The Buzz Your source for everything Indie

Connecting with and without AI

By Andrea Walasek

It’s hard to believe it’s already October! September always feels like a whirlwind, and after its hectic pace, October becomes a time to reconnect with friends and family I’ve been missing. With Thanksgiving right in the middle of it, it’s no wonder why!

In my family, gathering around the table with loved ones for Thanksgiving brings memories flooding back. The smell of turkey in the oven and the sounds of children playing outside on a sunny fall day always remind me of holidays at my grandparents’ houses. I couldn’t be more thankful for those times.

During this period of reflection and gratitude, I’d like to take a moment to thank our PIC members across the GTA for some fantastic chats over the past month, the incredible “AI for Indies” session led by Lisa Gibson and the overall camaraderie that comes from this talented group.

This issue is an extension of those chats, sessions and camaraderie. We’re exploring Artificial Intelligence (AI) with a recap by new PIC member Adrienne Jackson, ABC (introduced later in this issue), allowing those who couldn’t join us virtually on October 1 to hear about Lisa’s presentation. After reading about Lisa’s ideas, tips and tricks for maximizing AI, I encourage you to visit the IABC/Toronto site to purchase a recording and watch it for yourself. We delve further into AI with a follow-up 3x3 by Sue Horner, SCMP, where she discovers how PIC members are using AI for client work through conversations with Augustine Fischer, Matisse Hamel-Nelis and Cyrus Mavalwala, ABC, MC.

We’re also sharing member news: Alix Edmiston, ABC, has written a new book, “The Immortal’s Secret,” coming out on Halloween. And Matisse Hamel-Nelis has created a guide to better understand and act on recommendations from the Truth and Reconciliation Commission. (If you have news to share in future issues, please drop me a note at toronto-sig@iabc.to.)

Speaking of books, Catharine Heddle has another great recommendation in Book Nook, all about persuading clients to invest in internal communications – a must-read for many of us!

Don’t forget to save the date for our next PD session, “Strength in Numbers: Effective Freelance Partnerships,” happening on November 19.

So as you’re hanging up spooky decorations for Halloween, I hope you take some time to read through this issue of The Buzz and think about the connections we’re making, with and without AI. Let us know what you think.

If you have any comments, ideas for professional development topics, or any questions, or wish to volunteer with PIC, reach out to toronto-sig@iabc.to. We’re always happy to hear from you.

AI for communicators: Tricks and treats!

By Adrienne Jackson, ABC

“AI will not replace communicators, but communicators who use AI will replace those who don’t.” – Lisa Gibson, paraphrasing Harvard Business school professor Karim Lakhani

Halloween arrived early this month with artificial intelligence (AI) tricks and treats for communications professionals, generously handed out by Lisa Gibson (she/her), founder of Ignite Communications.

Formerly chief of staff and head of communications for Microsoft, Lisa uses multiple AI tools in her indie practice. From innovative use cases to revealing the “art of the prompt,” this engaging, interactive webinar revealed techniques and applications that inspired me to experiment and expand my AI approach.

Lisa uses AI faves ChatGPT, BingChat and Copilot for research, brainstorming/ideation, writing and content creation, editing, proofreading and media relations. And while most of us have turned to AI for a jump start when we stall, Lisa shared some cool uses that go beyond just sparking creativity, including preparing for prospective client meetings, deepening audience insights and digging up reporter intel.

My “aha moment” was learning more about mastering the prompt to get the most from an AI query.

First, create a persona – ask your AI to respond as a communications consultant, a crisis communications trainer, or a personal brand strategist, for example, depending on your need. Next, describe your situation and your objective; say, “You are launching a new product and want more depth on your audience.” Set that stage, then ask AI about audience motivation and potential resistance to change.

Or maybe you’re simulating a data breach for a large retailer and you need the perspective of a crisis communications trainer. Give AI the context, then ask for specific potential media inquiries, stakeholder reactions and real-time feedback on your responses.

Given how critical quality prompts are (you know the old saying, garbage in, garbage out), Lisa suggested “prompt parties” as a novel way to share good (and not so good) practices. Connect with coworkers, your network and even AI to master the art of the prompt.

On using AI responsibly, no tool is without risk. Fact-check AI outputs. Understand your client’s AI policy and align your approach. Always protect your client’s data.

It’s impossible in this space to cover every tip and trick from this information-packed session. If you missed it (or want to listen again), check out the recording to maximize how you adopt and apply AI. You should have received the link if you registered for the session; if you didn’t, it’s available for purchase on the IABC/Toronto website.

Final takeaways? Keep experimenting, stay up to date on regulatory developments in the AI space and tune in to relevant podcasts and other expert resources.

And don’t forget to continue to tap into the PIC community and other IABC resources as you navigate the ever-evolving world of artificial intelligence.

Oh, and happy Halloween, everyone!

3x3: AI insights from PIC members

By Sue Horner, SCMP

“Artificial intelligence” is on everyone’s lips, but is it in our hands? What are we doing with it? As a follow-up to our session on October 1, we wanted to learn more about how PIC members use AI for client work. We also wondered what members feel are the misconceptions about AI, and perhaps most importantly, what precautions we need to take.

We asked three PIC members about using AI for client work: Augustine Fischer (he/him), communications consultant; Matisse Hamel-Nelis (she/her), Durham College public relations professor and PR consultant; and Cyrus Mavalwala, ABC, MC (he/him), founding partner, Advantis Communications.

1. How have you used AI in client work?

Augustine: I use AI as a headstart to enhance efficiency and save time, especially for content creation. AI streamlines the drafting process for speeches, press releases and key messages, allowing me to focus on refining and tailoring content to better suit the audience. By handling repetitive and time-consuming tasks, AI frees time for strategic planning and stakeholder engagement. This valuable tool helps boost productivity and enables the quick delivery of high-quality work.

Matisse: I’ve found so many creative ways to use AI. For example, I often use it to brainstorm ideas, like campaign angles, fresh headlines, or subject lines. AI gives me various options quickly, which helps spark new directions to explore ­– it’s like being able to bounce ideas off a creative partner!

I also lean on AI when I’m overwhelmed with information, especially when working on something like a whitepaper. It helps me create structure by organizing the key points and giving me a clear outline to start with. When it comes to long articles or reports, AI can summarize everything, letting me pull out the most important insights and focus on crafting personalized strategies that really connect. AI handles the busy work, freeing up more space for creativity and big-picture thinking.

Cyrus: As with every new technology, we assess its usefulness and then leverage the toolset to deliver better outcomes in less time. To date, the Advantis team has integrated AI into client work in two main ways:

The first is focused mostly around enhancing our content production abilities. The team uses AI as a virtual team member who can act as a sounding board for different approaches, as an intern to do manual tasks and as an additional editor. We use a variety of paid AI services for research and text-related content production. We’re actively testing imagery, video and voice applications and waiting patiently for the quality of various tools to improve and new ones to enter the market.

The second is guiding our clients on how to responsibly implement AI within their organization through training sessions designed for different audiences, including staff, executives, and board members.

2. Now that you’ve used AI, what do you see as the biggest misconception about it?

Augustine: One is that AI can completely replace human creativity and judgment. While AI excels at processing data and generating content based on patterns, it lacks the nuanced understanding and empathy human insight brings. There’s often an assumption that AI can “do it all,” but it still requires human oversight to ensure that outputs align with brand voice, organizational values and cultural sensitivities.

Matisse: The biggest misconception is that it’s here to replace humans. In reality, AI is a tool that enhances our creativity and efficiency, not a replacement for it. It doesn’t take away the human touch, but it gives us the help we need to focus on what we do best: crafting thoughtful, personalized strategies. AI handles the heavy lifting in terms of data and automation, but it’s human insight and emotional intelligence that bring real value to any project.

Cyrus: A common misconception is that AI is a one-size-fits-all solution applicable to all tasks. This misunderstanding often stems from a lack of awareness about the diverse types of AI and their specific uses.

We recently saw this with a client whose technical engineers, sales leaders and marketing professionals all defined AI differently. To ensure effective implementation and minimize risk, teams across the organization must be aligned on their understanding of what AI is, what it can do and which AI-related technology is best suited for a particular task.

3. Given your experience, what precautions do you suggest when using AI in client work?

Augustine: Maintain human oversight to ensure accuracy, relevance and alignment with client values. Data privacy is another priority, especially since many AI tools are open-source. AI should complement rather than replace human input, particularly in strategic or personalized areas. Be mindful of potential biases in AI outputs to avoid reinforcing stereotypes. Lastly, be transparent with clients about AI’s role in projects to build trust and ensure they understand how it supports their goals.

Matisse: The key is never letting it run the show. Always keep a human touch in the mix. Double-check AI outputs to make sure they align with the client’s tone and goals, and be aware that AI can sometimes carry biases. While AI can save time, it’s our job to ensure the final result is authentic, thoughtful and truly reflects the client’s voice. In short, use AI to enhance your work, but never let it replace your judgment or creativity.

Cyrus: While there are many precautions to consider, from data privacy and security to transparency and informed consent, it is critical that all AI use must be human-led. Treat AI outputs like hypotheses in scientific experiments – actively seek to disprove them. An answer may sound logical and align with your preconceptions, but this doesn’t guarantee accuracy, even if the tool claims to have double-checked its own work.

To maximize the benefits of AI while minimizing the associated risks, the one thing everyone should do is stay educated. Good training combined with practice is a recipe for success.

And looking to the future, in the short-term, we may be overestimating the value of today’s AI tools, giving AI-generated answers too much credit. However, in the long term, we might actually be underestimating AI’s potential abilities. 2025 will be another exciting year!

Welcome new member

Adrienne Jackson, ABC (she/her)

Toronto | AMJ Communications | LinkedIn | adriennej@rogers.com

Adrienne is a seasoned communications strategist delivering award-winning, outcomes-based programs for national and multinational private, public, not-for-profit and government organizations. She has a personal interest in healthcare, financial services and charitable causes that could use a helping hand in their communications.

She is currently open to providing consulting services to support multiple communications needs, from writing and editing to comprehensive issues and crisis management solutions across sectors and geographies.

If you need a last-minute writer or editor, longer-term communications project lead or a quick sounding board to make sure your strategy is on track, she’d like to connect.

Member news