Limitless
Limitless Public Relations

Don’t let your comms go quiet this summer

Posted on by Claire Stephenson

As the UK summer makes its entrance (hopefully!), it’s easy for SMEs to fall into a content-holding pattern: light seasonal posts, a few sunny team updates, and not much else.

But here’s the thing: if you want your communications to work hard for your business, even during quieter months, you need a plan. Strategic communications don’t take time off, and neither should your brand visibility.

Why summer is a hidden opportunity for SMEs

While others wind down, you can stand out. Fewer updates on people’s feeds means there’s potentially less competition and more chance for your content to cut through. Whether you’re building trust, showcasing your expertise, or strengthening your brand, now is the time to show up with purpose.

Here are three ways you can do it:

1. Use summer themes that have substance

Community events, wellbeing initiatives, flexible working…these are perfect seasonal content ideas. But don’t stop at surface-level content. Make sure you tell stories that align with your values and show how your business makes a real impact.

2. Keep your messaging consistent and clear

Your audience might be in a more casual browsing mode, but that doesn’t mean they don’t notice quality. Every post should reflect your brand voice and purpose. Clarity and consistency win –  even in flip-flop season.

3. Lean into thought leadership while others stay quiet

Summer is a brilliant time to share insight. Fewer voices mean your perspective carries more weight. Share a fresh take on your industry, highlight what you’re learning, or reflect on your growth. Be the expert your audience remembers. Great PR isn’t just about being seen: it’s about being remembered for the right things.

If you’re tired of shouting into the void, we can help. Drop us a message here to find out how we create strategic, powerful communications that land – and last.

Hit or miss: what makes a story stand out in today’s crowded media landscape?

Posted on by Claire Stephenson

The online media landscape is becoming increasingly challenging to navigate – both for readers and for PR professionals trying to get their stories published.

At Limitless PR, our specialists focus on what makes a story stand out to journalists. With news platforms under pressure, they’re more selective than ever about the content they run. To cut through the noise, a story must grab attention, add value, and be truly irresistible to the media. That means crafting narratives that are timely, relevant, and backed by compelling insights. 

Four communications specialists from Limitless Public Relations explore what makes a story a PR hit – what grabs attention, adds value, and makes it irresistible to the media.

Greg Wilson - Strategic Communications - Limitless PR

Greg Wilson, director, said:

“Know your audience. Read the publications where you want to get the story published and make sure the story fits with their news agenda and format. Write the story as close as possible to the exact house style of your target media to make it as easy as possible for the journalist to pick it up. It should be possible for them to simply cut and paste the article if they want to. 

“Also, remember the power of photography. A great picture that brightens up the page will make the story much more attractive. Your photo should tell the story itself, as much as possible.”

Associate director Mark Sutcliffe emphasises the importance of asking the right questions when evaluating a story’s potential:

“A strong PR story answers key questions: What’s happening? Why is it important? Why now, especially for news-focused publications? What impact does it have on the wider community or sector, and what are the potential consequences? 

“Alongside this, providing a pre-digested, social media-friendly shareable – whether an image, video, or concise one-line summary – can make a story more appealing and easier for journalists to run with. In the past, this would have been called a standfirst, but today, it’s about creating content that is instantly engaging across multiple platforms.”

Justin Strong, associate director at Limitless, said:

“Keep it short and simple: tell the ‘story’ in the subject bar on your email, the headline of your press release, and the first three paragraphs. Everything after that, including quotes, supports and embellishes your key messages. 

“Never, ever start a quote with “We’re delighted…” It’s a statement of the bleedin’ obvious! And some publications won’t publish quotes that begin with this opening.”

Claire Stephenson - Limitless PR - Strategic Communications

Claire Stephenson, associate director at Limitless Public Relations, said:

“When crafting a press release, ask yourself: is it adding value or just adding to the noise? The world doesn’t need more content for the sake of it; it needs content that matters. Just because something is interesting to you doesn’t mean it will be newsworthy to a journalist! 

“To increase your chances of coverage, take the time to read the publication you’re pitching to and understand the topics the journalist actually covers. A well-targeted, relevant story stands a far better chance of making an impact than a generic pitch hurled into the void.”

Only the most compelling stories make an impact in a world overflowing with content. To cut through the noise, your narrative must not only grab attention but also add real value, making it impossible for the media to ignore. That’s where we come in. With a deep understanding of what drives engagement, we craft timely, relevant, and insight-led stories that get noticed. 

If you’re looking for extra power in your campaigns, contact us here for a chat. We’d love to help you take your communications to the next level. 

Trust plummets in government, businesses, and the rich

Posted on by Claire Stephenson

The 2025 Edelman Trust Barometer report reveals a troubling decline in public trust in businesses, fuelled by growing economic frustrations. 

The Edelman Trust Barometer is an annual global survey that measures public trust in government, business, media, and NGOs. It provides data-driven insights on trust trends, highlighting issues like transparency, ethics, and misinformation, to help organisations build credibility and address stakeholder expectations.

2025 Edelman Trust Barometer, page 17

According to this year’s report, which surveyed 33,000 people across 28 countries, six in ten respondents feel economically disadvantaged, and worryingly, some people believe hostile actions – even violence – may be necessary to create change.

The findings point to a deep sense of alienation, with many believing that both businesses and governments prioritise the wealthy over ordinary people. Younger generations are especially disillusioned, with over half of those aged 18 to 34 supporting the idea of taking drastic measures to force societal shifts.

For businesses, this is a wake-up call. The report highlights the need for companies to step up and actively rebuild trust. This means addressing economic inequalities by ensuring fair pay, investing in workforce training, and engaging with local communities. It also calls on businesses to be leaders in providing reliable information, promoting respectful dialogue, and challenging misinformation to help create a more connected and informed society.

Richard Edelman, the CEO of Edelman – a leading global public relations and marketing firm – said:

“The Edelman Trust Barometer 2025 finds a dissent into grievance. It’s been a progression from fears to polarisation. and now into grievance. [People feel that] there is a lack of quality information, a deep sense that the political system is broken, and lastly, a belief that, in fact, their family will not be better off in five years. 60% of respondents say that they’re aggrieved. They don’t believe the system is working. They feel pressed in terms of their bills. They actually find it difficult to navigate this world of misinformation, and they have no hope for the future.

“The question is, how to fix this? Trust has to be restored in order to do that. What does business do in this context? The default in the last couple of years has been, because business is so competent and ethical, let’s go to business. It’s a mistake to have business as the sole player here. Business is supposed to focus on things they can do really well –  skilling jobs with good pay, making sure that we have affordable products, but also sustainability. 

“But the other institutions have to step up. The government has to deliver on the matters to improve lives. NGOs are the healing force for the social fabric. And the media has to come back to the centre and give us facts we can rely on. If we can get to a place where there is optimism, it can overwhelm grievance, and then we can have a clear path to a belief in the future.”

From a PR perspective, the takeaway is clear: deeds, not words. Businesses must go beyond words and show real, measurable actions. Transparent communication, genuine community engagement, and a focus on societal impact will be crucial for restoring trust and addressing the growing divide.

Read more on the 2025 report and current trends here.

The power of clear communication: building trust in any business

Posted on by Claire Stephenson

Whether you’re running a large organisation, or a small business of just one person, clear, authentic communication is more crucial than ever. Building trust is the foundation of every relationship, and without it, even the best strategies can fall flat. 

In their 2024 Trust in Business Survey report, PwC found that:

  • 61% of consumers have recommended a company they trust to friends or family. 
  • Consumers also spend more at companies they trust — 46% purchased more, and 28% paid a premium. 
  • Four in 10 customers no longer purchase from a company due to lack of trust.

With public trust in institutions declining, improving and maintaining trust in business is at a premium.

Here are three essential ways to elevate your communication and build lasting trust with your audiences:

1. Be transparent  

Honesty always wins. When you’re upfront with your audiences, they feel more connected and secure in their relationship with you. Keeping communication open, even when the message is tough, shows your authenticity. It’s about telling the real story, no spin! Transparency invites trust by showing you’re willing to share the full picture, like the old Ronseal strapline: does exactly what it says on the tin.

 2. Practice active listening  

Great communication isn’t just about talking; it’s about listening. Responding thoughtfully to concerns or feedback demonstrates that you genuinely care about your audience’s needs. Listening and acknowledging others’ perspectives not only improves your relationship with them, but also builds long-term loyalty.

 3. Stay consistent  

Consistency is critical to building reliability. When your messaging is clear, cohesive, and steady across all channels, people know they can count on you. This reliability forms the backbone of trust, as your audience starts to see you as dependable, no matter the circumstances.

Building trust takes time and effort, but the payoff is definitely worth it. Need more advice on how to improve your strategic communications? We’re here to help! Drop us a message via the contact form or call 0845 625 0820.

How to improve your creative thinking in communications

Posted on by Claire Stephenson

Claire Stephenson takes a look at creativity and the crucial role it plays in effective communication and public relations campaigns.

Creativity is pretty much an essential skill in communications and public relations. You need it to create a buzz around a brand, structure a newsworthy story, connect strategy with actions, stakeholder management, turn bland content into something that has a spark, and social messaging that is both effective and garners interest…the list is long and wide.

What is creativity?

The Cambridge Dictionary defines creativity as the ability to produce or use original and unusual ideas. A brilliant book on the subject if you’re looking for inspiration – The Art of Creative Thinking by Rod Judkins – explores various strategies and techniques to enhance creativity. Through anecdotes, exercises, and examples from the lives of famous creatives, Judkins encourages readers to break free from conventional thinking patterns and embrace innovation. The book emphasises the importance of curiosity, risk-taking, and embracing doubt and failure as essential components of the creative process.

“Doubt is a key to unlocking new ideas. Einstein doubted Newton. Picasso doubted Michelangelo. Beethoven doubted Mozart.
That’s why they moved things forward.” 

Rod Judkins

Advertising great, John Hegarty – a founding partner of Bartle Bogle Hegarty (BBH) – talks about the environment in which creativity can flourish. He reflects on chaos versus process and the need to find the right balance for the individual. Hegarty at BBH came up with the glorious poster ad and strapline for a Levi Strauss black denim jeans campaign: “When the world zigs, zag.” The line aimed to reinforce the angle of standing out from the crowd, not being one of the flock.

The 1985 poster kick-started the TV ads (and the career of the late model and musician, Nick Kamen) and the infamous launderette scene where Kamen made the Levi 501s into a coveted item, boosting sales by 800%.

Levi’s – A Stitch In Time by BBH

But how do you ‘get creative’?

Several methods can help you shift your mindset towards a more creative slant. Here are three tried and tested methods (by us!) to improve your creative thinking.

1. Mind Mapping

This was a technique created by the late education consultant and author, Tony Buzan. Mind Mapping is an excellent method of visually organising information. Buzan first became aware of the concept during his studying years, when he noticed that his neat and ordered paragraphs of notes were time-heavy to produce, compared with other students who achieved higher grades but with less tidy notes. Buzan noticed his peers used colour and drawings within their notes. Researching through history, he discovered that notable figures of creativity and academia used drawings and doodles accompanied by words to examine theories, further research and break down concepts into easier-to-remember formats.

Mind Mapping is an excellent method if you’re a visual person and you like to doodle ideas and thoughts on paper. This short video by Tony Buzan on YouTube explains the basic concept behind Mind Mapping.

2. Brainstorm

This is a great technique for idea generation that can be done solo or on a team level. It’s also good for team cohesion and driving a project forward. Even brainstorming can be broken down into different methods. Here are 10 brainstorming techniques to try as an individual or a team. If you’re brainstorming within a group, it’s best to have a structure as the conversation can rapidly digress off-topic and swiftly turn unproductive. An article in Harvard Business Review offered the advice of focusing on asking better questions rather than seeking answers.

Keeping brainstorming fun and fresh is the key – try moving out of your usual environment. Take a brainstorming session on a walk or to the park for lunch, for example! Shaking it up can help produce the best atmosphere for ideas generation.

3. Exercise

This is one of the most effective idea-generation methods for many people. It can help to free up mental clutter and refocus thoughts, unleashing creative thinking. Steve Jobs was a notable figure who used walking to brainstorm ideas and help formulate strategies. He also carried out meetings with colleagues while he walked.

There is a scientific element to exercise and creativity. The release within the body of endorphin hormones during workouts is known to improve mood and produce the neurobiological ‘runner’s high‘ phenomenon. A study by Steinberg et al in 1997 recorded a 25% improvement in mood following physical exercise, but the results also demonstrated that exercise had a marked improvement in creativity levels. A 2014 study by Oppezzo et al found a positive correlation between exercise and creativity, stating that “walking opens up the free flow of ideas” and creative thinking processes.

These are just three ideas of ways to boost your creativity if you’re not feeling the buzz. But if you’re looking for some extra power to your campaigns, contact us here for a chat to see how we can help you.  

Hit your target: strategic communications done properly

Posted on by Claire Stephenson

From small businesses consisting of just one or two people, to large corporations of hundreds and thousands, there’s still a formula to follow that will ensure your communications have the desired direction and impact, meaning your messages hit the right target. If you’re creating a strategic communications strategy for the coming year, check out our advice here.

We asked four of our seasoned public relations and communications specialists for their top tips for strategic communications and the power of sharing a good story.

Power of Purpose

Greg Wilson - Strategic Communications - Limitless PR

Greg Wilson, on the benefits of authentic brand purpose:

“Having a true purpose is at the heart of any genuine brand story. And when you have an integral purpose, you have a great story to tell.

“Purpose includes an intrinsic set of values, that drives a business beyond increased annual profits or shareholder benefits.

“Let’s be clear about purpose and not let it become just another buzzword.”

Authentic storytelling

Claire Stephenson MCIPR, on genuine content and storytelling:

“Authentic storytelling can greatly impact your public relations efforts. Creating content that has a genuine purpose, but moreover, adds real value to your stakeholders/audience. Aim for this.

“People have had enough of cheap gimmicks and blatant sales pitches: they want fresh, honest and clever stories from brands they can trust.”

Claire Stephenson - Limitless PR - Strategic Communications

Internal communications

Limitless Public Relations - Strategic Communications

Michael Gregory MCIPR FRSA, on internal communications:

“Don’t forget the importance and power of internal communications.

“If you’re embarking on a strategic communications campaign, let your people know first what’s happening in your organisation.

“Don’t let them find out what’s happening in the media.”

Quality of content

Mark Sutcliffe, on the quality of communications content:

“The first step to posting higher quality content is to step off the treadmill and refocus time and resources on creating high-quality content that’s relevant to the target audience to achieve what we, in the trade, call ‘cut-through’.

“Giving greater care and consideration to what you post in terms of its appeal, relevance, usefulness, originality, distinctiveness and creativity is likely to achieve greater ‘cut-through’ than wishing all your followers a ‘fab weekend’ or ‘happy Tuesday’.

“Setting the quality bar higher will inevitably reduce the volume of content an organisation is capable of creating. Social media platforms will continue to reward frequency, but genuinely engaged audiences will appreciate the improved quality of the information you share.”

Limitless Public Relations - Strategic Communications

As always, we are here to help if your business needs a powerful strategy to ensure that your audience(s) are kept informed and engaged in the best way possible, driving your business forward.

Message us here or call 0845 625 0820 to see how we can help your organisation be known.

Industry experts confirm AI is just a tool 

Posted on by Claire Stephenson

No, they weren’t name-calling. This was the rough summary, as interpreted by our Greg Wilson, of an event he attended last month (we’ve also discussed AI as threat or opportunity here).

AI Futures

The event, AI Futures: the Creative Industry in the North West was organised by ImaginationLancaster, Lancaster University and Wash Studio. Keynote speakers and panellists were drawn from across the worlds of academia, TV, film, music, architecture, design and marketing. 

Industry experts confirm AI is just a tool 

Here’s Greg’s take: 

Without regurgitating the whole speaker and panellist list for the full-day event, it’s hard to capture the credibility of the speaking panel, so hopefully, it’s suffice to say the organisers pulled together an extremely impressive array of senior and well-informed contributors. 

My key takeaways from the event were that, while AI is a genuine technical wonder that is developing fast, its outputs will only ever be as good as the human inputs it receives. And, more crucially for me in terms of its impact on the creative industries, it will never be able to judge the value of its own outputs from an emotional perspective. 

In short, to provide value, it will always need a human operator and/or “selector” at some level. Yes, it can produce imagery in seconds. But it will never experience an emotional response to that imagery, so will never know if it has done well, unless a human tells it so. 

Now, some people in the creative industries may say they know that feeling well! But, to me, the binary nature of AI means that it will only ever be a tool for people working in the creative industries. In that sense, it will only ever work for humans, and will never replace them… entirely. 

Entry-level at risk

There is huge weight in the word ‘entirely’ there though. The danger that AI poses, potentially, to the creative industries, is that it will be able to replace some of the entry-level creative roles where most of us got our start. 

I’m not sure, personally though, whether that is just part of natural change. I, for one, started my PR career in the late 90s, gluing photos to printed press releases, stapling them together, putting them in envelopes, slotting them through the franking machine then walking over to the red post box at the far end of the office estate to post them one by one – sometimes until it was too full to fit any more. 

And then they invented email. And then guess what?  

But people have still been getting entry-level jobs in PR since the 90s and long after I hung up my Pritt Stick. It’s just the nature of entry-level jobs that have changed, pretty much hand-in-hand with technological progress. 

At the moment, I feel that AI will, in fact, just help us do our jobs quicker, which means providing better value for clients. And the more value we can provide and quicker, the better shape the industry will be in, overall. 

ESG: more than just a PR tick-box exercise

Posted on by Claire Stephenson

ESG, or Environmental, Social, and Governance, is the umbrella term for a business’s impact and approach to sustainability issues, including its investments.

The three components of ESG are:

Environmental – business activity and its impacts around topics like climate change, environmental impacts, biodiversity, greenhouse gas emissions (GHG), renewable energy, pollution, waste and recycling.

Social – this criteria centres on how a business or company views and treats employees, the local community and people they come into contact with. Working conditions and employee wellbeing, along with diversity and inclusion are also important. 

Governance – highlights how a business carries out day-to-day operations, with a focus on ethics and standards, diversity in staff and management, political lobbying, corruption policies, donations, wages and tax matters.

Greenwashing 

However, many businesses are content to “greenwash” their ESG commitments. This reduces the seriousness of what the responsibility of having and implementing an ESG policy involves, making it little more than just a buzzword.

FIFA was slammed in a report for their claims that the 2022 World Cup in Qatar was a “carbon neutral” event, but Carbon Market Watch said they had “serious doubts” on this. They described the World Cup as underestimating “…the tournament’s true emissions levels and climate impact.” By claiming that the event was carbon-neutral, it paints a misleading picture and is not a “harmless exercise”. Carbon Market Watch went on to state such claims mislead “…players, fans, sponsors and the public into believing that their (potential) involvement in the event will come at no cost to the climate”.

Sea change

Globally, asset managers are set to boost their investments in ESG to reach approximately $33.9 trillion by 2026, up from $18.4 trillion in 2021. This growth represents an expected average annual increase of 12.9%. In less than five years, ESG assets are predicted to make up about 21.5% of the total assets managed worldwide.

Consumers are now seeking socially responsible leadership from brands that prioritise both sustainability and environmental responsibility in their practices and investments.

New research in the US suggests that a major sea change in consumer behaviour is approaching, where authentically sustainable brands who put people and planet first, are at an advantage over organisations who engage in shallow greenwash over authentic sustainability investments.

The trend suggests that consumers are becoming increasingly discerning and conscientious in their choices. They are not merely swayed by marketing fluff that presents a superficial glow of sustainability. Instead, customers are looking for businesses that embody true environmental and social responsibility. Authenticity has become the key currency in the consumer landscape.

Consumers are now seeking brands that align with their values and beliefs, particularly those related to sustainability and ethical practices. They are more likely to support businesses that walk the talk when it comes to sustainable initiatives. This is further indicated by the increase and prominence of the B Corp label.

Brands that genuinely commit to reducing their carbon footprint, practice good working conditions, and contribute positively and genuinely to their communities, are earning the benefits of this changing consumer sentiment.

ESG and why your business should take it seriously 

When economist Mark Carney was the Bank of England Governor, he wrote:

“In the future, climate and ESG considerations will likely be at the heart of mainstream investing. Investors will tailor their investments and fulfil their fiduciary duties through better quality and more widely available data on sustainability and performance, and more informed judgements of strategic resilience.

“Companies with strong ESG performance have demonstrated higher returns on their investments, lower risks and better resiliency during a crisis.”

ESG reporting is still voluntary in many countries, including the UK, but looking forward, greater transparency in corporate ESG reporting will be required, so it pays well – quite literally – to be proactive in setting out a strong position on a business’s environmental, social and governance standards and commitments now.

If you are considering integrating ESG into your communication strategy, get in touch to see how we can help you – find our contact form here, or call us on 0845 625 0820 for a friendly chat.

Crisis communications in business: 5 tips for navigating storms successfully

Posted on by Claire Stephenson

Claire Stephenson reflects on some of the recent public relations crises in the media. How can businesses be better prepared to weather emergencies through proper planning and strategic crisis communications?

With social media offering an instantaneous ability to share information – good and bad – crises are inevitable. Whether it’s a recalled product that is dangerous (currently, Home Bargains has placed a recall on a muscle-building product that has “potentially lethal” levels of caffeine in it), a public relations nightmare (think of the fallout over Huw Edwards), or a natural disaster impacting business operations, every organisation must be prepared to face challenges head-on. 

Top 5 tips

Effectively managing a crisis begins with a solid crisis communications strategy. Here are five key elements on how to prepare your communications for any kind of emergency.

  1. Proactive planning. Successful crisis communications begin long before a crisis actually happens. Proactive planning and risk assessment are essential to identify any potential vulnerabilities and help you to prepare for a range of scenarios. Conduct a thorough assessment of your business operations, supply chain, communication channels, and any potential risks. Create a crisis management team – including key stakeholders. Depending on the size of your organisation, this could include public relations specialists, a legal team, human resources, and operations management. Establish clear roles and responsibilities within your team to ensure any emergency is met with a strong and effective response.
  2. Timely communications. In the midst of a crisis, misinformation can spread rapidly – especially on social media – which can also make the situation worse. Make sure any response is swift and transparent. Acknowledge the issue as soon as possible, and furthermore be open about the facts. Hiding information or delaying communications will damage trust with your audience. Make sure all appropriate communication channels are used – this might be social media, press releases, or e-news – a dedicated crisis telephone line may also be required, depending on the severity of the issue.
  3. Compassionate communications. It’s important to recognise that some forms of crisis can bring a wide range of emotions, with individuals affected on personal levels. Demonstrating empathy and compassion in your communication can go a long way in diffusing tension and building stronger relationships with stakeholders. Show concern for those impacted by the crisis, whether it’s customers, employees, or communities. Offer support and solutions to address their needs and concerns. A genuine display of empathy can humanise your brand and encourage goodwill during challenging times.
  4. Consistent communications. When in a crisis situation, it’s important to maintain consistency in your messaging across all communication channels. Ensure that all team members and spokespeople are briefed on the key messages to be shared. Avoid any kind of contradicting statements or mixed signals that can lead to confusion and undermine credibility. A unified voice will convey a sense of stability and competence, reassuring stakeholders that the situation is under control.
  5. Post-crisis analysis. After the crisis has passed, it’s essential to conduct a thorough analysis and evaluation. Did any areas of communication work particularly well? What could be improved?  Obtain feedback from your stakeholders and use overall analysis to update and strengthen your crisis communications strategy. Remember, a crisis can provide valuable insights and also opportunities for growth and improvement.

Final thoughts

Crisis communications in business is not just simply about damage control: moreover it’s an opportunity to showcase your organisation’s values, integrity, and resilience. Further, by proactively planning, communicating transparently, showing empathy, and maintaining message consistency – along with learning from experiences, your business can effectively navigate through emergencies, safeguard your reputation, and become stronger for it. 

If you need any help in crafting a crisis communications strategy, please message us here or call 0845 625 0820 to see how we can help your organisation be known. 

AI: a threat or opportunity for creative industries?

Posted on by Claire Stephenson

Is AI the long, hard look in the mirror that the creative industry needs? Greg Wilson considers what we know so far about AI and its impact on public relations in particular.

The world is currently awash with articles about AI. The sad irony though, is that half of them could easily have been written by AI. But sadder still, is the fact that most of them probably weren’t.

Because if the creative industry is so worried about AI taking its jobs away, what does that really say about the state of the industry itself? The clue is in the name; the value that we provide, is that we are, well, creative. Or we are supposed to be.

Content v PR

I, for one, was so relieved when “the PR industry” rebranded itself back again to “the PR industry”, after having toyed around with the idea for a few years of being the “content” industry.

Is that, in fact, just window dressing though? Was calling ourselves the “content” industry the day the mask slipped? Or is that all we provide now? Content. Filling for digital gaps.

People fear that AI will see the rise of machines as masters and we as their subordinates. I say that day has already come. It was the same day the words “link strategy” and “citation” entered the industry vernacular. When you think about it, we have been writing content to please the machines for some time – all hailing the great God of Google and its whimsical ways.

It’s almost a bitter irony that the machines got so smart, they could see what we were up to.

Having been in PR for over 25 years, I’ve got to say, it’s not this side of the value chain that gets me out of bed in the morning. Some people love it, I know – their self-worth now inextricably linked to moving clients a couple of places up the search results, because machines approve of their content.

Humans v AI

But what about the humans? Aren’t we forgetting them? Do they count for nothing now? And are they so easily fooled – sorry, engaged? Inspired? Educated? Amused? Enlightened? Moved? Transfixed?

Is a human brain as easily pleased as a machine? (scroll, scroll, scroll) Okay maybe. But not for long. To properly win and maintain a human’s interest, you have to give them something more. Something they have never quite seen before. Something… oRiGinAL?.

(Do you remember when people did that for a bit on social to show they were saying something CRaZy? I reckon a human did it first. And it was quite funny the first time. And there’s the rub…)

The thing is – while it’s true that, one day, AI might come up with the next weepy John Lewis Christmas ad, I firmly believe it could never have come up with the first.

For older readers, would it have ever come up with the Milk Tray Man, to advertise chocolate? “If you see Sid…” for shares in a public company. “Accrington Stanley!” for milk? Yes, milk.

To take creativity to its ultimate degree, I believe that while AI may one day (maybe even now) be able to produce music that sounds like Beethoven’s Fifth Symphony – it could never come up with Beethoven’s actual Fifth Symphony. Only Beethoven could do that.

Have I just compared Beethoven to the Milk Tray Man? Yes, I have. Would AI do that, if it was writing this article? Is it running the risk of sounding slightly smug and self-satisfied to say, probably not? Do I care?

A bit.

Because I truly care what you think of what I write. Because you’re a human and I’m a human and I hope to add a little value to your life, by writing something that might entertain you enough to read this far. In which case, I thank you.

Or as Bing’s AI Chat actually said…

What AI might mean for the public relations industry

Artificial intelligence (AI) is transforming various industries and sectors, including public relations (PR). AI is not something to be afraid of in PR, but rather a tool that can enhance the efficiency, creativity, and impact of PR professionals. Here are some of the ways that AI might change the PR game in the near future.

Data collection and analysis

AI can help PR agencies, especially when it comes to the enormous amount of data they must filter through. Because of the abundance of information available, it can be difficult for staff members to stay on top of the most recent trends and news, which makes it difficult for PR firms to stay competitive.

AI can help with data collection and analysis by automating tasks such as media monitoring, trend spotting, sentiment analysis, and audience segmentation. These tasks can help PR professionals understand the media landscape, identify opportunities and threats, measure the effectiveness of their campaigns, and tailor their messages to different groups of stakeholders.

Content creation and distribution

AI can also assist with content creation and distribution by generating text, images, videos, or audio based on natural language processing (NLP) and computer vision. These technologies can help PR professionals create engaging and personalized content for various platforms and channels, such as social media, blogs, podcasts, or newsletters.

AI can also help with content distribution by optimising the timing, frequency, and format of the content based on the preferences and behaviours of the target audience. AI can also help with content amplification by identifying and reaching out to relevant influencers, journalists, or bloggers who can help spread the word about a brand or a campaign.

Relationship building and management

AI can also enhance relationship building and management by providing insights into the emotions, motivations, and needs of the target audience. AI can help PR professionals craft messages that appeal to the emotions of their stakeholders, such as trust, empathy, or excitement.

AI can also help with relationship management by providing feedback and recommendations on how to improve communication and engagement with different groups of stakeholders. AI can also help with crisis management by detecting potential issues or risks before they escalate and providing guidance on how to respond effectively.

Skills development and ethics

AI can also impact the skills development and ethics of PR professionals. AI can help PR professionals upskill by providing them with resources and training on how to use AI tools and technologies effectively. AI can also help PR professionals develop their critical thinking, creativity, and emotional intelligence skills, which are essential for human communication.

However, AI also poses ethical challenges for PR professionals, such as data privacy, transparency, accountability, and bias. PR professionals need to be aware of these challenges and adhere to ethical principles and standards when using AI in their work. PR professionals also need to be able to explain how AI works and what its limitations are to their clients and stakeholders.

Final thoughts…

AI is changing the PR industry in various ways, from data collection and analysis to content creation and distribution to relationship building and management. AI can offer many benefits for PR professionals, such as increased efficiency, creativity, and impact. However, AI also requires PR professionals to adapt their skills and ethics to the new realities of communication. AI is not a threat to PR professionals but rather an opportunity to enhance their work.

© Bing