Today we're taking on a topic that's become the elephant in the room of our industry: the role of artificial intelligence, specifically OpenAI's Chat GPT in marketing.
Fierce PR, is all about pushing boundaries and rewriting the rulebook.
We lead the occupation of a thriving little corner in the PR world where thought leaders and creatives are handed the reins of their PR campaigns.
This epochal AI development ushers in an era of deliberation and discussion surrounding AI's function and the implications of its utilisation across industries. Standing at the forefront of this transformative juncture, Fierce PR holds a distinctive position. We endeavour to provide a compass and support system to thought leaders and creatives, guiding them through the labyrinthine intricacies of the PR industry. We operate with purpose - to democratise tech, AI, the creative industries and PR.
In an era defined by rapid digitalisation, eschewing conventional norms and embracing novelty is not merely a choice; it's a quintessential paradigm. At Fierce PR, we subscribe to a philosophy that champions transformation, empowering our clients to take charge of their PR campaigns. We advocate a radical departure from the standard modus operandi, placing our clients at the helm of their PR orchestras. Our methodology is deeply intertwined with the deployment of AI tools, with a particular emphasis on ChatGPT. This technology has proven to be an indispensable asset, showcasing unparalleled versatility in a variety of tasks, including content creation and trend prediction.
AI’s proficiency and cost-effectiveness have been widely acclaimed. However, the cornerstone of Fierce PR’s ethos is not merely the operational use of AI but the democratisation of this potent technology. We assertively maintain that the benefits and capabilities of AI should be accessible to a broad spectrum of individuals, transcending the dichotomy of corporate magnates and independent bloggers.
With this principle at the heart of our mission, we have initiated an innovative series of free workshops via Fierce Creative, our peer-to-peer marketing club. These workshops, commencing in October, aim to decode the complexity of AI, rendering it user-friendly and universally accessible.
Nevertheless, amidst our advocacy for AI, we recognise the intrinsic value of human input. Despite its significant advantages, AI remains a tool, and the efficacy of any tool is inherently dependent on the aptitude and creativity of its wielder. In the PR landscape, the critical nuances of human insight, creativity, and decision-making capabilities that have been cultivated over years of industry experience are irreplaceable. At Fierce PR, we harmonise the benefits of AI with our comprehensive expertise and profound understanding of the PR landscape, thereby offering innovative and efficacious solutions to our clients.
We envision the utilisation of AI not as a menace to the value of human expertise in the PR industry, but as a testament to our confidence in our skills and the value they confer to our clients. The integration of AI in our work is a pioneering step toward industry-wide growth and innovation, fostering a sense of community, cooperation, and continuous learning. This adaptive mindset is a crucial element in an industry marked by perpetual evolution, ensuring that we remain not only relevant but at the forefront of industry advancements.
In our PR strategies, AI is an integral component. We leverage AI to generate initial drafts of press releases and pitches. These drafts are meticulously tailored to the client's specifications by inputting specific variables such as the type of news, target audience, and brand voice into the AI. It is important to underscore, however, that this is merely the initial step in the process. Each draft is then rigorously refined by our experienced team, ensuring the final product seamlessly aligns with the client's brand and objectives.
Our integration of AI into our workflow has resulted in notable augmentation of our efficiency and productivity. By automating tasks that previously required manual labour, our team has been freed up to focus on higher-level strategic thinking. Importantly, this boost in productivity and efficiency has not been at the expense of the quality of our services. On the contrary, we have witnessed a significant uptick in client satisfaction, attributable to our unique fusion of AI and human expertise that consistently yields compelling campaigns.
Transparency is a core value at Fierce PR. We discuss our use of AI openly with our clients, reassuring them that AI is not intended to supplant human expertise but to augment it. This forthright approach has been met with approval from over 90% of our clients, particularly once they grasp the potential of AI to enrich the value of their campaigns. Any lingering apprehensions are addressed, and we provide comprehensive training on the effective use of AI. Our commitment to rendering AI accessible and inclusive, especially for neurodiverse individuals and those with other access needs, has had a significant impact.
The application of AI at Fierce PR is a delicate orchestration, carefully calibrating the intersection of technology and human expertise. Our approach couples state-of-the-art technology with our unwavering commitment to inclusivity, empowerment, and industry expertise, spearheading a revolutionary era in PR. We stand poised at the precipice of an exciting future, and we are prepared to lead the charge. The Nitty Gritty
How are we using AI/ChatGPT in our client campaigns?
At Fierce PR, we're embracing AI, particularly ChatGPT, as an integral part of our PR strategies. A typical application includes the creation of draft press releases and pitches using a tailored formula. We feed specific variables into the AI such as "type of news", "target audience", and "brand voice", which results in an initial draft. But remember, AI is merely the first step. These drafts are then meticulously polished by our team, each member of which brings over a decade of industry experience to the table. Moreover, we're breaking new ground by educating our clients on how to use AI effectively. Our objective is not to make our 12 years of industry experience redundant, but to share it, allowing our clients to extract even more value from their campaigns. We firmly believe in the power of AI to democratise PR and thought leadership.
What prompts have we found to be successful?
Successful prompts are precise and structured, giving the AI the maximum amount of relevant data to work with. To illustrate, our formula for crafting prompts might look like this: "[Type of news + Company details + Key selling points + Target audience + Desired action]". This detailed information guarantees the output aligns with the client's brand and objectives and reduces the need for extensive human intervention. What results are we seeing from incorporating AI? Since the integration of AI into our workflow, we've seen a 35% increase in efficiency and a 20% rise in productivity. By automating tasks like initial content generation and trend prediction, our team now has more time for higher-level strategic thinking. Importantly, this improved efficiency has not resulted in compromised quality.
How do we broach the topic of using AI with our clients? Are they concerned about us using AI to run their campaigns?
At Fierce PR, transparency is more than just a buzzword—it's a philosophy. We discuss our use of AI openly with our clients, explaining how it's a powerful tool that complements our human expertise rather than replacing it. We assure them that the crucial final step of refining the AI output to fit the client's brand and objectives is thoroughly human and heavily reliant on our years of experience. Over 90% of our clients respond positively to this approach, especially after understanding the potential of AI to enhance the value of their campaigns and witnessing the benefits firsthand. We address any apprehensions they may have and provide training on how to use AI, which is particularly beneficial for neurodiverse individuals and those with other access needs. As a neurodiverse agency owner myself, I can testify to the life-changing impact of making AI more accessible and inclusive. In sum, the application of AI at Fierce PR is not just a mechanical process—it's a delicate balancing act between technology and human experience. By coupling state-of-the-art technology with our depth of experience and commitment to inclusivity and empowerment, we're pioneering a transformative new era in PR. The future is exciting, and we're leading the charge.