Tag Archive for: branding

What Does AI Mean for Owned Content?

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Key Takeaways

  • Quality Over Quantity: Google’s updates emphasize the importance of producing high-quality, valuable content rather than simply generating large volumes of AI-driven material. The focus is on content that is helpful, reliable, and authored by knowledgeable individuals, rejecting spammy or low-value practices.
  • The Limitations of AI in Content Creation: While AI tools like ChatGPT can aid in brainstorming and drafting outlines, they cannot replace the unique insights and creativity of human authors. Genuine thought leadership comes from personal expertise and perspectives that AI cannot replicate, making it crucial to prioritize authentic content creation.
  • AI as a Tool, Not a Replacement: AI-generated content can be useful for generating ideas and initial drafts, but it lacks the depth and critical thinking required for impactful writing. Therefore, while AI can streamline the content creation process, it should not be relied upon for producing the final output, especially when building reputation and authority is the goal.

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.

4-13-2026 Update


Big Take Away: Unique Perspectives Are Winners This Round

One thing is abundantly clear: Google is looking for content with distinctive perspectives. Winners include:

  • Original research
  • Proprietary data
  • Expert commentary that can’t be found elsewhere

For the first time, we’re seeing Google deprioritize AI content without editorial review (i.e. fresh perspectives). Google recognizes the very real threat of AI training itself on AI and wants to prevent this by prioritizing well written, insightful 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.

 

The Invisible Asset, written by Avaans Media founder Tara Coomans, is the PR ROI framework that builds brand equity, drives valuation, attracts capital, and wins high-stakes moments. It’s built for CMOs defending budgets, CEOs preparing for a capital event, and operators in regulated categories. Get the book →

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What Is Purpose-Driven PR?

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Key Takeaways

  • Internalization of Purpose: A truly purpose-driven brand integrates its values into all levels of the organization, from leadership to employees. This internal commitment ensures that decisions, hiring practices, and daily operations align with the brand’s purpose, creating an authentic and cohesive culture.
  • PR as a Supportive Tool: While PR can amplify a brand’s purpose-driven initiatives, it should be rooted in genuine actions rather than serve as the primary driver. Effective storytelling is essential to highlight the real impact of a brand’s choices, making it crucial for purpose-driven brands to collaborate with experienced PR agencies to share their ethos.
  • Authenticity Over Appearance: Brands can either be born with a purpose or develop one over time, but authenticity is key. Consumers are increasingly adept at detecting insincerity, so brands must carefully craft their purpose-driven initiatives to avoid disingenuous efforts that can lead to distrust or backlash.

Purpose-driven public relations means the brand proactively builds and incorporates values that impact social, cultural, and environmental issues. A true purpose-driven company makes corporate choices within its purpose framework, even when it means purpose over profits.

Truthfully, public relations aren’t purpose-driven — a brand is purpose-driven. Public relations is simply a lever a purpose-driven brand can use to improve the world around them.

Building a purpose-driven brand is an inside-out job. These aren’t PR campaigns or PR ideas; they are a cultural way of thinking that’s internalized by everyone in the company.

[3 minute read]

The Importance of Internalizing Purpose

There are lots of ways a brand can support its customers, community, and the globe meaningfully. Cause partnerships and donation campaigns are relevant PR tactics, but they aren’t purpose-driven.

Purpose-driven companies take the long view on impact.

Internalization is what distinguishes purpose-driven brands. When everyone—from the Board to the CEO to the janitor—walks the talk, a brand has authentically implemented a purpose-driven culture.

This means employees incorporate purpose into everyday decisions. That can include hiring, internal programs, purchasing, and product development.

It also means employees feel safe making purpose-driven choices because they know they are acting within the company’s ethos—and that those decisions will be supported.

Should Purpose-Driven Initiatives Even Have a PR Component?

The deciding factor is the “why” behind the initiative.

Every day, businesses—from Fortune 500 companies to emerging brands—make decisions that have a social impact. Most of the time, these decisions don’t get the credit they deserve.

But purpose isn’t one decision, one campaign, or one person. It’s people moving in unison and making decisions that can impact millions.

What Actually Becomes News

Take something simple like eggs.

At the grocery store, you’re faced with choices: cage-free, organic, local, inexpensive. Producers are constantly balancing product, purpose, and price.

Even though organic or cage-free eggs are more expensive, margins are often lower than mass-produced options. These producers are likely making additional costly decisions—better feed, renewable energy, more humane practices.

These are meaningful, purpose-driven choices. But they don’t always make news.

What may become news is the broader impact, the cumulative effort, or the story behind the people making those decisions.

That’s where PR comes in.

There are opportunities—but they require real storytelling. This is why it’s important to work with experienced purpose-driven PR agencies that can translate ethos into compelling narratives.

Brands should have PR at the table when developing purpose-driven initiatives, but PR should be part of the purpose, not the purpose of the purpose.

Are Purpose-Driven Brands Born or Made?

Both—and neither.

Some brands are founded with purpose. Others grow into it over time. Both approaches are valid, but only if they remain consistent.

A brand founded on purpose can lose its way. A brand that evolves into purpose is not automatically forgiven for its past.

Authenticity is what matters.

Consumers are increasingly skilled at identifying insincerity. They can quickly detect when a mission is disingenuous, and that can lead to distrust or backlash.

In many cases, a brand is better off doing nothing than pursuing a purpose-driven initiative that isn’t genuine.

Final Thought

If your company is considering a purpose-driven plan, download our guide and contact us.

We can help you navigate the opportunities—and avoid the pitfalls—for purpose-driven brands.

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Integrating PR into a Data-Driven Marketing Strategy: A CMO’s Guide

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Integrating PR into a Data-Driven Marketing Strategy Key Takeaways

  • Data-Driven Decision Making: Modern PR requires a strategic approach where metrics and KPIs guide decisions. By integrating PR into a data-driven marketing strategy, and analyzing data such as media mentions, engagement rates, and audience sentiment, CMOs can refine their messaging and target their campaigns more effectively.
  • Step-by-Step Integration: The article outlines a clear process for integrating PR into marketing strategies, including defining campaign goals, selecting relevant metrics, gathering data, and continuously assessing campaign performance. This structured approach ensures informed decision-making and maximizes campaign impact.
  • Collaboration with Experts: Partnering with a specialized PR agency can enhance your data-driven strategy. These agencies bring expertise in metrics, technology, and industry knowledge, enabling more effective campaigns that align with business goals and adapt to market changes.

In today’s digital age, public relations (PR) isn’t just about managing the narrative—it’s about shaping it with precision and insight. As a Chief Marketing Officer (CMO), you are aware that modern PR efforts must be strategic and data-driven. The question is, how can you effectively integrate PR metrics and KPIs into your marketing strategy to not only track but also boost your campaign’s impact?

Back to Basics – What You Need to Know

Before diving deep into the world of data-driven PR, it’s crucial to understand the basics. What are PR metrics and KPIs, and why are they essential for your strategy? Simply put, PR metrics are the data points that track the effectiveness of your public relations activities. These could range from the volume of press mentions to the sentiment of the coverage. On the other hand, PR KPIs, or key performance indicators, help you measure how well these activities meet your strategic goals.

Why Does Integrating PR into a Data-Driven Marketing Strategy Matter?

Why does it matter so much to integrate PR into a data-driven marketing strategy? Well, think about it—marketing is no longer just about getting your message out there. It’s about making sure the right people hear, understand, and act on it—data-driven PR is the key to unlocking that potential.

Let’s take PR, for example. In the past, it was often seen as a bit of a guessing game. You’d send out your press releases and hope for the best. But now, with the tools we have at our disposal, PR can be much more strategic. By utilizing data to steer your decisions, you can target your audience more effectively, craft messages that are more likely to resonate, and, ultimately, drive better results.

It’s all about efficiency, too. Data helps you see what’s working and what’s not—fast. It means you can tweak your strategies in real-time rather than waiting until the end of a campaign to analyze its success. By integrating PR metrics and KPIs into your marketing strategy, you’re not just shooting in the dark. You’re making informed decisions that maximize impact and minimize wasted effort.

Integrating data-driven PR isn’t just a nice to have—it’s essential for staying competitive in today’s fast-paced market. It allows you to move quickly, adapt your strategies based on real-world feedback, and connect with your audience meaningfully and measurably. So, are you ready to see how it can change the game for your brand? Let’s dive deeper into the hows and whys.

Integrating PR into a Data-Driven Marketing Strategy – A Step-by-Step Guide

With the digital landscape evolving, backing it up with solid data is the only way to ensure your PR hits the mark. Here’s a step-by-step guide to walk you through the process.

Step #1: Set the Stage – What Are You Aiming For?

First things first, define your campaign goals clearly. Integrating PR into a data-driven marketing strategy starts with identifying what outcomes would mark a successful campaign for your brandmeasure. Are you trying to enhance brand recognition or increase website traffic? Identifying your main objectives will dictate the strategies and tools you’ll use. To do this effectively, consider what outcomes would mark a successful campaign for your brand, then translate these into actionable and measurable goals. This precision in goal-setting is crucial as it directs all subsequent efforts and provides clear criteria for measuring success.

Step #2: Pick the Right Tools – Which Metrics Matter?

Your PR agency should understand the difference between the metrics B2B companies track vs. the metrics B2C companies track. Choose the metrics to give you insights into how well your campaign meets its goals. If you aim to boost engagement, focus on metrics like click-through rates (CTRs) and social media interactions. For brand awareness, track media mentions and audience reach. Selecting the right tools early on saves time and ensures you are gathering data that will be useful, not just interesting.

Step #3: Gather the Facts – What Does Your Data Say?

Collect data relevant to your defined metrics. This could include using analytics tools to track website traffic or social media monitoring tools for engagement rates. Analyze this data to understand the current state of your PR—what’s working, what’s not, and where there are opportunities or threats. This step grounds your strategy, allowing you to make informed decisions about proceeding.

Step #4: Tool Time – Choosing the Best for the Job

Select the most effective tools for your specific needs. If detailed analytics are required, consider software that offers comprehensive data integration, such as Google Analytics for web traffic or Sprout Social for social media insights. Ensure these tools capture the data in a way that is compatible with your existing systems. The right tools streamline your process, making data collection more efficient.

Step #5: Craft the Narrative – Tailoring Your PR Campaigns

Use the insights gathered to shape a compelling narrative for your PR campaigns. Compose messages that appeal to your target audience while aligning with your brand’s voice and goals. Consider the data you’ve analyzed to tailor your message, ensuring it appeals to your audience’s interests. A well-crafted narrative improves engagement and drives the desired actions from your audience.

Step #6: Launch and Learn – Putting Plans into Action

Launch your campaign and watch it fly. Keep an eye on how it’s received—this is your chance to learn what resonates with your audience. It’s like testing out a new recipe on guests; you’ll quickly see what pleases the palate and what doesn’t, letting you tweak the recipe better next time.

Step #7: Impact Check – What Worked and What Didn’t?

Once the dust settles, review the outcomes. What worked well? What flopped? This assessment should be thorough, providing insights that help you understand the impact of your PR efforts. Use this information to improve future campaigns, learning from successes and shortcomings.

Step #8: Wrap-Up: Sharing Successes and Setting New Goals

Share the successes and lessons learned with your team. Celebrate the victories, discuss improvements, and set new objectives based on your findings. It’s like the wrap-up meeting after a successful project—you outline what went well, what didn’t, and how to aim even higher next time.

Pro Tips for Maximizing Data-Driven PR

To make your data-driven PR efforts shine, here are some straightforward tips to follow:

Tip #1: Share Real Success Stories

Find stories where your products or services made a real difference for someone. Share these stories to show how what you do works in real life, not just in theory, so people see the value of your brand.

Tip #2: Try Out Different Messages

Don’t stick to just one way of saying things. Test out different messages to see what your audience likes best. It could mean changing your words or how you present your message.

Tip #3: Team Up with Data-Savvy Influencers

Work with influencers in your niche who understand data and can use it to help tailor messages. They can also guarantee that your content reaches the right audience in the most effective way.

Tip #4: Plan Ahead with Predictions

Use past data to predict future trends and plan your PR moves around those guesses. This way, you can prepare for what’s coming and adjust your strategy to fit the changing market preferences.

Tip #5: Make Your Data Visual

People understand visuals faster than text, so turn your data into charts, graphs, or infographics. It makes your information easier to grasp and share, which can help spread your message further.

Tip #6: Keep Tweaking Your Strategy

Always be ready to change your plan based on the data. If something isn’t working, try something else. Keeping your strategy flexible allows you to stay relevant and effective.

Tip #7: Listen to Feedback and Improve

Pay attention to what others are saying about your campaigns. Use their valuable feedback to improve your next moves. After all, listening and adapting are key to staying on top of your game.

Tip #8: Work Together Across Teams

Ensure everyone involved in PR, marketing, and data analysis works together. When teams collaborate, you can develop a stronger, more cohesive strategy that’s more likely to succeed.

Partnering with a PR Agency – Your Ultimate Solution to Success

Partnering with a PR agency might just be your best move. Why, you may ask? Because these experts eat, sleep, and breathe data-driven PR. They have the expertise to dig deep into PR metrics and KPIs, ensuring your campaigns are as impactful as possible. It isn’t just throwing strategies at the wall and seeing what sticks; it’s about making informed, strategic decisions that drive real results.

Consider it—modern PR is complex, and staying ahead means constantly adapting. PR agencies are in the loop with the latest trends and tech. They use advanced tools that might be out of reach for most due to cost or complexity but are crucial for slicing through data to find what truly matters.

So, when you team up with the best PR agency, you’re not just outsourcing work to another third party; you’re essentially powering up your PR game to better align with your business goals. Whether boosting your brand or getting more eyes on your content, a PR agency knows how to make it happen effectively and efficiently. And isn’t that what we all want at the end of the day?

How to Find the Best PR Agency for Maximizing Data-Driven PR

Finding the right PR agency can really make a difference in your marketing strategy. Let’s break down exactly what you need to do to make sure you choose the best agency for your needs.

Define Your Needs Clearly

First, know what you want. Are you looking to increase your brand’s presence? Drive more sales? Manage your reputation? Establishing goals from the start will help you explain what you need from a PR agency and guide you in choosing one that specializes in what you seek.

Research Agency Histories

Next, it’s important to check out an agency’s background. How long have they been in business? What types of companies have they worked with? Understanding their history will help you gauge their experience and success. It can give you confidence that they can handle your needs.

Evaluate Their Technology

Moving forward, determine what tools your chosen agency uses to track and measure PR campaigns. Are they using up-to-date software and systems? This matters because modern tools allow for better tracking of PR metrics, which means better insights into how well your campaigns are doing.

Review Client Success Stories

Ask to see examples of the agency’s previous work. It will show you what the agency has managed to achieve for other clients and can give you an idea of what they might be able to do for you. Successful case studies demonstrate the agency’s ability to execute a PR strategy effectively.

Confirm Industry Expertise

Make sure the agency has experience in your industry. It is crucial because knowledge of industry-specific media and challenges will enable them to tailor a strategy that is more likely to succeed. An agency familiar with your sector can more effectively navigate its unique landscape.

Understand Their Data Approach

How does the agency handle data daily? It’s important that they can collect, analyze, and use data to inform strategies. It is what makes PR efforts effective today. Ensure they have a solid data-driven approach to PR, which will be key to crafting campaigns that work.

Assess Communication Style

When it comes to PR, you want someone who communicates promptly. How an agency handles communication with you is a good indicator of how they manage communication within your PR campaigns. Good communication means fewer misunderstandings and a more efficient campaign.

Consider Pricing and Contract Terms

Once you’ve decided to go with an agency, the next step should be to discuss prices and what you get for your money. Are there different packages? What does each package include? Also, look at the contract terms—are they flexible? Understanding this upfront helps avoid any surprises later on.

Request a Strategy Preview

Before making your final decision, immediately ask the agency for a strategy preview. It should outline how they plan to reach your PR goals. This preview can help you see their thought process and creativity at work and decide if their approach fits your expectations.

Make Your Final Decision

In the end, after reviewing all these aspects, make your choice. Go with an agency that fits your needs and budget and feels like the right team for you to work with. Trust your gut—pick a partner you believe will take your PR to the next level and truly amplify your brand’s presence.

In conclusion, integrating PR metrics and KPIs into your marketing strategy isn’t about keeping up with the trends—it’s about staying ahead of them. By harnessing the power of data-driven PR, you position your brand to make informed decisions and achieve measurable success. Ready to take your PR to the next level? Contact Avaans Media and discover how our team can drive results that matter.

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What is Reputation Management?

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Key Takeaways

  • Holistic Reputation Influence: Reputation management involves actively shaping how stakeholders perceive a company, encompassing everything from media coverage to third-party reviews. A positive reputation is crucial for a company’s overall success, especially for emerging brands without a long history of trust.
  • Role of PR in Reputation: Public relations plays a significant role in reputation management through media relations, content strategy, and crisis communication. PR helps build stakeholder confidence, manage crises effectively, and align purpose-driven initiatives with the company’s reputation.
  • Impact on Business Success: A strong reputation can differentiate a company in competitive markets, influence product pricing, and attract top talent. Trust established through reputation management can also mitigate the fallout from crises, underscoring its importance in overall business strategy.

What is reputation management? Reputation management is the art of influencing trust and reputation among stakeholders, such as customers, clients, investors, potential employees, or anyone else affecting a company’s success. Reputation management takes a holistic view of the company’s reputation, from the news on a brand’s Google search to third-party reviews or media coverage, a positive company reputation is its most valuable asset.

Why is a Positive Reputation Important?

Without a positive reputation, all other initiatives, from advertising to an IPO, will be less effective. This is even more true for emerging industries and ambitions brands than for publicly traded companies like Apple and Coca-Cola, which are always on the top brand list.  Why? Because those companies have a long history of trust and positive reputation, it takes more to take them down. But growing companies, who aren’t household names without decades of trust build up need to fight harder to gain and keep a positive reputation. 

 

What is PR’s Role in Reputation Management?

Some might say PR is reputation management, but that’s not quite true. There are a few different departments that could be involved in reputation management. The branding team has a role to play in reputation and trust because branding is more than logos and packaging. A great, well-tended-to brand evokes feelings and allows the target audience to know exactly where you fit in their lives. Product development is another vertical that touches on reputation management. If you launch a product that is deeply flawed or offensive, that will impact your company’s reputation. So, what does PR do for reputation management? This could include:

  • Media Coverage & Media Relations
    Proactive media coverage, whether it be thought leadership for executives or consumer product PR, helps stakeholders gain confidence in the company. After all, fewer than 1% of companies ever receive PR coverage, so if your company is in the media, that’s a significant differentiator. One thing that universally stands out as the responsibility of PR is media relations. PR professionals understand how to talk to the media, whether that means proactive pitching or responding to media inquiries.
  • Content Strategy
    The content strategy could intersect with SEO campaigns, including paid placements or buzzy videos used in presentations, internally and externally.
  • Purpose-Driven Initiatives
    Purpose-driven campaigns and initiatives, from the inside out, can be a collaborative effort between branding and public relations. Both teams are vested in ensuring that any CSG program matches the company’s reputation and that stakeholders, from employees to investors to customers, receive the campaign positively.
  • Crisis Communication
    PR will almost certainly take the lead on creating a crisis communication plan, which every company should have and managing a crisis, should it reach the level of stakeholder awareness. Having a PR team who knows the key media players, and understands how to communicate with them can be the difference between a brand-impacting crisis and a hiccup.
  • Social Media
    From influencers to social media posts, PR often directs social media campaigns to coincide with PR campaigns. But social media may also involve advertising, which traditionally isn’t the purview of PR.

How Important is Company Reputation?

How Reputation Impacts Product Pricing

The more competitive your space, the more important your reputation. If your product is essentially the same as its competitors -iPhone vs. Google phone, for example, or Coca-Cola vs. Pepsi – then PR and reputation management are often differentiators for brands. If you want your company to be the premier one within your vertical, your reputation must match your goals.

Pre-IPO Reputation Management

Whether you’re gearing up for an IPO, or already publicly traded, the value of a company. In fact, according to executives, up to 63% of a company’s value is its reputation.  The fact is, current and future investors have a vested interest in your company’s reputation. Pre-IPO PR can be the difference between a lackluster IPO and an over subscribed one.

 

How Your Reputation Impacts a Crisis

The more your stakeholders trust you, the more likely they are not to overreact to a crisis like a product recall or a careless executive statement. Emerging from a crisis without significant damage has multiple inputs, but there’s no doubt that a positive reputation makes it easier. I call this the trust bucket. When your trust bucket is overflowing, and a crisis takes it down an inch from the top, that’s a whole different scenario than if your trust bucket only had an inch of trust to start. There’s really no substitute for brand trust.

 

Attracting Outstanding Team Members

There’s nothing more frustrating than hiring for a role and receiving dozens of resumes from less-than-attractive candidates. If your company has a good reputation, it will always have access to both active and passive candidates, rather than wasting hours of human resources time. Not only do the best people want to work at the company with the best reputation, they are also most likely to help spread the news without you asking. Let’s face it – employees who care about your company’s reputation are its most valuable employees.

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3 Lessons Cannabis Tech Can Learn From Silicon Valley Failures

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Key Takeaways

  • Learn from Past Failures: Cannabis tech companies can benefit from studying the failures of previous tech ventures like WebVan and Pebble Smart Watch. Being a first mover doesn’t guarantee success; instead, companies should focus on meeting current consumer needs while planning for future regulatory changes and brand loyalty.
  • Integrate PR and Advertising: To secure market share and build trust, cannabis tech companies should align their advertising and PR strategies. By creating a cohesive brand message and telling compelling stories—beyond just technology—companies can enhance their market position and value.
  • Adapt to Shifting Consumer Trends: With changes in media consumption and a potential decline in traditional social platforms, cannabis tech firms need to prioritize building trust and leveraging third-party media coverage. Understanding consumer behavior and adapting to trends will be crucial for maintaining relevance in a competitive landscape.

[3 minutes]

Some have said that the fastest-growing sector in cannabis is cannabis technology. While cannabis technology companies often serve very specific regulatory needs, even after the DEA rescheduled cannabis, and enter the marketplace in a tech-mature world (as opposed to those during the initial dot-com era), cannabis tech companies with hyper-growth ambitions can learn from the Silicon Zalley tech failures of the past.

Think Ahead, But Not Too Far

Many emerging industry companies have gone bust because they were simply too progressive. From the dot-com era, WebVan and Kozmo were two delivery companies with considerable capital that both went bust, only to see companies like Amazon eventually optimize the services they both introduced. Not every first mover gets first-mover advantage. There’s a lot to be said for meeting the customer or client where they’re at.

But moving people ahead is completely possible. Cannabis tech companies can think through the future of their business by planning past a regulatory world and creating brand loyalty well before any necessary pivots.

Setting an agenda to change the narrative and create demand is a long-term play, but consumers DO change behaviors and in the wake of COVID, there is still an opportunity to maximize the massive mind-shift happening. Cannabis itself is an outstanding example of changing the narrative. In fact, changing the narrative is an excellent competitive strategy and a way to differentiate yourself.

How Cannabis Tech Can Prepare for Bigger and Better Funded

As cannabis becomes a bigger part of the economy in more states, there will be more entrances into the marketplace.

Cannabis tech only has to look at what happened to the CBD space after the Farm Act passed to see a more recent cannabis example of this. From a tech perspective, a good example of this is the Pebble Smart Watch, which raised $10.3 million on Kickstarter (the most successful Kickstarter ever at the time). But of course, they struggled to compete with competitors like Apple Watch.

B2B cannabis tech companies are vulnerable to this as Silicon Valley continues to double down on cannabis tech from companies and founders with no experience in cannabis, but more funding. Dutchie is an example of this. Dutchie’s model is less cannabis and more tech as they model their services to something more akin to GrubHub. Silicon Valley likes companies that reinvent proven scale models.

Cannabis tech companies, whether they serve B2B or B2C should leverage both advertising and PR, together to secure market share AND trust simultaneously. Align your cannabis advertising and PR campaigns and messaging. Don’t isolate your advertising data from PR. Together they can be stronger. Branding dominance and brand value is the way to secure marketplace valuation; had Pebble done that, they would have stood a better chance of survival or at the very least gotten closer to the original offer of $740 million (which they got in 2015), as opposed to the sell to Fitbit for less than $40 million in 2016.

Cannabis technology companies should also be prepared to tell stories that aren’t technology-oriented. Whether those be founder stories, or purpose, there is also more to talk about, so prepare yourself and get those corporate stories in place.

And when there are lulls in cannabis tech VC funding, that’s a great time to prepare for the future and focus your energies on the most important initiatives to help you stand out when the cannabis venture funding cycle returns.

Watch Consumer Tech Trends

Media consumption on the biggest social media platforms may well have peaked already. 2021 was the first year Facebook reported a decline in users. So what’s happening to those consumers? They certainly haven’t left the internet, they’ve simply shifted platforms.

Consumer communication with a cannabis niche or cannabis advertising platforms can learn so many lessons from the failures of social media platforms, in particular Facebook. These platforms need to evaluable the trust equation and invest in it immediately. Whether the customer is B2B or B2C, there is a broader techlash going on.

Leveraging the trust of third-party media outlets is imperative now. And unlike plant-touching brands, cannabis tech companies have a wide-open playing field about the media outlets who will write about them. We always say that “trust is an inside out job,” and that means PR can only clean up so much if you’re abusing trust; if you’re the Theanos of cannabis tech, PR won’t be your biggest spend.

 

Cannabis tech is sure to be a competitive and thriving sector with massive ups and downs, but those who reach hyper-growth will have taken a page out of the successes and failures of past Silicon Valley darlings.  Check out our PR Case Studies and Results for more ideas about how to stand out in cannabis tech.

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3 Great Ways to Leverage a CPG Product Launch for Media Coverage

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Key Takeaways

  • Early media coverage builds momentum: Securing press coverage early in a CPG product launch helps establish consumer trust, generate awareness, and create excitement. Modern PR tactics such as SEO-optimized media kits and trend-based story pitching can significantly increase visibility.
  • A distinctive social media strategy matters: Consumer packaged goods companies benefit from creative social media strategies tailored to their audience. Platform-specific content, innovative influencer collaborations, contests, and giveaways can all generate buzz and earned media attention.
  • Combine earned and paid media: The strongest CPG product launches integrate earned media with strategic paid media support. This combination expands reach and reinforces credibility during a competitive launch window.

A successful CPG product launch depends on visibility, credibility, and momentum. Securing strong media coverage early in the process can make a measurable difference in how quickly consumers discover—and trust—your product.

Effective CPG product launches often combine marketing, retail strategy, and strong public relations. For consumer packaged goods (CPG) companies, the stakes are especially high. A well-executed launch can expand market share, strengthen brand awareness, and accelerate early sales.

Public relations is one of the most effective ways to generate attention and credibility during this critical window. Here are three proven ways to use PR for a CPG product launch.

For consumer products, standing out at launch is essential.

Whether you are introducing a new product line or expanding into a new category, your consumer product launch needs to capture attention quickly. Media coverage and marketing efforts must cut through a crowded landscape competing for consumer attention.

  1. Secure Early CPG Product Launch Media Coverage

For any new CPG brand, consumer trust is essential to strong early sales. Consumer PR remains one of the most trusted marketing channels, making early coverage especially valuable.

Securing press attention at the beginning of a launch helps build consumer trust and awareness, while also generating excitement among retailers and distributors.

Traditional PR tactics include product samples and press releases. Today, however, the most effective approach often includes an SEO-optimized media kit that provides journalists with the details they need to quickly write a compelling review.

If you are pitching digital outlets or podcasts that publish quickly, another strategy is to connect your product to trending consumer topics. Positioning your product as part of a larger story can help reporters incorporate it naturally into their coverage.

During the first year of a launch, an aggressive earned-media strategy can be particularly valuable. Once a brand has established meaningful traction, companies may shift toward broader brand awareness PR strategies while maintaining core CPG PR support.

  1. Execute a Distinctive Social Media Strategy

Social media plays an important role in how consumer packaged goods companies reach their audiences.

The key is understanding how your target demographic actually uses each platform. Consider their interests, the types of content they engage with, and where that content naturally performs best.

For example, a product demo video might perform well on Facebook or YouTube, while visually engaging or trend-driven content may resonate more strongly on Instagram or TikTok.

It’s also time for CPG companies to think beyond the traditional influencer campaign. Creative approaches can help brands stand out.

For example, Bounty recently partnered with influencers to place Bounty products subtly in the background of their videos—an updated twist on classic product placement.

Just remember to follow FTC disclosure guidelines and clearly identify paid partnerships.

Creative social strategies can also generate additional earned media. Contests, giveaways, and interactive campaigns often spark conversations that extend far beyond the original post.

  1. Boost CPG Product Launch Visibility with Paid Media

While earned media is a powerful credibility builder, strategic paid media can significantly extend the reach of a product launch.

Supporting a launch with targeted advertising—whether through digital media, sponsored content, or retail partnerships—can help reinforce messaging and accelerate consumer awareness.

When earned media and paid media work together, CPG brands are better positioned to compete in a crowded marketplace.

Since our inception, we’ve helped consumer packaged goods companies launch and scale new products. Over time, we’ve seen firsthand how thoughtful PR strategies can shape the success of a product introduction.

While every campaign is different, these three approaches provide a strong starting point for your next CPG product launch.

BONUS: Rethinking Media Placements

Modern PR strategies increasingly consider digital media opportunities, and media placements are evolving along with them.

For both consumer PR and B2B PR, there are growing opportunities across media channels—from thought leadership placements to affiliate partnerships with digital publications.

Whether you represent a natural product CPG, a cannabis CPG, or another emerging category, the media landscape offers a wide range of opportunities to amplify visibility.

Avaans Media has decades of experience supporting product launches across industries—from consumer product PR to B2B. Read more about our previous work here.

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