The startlingly fast adoption of ChatGPT across various sectors has inspired an intriguing amount of discussion about the future of the various marketing professions. Essentially, will AI, ChatGPT, and their ilk put copywriters out of work?
Turns out the answer is no, at least not yet. According to AI experts and editorial directors, the technology isn’t quite smart enough to replace a seasoned copywriter. However, the same cannot be said about certain entry-level positions, especially in my industry: public relations.
New copywriters at PR firms typically start their careers by pitching story ideas to journalists and publications. This might not be the norm for much longer because several AI platforms can now compose well-structured, natural-sounding pitches with very little input from a human being.
But pitch writing is just a small part of PR. The industry’s true value is rooted in uniquely human abilities like relationship-building, and that’s why I am in no way concerned about AI taking my job. In fact, AI is actually helping my colleagues and I do our jobs more effectively.
The threat of AI
Much of the hype surrounding ChatGPT died down once more people realized how robotic its outputs sounded. Well, AI makers heard this feedback loud and clear. Since ChatGPT’s initial release in November of 2022, AI has evolved to the point where it can finally write with a noticeable degree of voice and emotion. The latest AI for PR can even generate original ideas for pitches based on trending topics or new developments in specific industries. Moreover, these platforms specialize in recommending journalists to target based on the journalists’ previous work and relevance to the topic at hand.
Thanks to this newly expanded skill set, AI could theoretically handle every step of the pitch-writing process. For this reason, I believe that PR pros should protect their jobs by focusing on the more human elements of PR since short-term tasks like pitch writing were almost destined to be taken over by AI.
Strategy and relationship-building
Success as a PR professional is directly based on your understanding of your clients and their target audience. What are your client’s values and objectives? What kind of events could jeopardize their public image? What aspects of their business model do consumers find favorable or unfavorable?
This information will always remain out of reach for AI because it cannot be obtained through a quick Google search. It lives inside the minds of human beings, influencing the creation of new narratives as well as the opportunities you choose to further them. Only after developing this experience-powered knowledge can you ensure that every interaction between your client and their audience aligns with your client’s PR goals and brand identity.
To that end, I wasn’t long into my PR career when I learned the value of soft skills like relationship-building. When my clients are dealing with a crisis, it’s my responsibility to provide a sense of security by outwardly showing them that I’m not about to let their reputations suffer. Likewise, when my clients are planning a big announcement, I’m coaching them through the key points they need to deliver to their customers, employees, and partners.
These make-or-break moments are much less stressful and hazardous when you have someone by your side who knows how to handle them. This is when people need empathy, guidance, and support much more than a list of upcoming initiatives.
Using AI strategically
I’ll admit that I was a bit shocked when a colleague introduced me to the language capabilities of tools like CopyAI. Thankfully, my colleague also explained how to use these tools to my advantage, and I’ve been implementing this advice on a nearly daily basis ever since.
Picture this common scenario: You have an idea for a pitch, but for some reason, you can’t figure out how to put your thoughts into words. In the past, you could easily spend over an hour trying to figure out how to approach a single pitch email.
But with AI’s assistance, you can instantly generate multiple email drafts, each with a different structure and subject line. Sometimes it’s easier to discover what you’re looking for when you have concrete options in front of you, versus an intimidating blank page. The AI output helps me envision my desired message, which often ends up containing small pieces of the different AI drafts.
PR is more human than you might think
If PR was just about churning out as many pitches, quotes, and press releases as possible, then sure, I might be worried about AI taking my job or those of my staff members. But the ineffable and indispensable values of human empathy and creativity are the factors that determine the success of a PR campaign. Only human beings can understand the way other humans think and feel.
Despite the increasing prevalence of technology in our day-to-day lives, meaningful connections between human beings remain the cornerstone of PR. As long as you continuously hone your ability to establish and maintain these connections, I’d say your job is safe for generations to come.
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ABOUT THE AUTHOR
Steve Marcinuk, CEO and Founder of Intelligent Relations
Steve Marcinuk is a serial agency builder and Magna Cum Laude Marketing graduate from Wharton. Steve built and runs the core functionality behind IR’s Public Relations and operational infrastructure.