In our ever-evolving world, strategic communications plays a pivotal role in many areas. With the emergence of artificial intelligence and social media as a communication channel, strategic communications is revolutionizing and reshaping how messages are crafted, distributed, and the impact they have on their target audiences.
In Kenya, where digital movements like #RejectFinanceBill have shown the power of strategic communication with your target audience, the integration of AI and social media platforms is transforming how messages are crafted, delivered and received.
Artificial intelligence, while not a new phenomenon contrary to popular opinion, is simply the use of human intelligence by computer systems. AI technologies range from machine learning to natural language processing that helps understand and respond to prompts. Strategic communication is about carefully crafting meaningful messages and aligning them with the organization’s goals.
According to Shannon Bowen, strategic communication has the ability to identify issues, create understanding, envision solutions and implement policies at the organizational and public policy levels.
In the dawn of the new strategic communication, data-driven insights, audience analysis and personalization, and content creation and distribution are the key components of integrating AI and strategic communication.
The recent #RejectFinanceBill movement, led primarily by Gen Z, demonstrated the importance of strategic communication in mobilizing and influencing public opinion. Gen Z leveraged the power of social media platforms like X and TikTok to build a grassroots movement and express their opposition to proposed financial legislation.
AI tools have played a crucial role in analyzing public sentiment, identifying key influencers across generations, and amplifying movement messages. This is the opposite of the traditional agenda-setting process, where the audience, in this case Generation Z, dictated and continues to dictate the news agenda.
Gen Z’s ability to quickly influence audience reactions and opinions and adapt communication strategies enhances the power of AI-powered strategic communication. The intersection of AI, social media, and strategic communication is like an orchestra of humans and machines that must be in harmony.
Data-driven analysis and insights
Measuring the effectiveness of communication strategies, especially in real time, is a game changer. AI has made this possible with advanced analytical capabilities that make it possible to get instant feedback.
This helps in making informed decisions, adjusting strategies and improving results. Using AI to suggest communication objectives and measure audience behavior, preferences and trends across traditional and new media channels can provide actionable insights to drive meaningful change.
This iterative process ensures that communication strategies are practical, effective, and evolve based on target audience expectations.
Audience Analysis, Personalization
Understanding your target audience’s preferences, behavior, and expectations is crucial to successful communication. One of the benefits of AI in strategic communications is the ability to deliver personalized content. AI can analyze massive data sets and provide insights into audience dynamics. Using this information, one can ensure that messages resonate with the audience.
According to McCrindle.com, 48% of Gen Z members use TikTok, 46% use Instagram, and 42% use YouTube. They see their ideal leader as someone who is collaborative, their influencer advice is based on forums, and they use social media to communicate.
Streamlining the content creation process with AI-powered tools is one way to improve its timing and distribution. Content needs to be well-written in the right format and distributed to the target audience using the right channels, which AI can do.
Content needs to be well-written, in the right format, and distributed to the target audience using the right channels. AI can do all of the above and ensure maximum engagement and impact. In strategic communications, the effectiveness and efficiency of messages is of utmost importance.
For example, during the #RejectFinanceBill protests, AI could have been used to more efficiently disseminate information across various social media platforms and mainstream media, ensuring widespread awareness and strategic engagement from across the country and the world.
The #RejectFundBill movement highlights how strategic communication, powered by AI and social media as a communication channel, can drive significant social and political change.
Caroline Chiari is Assistant Professor of Strategic Communications, Graduate School of Media and Communication, Aga Khan University.