Savvy AI Tips for Communications Pros

AI offers us a ton of opportunities as healthcare communicators to change how information is created, digested and amplified. But it doesn’t have our judgment, our deep experience, heart or style — and that’s a good thing!

See, AI, when used deliberately, can serve as a savvy sidekick to help us think clearer and hit harder. I’m often asked how to get the best from generative AI. Here's my take: talk to it like you would talk to a new rock star teammate. Focus your AI tools on quick wins that punch above their weight, streamlining everyday tasks so you can channel more time into expansive thinking and impactful counsel and ideation.

Tip #1: Coach it Like You Would a Sharp Rookie

Think of AI as a highly capable intern: eager to deliver, but reliant on your specificity and guidance. Instead of vague asks, give clear background, context bordering on TMI, and criteria for measuring success.

Pro prompt: Scrap "summarize this article" and instead write, "Analyze this corporate press release for message clarity, simplicity and differentiation. Suggest three ways to uplevel the content to make it more human and impactful for a lay audience."

Tip #2: Feed it the Right Diet

AI is a force multiplier, not a shortcut. When creating content, for example, you should supply as many assets as possible, like a speaker’s bio, brand voice guide, or past work, to help AI produce results that are authentic and stand out in a sea of sameness. It's not overkill; it's precision.

Pro prompt: “Review the attached CEO bio and past LinkedIn posts. Note their storytelling style, sports references, and preference for punchy, motivational language. Draft a 150-word keynote intro that weaves in those themes for a healthcare innovation summit that makes people want to learn more.”

The Real Real? At Real Chemistry, we combine our deep thought leadership expertise with custom AI writing assistants that capture an executive’s unique voice, from linguistic quirks to strategic priorities to emotional tone. Built from real inputs like speeches, social posts, and internal comms, these tools reflect how a leader thinks, speaks, and shows up across channels. They’re not plug-and-play; they give us a strong first draft we refine with human judgment to ensure the final message is consistent, credible, and unmistakably theirs.

Tip #3: Model Good Behavior

AI is better at mimicry than mind-reading. If you want optimal results, you need to show it the kind of tone, format, or thinking you're aiming for.

Pro prompt: “Below are two strong examples of press releases that balance facts, urgency and next steps during a mandatory recall. Use them as inspiration to draft a new release for a voluntary recall. Match tone, structure, and voice, highlighting responsibility, empathy, and action.”

Tip #4: Preparation, Preparation, Preparation

AI can help brainstorm tough scenarios to help you prepare for the real thing, like an interview with a no-nonsense reporter. Use it to test drive messaging, anticipate objections, and use the time saved to conduct mock interviews to crystallize your key points and sharpen delivery.

Pro prompt: “Act as a skeptical journalist who covers the healthcare industry with a focus on value, pricing and access to medicines. Given the current environment, share a list of tough questions the company should be prepared to answer.”

Real Impact: At RC, we use multidimensional audience profiles, grounded in research, data, and digital behavior, to pressure-test ideas and explore likely reactions. These personas offer insight into how healthcare might stakeholders think, decide, and communicate, helping our teams prep smarter and pivot faster.

Bottom Line

Let's keep embracing what AI has to offer, so we can get the best of it and, in turn, do what we do best as healthcare communicators: building and protecting reputation, driving thumb-stopping storytelling and connecting with purpose to drive real action.