Greg Simpson, founder of Press for Attention PR, discusses the use of artificial intelligence in PR.
Aye up, it’s GS on Ai on PR
Now, that’s what I call an initial effort!
Which is nearly as HILARIOUS as the joke prompts I fed into ChatGPT this morning before I began this piece.
I was even half tempted to let the mystery machine write some of this column as I am up against a deadline on a range of content from tequila and tax to insulated conservatory roofing and private investigators (I have a varied client portfolio).
However, the chances of me risking that damage to my brand is tiny.
Not because it would be particularly BAD in terms of how it sounded but because it would be perfectly mundane!
That’s because it would not be ME and if you are a regular reader (hi mum), you would spot it a mile off and all of the equity I have created with a slew of pithy headlines, cheeky turns of phrase and crafty nods to regional dialects would be for the birds (or me ducks).
On the shelf behind my desk is a HUGE jar of Marmite. NB: not a jar of yeast extract.
It is unashamedly the Marmite brand because it serves to remind me to be myself, not “meh”-self.
In a world where content can be squirted out of the Ai sausage machine with incredible speed, this extra special something is crucial because there is a secret ingredient in every prize winning product from an artisan and it is normally THEM.
Imagine if you hired me to promote your business (go on, it’ll be fun and I’m pretty handy!).
I can guarantee that within 5 minutes of us chatting about the business brand values I will be asking about YOU or about the founder, or the MD – I want to know the “face” of the business.
That’s because I’m still a journalist at heart and us reporters think a little differently. Why? It comes down to a simple thing, people sell stories, not brands.
Therefore, people should TELL stories, not brands.
If I write “Virgin Atlantic” here, not one of you reading this just looked into the middle distance and thought “mmmm, Everyone Can Take On The World,” you thought about Richard Branson.
Now might be a good time to remind you that I chaired a press conference for him a few years back, I might have mentioned that a few times!
Now, in terms of global reach, his brand and profile might well be virgin on the ridiculous (sorry couldn’t resist) but to a journalist, he is still gold-dust.
If the PR team wants to launch a new Virgin business, they have a word with Mr B. Now, he won’t be the person running the tactics and strategy (he’s a tad busy), but he will be the face and he will be at the press conference doing something cheeky and subversive.
That’s his brand and by extension, Virgin’s.
Today, I have 3 different clients to pitch across the property, financial and national business media.
My opening line to my target reporters will not involve the business name whatsoever.
It will lead with the relevant person to that audience from within those businesses and explain why they are relevant as much as the story angle.
Try this little exercise.
PR: “Would you like to hear from a business that installs conservatory roofing?”
Journo: “Err…no.”
PR: “Sorry, would you like to hear from a family firm that began 10 years ago at a kitchen table and now employs 124 people?”
Journo: “Go on then.”
NB: reporters rarely gush with excitement when pitched.
Or what about this:
Journo: “Looking for an expert on security from cyber and physical theft in the corporate world.”
PR: I have ACME Ltd who are really good at this. They have X locations around the world.”
Journo: *tumbleweed
PR: Their expert on this used to be in the Royal Grenadiers.”
Journo: The ones with the hats?”
PR: Yes, the ones with the hats.
Journo: Ping it over.
Ai can be hugely effective if you struggle to get anything out there content wise or even as a starter for 10 but please remember, your secret sauce when it comes to branding, PR and getting noticed is not more sauce, it is more oomph.
The world is getting noisier as content becomes easier but if you are going to be heard, sometimes it takes a whisper in the right ear.
A former business journalist, Greg Simpson is the author of The Small Business Guide to PR and has been recognised as one of the UK’s top 5 PR consultants, having set up Press for Attention PR in 2008.
He has worked for FTSE 100 firms, charities and start-ups and conducted press conferences with Sir Richard Branson and James Caan. His background ensures a deep understanding of every facet of a successful PR campaign – from a journalist’s, client’s, and consultant’s perspective.
See this column in the May edition of East Midlands Business Link Magazine here.
