ChatGPT and Shel Holtz

I listened to this podcast interview intently yesterday, and was blown away. ChatGPT—and AI in general—is way more advanced than I have given it credit for.

There seems a HUGE amount of dog work that AI can take off the overworked and underappreciated communicator, allowing said communicator to focus on higher, more strategic and longer-term work, including being able to reposition themselves as a resource of advice for senior management, not just that ‘person who does that communication stuff, whatever that is’.

I’ve been using ‘Jasper’ for nearly a year and until yesterday didn’t realise how criminally underused they were at my hands. Already, I have upped my game to create better headlines and subheads, write more interesting chapter titles, and so on.

The interview between Shel and Ms ChatGPT is riveting, and I strongly advise you to listen to the hour long interview and marvel at how much more you could ask your AI engine of choice to do.

Brilliant episode and interview. Kudos, Shel.

Volumes have been written in the last year about applying ChatGPT and other generative AI tools to public relations and organizational communication. In this midweek episode of the “For Immediate Release” podcast, we let ChatGPT speak for itself about how it can enhance communicators’ work — and whether communicators are at risk of being replaced by AI. I’m solo in this episode, so I interviewed ChatGPT to ask about its processes for press releases and other PR writing and editing, its non-media and non-writing capabilities, ethical considerations, crisis communication functionality, and much more. Hear ChatGPT, in her own words, articulate the best approaches professional communicators can take to optimize their work with an AI collaborator.

https://www.firpodcastnetwork.com/fir-375-chatgpt-speaks-for-itself-about-its-pr-capabilities/

Shel Holtz:  If you’ve been listening to FIR at all, you know what Neville and I think about ChatGPT  and generative AI in general. What does ChatGPT  think? You’ll find out in this midweek episode, but not a short one, of ‘For Immediate Release’, another fine podcast from the FIR Podcast Network.

Heidi Miller: This is ‘For Immediate Release’, the podcast for communicators.

* * *

Shel: Hi everybody, and welcome to episode number 375 of For Immediate Release. This is Shel Holtz. And no, there’s no Neville this episode. This is the week between Christmas and New Year’s, and Neville and Laura are away, and I thought I would take advantage of this downtime to do something I’ve been wanting to do for a while, and that is conduct an interview with Chat GPT.

Of course, now you’re able to engage in a vocal conversation with Chat GPT, so that’s what I’ve done. Neville and I have been talking about AI generative AI in particular for about a year now, and we’ve been raising a lot of issues, and I’ve been curious what ChatGPT thinks of all of these matters, so I’ve taken these questions directly to the source.

Now, I do want to share a couple of notes before I jump into the interview. First, is that this is not an original idea, the idea of having an interview with ChatGPT , I wish it were, I wish I had come up with this on my own. But somebody, I want to say it was Donna Papacosta, alerted me to a faith-based podcast called Nomad, I believe out of the UK, in which one of the hosts interviewed ChatGPT .

Interestingly, this was before it had the voice conversation capability. He used some other mechanism to convert ChatGPT ‘s answers into a voice. I didn’t do that. I actually used the voice functionality that’s built into the mobile app. But I did run into one significant challenge. I took the better part of an afternoon trying to resolve it and couldn’t.

And that is feeding the audio from the app into an audio device. I tried several different things. I tried Taking the data directly through a cable from the data port on the phone into an audio device and that didn’t work. It continued to come out of the speakerphone. Everything else that was internal audio on the phone played through the audio device.

I’m talking about YouTube audio podcasts, music, you name it, it behaved the way it was supposed to, but ChatGPT  would only play through the speakerphone. I also tried using a native audio recorder on my phone. Same thing. Everything else recorded the way it was supposed to, even phone calls, but ChatGPT  just wanted to play through the speakerphone.

So, what I ended up doing was putting my phone in a bracket on a tripod and setting it right next to the microphone, the very microphone I’m talking to right now. So, the audio that you’re going to hear from ChatGPT  is not quite as good as I was hoping it would be. It’s certainly listenable. But it’s clear that you’re listening to the speaker phone being recorded through the microphone.

Second thing I wanted to point out is that I gave ChatGPT  a considerable list of instructions before we started the interview. I told ChatGPT  who I am. I explained the nature of For Immediate Release, the fact that we have been talking about generative AI since ChatGPT 3. 5 was released in November of 2022, and that we are focused on public relations and organizational communications and that I wanted to ask a lot of questions around that and that I was hoping to have a conversation that would sound good and right in a podcast. So, what you’re about to hear is the result of that. And afterwards I’ll be back with a couple of quick observations.

And by the way I am cross posting this episode of FIR to ‘FIR Interviews’. No reason that you should have to listen to both. It’s exactly the same file. So here is my interview with ChatGPT .

* * *

Shel: Let’s start with some of the fundamentals. You were trained on a lot of various types of documents. When you’re prompted to help with a PR or communications task, what type of material from your training set would come into play?

ChatGPT : When I’m asked to assist with a PR or communications task, I utilize a variety of materials from my training set. This includes public relations strategies, communication theories, press releases, media relations content, crisis communication plans, and digital marketing trends. I also draw from real world case studies and articles about successful PR campaigns and industry best practices.

This wide range of sources helps me provide informed and nuanced advice for crafting messages, engaging audiences, and navigating the ever-evolving digital landscape in public relations.

Shel: What are some of the more common uses to which you’re being put in support of public relations and communications?

ChatGPT : In public relations and communications, I’m commonly used for several tasks. These include crafting and editing press releases, generating ideas for content, aiding in crisis communication planning, monitoring brand reputation, and suggesting communication strategies.

Shel: A lot of the criticism about using you to write, say, press releases is that that process loses the human element.

But most press releases written by humans don’t seem to include much of the humanity that people lament is missing from an AI generated release. Do you think a press release that you generate is good enough?

ChatGPT : You make a valid point about the human element in press releases. While it’s true that many press releases tend to be formulaic, and might not always reflect deep personal touch, AI generated content, including press releases, can indeed be quite effective.

I strive to produce clear, concise, and relevant content that aligns with the established norms and formats of press releases. However, the best approach might be a blend of both AI and human effort. AI can draft a press release, ensuring it contains all the necessary information and adheres to the standard structure.

Then, a human can add nuances, personal insights, or company culture elements that reflect the brand’s voice and human touch. This collaboration can result in a press release that is not only informative and professional, but also resonates more with the intended audience.

Shel: I talk to a lot of communicators who are using AI tools on an ad hoc basis, but not many who have really adapted their workflows to include AI and account for it. How do you think communicators should go about thinking about how AI should affect their workflows?

ChatGPT : Communicators should approach integrating AI into their workflows thoughtfully, focusing on augmentation rather than replacement. Here are a few steps to consider. One, identify repetitive tasks, determine which tasks are time consuming and routine, such as media monitoring, data analysis, or drafting basic content, AI can handle these efficiently freeing up time for strategic thinking and creativity too.

Enhance creativity and strategy. Use AI for brainstorming and generating ideas, but let the final creative and strategic decisions stay human-led, ensuring that the unique human touch and understanding of context are preserved. Set clear objectives. Understand what you want to achieve with AI, whether it’s increasing engagement, reaching a wider audience, or improving response times.

This will guide you in selecting the right tools and methods. Educate and train the team. Ensure that your team understands how to use AI tools effectively and ethically. Continuous learning should be encouraged as AI and its capabilities evolve. Five, monitor and adapt. Regularly review the impact of AI on your workflows.

Be open to adjusting your strategy as new tools emerge and as you better understand the strengths and limitations of AI. By gradually integrating AI, focusing on its strengths, and always keeping the unique value of human judgment and creativity at the core, communicators can effectively enhance their workflows and outcomes.

Shel: I want to go back to the press release for a minute. When a public relations practitioner is working with you to create a press release, what kind of information should they include in the prompt in order to help you produce the best possible output?

ChatGPT : When a public relations practitioner is working with me to create a press release, they should include:

1.            Objective. Specify the goal of the press release, such as an announcement or event details.

2.            Key messages. Outline the main points that need to be communicated.

3.            Target audience. Identify who the press release is intended for.

4.            Facts and figures. Provide relevant data, statistics, or specific facts to include.

5.            Quotes. Offer quotes from involved parties or stakeholders for authenticity.

6.            Boilerplate information. Include standard company information and contact details.

7.            Tone and style. Describe the desired tone and any style preferences. With this information, I can generate a more accurate, targeted, and effective press release.

Shel: Let’s say I want to pitch an article to reporters, and this article has a very specific focus. Right now, there are databases I can use to find reporters who cover the types of stories I’d like to have written about the news that my company wants to publish. Put out there. I use Muck Rack myself. Are you able to identify journalists based on the kind of stories that they write about?

ChatGPT : I don’t have the capability to directly search databases or the internet, including tools like Muck Rack to identify journalists and their specific interests or beats. However, I can assist in several ways.

1.            Understanding beats and outlets. I can provide general advice on what types of journalists or media outlets might be interested in certain kinds of stories based on common industry knowledge.

2.            Crafting the pitch. I can help you create a compelling pitch or press release tailored to the interests and style of journalists you’re targeting based on the information you provide about your story’s focus and the type of coverage you’re seeking.

For identifying specific journalists and their beats, I’d recommend continuing to use specialized PR databases like Muck Rack, or directly researching recent articles and publications in your industry to find the right contacts. These tools and methods will provide the most up to date and specific information for your needs.

Shel: A lot of people conflate public relations and media relations, but of course there’s a lot more that PR professionals do than just media. As the name ‘public relations’ suggests, we manage an organization’s relationships with the company’s publics or stakeholders. How can you help professionals in the public relations industry do that?

ChatGPT: Absolutely. Public relations is much broader than just media relations. Here are ways I can assist PR professionals in managing relationships with various stakeholders.

1.            Stakeholder analysis. I can help identify and categorize stakeholders based on their interest, influence, and needs. This helps in tailoring communication strategies.

2.            Message crafting. I can assist in creating tailored messages for different stakeholder groups, ensuring that the communication is relevant and engaging for each segment.

3.            Crisis management. I can provide templates, strategies, or simulations for crisis communication, helping organizations prepare and respond effectively.

4.            Feedback analysis. By analysing customer feedback, social media mentions, or survey data, I can provide insights into public sentiment and perceptions.

5.            Strategy development. I can assist in developing communication strategies and plans that align with organizational goals and stakeholder expectations.

6.            Content creation. From newsletters to annual reports, I can help create various forms of content that inform and engage different publics.

7.            Training and education. I can provide resources or simulations for training staff and communication skills, understanding of PR tools. or the latest industry trends.

By leveraging these capabilities, PR professionals can enhance their management of relationships and reputation, ensuring a more strategic and informed approach to their work.

Shel: When I’m developing a strategic communication plan, which usually involves using a template, one of the things that I never think about is that it might fail. I’m doing the research to make sure that I’m developing a plan that will work, but I never stop and think after this has been implemented and it failed and you consider the reasons why. Can you help anticipate why a completed strategic plan might fail?

ChatGPT: Absolutely. Anticipating and planning for potential failure is a crucial part of strategic planning. Here are some common reasons a strategic communication plan might fail, which I can help you consider and mitigate.

1.            Inadequate research or data. A plan based on insufficient or incorrect data can lead to misinformed strategies.

2.            Misunderstanding the audience. Not fully understanding the audience’s needs, preferences, or behaviours can lead to messages that don’t resonate or are misinterpreted.

3.            Lack of clear objectives. Without specific, measurable goals, it’s hard to focus efforts or measure success.

4.            Underestimating resources. Overlooking the time, budget, or personnel needed can lead to underperformance.

5.            Poor execution. Even with a solid plan, poor execution due to inadequate skills, coordination, or motivation can undermine success.

6.            Failure to adapt. Not monitoring results or being rigid in the face of changing circumstances can lead to continued efforts and ineffective strategies.

7.            External Factors. Unforeseen external events or changes in the market, public sentiment, or technology can impact the plan’s relevance or effectiveness.

By considering these potential pitfalls and integrating contingency plans and adaptability into your strategy, you can enhance the resilience and success of your communication efforts.

Shel: I assume that you would be best able to help anticipate the failure of a plan if the entire plan was shared with you, right?

ChatGPT: Absolutely. Having the entire strategic communication plan allows for a more thorough analysis and better understanding of potential weaknesses or areas for improvement. I can provide more specific, tailored advice on where the plan might face challenges and suggest strategies for mitigation. The more detailed and complete the information shared, the more effectively I can assist in anticipating and planning for potential failures.

Shel: Yeah, on the client side, in-house communicators provide counsel to the CEO and other senior executive leaders. How do you play a role in supporting that effort?

ChatGPT: Supporting in house communicators in their role of advising senior executives involves several key areas.

1.            Strategic insights. I can provide data-driven insights and analysis on market trends, public sentiment, or communication best practices that can inform executive decision making.

2.            Speech writing and presentation. I can assist in drafting speeches, presentations, or briefing documents for executives, ensuring they are clear, persuasive, and aligned with the company’s messaging.

3.            Issue monitoring. I can help identify and summarize key issues, news, or industry developments that executives need to be aware of, enabling them to stay informed and responsive for crisis preparation.

4.            Crisis communication. I can aid in developing crisis communication strategies, preparing Q & A documents or drafting statements to help executives respond swiftly and appropriately in challenging situations.

5.            Communication training. I can provide materials or simulations for executives to refine their public speaking, media interaction, or internal communication skills.

By providing these supports, I can enhance the effectiveness and efficiency of in house communicators in their crucial role of advising and assisting senior leadership.

Shel: Companies that have a Chief Communication Officer (CCO) obviously only have one, but one of the oldest tropes in public relations is that you need to get that seat at the leadership table. How can you help PR professionals achieve that goal?

ChatGPT: To help PR professionals gain a seat at the leadership table, I can assist in several key areas.

1.            Strategic communication plans. I can help develop comprehensive communication strategies that demonstrate the value of PR in achieving business objectives.

2.            Making the case for inclusion in decision making to data driven insights by providing analysis of market trends public sentiment and campaign results I can help PR professionals present a data driven case for the strategic importance of their work.

3.            Crisis management expertise. Demonstrating preparedness for potential crises with well-crafted crisis management plans can showcase the essential role of PR in protecting and enhancing the company’s reputation.

4.            For leadership communication, assisting in crafting speeches, statements, and other communications for executives can display the direct value of PR skills in supporting and enhancing leadership effectiveness.

By enhancing these areas, PR professionals can strengthen their position. And demonstrate the indispensable value they bring to the leadership table.

Shel: There are other people who think that it’s just ridiculous to even want to get a seat at the table. What we should really be doing is working to get those executives to pick up the phone or drop by our office and talk to us before they go have the meeting at the table because they have an issue or a challenge that they need to address right now. How can you help communicators become the person that those leaders want to talk to and get advice from?

ChatGPT: To help communicators become trusted advisors that leaders turn to, here are some ways I can assist.

1.            Expert knowledge. I can help keep communicators updated on the latest trends, research, and case studies in PR and related fields, so they can offer timely and informed advice.

2.            Crisis management. By helping develop and refine crisis communication strategies and plans, communicators can demonstrate their ability to handle urgent and sensitive situations, building trust with leaders.

3.            Proactive solutions. I can assist in identifying potential issues or opportunities early on and suggesting proactive communication strategies. 

4.            Showing foresight and initiative for customized training, providing resources for training and improving communication skills tailored to the specific needs and challenges of the organization can enhance a communicator’s credibility and reliability.

5.            Five effective messaging. Helping craft clear, persuasive and impactful messages for various stakeholders can showcase the communicator’s value in facilitating successful leadership communication.

By enhancing these areas, communicators can position themselves as indispensable, go to sources for strategic advice and support, encouraging leaders to seek their counsel proactively.

Shel: We’re definitely going to come back to crisis communication later. I have questions about that. But first, one of the ways that I take advantage of you, I use you as a devil’s advocate. If I’m going to make a case for something, I’ll tell you what the case is and then ask you how someone might argue against it. Usually if I’ve already thought of most of the responses that you give me, but usually there are one or two that I hadn’t considered. Can you talk about how you can play devil’s advocate in that public relations context?

ChatGPT: Absolutely. Playing devil’s advocate is a valuable role I can fulfill in the public relations context. Here’s how I can assist.

1.            Counter argument generation. When you present a case or strategy, I can generate potential counter arguments or criticisms that others might raise. This helps in foreseeing challenges and addressing them proactively.

2.            Scenario planning. I can help envision various scenarios, both positive and negative, based on the given strategy or message, allowing PR professionals to prepare for different outcomes.

3.            Risk assessment. By analysing and presenting possible risks or negative perceptions associated with a plan or message, I can aid in refining strategies to mitigate those risks.

4.            Questioning assumptions. I can help question and test the assumptions underlying a PR strategy or message, ensuring that it’s robust and well considered from all angles.

5.            Stress testing messages by critiquing and dissecting proposed messages. I can assist in strengthening them, ensuring they are clear, persuasive and resilient against criticism by fulfilling these roles. I can help PR professionals anticipate and prepare for objections, strengthen their strategies and refine their messages, leading to more effective and resilient communication efforts.

Shel: Like a lot of people, I use you for editing. Sometimes I ask you to shorten an article, because for me, editing an article to reduce its length is one of the most difficult and time-consuming tasks I run into. But I also use you to generate subheads, to suggest headlines, to create lists that appear at the top of the article that highlight the most important messages for people who aren’t going to read the entire article. I’d like you to talk a little bit about the process that you use to perform these tasks.

ChatGPT: When performing tasks like editing for brevity, generating subheads, suggesting headlines, or creating summary lists, I follow a process focused on understanding the content and the desired outcome. Here’s the general outline of how I approach these tasks:

One, understanding the content. I first digest the entire article or text to understand its main points, style, tone, and the intent of the author.

Two, identifying key points. I pinpoint the most critical information, arguments, or messages that are essential to the article’s overall intent and audience interest.

Three, editing for brevity. When shortening an article, I retain the key points while removing redundancy, simplifying language, or rephrasing for conciseness, ensuring the essence and flow remain intact.

Four, generating subheads based on the main ideas of each section. I create concise and engaging subheads that guide the reader and break the text into digestible parts.

Five, suggesting headlines. For headlines, I consider the main hook or unique angle of the article and craft a succinct attention-grabbing phrase that encapsulates the core message. When making summary lists for those who skim, I distil the article into bullet points or numbered lists, highlighting the key takeaways or steps.

Throughout these tasks, my goal is to enhance the readability and impact of the text while preserving the author’s voice and intent, making the content more accessible and engaging for the intended audience.

Shel: Let’s talk about disclosure. Should PR people disclose when they’re sharing something that you produced, or say, an image that was created by Dolly 3, or another AI image generator? And under what circumstances should they, and when do you think it’s okay not to?

ChatGPT: Here are some guidelines PR people might consider regarding disclosure of AI generated content.

·       Always disclose in sensitive contexts. If the content could influence public opinion, decisions, or policy, or if it pertains to health, legal, or safety information, it’s crucial to disclose the AI’s involvement.

·       Transparency is key in maintaining trust and credibility. Disclose when authenticity is a concern. If there’s a chance that the audience might mistake AI generated content for human created content, especially in cases where authenticity or authorship is a focus, disclosure is important.

·       Consider industry and audience expectations. Different industries and audiences might have varying expectations about AI generated content. It’s wise to understand these and disclose accordingly to maintain integrity and trust.

·       When not to disclose. For more mundane or internally used content like data analysis, routine reports, or brainstorming ideas where the AI is clearly a tool rather than a creator, disclosure might not be necessary.

The focus should be on the utility and efficiency gained rather than the source. In all cases, the guiding principle should be the value of transparency and the ethical standards of the PR industry. When in doubt, leaning towards disclosure is usually the safer and more respected choice. It’s also worth noting that as AI becomes more integrated into various workflows, the norms and expectations around disclosure might evolve, and staying informed on these trends is important.

Shel: Another issue that comes up a lot is copyright. Your training set includes a lot of copyrighted material. Should PR people fear that some content you produce will include copyrighted material that will get them into some trouble?

ChatGPT: Copyright is indeed an important consideration. While I aim to generate original content and don’t have the ability to access or copy specific copyrighted materials from my training, here are some points PR people should keep in mind.

Originality. Generally, the content I produce is original and based on the patterns and information learned during training, not direct excerpts from copyrighted texts.

Caution with specific phrases or ideas. Sometimes, common phrases or widely known concepts might be reproduced. It’s always a good idea to review and ensure that the content doesn’t inadvertently include copyrighted material, especially if it seems familiar or overly specific.

Use of AI as a tool, not a crutch. Treat AI generated content as a starting point. PR professionals should add their expertise, modify and ensure the final output aligns with legal and ethical standards.

Stay informed and consult legal advice. Copyright laws and norms are continually evolving, especially with the advent of AI.

It’s wise to stay informed about the latest developments and seek legal counsel when in doubt, particularly for high stakes or public facing content. By combining the efficiency and creativity of AI with the critical oversight and ethical standards of human professionals. PR people can effectively mitigate the risk of copyright infringement while benefiting from AI’s capabilities.

Shel: I recently read an article by someone who said that they gave you the same writing test that his agency gives junior PR people who are looking to go to work for them and that what you produced was better than half the efforts he sees from those job seekers. Are you going to replace junior PR people?

ChatGPT: While I can produce content that might compare favourably with some junior PR practitioners, the goal isn’t to replace people, but to augment and support their work. Here are a few reasons why.

1.            Creativity and empathy. Humans bring unique creativity, empathy, and understanding of nuance that are crucial in PR. I can suggest ideas, but human judgment is key in crafting and executing effective strategies.

2.            Understanding context. Humans are much better at understanding complex, shifting cultural and social contexts. Something essential in the fast-paced world of PR.

3.            Relationship building. PR is fundamentally about relationships. While I can assist in managing and analyzing data, human professionals excel at interpersonal communication and building trust.

4.            Ethical considerations. Navigating the ethical dimensions of communication requires a human touch, especially in sensitive or critical situations. Rather than seeing AI as a replacement, it’s more productive to view it as a tool that can handle routine tasks, provide data driven insights, and support creative processes, thereby allowing junior PR professionals to focus on higher level strategy, relationship building, and other areas where they add the most value. 

5.            Provide data driven insights, and support creative processes, thereby allowing junior PR professionals to focus on higher level strategy, relationship building, and other areas where they add the most value.

As AI continues to evolve, the most effective approach will likely be a collaborative one, leveraging the best of both human and artificial intelligence.

Shel: Public relations as an industry doesn’t have the best reputation in the world. There’s no licensing required to practice PR. Anyone can call themselves a PR professional. Even some with training and experience engage in unethical behaviours. How worried should we be that these bad actors will misuse you in pursuit of spin, misinformation, disinformation, or some other nefarious practice?

Shel: Concerns about misuse of AI in public relations are valid, especially given the potential for amplifying spin, misinformation, or disinformation. Here are a few points to consider regarding the misuse of AI.

1.            Potential for abuse. Just like any powerful tool, AI can be used unethically by those intent on spreading misinformation or engaging in manipulative practices. This is a significant concern and one that the industry regulators and AI developers are increasingly aware of.

2.            Mitigation efforts. Efforts are underway to develop more robust ethical guidelines, technological safeguards and transparency measures to mitigate the risks of misuse. These include watermarking AI generated content, improving detection of synthetic media and setting ethical standards for use.

3.            Education and awareness. Increasing awareness about the capabilities and limitations of AI can help stakeholders identify and counteract potential misuse. Training and education for PR professionals on ethical AI use are crucial.

4.            Responsibility of users. Ultimately, the ethical use of AI and PR lies with the individuals and organizations using it.

5.            Promoting a culture of ethics, responsibility, and accountability within the industry is essential. While there’s no foolproof way to prevent all misuse, a combination of technological safeguards, ethical guidelines, industry standards, and public awareness can help mitigate the risks.

It’s important for everyone in the PR industry to advocate for and practice ethical use of AI and all communication tools.

Shel: You just mentioned synthetic media, which is a whole new way to create devastating misinformation and disinformation. I’m thinking that it would be possible to create a video of a CEO saying something that could affect the share price, even though the CEO never actually said that, and the information is totally inaccurate. That’s just one type of crisis that I think communicators are going to be facing in the future. How do you see PR professionals working with you during a crisis?

ChatGPT: In the face of crises, especially those involving synthetic media or other forms of misinformation, PR professionals can work with AI like me in several strategic ways.

One, rapid response. I can assist in quickly generating clear, accurate, and authoritative messages or statements to counteract misinformation, providing a rapid response to emerging issues.

Two, monitoring and analysis. I can help monitor the web and social media for mentions, sentiment, and the spread of potential misinformation, allowing PR professionals to track the situation and strategize accordingly.

Three, scenario planning. I can assist in creating and walking through various crisis scenarios, helping teams prepare for different types of synthetic media attacks, or misinformation campaigns.

Four, fact checking and verification. I can support efforts to fact check claims and verify the authenticity of content, although human judgment is crucial in analyzing and understanding the context.

Five, stakeholder communication. I can help draft and personalize communication to various stakeholders, ensuring they are kept informed, reassured, and provided with accurate information during a crisis.

Six, training and drills. Using AI, PR teams can run crisis simulation drills, preparing for the speed and complexity of responding to synthetic media incidents.

By leveraging AI in these ways, PR professionals can enhance their preparedness and responsiveness, navigating crises more effectively, and maintaining the trust and confidence of their stakeholders.

It’s also important for PR professionals to stay updated on the latest tools and techniques for detecting and combating synthetic media, ensuring they are equipped to handle these evolving threats.

Shel: One particular challenge that companies face these days is pressure to weigh in on societal issues. The Edelman Trust Barometer, for example, finds that people trust companies and their CEOs more than anybody else to address these kinds of issues. Yet the repercussions of taking a position on a polarizing issue can have an impact on everything from sales to employees who disagree with the company’s position. Can you help companies assess a societal issue and think through the position they should take?

ChatGPT: Yes, I can assist companies in assessing societal issues and thinking through their positions by providing a structured approach.

One, understanding the issue. I can help gather and summarize information about the societal issue, including its origins, stakeholders, and current public sentiment, providing a solid foundation for decision making.

Two, analyzing stakeholder perspectives. I can assist in identifying and analyzing the perspectives and expectations of various stakeholders, including customers, employees, investors, and community members.

Three. Evaluating risks and benefits. I can help assess the potential risks and benefits of taking a stand on the issue, considering factors like brand values, market position, and long-term reputation.

Four, scenario planning. I can assist in scenario planning, envisioning various outcomes based on different positions the company might take, and helping to strategize accordingly.

Five, crafting messaging. I can support the crafting of nuanced messages that align with the company’s values. Address the issue thoughtfully and communicate the stance clearly and empathetically.

Six, monitoring and adaptation. Post decision, I can help monitor public reaction and sentiment. providing insights that can inform any necessary adaptations to the company’s stance or messaging.

By taking a structured, informed approach to assessing societal issues, companies can make more thoughtful decisions that align with their values and resonate with their stakeholders while navigating the complex implications of their choices.

Shel: We’ve talked about several ethical challenges that revolve around AI and public relations. Are there any others that concern you?

ChatGPT: Yes, there are several ethical challenges concerning AI in public relations that are worth highlighting.

One, bias and fairness. AI systems can inadvertently perpetuate biases present in their training data. Ensuring that AI generated content and strategies are fair and unbiased is crucial to ethical PR practice.

Two, transparency and accountability. There needs to be transparency about how AI is used in PR strategies, including the extent of its involvement and the human oversight provided. Accountability for the outcomes of AI use is also vital.

Three, privacy. AI often works with large sets of data, including potentially sensitive information. Upholding privacy standards and ensuring data is used ethically and legally is a significant concern.

Four, dependence and de-skilling. Over-reliance on AI can lead to de-skilling of PR professionals and a loss of critical thinking and creativity. Balancing the use of AI with ongoing skill development is important.

Five, information quality and misinformation, ensuring that the information disseminated through AI is accurate and not contributing to the spread of misinformation is a persistent challenge.

These ethical challenges require ongoing attention, guidelines, and sometimes regulatory frameworks to ensure that the use of AI in public relations remains responsible, effective, and aligned with societal values.

Shel: I want to shift gears and talk about internal communication, which is sometimes referred to as employee communication. Obviously, a lot of the external PR use cases for AI apply to internal communication, but I’d like to hear your take on it. How can internal communicators specifically take advantage of you?

ChatGPT: Internal communicators can leverage AI in several specific ways to enhance their efforts.

One, personalized communication. AI can help segment and personalize communications to various groups within the organization, ensuring relevance and increasing engagement.

Two, employee feedback and sentiment analysis. AI can analyze employee feedback, surveys, and communications to gauge sentiment, identify issues or areas of concern, and track changes over time.

Three, content creation and management. From newsletters to internal reports, AI can assist in creating, editing, and managing content, saving time and ensuring consistency.

Four, information dissemination. AI can help ensure timely and efficient distribution of information, including critical updates or policy changes across the organization.

Five, training and development. AI can support the creation of training materials, simulations, or interactive learning modules facilitating ongoing employee development.

Six, crisis communication. In internal crises, AI can assist in quickly generating appropriate messaging, coordinating communication efforts, and monitoring employee reactions and feedback.

By utilizing AI in these areas, internal communicators can enhance the effectiveness Efficiency and personalization of their efforts contributing to a more informed, engaged, and cohesive organizational environment.

Shel: One important role for internal communicators is counselling leaders on their roles as communicators. How leaders talk and what they say that has a huge influence on the culture of the organization. Are there ways you can help communicators make the case for leaders to pay attention to, to follow their council?

ChatGPT: Absolutely. I can assist internal communicators in making the case for leaders to engage effectively in communication.

1.            Data driven insights provide compelling data and analysis on the impact of leadership communication on employee engagement, productivity, and organizational culture to best practices and benchmarks.

2.            Share insights and case studies from other organizations where effective leadership communication has led to positive outcomes, offering benchmarks and best practices.

3.            Leadership communication plans help develop clear strategic communication plans for leaders, outlining the benefits, opportunities and methods for effective engagement or training and coaching resources.

4.            Offer resources or simulations for leadership communication training, highlighting the value of skill development in this area.

5.            Feedback and sentiment analysis. Present synthesized feedback from employees, demonstrating how leader communication directly affects morale and perception.

6.            Crisis communication impact. Explain the critical role of leadership communication in crisis situations. And the potential risks of inadequate engagement by leveraging these strategies and showing the tangible benefits of effective leadership communication.

Internal communicators can persuade leaders of its importance and encourage them to invest time and effort in enhancing their communication skills.

Shel: Internal communicators also focus a lot on managers in the organization, people who have people reporting to them. A lot of employees feel that managers are their preferred source of information for a lot of different types of information. Managers interpret messages from above so their employees understand what those messages mean to them, to their team. They make sure that people above them know what their employees are thinking. And they need to build a culture of psychological safety, respect, and recognition. Are these things that you can help with?

ChatGPT: Yes, I can support internal communicators in enhancing managers communication skills and effectiveness in several ways.

1.            Communication training and resources. I can help develop training materials, guides, or tips for managers on effective communication, including how to interpret and relay messages from leadership and how to listen and respond to their team’s needs.

2.            Feedback mechanisms. Assist in setting up or optimizing systems for gathering and analyzing employee feedback. Ensuring managers have a clear understanding of their team’s thoughts and needs.

3.            Recognition programs. Help design or suggest improvements for recognition programs that managers can use to foster a culture of respect and acknowledgement within their teams.

4.            Crisis communication. Provide guidelines and scenarios for managers to effectively communicate during crises, ensuring they can maintain clarity, trust, and morale.

5.            Psychological safety. Offer strategies and best practices for managers to create an environment of psychological safety, where employees feel respected and free to share their thoughts and concerns.

By providing these tools and insights, I can help internal communicators empower managers to be more effective communicators and leaders, contributing to a healthier, more engaged, and more productive organizational culture.

Shel: I’ve been spending a lot of my time lately thinking about the operationalization of communication internally, when there is a process that sends a message that contradicts the messages that are being delivered overtly by leadership or by the communications department that can have a deleterious effect on the organization. Are you able to help identify ‘say-do’ gaps between the messages processes send and the messages that leaders want to send or the company’s values? How can you help identify those ‘say-do’ gaps?

ChatGPT: Identifying and addressing ‘say-do’ gaps, where there’s a disconnect between what’s communicated and actual practices or behaviors, is crucial in maintaining trust and integrity within an organization. Here’s how I can assist.

One, analyzing communications versus actions. I can help analyze and compare the content of leadership and organizational communications with documented policies, procedures, and reported behaviors to identify inconsistencies.

Two, feedback analysis. I can assist in analyzing employee feedback, surveys, and other data sources to pinpoint areas where employees perceive gaps between what is said and what is done.

Three, benchmarking. Provide insights into industry standards and best practices. Helping to identify areas where the organization might be falling short in aligning actions with communicated values or sentiment analysis. By analyzing the sentiment and employee communications and feedback, I can help identify areas where there might be disillusionment or frustration due to perceived ‘say-do’ gaps

Four, recommendations for alignment. Based on identified gaps, I can suggest strategies or actions to better align messages with behaviors, such as revising communication strategies, implementing new policies, or enhancing training.

By systematically comparing communications, values, and actual behaviors, and analyzing the perception and sentiment within the organization, I can help internal communicators identify and address say do gaps effectively.

Shel: One of the tropes that we’ve been hearing for years talks about the blurring of the line between internal and external communications. It’s true, employees have access to external resources they didn’t used to, and internal matters are openly discussed on forums like Glassdoor. But employees aren’t just another stakeholder audience, they’re unique, they’re informed insiders. How can you help communicators achieve the balance required to accommodate the communication needs of both internal and external communicators who are addressing the same issue with their respective audiences?

ChatGPT: Here’s how I can assist communicators in achieving this balance.

One, consistent messaging. I can help ensure that core messages and values are consistent across both internal and external communications while being tailored to the specific needs and perspectives of each audience.

Two, strategic segmentation. Assist in identifying and understanding the different segments within internal and external audiences and developing tailored strategies for engaging with each effectively.

Three, feedback loops. I can help establish or enhance feedback mechanisms. allowing for the continuous gathering and analysis of insights from both employees and external stakeholders.

Four, crisis communication, provide guidance on managing information flow and messaging in crisis situations, ensuring coherence and integrity across all channels and stakeholders.

Five, training and empowerment. Support the development of training for employees, particularly those with public facing roles, to ensure they are equipped to represent the organization positively and consistently.

Six, monitoring and adaptation. Assist in monitoring the impact of communications in both internal and external spheres, and adapting strategies as needed to address evolving challenges and opportunities.

By focusing on these areas, communicators can more effectively manage the overlap and unique aspects of internal and external communications, fostering a coherent, trusted, and engaging narrative with all stakeholders.

Shel: For both internal and external communications, measurement remains a thorny issue. Can you play a role in helping measure the effectiveness of communication efforts?

ChatGPT: Yes, I can play a significant role in helping measure the effectiveness of communication efforts through various means.

One, data analysis. I can analyze communication related data, such as engagement rates, sentiment analysis, and feedback on various platforms to gauge the impact and reception of messages.

Two, survey analysis. Assist in designing, distributing, and analyzing surveys to gather direct feedback from stakeholders on the effectiveness of communication initiatives.

Three, benchmarking. I can help compare your communication efforts against industry standards or previous internal benchmarks to assess performance.

Four, ROI calculation. Assist in determining the return on investment for various communication strategies by linking them to business outcomes like sales, reputation scores, or employee retention rates.

Five, content analysis. Analyze the content of communications for clarity, consistency, and alignment with objectives, offering insights into areas of improvement.

Six, trend identification. Identify trends over time and the effectiveness of communication strategies, helping to inform future efforts.

By leveraging these approaches, I can help provide a clearer picture of the effectiveness of both internal and external communication efforts, enabling more informed decision making and strategy refinement.

Shel: What are the best AI tools that are specialized to the needs of PR practitioners?

ChatGPT: Several AI tools are gaining popularity among PR practitioners due to their specialized features. Some of the best include:

Cision, widely used for media monitoring and analytics. It helps in tracking mentions and understanding media coverage.

Meltwater, a media monitoring and social listening tool that provides sights into brand perception and media impact.

Hootsuite Insights offers detailed analytics and sentiment analysis for social media, helping PR professionals gauge public reaction and engagement for brand 24/7, a real time internet monitoring tool that provides instant access to mentions about your brand across the web.

Grammarly enhances writing quality by checking for grammatical errors, tone and clarity, which is crucial in PR communications.

[unable to be transcribed]

BuzzSumo, useful for content research and tracking. It helps identify trending topics and influential content creators.

These tools, among others, can significantly enhance the efficiency and effectiveness of PR efforts, from understanding and tracking media coverage to engaging audiences and analyzing the impact of communication strategies. Each has its unique strengths. So, the best choice depends on the specific needs and goals of the PR practitioner.

Shel: I always end interviews by asking if there were any questions I didn’t ask that I should have? What’s the most important question I didn’t ask that I should have?

ChatGPT: Perhaps one important question that could further enrich our discussion is “How can PR professionals prepare for the future of AI in their field?”

This question invites a conversation about the skills, strategies, and mindsets that will be necessary as AI continues to evolve and become more integrated into all aspects of public relations and communications. Addressing this can provide valuable insights for professionals looking to stay ahead in a rapidly changing landscape.

Shel: Okay, so what are the key skills that PR practitioners should be looking to gain in order to thrive in the AI world?

ChatGPT: To thrive in an AI-enhanced PR world, practitioners should focus on developing the following skills:

1.            Technological proficiency. Understand and use various AI and digital tools effectively. Keeping up with the latest technology trends is crucial.

2.            Critical thinking and analysis. Ability to analyze and interpret data provided by AI. Making informed decisions based on insights.

3.            Creativity and innovation. Even as AI takes on routine tasks, creativity remains a uniquely human trait. PR professionals should focus on strategic, creative thinking for campaigns and messaging.

4.            Emotional intelligence. PR. Skills in empathy, understanding, and navigating human emotions are essential.

5.            Ethical judgement. As AI presents new ethical challenges, PR professionals need a strong ethical grounding to navigate these responsibly.

6.            Adaptability and continuous learning. The field is rapidly changing. Being adaptable and committed to ongoing learning is key to staying relevant.

Enhancing these skills can help PR professionals not only adapt to, but also excel in an AI integrated future.

Shel: What about prompt engineering? Is that something that PR practitioners should become skilled at?  

ChatGPT: Yes. Prompt engineering is becoming an increasingly valuable skill, especially as conversational AI and other generative models become more prevalent.

For PR practitioners, being adept at prompt engineering means, one, effective communication, crafting prompts that lead to clear, accurate, and relevant outputs, improving the quality of AI generated content.

Two, creative strategy, using prompts to explore creative strategies or generate diverse ideas, enhancing brainstorming and problem solving.

Three. Efficiency. Knowing how to effectively interact with AI tools can save time and resources, allowing for more focus on strategic tasks.

Four. Customization. Tailoring prompts to generate content that aligns with specific goals, tones, or styles required for different PR activities.

As AI continues to be integrated into various tools and platforms, the ability to effectively speak to these systems will be a critical skill for PR professionals. It enhances the utility and impact of AI in their work.

Shel: This has been great. I am sure that listeners to this podcast will have questions arising from your answers I hope that I can come back and follow up with you with another interview to pose those questions to you.

ChatGPT: That sounds great. I’d be happy to help answer any further questions or provide more insights whenever you need.

Shel: Looking forward to our next conversation.

I hope you found that illuminating and interesting. A couple of things occurred to me as I was in the process of recording it. And one was that I could have been even more specific in my introductory prompt, before we actually began the interview, I would have, if I had known that it was going to take the shape that it did, instructed chat GPT to avoid lists.

Certainly when I am entering a prompt in text, I get a lot of lists that are numbered and labeled, and I’m used to that. Doesn’t sound quite right in an interview. And I would have said, let’s make this really conversational; answer the questions without numbered lists. The other thing is that I had to do a fair amount of editing and the editing had nothing to do with anything Chat GPT said. It’s the gaps between my question and an answer and my next question. Well, it’s thinking in the audio mode; it makes a little tapping noise, so I had to get rid of that.

And then at the end of every answer, there’s a click that sort of designates that it’s done. And I had to get rid of that. There was also some of those artifacts that you used to get when we recorded the podcast over Skype. And I tried to clean those up as much as I could. But in terms of the answers that ChatGPT  provided, you heard exactly what ChatGPT  had to say.

I do suspect that some questions arose from the answers and I would really love to hear what those are and assemble them and go back to ChatGPT  for a follow up interview. So please share what questions you had. I’ve already made a list of mine. But you can do that by joining our Discord server. If you send me a note, I will send you an invite to the discord server. Joe Thornley, by the way, just joined discord the FIR server. So, the principal of Thornley Phallus is now there. It’s just great. We have very few people, I think four or five who have joined so far, but it would be a great place to have a conversation about this interview.

But you can also drop an email to fircomments at gmail.com. Leave your comments on the show notes post. You can also leave your comments on the posts that I’m going to make on LinkedIn and Facebook and Threads and Blue Sky and Mastodon because I check all of those for your comments. But I’ll assemble all of your questions and get around to a follow up interview when I have enough questions to support it.

And that will be a 30 for this episode of For Immediate Release.

* * *

Shel Holtz ABC, hailing from the picturesque Concord, California, has etched a remarkable footprint on the digital scape of social media.

His journey, as multifaceted as the man himself, traverses the evolution of social platforms, from the nascent days of Myspace to the dizzy heights of Twitter (now rebranded as ‘X’). Holtz’s voice, both literal and digital, has resonated across the bandwidth of social media, defying boundaries and time zones alike. When he was an independent consultant, he frequently travelled the globe offering insights and how-to advice to audiences that soaked up his words.

As the co-host of the profoundly insightful ‘For Immediate Release’ podcast, he has truly epitomised the power of digital conversation. In his world, tweets are more than just 280 characters; they are a symphony of thoughts, dialogue, and intellect.

Holtz’s social media biography is a compelling narrative of an individual transcending the conventional to create a voice that is undeniably, irrepressibly ‘Shel Holtz’.

He is recognised by his peers as the Master of the organisational communication world. He has far too many awards and accomplishments to list here, but I recommend you check out holtz.com/about

If Shel (and his co-host of the essential and industry-leading podcast, ‘For Immediate Release’, Neville Hobson) don’t know something about the use of social media in organisational communication, then it must be such an obscure piece of information as to render it inconsequential.