Generative AI in Marketing and Communications
AI can be a useful tool for planning, drafting, and refining communications when paired with sound human judgment. Use these guidelines whenever generative AI contributes to content created or shared on behalf of FLCC, whether its role is small or substantial.
Before releasing AI-assisted work, check factual accuracy, clarity, voice, audience fit, copyright or trademark concerns, and potential risks to FLCC’s reputation.
Key Guidelines
- Safeguard private and sensitive information – Do not enter confidential records, PII, unpublished data, student images, private documents, or other restricted material into AI tools unless the platform and purpose are authorized. Follow College requirements for data security.
- Verify every fact – AI tools can produce inaccurate, outdated, or fabricated information. Confirm names, dates, statistics, locations, deadlines, costs, program details, and other claims using trusted FLCC sources.
- Protect FLCC’s brand and identity – Do not use AI to create, modify, or generate unofficial versions of FLCC logos, marks, seals, mascot artwork, branded designs, or related assets. Avoid mimicking another organization’s visual style or reproducing protected creative work.
- Preserve authentic people, places, and experiences – Do not create fictional or materially altered representations of real individuals, FLCC facilities (buildings, classrooms, labs, residence spaces), events, activities, or experiences. Misleading visuals of something that does not exist or did not occur can erode trust and damage the College’s credibility.
- Maintain human oversight – AI should support, not replace, subject-matter expertise, professional review, required approvals, or final editorial decisions before work is released on behalf of FLCC.
- Disclose meaningful AI use – Tell supervisors, editors, reviewers, or project partners when generative AI has played a substantial role so others can assess the work appropriately.
Using Generative AI Effectively
AI works best when given a clear task, accurate context, trusted source material, and defined boundaries. The examples below show practical ways to guide these tools toward useful results while maintaining quality and accountability.
AI is most useful when the person using it brings strategy, context, accuracy, and editorial judgment to the process.
Use AI tools to:
- Brainstorm campaign ideas, headlines, subject lines, and calls to action
- Create a rough first draft from approved source information
- Rewrite dense content in plain language
- Organize information into headings, bullets, FAQs, or web sections
- Adapt an approved message for different audiences and platforms
- Improve clarity, tone, grammar, and readability
- Identify gaps in a draft, such as missing audience, purpose, or next step
- Generate questions to support project planning
- Summarize internal notes for use in a draft
- Create outlines for presentations, communications, or other projects
Use prompts that include the audience, goal, facts, tone, format, and next step. The more direction you provide, the better the draft will be.
Rewrite for Plain Language
Rewrite this content for prospective community college students and families. Use plain language, short paragraphs, and a welcoming tone. Keep all facts the same. Do not add new information. Aim for an 8th-grade reading level.
Review Content Against FLCC Brand Guidelines
Review the draft below using FLCC’s brand guidelines and style guide. Use only the guidance from these sources: www.flcc.edu/marketing-office/brand-guidelines/ and www.flcc.edu/marketing-office/creative-assets/. Identify where the draft is clear, on-brand, and effective. Then suggest revisions to make it warm, practical, empowering, direct, and consistent with FLCC’s public voice. Do not add facts, claims, deadlines, costs, or program details that are not included in the draft or linked source materials.
Refine an Email Message
Review this email for clarity, tone, and action. The audience is prospective students who recently attended [event] and showed interest in [program]. Make it welcoming, direct, and focused on the key action. Keep the message concise and optimized for easy reading and skimming on a mobile device. Provide strong subject line and preheader options that encourage the recipient to open the message.
Adapt Content for Different Audiences
Using the approved information below, create three versions of this message: one for prospective students, one for current students, and one for employees. Keep the facts consistent but adjust the emphasis for each audience.
Plan a Presentation
Help me plan a presentation about [topic] for [audience]. The goal is to help attendees understand [main goal] and take [desired action]. Create a presentation outline with a clear opening, 3-5 main points, suggested slide titles, speaker notes, and a strong closing. Do not invent FLCC brand standards, logos, colors, fonts, statistics, or design rules. Use placeholders where brand assets, approved images, or official data are needed. Use approved FLCC information for this talk from this source: [link to project files, public data, other assets for your specific talk].
Strengthen an Event Promotion
Review this event description and make it clearer and more useful for [primary audience]. Include the event name, date, time, location, audience, short benefit-focused description, accessibility or accommodation note if provided, and a clear registration or contact step. Do not use a flyer as the only source of information. Do not add details that are not included in the original description.”
Remember: The person using AI is responsible for the quality and accuracy of the published content.
Need Help Using AI?
The Marketing Office can help review drafts of public communications, clarify the target audience, and ensure that content aligns with FLCC’s brand and web standards. The FLX AI Hub provides training and resources to support effective use of AI in the workplace.
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