Revolutionizing PR: How AI-powered Media Monitoring Can Benefit PR Professionals

  • Author

    Martina Pranjić

  • Published

    May, 26, 2023

  • Reading time


If you’re a PR professional, then you’re probably very familiar with the benefits of media monitoring. It provides a ton of super-useful information, helps you mitigate crises, informs your business decisions, and helps you work on your (or your clients’) brand reputation. 

What if we told you that all of this can be leveled up?

In recent years, with the rise of Artificial Intelligence (AI), the PR industry has seen significant changes its operations. AI has brought about a new era of efficiency, accuracy, and speed. This allows PR professionals to achieve their objectives more effectively. From media monitoring to content creation and analysis, AI has revolutionized the industry. It offers various benefits to professionals in this field.

💡 Read Digital PR Explained: Best Strategies and Tools

What does this actually mean?

It means that now you can not only get a ton of super-useful information. You can actually get a full thorough analysis explaining everything in your report. There is even an added treat in the form of tips and suggestions for your next steps. Crazy, right?

In this blog, we’ll explore how PR professionals can leverage AI-powered media monitoring to enhance their work and achieve better results. 

AI in Media Monitoring

Research says that only 20.7% of public relations professionals report feeling very comfortable using data and analytics. So a question presented itself: you and your teams gather all this abundance of data, how well is it analyzed in the end?

This is where AI can make a huge difference. With a revolution started by ChatGPT,, and similar platforms, a whole new world opened up. And media monitoring platform Determ is jumping on the bandwagon. With their new AI assistant Synthia, the system provides a ready-to-use analysis of your mentions and a set of useful tips you can use to better your PR and marketing efforts. 

Let’s take a look at the benefits more closely.

ai in pr

1. Improved data analysis

One key area where AI can benefit PR professionals is through improved data analysis. With the vast amount of information available in today’s digital landscape, it can be challenging to analyze data efficiently and accurately.

However, AI-powered PR tools can help streamline the process. These tools can quickly analyze large volumes of data, identifying trends and sentiment analysis of online conversations. This information can provide valuable insights into how a brand is being perceived by its target audience. It can help PR professionals craft more effective communication strategies. 

Synthia for data analysis

The most significant benefit of Synthia is that it provides a thorough analysis of your mentions in just a couple of clicks. How does it really work? It takes the top 20 mentions by reach in the past seven days as a starting point for the analysis. Based on that, you’ll get a summary of the mentions, an analysis of the sentiment, and the tone of voice.

Let’s say, for example, you work in the PR department of the clothing brand ZARA. The first part of your analysis provided by Synthia could look something like this:

Synthia summary example
AI-powered media monitoring summary of mentions

This can already give you a great idea of what the mentions with the highest reach talk about and can reveal if your desired campaigns got enough attention or not. 

2. Reduced workload

Reducing workload is another significant benefit of AI-powered media monitoring for PR professionals. Media monitoring is a crucial aspect of PR as it allows PR professionals to keep tabs on what is being said about their brand in the media, identify emerging trends, and track the impact of their campaigns. However, going through vast amounts of data manually to find relevant information can be time-consuming and labor-intensive. 

By using AI-powered media monitoring tools, PR professionals can automate the process of data collection, analysis, and reporting, allowing them to focus on more strategic tasks such as developing communication strategies, building relationships with key stakeholders, and crafting compelling content. This not only saves time and resources but also improves the overall efficiency and effectiveness of the PR function.

Read Why Marketing Professionals Need a Media Monitoring Tool

Synthia to reduce workload

Including media monitoring in your PR processes is the first step towards optimizing your work day to the fullest. AI takes the whole story to another level. Meaning it provides context to the gathered data and interprets them, pulling out the most relevant information. In this way, you get help in two fields – information is gathered, and then the system provides explanations and interpretations based on what it gathered.

More help – more time left for indulging in creative work.

If we go back to our ZARA PR department example, this is what Synthia provides after the topic summary:

Topic summary by Synthia
Topic summary by Synthia

The sentiment chart reveals immediately if you have an increase of negative mentions you didn’t count on, and the tone of voice reveals if you’ve hit the notes that you didn’t want to. For example, as a PR specialist in ZARA, you maybe didn’t want to have the promotional aspect so underlined. In this case, you could delve deeper into the mentions and find out why the tone of voice turned out to be so promotional and what you could do to make it more natural. 

Or let’s say you have 5 different clients and you need to follow 3 completely different campaigns. It’s rather easy to download the data and reports you need from a media monitoring tool. But to be able to explain to every client what is going on with their campaigns, you need to get into the topic, take a careful look at the data and spend some time studying the reports. With Synthia, you get explanations in a matter of seconds. These can serve as a great starting point for your next meeting with your clients.

Read How PR Professionals Can Use Media Monitoring And Stay Ahead of the Game

3. Assistance in making decisions

With AI algorithms capable of processing and analyzing vast amounts of data in real-time, PR practitioners can quickly identify patterns and trends that would have been difficult to detect manually. By using AI-powered media monitoring tools, PR professionals can get a holistic view of their brand’s reputation across various media channels, enabling them to make data-driven decisions that are grounded in reality.

For instance, they can use sentiment analysis from an AI-powered summary that inspects public opinion about their brand or products and identify areas that require attention. This information can then be used to tweak messaging, respond to negative feedback, or launch campaigns aimed at addressing specific concerns. 

Synthia to assist in making decisions

By analyzing your mentions, Synthia provides 2 additional benefits – suggested keywords to monitor in the future, and it suggests the next steps based on key insights. 

This is helpful in several ways. It may point to some terms that you may have overlooked or didn’t think of, but that would be useful to follow to give an additional perspective to your reports. 

Additionally, key insights provide some action points for you or your clients that you can use in your further campaigns. 

Read 5 Ways Social Listening Can Help You Make Better Business Decisions

Back to our ZARA example.

This is what you’d get from Synthia for your query:

Synthia's Key insights on a given query
Make better decisions with Synthia

So apart from giving you a list of influencers you could contact, it emphasizes your strengths and gives suggestions on what you could do to display them in the best way.

To Conclude

The benefits of AI in the PR industry are numerous, including saving time, improving accuracy, increasing productivity, and delivering better results. With the constant advancements in AI technology, it is evident that PR professionals who leverage AI tools and techniques will have a competitive advantage in the industry. As such, PR professionals should embrace AI and explore the many possibilities it offers to achieve their objectives and stand out in a highly competitive industry. 

If you’d like to test Synthia and up your PR game, book a demo.

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