Generative AI in Public Relations

• Generative AI offers a new tool to enhance pitching capabilities and media relations success.
• This technology should be used strategically and cautiously.
• AI tools are useful for research, ideation, and content creation.
• AI tools must be used responsibly, especially in the early stages of testing and adoption.
• Communication leaders recognize the importance of AI to the future of public relations.
• Only 16% of communication leaders are extremely knowledgeable about AI applications.
• Best practices can guide accurate, compliant, and ethical use of AI tools.
• AI can assist with research, initial content generation, and idea creation.
• Generative AI tools don't always produce reliable, accurate, and current information.

Use Prompts Effectively

• Generative AI prompts can be an inspiring first step for idea generation.
• Define the topic or theme to explore, like a media pitch or news story.
• Craft open-ended and thought-provoking prompts.
• Experiment with different prompts to see how AI interprets them.
• Branch off from particularly intriguing AI responses to explore further.
• Use multiple iterations and prompts to test the AI's consistency.
• Refine AI-generated ideas by adding personal expertise to create compelling content.

Look for Patterns and Inconsistencies

• Implement a thorough review process to check for patterns and potential errors.
• Diligently monitor and validate AI output to minimize inaccuracies.
• Scrutinize AI-generated content for recurring phrases or sentence structures.
• AI-generated content may contain errors, awkward phrasing, or bias.
• Humanize the work to remain a strong partner for the media.
• Look for logical inconsistencies or contradictory statements.
• Review generated content with a critical eye and fact-check against reliable sources.

Check the Facts

• Use generative AI for fact-checking as a supplementary tool, not a definitive source.
• AI output is not always 100% accurate and can cause discrepancies in reporting.
• Independently gather information from reputable sources and familiarize yourself with the topic.
• Use generative AI to cross-reference specific claims or statements.
• Phrase fact-checking queries precisely, asking for evidence or verifiable data.
• Don't assume the media will fact-check your content.
• Double-check AI-provided information against dependable, current sources.
• Combine human judgment and AI assistance to enhance fact-checking.
• AI should never be used as a singular source; supplement with additional research.
• Consider potential agendas and validate information with reliable sources.
• Use AI tools with caution due to early-stage development and potential limitations.
• AI can be an effective jumping-off point but not the sole creator.
• AI presents an exciting opportunity for media relations when used correctly.