Artificial Intelligence: Will AI, ChatGPT redefine public relations?

Artificial intelligence originated in the 1900s as a product of science fiction. Imagine, a machine that can control everything…

During the 20th century, computers steadily completed more tasks for us, simplifying and enhancing our lives. Software programs began autocorrecting words if we spelled them incorrectly. Google started thinking a word or two ahead as you typed a search query. Smartphones began using predictive text to speed up your typing.

Fast forward to 2023, though, and some are questioning whether artificial intelligence is crossing the line.

Artificial intelligence is capable of drafting book reports and term papers, drawing ire from educators. AI voice cloning has helped cybercriminals gain entry into voice-activated banking systems; it has been used to replicate a teen’s voice in a kidnapping scam and create fake interviews with political figures. An AI-generated photo forgery briefly sent the stock market plunging before officials confirmed the Pentagon had not, indeed, been bombed.

Marketing and public relations officials are analyzing the possibilities of artificial intelligence. On one hand, AI is already being used to develop media distribution lists, generate real-time social insights and help PR pros find stock video and photos. On the other hand, though, there are serious concerns with AI’s inability to produce original ideas; it only reworks what’s already in the cybersphere. That means artificial intelligence cannot create graphics and content authentic to your brand. It also might not be in your colors, brand voice or style. And, most importantly, it might not be accurate.

Watch the video below for a quick outline, and then scroll down as we put artificial intelligence to the test.

Artificial Intelligence: A Tale of Two News Releases

Priority Marketing put one artificial intelligence chatbot, ChatGPT, to the test. The firm recently drafted and distributed a news release announcing Stephanie Kennert had joined Priority Marketing as a social media specialist.

To produce its original news release, Priority Marketing follow its standard process for drafting and distributing news releases:

• The task was assigned to a PR professional with 25+ years of experience in journalism and communications.
• That professional then reviewed Stephanie’s resume and job description to begin gathering content. He also discussed Stephanie’s job functions with her supervisor before drafting the news release.
• Then, four individuals reviewed the news release for accuracy and style: the supervisor, Stephanie, an account manager and the company president.
• Finally, the original writer made suggested edits, provided one final review and distributed the news release to Southwest Florida media, along with Stephanie’s photo.

{THE REAL NEWS RELEASE}

Priority Marketing adds Stephanie Kennert as social media specialist

FORT MYERS, Fla. (May 12, 2023) – Stephanie Kennert has joined Priority Marketing as a social media specialist to help clients drive brand awareness and reach their goals by creating and executing effective social media campaigns.

As a social media specialist, Kennert develops monthly social media content plans, including copywriting, photography, videography and graphics development. She also produces and posts content, evaluates social media engagement and studies social media trends. Additionally, Kennert develops and reports on key performance indicators across social media platforms, including Facebook, Instagram, YouTube, LinkedIn and Twitter.

Priority Marketing’s range of social media marketing services encompasses strategic consulting, content development, demographic research, reputation management, profile development, competitive analysis, social media monitoring and paid strategies.

Before joining Priority Marketing, Kennert was a marketing coordinator for Midland Trust, where her roles included social media, event management, digital marketing, public relations and other duties. She also has experience as a video and media editor, director of digital communication, communications intern, reporter and editor.

Kennert earned a bachelor’s degree in integrative public relations and journalism from Central Michigan University.

About Priority Marketing

Founded in 1992 by Teri Hansen, APR, Priority Marketing is Southwest Florida’s largest full-service marketing, advertising, public relations, website development and digital marketing agency. The firm, named by GrowFL as a Company to Watch, has grown to include more than 55 savvy creatives and mastermind strategists whose areas of expertise include brand development, public relations, graphic design, social media and email marketing, media planning, web solutions, event planning, video production, digital advertising and more. Priority Marketing serves clients across a broad spectrum of industries, including hospitality and tourism, retail, health care, senior living, construction, legal, financial, government, education, locally owned businesses and charitable organizations. Over 30+ years, Priority Marketing has earned thousands of local, state, national and international awards for its outstanding creative work while providing nearly $5 million in discounted and pro-bono services to local nonprofits. For more information, please call 239-267-2638 or visit PriorityMarketing.com

{THE ARTIFICIAL INTELLIGENCE NEWS RELEASE}

To use ChatGPT, Priority Marketing created a free account through the program, which was developed by OpenAI and released in late 2022. Then, the process is simple – just tell ChatGPT what to do.

In the “Send a message” field, Priority Marketing typed: “Draft news release about Stephanie Kennert joining Priority Marketing as a social media specialist”

The chatbot immediately got to work, generating a 400-word news release in under one minute. Below is the artificial intelligence platform’s attempt at Stephanie’s news release.

[Priority Marketing Logo]

FOR IMMEDIATE RELEASE

May 25, 2023

Stephanie Kennert Joins Priority Marketing as Social Media Specialist

Fort Myers, FL – Priority Marketing, a leading full-service marketing agency, is pleased to announce the appointment of Stephanie Kennert as its new Social Media Specialist. Kennert’s addition to the team marks an exciting step forward in Priority Marketing’s commitment to delivering exceptional social media strategies and results for its clients.

With several years of experience in social media management and digital marketing, Stephanie Kennert brings a wealth of knowledge and expertise to her role at Priority Marketing. Her proven track record of creating engaging content, implementing successful social media campaigns, and fostering strong online communities makes her an invaluable asset to the agency.

In her new position, Stephanie will be responsible for developing and executing comprehensive social media strategies tailored to each client’s unique goals and target audience. She will leverage her creativity and analytical skills to drive brand awareness, engagement, and lead generation through various social media platforms.

“We are thrilled to welcome Stephanie Kennert to the Priority Marketing team,” said Bryan Blackwell, CEO of Priority Marketing. “Her deep understanding of social media dynamics and her ability to craft compelling campaigns will undoubtedly enhance our clients’ online presence and help them achieve their marketing objectives.”

Stephanie Kennert holds a Bachelor’s degree in Marketing from the University of Florida. She has previously worked with renowned brands in the industry, where she successfully managed social media accounts, implemented influencer marketing strategies, and analyzed data to optimize campaign performance.

“I am excited to join Priority Marketing, a company known for its commitment to excellence and innovation,” said Stephanie Kennert. “I look forward to collaborating with the talented team here and leveraging social media platforms to elevate our clients’ brands, engage their audiences, and drive tangible results.”

Priority Marketing is dedicated to providing comprehensive marketing solutions that drive business growth for its clients across various industries. With Stephanie Kennert on board as the Social Media Specialist, the agency is well-positioned to elevate its social media services and help clients achieve their digital marketing objectives.

For more information, please contact:

Jane Smith
Marketing Director
Phone: (555) 123-4567
Email: jsmith@prioritymarketing.com

About Priority Marketing:

Priority Marketing is a full-service marketing agency based in Fort Myers, Florida. With over 20 years of experience, the agency offers a wide range of marketing services, including branding, public relations, digital marketing, social media management, and more. Priority Marketing is committed to delivering innovative strategies that generate impactful results and help clients achieve their business goals.

Note to Editors:

High-resolution images and additional information about Stephanie Kennert and Priority Marketing are available upon request.

THE COMPARISON

There really is no comparison. The artificial intelligence version was riddled with factual, grammatical and journalist style errors. In all, Priority Marketing counted 26 errors or mistakes within the AI version.

First, let’s look at what artificial intelligence got right:

• Template: AI generated copy that followed a standard news release template, using a title, dateline, copy block listing responsibilities and background information, company boilerplate and media contact information.
• Length: AI’s version was more than 300 words, producing enough copy for a standard news item.
• Location: AI knew Priority Marketing was located in Fort Myers and correctly spelled “Myers.”
• Job duties: AI was aware of the general roles and responsibilities of a social media specialist.
• Gender: AI recognized Stephanie was a female name, using “her” or “she” – not the nondescript “they” – throughout the copy.

Next, let’s address what artificial intelligence got wrong:

• Visuals (2 errors): Did not have Priority Marketing’s logo or Stephanie’s headshot.
• Headline (4 errors): AI capitalized most words in the headline (called title case). Associated Press (AP) Style only capitalizes the first word or proper names (called sentence case).
• Dateline (1 error): AP Style to abbreviate Florida in a dateline is “Fla.” – not FL. That is a postal code.
• Second reference (6 errors): After introducing an individual’s full name, news releases should just use the last name on subsequent references.
• Oxford commas (4 errors): AP Style avoids the use of serial commas, which are the comma used before “and” and “or” in a sequence of three or more items.
• Future tense (2 errors): The release used future tense to describe Stephanie’s job responsibilities. Having already started working at Priority Marketing, the news release should use present tense.
• Founder’s name and title (1 error): AI said Bryan Blackwell was CEO, not Teri Hansen (the company’s founder, president and chief creative officer). Bryan is managing partner for Southern Oak Wealth Management (although he is a friend of Priority Marketing!).
• Education (3 errors): AI incorrectly stated Stephanie’s degree (she studied integrative public relations and journalism, not marketing) and also her alma mater (she attended Central Michigan University, not the University of Florida). It also capitalized “Bachelor’s” degree. AP Style only uses a capital letter if the specific type of degree is known, i.e. a Bachelor of Science or Bachelor of Arts.
• Job title (2 errors): AI capitalized Stephanie’s job title. AP Style lowercases job titles unless the job title comes directly before an individual’s name.
• Company history (1 error): AI noted Priority Marketing has “over 20 years experience.” The company celebrated its 30th anniversary in 2022 and is now on year 31.

Additionally, the artificial intelligence version failed to mention Priority Marketing’s range of social media services. This is important for current and prospective clients that might be interested in partnering with the firm to manage Facebook, Instagram, YouTube, LinkedIn, Twitter and other platforms. AI also noted that Stephanie’s photo is available upon request; media prefer to receive everything at once.

Why are all of these notations important? Media organizations are understaffed and overworked. Editors and producers do not want to spend their workdays editing submitted content. They want production-ready copy that complies with grammatical rules and journalistic style. Most certainly, they do not want to fact-check a news release. Providing incorrect information can damage the credibility of marketing agencies as well as the clients they represent.

Priority Marketing strives to stay one step ahead of the trends. Our team will continue experimenting with elements of artificial intelligence to determine if and when clients could see more benefits from adopting AI.

Looking for “real” public relations and marketing professionals to take your organization to the next level? We have a team of 50+ experienced professionals on standby! Please give us a call today at 239-267-2638 or send an email to LetsTalk@PriorityMarketing.com.