Schools are blocking it, the tech world can’t quit talking about it and everyday users are in awe of it – OpenAI’s language software ChatGPT is set to change the way we communicate. But what is it and how can we utilize it in a professional setting?
GPT, or Generative Pre-training Transformer, is a state-of-the-art language model developed by OpenAI. It has the ability to generate human-like text by predicting the next word in a sequence based on the context of the words that come before it.
To show you what kind of responses it can generate, we asked ChatGPT a few questions.
Q: “Can you write me a blog post headline about the best pizza in Columbus?
ChatGPT’s response: "Discover the Best Pizza in Columbus: Our Top Picks for Mouth-Watering, Delicious Slices!"
Q: “Can you write me a paragraph about how to make pizza?”
ChatGPT’s response: “Certainly! Here is a short paragraph on how to make a pizza:
“To make a pizza, start by preheating your oven to 450°F (230°C). While the oven is heating up, roll out your pizza dough into a thin circle and place it on a lightly floured surface. Spread tomato sauce over the dough, leaving a small border around the edge. Add your desired toppings, such as sliced vegetables, meats, and cheese. Place the pizza in the preheated oven and bake for 10-15 minutes, or until the crust is golden brown and the cheese is melted. Enjoy your homemade pizza hot out of the oven!”
Finally for a little more fun, we asked ChatGPT to write us a poem about pizza and here was the programs response:
Pizza, oh pizza,
My favorite food to eat.
With cheese and sauce and toppings galore,
It's hard to find something to beat.
Round and hot, straight from the oven,
A slice is all I need.
With its gooey cheese and crispy crust,
It's the perfect meal indeed.
Can you tell we like pizza?
We could ask the software questions all day and never get tired of it, but now that you understand some of its capabilities, the most important thing we need to talk about is how this could impact strategies in PR firms.
Automating routine tasks
One way GPT could change PR strategies is through the automation of routine tasks. For example, GPT could be used for text summarization, translation and question answering. The software can also be used to analyze large amounts of data and identify trends and patterns. For example, it could be used to analyze social media conversations and identify key themes and sentiments, which could be used to tailor future messaging and targeting.
Do you ever find yourself stuck in a rut when brainstorming ideas for a client? GPT can help with brainstorming when prompted. You simply provide a topic or problem for the software to focus on and it has the ability to generate potential ideas and solutions. It is important to note, the more details you provide the software with, the better its responses will be.
Another potential use for GPT in PR is in the creation of personalized content. By feeding GPT data on an individual's interests and preferences, it could be used to generate customized content that resonates more effectively with that person. This could be particularly useful for targeted marketing and influencer outreach efforts.
As impressive as the software is, it’s important to note that while GPT can successfully respond to data and offer you a plethora of information, OpenAI does have a disclaimer about accuracy before ever using the program. It states:
“While we have safeguards in place, the system may occasionally generate incorrect or misleading information and produce offensive or biased content. It is not intended to give advice.”
While there are many unknowns about the future of ChatGPT and other language models, the use of GPT in PR has the potential to increase efficiency, provide valuable insights and enhance the personalized nature of communications. While it will not replace the need for human PR professionals, (aka us here at Slide Nine) it could certainly augment and enhance our work.
To prove just how precise this program is, we want to know, can you spot the paragraphs written by ChatGPT? Hint: there are two.