I asked our PR and growth experts: How would you say that the new technology that is emerging in the media has been involved in the creation of successful research and increase in productivity? What technology has been the most effective tool for public relations campaigns recently?

Here are the highlights of technology in PR.

• AI summarization technology for media research
• Real-time media monitoring
• AI-powered analytics
• Quickly find and connect with the right influencers
• Aggregating media opportunities
• Integrating gamification to connect with audiences
• Livestreaming as a PR strategy

AI summarization technology for media research

Emily Reynolds-Bergh, Owner at R Public Relations

"Personalizing pitches takes a lot of time and energy. From reading a reporter’s entire oeuvre of work to listening to a podcaster’s many past episodes, most PR professionals don’t have time for this type of deep research. AI summarization technology allows PR professionals to glean a better understanding of reporters’ beats, writing styles, and interests, thereby ensuring pitches are highly personalized and the response rate is better."

Real-time media monitoring

Khan Muhammad Imran, CEO at Brand Ignite

"At Brand Ignite, we've found that the new technology for PR, moving from mass communication to precision micro-reputation engineering, is a game-changer. A relatively unpublished technology that alters every dimension of how we've worked is predictive sentiment analysis combined with real-time media monitoring. We don't just measure how a campaign performs post-launch anymore; we can monitor tone shifts in public opinion as the campaign runs. Our team gets warned the instant something goes south in small communities online, so we can shift messaging within hours instead of weeks.

Another offbeat tool we have found helpful is decentralized PR distribution with blockchain-verified press releases, ensuring authenticity and timestamping everything we push out. This drastically reduces the risks of misinformation and builds trust where sector accuracy cannot be compromised, like finance and healthcare.

But the grand scalable tech? AI-driven narrative mapping, whereby we reverse-engineer successful competitor stories to identify narrative gaps and insert our clients' voices right where audiences are primed to listen. This is pitching no more; it's positioning your story exactly where it should be before the need even arises."

AI-powered analytics

Jasmine Charbonier, Coach

"I’d say that AI-powered analytics and social media automation have taken the spotlight lately. When you mix modern algorithms with digital content management, the outcome is a more tailored, faster approach to public relations work. I remember a campaign we ran where predictive analytics singled out trends before they blew up, and social media bots helped manage responses quick enough to keep pace with evolving conversations. You feel more connected to your audience because these systems help you understand what works and what doesn’t in near-realtime. Plus, platforms that use machine learning learn your audience’s preferences and behaviors, letting you adjust plans with minimal manual input – which is something you can truly bank on to drive higher engagement. Sometimes, truth be told, it feels almost like having a marketing assistant that’s always one step ahead, even if it sometimes gets a bit too over-eager with its data predictions.

Tech continues to break barriers by enabling data-driven decisions; you can now see return-on-investment in ways that used to be vague or simply assumed. You’ll find that each campaign comes with a blend of creativity, analytics, and a bit of intuition—a mix that’s powered by tools you never thought would work so seamlessly together. In our evolving landscape, it’s rare to see a PR effort where AI and digital automation aren’t at the heart of operations. And honestly, when you witness the number of dollars and hours saved, it speaks volumes about tech’s role in lifting productivity and sharpening insights.

There’s also something kind of heartening about how these systems let you connect deeper with your audience—they react in real-time, showing you exactly when to amplify or pivot messaging. Every PR pro worth their salt now leans on these tools to predict crises, target niche markets, and even measure the emotional pulse of public sentiment. I wasn’t sure at first about the hype around these technologies, but with time you see they’re more than a trend—they’re becoming a must-have toolbox for those of us trying to navigate a complex media landscape.

Overall you see newer tech turning raw data into storytelling gold, letting you craft messages that hit home hard and fast, while saving you time and resources that you can spend on even more creative endeavors."

Quickly find and connect with the right influencers

Daniel Vasilevski, Director & Owner at Bright Force Electrical

"Platforms like BuzzSumo and Upfluence have made it much easier to find the right people to work with. Sorting through influencers manually is time-consuming, and it is not always clear who has an engaged audience versus who just has big numbers. These platforms let me filter by industry, audience size, engagement rate, and past brand collaborations. This allows me to quickly find influencers who are relevant to my business and actually connect with the kind of people who need electrical services, rather than guessing and hoping for the best."

Aggregating media opportunities

Sienna Hart, Social Media Manager & VP of Sales at Chatrandom

"As a Gen Z marketer drowning in PR chaos at Chatrandom, I’ll shout this: AI isn’t just disrupting PR, it’s democratizing it.

Tools like PressPulse.ai (our holy grail) aggregate real-time media opportunities from #JournoRequests, Help A B2B Writer, and niche forums into one Slack-like feed, slashing hours of scattershot searching. For example, we snagged a Mashable feature on “AI Wingman Fails” by filtering PressPulse for “AI humor” alerts, pitching within 15 minutes of the query. Result? 80% faster response times and a 50% spike in earned media.

The secret weapon, though, is AI’s sentiment slingshot. We use Brandwatch’s predictive analytics to ID journalists’ vibe shifts (e.g., a tech reporter suddenly tweeting about burnout = pitch our “Digital Detox” tool). Pair that with ChatGPT-crafted pitches that mirror a writer’s tone (sassy, academic, or New Yorker poetic), and you’ve got a 40% reply rate."

Integrating gamification to connect with audiences

John Cheng, Founder & CEO at PlayAbly.AI

"For public relations, all you need is to embrace cutting-edge technologies that integrate AI and gamification to redefine how we connect with audiences. We manage this by leveraging AI-driven content creation to develop tailored campaigns, and we use gamified surveys to gain deeper insights. Our virtual events benefit from real-time AI engagement tools which help increase interaction, making our experiences unforgettable. Using these innovations, we transform public relations by crafting dynamic interactions which foster deeper connections. Because incorporating AI in public relations leads to more personalized content, companies achieve greater engagement and satisfaction in their messaging."

Livestreaming as a PR strategy

Kasey Shi, Owner at Queen Anne Flowers

"New technology has transformed how businesses operate, and flower shops are not an exception. Facilities like tools online have improved research, marketing, and productivity, allowing companies to serve customers better. Artificial intelligence has improved interaction with customers by making responses faster to inquiries and product recommendations based on previous purchases. This has minimized time spent in manual handling of customer service but maximized sales and customer satisfaction.

Social media metrics have become a significant force in monitoring trends and measuring engagement within public relations. Instagram and TikTok, particularly, have changed the way florists engage their public, sharing bouquets via eye-catching content. AI-enabled scheduling software sees to it that posts go out when customers are most engaged, raising visibility and brand recognition.

Augmented reality has also figured in PR efforts. Florists use AR to enable users to preview the arrangement at home before purchasing, boosting confidence in making the purchase. Simultaneously, email marketing automation software has increased customer retention, reminding them of anniversaries, birthdays, and special occasions on time.

Live streaming is now one more successful PR strategy, wherein the florist can showcase method demonstrations, present new offerings, and engage directly with followers in real-time. They have served to make the campaign more immersive and interactive and increase customer faith as well as sales.

With technological advancements, the flower industry will witness even new means of interacting with customers, improving operations, and remaining at the forefront in an increasingly technological marketplace."

#PRontheGO