The 8 Habits of a Masterful PR Pro: How AI and I Stack Up

By Marc C. Whitt

As a public relations professional who has spent four decades in the field—mostly in higher ed and nonprofit work—I’ve seen our profession evolve in ways that would make the founders of modern PR raise an eyebrow (and maybe smile). In 2022, I wrote a book titled When In Doubt, Make Applesauce! Core Habits of the Masterful Public Relations Professional, where I laid out eight core habits I believe every great PR pro should model.

Recently, I was curious: what would ChatGPT, the most talked-about AI tool on the planet, say about these same habits?

So, I asked.

What I received was a thoughtful and well-rounded list. And because I love a good comparison (and a good blog post), I thought I’d share both sets of habits—mine and the machine’s—with a little commentary on how we align and where we diverge.

Let’s compare:

1. Character and Integrity

Marc: Model of unquestionable character and integrity

ChatGPT: Maintain relentless integrity

🔁 Match! We both put integrity at the top. PR pros are stewards of reputation—ours and others'. If we lose credibility, we lose everything.

2. Strategic and Effective Communicator (Listening included)

Marc: Effective and strategic communicator

ChatGPT: Think strategically before acting and Listen deeply and empathetically

🔁 Overlap with Emphasis. AI wisely separates strategic thinking and empathetic listening into two habits, while I bundle them. Regardless, we both agree that thinking smart and listening well are non-negotiables.

3. Networker and Relationship Builder

Marc: Exceptional networker and relationship builder

ChatGPT: Build and nurture relationships

🔁 In Sync. PR is a people-first profession. Whether it’s a journalist, donor, stakeholder, or coworker—you get further by genuinely connecting.

4. Big Picture Thinker and Bold Doer

Marc: A big picture thinker and bold doer

ChatGPT: Stay calm and clear under pressure and Master the craft of storytelling

🔁 Partial Alignment. AI leans toward execution under pressure and storytelling, while I emphasize boldness and vision. Together, they form a strong image of a PR pro who sees the future—and has the courage to lead us there.

5. Master of the Mission and Brand

Marc: Master of the mission and brand

ChatGPT: (This one’s less direct) – Though not named outright, mission and brand mastery is implied in AI’s focus on strategy, storytelling, and measurable outcomes.

🔁 Slight Miss. For me, brand stewardship is essential. AI gestures toward it, but doesn’t call it out. Perhaps that’s one area where human insight—especially in nonprofit or purpose-driven PR—adds important nuance.

6. Embracer of Lifelong Learning and Technology

Marc: Lifelong learner and early tech adopter

ChatGPT: Embrace lifelong learning

🔁 Harmony. We both see growth as a permanent posture. The tools will change. The core principles must evolve with them.

7. Servant Leader

Marc: A servant leader

ChatGPT: (Not explicitly stated) – Though empathy, calm, and ethics are present, AI doesn’t specifically frame PR leadership through the servant lens.

🔁 Human Advantage. I believe deeply that service is leadership—and great PR people often lead quietly, humbly, and with others in mind. AI didn’t quite capture this heart-centered approach.

8. Resilient

Marc: Resilient

ChatGPT: Stay calm and clear under pressure

🔁 Close Enough. Whether you call it resilience or grace under fire, we both agree: the best PR professionals keep their footing when others might fall.

Final Takeaway

I had fun comparing my perspective with ChatGPT’s—and frankly, I’m encouraged. While our phrasing and emphasis differ, there’s a strong core of agreement. AI may be able to offer insight and efficiency, but the soul of public relations? That still lives in the hands—and habits—of passionate professionals.

Whether you’re a veteran PR pro or just starting out, I invite you to reflect on these habits. Which ones come naturally? Which need practice? Which are timeless, and which are timely?

And yes… when in doubt, make applesauce!

Copyright (c) 2025, Marc C. Whitt