May 16, 2023

Chatgpt PR: ChatGPT and the Art of Crisis Communications in PR

As industries develop and evolve in today's dynamic digital age, technology ruptures affect them directly and indirectly, permanently altering operational structures and workflows. As with every innovation, a flow of pushback shadows its initial adoption and development, limiting its potential. Even though ChatGPT is still mostly perceived as a fraud in the PR world, fear should not overshadow its immense potential. This article outlines how and why ChatGPT and public relations are two segments of the same body.

What is ChatGPT?

ChatGPT, an OpenAI chatbot, relies on vast textual information on the internet, allowing it to learn and respond to various subjects and queries. This AI-powered chatbot uses predictive models to provide answers and engage in conversations with users, making it a valuable tool for PR professionals seeking efficient and automated solutions. However, the concern lies in the machine's lack of human understanding, nuance, and judgment, which are crucial in the field of public relations, where effective communication and relationship-building are paramount.

While ChatGPT offers undeniable automation and content generation benefits, PR executives are frequently wary of its limitations. The fear stems from the potential for inaccuracies, misinterpretations, and the inability of AI to grasp the intricacies of human emotion and context. PR professionals understand the importance of human touch in their work, as it requires empathy, intuition, and the ability to adapt to dynamic situations. As such, they approach this innovation with cautious optimism, seeking a balance between AI assistance and human expertise to achieve the most effective PR outcomes. But the question stays: Where is the balance, and how does this balance potentially shift as ChatGPT continues to develop?

What is ChatGPT?

How can ChatGPT contribute to the field of public relations?

In the rapidly evolving landscape of AI, there has been a surge in discussions about the potential dominance of artificial intelligence in various industries. Media professionals recognize the importance of harnessing AI to enhance efficiency, knowledge, and productivity. Upon delving into the functionalities of ChatGPT, it becomes evident that it offers time-saving benefits to PR practitioners.

1. Research

ChatGPT proves to be a valuable tool for PR professionals, particularly regarding research gathering. Its capabilities allow PR executives to swiftly compile lists of outlets, journalists, or competitors, tailoring the results to their specific needs by providing additional details in the inquiry. By leveraging ChatGPT, PR practitioners can access relevant media outlets that cover their brand's topics, identify websites suitable for link building, and obtain valuable data and insights to enhance their PR campaigns. This eliminates the need to spend excessive time searching through search engines and navigating multiple tabs, providing a streamlined research process that maximizes productivity and efficiency.

With ChatGPT, the arduous task of Googleing topics and constantly opening and closing new tabs have become a thing of the past. The AI-powered chatbot offers a time-saving solution by delivering sources and information directly, reducing the reliance on manual search efforts. This enables PR professionals to focus their energy on utilizing the gathered data and insights effectively rather than wasting time skimming information from sources that may not even be relevant or useful. ChatGPT empowers PR pros to make the most of their research and concentrate on strategic planning and execution.

2. 24/7 client support

In the current unstable financial environment, the boundaries of working hours within PR startups have become increasingly blurred. PR executives struggle to balance accommodating client demands and maintaining their work-life boundaries, leading to a need for more feasible flexibility. With the traditional 9-to-5 schedule proving insufficient, PR professionals are constantly connected to work, with tools like Slack becoming an integral part of their smartphones. This non-stop accessibility poses a challenge as clients expect support round the clock, stretching the limits of flexible working hours.

Enter ChatGPT, a solution that addresses this predicament by enabling continuous engagement with customers on social media platforms and providing 24/7 support. By leveraging ChatGPT, companies can eliminate the dependency on human customer service representatives and ensure seamless communication with clients at any time of the day. This AI-powered chatbot becomes a reliable ally, capable of responding to inquiries and providing support around the clock. This enhances customer satisfaction and relieves PR executives from the burden of being constantly available, allowing them to focus on essential tasks and achieve a better work-life balance.

3. Ideas provider

PR executives face an increasing burden as tasks and client demands multiply. The chaotic and stressful working environment hampers creativity. ChatGPT emerges as a valuable solution for PR professionals. With the assistance of ChatGPT, PR executives can request a range of creative outputs, such as generating press release headlines or compiling a list of key talking points to incorporate into upcoming PR campaigns.

The AI-powered chatbot, ChatGPT, becomes an invaluable resource for PR professionals seeking inspiration and innovative ideas within their hectic schedules. Whether crafting attention-grabbing headlines or refining the core messaging of campaigns, ChatGPT empowers PR professionals to break free from the limitations imposed by the chaotic working environment and embrace newfound creativity. By leveraging its capabilities, PR executives can tap into a wealth of creative suggestions, enabling them to think outside the box and enhance their PR strategies.

4. Drafting

Especially when starting your PR career, it can be considerably time-consuming to create a solid first draft of a press release. An initial draft usually takes around an hour to prepare, followed by reviews and revisions through back-and-forth communication. The cumulative time of these iterations can quickly add up, affecting productivity. The same challenges apply to producing blog content, scripts, and social media posts, where the difficulty of getting started can be particularly daunting for communication professionals.

GPT-4 offers a game-changing approach to tackling this issue. With just a few sentences as a prompt and guidance on style and tone, GPT-4 can instantly transform the input into a fully readable press release. ChatGPT enables PR executives to focus on other tasks by alleviating the time-consuming drafting phase while the AI chatbot effortlessly generates a preliminary draft. This newfound efficiency allows professionals to allocate more time to elaborate further and refine the draft, ultimately producing higher-quality content while streamlining their workflow.

5. Outreach

PR executives can leverage ChatGPT to enhance their pitching efforts to journalists and bloggers by generating personalized pitches tailored to the writer's interests and past articles. This targeted approach increases the chances of securing media coverage and fosters better relationships with media professionals.

While this automated solution may appear effortlessly appealing, PR executives must exercise caution and not solely rely on AI-generated content. They must remain attentive to the output generated by ChatGPT and remember to edit and proofread the pitches before sending them out. This diligent editing ensures that the pitches align with the desired messaging and tone, maintaining the professionalism and accuracy necessary for effective communication. Nonetheless, using AI significantly saves PR executives time, allowing them to focus on other strategic tasks while benefiting from the personalized pitching capabilities of ChatGPT.

6. Crisis management

In times of crisis, such as a data breach or product recall, ChatGPT proves to be a valuable resource for companies to effectively manage the situation. By leveraging the capabilities of ChatGPT, businesses can provide real-time updates to stakeholders, minimizing confusion and uncertainty. The AI chatbot can efficiently address many individuals simultaneously, offering assistance and support during critical moments. This becomes particularly advantageous when resources and manpower are limited, allowing companies to provide accurate and timely information about the crisis, including situational updates, safety measures, and emergency procedures.

The utilization of ChatGPT for crisis management offers numerous benefits, including cost-effectiveness. Companies can rely on trained ChatGPT to handle inquiries and provide guidance. This streamlined approach saves resources, redirecting resources to other areas of crisis response. The ability of ChatGPT to handle a high volume of queries simultaneously ensures stakeholders receive prompt and accurate information, improving overall crisis communication and management.

7. Coding

ChatGPT offers PR executives the opportunity to effortlessly develop tools for their own use and for their clients, proving particularly beneficial for startups and scale-ups aiming to minimize external costs. The AI-powered chatbot simplifies the coding and programming process, even providing a learning opportunity for PR professionals to acquire essential programming skills. By entering code into ChatGPT, the AI can identify errors and explain the issues present, serving as a helpful guide in the coding process.

The advantages of utilizing ChatGPT extend beyond coding assistance. PR executives can equip developers and designers with initial draft tools visually representing their envisioned outcomes. Moreover, armed with the appropriate knowledge and guidance, PR professionals can swiftly create and deliver on-site tools for clients, from conceptualization to execution, in a time-efficient and cost-effective manner. This integration of ChatGPT empowers PR executives to take an active role in tool development, offering a more collaborative and agile approach that caters to their clients' specific needs and goals.

8. Proofreading

PR executives often find themselves in a frantic rush during the press release writing process, which can lead to punctuation, grammar, and lexical errors, even in well-crafted pieces. However, ChatGPT offers a solution to this issue by providing PR professionals with an efficient and time-saving method to check their texts for mistakes. With the ability to proofread any text, the AI-powered chatbot can swiftly identify weak points and errors, enabling PR executives to rectify them before publishing.

Incorporating ChatGPT into the writing process proves invaluable for PR executives striving for accuracy and coherence in their press releases. By leveraging ChatGPT's proofreading capabilities, PR professionals can eliminate the worry of overlooking errors and present exceptional pieces that maintain the highest standards of professionalism and clarity. The AI's ability to analyze the text and pinpoint errors is an effective tool for proofreading, ensuring that final drafts are polished and error-free.

Chatgpt PR: ChatGPT and the Art of Crisis Communications in PR

What are the limitations of ChatGPT in the field of public relations?

1. Creative strangler

While ChatGPT undoubtedly offers valuable content suggestions and directions, PR executives must remember that the inspiration behind these ideas is not rooted in pure creativity but derived from existing concepts. ChatGPT relies on readily available data and information online, limiting its capacity to generate new, groundbreaking concepts or ideas. Therefore, PR executives should rely on their expertise and insights in times of creativity crisis, as ChatGPT cannot fully replace the human capacity for originality and innovation.

While ChatGPT serves as a useful tool for content generation, it is essential to recognize its limitations in creativity. PR professionals should understand that the AI chatbot's suggestions are based on pre-existing data and it does not possess the ability to generate entirely novel ideas. When fresh and disruptive concepts are required, PR executives should trust their creative instincts and leverage their unique industry knowledge and experiences. By relying on their expertise, PR professionals can bring truly original and innovative ideas to the table, maintaining their role as creative thinkers in public relations.

2. Tone of voice

In the realm of client communication, ChatGPT can serve as a valuable tool, particularly in situations of disagreement, as it does not project emotions onto its written pieces. The AI-powered chatbot can help PR executives maintain a neutral and objective tone, facilitating effective communication during challenging discussions. However, it is crucial for PR professionals not to rely fully on the AI tool and skip the proofreading phase. Emphasizing the importance of human oversight, PR executives should still review and edit the content generated by ChatGPT to ensure accuracy and appropriateness. While ChatGPT can be beneficial in situations involving negative emotions, it may mislead in instances where detecting emotions and subtle cues within the tone of an email is essential. PR executives, who possess a deeper understanding of their clients as individuals beyond the business context, are better equipped to discern when something feels amiss based on their knowledge of their communication styles and preferences.

By maintaining a balanced approach, PR professionals can leverage ChatGPT to improve client communication in disagreements while also recognizing its limitations. The AI's impartiality can be advantageous, allowing for more objective discussions. However, PR executives should exercise their expertise in assessing the emotional context of client interactions, as they possess a deeper understanding of the human dynamics at play.

3. Reliability

PR professionals are responsible for meticulously reviewing and verifying the accuracy of the content generated by ChatGPT. While ChatGPT relies on information sourced from the web, it is important to note that the reliability of this information may vary, and some sources can be misleading, potentially leading to errors in the content generated. Moreover, during high traffic on the AI tool, the efficiency of ChatGPT may decline, increasing the likelihood of mistakes in its outputs. Given these limitations, PR executives must exercise caution and conduct thorough fact-checking for every piece of information the tool provides.

Understanding the potential risks associated with relying solely on ChatGPT, PR executives must adhere to a critical practice: only publish or send material after carefully reviewing the content that the AI chatbot has produced. While ChatGPT can offer valuable insights and assist with content generation, its outputs should always be subject to human scrutiny. PR professionals play a crucial role in ensuring the accuracy and reliability of the information presented to the public. By maintaining a vigilant approach and fact-checking the content generated by ChatGPT, PR executives uphold the highest standards of credibility and avoid potential pitfalls that may arise from relying solely on AI-generated outputs.

4. Copyrights

While press release writing is often seen as a core aspect of public relations, reducing the field to this sole practice oversimplifies its true nature. However, relying too heavily on AI tools like ChatGPT, especially for this, can lead to potential issues, particularly if clients detect the usage of AI-generated content. Many clients hold reservations about incorporating ChatGPT and similar tools into their brand campaigns and organizational processes. Hence, PR executives must maintain a balanced approach and avoid complete reliance on AI tools. By combining human expertise with AI assistance, PR professionals can ensure that the content produced aligns with clients' expectations and brand values, mitigating any potential concerns that may arise from the usage of AI tools.

One critical concern surrounding AI-generated content is the uncertainty surrounding the ownership of copyrights for texts produced by AI. This ambiguity can present a significant problem, potentially leading to client dissatisfaction and even the loss of clients. PR executives must address this issue by establishing clear guidelines and agreements with clients regarding using AI-generated content, clarifying ownership, and ensuring compliance with copyright laws. Proactively addressing copyright concerns and maintaining open communication with clients, PR professionals can navigate the complexities associated with AI-generated content and safeguard client relationships.

5. Query

In the fast-paced and demanding world of public relations, ChatGPT emerges as a valuable time-saving tool, providing much-needed support to PR executives, particularly during busy and overwhelming periods. However, PR professionals need to recognize that ChatGPT's effectiveness relies on well-defined guidelines to deliver the desired results and operate efficiently. To maximize the benefits of ChatGPT, PR executives should invest time and effort in learning how to craft well-structured and clear queries that align with their specific needs. This process involves conducting thorough research and understanding the capabilities and limitations of the AI tool.

While ChatGPT offers efficiency and assistance, PR professionals must understand that the quality of the queries directly influences the tool's effectiveness. Writing well-crafted queries requires thoughtful consideration and proper planning, which may involve additional time and effort to ensure the desired outcomes. PR executives should prioritize familiarizing themselves with the best practices for interacting with ChatGPT, enabling them to leverage the tool effectively and optimize its contribution to their PR strategies.

My point of view on ChatGPT public relations

AI tools such as ChatGPT can prove to be valuable resources in the field of public relations. They offer convenience and time-saving benefits, particularly in tasks that can be automated, such as generating ideas for social media posts or drafting initial versions of communications. Moreover, AI tools can be employed in situations of disagreement with clients, allowing PR professionals to craft emotion-free emails based on specific instructions, promoting effective and objective communication.

While there may be initial pushback and fear surrounding technology integration in PR practices, it is crucial to recognize AI's benefits. Embracing AI tools as supportive resources rather than replacements for human expertise can enhance productivity and efficiency in various operational aspects of PR.

However, it is crucial to recognize that AI cannot replace the innate creativity and human touch essential in PR. While AI tools can provide assistance and streamline certain tasks, the creative and strategic thinking required in PR campaigns will remain firmly in the domain of human professionals.

linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram