Generative artificial intelligence (AI) is a hot topic, with countless new tools and applications hitting the market on a regular basis. Among the most talked about of these new AI tools is ChatGPT, a language model developed by OpenAI that can generate human-like text responses to a wide range of prompts and feedback.

With the influx of generative AI tools, what do public relations professionals need to know?

What is ChatGPT?

ChatGPT, or Generative Pre-trained Transformer, was launched in November 2022 and can quickly compose text in a variety of formats including articles, press releases, blog posts, and ad copy. It can also be asked questions to help gather research, or as an editing tool, providing alternate word choices and sentence structure suggestions.

Trained on a large dataset of text from the internet, ChatGPT is designed to learn and adapt to new situations. As it interacts with humans and formulates text, it is constantly learning and improving its ability to understand and communicate. This means that it can be trained to understand specific topics and industries and can be used to create content that is tailored to specific personas.

What are Other Examples of AI Tools?

ChatGPT is just one example of the many AI-powered technologies that are rapidly emerging in various industries. AI technology is being used to improve automation, enhance decision-making, and optimize various processes, likely with more functionality to come. Here are a few examples:

  • Chatbots: Designed to provide 24/7 customer service and support, AI-powered chatbots can handle large volumes of customer inquiries and respond quickly.
  • Predictive analytics: AI algorithms can analyze large datasets to identify patterns and make predictions about future outcomes. This technology is being used in various industries to improve decision-making and optimize processes. For example, in healthcare, AI-powered predictive analytics can be used to identify patients who are at risk of developing certain health conditions, allowing healthcare providers to intervene early and provide preventative care.
  • AI-powered recommendation engines: Used to improve customer experiences, these engines use machine learning algorithms to analyze customer data and provide personalized recommendations. This technology is used by companies to suggest products and content based on a customer's browsing and viewing history.
  • Supply chain management: AI-powered algorithms can analyze data from various sources, such as weather forecasts, shipping schedules, and inventory levels, to optimize supply chain operations.

As new technologies like AI emerge, they often spur discussion and on-the-go learning. For example, the use of AI in the education sector and the art world has prompted debate about the most effective ways to incorporate AI tools while establishing appropriate guidelines and safeguards.

Students are using generative AI to refine their research skills and assist in drafting first drafts of essays. On one hand, ChatGPT can be viewed as a tool, like a calculator. On the other hand, students may rely solely on ChatGPT, avoid doing their own work, and risk committing plagiarism.

AI-generated portraits and AI imaging are causing some debate in the art world. The winner of the Sony World Photography Award 2023 won for a photograph he submitted but then revealed his work was created using AI, prompting the need for guidance when it comes to art competitions.

AI, Public Relations, Marketing Content, and Beyond

ChatGPT is a powerful tool for public relations and content creation professionals. With the ability to produce content with only a few prompts, drafts of press releases, blog posts, guides, and more are produced in seconds. With its language processing capabilities, ChatGPT can analyze and understand the nuances of different target audiences and can generate content that is specifically designed to appeal to those audiences, helping PR pros quickly personalize content to specific audiences.

Muck Rack recently launched its new beta AI-powered tool,, designed to draft press releases and serve up a list of relevant journalists who may be interested in your news based on the content of your release. After reviewing and finalizing your press release, it can easily be pitched to the list of journalists using Muck Rack’s Pitch tool.

HubSpot also recently announced the launch of two new AI-powered tools aimed to boost productivity and save time. Content Assistant helps with content ideation and creation, like generating blog post titles and outlines, or writing landing page or email copy. is designed to help HubSpot customers complete tasks like adding contacts to the HubSpot CRM, creating custom reports, and drafting personalized sales emails.

Einstein GPT, Adobe Firefly,, GregoryAi…there will continue to be a wave of new tools like these launched in the coming months, and several will be of assistance to communications professionals.

What Kind of PR Content Can AI-Assisted Writing Tools Generate?

Forward-thinking PR and communications professionals can use AI-powered tools to create:

  • First drafts of pitches and press releases
  • Potential headlines
  • Copy for social media posts
  • Document outlines
  • Text summaries
  • Interview prep materials
  • Transcriptions
  • and any other communications content that could benefit from an expedited first draft

Working with Tools Like ChatGPT

As exciting and helpful as generative AI tools are, there’s still a need for the human element – especially when it comes to communications.

While ChatGPT can quickly generate loads of text, sometimes bias or inaccuracies may slip through. ChatGPT was trained using data up to 2021 but has shared new iterations with more recent knowledge cutoff dates. Because new versions are being developed and each has varying database recency, PR pros should watch for outdated data and edit inaccurate information before noting any drafts as final.

AI Risks in PR

Misinformation and Manipulation: AI can generate convincing but potentially false or misleading content. This poses risks in terms of spreading misinformation, which can damage reputations and mislead the public.

  • Data Security and Privacy: AI systems often require large amounts of data to function effectively. This raises concerns about data breaches and the privacy of individuals whose data may be used without their explicit consent.
  • Transparency: There is a need for transparency about the use of AI tools in communication strategies. Stakeholders should be informed when AI is used to generate or modify content.
  • Bias and Fairness: AI systems can perpetuate or amplify biases present in their training data. This can lead to unfair treatment of certain groups or individuals in PR campaigns.

AI’s Impact on Skillsets and How to Stay Sharp

  • Enhancing Critical Thinking: As AI handles more of the analytical load, PR professionals should focus on enhancing their critical thinking skills. This involves questioning data-driven insights, understanding the broader implications of PR campaigns, and strategically planning to meet both short-term and long-term objectives.
  • Advanced Editing and Storytelling: While AI can generate basic content, the human touch is irreplaceable in creating compelling narratives and emotionally resonant stories. PR professionals should hone their editing skills to refine AI-generated content and elevate storytelling to connect deeply with audiences.
  • Strategic Communication Planning: With AI predicting trends and analyzing the effectiveness of different strategies, PR professionals need to focus on strategic planning and execution. Understanding the bigger picture and how various tools and platforms can be synergized is crucial.
  • Ethical Judgment and Human Oversight: As AI technologies can sometimes operate in ways that do not align with ethical norms or public expectations, PR professionals must maintain ethical judgment and oversight. This includes ensuring AI-generated content aligns with ethical standards and represents the brand accurately.
  • Continuous Learning and Adaptation: The field of AI is evolving rapidly. PR professionals must commit to continuous learning, staying updated with the latest AI advancements, and understanding how they can be applied effectively in PR practices.
  • Collaborative Skills: As AI tools become more integrated into workflows, the ability to collaborate effectively with cross-functional teams, including data scientists and AI experts, becomes more important. This collaboration will ensure that AI tools are used effectively and aligned with PR goals.

AI Tools Worth Exploring for PR Professionals

  • Crimson Hexagon/Brandwatch - An AI-powered consumer insights platform that helps PR professionals analyze audience sentiment, monitor trends, and gauge brand perception across social media platforms. It’s also a digital consumer intelligence tool that uses AI to track and analyze online conversations, helping PR teams understand public sentiment, monitor brand reputation, and identify influencers.
  • Hootsuite Insights - This tool offers real-time social media monitoring and analytics, enabling PR professionals to keep tabs on what’s being said about their brand and industry.
  • BuzzSumo - Utilizes AI to analyze what content performs best for any topic or competitor, offering insights that help PR professionals optimize their content strategy and engagement tactics.
  • Grammarly - An AI-powered writing assistant that helps PR professionals write clear, error-free, and impactful content. It's particularly useful for editing press releases, pitches, and social media posts.
  • ChatGPT - Developed by OpenAI, ideal for generating creative content, brainstorming ideas, and even simulating conversation for training or engagement strategies.
  • Pulsar - An audience intelligence and social listening platform that uses AI to analyze social media data, helping PR professionals understand trends, audience behavior, and engagement patterns.
  • Muck Rack’s PressPal - Muck Rack's PressPal tool uses AI to streamline the process of creating and distributing press releases by automatically identifying and suggesting the most relevant journalists and media outlets for specific stories. This tool helps PR professionals optimize their outreach efforts, ensuring higher visibility and engagement for their press releases.
  • HubSpot AI Tools - HubSpot's AI tools enhance various aspects of marketing and sales processes by automating tasks such as content creation, lead scoring, and email personalization. These capabilities allow professionals to tailor their strategies more effectively, driving engagement and conversion by delivering personalized experiences at scale.

As AI tools continue to be developed and refined, it’s essential to use ChatGPT in tandem with human expertise, not as a substitute. As with any press release or marketing communication, the content generated by AI tools should undergo thorough fact-checking and proofreading. With careful human editorial review and expertise, AI-assisted writing software is a great tool to add to a PR pro’s toolbox.

As technology continues to evolve, we can expect to see even more AI-powered tools and applications that will help improve decision-making, optimize processes, and enhance the overall customer experience.

Learn More

Get the latest PR, IR, Marketing and Media tips on the Business Wire Blog. Subscribe today!

Subscribe to the Blog

  • There are no suggestions because the search field is empty.
New call-to-action