Match the AI tool to the task, then use human judgment and careful editing to make the work credible. There is no one-size-fits all AI tool. It all depends on the task you’re tackling. Lorra Brown, assistant professor of advertising and public relations, has been testing AI tools and shares insights on how communicators can use them effectively without losing judgment, voice or accuracy.
Claude: Best for long-form writing and thought leadership
Claude is Lorra Brown’s preferred tool for extensive writing projects, particularly when users can upload their own content like reports or research. It aids in structuring white papers, outlining arguments, and adapting ideas into various formats. For instance, an executive's research-backed viewpoint can be transformed into a byline, LinkedIn post, speech outline, or internal memo, helping to repurpose material while maintaining the original tone and language.
Perplexity: Best for research, finding trends and citations
Perplexity is highly effective for current research, statistics, and validated information, excelling beyond tools like ChatGPT and Gemini when citations are required. It can be used to gather the latest trends in AI writing, relevant statistics, and links to source material for client memos. However, all sources must still be verified by the communicator to ensure accuracy and relevance.
ChatGPT: Best for crisis response and media monitoring
ChatGPT proves most valuable for time-sensitive tasks in public relations, such as crisis communication and media monitoring. It can quickly draft holding statements, summarize public reactions, organize media coverage, or convert disorganised updates into clear internal briefs. Nevertheless, communicators must still supply the strategic direction, audience information, factual data, and ethical guidelines.
Microsoft Copilot: Best for teams already working inside Microsoft
Microsoft Copilot's utility is growing, especially for organizations that already operate within Microsoft ecosystems. Its main advantage lies in its integration with an organization's existing infrastructure, allowing it to leverage approved language, plans, reports, and internal documents to produce more effective work. Its performance is directly tied to the quality of the enterprise system it's built upon.
Blackbird.AI and other advanced platforms: Best for audience analysis and message testing
More sophisticated AI systems, like Blackbird.AI, are being utilized by some organizations for in-depth audience analysis and message testing. These tools enable communicators to predict how different audiences will react to messages in real-time, which is crucial in high-stakes fields like public affairs and public health. For example, a public health team could test vaccine messaging across communities, or a public affairs team could gauge political audience reactions. This allows for customized writing based on deep demographic, psychographic, and geographic data, moving beyond broad audience categories.
