How to Navigate Generative AI as a PR Professional
By: Sean Lawless
Senior Content Specialist, Global Results Communications
With major heavy-hitters like Google, Microsoft and IBM continuing to invest billions in the artificial intelligence (AI) arena, it has become crystal clear that this technology is neither a gimmick nor a fad. The writing, whether generated by people or machines, is on the wall, and AI will—at some point—change every aspect of people’s daily lives, including how we work.
Consequently, the global workforce faces an inevitable upskilling wave. Soon, knowledge workers across various professions will incorporate AI into their everyday work functions. One such industry is public relations (PR).
This blog post will cover several ways PR professionals can maximize the potential of AI—specifically, generative AI (Gen AI)—as well as other considerations when helping clients position the technology.
Three Ways to Use Gen AI in PR
Much of the apprehension around Gen AI stems from the unknown. Thankfully, many AI tools are easy to use. And, if you know when and how to use them, they can help accelerate and streamline many of your daily tasks, especially when it comes to pitching, copywriting and brainstorming.
Here are three useful ways PR professionals can use Gen AI:
1. Repurposing Existing Content: Gen AI tools can paraphrase and rewrite unused content you've sat on for months.
2. Crafting Outlines: Most Gen AI platforms can provide great outlines for blogs, emails, bylines or any other piece of writing you might need. The tech is also helpful if you struggle to find a starting point.
3. Generating Suggestions: Out of ideas or having writer’s block? Gen AI is perfect for suggesting new topics, headlines or alternative angles for the same subject.
Best Practices When Using Gen AI
While Gen AI can generate almost anything from a short pitch to an entire press release, the longer the content gets, the more repetitive and unimaginative it becomes. Most AI engines have a recognizable style that isn’t very engaging for long-form content. In fact, journalists and publications are getting savvy at catching AI-generated content.
When using Gen AI, use it as the opening springboard rather than the final destination. Don’t borrow new content wholesale. Only leverage the most pertinent information, and then add the “human touch.”
Never insert proprietary client information into a Gen AI engine, and be sure to generalize prompts by replacing client names with generic placeholders.
Helping Clients Understand the Limitations of AI-Generated Content
Switching gears, as a PR professional, you should inform your clients whether and how you use Gen AI. If you create content for them, reassure them that you will utilize this technology responsibility, following all best practices.
Of course, some of your clients may assume that Gen AI means more content. Communicate what is possible from an output perspective accordingly to establish realistic expectations. Explain that while these solutions are valuable resources to your PR duties, they are by no means an outright replacement for human oversight or creativity.
Clarify with your clients that overreliance on Gen AI can degrade the quality of content or even result in plagiarism. Moreover, it could be helpful to discuss journalists’ attitudes toward AI-generated content, both favorable and unfavorable.
Positioning Gen AI
Some of your clients may already have integrated Gen AI into their workflows and processes. If so, they might be eager to share these advancements with the press and their customers.
When positioning their new tool or service, ask your client why they leverage Gen AI. Is it to remove inefficiencies, eliminate errors, automate tedious tasks, compensate for staffing shortages, etc.? Whatever the reason, you must position your client’s choice to use AI as more than a mere decision to hop on the bandwagon with everyone else.
If applicable, highlight your client’s commitment to ethical and responsible AI, noting how their solution protects customer data and avoids harmful bias.
Main PR Duties and Gen AI
Just like any new technology, Gen AI isn’t immune to overhype or fearmongering. It is not a silver bullet that will solve every conceivable world (or word) issue. Nor is it the villain from a sci-fi movie.
Gen AI is like any other business tool, albeit powerful. And although it will change the PR industry, the core responsibilities of the PR professional remain the same.
