There is no reason why corporate communicators should not adopt AI tools more widely to save ourselves time, help us brainstorm ideas, and fine-tine our messages. We are, after all, only human.
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I’m sure anyone who has ever worked in a communications role has had this happen to them: You write a concise, straightforward announcement about a new policy, change in benefits, price hike – you name it – only to have it get passed around the C-suite and larded up with unnecessary and often counterproductive details.
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I found a great example of content marketing from Atlas Marketing, an agency that serves the construction industry.
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Trade publications are often as important as, if not more important than, general interest media — even prestige media — at helping your organization meet its strategic goals.
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The reason this web site exists is because I took to heart the mantra “Never build your house on rented land.” Just about all my writing on marketing, public relations, and other facets of strategic communications was on other people’s platforms — Blogspot (i.e. Google), LinkedIn, etc. What if, one day, they decided to charge me to post, or charge my readers — without paying me — to access my stuff?
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Many brands — and presumably their marketing teams — have a very difficult time recognizing that they do not have to acknowledge every national holiday, cultural milestone, or historic commemoration. If you find yourself asking, “Should I post something about this day?” the answer is probably no.
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Whether you are a magazine, or a restaurant, or a clothing boutique, your brand is first and foremost the experience you offer, and anything that impacts that experience impacts your brand.
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Marketing is aspirational. When we produce web sites, advertisements, social media posts, brochures, etc., we are presenting an idealized version of ourselves to the public.
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Remember, behavior drives reputation. How you treat your customers, your employees, and your community is the most basic and important element of your reputation. You want good PR? Do good things.
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