Transforming the PR scene with the power of Artificial Intelligence and

Human Sentiment Analysis

Artificial Intelligence and machine learning are the two technologies that have
created great sensation across several industries around the world and amazingly
the communication sector is also not left behind. The communicators are at great
benefit with the natural language processing (NLP), too as it has brought the
world of Public Relation (PR) and communications relate to each other more
closely than ever.

In simple words, NLP refers to a computer program that can understand, analyze
and revert to the human language as per the literal rules of their habitat. And, the
current innovations like Alexa, Siri and Google Play are all parts of NLP. Thanks to
NLP that commands like “Alexa, add milk to my shopping list” and “Siri, call Mom”
are now a regular thing. It’s true that it took almost a half century for the world to
reach up to this technological stage but we are growing continuously and soon the
PR companies in Delhi will get to work with some more great technological
innovations.

Natural language processing otherwise includes a broad scope of abilities to

enhance the work strengths of mankind, but it’s their power of identifying
audience sentiments that have worked to the benefit of communicators linked to
the PR industry. It has empowered the professionals working in PR agencies in
Delhi and around the world to plan and execute some highly impactful earned
media programs in a way that has never been done before.

Earlier for technologies, communication sector only included simple logic-based

algorithms that classified words and phrases as either positive or negative and left
many in ambiguous regions between the two sections only. But today, the time
and technology have transformed completely and equipped the automated
systems with the ability to adequately interpret the nuances of human
communication and deliver the context and attribute of the words true to their
meaning.
With a crowd and noise of too many in the media world, the idea to lead with PR
strategies is not limited to only the number of coverage but is also to identify the
stories that will create the highest impact amongst the target audience.
Otherwise, it was a time-consuming and tedious process but with NLP engines this
has become a quick job to easily identify sentiments from the string of texts
brought in through any relevant channel.

When it comes to crafting intriguing earned media campaigns, the sentiments of

the audience both with regards to the brand and around its coverage is of
extreme importance. This insight will help the PR professionals better
demonstrate the client with the impact of their messaging, whether positive,
negative or neutral on the target audience.