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OpenAI’s ChatGPT has unleashed an unprecedented wave of fear and excitement in marketing and public relations circles due to its astonishingly advanced language capabilities.
ChatGPT is able to create well-structured and natural-sounding written output within seconds. It’s also completely free, at least for the moment. This means that time-strapped marketing agencies will not be tempted by taking shortcuts.
If your job requires you to write short-form, formulaic content, then you should be concerned about being replaced.
ChatGPT is capable of producing content that looks like it was written by humans, but it lacks the ability and creativity to create a compelling narrative. This is due to its reliance on predictive models.
ChatGPT’s output is also lacking creativity, depth, and perspective. If you are a blogger, email writer, or social media manager, then it might be time to use your creativity. emotional intelligence To ensure you continue adding value to your company.
Robots can write, but only humans can connect
Simply put, it is essential to improve your ability to make meaningful connections in order to maintain your PR or marketing job.
For example, marketing copywriting requires that you build relationships between brands and targeted audiences. You must tailor your writing to the needs of your audience. Give the brand a distinctive identity.
To connect with journalists, PR professionals need to tailor their pitches to the individual interests and objectives of each recipient.
ChatGPT’s writing is, however, generic and lacks nuance. It is usually one voice that does not change regardless of who it is being read by. ChatGPT, in other words is incapable of creating meaningful connections.
Marketing and PR professionals can communicate human characteristics through their work and distance themselves from ChatGPT’s hollowness.
How copywriters can be less robotic
Empathy and authenticity are the keys to a copywriter’s success. If you aren’t able to connect with your clients’ goals and brands, people won’t believe what you say. Your work should sound like it was written by someone who cares about the topic matter, or a bot incapable of caring (e.g. ChatGPT).
Market copywriters can make their voices authentic by incorporating nuances that reflect the brand identity and personalities of their audiences into their writing. ChatGPT content cannot convey the same authenticity as copywriters with deep connections to their clients and audience.
PR Skills that are not possible to be performed by a machine
While it might seem easy to pitch a brand using AI, PR pros can inject emotion and authenticity into their pitches, just like copywriters. This allows them to show their knowledge of both the brand and the journalist they are pitching, especially regarding their previous work.
Not only is it important to send pitches, but this is not the only responsibility of PR professionals. ChatGPT can’t replicate the PR aspects that require serious strategy, such as creating storylines to differentiate clients from competitors, linking your clients to industry developments, responding in real-time to internal crises, and giving positive spin to negative news to preserve your clients’ reputations.
Only humans are capable of putting together strong, cohesive narratives that connect with audiences.
A major flaw in ChatGPT is its inability to include the most recent stories and events. This can be another way PR professionals can increase their value.
ChatGPT can only absorb information that has been available on the Internet for a while, at least in its current form. PR professionals can get an edge in AI by constantly pitching relevant stories that are based on the latest developments related to clients’ expertise.
Pining your pitch to trending stories will show journalists that you have done your research and are aware of how important it is to stay ahead of the curve.
ChatGPT: How to Make it Work for You
ChatGPT can be viewed by PR professionals and copywriters as a trusted assistant that will make their lives easier.
Even the most skilled writers can experience burnout and fatigue. This can make it difficult for them to express their thoughts. ChatGPT can help in these situations by writing an introduction paragraph to a blog article, which gives writers the momentum they need to complete the post.
ChatGPT could also be used by a PR professional to help them structure their pitch or to create an email subject line. AI is used to ensure that exhaustion does not hinder the quality of your writing.
ChatGPT could create new jobs as ChatGPT edits, proofreads, fact-checks, or increases the value of an AI-generated article. ChatGPT is often lacking in factual, current information and has no way to know if its stories are true. ChatGPT will not produce a piece without citations if you ask them. Sometimes, the citations are made up–or flat-out incorrect.
This is where a human being steps in. A large amount of monotonous content can easily be produced using AI. However, a human being can verify facts and cites to make sure that the content is accurate and ready for submission.
ChatGPT: Ally or Enemy?
ChatGPT can be a useful partner if you truly understand its capabilities and limitations. This technology can also serve as a wakeup call for PR professionals and marketing copywriters.
AI can be used to improve the writing quality for both writing and non-writing professions. Writers are now more aware of the risks of writing the minimum. The content of the future will be authentic, empathic, and insightful.
AI will be at least one step behind as long as people continue to improve their skills and build relationships that support PR and marketing. This will allow for greater human success.
Additional Resources for ChatGPT
Are You There ChatGPT? It’s Me, Marketing.
A B2B Marketing Deep Diving on AI Foundations and the Future: Christopher Penn at Marketing Smarts [Podcast]
The Future is Now: Five forward-thinking marketing content growth areas