​Like many others, we’ve seen a variety of emails and posts touting the benefits of AI for generating press releases and other PR content.  A company promoting its marketing platform that recently sent an email talking about how its AI solution can save you $8,000 a month by generating content for you.  And a LinkedIn expert who posted an example of a great article he wrote on cybersecurity, using AI.

Except that the email for the marketing platform contained two typographical/grammatical errors in the first sentence alone - not the best first impression of the quality of their writing expertise.  The AI generated article?  It wasn’t very good, hard to follow, and in fact the post has since been removed - we are guessing probably because of feedback from others echoing our impression. 

At best, AI in its current iteration produces average to mediocre content - the complete opposite of the goal of PR.  Public relations is all about making a company stand out, to discover what is newsworthy about its products and its story, and then promoting that to the media and its target audiences.  And as with any industry, not all PR professionals or writers are the same, or get the same results.  It is the value and expertise each one brings to the table.

If I had a hammer - it wouldn’t make me a journeyman carpenter.  Just because you have AI to help generate content doesn’t make you a writer, or that your news release, story pitch or article will stand out to attract the interest of the media.  There is more to a press release, for example, than hammering out the words - the actual writing is the final step in a whole process of identifying messaging, target audiences and objectives that AI doesn’t encompass.  

AI is not a replacement for the expertise of a PR professional - including their experience in knowing what works and doesn’t work with the media.  AI generated content poses a very real risk of an exponential amount of not very good content flooding the news media, with the result of making it even harder for companies to attract the attention of the media.

Recently, AI has been touted as a tool for PR, including content creation such as press releases.  While AI has beneficial uses for PR, content creation isn’t one of them and here’s why.

Because, just like journalism, you need a nose for the news.  Or, more simply put, you need to have the instinct (and skills) to move the media and your other target audiences, such as investors and customers, with your writing.  This type of storytelling cannot be created with AI; it is a talent.  

The same is true with PR agencies.  While all agencies say they can write a press release or contributed article, the results can be wildly divergent.  We’ve seen this happen time and again.  It is not just a matter of “writing” a release; it is a knowledge and understanding of what works (or doesn’t work) with the media, along with the talent, to tell the client’s story.  Not all journalists are the same; not all of them have the skills to write for The Wall Street Journal or report for the national TV networks.  Similarly, not all PR agencies have the same skill sets to make a news release or article stand out.  You may get something that is competently written perhaps; but it might not be what stands out.

AI offers great potential in many situations for PR.  However, with press releases, articles and other PR content creation,  AI can’t replace humans and the unique “nose for news” that good PR practitioners can bring to the table.

There’s no question about it, inflation is hitting businesses of all sizes hard. 

In particular, startups, small businesses and venture-backed companies are cutting back on expenses to navigate these fiscally challenging times.  Even so, PR still remains one of the least expensive and most cost-effective ways they can promote their business and gain exposure with their various target audiences, from customers to investors.

PR builds brands and increases credibility.  It also helps with SEO, by getting your story out on media platforms.  We’ve had clients dramatically increase the number of times their company name or product comes up in online searches, simply by engaging in a proactive PR program.  And if the investment community is important to you, PR can help you reach that audience too, even prior to launching your product.

At BYPR, we work extensively with startups and small businesses, with several budget-friendly flat rate packages tailored with them in mind, including a free initial consultation.   If you would like to schedule a free consultation on how PR might help your business grow during these challenging times, feel free to contact us here.

If you’re an entrepreneur, SMB or startup, a press release can especially be a powerful tool.  When written and implemented correctly, a great press release (or press release program) can propel a company to the local, regional or national spotlight, at a relatively low cost. 

​However, not all press releases are the same and you shouldn’t use a one-size fits all approach.  The writer’s experience, knowledge and intuition for what will resonate with the media all play an important part.

Before you even start a press release, here are some important questions to consider: 

• Is your topic newsworthy – would the media be interested? 
• Do you know how to write a press release to gain the attention of the media?
• Do you know how to get the release in the hands of the right media?  A fee-based wire service helps – we recommend these services to most of our clients – but it is only one component in reaching the right media.
• When should you send the release to your media targets?  Many media – including daily newspapers and TV – have deadlines in advance of the publication and airdate.  

Although it is almost the end of the year, there is still time to think about public relations for your 2019 Q1 tradeshows and events, such as CES which begins in less than a month. 

CES is one of the largest tradeshows in the country and is home to more than 4,500 exhibitors showcasing the latest and greatest consumer technologies from 3D printers, AR/VR and gaming to drones and self-driving technology.  It can be overwhelming to say the least, especially for startups and entrepreneurs.  For them, PR and media outreach are often left until just days before the show or event (if they even think of it at all).  Many of these events are also great opportunities to obtain media coverage, so not starting your PR outreach soon enough can result in missed media opportunities.  However, there is still time to utilize these PR tips to make the most of your presence at CES and other Q1 shows and events:

• Identify what is new and different.  What do you have in your exhibit that will excite the media?  Think about new products, exciting trends and the like.
• Know to whom you should be talking.   At shows such as CES, direct outreach to the media is a must if you want coverage.  For some, making sure that show management and show PR know what is new and different is a more effective way to go. 
• Make sure you have someone who has the skills to pitch your company to the media.   If you’re going to reach out to the media directly, make sure you have someone with the expertise to pitch your story to the media.  This is the most beneficial tip, especially for the last minute.  If you don’t or are unsure, think about contacting outside resources for help or for a consultation.

Follow these tips and you’ll be well on your way to making the most of your PR presence at your upcoming shows and events!

Fall is just around the corner and for many businesses, it is a time for planning and moving forward and PR is one of the most cost-effective tools you can use to help promote your business.  Even if you do not have a big budget; there is a lot you can do with the smallest of financial outlays utilizing PR.

Here are just a few tips to consider:

• New products or services.  If your company makes a product or offers a service, have you ever formally announced this to the media?  If not, consider looking at PR to unveil your new product or service offering to the press.
• Fall or holiday promotions.  Are there any seasonal or holiday tie-ins with your business that you can promote through PR?  Even if you are a business-to-business company, there are often milestones that tie in with your business that you can promote through a news release or other media outreach.
• Partnerships and customers.  Do you have partnerships or a name recognizable to customers that you can publicize?  Many businesses do, but often overlook this avenue.   Press releases on partnerships, as well as articles on customers and how they are using your products are just a couple of ways that you can promote these through PR.

Like many entrepreneurs, SMBs and startups, your time may be short to implement these on your own.  Hiring someone fulltime or hiring a traditional agency (which can often cost thousands, if not tens of thousands, a month, depending on your industry and focus) is not in the reach for many.  There are boutique agencies and solo practitioners that can offer you advice at startup budgets and you can often get much more senior level professionals by going this route.  However, even with this don’t simply go for the cheapest price.  Look for an agency or professional with a repeatable track record on getting things done.