How ChatGPT is Impacting the PR Profession
Posted on Mar. 2, 2023
By Miki Toyota
As a PR professional, building relationships with various stakeholders is a key part of your job. ChatGPT, an AI-powered language model, is one important stakeholder in today’s digital age. At the February Luncheon, hosted by the Public Relations Society of America, PR professionals discussed the impact of ChatGPT on the PR profession. The panelists included Ryan Whiteside, a digital marketing specialist, Michelle Garrett, a public relations consultant and writer, and Megan Ericson, a social media marketing expert. The discussion was moderated by Dan Farkas, a strategic communications professor at The Ohio State University. Here are the top five things I learned from the discussion:
1. Understand the limitations of ChatGPT
Before engaging with ChatGPT, it's important to understand its capabilities and limitations. ChatGPT is a language model trained by OpenAI that can create content based on the input it receives. While ChatGPT can be an incredibly helpful tool, ChatGPT may not provide the most accurate or effective responses, and it may not be able to engage in nuanced or complex conversations. As a PR professional, it's important to use your own judgment to determine when and how to engage with ChatGPT.
2. Use ChatGPT for routine tasks
One of the major benefits of using ChatGPT is its ability to generate content ideas. By inputting a topic or question into the platform, ChatGPT can provide insights and inspiration that can help PR professionals create content easily and quickly. This can free up time to focus on other tasks that require more creativity. ChatGPT can be an effective tool for PR professionals to streamline their workflows and improve communication strategies.
3. ChatGPT has potential DEI issues
PR professionals need to be mindful of the potential diversity, equity, and inclusion (DEI) issues associated with the use of ChatGPT. There is a risk that ChatGPT may generate responses that perpetuate harmful stereotypes and prejudice or exclude marginalized groups of people. PR professionals need to ensure that ChatGPT includes the perspectives and voices of all types of groups by including diverse perspectives in the development process.
4. ChatGPT raises concerns about legal liability
Michelle Garrett highlighted her concern about the legal liability issues associated with ChatGPT. PR professionals need to take steps to avoid potential plagiarism issues and ensure that ChatGPT is used in an ethical and responsible manner.
5. ChatGPT is a tool, not a replacement for human creativity
While ChatGPT can be a valuable tool for PR professionals, it is important to remember that it is a tool that requires human oversight. PR professionals should always evaluate and verify the information provided by ChatGPT, and use their human perspective and judgment to determine how to use the information to achieve the best possible results for clients.
ChatGPT is transforming the way PR professionals work. Despite its benefits, the panelists also highlighted the potential concerns associated with ChatGPT including DEI, plagiarism and legal liability issues. ChatGPT can help automate certain tasks and streamline workflows. It's important to remember that ChatGPT is an AI-powered platform, and the human touch that is essential in building relationships with clients and stakeholders cannot be replaced by a machine.
About the author: Miki Toyota is a student at The Ohio State University.
