How PR & Marketing Pros Can Help AI Companies Communicate Their Message Effectively
Nicole Rodriguez is the founder and CEO of NRPR Group and a strategic publicist and digital marketer with over 20 years of experience.
With the new year in full swing, many business owners and professionals are anticipating another season of economic uncertainty and potential industry changes. Moody's Analytics Chief Economist Mark Zandi coined the term "slow transmission" to describe the rapid growth we expect later this year. Fortunately, this is just one step away from a full-blown recession that many expected, and many innovators are emerging to turn things around and set new business standards in this era of economic recovery and reform. One industry at the forefront of this business evolution is artificial intelligence, particularly creative artificial intelligence in traditional business ecosystems and functions.
Industry leaders and analysts predict that investment in artificial intelligence will increase this year, as more than 160 startups will focus on this particular technology. As they capture more market share and build brand awareness, it's important for AI leaders to write a compelling story about their work that demonstrates why and how their offering stands out from such stiff competition.
As PR and marketing professionals, we are valuable allies who can help these leaders effectively convey humanity and empathy for their brand, two key attributes of our work that much of society expects from those who lead AI. We can become trusted advisors to these audiences by taking the time to master the art of communication and understand how each marketing message needs to be nuanced, layered and tailored to reach a specific audience. We understand that a company's success in society despite large funding rounds depends on intelligent and empathetic communication that transforms the message for investors into a company that can win consumers. This is where our hard-earned storytelling skills can make or break our client's business. Let's see how.
Create and share a story
The main narrative of the campaign is to reach the right audience and acquire new customers or loyal brands. Our first PR and marketing effort should be to position the client's brand by highlighting the specific problem or pain point their AI technology solves and the key differentiators that make their approach effective. It goes beyond marketing jargon and simple catchy hashtags, keywords or slogans. It's about creating a strong, cohesive story that speaks to those it serves. Our job as PR professionals is to strip away the acronyms and industry jargon to humanize the story and make it appealing to the average person without demeaning it.
This brand story should reflect the values, purpose and vision of your AI client's business. This should lead to an effective emotional connection with their core demographic. It lets people know who is behind the company, how it was formed and why its product/service is important.
To tell the brand story, the message must be consistently delivered and reinforced across all marketing and communications efforts across multiple channels and media, from the client's website and social media posts to the articles they publish. We need to ensure that the right narratives, based on value proposition, angle and impact, resonate with audiences and increase brand awareness if we believe in their work.
Executive communication coaching
As the story unfolds, we need to help leaders understand how to be their own storytellers and help them tell their stories with confidence, clarity and detail. The messaging platform is just the starting point. With management media education, you'll help your audience listen, repeat, and adopt. It's about helping CEOs tell their story in their own words and in a way that feels natural to them. It's about finding a delicate balance between what appeals to the average person and what can enhance their understanding and appeal to professionals.
This can include intensive training in messaging and delivery, and answering difficult questions before media interviews and other public appearances. Leaders need to understand that humbly asking for help to do good is good and pays off in the long run.
Adaptation of the strategic marketing plan
Many companies go through multiple communication plans to determine the best way to attract attention and build trust before spending thousands of dollars on an overall marketing plan that doesn't match the spirit of their brand or audience. This approach is the last thing AI leaders need to do when scaling this season. They must use PR and marketing expertise to create a multifaceted and prismatic approach that aligns with their goals, drives brand adoption and engages with the broader cultural conversation. This is where news structure and stories come into play. But like any good PR strategy, they need to be flexible and adaptable.
We must regularly monitor and measure the results of our efforts and adjust campaigns or advertising accordingly. This ensures that our strategy resonates with both the media and the public, and that our clients get the attention they deserve, which can then be fed back to investors to support future funding rounds.
Today, the economy may be in a period of slow growth, but artificial intelligence will continue to grow rapidly as it represents a valuable asset in our lifestyle and business world. Enterprises continue to accelerate AI adoption, and AI startups are struggling to grab a bigger piece of this growing pie. If we know PR and marketing, we can tell the difference between a company that fails or remains unknown and a technology that changes our lives forever.
The Forbes Agency Council is a closed community for executives in public relations, media strategy, creative and advertising agencies. am i right
Comments
Post a Comment