How is ChatGPT going to impact the PR and communications industry?

By our News Team | 2023

AI and machine learning offer pros and cons, but there is scepticism across about its potential to replace human content writing roles.

The sudden rise of ChatGPT has taken a range of industry sectors by storm, not least the global PR and communications business, which generates a wide range of content for its clients. 

These can range from fairly simple product-focused SEO posts, through to corporate blogs, high-level thought-leadership articles, research studies and white papers.

Artificial Intelligence

Illustration by Richard Duijnstee from Pixabay

So, how concerned should public relations and communications practitioners be? Chris Mueller, Content Group Manager and leader of a team of 15 content writers for PR agency Matter, notes in a recent blog post that that are both pros and cons, although there is still scepticism across the PR and marketing landscape about its potential to replace human content writing roles.

“While it can generate clean prose in an authoritative tone mirroring a human’s writing, there’s no guarantee the content will be truthful, accurate or unbiased. A few media publications who were early adopters of generative AI-powered content were already forced to issue retractions due to ‘dangerous inaccuracies and falsehoods’ found within the articles,” he says.

“More importantly, ChatGPT is incapable of replicating the intrinsic nature of a human content writer, which means it doesn’t incorporate any elements of human experience (HX) into the content-creation process.”

PR teams must be working to create differentiation

Much of what PR companies and marketing teams need to do is “to zig while competitors zag” and uniquely position themselves or their clients as an invaluable source of truth.

Similarly, for executive thought leadership to rise above the noise in a saturated market, it must be crafted with an empathetic understanding for not only the client’s mission and goals, but also the real-world business challenges faced by their target audience.  

These, he believes, are not easily achievable through artificial intelligence and machine learning.

“Only boots on the ground can deliver impactful, brand mission-oriented content that aligns with those experiences. Not an AI chatbot relying on large language models from billions of predefined telemetry datasets,” Mueller says.

However, ChatGPT and its AI competitors can potentially assist in the time-consuming research processes that are often required for certain types of content.

“ChatGPT, in theory, could be prompted to conduct extensive research on a specific technology or subject matter – reducing the elongated preliminary sourcing process down to about 30 seconds,” he observes. “In turn, human writers have more time to focus on critical thinking and a higher baseline of knowledge and resources to leverage.”

Read the full blog post here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.