Whether we like it or not, the use of AI tools in communications is here to stay. Research from the PRCA found that almost half of PR professionals are now using AI regularly in their jobs.
The industry in Ireland has recognised this trend and acted quickly. The PRII recently published AI in PR Usage Guidelines for its members, reflecting "both the opportunities and challenges presented by AI technologies." Speaking to PR agencies, both independent and part of global networks, they are all considering or have implemented guidelines around AI usage, particularly platforms like ChatGPT. For candidates, ChatGPT is readily available, but how and when should you use it? We’ve looked at the benefits and potential pitfalls when using ChatGPT.
- Idea Creation – The very thought of coming up with a new piece of content or campaign can be daunting. ChatGPT can act as a gateway to idea creation or spark new ideas from existing ones. The whole industry thrives on creativity, and ChatGPT allows you to draw from a wide array of information, which can be particularly useful when developing innovative ideas or tackling complex issues.
- Editing – Struggling with repetitive phrasing or looking for new words to create impact? ChatGPT can help generate and edit content quickly. It’s a great way to build on and enhance existing ideas. It’s also a fantastic time-saver for those editing tasks, which can take a significant amount of time to complete.
- Data Analysis and Summary – Analysis and tracking of data are crucial in communications. Understanding the mood around a topic or keeping an eye on competitors can determine the success of a PR strategy. ChatGPT is an excellent tool for summarising information on a campaign, topic, or announcement, making it easier to develop concise emails for clients or internal stakeholders.
- Your source of intelligence – ChatGPT is good, but it’s not perfect. There are conflicting reports about how up-to-date its information is, so the platform can sometimes generate results that are factually incorrect or misleading, which raises red flags in PR. Don’t contribute to misinformation – always check credible sources to ensure what you're sharing, either internally or with clients, is accurate.
- It can’t laugh or cry – Some might see this as a plus, but PR is all about the human touch. What makes PR practitioners valuable is their ability to provide a tone of voice unique to a brand. The PRCA found that 62% of PR professionals believe that human oversight is essential to maintaining quality and ethical standards. Originality and personality are key against the competition. While ChatGPT can generate content that mimics human language, it can’t fully grasp the nuances of human emotions or cultural contexts.
- Security – We’ve all been there: multiple tasks with the same deadline. To get jobs done, you might be tempted to cut corners. However, data and handling sensitive information, especially for PR agencies, is a critical part of the role. Never develop confidential content using ChatGPT. The platform can be hacked, and sensitive client information could end up in the wrong hands. Use common sense when handling data.
The Verdict There are pros and cons to everything, and ChatGPT is no exception. For PR practitioners, it’s vital to keep the ‘Chat’ in ChatGPT. Your unique selling point is delivering personality, emotion, and intelligence to your clients and organisations. In the end, people still prefer to deal with people. ChatGPT should be seen as a tool, not a replacement.
