{"id":20457,"date":"2024-04-17T14:17:00","date_gmt":"2024-04-17T14:17:00","guid":{"rendered":"https:\/\/prowly.com\/magazine\/?p=20457"},"modified":"2025-03-06T16:39:31","modified_gmt":"2025-03-06T16:39:31","slug":"chatgpt-for-pr","status":"publish","type":"post","link":"https:\/\/prowly.com\/magazine\/chatgpt-for-pr\/","title":{"rendered":"The Impact of ChatGPT on PR: Our Tests &#038; Outlook"},"content":{"rendered":"\n<p>It\u2019s the biggest question being discussed in the PR industry right now: what are the implications of ChatGPT for PR?<\/p>\n\n\n\n<p>Some in the industry are noticeably worried. They wonder if this new PR technology will make PR roles obsolete by perfecting the expert skills of PR professionals.<\/p>\n\n\n\n<p>But we disagree and are leaning towards a more optimistic viewpoint.<strong> We see many benefits in using ChatGPT for PR tasks that need less of a human touch,&nbsp; in turn freeing up more time for fine-tuning communications and building bigger <\/strong><a href=\"https:\/\/prowly.com\/magazine\/pr-strategy-template\/\"><strong>PR strategies<\/strong><\/a><strong>.<\/strong><\/p>\n\n\n\n<p class=\"purplebox\">Missed out on PR Episodes 2024? <a rel=\"noreferrer noopener\" target=\"_blank\" href=\"https:\/\/pr-episodes.prowly.com\/#register?utm_source=blog&amp;utm_medium=article1&amp;utm_campaign=pr-episodes-2024\">Catch up on demand <\/a>to discover how AI is transforming PR. Learn from the experts how to leverage these tools to amplify your efforts.<\/p>\n\n\n\n<p>We\u2019ve done some research and will share how we arrived at this stance. In this article we will present:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><a data-type=\"internal\" data-id=\"#What is ChatGPT\" href=\"#What is ChatGPT\">What is ChatGPT?<\/a><\/strong><\/li>\n\n\n\n<li><a href=\"#The uses of ChatGPT\"><strong>The uses of ChatGPT for PR managers<\/strong><\/a><\/li>\n\n\n\n<li><a data-type=\"internal\" data-id=\"#What's new in ChatGPT\" href=\"#What's new in ChatGPT\"><strong>What\u2019s new in GPT-4?<\/strong><\/a><\/li>\n\n\n\n<li><a data-type=\"internal\" data-id=\"#the limitations\" href=\"#the limitations\"><strong>The limitations of ChatGPT for PR<\/strong><\/a><\/li>\n\n\n\n<li><strong><a data-type=\"internal\" data-id=\"#What PR pros say\" href=\"#What PR pros say\">What PR pros and journalists say about ChatGPT and GPT-4<\/a><\/strong><\/li>\n\n\n\n<li><strong><a href=\"#Our outlook\">Our current outlook on ChatGPT for PR<\/a><\/strong><\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading anchor\" id=\"What is ChatGPT\"><br>What is ChatGPT?&nbsp;<\/h2>\n\n\n\n<p><a href=\"https:\/\/openai.com\/blog\/chatgpt\/\" target=\"_blank\" rel=\"noopener\">ChatGPT<\/a> is a free OpenAI chatbot launched in November of 2022.&nbsp;<\/p>\n\n\n\n<p>The news of ChatGPT spread like wildfire, leading to dire job predictions for many, <a href=\"https:\/\/www.tiktok.com\/@zoltronic\/video\/7177176061573205294\" target=\"_blank\" rel=\"noopener\">including this TikTok video about PR managers<\/a> and a story about ChatGPT <a href=\"https:\/\/news.sky.com\/story\/recruitment-team-unwittingly-recommends-chatgpt-for-job-interview-12788770\" target=\"_blank&quot;\" rel=\"noopener\">getting shortlisted by recruiters for an open writing position<\/a>.&nbsp;<\/p>\n\n\n\n<p>However, PR professionals were already aware this new PR technology was on the way. In fact, our recent survey of PR managers saw them name AI and <a href=\"https:\/\/prowly.com\/magazine\/best-ai-tools-for-pr\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/best-ai-tools-for-pr\/\" target=\"_blank\" rel=\"noreferrer noopener\">AI tools<\/a>&nbsp;as one of the <a href=\"https:\/\/prowly.com\/magazine\/pr-trends-2023\/\">top 3 PR trends they predicted for 2023<\/a>. It wasn\u2019t a huge surprise. There is already even a <a rel=\"noopener\" href=\"https:\/\/www.udemy.com\/course\/chatgpt-to-supercharge-your-public-relations-media-training\/\" target=\"_blank\">ChatGPT for PR course on Udemy<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading anchor\" id=\"The uses of ChatGPT\"><br>The uses of ChatGPT for PR managers<\/h2>\n\n\n\n<p>Once you start exploring how ChatGPT works, you quickly discover how it can save PR professionals time by gathering research, delivering first-round idea generation, and producing first-draft content.&nbsp;<\/p>\n\n\n\n<p>We decided to put it to the test and asked ChatGPT to perform some basic public relations tasks so we could find its advantages and disadvantages.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>ChatGPT PR test #1: Research<\/strong><\/h3>\n\n\n\n<p>With ChatGPT,&nbsp; you can benefit from its ability to quickly gather research. You can ask it to create a list of influencers, journalists, or competitors, tailoring the results to be more and more specific by adding details to the inquiry.&nbsp;<\/p>\n\n\n\n<p>Currently, PR pros can ask ChatGPT for media that covers your brand\u2019s topic, relevant websites you should <a href=\"https:\/\/prowly.com\/magazine\/pr-link-building\/\" target=\"_blank\" rel=\"noreferrer noopener\">consider for link building<\/a>, and data and insights you can apply to your <a href=\"https:\/\/prowly.com\/magazine\/effective-pr-campaign-tips\/\">PR campaign<\/a>.\u00a0<\/p>\n\n\n\n<p><strong>The advantages:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Quickly tailored lists according to your specified needs<\/li>\n\n\n\n<li>Structured data and insights that you can analyze<\/li>\n<\/ul>\n\n\n\n<p><strong>The disadvantages:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>If your search is too narrow, ChatGPT can\u2019t return data<\/li>\n\n\n\n<li>You still need to check the output manually to confirm its accuracy<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Our PR Test<\/strong><\/h4>\n\n\n\n<p>To get a feel for how it works, we asked ChatGPT to provide a list of journalists who write about PR. Within seconds, we received 10 names.&nbsp;<\/p>\n\n\n\n<p>We then asked ChatGPT to provide a list of journalists who write about PR software in the U.S. alongside a list of journalists who write about PR software globally. The two lists were nearly identical but presented in a different order.&nbsp;<\/p>\n\n\n\n<p>We performed a manual check to make sure the information was accurate, and unfortunately, <strong>some of the named journalists were not in fact specializing in these fields.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2023\/03\/ChatGPT-creates-a-list-of-journalists-1024x326.png\" alt=\"\" class=\"wp-image-20476\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>ChatGPT PR test #2: Idea generation<\/strong>&nbsp;<\/h3>\n\n\n\n<p>If you\u2019re feeling stuck and looking for creative inspiration, ChatGPT can generate a list of creative ideas for you (although it\u2019s very limited at this point). For example, you can ask for creative <a href=\"https:\/\/prowly.com\/magazine\/press-release-headline\/\">press release headlines<\/a> for your latest <a href=\"https:\/\/prowly.com\/magazine\/new-business-press-release\/\">brand announcement<\/a>, or a list of key talking points to include in your upcoming PR campaigns.&nbsp;<\/p>\n\n\n\n<p><strong>The advantages:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Great for inspiration and new ideas<\/li>\n<\/ul>\n\n\n\n<p><strong>The disadvantages:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Lack of pure creativity<\/li>\n\n\n\n<li>Some ideas are generic and not applicable<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Our PR Test<\/strong><\/h4>\n\n\n\n<p>We asked ChatGPT to generate <strong>headlines<\/strong> <strong>for<\/strong> <strong>a<\/strong> <strong>press<\/strong> <strong>release<\/strong> <strong>about<\/strong> <strong>Prowly<\/strong> <strong>launching<\/strong> <a href=\"https:\/\/prowly.com\/pr-reports\/\"><strong>PR reports<\/strong><\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2023\/03\/ChatGPT-Press-release-creation-1024x273.png\" alt=\"\" class=\"wp-image-20470\"\/><\/figure>\n\n\n\n<p>None of these would be our final choice, but it did provide a list of ideas for future press releases that we can use as a starting point.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>ChatGPT PR test #3: Writing<\/strong>&nbsp;<\/h3>\n\n\n\n<p>You can generate press releases and <a href=\"https:\/\/prowly.com\/magazine\/media-pitch\/\">write pitches<\/a> in seconds by providing key information like your company name, tone of voice, location, date, announcement, news angle, types of media you want to reach, keywords, quotes, and target audience.<\/p>\n\n\n\n<p><strong>The advantages:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>You\u2019ll quickly receive structured data with all the press release basics, like an introduction, concise description, spokesperson quotes, and an About Us section<\/li>\n<\/ul>\n\n\n\n<p><strong>The disadvantages:&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Fact-checking is still necessary to weed out inaccurate or outdated information<\/li>\n\n\n\n<li>The press release template is so basic that it comes across as generic<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Our PR Test<\/strong>&nbsp;<\/h4>\n\n\n\n<p>We asked ChatGPT to write a press release about us. While it followed the expected press release format, <strong>fact-checking was absolutely critical<\/strong>. ChatGPT had mixed up the name of our CEO, our headquarters, and the functionality of our automated PR software tools. It was far from ready for distribution.<\/p>\n\n\n\n<h2 class=\"wp-block-heading anchor\" id=\"What's new in ChatGPT\"><br>What\u2019s new in GPT-4 - the latest ChatGPT update<\/h2>\n\n\n\n<p>GPT-4 launched on 14th March 2023 and is currently the newest version of the software.<\/p>\n\n\n\n<p>It\u2019s the fourth version of the GPT family of language models and is said to be OpenAI\u2019s most advanced system so far. The authors claim that this version is safer, can handle multiple tasks, and can solve difficult problems with greater accuracy.<\/p>\n\n\n\n<p>How exactly?<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><\/td><td><strong>ChatGPT 3.5<\/strong><\/td><td><strong>GPT-4<\/strong><\/td><\/tr><tr><td><strong>Access and cost of usage<\/strong><\/td><td>ChatGPT is free to use after creating an account on Openai.com.<\/td><td>GPT-4 is accessible for ChatGPT Plus subscribers on chat.openai.com. The cost is $20 per month. It\u2019s also available via API for developers.<\/td><\/tr><tr><td><strong>Release date<\/strong><\/td><td>November 2022<\/td><td>March 2023<\/td><\/tr><tr><td><strong>Prompt and answer type<\/strong><\/td><td>text-to-text model<\/td><td>data-to-text model (e.g. accepts images as a part of a prompt)<\/td><\/tr><tr><td><strong>Word limit<\/strong><\/td><td>around 3,000 words<\/td><td>up to 25,000 words<\/td><\/tr><tr><td><strong>Database recency<\/strong><\/td><td>up to 2021<\/td><td>up to 2021<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Beyond text - using images in multimodal GPT-4<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>ChatGPT 3.5 is based on a text-to-text model where you can type your prompts and get written answers.<\/li>\n\n\n\n<li>Its new version, GPT-4, is multimodal, meaning it accepts images (also those of graphs and worksheets) as input and <a data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/pr-metrics-uvpm\/\" href=\"https:\/\/prowly.com\/magazine\/pr-metrics-uvpm\/\" target=\"_blank\" rel=\"noreferrer noopener\">analyzes<\/a> what the picture shows. It can't yet produce media from text though.<\/li>\n<\/ul>\n\n\n\n<p>It can give better, more precise answers, and some say it\u2019s also better at\u2026 making jokes. \ud83d\ude09<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Accuracy and reasoning capabilities improved<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>ChatGPT doesn\u2019t perform as well as GPT-4, with test-takers scoring in higher percentiles.<\/li>\n\n\n\n<li>The devil\u2019s in the details, as they say, and you can spot the difference with more complex tasks. GPT-4 is not only more reliable and creative, but also able to handle more nuanced instructions than GPT-3.5.\u00a0<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Enhanced safety<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>In contrast to GPT-3.5, GPT-4 is 82% less likely to respond to requests for disallowed content and 40% more likely to produce factual responses, based on <a href=\"https:\/\/openai.com\/product\/gpt-4\">OpenAI evaluations<\/a>.<\/li>\n<\/ul>\n\n\n\n<p>Despite these assurances, we researched potential safety issues related to ChatGPT and GPT-4 usage - you can read more about them in the rest of the article.<\/p>\n\n\n\n<h2 class=\"wp-block-heading anchor\" id=\"the limitations\"><br>The limitations of ChatGPT for PR<\/h2>\n\n\n\n<p>Here\u2019s what we quickly learned by testing <a href=\"https:\/\/prowly.com\/magazine\/best-chatgpt-prompts-for-public-relations\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/best-chatgpt-prompts-for-public-relations\/\" target=\"_blank\" rel=\"noreferrer noopener\">ChatGPT for public relations<\/a> tasks we\u2019d most likely try first. Although ChatGPT is a very powerful tool with significant potential for improvement, it won\u2019t replace PR managers anytime soon.<\/p>\n\n\n\n<p>In its current form, the tool lacks several skills which make all the difference when it comes to public relations. Here are the top 5 we noticed right away.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. <strong>Inquiry specificity<\/strong><\/h3>\n\n\n\n<p>Although ChatGPT can <em>answer<\/em> many PR and marketing questions, it still requires a PR professional to create a well-constructed ChatGPT query and <em>ask<\/em> the right questions. Even then, the responses may need to be further researched to zero in on the exact results you\u2019re looking for.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. <strong>Communication nuances<\/strong><\/h3>\n\n\n\n<p>PR managers are well-versed in communication nuances, but ChatGPT lacks this critical skill. In its current form, it can\u2019t build relationships with journalists or speak authentically to target audiences. There\u2019s a lot of emotional intelligence that ChatGPT has yet to develop, and you wouldn\u2019t want it anywhere near your <a href=\"https:\/\/prowly.com\/magazine\/crisis-press-release-examples\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/crisis-press-release-examples\/\" target=\"_blank\" rel=\"noreferrer noopener\">crisis communications<\/a>.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. <strong>Generic content<\/strong><\/h3>\n\n\n\n<p>ChatGPT can be used to research and draft content, but it can not be counted on to deliver a final product. Even if you try giving additional directions, the style of its writing output is generic, with most phrases taken directly from the web.&nbsp; It misses that human touch, and that comes across in its voice and tone.<\/p>\n\n\n\n<p>It\u2019s also very difficult for AI-powered tools to integrate a brand\u2019s unique values and principles, something that PR professionals weave into all brand communications.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. <strong>Reputational risk<\/strong><\/h3>\n\n\n\n<p>Any content produced by ChatGPT must be fact-checked and proofread before publishing, as there\u2019s a reputational risk for companies that skip this step.<\/p>\n\n\n\n<p>In addition, ChatGPT is geared to write efficiently, but efficiency doesn\u2019t always deliver the spot-on communication style that is needed for specific cases.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. <strong>Ethics<\/strong><\/h3>\n\n\n\n<p>The question of whether companies should identify bot-generated content as such is currently being debated. An even bigger question is how we should treat it in terms of authorship and copyright. There are more protocols yet to come in this area.<\/p>\n\n\n\n<p>However, we already know that <a href=\"https:\/\/prowly.com\/magazine\/ai-in-public-relations\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/ai-in-public-relations\/\" target=\"_blank\" rel=\"noreferrer noopener\">PRs are using AI<\/a> in their work - and you can do it too! Here, you can find a guide that will show you how to <a href=\"https:\/\/prowly.com\/magazine\/ai-pr-agency-framework\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/ai-pr-agency-framework\/\" target=\"_blank\" rel=\"noreferrer noopener\">introduce an ethical AI framework to your PR agency based on PR Council guidelines<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading anchor\" id=\"What PR pros say\"><br>What PR pros and journalists say about ChatGPT and GPT-4<\/h2>\n\n\n\n<p>No wonder using <a href=\"https:\/\/prowly.com\/magazine\/ai-in-public-relations\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/ai-in-public-relations\/\" target=\"_blank\" rel=\"noreferrer noopener\">AI in PR activities<\/a> is a hot topic lately - in just 5 days after launching, ChatGPT reached 1 million users. There\u2019s more! It set a record for <a href=\"https:\/\/nerdynav.com\/chatgpt-statistics\/\">getting 100 million<\/a> users by January 2023, making it the fastest-growing platform ever.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Legal implications<\/h3>\n\n\n\n<p>Michelle Garrett, a seasoned PR consultant with over 20 years of experience in the industry, and #PRLunchHour co-host, often takes part in Twitter discussions about using AI for PR and writing purposes.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2023\/03\/Screenshot-2023-03-30-at-09.00-1-1.png\" alt=\"\" class=\"wp-image-20575\"\/><figcaption class=\"wp-element-caption\"><em>Source: <a href=\"https:\/\/twitter.com\/PRisUs\/status\/1639259915578494978\">Michelle Garrett\u2019s Twitter<\/a><\/em><\/figcaption><\/figure>\n\n\n\n<p>She <a href=\"https:\/\/michellegarrett.com\/2023\/03\/11\/the-realities-of-using-chatgpt-to-write-for-you-what-to-consider-when-it-comes-to-legalities-reputation-search-and-originality\/\">interviewed a lawyer<\/a> who advised caution regarding the use of ChatGPT and GPT-4. Here are a few potential risks every PR pro should keep in mind according to Michelle:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>#1 Brainstorming instead of ready-to-publish content<\/strong><\/h4>\n\n\n\n<p>Use AI to suggest topics and ideas for exploration as the scope of an answer instead of stating facts.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>#2 Always double-check the facts<\/strong><\/h4>\n\n\n\n<p>As stated above - AI can help with your writer\u2019s block, but you can never be sure about the uniqueness or correctness of what you get.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>#3 Remember the law hasn\u2019t adjusted to the AI world yet<\/strong><\/h4>\n\n\n\n<p>That\u2019s why there\u2019s no simple answer to copyright laws concerning the content generated by ChatGPT. You might be provided with output that is a part of someone else\u2019s copyright-protected work. Using it as your own would be an act of unwitting malpractice.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Plagiarism vs. authenticity<\/h3>\n\n\n\n<p>Speaking of copyrights - don\u2019t rely fully on ChatGPT\u2019s creativity. The tool is trained by scraping content from the internet, so the output could be a part of someone else\u2019s copyright-protected work. And OpenAI\u2019s terms say there\u2019s no guarantee it wouldn\u2019t produce the same output for two different users.<\/p>\n\n\n\n<p>Some PR professionals alert other PRs and clients not to rely on ChatGPT\u2019s writing too much, because using plagiarized quotes may hurt your relationships with the media.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2023\/03\/Screenshot-2023-03-30-at-09.01-1-1.png\" alt=\"\" class=\"wp-image-20580\"\/><figcaption class=\"wp-element-caption\"><em>Source: <a href=\"https:\/\/twitter.com\/PhillipJGray\/status\/1638659735250665473\">Phillip Gray\u2019s Twitter<\/a><\/em><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Data security concerns<\/h3>\n\n\n\n<p>During 'conversations' with ChatGPT, staff members could share confidential, proprietary, or trade secret information. That\u2019s why some companies like Amazon, Accenture, and JP Morgan Chase have <a href=\"https:\/\/www.msn.com\/en-gb\/money\/other\/jpmorgan-restricts-chatgpt-usage-for-its-250000-staff-over-data-privacy-fears\/ar-AA17NSzn\">restricted use of the AI chatbot<\/a> by their employees.<\/p>\n\n\n\n<p>Although OpenAI ensures that GPT-4 is safer to use than ChatGPT 3.5, <a href=\"https:\/\/openai.com\/blog\/march-20-chatgpt-outage\">there was a data leak on Monday, March 20th<\/a>. Some users saw titles from other users\u2019 chat history and 1.2% of ChatGPT Plus users might have had personal data revealed to other users.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2023\/03\/Screenshot-2023-03-30-at-09.02-1-1.png\" alt=\"\" class=\"wp-image-20582\"\/><figcaption class=\"wp-element-caption\"><em>Source: <a href=\"https:\/\/twitter.com\/OpenAI\/status\/1639297361729191936?cxt=HHwWgIDU8fuQ-r8tAAAA\">OpenAI\u2019s Twitter<\/a><\/em><\/figcaption><\/figure>\n\n\n\n<p>This event puts a question mark on the safety of the data put into ChatGPT. On the other hand, it is also a good example of <a href=\"https:\/\/prowly.com\/magazine\/pr-crisis-management\/\">handling a reputation crisis <\/a>by OpenAI. The company shared a press release within four days of the data leakage admitting their mistake and showing what actions they\u2019ve taken to fix the bug - a perfect case study for Public Relations, by the way.<\/p>\n\n\n\n<p class=\"purplebox\">By the way, we have prepared two lists full of top <a href=\"https:\/\/prowly.com\/magazine\/best-ai-tools-for-pr\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/best-ai-tools-for-pr\" target=\"_blank\" rel=\"noreferrer noopener\">AI-powered PR tools<\/a> and <a href=\"https:\/\/prowly.com\/magazine\/best-ai-marketing-tools\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/best-ai-marketing-tools\/\" target=\"_blank\" rel=\"noreferrer noopener\">AI marketing proposals<\/a>. Check them out and see what's there for you, apart from ChatGPT!<\/p>\n\n\n\n<h2 class=\"wp-block-heading anchor\" id=\"Our outlook\"><br>Our current outlook on ChatGPT for PR<\/h2>\n\n\n\n<p>As PR experts who have tested the waters of ChatGPT, we have a solid opinion about how ChatGPT and AI technology will affect the PR industry in the short term.&nbsp;<\/p>\n\n\n\n<p>At this point, we see ChatGPT as another helpful tool for PR professionals to experiment with. By combining the human touch of PR pros with the data capabilities of ChatGPT, PRs can leverage this PR technology for faster turnaround times and focus more on building relationships with clients.<\/p>\n\n\n\n<p>It will, undoubtedly, evolve over time and gain sophistication, but for now, it requires oversight from a PR professional.<\/p>\n\n\n\n\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 598353,\n\t\t\t\t\t\t\t\t\tformId: \"1436cdb1-edca-431c-bbc8-9b5395eaf9bb\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1793513792000-8931176323\",\n\t\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1793513792000-8931176323\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s the biggest question being discussed in the PR industry right now: what are the implications of ChatGPT for PR? Some in the industry are noticeably worried. They wonder if this new PR technology will make PR roles obsolete by perfecting the expert skills of PR professionals. But we disagree and are leaning towards a [&hellip;]<\/p>\n","protected":false},"author":291,"featured_media":20468,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[346],"tags":[],"class_list":["post-20457","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai-in-public-relations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Impact of ChatGPT on PR: Our Tests &amp; Outlook - Prowly<\/title>\n<meta name=\"description\" content=\"We discuss the potential impact of ChatGPT for PR, share our PR tests with this new technology, and give our outlook for what it all means for PR pros now.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/prowly.com\/magazine\/chatgpt-for-pr\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Impact of ChatGPT on PR: Our Tests &amp; Outlook - Prowly\" \/>\n<meta property=\"og:description\" content=\"We discuss the potential impact of ChatGPT for PR, share our PR tests with this new technology, and give our outlook for what it all means for PR pros now.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/prowly.com\/magazine\/chatgpt-for-pr\/\" \/>\n<meta property=\"og:site_name\" content=\"Prowly\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/prowly\/\" \/>\n<meta property=\"article:published_time\" content=\"2024-04-17T14:17:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-06T16:39:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2023\/02\/ChatGPT-for-PR-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1440\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Gina Nowicki\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Prowly_com\" \/>\n<meta name=\"twitter:site\" content=\"@Prowly_com\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Gina Nowicki\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/chatgpt-for-pr\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/chatgpt-for-pr\\\/\"},\"author\":{\"name\":\"Gina Nowicki\",\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/#\\\/schema\\\/person\\\/26b9500d9d34edc60dc52bbe90d7c39f\"},\"headline\":\"The Impact of ChatGPT on PR: Our Tests &#038; Outlook\",\"datePublished\":\"2024-04-17T14:17:00+00:00\",\"dateModified\":\"2025-03-06T16:39:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/chatgpt-for-pr\\\/\"},\"wordCount\":2223,\"publisher\":{\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/chatgpt-for-pr\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/wp-content\\\/uploads\\\/2023\\\/02\\\/ChatGPT-for-PR-1.png\",\"articleSection\":[\"AI in Public Relations\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/chatgpt-for-pr\\\/\",\"url\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/chatgpt-for-pr\\\/\",\"name\":\"The Impact of ChatGPT on PR: Our Tests & Outlook - Prowly\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/chatgpt-for-pr\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/chatgpt-for-pr\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/wp-content\\\/uploads\\\/2023\\\/02\\\/ChatGPT-for-PR-1.png\",\"datePublished\":\"2024-04-17T14:17:00+00:00\",\"dateModified\":\"2025-03-06T16:39:31+00:00\",\"description\":\"We discuss the potential impact of ChatGPT for PR, share our PR tests with this new technology, and give our outlook for what it all means for PR pros now.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/chatgpt-for-pr\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/prowly.com\\\/magazine\\\/chatgpt-for-pr\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/chatgpt-for-pr\\\/#primaryimage\",\"url\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/wp-content\\\/uploads\\\/2023\\\/02\\\/ChatGPT-for-PR-1.png\",\"contentUrl\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/wp-content\\\/uploads\\\/2023\\\/02\\\/ChatGPT-for-PR-1.png\",\"width\":1440,\"height\":720,\"caption\":\"ChatGPT for PR\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/chatgpt-for-pr\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"AI in Public Relations\",\"item\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/category\\\/ai-in-public-relations\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"The Impact of ChatGPT on PR: Our Tests &#038; Outlook\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/#website\",\"url\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/\",\"name\":\"Prowly\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/#organization\",\"name\":\"Prowly\",\"url\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/primary-logo-black-square-transparent-1.png\",\"contentUrl\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/primary-logo-black-square-transparent-1.png\",\"width\":300,\"height\":300,\"caption\":\"Prowly\"},\"image\":{\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/prowly\\\/\",\"https:\\\/\\\/x.com\\\/Prowly_com\",\"https:\\\/\\\/www.instagram.com\\\/prowly_com\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/prowly-com\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/#\\\/schema\\\/person\\\/26b9500d9d34edc60dc52bbe90d7c39f\",\"name\":\"Gina Nowicki\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/app\\\/uploads\\\/2021\\\/08\\\/Gina-Nowicki-96x96.jpeg\",\"url\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/app\\\/uploads\\\/2021\\\/08\\\/Gina-Nowicki-96x96.jpeg\",\"contentUrl\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/app\\\/uploads\\\/2021\\\/08\\\/Gina-Nowicki-96x96.jpeg\",\"caption\":\"Gina Nowicki\"},\"description\":\"Director of Marketing at Crossroads Trading\",\"url\":\"https:\\\/\\\/prowly.com\\\/magazine\\\/author\\\/gina-nowicki\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The Impact of ChatGPT on PR: Our Tests & Outlook - Prowly","description":"We discuss the potential impact of ChatGPT for PR, share our PR tests with this new technology, and give our outlook for what it all means for PR pros now.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/prowly.com\/magazine\/chatgpt-for-pr\/","og_locale":"en_US","og_type":"article","og_title":"The Impact of ChatGPT on PR: Our Tests & Outlook - Prowly","og_description":"We discuss the potential impact of ChatGPT for PR, share our PR tests with this new technology, and give our outlook for what it all means for PR pros now.","og_url":"https:\/\/prowly.com\/magazine\/chatgpt-for-pr\/","og_site_name":"Prowly","article_publisher":"https:\/\/www.facebook.com\/prowly\/","article_published_time":"2024-04-17T14:17:00+00:00","article_modified_time":"2025-03-06T16:39:31+00:00","og_image":[{"width":1440,"height":720,"url":"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2023\/02\/ChatGPT-for-PR-1.png","type":"image\/png"}],"author":"Gina Nowicki","twitter_card":"summary_large_image","twitter_creator":"@Prowly_com","twitter_site":"@Prowly_com","twitter_misc":{"Written by":"Gina Nowicki","Est. reading time":"11 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/prowly.com\/magazine\/chatgpt-for-pr\/#article","isPartOf":{"@id":"https:\/\/prowly.com\/magazine\/chatgpt-for-pr\/"},"author":{"name":"Gina Nowicki","@id":"https:\/\/prowly.com\/magazine\/#\/schema\/person\/26b9500d9d34edc60dc52bbe90d7c39f"},"headline":"The Impact of ChatGPT on PR: Our Tests &#038; Outlook","datePublished":"2024-04-17T14:17:00+00:00","dateModified":"2025-03-06T16:39:31+00:00","mainEntityOfPage":{"@id":"https:\/\/prowly.com\/magazine\/chatgpt-for-pr\/"},"wordCount":2223,"publisher":{"@id":"https:\/\/prowly.com\/magazine\/#organization"},"image":{"@id":"https:\/\/prowly.com\/magazine\/chatgpt-for-pr\/#primaryimage"},"thumbnailUrl":"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2023\/02\/ChatGPT-for-PR-1.png","articleSection":["AI in Public Relations"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/prowly.com\/magazine\/chatgpt-for-pr\/","url":"https:\/\/prowly.com\/magazine\/chatgpt-for-pr\/","name":"The Impact of ChatGPT on PR: Our Tests & Outlook - Prowly","isPartOf":{"@id":"https:\/\/prowly.com\/magazine\/#website"},"primaryImageOfPage":{"@id":"https:\/\/prowly.com\/magazine\/chatgpt-for-pr\/#primaryimage"},"image":{"@id":"https:\/\/prowly.com\/magazine\/chatgpt-for-pr\/#primaryimage"},"thumbnailUrl":"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2023\/02\/ChatGPT-for-PR-1.png","datePublished":"2024-04-17T14:17:00+00:00","dateModified":"2025-03-06T16:39:31+00:00","description":"We discuss the potential impact of ChatGPT for PR, share our PR tests with this new technology, and give our outlook for what it all means for PR pros now.","breadcrumb":{"@id":"https:\/\/prowly.com\/magazine\/chatgpt-for-pr\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/prowly.com\/magazine\/chatgpt-for-pr\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/prowly.com\/magazine\/chatgpt-for-pr\/#primaryimage","url":"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2023\/02\/ChatGPT-for-PR-1.png","contentUrl":"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2023\/02\/ChatGPT-for-PR-1.png","width":1440,"height":720,"caption":"ChatGPT for PR"},{"@type":"BreadcrumbList","@id":"https:\/\/prowly.com\/magazine\/chatgpt-for-pr\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/prowly.com\/magazine\/"},{"@type":"ListItem","position":2,"name":"AI in Public Relations","item":"https:\/\/prowly.com\/magazine\/category\/ai-in-public-relations\/"},{"@type":"ListItem","position":3,"name":"The Impact of ChatGPT on PR: Our Tests &#038; Outlook"}]},{"@type":"WebSite","@id":"https:\/\/prowly.com\/magazine\/#website","url":"https:\/\/prowly.com\/magazine\/","name":"Prowly","description":"","publisher":{"@id":"https:\/\/prowly.com\/magazine\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/prowly.com\/magazine\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/prowly.com\/magazine\/#organization","name":"Prowly","url":"https:\/\/prowly.com\/magazine\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/prowly.com\/magazine\/#\/schema\/logo\/image\/","url":"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/07\/primary-logo-black-square-transparent-1.png","contentUrl":"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/07\/primary-logo-black-square-transparent-1.png","width":300,"height":300,"caption":"Prowly"},"image":{"@id":"https:\/\/prowly.com\/magazine\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/prowly\/","https:\/\/x.com\/Prowly_com","https:\/\/www.instagram.com\/prowly_com\/","https:\/\/www.linkedin.com\/company\/prowly-com"]},{"@type":"Person","@id":"https:\/\/prowly.com\/magazine\/#\/schema\/person\/26b9500d9d34edc60dc52bbe90d7c39f","name":"Gina Nowicki","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/prowly.com\/magazine\/app\/uploads\/2021\/08\/Gina-Nowicki-96x96.jpeg","url":"https:\/\/prowly.com\/magazine\/app\/uploads\/2021\/08\/Gina-Nowicki-96x96.jpeg","contentUrl":"https:\/\/prowly.com\/magazine\/app\/uploads\/2021\/08\/Gina-Nowicki-96x96.jpeg","caption":"Gina Nowicki"},"description":"Director of Marketing at Crossroads Trading","url":"https:\/\/prowly.com\/magazine\/author\/gina-nowicki\/"}]}},"_links":{"self":[{"href":"https:\/\/prowly.com\/magazine\/wp-json\/wp\/v2\/posts\/20457","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/prowly.com\/magazine\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/prowly.com\/magazine\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/prowly.com\/magazine\/wp-json\/wp\/v2\/users\/291"}],"replies":[{"embeddable":true,"href":"https:\/\/prowly.com\/magazine\/wp-json\/wp\/v2\/comments?post=20457"}],"version-history":[{"count":1,"href":"https:\/\/prowly.com\/magazine\/wp-json\/wp\/v2\/posts\/20457\/revisions"}],"predecessor-version":[{"id":43695,"href":"https:\/\/prowly.com\/magazine\/wp-json\/wp\/v2\/posts\/20457\/revisions\/43695"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/prowly.com\/magazine\/wp-json\/wp\/v2\/media\/20468"}],"wp:attachment":[{"href":"https:\/\/prowly.com\/magazine\/wp-json\/wp\/v2\/media?parent=20457"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/prowly.com\/magazine\/wp-json\/wp\/v2\/categories?post=20457"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/prowly.com\/magazine\/wp-json\/wp\/v2\/tags?post=20457"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}