Chat GPT and its place in PR
The rise of open AI, like Chat GPT, has undoubtedly changed how we communicate and interact with technology. While the benefits and uses of this technology have been discussed in recent weeks, it has also raised concerns about its impact on the PR industry and those who work in it.
As a PR agency that has always been open to change, looking at things from a new angle or improving how we do things, we believe this same approach should be applied to this technology and trend.
The biggest concern about open AI is the conversation around its potential to replace human professionals. While it is true that AI can perform certain tasks more efficiently, it cannot replace the creativity, emotional intelligence, and strategic thinking that human PR professionals bring to the table.
AI can generate content, but it cannot build relationships, understand human emotions, or make nuanced decisions based on context.
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The opportunities for AI in PR
Rather than seeing open AI as a threat, we believe it presents an opportunity for PR professionals to focus on the aspects of the job that require human skills. For example, we can use AI to automate tasks such as media monitoring and data analysis, allowing us to focus on building relationships with journalists and crafting compelling narratives that resonate with target audiences that align with a client’s strategic priorities.
Transparency and authenticity are also crucial in the age of open AI. As AI-powered chatbots and virtual assistants become more common, it is essential to ensure that consumers are aware when they are interacting with AI rather than a human. We can achieve this by being transparent about the use of AI and ensuring that consumers are aware of when they are reading information created by a human or AI. In this sense, it could make human communication and copywriting more valuable than we have seen.
Don’t get lost in the hype.
While AI enjoys its hype moment, let’s be mindful of the Metaverse Hype that we saw dominating clients’ and colleagues’ LinkedIn posts. There will be brands and agencies that jump headfirst into the trend to try to gain a stronghold, while others pause, focusing on what matters; the audience, brand mission and values. For some brands, AI will make sense. But the importance is not to be blinded by the hype but rather to be mindful of what best serves the audience.
No matter the rate of speed that the marketing industry develops, what always remains a constant are these questions; “Does this new channel, tactic, technology, etc., add value to our audience?” “Will using this emerging trend/technology further underpin our brand values or risk them?” “Is employing this technology now in line with our business vision?”
The answers to these questions provide grounding and reflection, serving as a reminder or validation of your approach, whatever that looks like.
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