With all of the “will Chat GPT take my job” articles, it only seems pertinent that the public relations (PR) industry is thinking about the impact. Let’s get the difficult part out of the way first. No, Chat GPT will not take PR professionals jobs. Why? Because public relations is not an automated field, nor is it something that technology can replace since it requires human interaction to build stakeholder relationships. While our team has been using AI tools for several years to assist with grammar review, idea prompts and other areas, Chat GPT has already saved me more than 100+ hours of strategic planning, ideation and writing.
Media relations is most often how those outside the industry perceive PR -- and yes, it is a large piece of the stakeholder communications pie. Chat GPT has hundreds of implications for strategic communications and can be a huge timesaver and benefit when building earned media strategies.
Media strategists often begin with a blank slate when researching the verticals, outlets, and specific media to reach out to for story ideas. Here is the number one Chat GPT prompt I have been using to reduce the time it takes to write customized, unique and compelling story starters for the media.
Chat GPT Prompt for Media Strategy
Keep this prompt in a note on your desktop, pinned to the top of internal client Slack channels, or any place you and your team need inspiration in the media strategy process. In fact, challenge your team to come up with a “top 5 prompts” list that you use at the beginning of every strategy exercise. Ensure that someone is charged with vetting and validating the responses -- do not simply take them as fact, but use them to enhance the “AI-powered” part of media relations.
“What are recent news events and trends around [insert broad category identifies, usually three or four] that journalists could be interested in right now? Additionally, segment these ideas by the type of journalist or media, including breaking news editors covering [insert specific topics or story ideas], broadcast producers at a local and national level, [insert two to three specific beat] reporter titles?
Here is an example using the topic of natural gas safety and awareness. After inputting the prompt, this is what Chat GPT told me:
- Breaking news journalists might be interested in the recent explosion at a natural gas facility in Texas that occurred on March 3, 2023, injuring several workers and causing extensive damage to the facility.
- Producers and business journalists might be interested in recent trends around natural gas, including the increase in natural gas production and consumption globally, as well as the shift towards greener sources of energy such as renewables and electric vehicles. Additionally, the industry's response to the rising concerns over natural gas's environmental impact and the push for stricter regulations may be of interest.
- Environmental reporters may focus on the impact of natural gas on the environment, including the potential for methane leaks and the long-term effects of fracking on air and water quality. They might also track the progress of alternative fuels like hydrogen and biomethane that are being developed as low-carbon alternatives to traditional natural gas.
- Consumer, electronics, and home safety reporters might be interested in articles that help homeowners understand the potential risks and precautions to take in using natural gas appliances at home, as well as the importance of proper installation, regular maintenance, and monitoring of gas lines. They might also highlight new technologies and apps that help homeowners track gas usage and detect potential leaks.
What’s the catch? I still have to do research to develop the “right” prompt for this exercise. I needed to know target media (which you could presumably also ask Chat GPT) and modify the prompt to get the best response. There are also two additional key components that need to happen for it to all come together: writing the actual story starters and sending them to the most appropriate members of th media.
CHAT GPT PROMPT TO HELP WRITE INITIAL STORY STARTER
Chat GPT can also be useful in ideation for story starts (a.k.a. pitches). Using a the prompt methodology, I can ask Chat GPT something like,
[CAVEAT: I would NEVER use the Chat GPT generated story starter as is. I treat it more like a white board generator to pull ideas and see if it tells me something I haven’t thought of or identified through research.]
Can you help me write a one paragraph pitch to an environmental reporter who is covering current trends on natural gas safety. I want to feature a renowned natural gas safety expert, who can talk about safety, awareness, and education for consumers.
While this is the exact example Chat GPT generated, it’s not something I would personally use, nor advise anyone to use, ever.
Dear [Reporter's Name],
I hope this email finds you well. As you cover the latest trends in natural gas safety and awareness, I want to introduce you to a renowned expert in this field. [Expert's Name] has dedicated their career to promoting natural gas safety and educating consumers on how to leverage this valuable resource in safe and efficient ways.
With years of experience and a deep understanding of the complexities of natural gas safety, [Expert's Name] can provide valuable insights and perspectives on current safety issues, best practices, and emerging trends. They can speak to the importance of safety education for consumers, the latest safety technologies, and the critical role of safety regulations in ensuring a safe and sustainable energy future.
I believe that [Expert's Name] would be an excellent resource for your coverage on natural gas safety and awareness. Please let me know if you would be interested in an interview or feature, and I would be happy to arrange a meeting between [Expert's Name] and your team.
Best regards,
[Your Name]
The current state of Chat GPT isn’t taking anyone's job, but PR pros who learn how to integrate and strategically utilize the technology might.