Category: Reputation Management

From Tweets to newsrooms: the importance of digital tactics in today’s PR landscape

Posted on by Hannah Krafka in Reputation Management, Social Media

As a public relations professional, you may have heard the phrase, “reputation is everything.” In the age of the internet, this statement has never been truer. With just a few clicks, anyone can access information about your brand and if that information is negative, it can be damaging to your reputation.

That’s where digital tactics come in. Social media, email marketing, and online newsrooms are just a few of the tools that can be used to manage your brand’s reputation online.

Now, I know what you’re thinking – “But I do earned media! I don’t need to know about digital media!”

Well, let me tell you – you do. Digital tactics are crucial to the success of any reputation management campaign. And no, I’m not just saying that because I have a specialization in digital marketing strategies (although that certainly doesn’t hurt).

Let’s take social media, for example. In today’s world, social media platforms are where people go to share their thoughts and opinions. If someone has a negative experience with your brand, it’s likely they’ll take to social media to air their grievances. But if you’re actively monitoring your social media channels, you can respond in a timely and appropriate manner, potentially turning a negative experience into a positive one.

Email marketing is another powerful tool for reputation management. By building a strong email list and sending out regular newsletters, you can keep your audience informed about the great things your brand is doing. This can help counteract any negative information that may be circulating online.

And let’s not forget about the importance of an online newsroom and website strategy. Your website is often the first place people will go to learn about your brand. By ensuring that your website is up-to-date and informative, you can help shape the narrative around your brand.

Now, you’re probably thinking – “But I don’t have time for all of this! I have clients to manage and relationships to build!”

Trust me, I get it. But the truth is, in today’s world, digital tactics are no longer optional. They’re a necessary part of any successful reputation management campaign.

So my fellow public relations pros, I implore you – don’t let your lack of digital knowledge hold you back. Embrace these tactics and use them to your advantage. Your brand’s reputation will thank you.

And who knows – you might even learn to enjoy tweeting and ‘gramming in the process.

Balancing ethics and efficiency: navigating AI language models in public relations

Posted on by Hannah Krafka in AI Language Model, Media Relations, Reputation Management, Writing

Imagine that you are a public relations professional working for a pharmaceutical company that has developed a new medication. Your task is to write a press release announcing the launch of the medication and generating interest among journalists and potential customers.

You decide to use an AI language model to assist you in drafting the press release. You feed in all the relevant information about the medication, such as its benefits and potential side effects, and let the AI do its job. The result is a press release that’s informative and accurate, but it’s also very technical and difficult to understand for the average person.
You realize that if the press release is too technical, it might not generate enough interest among journalists and potential customers. You decide to simplify the language and emphasize the positive aspects of the medication while downplaying the potential side effects.

However, as you review the press release, you begin to worry about the ethical implications of your actions. You know that simplifying the language might mislead potential customers about the medication’s true benefits and risks, and you don’t want to damage the reputation of your company.

You decide to take a step back and consider the ethical implications of the press release. You ask yourself: Is the language accurate and truthful? Does it align with our company’s values and mission? Will it benefit our target audience, or will it harm them?

After careful consideration, you decide to edit the press release to include more detailed information about the potential side effects of the medication. You also decide to include warnings about who should not take the medication and under what circumstances.

In the end, your press release generates interest among journalists and potential customers while also accurately representing the medication’s benefits and potential risks. By taking an ethical approach, you not only achieve your goals but also build trust with your target audience, which is essential for long-term success in the public relations industry.

Balancing buzz and accuracy

As a public relations professional, it’s important to stay up-to-date with the latest technological advancements, including the rise of artificial intelligence (AI) language models. But with great power comes great responsibility, and it’s crucial that we consider the ethical implications of using AI in our industry.

First, let’s talk about the benefits. AI language models have the potential to revolutionize the way we write and communicate with our target audiences. They can help us automate mundane tasks such as drafting press releases, social media posts, and even email correspondence. This can save us time and allow us to focus on more important tasks, such as strategy development and relationship building.

But here’s the catch: AI language models aren’t perfect. They’re only as good as the data they’re trained on, and they can’t always account for cultural nuances or context. This means that relying solely on AI to write our communications could lead to inaccuracies or misinterpretations, and even worse, potentially offensive or harmful content.

Let’s say, for example, that we’re trying to write a press release for a new product launch. We feed all the relevant information into an AI language model and let it do its thing. The result? A press release that’s factually correct but lacks the human touch. It doesn’t convey the excitement or passion that we want our target audience to feel, and it may even use language that’s too technical or confusing for the average person to understand.

On the other hand, if we try to infuse too much personality into our AI-generated communications, we risk coming across as insincere or inauthentic. It’s a delicate balance, and one that requires careful consideration and human oversight.

So, what can we do to ensure that our use of AI language models is ethical and effective? Here are a few tips:

  1. Don’t rely solely on AI. While AI can be a powerful tool, it shouldn’t replace human intuition and creativity. Use AI as a starting point, but be sure to review and edit the content to ensure that it’s accurate, appropriate, and engaging.
  2. Consider the cultural and social context. AI language models are only as good as the data they’re trained on, so it’s important to consider the cultural and social context in which the content will be received. This means taking into account factors such as language, tone, and even political and social issues.
  3. Be transparent about your use of AI. If you’re using AI to write communications, be transparent about it. Let your target audience know that the content was generated with the help of AI and assure them that it was reviewed by a human to ensure accuracy and appropriateness.
  4. Monitor and adjust. AI language models are constantly evolving, so it’s important to monitor their performance and adjust them as necessary. This means regularly reviewing and updating the data sets and algorithms that power the models to ensure that they’re as accurate and effective as possible.

Now, let’s talk about the elephant in the room: the fear that AI will eventually replace human jobs. As AI language models become more sophisticated, it’s natural to wonder if they’ll eventually replace human writers and communicators altogether.

But here’s the thing: AI can’t replicate human intuition and creativity. It can’t replace the ability to think critically and strategically, to empathize with others, and to understand the nuances of human communication. These are skills that only humans possess, and they’re essential for success in the public relations industry.

The rise of AI language models presents both opportunities and challenges for the public relations industry. As PR professionals, it’s up to us to use this technology in an ethical and effective way that benefits both our clients and their target audiences.

We must remember that AI is not a replacement for human intuition and creativity, but rather a tool that can help us work more efficiently and effectively. By combining the power of AI with our own expertise and experience, we can create communications that are accurate, appropriate, and engaging.

At the same time, we must also be mindful of the potential ethical implications of using AI in our industry. We must consider the cultural and social context in which our communications will be received, and we must be transparent about our use of AI to ensure that our audiences understand and trust the content that we create.

Finally, we must also remember that AI is not a threat to human jobs, but rather a complementary tool that can help us work more effectively. As long as we continue to develop our own skills and expertise, there will always be a place for human writers and communicators in the public relations industry.

So, let’s embrace the power of AI language models while also remaining mindful of the ethical implications. By doing so, we can create communications that are both effective and ethical, and that help us achieve our clients’ goals while also building trust with their audiences.

4 simple tactics to increase brand affinity

Posted on by Hannah Krafka in Reputation Management

An effective marketing message finds its roots buried deep in human emotions. When brands inspire happy, sad, afraid/surprised, or angry/disgusted feelings, consumers remember and often take an immediate action in response to their emotions. A moving picture on social media or a powerful political stance might be enough for some companies, but you may not have thought of these four simple tactics that increase consumer affinity for your brand.

1. User Experience

The most effective user experience involves looking for moments where design can positively affect a person’s emotions. Details like form submission acknowledgments, status updates, or intuitive interfaces can build trust between the end user and your brand. (Machine Design) It’s important to base your decisions on data, rather than assumptions about your end user.

In Analyzing usage: Visualizing end-user workflows to drive product development, Pierre Montagano suggests conducting research with questions like “Where are my end users coming from? How do users behave in a platform? What drives engagement? And what creates disengagement? How do I make my platform more efficient for users?”

A moderate increase in Customer Experience generates an average revenue increase of $823 million over three years for a company with $1 billion in annual revenues. (Temkin Group)

One of my favorite Maya Angelou quotes applies to almost every interaction I have in life, including when I’m creating something for a client.

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” 

Focusing on how people experience your brand dramatically impacts the emotions consumers feel for your company and how they share those feelings with others.

2. Individual Conversations

You may have thousands of customers, but even treating one person poorly is the quickest way to build a bad reputation, particularly with the prevalence of social media. Thankfully, social media also presents an incredible opportunity to have positive interactions with a customer in a way that humanizes your brand.

67% of consumers used a company’s social media site for servicing. ( Sprout Social) 

When you can help solve a problem someone is facing, other people notice your excellent customer service whether through seeing your Twitter responses or by hearing the satisfied customer describe the interaction. Today, referrals exist in digital spaces as well as a client dinner. LinkedIn reports that 76% of B2B buyers prefer to work with recommendations from their professional network. Leveraging a strategic investment in a solid social media strategy can have a positive impact on your bottom line as you begin to build these authentic, postive moments with individuals.

Keith Grossman, global chief revenue officer at Bloomberg Media shared the moment he recognized the power of individual interactions with AdWeek: “I realized that if you humanize your brand and show the consumer base that you care about them it’s a far better place to be in.”

3. Cause Marketing

in 1983, American Express Travel Services first coined the term “cause-related marketing” to describe the marketing tactic leveraging charitable efforts to improve a company’s reputation. Connecting your company with a meaningful purpose has a big impact the cause you support and on how consumers perceive your brand. 

77% of consumers feel a stronger emotional connection to Purpose-driven companies over traditional companies, 79% say they are more loyal and 73% are willing to defend that company. (2018 Cone/Porter Novelli Purpose Study)

In “The Triple Win of Cause Marketing,” author Michael Guld illustrates how an individual feels positively about participating in cause-related campaigns. “Consider… a bank’s campaign featuring a picture of a woman with the headline, ‘I opened a checking account and helped find a cure.’ For every new checking account opened… the bank would donate $100 in the customer’s name to the charity of [their] choice. Bank customers feel good about making a difference, the bank builds their reputation as a good corporate citizen and the non-profits receive additional funding they otherwise would not have had.” (American Salesman)

When selecting a nonprofit to tie with your brand, be sure to consider not only what causes you are passionate about but who your customers would like to support, the reliability of the organization, and the relationship to existing brand messages.

The number one issue in the eyes of all young Americans surveyed was Civil Rights/Racial Discrimination (29%), followed by Gun Safety (22%), Immigration (21%) and Climate Change (21%) (2018 Cause and Social Influence’s Influencing Young America to Act)

Cause marketing doesn’t have to be restricted to monetary donations. Members of the Nova Creative volunteer on boards and donate expertise in addition to a financial gift each season. Your options are endless as long as your message is authentic.

4. Company Culture

An intentionally positive company culture has the potential to reduce turnover and attracting new talent, but it also reassures your customers that your engaged employees committed to being the same energy to their projects. While you might think of company culture as fun office parties and silly social media posts, the tone of everyday office life is set by the leader.

“Culture is set in the boardroom, not through HR,” says Amy Schabacker Dufrane, CEO of HR Certification Institute. “But HR can make sure that company culture stays at the forefront of every discussion and is modeled at every level. The old adage that culture eats strategy for breakfast is really true.” (Workforce)

If you are already participating in a purposeful cause marketing campaign, you could bring the same principles internally for your employees. An easy place to start could be within an existing framework like the United Way’s Workplace Giving program.

Turnover dropped by 57% in employee groups most deeply connected to their companies’ giving and volunteering efforts. (Benevity Engagement Study) 

Refining and maintaining your brand’s personality can easily be lost in the day-to-day rush of deadlines and meetings, but your business could be missing out on an opportunity to reduce expensive turnover costs and build a better reputation with your clients.