Ever wondered which generative AI tool is the best for writing PR content? After conducting a series of tests, I found that Bard produced slightly better results than a post written from scratch, significantly better results than a post by ChatGPT, and dramatically better results than Claude 2. In this article, I’ll share more details about the tests and the surprising result that outperformed these industry-leading chatbots.
Testing the Best Generative AI Tool for PR Content
In collaboration with Katie Delahaye Paine, CEO of Paine Publishing, I uploaded four posts to a blog, Facebook, and LinkedIn throughout August. These posts focused on our new course designed for PR and communications professionals who want to improve their metrics using Google Analytics 4 (GA4). To test the effectiveness of different AI tools, I wrote the first post myself and then reviewed and made edits to posts generated by GPT-3.5, Bard, and Claude 2.
Measuring Results with GA4
To objectively measure the performance of each post, we used Google’s free Campaign URL Builder tool to add campaign parameters to the URLs in the call to action at the end of each post. This allowed us to track which PR content generated more new users to a landing page on Paine Publishing’s website. However, while analyzing the results, we discovered something even more valuable for PR and communications professionals.
The Value of Human-Written Content
Before diving into the results, let’s take a closer look at how the posts were generated. To establish a baseline, I wrote a 1,150-word narrative from scratch titled “Why Do Digital PR People Need to Learn About Digital Analytics?” This human-written content served as a comparison for the AI-generated posts. I published it on my blog and reposted it on LinkedIn and Facebook on successive Fridays.
AI Tools: ChatGPT and Bard
Next, I used ChatGPT powered by the GPT-3.5 model to draft a post on the same topic. Although the initial draft was too informal, I revised the prompt and obtained a listicle focusing on five reasons why GA4 is a game-changing tool. I published this post on LinkedIn and reposted it on Facebook and my blog on successive Fridays.
Then, I turned to Bard to draft another post. To my surprise, Bard used a spiral approach to generate 550 words of helpful content. The post emphasized that GA4 is the future of Google Analytics, highlighting its power and privacy-focused features. Bard’s training aligned with Google’s latest algorithm update, emphasizing the importance of creating helpful, reliable, people-first content.
AI Tool: Claude 2
Lastly, I used Claude 2 to draft a post, but the initial result fell short. After requesting an expanded version, Claude 2 provided a shorter response in a question and answer format. Although it didn’t meet the desired length, it still contained valuable information about key metrics that can be tracked with GA4 for PR.
The Surprising Result
After analyzing the results, Bard’s post generated slightly better results than my human-written post and outperformed both ChatGPT and Claude 2. This unexpected outcome highlights the effectiveness of Bard as a generative AI tool for PR content.
In conclusion, after conducting thorough tests, Bard emerged as the best generative AI tool for writing PR content. Its ability to produce helpful and engaging posts sets it apart from other AI tools in the industry. If you’re a PR or communications professional looking to enhance your content creation process, consider leveraging Bard’s capabilities.
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