Communications are too important for ChatGPT to shorten TOU

Communications are too important for ChatGPT to shorten

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Many of us have tried in the past few weeks: asking ChatGPT to concoct an abstract poem about dancing cows at Christmas, or to suggest a joke about some unsavory politician (some things write themselves), or even to test one’s ability to do the written work that paid jobs require . It excites our brain’s shortcut reflexes – which want everything now, now, now!

But effective and strategic marketing and communications generally require considerable attention and care; it’s rarely black and white, and it almost always requires a lot of nuance and emotional intelligence.

At a time when investors are being extremely cautious, the tech industry is changing, governments around the world are tackling inflation and bracing for a recession, corporations can’t afford that their public communications are half-baked. Especially when the difference between securing investments or closing deals and returning your empty collection bowl can often come down to first impressions.



Ultimately, the heart of effective communication is connecting with people. Soft skills that nurture relationships are essential, as are an attentive ear to pick up on an audience’s needs and a keen nose for current affairs. All to deliver a precise, packaged, perfectly positioned campaign; those looking to cut corners with ChatGPT or other cookie-cutter approaches are simply not capable of producing this content.

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Communications: Leverage technology, don’t rely on it

Make no mistake, advances in technology are paramount in PR and marketing. Organizations can use social analytics platforms, sentiment tracking tools, data dashboards, and other tools to reinforce a campaign’s message and provide the most useful insights.



However, ChatGPT is an entirely different beast. Not only does this avoid vital research and audience information by mixing a generic human writing style with information scavenged from the web, but it saves companies from having to think outside the box, consider different angles and think intelligently and sensitively. Much like generic copy-and-paste PR approaches, this dilutes creative juices in the name of efficiency – which is never beneficial to a company’s external brand.

Instead of relying on ChatGPT, businesses should consider other successful and less successful PR campaigns. Take Duolingo’s smart campaigns: they’ve led to a influx of users over the past year using TikTok to connect with younger audiences as well as smart gadgets like a High Valyrian language lessons to coincide with the release of HBO Dragon House. These tactics were smart, simple and a key contributor to significant growth prospects for equities in 2023.

In short, as things currently stand, ChatGPT lacks nuance, and nuance is exactly what can make the difference between a cat and a tiger, or at least between a lion and a leopard. And, in the pursuit of brand recognition, that can really count. What else: Artificial intelligence (IA) has earned a reputation for reinforcing stereotypes – and in an environment where hypersensitivity is crucial to avoiding potentially damaging typecasts, the last thing a brand needs is a clumsy bot stepping on toes.

Indeed, ChatGPT looks a lot like a robot designed to kick a soccer ball. The robot may be able to hit a ball with power and precision, but if it cannot run at varying speeds, rally with teammates, assess and react to opponent movement, or throw the fastest pass or shot powerful at the optimal moment based on an instinctive sense of the pitch, he won’t be a great team player.

Before writing anything, companies need to work

Public relations and communications is not just about churning out quotes or indiscriminate press releases. Good communication means collaborating with stakeholders, becoming familiar with the target audience, understanding a journalist’s focus and priorities, analyzing the news agenda, mitigating risk, mapping opportunities and agreeing on key messages even before putting the proverbial ink to paper.

ChatGPT can invent a few paragraphs in seconds, but would a company feel that its brand essence, principles, goals and various stakeholders were taken into account in the composition? I’m not so sure.

Extensive research and industry expertise help build a knowledge repository to support accurate communication. Effective PR campaigns require a level of insight that currently escapes the fanciful mimicry of a chat AI engine or lazy PR professionals.

Brands reflect people and company principles

As the saying goes, people buy brands, not products. That’s why it’s essential to ensure that a company’s voice and character are authentic rather than fabricated. Content will always be associated with a company’s employees, values ​​and mission.

ChatGPT is still a fun tool to use and has a level of smoothness perhaps never seen before in AI. I have no doubt that in the foreseeable future, as its sophistication grows, it will become an invaluable tool to help communication professionals optimize their craft – just as AI has become an instrument to help radiologists to decipher x-rays – enhancing human expertise, not replacing it.

But for now, when it comes to cutting-edge communications, companies need to recognize that they should be delivering more than surface conversations to the world. Effective public relations can turn a fledgling startup into a household name, it can inform the right people at critical times, help avoid crises, and deliver memorable and impactful campaigns.

Communications is much more than the automated production of content. It’s the connection. It is the basis of human relations. It is the power to listen, to understand and to respond truly. Skills that are unique to us and which, at least for now, are irreplaceable.

Joseph Moses is CEO of Campaign PR.

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