Everyone seems to be speaking about ChatGPT, a free, open-source AI software that means that you can use pure language chat with a pleasant robotic who will discover info for you, write content material and extra. Some are calling it a Google killer; others say it might convey an finish to the coed essay.

However what can this software do on the earth of PR?

Writing an article

I requested the chat bot to carry out two widespread duties. First, I requested it to write down an article on a typical subject that comes up on a regular basis right here on PR Day by day: find out how to pitch the media.

Right here’s the precise question I gave it: Write a 300 phrase article on how PR professionals can pitch reporters.

Right here’s what it gave us, unedited:

Pitching reporters generally is a daunting job for PR professionals, however with slightly preparation and technique, it may be a profitable and efficient solution to get your shopper’s message out to the general public. Listed below are some suggestions for pitching reporters:

1. Analysis the reporter and their publication. It’s vital to tailor your pitch to the reporter’s beat and the kind of content material they usually cowl. This can present that you simply’ve taken the time to know their work and enhance the probability that they’ll be taken with your story.
2. Be concise and to the purpose. Reporters obtain a variety of pitches, so ensure yours is evident and concise. Concentrate on the important thing factors and keep away from going into an excessive amount of element.
3. Present all related info. Embody the who, what, when, the place, and why of your story within the pitch. This can assist the reporter shortly decide if the story is an effective match for his or her publication.
4. Be well timed. Pitching a narrative that’s well timed and related to present occasions will enhance the possibilities that will probably be picked up. This could possibly be something from a product launch to a response to a present information occasion.
5. Provide exclusivity. In the event you can provide the reporter exclusivity on a narrative, it could actually make your pitch extra compelling. Which means you’re providing them the chance to be the primary to report on the story, which generally is a main benefit for a reporter.
6. Observe up. In the event you don’t hear again from the reporter, it’s okay to observe up with them. Simply ensure to offer them an affordable period of time to reply earlier than reaching out once more.

Pitching reporters may be a good way to get your shopper’s message out to the general public, however it’s vital to method it with a strategic and tailor-made method. By researching the reporter, being concise and to the purpose, offering all related info, providing exclusivity, and following up, PR professionals can successfully pitch reporters and enhance the possibilities of their story being picked up

It’s not the very best story you’ve ever learn — it’s a bit repetitive and reads slightly like a faculty essay — however all the essential factors are there, with good grammar. It was a bit over our advised phrase rely at 343 phrases, however it turned in a serviceable article that wouldn’t elevate eyebrows if it had been printed on many blogs.

However that was a straightforward, widespread subject it might simply find out about by scraping the web.

What if we gave it one thing a bit trickier?

Writing a press launch

Press releases aren’t lifeless, however they could be a bit tedious to write down. What if you happen to might outsource that work to a bot so you might focus extra on customizing pitches?

Right here’s what I requested of ChatGPT: Write a press launch saying that Allison L. Carter has been employed as govt editor for PR Day by day.

This was a bit trickier. I’ve a typical title, so I threw in my center preliminary, which I exploit on social media, to attempt to steer it in the best route. I used to be curious if it might collect the best details about PR Day by day and put collectively one thing serviceable utilizing my on-line footprint.

It didn’t.

Here’s what the chatbot returned, with reality checks in italics:

CHICAGO, IL (That is the headquarters of Ragan Communications/PR Day by day, so good begin)– PR Day by day is happy to announce the appointment of Allison L. Carter as govt editor.

Carter brings over 15 years of journalism and public relations expertise to PR Day by day (Extra like 13, however fairly shut). She beforehand served as a reporter and editor at The New York Instances and The Washington Publish, and was most just lately the managing editor of PR Information. (None of that is true. Fast Google searches don’t reveal anybody with the title Allison Carter who has held these roles)

In her new function at PR Day by day, Carter will lead the editorial group in producing each day information and evaluation for the general public relations and communications industries. She may also contribute articles and thought management items on the most recent tendencies and greatest practices within the discipline. (Fairly good summation!)

“We’re thrilled to welcome Allison to the PR Day by day group,” stated Mark Williams, editor-in-chief of PR Day by day. “Her experience and expertise will likely be invaluable as we proceed to supply high-quality content material and insights to our readers.” (Fascinating that it added a quote — however nobody by the title of Mark Williams has ever labored at Ragan or PR Day by day, greatest I can inform.)

Carter obtained her Bachelor of Arts in journalism from the College of Missouri. She is a member of the Society of Skilled Journalists and the Public Relations Society of America. (Nopes throughout).

PR Day by day is a number one on-line publication for PR and communications professionals, offering each day information and evaluation on the most recent business tendencies and greatest practices. Based in 2006, PR Day by day has a readership of over 100,000 and is a model of PR Newswire. (PR Day by day shouldn’t be a model of PR Newswire. We’re a part of Ragan Communications)

For extra info, please contact:

Mark Williams Editor-in-Chief PR Day by day mark.williams@prdaily.com (Moreover Mark Williams not current, this isn’t our e mail protocol.) (312) 997-2406 (Don’t name this quantity — it seems to ring to a Chicago graphics firm.)

General, this was an enormous failure. Did we give it a tough job by offering few particulars?  Sure. So we gave it one other shot, this time offering a bit extra info: Write a press launch saying Allison L. Carter of Indianapolis as the manager director of PR Day by day, a part of Ragan Communications.

The one change was that it appropriately stated that PR Day by day is a model of Ragan Communications. Each different element, from the non-existent editor-in-chief to my credentials, was fallacious.

The underside line

In the event you’re working behind on weblog content material, you could possibly use this to supply a great baseline, which you’ll be able to then customise with your personal particulars and examples. Watch out to stick to robust ethics and never cross off AI-generated content material to shoppers with out disclosing that reality. We’ll additionally must regulate whether or not Google can acknowledge — and penalize — AI generated content material.

Nevertheless, the AI bot’s capacity to search out particular info on folks and organizations remains to be missing. It clearly understands the format of a press launch, however you’ll be able to’t depend on it but to supply particular particulars. By the point you’ve plugged in all of the specifics, you may as effectively have written it your self.

For now.

Allison Carter is govt editor of PR Day by day. Observe her on Twitter or LinkedIn.

COMMENT