AI Prompt Engineering: The New Must-Have Skill for Comms Pros

There’s a phrase I find myself repeating often these days: AI is only as good as the prompts you give it. But what exactly does that mean for communications professionals?

I recently had the pleasure of contributing insights to a new Ragan article on the growing importance of prompt engineering for comms teams. Prompt engineering isn’t just another tech buzzword; it’s quickly becoming a foundational skill for communicators who want to stay ahead of the curve.

Why Prompt Engineering Matters

If you’ve tried AI tools like ChatGPT, Claude, or Google's Gemini, you probably noticed results vary widely based on the input you provide. Generic prompts yield generic results—precise, detailed prompts lead to content that's targeted and impactful.

This isn’t just a minor detail; it’s a major strategic advantage. Your ability to craft thoughtful, clear, and precise prompts directly determines how well AI supports your communication goals.

Three Quick Ways Comms Pros Can Level-Up Their Prompting:

1. Be Specific, Be Contextual:
   Instead of simply saying "Give me a summary," say, "Write a 200-word, engaging executive summary targeted to healthcare industry leaders, focusing on recent trends in telemedicine." Specificity makes your AI tools more effective from the start.

2. Establish Your AI "Style Guide":
   Train your AI model using examples of your best internal memos, press releases, or executive communications. Ask the AI to analyze and replicate your organization's style, tone, and approach.

3. Iterate and Refine:
   Treat your AI tool like a team member. Prompt it, evaluate its work, and give clear feedback. "This was good, but the tone needs to be more conversational and less formal." Iterative prompting leads to continuously improved output.

The Real Shift: Mindset

Prompt engineering is not about finding the "perfect prompt" once. It’s about continuously refining how you interact with AI to elevate your work.

Prompt engineering moves us away from treating AI as a simple shortcut, toward leveraging it as an integral strategic partner in our daily communications.

What's Next?

As we continue to integrate AI into our workflows, the skill of prompt engineering will evolve from optional to essential. This is your moment to get ahead. Take the time now to sharpen your prompting skills. Your future self (and your organization) will thank you!

Curious to explore more on prompt engineering in comms? I'd love to hear your experience or questions! Drop a comment below, and let's keep the conversation going. 👇🏾