A few years ago, a meaningful brand study came out illustrating that we are in an “age of cynicism.” Fast forward to now with the increased use of artificial intelligence in public relations, this issue of brand trust isn’t getting better. Particularly those groups with socially-driven missions – like organizations trying to solve hunger, tackle the climate crisis, improve communities, fix affordable housing, and address other injustices. Do consumers believe their dollar is going to make an impact? Do they believe the organization will move the needle in its mission? With charitable donations down across the board, the data says no.
So, what are mission-driven brands doing to drum up support during these challenging times affected by inflation, consumer distrust, a new administration, and lingering pandemic impacts? They’ve been increasing their budgets, those that can anyway, and trying to reach new and existing audiences in refreshing ways. PR is a huge component of their strategies but has recently gotten some shade and doesn’t always get the internal buy-in it deserves. One new software group, Press Hook, says “the world of PR is an inefficient arcane system.” Ouch! The company has created a platform that leverages the ability to “send pitches in minutes” using AI and connect brands directly to reporters. Leaning heavily on “removing the human” I see a lot wrong with this. PR is not artificial; it is meant to be credible and meaningful. Sure, AI and data-driven programs can help write your pitches, press releases, website copy, social posts – basically all marketing tools. There is a real advantage – increased speed, data- and trend-driven intelligence, but brands can’t afford to lose the human touch in their brand storytelling.
Human insights help us understand why something is important, how it specifically matters to a group, and consider what should come next. It’s through deep observation and experience that human insights elevate PR campaigns, not the data alone. As PR professionals, our lens on the world and what might be the next award-winning campaign is deeply personal, intuitive and unique – it’s why organizations pay us to use our creativity and ingenuity. To put it simply: a campaign that leverages human experience resonates. An AI program can’t fake that.
Looking ahead, nonprofits and other mission-driven organizations will certainly continue to benefit from technological advancements, like using AI in PR campaigns to understand your target audience’s behaviors or improving segmentation. Use these tools to support your campaigns, just not at the expense of real people’s insights.
Remember that digital content is more important than ever, but it must spur engagement and foster community. Information will continue to be disseminated at a pace faster than we can keep up with, but a powerful story has a long shelf life. Organizations will have the most success in PR if they lean into what inspires, moves, and engages people. This type of storytelling for nonprofits creates strong, lasting relationships with consumers. They can feel your passion, creativity and see that you are also listening to them!
Let’s curb the consumer cynicism. Leverage human insights to stay relevant, credible and inspire action, one story at a time.