In the second in SE10’s series of blog posts on the impact of generative AI in Public Relations, SE10’s experienced PR professionals highlight
how the technology has entered the conversation with clients, how some clients have been encouraging its usage, and typical requests and responses.
We have already seen some of our clients keen to harness generative AI and some working to understand potential uses to benefit their individual operations. Communicating with SE10, these discussions have centered around creating copy that explains generic processes or industry structures – the type of material we imagine can be relatively easily and accurately created in contrast to the complexity of more personalised content. It’s also interesting to note that smaller companies have tended to be more enthusiastic about its use whereas the larger corporates are less willing to pull the trigger on projects, even if they believe the technology has a strong role to play in future.
Ben Shaw, CEO
One client has been outspoken about positively using generative AI internally to brainstorm ideas on how to better serve their customers and come up with topics that they would like for us to cover. They have also specifically asked us to use AI on our content creation process, to save time. We are, however, aware that for crafting creative, sharp content generative AI presents significant limitations. But it is interesting to see companies that are often part of old-school industries exploring opportunities with AI.
Mariana Santos, Account Director, USA
Several clients have been enthusiastic about liaising with generative AI, for example, to generate template social media posts to accompany press releases. Our conversations with our clients demonstrate that the acknowledgement of the technology is present, but has enhanced the trust placed in us, and the respect for what we as PR pros – not static screens – bring to the table, and our ability to use AI with consideration and caution.
Jack Porter, Account Executive, UK
I think from a client’s perspective there is an increasing expectation as comms professionals to understand AI tools. As AI is inevitably becoming smarter and being seen as providing solid efficiency to businesses, we need to know – and reassure that we know – how to navigate and utilise these tools as much as possible.
Salmah El Haissane, Account Manager, Singapore
Using generative AI effectively involves a set of skills that need to be developed and refined. Mastering the art of writing effective prompts is crucial. This skill dictates the quality of output one can expect from AI; clear, concise, and well-directed prompts yield more accurate and relevant results. Secondly, understanding how to iteratively refine these prompts based on initial outputs can greatly enhance the accuracy and usefulness of the information generated. A third critical skill is the ability to critically assess and integrate AI-generated content into human-centric processes. This involves discerning which tasks are best suited for AI assistance and managing the interface between human creativity and machine efficiency.
Zack Shen, Account Executive, USA
In the third part of the SE10 series on generative AI, we consider the advantages and disadvantages of generative AI in the media landscape.
By Jack Porter
Account Executive
About the author
Jack is an account executive based in London, UK, who joined SE10 in 2022, assisting with media coverage and campaign management for European accounts. Arriving from a background in sports writing and video content production, thoughtfulness and consideration in presentation, and networking and building strong client relationships are key skills that have transitioned easily into PR. Jack has extensive experience in interviewing knowledgeable subjects and conveying received information to a wider readership in an understandable, relatable tone.
