The A.I. PR experiment: A game changer? We let you decide

Two similar articles: one human, one A.I. - can you tell which is which?

Can and should we embrace A.I. tools such as ChatGPT to generate or re-write our work?

The ethics and the SEO implications may be far reaching, if content is obviously duplicating work, apart from a few words and phrases here or there. The debate around artificial intelligence (A.I.) in Public Relations work has been raging for a few years. To our experiment then:

One article below was re-written by A.I. and mostly not edited by Dave, a human! The parameters below were given to Chat GPT. The other was 100% ours.

Take a look at what you think of the two variations of a LinkedIn post and blog below, where ChatGPT has re-written one of them, versus the other piece for our website, generated by our human, (Dave). Can you tell which is which?

Here is the prompt put in Chat GPT for one of the two following versions; 

“Re-write the following after the term #post as a blog, for a UK business audience, while considering SEO best practices, key words for media and communication, and optimise the piece for the key words strategic communication training:”

Q. Does your communications team need to evolve post-pandemic?
A. If yes, there’s strategic training support from Mentor in a new course.

Since the start of the pandemic, the media landscape has evolved as it moves into the mid 2020’s. There’s also greater awareness of corporate risk and it’s good to see it’s more on the radar as part of a regular audit strategy, but widespread confidence in communications teams handling issues can be patchy.

As we continue to work with public, private and third sector comms teams, we’re noticing a need for them to shift to meet the demands of media convergence and proactive, owned media content. This is understandably challenging and can feel more like revolution than an iterative process - not easy for all your team members if they’ve been used to things being done a certain way.

But, if you do what you’ve always done, you’ll get what you’ve always got. And 95% of press releases are ignored or deleted. Is that a good ROI on your teams’ daily efforts? There’s also governance pressure bearing down on boards from shareholders and trustees, to build more crisis resilience into operations, which will impact teams.

Change needs to be carefully managed. So, in response to increasing demand, at Mentor we’ve designed a brand new course, which supports communications teams with evolving into confident, strategic and agile communicators, with a sprinkling of digital newsroom skills for good measure. Sound interesting? Find out more from myself or Anna in the office. 

Does Your Communications Team Need to Evolve Post-Pandemic?

Mentor Offers Strategic Communication Training to Support the Shift

The COVID-19 pandemic has significantly transformed the media landscape, leaving many organisations grappling with how to adapt to the changing demands of media convergence and proactive, owned media content. As a result, communications teams have had to evolve and transform their approach to meet these new challenges.

While it's encouraging to see that corporate risk is now a significant part of regular audit strategies, it's clear that many businesses still lack confidence in their communication teams' ability to handle these issues effectively. With governance pressure mounting from shareholders and trustees, it's more important than ever to build crisis resilience into operations.

To address these challenges, Mentor has developed a brand new course designed to help communications teams evolve into confident, strategic and agile communicators, with a focus on digital newsroom skills. By taking this course, your team can learn how to develop effective communication strategies that are tailored to your organisation's unique needs and objectives.

With our training and support, your team can learn how to create content that resonates with your target audience and engages them on the platforms they use most.

The key to success is to be proactive rather than reactive, and to embrace change as an opportunity rather than a threat. That’s why we’ve designed a brand new course to support communications teams with evolving into confident, strategic and agile communicators, with a sprinkling of digital newsroom skills for good measure.

The course covers a range of topics, including media convergence, owned media content, crisis management, and digital newsroom skills. We’ll work with your team to develop their strategic communication skills, so they can effectively communicate your organisation’s key messages to the right audience, at the right time, and in the right way.

In addition to helping you adapt to the changing media landscape, our course can also help you build greater crisis resilience into your operations. With the right training and support, your team can learn how to identify and respond to potential crises before they escalate, mitigating the risks to your organisation's reputation and bottom line.

Don't let your team fall behind the curve. If you're interested in learning more about how our strategic communication training can help your organisation adapt to the post-pandemic media landscape, get in touch with our team today. Together, we can help you build a more confident and agile communication team that's ready to face any challenge that comes your way. #communications #media #training #strategy #digital #team

So could you tell which was which? Dave is a little worried that you may think he's a bot, so has sloped off to recharge his batteries.

A CIPR commissioned report into artificial intelligence in 2018 predicted that 38% of the day-to-day PR function could be done by machine learning bots by 2023. So, we’re there. While the Vandals aren’t entirely at the gates, many are calling the sudden release of ChatGPT akin to the dawning of the internet age. (The applications and possibilities are endless – right down to helping with your children’s homework! Tick.) The (CIPR) institute’s latest report on the subject, points to evidence that PR agencies have done little to adapt to this changing environment in the last five years. Of the 52 identified PR skills, there will be little choice but to consider aspects of A.I. tech.

At Mentor, we’re offering digital tools to in-house and PR agencies to improve crisis media training and simulation, and create digital revenue streams for you, in the new version of our popular social media simulator Splutter. Ask us for more information or go to:

Article Author: Dave Mason

Dave is Mentor Media Training's Managing Director. He is a CIPR Accredited Practitioner and regularly trains for the PR industry institute. His extensive career in broadcasting spans 30 years across radio and television. He has coached executives from major public and private sector organisations, as well as the UK Armed Forces/NATO, around the world for the past decade. Dave is respected for his inspiring training, which is supportive and concentrates on fast learning development. A founding presenter and shareholder of Somerset’s Orchard FM, he went on to work extensively in commercial radio around the UK, as well as BBC News, where he was a Correspondent at BBC Radio 5 Live and Radio 1 Newsbeat. Dave has been a TV presenter, reporter and producer at ITN, GMTV, (ITV Breakfast), ITV News Westcountry and HTV West. He was one of GMTV’s senior producers for a decade, covering major international, domestic, political and entertainment stories. His roles have included senior news producing and planning, undercover investigations, war reporting and features production. Dave still broadcasts as a crisis communications pundit on Talk TV / Radio, BBC Radio and is a visiting lecturer at several universities. He is a non-executive Trustee of community station Radio Bath and the author of 'Handling the Media In Good Times & Bad'.