• ChatGPT Turns One: What a Writer Has Learned About Her Biggest Competition

    ChatGPT Turns One: What a Writer Has Learned About Her Biggest Competition

    When ChatGPT debuted last November 30, my initial reaction was one of concern. And anxiety. Some stress. Certainly disbelief. And maybe a little bit of excitement. But mostly, I felt threatened. Generative AI could do it all, the headlines said—or, at least, enough to render my role obsolete in just a few years.

    So, I set out to learn all I could about the powerful new tool poised to replace me. I played with GPT 3, Google Bard, and every other platform I could get my hands on. I glued myself to the news, squirreling away evidence that the AI hype was overblown. After all, I needed ammo on hand so I could respond with confidence when clients, my parents, and my dentist (yes, my dentist!) hit me with what’s becoming an all-too-familiar question: “Can’t ChatGPT just do that?”

    The answer to that query, it turns out, is… complicated.

    What it’s good at

    OK. We’ll start with the good—and, I must admit, there is plenty of good if you play to the technology’s strengths.

    GenAI can cut the time it takes to format interview transcripts, summarize notes, organize lists, and more from minutes to seconds. You still have to check its work, but it almost always gets you closer to the desired result. The right software can also be an effective editor when a second set of human eyes isn’t available (our coworkers sleep, after all, and GenAI doesn’t). So long as you ask for suggestions rather than corrections, these platforms can help you tighten your prose and get to the point when you’re struggling to find the path.

    That brings us to, perhaps, the most valuable use of AI I’ve found in my work: brainstorming. Coming up with new ideas can be difficult, especially for PR and content marketing pros in fast-paced agencies. I mean, how many times can you write from the same talking points before you hit a wall? My team and I have found that AI is incredibly good at getting writers over this hump, even if it doesn’t provide exactly what they were looking for.

    Believe it or not, it’s usually more helpful when it gets things wrong. I don’t know that I’ve found a more potent salve for writer’s block than asking AI to write an article’s conclusion just so that I could gut it. Even better, it’s confirmed a long-held suspicion of mine: that seeing what you don’t want is the fastest way to figure out what you do.

    What it’s not so good at

    Now, I could go on at length about what GenAI can’t do yet, but instead, I’ll keep it simple. The problem with today’s AI is that large language models (LLMs) are not people. They don’t reason, nor do they think. While I know this might make me sound old-school, that really is their fatal flaw.

    Today’s GenAI platforms create work based on probabilities, not ideas—like iMessage suggestions but with incredible computing power and trillions of reference points. ChatGPT, Bard, and other tools cannot make decisions; they can only predict what’s likely to be right. It’s the reason we’ve gotten so many laughs from ChatGPT’s attempts to unravel logic puzzles, understand riddles, or even solve seemingly simple mathematic equations.

    It’s also the reason writers still must guide the process. In writing, predicting isn’t always enough. ChatGPT’s penchant for citing made-up legal precedents, invented statistics or studies, or non-existent headlines is a compelling example of this issue. Because the algorithm sees it’s statistically likely for a legal brief to cite case law, it might pull last names and dates from thin air. Its prediction is right, but the execution is wrong. The phenomenon is called “hallucination” by some in AI tech fields, but all I hear as a writer is libel. Maybe slander. Possibly fraud, depending on the context.

    Perhaps the most glaring issue with this approach is the question of originality (or lack thereof) in AI-generated materials. The simple fact is that all GenAI content is derivative. Sure, we can debate about whether writing itself is derivative all day, and many people far smarter than myself have done so. But the level of iteration we’re talking about here feels different. The technology’s design makes defining a voice incredibly difficult and saying something new or innovative nearly impossible.

    A blog about cybersecurity written by Bard is an amalgamation of any material—from competitors’ websites to outdated articles, conspiracy theories, or works of fiction—used to feed the model, and its format is dictated by what’s been done before. Essentially, what we get in exchange for some extra time is work that, while technically sound, has nothing new to say. That polished blog is just another version of someone else’s arguments, syntax, grammar, and flow. It may be new, but it is not original.

    The bottom line

    Despite my seemingly harsh assessment, my outlook on GenAI in content development now sits somewhere between optimistic and accepting. Over the past year, I have come to appreciate the support it offers to my team and me. When things get busy, writer’s block rears its ugly head, and inspiration is in short supply, GenAI can free up space in the day or give you something to respond to.

    Still, I feel confident that AI won’t be coming for my job anytime soon, nor will it be taking yours. The undeniable fact is that it cannot do the work for you as many headlines and developers initially claimed, and that’s true across disciplines. One year later, the biggest lesson I’ve learned is that AI is only as capable as the person using it. That may change with time, but that’s where we are one year later.

    So, I suppose the answer to my dentist’s question is that, yes, ChatGPT can do that—to a point. And only if an experienced writer is helping it along.

    If your content is feeling robotic lately, our team is always eager to show why the human touch isn’t going away any time soon. Drop us a note below!

    Hannah Burns

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  • Assessing the Future of Generative AI in PR Content Writing

    Assessing the Future of Generative AI in PR Content Writing

    The rise of ChatGPT has taken the world by storm, igniting a renewed societal focus on how artificial intelligence and machine learning will shape the future of work as we know it. An emerging technology trend hasn’t captivated the global public sphere like this since the first iPhone release in 2007.  

    ChatGPT was a hot topic of conversation among business titans at World Economic Forum 2023 in January. Microsoft invested $10 billion to integrate it within its Bing search engine and product suite. Google launched a replica generative AI tool, Bard, in an attempt to keep pace and amplify its own search engine. Bill Gates even equated it to the invention of the internet, calling ChatGPT, “the most important innovation that will change the world.”  

    The buzz is well warranted. ChatGPT amassed 1 million users in just five days after its initial November launch. Two months later, it surpassed TikTok (9 months), Facebook (10 months) and Instagram (2.5 years) as the fastest consumer app to eclipse 100 million active users. The chatbot can be prompted to do everything from passing law school exams and offering investment advice to crafting cocktail recipes and faux movie scripts. It even got hired – hypothetically, of course – as an entry-level coder.  

    ChatGPT also writes reasonably well, which has sparked skepticism across the PR and marketing landscape about its potential to replace human content writing roles. However, while it can generate clean prose in an authoritative tone mirroring a human’s writing, there’s no guarantee the content will be truthful, accurate or unbiased. A few media publications who were early adopters of generative AI-powered content were already forced to issue retractions due to “dangerous inaccuracies and falsehoods” found within the articles.  

    More importantly, ChatGPT is incapable of replicating the intrinsic nature of a human content writer, which means it doesn’t incorporate any elements of human experience (HX) into the content creation process.  

    The Human Element

    At Matter, ingenuity is a core component of PR content creation. Whether it’s a targeted Forbes Technology Council article, an earned byline in Variety or an ROI-centric customer case study, our job is to: 

    It’s not about prioritizing quantity over quality or repurposing rudimentary angles that can be easily found through a simple Google search. It’s about collaborating with SMEs to zig while competitors zag and tell stories that uniquely position them as an invaluable source of truth across sectors. For executive thought leadership to rise above the noise in a saturated market, it must be crafted with an empathetic understanding for not only your client’s mission and goals, but also the real-world business challenges faced by their target audience. The supply chain disruptions, data breaches, labor shortages, public health emergencies and technology fallibility. The ripple effects of geopolitical tension and the realities of socioeconomic pressure with a potential recession on the horizon. 

    Only boots on the ground can deliver impactful, brand mission-oriented content that aligns with those experiences. Not an AI chatbot relying on large language models from billions of predefined telemetry datasets, which – for the record – is in violation of Google’s AI writing guidelines and subject to SEO penalties. When Business Insider recently asked ChatGPT for an opinion on its role in the future of content writing, here was the reply:  

    See, even the world-renowned robot agrees.  

    Explaining how AI/ML solutions are designed to empower humans, not replace them has been a core thought leadership angle across many of our B2B tech and cybersecurity accounts. With the way things are headed, we will soon be experiencing it for ourselves. And while ChatGPT isn’t positioned to replace human content writers anytime soon, the recent generative AI wave does signal the beginning of a pendulum swing for technology’s influence in content creation processes. It will change the way we work for the better.  

    Augmenting The Writing Process

    The applied use of generative AI offers an opportunity to automate some of content writing’s most mundane and repetitive tasks. Take drafting earned bylines for example. Considering most B2B byline angles are highly technical in nature, it typically takes hours of preliminary research and sourcing before putting actual pen to paper. But what if that entire phase of content creation was streamlined?  

    ChatGPT, in theory, could be prompted to conduct extensive research on a specific technology or subject matter – reducing the elongated preliminary sourcing process down to about 30 seconds. In turn, human writers have more time to focus on critical thinking and a higher baseline of knowledge and resources to leverage. This foundation reduces the immediate stress of meeting tight deadlines, which ultimately compounds into higher quality deliverables and better work-life balance.  

    The same logic can apply to other repetitive workflows like copy editing, outlining, data mining and intake calls. Microsoft Teams has a new premium version that incorporates ChatGPT into hybrid business collaboration, automating routine administrative tasks like notetaking, action items, customized meeting templates, timeline markers and more. Expect similar automation strategies to be applied to content writing.  

    Our content team will continue to explore how we can work in tandem with generative AIs like ChatGPT to amplify our offerings for B2B technology, cybersecurity, healthcare and consumer clients. For more information on Matter’s full range of PR services, don’t hesitate to contact us today!  

    Chris Mueller

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  • Blog Writing from Dummies – How to Turn Your Idea into Must-Read Content

    Blog Writing from Dummies – How to Turn Your Idea into Must-Read Content

    A blog about writing a blog? We know — very meta. It’s like going to a play where the main character is writing a play, or watching a movie set in LA.

    So, you’ve been tasked with writing a blog. Lucky you! Before you lament about having another thing to work on, think of the positives: You get to add your voice to the hallowed ranks of every other great blog writer; you’re helping your brand form the way you talk to the world; and all your coworkers are going to be like, “oh damn, they’re smart!” Seems like a good deal to us.

    To quote everyone’s favorite Oklahoman, Brad Pitt, in the 2004 historical epic, Troy, “Immortality: Take it, it’s yours!”

    But now, you may be asking dear reader, how do I write this thing? Well lucky for you, we created this whole blog about writing blogs just for you! Ahead, we’ll walk you through the process of turning your idea into content so good, your grandma is going to hang it on her fridge. You ready? Let’s roll.

    What’s the Story?

    “But what should my blog be about?”
                – You, right now

    Great first question, we love where your head is at. To start, you need to identify a problem, one that your brand can help solve. When explaining how to mitigate the issue, you don’t need to call out a specific product or offering for every point you make, but you should have one in the back of your mind. Lastly, make it fun, make it interesting, add some of your personality into it. We know you have one — that’s why you’re writing this thing.

    But you’re not here to simply answer a question. You’re here to tell a story, which can sound trite, but it’s true. And to tell it, you need an arc: a beginning, a middle and an end. The best stories aren’t lists of hard facts. They are journeys that guide the reader through each new idea in a way that will inspire and captivate them. Don’t worry, we’re not looking for Lord of the Rings here. Just try to be empathetic to your audience’s reading experience.

    Before you spin your yarn, there are some key steps to take:

    1. Research!
      We’re not saying you’re not a leading expert in your field, but your audience might not be up to speed. To ensure what you write is trusted by your readers, you need to do a bit of googling. A piece with good, well-cited stats and facts gives you authority and credibility. And hey, you might even learn something new.

      But please, and we cannot stress this enough: Save those links! You might find some awesome stats, but if you don’t save those sources, the universe guarantees your boss will want to see where the citations came from. So, save yourself the effort of looking twice.

      Research isn’t just about having foot-long footnotes. It’s also about learning what kind of writer you want to be. So, read works by your favorite journalists, authors, Twitter personalities and whoever else, determine what it is you like about them, and see how you can fold it into your own writing. Good writers start by being good readers.
      xxxx
    2. Build an Outline
      All great treasure hunters know you need a map to find the gold. In this case, the gold is solid content. To tell your story in a coherent way, build an outline that hashes out your intro, the order of your main points and you conclusion — all while threading those sections together, so your piece does not appear as separate ponds, but a stream flowing from the beginning to its nexus.

      Outlines can feel tedious – which, they are – but they are essential to elevating the quality of your writing. We even wrote an outline for this! And look how it turned out.

      Outline: Burritos Are Better than Pizza
      Do we believe this? Not necessarily. But the point is to show, as a writer, you can get excited about and evangelize for any topic.

      Intro: While both pizza and burritos are delicious and hold cult-like followings amongst Americans, burritos are the superior food item.
      ○ From building the dish to eating it to enjoying your accomplishment, burritos are easier and more satisfying than pizza.

      1. Easier to Acquire
      ○ Frozen options – the worst frozen burrito is still much better than the worst frozen pizza
      ○ Smaller price range – price gap is tighter, whether it’s at Taco Bell or a fancy sit-down joint
      ○ It is much easier to acquire a good burrito than a good single slice of pizza
      ○ Versatility of ingredients – can be used to make filling aspects of many other meals
      xxxx• Pizza cheese, sauce, toppings can really only be used on pizza or as an ingredient in a larger meal

      2. Easier to Make Yourself
      ○ Don’t need to let dough rise, time perfectly.
      xxxx• If you burn one burrito, you have supplies to make another quickly. If you burn a pizza, you need to start from scratch.
      ○ More customizable
      xxxx• Get weird – you can add a lot of toppings from other cuisines into a burrito that would not fit on a pizza: Korean-Mexican fusion, Mexican-Mediterranean fusion
      ○ More versatile – options for breakfast, lunch, and dinner

      3. Easier to Enjoy
      ○ Burritos offer both transportable options (wrapped in foil) and plated options, meaning you can enjoy one on-the-go or at a nice dinner
      ○ The filling-ness/transportable ratio is higher with a burrito than pizza
      xxxx• One burrito is very filling and can be easily carried. To get the same level of fullness from a pizza requires carrying several slices — pretty awkward!
      ○ No leftovers, no problem – burrito leftovers don’t keep as well, so you need to finish it in one sitting
      xxxx• No wasting fridge space or worrying about your roommate stealing it

      Outro: Whether you need a quick fill or a lasting meal, whether you have every ingredient you need or are going to wing it, burritos are superior. In fact, I’m going to make myself one right now.
      xxxx
    3. Get Writing!
      Now, for the big event: You’ve got to write this thing. The best stories aren’t lectures. They are journeys. To capture our audience’s attention and walk with them through each topic, you must uncover each new discovery together. Don’t come in as the expert — become the navigator, guiding the reader along the path to knowledge.         

      Think of the podcast Radiolab or the grandfather in The Princess Bride. While you may know how the story ends, tell it as if you too yearn for answers to the same question the reader is asking. The writer and the reader are in this together. Share the journey.

      But even getting started can be intimidating. So, here are some tips we use on the regular:
      xxxx
      ○ Write like you talk – Okay, maybe not like you talk. But write conversationally, like you’re talking to one person.
      xxxx
      ○ Get passionate – Even if you don’t care about supply chain dynamics, trick the reader into thinking you are stoked about them. Figure out how to make it a piece you would want to read. Your enthusiasm is contagious.
      xxxx
      ○ Conjure the voices in your head – Sometimes writing with a specific character’s voice in your head can help you find weak points and elevate the copy. (This also works for editing). Our top choices are John Hamm, Tina Fey and David Sedaris.
      xxxx
      ○ Write for Goldilocks – Not too long, not too short. For a blog, 500 words is a good minimum. However, if you’re on a roll, don’t stop because you hit a character count. Keep going! You can trim the fat later.
      xxxx
      ○ Start with a hook – Catching fish is easiest when you have a hook on the line. Snagging readers is pretty much the same. Set up the problem, add some mystery, make a joke. They’ll eat it up. And as our PR friends know, don’t bury the lede!

      Also, don’t start off with “Webster’s Dictionary defines….” Your piece will be about as exciting as reading the dictionary.

      ○ Break it up – Big walls of copy can be daunting. So, break up your piece with bullets, stat callouts, quotes — all that good stuff. Look, we even did it here! Didn’t it help?
      xxxx
      ○ Concluding your piece – No one likes when a movie ends without tying up loose ends, and folks won’t like it if your blog doesn’t either. Make sure you have an outro that resolves everything nicely (and, if applicable, includes a CTA to reach out to your team).

      Also, pro tip: never title your conclusion “In Conclusion”
      xxxx
    4. Editing
      Now for everyone’s favorite part! It can be hard to edit your own work, and it can hurt to cut a well-crafted sentence when it just doesn’t fit. But this is necessary. Most copy can be cut by 25% (If you think this blog is long, you should have seen the first draft).

      Once you’ve cut your ego the extra fluff, it’s time to proofread. This can be especially difficult – our brains will autocorrect mistakes. But, we’ve got some tips:

      ○ Read it outloud, as your mouth will get snagged on mistakes your brain glosses over.
      ○ If you have to read it twice to understand it, rewrite it.
      ○ Ask for help. It takes a village to write a blog, so ask your peers to give your piece a proof.

      This last tip can be difficult to tackle — we’re all super busy! However, no piece of writing should get posted without two sets of eyes on it. It ensures your brand look good and everyone is happy. So, everybody lend a hand!

      Note: If you are the editor, please be kind. Offer suggestions and point out stuff you like (spoon full of sugar and all). If someone is struggling, be sure to take time to help them get the blog back on track. None of us are Mark Twain, so try to have a little chill.

    Be Generous to Yourself

    Writing a blog is a skill, and skills take time to master. Just because we share a language with Jane Austin and John Steinbeck doesn’t mean we’ll be writing our Pulitzer acceptance speech anytime soon. Crawl, walk, run — that’s the name of the game here. And as always, English is a stupid language, so there are no stupid questions. If you need help, ask. Helping each other is what makes a team great. It also helps to make for some pretty good writing.

    Looking for some help turning your great ideas into must-read content. We’ve got the writers for the job. Reach out!

    Rory Nolan

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  • Writers Workshop: Top 10 Content Formats Every PR Pro Must Know

    Writers Workshop: Top 10 Content Formats Every PR Pro Must Know

    This is the first blog in a new series called Writers Workshop, where we will share writing tips and strategies to help PR and communications professionals sharpen their skills and become faster, smarter and more effective.

    Spending 14 years in the newsroom as a reporter and editor, I was quite familiar with various journalistic writing formats, from the straight news story to the op-ed and human interest/feature. But when I crossed over to “the dark side,” there were so many different types of content this Jedi simply didn’t understand. For one, what the hell is a whitepaper?

    What I didn’t learn from research and by asking the right questions of my mentors, I learned by doing. Practice, practice, practice. To be a successful PR professional, we must employ a wide range of skills. Writing – in my opinion – being the most important. We’re expected to write engaging content for clients, whether that’s a bylined article, a case study or a press release. And we better know when and how to expertly execute on each one.

    Here’s a short rundown on the Top 10 writing formats you’ll need know:

    #1: The Pitch

    Simply put, it’s the message you send to a reporter – most of the time via email – in hopes he or she will cover your client’s product, story idea, press release, etc.  A well-written pitch must be genuine, tailored to each reporter and include a reason for the journalist to take your pitch seriously over the hundreds of others he or she may receive each day.

    #2: Thought leadership byline

    This is the closest PR pros are going to get to writing like a true journalist. It’s written from the perspective of a thought leader within or associated with your client’s organization. It’s an opportunity to push the boundaries and present new ideas. Outside research and interviews are key to credibility.

    #3: Blog post

    This one is self-explanatory because you’re reading this, aren’t you? We write blog posts for clients on a variety of topics; everything from window film to equipment financing to snack food. The hallmark of a good writer is the ability to write well about any topic, no matter how dry it may be. Have fun with the content and find ways to make it approachable and digestible.

    #4: Press release

    A press release is a content tool used to pique the interest of a reporter or editor in hopes they’ll write about your client’s piece of news. News could be anything from a new hire or new product, to a successful funding round or acquisition. Just like any news story, a press release should state the facts, but more importantly, tell a story.

    #5: Whitepaper

    A whitepaper is half journalism and half marketing material. A whitepaper should provide unbiased information and analysis, present a problem and solution, and argue in favor of that solution to the problem, based on research. Whitepapers can be long (upwards of 7-10 pages), or even longer for highly technical topics. They’re often used as sales and marketing collateral.

    #6: E-book

    Like a whitepaper, e-books are used as sales and marketing tools for lead generation and are available for download online, often as a PDF. E-books are much shorter, however, at only a few pages long. An e-book is less journalism and more content marketing; you’re pushing a concept, solution or product.

    #7: Case study

    A well-written case study suggests to prospective customers that your client’s product or service will improve their life or business in real, practical ways. A typical format presents the problem, solution, and result. Plus: leverage case studies with the media; they’re desperate for end-users.

    #8: Social media content

    Often in 140 characters or less, it’s short, conversational posts with a call to action written for clients’ social channels to drive engagement with the brand.

    #9: Messaging hierarchy

    Messaging hierarchy summarizes the unique position and story of the brand. Messaging is the blueprint from which all communications flow, from website to collateral to press materials and social media.

    #10: Contributed quote

    Latching onto breaking news or industry trends can catapult a client to the forefront of trending conversations. To make both client and media’s lives easier, we quickly pen a draft quote for our go-to thought leader responding to the news. This requires packing a lot of context-specific information into only a few sentences, while also offering a new perspective on the topic. If you aren’t saying anything new, journalists are going to pass.

    Emily Quirk

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  • Practice Makes Perfect: Why I Blog on the Side

    In the wonderful world of public relations we write a lot. From press releases, to pitches, to tweets and Facebook posts, to blogs – we write it all. Most of this writing is tailored to styles that aren’t our own. AP Style. Client’s preference. Socially acceptable tweet format. The point is, PR people are super creative, but you don’t always see that in our public writing.

    That’s why I blog on the side. I have a book club blog that I write mostly for my friends’ entertainment. Why do I do it? I get to be creative and funny and write in my own way. No restrictions. No approvals. It’s awesome.

    What’s the benefit to my professional life in PR? Practice! The old adage “Practice makes perfect” applies here. The more I write on my own, the more practiced a writer I become. Writing about something you really enjoy lets you spread your creative wings more, which helps strengthen the quality of your writing for clients.

    In particular, I’ve found this creativity helps with writing pitches. I’ll admit to being a bit silly in my personal blog posts. This silliness turns into some fairly entertaining and eye-catching subject and opening lines. For example, I once opened with “So I was stalking you on Twitter and know you’re out of town…” Totally worked. This brand new contact I was pitching was flattered she had a stalker.

    Here are some tips I like to keep in mind when it comes to writing:

    1. Write Often – Practice writing on your own every now and then. I choose blogging about books. But maybe writing an email to a friend is more your style. Either way, daily writing can only strengthen your skills and you’ll write better on behalf of your clients later.
    2. Plan – Plan out what you what to say. Think about how you want to organize your thoughts and the point you want to make. If that means you bullet out the 5Ws (who, what, when, where, and why) or build an inverted pyramid, go for it. This will get you closer to the “C” goal: Clear, Cohesive, and Compelling.
    3. Read More – The more you read the more you’ll pick up good writing habits. Published work goes through editors before being declared ready for public consumption. Be a good reader and you’ll subconsciously learn new words, spell better, and recognize proper sentence structure. 

    Matter

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  • Editing the Editor

    Editing the Editor

    I was talking to a colleague recently about editing each other’s work, specifically, about editing written work. Whether it is a blog post, social media content, a press release or an email, we often ask for our colleagues’ advice before we hit send. All of us understand that often two brains (or more) are indeed better than one.

    However, when is it time to step away and let someone else’s style shine through?

    Just because you may have said it or written it differently, doesn’t always mean it is better – quite possibly, it just means that it is different. Equal, though, in its ability to convey a certain message. My colleague came to this realization the other day when he was editing someone’s work. He recognized that he was spending needless time rewriting something that was already great, it just wasn’t how he would write it. This is often a significant realization as you become a manager. You learn to step back a bit and it benefits you, the client and your colleague.  It is one thing to give feedback and advice, it is another to edit something that doesn’t need it. (more…)

    Matter

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