Japan’s ruling Liberal Democratic Party recently unveiled a new campaign poster featuring a slogan written entirely by AI. As the Japan Times reported: “Generative AI tools, including ChatGPT, studied [Japanese Prime Minister Fumio] Kishida’s remarks and party policy documents over the past three years to draw up drafts, according to people familiar with the matter. The AI-crafted slogan was chosen after LDP executives screened more than 500 candidate phrases, including ones proposed by copywriters.”

The AI-generated catchphrase reportedly translates as “Economic revitalisation: Providing tangible results.” (Hopefully something was lost in translation there). 150,000 copies of the poster are to be printed and distributed around the country.

Japan’s PM isn’t the first politician to turn to AI to produce such material (and a decent PR stunt). Last year Tom Giffard, a Conservative member of the Welsh Assembly, gave a speech congratulating Wales on winning the World Cup of Darts, revealing at the end of his oration that the text had been written by the ChatGPT. This, he said, accounted for the speech’s odd crescendo: “Long live darts!” Giffard said he made the speech “to show just how advanced the technology is becoming” (an excuse you may want to use yourself if caught out relying too much on ChatGPT at work).

These two PR gimmicks (as that is fundamentally what they are) seem harmless enough, as at least the AI-use here was out in the open. However, there are darker trends concerning AI and politics.

Deepfake Politics

Last year an analysis by Bloomberg argued that “AI holds the potential to supercharge the dissemination of misinformation in political campaigns,” citing the use of AI-generated deepfake imagery in materials disseminated to American voters by political campaign groups, including an attack ad featuring AI-generated images of a (thankfully fictional) Chinese invasion of Taiwan which you can see here. (Note the small disclaimer in the top left-hand corner: ‘Built entirely with AI imagery’).

At the start of this year, OpenAI, which owns ChatGPT, said that it would blockpoliticians and lobbyists from using ChatGPT for official business during campaign season, citing “potential abuse and cybersecurity risks”.

Make Politics Banal Again

While cybersecurity risks and the spread of misinformation are serious issues, one possibly more mundane worry has received less attention, and particularly strikes us as Public Relations people, namely: AI-generated banality. Should politicians increasingly outsource speech-writing and related tasks to AI, we’re in for an era of boring and lazy political rhetoric.

ChatGPT and similar ‘Large Language Models’ are incredible, yet they have a habit of producing bland and formulaic writing. And bland and formulaic writing is also produced – sometimes prodigiously – by political campaigns. Official statements, remarks made during a ribbon-cutting ceremony, social media posts from a politician’s official social media channels, all are vulnerable to the call of AI. And how about – as in Japan now – election campaign materials, or even whole manifestos and pieces of legislation?

The Bloomberg analysts noted that, “Politicians…increasingly use AI to hasten mundane but critical tasks like analyzing voter rolls, assembling mailing lists and even writing speeches.” This seems likely to only increase as the current crop of young people reared on ChatGPT (and seemingly incapable of completing homework assignmentswithout it) come of age and begin working as speech writers and consultants on political campaigns.

What if in order to produce an important speech at short notice, an intern decides to get AI to write a first draft, and after that to ‘tidy it up’? Well, in that instance, the AI has set the terms of the piece and defined its scope, in addition to setting the tone. While this could be avoided with a large staff of speechwriters, how could a politician justify such expense when AI “can do it all for you”? The central problem is not simply aesthetic: most people don’t read the manifesto pledges of political parties, and if they do it certainly isn’t for their sparkling literary qualities. Rather, the question is one of originality.

Rinse and Repeat

Generative AI bases its responses on an enormous bank of existing written content. Which is to say, all it can do is regurgitate and repackage that which has already been thought up and written down by someone else (and now that AI-generated content is everywhere, AI will presumably start to produce writing based on AI-generated content). Remember how the Japanese PR team came up with their AI slogan: they fed in speeches and other materials produced by the Prime Minister, and used the application to distill the overall message.

So where does originality of thought come in? Would an original, daring, or genuinely bold proposal or thought ever come from this? It seems doubtful. Political AI gimmicks like these are surely a function of the novelty of AI, and will likely become less common as time goes on. However, with so much ‘knowledge economy’ work being outsourced to AI, we risk politics becoming increasingly beholden to the cliche-ridden and unoriginal ideas, at precisely the time we need bold and creative thinking.

Born in 1906, the press release was the golden child of PR strategies, delivering news with the gravitas of a town crier but without the bell. It was the go-to for announcing everything from groundbreaking inventions like the television (which, ironically, would hasten its demise) to partnerships, company growth, employee announcements, and events.

Over the past century, naysayers have repeatedly declared the press release dead. In a sense, it has become the Freddy Krueger of the communications world—just when you think it’s dead, it pops back up.

The Digital Age: A Plot Twist for the Press Release

Once upon a time, the press release reigned supreme. It was the king of the media jungle. Today, however, it jostles for relevance in a sea of hashtags and viral videos. But don’t count it out yet. This seasoned corporate communications performer still has a few tricks up its sleeve and should be considered an indispensable tool in every firm’s overall media strategy.

The press release survives in this narrative because it has been forced to work harder to better serve the 21st century. Thanks to its newfound agility and strategic depth, it adds to the overall media strategy. If the previously mentioned Freddy Krugger analogy is too nightmarish, consider the press release as the Meryl Streep of communication tools. It is versatile, respected, and capable of delivering performances that leave a lasting impact. Its stellar performance is endorsed by Cision’s 2023 State of the Media report, where journalists named the press release as their most useful tool for generating content or story ideas.

A Strategic Ensemble Cast

Consider for a moment the world of media as a grand stage production. Your overall strategy is the director, and social media channels are your lead actors, blogs and podcasts are the supporting cast, and the press release? It’s the script that ties everything together. This seasoned scriptwriter knows its audience, understands the plot, and delivers the narrative backbone around which the production is built.

A well-crafted press release serves as the authoritative source of your story, providing journalists, bloggers, and even your social media channels with the facts and narratives they need to tell your story accurately.

Indirect Gains Are Important

In the past, composing a press release was viewed as a strategy to enhance the SEO potential of a website’s URLs. However, these links often served the issuer’s interests rather than providing genuine value.

Nowadays, the direct SEO advantages of press releases are more restricted and challenging to secure. Their real worth is found in the indirect gains from increased media attention and coverage. By crafting engaging, news-worthy press releases, companies can leverage them to bolster their SEO strategy, securing valuable backlinks and mentions and establishing a more robust online presence.

The Art of Storytelling

In a digital landscape where the average consumer is bombarded with countless messages daily, the art of storytelling becomes not just a skill but a necessity for breaking through the noise. A well-crafted press release does more than share facts. This is where the true power of storytelling in corporate communication shines. It transforms a simple announcement into an engaging narrative that resonates with its audience.

At Seroto Communications, we understand the power of words and the nuances of effective storytelling. Our approach to press releases is akin to crafting a bestselling novel. We start by understanding the core of your message, the ‘why’ behind your announcement, and the audience you aim to reach. From there, we meticulously craft a narrative arc that captures the essence of your message, weaving in elements that evoke curiosity, empathy, and connection.

By incorporating vivid descriptions, relatable characters, and real-world implications, we transform your press release into a captivating story that stands out in a crowded media landscape.

The Social Media Twist

Imagine if press releases were the straight-laced, buttoned-up corporate types at a party. That would mean that social media is the charismatic friend who knows how to work the room, making those press releases seem way cooler than they might initially appear.

Social media takes that stiff announcement about your company’s latest “innovation” and turns it into the talk of the internet town, complete with memes, GIFs, and maybe even a viral hashtag. It’s like giving your press release a pair of sunglasses and a leather jacket and watching it become the life of the digital party.

Not Going Anywhere

We don’t have a crystal ball, but one thing appears clear: the press release isn’t going anywhere yet. It’s adapting and evolving so that it maintains its place in the digital age. The next chapter in its story is being written in real-time, with AI and machine learning poised to take its capabilities to new heights.

Imagine press releases that automatically tailor themselves to the interests of their readers or that predict the most effective distribution channels. The possibilities are as exciting as they are endless.

Embrace the Press Release

To overlook the press release in your media strategy is to miss out on a crucial piece of the puzzle. The budget-friendly tool allows businesses to “Steer the narrative” by offering reliable, authentic information straight from the source. A press release can still assist journalists, editors, and anyone keen on your brand in gaining insights into your business. It allows them to delve into your company’s background and grasp its role within the industry.

When done properly, a press release can be a valuable tool for any business. It’s important to leverage this opportunity and consider hiring an agency to help you execute it.

So what the F%*k is a PR anyway and how the bloody hell do you explain it to family members with short-term memory issues. Here’s what you do. Firstly, get in quickly with Aunty Sharon and Uncle John before a larger group gathers around. Ensure to have a well-rehearsed explanation ready before Aunty Sharon strides towards the vol-au-vents and mulled wine. It’s weird that ‘our’ profession, which is about creating favorable impressions of clients, leaves most people outside the industry wondering what is PR and how you fall into it? And let’s not pull any punches. You definitely fell into PR because no kid grows up with ambitions of becoming a PR practitioner. Footballer, yes. Teacher, yes. PR person, no. Which child looks at those two letters PR and thinks that’s the profession for me?

Fortunately, or more likely unfortunately, there are a few go-to jobs every strict black parent still desperately hopes their child will secure. Doctor, lawyer, accountant and even British Conservative MP are all jobs that grant your family members certain bragging rights over uppity neighbors. “Did I tell you about my son…he is a doctor.” These are all eminently respectable careers which need no further elaboration.

Contrast these careers with PR, which most people know nothing about, and you become the proverbial lamb to slaughter whilst trying to explain it. Your best bet is to bleat out what PR actually is. So, throat cleared, you say to Aunty Sharon and John “I work in PR.” This will be met with horrified facial expressions by the additional family members who’ve now gathered. Fortunately, estate agents are disliked far more than us in PR. You explain that PR stands for public relations and our industry prefers to be heard but not seen. You avoid associating the sector to the ‘Dark Arts’ or ‘Spin’. You talk about how you manage a client’s reputation, secure favorable coverage, yada yada and you stop Uncle John telling everyone you’re a hardworking journalist who often has stories printed in the Daily Mail, but for some reason you name isn’t printed alongside the story.

Their interest waning, you begin to lose your small group of listeners. In a last ditch attempt to gain kudos before everyone ravishes the recently produced mince pies, you frantically throw in that PR was what David Cameron did before he went on to become Prime Minster, and that Bill Gates (supposedly) said, “If I was down to my last dollar I would spend it on PR.” And if they’re still confused about what PR is then bollocks to the lot of ‘em. If it’s good enough for Messrs Cameron and Gates, then it ought to good enough your gathering of confused listeners.

The Challenge

Walk Once More operates within a crowded charity sector and jostles to be heard in a space occupied by larger and better resourced charities who occupy the same space. The charity’s flagship event was the annual six-day, 156 mile ultra-marathon – Marathon Des Sables. Up until that point the charity had never managed to garner substantial press coverage. Seroto Communications was asked to deliver a PR campaign which would cut through and pique the interests of journalists.

Walk Once More

Walk Once More is a young charity with a noble cause. It raises money and awareness to help with the research, prevention, treatment, cure and rehabilitation of spinal cord injuries (SCI). Every eight hours someone is told they may never walk again due to spinal cord damage and it t is estimated that there are 40,000 people living with the life-long condition in the UK.

The Challenge

Walk Once More operates within a crowded charity sector and jostles to be heard in a space occupied by larger and better resourced charities who occupy the same space. The charity’s flagship event was the annual six-day, 156 mile ultra-marathon – Marathon Des Sables. Up until that point the charity had never managed to garner substantial press coverage. Seroto Communications was asked to deliver a PR campaign which would cut through and pique the interests of journalists.

The Solution

We started by interviewing several case studies to find out their motivations to run 156 miles through the Sahara desert for a lesser known charity. We came across South Londoner and former publican Julian Mellor. His colourful back story was incredibly captivating and we knew full well and that his story was the perfect vehicle to amplify Walk Once More.
We teamed a clever press release with a high quality photograph of Julian completing his run and successfully issued it to the media.

The Results

Ultimately, Seroto Communications delivered Walk Once More their most successful PR campaign ever. We achieved this by securing 40 pieces of print and online coverage in national and regional publications, as well as TV and radio interviews.

The diversity factor is not simply about creating advertisements or messaging that represent people from a variety of backgrounds. After all, the target audience must be considered, and sometimes that group has very specific characteristics. However, in terms of the people who are developing campaigns, diversity is also necessary. This inclusion helps ensure that promotional activities reflect the society that they are a part of, and avoid offensive references to race, gender, sexual orientation or religion — thereby, increasing the chances that audiences respond to the call to action.

To understand how the lack of diversity is impacting campaigns, let’s take a look at some industry demographics. According to the Bureau of Labor Statistics, although women hold 72.8% of public relations (and fundraising) management jobs overall, only 10.7% of roles are held by those who are black, 3.1% by Asians, and 3.1% by Hispanics or Latinos. Marketing and sales managers share similar demographics, with blacks making up 6.7%, Asians 5.4%, and Hispanics and Latinos 9.7%. Women managers, overall, make up 47.6% of the industry.

Ultimately, because of the diversity shortage within these industries, the perspectives of various groups are not heard, resulting in ongoing, image-damaging blunders that hurt the advertiser’s bottom line.

Take the example of Dolce & Gabbana’s video ad series, which came under fire for portraying a Chinese model trying to eat pizza and other Italian dishes with chopsticks. Many were offended by this portrayal of Chinese consumers as being unrefined and inexperienced with regards to Western culture and food. This led to the company’s products being removed from many websites and the cancellation of the company’s Shanghai fashion show because models and stars no longer wanted to be associated with the brand.

PepsiCo also made a serious public relations (PR) gender blunder. In an interview, the company’s CEO Indra Nooyi said that women and men didn’t eat Doritos the same way, and the company was planning “male and female versions of chips.” “Lady Doritos” quickly received a flood of criticism.

Just this week, Football Association Chairman and FIFA vice-president Greg Clarke was forced to step down from his roles following his car-crash appearance at the Digital, Culture, Media and Sport (DCMS) Committee. Clarke, originally sought to explain why there are no openly gay male professional footballers in the game, but went full on kamikaze and decided to use outdated language when he chose to refer to black footballers as ‘coloured’.

Clarke was asked by Labour MP Kevin Brennan whether he wished to withdraw the use of the word ‘coloured’, which he did. Perhaps his use of the word was down to a slip of the tongue, a hangover from his years in the USA – where he was required to use the term ‘people of colour.’ No matter. Despite the swift apology the damage was already done.

Not content with one foot in his mouth, Clarke decided once again swayed in a direction at odds with the FA – as the organisation tries to embed inclusivity in the national sport – when he added Blacks and South Asians have different career interests, suggesting the former focus on sports whilst the latter prioritise academic success.

And the PR disaster only got worse when Clarke appeared to suggest that being gay was a lifestyle choice.

Clarke’s anachronistic terminology and unhelpful views are out of sync with those of his employers. Ultimately, Clarke was backed into a position where he had few options other than to resign.

The moral of the story is, of course everyone has bad days but can you afford for a single bad day to ruin years of good work? Reputations are difficult to build but easy to destroy.

If you want to avoid your CEO from making the headlines for all the wrong reasons, then you should get in touch.

Why go Seroto?

Seroto Communications is a fully integrated PR and Communications agency and we specialise in providing expert media training, with plenty of practical media interviews, playback analysis and media interview. Don’t rue the day didn’t take expert PR counsel.

Call us today on: +44(0)7399796934 or if you prefer why not email us at: info@serotocommunications.com