Fake Chat = Fake News. Reputation is what ChatGPT says about...
Recently, the reality of fake news hit home for many people. ChatGPT, a generative AI platform, has been identified as a source of misinformation, often providing inaccurate and unreliable information due to its data set that only ends in 2021. It is becoming increasingly clear that fake chats can generate fake news, intentionally or not, leading to a growing concern about reputation.
The importance of reputation management has been reinforced as a result of recent incidents, such as the firing of a German magazine editor for publishing a fake story with a clickbait headline that led readers to believe they had the first interview with Michael Schumacher. This incident, along with other examples around the world, highlights how fake news can negatively impact anyone's reputation.
Reputation is defined by Dr. Charles Fombrun as "the emotional connection that stakeholders (consumers, investors, employees, regulators) have with a given company." Emotions get amplified and spread when fueled by fake news.
Traditionally, reputation was based on what Google said about you, but now, we are moving into an era where your reputation is defined by ChatGPT. Information accuracy and reputation management have become more important than ever. Public relations (PR) practitioners now have an even greater responsibility to help individuals, brands and organizations navigate the new media environment.
As a PR professional, it is essential to be up-to-date with new technology trends and developments while remaining rooted in the guiding principles of the profession. Listening capabilities to identify threats quickly and real-time response mechanisms are essential. The new breed of PR professionals needs to care about nurturing and protecting reputation. Understanding the stakeholders, issues, and context, and crafting relevant and resonant content is where art meets science.
In conclusion, real conversations, real connections, empathy, ethical conduct, creativity, and caring will be essential traits for PR professionals. The bar has been raised, and the degree of difficulty has intensified, but the value of reputation management services has also increased. It is time for PR professionals to embrace the challenge and deliver effective reputation management solutions.
