Tag Archive for: digital communication

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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PR Doesn’t Fail in the Pitch. It Fails Before That.

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Key Takeaways

  • PR challenges are usually clarity problems, not distribution problems

  • One-size-fits-all angles are convenient for brands, not suitable for journalists

  • Strong stories are tailored to the lens of the person receiving them

  • PR is 1:1—your research and pitching should be too

PR Pitch Fail: It’s Not What You Think

When PR isn’t working, the first instinct is to fix the pitch—tighten the subject line, refine the angle, add more reporters to the list, and push harder on outreach. Sometimes that helps. Most of the time, it doesn’t. Because PR rarely fails in the pitch. It fails earlier than that.

We were reminded of this in a recent conversation with a client. They had put real thought into a set of angles based on our initial thinking and came back with a fair question: would their preference – which was a mixture of two pitch angles – land with all the reporters we were targeting? The collaboration was exactly what you want, but the question itself revealed the underlying issue. They were seeing if we could make one story (of course the one story they wanted to tell) work for everyone.

That’s where things start to break down.

There’s a natural tendency, especially on the brand side, to look for efficiency. One clean, uniform angle that can be applied across a shortlist of media feels aligned and manageable. But in practice, it’s often a version of forcing a round peg into a square hole. What works for one reporter won’t necessarily work for another, not because the story is wrong, but because the lens is different.

What AI Pitches Get Wrong

One reporter might be drawn to growth—data, traction, something new in the numbers that hasn’t been covered before. Another might not care about that at all and instead focus on the human side—how a founder thinks, or the one principle they operate by every day. Same company, same underlying story, but two completely different entry points depending on who’s on the receiving end.

This is where PR often gets misdiagnosed as a distribution problem, when it’s actually a clarity and alignment problem. It gets treated like a volume exercise instead of a relationship-driven one. But PR has always been one-to-one. The outreach is, the relationships are, and the research has to be as well.

That research goes beyond simply looking at what someone covers. It’s about understanding how they cover it—what catches their attention, what makes them decide something is worth sharing, and how your angle fits within that context. If that step is skipped or generalized, the result isn’t a tailored story. It’s a broadcast.

Most teams do come up with good ideas. They’re thoughtful, well-articulated, and directionally right. But that’s not the bar. The real question is whether the story actually does something—whether it gives a specific person a reason to care, fits how they already think and write, and meets a moment they’re paying attention to. If it doesn’t, no amount of pitch refinement will change the outcome.

We see this same dynamic outside of PR, especially in thought leadership. Content can sound polished and correct, but if it isn’t clearly attributable to a specific point of view, it ends up feeling interchangeable. It could have been written by anyone, which means it’s remembered by no one.

At the root of all of this is a simple but often overlooked disconnect. Many brands spend their time thinking about what they want others to say about them, without first getting clear on what they actually need to say and show themselves. That clarity has to come first. Without it, everything downstream, angles, pitches, outreach, becomes harder than it needs to be.

Because by the time we’re writing the pitch, we’re revealing the outcome rather than creating it.

 

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How AI is Reshaping PR for Consumer Product Brands in 2025

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It’s been a few years now since AI splashed down and changed our lives forever.  No where is this more true than PR for consumer product brands brands. AI marketing trends for consumer brands can be used to make your brand stronger and give it a singular voice. How? AI is reshaping the consumer journey from data insights that shape product development and even the way you develop content and marketing campaigns.

Brand Footprint with AI Search Engines

If you’re reading this, you’ve probably got your eye on AI search. From Perplexity to ChatGPT and Claude, the world is using AI to help identify strong contenders for product recommendations. Google has made such a mess of shopping in search it’s virtually useless for shoppers looking for products NOT at Amazon or Walmart. AI search may well be the best gift to consumer product brands because it may level the playing field some. AI search will be about word association rather than keyword stuffing, and third party validation replaces links. Today’s third party content doesn’t need a link to be valuable in AI search. PR will play an even bigger role than it does today and opportunities like branded content have extra value in training the AI search engines on your brand.

AI in PR: Listening, Learning, and Leading the Narrative

AI has given brand consumer brands a tremendous boost because it can flag opportunities and trends faster than ever before. When we conduct our Fingerprint strategies for potential clients, we use a platform which digs into social media data, and we combine this with data from media monitoring. AI helps us pull this information together more quickly and allows us to test hypothesis better than ever before. For example, we identify Reddits that ideal consumers are using, and then we use AI to identify the most frequent topics, and identify opportunities to engage those consumers. We aren’t saying “go to Reddit,” but we are saying is your customers are excited about these kinds of topics, and that can inform campaigns. It’s one way AI is reshaping PR and giving consumer brands a fresh take that inspires.

Creating and Vetting Content at the Speed of Culture

Everyone knows how AI is reshaping PR and content. Although generating content with AI is a common application, it’s often ineffective unless you critically analyze the output; otherwise, AI produces pointless content, a concerning trend.

Instead, the new editorial workflow gives you a chance to bounce ideas off a third party, using different points of view. For example, you can ask AI to give you ideas for content with specific customer details, and then you can ask AI to review the content, tighten it up and make it more readable. Consumer brands can also use AI help identify SEO opportunities using their Google analytics, search console to refine perspectives. Consumer brands can use these strategies to repurpose content across channels and identify minor changes in voice, tone, or format for particular channels.

 

Ethical Considerations: Transparency and Brand Equity

No matter what the latest trend for consumer products is, your brand should be timeless, and that means investing in trust with customers. No technology or product will dig you out of the low-trust hole. So where does AI fit into all of this? AI is reshaping PR along with every other department, but its our job in PR and marketing to make sure we’re using AI in trust worthy way.

  1. AI Content Creation. If you use AI to mix content, create content, or create video or sound content, always, always, always disclose the use of AI. This is absolutely critical if you’re creating content that a consumer could misunderstand as real. Instagram is asking for this disclosure when you upload content natively, but many brands may not be uploading natively, so it’s more important than ever.
  2. Give customers an opportunity to opt out of AI analysis you do to identify opportunities like those addressed above, just as you do with website cookies. You can incorporate this into your email opt-in and simply make it part of their customer profile.
  3. Create a solid AI internal policy about customer data and where it can be used in third party AI applications. This is really important because AI engines are giant vacuums and you could unintentionally reveal customer data to the entire AI universe. This is obviously a privacy concern, but it’s also a competitive concern.

Personalization at Scale: AI’s Superpower for DTC Brands

Today’s customer expects you to understand them, and if you don’t, then they can’t be bothered either. 

A quick example: my digital footprint is STRONG, we get somewhere between 50 to 100 catalogues in the mail monthly. About 90% of them are relevant based on my online shopping patterns so I read them, and some even stay on the coffee table for awhile while I marinate on that really cool pair of jeans. Once catalog I received over the weekend was so off the mark that I disposed of it without giving it a second thought; what a waste, especially since today’s personalization is totally scalable and that goes for all your content distribution, from digital PR to mailing. Make sure you’re maximizing tools available to you today for your website personalization, SMS, and email. 

Also, use your existing customers, train your own AI agent to more deeply understand customers and ideate on new products, content ideas and advertising targeting. The more you train your own AI agent, the better it will become. You can train an agent in ChatGPT through the “My GPTs” option, and the use Google’s Notebook LLM for content and insights. The tools to capture information are too many to list, but this is the time to experiment and train your own AI agents to personalize your reputation.

Final Thoughts: Human Connection in an AI World

If you’re looking to differentiate your brand, then you must use AI differently than your competitors. Social media has removed a lot of critical thinking from our daily lives and put us in vacuums where we are spoon fed ideas and content. If your brand uses AI like we all use social media, or even search, then you’re using it like everyone else. Challenge yourself to personalize your AI to your deepest questions, challenge AI to dig deeper, do better, and use your personalized data to do so. Always make sure your fact checking and telling your AI where it went wrong.

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Digital PR for Cannabis Companies

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Key Takeaways

  • Navigate Regulatory Challenges: Digital PR for cannabis companies must carefully craft messages that comply with strict regulations. Understanding and adhering to legal guidelines is crucial for building trust and avoiding potential pitfalls.
  • Leverage Quality Content and SEO: Creating valuable, informative content and optimizing it for search engines are essential strategies. This approach positions your brand as a thought leader while enhancing visibility and engagement with your target audience.
  • Engage Authentically and Build Community: Utilize social media, email marketing, and community initiatives to foster genuine connections with your audience. Building strong relationships and actively responding to feedback enhances brand loyalty and reputation in a rapidly evolving market.

Are you using digital PR to expand your cannabis company’s brand visibility and market reach? In the fast-evolving cannabis industry, where regulatory landscapes and market dynamics shift continuously, effective digital PR is more than a strategy, it’s a necessity. At Avaans Media, a cannabis PR firm, our focus is on tailoring advanced digital PR strategies specifically for cannabis companies like yours, helping you navigate the complexities of the market.

Wiath that in mind, read on as we break down the intricacies of digital PR in the current market, how it  applies specifically to the cannabis industry, and 20 specialized tips you can use to strengthen your digital presence.

But First, What is Digital PR?

First and foremost, digital PR involves online strategies to manage a brand’s presence and increase its visibility. It extends beyond traditional PR by using digital tools and platforms like social media, SEO, blogs, and press releases. These tools significantly enhance engagement and help a brand/company reach its target audience more effectively and efficiently. In short, today’s cannabis companies can’t afford to ignore these digital realities.

How is Digital PR Different for Cannabis Companies?

For cannabis companies, digital PR isn’t just about getting attention. Instead, it’s about crafting messages that resonate within a strict regulatory framework. Cannabis PR firms with experience like ours understand these critical nuances. As a result, we develop compliant, impactful communications that respect legal boundaries while effectively and strategically conveying your brand’s unique message.

Market History

The cannabis industry has undergone an exceptional transformation over the last decade. At first, stigma and heavy restrictions shaped the category, but progressive legalization and growing public acceptance have changed the landscape. This evolution necessitates a sophisticated approach to digital PR, which top cannabis PR firms provide by staying ahead of current cannabis market trends and regulatory changes.

20 Digital PR Tips for Cannabis Companies

In an industry as dynamic and regulated as cannabis, effective digital PR strategies are crucial for success. Below are 20 essential tips for cannabis companies focused on mastering digital communication compliance. Use this guide to successfully connect with your audience while operating within regulatory boundaries.

Tip #1: Define Your Brand Voice

A well-defined brand voice communicates your values and resonates with your target audience, fostering a powerful brand identity. It should reflect your company’s personality and differentiate you from competitors. Just as importantly, consistency in this voice across all your content helps build recognition and trust. Over time, that trust helps turn first-time buyers into loyal customers.

Tip #2: Optimize for SEO

No list of digital PR for cannabis companies would be complete without mentioning Search Engine Optimization. SEO enhances your website’s visibility on search engines, making it easy for prospective customers to find you. Start by researching keywords relevant to your target market’s search habits. Then incorporate these keywords naturally into high-quality content, meta descriptions, and image tags. Finally, regularly updating your website (content and other aspects) and ensuring it is technically sound improves rankings and steers more organic traffic to your site.

Tip #3: Create Quality Content

Quality content is essential in positioning your cannabis company as an industry thought leader. A core digital PR tip for cannabis companies includes developing content that answers all the frequently asked questions, provides valuable insights, and educates your audience about the cannabis industry. This content can include detailed blog posts, engaging infographics, and informative videos. Such content attracts and retains consumer interest, boosting your site’s SEO by increasing dwell time and significantly reducing bounce rates.

Tip #4: Maximize Social Media

Social media is a very powerful tool for establishing community and brand loyalty in the cannabis industry. Use these social platforms to share content that engages and educates your audience while promoting your products within compliance. Since each platform has different strengths and audience demographics, tailor your content accordingly. Most importantly, stay responsive – egular interaction and responsive communication on these platforms foster a strong community and can boost your brand’s visibility and engagement rates.

Tip #5: Partner with Influencers

Influencer partnerships can extend your reach within the cannabis community. Choose influencers in your specified area who align with your cannabis brand’s values and have a genuine connection with their social media followers. These collaborations should feel authentic and provide value to the influencer’s audience, often leading to increased brand credibility and a wider customer base. As a bonus, effective partnerships can drive targeted traffic to your platforms and increase brand recognition.

Tip #6: Monitor Brand Reputation

Monitoring what is said about your brand online is vital for maintaining a good reputation in the market. Use advanced social listening tools to diligently track mentions across various platforms and respond to feedback promptly to manage perceptions effectively. Addressing negative feedback from any customer can effectively prevent potential damage to your brand’s reputation, while positive engagement can foster loyalty and actively encourage robust word-of-mouth marketing.

Tip #7: Analyze Performance Data

Data analysis shows what’s working and what isn’t. Use analytics tools to track user engagement, website traffic, and campaign performance quickly. This performance data provides crucial insights into what resonates with your audience and doesn’t, allowing you to make informed decisions to optimize future social media campaigns. Then use these insights to fine-tune your strategies for consistently better results over time.

Tip #8: Focus on Compliance

Ensuring that all your digital content is strictly compliant with current cannabis laws and regulations is absolutely crucial. This includes adhering to stringent advertising restrictions and detailed content guidelines specific to the industry. Compliance prevents potential legal complications and builds substantial trust with your audience and stakeholders, reinforcing your brand’s unwavering commitment to legality and ethics in a highly scrutinized industry, cannabis.

Tip #9: Engage Through Email Marketing

Email marketing remains one of the most effective digital marketing strategies. Build a robust subscription list and send regular, well-crafted newsletters informing your audience about new products, company news, and exclusive special offers. Personalize emails to increase engagement and ensure your content provides value to keep subscribers interested. This direct line of communication helps cultivate long-term relationships with your customers.

Tip #10: Educate Your Audience

Education is particularly important in the cannabis industry due to the varying levels of consumer knowledge and ongoing regulatory changes. Use your digital platforms to share accurate, research-based information about the benefits and safe usage of cannabis products. Educating your target audience positions your brand as a trustworthy source and actively encourages informed consumer decisions, ultimately fostering a safer and more knowledgeable community.

Tip #11: Support Community Initiatives

Engaging with community initiatives, including cannabis tradeshows and expos can significantly enhance your brand’s reputation and demonstrate your dedication to social responsibility. To strengthen local ties and boost your brand’s visibility and credibility, participate in or sponsor events that align with your company’s values and contribute positively to the community. Local community support is essential for building a positive brand image in a market as community-focused as cannabis.

Tip #12: Prepare for Crises

Crisis management is critical in the volatile cannabis market. Start by developing a comprehensive digital crisis management plan that includes some strategies for quick and effective communication across all your digital platforms. Be prepared to swiftly address misinformation and any emerging issues to maintain your brand’s integrity. A well-prepared response can significantly alleviate the impact of a crisis, preserving customer trust and ensuring your brand’s long-term viability.

Tip #13: Innovate with Interactive Content

Interactive content such as polls, live Q&A sessions, and quizzes can increase audience engagement. These interactive tools actively invite participation and can provide precious insights into consumer preferences and behaviors. Additionally, interactive content makes your digital presence more dynamic and enjoyable, encouraging users to interact more with your brand. This enhanced engagement can assist in increased customer loyalty and higher sales conversions.

Tip #14: Showcase Success Stories

Sharing customer testimonials and success stories can greatly enhance your brand’s credibility. These real-life examples vividly show potential customers the tangible benefits of your products, making your brand more relatable and inherently trustworthy. Highlight these impactful stories prominently on your website and consistently across all social media platforms to attract new customers and reassure existing ones of your unwavering commitment to customer satisfaction and quality.

Tip #15: Prioritize Accessibility

Ensure that all your digital content is accessible to people with disabilities. This step includes using alt text for images, providing video subtitles, and ensuring website compatibility with screen readers. Additionally, consider accessible navigation menus and keyboard-friendly site design. Making your digital content accessible widens your audience reach and demonstrates inclusivity, vital for building a brand that values all community members and fosters a more inclusive environment.

Tip #16: Optimize for Mobile

Mobile optimization is essential, especially for cannabis retailers. Ensure your emails and website use responsive design that adapts to different screen sizes. Better mobile UX keeps visitors engaged, reduces drop-offs, and supports stronger conversion rates.

Tip #17: Build Strategic Alliances

Strategic alliances with other companies and organizations in the cannabis industry can extend your reach and resources. Partner with other cannabis brands and organizations for co-marketing opportunities and shared visibility. In addition, collaborations can open new markets and customer segments. In the cannabis industry, conferences and tradeshows are still very relevant.

Tip #18: Maintain Visual Consistency

Visual consistency across all your digital channels reinforces your brand identity and aids in brand recognition. It includes using consistent logos, color schemes, and font styles. A unified visual approach makes your brand appear more professional and trustworthy, which is crucial in a market where consumer trust can influence purchasing decisions. Such uniformity ensures a seamless user experience, helping to discern your brand from competitors in a crowded marketplace.

Tip #19: Encourage Customer Feedback

Actively soliciting and incorporating customer feedback is essential for continuous improvement and enhanced customer satisfaction. Use surveys, comment sections, and social media platforms to gather valuable insights. Responding to feedback shows that your company values customer input and is committed to evolving based on specific needs. This proactive practice not only improves cannabis products and services but also significantly strengthens customer relationships for the better.

Tip #20: Utilize Advanced Tools

Advanced tools like AI can improve personalization and segmentation. That means more relevant messaging and better campaign performance. When people see content that speaks directly to them, engagement and conversions typically rise.

Conclusion

In the highly competitive cannabis industry, effective digital PR transcends mere necessity – it becomes a crucial strategic advantage. By applying these tips, you can strengthen visibility, protect reputation, and stay compliant while the cannabis industry continues to evolve.

Partner with Avaans Media

Ready to elevate your cannabis company with bespoke digital PR strategies? Avaans Media is here to help. As a top-rated PR agency, we bring a decade of proficiency and a commitment to excellence with our 100% executive-level team. Let us help you make your mark in the cannabis industry. Connect with us today to learn more about our tailored PR solutions.

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Building Trust with PR in a Volatile Environment

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Key Takeaways

  • Trust as a Vital Asset: In an increasingly skeptical world, trust is essential for companies to succeed. With public confidence in businesses declining, organizations must earn and maintain trust through transparent and ethical practices.
  • Leverage Employee Trust: Employees generally trust their employers more than the broader business community. Companies can use this internal trust as a foundation to build external credibility by actively engaging in social and political issues, as consumers expect businesses and leaders to take a stand.
  • The Power of PR Over Advertising: Public relations is more effective for building trust than traditional advertising. PR focuses on what others say about a company, enhancing credibility through third-party endorsements. A well-executed PR campaign can improve a brand’s reputation and visibility more effectively than advertising alone.

Why Trust Matters More Than Ever

Building trust with PR is what tomorrow’s leading companies are doing today. Trust is a truly earned currency. There’s no fast tracking it and it’s easier to gain than it is to get back, so trust is a cherished and worthy asset for any company with ambitions.

It’s essential for companies to build trust with key constituencies, whether those be consumers, investors, or other community stakeholders. After all, it’s virtually impossible to succeed if your audience can’t trust your company. And yet, it’s getting harder and harder for companies to win over skeptical consumers and communities.

Many factors have contributed to this volatile, and sometimes outright hostile, business environment. We’re all more engaged with the news and the world than ever before, which means we are more aware of what goes on “behind the curtain” at major companies.

The Decline of Public Confidence

Public skepticism is fueled by visible examples of corporate misconduct. Social media platforms are unethically harvesting and profiting from their users’ data. Major corporations are coming under the microscope for how they treat their employees. Income inequality has become a hot-button political issue. The environment is being irreparably damaged by companies exploiting it for a profit with little thought to how it will affect us and future generations.

Faced with innumerable examples of corporate greed and misconduct, it’s no wonder that the public’s trust in the business community has crashed. The 2019 Edelman Trust Barometer found that only 56%  of people trust the business community to do the right thing. When nearly half of the marketplace harbors fundamental misgivings about businesses’ willingness to behave ethically, companies that want to earn consumers’ trust have their work cut out for them.

When nearly half the marketplace doubts companies’ willingness to act ethically, rebuilding trust becomes a major challenge. The same Edelman study also found low trust across other institutions: 57% trust NGOs, 47% trust the news media, and only 14% of Americans trust the government to do the right thing most of the time, according to the 2019 Pew Research Center.

 

How to Use PR to Earn the Trust of Your Consumers, Investors & Stakeholders

1. Start with Internal Trust

So, what can companies do to earn the trust of an increasingly skeptical public? The study suggests the right way to do it. The lone bright spot for companies is that while much of the public doesn’t trust the business community as a whole, they tend to trust their own employers. The 2019 Edelman report found that 75% of people generally trust their employer to do what’s right. This data suggests that when people get a chance to know a company better, they can be convinced to give that company the benefit of the doubt.

2. Empower Leadership to Take a Stand

Edelman’s research found that 58% of employees count on their employers to be reliable sources of information about social and political issues. Furthermore, 67% of employees expect their employers to join them in taking a stand on issues they care about. Employees also have high expectations of CEOs and other executives, with 71% believing their CEO should respond to social and political challenges. The general public agrees, with 76% saying that CEOs should directly address societal issues instead of waiting for governments to respond.

These data points offer a roadmap for brands looking to increase trust with their customers. Consumers are looking for businesses to drop their old ways of doing things and embrace the challenge of change. Brands that rise to meet this challenge can tap into the zeitgeist and build a better, healthier relationship with their customers.

3. Use PR, Not Advertising, to Build Credibility

One of the most effective tools to building trust with the public is a well-crafted public relations campaign. Why PR for trust building instead of advertising or marketing? It all comes back to the trust factor. Advertising and marketing are what you say about yourself, while PR is what other people say about you. Many people either ignore the content they see in ads or reject it out of hand because they don’t trust it. They believe that advertisers aren’t truthful or that companies exaggerate the claims in their marketing materials..

Why PR Outperforms Advertising for Trust Building

Unlike advertising, which seeks to persuade, PR seeks to inform and validate. It offers transparency and context that advertising often lacks.

Because consumers rely on third-party sources to verify claims, earned media carries weight that paid promotion simply can’t match. A thoughtful PR campaign shows accountability, authenticity, and confidence—qualities that resonate in an era of skepticism.

The risk is that you don’t control every word, but that’s also the point. Transparency builds credibility. A brand that invites dialogue and scrutiny demonstrates confidence in its values and actions.

Need Help With Your Trust Building PR Campaign?

Creating effective, striking PR campaigns for purpose-driven brands is what we do at Avaans Media, and we’d love to bring our expertise to your company. We have the media contacts, talent, and creative vision to craft the perfect PR campaign for companies of all sizes and in all manner of industries.

Our past clients have included consumer packaged goods manufacturers, nonprofits, and tech startups. We’ve even led a global campaign focused on boosting tourism for an entire country. In each case, we made sure to highlight the organizations’ values and strengths, and in each case, we achieved resounding success.

When you partner with Avaans Media, you’re getting a PR agency that knows how to showcase what makes purpose-driven brands special. We’ve been helping companies build trust since 2008. If you’re ready to see what we can do for you, visit our contact page to set up a phone call with one of our offices. You can also find our team locally in Denver, Phoenix, San Diego, Honolulu, Los Angeles, and New York.

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Post-COVID: 10 Marketing Statistics & Strategies to Thrive in 2020 Recession

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Key Takeaways

  • Emphasize Trust and Customer Retention: Building emotional connections with existing customers is crucial. Brands with loyal customers see a significantly higher lifetime value and recommendation rates, highlighting the importance of nurturing these relationships, especially during uncertain times.
  • Maintain Advertising Efforts: Companies that sustain or increase their advertising during recessions tend to outperform those that cut back, achieving a substantial increase in sales. Advertising fosters familiarity and trust, which are vital as consumer confidence fluctuates.
  • Focus on Customer Engagement and Referrals: Engaging with customers through feedback and appreciation boosts retention and referral rates. Investing in existing customer relationships is not only more cost-effective than acquiring new ones but can also lead to substantial revenue growth.

There are TWO keywords for your post-COVID marketing strategy: Trust and Retention

2020 won’t be a year any of us forgets anytime soon. Social distancing brought us personal and economic uncertainty that’s sure to last through the remainder of the year. We won’t fully appreciate the full impact on this global pandemic for a very long time. Now IS the time to think about your post-COVID marketing strategies though.

Right now, businesses are having to make decisions that will determine whether they’re company survives or even thrives in a post-COVID-19 world.

Let’s face it, post-COVID marketing and PR will be very needed. It’s not a question of “if,” it’s a question of “what” and “how.”

From past recessions, we know customers steer towards familiarity during times of uncertainty. With this in mind, it’s important for brands to cherish their customers, keep in touch with their customers and tap into and enhance brand loyalty.

Even in a recession, consumers will still splurge, they will STILL treat themselves, but emotional triggers take on outsized importance because consumers actually DO want to feel good about their purchases and when consumers are watching their expenses closely, they have more to lose from a lousy brand (product, customer service, communication) experience. When consumers are watching their pennies, they aren’t taking as many risks with their money.

Get Emotional With Your Customer Retention

Now is a great time to reinforce the brand relationship with existing customers. Think about customer loyalty programs and branding & PR initiatives that strike right to the heart of your existing customers. Discounts and sales are easy, but do nothing for loyalty, so look at reinforcing customer loyalty right now. Now, understand, no consumer says “I want a relationship with a brand,” instead the relationship resides in their subconscious. Our work with Captivation Motivations means we deeply understand how consumers act, even when they don’t understand why they act.

Not only does post-COVID marketing to existing customers cost less than acquiring new customers, but it also pads the bottom line for years to come:

1) Customers with an emotional relationship with a brand have a 306% higher lifetime value and will recommend the company at a rate of 71%, rather than the average rate of 45%. (Motista)

2) Emotionally connected customers stay with a brand an average of 5.1 years vs. 3.4 years (Motista)

3) Emotionally connected customers recommend brands at much higher rates: 30.2% vs. 7.6% (Motista)

Grab Share of Voice While It’s Available

Brands who maintain or even increase ad spends are able to thrive in the years after recessions, the same will be true for post-COVID marketing. There are several reasons for this, first is branding confidence.

While the Edelman Trust Barometer of 2020 addresses the lack of trust in advertising, the strategy behind advertising isn’t trust itself, it’s exposure which leads to familiarity, which leads to increased trust. Also, the ROI will improve because fewer competitors will be advertising so your message will come across more strongly.

Plus, consumers know that marketing decreases during recessions, so by advertising you’re sending a message of your own confidence and strength to both customers and competition.

That said, expect PR, specifically earned media, to take an outsized influence as earned media leads in trust. Brands using PR to refine and focus their commitment to their existing customers will score extra bonus points in customer retention.

4) Companies who maintained or increase ad spend during a recession saw a 256% increase in sales over those who cut back (Innovating Through a Recession: Professor Andrew J. Razeghi Kellogg School of Management)

5) 92% of consumers say they trust earned media over purely promotional content. (PR Daily)

6) 70% of consumers prefer getting to know a company via articles rather than ads (Content Marketing Institute)

Maximize Happy Customers


Celebrate your existing customers, because customer retention is the name of the game. But go the extra mile too, ask for and encourage your customers to give you reviews and feedback AND show that you appreciate their willingness to do so. The reason for this is simple, the more engaged a customer, the more likely they are to be in the habit of referring you to others.

For the last decade, we’ve witnessed one of the most incredible consumer shifts in marketing: the traceability of consumer referrals. We now know that for certain that when a friend recommends a product or service, that product or service immediately benefits from a trust boost. This trend will be on supercharge throughout 2020.

During the boom economy, you probably spent the majority of your marketing budget on the acquisition of new customers. In the post-COVID marketing world, now it’s time to turn your funding away from acquisition funnels and into emotional connections and reinforcing trust with your existing customers, pivoting your marketing budget towards this strategy will increase revenues (yes, even during a recession).

7) Happy American customers will share their positive experiences with and refer about 11 people. (American Express)

8) It’s 5-25X more expensive to acquire a new customer than it is to retain an existing customer. (HBR)

9) A 5% increase in customer retention can increase company revenue by 25-95%. (HBR)

10) 80% of an organization’s future revenue will come from just 20 percent of your existing customers (InsightSquared)

 

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