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The Reykjavik Press Release—ChatGPT

Prompting a press release with OpenAI's ChatGPT.

Cover photo by Jerry Silfwer (Instagram)

“Every once in a while I’ll sit down with a jug of Jack Daniels and a bottle of Advil and dig through old press releases to see if PR agencies have learned how to write.”
— Mark Ragan

This is the Reykjavik press release.

There’s much to say about OpenAI’s newly released ChatGPT.

And make no mistake about it—much will be said in the coming weeks, months, and years.

For now, I’ll settle for this:

I asked ChatGPT to write a press release about a fictitious hotel in Reykjavik, Iceland. It’s a conversation starter as good as any, I think.

Here we go:

The Press Release Prompt

I wrote this prompt about a fictitious hotel in Reykjavik:

We run a hotel in Reykjavik, Iceland. We’re launching a new type of hotel room with see-through glass ceilings. This will allow our guests to see the aurora borealis, i.e. the Northern Lights. Our hotel will also change its name from The Icy Inn to Northern Light Hotel. Can you write a press release that will entice international travel press to cover our story? Please also include two quotes from our CEO, Jerry Silfwer. He is excited and proud to be able to offer guests this experience. Mark the beginning with “For immediate release,” today’s date, and suggest a descriptive headline.

The Reykjavik Press Release - ChatGPT - Doctor Spin - the PR Blog
Let’s go to Reykjavik (Midjourney V4).

The Reykjavik Press Release

3–5 seconds later, here’s ChatGPT:s Reykjavik press release:

For immediate release: December 9, 2022

Experience the Northern Lights from the comfort of your bed at the newly-renovated Northern Light Hotel

The Icy Inn, a popular hotel located in Reykjavik, Iceland, is excited to announce that it will be rebranding as the Northern Light Hotel and launching a new type of hotel room that allows guests to experience the aurora borealis from the comfort of their own bed. 1The press release implies that the hotel hasn’t rebranded itself yet. If you look closely at my prompt, that’s my mistake (a PR professional with 17+ years of experience) by phrasing the prompt … Continue reading

The Northern Light Hotel will feature transparent glass ceilings in its newly-renovated rooms, providing guests with a unique and unforgettable view of the Northern Lights. This natural phenomenon, also known as the aurora borealis, is a beautiful and awe-inspiring sight that is only visible in a few select locations around the world.

According to Jerry Silfwer, CEO of the Northern Light Hotel, “We are thrilled to be able to offer our guests the opportunity to experience the Northern Lights in such an intimate and magical way. The transparent glass ceilings in our new rooms will provide an unparalleled view of this incredible natural phenomenon, and we can’t wait to share it with our guests.” 2As far as CEO quotes go, these are tired. Still, I did ask ChatGPT to include “excitement” and “pride.” I should have prompted something more substantial.

The hotel will also offer a range of other amenities and activities to help guests make the most of their Northern Lights experience, including guided tours, photography workshops, and hot tubs with views of the night sky. 3Obviously, ChatGPT made all of this up. I prompted nothing about any amenities. Still, this kind of outside-the-box thinking is not unreasonable: if it hasn’t already, the hotel should consider … Continue reading

“At the Northern Light Hotel, we are committed to providing our guests with an unforgettable and truly remarkable experience,” Silfwer said. “We are confident that our new rooms and range of activities will make the Northern Light Hotel the premier destination for anyone looking to see the aurora borealis in all its glory.” 4“If Jerry thinks that the Reykjavik press release is usable, what the hell is he thinking?” The press release is very standard, yes. But with contact details and a boilerplate, it wouldn’t be … Continue reading

The Northern Light Hotel is located in the heart of Reykjavik, within easy reach of the city’s many attractions and activities. From the hotel, guests can easily explore the vibrant culture and history of Iceland’s capital city, as well as take day trips to see the country’s stunning natural beauty. 5Few press releases are great. Many should be better, no doubt. But they’re not supposed to be works of art, either. We can complain about the quality of the Reykjavik press release, but we must … Continue reading

The hotel’s management team is excited to share this experience with guests from around the world and looks forward to welcoming visitors to the Northern Light Hotel. 6I would rate this first draft of the Reykjavik press release at mid-level professional quality. As a first draft, it’s better than what I’d get from most junior PR executives and some mid-level … Continue reading

Thank you for reading this article. Please consider supporting my work by sharing it with other PR- and communication professionals. For questions or PR support, contact me via [email protected].

PR Resource: How AI Will Impact PR

Artificial Intelligence and Public Relations - The Future Office - Doctor Spin - The PR Blog
Visit the new PR department (Midjourney V4).

How AI Will Impact PR

There are several ways in which artificial intelligence (AI) is likely to impact the public relations (PR) industry. Some potential examples include:

  • The use of AI-powered tools to automate tasks such as media monitoring, content creation, and social media management. This could free up PR professionals to focus on more strategic and creative aspects of their work.
  • The development of AI-powered systems that can analyse large amounts of data to identify trends and insights that can inform PR strategy and decision-making.
  • Using AI-powered chatbots and virtual assistants to handle customer inquiries and provide information to the public allows PR professionals to focus on more complex tasks.
  • The creation of AI-powered platforms and networks that can facilitate connections and collaborations between PR professionals, journalists, publics, influencers, and other critical stakeholders in the industry.
  • AI-powered tools can help PR professionals identify and mitigate potential crisis situations by analysing data and providing early warning signals of potential problems.

Overall, the impact of AI on the PR industry is likely to be significant, with the potential to revolutionise many aspects of the way PR professionals work and interact with their audiences.

Read also: PR Beyond AI: A New Profession Emerging From the Rubble

ANNOTATIONS
ANNOTATIONS
1 The press release implies that the hotel hasn’t rebranded itself yet. If you look closely at my prompt, that’s my mistake (a PR professional with 17+ years of experience) by phrasing the prompt inaccurately.
2 As far as CEO quotes go, these are tired. Still, I did ask ChatGPT to include “excitement” and “pride.” I should have prompted something more substantial.
3 Obviously, ChatGPT made all of this up. I prompted nothing about any amenities. Still, this kind of outside-the-box thinking is not unreasonable: if it hasn’t already, the hotel should consider arranging guided tours, photography workshops, and installing hot tubs.
4 If Jerry thinks that the Reykjavik press release is usable, what the hell is he thinking?” The press release is very standard, yes. But with contact details and a boilerplate, it wouldn’t be the worst press release a travel journalist has ever gotten. I know this … and I think you do, too.
5 Few press releases are great. Many should be better, no doubt. But they’re not supposed to be works of art, either. We can complain about the quality of the Reykjavik press release, but we must consider that this first draft was produced in 3–5 seconds.
6 I would rate this first draft of the Reykjavik press release at mid-level professional quality. As a first draft, it’s better than what I’d get from most junior PR executives and some mid-level PR professionals. With better prompts and PR-specific data sets for the AI to train on, it’ll surpass all of us.
Jerry Silfwer
Jerry Silfwerhttps://www.doctorspin.net/
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.

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