As a publishing entity, we receive tens and thousands of press releases daily from different corporations and PR agencies across the country. 97 percent of the press releases we receive come from PR agencies.
Since the coming of ChatGPT, the quality of press releases we receive from the majority of PR agencies has dropped. What we are currently receiving is garbage that is robotically packaged with no touch of reality.
Looks like some of the employees in these agencies have become so lazy that they have dedicated the work of generating press releases to ChatGPT.
On Friday, I received 12 press releases that irritated me. All of them sounded the same despite the fact that they came from different agencies and addressed different clients. Why? It seems they are all giving ChatGPT-related prompts. Something like, “Generate a press release for ABC during the launch of ABCD”, and they will shamelessly share that with the media without editing.
Humans are supposed to outsmart tech, but in this field, many are letting tech outsmart them. And soon, the same ChatGPT will replace them. My question is, do you think the clients giving you work do not know that ChatGPT exists? Do you think they cannot generate such press releases themselves?
Why are they giving the press releases to you? Because they know that you are an expert. Why then are you letting your clients down? Why are you complaining that your press releases are not being covered when they carry nothing newsworthy at all? No creativity, no nothing.
Some PR agencies are doing well. They have stuck with the traditional way of generating press releases, and if they use ChatGPT, they give related prompts that localize the content. What is more, they edit the one prompted by ChatGPT, giving it a human angle and relatability. A time for PR agencies to rethink.
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