NEW WAYS OF SEEING
Revolutionary AI technology transforms the PR industry, emphasising the need for a robust and easily accessible online newsroom.
Over the next few years, many changes in the media space will impact how PR interacts with journalists. One such change will be the increasing role of online newsrooms as a resource.
Journalists are using AI to research stories
There will be winners and losers with AI-generated content. The journalists benefitting from the technology will use AI solutions like Chat GPT to research their story ideas. These journalists will become experts at framing the prompts to generate content, delivering inventive new storylines based on deep dives into provable facts and statistics. They will then take this content, rewrite parts to fit their style, and add new sections. The resulting content
RESEARCH ASSISTANT
Getty Images/iStockphoto
It's nothing new for journalists to discover story ideas through online research. What's new is the speed and power of AI to drive that research and results.
RESEARCH ASSISTANT
Getty Images/iStockphoto
It's nothing new for journalists to discover story ideas through online research. What's new is the speed and power of AI to drive that research and results.
The new role of Newsrooms as a research tool
When journalists provide prompts to AI, they are briefing this technology to search the world for credible and authoritative sources, filtering this information and generating storylines or facts. Unlike your existing media relationship strategies, this process depends on your having a well-resourced online newsroom. In AI, you need to be a solid, authoritative source to be relevant.
Clarifying what this looks like depends on factors such as volume and quality of traffic, time on site, and other elements usually associated with SEO practices. If you have a simple news page that only hosts your press releases, your chance of becoming an authoritative voice for AI is low. If you have a well-resourced online newsroom that attracts a lot of regular traffic from journalists and influencers, then the chances that AI will view you as a credible resource increase dramatically.
NO DELAYS
iStock
No matter their personal beliefs, journalists, bloggers, and influencers need to work faster to stay relevant, and increasingly AI is driving that acceleration.
NO DELAYS
iStock
No matter their personal beliefs, journalists, bloggers, and influencers need to work faster to stay relevant, and increasingly AI is driving that acceleration.
To AI, more is more
The more information you have in your newsroom on a subject, the greater the chance AI will pick up on and include it in a story. This new paradigm is true for journalists, bloggers, influencers, traditional news sources and news aggregators. The more uptake of these technologies, the greater the need for a separate online newsroom for your organization.
Rather than wait for the ideal press release to hit their inboxes, journalists, bloggers, and influencers will increasingly be pressured to create more newsworthy, compelling content faster. They will lean harder into this technology to create content. If you are not factoring this into your PR strategy today, you will struggle to remain relevant.
YESTERDAY'S NEWS
Getty Images/iStockphoto
The media is trolling the planet for new story ideas. AI help them see those stories at speeds unimaginable only a few years ago.
YESTERDAY'S NEWS
Getty Images/iStockphoto
The media is trolling the planet for new story ideas. AI help them see those stories at speeds unimaginable only a few years ago.
The impact of AI-generated images and video
One of the biggest challenges for the media with AI is false or misleading visual narratives. That is followed closely behind with AI-generated images and videos that infringe copyright.
AI is getting better at instantly capturing false narratives in images and video. Whether it's generating footage of politicians and CEOs making false and misleading statements or capturing events that never happened, AI-generated visual content is a threat to the integrity of the media. Suppose you have a newsroom solution that allows journalists to access full media complaint visual content at their leisure. In that case, you provide a 'safe harbour' for journalists, bloggers and influencers to build credible visual narratives for their stories.
AI does not care where it finds source material to generate images and videos. Already there are legal proceedings around copyright infringements, and as technology improves, that problem will only increase. Providing media access to an auditable, trusted visual asset resource can only enhance your standing in the media and drive more media coverage.
Looktamedia online newsroom intro video No.2
Digital Storytelling Collective
1:01 min Looktamedia online newsroom intro video No.2. Low res.
“HAL, WE HAVE A PROBLEM”
Farknot_Architect
AI-generated images and videos represent an enormous problem for the media. Your online newsroom can be part of the solution.
“HAL, WE HAVE A PROBLEM”
Farknot_Architect
AI-generated images and videos represent an enormous problem for the media. Your online newsroom can be part of the solution.
The haves and have-nots
AI technology doesn't care if you like it or not. It doesn't care that you've invested in building relationships with people in the media. It's here to create a new media paradigm and will not wait for you to intellectually and emotionally catch up.
Suppose you view it only as a threat or (worse still) as a novelty; AI will roll right over you. If you consider it as an opportunity, then even today, you can use it to your advance.An advanced newsroom solution like Lookatmedia is a great place to start preparing for the new media paradigm.
