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BEST PRACTICES & STRATEGIES

Making communication measurable

with the help of AI

Artificial Intelligence (AI) and the opportunities it brings AI can show who used your press release
are hotly debated among marketing and communications
professionals right now. Although the hype surrounding After you've sent out your press release, you probably
AI has often still very futuristic visions, many companies want to know which journalist used it as the source for
are keenly interested in AI and its value in everyday a text. A media monitoring service using AI recognizes
communications and marketing. the contents of your press release and automatically
creates a monitor that collects all articles and articles
The Finnish SaaS company Liana Technologies, which related to this specific press release. In this way, you
specializes in digital marketing and communication can immediately see what was written about your
software, has been working on the topic for some time publication in which medium and when, and you can
already and recently finalized the development of the see the direct impact of your efforts.
first AI-based features that can be used in practice: the
PR software Liana® PR Cloud has been enhanced with AI recognizes the tonality of texts
a machine learning feature that not only enables huge
amounts of online data to be processed, but also AI-based media monitoring can analyze the content of
automatically detects the tonality of news and online collected messages and articles, and identify if they
discussions. were written in a positive, neutral or negative tone.
Typically, such kind of analysis is done manually by
Take a look at the following examples that show how AI humans, which means that the process takes time and
can help measure communication and target content resources. AI, on the other hand, performs the analysis
better. automatically in real-time, so you can, for example,
respond to negative messages about your organization

16 May 2019 - Artificial Intelligence (AI) & Chatbots in Marketing