IN an increasingly digitalized world, strategic integration of artificial intelligence is essential for public relations (PR) professionals seeking to optimize their communication strategies. On September 28, 2024, the Public Relations Society of the Philippines (PRSP) held the “AI Masterclass in PR and Communications: A Certification Workshop on ChatGPT Strategic Integration,” bringing together experts and learners to explore the potential of AI. In-person and online attendees explored how ChatGPT and other AI tools reshape public relations. As a participant, I found the workshop insightful and walked away with valuable ideas that will help improve my content strategy for my small coffee farm.
Co-organized with Global Alliance and the School of Communications and Reputation (SCoRe), the event offered participants valuable insights into the role of AI in revolutionizing communication strategies. Topics ranged from an in-depth look at ChatGPT’s advanced features, such as plugins and extensions, to discussions on using AI to generate diverse media formats like text, images, video and audio. Attendees also honed their skills in prompt engineering for both general and specialized PR applications.
The workshop featured Hemant Gaule, co-founder and dean of the School of Communications & Reputation (SCoRe), as the keynote speaker. Gaule’s expertise in AI applications and experience training communications professionals captivated the audience.
Gaule offered a comprehensive exploration of AI tools, particularly ChatGPT, while addressing their limitations. Participants were cautioned that ChatGPT, as a large language model, is not designed for accurate internet research, often producing incorrect or fabricated responses, known as “AI hallucination.” Instead, its strength lies in processing information provided by users. For the best results, participants were encouraged to provide clear, detailed instructions, context, and examples, a practice known as “chain of thought prompting.” An effective analogy was treating AI like an intern — capable but needing guidance, good and bad content examples, and feedback to improve over time. Attendees were also introduced to advanced prompt engineering techniques, such as role-playing with the AI, instructing it to think step by step, and encouraging it to ask clarifying questions to ensure better responses.
Beyond ChatGPT, the workshop highlighted other tools like Perplexity, which combines AI’s summarization abilities with search engine functions to help gather reliable data. Perplexity helps PR professionals find and summarize reliable information from trusted sources, making it a valuable research tool.
Several key instructions for effectively interacting with AI models were demonstrated. He suggested encouraging the model to think step by step by asking it to reason through problems aloud, which can lead to more accurate and thoughtful responses. He also recommended instructing the AI to ask clarifying questions before providing an answer to ensure it has the correct information. Another technique discussed was role-playing, where users can assign the model a specific role, such as an interviewer, to facilitate a more dynamic dialogue.
Lastly, he advised including a prompt that asks the model to provide unbiased answers, ensuring that responses do not rely on stereotypes. Participants were also advised to provide various examples and sources AI could learn from. Gaule also emphasized AI’s evolving nature and how constant updates can render many tools or startups obsolete, stressing the need for adaptability.
This workshop is the first of three sessions, with participants continuing online in October and November for hands-on exercises. The workshop’s focus on prompt engineering gave me valuable ideas for improving how I communicate my business’ unique qualities, like sustainability practices, through social media.
Ana Pista, chairman of ProfDev 2024, expressed her satisfaction with the event’s success, saying, “This workshop truly reflects PRSP’s dedication to advancing the field of public relations. I’m immensely grateful to our Global Alliance and SCoRe partners for extending their support in making this event possible. I’m looking forward to seeing this masterclass’ positive impact and appreciate everyone’s efforts in bringing it to fruition.”
Gaule noted that the workshop provided a valuable opportunity to address the ethical considerations of AI and demonstrate how the technology can benefit the public relations industry. Aligned with PRSP’s ongoing theme of “PR for All” and its broader KNow Movement campaign, the event reinforced its dedication to fostering professional growth and inclusivity within the PR industry. Through this masterclass, PRSP continues to support PR professionals in adapting to the evolving digital landscape, ensuring they have the necessary skills to keep pace with innovations.
To maintain a competitive edge in the evolving public relations landscape, professionals could look into AI tools like ChatGPT and Perplexity. By exploring their capabilities and experimentation with prompt engineering techniques, practitioners can uncover the potential of these technologies to enhance their communication strategies.
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