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The Reykjavik Press Release — ChatGPT

Prompting a press release with OpenAI's ChatGPT.

Cover photo: @jerrysilfwer

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

Five 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 only vis­ible in a few select loc­a­tions world­wide.

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 night sky views. 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 and 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 world­wide 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

Read also: AI & PR: Beware the Artificial Content Explosion


Please sup­port my blog by shar­ing it with oth­er PR- and com­mu­nic­a­tion pro­fes­sion­als. For ques­tions or PR sup­port, con­tact me via jerry@​spinfactory.​com.

PR Resource: How AI Will Impact PR

Artificial Intelligence and Public Relations - The Future Office - Doctor Spin - The PR Blog
Every path is going to lead you some­where. (Photo: @jerrysilfwer)

The AI Revolution: Transforming Public Relations

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

  • More high-level tasks, less low-level. 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 their work’s more stra­tegic and cre­at­ive aspects.
  • Improved ana­lys­is and bet­ter strategies. 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 PR pro­fes­sion­als as AI train­ers. Using AI-powered chat­bots and vir­tu­al assist­ants to handle cus­tom­er inquir­ies and provide inform­a­tion to the pub­lic allows PR pro­fes­sion­als to scale PR training.
  • Better pub­li­city through inter­con­nectiv­ity. 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.
  • Earlier detec­tions of poten­tial PR issues. AI-powered tools can help PR pro­fes­sion­als identi­fy and mit­ig­ate poten­tial crisis situ­ations by ana­lys­ing data and provid­ing early warn­ing sig­nals of poten­tial problems.
  • Increased edit­or­i­al out­put. In organ­isa­tions where the com­mu­nic­a­tions depart­ment is driv­ing the con­tent strategy, PR pro­fes­sion­als will have plenty of tools for increas­ing both the qual­ity and the quant­ity of the out­put. 7Silfwer, J. (2023, March 20). AI & PR: Beware the Artificial Content Explosion. Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​a​r​t​i​f​i​c​i​a​l​-​c​o​n​t​e​n​t​-​e​x​p​l​o​s​i​on/

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

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

💡 Subscribe and get a free ebook on how to get bet­ter PR ideas.

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.
7 Silfwer, J. (2023, March 20). AI & PR: Beware the Artificial Content Explosion. Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​a​r​t​i​f​i​c​i​a​l​-​c​o​n​t​e​n​t​-​e​x​p​l​o​s​i​on/
Jerry Silfwer
Jerry Silfwerhttps://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.

The Cover Photo

The cover photo has nothing to do with public relations, of course. I share for no other reason that I happen to enjoy photography. Call it an “ornamental distraction”—and a subtle reminder to appreciate nature.

The cover photo has

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