The startlingly fast adoption of ChatGPT across various sectors has inspired an intriguing amount of discussion about the future of the various marketing professions. Essentially, will AI, ChatGPT, and their ilk put copywriters out of work? 
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The threat of AI
Much of the hype surrounding ChatGPT died down once more people realized how robotic its outputs sounded. Well, AI makers heard this feedback loud and clear. Since ChatGPT’s initial release in November of 2022, AI has evolved to the point where it can finally write with a noticeable degree of voice and emotion. The latest AI for PR can even generate original ideas for pitches based on trending topics or new developments in specific industries. Moreover, these platforms specialize in recommending journalists to target based on the journalists’ previous work and relevance to the topic at hand.
Strategy and relationship-building
Success as a PR professional is directly based on your understanding of your clients and their target audience. What are your client’s values and objectives? What kind of events could jeopardize their public image? What aspects of their business model do consumers find favorable or unfavorable?
Using AI strategically
I’ll admit that I was a bit shocked when a colleague introduced me to the language capabilities of tools like CopyAI. Thankfully, my colleague also explained how to use these tools to my advantage, and I’ve been implementing this advice on a nearly daily basis ever since.
PR is more human than you might think
If PR was just about churning out as many pitches, quotes, and press releases as possible, then sure, I might be worried about AI taking my job or those of my staff members. But the ineffable and indispensable values of human empathy and creativity are the factors that determine the success of a PR campaign. Only human beings can understand the way other humans think and feel.
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