Embracing AI as a PR Teammate

I used to bristle whenever people would call it odd — or even creepy — to talk to artificial intelligence in a back-and-forth manner. “It’s just a machine,” they would say, “why treat it like a person?” 

But if computers now speak our language instead of forcing us to learn theirs, then we should welcome the opportunity to engage them naturally.

Recently, a friend asked how I developed proficiency in generative AI without a background in computer science. Instead of treating AI as a fancy calculator — where you simply plug in a question and expect a single, perfect answer — I approached it more like a colleague or teammate. We talked through problems together, refining prompts in real time and letting the AI model clarify or challenge my assumptions.

Real-world gains

While I served as the communications director for a large U.S. Navy command a few years ago, my team faced multiple crises with half our usual manpower. In an effort to keep pace with media queries and ongoing projects, I experimented with ChatGPT and other AI tools. 

Initially, I let the AI take a first pass at drafting speeches, which freed up time for my team to polish tone and messaging. Then I discovered the AI could also help with media monitoring, scanning public sentiment for possible pitfalls. Eventually, I crafted more focused prompts, training the model on my approaches, perspectives, and typical military messaging.

Those experiences reinforced the idea that conversational AI can offer more than one-dimensional answers. Instead, it acts like a collaborator, helping refine ideas, identify weak spots and spark new approaches.

One of the most helpful frameworks I use is the ROCR Prompt Method, which stands for Role – Objective – Requirements – Constraints. When I delegate a task to an AI partner, I treat it like assigning a project to a co-worker:

• Role: Define the AI’s position or perspective. (Example: “You are the communications manager…”)
• Objective: Spell out what you want it to accomplish. (Example: “…develop a speech outline on strategic communication…”)
• Requirements: List essential details that must appear. (Example: “…tailored to an executive transitioning from the military to a corporate role…”)
• Constraints: Set boundaries or limitations. (Example: “…in under 300 words, focusing on leadership and stakeholder engagement.”)

Much like giving a colleague a complete project brief, this structure ensures that the AI operates with clear direction. 

Overcoming the “weirdness” factor

Some communicators still feel uneasy carrying on a conversation with AI. However, OpenAI’s new o3 model — which reportedly scored high on an AGI test, according to technology journalist Matt Marshall in a December 2024 article on VentureBeat — suggests we are on the cusp of a new era in human-computer interaction. The best way to adapt is by embracing the technology’s conversational strengths.

The fact that AI “sounds” human isn’t a flaw; it’s what makes it accessible to professionals who would otherwise avoid advanced tools. You no longer need a coding background to benefit from AI. All it takes is the willingness to speak with the platform as you would with a helpful teammate.

Key steps to integrate conversational AI in PR

For PR professionals seeking to incorporate AI into daily operations, a few actionable tips include:

• Begin with small tasks. Let AI draft emails, social posts or short paragraphs. This helps you gauge its style and strengths.
• Iterate and refine. Ask follow-up questions to clarify or enhance responses. AI models excel when you guide them through conversation.
• Leverage the ROCR framework. Provide detailed prompts that spell out role, objectives, requirements, and constraints. This approach cuts down on guesswork.
• Review; don’t rely. AI can jump-start projects, but human oversight remains vital for accuracy, context and tone.

We have spent decades imagining ways for computers to parse our natural language. Now that it’s here, the key is to harness this technology by engaging in authentic conversation. 

Whether you are drafting a PR strategy under deadline pressure or brainstorming a new initiative, treating AI as a teammate rather than a vending machine can uncover innovative solutions more quickly.

That slight “weirdness” some feel may be the gateway to AI’s most powerful possibilities — a future where human intuition and machine intelligence collaborate to meet the ever-evolving demands of public relations.