According to experts, using artificial intelligence in public relations and communication requires a strategic approach. Lorra Brown, an expert from the University of North Carolina, warns that there is no one universal tool suitable for all types of tasks. Based on her experience, AI can significantly speed up work, but it alone will not improve the quality of the output if used by an inexperienced author.
“Artificial intelligence only speeds up bad communicators. It doesn't make them better,” Brown warns.
The key to effectiveness is therefore choosing a specific platform according to the nature of the assignment. For writing long texts, such as academic articles or materials for thought leadership, Brown recommends the Claude tool. It excels at working with uploaded data and research, structuring arguments, and changing text formats while maintaining the author's original tone and style.
Research and Crisis Management
If communication teams need to perform quick research or monitor the latest trends, according to the expert, Perplexity is the best assistant. This tool specializes in searching for current statistics and providing verified citations. However, Brown emphasizes that responsibility for data accuracy remains with the human, and all sources must be manually verified.
In situations that require immediate response, such as crisis communication or media monitoring, ChatGPT still holds the best position.
Preparation of quick holding statements.
Summarizing extensive media outputs.
Analyzing public reactions on social media.
Creating clear internal reports from chaotic data.
Integration into the corporate structure
For organizations firmly rooted in the Microsoft ecosystem, Microsoft Copilot is available. Its main advantage is integration into the corporate infrastructure. If AI has access to pre-approved texts, internal guidelines, and databases, it can generate outputs that precisely match the corporate culture and data security requirements.
A more advanced stage of working with artificial intelligence is represented by tools like Blackbird.AI. These are used primarily for in-depth audience analysis in real time. Such analysis allows communicators to model the reactions of various target groups before releasing a message to the world, which is critical especially in public administration or healthcare. Brown concludes that understanding the limits and strengths of these technologies is now an essential condition for success for communication professionals.