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AI Transformation in Public Relations Research
March 2025
This article was contributed by Sandpiper Research & Insights, which offers wide-ranging expertise and services, including quantitative and qualitative research, secondary research and analysis, data analytics, digital and social media analysis, and brand and reputation measurement and monitoring.
Artificial Intelligence (AI) is changing the game for research across industries. According to Qualtrics, 89% of researchers globally are already using AI, either regularly or experimentally.
Research designed for thought leadership and communications is no exception.
AI offers PR professionals faster insights, personalised data, and new ways to connect with audiences. But it is not without its challenges. So how exactly does AI offer benefits to time-poor communications professionals and researchers looking to measure reputation and publish insightful thought leadership content?
Faster, smarter research to power many PR initiatives
AI is supercharging market research. For PR teams, this translates to quicker data collection, faster analysis, and more time to focus on crafting campaigns and content.
AI-powered tools can scan social media, news, and survey responses in real time, providing instant insights into public sentiment. This eliminates the need for PR professionals to manually sift through vast amounts of online content to gauge client reputation. AI-driven sentiment analysis allows teams to react swiftly to emerging trends and crises, ensuring that messaging remains on point.
Generative AI can even simulate audience behaviours, reducing the reliance on costly focus groups and enabling more iterative early phases of message testing.
In an industry where reputation and expertise are key, AI accelerates the production of client thought leadership, as well. According to Sandpiper’s Reputation Capital Index, 95% of 2,700 C-suite leaders surveyed believe thought leadership is an effective tool for building brand and product trust. Yet, 73% say their organisations are not investing enough time in it. AI can help here.
AI can streamline thought leadership development by identifying whitespace opportunities, analysing market trends, and even assisting in content creation. In a landscape where nearly half (49%) of companies publish thought leadership reports only once or twice a year, AI-driven efficiency is a game-changer.
Using AI to unlock data and drive new storytelling angles
AI is also upending the traditional reliance on survey data in many capacities. While AI is commonly used in market research and academia to uncover insights from reams of public data, AI-collected data can also be effective to help create impactful thought leadership.
For example, an ESG consultancy could use AI to correlate sustainability commitments with financial performance, demonstrating the tangible benefits of its services. Likewise, a higher education institution could deploy AI to analyse job postings, revealing future skill demands that can help orient workforce development initiatives.
The potential for new lines of inquiry in thought leadership are vast. PR professionals need to develop skills in designing credible studies, ensuring data integrity, and structuring analyses that derive meaningful insights from diverse datasets.
Unearthing and analysing unconventional data for distinct storytelling
For AI-powered market research to have real impact, PR professionals must ensure that journalists and the wider public can understand and trust the data. If the media struggles to grasp where the data comes from or how it was generated, they will not be able to effectively communicate a client’s story. To bridge this gap, PR teams should focus on translating complex AI-driven insights into clear, compelling narratives.
This means providing journalists with the right tools – such as easy-to-digest summaries, visualisations, and context that explain how the data was collected and why it matters. Transparency is key; clearly outlining methodology, potential limitations, and real-world implications builds trust and credibility. By acting as both interpreters and storytellers, PR professionals can ensure that AI-driven research does not just stay in technical reports but becomes a powerful tool for shaping public discourse.
Harnessing AI and human potential to build smarter, more impactful insights at scale
The future of AI in PR research looks promising, especially for PR professionals willing to embrace it with transparency and a commitment to data quality. According to an executive survey by USC Annenberg, 71% of professionals rate AI as extremely or very important to the future of PR work and 40% of respondents said their organisations were using AI for data analysis. For researchers, the story is similar: a Qualtrics study found that 83% of researchers expect their investment in AI tools to grow by 2025. For PR agencies and researchers in the Asia and beyond, this presents an opportunity to deliver deeper insights and more impactful campaigns. However, success in AI-driven research is not just about adopting the latest tools – it is about integrating AI’s capabilities with human expertise and ensuring that insights are communicated effectively to the media and the public.
By leveraging AI while maintaining vigilance over data quality and making insights accessible, PR professionals can unlock new opportunities to engage audiences and craft narratives that truly resonate. The future of PR research is here, and it is powered by AI – but its true potential will only be realised when combined with thoughtful, strategic communication.
Mitigating potential risk: Balancing AI’s speed with human expertise
While AI opens up exciting possibilities, it also introduces challenges. One key concern is the risk of synthetic respondents infiltrating surveys meant for human participants. According to Qualtrics, 49% of researchers cite preventing AI-generated responses as a top challenge. Similarly, USC Annenberg found that 43% of PR executives have concerns about false information or disinformation cropping up in deliverables.
AI excels at processing data quickly, but accuracy remains a concern. In fact, 29% of researchers surveyed by Qualtrics highlight incomplete or inaccurate results as their biggest worry. For PR professionals, where precision in messaging is critical, ensuring AI-generated insights are reliable is essential.
Transparency is crucial in allaying these fears. PR teams must clearly communicate to clients how AI tools are used in research. While AI can enhance efficiency, it should complement – rather than replace – the human element in strategic decision-making. AI may identify trends, but it takes skilled PR professionals to interpret findings, craft narratives, and drive brand strategy.
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