Can AI Craft Communication? E-Book

Richard Tigges

• Herausgeber: BoD - Books on Demand
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 80

Veröffentlichungsjahr: 2025

Beschreibung

Can AI craft communication? And how do you get a company to the forefront of the Generative AI (GenAI) movement or at least among the fast followers? At the moment, there are actually far more communication professionals dealing with this question than would like to admit. In this guide, Richard Tigges, experienced radio and TV journalist and CommTech PR strategist, takes away the fear of taking the first (or second) step. The book is a concrete guide on how to introduce artificial intelligence into your PR or marketing department quickly, efficiently and, above all, in a meaningful way. There are quick wins and long-term, strategic decisions that will pay off.

Leseprobe

Content

Foreword by Daniela Rittmeier, Capgemini

First areas of application for GenAI

Message library and AI message tracking

Prompt library with format descriptions

Efficient AI content workflows

Journalist services with chatbot

Hyperpersonalization in PR & marketing

Automated reporting

Automated asset production

Real-time performance and sentiment analysis

Outside-in impulses

AI optimization of content

Customized individual training

Training for the GenAI transformation

Taking fears in the team seriously

Loss of jobs

Loss of quality in communication

Lack of control over the process

Data protection concerns

Resistance to change in general

Recommendations for action including checklist

Analysis of demand

Kick-off with the team

Framework for the use of GenAI

Transparency at all times

Pilot projects

Trainings

Feedback mechanisms

Checklist

Fundamentals of GenAI

Fully automated communication

The sense and nonsense of prompt seminars

Context from the vectorized RAG memory

Fight for attention

Self-referencing system

How GenAI helped with this book

Glossary

List of abbreviations

Foreword

Artificial intelligence is the technology that deals with the automation of intelligent behavior. The origins of the technology date back to the 20th century, and the disruptive changes to our familiar working world have been questioned on a daily basis since the publication of Chat-GPT at the end of 2022.

In 2017, Google laid the foundation for the GPT [Generative Pretrained Transformer] models with the concept Attention is All You Need.

Since 2023, multimodal models, algorithms that process different data such as text, images and audio simultaneously, have been redefining human-machine interaction. Disruptive technology developments and multi-agent systems are revolutionizing our communication.

With this book "Can AI Craft Communication?", Richard Tigges asks one of the most important questions for the future of our interaction. As an experienced sparring partner and co-lead in the Technology Cluster of the Germany-wide CommTech Association, he knows the needs of his trade.

He combines the skills of journalism, PR and smart technologies in his person and passes them on to PR and marketing departments in this guide. At Volkswagen, in the automotive industry and beyond, he will leave his mark with his commitment to data- and AI-driven communication. I appreciate his visionary power

Have fun reading and learning!

Daniela Rittmeier

Head of [Generative] AI Accelerator, Capgemini

Can AI Craft Communication? And how do I put our company at the forefront of the Generative AI [GenAI] movement or at least among the fast followers? There are actually far more communication professionals dealing with this question at the moment than would like to admit. In this guide, I will take away some of the fear of taking the first (or second) step and give you concrete suggestions in the following chapter on how to introduce AI in your PR or marketing department quickly, efficiently and, above all, in a meaningful way. There are quick wins and longterm, strategic decisions that will pay off.

The new generation of communicators is no longer streaming into professional life as "GenZ" from universities, but from the AI labs of this world. They call themselves "GenAI" and promise to master the basics of PR & marketing. And to fulfill large parts of the job description of "communications expert" straight away. Almost without training. This is the expertise of the groundbreaking technology that we call Generative Artificial Intelligence (GenAI for short).

As flesh-and-blood communicators, we are right on the cusp of using GenAI on a large scale and want everyone to benefit from it as early, as comprehensively and as error-free as possible. At the same time, there is no time to lose. As chance would have it, this huge upheaval is taking place in the midst of global wars and crises and as well in post-pandemic times. In a tense economic situation, a number of companies are under great pressure to be efficient. Technology that promises to produce content for communication in the blink of an eye, automate processes and individualize the way target groups are addressed like never before comes in handy. In the public debate, cost-cutting measures or even redundancies are increasingly being mentioned in the same breath as AI, which has given GenAI the involuntary image of a job killer. It is not only an amplifier of creativity for our profession, but also an amplifier of efficiency.

After OpenAI presented its generative pre-trained transformers under the name GPT in November 2022, the first product called ChatGPT caused a worldwide sensation. Within a few days, more than 100 million users were already using the program – the fastest growing platform of all time had been launched. Since then, generative artificial intelligence has reached all areas of life and work and has had a disruptive effect like nothing before.

ChatGPT was not the end of the story. OpenAI added more powerful versions of its text-to-image generator DALL-E from year to year and presented an initial preview of the Sora text-to-video generator in February 2024, which was launched in December of the same year. In addition to text, images and moving images, voices and music can also be generated in impressive quality.

Missing a month of AI feels like missing a year. This is because the new technology of generative AI challenges us to keep pace every day. Regardless of whether OpenAI's GPT, Llama, Claude, Gemini or DeepSeek from China is the better language model, GenAI will only provide us communicators with active support if it is seamlessly integrated into our daily work.

To implement generative artificial intelligence and data-based recommendations for action in PR & marketing, I recommend a clear strategy with a roadmap that outlines the gradual integration of AI along the value chain.

Message library and AI message tracking

Prompt library with format descriptions

Efficient AI content workflows

Journalist service with chatbot

Hyperpersonalization in PR & Marketing

Automated reporting

Automated asset production

Real-time performance and sentiment analyses

Outside-in impulses

AI optimization of content

Customized individual training

In the following, I will describe in more detail what I consider to be the twelve most important application areas with which you should ideally start building your AI workshop.

Write down messages and work with semantic vectors

Modern communication demands precision and consistency. It is therefore important to first define WHAT a company has to say. Surprisingly, very few PR and marketing departments have a proper message management system in which the central content is available in writing, accessible to the entire team and always up to date. This includes figures, data and facts as well as the collection of active statements about the company and its products or services and reactive statements for known crisis topics or holding statements for potential further crises

Such a one-voice library is not rocket science. It simply requires the discipline to first complete the common homework implementing specific content in the individual silos of a communications department:

Researching a topic

Identification of unique selling points

Strategic evaluation of the topic

Focusing on central statements/messages

Anticipation of possible counterarguments in a Q&A

Since GenAI began to take effect, more and more communications departments are recognizing the importance of strategic message management. After all, the output can only be as good as the input. I like to call messages as a source of structured input the "Maggi cube of communication", because they can later be used to prepare a wide variety of dishes for a wide variety of occasions and tastes.

At this point, gourmets usually turn up their noses at my banal comparison. But when I remind them that they also stroll through the market to enjoy a good meal with friends, select the best ingredients, bring them fresh to the table and often conjure up something fantastic from some of the ingredients the following day, then they understand the comparison. And if you plan to serve thousands of dishes a year, you need to start paying attention to the consistent quality of the ingredients. In any case, it's worth putting time and love into the essence of communication.

Message management is the ideal frontloading for communication, not just with regard to AI. That's why building a one-voice library should have been the first step in digitizing your communications department; do it now at the latest. In my opinion, YessPress® has integrated the best tool for message management into its ComTool and linked it to GenAI. The Erlangen-based company has developed another AI solution for digitizing an initial stock of statements and Q&As, which condenses archived speeches, press releases, etc. into core statements and Q&As based on the most common journalistic criteria.

At the same time, the use of AI in media analysis allows the most exciting measurement since the invention of the "Pressespiegel" for the first time. At last, it is no longer just about the height of the clipping stack in centimetres, the advertising equivalent in euros, the number of articles published or their cumulative reach or the admittedly superficial assessment of the overall article as "positive", "neutral" or "negative". Finally, the first providers such as AItastic can measure exactly what should be in the best interest of every PR department: How do we get through to the media with our key messages?