The rise of AI has been one of the most significant technological advancements. This technology has revolutionized many fields where AI tools are increasingly being used to streamline tasks and improve outcomes. The introduction of Chat GPT, an AI-powered tool that can generate text, has changed the narrative for the PR and Marketing field. This tool has the potential to transform every aspect of the PR practice, and the pace of its development over the past three months has been remarkable.
In our March webinar “The Impact of AI and ChatGPT on Communications, Ethics, and Reputation” dove in to look how ChatGPT will change PR. Our speakers included Stephen Waddington, managing partner at Wadds Inc.; Jean Valin, principal at Valin Strategic Communications; and digital PR specialist Andrew Bruce Smith, FCIPR, MPRCA.
ChatGPT’s Role in PR
While there are over 6,000 PR-related tools that claimed to have AI capabilities, very few had true AI capabilities. ChatGPT is changing the game for PR.
One of the most significant advantages of Generative AI tools is their ability to automate many administrative tasks, such as recording meetings, providing transcripts, and summarizing meetings. And now with ChatGPT, PR practitioners can use it to generate reports, white papers, and press releases, significantly reducing the time and resources required for these tasks. However, as Jean pointed out, there is the potential for error and inaccuracies, and practitioners must be careful when using these tools. Always fact check/double-check the content that comes out.
AI tools can be incredibly useful when used correctly. One thing ChatGPT can do is quickly summarize content. For example, if you have a long document you might not have time to read, it can summarize the main points. Also, if you provide it with information that you have already produced, such as a white paper or research paper, the tool can summarize and edit this information to create a press release. The tool will do this very well, significantly reducing the time and resources required to produce high-quality content.
Should content generated by AI have attributions added to it? Jean thinks it's essential to be transparent and to let people know that the content was generated with the help of an AI assistant. Andrew agrees and suggests that there should be a declaration for each document and that it's necessary to communicate the use of AI in the best way possible.
Impact on Jobs
The integration of AI in PR raises questions about its impact on jobs in the industry. Jean noted that some jobs in the media monitoring business may be replaced by AI. He argued that while jobs such as writing press releases could be replaced, people would be upskilled into different jobs. Stephen agreed, noting that new roles, such as prompt engineers, are being created.
The panel seemed to agree that AI will instead lead to job migration to higher functions. In other words, PR professionals will be trained to work with AI tools to perform more advanced tasks that require domain expertise.
It's essential to note that AI is not intended to replace humans entirely, but rather to help them perform tasks faster and more efficiently. This is the same way AI-powered chatbots handle simple customer service inquiries, allowing human customer service agents to focus on more complex issues.
Another way that PR professionals can adapt to the integration of AI is by interjecting themselves in conversations where AI is being discussed. This approach allows PR professionals to position themselves as essential stakeholders in AI adoption in their organizations.
AI Regulation
The development and use of AI technologies raise concerns about privacy, security, and accountability. Governments are often seen as the key players in regulating these issues. But what is their role in regulating AI development, and how effective can they be?
Back in 2017, AI developers signed the Montreal Declaration for a Responsible Development of AI, agreeing to behave ethically and conduct themselves in a certain way. However, the panel pointed out that commercial interests may still sway their decisions. Governments are often 10 to 15 years behind in regulating new technologies. For example, catching up with Google and Facebook on issues like making them pay for sharing links has taken decades.
The Biden administration did issue the Blueprints for an AI Bill of Rights last year, which offer five principles that should guide the design, use, and deployment of automated systems to protect the public.
Continuing the Conversation
The PRSA Technology Section will continue the conversation this month during a “Member Chat: Key Takeaways from ChatGPT Webinar and More!” Join us on April 27 at 3 p.m. ET. We’ll spend some time discussing the March webinar on ChatGPT, including key takeaways, lessons learned, and idea sharing on how you are using Generative AI tools. To sign up visit this link.