2>\n\n\n\n

The main application of AI in media intelligence is to structure and classify large sets of data using a method called entity extraction.<\/p>\n\n\n\n

Entity extraction picks out \u2018entities\u2019 in unstructured text, such as news articles, and classifies them into pre-defined categories such as people, places, dates and events.<\/p>\n\n\n\n

What are the benefits and pitfalls of AI in media monitoring and measurement?<\/h2>\n\n\n\n

The benefit of applying AI to media intelligence is the way you can structure data, and improve sentiment for example. However the pitfall is relying on AI for high quality analysis. At last month\u2019s PRCA National Conference AI Panel, CARMA\u2019s Richard Bagnall explains \u201cAI tools can do the heavy lifting, but they can\u2019t do the thinking for you. They can\u2019t give you the relevance, the context, or the critical thinking that you need to do.\u201d Right now, technology alone doesn\u2019t have the empathy, context and socio-political understanding needed to derive true insights, and that\u2019s why we believe in layering these technologies with human intelligence \u2013 experience and expertise.<\/p>\n\n\n\n

Does AI work in different languages?<\/h2>\n\n\n\n

A big challenge with using AI in global media monitoring is most development has been done in English or European languages. There is an ongoing challenge to solve the complexities of machine learning and entity extraction in Chinese and Arabic for example and that is one of the reasons many global organisations need to work with a partner with native speakers, and experts on the ground.<\/p>\n\n\n\n

When it comes to your PR tech stack, including your media monitoring and measurement partner, it\u2019s important to get it right. We\u2019ll bring you more hints, tips and advice on TMS Blog each week, so subscribe<\/span><\/a> if you don\u2019t want to miss our insights. In the meantime, here are some AI resources for PR pros.<\/p>\n\n\n\n

Useful resources for AI in PR & Comms:<\/h2>\n\n\n\n

https:\/\/www.wired.co.uk\/article\/machine-learning-ai-explained<\/span><\/a><\/p>\n\n\n\n

The CIPR\u2019s AIinPR panel has produced useful guides to tools and the ethics of using AI: https:\/\/www.cipr.co.uk\/ai<\/span><\/a><\/p>\n\n\n\n

Free online courses on AI basics:<\/p>\n\n\n\n

https:\/\/www.coursera.org\/learn\/ai-for-everyone\/home\/welcome<\/span><\/a><\/p>\n\n\n\n

https:\/\/www.futurelearn.com\/courses\/artificial-intelligence<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

It wasn\u2019t that long ago when the use of artificial intelligence (AI) was considered novel, but we\u2019re in a time where it is being applied to almost all the technology we use daily, at work and at home. Whether it\u2019s an AI-powered chatbot on your favourite brand\u2019s website, or your iPhone learning and remembering what […]<\/p>\n","protected":false},"author":9,"featured_media":4746,"template":"","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":"","_links_to":"","_links_to_target":""},"tags":[328],"the_measurement_standard":[343],"creator":[],"class_list":["post-4734","tms","type-tms","status-publish","has-post-thumbnail","hentry","tag-pr-tips","the_measurement_standard-pr-tips"],"acf":[],"yoast_head":"\n5 things for PR pros to know about AI in media intelligence - CARMA<\/title>\n<meta name=\"description\" content=\"Here\u2019s 5 things you need to know as a communications professional, plus some handy resources to help you on your way\u2026\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/carma.com\/es\/tms\/5-things-for-pr-pros-to-know-about-ai-in-media-intelligence\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 things for PR pros to know about AI in media intelligence\" \/>\n<meta property=\"og:description\" content=\"Here\u2019s 5 things you need to know as a communications professional, plus some handy resources to help you on your way\u2026\" \/>\n<meta property=\"og:url\" content=\"https:\/\/carma.com\/es\/tms\/5-things-for-pr-pros-to-know-about-ai-in-media-intelligence\/\" \/>\n<meta property=\"og:site_name\" content=\"CARMA\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/CARMAGlobal\/\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-04T05:40:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/carma.com\/wp-content\/uploads\/2021\/09\/ai-1568x820-1.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1568\" \/>\n\t<meta property=\"og:image:height\" content=\"820\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@CARMA\" \/>\n<meta name=\"twitter:label1\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutos\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"5 things for PR pros to know about AI in media intelligence - 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