The buzz (or is that fear!?) around AI refuses to die down. Everyone seems to be looking at ways that the new generation of AI tools like ChatGPT can improve their business processes and functions to increase productivity. Despite my initial scepticism, I’ve been using AI tools for about 18 months and have discovered that they are a friend not a foe and are freeing up my time so that I can focus on strategy and securing meaningful coverage for my legal clients.
Here are seven practical ways I use AI in my role as a legal consultant:
1. Lacking inspiration for a punchy headline or press release? We all know a strong title can make or break an article. Whether I’m pitching a by-lined piece to a journalist or helping a law firm refine its latest blog, AI can help. But be warned, I had to pare down the title that AI came up with for this blog because it was a little bit too clever!
2. Suggesting blog ideas – Keeping up a regular flow of blog content can be a challenge, especially when lawyers are busy and unsure what to write about. I use AI to suggest fresh, relevant blog topics based on a firm’s practice areas, sector focus or recent news. It’s a great way to inspire partners and associates who need a nudge to get started.
3. Proof-reading and polishing blogs (but never drafting them) I never use AI to write media articles or thought leadership on behalf of clients. Journalists and readers can spot generic content a mile off. However, I do use AI to suggest ways to improve structure, tighten language or clarify points. Think of it like an editorial assistant – it won’t replace the writer, but it can help sharpen the copy and proof read for typos.
4. Drafting questions for a podcast interview – last month, I was asked at the last minute to come up with interview questions for a podcast on a family law theme. With limited time, I turned to AI. I fed it the key details about the topic and the audience, and within moments, it suggested a thoughtful list of questions that were not only comprehensive but also flowed well. It gave me a great foundation to build fro and saved me a serious last-minute scramble!
5. Writing LinkedIn posts – drafting LinkedIn posts is time-consuming so I’ve trained AI to draft posts promoting my latest blogs which are in my preferred format and tone so all I have to do is review the posts and tweak as necessary.
6. Transcribing and summarising virtual meetings – This has been a game-changer. I use Otter.ai to record and transcribe virtual meetings, so nothing gets missed. It creates an instant written record and highlights key points and action items. That means I can focus fully on the discussion instead of frantically writing notes because I know that Otter will provide a summary for me to refer back to. It’s incredibly helpful for client meetings, media interviews and planning calls alike.
7. Sourcing and creating professional images – we all know social posts and articles with images get significantly higher engagement, but finding the right images on platforms such as Shutterstock can be time-consuming and expensive. I use AI to create custom header images for my blog posts such as this one. I can recommend Midjourney.com for anyone that’s interested!
Final thoughts
AI is a powerful tool but it’s just that: a tool. In my work as a legal PR consultant, it supports rather than replaces the insight, creativity, and relationship-building that PR is all about. It must also be used with care. For example, client or confidential data should never be entered into an AI prompt, as it risks entering the public domain. Similarly, using AI to write an article from scratch will produce something bland and generic, potentially damaging your credibility and/or leading to rejection by an editor. Used wisely, AI can streamline your processes and give you more time to focus on what really matters.
I’d love to hear how other legal marketers are using PR and what tools they are finding to be the most valuable?
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