Interview with ChatGPT

Interview with ChatGPT

Author: Richard Tigges

‍Why is CommTech becoming increasingly important, especially in PR? Should we worry about our jobs as communications professionals because of ChatGPT? And doesn’t artificial intelligence perhaps have its own agenda after all? Richard Tigges, a member of the CommTech working group’s steering committee, asked these questions of someone who has probably been most familiar with the subject for the past twelve weeks: ChatGPT, the brand-new prototype of a text-based dialog system from the US company OpenAI, which is based on machine learning.
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Richard Tigges: Today we have a special specialist on CommTech as our guest. A warm welcome to you!

ChatGPT: Thank you very much for the welcome. I am ready to answer your questions and help you as much as I can.

Richard Tigges: The CommTech working group has been in existence for a year, and is based on an idea from the Page Society. What do you know about it?

ChatGPT: The Page Society is an international organization dedicated to promoting excellence in strategic public relations and communications management. It could be that the CommTech working group was created by the Page Society to deal specifically with technology and communications, but I don’t have specific details about that.

Richard Tigges: …it was Thomas Mickeleit!

ChatGPT: Oh, I apologize, I didn’t find the information about the CommTech working group as my knowledge cut-off date is 2021. Thomas Mickeleit is an experienced communications consultant and digital communications expert, he was instrumental in founding Page Society’s CommTech working group. It is a platform dedicated to promoting excellence in the field of digital communications and fostering collaboration among experts from the field, academia and business.

Richard Tigges: Which CommTech developments do you consider particularly exciting at the moment?

ChatGPT: There are currently a number of developments in the CommTech industry that can be considered particularly exciting. Some of these developments include:

1. artificial intelligence and machine learning: these technologies enable companies to collect, analyze and use large amounts of data to make better decisions and develop personalized communication strategies.
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2. 5G technology: It enables faster and more reliable mobile Internet connectivity, expanding opportunities for developing applications and services that rely on real-time data and interactions.

3. virtual and augmented reality: these technologies enable companies to create innovative and immersive interactive experiences for their customers.

4. Internet of Things: By connecting devices and machines to the Internet, it enables companies to collect and analyze data in real time to improve efficiency and develop new services and applications.

5. social media and influencer marketing: social media platforms and influencer marketing offer companies the opportunity to directly address and engage their target audience to increase their brand awareness and sales.

6. blockchain technology: it provides a secure and transparent method of storing data and transactions, which expands the possibilities for developing applications in finance, supply chain management and other industries.

These are just a few examples, there are many other developments and technologies that are important and constantly evolving in the CommTech industry.

Richard Tigges: And which CommTech solutions promote PR in particular?

ChatGPT: There are a variety of CommTech solutions that can directly impact public relations. Some of these solutions are:

1. social media management tools: These tools allow companies to manage and analyze their social media presence to increase their reach and interactions with their target audience.

2. media monitoring and analysis tools: These tools enable companies to monitor and analyze their media presence to measure and optimize the effectiveness of their public relations campaigns.

3. influencer marketing platforms: These platforms allow companies to find influencers with whom they can collaborate to increase their brand awareness and reach their target audience directly.

4. AI-based PR tools: These tools use artificial intelligence and machine learning to help companies develop personalized communications strategies and improve the effectiveness of their public relations activities.

5. automation tools: These tools enable companies to automate their PR processes and save time and resources by automatically handling tasks such as press release creation, media contact management and media coverage analysis.

6. virtual and augmented reality tools: These tools enable companies to create innovative and immersive interactive experiences for their customers, thus drawing attention to their products and services.

It is important to note that every business is individual and has different needs, and therefore some of these solutions may be more or less suitable for a particular business. A thorough analysis of a company’s needs and goals is therefore essential to identify the most suitable CommTech solutions.

Richard Tigges: Do PR professionals have to worry that their texts will be written by computers in the future?

ChatGPT: It’s likely that AI and machine learning will play a bigger role in copywriting in the future, especially in areas like press release and report writing. However, this cannot mean that PR professionals will lose their jobs, as technology is not able to cover the creative and strategic aspects of public relations.

For example, AI tools can help with copywriting by accessing large amounts of data and automatically gathering and structuring information. They can also help measure the effectiveness of copy by analyzing audience responses to specific words and phrases.

However, PR professionals remain essential to covering the creative and strategic aspects of public relations and communicating a company’s message in a way that appeals to the target audience and supports the company’s goals.

In fact, technology can actually make PR professionals’ jobs easier by saving the time and resources spent on copywriting, freeing up more time for creative and strategic tasks.

In any case, it’s important for PR professionals to continue their education and keep up with the latest technologies and tools to keep their skills and jobs sharp.

Richard Tigges: Now I’m curious: Does AI have its own agenda that could possibly be directed against humans?

ChatGPT: AI itself has no agenda or motivation of its own, it only acts on the instructions and algorithms given to it by humans. AI systems are simply tools developed and used by humans to perform specific tasks.

However, there is a possibility that AI systems can be programmed incorrectly due to human error or malicious intent, which can cause them to do harm. An example of this is the use of AI in weapons technology, there is a risk that they will be used in ways that are against the interests and safety of humans.

It is important that the development and use of AI follow ethical standards and that it is ensured that the impact on society and the environment is carefully studied. It is also important that regulation and oversight of AI systems ensure that they are used safely and responsibly.

There is also the possibility that AI systems could make their own decisions in the future and move away from their programming, however, we are still far from that in this area and there is currently no evidence that AI has its own agenda that could be directed against humans.

Richard Tigges: All right, let’s leave it at that. What would the tool that digitizes all the processes of a PR department look like?

ChatGPT: A tool that digitizes all of a PR department’s processes would need to offer a variety of features and capabilities.Some of these features could include:

1. media monitoring and analysis: the tool should provide the ability to automatically collect and analyze media coverage to monitor the company’s media presence and measure the effectiveness of PR activities.

2. creation and distribution of press releases: The tool should allow press releases to be automatically created and distributed to the media to achieve a broader reach.

3. management of media contacts: The tool should allow media contacts to be managed and organized automatically in order to respond more quickly and effectively to requests.

4. social media management: the tool should allow to manage social media accounts automatically to increase interaction with the target audience and to increase the reach. It should also provide the ability to perform social media analytics to measure the effectiveness of social media campaigns.

5. AI-based text and tone analysis: The tool should enable automatic analysis and optimization of the tone and emotion of texts to maximize the impact on the target audience.

6. automation of PR processes: The tool should allow PR processes to be performed automatically to save time and resources and increase efficiency.

7. integrated reporting and analytics functions: The tool should allow reports and analytics to be generated automatically to measure and optimize the success rate of PR activities.

8. collaboration and communication: the tool should enable the PR department and other departments and team members to communicate and collaborate with each other to ensure that all activities are aligned and support business objectives.

It is important to note that each company has different requirements and a tool that is suitable for one company may not be suitable for another. It is important to carefully analyze the needs of the company in order to select the right tool.

Richard Tigges: Thank you very much. That was very enlightening!