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While reading Cision Ltd.’s 2024 State of the Press Release Report, I was alarmed at the divide in adopting AI. The report shows that 26% of communications professionals already use tools like ChatGPT, 42% are open to it, and 32% firmly refuse, waiting for more advancements. It proved what I had noticed in certain professional settings - the dislike or uncompromising upper-lip attitude regarding AI in business. For small businesses and nonprofits, this reluctance can be a missed opportunity. At The MCS Agency, we believe AI is more than just a tool—it’s an efficiency multiplier.
Our AI Process at The MCS Agency
Here’s the thing: AI isn’t replacing us, and it sure doesn't produce low quality (remember garbage in, garbage out). AI is here to enhance what we already do well. At The MCS Agency, we’ve developed a process that uses AI thoughtfully and strategically, keeping the human element intact every step of the way. Here’s how we do it:
Define the Role:
We start by instructing ChatGPT to act as a specific persona—whether a sales director, public relations manager, or CEO—depending on the content we need.
Use a Detailed Style Guide:
We provide AI with a style guide tailored to the client, outlining tone, vocabulary, humor, and emotional nuance. This ensures that AI-generated content sounds authentic to the organization’s voice.
Provide Context and Background:
AI isn’t just left to its own devices. We give it the necessary background and context of the issue, ensuring it understands the real-world scenario.
Supply Real Data and Facts:
Like any good content, we ensure AI has the correct facts to work with—like statistics from Cision’s 2024 Report—so the output is accurate and relevant.
Tailor the Tone:
We adjust the tone—professional, technical, emotional, or casual—based on the client's needs. We don’t believe in cookie-cutter content.
Audience-First Approach:
Every piece of content starts with the audience in mind. Whether it’s speaking to donors, customers, or volunteers, we ensure AI speaks their language.
Final Output:
After feeding all this information to AI, we ask it to create content. But AI is only a first draft—it’s the start of the process, not the finish line. We refine and polish to ensure the final product is perfect!
Did AI Write This Article? I Think Not.
So, did AI write this article? No, it assisted. There’s a difference. AI is a tool, not a replacement for creativity or strategy. An AI checker revealed this content to be 20% AI-generated.
We use AI to amplify our capacity while ensuring every piece of content remains thoughtful and human. AI helps with the grunt work—first drafts, compiling information—but the real magic happens when we apply the strategic thinking that only humans can bring - like how to use AI to enhance content :-)
Why Small Businesses and Nonprofits Shouldn’t Feel Ashamed
The idea that using AI somehow diminishes the quality or creativity of content is outdated. Let me give you a real example: One of our nonprofit clients, struggling to keep up with the demand for communications, implemented AI into their process. Using AI to draft initial versions of donor outreach and social media posts, they cut down on hours of manual work and refocused their energy on community engagement—where they could make the most impact. The final content wasn’t less authentic; it was more efficiently produced and still personal.
We see this across our clients at The MCS Agency. One small business we work with was drowning in client service queries. Once we automated some responses, they freed up their team to focus on high-touch, relationship-building work with clients.
Let’s Stop the Judgment: AI is an Ally, Not a Shortcut
We’ve all been in those discussions where someone criticizes AI, viewing it as a “shortcut” that cuts corners. But here’s the truth: AI isn’t about shortcuts—it’s about being smart. It allows small businesses and nonprofits to streamline the repetitive administrative tasks so they can focus on what matters—building relationships, driving impact, and telling their story. I was in a workshop once where someone commented that not using AI in business is like a carpenter without a power drill. You need to fire that carpenter fast!
The 32% of professionals refusing to adopt AI may be holding out for “perfect” technology, but waiting is a luxury many small organizations can’t afford. If you’re a part of the 42% open to AI but haven’t made the leap, it’s time to start. With the proper process, AI can help you stay ahead without compromising your values.
Embrace the Future: AI is Here to Stay
There’s no shame in using AI—there’s power in it. The real question is how to use it well. So, let’s stop the judgment and start embracing the future. The tools are there, and they’re meant to help you succeed.
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