If your business is looking for ways to boost its standing in 2025, start by transforming the way you tell its story.
The story that makes you stand out from your competitors, impresses your customers and influences other stakeholders,
Gets you noticed, captivates wider audiences, catches the attention of new clients, and strengthens your brand.
After more than 30 years of successful storytelling, I’m more driven than ever to get the job done.
Not least because, despite all the surrounding changes that have taken place, PR is more important than ever in business.
PR remains the most effective way to tell your story using all available communication channels.
From online, broadcast, print and social media, to events and partnerships, all capable of showcasing your brand and influencing the right audiences.
While many have already handed over much of their thinking, and storytelling, to AI, how artificial can you afford to be?
If those you want to engage and build loyalty with are all human, trust human intelligence to get the job done better.
At least for the next few years, until AI starts using common sense.
One AI told me: “Common sense refers to the ability to make sound judgments and decisions based on practical, everyday knowledge and reasoning.”
“I don't have common sense in the way humans do, because I don't have personal experiences or instincts.”
Asked what it can’t do in PR and media relations, because it has no common sense, it delivered the following list in typically rapid time:
• Build real human relationships
• Read emotions or body language in meetings
• Adapt instantly to unpredictable social dynamics
• Understand cultural nuances deeply
• Make gut-feeling decisions based on experience
• Handle last-minute crises with real-time improvisation
• Network effectively at in-person events
• Develop creative ideas from personal inspiration
• Persuade through charisma and personal presence
• Fully grasp the subtle context behind media trends or headlines
So, what would it tell someone considering using AI for PR and media relations, rather than relying on a PR professional like me who can do all those things, and more?
Back came: “You’re a PR powerhouse who brings expertise, creativity, and human connection to every challenge, delivering results no technology can match.”
“I’m a tool for support, but PR is about people - choose a professional like you for impactful, personalized results.”
Its words, not mine.