Since its launch two years ago, ChatGPT has dramatically reshaped the way we communicate, bringing artificial intelligence (AI) into the heart of all our personal and professional interactions.
Thanks to its ability for generating sophisticated, human-like responses in seconds, there are many businesses that have looked to ChatGPT to manage their customer service, content creation, and even digital marketing needs. However, whilst this platform, and the various other similar tools available, have arguably enhanced efficiency and broadened our horizons, AI is far from infallible and won’t always provide a foolproof one-stop-shop for communications that some mistakenly believe it does.
Creativity, intuition, and strategic thinking are not things that can be easily replaced by AI, and as such, the role of the humble Public Relations (PR) professional remains very much essential for ensuring a campaign is well-executed, and the client always feels listened to, understood and cared for. Afterall, that is what we are here for. But it needn’t be all or nothing when it comes to communications, and together the human and AI worlds can in fact create the ideal partnership for delivering our on our client’s needs.
Transformation
AI platforms such as ChatGPT can be an incredibly useful tool for those working in the PR profession as it has several significant resources which make streamlining workflows, content creation and research far simpler. For example, it can;
- Automate of Routine Tasks: Whether it’s answering customer enquiries or generating basic content, AI tools can save time on repetitive tasks. This kind of automation frees up human resources for higher-level strategic work and reduces operational costs.
- Increase Efficiency: AI’s ability to process large volumes of information and respond in real-time has made the art of crafting communication faster. ChatGPT can draft press releases, social media posts, and other content rapidly, substantially shortening the timeline from brief to delivery.
- Grant access to Information and research: With its ability to process and summarise vast amounts of data, ChatGPT aids PR professionals by gathering background information quickly, providing insights, and even generating initial drafts of content.
- Be available 24/7: In customer service and other areas, ChatGPT can provide 24/7 support, offering immediate answers to queries and improving user experience. For those needing round-the-clock support, this can be a game-changer.
However, despite these benefits, AI does have its limitations. Though it excels at automating tasks and generating content, it lacks the nuanced understanding, emotional intelligence, and strategic vision required for high-level PR work. ChatGTP openly admits that it can make mistakes, and that important information should always be checked. This is where human PR professionals remain indispensable.
Why the human touch is still crucial for PR success
Despite the rise of AI, public relations is fundamentally about managing relationships, telling stories, and delivering messages that resonate with audiences in a meaningful way. The complexity of these tasks ensures that PR professionals continue to play a critical role in crafting successful campaigns.
- Emotional Intelligence and Empathy:
One of the core functions of PR is managing public perception, particularly during a crisis or when launching a sensitive campaign. While ChatGPT can process data, it cannot fully grasp the emotional nuances behind a public sentiment shift. PR professionals bring such emotional intelligence – understanding how to handle backlash, and how to convey sincerity and empathy in communications.
In crisis situations, having a PR professional who can gauge the volatility of a situation and respond in a measured, empathetic way is invaluable. Whilst ChatGPT can in theory assist with drafting initial media responses, it will take real human insight to understand when it’s appropriate to show concern or restraint, or whether to be transparent or strategic in crisis management.
- Strategic Thinking and Creativity:
PR is not just about managing daily communications; it’s about crafting long-term strategies that align with business objectives. Successful campaigns require a deep understanding of a brand’s values, it’s tone of voice, audience behaviour, and the media landscape – and this is where PR professionals excel. While ChatGPT can generate ideas and content, it lacks the ability to create strategic campaigns that drive engagement and change public perception, and without a very specific brief, it may struggle to truly grasp how your client wants to be portrayed to the outside world.
Strategic PR requires creativity, particularly when launching a product or repositioning a brand. PR professionals bring a level of innovation and adaptability that AI currently cannot replicate. They understand the importance of timing, the power of storytelling, and how to craft narratives that resonate with specific audiences.
- Media Relationships and Influence:
A significant part of public relations is building and maintaining relationships with journalists, influencers, and stakeholders. While ChatGPT can help draft press releases or generate media lists, it cannot foster the personal relationships that PR professionals rely on to secure media coverage and endorsements. Journalists often turn to their trusted PR contacts for insider information, story angles, and expert insight – these relationships can take years to build, but are done so based on person personal interaction and a certain level of trust.
The ability to harness strong relationships with the media is crucial for securing high-quality coverage, and AI simply cannot replace that kind of rapport. It might be able to assist with outreach, but it’s the human connection that really turns a story pitch into a headline.
- Reputation Management and Ethics:
In an era where misinformation spreads rapidly, reputation management is more critical than ever. PR professionals are trained to protect and enhance a brand’s reputation by addressing issues proactively and ensuring that messaging aligns with ethical standards. While ChatGPT could potentially assist with monitoring conversations and flagging potential issues, it lacks the judgment to make complex ethical decisions.
PR professionals are also experts in navigating the intricacies of compliance, legal considerations, and cultural sensitivities. They know how to craft messages that maintain a brand’s integrity while engaging with audiences in a transparent and responsible way. As yet, this is not a skillset AI has.
Collaboration
Rather than viewing AI tools like ChatGPT as a threat, many in the PR industry see them as a complement to human skills. AI can take over time-consuming, low-level tasks, allowing PR professionals the opportunity to focus on more strategic and creative aspects of their work.
PR teams can leverage ChatGPT to handle the operational side of communications, such as drafting initial versions of press releases, while they devote their efforts to bigger-picture initiatives, such as building brand reputation, crafting a strategic campaign, or building and strengthening customer relationships.
Rather than replacing the need for PR professionals dedicated to their craft, AI can simply enhance their capabilities.
By automating the more routine, yet time-consuming tasks, PR teams will be able to place greater emphasis on higher-level strategy and relationship-building. For instance, it is possible to use ChatGPT for more repetitive tasks like template press releases, answering common enquiries, or generating content outlines, thus freeing up time for PR experts to refine campaigns, develop creative strategies, and engage with key stakeholders.
ChatGPT’s data processing power can also provide PR professionals with valuable insights, such as audience sentiment analysis and media coverage trends. This enables PR teams to make informed decisions and tailor their strategies accordingly. In this sense, ChatGPT acts as a powerful tool that amplifies the work of PR professionals, helping them deliver more targeted, data-driven campaigns.
The future
Whilst AI has undoubtedly transformed the communications by offering businesses powerful tools for scaling their interactions, the personal touch is irreplaceable. The future of the profession lies very much in the collaboration between AI and its human counterparts, with each playing a vital role in delivering successful, strategic campaigns.
