Artificial intelligence is changing the rules of the game even in the field of public relations. PR is no longer just an implementer of communication campaigns, but becomes a partner of a business that can contribute to the growth of the entire organization. Themes resulting from the June conference PR in Cannes, which was part of the Cannes Lions Creative Industry festival, was summarized in the Czech Republic at 26. PR Brunch, this time organized in the Press Center ČTK.
PR as a strategic partner in the AI era
“The debate showed that companies are now looking for confident partners who can evaluate risks, set a sustainable strategy, while supporting the business goals of the company. PR thus moves beyond the actual implementation of campaigns and combines business logic, analytics and creative storytelling,” said Patrik Schober of PRAM Consulting, who regularly organizes both events.
Earned media and emerging GEO concept
With the advent of generative AI, the importance of so-called media – that is, earned content, which is not paid advertising, but arises thanks to the activities of PR professionals and is published by third parties. During the debate, there was also a new term GEO (Generative Engine Optimization), which can complement or replace traditional SEO in the future. It is an optimization of content so that it is easy to read not only for people, but also for AI systems algorithms. This opens up new opportunities for smaller companies – they can also compete with high-quality content for global players.
Barcelona Principles 4.0: Clear rules for measuring impact
The presentation by Richard Bagnall from AMEC drew high expectations, as it was transcribed and translated into Czech in real time using Beey AI. In Prague, Bagnall introduced the new version of the Barcelona Principles 4.0, which continuously advance communication measurement from outdated metrics toward evaluating real impact. They emphasize the measurability of objectives, the combination of qualitative and quantitative methods, comprehensive communication assessment, and ethical data practices. This allows PR to demonstrate its value at the business level, rather than merely through the number of media outputs.
Barcelona’s principles are also available in the Czech language thanks to NEWTON Media, which provides professional media monitoring and media analysis. “We have been monitoring internationally recognized principles for measuring PR and corporate communication as a member of the Communication Measurement Association (AMEC) since their inception and their updating regularly in the metrics and indices that are part of our qualitative media analysis,” added Magdalena Horánská, CEO of NEWTON Media and General Secretary of the International Association FIBEP.
The PR specialists present agreed that the field is undergoing rapid transformation. Technology and new measurement standards change the rules of the game. NEWTON Media will continue to be part of this development – as a strategic partner, FIBEP member and AMEC and a provider of professional media analysis and media monitoring.
