In the age of rapid digital transformation, the emergence of AI technologies like ChatGPT has revolutionized the way we interact with media and information, presenting both unprecedented opportunities and significant challenges for businesses in the realm of public relations and brand strategy. This transformation is not just about the adoption of new tools but about mastering the cognitive revolution to shape public opinion positively.
As Chief Evangelist and Anti-PR Strategist for JOTO PR Disruptors, I’ve witnessed firsthand the growing concerns surrounding AI’s potential to manipulate public opinion through sophisticated means such as social media platforms, media channels, and the proliferation of fake news. A recent survey by Pew Research Center highlighted that over half of Americans are more concerned than excited about the increased use of AI, underlining the urgency for businesses to engage with these technologies thoughtfully and ethically.
The core of the issue lies not just in AI’s capabilities but in how businesses choose to harness it. The potential of AI to shape brand awareness and strategy is immense, offering the ability to analyze vast amounts of data, identify trends, and tailor communications in ways previously unimaginable. However, the ethical considerations and the impact on public opinion cannot be overlooked. The responsibility lies with businesses to ensure that AI is used to enhance human capabilities, not replace them, and to maintain transparency and integrity in all communications.
Adopting a contrarian approach to public relations, Chief Marketing Officers (CMOs) can break free from the confines of conventional, often uninspiring PR campaigns by leveraging controversy and current headlines to their advantage. Here’s how CMOs can master this unconventional methodology to enhance brand awareness and educate the market:
- Study Controversial Headlines: Delve into controversial news stories and debates, analyzing why they capture public attention. This understanding can help in crafting messages that stand out, grabbing the audience’s attention amidst a sea of mundane content.
- Insert Company Expertise: Find opportunities to weave your company’s expertise into ongoing controversial discussions. This strategy not only elevates your brand’s visibility but positions it as a thought leader that challenges the status quo.
- Exploit Controversy Wisely: Learning to navigate and exploit controversy requires a delicate balance. It’s about sparking interest and debate without alienating your target audience. The goal is to provoke thought and engagement, leading to a deeper conversation where your brand can contribute valuable insights.
- Change the Narrative: Instead of following existing narratives, look for opportunities to shift the conversation in a way that highlights your company’s unique perspective or solutions. By doing so, you can redefine the terms of the debate and steer public opinion in a direction that favors your brand.
- Embrace Risk with Responsibility: Venturing into controversial territories comes with its risks. It’s important for CMOs to assess the potential impact carefully and ensure that their approach aligns with the brand’s values and mission. Responsible controversy management involves being prepared to address backlash and turning it into an opportunity for open dialogue and engagement.
- Monitor and Adapt: Keep a close eye on public reaction to your brand’s involvement in controversial discussions. Be ready to adapt your strategy based on feedback, ensuring that your interventions remain relevant and respectful of the audience’s diverse perspectives.
- Leverage Social Media Dynamically: Social media platforms are ideal for engaging in real-time controversies and discussions. Use these platforms to inject your brand’s voice into trending topics, employing a mix of humor, insight, and provocation to spark engagement. And don’t just insert your narrative – lead campaigns with your narrative, using influencers to maximize engagement and increase eyes on your feeds and content.
- Educate Through Engagement: Use the attention garnered from controversial involvement as a platform to educate your audience about your brand’s values, expertise, and solutions. This approach not only increases brand awareness but also builds a community of informed advocates.
By adopting these contrarian strategies, CMOs can transcend traditional PR boundaries, leveraging controversy and current headlines to create compelling, thought-provoking campaigns that drive top-of-funnel awareness and position their brands as bold, innovative thought leaders.
Technology Meets Humanities
To truly harness the power of the media and construct a dominant narrative, businesses must delve into understanding the algorithms that govern the visibility and distribution of content across various platforms.
Media outlets, including social media networks and search engines, operate on a foundation of algorithms designed to capture and retain audience attention through a consistent cadence of content delivery. By analyzing and identifying the minimum and maximum cadence thresholds that maintain momentum, organizations can strategically align their PR efforts to match or exceed these frequencies.
This approach not only ensures sustained visibility but also provides a structured framework within which to apply contrarian and innovative PR strategies effectively. Mastering this balance between understanding media algorithms and injecting unique, even controversial narratives allows a business to craft a compelling, self-sustained story that resonates widely, challenges the status quo, and firmly establishes its authority in the public discourse.
This knowledge is crucial in today’s AI-driven landscape, enabling businesses to leverage algorithmic tendencies to their advantage, ensuring their messages not only reach their target audience but also engage them consistently, building a formidable brand narrative.
Moreover, the commitment to maintaining a human-centric approach in the face of technological advancement is paramount. While AI can provide powerful tools for analyzing data and automating tasks, the essence of public relations—building trust, credibility, and genuine connections with the audience—remains inherently human. Emphasizing transparency, ethics, and the value of human insight in all AI-driven initiatives is essential to building and maintaining public trust.
In conclusion, the rise of AI in PR and communications presents challenges and opportunities. By embracing AI with a strategic, informed, and ethical approach, businesses can leverage this technology to enhance their brand strategy and public engagement.
The future of PR lies in balancing the innovative technologically-advanced capabilities of AI with the timeless principles of our humanities: trust, transparency, and human connection. As we navigate this new frontier, the goal is not just to adapt to the changing landscape but to aggressively shape it in a way that benefits all.
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ABOUT THE AUTHOR
Karla Jo Helms, Chief Evangelist and Anti-PR Strategist for JOTO PR Disruptors™
She learned firsthand how unforgiving business can be when millions of dollars are on the line—and how the control of public opinion often determines whether one company is happily chosen, or another is brutally rejected. Being an alumni of crisis management, Karla Jo has worked with litigation attorneys, private investigators and the media to help restore companies of goodwill back into the good graces of public opinion. Helms speaks globally on public relations, how the PR industry itself has lost its way and how, in the right hands, corporations can harness the power of Anti-PR to drive markets and impact market perception. Follow Karla Jo Helms on LinkedIn.