Today, we’re diving into a hot topic around the use of AI-generated responses, particularly from tools like ChatGPT, in public relations. We understand the temptation of relying on these emerging technologies to offer a quick fix for content creation and responses to call outs. Yet, as the saying goes, with great power comes great responsibility, and it appears that not all are wielding this power wisely.
Case in point. Recently, highly respected journalist Alexandra Cain - a regular user of SourceBottle - said she had had enough of PR professionals and sources wasting her time with ChatGPT-generated responses to call outs on SourceBottle and warned she wasn't going to tolerate it anymore.
She indicated that AI-generated responses suggested to her that the source was NOT an expert (or else why would they need to rely on AI to respond to the call out) AND that any PR professional who used AI to respond on behalf of their client was clearly incompetent.
She also issued a stark warning for anyone abusing SourceBottle in this way; saying she would refrain from ever using the source or the PR professional in her stories.
"I black ban anyone who does it, I’m totally over this waste of my time."
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Let's get straight to the point.
Ali has expressed her frustration over receiving responses that clearly read more like robotic regurgitations than genuine insights. And worse still, she pointed out that when PR agencies rely on AI to craft their answers, it raises two major red flags with her:
If the source/talent behind the response is leaning on AI in their response, it suggests they might not be the expert they claim to be.
A PR agency that needs to resort to AI to create a response to a call out suggests they aren't able to do their job properly. After all, public relations is all about building authentic relationships with the media and providing thoughtful, *credible* responses that a journalist is going to want to use in their story.
And she's not alone. We've noted many in the media are including this type of warning/challenge in the call out itself:
"Only pitch a topic if you can produce AI-free generated Human content."
"PLEASE: No ChatGPT generated responses."
"Pls no ChatGPT responses, I can get those myself."
So clearly, everyone's getting pretty sick of it. Ali's even said she's black banning anyone who does it, so we ask, is it worth the risk? That’s a pretty strong signal to PRs and Sourcey subs alike to rethink this strategy the next time you're tempted.
While AI tools like ChatGPT can be fantastic for brainstorming ideas or helping stimulate ideas behind your creative content, they fall short when it comes to the personalised communication that PR demands. Here’s why:
AI can mimic human language, but it lacks a genuine voice and personality that comes with real-life experience. Besides, journalists can spot a canned response from a mile away.
By relying on AI, sources might miss the chance to showcase their unique insights and expertise - qualities that can set them apart in a competitive market.
If journalists feel they're being fed AI-generated 'fluff', it can damage the trust that's absolutely necessary for these (often) symbiotic relationships.
In the fast-paced world of publicity and PR, 'authenticity' and 'expertise' are key. And while AI can be a helpful tool for some tasks, it should never replace the human touch so vital in our industry.
And now, to prove a point, here’s a little AI-generated rap jingle - inspired by our journalist friend:
Yo, listen up, here’s the scoop,
ChatGPT’s cool for a feedback loop,
But when it comes to call outs, don’t be a fool,
Real expertise is the golden rule.
If you’re spitting AI, you might get banned,
Authentic voices are what we demand.
So keep it real, don’t take the bait,
In the PR game, before it's too late!
As demonstrated above, while AI tools, like ChatGPT, are terrific for writing a catchy rap song, they're NEVER the right tool for responding to call outs on SourceBottle.
So let's pay the media the respect they deserve and keep your communications human and your relationships strong as a result.
Wishing you continued success!
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