AI generated content is almost as easy to spot as it is to create. Journalists read hundreds of
pitches every week, and they can sense when the material they’re reading is templated, or even
worse–robotic. While AI can be a helpful tool, it’s not there to replace your expertise, but to
provide support and efficiency. Think of FRIDAY, Tony Stark’s AI assistant, in the movie “Iron
Man”. No doubt, the program did most of the heavy lifting for Tony. But, the truth is that FRIDAY
could never replace Tony Stark. It was his genius that made FRIDAY. But if you’re curious about
the inspiration behind FRIDAY, look no further than Tony Stark’s most reliable human assistant,
Pepper Potts!
The same concept applies to PR. Your creativity, and the ability to connect with others, cannot be replicated through AI. However, there are ways that you can incorporate this technology to enhance your work.
As PR professionals, the scope of our work involves more than merely writing content. The value of our industry lies in the ability to form connections and relationships. Certainly AI can assist in saving time to create drafts, spark ideas, organize information and conduct research quickly. However, it fails to understand the brand’s nuance that only humans can provide. So how can you use AI to your advantage?
Technology can structure your work–you give it meaning
Various tools can be used to support your work when used intentionally. ChatGpt (OpenAI), for
instance, is helpful when needing a spark in creativity, new angles, or reframing a story.
However, the key to success remains in editing. A first draft is merely that–a draft. Always
incorporate your own voice, ideas, and guidelines that may already be set by the agency you
represent.
Notion AI is excellent at organizing information. It is great to use for internal purposes to
streamline processes, summarize research quickly, and draft meeting notes. It is there to
support your own strategy.
MuckRack AI is powerful at building media lists and tracking coverage. But keep in mind–these
lists are just lists. Results in PR are driven by relationships, so the connections you have built
with reporters will be based upon trust and your own unique voice. This platform can provide
structure, assistance to streamline certain processes–while you can dedicate your time to
building strategy and delivering tangible consulting value to your clients.
Privacy matters in the AI Era
It’s important to note that the platforms above are treated as they are–external resources. Each
time AI is used, it leaves behind a digital footprint. For example, OpenAI CEO Sam Altman has
stated that AI conversations don’t receive the same level of privacy or discretion as a
conversation with a lawyer does. In addition, a U.S. federal court has ordered OpenAI to store
even deleted chats indefinitely. This means that sensitive client or brand information should
never be used when brainstorming ideas. If you are in doubt, simply generate content by using
broad terms, and non-sensitive information, in compliance with your agency’s internal policies
and industry standards.
By approaching these tools as a way to complement your expertise–not to replace it–you can
save time on tactical tasks such as research and organizing, and dedicate more time to creative
and strategic decisions and ideas that will generate results.
AI isn’t an author YOU are
Every AI-assisted body of work needs to be edited and reviewed in order to represent you or
your brand. This includes and it is not limited to: reframing the content, ensuring accuracy (AI
has been known to fabricate facts), and ensuring that the final product is not a transactional
interaction. Ultimately, AI does not know the audience you are writing to, only you do.
Overall, AI was not a threat to Tony Stark, it was his most trusted assistant. Likewise, the
resources above are not a threat to public relations. When used correctly, they can help us by
providing structure, efficiency, and even a creative spark when needed. However, the words do
not matter unless we give them meaning. So the key remains to taking ownership of the stories
you write and to cultivate better relationships.