Companies often turn to technology during a crisis, seeking solutions. ChatGPT, a powerful language model, may appear appealing. However, questions arise about its ability to handle the intricate realm of crisis communication.
Although ChatGPT has the potential for content generation, relying solely on it for crisis management strategies can lead to disaster.
Understanding the crisis landscape
Crisis communication goes far beyond crafting eloquent statements. It demands an intimate understanding of the situation, its context, and the human element involved. This is where PR professionals excel.
Human chat agents have empathy and emotional intelligence, unlike ChatGPT. They can understand the situation, gauge emotions, and craft messages that connect with people on an emotional level. In contrast, ChatGPT tends to provide generic apologies during a product recall.
Meanwhile, a skilled PR professional understands the fear and frustration consumers might feel. They can craft messages that acknowledge the concern, take responsibility, and outline clear steps to rectify the situation, fostering empathy and rebuilding trust. Furthermore, PR professionals bring a deep understanding of context.
They consider the company’s history, brand voice, audience demographics, and industry landscape to ensure every message is specific, relevant, and culturally sensitive. ChatGPT, trained on vast amounts of data, might miss these crucial nuances, potentially causing more harm than good.
Strategic action
A crisis isn’t a one-off event to be addressed solely through reactive messaging. It requires a comprehensive plan encompassing various aspects. PR professionals excel at this by anticipating potential crises. They identify potential risks and prepare communication strategies well in advance, minimizing the panic and scrambling when a crisis does occur.
ChatGPT lacks proactive foresight and is designed for reactive responses. PR professionals excel in developing tailored crisis strategies, considering the specific situation, target audience, and desired outcome. They create customized plans, while ChatGPT’s generic approach falls short.
Building and maintaining relationships with journalists, influencers, and stakeholders is crucial for effective crisis communication. PR professionals actively cultivate these relationships, ensuring open communication and a unified message. ChatGPT, lacking the ability to build trust and rapport, is limited in this crucial aspect.
Accountability and ethics
In the heat of a crisis, accurate information and ethical communication are paramount. PR professionals understand the weight of each word and meticulously fact-check information, avoiding the potentially damaging factual errors and biases that can plague ChatGPT’s output.
PR professionals navigate ethical considerations, ensuring communication aligns with company values. They understand the consequences of messages and avoid exacerbating situations. ChatGPT lacks ethical judgment and can harm a company’s reputation.
Rebuilding trust is crucial in a crisis, which PR professionals achieve through transparency and honesty. ChatGPT’s responses lack the genuineness and authenticity needed for effective crisis communication.
Discover more articles from Ronn Torossian:
5WPR, Public Relations Insights & PR Firm
Ronn Torossian Update
Ronn Torossian on Medium
Ronn Torossian on Business Insider
