Exploring the Impact of Generative AI, Such as ChatGPT, on Public Relations: A Practical Perspective by Dr. Pamala Proverbs

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By Dr Pamala Proverbs

Too many of us tend to fear, condemn, and avoid things and people we do not know or understand. For some reason, this has been the case with technology, and the most recent victim or villain, depending on who you speak to, is artificial intelligence (AI) in the form of generative AI such as ChatGPT, and Claude, among others.

As an over-50-year-old, I totally embrace technology and have experimented with a myriad of solutions to make my company more efficient, from accounting software and bid writing to social media management, transcribing, and media monitoring tools, for example. Monthly, my software bill is one of my biggest expenses, so of course, I was at the front of the line when I heard of ChatGPT and its potential to revolutionise most industries, including public relations. From my dive, I can tell you that a novice will drown in the deep technological waters because what the machine spits out in a split second is a great starting point, but it does not take you all the way to the finish line since public relations is not just about a story, it not just about a proposal, and the person driving the bus must not be using training wheels otherwise it will show.

In every situation, whether in the real or virtual world, we need to operate ethically. The ease at which AI tools generate content may tempt people to use their output as is, but to quote a recent paper from the Public Relations Society of America on The Ethical Use of AI, “While generative platforms produce output resembling human speech or realistic visuals, they inherently lack experiential cognitive ability, human understanding or judgement.” It is key to remember that the output is based on algorithms which pull information from a million different sources and in some cases the programme deviates from reality, and may have inherent biases or hallucinates (meaning it sometimes makes up information). As a researcher, one fascinating feature of generative AI is its ability to synthesise large volumes of work. However, a real question is who then has access to your body of work after you have sought help from the programme? A real ethical dilemma for business, then, is the use of proprietary information by employees, not just those in the communications department but everyone in the organisation.

The PRSA has suggested some best practices for using generative AI ethically. For example, validating the sources of the information generated by the platform and checking for accuracy. The inquiry should only be the starting point of your work, not the ending. You still need to add the human element to the content, making sure not to plagiarise or use erroneous content.

ChatGPT can easily develop a petition letter that appears to come from multiple constituents. This is an unethical use of the AI. For your letters, if you are looking for an editor or grammar check, this is a good use of AI. However, users should be aware that the information generated may have biases that can lead to the spread of misinformation.

In the age of likes, views and followers, AI can flood websites and social media accounts by creating fake accounts. Even before generative AI, fake followers and comments have been an ethical issue, with companies and some celebrities being accused of indulging in this practice. AI should be used for good to stop imposters rather than supporting the proliferation of this practice.

In summary, I support any tool that will enhance the profession and improve communications. As one of the early adopters of social media, for years, it was difficult to get the businesses I worked with to adopt them as they were viewed as tools for individuals. That view has certainly changed. Generative AI is definitely with us to stay; the best course of action is to use it conscientiously and ethically.

Public relations specialist Dr Pamala Proverbs is President of the Barbados chapter of the International Association of Business Communicators (IABC).