Emerging Industries

Have you ever witnessed a brand or public figure suddenly fall from grace, seemingly overnight? Why does this happen, and how does it affect not just the individuals or entities involved but society as a whole? This phenomenon, known as cancel culture, has become a staple of modern discourse. But what is cancel culture really, and should you be concerned about its implications? Let’s dive into cancel culture’s history, impact, and nuances to understand its place in our world today.

Historical Context of Cancel Culture

Cancel culture isn’t a novel concept. The act of boycotting or shunning individuals and businesses has historical roots. However, the term itself gained prominence in the digital age, where social media amplified voices and facilitated rapid mobilization against perceived injustices. Initially, it served as a tool for marginalized communities to hold powerful figures accountable. Over time, its application has broadened, encompassing issues from moral and ethical misconduct to political disagreements.

The Psychology Behind Cancel Culture

At its core, cancel culture reflects a collective desire for justice and accountability. It’s driven by the belief that individuals and organizations should not be allowed to act with impunity, especially when their actions cause harm or perpetuate injustices. This movement can empower people, giving them a sense of agency in holding the powerful to account. However, it also raises questions about forgiveness, redemption, and the right to a second chance. The psychology behind cancel culture is complex, highlighting the tension between social justice and the nuances of human behavior.

The Impact of Cancel Culture on Brands and Public Figures

The impact of cancel culture on brands and public figures is both immediate and far-reaching, fundamentally altering how entities approach public relations (PR) and manage their online presence. At its core, cancel culture represents a form of social accountability where the public uses its collective voice to call out and sometimes penalize individuals or organizations for inappropriate or offensive actions. This dynamic has significant implications for how reputable brands and public figures navigate their interactions with the public, especially in the digital age.

PR Crises

One of the immediate effects of cancel culture is the onset of a PR crisis. A controversial tweet, an offensive remark during an interview, or a misguided advertising campaign can quickly spiral out of control once it catches the public eye. In the age of social media, news spreads rapidly, and the backlash can be severe. Brands and public figures often find themselves in the eye of the storm, scrambling to respond to a flood of negative publicity. This scenario underscores the importance of a solid crisis management strategy by working with an experienced PR agency.

Long-Term Impact

The long-term repercussions of a cancel culture-driven PR crisis can be profound. For brands, it can lead to boycotts, where consumers actively choose to avoid purchasing their products or services as a form of protest. This can directly impact sales and, by extension, the company’s financial health. For public figures, the consequences can be equally damaging, manifesting as a loss of sponsorships, diminished career opportunities, and a tarnished reputation that can take years to rebuild. The permanence of online content adds another layer of complexity, as negative stories and comments can linger on the internet, continuously impacting an individual’s or brand’s image.

Moreover, the fear of becoming the next target of cancel culture forces brands and public figures to operate cautiously. This environment of constant vigilance affects creativity and the willingness to take risks, as entities must weigh every statement and action against the potential for public backlash. The need to maintain an image in the public eye can lead to sanitized, inauthentic communications that lack the human touch, affecting the ability to connect with its audience.

However, it’s not all negative. The pressures of cancel culture also push brands and public figures towards greater social responsibility and ethical behavior. It is a powerful reminder that the public expects transparency, accountability, and respect for societal values. Those who can listen, learn from mistakes, and engage with communities can emerge stronger, fostering deeper connections with the audience and setting new standards for integrity within specific industries.

Strategies for Brands to Respond to Cancel Culture

Here are some key strategies brands can adopt to navigate and respond to cancel culture effectively:

Acknowledge the Issue

Immediate acknowledgment of a problem demonstrates accountability and openness to feedback. It’s the first step in showing the public that you are aware and concerned about their grievances. This can prevent further speculation and negative sentiment from escalating, setting a constructive tone for the conversations and illustrating a commitment to transparency in addressing concerns.

Apologize Sincerely

A heartfelt apology shows humility and understanding of the impact of your past actions. It’s crucial that the apology is specific to the offense and conveys a genuine sense of remorse. This can help to diffuse anger and begin the process of rebuilding trust with your audience. Authentic apologies can pave the way for forgiveness and demonstrate a commitment to better practices.

Engage in Dialogue

Opening channels for direct communication with your audience fosters a sense of community and care. It allows brands to hear directly from those affected, providing invaluable insights into the root causes of discontent. This engagement demonstrates a willingness to listen and adapt, which is crucial for repairing relationships and understanding the broader implications of the issue at hand.

Take Actionable Steps

Beyond acknowledging the issue and apologizing, it’s vital to implement real changes that address the underlying problems. These actions should be tangible, measurable, and relevant to the concerns raised. Believe it or not, demonstrating commitment through concrete steps shows that the brand is serious about making amends and preventing similar issues from arising in the future.

Educate Your Team

Investing in professional training for your team members on cultural sensitivity and ethics can prevent misunderstandings and mistakes that lead to backlash. This educative strategy emphasizes the importance of continuous learning and adaptation, ensuring that all levels of the organization understand the impact of their actions publically and communications on diverse audiences.

Monitor Social Media

Keeping a close eye on different social media platforms such as Facebook, Instagram, Twitter, and even YouTube allows brands to gauge public sentiment and respond quickly to emerging issues. This proactive approach can help mitigate negative reactions by addressing concerns early, showing that the brand values its community’s feedback and is committed to maintaining a positive presence.

Develop a Response Plan

Having a predefined yet strategic plan for crisis management enables a swift and coordinated response when issues arise. This should include clear communication protocols, designated spokespersons, and steps for assessing and addressing the situation. Additionally, preparedness can significantly reduce the impact of a crisis by ensuring a professional and consistent approach.

Show Progress

Regularly updating your target audience on the steps you’ve taken and the progress made reassures them that their concerns have been remembered. This honesty and transparency in the improvement process help rebuild trust and show a sustained commitment to change for the better, which is essential for maintaining a positive relationship with online and offline audiences over time.

Seek Expert Advice

Partnering with an experienced PR agency can provide critical insights and innovative strategies for effectively navigating cancel culture. These experts bring a wealth of specialized knowledge and extensive experience in crisis management, offering comprehensive guidance on the best practices for mitigating backlash and proactively protecting your brand’s reputation in the digital age.

Stay True to Your Values

Finally, ensure that all actions and communications consistently reflect your brand’s core values and ethics. In short, consistency in living up to your stated ideals is crucial in building and maintaining trust with your audience. This alignment between words and actions reinforces your brand’s integrity and unwavering commitment to its principles, even in challenging times.

How PR Agencies Can Help Manage Cancel Culture Risks

PR agencies offer invaluable expertise and strategies to help brands navigate and mitigate the risks associated with cancel culture, safeguard their reputations, and foster positive engagement.

Crisis Management

An experienced PR agency navigates PR crises by implementing a crisis management plan. They assess the situation, identify the best communication channels, and determine the key messages to convey. Their expertise enables them to mitigate negative impacts, manage public perceptions, and steer the narrative toward a more favorable outcome, ensuring the brand remains resilient always.

Strategic Communication

Crafting messages that resonate positively involves understanding the audience’s values and expectations. An experienced PR agency tailors communication strategies to align with these insights, ensuring messages are heard and appreciated. This approach fosters a community around the brand, minimizing the risk of misinterpretation that could lead to cancel culture backlash.

Reputation Monitoring

Keeping a pulse on brand perception is crucial for anticipating potential issues. Experienced PR agencies use advanced monitoring tools to track public sentiment across various platforms. By analyzing trends and feedback in real-time, they can identify emerging threats to the brand’s reputation, allowing for proactive measures to be taken before any significant damage occurs.

Media Training

Preparing individuals to handle tough questions and public scrutiny is essential for maintaining a positive image. An experienced PR agency provides comprehensive, tailored media training, equipping spokespeople with the skills to communicate effectively, manage difficult conversations, and present the brand in the best light possible, even under significant pressure due to a PR crisis.

Social Media Strategy

Guiding effective online engagement to foster a positive image involves more than just posting regularly. An agency develops a holistic social media strategy that engages audiences, promotes positive interactions, and mitigates risks associated with cancel culture. This strategy includes content planning, community management, and crisis response to ensure a cohesive presence.

Stakeholder Engagement

Ensuring all stakeholders are aligned and informed is critical for managing cancel culture risks. An experienced PR agency facilitates open communication between the brand and its stakeholders, including employees, partners, and customers. The agency helps build a united front that can effectively address and overcome challenges by keeping everyone informed and engaged.

Content Creation

Producing materials that reflect the brand’s commitment to change demonstrates transparency and accountability. Experienced PR agencies create content that addresses the issue at hand and showcases the brand’s efforts to make meaningful changes. This can take various forms, such as social media, press releases, and articles, each designed to communicate the brand’s values/progress.

Public Apologies

Advising on the timing and tone of apologies for maximum impact is a delicate art. An experienced PR agency knows how to craft sincere, direct apologies that address the concerns of the affected parties and clearly demonstrate a commitment to meaningful change. A well-executed apology can significantly soften public backlash and effectively begin the crucial process of rebuilding trust.

Rebranding

Starting afresh with a new image is sometimes necessary to overcome a significant controversy. Experienced PR agencies guide brands through the entire rebranding process, ensuring the new brand identity resonates with existing and potential customers. This strategic rebranding move can signal a new chapter, distancing the brand from past mistakes and renewing public interest.

Long-Term Planning

Developing strategies to prevent future controversies involves a comprehensive understanding of the brand’s vulnerabilities and the landscape in which it operates. Experienced PR agencies work with brands to implement long-term plans, including ongoing education, policy updates, and engagement strategies to foster a more inclusive and sensitive brand culture.

In conclusion, the landscape of cancel culture is constantly evolving, posing unique challenges and opportunities for brands and public figures. Therefore, understanding and navigating these changes requires awareness and strategic expertise. This is where Avaans Media shines.

As a top-rated PR agency, we specialize in managing the nuances of cancel culture, providing exceptional, tailored strategies to protect and enhance your brand’s reputation. With our experienced 100% executive-level team, we’re equipped to guide you through the complexities of today’s digital world, ensuring your brand emerges stronger and more connected to your target audience.

So, are you ready to safeguard your brand against the unpredictable waves of cancel culture?

Partner with Avaans Media today and leverage our expertise for your brand’s enduring success.

We’re living in a post-ChatGPT world. One place where we’re seeing a lot of discussion is around content. So what does AI mean for content marketing and content creators? The discussions I’m having with colleagues and clients are two-fold. First, what will AI mean for owned content like blogs? And second, how do search engines using AI affect SEO? In short, AI won’t drive out innovative ideas, or interesting content, and it’s certainly not currently an SEO threat to quality content.

3.5.2024 Update

Once again, Google’s Core update isn’t explicitly banning AI content, in fact, Google seems to be going out of their way to NOT ban AI content. But it is clarifying the signals that they consider spammy in the latest update. Specifically: “Scaled Content Abuse.” Google saying that websites posting hundreds of articles a day aren’t contributing anything to the conversation. Google doesn’t care HOW you create valuable content, it cares that there IS valuable content. It isn’t “just” AI content their flagging, either. Here’s their update:

  • Using generative AI tools or other similar tools to generate many pages without adding value for users
  • Scraping feeds, search results, or other content to generate many pages (including through automated transformations like synonymizing, translating, or other obfuscation techniques), where little value is provided to users
  • Stitching or combining content from different web pages without adding value
  • Creating multiple sites with the intent of hiding the scaled nature of the content
  • Creating many pages where the content makes little or no sense to a reader but contains search keywords

Stay Focused on Quality Content

From an SEO and digital PR perspective, it’s not as straightforward as “Google is penalizing AI content” because there’s no signal that they are explicitly targeting AI content. But a lot of ChatGPT content is iterative or not very insightful and, sometimes, flat-out false.

I’ve been testing searches out on Bing, Google, and other AI search engines, and my observations are consistent with Google’s long-touted philosophy for content that drives dividends. Google has long said that it will prioritize content that is “helpful, reliable, and people-first.

Google knows the internet needs no more “stuff,” and it wants people searching to find genuinely helpful content. If you’re a reader and you’ve tested out ChatGPT content, you’ve probably noticed it’s not all that insightful. That’s because, for all the talk of a sentient AI, it is not actually sentient. My Dad, who worked at IBM, used to say “junk in, junk out” about computers, which is so true about AI. And since there is a lot of junk content, there will always be a lot of junk AI content. The world’s greatest thinkers aren’t teaching AI, because there aren’t enough of them to teach AI at the scale currently necessary. Most AI-generated content would not (now) be categorized as quality. Could that change? Sure.

“I use it, but I edit it,” 

Well, that will undoubtedly help. Be sure to fact-check. Until about a year ago, I was testing long-form writing with a well-known AI content engine. I once had a blog post with a completely made-up source, including an author, a book, and a quote. It was fascinating but fake. Plus, my human content team generates better content that performs way better in search, so using AI didn’t pay off in my case, even for SEO content.

I know lots of people using ChatGPT for their blog posts. I can only imagine the rate at which this stuff is going up on the internet. But great content, like the world’s greatest thinkers, is rare, and there’s only room in every search for a #1 position – and it’s extremely unlikely that AI-generated content will surpass everything else out there anytime soon. In short, you CAN use ChatGPT to write a blog post, but I won’t recommend it.

3.7.2024 Update: 

Google’s Core Update on March 5, 2024 makes it abundantly clear that Google wants person-first “helpful” content. And it’s evaluating content for quality:

  • Does the content present information in a way that makes you want to trust it, such as clear sourcing, evidence of the expertise involved, background about the author or the site that publishes it, such as through links to an author page or a site’s About page?
  • If someone researched the site producing the content, would they come away with an impression that it is well-trusted or widely-recognized as an authority on its topic?
  • Is this content written or reviewed by an expert or enthusiast who demonstrably knows the topic well?
  • Does the content have any easily-verified factual errors?

AI-Generated Content for Thought Leadership

The more technical or expert content, the less likely these generative engines can create value.

Plus, the entire point of creating thought leadership content is to provide your insights – and that’s something ChatGPT can’t do. Only you can provide your ideas and perspectives. As a leader, you’ve spent so much time becoming an expert; why would you threaten that reputation to save 30 minutes?

Repeatedly, automation has let me down. That’s why the content on this site with my name is written by me. The only person who writes my content is me. Now, do I think executive ghostwriters are valuable? You bet I do, but ghostwriters take the time to learn an executive’s voice, and adhere to the point of view, so that’s very different from using AI to create a “thought leadership” piece. But regarding my reputation, there is a clear delineation on this blog of my content and content written by my (human) content team, and that’s because, as an entrepreneur, my reputation is valuable, and I bet yours is too.

Is creating quality content difficult? Yes. Does quality content pay off? Yes. I believe actual thought leadership content, like this article, will increase in value, while ChatGPT content will decrease in value. So since creating content is an investment, why not invest in improving returns?

Where Generative AI is Useful for Content

Is AI-generated content useless? No. But it’s essential to consider the context.

ChatGPT and content platforms like Jasper can be most helpful in triggering ideas. ChatGPT is a pretty good communicator and excellent for creating outlines. I recently used ChatGPT to create a book outline, which triggered some ideas. Ultimately, I’ll probably view those suggestions much like my first drafts – part of the process but distanced from the result.

I also think ChatGPT can be useful in creating questions that create many results. Testing your questions on ChatGPT will give you a sense of the content that’s out there on the web and the depth of that content and help you decide if you want to add to that body of thought or not.

In conclusion

Like a calculator, or Excel, using AI will make creating content smoother and faster, but it won’t be a substitute for creativity or critical thinking for content. If you’re writing to improve your reputation, increase awareness, or improve SEO, there isn’t much reason to use ChatGPT to create content right now.

We find ourselves amid a monumental transformation, a groundbreaking era in which Artificial Intelligence (AI) is reshaping content creation. What initially started as a subtle tremor has now surged onto our digital horizons, offering boundless opportunities while raising profound inquiries.

Among the vanguard of this revolution is ChatGPT, a sophisticated language model by OpenAI capable of generating remarkably human-like text. From developing storylines for video games to creating engaging blog posts, ChatGPT is becoming an indispensable tool in the arsenal of content creators.

As marketing and PR experts, we navigate a rapidly evolving landscape, a veritable digital jungle where search engine giants like Google reign supreme. While throwing AI-generated content into the mix, understanding this complex dance between AI and search engines has become crucial.

Google and AI: Unraveling an Intricate Dance

A. Google’s Algorithm: Decoding the Enigma

Google’s algorithm, a silent yet omnipotent puppeteer, wields enormous power over the visibility of online content. It’s an intricate system that looks for numerous clues to understand what a site or page is about and how it may be valuable to users. Today, as AI-generated content like ChatGPT becomes increasingly prevalent, understanding the approach of this elusive entity towards AI holds immense importance.

B. Google’s Perception of AI-Generated Content: An Insightful Exploration

It’s a daunting task to assert how Google perceives AI-generated content conclusively. However, we can make some deductions based on Google’s unwavering commitment to delivering relevant and high-quality content to its users. Google could rank it favorably if AI can emulate the complexity, nuance, and quality that typify human topics. It stands as a testament to the strides made by AI in mimicking human-like text generation.

Update 3.5.2024 Scaled Content Abuse

Google’s Core Update announced that they consider “scaled content abuse” as spam. Google defines:

Scaled content abuse is when many pages are generated for the primary purpose of manipulating Search rankings and not helping users. This abusive practice is typically focused on creating large amounts of unoriginal content that provides little to no value to users, no matter how it’s created.

This new policy builds on our previous spam policy about automatically-generated content, ensuring that we can take action on scaled content abuse as needed, no matter whether content is produced through automation, human efforts, or some combination of human and automated processes.

Does that mean ALL AI content is considered spam? No. It means Google is seeing those owned content providers posting hundreds of low-quality blogs/articles that add no value to the reader, and they are denouncing this as spam. If your content has a point of view, adds value to the reader, and creates conversation, Google doesn’t really care HOW you create it.

C. The Challenges and Opportunities for Google: A Closer Look

Despite the promising outlook, AI content brings Pandora’s box of challenges and opportunities for Google. On the downside, there are risks of AI-generated content being used to create spam or manipulate search engine results, a stark deviation from Google’s fair play principles.

Conversely, AI can aid Google in its mission to organize the world’s data and make it universally accessible. Sophisticated AI systems like ChatGPT can help churn out high-quality content, enhancing the overall user experience. Google, ever adaptive, continually evolves its algorithms to mitigate challenges and harness opportunities, a dance as complex as it is fascinating.

ChatGPT Unmasked: Behind the AI Curtain

A. A Journey into the Inner Workings of ChatGPT

To comprehend the marvel that is ChatGPT, we delve into its complex operations. ChatGPT results from an intricate blend of machine learning, data processing, and linguistic algorithms. Utilizing a massive dataset, it crafts coherent, engaging text often indistinguishable from that written by a human hand.

B. ChatGPT’s Unique Proposition: Contextually Relevant Content

What sets ChatGPT apart from its contemporaries is its inherent capacity for creating contextually relevant content. The AI model doesn’t merely string together fitting words; it weaves them into complex, layered narratives that captivate the reader; as communication experts, we recommend you edit these narratives to your own voice and expertise. Whether constructing an absorbing treatise on a topic as arcane as quantum physics or spinning a fascinating description around something as commonplace as office stationery, ChatGPT is an invaluable tool for ideating blog posts.

C. ChatGPT’s Narrative Capacity: Crafting Engaging Stories

A remarkable facet of ChatGPT lies in its storytelling prowess. This language model can narrate an engaging tale, craft an argument, or discuss a technical topic easily. The outcome is a rich and nuanced narrative appealing to a broad spectrum of readers. From the connoisseur of quantum mechanics to the office worker seeking the perfect pen, ChatGPT’s generated content can cater to all, making it a truly revolutionary tool in AI content.

Does Google Have a Soft Spot for ChatGPT

A. Unraveling the Google-ChatGPT Interplay: A Complex Narrative

The relationship between Google and ChatGPT is far from straightforward. It’s a subtle dance of algorithms and AI, shrouded in mystery, with no official statements from Google clarifying their stance on ChatGPT-generated content. Yet, valuable clues are hidden in the intricate tapestry of data and expert insights.

B. Google and ChatGPT: What the Data Shows

One of the most telling pieces of evidence comes from a recent experiment where a ChatGPT-generated blog post on climate change made its mark on Google’s search results. The AI-crafted content held its own and even outshone some human-written counterparts on the same topic.

This compelling case suggests that Google’s algorithm can view well-structured, contextually relevant ChatGPT content in a favorable light. In other words, when ChatGPT gets it right, it shines.

C. Expert Opinions: The Human Perspective

Experts in the field of SEO and AI also offer intriguing perspectives. Some argue that Google’s positive response to ChatGPT content is inevitable, given its primary mandate—serving users the most relevant and valuable content. If ChatGPT can deliver on these fronts, Google might not only have a soft spot for it but potentially consider it a valuable ally in enhancing user experience. Further ChatGPT content requires an eye for editing as the content can be misleading or even wrong.

AI Content in the SEO Landscape: Disruptor or Ally

A. The Emergence of AI: Shaking up the SEO Landscape

With AI content generation tools like ChatGPT leading the charge, the traditional SEO landscape is witnessing a drastic shift. Once etched in stone, it disrupts the norms, strategies, and practices, compelling SEO experts to rapidly adapt, innovate, and weave AI into their playbook.

B. AI: An Alley or an Adversary to SEO

AI’s role in SEO raises a critical question: Is AI an ally or an adversary? The answer is somewhat nuanced. AI serves as an ally in many respects. It accelerates the content creation process, saving precious time and resources. It can generate vast volumes of text, bridging the gap between supply and demand in content-heavy industries.

C. The Challenges Posed by AI: A Word of Caution

However, AI can pose challenges with its human-like but not human-perfect writing. While AI tools like ChatGPT have made impressive strides, they can occasionally produce content with linguistic consistency, lack of depth, or missing the much-needed human touch. These hiccups remind us that while AI can emulate human writing to a great extent, it isn’t ready for cold publishing – yet.

The PR Content Conundrum: Navigating the AI Tide

A. AI in PR: A Transformative Force

In Public Relations, the wave of AI, with its powerful riptides, has the potential to redefine content creation. It promises a future of unparalleled efficiency and scalability yet concurrently presents the possibility of diluting the human-centric essence that has traditionally been the lifeblood of PR content.

B. The Promises of AI: An Uplifting Prospect

On the one hand, AI, with tools like ChatGPT, offers a silver lining. It promises to liberate PR professionals from routine, mundane tasks. With AI shouldering the burden of generating actual content, PR content experts could focus on strategic planning, fostering relationships, and crafting impactful narratives.

C. Experts Weigh In A Mixed Bag of Opinions

However, AI-induced euphoria is only sometimes universal. Some experts caution against potential pitfalls. An over-reliance on AI could lead to depersonalized messaging, risking the loss of the emotional connection that forms the cornerstone of effective PR content. Ethical quandaries surround AI-generated PR content, especially regarding authenticity and transparency.

3.5.2024 Update: 

Google says it prioritizes people-first content. In other words, write for people, not search engines. I’ve long, long, long said this was the direction that Google would continue to go, but if you only been writing for search engines, now is the time to double down on quality. I would suggest that Google values quality over quantity every day. It’s almost impossible to churn out 50-100 well-thought-out pieces/day, so think through your strategies.

The checklist linked above provides great insights, but this is what caught my eye, specifically for thought leaders contributing to ANY digital outlet:

  • Does the content present information in a way that makes you want to trust it, such as clear sourcing, evidence of the expertise involved, background about the author or the site that publishes it, such as through links to an author page or a site’s About page?
  • If someone researched the site producing the content, would they come away with an impression that it is well-trusted or widely-recognized as an authority on its topic?
  • Is this content written or reviewed by an expert or enthusiast who demonstrably knows the topic well?
  • Does the content have any easily verified factual errors?

Is Google Biased Against AI Content? An Unbiased Examination

A. Decoding Google’s Algorithm: A Bias Against AI Content

Could Google’s algorithm be inherently prejudiced against AI content? This question, loaded with complexity, offers no definitive answers. What we do know is that Google’s algorithm is a constantly evolving creature, designed with the primary objective of enhancing the user experience.

B. The User Experience Priority: The Real Winner

If AI-generated content aligns with this goal—delivering relevance, quality, and value—it could stand up well against any potential bias. As we’ve seen from our ChatGPT experiment, when AI nails these elements, Google might not just tolerate it but possibly even favor it.

C. A Word of Caution for Content Creators: Vigilance and Adaptation

Yet, for content creators leveraging AI tools, this doesn’t signal a green light to complacency. Vigilance and constant adaptation are necessary. AI must be wielded to uphold content quality and relevance while respecting Google’s guidelines.

Navigating the AI-Google Nexus: A Survival Guide for Content Creators

Navigating the dynamic AI-Google nexus can be an arduous journey. Yet, with a few guiding principles, content creators can transform this challenge into an opportunity. Here are some actionable tips to effectively ride the AI-Google wave:

A. Respecting Google’s Rules: A Non-Negotiable

First and foremost, ensure that AI-generated content aligns with Google’s content guidelines. Google values original, relevant, and high-quality content humans or AI create. Ensure your AI tool, such as ChatGPT, is configured to generate content that aligns with these principles.

B. The Power of Human Review: Enhancing AI Content

Second, remember that AI-generated content can significantly benefit from the human touch. Having a human review and edit AI content can enhance its quality and ensure it fits neatly within the parameters set by Google’s algorithm. It can significantly boost your SEO performance, striking the right chords with both Google and your audience.

C. Striking a Balance: The Hybrid Approach

Lastly, consider a hybrid approach, combining AI-generated and human-created content. While AI efficiently creates bulk, structured content, humans bring an irreplaceable depth of understanding, emotional intelligence, and creativity. Striking a balance between the two might be your winning ticket in the evolving SEO landscape.

These strategies can help content creators navigate the exciting yet challenging path of the AI-Google relationship, crafting a content journey that delights both the search engine giant and readers.

Redefining Content Strategy: A New Framework for AI and SEO

A. Reminiscing the Traditional Content Strategy: A Journey Through Time

Content strategy, in its traditional sense, was largely human-driven. From brainstorming topic ideas, keyword research, and content creation to SEO optimization and distribution, human hands and minds are painstakingly crafting every step. The advent of AI has added a new, exciting layer to this well-established process.

B. Integrating AI into Your Content Strategy: A Bold New Frontier

Enter AI tools like ChatGPT, and the content strategy field is rife with new possibilities. ChatGPT can be a game-changer with its ability to generate engaging, contextually relevant text at scale. But how does one integrate it into their content strategy without compromising quality or SEO performance?

The key lies in creating a symbiotic relationship between human expertise and AI efficiency. Use AI for what it excels at—generating bulk content, brainstorming topic ideas, or even identifying trending keywords. Then, let human judgment and creativity fine-tune this output, infusing it with a personal touch, depth, and strategic direction.

C. Mastering the AI-Google Tango: Best Practices for Your Content Strategy

To ensure that your AI-enhanced content strategy aligns with Google’s ever-evolving algorithms, consider the following best practices:

  • Maintain Quality: High quality is paramount whether the content is human-written or AI-generated.
  • Stay Relevant: Make sure the AI content is contextually relevant, factually accurate, and offers value to the readers.
  • Embrace Review: Always have a human review AI-generated content for quality assurance.
  • Be Transparent: If you are using AI to generate content, maintain transparency about it with your readers.

Incorporating these practices into your content strategy ensures you stay in Google’s good books and capitalize on AI content generation’s benefits. The road ahead is a fascinating confluence of AI, SEO, and human creativity. Our journey has just begun as content creators, and the future holds immense promise.

This new framework for AI and SEO is not about replacing the human touch but about augmenting it with the power of AI, defining a new era of content strategy.

Conclusion

We find ourselves at the crossroads, navigating the tumultuous waters of a Google-driven, AI-enabled world. The dance between AI and Google is complex yet filled with possibilities. For SEO and PR professionals, the key lies in harnessing the power of AI, like ChatGPT, while maintaining sight of the human element and Google’s preferences. It is not a question of AI versus humans, but rather, AI and humans.

So, let us embrace this revolution, stepping boldly into this new era of content creation and finding our rhythm in this intricate dance with Google and AI.

By definition, hypergrowth companies are outliers. Hypergrowth is defined by a compound annual growth rate (CAGR) of 40%. Companies grow that fast by pouring on the gas and reinvesting every dollar back into the company – usually, in the earliest stages, the reinvestment is heavily based on product and talent. Slack is a great example of this; it had a $1.1 billion valuation before ever hiring a CMO. When marketing and PR become a priority, and that’s when the question of how much hypergrowth companies should spend on PR starts to circle, and it’s difficult because hypergrowth companies can’t use baselines of slow-moving Fortune 500 companies or even those in the pre-IPO stage.

PR and Marketing Spends: Rules of Thumb

You know that adage, “Dress like the job you want?” Hypergrowth companies need to spend on the valuation they want. In 2023, because many companies invested heavily (marketing budgets went up 13% on average) in branding and marketing during the pandemic, VC-backed business valuations rose considerably in the wake of the pandemic, 68.5% in some verticals. Marketing and PR investments are just that: investments. Wouldn’t you spend $5 million to make a billion?

We are thoroughly out of the pandemic and are now managing uncertainty. But for ambitious companies, this presents a true opportunity. Especially if you’re looking to creep into market share, according to Christine Moorman, at Duke University’s Fuqua School of Business:

“Companies tend to cut back on marketing in periods of economic uncertainty,” said Christine Moorman, the T. Austin Finch, Sr. Professor of Business Administration at Duke University’s Fuqua School of Business. “This general tendency should be tempered with an understanding of the cost of reaching consumers and what competitors are doing. Inflation may be a chance to leap ahead if others pull back.”

Average Companies Have Average Spends

The 2023 CMO Report reflects this changed environment:

-The average marketing budget was 10.6% of the overall budget and 9.2% of revenues.

-For companies with $10-$15 million in revenue, the average spend was 15.5% of revenues.

-For companies under $10 million in revenue, the average spend was 19% of revenues.

-For startups, the average marketing spend was 11% of revenue.

So the question is – are you average? If you’re in hypergrowth, you are decidedly NOT average. Hypergrowth companies aren’t average and are often in dogfights for additional funding or customer acquisition against better-funded competitors. So, there’s no question that hypergrowth companies need a hypergrowth PR budget that reflects their ambitions. It’s unreasonable to think you can stagnate your budget but grow revenues aggressively.

 

Hypergrowth: What’s PR Worth To YOU?

Unlike other initiatives, it has cross-functional importance. This is important because, in a moment, we’ll discuss how hypergrowth companies can make their marketing and PR budgets go further.

Before we do, a note about marketing spend distribution: most companies lump PR into their marketing budgets, and all companies face the dilemma of marketing budget balance. Again, this takes some introspection into your goals, audience, and competition. But one thing about PR is that it has a very long shelf life. Whether you do a publicity stunt, a Super Bowl ad, or a social media post, the impression is seconds long, and then it’s gone. But PR tends to have a very long shelf life. We’ve seen clients continue to get traffic to their sites for years after posting a piece of content. In addition, it’s still the most trusted form of marketing. According to the Edelman Trust Barometer, 65% of consumers trust earned media more than any other form of marketing. PR is an investment like buying a house, whereas marketing is like renting.

Ask yourself, “How will we use and activate PR?” 

Will PR help you secure top talent?
Will PR help you secure capital?
Will PR give potential customers confidence in the company?
Will PR support low customer acquisition (CAC) and high word of mouth?
Will PR increase loyalty and reduce churn?
Will PR support culture and purpose?

PR is cross-functional, so it stands to reason that PR’s budget should be cross-functional as well. If you’re using PR as a recruitment tool, then-candidate marketing or internal comms could help increase the budget. Product development and PR can collaborate on low CAC, so there’s an opportunity to mix those budgets as well.

Be sure that your overall marketing budget matches your ambitions. If you’re growing at 40% CAGR, your budget should match, and remember that today’s marketing and PR investments are tomorrow’s returns. You may need to increase your marketing and PR budget by more than 40% to achieve 40% CAGR; once you’re on that track, perhaps you pull it back to match your growth, and once you’re publicly traded, your budgets may more closely match the average CMO projection.

What Should the Hypergrowth PR Budget Include?

Your hypergrowth PR budget scope should reflect your priorities for your business and how you will use and activate PR. Typically, when I speak to hypergrowth companies, I immediately assess whether the following PR tactics will work for them:

Thought Leadership
Word of Mouth Activations or Stunts
Media Relations 
Corporate Awards Programs 

Plus, any company investing in its reputation should do crisis PR planning.

That’s not to say these are the only PR tactics that will work for a hypergrowth company, but these are the immediate things that come to mind. Different hypergrowth strategies will dictate how each of these will be executed.

If you’d like some specific examples of budgets across a variety of ranges that worked for hypergrowth companies we’ve worked for, we can share what we’ve seen work throughout our executive-level experiences, contact us, we’d be happy to talk about effective strategies based on your goal.

I have a friend who once described PR as the “dark arts,” and while I completely disagree with that assessment, what he was getting at is he really didn’t understand how PR works. Reputable PR firms are the opposite of “dark arts”; they’re very transparent. There are some tools of the trade that PR agencies keep close to themselves, but really, there isn’t anything magical about HOW PR works; it’s just a specific combination of relationships, hard work, strategy, and culture. And that specific combination takes a long time to acquire, requiring commitment to the craft. But why PR is expensive isn’t because of human hours worked. Ultimately, there is a price to the human capital, but that’s not really why PR is expensive.

So, Why Is PR Expensive?

PR is expensive because the outcomes are so important and relevant. PR’s lasting value is in improving a brand’s reputation like no other marketing lever can. For companies wanting to be acquired or IPO, your PR investment ROI could be hundreds of millions of dollars.  PR outcomes range from high valuations at IPO or during capital raises to making advertising more efficient and reducing time to sale for both B2B and B2C customers. In short, it’s not unusual for PR outcomes to be more than 10X the investment. To 10X investment, the most impactful PR aligns with trust and loyalty, which requires consistency.

For many ambitious companies, the long-term benefits of PR are sometimes forgotten, and yet that can be considerable. Due in part to high marketing budgets during the pandemic, brand valuations increased dramatically in 2023 – from 6.3% growth to 9.7% growth.

Your reputation is your most valuable asset.

Why is PR so expensive research

Data from USC Anneberg Communications Report 2023

What is a Good PR Budget?

When considering your PR agency budget, your budget should match your goals. If you’re trying to grow your business, your overall marketing budget and PR should increase.

As of the fall of 2023, according to The CMO Survey, the average marketing budget was 10.6% of budget and 9.2% of revenues. For companies with $10-$25 million in revenue, the average spend was 15.5% of revenues. So, if you’re looking to be above average, your overall marketing budget should be higher than that. For companies under $10 million in revenue, the number was 19% of revenue. And consumer packaged goods reported spending 25% of their budget on marketing and PR.

If you’re an ambitious brand or fast-growing company, your budget could be 25% of revenue – is that aggressive? Yes. It is. Again, that’s a budget to grow considerably. A good rule of thumb for your budget might break down like this: 20% content, 20% advertising, 20% PR, 20% SEO, 20% activations.

While your distribution might vary depending on your goals – for example, if you’re raising money or looking for a M/A event, you might skip advertising all altogether and move that to PR and content. Alternatively, if you’re a consumer brand,  you might increase the content and advertising portions and focus your PR budget on certain campaigns. Emerging industries may need larger PR budgets because they need to create public and investor trust.

Based on the rates of PR agencies your budget may be higher or lower based on the experience level of your agency team. Naturally, less seasoned agency teams will be less expensive. But it’s probably more important for you to budget based on your goals.

If you’re ambitious or seeking investment or pre-IPO, your marketing budget should match those very important objectives and allocate 12%-17% of revenues or target valuations to marketing, with a third of that, at least, going to PR. Depending on whether you’re a B2B or B2C company.

How Does PR Make a Company More Competitive?

68% of CMOs reported expecting more intense customer rivalry in the coming year. In B2B segments, that number increased to 73%, with 61% expecting more innovation. By themselves, even new products don’t excite people without a story. If your company is new, you need to define a compelling story, and you need to tell it over and over. Whether you’re a tech company, or a consumer product company, PR is a key part of how people discover new products.

According to Nielson, global CMOs said brand recall was the #1 most important goal in media. Advertising is ubiquitous, and advertising is an important part of any marketing budget. After a while, ads blend in a social feed or even on TV. But if your product or CEO is in a magazine, people remember that. They might not even remember WHAT was said, they’ll remember that they saw it there. Brand recall is critical to the sales funnel. If people can’t remember your company, how will they purchase from it?

PR’s lasting impact is its value, including the fact that earned media lives forever. Less than 1% of companies ever get PR for their company, so by being in that top 1%, you’ve already differentiated yourself. Can you start a company without PR? Absolutely. Can your company thrive without PR? No. There are no household names without PR at the table, period. There are no industry leaders without PR.

What’s happening in PR that you need to know about today? PR is a dynamic and powerful tool that can be leveraged for almost any audience, whether they be buyers, investors, or consumers; every one of them is influenced by the media. It’s important to know PR trends’ emerging techniques and tactics, but it’s also important to know whether those trends apply to you. Our clients are ambitious, incredibly so. Businesses that are in hyper-growth are often growing so fast they can’t hire fast enough, and that may be a reason why they’re hiring an agency. So, while understanding trends is important, it’s more important to understand where and how PR trends apply to them.

 

Content Platforms

Expect lots of new content launches attempting to fill the vacuum left by media layoffs and newsroom cuts; there are already many new and different ways to use content today. There are native and sponsored content options in some extremely prestigious outlets, and Substack has taken on a new life. Influencers are using the platform with affiliate links and journalists are using it to source ideas, data, and contacts, and companies are using it to reach the early adopter crowd. Is Substack the new Medium? Possibly. Medium, while not the darling it was a decade ago, still (as of this writing) has a place in the content ecosystem, especially for Silicon Valley – the Substack reader is a little harder to nail down right now and swings dramatically depending on the author.

Stay open to new ideas and places, but think through the ROI of investing in a content strategy on a new outlet too early. There are reasons to be an early adopter and disadvantages as well; be conscious of the pros/cons and include mitigations in your plan for the cons.

Data-Driven PR

This is one PR trend you can’t ignore. Newsrooms at even the largest titles are dangerously understaffed due to massive media layoffs. Setting aside the existential nature of this fact, this presents an opportunity for prepared, well-informed companies to support journalists with information and data the journalist might not have access to or hasn’t been approved to purchase from an expensive research firm. This is especially critical if you’re advocating for a point of view, an idea, or a trend. Data creates validity and context to your claims. It’s simply not enough to make a statement and assume people will believe you. Your press releases, media pitches, and social media need relevant data to back up your claims; anything without third-party validation is just an ephemeral idea.

Spend time considering what data you need to support your claims and ideas, and then put that data into an easy-to-understand context. And find conflicting data or other data to support yours so you can open the door to a deeper conversation about why the data matches or doesn’t. Data points don’t have to be statistics; they can be before/after photos or videos and be reviews and case studies. Think about all the ways your ideal buyer would like to see data articulated.

But press releases aren’t the only place where data is essential. Your PR strategy needs to be data-informed, too. You’re already behind if you’re not using all the technological tools at your disposal, including AI, for key messaging and media opportunities. Revaluate the data every six months to ensure your strategy keeps pace with the data and shifts as needed.

A data-driven approach has other advantages as well:

  1. Competitive Intelligence: Data-driven PR extends beyond internal metrics. It includes monitoring competitors, industry trends, and market sentiment. This competitive intelligence enables us to position our clients strategically, capitalize on market gaps, and stay ahead of evolving industry landscapes.
  2. Budget Optimization: PR budgets are valuable resources, and data helps us allocate them efficiently. We can optimize budget allocation for maximum impact by identifying high-performing channels and tactics. This ensures that every dollar spent contributes to overall campaign success.

Brand Authenticity

This isn’t as much a PR trend as it is an expectation. What do you stand for? What do you stand behind? What are you willing to stake your reputation on? Today’s media is suspicious of big claims. From sustainability to authority, if you’re staking your ground on a big claim, it’s best to ensure your business practices can defend these claims. It’s increasingly OK to say “we’re trying,” that’s the point of many annual ESG reports – to document the process. Audacious claims take time, and the world will give you space to accomplish those huge goals if you are simply transparent about the process.

This PR trend, to some degree, replaces “purpose-driven PR” as a trend. Why? Because it’s still expected that businesses will be good actors, but simply being a purpose-driven company isn’t enough anymore. Companies are expected to have built-in from the inside out and to implement this purpose beyond the PR advantages.

Your press releases and website are key areas where you need to create trust most because they are the two most prominent ways people new to your brand will find you. Every item that comes up in the first five results during a brand search is critical to your reputation; it should feel consistent and reinforce your brand authenticity.

Employee moral benefits from brand authenticity as well. Your corporate communications should reinforce your brand authenticity as well. 2023 was the year of “return to work demands from CEOs.” Businesses have lots of reasons to demand employees return to the office, and employees have lots of reasons to hate it. This automatically makes this communication divisive. While there were hundreds of thousands of “return to office” initiatives, only a visible few made news. Why? They typically made news because the tone was antithetical to the brand or there was a threat attached to the change in policy.

If your brand is divisive and threatening and the culture is anti-employee, then this is on brand, and you may proceed accordingly. If that’s NOT your brand, then communications like this need to be handled consistent with your company’s values, authentically.  It’s not that a company can’t change policies – they do it all the time, but when those policies don’t match the brand promise, internally or externally, expect backlash.

Laser Focus vs. Bucket Outreach

Today’s PR firms have access to thousands and thousands of journalists at their fingertips. We all pretty much have the same access – it’s not whether you know the journalist; it’s WHAT you send them that differentiates the pitch and determines its success. Not that they were ever appreciated, but gone are the days where you could blanket the press with a pitch and expect any premium outcomes. That’s why we advise our clients to look at press releases differently than in the past.

Today’s media relations experts know that every single outreach is a reflection on themselves, their agency, and the brand, and they take the time to treat journalists like humans rather than a transaction. Does media coverage get broken down into stats like reach, views, and authority? Yes. But the “relations” part of media is what makes it happen. A journalist never looked kindly upon a brand (or agency) that spammed them with irrelevant updates. Never has it been more off-trend to send mass emails to journalists. If your PR firm does this, they’re damaging your reputation along with theirs. But it’s not just the negative consequences of an impersonal pitch; the advantages of a personalized one are really valuable.

  1. Stand out from the crowd: A personalized pitch stands out amidst the sea of generic emails. It shows effort, thoughtfulness, and a genuine desire to collaborate. This distinctiveness increases the likelihood of the pitch being noticed and considered for coverage.
  2. Respect is always good PR. Journalists have tight schedules and limited time for sifting through pitches. A personalized pitch respects their time by presenting information concisely and directly relevant to their needs. This efficiency is appreciated and increases the chances of your pitch being read and acted upon.
  3. Human Connection: In the world of media, establishing a human connection is paramount. Personalized pitches enable a genuine connection between the pitch sender and the journalist. It transforms a pitch from a mere business transaction to a conversation between individuals, fostering trust and engagement.
  4. Relevance and Customization: Personalized pitches allow for tailoring content to align with the journalist’s interests, beat, and previous work. This customization ensures that the pitch is not only relevant to the journalist but also demonstrates a clear understanding of their preferences and areas of expertise.

AI is a Fairweather Friend

Unpopular PR trend opinion. Guess what? ChatGPT and any generative AI are excellent tools for many things; your brand content and press releases are not among them. Sure, you can use ChatGPT to give you ideas, but anything that ChatGPT gives you has already been written because ChatGPT is just a giant internet scraper. So if you’re looking to differentiate, create a memorable connection or a news-breaking idea – use ChatGPT as an idea starter, not a complete solution. While we’re at it – remember that not all information on ChatGPT is accurate anymore, and it doesn’t do a good job of contextualizing the source or timing of information. So ChatGPT for content is a valuable tool, but you must understand its limitations.

AI is a fairweather friend not only for content but also for research. Unless you’re paying handsomely for AI research, it’s probably outdated and possibly inaccurate. Free AI simply isn’t good enough yet to be used in business planning or PR research.

  1. Lack of Human Touch: PR is inherently about relationships, and a crucial element of successful relationship-building is the human touch. AI, by its nature, lacks the emotional intelligence and nuanced understanding that human interactions require. The personal connection, empathy, and intuition essential in PR can’t be replicated by algorithms.
  2. Understanding Complex Narratives: PR often involves conveying complex narratives, brand stories, and nuanced messages. AI may struggle to fully comprehend the intricacies of these narratives and might simplify or misinterpret key elements. Executive-level PR professionals can navigate the subtleties and adapt messaging to resonate effectively with diverse audiences.
  3. Adaptability to Dynamic Situations: PR is dynamic, and strategies often need to be adapted on the fly based on real-time events and changing circumstances.  PR professionals excel in their ability to think on their feet, pivot strategies swiftly, and make decisions considering the broader context—an agility AI currently lacks.
  4. Creativity and Innovation: Crafting compelling stories and innovative campaigns requires a level of creativity that AI hasn’t fully mastered. The ability to think outside the box, generate fresh ideas, and adapt creative strategies to suit specific clients or situations is a uniquely human strength.
  5. Ethical Considerations: PR involves ethical decision-making, and judgment calls that go beyond data analysis. PR professionals are equipped to navigate ethical challenges, make value-based decisions, and uphold the integrity-and authenticity- of their clients. AI lacks the ethical compass that humans possess.
  6. Unpredictable Stakeholder Interactions: Stakeholder interactions in PR are highly unpredictable and can vary widely. Human PR professionals excel in building relationships with diverse stakeholders, adapting communication styles to different personalities, and navigating the complexities of human interactions, which can’t be replaced by AI.
  7. Contextual Understanding: AI may struggle with understanding the contextual nuances that are crucial in PR. Humans excel in interpreting cultural, social, and industry-specific contexts, tailoring communication accordingly. This contextual understanding is vital for effective PR campaigns.

Crisis Planning is Essential

Never has it been more important for companies to clearly define what a crisis IS (and isn’t), and what will happen in the essential minutes if there is a crisis. In a world where millions of messages can spread around the world in an instant, crisis communication planning is required for any company looking to grow.  It isn’t just enterprise companies that have crisis communication risks. When Silicon Valley Bank crashed, thousands of startups were caught in the crosshairs of a heavily covered media crisis, and very few of them had any plans or resources to react. What about crisis planning for an influencer meltdown, or a product recall? What will you do if a competitor goes on national TV and slams your brand or if a TV personality publicly slams your brand?

Crisis communication planning isn’t just a precaution—it’s a strategic imperative. Here’s why we emphasize the vital role of crisis communication planning:

  1. Proactive Reputation Management: Crisis communication planning is a proactive approach to safeguarding your brand’s reputation. By anticipating potential crises, developing response strategies, and establishing communication protocols, you are better positioned to manage and mitigate the impact on your brand’s image.
  2. Timely and Coordinated Response: Time is of the essence during a crisis. Having a well-thought-out communication plan ensures a swift and coordinated response. This agility is crucial for addressing issues promptly, minimizing misinformation, and maintaining control of the narrative.
  3. Building Stakeholder Trust: Trust is the bedrock of any brand. In times of crisis, stakeholders—including customers, employees, and partners—seek transparency and authenticity. A carefully crafted crisis communication plan helps you communicate openly, demonstrating accountability and a commitment to resolving issues.
  4. Navigating Media Scrutiny: Media scrutiny can intensify during a crisis, and having a predefined communication strategy enables you to engage with the media effectively. Whether providing accurate information, managing media inquiries, or disseminating updates, a well-planned approach helps you navigate media challenges confidently.
  5. Protecting Employee Morale: Employees are a crucial asset, and their morale can be deeply affected during a crisis. A clear communication plan ensures that employees are kept informed, reducing uncertainty and anxiety. This, in turn, contributes to maintaining a cohesive and resilient workforce.
  6. Legal and Regulatory Compliance: Crises often bring legal and regulatory implications. A comprehensive crisis communication plan considers these factors, ensuring that your communication aligns with legal requirements and regulatory standards. This safeguards your organization from legal ramifications.
  7. Learning from Past Incidents: Effective crisis communication planning involves analyzing and learning from past incidents. This iterative process allows organizations to refine their strategies, update protocols, and continuously improve their ability to handle crises.
  8. Preserving Customer Relationships: Customers are quick to react during a crisis, and their loyalty can be tested. A well-executed crisis communication plan helps you reassure customers, address their concerns transparently, and maintain a positive relationship even in challenging times.
  9. Preserving Market Value: A poorly managed crisis can have lasting effects on market value. Crisis communication planning is an investment in preserving and, in some cases, even enhancing the market value of your brand by demonstrating resilience and a commitment to responsible management.

Buyers are Craving Certainty

All B2B and B2C buyers crave certainty, stability, and trust. It’s been a wild and wooly five years, and this being an election year, there is a lot of uncertainty in the air. While inflation is starting to improve, buyers are still getting used to the “new prices” on items that have essentially stayed mostly flat for a decade or more. In exchange for their hard-earned dollars, buyers want to feel their purchase has been valued and that it’s with a company or product they can trust. Your company needs to be firing on all cylinders to secure new revenues, and buyers simply won’t tolerate actions that create instability or a disconnect between themselves and the brand.  This is another reason thought leadership still plays a crucial role in today’s PR.

This goes for actions big and small. This is why crisis planning is essential, but it’s not just a highly visible PR crisis that brands must stay alert to. If your CEO reschedules meetings regularly, that’s a red flag for potential business partners and media; it makes any and all PR more difficult to get lifted.