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AI Guide for Public Relations
How to use AI in PR so your audience feels respected, not neglected
Keren Speck
December 17, 2024
What's in store for this edition:
AI in Public Relations - how to use it and what not to do.
A Starter’s Guide to AI
It seems everywhere we look, news of AI is flooding our inboxes, headlines, social media feeds, and more. AI images are everywhere to be found (look up at the opening image, I use AI to make my images) and AI-written content is taking over. (just look at LinkedIn)
Yet many are afraid of, mad at, or hate this new technology. Feelings that machines will replace humans are not new. However AI is not going anywhere, and there will always be a need for human input. So how can we learn to live with, use, and keep up with this rapidly changing technology?
Here are some things I’ve learn about AI. And as always, look forward to hearing tips you may have.
Ways AI is Beneficial For PR:
✅ Can be a research tool
✅ Can analyze and process data to identify trends
✅ Can be a starting point for content creation and suggest topics
✅ Can help you get started writing a press release
✅ Can transcribe and summarize audio and video files
What AI Can’t do:
🚫AI-generated content can’t be copyrighted
🚫 AI-generated content isn’t necessarily original
🚫 AI-generated content lacks critical human thinking
🚫 AI-generated content can have bias and false statements
🚫 AI content lacks empathy, and isn’t authentic
🚫 AI can make stuff up and hallucinate
AI is a Really Good Intern
I like to think of AI as a really good intern. It benefits from clear direction and it can do lots of time-consuming tasks that you may struggle to accomplish. This can help you can focus your time on tasks that use your strengths, skills and experience.
Boundaries and Respect, 🤔 My thought process on using AI
I remind myself how I feel when I get an obviously AI-written pitch or read an AI-written article; it is like getting a robocall. It may have something important to say, but I don’t really care because its a robot.
An important hope we have is for those we communicate with to care enough to listen. Keep this in mind when you use AI-generated content, so your audience feels respected, not neglected.
Getting Started with AI
What type of help is need from AI?
Creating content? Doing research? Editing? Writing press releases? Brainstorming? Creating a media plan?Choose the right tools for your budget and your needs.
Test out the tools that you use.
Work on learning the best way to prompt the AI.
Always carefully review and edit what it gives you.
Continue to educate yourself on AI.
Prompts are incredibly important when working with AI. You can even train AI to learn your company’s brand, your writing style and more.
🪄Prompt magic
Start with "Act as a marketing coach" for tailored advice for marketing.
Start with “Act as my PR coach” for tailored advice for Public relations.
Try using “Ask me questions” to help improve the response.
Try “Help me draft a press release about our upcoming product launch.”
Try “I want to refine the key messages for my brand. Can you help me come up with messaging that fits our brand. Here is our website or here is our brand book. Website ___”
💫 Pro Tip: Invest in paid versions of AI for more firepower.
CAUTION — If you take anything away from this newsletter, please remember: Do not send AI-written press releases or pitches to journalist. They will know, and it will go into the junk folder, or you maybe blocked. If you do use AI, use it for editing, brainstorming, and research. Then take that information to write a pitch on your own.
AI Tools you can try
Note: I haven’t tried them all
AI Text Generation | AI Image Generation | AI Video & Audio |
|---|---|---|
“While I don’t want to be replaced by a bot, I’m not above being helped by one.”
Do this now: If you haven’t tried using AI try signing up for ChatGTP’s free version and give it a go.
Term to Learn
Large Language Model (LLM) is an advanced artificial intelligence system designed to understand and generate human language. By analyzing vast amounts of text, it learns to produce coherent and contextually relevant responses, making it a valuable tool for enhancing communication and automating content creation in various industries.
FAQ
Q: Are there any ethical considerations when using AI?
A: Think transparency, accountability and bias. Companies should be open and clear about how they use AI. You are accountable for the product that goes out, so double-checking AI work is crucial. AI can be biased because of the input of information, so make sure that different perspectives are present.
Guess which parts of my newsletter that I used AI to generate?
A. All of the writing and the picture.
B. Editing and picture only.
C. The picture and term to learn.
D. Picture only.
Get PR techniques from recent news.
Newsworthy
Pinterest Predicts 2025 Trends
I loved reading this report. There are so many different ideas that businesses can use. Which of these predictions can you use for your communications efforts?
Essential strategy:
Pay attention to what is trending.
Use this information to stay relevant.
Be proactive, not reactive, in your communications efforts.
💫 Pro Tip: Be picky. Don’t feel like you have to use all the trends. Choose the ones that best align with your brand values and try them out to see how it goes. Measure the results.
✍️ Key PR Takeaway: Take full advantage and make good use of these free reports and trend predictions since these big companies have done all the hard work for you. Also, did you notice that by sharing this report, it brought Pinterest some attention?
Learn from others.
0% Cool : 100% Cringe
TikTok could be gone from the U.S. by January 19th
Although a ban may be quite helpful for people to limit their screen time, there are a lot of people and businesses that will be affected negatively. Are you one of them? Do you have a backup plan for short-form video content? This is a very real event that could happen in a month, so start planning now.
It seems, you will still be able to use the app, however updates will no longer be available. Consider and start learning about these possible alternatives:
Instagram Reels
YouTube Shorts
SnapChat
Clapper
X.com
✍️ Key PR Takeaway: If video content is part of your social media marketing, then by all means start yesterday for plan B, as it might become a reality very soon.
Useful PR Resources.
🧰 TOOLKIT
National Day Holiday Calendar
The new year is coming up, new content calendars should be started to filled out. Do you need some inspiration for content? Try using a “national-day” calendar for a list of all the national days that are coming up. Together with actual holidays you’re sure to fill lots of days on your social media planning guide.
✍️ Key PR Takeaway: Use micro-holidays in your PR promotions, product development, and social media plans. Plan in advance, making sure content it is visually interesting, and have fun!
Attention Seeker of the Week
Chunk the groundhog had been stealing Farmer Jeff’s garden veggies for years. So Jeff decided to make Chunk and his family there very own Chunk Land, complete with dinning table and lots of home grown fresh fruits. Chunk loves eating his spoils in front of the camera, typical attention seeker style.
Guess which parts of my newsletter that I used AI to generate?
Answer: C. The picture and term to learn.
I very happy to have many new subscribers this week and warmly welcome all of you. 🤗And to all my fellow Attention Seekers… a big thank you for reading!
Even though this is the last issue of the year, I’m still looking forward to bringing you fresh new issues to kick off the new year with more PR guides and tips to help you get the attention you deserve.
Until next time, keep your shades on and stay cool.
Your fellow Seeker,
Keren
🕶️
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