March 2023

ChatGPT's Impact on Communications

Working in tech, it seems we can’t go a single day without AI coming up in an article or conversation. While people around the world continue to wonder if AI will replace their jobs, we decided to take a deep dive into what this means for the future of the communications industry, particularly in regard to ChatGPT.

In case you aren’t familiar, OpenAI’s ChatGPT is an artificial intelligence chatbot that has already had an impact on a number of industries from education to sales since its launch in November 2022.

So how does this impact professionals in the communications industry, and what is the future of this emerging technology? ChatGPT is a powerful research tool and can assist communications professionals in analyzing media trends, industry news, and public opinion. The platform can also be used as a copywriting tool to allow more time for professionals to focus on high-level, strategic planning.

However, we’d be remiss to not bring up some pitfalls. ChatGPT is only trained on data up to late 2021, so breaking news and current information is not available to users or integrated into generated responses. Another limitation is its lack of brand voice and proper context to create thoughtful and creative responses, leading to more generalized, cliché answers – like a bad pickup line.

When ChatGPT was initially introduced, communicators worried the language model created by OpenAI could eventually be a replacement for many professionals. After all, ChatGPT can generate content on a massive scale in a short amount of time. But as the saying goes, quantity does not always mean quality.

That said, we shouldn’t disregard ChatGPT. In fact, the true power of the tool is unlocked when used by a skilled communications professional.

Great editing skills and ChatGPT are an invaluable combination. When generating responses using AI, the goal should not be to get a perfect answer. Rather, the objective should be to get an answer that can be used as a starting point and to help bring new ideas to the table.

While ChatGPT is an incredible technological advancement, AI-generated content will not likely serve as a replacement for media professionals. Companies that pair AI’s efficiency and scalability with human creativity and judgment, however, could build an edge over competitors, especially as the generated content improves.

Here’s the bottom line: AI won’t take your job, but the people using it correctly just might.

Partner Spotlight: Morgan Toland

JSA+Partners is so excited to welcome Morgan Toland as our newest PR Coordinator! Morgan joined our team in February to support our esports and gaming clients. Welcome to the team, Morgan!

Get to Know Morgan:

Tell us about yourself!

I grew up in Pacific Palisades, California. After growing up in Los Angeles, I wanted to explore a new city away from home and went to Texas Christian University in Fort Worth, Texas. Go Frogs! As a sixth-generation Angeleno, I’m happy to be back to my roots! I currently live in Santa Monica, California, and enjoy playing beach volleyball, hiking around the coast, and cooking new recipes.

What made you choose JSA?

Throughout the interview process, I was immediately drawn to the staff. The employees at JSA truly enjoy what they do, and it showed. The culture is extremely positive and supportive, everyone is willing to lend a hand regardless of the task. I am super grateful for my experience so far and excited for what’s to come!

What are you most excited for in your new role?

I am ready to dive into all things esports and gaming. As gaming and pop culture continue to intersect, I am eager to help fuel this growth and become more familiar with the industry. I’m looking forward to building relationships with both my coworkers and clients.

If you had one superpower, what would it be?

Probably the ability to fly or teleport!                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    

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Hear From Our Founder:

It’s no secret that the past three years have reinvented the workplace, establishing “new normals” like remote work and sparking reevaluations of organizational infrastructure. Even with layoffs across sectors, however, many organizations are still looking for top talent. In her latest on Forbes, our Founder and CEO Jennifer Acree shares four key tips to landing your dream job.

1. Always include a cover letter.

According to Glassdoor, less than 10% of professionals surveyed in Fall 2022 felt that cover letters are still necessary. While it’s true that some employers consider them a “nice to have,” investing the time and effort into a thoughtful and personalized cover letter can position you as a standout candidate before your interview even begins. It not only gives you a chance to dig deeper into the company, but also provides an opportunity to explain how your specific experience relates to the position. When recruiters are reviewing dozens of resumes per day, showcasing your understanding of the role and their needs may be the cherry on top that sets you apart.

2. Pretend you’re in the room, even when you’re not.

Virtual interviews can make it challenging to read body language and nonverbal cues. If you’re on a phone call, make a concerted effort to express interest and enthusiasm vocally. While it might seem silly, past studies have shown that smiling on the phone noticeably translates to your tone of voice. Sitting up straight with good posture and even dressing up can also make a huge difference.

3. Come to the table with intelligent questions.

If you want to be taken seriously by the hiring manager, it’s crucial to show genuine interest in the role and understand the company well enough. Once you’ve passed the elevator pitch portion of describing your skills and experience, continue the conversation with thoughtful curiosity. Do plenty of digging about the company beforehand and prepare questions specific to its big-picture mission—not just run-of-the-mill inquiries like “describe a typical day in the role.”

Read Jenn’s full article on Forbes.

Thank You!
Thanks for reading JSA+Partners Monthly Digest! Please don’t hesitate to reach out with any questions, comments, or feedback. See you next month!