Artificial intelligence and machine learning may be the technologies that are causing a sensation in various industries in today’s world, but for the communication sector, they are not alone. It is’ natural language processing (NLP) that is supporting them and has even made their essence relate to the world of Public Relations (PR) and communications.

Simply defined, NLP refers to the ability of a computer program to understand, analyze, and return to human language according to its literal rules. These days, there are several innovations like Alexa, Siri, and Google Play that have made commands like “Alexa, add milk to my shopping list” and “Siri, call mom” possible. It took nearly half a century and several technological innovations to bring machine learning to this stage, and hopefully much more is to come.

But, now the question is, how can we harness the power of NLP and AI to better serve the world of public relations and communication?

Otherwise, natural language processing includes a wide range of abilities for the betterment of humanity, but it is its power to identify the sentiments of the audience that has worked to the advantage of communicators. It has empowered public relations professionals in planning and executing impactful earned media programs in a way that has never been done before.

Previously, for technologies, communication just involved simple logic-based algorithms that identified words as positive or negative and left many terms unclassified. But today, time and technology have completely changed; thus, equipping automated systems with the power to properly interpret the nuances of human communication and deliver the context and attribute of words true to their meaning.

With too many crowds and noise in the media world, the idea of ​​leading with PR strategies is not limited to the amount of coverage, but also to identify the stories and news that will achieve the desired impact on the public. objective. Generally, this is a tedious and time-consuming process, but with the NLP engine built into automated systems, it becomes quick work to easily identify sentiments from the string of texts that are entered through any relevant channel.

When it comes to creating intriguing winning media campaigns, the audience’s feelings about the brand and its coverage are of the utmost importance. This information will help public relations professionals to better demonstrate to the client the impact of their messages, whether positive, negative or neutral, on the target audience.