Does ChatGPT Write Better Texts than PR Managers?
The topic is currently ubiquitous in the media. Many researchers and PR industry experts are also addressing the issue. Users are increasingly trying to find meaningful uses for the Chatbot ChatGPT to make work easier for many people. But does it go even further?
Will chatbots in the future do homework for students and write seminar papers for university students? Has an illegal shortcut to a PhD or other qualifications been created? Are jobs at risk?
Or do completely new opportunities for creativity open up for us humans?
Time to take a closer look:
Just two months after its introduction, ChatGPT by OpenAI already has an estimated 100 million monthly active users. For the same number, TikTok took 9 months and Instagram a full 2.5 years. The chatbot is developing rapidly and gaining new users at an increasing pace.
Therefore, scientists and students at the University of Hildesheim are currently investigating the applications and ethical boundaries of these new technologies in a research project.
Co-founder of Rlvnt, Matthias Biebl, has also examined how the work of a PR agency can be changed by technologies like ChatGPT. According to his experience, such innovations can indeed support the work of PR agencies and do not endanger the jobs of PR managers. The chatbot can assist in creating press releases, social media posts, or other content pieces. This makes content creation significantly faster and easier. It can also help simplify research for content creation and identify potential media contacts.
However, Biebl points out that such technologies are not yet able to fully replace human creativity or strategic thinking of PR consultants. They are merely a tool to better support and facilitate human work. From Biebl's perspective, a successful PR agency still needs experienced and creative consultants who can select the right messages and disseminate them in the right way to achieve their clients' goals.
Johannes Vogel and Duncan Lane of The Nunatak Group also emphasize the advantages of ChatGPT in the PR field. They even recommend that publishers build internal knowledge in this area and optimize processes with the help of technology. This is the only way to remain competitive and attract successful talent.
While founders of PR agencies seem convinced of the benefits of ChatGPT and see it as a helpful tool for their work, experts are still divided on how endangered jobs really are. There are repeated voices that numerous jobs could be replaced.
Therefore, Business Insider has spoken to numerous experts and conducted research to create a list of jobs that are at the highest risk of being replaced by AI. Unfortunately, the list also includes: "Media jobs across the board."
So, we cannot say with certainty today how endangered PR managers' jobs are by AI. What we have found: Currently, the technology is just a tool that can make work much easier and faster. However, it still cannot completely replace human creativity and intelligence. Furthermore, many PR industry experts are convinced that this will remain so in the future if we humans focus on the creative, strategic, and empathetic parts of PR work, as these are hard to replace by robots.
Sarah Amler
Digital Process & Marketing Manager
Sarah was responsible for performance marketing, social media activities and digital onboarding in our software at aclipp.