So, you are getting ready to hire your PR team. (We're hoping it's us, of course.) No matter what, here are some tips that will help maximize the relationship.
Whether you want to hear it or not, In the age of AI, person-to-person communications are as important as ever. Everyone at any organization can become a content generating powerhouse, using AI to “write” post after post, blog after blog, article after article. Of course, all this content needs to be reviewed by great editors – since AI writing is bland and repetitive - but that’s another blog…
The past decade has seen a clear trend toward attenuated press releases. Gone are the days of public relations people writing long screeds, with endless quotes and reams of data. This is partially an outgrowth of the use of email, social media, and chat as the preferred forms of communication between the public relations community and the press (which, for our purposes, includes bloggers and analysts). The explosion of technologies and information, in general, has, in turn, led to journalists’ exploding email boxes.
Recently, I spoke with a marketer who had used ChatGPT to revise some content he created; it initially performed in its "regular" way - writing the idea clearly, but being quite redundant. Of course, he had to tweak the prompt to ask it to vary the word choice. Once it did that, it incorrectly stated that the product did X and Y as a single feature. He had then had to "teach it" that those were two separate activities until it provided decent results.
What if he were in a hurry or didn't know enough about the product to understand that the AI created an error that wasn't there before?
Even in the days of AI, AI can't deliver the most critical asset you possess - your institutional memory - the why, how, and way you do business.
Retaining a PR firm with the expectation that they’ll hit the ground running without knowing and understanding your business from start to finish isn’t realistic.
Even the savviest public relations professionals who have worked in your industry for many years require mindshare to get started and not just from the CEO. They may need to hear from your executives, sales force, current clients, and even prospective customers. Successful PR requires a highly collaborative approach.
Public relations isn't rocket science, as my partner has consistently reminded me over the past decade. However, it does take a significant amount of time, energy, and persistence.
Getting your news out there
You can have it all, just not at the same time, or so it seems. Your SEO expert is amazing but your writing team doesn’t have the time to create all the needed content nor create all the content and landing pages. Your social media team has created comprehensive promotional campaigns but is falling behind on curating the objective content necessary to please your target audiences.
The tension in the room was palpable. The CEO was clearly an unwilling hostage to the situation; that seemed clear. Amy and I were invited to this meeting by T, the vice president of marketing. He wanted to pursue a more aggressive marketing communications and public relations campaign to help his underperforming potential monster technology.