There’s no denying how artificial intelligence (AI) is impacting and reshaping a plethora of industries, including, but not limited such sectors as animal health, education, healthcare, and nonprofit.
AI’s impact on PR agency teams and internal (or corporate) public relations and comms. professionals is quite significant.
ChatGPT 4.0 has become an essential asset for communications professionals because it offers streamlined processes and heightens efficiencies. As social media marketing continues to play a significant role in public relations and thought leadership, PR firms are leveraging tech to expedite social media posts, improving workflow and saving clients time and money. However, there are three musts for those utilizing AI in PR. While technology offers substantial advantages, it’s critical to understand its limitations.
AI Vs. the Human Touch
While AI significantly expedites content creation, it currently lacks the innate ability to engage with human emotions, often producing outputs that may seem impersonal or detached. This limitation is particularly problematic in social media and storytelling where emotional connection is paramount.
ChatGPT’s bot cannot effectively invoke human emotion or understand individuality. In our PR agency’s experience, Chat can sometimes output vague or uninteresting social media posts. It’s counterproductive to think you have a ‘finished’ product to discover the human touch is required to capture your voice. Among the nation’s top animal health PR firms, with specialization in the education, healthcare, and nonprofit sectors, we want to connect and engage with our audiences authentically and provide real value, so utilizing AI must be intentional and strategic.
Most PR teams know that ChatGPT 4 has a feature that allows all users to make a personable bot. You can train the bot by giving it previously written content, such as social posts, and asking it to create newer posts using your preferred communication style. Comms. professionals can employ advanced training techniques where ChatGPT is fed a diverse array of past social media posts, marketing communications, and other brand-specific content that express the brand’s attributes and the feelings, attitudes, and beliefs it emotes. This training allows the AI to ‘learn’ the specific linguistic nuances and emotional undertones, enabling it to produce content that not only aligns with your voice but engages audiences on a more personal level. Regular feedback loops can be established to continually refine the AI’s output, ensuring it evolves with the brand’s strategic objectives and audience expectations.
Inconsistencies and Misinformation with AI
As people often do, ChatGPT and other AI tools regularly make mistakes. Even the most advanced AI language model in 2025 is susceptible to errors. However, the implications of AI mistakes can be more influential in social media posts. ChatGPT generates content based on the data it’s trained with. However, if the provided information is limited or inaccurate, the AI might create misleading contexts – leading to inconsistencies and possible misinformation.
Despite extensive training, ChatGPT 4 can still offer inconsistent answers, contributing to erroneous errors. This issue arises because the AI relies on existing data, which be incomplete or inaccurate.
Nevertheless, there is a solution to mitigate this issue. When seeking information from AI, it’s advisable to ask for the sources of the information. Some new AI tools enable you to select content sources, which is surely the ideal. By selecting data sources and independently verifying the facts, you can ensure content is reliable and trustworthy. This practice helps improve the accuracy of the information you share, reducing the risk of spreading misinformation.
Bias
In the artificial intelligence world, there’s a critical concept known as “societal bias” or “algorithmic bias.” This process occurs when algorithms, such as the ones powering ChatGPT, generate results that mirror and reinforce biases prevalent in our society. Since ChatGPT’s data is derived from human sources, it can inadvertently embody the same biases and inequalities that have historically existed.
Understanding this, it becomes evident that ChatGPT’s responses can sometimes reflect stereotypes or one-sided narratives. Therefore, it is crucial to acknowledge this likely bias and actively seek ways to compensate.
To combat this real concern, here are several strategies to equip using AI for social posts:
First, ensure that the training data encompasses a wide range of perspectives and experiences to reduce the dominance of any single viewpoint. Next, start implementing tools and methods designed to identify and correct biases within the AI’s responses. Also, regularly update and refine the AI to adapt with evolving societal norms, which limits outdated biases.
Recognizing and addressing these biases can lead to the development of more balanced and fair AI outcomes. This approach not only improves technology but also helps it better serve the diverse needs of society today.
In conclusion, AI, such as ChatGPT, offers numerous advantages for creating social media posts, but it is essential to address its limitations. AI-generated content can lack the personal touch required for genuine audience engagement. By vigorously and proactively managing AI – and training it thoroughly, PR and marketing professionals can maximize the benefits of this powerful technology and ensure their social media efforts are compelling and authentic.