There’s already a wealth of information about artificial intelligence so I won’t go into detail about what others have covered more eloquently. The bottom line is that AI is here to stay. It’s increasingly prevalent and accessible, and avoiding or failing to understand it will only hinder your value compared to those who can use AI to enhance their work.
As a responsible PR professional, I’ve used this technology not only for my own understanding but also to explore how clients might benefit from it. My experience has shown that AI is useful for sparking new ideas, summarizing lengthy stories or texts, and understanding topics from different perspectives. I’ve found ChatGPT and Bing particularly helpful. I’ve also heard that subscribing to ChatGPT can be beneficial.
Here are some of the do’s and don’ts that communicators should consider when using AI technology in their daily practices:
Do… improve your prompts for better AI performance.
The effectiveness of AI in public relations largely depends on how skillfully the tool is utilized. One crucial aspect is using the right prompts. AI needs clear, concise instructions to generate the most accurate and useful content. For instance, instead of saying, “Write a press release,” you could say, “Write a press release about our company’s new product launch, emphasizing its innovative features and benefits to the consumer.” This level of detail generates more relevant and valuable responses.
Don’t… copy and paste the response from AI.
I’ve heard that most AI outputs are at a C+ level, which is accurate from a communications perspective. Over the past few months, I’ve been testing ChatGPT, Bard, and Bing, and while most responses would pass muster, I wouldn’t send any of them directly to a client. It’s essential to review, edit, and tailor AI-generated content to ensure it aligns with your brand voice, messaging, and the specific needs of your audience or client. This step also helps avoid issues like plagiarism and misinformation that can arise from AI-generated content.
Do… use caution when inputting information into AI tools.
Generative AI tools rely on content and resources from the Internet to produce the results we see today. Given the vast amount of web content these systems have analyzed, it’s reasonable to think that the information you input into AI could be used in future versions. In fact, ChatGPT says it “improves by further training on the conversations people have with it,” while Bard notes that a subset of conversations are reviewable by trained reviewers and kept for up to three years. A general rule: don’t tell AI anything you don’t want the Internet to know.
Don’t… forget the human touch.
We are an industry of relationships (I mean, it’s literally in the name…), whether directly with our clients or indirectly, by helping brands build relationships with their consumers. While impressive, AI lacks the nuance, emotional intelligence, and context awareness humans bring to work. Our interpersonal skills stand out even more in this generative AI world because AI won’t help you build genuine relationships with people (at least not yet). The diversity of our backgrounds, perspectives, and experiences enhances our ability to create compelling narratives and forge strong relationships, a human element that AI currently can’t replicate.
Do…consider the impact of AI on consumer and brand relationships.
At the most basic level, AI gathers data and information from the web and generates responses. That means whatever is out there on the web is influencing AI. This can have implications for brand reputation. For example, if a hotel client recently faced negative publicity, will that impact an AI’s recommendation of the top five hotels in the area?
Don’t… get overwhelmed by the number of AI tools out there.
Every day it seems like there are 100s of new AI tools, from systems that will compose tweets to ones that can create an entire presentation, images and all, with just a few words. And while each one claims to do things a little differently than its competitors, most produce similar results. Instead of jumping on every new tool that comes your way, take the time to evaluate your specific needs and goals. Determine what aspects of your work could benefit from AI automation or augmentation. There is no clear winner yet regarding output, so don’t feel like you are missing out on anything.
By following these do’s and don’ts, you can effectively leverage AI in your PR strategies, enhance your productivity, and deliver impactful results in the ever-evolving digital landscape. Stay informed, adapt to new technologies, and always prioritize the human element that makes PR unique.