We are living in a world that’s driven by hype and what people see today may not drive their behaviors tomorrow, and that’s the world of social media and AI, especially when it comes to public relations and being able to see what’s around the next turn then continually adapt/adjust to stay ahead of the curve.
Looking at the application of artificial intelligence (AI) in the public relations space in general it’s very much unknown like exploring Bigfoot, which is very similar to social media marketing in the early days. Can a big company with a lot to lose really rely on ChatGPT, Gemini, etc. to automatically curate their future? No.
Looking at this same scenario in a more scientific manner, if we implement X + Y with what confidence will that actually = Z?
Using old school principles where press releases were (and still are) written manually the success rate of pickup/amplification is high when done right. On the other hand, who knows what AI will produce in the future when it comes to press releases, though now it’s not passing our tests.
This ties into common questions we get and want to address:
Can AI Write My Press Release?
The simple answer is no and any press release written using AI can create big liability in a wide variety of ways – a conversation worth having with your business/corporate legal team along with board members and others.
What is Generative AI for Release Releases?
This is a classic example of using trending terms like Generative AI to create buzz, and the question still has validity and is relevant today, though the implementation is what’s most important. GenAI can apply to PR, though that should be on the back-burner for most companies versus focusing on what’s in front of them today.
How Can Journalists Use AI?
Journalists should not be using AI because history has shown that it can create a variety of issues along with liability based on writing/reporting on things that are incorrect. Journalists should use AI for analytical purposes that give them the data/insights they need when looking into particular stories though not view AI as a replacement for those that curate the best stories. Like Tim “The Tool Man” Taylor from the OG show Home Improvement, it’s all about testing theories then executing on them – even though many of his were epic failures.
In the end, using AI to create press releases that are official public announcements for your company can create a plethora of issues and that’s why global financial institutions, hedge funds, Fortune 500s and others hire consultants and/or PR firms to guide them along those paths. But things have to be done right.