As a professional communication agency, we aim to provide our clients with the best possible service. With the development of generative AI, we have new tools at our disposal that can help us achieve this goal. One of the most promising applications of GenAI is in the field of language generation, which can be incredibly useful for tasks such as language proofreading, media monitoring, content creation, and more.

Generative AI, such as ChatGPT, is a type of artificial intelligence that can create new content based on input data. With ChatGPT, users can input a text prompt, and the AI will generate a response that is similar in style and tone to human-written content.

GenAI won’t replace PR practitioners or marketers, but those who don’t use it will be replaced. GenAI will be ubiquitously used as an assistant to those who do, generating new ideas to expand on, saving time on repetitive tasks and allowing communicators to focus on the creative and insights part of our job. The one we are hired for.

^{Source: Sequoia Capital’s generative AI Landscape}

How can a communication agency utilize GenAI tools to enhance professional communication services?

Language proofreading and professional writing style: GenAI tools can help us improve the quality of our writing by providing suggestions for style, grammar, and word choice.

Media monitoring, article summary/translations: GenAI tools can quickly summarize and translate media articles, making it easier for us to stay up-to-date on the latest news and trends.

Media profile generation: With GenAI, we can quickly generate profiles of media outlets, including key contacts, readership demographics, and editorial preferences.

Media sentiment: GenAI tools can help us analyze the sentiment of media articles, making it easier to understand how our clients are being perceived by the media.

Content generation for marketing content, social media content, and statements: GenAI tools can assist in generating content for various marketing and communication materials, helping us save time and resources.

 

What are the some practices for training GenAI models?

• Feed it with relevant information and style: To train the model, provide it with relevant information, and ask it to follow a certain style or tone.
• Be specific about the output you expect: Provide clear instructions on what output you expect, including style, length, angle of focus, and examples you would like included.
• Provide feedback: Provide feedback on what was good and what was not good, and ask the model to focus more on a particular angle or write in a different style.

While GenAI tools can be incredibly useful, it’s important to exercise caution when using them. Here are a few best practices and guidelines:

• Don’t use clients’ names or sensitive information: To protect our clients’ privacy, we don’t use their names or any sensitive or confidential information that is not public.
• Exercise caution when discussing proprietary or sensitive matters: GenAI tools do not have the ability to guarantee data security or confidentiality, so exercise caution when discussing proprietary or sensitive matters.
• Obtain written approval from clients: In specific cases, we can mention our clients’ names if we have their approval in writing.
• Be transparent with colleagues and clients: Let colleagues and clients know when a piece of content is generated with the help of GenAI.
• Double-check the content generated by GenAI: While GenAI tools can be incredibly useful, they are not perfect. Double-check the content generated by GenAI for inaccuracies, mistakes, and factual errors.
• Use GenAI as a starting point: GenAI tools won’t replace our work but serve as a starting point. We will improve the output with our own creativity and ideas, and embed clients’ messages, angles, and stories.

Overall, while GenAI tools can be a helpful addition to professional communication services, it’s important to remember that they are a tool, not a replacement for the expertise and experience of a professional communication agency. With our practical experience in the Chinese market and our ability to tailor our services to the specific needs of our clients, we provide a unique and valuable service that goes beyond the capabilities of GenAI tools alone.