AI is being touted as a game changer in many industries, including public relations. While we think there are many benefits to PR from AI, writing is most likely not one of them.
Why? For several reasons. Uniqueness (including creating a news hook that makes you stand out from the competition). AI is very good at making you sound like everyone else, but not necessarily in creating the unique angle that will interest the media. The possibility of plagiarism is another example. We’ve tested several tools, and have found the results to be remarkably similar – in fact too similar - to other writing we’ve reviewed. Not good if you are trying to attract positive attention from the media, and a good way to attract unwanted (legal) attention.
We plan to continue to test various AI writing tools in the upcoming months, and share our professional opinions. But the bottom line is – there is no replacement for the “nose for news.” The unique angle that a good journalist or PR professional brings to the table. If you want to fill space with words, perhaps AI is a good tool. But if you want to make yourself stand out to the media and to tell a good news story, AI might not be the best writing tool for you.