Artificial intelligence in corporate communications

AI has a firm place in our day-to-day agency work: we use it to create initial rough drafts or refine texts we have written ourselves, develop ideas and research sources. We handle the core tasks – verifying facts, refining content and developing a story – ourselves. This is how we combine efficiency with quality.

AI can quickly produce simple texts or templates, such as idea sketches, rough drafts or translations. The rule is: the more detailed the prompt, the better the result. However, this is not sufficient for more demanding formats such as case studies, white papers or specialist articles. These require journalistic experience, strategic thinking and the ability to present complex content from various sources in a way that is easy to understand.

Unchecked AI-generated content is often superficial, contains errors or fails to align with the company’s messaging. If companies rely solely on AI-generated content, they risk undermining their credibility, particularly when dealing with complex topics. This has a negative impact on their reputation amongst stakeholders such as customers, partners, employees and B2B trade media. In contrast, texts produced by PR professionals with strong copywriting expertise are tailored specifically to your company and feature a consistent thread, the right tone, specialist depth and clear messages that resonate with your target audiences.

Experience means being able to contextualise trends, understand editorial teams, grasp target audiences and prioritise messages. These factors determine whether corporate communication is effective. This is precisely where AI systems fall short. That is why human experience and assessment by PR experts such as VOCATO are essential.

We ask our clients to flag only those AI-generated texts that are sent to VOCATO for further processing. Extensive reworking is often necessary. In consultation with the client, we expand on the content, adapt statements to communication objectives and give the text a clear structure and a tone that suits the target audience and the messages. This results in a professional end product. In a few cases, it may happen that AI content generated by VOCATO clients cannot be used by us for quality reasons.

ChatGPT, Perplexity and the AI responses in Google draw on a wide range of sources to formulate their answers. Whilst a company’s own channels and well-optimised corporate content (owned media) lay the foundations, it is external sources (earned media) in particular that confirm or refute a company’s status as an expert. A guest article in a B2B trade magazine or an interview in a recognised business publication validates what the company claims about itself. This is known as Generative Engine Optimisation (GEO).

Traditional SEO signals such as domain authority and backlinks remain relevant, but brand mentions in credible, independent contexts are gaining additional weight. This makes press relations more important than ever:  we develop compelling stories based on our clients’ topics and pitch them to the relevant editorial teams to generate quotable coverage.
 

•  Strategy: Developing a communications strategy with target audiences and key messages
• Experience: Industry knowledge and journalistic expertise
• Creativity: Original approaches and storytelling
• Credibility: Verified, reliable content rather than generic outputs