To Prompt or Not to Prompt, That is the Question

New technology tools, such as ChatGPT, are changing the way people work, write, and communicate. For Public Information Officers who serve as the critical link between government agencies and the public, these tools offer convenience. They can help draft press releases, create social media posts, and generate talking points quickly. But AI comes with risks that should be weighed against the reward.

A recent study from the Massachusetts Institute of Technology (MIT) raises important questions about the potential consequences of relying heavily on these tools for professional communication. The study involved 54 adult participants who were asked to complete writing tasks using ChatGPT, traditional web search, or no assistance. Researchers measured brain engagement, memory, and critical thinking. Participants who used ChatGPT showed lower neural and behavioral engagement, weaker memory retention, and decreased original thought. Over repeated tasks, they relied more on the tool, providing adapted prompts and making minimal edits rather than fully engaging with the content.

For Public Information Officers, these findings are significant. Writing is not just a technical skill in our profession. It is a cognitive exercise that strengthens critical thinking, clarity of messaging, and adaptability. It helps us better comprehend our project, driving understanding as we work to gather details and explain complex ideas. As outlined in the study, relying too much on pre-drafted outputs can create complacency. It can create generic, uninteresting work.

And, as another professional recently posited to me, if a PIO cannot take a few minutes to write content thoughtfully, why should anyone take a few minutes to read it?

Content must be curated to reflect the brand’s voice and the needs of the community. The point of the content should drive an intended action. The desired result is not simply that people read it. The result is baked into the action you want the audience to take after reading: Do you want them to celebrate a community achievement? Adopt a dog to alleviate animal shelter capacity? Take fire safety precautions? Over time, overreliance on technology can dull the strategic thinking needed to craft messaging that motivates these outcomes.

Memory and retention are also affected. The study found that participants who relied on technology had weaker recall when asked to reproduce or revise previous work. For PIOs, this could mean less internalization of key policies, talking points, or historical context. These are critical when responding to media inquiries or community concerns without immediate reference materials. A PIO’s credibility depends on the ability to respond accurately and confidently. Over reliance on technology could weaken that capacity.

I recognize that tools like ChatGPT can be a valuable asset for PIOs with small teams or limited resources. Government agencies face an increasing demand for content and must respond to a 24-hour news cycle, social media updates, and urgent public communications. Used strategically, ChatGPT and other generative AI platforms can help smaller teams keep up with workload demands while maintaining timely and consistent messaging.

Interestingly, while tools like ChatGPT can help PIOs manage the constant demands of public communication, a study found that disclosing their use in crises presents a potential challenge. Research on the ‘transparency paradox’ suggests that revealing AI involvement may unintentionally erode trust. Audiences may perceive AI-generated content as less authentic or feel that it lacks the empathy and nuance expected from human communicators. In situations where credibility and reassurance are critical, full disclosure of AI assistance could undermine the message rather than support it.

This does not mean PIOs should avoid using technology, but it emphasizes the importance of balancing transparency with maintaining public trust. The decision to reveal AI involvement should be considered carefully, particularly in high-stakes communications. In many cases, thoughtfully crafted messaging that leverages AI as a behind-the-scenes tool can preserve the agency’s credibility while still helping small teams meet the demands of a 24-hour news cycle and fast-moving public expectations.

Technology is most effective when it complements professional expertise rather than replacing it. PIOs may use these tools to draft outlines, brainstorm ideas, or test alternative messaging styles. But they should always engage actively with the output, revise critically, and ensure alignment with organizational objectives and public expectations. Content should be intentional, curated for the brand and community, and designed to motivate the actions the organization seeks.

Hear me out here: PIOs with the ability should write their own content the good old-fashioned way. At least sometimes. It’s good for your writing muscles. Even if it’s just every now and then, PIOs should sit down and write a press release, a social media post, or a white paper to keep their skills sharp.

The studies referenced serve as cautionary tales. Convenience should not come at the cost of critical thinking, memory, or professional judgment. For PIOs navigating a high-pressure, digital environment, maintaining strong writing skills and cognitive engagement is essential. Technology can help meet modern demands, but only when it supports the judgment, skill, and engagement that define effective public communication.