CREATIVE STORYTELLING: INNOVATIONS IN CORPORATE PUBLIC RELATIONS USING GENERATIVE AI


Table of Contents
A New Era for Corporate Public Relations
Corporate public relations departments are constantly exploring new technologies and creative approaches. Meanwhile, in recent years, Generative AI (Generative AI) has revolutionized public relations.
This article describes how to implement creative storytelling using generative AI and its benefits.
BACKGROUND: DEVELOPMENT OF GENERATIVE AI TECHNOLOGY AND STORYTELLING
EVOLUTION OF GENERATIVE AI

GENERATIVE AI IS RAPIDLY EVOLVING IN AREAS SUCH AS NATURAL LANGUAGE PROCESSING AND IMAGE GENERATION.
Typical generative AI tools include ChatGPT and Claude (text generative AI) and DALL-E and Midjourney (image generative AI) [1][3].
storytelling

Storytelling in public relations is a well-established and commonly used advertising method that is designed to win fans by telling an emotional story about a company's history, culture, or product features.
Especially since the invention of social networking, storytelling techniques are frequently used to establish a deep connection between customers and companies/brands.
STORYTELLING PRACTICES USING GENERATIVE AI
Automatic story extraction and narration generation

With the evolution of generative AI, it is now possible to automatically extract the bones of a story from a company's website or materials and generate engaging narration and video.
AI ANALYZES LARGE AMOUNTS OF DATA, IDENTIFIES KEY POINTS, AND GENERATES ENGAGING NARRATIVES.
Large numbers of drafts can be completed in a short period of time, and content can be adjusted automatically to suit the target audience, greatly reducing time and costs [1][3][5].
Naturally, a human will need to brush up on the final ideas, but even so, the process of first generating a large number of ideas can be nurtured into better ideas by an AI.
Video generation and visual content

Generation AI can also automatically generate video and visual content based on extracted stories. This allows corporate history, culture, and product features to be communicated in a visually appealing format.
In addition, AI's automatic translation functionality enables international press release distribution, and global PR activities across multiple channels are becoming possible with fewer resources [1][3][5].
Benefits and Outcomes
Time and Cost Savings

GENERATIVE AI CAN SIGNIFICANTLY REDUCE CONTENT CREATION TIME AND COST.
For example, public relations officers have many tasks, from creating press releases to operating social networking services and responding to the media, but using generative AI can streamline each task and save a great deal of time.
In addition, cost savings can be expected from reduced labor costs due to automation and increased operational efficiency. In particular, small and medium-sized companies will be able to effectively distribute press releases even with limited resources and provide high-quality content at competitive prices [1][3][5].
Ensure accuracy and consistency

Unlike humans, AI learns from the latest data each time and is willing to work with large amounts of data. As a result, all content will be generated based on the latest and most reliable information, reducing the risk of using outdated or unreliable data.
In addition, by generating all content in a uniform style, a consistent brand image can be maintained. For example, in social media posts, content can be created based on brand guidelines to convey a unified brand image [1][3].
Increased engagement

Generative AI can be used to optimize the timing and content of social media posts, which is expected to increase user response rates and engagement.
FOR EXAMPLE, AI CALCULATES THE OPTIMAL TIMING OF POSTS AND SUGGESTS CONTENT THAT BEST RESONATES WITH TARGET AUDIENCES, THEREBY INCREASING THE NUMBER OF FOLLOWERS AND THE NUMBER OF INQUIRIES VIA ONLINE[1][3].
Actual cases

1. personalized campaigns for global brands
AN INTERNATIONAL COSMETICS BRAND USED AI TO THOROUGHLY ANALYZE CUSTOMER DATA TO DEVELOP A PERSONALIZED CAMPAIGN.
AI ANALYZED ONLINE REVIEWS AND SOCIAL NETWORKING POSTS TO IDENTIFY CUSTOMER NEEDS AND TRENDS, ALLOWING THE PR TEAM TO CREATE AD CONTENT THAT APPEALED EMOTIONALLY. THIS RESULTED IN A 30% INCREASE IN CLICK-THROUGH RATES AND A 15% INCREASE IN ONLINE SALES[1][3].
2. social media optimization for SMEs
THERE ARE EXAMPLES OF SMALL AND MEDIUM-SIZED COMPANIES USING AI TO CONDUCT EFFECTIVE PUBLIC RELATIONS ACTIVITIES WITH LIMITED RESOURCES.
BY USING AI TOOLS TO CALCULATE THE OPTIMAL TIMING OF POSTS AND SUGGEST CONTENT THAT BEST RESONATES WITH TARGET AUDIENCES, THE NUMBER OF FOLLOWERS HAS INCREASED BY 50% IN SIX MONTHS, AND THE NUMBER OF ONLINE INQUIRIES HAS INCREASED SIGNIFICANTLY.
3. providing new ideas and de-personalization
While AI is still not good at coming up with "interesting" or "perfect" ideas, it can analyze past successes to generate new campaign ideas that "make sense," or propose content that combines trends "in volume" [1][3]. The ability to "diverge and converge" with unprecedented volume and speed is what drives the creative process.
In addition, AI has the advantage ofreducing the problem of gerrymandering, making it easier to maintain the quality of public relations work even when personnel retire or are transferred [1][3].
Conclusion.
GENERATIVE AI AND THE FUTURE OF CREATIVE STORYTELLING

CREATIVE STORYTELLING USING GENERATIVE AI OFFERS NEW POSSIBILITIES FOR CORPORATE PR DEPARTMENTS.
COMPANIES CAN LEVERAGE THESE TECHNOLOGIES TO BUILD DEEPER CONNECTIONS WITH THEIR CUSTOMERS AND EXTRACT EVEN MORE BUSINESS VALUE. IN THE FUTURE, WE CAN EXPECT TO SEE EVEN MORE COLLABORATION BETWEEN AI AND HUMANS, AND EVEN MORE INNOVATION IN PUBLIC RELATIONS.
Citations:.
[1] https://elcamy.com/blog/ai-pr
[2] https://iris.unive.it/retrieve/e4239ddd-8050-7180-e053-3705fe0a3322/pjpf_proceedings_19_2_rev.pdf
[3] https://alt.ai/aiprojects/blog/gpt_blog-3487/
[5] https://sdgs-pr-lodge-magazine.jp/809/

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