✅ Monday briefing: Testing GPT-3, AI sceptics beware, AI skills, AI plagerism, local newsletters, news in 2023, media events planner, marketing and sales gap, and more...
A GPT-3 special edition
This newsletter is crowdsourced each week from our blog and community of practice for people studying and working in marketing, media and PR. It’s a hive mind, newsroom, and source of information, help and support. You’d be welcome to join us.
I’m working in the North West today and heading to Yorkshire for the Leeds Business School research conference on Wednesday. We’ve a Socially Mobile steering group meeting and graduation on Thursday. Please say hello if you’re round and about.
Artificial intelligence
🖊️ TESTING GPT-3: OpenAI’s Playground produces a reasonable definition of public relations but then there are more than 600 recorded in research literature. However, it found writing a biography more challenging and made it up after the first paragraph. Its ability to summarise documents maybe a killer application. Source Stephen Waddington.
🫤 AI SCEPTICS BEWARE: The public relations industry is divided on GPT-3, between those who see it as an existential threat, and those who view it as an opportunity to augment the role of the practitioner. Everyone should try these new tools to understand how they could be helpful. Source Andrew Bruce Smith.
💻 AI SKILLS: Practitioners are urged to have some fun with AI tools such as ChatGTP and Chatsonic. You should discover first-hand how they can be applied in practice and understand the strengths and weaknesses of AI. Ultimately GPT-3 shows the need for practitioners to develop their strategic skills as so tactical activities are set to be undertaken by a machine. Source Josephine Graham.
👨🎓️ AI PLAGIARISM: AI is an opportunity to encourage students to develop creativity and critical thinking skills. Turnitin, a software tool used by around 16,000 colleges, schools, and universities to detect plagiarised work says that it can identify GPT assisted writing as it is so limited. Spotted Andrew Bruce Smith.
Media
🗞️ LOCAL NEWSLETTERS: Reach plc is making nine titles newsletter only covering Norfolk, Suffolk, Bedfordshire, Buckinghamshire, Oxfordshire, Berkshire, Hertfordshire, Sussex, and Hampshire. A website will support the newsletter, rather than vice versa. The publisher has also announced that 200 roles will go in 2023 in a £30m cost saving drive. Source Andy Barr and Andrew Bruce Smith.
📰 NEWS IN 2023: Seven-in-ten news publishers are worried that people are avoiding the news according to a Reuters Institute report. Podcasts and email newsletters, typically led by a named journalist, are a critical community strategy for 2023. More newspapers will stop printing daily editions and some titles may drop print editions altogether. Spotted Stephen Waddington.
🗓️ MEDIA EVENTS PLANNER: Today is Brew Monday, Blue Monday, Quinoa Day, International Hot & Spicy Food Day and a new series of Love Island kicks off. These dates and more on the 10Yetis Days of the Year media and marketing planner. Source Andy Barr.
Insight
📊 MARKETING AND SALES GAP: The gap between public relations, marketing and sales is an area where there is opportunity to make significant gains according to a report by 3THINKRS. Measurement frameworks and analytics are the key to demonstrating effectiveness. Benchmarking provides the means for continual improvement. Source Ruth Jones.
🔴 SAY DO GAP: The Natural History Museum has been criticised for signing a contract with a gagging clause that prevents it from criticising Ørsted, a Danish oil company that sponsored its wildlife photography competition. The reputation gap between an organisation’s value and its actions is set to be a growing trend for 2023. Spotted Stephen Waddington.
Social media
🚓 ONLINE HARM BILL: OFCOM has published a second call for evidence for the Online Harms bill. It relates to child safety and is seeking input anyone with an interest or expertise in protecting children online, including society organisations and providers of online services. Evidence will be published in the Autumn. Source Andy Barr.
ℹ️ LINKEDIN DATA: The Financial Times used social media posts on LinkedIn and job ads on the Apple website to break a story about Apple’s investment in India. It’s a good example of the potential to use LinkedIn as a research tool for investment and employment trends. Spotted Stephen Waddington.
🗒️ TWITTER LISTS: Twitter has introduced a swipe option in the newsfeed to switch between the algorithmic and chronological timeline. Lists are also recommended as a good hack for anyone wanting to avoid noise on the platform. Spotted Alan Morrison.
Wadds Inc. is a professional advisory firm for agencies, communication teams and tool vendors. We’re proud that 3THINKRS, mentioned in this newsletter, is one of our clients. Please hit reply if we can help you.