With the rise of Ai, Greg Simpson, founder of Press For Attention PR, stresses the importance of being more ‘I’.
I had an interesting exchange with someone recently, when discussing branding, Ai and marketing.
For some, Ai, images-wise for blogs as far as I’m concerned, has been a game-changer. I have been able to be even MORE prolific in my content. It has freed me up no end in terms of productivity and getting things done that look waaaaay better than a woeful stock image would muster.
For others, they have finally begun making some marketing moves. I love this. However, whilst Ai has made content so much easier to create, with that ease has come a tidal wave of tedium. There is less personality, simply by dint of it being way easier to bash out some copy and conjure a clever picture. It is almost too easy and with that, there is always a danger of even more “Meh” in your marketing.
It doesn’t have to be like this! That’s why when I do media stories about me working with my clients, there is zero Ai. There is ME, with my client, being human and…hold the phones…having FUN! Dun, dun, durrrrrr!
Take the press release I put out this week about working with business psychology expert Penny Strutton. Penny is FUN. She is not from a corporate background and has a wonderful vibrancy about her. So, the photo we did to illustrate the story was dynamic.
Was it a faff? Yes! Did we have to carve out 2 hours for travel and logistics? Yes. Did Penny forget the Twister mat thingy she uses and had to go back and get it? Yes. But the point is, she did. Did I fall over attempting to stretch in an unnatural way? No comment.
The result is that people know we are working together, and they know why, mainly because Penny is rebranding from her “Think Forward” corporate identity, which all sounds very nice and professional BACK to her name. Why?
You’ve all heard the phrase ‘People buy from people’, so put the people back into the brand.
Penny’s brand is actually HER. Here’s Penny’s take: ‘‘In today’s landscape, where Ai is automating many tasks, people want to work with real people, not faceless brands.
“My work has always been about helping individuals and teams thrive and by bringing my personal brand to the forefront, I’m better able to connect with clients who value that human touch. Think Forward remains the core methodology I use to deliver results but this partnership with Greg will ensure that personal touch and human message is heard clearly.”
Note Penny used my name, not ‘Press For Attention PR’.
In a world of Ai, be more ‘I’. Maybe the penny will drop for a few folk reading this too.
A former business journalist, Greg Simpson is the author of The Small Business Guide to PR and has been recognised as one of the UK’s top 5 PR consultants, having set up Press for Attention PR in 2008.
He has worked for FTSE 100 firms, charities and start-ups and conducted press conferences with Sir Richard Branson and James Caan. His background ensures a deep understanding of every facet of a successful PR campaign – from a journalist’s, client’s, and consultant’s perspective.
See this column in the October issue of East Midlands Business Link Magazine, here.
