Editorial content drives 61% of ChatGPT's results

Welcome to the latest PRmoment podcast. Today we’re chatting about some new research that looks at the impact of earned media on ChatGPT’s content.

On the show to talk about this is Darryl Sparey, the MD and Co-Founder of Hard Numbers, a PRmoment award winning communications consultancy. 

Hard Numbers is predominantly an B2B PR firm, working with clients like BT Group and Nebius AI, but also with consumer clients like PDD, Roadchef. It has around 20 staff, and a fee incoming approaching £2m.

Unlike many agency founders, Darryl spent much of his career in business development. After ten years running sales and marketing for Precise (now Onclusive), he moved into digital marketing, running the London office of a Search Engine Marketing agency. He then moved into PR as a board director of Hotwire. 

Thanks so much to the PRmoment Podcast sponsors the PRCA.

Here’s a summary of what Darryl and Ben Smith spoke about:

2 mins Darryl talk to us about the approach you took for Coverage to Capital 4 in terms of the methodology?

4 mins What content sources does ChatGPT use?

“Editorial content drives 61% of ChatGPT's content.”

5 mins What was the impact of earned media overall? And by the criteria you set, so: quality, trust, innovation and value?

8 mins Owned media was the second biggest source of data for ChatGPT.

11 mins What were the other most used sources of information about a company?:

1. Earned Media
2. Owned media
3. Customer review sites and ratings,
4. Industry awards and lists

12 mins What sources of media does ChatGPT not use?

14 mins What are the implications for this report for PR?

15 mins What are the implications of this report for publishers and journalism?

16 mins The irony of LLMs being built on journalistic content from a publishing business model that they might destroy.

20 mins What are LLMs for PR professionals? Another channel? Or more than that?