By: Trevor Turner
Ever since OpenAI launched ChatGPT, the floodgates have opened with hundreds if not thousands of AI startups launching and existing technology companies trying to capitalize on the media craze windfall surrounding such a generational, once-in-your-life moment in technology.
Given the competitive landscape, this has led to startups and tech companies wanting to insert themselves into the conversations with top tier media such as The Wall Street Journal, New York Times, Bloomberg, Fortune, Forbes, CNBC, Reuters and so on.
However, if your technology does not impact people for better or for worse, the media really won’t care to speak with you. That is, unless you have an experienced CEO or executive who is willing to speak about relevant AI-news topics impacting the world today and sharing their thoughts and advice.
Many look at public relations as a promotional tool, which it is, but journalism and the reporters who are typing away on their computers are not interested in being akin to a club promoter for your business.
Reporters are interested in telling stories and moving people, inspiring them for better or for worse, unlocking truths that have not been told and of course, getting clicks.
5 Must-Haves When Choosing a PR Firm for Your AI Company
Aside from the obvious like having established relationships with AI tech media and examples of stories they’ve successfully placed for clients, I would say the following are important areas for an AI company to consider when hiring a PR firm:
Media savvy: The PR firm has a team of story hunters who are well-versed with the AI landscape and track daily the latest trends and hot-button issues being covered by the AI and tech media.
Strong media relationships: Based on their experience working with AI and tech clients, they hold relationships with the media covering AI, increasing your opportunity of securing coverage.
Tenacity: They are fearless and will come up with creative ways of telling stories to pitch the media and have no fear when it comes to reaching out to journalists whether it be by phone, email, social media or courier pigeon.
Trust: You can trust they have your best interest in mind and will give sound advice and strategic counsel when necessary, never sugarcoating essential details. They are the media experts and will guide you in the right direction, whether it’s what you want to hear or not.
Crisis Communication: They have experience in crisis communications and are able to help navigate negative publicity that could impact your brand’s reputation. A negative news story can have profound impacts on your business, taking it from a rising star to gone by midnight. If the PR firm does not have a sound crisis PR plan for you, it could be a matter of life or death for your company depending on the severity of the situation.
Choosing the right PR firm for your AI company is very important because first impressions are impactful and you don’t want to fall flat-footed unveiling your company. If you are a tenured tech company stepping into the AI realm, you want to do the same and make sure you are hitting all of the right messages about the past, present, and future of your company. Reputation matters and your PR agency should know that.
Keep an eye out for firms who may tell you they have the contacts and can achieve everything you want in order to reach your goals. It is important for you to ask for examples of work they’ve done to ensure they can help you achieve them. Many will tell you exactly what you want to hear in order to earn the business but you have to look at case studies of their work, relevant articles that align with your goals, and speak with references.