A Quick Look at AI Tech, ChatGPT and Creativity in Public Relations

Many recent discussions and online debates have been about the pros and cons of rapidly advancing AI technology. These debates continue to thrive on LinkedIn and elsewhere today, many of which are among public relations professionals. If we focus on the positive aspects of AI technologies, specifically those that help creatives in the public relations realm reach beyond their typical scope, there are plenty of reasons to be excited about these recent technological developments.

Of course, a wide variety of AI technologies are available to the PR professional. Depending on our needs, we can seek out software that gathers unprecedented amounts of detailed information with tools such as media monitoring, sentiment analysis, influencer analysis, social listening, predictive analytics and beyond.

Some PROs of AI in Public Relations

Better Understanding of Audiences:

AI can help us better under our clients’ audiences. By analyzing the data we collect with AI tools, we can create more thoughtful content for our clients, from singular posts to full campaigns. Improving audience engagement and understanding clients’ needs also allows us, the humans making the decisions, to strengthen relationships across the board while delivering the most effective messages.

Data Analysis:

We can analyze large amounts of data to predict behaviors and trends. With this information, we anticipate our clients’ communications needs and work out strategies that support the most productive efforts on their behalf.

Real-Time Insights:

Have you ever wanted to adjust a campaign on the fly? With AI, we can gather real-time insights on how audiences are engaging with our work. We can get closer to our desired outcomes and optimize results using the latest data.

ChatGPT as a Creative Tool

Ideation and Brainstorming:

Perhaps the most useful aspect of ChatGPT for creatives is the nearly boundless opportunity for generating ideas. If we’re not sure which way to go, any road can take us there. (“What are the pros and cons of X?” “Tell me a story about Y.”)

Good Prompt, Better Response:

We can analyze large amounts of data to predict behaviors and trends. With this information, we anticipate our clients’ communications needs and work out strategies that support the most productive efforts on their behalf.

What’s in a Story?:

Many of us consider ourselves storytellers, and we need to harness both fresh ideas and accurate information to develop engaging narratives. Try using ChatGPT to add a twist or give you a fresh perspective. (“Give me a story or scenario that would help a professional organization that’s focused on X to promote itself.”)

Let’s Get Ethical

What are the safest and most ethical ways to use generative AI in public relations? The Public Relations Council released a guide in April 2023 on this very subject. In sum, the Council urges PR professionals to:

protect sensitive information and avoid using it as part of search prompts;
keep an eye out for misinformation and biases;
remain committed to checking the accuracy of the information generated and how we use it and;
disclose to clients when generative AI has been used to create any of their public-facing content.

For more information, view the Public Relations Council’s guide here.