I’ve spent two decades creating original content, from EDMs to press releases to social media posts and storytelling campaigns. Now, tools like ChatGPT are making waves as powerful content curation platforms.

They are brilliant tools to use to get you out of the gates and have a base to work with and evolve. I’ve played around using it for crafting story angles and writing pitches and media releases, and it can get you 60 per cent of the way there. It then needs your own ‘Je ne sais quoi’ of story-telling, USP and tone of voice.

Last year, we created a ChatGPT sheet to help businesses do a little DIY PR when they can’t afford to hire an agency. AI is really allowing businesses to work smarter and more effectively; however, here’s my low-down on what to do and not to do when using this clever little tool.

Fact-check, a non-negotiable

ChatGPT draws from various sources, and despite its prowess, it may not guarantee the latest, most accurate information. Like any content work, make sure you are fact-checking to ensure you have the latest and greatest and are not ruining your rep by sharing invalid information.

Input the data for optimal output

ChatGPT gobbles up and thrives on the information you feed it. Tailor your prompts by supplying specific details, facts and information, and guide them with desired parameters, such as length and tone, for optimal results. I’ve seen many ‘LinkedIn experts’ using ChatGPT quite obviously for their thought leadership posts; it’s a real turn-off.  Original content, sharing lived experience, and unique expertise will still be king, and even more so.

Also Read: Evolution of advertising industry with the rise of OpenAI’s ChatGPT

Brand alignment 101

Verify that the content aligns seamlessly with both personal and business visions and goals. Consistency across all communication channels is essential for a coherent brand image. Regularly assess and refine prompts to preserve a distinctive brand voice and prevent deviations into soulless, generic messaging.

Use your common sense

While ChatGPT can help draft statements, be careful in crisis communication scenarios. Human judgment is paramount to navigate the complexities of sensitive issues and ensure an appropriate, empathetic response. I’d also avoid using ChatGPT for crafting statements in legal or politically sensitive situations. Human oversight, of course, is crucial to uphold ethical standards and comply with legal requirements.

ChatGPT is not just a tool; it’s now becoming a helpful ally in the world of marketing and communications. Its capabilities can significantly enhance efficiency, allowing PR pros to focus on the nuances of storytelling, strategy, and relationship-building.

However, approaching this tool with a discerning eye is crucial. Emphasising fact-checking, maintaining originality, aligning with brand values, and exercising caution in sensitive areas will help strike the right balance between AI and human expertise.

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