Should AI be used in PR?
AI tools like Chat GPT are growing in popularity. But do they have a place in PR?
Artificial Intelligence, or AI, is technology that enables machines to replicate human thought and problem solving.
Advanced programmes like ChatGPT can now be used to write articles and press releases. This has its positives – saving time and cost for brands. But, should AI be used in PR?
We have spoken with a number of journalists who have confirmed that they can usually tell when they receive a press release that has been written by ChatGPT. Some journalists may run the press release through an AI detector, and discard the it if the content has been machine driven.
Conversely, a well-written and researched press release can help both the brand and journalist. Public relation experts are skilled at weaving brand messaging into an article that is engaging – and that the journalist may want to quote within their own work. A win for everyone.
Artificial Intelligence does have a place in PR – tools like ChatGPT can be incredibly valuable for research, condensing ideas in once place. We would suggest treating AI with discernment, and turning to professional writers to support in crafting key messaging.
How can you tell if an article has been written by AI?
AI writing can be overly formal and structured unnaturally – a bit like a robot has written it (because it has!) Look for grammatically correct but nonsensical sentences.
Content can feel repetitive, as AI begins to pull from its own content.
Personal insights can be key to engaging writing. AI is unable to create personable and relatable content.
If a statistic or piece of data looks wrong, it may well be incorrect. AI has a tendency to make factual or logical errors – including a lack of credible sources.
Articles can feel generic, and may include vague statements without evidence.
We would recommend treating AI as a great tool in your communications arsenal, but ultimately utilising the skills and experience of experts to craft your communications plan.
Get in touch with us if you have any questions about AI and PR.
