Everyone seems to be speaking about ChatGPT, a free, open-source AI software that permits you to 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 may convey an finish to the scholar essay.
However what can this software do on the planet of PR?
Writing an article
I requested the chat bot to carry out two frequent duties. First, I requested it to jot down an article on a typical matter that comes up on a regular basis right here on PR Every day: how one can 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 a bit preparation and technique, it may be a profitable and efficient technique to get your consumer’s message out to the general public. Listed below are some ideas for pitching reporters:
- Analysis the reporter and their publication. It’s necessary to tailor your pitch to the reporter’s beat and the kind of content material they usually cowl. It will present that you simply’ve taken the time to know their work and enhance the probability that they’ll be inquisitive about your story.
- Be concise and to the purpose. Reporters obtain numerous pitches, so be sure yours is obvious and concise. Concentrate on the important thing factors and keep away from going into an excessive amount of element.
- Present all related info. Embrace the who, what, when, the place, and why of your story within the pitch. It will assist the reporter shortly decide if the story is an effective match for his or her publication.
- Be well timed. Pitching a narrative that’s well timed and related to present occasions will enhance the probabilities that it is going to be picked up. This could possibly be something from a product launch to a response to a present information occasion.
- Provide exclusivity. Should you can provide the reporter exclusivity on a narrative, it will probably make your pitch extra compelling. Which means that you’re providing them the chance to be the primary to report on the story, which generally is a main benefit for a reporter.
- Observe up. Should you don’t hear again from the reporter, it’s okay to comply with up with them. Simply be sure to present them an affordable period of time to reply earlier than reaching out once more.
Pitching reporters may be a good way to get your consumer’s message out to the general public, but it surely’s necessary 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 probabilities of their story being picked up
It’s not the very best story you’ve ever learn — it’s a bit repetitive and reads a bit like a faculty essay — however all the fundamental factors are there, with good grammar. It was a bit over our advised phrase rely at 343 phrases, but it surely turned in a serviceable article that wouldn’t increase eyebrows if it have been revealed on many blogs.
However that was a straightforward, frequent matter it may simply study 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 jot down. What should you may outsource that work to a bot so you could possibly 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 government editor for PR Every 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 fitting path. I used to be curious if it could collect the fitting details about PR Every 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 Every day, so good begin)– PR Every day is happy to announce the appointment of Allison L. Carter as government editor.
Carter brings over 15 years of journalism and public relations expertise to PR Every day (Extra like 13, however fairly shut). She beforehand served as a reporter and editor at The New York Occasions and The Washington Submit, 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 position at PR Every day, Carter will lead the editorial group in producing every day information and evaluation for the general public relations and communications industries. She can even contribute articles and thought management items on the most recent tendencies and finest practices within the area. (Fairly good summation!)
“We’re thrilled to welcome Allison to the PR Every day group,” mentioned Mark Williams, editor-in-chief of PR Every day. “Her experience and expertise shall 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 Every day, finest 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 Every day is a number one on-line publication for PR and communications professionals, offering every day information and evaluation on the most recent trade tendencies and finest practices. Based in 2006, PR Every day has a readership of over 100,000 and is a model of PR Newswire. (PR Every day isn’t a model of PR Newswire. We’re a part of Ragan Communications)
For extra info, please contact:
Mark Williams Editor-in-Chief PR Every day mark.williams@prdaily.com (Apart from Mark Williams not present, this isn’t our electronic mail protocol.) (312) 997-2406 (Don’t name this quantity — it seems to ring to a Chicago graphics firm.)
Total, 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 Every day, a part of Ragan Communications.
The one change was that it appropriately mentioned that PR Every day is a model of Ragan Communications. Each different element, from the non-existent editor-in-chief to my credentials, was mistaken.
The underside line
Should you’re operating behind on weblog content material, you could possibly use this to supply an excellent baseline, which you’ll be able to then customise with your individual particulars and examples. Watch out to stick to sturdy ethics and never cross off AI-generated content material to purchasers with out disclosing that reality. We’ll additionally must keep watch over whether or not Google can acknowledge — and penalize — AI generated content material.
Nevertheless, the AI bot’s skill to seek out particular info on folks and organizations continues to be missing. It clearly understands the format of a press launch, however you possibly can’t depend on it but to supply particular particulars. By the point you’ve plugged in all of the specifics, you may as properly have written it your self.
For now.
Allison Carter is government editor of PR Every day. Observe her on Twitter or LinkedIn.
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