Tag: ChatGPT

What ChatGPT Brings To Public Relations

Posted on by Bindi Saikia

While Artificial Intelligence (AI) is not new, generative AI tools, like ChatGPT, have captured the imagination of the world. The buzz around generative AI has been relentless – both for good and bad. Since its launch, ChatGPT surpassed 100 million monthly active users in less than two months. The public relations industry is among those still absorbing its impact. Will it spell the end of PR as we know it? Or will these tools help make our roles and everyday lives more efficient and effective?

Let’s be practical. If PR teams aren’t at least exploring the best ways to incorporate this game-changing technology, are we even in the “AI arms race?”

So, what does ChatGPT mean for the future of PR? As a B2B tech PR firm, the promise of AI makes sense. CC partner and ChatGPT advocate Chris Harihar sees it as a powerful educational tool, albeit one to be used very carefully, and with human oversight. We’ve held training sessions for the entire team on how to write better generative AI prompts for better outcomes.

Boost productivity with the integrity of human involvement

Yet many companies have mixed feelings about ChatGPT and the AI arms race. A Harris survey found that 40% of workers worry that the AI-powered chatbot will replace them; yet 60% are optimistic that generative AI will make them more productive!

ChatGPT is here to stay, and the truth is, it’s probably just the beginning – as Adam Brett echoed in a recent CC blog post about how PR teams can use Chat GPT.

Rather than avoiding or fearing it, let’s take advantage. Adam lists several very practical uses that can save time and boost improve productivity by PR teams. Encouraging PR teams to to view such tools as an assistant rather than a surrogate, he offers advice that goes beyond playing and actually gets work done.

How AI is transforming ad tech and marketing

At Crenshaw Communications, we have a history of successfully supporting a range of ad tech brands – from high-growth startups to larger public companies. And as someone who has been working in this sector for almost five years, I know the sector is constantly evolving – inviting new opportunities and challenges. So it’s no surprise that ChatGPT and other generative AI tools are already making an impact in ad tech.

As a personalizable technology, AI can help advertisers identify ultra-specific niches in order to get the right ads in front of the largest number of desirable people. Cooler Screens (the world’s largest in-store digital media and merchandising platform for retail) is a great example. Their smart screens use information and even entertaining content to inspire shoppers to take action driven by contextual signals like store profile, occasion, geography, seasonality, or time of day. That’s a win-win for both the customer and the marketer.

(If you want to know how AI is enhancing the future of ad tech, Sarah O’Connell recently explored the topic further in her post, “Five Ways AI Is Transforming Ad Tech.”)

ChatGPT: an asset or threat for PR? 

Business reactions thus far seem to be divided between those who see it as an existential threat, and those who view it as an opportunity to augment the role of the PR professional. Our agency founder, Dorothy Crenshaw, explains that the latest iteration is smarter and promises much more. Dive into her recently post “For PR, Is ChatGPT An Asset Or Threat?” and make an informed judgment – if you’re still not convinced.

While we’re still figuring it all out, it’s important to note that such tools cannot be a replacement for human communication. Read this piece, “How PR teams can use ChatGPT (generated by ChatGPT)“, compare it with Adam’s post linked above, which speaks to the same topic, and see for yourself!

How PR Teams Can Use ChatGPT

Posted on by Adam Brett

As the age of Artificial Intelligence (AI) takes shape, many companies have mixed feelings about ChatGPT and the AI arms race. A recent Harris survey found that 40% of workers familiar with ChatGPT are concerned that the AI-powered chatbot will replace them. Yet the same study also found that 60% are optimistic that generative AI will make them more productive at work.

Those who work in PR, communications and media are especially concerned. In fact, PR professionals are likely to be impacted by generative AI as significantly as any other career.

ChatGPT’s ability to gather data and produce a natural-language response can work as a shortcut when it comes to everyday tasks. But in its current iteration, AI can be prone to errors, it’s not perfectly up-to-date, and the content it generates is often mediocre or worse. For PR people, the use of AI in the workplace is a delicate balance; on one hand, we want to increase efficiency, but on the other, use of AI without oversight is very risky. And no one wants bosses or clients wondering if ChatGPT is on the other end of the work product they’re getting.

So, what are the best ways for PR teams to incorporate ChatGPT? Below are some uses that can increase productivity while maintaining the integrity of human involvement.

Brainstorm fresh pitch angles

One challenge for PR teams is generating fresh and timely ideas to generate coverage. Use of the same ideas leads to predictable pitches or even lazy PR programs. ChatGPT can assist in generating new ideas and topics.

For example, you can type in “story ideas involving cybersecurity,” and ChatGPT will produce a list of angles that might work, or at least get you thinking. You can even make the request specific and timely, like “spring cybersecurity topics.” Obviously, PR plans can’t be based on ideas spit out by an AI chatbot, but they are thought-starters.

Instant text-to-video

Posting information and materials online is easy but generating interest and engagement is often a lot more difficult. Input text-to-video technology – artificial intelligence that creates videos automatically from written or typed text.

Video content is often more engaging and memorable than text or images alone. Natural language processing technology enables dynamic and visually appealing videos that can capture the audience’s attention. Best of all, they’re quick and tailored to the occasion.

PR program thought starters

ChatGPT can work as a tool for ideas or slogans that can spark fresh thinking in a brainstorm to generate not only story ideas, but byline topics, program components and fresh takes on evergreen topics. For example, typing in “thought leadership topics in the retail sector” will produce a host of new ideas that can be used for byline pieces along with pitch angles.

The more details you provide ChatGPT, the better. Inputting “ways retailers can increase their profits during a period of high inflation” will produce stronger and more pointed results than typing in “how retailers can increase revenue”.  Providing ChatGPT with as much information and details as possible is key to generating savvy ideas.

Instant research hub

ChatGPT can greatly expedite the research process. PR teams can use it to get a better understanding of a particular topic or to pull data to spot patterns or trends. If you work for a data company that can be affected by new legislation at the state or federal level, ChatGPT can generate a summary of the new law, when it was passed, and how it could affect similar businesses. And there are always occasions when we feel we should know something but don’t want to ask. ChatGPT can often provide context that search engines lack, or that can only be accessed by clicking on multiple links.

Create short social posts

Generating social media content can sometimes be more difficult than it seems, especially if there is minimal news a client or agency can share. PR professionals can use ChatGPT to generate ideas for social media posts such as tweets, Facebook posts, and Instagram captions.

By providing a brief description of the message or objective, ChatGPT can generate a range of content options for social media. Moreover, you can input old posts into ChatGPT and have the AI service reword and restructure them, providing instant, shareable content.

Expand your media lists

While ChatGPT is limited when it comes to personal information, it can help expand media lists. For example, ask for a list of publications that cover retail. You can even narrow the parameters such as location and types of outlets, similar to major software services like Cision. But don’t take ChatGPT’s recommendations as wholly accurate; check them to ensure a targeted list.

Moreover, you can ask ChatGPT for a list of reporters who cover certain industries or topics. While the generative AI service cannot provide a significant amount of material like contact information or recent coverage, it does provide a starting point for a media list, especially one that is topic-specific.

Timely interview prep

PR teams know that interviews can happen in a blink, which means minimal time to prepare a thorough briefing document for a spokesperson. ChatGPT and its instantaneous content generation can provide a timely draft of a standard briefing memo, offering bios and background on both reporter and outlet, sample questions and draft responses containing key talking points.

Grammar, spelling and punctuation

While you may want to reword or rewrite content that ChatGPT produces, the technology can also be used the other way around. Many digital services can correct spelling and grammar mistakes, but inputting sentences and even paragraphs into ChatGPT for review is an easy way to produce a condensed or simplified version.

ChatGPT is here to stay, and the truth is, it’s probably just the beginning. Rather than fear it, let’s use it. We can start slowly. PR teams should focus on AI uses that improve productivity and efficiency while making sure it doesn’t become a substitute for human input or oversight. The most successful PR teams view generative AI as an assistant rather than a surrogate, used for rote, repetitive tasks, producing draft content of all types, and gathering information in real time.

How PR Teams Can Use ChatGPT (Generated By ChatGPT)

Posted on by Dorothy Crenshaw

The post below was not written by a human being. It was generated when ChatGPT was given the prompt to write a 350-word blog post about how PR teams can use ChatGPT in their work. You can be the judge of its accuracy, quality and style!

ChatGPT, a language generation model developed by OpenAI, can be a valuable tool for PR professionals in a variety of ways.

One of the most obvious applications is in the creation of written content. ChatGPT can assist with the writing of press releases, speeches, email campaigns, social media posts, and other forms of written communication. With its ability to understand context and generate human-like text, ChatGPT can help PR professionals create content that is engaging, persuasive, and tailored to their target audience.

In addition to generating written content, ChatGPT can also be used for media monitoring and analysis. By using the model to analyze large volumes of text data, such as news articles, social media posts, and other online content, PR professionals can gain valuable insights into how their brand or clients are being perceived in the public sphere. ChatGPT can also be used to identify key influencers and track the spread of specific information or messages across different platforms.

Another important aspect of PR is crisis management, and ChatGPT can help in this area as well. The model can be trained to quickly generate responses to common questions or concerns that might arise during a crisis, allowing PR professionals to respond quickly and effectively. Additionally, ChatGPT can help generate simulated social media posts and other content that can be used for crisis management drills and training exercises.

ChatGPT’s ability to process and understand large amounts of text data can also be beneficial for market research. With its help, PR professionals can analyze customer sentiment, identify areas of opportunity or concern, and gain a better understanding of their target audience.

Finally, ChatGPT can be an excellent tool for internal communication and collaboration. The model can be used to create meeting agendas, summaries, and other internal documents, which can help keep teams on track and streamline communication across different departments.

In conclusion, ChatGPT is a powerful tool that can help PR professionals with a wide range of tasks, from content creation to media monitoring and crisis management. With its ability to understand context and generate human-like text, ChatGPT can save time and improve the effectiveness of PR efforts.

For PR, Is ChatGPT An Asset Or Threat?

Posted on by Dorothy Crenshaw

Everyone’s talking about ChatGPT, including most of us who work in public relations. Opinions and experiences vary, but ChatGPT will likely be a game-changer when it comes to how PR teams work. AI has been promoted as a tool to automate repetitive tasks, freeing us to engage in the strategy and creative work involved in a typical PR engagement. But the latest iteration promises much more. It’s different from previous generations of chatbots.

Can ChatGPT make our job easier?

So, what is ChatGPT? In simple terms, it’s a language-processing tool powered by artificial intelligence. It was trained on a huge dataset and uses a predictive model to generate content in real time in a fluent, conversational style. To date, bots just haven’t been able to mimic that natural fluency. ChatGPT content, on the other hand, mostly reads like an actual person wrote it.

ChatGPT has real limitations

I’ve played around with ChatGPT; in fact, I asked it to write this blog post to see how useful it is for first-draft content. The results were underwhelming. It spat out 350 words of a perfectly coherent post, but it was light on substance, and there were claims I thought were blatantly wrong, like that ChatGPT can do media monitoring. The tone was neutral to the point of being pedestrian. It was about as sophisticated as a junior-high-school history essay. You can judge for yourself here.

ChatGPT has many strengths as a research tool, but there are also limitations, at least for now. It can’t access information beyond the end of 2021. That’s a big deal when your work includes generating content based on up-to-the-minute trends as it does in B2B tech PR. That’s why I was surprised that its post claimed to be a tool for media monitoring. In its current iteration, it can monitor trends, but it’s not up-to-date on current events, because, contrary to what many people think, ChatGPT isn’t connected to the web. It’s also prone to factual mistakes. This piece in Fast Company about its lack of reliability is positively scary.

But ChatGPT is amazing for other tasks. It’s useful for analyzing data, like consumer behavior, demographic trends, or media consumption patterns, all of which can support PR program research and key audience targeting. And the speed with which it generates readable content, even when mediocre, is breathtaking.

Banish the blank screen

Some PR professionals claim they use Chat GPT to draft press releases, speeches, and written content. I’ve run into many of the same limitations I found with that experimental blog post with that kind of content. But, in fairness to my AI companion, I fed it very little information. It learns as it goes, so the more time you invest, the better your result. And let’s face it, a first draft offers an instant starting point when it comes to creating content. Any writer knows that it’s generally easier to edit from a rough draft than write something from scratch. Editing ChatGPT’s work probably beats staring at a blank screen in most cases, and we can even feel smug and superior in the process.

My colleague Chris Harihar is a big ChatGPT booster. He’s used it for quick generation of agendas, reports, captions, titles, and even executive quotes and rough content. He says ChatGPT is a decent copyeditor and swears by it for creation of tables and charts to include in proposals.

I could go on with my criticisms of ChatGPT, but here’s the thing – it was released only a month ago, and it’s a prototype. It may be limited as a tool now, but 2023 will bring new iterations, and it will only get better. There’s no dismissing it as a fatally flawed tool or passing fad.

In fact, I’ll close with a paragraph straight from ChatGPT. In response to my query about how PRs can use AI, it produced a fairly generic post about AI as a PR tool. The draft ended with this caveat:

However, it is important to remember that AI is a tool, rather than a replacement for human PR professionals. The critical thinking, creativity, and judgement that PR professionals bring to their work cannot be replicated by AI. Therefore, it’s important for PR professionals to embrace the new technologies and find ways to incorporate them into their work, rather than viewing them as a threat to their jobs.

It’s probably just trying to massage my ego, but ChatGPT is getting smarter every day. It’s here to stay.