By Sruthi Dhulipala
Last week, in heavy sleep deprivation and a case of writer's block, I found myself stuck writing an email. What should’ve taken minutes somehow became an Olympic-level keyboard workout. (We all have those days, don’t we?)
So, I turned to the tool we have all seemed to grow fond of. "Hey, Chat GPT! Help me write an email based on the prompt below," I asked, feeding the tool a few basic pointers about the email's essential content. Boom. What felt like eons of mental gridlock—gone! “Thanks, ChatGPT,” I replied. (Note to self: always thank them in case of future AI domination!)
And that’s one example of how AI seamlessly integrated itself into the life of a publicist.
We PRs write a lot, a LOT. As a PR consultant, I handle media outreach and publicity campaigns for entertainment studios, brands, and talent. One major aspect of my work is crafting thought leadership articles on behalf of experts and leaders in my clientele.
In fact, thought leadership is seen as a vital PR strategy to spotlight an expert and establish credibility, in turn, building brand reputation. Edelman-Linkedin research found that 60% of business leaders saw an uptick in sales and business opportunities after posting thought leadership content. The study also found that 58% read more than one hour of thought leadership content weekly. With thought leadership proving to be a strong accelerator for brand growth, it’s a strategy that PR professionals should opt for to shift perceptions among their audience.
AI can help with your thought leadership efforts
Yes, your thought leadership efforts can be helped with AI, but there are a few things you need to look out for.
1. Look out for non-real content!
PRs can use tools like OwlyWriter AI, Jasper, and QuillBot to get started with thought leadership copywriting by suggesting prompts and ideas. AI copywriting tools can also suggest SEO-friendly keywords you should be using in your scholarly articles to increase website traffic and generate SEO-effective copy and article outlines.
But remember: AI cannot bear the grunt of the entire copy. Human creativity is unpredictable and stems from inspiration, art, heartbreaks, personal pitfalls, lessons, and much more. And at its core, AI interprets data from various sources and generates information and ideas through an algorithmic process. A human thought leader is much more than a tool that analyses and churns out information.
It is still up to the expert to bring their unique voice, experiences, and wisdom to the piece. You cannot just program personal experiences into an algorithm. And no matter how fancy your favorite AI tool looks (I’m looking at you, Copy.ai), it simply cannot replicate the creativity and voice of a human thought leader.
2. Look out for inaccuracies!
While AI can give you a head start, it is still a toddler (with training wheels on its tricycle). Trusting it blindly for spot-on accuracy and non-plagiarized content is . . . well, unrealistic.
Many argue that Open AI’s ChatGPT is not ready to summon wisdom from every corner of the universe. Humans still need to cross-check what the tool is generating and add their own research into the mix. ChatGPT is also known to generate its fair share of spelling slip-ups and grammar errors, which need a second pair of eyes to edit.
Another main ingredient of an accurate and well-crafted thought leadership article is the right citations and research. The text that generative AI is spitting out is untraceable. It could be stemming from a peer-reviewed journal or an AI-generated conversation with a fictional character. You cannot write an expert op-ed with made-up examples, references, or intelligence. You still need real humans citing their sources and backing their arguments for any insights they share. Otherwise, we might as well have robots write articles about how to cure their robotic migraines.
Noble Ackerson, a software developer, put ChatGPT to the test and asked the tool a few questions to which it provided factually incorrect information, with the AI tool insisting that the information it provided was reliable and correctly secured. This is a great example of how AI tools cannot be entirely trusted (at least, not yet) to provide factually accurate information for thought leadership content.
3. Look out for plagiarism!
Another thing to consider is how an AI-generated article might affect your brand's reputation and credibility. While not considered reliable, AI detection tools are available to try to spot AI-generated or plagiarized content. Even without tools, it may be possible to spot telltale signs of AI involvement in content, such as outdated data, lack of creativity, or repetitive and robotic language.
It's essential to maintain the quality and authenticity of your content to uphold your brand's image. No PR expert can save you and your brand from a crisis if the “expert” article you shared is detected to be AI-written or has fake insights and examples in it. So, if you don't want your brand to end up in a credibility crisis, steer clear of solely AI-generated content and stick with good old-fashioned human experiences.
AI is no match for real humans
At least in the near future, AI is only here to take the tedious tasks off our shoulders. But, it’s no match for the capabilities of a thought leader. Use it wisely and sparingly.
FAQs about AI and public relations
How is AI used in public relations?
AI plays a key role in modern public relations by assisting in idea generation, data analysis, trend identification, and automating routine and mundane tasks like media outreach and research. It also enhances decision-making through data-driven insights and efficiency improvements.
Is the future of AI in PR?
AI can be used to enhance PR, not replace it. The future of AI in PR lies in its ability to augment and streamline processes, aiding PR professionals in generating ideas, crafting content, and improving communication. However, AI can never replace the essential elements of creativity and human passion that are at the core of effective public relations.
Will public relations be automated?
Yes, certain facets of public relations are becoming automated, such as data monitoring, calculating media mentions, assessing share of voice, and generating email outreach. However, the human touch in PR remains invaluable in strategy, relationship-building, and crisis management. Automation only complements, but doesn't replace, PR’s core aspects.
About the Author
Post by: Sruthi Dhulipala
Sruthi Dhulipala is a multidisciplinary publicist and media strategist dedicated to representing purpose-driven content. Having worked with renowned titles in film, TV, and brands, including the BTL work for hit shows like Jordan Peele’s Nope, House of the Dragon, and Pinocchio, Sruthi is no stranger to crafting compelling stories and narratives that captivate audiences worldwide. Sruthi was recently honored with the Best Woman Performer in Advertising, Marketing & Public Relations Award Winner at the 4th International Inspirational Women Awards (IIWA) 2023. A graduate of Boston University, Sruthi is a passionate writer and storyteller at heart.
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