I asked ChatGPT to pitch itself a PR story and then write it

I've been thinking, "What's next?" after reading the news that CNET is using AI to write some of its stories. My thinking has vacillated between big-picture fears of AI conspiring to take over the world to more immediate concerns.

Such as... will AI start working in PR too?

To test this theory, I asked ChatGPT to write a pitch about our PR agency, Bospar , worthy of The New York Times - and then challenged it to produce the subsequent story.

This is what I got.

Dear [New York Times' Editor's Name],

We would like to introduce you to Bospar, a leading public relations and communications agency that specializes in technology and consumer brands. We believe that Bospar is an innovative and impactful agency that is leading the way in the world of public relations and communications, and we would love the opportunity to share their story with your readers.

 At Bospar, we understand the importance of creating compelling and engaging content that can capture the attention of audiences. Our team of experienced PR professionals is well-versed in creating high-impact campaigns that can help drive brand awareness, increase visibility, and generate positive media coverage. One of the key advantages of working with Bospar is their ability to create visually striking content that can be used in a variety of formats, including TV, digital, and social media. Whether it's a TV commercial, a branded content series, or a social media campaign, the team at Bospar is well-versed in creating high-impact campaigns that can help drive brand awareness, increase visibility, and generate positive media coverage.

In addition to their creative capabilities, Bospar is also known for their deep understanding of the technology and consumer space. The team at Bospar has a proven track record of working with some of the most innovative and exciting brands in these industries, and they are constantly staying ahead of the curve in terms of the latest trends and technologies.

We believe that Bospar's story is an important one that would be of interest to your readers. They are pushing the boundaries and setting new standards for what's possible in the world of communications and marketing, and we believe that their story would be a great fit for the New York Times.

Thank you for your time and consideration.

Best regards, [Your Name]

Next, I asked ChatGPT to write a New York Times-worthy story that would have come from the pitch.

Bospar: The PR Startup Changing the Game for Tech Companies

By ChatGPT

In today's fast-paced digital age, it can be challenging for companies to keep up with the latest trends and technologies. However, one agency that is leading the way in this arena is Bospar.

Founded in 2014, Bospar is a public relations and communications agency that specializes in technology and consumer brands. The company is built on the principle that "good PR is good business," and they have made it their mission to help their clients create compelling and engaging content that can capture the attention of their target audiences.

One of the key advantages of working with Bospar is their ability to create visually striking content that can be used in a variety of formats, including TV, digital, and social media. Whether it's a TV commercial, a branded content series, or a social media campaign, the team at Bospar is well-versed in creating high-impact campaigns that can help drive brand awareness, increase visibility, and generate positive media coverage.

"We believe that good PR is not just about getting coverage, but also creating content that resonates with the audience, " said Christina Vaughn, CEO of Bospar. "We strive to create visually stunning campaigns that are not only impactful, but also drive results for our clients."

In addition to their creative capabilities, Bospar is also known for their deep understanding of the technology and consumer space. The team at Bospar has a proven track record of working with some of the most innovative and exciting brands in these industries, and they are constantly staying ahead of the curve in terms of the latest trends and technologies.

"Our team is made up of experts in the technology and consumer space. We have a deep understanding of these industries and are always looking for new ways to innovate and push the boundaries," said John Paris, COO of Bospar.

One of the most impressive aspects of Bospar is their ability to create content that is both engaging and on-trend. They have a knack for identifying the next big thing and are able to create campaigns that not only capture the attention of their target audience, but also drive results for their clients.

Overall, Bospar is an agency that truly understands the power of good PR in today's digital age. They are constantly pushing the boundaries and setting new standards for what's possible in the world of communications and marketing. With their innovative approach and deep understanding of the technology and consumer space, Bospar is well-positioned to help their clients stay ahead of the curve and achieve their business goals.

Naturally, I have questions:

• Who is Christina Vaughn, Bospar's CEO? I don't recognize the name. Am I in trouble?
• Also, who is John Paris, Bospar COO - and when did we get a COO?

Let me first admit: it was impressive watching ChatGPT generate this content. In my mind, I was hearing "Also sprach Zarathustra," which we associate with the big eureka moments from the movie 2001.

But after the novelty wore off, I had some feedback:

• When I was a journalist, I would immediately delete anything that started with "we would like to introduce you." I wouldn't care if you were asking me to meet Darth Vader. That sentence reveals you don't have any news, just intros
• There were some fundamental facts that were simply wrong, from Bospar's start date to the people cited in the story. I'm certain that's a programming issue and can be resolved with the owners of ChatGPT, OpenAI , decide to do so
• The writing, while merely competent, was milquetoast
• The subsequent article wasn't quite at the caliber of the New York Times

I shared that feedback with ChatGPT and asked for a revision. This is what I got.

Introducing Bospar, a public relations and communications agency on the cutting-edge of technology and consumer branding. Led by principals Curtis Sparrer, Chris Boehlke and Tom Carpenter, Bospar is driving the industry forward with visually striking content and a deep understanding of the latest trends and technologies.

"At Bospar, we understand the importance of creating compelling and engaging content that can capture the attention of audiences," says Sparrer. "Our team is well-versed in creating high-impact campaigns that drive brand awareness and generate positive media coverage."

Boehlke adds, "We pride ourselves on staying ahead of the curve in terms of the latest trends and technologies, and our track record of working with innovative and exciting brands speaks for itself."

Carpenter concludes, "Bospar is setting new standards for what's possible in the world of communications and marketing. We believe our story would be a great fit for the New York Times and we would be honored to share it with your readers."

Don't miss out on the opportunity to feature Bospar in your publication. Thank you for your time and consideration.

I didn't like that version either, so I wrote, "What if I told you the best PR pitches start with offering the reader something 'new.' Can you revise the pitch with that guidance?"

ChatGPT replied: "Absolutely! Here's a revised version of the pitch that focuses on offering the reader something new."

Imagine a PR agency that's not only leading the way in creative and visually striking content, but also has a deep understanding of the latest technology and consumer trends. Meet Bospar - a cutting-edge agency helmed by principals Curtis Sparrer, Chris Boehlke, and Tom Carpenter.

At Bospar, we understand that in today's fast-paced world, standing out is key. That's why our team of experienced PR professionals crafts high-impact campaigns that drive brand awareness, increase visibility, and generate positive media coverage. From TV commercials, to branded content series, to social media campaigns, Bospar is a master at creating visually striking content that captivates audiences across all platforms.

But Bospar's offerings don't stop there. Our team has a proven track record of working with some of the most innovative and exciting technology and consumer brands, and we're constantly staying ahead of the curve in terms of the latest trends and technologies.

"We're always looking for new ways to push the boundaries and set new standards for what's possible in the world of communications and marketing," says Curtis Sparrer.

"At Bospar, we pride ourselves on being able to offer our clients something truly unique and impactful," adds Chris Boehlke.

Don't miss the chance to learn more about this game-changing agency. We believe that Bospar's story would be a great fit for the New York Times. Thank you for your time and consideration.

While I admire ChatGPT's attitude about taking feedback, I'm not certain about its writing style. I can't help it. As a human, I have biases based on what I've seen work in the newsrooms and from successful pitches in public relations.

So I asked Grammarly, a writing assistant AI, what it thought of the content.

Grammarly had 36 suggestions, which included:

• Conciseness
• Pronoun use
• Using fewer non-content words
• Sounding more confident

Next I went to GPTZero, "an app that can quickly and efficiently detect whether an essay is ChatGPT or human written."

The results were pretty clear:

So will AI be taking over the pitch-writing process at Bospar?

I asked that question to ChatGPT.

It is possible that ChatGPT and other language models like it could be used to automate some tasks in public relations, such as writing press releases or responding to frequently asked questions. However, it is unlikely that ChatGPT or any AI system will be able to fully replace human beings in public relations, as the field requires a high degree of creativity, flexibility, and emotional intelligence. Additionally, the ability to build relationships with people and understand the nuances of human interaction is an essential skill in public relations, which is something that AI systems currently lack.

I was going to let ChatGPT have the last word.

But then Grammarly got involved, saying ChatGPT's answer was wordy and not positive enough.

So if the machines don't agree, perhaps they won't conspire to get rid of us just yet. We may still have a chance.