A recent assessment by PR Daily evaluates the capabilities of four leading AI tools in performing tasks relevant to public relations, revealing strengths and weaknesses across their applications.
As artificial intelligence (AI) continues to advance, businesses are increasingly seeking the most effective tools to enhance their operations. In a recent exploration by PR Daily, four prominent AI tools—OpenAI’s ChatGPT, Microsoft’s Copilot, Google’s Gemini, and Anthropic’s Claude—were rigorously tested to evaluate their capabilities in tasks relevant to public relations professionals.
This assessment took place over several rounds, each focusing on a different type of request often encountered in the PR landscape. The scenarios included writing a press release, brainstorming story ideas, generating lists of journalists for outreach, and analyzing top news stories from the past year.
In the first challenge, the bots were tasked with composing a press release announcing the appointment of Allison Carter as editor-in-chief at PR Daily. Copilot emerged as the most effective tool, delivering a well-structured press release that required minimal editing. It included useful features such as a prompt for high-resolution photos and contact information, although it did have minor errors, such as incorrectly quoting a past CEO and misidentifying Twitter. Conversely, Gemini struggled substantially, initially claiming insufficient information before producing an unrelated, incorrect press release that did not meet the requirements. Both ChatGPT and Claude managed to produce press releases that adhered to standard expectations but were marred by inaccuracies and embellishments.
The second round evaluated each tool’s ability to generate interesting story ideas related to AI for PR professionals. The results were largely underwhelming, with none of the tools providing truly innovative or engaging ideas. Copilot received particular criticism for suggesting exceedingly basic topics, while Claude and Copilot failed to identify specific human sources to accompany their ideas.
When tasked with identifying journalists for pitching stories about AI, ChatGPT excelled, delivering a robust list of relevant journalists complete with the correct publications and email addresses. Gemini also provided a solid list, though it contained one notable inaccuracy, while Claude’s output ultimately proved unreliable upon verification, listing incorrect affiliations for several journalists. Copilot fell short by suggesting generic advice rather than specific names, underscoring a lack of specificity in its responses.
For the final round, the bots were provided with a list of the top news stories from 2023, an analysis from which they were meant to derive common themes and implications for PR practitioners. Claude produced the most insightful output, drawing relevant connections from the data, while Copilot’s response included significant inaccuracies that undermined its analysis. Meanwhile, Gemini’s response seemed to exaggerate its conclusions, and ChatGPT’s takeaways were more generic than data-driven.
Overall, PR Daily’s examination illustrates the current state of AI tools in business applications—while they each showcased strengths in various areas, none proved to be flawless. The assessment highlighted a landscape still characterised by errors, lack of true understanding, and the necessity for human oversight to ensure quality output. The conclusion drawn from the evaluation suggests that while ChatGPT demonstrated particular utility in sourcing potential contacts, and Claude excelled at data interpretation, each tool serves a distinct purpose, necessitating ongoing experimentation to identify the best fit for specific business needs in the evolving digital environment.
As AI technologies advance, the continuous refinement of these tools may yield even more powerful applications in the realm of public relations and beyond. All observers and users of these technologies are encouraged to remain engaged in assessing their utility and adapting their use accordingly.
Source: Noah Wire Services
- https://www.meltwater.com/en/blog/ai-tools-for-pr – Provides an overview of AI tools for PR, including ChatGPT and Claude, highlighting their capabilities in tasks such as writing press releases and analyzing data.
- https://kanerika.com/blogs/chatgpt-vs-gemini-vs-claude/ – Compares the features and strengths of ChatGPT, Gemini, and Claude, including their performance in generating human-like text, handling complex queries, and integrating with other data formats.
- https://www.prezly.com/academy/the-best-ai-tools-for-pr – Lists top AI tools for PR professionals, including DeepL for translation, and mentions the capabilities of other AI tools like ChatGPT in various PR tasks.
- https://www.voicetechhub.com/a-ultimate-comparison-between-chatgpt-claude-copilot-and-gemini – Provides a detailed comparison of ChatGPT, Claude, Copilot, and Gemini, highlighting their strengths and weaknesses in different tasks relevant to PR professionals.
- https://www.meltwater.com/en/blog/ai-tools-for-pr – Details the capabilities of ChatGPT in writing first drafts of press releases, creating social media posts, and drafting crisis responses, which aligns with the tasks evaluated in the PR Daily assessment.
- https://kanerika.com/blogs/chatgpt-vs-gemini-vs-claude/ – Explains the strengths of Claude in handling large datasets and complex queries, which is relevant to the task of analyzing top news stories and deriving common themes.
- https://www.voicetechhub.com/a-ultimate-comparison-between-chatgpt-claude-copilot-and-gemini – Discusses the capabilities of Copilot in tasks such as writing and analytics, and its integration with other applications, which corresponds to its performance in the PR Daily evaluation.
- https://www.meltwater.com/en/blog/ai-tools-for-pr – Highlights ChatGPT’s ability to generate lists of journalists for outreach, which was a key task in the PR Daily assessment.
- https://kanerika.com/blogs/chatgpt-vs-gemini-vs-claude/ – Mentions Gemini’s multimodal capabilities and its performance in real-time interactions, which is relevant to its mixed results in the PR Daily evaluation.
- https://www.voicetechhub.com/a-ultimate-comparison-between-chatgpt-claude-copilot-and-gemini – Describes Claude’s advanced reasoning abilities and its suitability for tasks requiring detailed analysis, aligning with its performance in analyzing news stories in the PR Daily assessment.
- https://www.prezly.com/academy/the-best-ai-tools-for-pr – Emphasizes the importance of integrating AI tools into PR workflows, such as using DeepL for translation, which underscores the ongoing need for experimentation and adaptation in using AI tools effectively.
