AI’s influence on PR measurement has been a topic of discussion for years. AI-based models are already employed in areas of communications evaluation, media intelligence and risk monitoring. This applies to PR agencies, in-house analytics teams, and specialized measurement agencies. Within PR measurement, various AI solutions are leveraged to enhance data collection and insights, refine methodologies, and develop new services and products. Embracing AI is imperative in our industry due to client demands for faster reports and metrics delivery, evaluation of larger data and content sets, and a balance of low cost and high accuracy. This presents a delicate balance, and many in the measurement domain are aiming to find the equilibrium.

The accessibility of tools like ChatGPT, particularly its Pro version, coupled with increasing interest in AI and data proficiency, has paved the way for numerous DIY (do-it-yourself) PR measurement initiatives. Why is this trend encouraging for the overall evolution of measurement expertise? And in the same time, why should anyone considering a third-party tool for PR measurement be fully informed about its capabilities, limitations, and data usage guidelines? This session delves into these matters, showcasing a live DIY demonstration with ChatGPT Pro and some basic, yet fundamental PR measurement tasks. We will discuss the implications, when you can rely on such tools and how you can integrate them in a solid measurement framework. We will also highlight essential considerations such as copyright, licensing, personal data protection and data security.