I’m not a communications or PR expert, but I did spend a solid decade at one of the world’s largest communications firms, learning a thing or two about both. And the thing about PR and communications is that while it’s essential for organizations, a broad spectrum of activities go into communications. Some of those activities are going to be ripe for AI-powered disruption.
Let’s take pitching, for example—a simple cog in the wheel of numerous PR activities but an important one, as media coverage is one of the pillars of corporate storytelling, i.e.,, getting your story told through the media. The inconvenient truth is that a large portion of pitches to media are fairly generic and frequently require a fair deal of cut-and-paste, repeat activities. Many pitch e-mails themselves are pretty generic, following something of a formula. For example—I took about ten minutes to prompt ChatGPT to pitch a story to Taylor Lorenz, a well-known journalist who covers technology and culture. Here’s my prompt and what it came back with (all information is fictional and for illustration only).
Prompt:
[Imagine you are pitching Washington Post journalist Taylor Lorenz on some new features that the Threads app, by Meta, is about to release. The new features include editing threads, including a desktop version, and recording short-form video, similar to TikTok. Write a personable e-mail pitch citing some of her recent articles covering social media, and explain these features in as much detail as possible. End the pitch with an offer to introduce Taylor to Adam Mosseri, who manages the Threads app for Meta.]
AI-Powered Pitch:
Subject: Enhance Your Thread-building Experience with Exclusive Threads App Features!
Hey Taylor,
I hope this email finds you well! As an avid follower of your fascinating articles on social media trends and technologies, I couldn't help but think you'd be intrigued by the latest developments coming your way from the Threads app, now under Meta's management. I wanted to reach out personally and give you a sneak peek into some exciting features we're about to roll out – features that will revolutionize how users create and engage with threads!
Edit Threads on the Fly You've covered extensively how social media platforms shape online conversations and narratives, and we believe the power to edit threads is a game-changer in this landscape. With this new feature, users can now fine-tune their narratives, clarify points, or add fresh content even after posting. Ensuring accuracy and relevance has never been this effortless!
Welcome to the Threads Desktop. We know you're always on the go, exploring the digital realm's every nook and cranny. But we also understand the need for convenience, so we're thrilled to announce the Threads desktop version. Seamlessly transition from your smartphone to your desktop and back again without skipping a beat! Stay connected to your Threads community, engage in meaningful conversations, and create enthralling threads without limitations.
Express with Short Form Video Your coverage of TikTok's rapid rise and cultural impact is spot on! Threads app is embracing the trend by introducing the ability to record short-form videos directly into threads. Whether it's a fun and light-hearted moment or a compelling message, users can now leverage videos, up to 60 seconds, to weave their stories. A perfect fusion of the best of both worlds – threaded storytelling and engaging video content!
I know how much value you place on reliable sources and in-depth insights. That's why I'm excited to extend an offer to introduce you to Adam Mosseri himself, who's passionately steering the Threads app under Meta's umbrella. Adam's vision and expertise have been instrumental in shaping these groundbreaking features. You'd undoubtedly gain valuable perspectives from him, and it would be a fantastic opportunity for you to delve deeper into the app's evolution.
I'd be thrilled to organize a virtual meeting with you and Adam to discuss these developments further. Just let me know your availability, and we'll make it happen!
Looking forward to hearing your thoughts on the upcoming Threads app features, Taylor. We believe they will transform the landscape of threaded conversations, and your insights would be invaluable in spreading the word to your readers.
Best regards,
[Your Name] [Your Title/Position] Threads App by Meta [Your Contact Information]
As far as pitches go, nothing is particularly outstanding about the above, nor is there anything glaringly problematic. It took ChatGPT seconds to draft the above, which can be refined and re-written, addressing other journalists with tweaks on tone, content, or language. This is only one single example/use case. So let’s look at this from a PR professional services perspective—on the one hand, this presents an opportunity—your teams can do more faster and more efficiently. However, let’s also assume that clients expect you’ll be using AI tools (and maybe you need to be transparent about it); PR firms often make their margins off more billable bodies and not less. Also, what used to require agency bodies, now might be possible even with a small in-house team if AI tools are on the table.
It’s not just media pitches either—a massive amount of work in writing, messaging, editing, etc., that goes into the complex world of corporate communications. Communications with employees, investors, customers, media, etc. One thing that all corporate communications have in common is that it is, by design, meant to mitigate risk. So it’s rare to find corporate communications so informal that they might be perceived as unprofessional or so off the cuff that they might open the company up to risk.
In other words, many corporate communications are milquetoast, and that’s a feature, not a bug.
And AI can do milquetoast—even the critiques acknowledge that. So for those working in PR, the question becomes issues of efficiency, transparency, and ethics. A few questions that will need to be addressed:
- If AI is used in the creation of communications, should there be a disclaimer?
- If AI lets communications teams do more with less, should that impact headcount?
- If AI gets facts wrong, where do we place accountability?
- How do communications and PR professionals account for the implicit bias which can sometimes be found in AI output?
In conversations where AI is at the center of change management, we’re often hesitant to use the word “automation,”—but that’s exactly what AI is good at—it automates parts of a process or, in some cases, the process itself, depending on what that process is. The automation of communication won’t happen overnight or be a top-down process—rather it will come in bits and pieces, behind the scenes, until it feels like it’s always been there. But by that point, communications departments, teams, and agencies are unlikely to look exactly how they do now.