The wonderful world of AI is rapidly developing, and for PRs, it can be used as a super tool. In this article Saads Abrahams from media update is sharing three tips on how PRs can make the most out of AI.
The key to effectively utilising AI tools lies in using them with thoughtfulness and a collaborative spirit. While these tools cannot entirely replace strategic thinking and emotional intelligence — both of which are vital in public relations — they can definitely enhance and inspire these abilities. It is beneficial to view AI as an assistant; its purpose is to streamline tasks and alleviate time-consuming duties, which in turn allows you to concentrate on areas that require genuine human engagement, such as relationship management and creative ideation.
A major mistake often made by people using AI tools is the expectation that they will generate flawless responses with minimal context. You need to remember that the effectiveness of AI models is directly proportional to the quality of the prompts you provide and the context you offer. When prompted correctly, the responses tend to be far more useful and insightful.
Give a Role to the AI Tool
AI models like ChatGPT are only as smart as you make them. When starting your prompt, add your position, for example, "I am the Digital PR Manager at…" By providing the AI tool with this relevant information, your responses will be more useful and relevant. Remember, the more specific your prompt is, the more significant your results will be.
Competitor Research
Keeping an eye on competitor research is vital, as it can reveal successful strategies and highlight content gaps within your client's industry, making it an essential focus for PR professionals.
AI can assist in summarising competitor campaigns, generating fresh content ideas that your rivals may have overlooked, and identifying publications where competitors have gained coverage.
Data Analysis
You can put spreadsheets and reports into certain AI models and they will be able to analyse the data and provide you with key insights and trends, supplying you with more time to build your campaigns and pitches.
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*Image courtesy of Canva
**Information sourced from Motive