Is ChatGPT a Threat to PR?

Editor's Note: Take a look at our featured best practice, ChatGPT: Examples & Best Practices to Increase Performance (85-slide PowerPoint presentation). OpenAI ChatGPT has advanced language processing. It can write like a human and speak naturally. Texting, chatbots, and conversational history are some of its uses. This talk will show you how to use ChatGPT to improve your results in the above areas. We'll cover how to use ChatGPT to create [read more]

* * * *

Although artificial intelligence (AI) is growing at a rate once only thought of in science fiction novels, it isn’t yet to a point where it can think like a human marketer. However, all the buzz in the business world is about ChatGPT and its capabilities. Here’s what it can do compared to marketing professionals.

What Is ChatGPT?

Writers and marketers have likely heard about this new program and how it’s making waves.

ChatGTP arrived on the scene in the fall of 2022, creating buzz in the industry. The experimental chatbot talked almost like a human. Its abilities included generating new ideas, developing business strategies and even helping people plan vacations.

McKinsey recently reported over 50% of companies have already adopted AI. As more businesses come on board, expect chatbots’ abilities to grow with usage. ChatGPT is already replacing the currently limited search capabilities of sites such as Google.

Will ChatGPT Replace Public Relations Professionals?

It isn’t likely ChatGPT or any other AI program will completely replace PR professionals, writers, editors or other professionals. As with most software programs, chatbots will come alongside people and offer them help to improve their work or become more productive.

Think of it as another tool, just like using a search engine and online data to gather research rather than hitting the pavement and finding sources. However, there is still a place for that type of personal research in writing, too.

Here are some of the reasons ChatGPT isn’t a threat to PR.

1. Some People Don’t Like Chatbots

Around 14% of users say they would rather fill out a form than deal with a chatbot. No matter how much of a “personality” computer scientists attempt to give a machine, it still will sound a little different than a human being. A chatbot can only take on the personality the programmer codes for it.

Technology has come a long way, but most consumers are savvy enough to know the difference between automated responses and a live agent. Because not everyone enjoys interacting with computers, humans will always be needed.

2. ChatGPT Lacks Nuance

Machines lack the nuances humans put into their speech and thought processes. It’s challenging to program creativity. While computers keep improving, they are not yet to a point where they can think outside of the data available to comb through.

Programs such as ChatGTP excel in processing massive amounts of information in mere seconds.

3. ChatGPT Sometimes Faces Downtime

Users still have issues with the software working perfectly. The basic functions are free, so the system gets overwhelmed and bogged down.

Companies will spend an estimated $38.2 billion on AI and machine learning (ML) by 2026. The investment is to improve the user experience (UX). Chatbots that go down impact the UX significantly.

4. It Adds an Expense

You might think because the software can be used at zero cost, it easily replaces employees.  However, due to the possible downtime, the founders introduced a paid model called ChatGPT Plus for $20 monthly.

Users can subscribe and get better support and access even during peak times. However, for smaller businesses, adding a fee for something that only manages to do limited tasks is just another bill to pay.

5. ChatGPT Lacks Troubleshooting

The software can generate content, write lists and develop ideas, but it’s limited in scope. Humans can see what information is currently available, brainstorm and come up with unique ideas. AI isn’t there yet and may never be.

The human brain is so highly complex that it’s doubtful a computer would match it for creativity. However, ChatGPT and programs like it are useful in the initial first draft stages of developing a concept.

Use the chatbot to develop a list of ideas or an outline for an article or promotion. You can then tweak and refine it. Utilizing AI to do some of the grunt work helps speed up how fast PR professionals can complete projects. The process automates some of the research and initial development.

6. It’s Light on Substance

Those who’ve used the program to write content note the lack of depth in what the computer creates. It reads coherently and makes sense. The writing is in English. However, it doesn’t dig into the nitty-gritty details that make an article or social media post really sparkle.

Again, the program might be fabulous for initial brainstorming and outlining, but for an article to rank well in Google’s search results, it must have some depth. Stellar content focuses on what hasn’t been covered or looks at topics in a fresh way so people can learn something new.

Is ChatGPT Right for Your PR Team?

ChatGPT and tools like it can be a great help to your PR team. The possibilities for using it in brainstorming sessions, outlining ideas and doing fast research seem endless. Marketers and journalists shouldn’t fear the new technology or worry about it taking their jobs.

Machines are limited in what they can do. While they can be programmed to do amazing things, they are still computers and cannot think like someone with a mind and spirit. They can copy what people do but are not and never will be humans.

Tap into the benefits of using chatbots to help improve your work and increase output. ChatGTP may be the perfect complement to an already strong team of PR professionals.

Do You Want to Implement Business Best Practices?

You can download in-depth presentations on ChatGPT and 100s of management topics from the FlevyPro Library. FlevyPro is trusted and utilized by 1000s of management consultants and corporate executives.

For even more best practices available on Flevy, have a look at our top 100 lists:

• Top 100 in Strategy & Transformation
• Top 100 in Digital Transformation
• Top 100 in Operational Excellence
• Top 100 in Organization & Change
• Top 100 Management Consulting Frameworks

These best practices are of the same as those leveraged by top-tier management consulting firms, like McKinsey, BCG, Bain, and Accenture. Improve the growth and efficiency of your organization by utilizing these best practice frameworks, templates, and tools. Most were developed by seasoned executives and consultants with over 20+ years of experience.