Does ChatGPT mean the end of our jobs?! (Spoiler alert. It doesn’t)

A wall-e robot

Each month at Honest we take turns to lead a discussion about something that has caught our eye in recent months – it may be a topic we are interested in and have been researching to find out more; something we already know a lot about and want to share our knowledge with the team; or an emerging topic in the industry that we want to keep abreast of.

In our latest team session, we explored AI and ChatGPT, looking at what it means for PR and social media professionals.

The 2023 PR and Comms Agency Growth Tracker found that  “One-third of PR agencies say ChatGPT is having a significant impact on the industry” so it’s not something we can ignore! While it may feel more comfortable to pretend ChatGPT isn’t going to have a huge impact on our industry and live in blissful ignorance, it’s here so why not embrace it!?

Once upon a time, PR people would stuff press releases into envelopes and post them out, then hit the phones endlessly for follow-ups. Times change, communication evolves, and AI is just the next step… and we’re here for it!

While some people may be threatened by the capabilities of ChatGPT – not just what it can do now but also what it will be able to do in the not-too-distant future – we believe we need to embrace it and use it to optimise our output. Work with it, not against it!

However, and this is a big however, there are so many watchpoints and limitations.

Yes, its ability to write content is impressive (if not a little sickening and terrifying. We’ve spent years honing our copywriting skills only for a robot to churn out pretty decent copy in seconds in front of very eyes), but there are many, many flaws.

Fortunately for us, we cannot rely on AI alone. Our job is to communicate on behalf of our clients. To do this, we need to know their aims, tone and style, as well as have a deep understanding of everything about them and their customers. ChatGPT can’t do that. It lacks the human element, the passion, the emotion, the creativity and the understanding. Thankfully, that’s where we come in!

In our discussions, we all echoed the same thoughts. That ChatGPT should be used with a pinch of salt, and treated as a starting point but should NEVER be relied on to produce content in its entirety. It needs editing, honing and personalising to fit the brand. Not to mention fact-checking, tweaking to avoid duplication of other people using the same content, and a good old grammar and spelling check to remove Americanisms among other things!

From a PR point of view, it won’t be coming for our jobs just yet. While (with some help from a human) it can produce written content, articles and press releases, that is such a small part of what we do. It can’t identify the best people to send it to, it doesn’t have a relationship with them, nor can it work with them to secure features and reviews for our clients. But it can produce a pretty good base level for articles and posts, freeing up agency time for the more high-value tasks.

There’s definitely a long way to go, but we’re excited to keep playing with it and seeing what it can lead to and how it can optimise our time, making our efforts more efficient.

*** For comparison, and hopefully to prove our point about how AI lacks the human touch and understanding of brand, here’s how this blog could have sounded if ChatGPT wrote it.***

Enhancing PR and Social Media Strategies with Chat GPT: The Future of Communication

In the fast-paced world of public relations (PR) and social media, staying ahead of the competition and effectively engaging with audiences is crucial. With advancements in artificial intelligence (AI) and natural language processing (NLP), professionals in these fields now have a powerful ally: Chat GPT. This revolutionary technology, powered by OpenAI’s GPT-3.5, has the potential to transform PR and social media strategies, enabling professionals to communicate more efficiently, craft compelling content, and foster stronger connections with their target audience. In this blog, we explore the myriad ways in which Chat GPT can be harnessed to elevate PR and social media campaigns to new heights.

Personalized Customer Engagement:

Chat GPT enables PR and social media professionals to deliver personalized experiences to their audience. By analyzing vast amounts of data and understanding user preferences, the AI-powered chatbots can respond with tailored messages, recommendations, and support. These personalized interactions create a sense of connection, building trust and loyalty with the brand.

Content Creation and Curation:

Producing high-quality content on a consistent basis can be a challenging task. Chat GPT can assist PR and social media professionals by generating content ideas, writing blog posts, crafting social media updates, and even responding to user queries. This relieves some of the creative burdens, freeing up time for strategizing and refining communication efforts.

Crisis Management and Reputation Monitoring:

In the age of social media, reputations can be made or shattered within minutes. Chat GPT can play a vital role in crisis management by swiftly analyzing and monitoring conversations to detect potential issues or negative sentiments. By identifying such concerns early on, PR professionals can respond promptly and mitigate potential damage to the brand’s reputation.

Data-Driven Decision Making:

Analyzing data is a critical aspect of PR and social media campaigns. Chat GPT can assist in parsing through vast amounts of data, interpreting key metrics, and generating actionable insights. This data-driven decision-making process helps refine communication strategies, target specific audiences, and optimize content for maximum engagement.

Social Listening and Trend Identification:

Understanding the pulse of the audience is vital for crafting relevant and resonant content. Chat GPT can help PR and social media professionals by monitoring conversations across various platforms, identifying emerging trends, and recognizing potential opportunities for engagement. This real-time analysis empowers professionals to capitalize on trending topics and maintain their brand’s relevance in the ever-changing digital landscape.

Multilingual Communication:

Global brands often encounter language barriers when engaging with a diverse audience. Chat GPT’s multilingual capabilities enable seamless communication in different languages, breaking down geographical barriers and fostering international connections.

A/B Testing and Content Optimization:

With Chat GPT, PR and social media professionals can simulate conversations with various audience segments to test different messaging approaches and assess their impact. By employing A/B testing techniques, professionals can refine their content and optimize its performance for improved engagement and conversion rates.

Enhanced Social Media Advertising:

Advertising on social media platforms is becoming increasingly competitive. Chat GPT can help create more persuasive ad copies by understanding the audience’s language, preferences, and pain points. This level of personalization can significantly boost the effectiveness of social media advertising campaigns.

In conclusion, the use of Chat GPT in the PR and social media industry is a game-changer. By leveraging the power of AI-driven natural language processing, professionals can enhance customer engagement, streamline content creation, manage crises effectively, make data-driven decisions, and optimize social media campaigns. The technology has the potential to revolutionize communication strategies, enabling brands to connect with their audiences on a deeper level and build long-lasting relationships.

However, it’s essential to remember that while Chat GPT can be a valuable tool, it should not replace human creativity and empathy. Rather, it should be seen as a supportive tool that complements the skills of PR and social media professionals. By striking the right balance between AI-powered automation and human touch, brands can unlock the true potential of Chat GPT and create a bright future for communication in the digital age.