The Power and Purpose of AI

The recent rise in generative AI — artificial intelligence capable of generating text, images or other media in response to prompts — offers a new tool with the potential to enhance our day-to-day communication success.?

?AI tools have exciting capabilities like research, ideation and content creation, but this technology should be used strategically, responsibly and cautiously — especially as the technology is in the early stages of testing and widespread adoption.?

Beehive recommends the following best practices for communication professionals using AI.

Effectively and strategically use prompts ?

Using generative AI prompts to generate ideas can be an inspiring first step. Kick off your brainstorming process by defining the topic or theme you want to explore, such as a news story or email subject. Then, craft open-ended and thought-provoking prompts that encourage the AI to generate unique and engaging responses.?

Look for patterns and inconsistencies?

It is crucial to implement a thorough review process to check for patterns, inconsistencies and potential human errors when employing generative AI for writing. Communication professionals can harness the power of generative AI by diligently monitoring and validating the output. This can also minimize potential issues or inaccuracies and ultimately lead to more accurate, reliable and high-quality stories.?

Check the facts

When utilizing generative AI, such as ChatGPT, for fact-checking during the media relations process, it is essential to approach it as a supplementary tool rather than a definitive source. The output from these sources is not always 100% accurate and can cause discrepancies in reporting, which can cause factually incorrect media pitches that could lead to inaccurate communication.?

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