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Visibility, Credibility, and Growth.
From media strategy to reputation management, we explore the trends shaping public perception and share the approaches that drive measurable results for growing brands.
A few weeks ago, a colleague shared an article about how generative AI could reduce billable hours in the PR industry. The author argued that AI’s ability to enhance productivity and efficiency poses a significant challenge to businesses that rely on hourly billings.
Disruption of this model could be problematic for many firms, especially considering this 2022 study by Gould+Partners. It shows the average PR agency staff member billed 1,685 hours at $250 per hour, resulting in $421,250 in revenue.
While some predict AI will reduce the number of billable hours, I actually believe it will have the opposite effect. Rather than decreasing billable hours, AI can help PR firms work more efficiently and effectively, which can increase the amount of billable work. Here’s why:
AI makes non-billable tasks more efficient
Essential non-billable tasks such as business development, general correspondence, email, and expense tracking are time-consuming, especially for boutique agencies without substantial operations staff. AI can streamline these tasks for these smaller, more nimble firms. This frees their PR professionals to spend more time on billable activities like strategic planning, client interactions, and creative campaign development, ultimately enhancing efficiency and agency revenue.
A working paper from the Harvard Business School found that generative AI can improve employee performance on some realistic consulting tasks. The study showed AI tools like ChatGPT-4 helped consultants complete some tasks 25% faster than other consultants who did not use AI. It also increased the performance of these tasks by more than 40% and task completion by more than 12%.
Less time spent on non-billable tasks translates to more billable hours.
PR Professionals are still creators
Generative AI is great at composing but bad at thinking. Even with AI, PR professionals are still curating information, asking the right questions, and directing the work. The product is the result of our knowledge and perspective, not AI’s large language models. AI is just another tool that we have at our disposal.
Rick Rubin writes in his book, The Creative Act: A Way of Being, “No matter what tools you use to create, the true instrument is you. And through you, the universe that surrounds us all comes into focus.”
We wouldn’t solely credit the camera for a masterpiece photograph. The same is true with AI in PR. The human orchestrating the strategy, framing the content, and developing the product remains the true creator.
Consider the ill-fated Gannett experiment. The company abandoned its recent attempt at using AI-generated sports recaps after facing criticism over the poor quality and lack of accuracy of those stories.
The Harvard Business School working paper also found that more complex consulting tasks were beyond what it called AI’s “jagged frontier.” In other words, AI was a detriment to tasks that demand strategic thinking or a nuanced understanding of the subject matter. The study asked consultants to analyze financial spreadsheet data along with interviews with company insiders, then to make predictions about brand performance and suggest strategic actions. According to the study, the consultants using AI were far less likely to produce accurate solutions than those consultants not using AI.
Creating strategy and content still necessitates the time and attention of an individual (or multiple individuals), who must understand and think deeply about a client’s objectives, market dynamics, competition, positioning, story evolution, and more. This complex strategic thinking will continue to translate to ample billable work.
Relationships drive the work
The heart of professional services is the art of cultivating and sustaining human relationships. Regardless of advances in AI, it cannot emulate the trust, rapport, and nuanced understanding we foster. If anything, I believe new AI tools will allow us to be better prepared and have more time to engage in meaningful human discussions.
The other day, I used ChatGPT to review my meeting objectives and develop a list of questions to help facilitate the discussion. In this way, I used ChatGPT as a “Centuar,” the Harvard Business School study’s designation for a user who delegates specific tasks to AI. (Other users who more seamlessly integrate AI into their work were labeled “Cyborgs.”)
Of course, I had to edit and reshape some AI-generated questions, but they were still helpful. Preparing this list enabled me to make better use of the other person’s time and think more creatively about how I might approach specific subjects. And, importantly, that interaction led to significant additional work for our firm.
AI Can’t Navigate Complexity and Ethics
Public relations and consulting are laden with ethical questions and intricate decisions. PR professionals must decide how and when to present information, how much information to disclose, and how to avoid perpetuating stereotypes and biases. While AI has shown promise in data analysis and preliminary decision-making, it often oversimplifies situations that require nuanced human understanding.
Leonardo Nicoletti and Dina Bass reported in Bloomberg Technology that Stable Diffusion’s learning, text-to-image model amplifies stereotypes about race and gender because its training data is mostly from the U.S. and reflects the inequities systemic to our culture. This bias in Stable Diffusion’s output and presumably the output from other generative AI models is one that we humans must consider and mitigate.
It can be easy to misconstrue AI as a looming threat to PR job security and the industry’s traditional billing models. Yet, a closer examination suggests a more nuanced picture. Instead of being a competitor, AI emerges as a tool to augment the PR professional’s toolkit. By automating the mundane, AI paves the way for professionals to hone specialized skills, chart strategic directions, and foster more meaningful client engagements.
Historic technology shifts, like the computer revolution, have continually reshaped how work gets done. Shifts like these render some jobs obsolete while creating new jobs. What doesn’t change, though, is the work. As AI ascends, we can anticipate new roles centered around AI strategy, management, and application.
While AI offers impressive benefits and reshapes the landscape of professional services, it cannot overshadow the unparalleled value human professionals bring. In the end, the work of people using new tools will define the future of these industries.
For more of our team’s perspective on AI, please check out these articles:
Writing an article for your client on a technical subject matter can be daunting. Industry jargon, technicalities and the subject’s inner workings can make this kind of writing uniquely complex.
However, writing about a technical subject from an outside perspective has its own advantages. It helps ensure the language is accessible and clear to a new audience. In this blog post, I uncover four tips for writing clear, accurate and impactful technical articles.
Establish a General Understanding of Your Topic
Before writing, it’s crucial to conduct thorough research. In my previous blog “Five Ways to Gain Deeper Insight into Your Client’s Industry,” I explore strategies to establish a strong foundation in your client’s field. This includes conducting a SWOT analysis, staying current with industry developments, pinpointing key industry publications and familiarizing yourself with industry-specific terminology.
Technical subjects are inherently complex, so research is an essential step before writing. Trying to write a technical article without a fundamental grasp of the subject matter can lead to a confusing and frustrating writing process.
Utilize Information from Your Client
When crafting a technical piece, leverage your client’s existing knowledge. After all, they are experts in the field. However, it’s essential to be mindful of your client’s time. Be sure to use resources they’ve provided before seeking clarifications. For instance, blog posts, white papers and past interviews can provide valuable information, each offering insights into the technical intricacies you’re addressing.
However, if you’re tackling a topic that’s new for your client, it’s helpful to arrange an interview with one of their subject matter experts (SME). This ensures you’re working with accurate information. You should prepare for an SME interview by crafting a set of well-thought-out questions. During the interview, don’t hesitate to ask follow-up questions to help develop a comprehensive understanding of the subject matter.
Examine Your Work from an Outside Perspective
While you’re writing, you should pause periodically to evaluate whether your work is clear. This might seem obvious, but not doing so is a common mistake in technical writing. Especially when dealing with technical subjects, the article may appear logical as you compose it, but taking a step back can reveal potential areas of confusion.
Try to examine your work from your audience’s perspective. Not all your readers will have expertise in the subject. It may be necessary to define acronyms or terminology so the central themes of your article remain interconnected and understandable to a broader audience.
Leverage Peer Reviews
Peer reviews can help you see your writing with a fresh set of eyes. This practice is particularly advantageous for articles with a high degree of complexity, as it aids in identifying areas of potential confusion. An outside perspective will help you see if your article is technically correct and clearly written.
Leveraging the expertise of a colleague familiar with the article’s subject matter can help identify inaccuracies and provide useful examples. Conversely, feedback from a coworker who is less familiar with your client can simulate the viewpoint of a reader new to the subject. Both types of peer reviews can be highly beneficial.
Don’t let a complex subject intimidate you. Instead, take a moment to pause and consider the core message and key points you want to convey. By gaining a comprehensive grasp of the subject, tapping into your client’s insights, adopting a different perspective and incorporating peer reviews, you can simplify the writing process and ensure that your work is clear and impactful.
A major part of public relations is working closely with journalists. These relationships help drive awareness and coverage for clients. They are essential to their business goals and objectives.
To build and preserve good working relationships with journalists, it’s important that clients of PR agencies understand a few important things. By being prepared for the following, PR professionals and their clients can optimize and streamline coverage opportunities.
Journalists don’t want to repeat your crafted messaging
When reporters interview clients, they typically already have an angle for the story and interview. Journalists are not there to parrot company messaging. They want to unearth something new, timely and relevant for their audiences. It’s their job to have a unique, interesting angle to a story to share with their readers.
As a PR professional, it’s essential to prepare clients with appropriate language to cater to the journalists’ questions without sounding overly practiced or scripted. Oftentimes, journalists will have done their background research on the client and company. So, clients should assume the reporter has basic information and give them more specific and interesting details that cannot be found on the company website.
PR professionals can request interview questions in advance. However, sometimes journalists will not share questions before the interview. In this case, PR professionals can ask journalists to share the angle of the interview so they can ensure their clients have relevant information prepared for the interview. This caters to journalists’ desire to secure relevant, accurate information and also ensures PR professionals can prep clients on how to address reporters’ questions authentically without simply reciting company messaging.
Reporters likely won’t let you review the whole article
As much as we would like to see articles in advance, reporters rarely share full drafts before publication. If PR professionals are worried about inaccuracies in articles, they can ask to review the quotes used ahead of publication. Sometimes, journalists will share quotes with you prior to publication without being asked, especially if they want to ensure the article is accurate. However, this doesn’t always happen. Therefore, if PR professionals want to review quotes, they should request this early in the process so the journalist can prepare and avoid any clashes with deadlines.
Clients should be aware of this process before the interview. PR professionals can inform them that while they can request to see the article in advance, the likelihood of that happening is slim. If there happens to be factual problems and inaccuracies in the final, published piece, journalists can amend their articles for accuracy, if necessary.
Journalists need bios, headshots and graphics
Journalists will often ask for supporting materials like bios and headshots of the people quoted or interviewed. Clients should have these materials ready for PR professionals to avoid confusion or bottlenecks with the journalists, in the event they’re working on a strict deadline.
In some cases, journalists will also require hero images, which the client or PR professional should be ready to provide. These often need to be exclusive, one-of-a-kind images to accompany the article.
Journalists sometimes request additional sources
After a journalist interviews your client, they may request to speak to other people to back up claims made by the spokesperson. For example, if the story focuses on the benefits of a company’s software, they may ask to speak to a customer.
As a PR professional, it’s important to understand upfront if the reporter will need additional resources. Organizing these interviews and connecting reporters with resources can take time and can delay publication if not handled quickly.
In some cases, your client may not want to connect a journalist with a customer. If this is the case, it’s essential to know this early in the interview process so the journalist is aware. This can impact their ability to write the article.
There can be a long lead time for coverage
Journalism is a fast-paced industry. However, coverage can be delayed. PR professionals should set expectations with clients that they may have to wait to see content publish.
As a best practice, PR professionals can ask journalists when they think the outlet will publish their story. In some cases, this decision is made by their editors. If a publication date isn’t clear, routinely check the outlet for the article, and be sure to share it with the client as soon as possible.
Making clients aware of how journalists work helps set expectations and ensure there is no confusion when building these relationships. As a result, you can streamline the interview and publication process, making it easier for everyone.
The supply chain became a household topic of discussion during the pandemic. However, container volumes and staying on top of terminal operations is a 24/7 focus of our client, Tideworks Technology. The company has had an active year with a few exciting deployments of different products with customers.
For background, Tideworks develops comprehensive terminal operating system (TOS) solutions that support vessel planning, yard management, gate operations and reporting. Its solutions play a significant role in optimizing marine and intermodal terminal operations, improving productivity, and enhancing supply chain efficiency for terminal operators worldwide.
From advancing into virtual reality solutions to amplifying a new customer update from Tideworks’ joint-venture company, it was a busy summer with a few notable company, partner and customer announcements. Let’s dive into the developments.
In early June, we had the opportunity to work with Tideworks to announce the successful deployment of its latest product offering, DriverSIM by Tideworks. The solution is a simulated, supplemental training tool for terminal yard tractor drivers and was created with one of Tideworks’ customers, Manzanillo International Terminal (MIT). MIT is one of Latin America’s most significant logistics hubs, connecting approximately 125 ports through its operations.
The simulated platform helps drivers learn how to maneuver the equipment and landmarks of the terminal in a virtual setting before they are on the ground. By using a simulated solution for equipment training, terminal operators reduce pain points and cost investments involved with this process. Ongoing use of the solution will also help minimize equipment emissions.
The launch of DriverSIM demonstrates Tideworks’ commitment to helping terminal operators leverage emerging technologies and improve productivity across various segments of their operations.
The CPR team worked with Tideworks to develop and share a press release with key media. As a result, Tideworks had several articles published about the news. The team also provided a reporter with a virtual DriverSIM demo to see the training solution’s interface.
Below is a snapshot of some of the articles around the news:
- Container Management: Tideworks introduces virtual training tool for terminal tractor drivers at Manzanillo International Terminal
- Container News: Tideworks Technology introduces simulated training tool for tractor drivers at Panama’s terminal
- Port Technology: Tideworks’ DriverSIM goes live at Manzanillo terminal
- Hellenic Shipping News Worldwide: Tideworks Technology Introduces DriverSIM now Live at Manzanillo International Terminal
- AJOT: Tideworks Technology introduces DriverSIM now live at Manzanillo International Terminal
- US: Tideworks Technology Introduces DriverSIM now Live at Manzanillo International Terminal
Later in June, Tideworks also announced that its customer, Santa Marta International Terminal Company (SMITCO), a container terminal operator based in Santa Marta, Colombia, went live with Tideworks’ marine TOS solution, Mainsail 10. This deployment was Tideworks’ 15th successful implementation of its latest TOS solution.
As a gateway for trade between South America, North America and Europe, SMITCO’s use of Mainsail 10 will help the terminal manage cargo volumes from different supply chain stakeholders.
Below is a list of some of the coverage we helped Tideworks secure as a result of this update with SMITCO:
- World Port Development: Tideworks’ TOS goes live at Santa Marta International Terminal
- Pacific Maritime Magazine: Tideworks Operating System Installed at Colombian Port Terminal
- Inside Marine: Santa Marta International Terminal Company goes live with Tideworks Mainsail 10
- Smart Maritime Network: SMITCO container terminal completes TOS upgrade
- Cargo Insights: SMITCO goes live with Tideworks Mainsail 10
- WorldCargo News: SMITCO live with Tideworks Mainsail 10
Over the summer, Tideworks’ joint-venture company, Brenock Technology, also had a significant milestone to announce. For background, Brenock entered into a joint venture with Tideworks in 2020, allowing Brenock to leverage Tideworks’ global network and accelerate its growth.
At the end of June, Brenock announced that Virgin Voyages signed a five-year agreement with the company as its port cost management software provider. Through the agreement, Virgin Voyages will use Brenock’s planning and cost management solutions across its fleet of four ships. Virgin Voyages’ selected Brenock’s planning and management tools because they are cloud-based and mobile-ready, providing fleets with a modern, end-to-end cruise management system.
We had the opportunity to collaborate with Brenock to develop the announcement and showcase the milestone with Virgin. Below is a snapshot of the articles secured with cruise and maritime industry publications:
- Cruise Mapper: Virgin Voyages signs with Brenock as port cost management software provider
- Cruise Industry News: Virgin Voyages to Use Brenock Technology’s Cruise Planning Software
- Digital Ship: Virgin Voyages selects Brenock as cruise planning software provider
- Smart Maritime Network: Virgin Voyages agrees port cost management software deal
- Seatrade Cruise News: Brenock Technology inks software deal with Virgin Voyages
- Ship Technology: Brenock Technology signs agreement with Virgin Voyages
- Cruise Portal/Portal Cruceros: Virgin Voyages signs five-year deal with Brenock Technology
- Cruise Business: Brenock Technology signs agreement with Virgin Voyages
With a few trade shows and other updates planned for the remainder of the year, we are excited to continue supporting and amplifying Tideworks’ and Brenock’s milestones.
In the fast-paced business world, values are often discussed but seldom lived. At Communiqué PR, we believe in articulating and embedding our values into every aspect of our work culture. These aren’t just words on a wall; they are the principles that guide our every action and decision.
Below is a summary of our six core values and what they mean to us:
- Delivering superior results isn’t just about the end game for us. It’s about dedication, efficiency, and a constant strive for perfection. We take pride in producing work that speaks for itself, work that’s excellent at the first go, minimizing waste and rework.
- Our commitment to embracing client service and partnership is palpable in every handshake, every email, and every project. Our clients are not just business associates but partners in our journey. It’s not just about meeting expectations but about exceeding them consistently. The trust and respect we earn from our clients is our greatest reward.
- At the heart of our operations is the belief to collaborate and work as a team. We understand the power of collective effort. By sharing, supporting, and helping each other, we achieve what would be impossible individually. It’s not just about teamwork; it’s about being there for one another.
- We nurture a proactive, positive spirit in everything we do. Challenges? We view them as opportunities. Resistance? A chance to grow stronger. Our drive and determination are fueled by passion and the sheer joy of hard work.
- In a world where the lines are often blurred, we act with integrity. Trust is hard-earned and easily lost. Our commitment is to be honest, transparent, and accountable. We own up to our mistakes and never compromise on our principles for transient gains.
- Last but certainly not least, we believe in being respectful. Whether it’s a team member, a client, or a competitor, we listen, understand, and act with fairness. Every voice matters, every perspective is valued, and every person is treated with dignity.
We understand that to succeed in the business world, it’s imperative to be anchored by strong, unwavering principles. This foundation steers our professional journey and creates a legacy of trust, excellence, and commitment.
These values allow us to understand each client (and one another) to provide truly exceptional service and outcomes. Instead of resorting to generic, one-size-fits-all solutions, we prioritize crafting strategies that resonate with each client’s unique needs, aspirations, and brand essence.
To our team, partners, and clients: thank you for being a part of this journey, where our values are our compass, guiding us to strive for more, to be better, and to always remain true to ourselves.
The business landscape is constantly evolving, which leads many companies to consider rebranding as a tool to stay relevant, revitalize their image and capture new customers. Rebranding can yield remarkable results and pose disastrous pitfalls.
Twitter’s controversial rebrand to X has put brand image top of mind in marketing and PR. The history of rebranding is filled with cautionary tales and successful transformations. Here are a few things to consider when approaching a possible rebrand.
Rebranding Cons:
- Customer Confusion: Drastic changes can confuse customers, tanking sales and engagement. An ill-considered 2009 Tropicana rebrand cost the company 20% of its sales. One of its biggest issues? Customers didn’t recognize the brand without the iconic orange with a straw. Tropicana reverted to the original design a few months later.
- High Costs and Resources: Rebranding involves updating everything from logos and packaging to marketing materials and websites. The associated costs, in both time and money, can be substantial.
- Potential Backlash: Not all rebrands are well-received. If customers feel a deep connection to the old brand, sudden changes can alienate the very audience the rebrand was intended to attract.
- Lost Identity and Authenticity: Over-enthusiastic rebranding attempts might result in losing the company’s original essence, leading to a loss of authenticity and a weakened brand identity. X’s rebrand suffers from this problem, with many users finding the change from Twitter to be ‘jarring’.
Rebranding Pros:
- Fresh Appeal: A well-executed rebrand can make the company more appealing to current and potential customers. A company can better align with contemporary aesthetics and trends by updating visuals, messaging and positioning. Starbucks is a great example. The company has changed its logo a few times since its first update in 1987. However, the brand has maintained its recognizability by keeping its iconic two-tailed mermaid throughout multiple rebrands.
- Expanded Market Reach: Rebranding can open untapped markets by shedding outdated perceptions and making a brand more accessible to a broader audience.
- Adaptation to Changing Values: As societal values evolve, a rebrand can help a business reflect these changes. By embracing sustainability, diversity or other relevant values, a company can resonate more deeply with socially conscious consumers through rebranding.
- Differentiation in Competitive Markets: Rebranding allows a company to stand out from competitors by presenting a unique identity. A distinct brand identity can help a business discover a niche and foster stronger customer loyalty.
Rebranding can be a powerful tool for growth and revitalization. It also comes with challenges and risks. Success hinges on careful planning, effective communication and a deep understanding of what customers love about the brand. By weighing the pros and cons, businesses can decide when to embark on a rebranding journey.