According to Bill Gates, the advance of technology is based on making it fit in so that you don't really even notice it, so it's part of everyday life. With new technologies and platforms emerging all the time, the public relations (PR) industry is constantly evolving. One technology that has the potential to add significant value to PR agencies is ChatGPT. This AI tool is termed a bot that uses open-source technology built to be programmable to interface with users and provide information or assistance through its platform. 

Here are a few ways ChatGPT can add value to the PR industry:

24/7 intelligence assistance: In an era where timely information is key to decision-making, ChatGPT can provide customised and real-time information around-the-clock to PR professionals that manage media relations for their clients. This intelligent aid can be specially deployed for managing crisis communication, where quick and accurate information is crucial for a solution. ChatGPT can be custom programmed to answer frequently asked questions around a topic, provide updates on the status of an issue, and even assist in gathering information from defined information sources.

Personalised communication: To aid client servicing personnel to develop a more customized, industry-tonality type of communication with their PR clients, ChatGPT can be programmed, tutored or automated to deliver tailor-made responses based on an individual’s type of communication style or preference of tonality. For example, ChatGPT can use the full potential of natural language processing to analyze client messages and provide personalised responses that address specific needs. This efficient feature can assist build stronger business bonds between clients and PR professionals, representing a PR agency.

Scalability: In the current scenario, where the effectiveness of human resources vis-à-vis cost of business is of paramount importance, ChatGPTis a tool that can be used to scale the delivery of service for PR agencies, without the need for additional human resources. Chatbots can handle routine tasks such as scheduling appointments, sending out reminders, and answering simple enquiries that can be pre-programmed. The value addition results in making more available time for PR professionals, and acts as an enabler for them to dedicate more time to client strategy development and media relationship building.

Real-time analysis: Identifying the trends and patterns of information that is being received from client conversations, ChatGPT is an enabling and easy-to-use tool that can help PR professionals analyze and interpret information in real-time to offer clients a quicker, data-driven response. This feature can provide valuable insights into client needs and preferences, which can be used to implement a faster turnaround of PR strategies and tactics. ChatGPT can also be used to conduct sentiment analysis, providing a real-time analytical perspective of how clients/ stakeholders feel about a particular issue or topic.

Cost Savings: Public Relations agency that has identified a need to scale up, build revenue and drive inorganic growth, ChatGPTcan be the trump card! It can play a crucial role in attaining faster results, thus doing more with one’s existing resources, which will in turn assist in delivering better productivity per headcount.  By virtue of its programmable intelligence, jobs pertaining to spending endless time in research to identify apt information and curate custom communication; all can be done in a matter of seconds. Right from business development, to client communication to building media relations, this wonderful tool does it all.

Multilingual capabilities: PR agencies that operate in multiple regions and serve clients with diverse linguistic needs could benefit from ChatGPT's ability to converse in multiple languages. This feature can help overcome language barriers and enable PR professionals to serve their clients in their preferred language, which can foster better client relationships and build trust.

Social media management: ChatGPT can also be used to manage social media interactions on behalf of PR agencies and their clients. It can help monitor social media channels, respond to customer enquiries, and even identify opportunities for engagement. By automating social media management tasks, PR agencies can improve their efficiency and responsiveness, while freeing up time for more strategic tasks.

Overall, ChatGPT has the potential to add significant value to the PR industry, enabling PR professionals to provide, more personalized service to their clients. By leveraging the capabilities of this AI Bot, PR agencies can immensely benefit by improving their client satisfaction scores. And a satisfied client is the best form of advertising.