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Does ChatGPT Think It Will Replace Comms Pros?

Cute preschool art project
My 5yo made a robot, probably named Robot

As a Gen-xer, I'm a late adapter to new technology. I don't have a TikTok account. I have three Google calendars I'm loathe to combine. And I JUST checked out ChatGPT despite articles both extolling its praises and warning against it taking over the world.

My Findings

It won't take the place of communications professionals ... yet. And It agrees.

For those who haven't tried it, here's the gist:

- Ask ChatGPT a question, and it will answer it

- Put a phrase into ChatGPT and it will rephrase it

- Write the idea of your mission or vision or boilerplate and it will re-write it

Hell, it can write a whole press release if you ask it.

Why I'm not worried right now:

- For the tasks I gave it, the word count was double to triple what I inputted

- The language was flowery and passive in some cases

- It didn't quite get the raison d'etre for brands -- not nuanced or emotional

- There were SO many catchphrases and buzzwords

What do I mean?

Examples of ChatGPT in Action

1) Example 1

Me: How can you eloquently say that your business is a consultancy trying to make the world a better place by working with nonprofits and other mission-driven groups?

ChatGPT: Our consultancy is dedicated to fostering positive change in the world by collaborating with nonprofits and mission-driven organizations. Our purpose is to support and empower these groups in their efforts to make a meaningful impact on society. Through our tailored consulting services, we strive to amplify their missions, strengthen their strategies, and enhance their operational efficiency. By working closely with these organizations, we aim to contribute to a better future by leveraging our expertise and resources for the greater good.

2) Example 2

Me: Rephrase: Stef Arck-Baynes has 20 years of experience in mission-driven communications developing, implementing, testing, and analyzing strategies, campaigns, and digital marketing efforts. Additionally, she develops strong relationships to develop authentic stories to share with her media contacts to raise awareness of socially responsible brands, and help them generate donors and support to make a greater impact in the world.

ChatGPT: With a rich background spanning two decades, Stef Arck-Baynes possesses extensive expertise in mission-driven communications. Throughout her career, she has excelled in the development, implementation, testing, and analysis of strategies, campaigns, and digital marketing endeavors. Stef's remarkable skill set also extends to cultivating meaningful connections, enabling her to curate authentic stories that resonate with media contacts. By leveraging these relationships, she effectively raises awareness for socially responsible brands, empowering them to garner vital donor support and make a profound impact on the world.

Where I Netted Out on My Descriptor

I incorporated some of the language and thoughts ChatGPT suggested, but shortened significantly. Still haven't landed on one yet, but getting there.

1) Achieving Good Communications Co. empowers mission-driven brands to elevate their positive impact on the world by developing compelling marketing strategies, content, and PR to attract funders and supporters.

2) Achieving Good Communications Co. fosters positive change in the world by empowering mission-driven brands to tell their stories, raise awareness, and elevate their impact through PR, content development, marketing strategy, and partnerships.

Coincidentally, the day I wrote this, I came across a relevant piece in the Chronicle of Philanthropy about jargon and ChatGPT.

The Verdict

It's my new bestie. While I may run language through ChatGPT to test it out, determine if I could do anything better, or borrow any suggested thoughts or phrases, it's a long way off from substituting for skillful communications professionals who help capture the hearts and minds of potential donors and supporters.

What do you think about the above descriptors? Anything else I should consider? Please comment below.

41 views2 comments


Jun 07, 2023

As a marketer, my #1 goal for content is ALWAYS "less is more". Reading the suggestions from ChatGPT above, they almost read like verbal diarrhea under the guise of "I'm using all the words I know so I will sound super smart and impress the hell out of you". Clearly, I don't envisage any threat to communications professionals in the near future. And really appreciate you sharing your thoughts here Stef, so thanks. (Claudette Archer)


Ronnie Pozzi
Ronnie Pozzi
Jun 06, 2023

As a "mature" adult, the whole thing scares me! While I am grateful for Alexa, Siri and Wikipedia, I am not ready to take the next step. Of course, I never thought I needed a microwave either, so we will see.

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