How Should Communicators Use ChatGPT?

chatGPT creating a customer service message

Discussion about "quiet quitting" is so out. 

Everything about ChatGPT is in. 

It seems you can't avoid a discussion on LinkedIn or Twitter that doesn't include ChatGPT. The artificial intelligence content creator has potential for assisting communicators and companies. Accordingly, people are throwing everything from blogs to emails to customer chatbot interactions at ChatGPT. 

However, the tool is new and has flaws. ChatGPT may help organizations without resources for a communication department, but, so far, the solution's worth remains up for debate. 

PRNEWS conducted a poll Jan. 23, asking how respondents how they would use ChatGPT. Would they let it write press releases or provide customer service responses? Maybe writing social media copy? Some PR pros want to avoid it completely. The poll was posted on LinkedIn and Twitter

LinkedIn Poll asking communicators how they would use ChatGPT. one-third said they would not.

 

The majority of Twitter voters (43%) and more than one-third of LinkedIn respondents said they would not use ChatGPT. However, when it came to those curious about the platform, the majority said they would use it to help write social media posts and ads. 

The action getting the least support? Customer service on social media. 

Help with creativity

Those favoring ChatGPT indicated they would use it for drafting and ideation—but not necessarily for a finished product. 

Zoë Murray, a digital marketing executive, said while she doesn’t use ChatGPT's “given copy, it’s great for inspiration.” Similarly, Michelle Johnson, a former communication chief for the U.S. Army and current communication doctoral student, said it's helpful for drafting, but “abhors” ChatGPT as a “replacement for customer service." 

Human element needed

A tenet of communication is connecting people. Many responders, including those who've tried ChatGPT, did not find it conducive for communicators. 

Brian McDermott, a director of strategy and communication, tasked ChatGPT with composing an email pitch. He was not impressed with the tool's creativity.  

“[The copy] was dry, not very creative, but it got most of the messaging right…and was clear.”

Likewise, Jennifer Poythress, a PR manager turned Metaverse marketer, considers ChatGPT useful for drafting press releases, social posts and more, but doesn’t see it as silver bullet. 

“ChatGPT is a great tool to get started, but we still need humans to finesse!”

Ethical concerns

The responsible PR pro always considers audience members. Is ChatGPT content serving audiences well? Is it providing the best possible connection? Is it delivering the correct information in a creative, thoughtful way?

From the standpoint of ethics, must organizations reveal when a human is not writing content? 

Caroline Medley Freeman, a content marketing specialist, addressed moral concerns in a LinkedIn comment. 

“For use cases in the PR or journalism field, there's the question of authorship to contend with. Some publications [include] disclaimers when AI is involved with the development of an article...but there is no industry standard and certainly no legal requirement. 

These answers won't come in a vacuum. I can't tell you what's right or wrong, but what I do know is that every industry working with or around AI needs to be having these conversations, and every governing body needs to be setting standards and precedents for how to handle AI material.”

Nicole Schuman is senior editor for PRNEWS. Follow her @buffalogal