We recently hosted our inaugural Signal AI Exec Connect dinner event at the Cipriani Club in New York. We convened over 20 comms leaders and experts for an intimate discussion of the opportunities in the industry, shared experiences and the influence of technology and data. Here are a few takeaways from the evening.
Figuring out the white space is critical to developing the right messaging and thought leadership, to increase the effectiveness of the team’s activities. Speakers also mentioned how they use the data to better understand competitors beyond just media mentions, but in their thought leadership.
“We’re big fans of Signal AI because of how its helps us be more effective communicators. We use the visualization tools to put information that tells a compelling story in front of our leadership. We use data tracking to understand what we are known for, how we’re doing against our competition and how our messages are resonating. And critically, we use the data to help understand how our key messages and thought leadership themes are performing so that we can adjust our team’s efforts and resources more efficiently.”
Patrick MacElroy, Senior Director of Communications, Black & Veatch
When asked how they were using data, a sentiment echoed by many was demonstrating impact. Data that proves the effectiveness of campaigns and comms activities, and more importantly reputation and perception, against business goals can help to demonstrate the value of PR to those internally, sometimes to those who previously struggled to believe it.
“We use data to justify the role, to demonstrate to people internally how positive press can help us win work and attract talent.”
There was broad agreement that reliable data made it easier to tell a story to the C-suite and help them understand reputation and perception more deeply. Our attendees said it helped them to identify how they were tracking on key topics when compared with their competitors – information that was hugely valuable to the board. This behaviour elevates the position of comms and its role as an advisor to the C-suite.
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