AI is no longer a techy secret, sitting in the background, cloaked in mystery. It’s here and it’s made ripples, particularly in the PR and Marketing industry.
Our PR and Outreach Director, Kirsty Rushton explains why and how we should be embracing it.
We’re not going to sit here and tell you the same old story about AI and how it can impact PR and Marketing. At this stage, you’ve probably heard it all / read it all / seen it all.
What we are going to share with you is “Why AI is a good tool for Marketing and PR”.
It’s here, it’s inevitable, there’s no hiding from it.
It has been hiding beneath the parapet for years and it’s suddenly front and centre in industry news.
There was an outcry from wordsmiths around the globe, offended by the concept that a robot could replace them in a job they’ve worked hard to master. As we’ve read, we needn’t fear and applications such as Chat GPT and BARD haven’t quite mastered the ability to give each piece its own tone of voice. In fact, the copy often reads a little, dare I say…. robotic?
Again, not to be taken as a negative tool in the world of PR and Marketing, AI will definitely have its place.
We can and should be looking at using these tools to benefit our clients and our own time management. Hours spent researching and scrolling through article after article to gather research and inspiration can be streamlined by proper use of the applications. We’ve used Chat GPT in a trial to gather information for our own written content. It’s taken the long-winded, laborious task of research and made it more efficient.
Again, this does come with a disclaimer. To get the right information from AI applications, exacting questions need to be asked. It’s also worth noting, during our trail of Chat GPT, different members of staff returned different results on the same question. It based it’s answer on our browsing history! Not ideal – but we have ways around this.
I read a CPD document from the CIPR too which suggested that AI tools can be helpful when a piece of written content needs bolstering. If you need a certain word count but you’re going “word blind”, AI can help.
It can assess your existing copy and make suggested inclusions or updates. This could be very beneficial where a publication has asked for a specific word count but the writer has come to an impasse. Again, this could be a great way of making copy better and save time in a client’s retainer for other works to be completed that month. Win win!
A third perk surprisingly comes down to recruitment. There is a prediction that very soon, PRs will need to display the skill “prompt engineering” on their CV. This encompasses all of the above really. Personally, if I see this skill listed on a PR practitioner’s LinkedIn page or CV I’ll know they’re:
I’m not concerned about my job. I’m actually excited about how it can help me be a better PR professional. It will enable me to offer more PR services to clients and make our client’s integrated marketing retainers go further.
The value in our work will remain high and well-respected with our customers as long as we maintain the level of transparency we’re renowned for.
BRING ON THE BOTS!
I asked various members in the Plinkfizz team in each department what their views on AI were with regards to their field of expertise.
Below are their responses.
AI can be a valuable addition to web development. Simplifying complex code and automating routine tasks, such as testing, debugging, and optimisation. Benefits include:
However current technology can’t write website coding from scratch so there’s still a need for humans!
The web team plans to embrace this new technology to complement skillsets and make the website build process more efficient for our clients.
AI capabilities within the design industry offer users the ability to effortlessly remove, edit or replace objects. The advanced AI technology ensures that the newly introduced object fits seamlessly into the image, maintaining a natural appearance.
This creates a faster image generation process, allowing designers to work at a quicker pace depending on the project. It also means that manual tasks such as adding scenes and effects can be done with a click of a button, an efficiency that can help designers maintain their creative momentum and complete projects quicker.
It can also create an image based on the user typing a phrase and a theme, for example if you type “melting chocolate,” it will create text in the style of melting chocolate. These texture effects can be perfected using the various adjustments available, guaranteeing that your image always looks its best.
Another standout feature of AI is its cleverness to convert 3D objects into images. By uploading a 3D object and detailing what you want to do with it, it can create a unique image based on your input. This opens up new opportunities for designers who work with both 2D and 3D.
AI generates unique designs based on provided information, allowing designers – by inputting specific key words into the programme – to create eye-catching visuals for marketing campaigns, social media, mock-ups, or even videos. This doesn’t mean that the designer’s job is taken away from them, it just provides quicker alternatives to certain design and photo editing jobs and will offer exciting new opportunities. It’s how we choose to work with these that will provide the sensational results.
When it comes to content creation, AI is revolutionary. It has the distinct capacity to process data, draw insights and produce copy in an agile way incomparable to humans. Making processes much more efficient, AI is useful for helping marketers create written content including social media posts, emails and website copy.
With the ability to increase efficiency amongst repetitive tasks, AI tools are useful in freeing up marketers’ time to focus on more strategic responsibilities. Tools such as ChatGTP and Bard can analyse website data and suggest search engine visibility improvements. This will help content writers to effectively create SEO content with agility and speed. It also has a magnitude of benefits when it comes to researching, generating content ideas and creating content plans.
However, this type of technology has limitations due to its lack of emotional intelligence that humans inherently have. Its absence of creativity could lead to less effective campaigns and fewer leads if used solely without the assistance of a marketer. Robots do not have the ability to encompass a brand’s tone of voice, this leaves AI-generated lacking in brand identity. AI also uses large amounts of data, which raises large concerns about privacy and data security.
To use AI to the best of its abilities, it should be used to complement human writers. This will ensure it enhances rather than undermines a brand’s authenticity and value.
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