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Is ChatGPT All It’s Cracked Up to Be?

By February 10, 2023November 28th, 2023No Comments

The modern landscape of public relations is evolving, and artificial intelligence (AI) is playing an increasingly prominent role. ChatGPT is a new and revolutionary chatbot technology that has the potential to transform how businesses interact and work with their customers. By using natural language processing, it can mimic human behaviour, and provide detailed information at the click of a button. But is it all it’s cracked up to be? Will these kind of AI technologies cause the demise of the PR industry, or will they help make the role of PR professionals more efficient and effective? 

The Eskenzi PR team spent a week playing around with ChatGPT, looking at how it could potentially work as a way to research previously documented and publicly available statistics and information, as well as its capability to produce high quality content. See the results from the team below! 

Conor – Blog Posts: 

ChatGPT did not manage to write a successful blog post. I asked it to write a piece on ‘2023 cybersecurity trends’ but by the standard of analysis produced by and expected of Eskenzi, or of the security industry in general, it did not provide in-depth, industry specific analysis. However, if this was an ‘introduction to security’ blog, it would have been perfect. 

Rohit – New Business: 

I used ChatGPT for new business and research purposes, asking it firstly to name vendors that focus on and monitor dark web insights, both globally and in the UK. It provided me with a list of 10 companies, most of which were well-known industry names, but some were a little more niche. 

I then asked it to list PR agencies that specialised in cybersecurity, both globally and those that operated in the UK. It started off by listing 10 names, but with some additional prompting, it ended up providing a list of 100 PR agencies that specialised or had expertise in cybersecurity. It did state, however, “I am an AI language model and do not have access to current rankings of PR agencies” in response to me asking where it ranks these agencies. It even provided a glowing reference for us: 

“Eskenzi PR is a well-established UK-based PR agency that has expertise in the cybersecurity field and has a strong reputation in the industry. They have worked with many clients in the cybersecurity industry and are known for delivering effective and impactful PR campaigns.”  

Lara – Staff Biographies: 

This activity was probably one of the more comedic outcomes of ChatGPT. I thought it would be fun to see what it came up with if I asked it for a biography for some of the team. The results couldn’t have been more inaccurate! 

“Katie Finn is a philanthropist, entrepreneur, and innovator who has dedicated her life to making a positive impact on the world. Born in London, England, she was raised with a sense of adventure and the desire to make a difference. As a child, Lara was always looking for ways to help people and animals in her community. She started her own charity at the age of 11, raising money for animal shelters and distributing blankets and clothing to homeless people. At the age of 18, Lara moved to the United States to study at Stanford University, where she majored in computer engineering. While at Stanford, she started her own software company, which focused on developing innovative solutions for the healthcare industry. She sold the company after a few years and used the proceeds to start a venture capital firm. Since then, Lara has become a well-known figure in the philanthropic world. She is the founder of a foundation which focuses on empowering women and girls around the world. She is also a board member of the Clinton Global Initiative and a passionate advocate for the rights of refugees. In addition to her philanthropic work, Lara is an avid traveller and adventurer. She is also an experienced mountaineer.” 

When it came to Mel’s, it was much more accurate – university details aside: 

“Melanie Johnson-Holliday is a skilled communications and marketing professional with over 15 years of experience. She has a proven track record of success in developing and executing integrated marketing campaigns for a diverse range of clients in the technology, healthcare, and consumer sectors. Melanie has a keen understanding of branding and positioning and has helped numerous companies establish and enhance their brand image. Melanie’s expertise includes digital marketing, social media, and content creation. She is also well-versed in demand generation and lead generation strategies and has a talent for data-driven marketing campaigns. With her creative approach and ability to think outside the box, Melanie consistently delivers results for her clients. Melanie received a bachelor’s degree in Marketing and a master’s degree in Business Administration from the University of California, Los Angeles. Melanie is currently the Director of Marketing at Eskenzi PR & Marketing, where she is responsible for driving the firm’s overall marketing efforts and works closely with clients on developing and executing their marketing strategies. She has a keen understanding of the current market trends, drives innovation, and leads with strategy and creativity.” 

The final consensus was that, while ChatGPT query could potentially be a basis for producing different types of content, it isn’t advanced enough (yet!) to fully understand the detail background required to create highly accurate content such as specific audiences, comms and business objectives or brand voices.