President of Iranian Association of Public Relations Specialists: AI is the future of PR

August 18,2023
(KPRI)- The president of the Iranian Association of Public Relations Specialists said on August 25, 2023, at the first specialized seminar on “Applications of AI in Public Relations”, that AI is the future of PR.

Mahdi Bagheryan, referring to the fact that AI-powered technology is revolutionizing the industry, said: “The pace of change is constantly changing the communications process, and communications and public relations professionals need to use up-to-date technologies to be able to communicate effectively with their audiences.”

The CEO of the Iranian Public Relations Agency said: “The production of communication and relationships is the product of public relations, and therefore public relations professionals must keep themselves up-to-date in the process of constant change, otherwise they will lose their existential philosophy, which is to create effective communication with audiences.”

He said: “AI-powered technology can help us communicate more effectively with our audiences and communicate our messages to them more effectively.” Bagheryan said that AI is a powerful technology that can revolutionize PR.
The president of the Iranian Association of Public Relations Specialists also said that AI can help us to have a better understanding of our audiences and to better understand their needs and wants. This can help us to design more effective programs and to achieve better results.

Bagheryan, referring to the results of various surveys on the extent of AI’s influence on public relations, said: “The findings of the survey in the past four months show that public relations and communications professionals not only see AI-powered technology as an opportunity, but 85% of them have used at least one AI program or tested one of the AI tools. He said that the pace of change and change in this area is very high and these changes can be seen in the communications outlook as well.

He said: “AI can help PR professionals in tasks such as crisis management, reputation management, social media management, content production, data analysis, and tracking the effectiveness of PR campaigns. He also said that AI can help PR professionals to be at the forefront in the digital world that is changing every day and to double the added value of communication.

The president of the Iranian Association of Public Relations Specialists continued by stating that “AI can help PR professionals save time and money,” saying: “AI is a powerful tool that can help PR professionals in their work. However, it is important to remember that AI-powered technology can be a powerful assistant, but it cannot currently replace human creativity and understanding.”

The CEO of the Iranian Public Relations Agency also spoke about the challenges of using AI in public relations and said: “One of the main challenges is that AI is still in the early stages of development and growth and can be flawed. He said that it is important to be aware of the potential negative impacts of AI on public relations such as job loss, discrimination, and the spread of more misinformation.”

However, Bagheryan said that the benefits of using AI in public relations outweigh the challenges. He said: “The risks posed by AI-powered technology can be mitigated by the development of regulations and standards, but if opportunities are lost, we will face a disaster and the lives of many businesses will be at risk of destruction.”

In the end, he called on public relations professionals to use AI-powered technology to be at the forefront in this field, saying: “This technology can help us to communicate more effectively with our audiences and to communicate our messages to them more effectively. Bagheryan added: “Once having AI tools was considered an advantage and a strength for PR professionals, but today it has become a requirement and we no longer have a choice.”

At the end of the program, participants discussed how to use and apply AI in public relations and asked their questions from Professor Ali-Akbar Jalili, the father of information technology in Iran, and Mahdi Bagheryan, the president of the Iranian Association of Public Relations Specialists. Also, a number of participants had the opportunity to share their experiences in the field of AI.

It is worth mentioning that the first “specialized seminar on the applications of AI in public relations” was held by the Iranian Public Relations Agency, the Iranian Association of Public Relations Specialists, and the Iranian Association of Public Relations in the conference hall of the Organization for Research, Training and Agricultural Extension. The seminar ended with the participation of over 300 public relations and communications professionals from all over Iran.