In fact, Prowly’s The State of PR Technology 2023 report found that 67.8% of communications professionals already use AI in their work, and this number will only continue to grow.

In this blog, we explore the ways in which AI is revolutionising strategic communications and how you can make the most of these cutting-edge technologies to stay ahead in the field.

Content Creation

Generally, ChatGPT seems to be better at creating textual content—such as long-form articles, emails, or social media captions—than Gemini.

Zapier tasked the two AI tools to create an Instagram caption to announce the launch of one of their new digital tools. They reported that, without any further prompts, ChatGPT automatically understood how to keep the caption in line with the unwritten rules of writing Instagram captions. It was brief, included hashtags, and used visually appealing emojis.

On the other hand, Gemini was able to write a more non-generic and detailed caption but fell short in its formatting and tone. The content it generated seemed to be more suited for an email than an Instagram caption.

This also exhibits how Gemini is better for research than ChatGPT, which might be because it is connected directly to Google Services. It also found that Gemini performs better than ChatGPT on 30 of 32 academic benchmarks in reasoning and understanding.

Message Framing

As strategic communicators, we know that the wrong choice of words or inappropriate framing of a message can put your organisation’s reputation at risk.

Harvard Business Review reported that a series of experiments conducted by Christopher Graves, Former President and Founder of the Ogilvy Center for Behavioral Science, discovered that ChatGPT can generate audience-tailored messaging that is customised for each audience, making it resonate more and less likely to cause a rift.

According to Christopher, ChatGPT was able to respond to prompts with behavioural science cues, “crafting surprisingly appropriate messages for particular personality traits, worldviews, and so on.”

Media Monitoring and Media Relations

As long as LLMs are able to provide real-time data, it can be very helpful for communications professionals to conduct media monitoring and analysis. It can scan the internet for relevant topics related to your niche or your clients’ industries and categorise news articles and other social media posts, allowing you to stay on top of industry news, trends and issues.

As it can also scan journalist databases, articles and social media posts at a much quicker rate than we can, it can also support you to identify a list of relevant outlets, journalists and influencers to pitch to, ensuring that your targets are always relevant.

Currently, Large Language Models (LLMs) that provide real-time data include ChatGPT and Gemini.

SEO Optimisation

While there are various aspects of SEO, ChatGPT, Gemini and LlaMa, as LLMs, can help in several areas, including keyword research to find relevant keywords. When asked to create a list of keywords related to ‘Local Pizza in New York City,’ Chat GPT generated over two dozen related keywords, such as ‘New York style pizza,’ ‘best pizza in NYC,’ and ‘famous pizza in NYC.’

Another way LLMs can help your SEO is by asking them to create ideas for unique content. Writing about something that has not been frequently written about before will increase your chances of ranking higher in SEO.

Ernie Kim, Content Lead at Robert Half, used Gemini to identify less common topics related to ‘Carrot Cake’. The results that Gemini came up with included ‘Low-sugar Carrot Cake,’ ‘Gluten-free Carrot Cake,’ ‘The Origin of Carrot Cake,’ ‘Carrot Cake Cupcakes,’ and ‘Carrot Cake Ice Cream.’ While not all results may be relevant to you, they could be helpful in identifying any gaps in topics.

Many AI commentators have pointed out how Gemini is also helpful in improving the readability of content for search purposes. When given a body of text and asked to improve its readability for Google search, it was able to provide guidance on organising the content more effectively, along with recommended specific keyword themes to enhance its search relevance.

As AI continues to evolve, tools like ChatGPT, Gemini, and LlaMA are becoming indispensable assets in the toolkit of strategic communicators, and their use will only grow as they continue to offer efficiency and creativity. By leveraging AI, you’re not just keeping pace with change—you’re driving it.

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]