PR’s biggest revolution since the personal computer
Working in PR can be hard, it is a dynamic, fast-changing profession, expected to keep up with current trends across technology, ethics and being the ‘finger on the pulse’ of not getting it wrong – with the introduction of AI with the likes of ChatGPT recently adding to the dilemmas.
This is a revolution that can’t be ignored and staying ahead of the curve is imperative, particularly when giving best advice to clients.
Below is my list of considerations on what I think works and doesn't work with PR and AI. Happy for any other thoughts, do get in touch
What works
A digital model: ChatGPT can act as a digital model of your client or journalist that you can question, challenge and explore ideas when putting together a strategic campaign or strategy.
For example, ChatGPT can run a virtual interview with what might be the difficult questions a journalist might ask ahead of a thorny interview. It’s a good sense check
Efficiency and Speed: ChatGPT's ability to generate content rapidly is a godsend for PR professionals working with fast-paced financial markets. It can allow you to meet tight deadlines without compromising on quality.
For example, when there is breaking news about a major merger announcement, you can use it to help draft a response with a clear summary that allows a client to have a view while the news is still fresh.
Data Analysis: The AI's data-crunching capabilities are extraordinary. You can leverage ChatGPT to dive into complex financial data, turning numbers and trends into comprehensible narratives that can help find the story
For example, when faced with consumer research, ChatGPT can help identify trends data and transform it into content that not only explains the data but also highlights its significance for the company.
Consistency in Brand Voice: Maintaining a consistent brand voice is paramount in PR. ChatGPT can be trained in a company's unique style, ensuring that all content aligns seamlessly with the brand identity.
What doesn't work:
Sensitive information: As a PR professional we are bound by codes of conduct and can often be privy to private and confidential information. We need to always have this front of mind when considering what information to give any AI.
Overreliance on AI: While ChatGPT is a fantastic tool, it's not infallible. It's essential to remember that it's an assistant, not a replacement for human expertise. Failing to review and edit AI-generated content can lead to costly errors.
For example, the last thing you want is to publish an AI-generated blog post without due diligence, only to find inaccuracies that undermine the company's reputation.
The ethical heart of a company. A PR Director often needs to be the ethical sounding board for a company. AI can help us, but an expert PR’s value is the analytical thinking, the ‘does this feel right?’ test for any company to ensure its values and actions align with its customers.
Lack of Context: ChatGPT thrives on context. Without clear instructions and context, it can generate content that's off-mark or misses the mark entirely. It's crucial to provide the AI with the necessary background information and the parameters it must operate within.
As the capability of AI is uncovered the language use is evolving to get the best out of ChatGPT with ‘the right question’ to generate the right answer.
Real-time Updates: For topics that require real-time updates or responses to unfolding events, ChatGPT may fall short. It's vital to remember that AI does not have access to the latest information.
AI is clearly here to stay and its capabilities are only just starting to be recognised and tested. Its remarkable speed, data prowess, and brand consistency benefits can elevate your PR strategy and client to new heights. However, it's important to maintain a balanced approach, combining the AI's strengths with human oversight, context, and adaptability to ensure that every piece of content and thinking serves its purpose effectively.