How Language AI and ChatGPT can Help PR Professionals Thrive

The Role of AI and ChatGPT for PR Professionals

Guest post by Erin Farrell Talbot, Founder and President, Farrell Talbot Consulting

Unless you have been hiding under a rock for the last 30 days, you have probably heard of the latest advanced technology solution called Language AI, specifically ChatGPT. And chances are, you have probably tried it and have an opinion about the technology. In this post, I will cover some ideas of the role of ChatGPT for PR professionals like me.

I think it is a valuable tool, and I look forward to continuing to utilize the technology, but my recommendation is to proceed with caution.  

Since the launch of the technology, writers, journalists and PR people have been debating its usefulness. We witnessed the death of newspapers and hard-copy publications and watched everything move online, creating 24-hour global news cycles. We figured out how to utilize social media tools like Twitter, Facebook, Linkedin, and TikTok to share messages, raise visibility, and communicate with the right audiences. We have embraced data analytics and media database tools. And now, we will learn how to collaborate with language AI tools. 

The consensus seems to be that the powerful language model has the potential to revolutionize the field of public relations and become one of the best co-workers and PR partners. And, as the technology continues to evolve, it will become increasingly adept at understanding and communicating with targeted audiences. Here are some of the ways I have been using the tool and how I believe it will have the ability to make the most positive impact on the PR industry.

1. Using NLP: One of the most significant ways that ChatGPT can impact public relations is by using natural language processing (NLP). This technology allows ChatGPT to understand and respond to human language in a way that is like how a human would. We have spent years learning how to speak like computers, and now they are learning to speak like humans. This can be used to create more engaging and personalized interactions with audiences and quickly and accurately respond to media inquiries or clients.
2. Content Creation: Another area where Language AI can have a big impact is in the area of content creation. The model can generate high-quality written content, such as press releases, blog posts, social posts and articles. This can save PR professionals significant time and effort and ensure that the content is tailored to the audience and on-brand. 
3. Social Media Support: ChatGPT can monitor and analyze social media conversations, providing insights into what people are saying about a brand, product, or industry. This can help PR professionals stay on top of trends and quickly respond to any negative sentiment.
4. Contact Search: Tools like PRAI.co can be a great productivity force multiplier for PR professionals. It can help us identify and reach out to the right reporters. As we all know, this is one of the most time-consuming tasks for a PR professional.
5. Measuring ROI: Demonstrating the measurable value of what we do in PR is always challenging. Tools like PRAI.co have the potential to help us do that more effectively.

Language AI and ChatGPT have the potential to greatly improve the efficiency and effectiveness of public relations by automating repetitive tasks, supporting the creation of high-quality content, and providing deep insights into audiences. There are not many downsides to the tool, but there are some things to consider if you want to utilize the AI platform.

1. Lack of Creativity: AI can’t completely match all human skills– creativity being one of them. Deciding what makes a good story and how to bring it all together is something only humans can do. And, if everyone in the industry is using the same algorithms, everything will start to appear generic and certainly less creative. The tools are great as thought starters, but infusing a unique human voice and creative flair is meaningful.
2. Develop Editing Skills: Language AI can become an important tool, but proceed cautiously as it spits out some generic content. PR people will need to develop their editing skills to create a unique final product and targeted to their respective audience and/or client. ChatGPT gave me a decent first draft every time I tried it, but every draft needed some customizing and editing. However, I will admit it was certainly better than starting with a blank screen.
3. Use as Support: Language AI should be viewed as another supporting tool in the toolbox. PR tools have evolved through the years, and we have learned to adapt and incorporate them. For example, you would never stand at a fax machine and fax a press release to every reporter you know. (which is what we used to do in the early 1990s). 

PR professionals who can learn to leverage this new advanced technology solution and figure out how it fits into the toolbox to help augment their workload will be well-positioned to succeed in the future and to quickly meet the needs of clients and the press. I look forward to seeing it evolve.

Guest post by Erin Farrell Talbot, Founder and President, Farrell Talbot Consulting

Photo by DeepMind on Unsplash

Originally posted on LinkedIn.