![]() Some practitioners will stop there-and it’s at that point where bad PR ends and good PR begins. In PR, it can be useful in starting media list research to save time for PR teams, in generating fodder for team brainstorming sessions, or for creating rough drafts of basic writing projects. Yes, the use of AI in most professions is inevitable. The problem for PR professionals using AI is that reporters simply won’t cover a story that has been written before. ![]() It can pass as believable English but it doesn't have the impact or emotional sway that a talented human writer can inject. A good writer knows all the rules of writing and grammar-and a great writer knows when to break them for effect.ĪI takes in existing writing, data, language and grammar rules and spits those elements back out in new configurations. It’s the rhythm of the language, the use of alliteration, and the strategic push and pull between longer sentences and shorter ones. There are certain creative skills that even good human writers never master-and only the best ones can. Effective pitching requires an understanding of nuance, timing and context. So it's worthwhile to continue investing in those human skills. Striking the Right BalanceĪI can be a great tool to improve efficiencies, but the skills that make for a truly great PR professional are uniquely human. Cision recently appointed its first executive director for AI strategy to oversee new innovations, and rising platforms like PRophet use AI to build media lists and draft pitch materials. For example, MuckRack’s PressPal.ai leverages PR-informed data to help draft press releases when prompted, scan for keywords and recommend potential media targets. PR-specific companies are constantly innovating to improve efficiency for PR agencies and practitioners. Google Analytics is a go-to resource for most marketing professionals, and it’s powered by AI. ChatGPT was a viral phenom, but we've been using tech tools in PR for quite some time now. Tools exist to help with reporter research, generate media coverage alerts, and even fuel creative brainstorming sessions. ![]() How AI Can Help PR ProfessionalsĪI can be useful in certain cases to make PR work more efficiently. If your blog posts, press releases or social media posts are riddled with inaccuracies or errors, misguided reliance on AI can open your brand up to embarrassment at best and increased liabilities at worst. In an era of increasing public scrutiny, distrust of the media and lack of faith in institutions, these types of mistakes can seriously harm a brand and chip away at the integrity of an otherwise respected news organization. The tech news publication was forced to issue major corrections earlier this year, due to multiple inaccuracies stemming from the outlet’s covert use of AI in its news writing. But in practice, misuse of AI tools as a way to cut corners simply isn’t worth the risk of dramatic errors or syntax mistakes that can irreparably damage your overall brand.Ĭonsider the case of CNET. Newsrooms are short-staffed, marketing budgets are tightening, and a magic bullet to improve writing efficiency would be a welcome reprieve. Free content is widely expected by the public, and news organizations need to turn a profit while still paying journalists what they’re worth. We are working in high-stress, fast-paced industries in increasingly uncertain economic times. The temptation to turn to AI tools for content marketers, journalists and PR writers is understandable. Around the same time, New York Times reporter Kevin Roose experienced an unsettling interaction with the bot, which professed its “love” for him, expressed a desire to become a human being, and pressed him to admit he wasn’t happy in his real-life marriage. Earlier this year, an Australian mayor filed the first-ever defamation lawsuit over ChatGPT content after the platform distributed information that falsely implicated him in a foreign bribery scandal.
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