Using Grok for public relations

Anyone working in public relations will know that X/(Twitter) is still regularly used by journalists and remains an influential platform. Grok’s ability to access current X posts (Tweets) means that there are potential use cases for public relations professionals.

All Premium subscribers to X have access to Grok, the large language model developed by xAI. It’s worth taking a look.

Grok for media research and insights

Grok appears to be able to provide up-to-date information on various topics, including trends, public sentiment, and competitor activities.

For example, try asking Grok ‘What topics are [sector] journalists talking about right now?’ and Grok will return a summary, including recent posts. This is potentially useful for identifying up-to-the-minute trends and developing pitch ideas.

Grok for summarising and contextualising news stories and events

Grok also seems to be capable of providing story backgrounders and context for current news stories.

Be sure to fact check the output though. In Grok’s own words – it’s ‘an early feature and can make mistakes’.