Podcast Summary: The ChatGPT Experiment

Episode 100 – How AI Is Changing Public Relations with Nancy Marshall
Host: Cary Weston
Guest: Nancy Marshall, “The PR Maven”
Date: March 1, 2026

Overview

In this milestone 100th episode, host Cary Weston sits down with Nancy Marshall, a 35-year veteran of the PR world known as “The PR Maven.” Together, they explore how AI—and especially ChatGPT—are transforming the way professionals approach public relations, media visibility, and storytelling. The conversation delves into practical strategies for leveraging AI in PR, maintaining human authenticity, and integrating tried-and-true techniques with cutting-edge tools to succeed in today’s rapidly evolving digital information landscape.

Key Discussion Points and Insights

Nancy’s Journey: From Mail Runs to AI Adoption

• [05:09] Nancy shares her early PR days, recalling physical press releases pre-internet, driving press materials across Maine, and forging direct relationships with media.

  • “I would drive from Sugarloaf over to Bangor, go to all the TV stations, drop off the tapes, and drive down to Portland… and get home by midnight and do it all over again the next day.” – Nancy ([05:39])

• Adapting through change:

  • Her former boss’s advice—always stay ahead of technological shifts—still drives her approach to AI and new digital tools.
  • “As much as I can, stay on top of all of this.” – Nancy ([06:01])

Introducing AI and ChatGPT into PR

• Learning and Leading

  • Nancy emphasizes being a curious leader, constantly learning about AI via podcasts, courses, and social media.
  • She encourages others to “just try it out in all of its different uses.” ([07:48])
  • She’s proactive in educating her agency team and bringing them along as AI evolves.

• CRIT Framework for Prompting AI ([09:14])

  • Learned from the course by Geoff Woods, author of “The AI Driven Leader.”
  • Context: Explain the situation
  • Role: Specify the role for ChatGPT (e.g., act as an HR director)
  • Interview: Direct ChatGPT to ask clarifying questions, one at a time
  • Task: Assign the ultimate deliverable or output (e.g., draft a performance improvement plan)
  • “You should always ask yourself: How can AI help me do this? Whatever it is you’re doing, how can AI make this easier, better, faster?” – Nancy ([11:20])

• What Makes ChatGPT Different?

  • Shift from “searching for links like Google” to having a two-way, conversational interaction that builds understanding and context.
  • “That was a revelation… I was using it like Google. But that’s what I’ve learned is the big difference—it’s going to give you a paragraph or two of content.” – Nancy ([12:11])

• Overcoming AI Skepticism

  • Many, including her own son, fear that AI “hallucinates” facts and is risky. Social resistance also visible—like the Lewiston, ME data center project blocked by local opposition.
  • “I’m shocked by how many people are scared to death of it and think it’s going to bring down humanity.” – Nancy ([13:09])

The Intersection of PR, Search, and AI

• How Search Is Changing ([15:03])

  • For Google, large, high-traffic sources still matter.
  • For AI, authoritative, trustworthy, and expert-authored content—even from smaller blogs—is prioritized.
  • “AI might go to a very small blog, but if it’s a blog written by a certified expert…it might not have a huge amount of traffic, but AI might go to that blog because AI deems it trustworthy.” – Nancy ([15:26])

• “Know, Like, and Trust”—Human Principles Applied to AI

  • The know-like-trust philosophy is as important in AI’s “thinking” as in human relationships.
  • Regularly updated websites, expert bios, Q&As, and verified media coverage help AI recognize you as trustworthy.

Practical Tactics for PR Visibility in the AI Age

• Optimizing Your Online Presence ([16:25])

  • Keep websites current with blogs, Q&As, case studies, white papers, and a “media room.”
  • “CHAT will scan your website, and it has to be well maintained… AI will trust a site that’s written by a journalist.” – Nancy ([16:25], [17:31])

• Press Releases and Newswires Matter More Than Ever ([17:31])

  • PR Newswire and similar platforms are trusted sources for AI aggregators.

  • Press releases should be properly formatted, contain quotations from certified experts, and follow the classic “who, what, where, why, how” structure.

    • “Those newswires are more important than ever because AI trusts the releases that are on there.” – Nancy ([17:31])

• Formatting Tips for Maximum AI Visibility ([21:16])

  • Use bulleted lists, clear Q&As, headings, subheadings, and well-structured press releases.

    • “AI likes formatting. If you have a bulleted list on your website, it likes bulleted lists and it likes Q and A. It also likes a headline and sub headline in a press release.” – Nancy ([22:11])

• AI as a Brainstorming and Interview Tool

  • Cary asks for prompts to help business owners use ChatGPT to “interview” them and extract info for effective press releases.
  • Nancy agrees to provide sample prompts for listeners in the show notes ([23:01]).

AI in Crisis Communications and Scenario Planning

• Real-World Use: Brainstorming Crisis Scenarios ([24:33])

  • Nancy uses ChatGPT to generate possible media crisis scenarios and questions for training clients.
  • “It helped me come up with possible crisis scenarios that I would never have been able to imagine.” – Nancy ([25:50])
  • All AI outputs are validated by industry experts or clients before use; human judgment remains crucial.

• On Trust and Verification ([26:51])

  • All outputs from AI are reviewed by humans, not published “as-is.”
    • “You’re always checking with somebody to make sure that this is relevant, not just accepting [the AI’s answer].” – Cary ([26:51])
    • “Humans are still important.” – Nancy ([26:59])

The Importance of Prompt Engineering

• Proper prompts and treating ChatGPT like a conversation partner result in better, more relevant outputs.
  • “You need to know how to give it the proper prompts. Not everybody knows how to give the proper prompts for any situation.” – Nancy ([28:10])
  • “Just talk to it like you’re talking to a human.” – Cary ([28:34])

AI for Everyday Life

• Beyond Work: Liver Recipe Story ([29:10])

  • Nancy uses ChatGPT to find creative ways to cook liver for her gym, prints recipes, shares with friends.
  • “I actually printed them out and made copies and brought them to the gym and handed them out to everybody…” – Nancy ([29:38])

• Snowshoe Binding Emergency ([30:51])

  • When stuck in snowshoes, Nancy asks ChatGPT for help removing them. The AI delivered—with humor.
  • “I asked my chat GBT...‘how do I get this off because I have to go to the bathroom!’ And it worked. And it said ha ha ha. It got the humor in it, too.” – Nancy ([32:29])

Notable Quotes & Memorable Moments

• On AI’s role in PR visibility:

  • “AI might go to a very small blog, but if it’s a blog written by a certified expert… it might not have a huge amount of traffic, but AI might go to that blog because AI deems it trustworthy.” – Nancy ([15:26])

• Foundational PR principles still apply:

  • “I talk a lot about know, like, and trust. Like, for somebody to do business with you, they have to know you... and it’s almost the same with AI.” – Nancy ([15:54])

• On using ChatGPT as a true assistant:

  • “That was a revelation… I was using it like Google. But that’s what I’ve learned is the big difference—it’s going to give you a paragraph or two of content.” – Nancy ([12:11])

• AI skepticism and resistance:

  • “I’m also shocked though, Cary. How many people are scared to death of it and think it’s going to bring down humanity.” – Nancy ([13:09])

• AI as a problem-solving default:

  • “How can AI help me do this? So whatever situation you’re in, always think about how can AI help me do this?” – Nancy ([32:54])

Timestamps for Key Segments

• [04:52] – Nancy’s introduction and PR background
• [07:48] – Adapting to waves of technology and AI as a leader
• [09:14] – CRIT framework for ChatGPT prompts
• [12:11] – Treating ChatGPT as a conversational partner
• [13:09] – AI skepticism in the public and among family
• [15:03] – How AI changes search and PR strategies
• [16:25] – PR content that AI considers trustworthy
• [17:31] – Press release formatting and AI trust signals
• [21:16] – Formatting and prompt tips for PR visibility
• [24:33] – Crisis communications and scenario generation with AI
• [26:59] – The persistent need for human validation and judgment
• [28:10] – Value of prompt engineering
• [29:10] – Personal uses of ChatGPT (gym/liver recipe anecdote)
• [30:51] – Snowshoe binding emergency solved by ChatGPT
• [32:54] – Nancy’s AI mantra: “How can AI help me do this?”
• [33:18] – How to connect with Nancy Marshall and closing remarks

Takeaways & Resources

• Integrate old and new: Foundational PR skills (storytelling, trust-building, formatting) are more important than ever—but amplified when combined with AI tools.
• Proactive prompt design: Use frameworks (like CRIT) and assign ChatGPT a role, context, and tasks for best results.
• Validate everything: Always double-check AI outputs with qualified humans—AI is a brainstorming accelerator, not a replacement for expertise.
• Practical resources: Nancy promises to share press release prompts and a case study, plus tips for AI-friendly PR content; see show notes for links.
• Stay curious: Both host and guest reinforce that experimenting with AI, asking questions, and applying new tools play a central role in personal and professional growth.

Connect with Nancy Marshall:

• Website: prmaven.com
• LinkedIn: Nancy Marshall
• Monthly Newsletter: Signup via website

Further Learning:

• PR Newswire: prnewswire.com
• CRIT framework and AI-driven leadership resources (see show notes)

Memorable Sign-off:
“Whether it’s cooking liver, avoiding crisis, preparing for a PR thing, or just simply going to the bathroom, it’s there to help, isn’t it?” – Cary ([32:54])

Explore the links in the show notes for prompts, templates, and further reading recommended by Nancy and Cary!