Tag: PR

5 Essentials For PR Campaigns Tied To Holidays

Posted on by Sasha Dookhoo

Holidays can bring a powerful opportunity for PR teams to elevate the brands they represent and engage with key audiences. However, in the rush to capitalize on the news value of holidays – from Halloween to Veteran’s Day and Christmas – it’s easy to make mistakes.

By recognizing potential pitfalls and using a strategic approach, any PR team can elevate their campaigns, amplify brand visibility, and generate tangible earned media results throughout the calendar year. But it pays to adhere to the following rules of engagement when leveraging holidays for PR purposes.

Set clear goals and metrics

Any holiday is likely to be a competitive time, so it’s essential to set clear objectives and key performance metrics (KPIs). Without a full understanding of what they aim to achieve, the PR holiday campaign can lack direction and focus. That, in turn, will result in missed opportunities and suboptimal outcomes.

For example, is a Thanksgiving-themed opportunity meant to align a brand or service with that holiday to drive seasonal sales? Or, is it a campaign to position a business as a caring member of the community? And, yes, it can be both, but multiple objectives can mean the goals are diluted and the budget is strained. It’s important for PR teams to set goals and metrics from the onset to keep the brand aligned to the objectives.

Whether it’s increasing brand awareness, driving website traffic, or boosting sales, it’s instrumental to establish specific and achievable goals. Identify relevant metrics such as social media engagement, website conversions, or revenue attributed to earned coverage. Regularly monitor and analyze metrics to assess the effectiveness of the campaign and make data-driven adjustments as needed.

Dive into research and audience analysis

Each holiday brings unique associations, cultural nuances, and evolving consumer preferences. Neglecting to study the target audience can result in misalignment with target demographics and ineffective messaging. For example, New York declared Diwali, the Hindu festival of lights, a state holiday, and new legislation proposes to make it our twelfth federal holiday. But because this is new, PR pros need to consider how to align with Diwali and promote it with sensitivity and focus. Otherwise, they risk excluding a subsection of their target audience.

They should start with a deep dive into the target audience’s preferences, demographics, and psychographics. The research serves as a foundation for messaging that resonates with their interests and aspirations. Perhaps for a sustainability company looking at green lighting options, a holiday like Diwali could be leveraged for PR. The company can promote how to mark the holiday in a more sustainable way, considering low-wattage string lights, for example. Personalized content should speak directly to the holiday experiences of the intended audience. By understanding their needs and values, PR people can create campaigns that resonate deeply, establish a meaningful connection and drive engagement.

Avoid misaligned messaging 

One of the most common failures of holiday PR campaigns is misaligned or unclear messaging. Holidays evoke specific emotions, values, and traditions. Neglecting these elements can result in a dissonance that fails to resonate with the audience. For example, a campaign centered around a holiday like Veterans Day might be out-of-sync with a B2B company trying to promote software without a bridge that connects the two entities. If the company is making a 20% donation based on new clients acquired at the end of November to support the Wounded Warrior Project® because the founder is a veteran, that would make sense. The PR plan must include messaging that reflects the holiday spirit and aligns with its meaning.

PR programs must tailor messaging to evoke appropriate emotions and reflect the holiday’s values. Ensuring content, visuals, and storytelling align with the theme and spirit of the occasion are essential.

Timing is everything

A common mistake in holiday PR campaigns is the failure to plan and execute well in advance. Especially for long-tail holidays like Thanksgiving and Christmas, it’s a bustling time for businesses, consumers, and the media. Competing for attention in a crowded marketplace requires careful planning and execution. PR people must be mindful of planning now for the holiday season so the last-minute scramble is minimized and valuable opportunities for coverage and exposure aren’t missed. For example, many brands are capitalizing on the new Barbie movie and betting that Barbie will still be hot by the fourth quarter. From back-to-school season through Halloween and Christmas, brands relevant to Barbie should be thinking now about creative ways to capitalize on Barbie-mania. Or, technology brands might plan now for ways to integrate with Google’s Santa Tracker, which in 2021 shared its code with developers to inspire them to create their own “magical experiences.”

A good PR plan includes a detailed timeline and identifies key milestones like content creation, media outreach, and social media promotions. Allocating sufficient resources and setting realistic deadlines to ensure the plan is well-executed and aligned with media and consumer timelines will go a long way in creating a memorable and effective campaign.

By avoiding common mistakes leveraging holidays, PR teams can ensure that campaigns connect with their target audiences and leave a lasting impact to support business results.

Be sure you’re signed up for our newsletter to gain valuable insights on how PR can elevate brand visibility.

PR Strategies For Disruptive Technologies

Posted on by Michael Stolyar

Disruptive technologies like artificial intelligence (AI), blockchain, and others are constantly reshaping various industries. But these paradigm-shifting innovations often face skepticism, misunderstanding, and controversy. Why? Their very nature is transformative, and that can be unsettling. Here’s where a thoughtful yet robust public relations (PR) strategy can help address predictable reaction.

Disruptive tech and the role of PR

In a shifting tech landscape, innovation gives way to new and complex products that can be difficult for the average person to grasp. The challenge that any new technology faces is explaining the full implications of its tech once unleashed.

Disruptive tech needs a clear and credible voice to explain its benefits and ensure acceptance of its possibilities. A well-designed PR strategy should be that voice. A primary role is translating tech-speak into a language that resonates with diverse audiences, from industry experts to lawmakers and end users.

Yet, the challenges extend beyond mere comprehension. As disruptive technologies aim to overturn the status quo, they often challenge entrenched systems. This sparks resistance to adoption and may even stir up controversy. A strategic PR approach can help navigate these choppy waters, shifting the focus from problems to solutions and value. It can create transparency, clarify uncertainties, and transform potential crises into platforms for constructive dialogue.

Also, early stages of a technology are rarely smooth sailing; bugs, glitches, and unexpected issues are inevitable. In the face of these complications, the PR plan should prepare for setbacks. It needs to set the larger narrative, emphasizing solutions and progress rather than dwelling on hurdles.

PR and emerging tech: blockchain, metaverse, AI

Several disruptive technologies have benefited from strategic PR over the past decade.

Take blockchain, for example. Initially, it was tied to the volatility of cryptocurrencies, with its broader potential often overshadowed. The challenge was to unravel the complexity of the technology and disassociate it from crypto. PR played a pivotal role by enlightening audiences about the wider applications of blockchain – from supply chain management to healthcare – thus fostering increased acceptance and adoption.

Similarly, artificial intelligence (AI) has seen its share of controversy. Concerns about job losses, privacy breaches, and ethical use are widespread. However, the public dialogue has moved to the benefits of AI –  improved efficiency, predictive capabilities, and beyond. The PR and comes teams representing Open AI, Google, and other companies have been careful to engage with the challenges and potential solutions.

Consider the recent innovations around generative AI. These AI systems – capable of creating new, meaningful content – have started to play a significant role in fields like journalism, professional services, banking, marketing and content creation. Ultimately, the challenge for PR and communications is to highlight the ways these AI systems can enhance human creativity, rather than replace it, while alleviating fears of an apocalyptic robot uprising.

Where PR falls short

Even the best PR program is limited, however. The idea of the Metaverse, a virtual reality space where users interact in a computer-generated environment, gained attention very quickly only a year ago but is now largely declared “dead.” The technology’s numerous challenges, such as defining and enforcing ethical guidelines in an entirely new dimension, mass adoption, and differentiation, loom as a counterpoint to PR’s power to inform. Despite efforts to help guide the conversation, the reality of the Metaverse hasn’t yet matched the tech world’s vision for it.

Finally, let’s not overlook Extended Reality (XR), an umbrella term for all immersive technologies like augmented reality (AR), virtual reality (VR), and mixed reality (MR). With the potential to revolutionize industries from gaming to healthcare, XR technology carries huge promise. For PR, the task is to highlight these opportunities while navigating the hurdles related to privacy, access, and hardware requirements.

Navigating PR for disruptive B2B technologies

The B2B tech PR perspective presents its own set of challenges as it pertains to disruptive technologies. PR teams must not only engage the general public but also connect with industry subject matter experts (SMEs), potential partners, and business stakeholders. These audiences demand a higher degree of understanding and sophistication in communications.

A pressing challenge in B2B tech PR is communicating technical complexity in simple terms. This takes a commitment to ongoing learning, staying current, and articulating the impact of new developments in a business context relevant to users.

Skepticism and resistance are inevitable, as disruptive technologies often threaten established systems. PR strategies must strike a delicate balance—highlighting the benefits of the tech while addressing concerns and potential downsides in an open, transparent manner.

PR strategies for disruptive tech

To successfully communicate the value of emerging technologies, PR teams can adapt several strategies and tactics.

Nuanced storytelling: Crafting a compelling narrative around the technology can engage audiences, humanize the innovation, and underscore its transformative potential.

Opinion leadership: Positioning a company or its leaders as authorities or opinion-leaders in the field of emerging or disruptive tech allows for transparency and knowledge-sharing. By sharing insights, forecasts, and expert commentary, companies can build credibility and spark conversation around the technology.

Media relations: Regular interaction with relevant media outlets and influencers allows PR people to extend messaging reach, ensure participation in pertinent discussions, and provide a platform for addressing any controversies or misunderstandings.

Proactivity and agility: Given the swift pace of developments in the tech sector, PR teams need to stay ahead of the curve, anticipating potential issues and being ready to adjust their strategies promptly.

How to keep up

In a world where tech advancements often outpace public understanding, a sound PR strategy is crucial. PR helps navigate the challenges linked to new technologies, from ensuring comprehension and managing controversy, to addressing technical and product-based pitfalls. It can shape the narrative around disruptive technologies, empowering them to unlock their transformative potential.

The task of navigating the technology is intricate, however. It takes careful planning, continuous learning, and an open and curious mind. As we continue to see new disruptive technologies, PR will remain a central player, directing the conversation and guiding innovations toward successful integration into our daily lives and businesses.

How Earned Media Coverage Builds Brand Reputation

Posted on by Lori Mouradian

In today’s highly connected world, a positive brand reputation is an asset for nearly any business. One way to help build a strong brand is through strategic media relations resulting in earned media coverage. By effectively engaging with the media, businesses can amplify and add substance to their brand narrative, while building the kind of credibility that paid media often doesn’t buy.

What is earned media?

Some say that earned media is a synonym for PR. But most PR programs comprise a whole lot more than earned media, also known as publicity. Elements like category research, business and marketing strategy analysis, messaging, and planning will precede and inform media relations. Different tactics like branded content and executive speaking opportunities might complement it. But earned media refers to the actual print, digital, or broadcast coverage generated in the course of a PR program. Earned media is distinct from paid media, which happens in a different way and is perceived differently by those who view it.

Building brand reputation through earned media

Here are three significant steps to building brand reputation through earned media:

1. Earned media helps a brand stand out 

Media relations and earned media can significantly increase brand visibility and awareness. Engaging with media outlets, whether high-profile or narrowly focused, lets businesses reach a targeted audience of readers or viewers who are also consumers. Positive media coverage resulting from feature stories, human-interest interviews, or opinion pieces can expose the brand to new customers, reinforce loyalty among existing ones, and create a positive association for the product or company. Ongoing relationships with journalists, content creators, and producers help maintain a consistent brand presence and tell a story over time. An entrepreneurial company can share the tale of its founding, struggles and all. A scientific brand can go behind the scenes to reveal its R&D expertise, or profile individual employees who help make a difference. A strong opinion article can position the business as relevant and its chief executive as an industry thought leader.

2. Earned coverage implies credibility

The difference between positive media coverage that is paid for (in the form of sponsored posts or ads) can be subtle. But it often boils down to one thing: credibility.

Credibility is elusive, especially today. When a brand is featured in reputable media outlets, the mere fact of its coverage confers credibility – if not for the brand, at least for the story. Positive news items, product reviews, or shared expertise can position the brand as reliable. Opinion content can convey brand and corporate values. Customers or potential employees are more likely to trust a brand featured in the media. This is because coverage implies endorsement or at least visibility, rather than a brand’s self-promotion. The positive association helps establish the brand as a reliable source of information and enhances its reputation in the marketplace.

3. Earned coverage drives SEO

Another key advantage to the type of publicity generated by a PR program, particularly in top-tier publications with high-value domains, is search engine optimization (SEO). A single story published in a well-known media outlet, from The New York Times to a trade publication, can land a brand on the first page of search results for months or even years. That’s one reason why positive stories and reviews are so valuable. And by the same token, if an item is unflattering, it can persist in search results and impact a company or brand in a negative way, which leads to another asset that positive earned media coverage brings.

PR coverage can protect brand reputation

A good reputation is like money in the bank. It’s not inexhaustible, and it shouldn’t be taken for granted. Yet it will surely be an asset in a crisis. Media relationships, too, become more valuable in times of crisis or reputational risk. When a brand faces negative publicity, PR and media relations teams can help manage the situation to minimize damage and plan for recovery. With the right strategy and thoughtful tactics, a business can take control of the narrative, rebut misinformation, and engage in dialogue with consumers, regulators, stakeholders, or any other high-value audience. A well-executed crisis management strategy can help rebuild trust and salvage the brand’s reputation. In the best cases, it showcases its ability to handle challenging situations with transparency and integrity.

Businesses can influence public perception, shape their story, build credibility, and strengthen brand reputation through strategic engagement with the media. By tapping into the power of media relations, they can even gain a competitive advantage in the marketplace. Investing in a sound PR and earned media strategy is ultimately an investment in a brand’s long-term success and sustainability.

When Press Is Bad, Should PR Take The Blame?

Posted on by Dorothy Crenshaw

In a move that surprised no one, embattled CNN CEO Chris Licht stepped down yesterday.  Media-watchers were taking bets on how long Licht could last after a “brutal” and deeply reported profile in The Atlantic. The piece highlighted his controversial year at the helm and was punctuated by the widely criticized decision to televise a town hall with Donald Trump in front of an “extra-Trumpy” live audience.

The post-mortem on Licht’s brief tenure will continue, but I’m more interested in the strategy behind the decision to give The Atlantic’s star reporter Tim Alberta full access for a profile. Word is that two senior CNN communications executives are also casualties of Licht’s fall. Matt Dornic, a 12-year CNN veteran who was also featured in The Atlantic piece, has reportedly left, along with Kris Coratti Kelly, who was brought in by the new CEO only a year ago.

Nicholas Carlson of Insider puts it this way:

I guess the lesson is: when your boss is about to do something really stupid, throw your body in the way. Even if he’s your new boss and seems really obsessed. One, two, three – JUMP – right in their way. Make them walk around your wiggling carcass on the floor. Throw a leg up if they try to go over you.

When to give media full access to the boss

It’s the inside version of “Fire the agency!” But can an internal PR team prevent bad media relations decisions? It’s impossible to know whose idea it was for Licht to sit down with Alberta, but it’s unlikely to have come from the PR team. That kind of access isn’t what you advise when a CEO is mired in controversy, or if his status is uncertain. It’s the kind of profile you want when a business leader is at the peak of popularity or influence.

Full access may also be advisable when a popular founder or CEO embarks on a comeback plan or announces a new venture – think Howard Schultz returning to Starbucks, or Bob Iger coming home to Disney to save the day. Each was a situation where a largely popular and successful leader moved to consolidate support in the face of a challenge.

Licht’s situation was different. He was a newcomer without a base of support. Moreover, he ruffled feathers from the beginning, and the Atlantic feature only emphasized his isolation from his own team. My bet is that he was haunted by the reputation of his popular predecessor Jeff Zucker, and so eager to differentiate himself from Zucker, that he wanted to cement his own reputation with the article.

Who takes the blame for bad PR?

The blame-the-PR-guy reflex isn’t limited to CNN. Government officials often talk about the need to “tell our story better.” And most PR professionals have known a client who’s in denial —  about his organization’s problems, his own reputation, or just reality in general. It’s a challenging and self-defeating situation. Most insidious are those who know the truth but hide it from their communications staff – and themselves. PR pros aren’t magicians, and denial is a dangerous state for a chief executive or public personality.

Clients deserve the truth, but what if they can’t handle it?

We once won a PR and reputation engagement from a company that suffered from harsh online reviews, among other challenges. A little research showed that its customers’ anger was understandable. Our proposal made it clear that if the company didn’t change its practices, our work would be wasted. When the client called to say we’d won the assignment, he said we were up against three digital marketing companies who recommended SEO. “You were the only one who told the truth,” he said.

Sadly, that situation was unusual. A company or executive that’s in denial is impossible to help.  “Good PR” isn’t just the result of skilled communications or media relationships; it needs to have a basis in reality.

When in doubt, fire the PR team

So, does the PR team deserve to go down with their captain? Some might say so. It’s not unusual for senior lieutenants to follow their chief out the door. After a rough patch it can be a useful signal that the organization has turned the page. In this case, Dornic must have known the story was becoming an exposé. That was apparent from the tenor of Alberta’s questions and his own warnings to Licht about what his staff was saying about his leadership.

Yet the CNN situation seems like a case of blaming the PR team for a year’s worth of missteps. Dornic in particular tries to soften Licht’s remarks in the profile. He clearly knew the boss was in dangerous territory. Another problem was timing; the article was months in the making. What may have started out on a positive note grew perilous as the newish CEO opened up in an unfiltered and tone-deaf way. But at that point, it would also be risky to pull access because you’d have even less control over the process.

In most cases, the internal comms team can’t countermand a CEO who’s bent on opening up to the press. A PR adviser can recommend, warn, and prepare. They can do their best to rebut rumors and challenge misconceptions, but background sources are impossible to confront directly. It was an asymmetric struggle from the start.

If the CNN PR team is to blame for anything, it could be for failing to sense what was coming, and to brace for impact.

What PR Teams Should Know About Substack

Posted on by Chanel Roopchand

For B2B PR teams in particular, it’s crucial to stay on top of emerging platforms and tools. The digital media landscape changes all the time and new resources come up often that can help us enhance skills or drive results. One platform that has gained significant attention in recent years is Substack. Substack has had a real impact on the media landscape, and B2B PR professionals can take advantage of that.

What is Substack?

Substack is a newsletter platform that allows writers, journalists, and content creators to publish and monetize their work directly to a specific audience. It’s user-friendly for both writers and their readers and enables creators to build a dedicated audience and potentially earn revenue through paid subscriptions or sponsorships. There are other, similar platforms, but Substack is probably the most suitable for B2B topics and technology issues.

What kind of writers are on Substack?

The most popular writer on Substack is Heather Cox Richardson, who publishes Letters from an American. Richardson is a Boston College professor who offers a daily analysis of U.S. politics and history. Her newsletter has over a million subscribers, making her, as of December 2020, the most successful individual author of a paid publication on Substack. Other popular newsletters on the platform are by conservative writers and journalists like Bari Weiss, Michael Tracey and Andrew Sullivan as well as more left-leaning voices like Roxane Gay and Ari Melber.

Is Substack all about politics?

While Substack gained popularity for political commentary, it’s not limited to politics. The platform features a wide range of topics, including technology, parenting, finance, self-improvement, culture, and more. One of the more popular Substack newsletters is Casey Newton’s Platformer, a fascinating read about the intersection of tech and media. Non-political writers and journalists can absolutely create something of interest on the platform by providing valuable insights, advice, or industry-specific analysis.

How can PR pros use Substack?

PR teams should subscribe to individual Substack newsletters to stay informed, of course. But as PR pros, we can also leverage it to enhance our work. Because Substack newsletters often feature exclusive content, interviews, and analysis, PR people can identify influential Substack writers, get to know their work, and suggest story ideas or interviews. Many freelancers take advantage of Substack to establish their personal brand and gain a following, so it’s a fertile area for identifying specific writers. And because many prominent opinion writers and columnists have migrated to the platform, it’s useful for building relationships.

Communicators can also use the platform as an internal tool to keep employees, stakeholders, or clients informed about industry trends, company updates, or thought leadership content written by executives. And if an organization wants to convey its expertise on a relevant issue like climate change or an emerging topic like Web3, it can develop its own newsletter to build a following around its POV.

How is Substack different from a blog?

Substack doesn’t have the SEO tools that most blog platforms offer, including those on publishing sites like Medium. As an email newsletter platform, its content is not as searchable, yet an audience of subscribers is likely to be a more engaged one. Also, Substack does feature some large and active communities and discussion threads that let readers interact with creators and with one another.

How has Substack affected the media landscape?

Substack lets anyone with insights create their own platform. This encourages diversity and allows many different voices to be heard. Because Substack is a subscription-based model, it has attracted established journalists, writers, and entire publications. It’s biggest impact might be due to its relative success; Substack has sparked discussion around alternative revenue models for journalists, which could influence the future of media funding.

Substack was originally developed for individual creators, and it has become something of a destination for controversial writers due to the relative lack of editorial constraints on content. Yet it has navigated criticism and controversy by remaining a neutral platform for many kinds of content.

So if a specific Substack writer is relevant to a brand’s audience, the brand’s PR team should definitely try incorporating it into their pitching strategies. This includes assessing whether the topic, format, and audience align with their goals and target demographics. If so, Substack can open doors and provoke new ideas for PR professionals.

What ChatGPT Brings To Public Relations

Posted on by Bindi Saikia

While Artificial Intelligence (AI) is not new, generative AI tools, like ChatGPT, have captured the imagination of the world. The buzz around generative AI has been relentless – both for good and bad. Since its launch, ChatGPT surpassed 100 million monthly active users in less than two months. The public relations industry is among those still absorbing its impact. Will it spell the end of PR as we know it? Or will these tools help make our roles and everyday lives more efficient and effective?

Let’s be practical. If PR teams aren’t at least exploring the best ways to incorporate this game-changing technology, are we even in the “AI arms race?”

So, what does ChatGPT mean for the future of PR? As a B2B tech PR firm, the promise of AI makes sense. CC partner and ChatGPT advocate Chris Harihar sees it as a powerful educational tool, albeit one to be used very carefully, and with human oversight. We’ve held training sessions for the entire team on how to write better generative AI prompts for better outcomes.

Boost productivity with the integrity of human involvement

Yet many companies have mixed feelings about ChatGPT and the AI arms race. A Harris survey found that 40% of workers worry that the AI-powered chatbot will replace them; yet 60% are optimistic that generative AI will make them more productive!

ChatGPT is here to stay, and the truth is, it’s probably just the beginning – as Adam Brett echoed in a recent CC blog post about how PR teams can use Chat GPT.

Rather than avoiding or fearing it, let’s take advantage. Adam lists several very practical uses that can save time and boost improve productivity by PR teams. Encouraging PR teams to to view such tools as an assistant rather than a surrogate, he offers advice that goes beyond playing and actually gets work done.

How AI is transforming ad tech and marketing

At Crenshaw Communications, we have a history of successfully supporting a range of ad tech brands – from high-growth startups to larger public companies. And as someone who has been working in this sector for almost five years, I know the sector is constantly evolving – inviting new opportunities and challenges. So it’s no surprise that ChatGPT and other generative AI tools are already making an impact in ad tech.

As a personalizable technology, AI can help advertisers identify ultra-specific niches in order to get the right ads in front of the largest number of desirable people. Cooler Screens (the world’s largest in-store digital media and merchandising platform for retail) is a great example. Their smart screens use information and even entertaining content to inspire shoppers to take action driven by contextual signals like store profile, occasion, geography, seasonality, or time of day. That’s a win-win for both the customer and the marketer.

(If you want to know how AI is enhancing the future of ad tech, Sarah O’Connell recently explored the topic further in her post, “Five Ways AI Is Transforming Ad Tech.”)

ChatGPT: an asset or threat for PR? 

Business reactions thus far seem to be divided between those who see it as an existential threat, and those who view it as an opportunity to augment the role of the PR professional. Our agency founder, Dorothy Crenshaw, explains that the latest iteration is smarter and promises much more. Dive into her recently post “For PR, Is ChatGPT An Asset Or Threat?” and make an informed judgment – if you’re still not convinced.

While we’re still figuring it all out, it’s important to note that such tools cannot be a replacement for human communication. Read this piece, “How PR teams can use ChatGPT (generated by ChatGPT)“, compare it with Adam’s post linked above, which speaks to the same topic, and see for yourself!

How PR Teams Can Use ChatGPT

Posted on by Adam Brett

As the age of Artificial Intelligence (AI) takes shape, many companies have mixed feelings about ChatGPT and the AI arms race. A recent Harris survey found that 40% of workers familiar with ChatGPT are concerned that the AI-powered chatbot will replace them. Yet the same study also found that 60% are optimistic that generative AI will make them more productive at work.

Those who work in PR, communications and media are especially concerned. In fact, PR professionals are likely to be impacted by generative AI as significantly as any other career.

ChatGPT’s ability to gather data and produce a natural-language response can work as a shortcut when it comes to everyday tasks. But in its current iteration, AI can be prone to errors, it’s not perfectly up-to-date, and the content it generates is often mediocre or worse. For PR people, the use of AI in the workplace is a delicate balance; on one hand, we want to increase efficiency, but on the other, use of AI without oversight is very risky. And no one wants bosses or clients wondering if ChatGPT is on the other end of the work product they’re getting.

So, what are the best ways for PR teams to incorporate ChatGPT? Below are some uses that can increase productivity while maintaining the integrity of human involvement.

Brainstorm fresh pitch angles

One challenge for PR teams is generating fresh and timely ideas to generate coverage. Use of the same ideas leads to predictable pitches or even lazy PR programs. ChatGPT can assist in generating new ideas and topics.

For example, you can type in “story ideas involving cybersecurity,” and ChatGPT will produce a list of angles that might work, or at least get you thinking. You can even make the request specific and timely, like “spring cybersecurity topics.” Obviously, PR plans can’t be based on ideas spit out by an AI chatbot, but they are thought-starters.

Instant text-to-video

Posting information and materials online is easy but generating interest and engagement is often a lot more difficult. Input text-to-video technology – artificial intelligence that creates videos automatically from written or typed text.

Video content is often more engaging and memorable than text or images alone. Natural language processing technology enables dynamic and visually appealing videos that can capture the audience’s attention. Best of all, they’re quick and tailored to the occasion.

PR program thought starters

ChatGPT can work as a tool for ideas or slogans that can spark fresh thinking in a brainstorm to generate not only story ideas, but byline topics, program components and fresh takes on evergreen topics. For example, typing in “thought leadership topics in the retail sector” will produce a host of new ideas that can be used for byline pieces along with pitch angles.

The more details you provide ChatGPT, the better. Inputting “ways retailers can increase their profits during a period of high inflation” will produce stronger and more pointed results than typing in “how retailers can increase revenue”.  Providing ChatGPT with as much information and details as possible is key to generating savvy ideas.

Instant research hub

ChatGPT can greatly expedite the research process. PR teams can use it to get a better understanding of a particular topic or to pull data to spot patterns or trends. If you work for a data company that can be affected by new legislation at the state or federal level, ChatGPT can generate a summary of the new law, when it was passed, and how it could affect similar businesses. And there are always occasions when we feel we should know something but don’t want to ask. ChatGPT can often provide context that search engines lack, or that can only be accessed by clicking on multiple links.

Create short social posts

Generating social media content can sometimes be more difficult than it seems, especially if there is minimal news a client or agency can share. PR professionals can use ChatGPT to generate ideas for social media posts such as tweets, Facebook posts, and Instagram captions.

By providing a brief description of the message or objective, ChatGPT can generate a range of content options for social media. Moreover, you can input old posts into ChatGPT and have the AI service reword and restructure them, providing instant, shareable content.

Expand your media lists

While ChatGPT is limited when it comes to personal information, it can help expand media lists. For example, ask for a list of publications that cover retail. You can even narrow the parameters such as location and types of outlets, similar to major software services like Cision. But don’t take ChatGPT’s recommendations as wholly accurate; check them to ensure a targeted list.

Moreover, you can ask ChatGPT for a list of reporters who cover certain industries or topics. While the generative AI service cannot provide a significant amount of material like contact information or recent coverage, it does provide a starting point for a media list, especially one that is topic-specific.

Timely interview prep

PR teams know that interviews can happen in a blink, which means minimal time to prepare a thorough briefing document for a spokesperson. ChatGPT and its instantaneous content generation can provide a timely draft of a standard briefing memo, offering bios and background on both reporter and outlet, sample questions and draft responses containing key talking points.

Grammar, spelling and punctuation

While you may want to reword or rewrite content that ChatGPT produces, the technology can also be used the other way around. Many digital services can correct spelling and grammar mistakes, but inputting sentences and even paragraphs into ChatGPT for review is an easy way to produce a condensed or simplified version.

ChatGPT is here to stay, and the truth is, it’s probably just the beginning. Rather than fear it, let’s use it. We can start slowly. PR teams should focus on AI uses that improve productivity and efficiency while making sure it doesn’t become a substitute for human input or oversight. The most successful PR teams view generative AI as an assistant rather than a surrogate, used for rote, repetitive tasks, producing draft content of all types, and gathering information in real time.

How PR Can Solve Its Diversity Problem

Posted on by Alysha Duff

Public relations is about building relationships between an organization and its audience. Its success hinges on a genuine understanding of diverse communities and cultures. However, the PR business is still grappling with a lack of diversity in its workforce. As an industry, how can we appropriately represent diversity among our clients when it’s not reflected from the inside out?

The problem is simple. As an industry, PR is predominantly white. People of color are particularly underrepresented in leadership positions, but diversity is lacking at nearly every level. It’s not a new problem. The makeup of the PR industry in the U.S. is 82.6% White, 8.1% Black or African Americans, 6.2% Asian Americans and 12.5% Hispanic or Latino, according to the U.S. Bureau of Labor Statistics.

The gap isn’t even near closed, meaning there’s still much room to grow.

How we can be the change 

As a person of color, I am drawn to companies with a diverse employee base. When I was interviewing with Crenshaw, one of the first things I noticed was that the leader interviewing me was a man of color – someone who looked like me. As I proceeded in the interview process, I noticed more people in the company like me. It was refreshing and exciting and definitely influenced my decision to join the agency.

Racial inclusivity isn’t the only important aspect of a workplace, however. It’s also vital to be inclusive of culture. Culture is reflected through values, behaviors, beliefs, communication, and thinking; however, cultural representation in the workplace often falls short. Having professionals from a variety of cultural backgrounds brings new perspectives, increases representation and helps protect PR campaigns and initiatives from being tone deaf. When I joined Crenshaw, I noticed a larger mix of culture than any workplace I’ve known, as well as people who shared my culture background.

Often it seems larger companies are the ones making these strides in the workplace, but Crenshaw is proof that you can start small and make a difference. It’s a PR agency with fewer than 25 employees, and more than a third are people of color. It’s a prime example of public relations companies actively working toward a diverse talent pool. In my view, that motivates team members to show up everyday for themselves, their colleagues and clients.

A diverse team makes a difference inside and out 

Diversity is attractive to both potential employees and prospective clients because it offers a range of experiences, perspectives and skills that enhance the creativity and effectiveness of an agency’s work. It can also lead to more innovative solutions and better problem-solving.

Internally, a diverse team sends a message that the company values inclusion and is committed to creating that kind of work environment. Today, talented professionals are looking for that kind of culture. When employees feel represented within a company by their colleagues, they are more likely to feel valued and motivated.

Externally, having a workforce that reflects the communities served is beneficial to any PR team because those communities make up our stakeholders and our audiences. Being able to channel first-hand experience to identify different solutions for a company’s diverse audiences not only reflects genuine brand initiatives, but ultimately yields stronger campaigns.

How we can bridge the diversity gap 

How can we bridge the diversity gap in PR?

The first step is education. The C-suite and HR first need to gain a solid understanding of Diversity, Equity, and Inclusion and educate from the top down. Diversity training on implicit bias, cultural competency and communication skills is one key to a better workplace. External mentorship can also be beneficial. For example, PRSA has a mentorship program that agencies can use to encourage their employees to connect like-minded individuals in the industry to share experiences, insight and more.

The second step involves recruiting. Agencies should shape their policies to attract a diverse pool of applicants for open positions. This means outreach to organizations that represent diverse communities, specific goals and metrics for recruiting and hiring, and job descriptions that don’t include barriers for diverse candidates.

Third, agencies can reach diverse communities by partnering with groups that represent those communities. Ways to do this include:

Connecting with minority-owned media outlets – this supports minority-owned journalism and helps broaden reach

Engaging with companies striving to increase DEI, like The Party Starter – which connects customers with diverse event vendors and minority-owned businesses – when planning client/company events

Amplifying groups specific to the PR industry, like Digital Culture, a company that helps ad agencies and advertisers reach diverse audiences

The journey continues 

PRSA is committed to increasing diverse representation among leadership at all levels of PRSA by 25% by the end of 2023. Programs like Voices4Everyone and the Affinity Group – a space to bring together and amplify the voices of PR professionals in diverse groups like Black Voices and Hispanic-Latino — are current examples. PRSA is putting a clear emphasis on DEI in PR and paving the way for its members to follow suit.

Independent organizations like Crenshaw are taking steps to model diversity with employees and clients. Industry groups like PRSA are vowing to do the same. Together, as an industry, we can make a difference.

Why Product Boycotts Work (Or Not)

Posted on by Dorothy Crenshaw

As anyone in PR knows, we’re living in a boycott culture. Over Easter weekend Texas congressman Dan Crenshaw (no relation) hopped on the boycott du jour with a video pledging to “throw out every single Bud Light we’ve got.” The punch line comes when Rep. Crenshaw angrily opens his fridge to reveal — no Bud Light at all. “That was easy,” he quips, as he shuts the fridge door.

But the joke might be on Crenshaw. The fridge contains several cans of Karbach, a Houston-based craft brewer that has since 2016 been owned by — you guessed it — Anheuser Busch, Bud Light’s parent company. It’s a pretty common challenge of product boycotts and says something about how useful they are, or aren’t.

Another day, another boycott

For those wondering what the brew-haha is about, conservatives have taken aim at Bud Light (in some cases, literally) for its promotion featuring trans activist and actor Dylan Mulvaney. Twitter is overflowing with posts of angry boycotters pouring out, running over, and even shooting up Bud Light cans in protest. The latest stunt involving a steamroller running over what must be thousands of dollars’ worth of beer, is impressive (though possibly faked). But is the boycott affecting sales? Do product boycotts ever work, or are they performative?

Gauging a boycott’s success depends on its goals, naturally. In this case, anger seems channeled into hurting Bud Light sales and/or forcing it to end the Mulvaney partnership. So far, there’s some evidence that sales might have been affected. According to Beer Business Daily, “it appears likely Bud Light took a volume hit in some markets over the holiday weekend.” Yet BBD notes it has limited data from mostly rural Midwestern and Southern distributors. After days of silence, Bud Light released a statement defending the Mulvaney promotion, but it has been relatively quiet throughout the storm.

When product boycotts trigger “buycotts”

Product boycotts are usually more complicated than they seem. A case in point — Kellogg business school professor Anna Tuchman analyzed the outcome of the 2020 boycott of Goya Foods by Hispanic leaders. It all started when Goya’s CEO praised then-President Trump’s immigration policy. Yet calls for a boycott of Goya products quickly drew a backlash among Trump supporters. Tuchman studied supermarket data and found that the backlash actually raised sales, albeit temporarily. She theorized that, unlike the seven percent of U.S. households that were already regular Goya customers and could potentially boycott the brand, nearly anyone could decide to buy it in solidarity. Many did.

Goya’s more narrow customer base makes it different from a mainstream brand like Bud Light. But the same principle could well apply here. Even if the boycott keeps conservatives from buying it, the PR and social media coverage could invite a “buycott” of Bud Light from others, just as it did for Goya. Then there’s the problem Rep. Crenshaw ran into; Bud’s parent company Anheuser Busch owns more than 500 beer brands, including many that are popular in the U.S., from Stella Artois and Michelob to Corona and Blue Point. So, avoiding all A-B brands might take some homework by the boycotters.

Brand social status is a key factor

Another factor that affects a boycott’s power is a brand’s strength as a cultural signifier. This should be obvious, but it’s often overlooked. Someone’s choice of black beans isn’t a status symbol. It’s not something they brag about or see as part of their social identity. Yet lifestyle brands do act as badges of identity, so they’re more vulnerable to protests. A 2019 boycott of Equinox and sister brand Soul Cycle (over billionaire owner Stephen Ross’s Trump fundraiser) hurt class enrollment rather decisively for both brands. The reason? Both enjoy a carefully cultivated image of social responsibility and inclusion. They’re a signal of status for members, so during a celebrity-led boycott, no one wanted to rave about their Equinox Cardio Sculpt instructor on Instagram or post about the latest Soul Cycle swag. Lots skipped their workouts altogether.

I’m not sure where beer fits on the social status scale, but I’d say it’s a stronger signifier than beans, if maybe lower than luxury fitness. Perhaps more importantly for a 30-year-old product like Bud Light, it needs to expand its appeal to add new drinkers, like younger people and women. Its Director of Marketing, Alissa Heinerschied, put it bluntly in a March interview. “I had a really clear job to do when I took over Bud Light…this brand is in decline. It has been in decline for a very long time. And if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light,” she said.

Finally, the LBGTQ market is a huge and spendy one. Beer brands have shown their support in the form of splashy Pride sponsorships, targeted advertising, and influencer campaigns for years. Those steamrolling the brand will have a hard time choosing another beer that hasn’t supported the gay and trans communities.

If the Bud Light boycotters’ aim is to grow awareness of their position and build community among like-minded people, they have succeeded. The brand is being trashed in every corner of the web, and that’s not helpful to its marketing team. But if the goal is to put the brand out of business, or push it and other beer makers to pull LBGTQ support and sponsorships, it will most likely fall flat.

Five Ways AI Is Transforming Ad Tech

Posted on by Sarah O'Connell

It seems that you can’t go a day without seeing a news headline that references Artificial Intelligence. With the rise in popularity of ChatGPT and other generative AI tools, there is debate about the use of AI in public relations, journalism, and everyday life.

Artificial Intelligence (AI) has been transforming industries and businesses, and ad tech, a specialist sector where we do a lot of work, is no exception. Already, AI is emerging as a game-changer for ad tech, with a variety of uses that are solving problems and driving efficiencies.

Generative AI jumpstarts creative

If you google “Generative AI” you’re likely to see at least five news stories about tech companies using it for search, products and tools. Generative AI is a type of artificial intelligence technology that can produce various types of content, including text, imagery, audio and synthetic data, so it makes sense that so many companies are jumping on the generative AI train. Meta, Google, and Snap are using generative AI to power augmented reality features, to create images and videos, and helping to jumpstart their marketing campaign plans. Brands can use generative AI to create new images and videos that are unique and personalized to users.

AI powers audience targeting and personalization

As a personalizable technology, AI can help advertisers identify ultra-specific niches in order to get the right ads in front of the largest number of desirable people. Personalized ads have a higher conversion rate as they are more relevant to the user’s interests and needs. AI-powered personalization also enhances the user experience since users see ads that are tailored to their preferences.

Cooler Screens, the world’s largest in-store digital media and merchandising platform for retail, turns refrigerated doors into interactive advertising displays using AI. The smart screens inform, entertain and inspire shoppers to take action through tailored content driven by contextual signals like store profile, occasion, geography, seasonality, or time of day. Customers are empowered to make choices that best fit their budgets, diets, preferences, and unique health conditions.

Fraud detection and prevention is easier

Ad fraud wastes or steals ad budgets by inflating clicks, impressions, faking app installs, or otherwise defrauding ad networks.It’s a significant challenge in ad tech, and AI can help detect and prevent it. Fraud costs advertisers billions of dollars each year. There are AI algorithms that can detect fraud by analyzing data such as user behavior, IP addresses, and device types. AI can identify suspicious patterns and quickly alert brands of the suspicious activity for review. Ad tech companies also use AI-powered fraud detection tools to identify and prevent fraudulent ads.

AI supports ad optimization

The ad optimization process, which tracks and adjusts campaign elements to improve performance, used to be tedious and time-consuming. With AI, brands can optimize for attention metrics in real time by analyzing data such as ad performance, user engagement, and conversion rates. If brands see that an ad campaign is performing well, they can use the algorithm to increase the ad spend to maximize reach. On the other hand, the AI algorithm can show when an ad is not performing well and the brand can use that information to either reduce their ad spend, change their targeting strategy, or even stop the ad entirely. AI makes it easier for brands to optimize their ad campaigns, giving them the ability to maximize efficiency and effectiveness.

Data analytics is an AI superpower

Analytics is at the heart of ad tech. Not only can AI tools track and synthesize data, but they digest vast amounts of it much faster than a human. AI can analyze and share data that has been collected in real time and use it to drive better results. Its superpower gives AI a pivotal role in redefining data collection, analysis, and usage.