Digital & Technology

Generative AI writes better than some PR pros already. Yet writing is just one benefit ChatGPT-related devices offer communicators. Eventually generative AI will help PR pros in myriad areas, the author argues.

ChatGPT may work well for organizations without the resources for a communication department. However, the technology’s advantages remain debatable. For now.

This explainer looks at ChatGPT and explains when communicators should embrace the technology, and when they should steer clear of it.

Attacking misinformation and disinformation before they spread is the best approach, says Stefan Rollnick, a misinformation specialist. His top suggestion is deploying a monitoring regime so PR pros know their audience so well, it’s clear when misinformation or disinformation are spreading.

Overall, the mood of our PR prognosticators is upbeat as they anticipate PR continuing its recent ascension into 2023.

 As crisis PR pros know, effective messaging and corporate reputation depend, in large part, on earning audience members’ trust. Dropping deepfakes into the equation certainly complicates PR maxims concerning trust. Accordingly, deepfake technology is making the battle against disinformation more formidable.

As part of our Explainer series, PRNEWS offers brief thoughts about the metaverse and its potential implications for communicators and brands.

With the word “recession” looming over the U.S. economy, Ketchum provided insight into how measurement and data-driven planning can optimize strategy.

AI offers PR and marketing tremendous potential for providing useful business insight. Yet applying AI without proper consideration for useable results will yield unmanageable data sets.

It’s imperative that PR be part of integrated marketing. Making that happen requires that PR focus more on measurement, technology and critical thinking, writes Anna Ruth Williams.