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AI in PR - Friend or foe?

April 26, 2023
Sarah Hering
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Is AI changing PR?

Posts and testimonials about Open-AI applications such as Chat GPT are piling up, filling social media pages as well as professional magazines. Chat GPT is the tool of the moment and at the same time heralds a new form of New Work.

Chat GPT writes homework for students and achieves good exam results at American elite universities. Midjourney creates artistic contributions and designs entire image groups. So, the question or even concern of creative minds seems legitimate: will the most incredible of all human qualities - imagination - now be replaced by a technical solution, AI? Not at all!

"AI will not replace you. The person who uses AI will."
(Lukas Kircher)Source: PR-Report Wissen&Praxis

The AI tools were created by humans and are operated by humans. Scenarios in movies such as "I, Robot" or "Terminator" are (currently) not possible. The tools can only be as good as the people who operate them. Therefore, resisting the use of AI will not contribute to professional success. Instead, we should think very creatively about where and how to integrate and use AI.

Human creativity trumps artificial intelligence

Chat GPT (Generative Pre-Trained Transformer) is an advanced language model algorithm based on machine learning and artificial intelligence. The benefits of using Chat GPT in PR are, on the one hand, efficiency. It often takes only a few seconds to generate questions about a text, a post, or even a possible structure for a text. This time-saving frees up other valuable resources and makes them available for creativity. On the other hand, Chat GPT is scalable. The chatbot is able to quickly and easily create large amounts of text. This enables PR campaign content to be scalable and generates an increase in reach.

The flexibility may be tempting, as well as the savings in time resources, but there are also dangers associated with the new tool. Texts generated by the chatbot do not always meet your own expectations or the requirements of customers. While meaningful and well-crafted phrases are part of the standard repertoire, they often lack finesse and creativity.

A Supplement, not a replacement

Experience, creativity, and heart can only be brought into texts by humans to convey meaningful messages. Texts created by AI must therefore always be carefully reviewed to avoid generic phrases and triviality. Artificial intelligence is a good tool for creative work in PR. Who wouldn't want more time to focus on the needs of customers or expand a campaign?

PR work needs human creative capital to remain consistent and unique. Therefore, AI can only be a supplementary tool, but never a replacement for creativity and inspiration. Also, even if parts of the text are taken over by AI, it neither discusses its content with subject matter experts nor takes on the benefit of individual journalist addressing. Net result pro AI - but only together!

About us

monoceros is a strategic communications agency based in Berlin. We develop customized, target-oriented PR campaigns for digital disrupters, startups and tech giants. The basis for our outstanding results: Over ten years of PR experience on the corporate and agency side and the motivation to establish an agency with the highest standards. On our monoceros blog we regularly highlight essential topics of our PR work and report on the latest developments from the digital economy.

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