You’ve probably seen people using ChatGPT to write news releases, captions and content calendars in seconds. And if you’re anything like me, you have a love-hate relationship with it because you want to have all of these brilliant words flowing out of you with ease.

But if you’ve ever tried it yourself, you might’ve thought, “this doesn’t sound like me/us.”

That’s because ChatGPT is only as smart as the prompts you give it. As a communicator, your job isn’t just to write words, it’s to build trust. And that means AI can’t do the job for you, but it can help you do it better, faster and with more focus.

Here’s how to use ChatGPT strategically without losing your voice, your credibility or your sanity.

1. Start With Strategy, Not Speed

It’s tempting to jump straight in and ask ChatGPT to “write a social media post” or “draft a news release.” But when you skip context, you get generic results, which can feel like a waste of time (because it is).

Before you ever open ChatGPT, clarify three things:

• Who you’re talking to (your audience)
• What you need to communicate (your goal)
• Why it matters (your desired outcome)

When you include these details in your prompt, ChatGPT moves from guessing to collaborating.

Comms Action Plan: Use ChatGPT to rewrite your words instead of writing from scratch. You’ll save time and keep your agency’s voice.

2. Use ChatGPT as Your Writing Partner, Not Your Replacement

Think of ChatGPT as your partner. It can research, brainstorm and draft, but it still needs you for strategy and tone.

Use it to:

• Brainstorm caption ideas for a new campaign
• Draft outline options for a news release
• Summarize a long document or report
• Rewrite text to match your agency’s tone

Then, review what it gives you through your professional lens. You’re still the editor and the one who knows your agency’s brand inside and out. You are the expert here, not AI.

3. Build a “Prompt Library” That Works for You

If you’ve ever found a perfect prompt, used it once, and then forgot it , you’re not alone.

That’s why I built the ChatGPT Prompt Vault — a collection of 125+ proven prompts for social media, media relations, crisis messaging and planning, designed specifically for people like you.

When you build a library of reusable prompts, you’ll:

• Stop reinventing the wheel each time you use ChatGPT
• Save hours of writing and editing
• Keep a consistent voice across every platform

It’s like having a digital assistant that already understands your world.

Explore the ChatGPT Prompt Vault for Communicators »

Comms Action Plan: Start a running document where you save every effective prompt you’ve used and label them by task (i.e., captions, news release rewrite, etc.).

4. Remember: Your Voice Is Still the Strategy

AI can help with words, but you bring the expertise.

Your audience trusts your agency because of your service, clarity and consistency, which are things ChatGPT can’t replicate. Use the tool to free up your time, not replace your judgment.

The most important thing to understand about using AI effectively is how to train it. (This is a step that cannot be overlooked.)

Ask yourself:

• Does this message sound human?
• Does it align with our mission?
• Would I feel confident sharing this in person?

When the answer is yes, that’s when you know you’re using ChatGPT well.

Comms Action Plan: Before posting, read your AI-assisted message out loud. If it doesn’t sound like something you’d actually say, tweak it until it does. Make note of words and phrases it is using that you don’t or wouldn’t use so you can avoid them in the future.

Final Thoughts

ChatGPT isn’t the enemy of authentic communication. Instead, it’s the future of efficient communication.

When you learn how to guide it with purpose, it becomes one of the most powerful tools in your communicator toolkit.

If you want to skip the trial and error, the ChatGPT Prompt Vault teaches you how to train AI and gives you the exact prompts you need to:

✅ Write faster
✅ Plan smarter
✅ Stay on brand

Get the Prompt Vault here for $37 »

You don’t need to do more. You just need better prompts.