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Article • 13/03/2024

Revolutionizing the Narrative: Empowering In-House Comms Teams with AI

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In today’s AI-driven business landscape, the burning question on everyone’s minds is how to stay ahead. Forward-thinking PR, marketing, and communications professionals can leverage AI to transform sales strategies and reshape communication frameworks.

A strategic move toward internalizing digital functions yields compelling benefits in the digital wave. Investing in in-house communication teams attuned to the organization’s values empowers companies, providing control over their public image. Equipping communications teams with the right tools is beneficial and necessary to unlock their full potential.

For leaders navigating this complex terrain, understanding the pulse of conversations surrounding their organizations and competitors is paramount. Credibility hinges on alignment, consistency, and a deep comprehension of diverse attitudes and perceptions.

A global perspective, coupled with identifying reputational white spaces and tracking sentiment shifts, enables data-driven decision-making in the dynamic ebb and flow of public opinion. Empowered by AI, these teams can safeguard corporate reputations and craft narratives that authentically resonate with the heart of conversations.

The world is going increasingly digital: Are you keeping up?

This seemingly straightforward question carries profound implications for global companies today. Despite sustained efforts to fortify digital systems, the swift ascent of AI into every facet of organizational operations has emerged as a decisive factor for corporate success worldwide. When strategically harnessed to strengthen and augment the capabilities of marketing and PR staff, AI possesses the potential to shape its trajectory toward success.

Recent strides in generative AI introduce a new dimension of possibilities. These innovations offer direct advantages to marketers and communication professionals by addressing a common challenge: effectively cutting through the noise and engaging customers in meaningful ways.

For many enterprises, internalizing the digital function emerges as a logical choice. Rooted in results and data, digital marketing spans diverse platforms and channels. Armed with internal and external data, an in-house team can orchestrate more effective and comprehensive digital strategies, spanning display ads, content, social media campaigns, and email outreach.

The autonomy and ownership fostered by an in-house team, which possesses an intimate understanding of your company values, result in cohesion, alignment with business strategy, streamlined communication, and heightened creative control—qualities that agencies cannot match.

Yet, unlocking these benefits hinges on equipping in-house communications teams with the right tools.

How to use data and AI to narrow in on your approach

In an era where web traffic reports, sales figures, and social media followers can be swiftly analyzed, marketing and comms leaders undergo scrutiny from executives to quantify the impact of their activities on the bottom line.

The challenge lies not in the lack of data but in transforming the vast sea of available data into actionable insights. Then, it’s about presenting a clear and detailed picture of how these insights propel the organization forward toward its goals.

Where does AI fit into this? How can it help achieve that goal?

PR agencies and in-house communications professionals have navigated in the background for a long time, not receiving much credit for the great work done to drive brand awareness and customer engagement, particularly when they attempt to translate these efforts into numbers, with metrics like advertising value equivalent (AVE).

AVE has historically served its financial purpose by effectively conveying the value of PR to those less acquainted with marketing and media. However, the landscape of the PR industry is evolving.

Today, PR professionals extend their focus beyond content output and coverage hits. Clients now demand insights into outcomes, seeking a comprehensive understanding of how PR activities impact broader business objectives. They inquire about the influence of coverage on achieving a more significant share of voice against competitors and whether targeting new verticals can unlock opportunities in different sectors.

Meeting customers’ evolving needs requires communication professionals to measure various factors, including share of voice, sentiment, tone, and key message penetration.

Simply tallying the number of mentions a company receives falls short. It’s now imperative to delve deeper into the nuances, analyzing whether comments lean positive or negative and understanding how key narratives shape the collective perception of a company.

The crux of performing this role effectively lies in data and AI relies on unlocking the full potential of the vast data reservoir available to communications professionals in today’s digital era.

How can empowering in-house communications team with AI help you protect your reputation?

Whether optimizing marketing campaigns, managing crises, or shaping executive and strategic communications, AI emerges as a strategic powerhouse for companies.

AI can help you craft tailored narratives that go to the heart of conversations about your company. It facilitates narrative storytelling that strategically leverages knowledge to distinguish your company from competitors, helps you identify unexplored opportunities, reduces risk, and provides insight into how external narratives unfold in the public’s eye.

So, how can you leverage AI to unravel the complexity of public perceptions and make data-driven strategic communications decisions? By harnessing the power of AI to support advanced analytics features, you gain a comprehensive 360-degree view of your organization’s reputation, share of voice, and sentiment in discussions surrounding the topics that are meticulously aligned with the image your organization seeks to project. With AI, you can:

  • What’s resonating? Identify the most impactful topics for your organization:
  • What are people saying about your organization, and how does that align with the message your organization is trying to convey? Establishing a robust communication strategy is crucial – but only the first step. The next step is ensuring this strategy resonates effectively with your target audience. This is more challenging than it may seem. Answering ‘What resonates?’ involves analyzing numerous information sources such as news media coverage, social media engagement, and analysts’ commentaries. These sources can quickly accumulate to thousands, posing a cumbersome and time-consuming task for individuals. This is where AI can be instrumental, with both discriminative and generative capabilities. By swiftly processing large volumes of data within minutes, AI can identify the primary topics underlying the narrative surrounding your organization.
  • Find out how the conversations around your company stack up against competitors:
  • Merely comprehending the effectiveness of your communication strategy and its perception in the public eye isn’t enough. In highly competitive industries, many of your competitors are actively vying for a share of voice on similar topics. How can you enhance your strategy to capitalize on the whitespace in the conversation? How do you discern which topics drive positive coverage and which necessitate mitigation? Answering these questions offers vital insights that can inform and actualize the potential of a data-driven communications strategy.
  • Zoom out to a global view:
  • The world is becoming more international, yet only partially unified. For businesses with a worldwide footprint, having readily available tools to comprehend the unfolding conversations in various regions swiftly is paramount. This becomes especially crucial in risk mitigation, where diverse legislations, regional conflicts, or events can significantly influence your organization’s supply chain, reputation, and perception. The repercussions of these factors can easily and rapidly reverberate across the globe.

Standing out (for the right reasons) in today’s competitive landscape is no easy feat. Signal AI’s finely tuned tools, honed through extensive hands-on experience with global clients over the past decade, are uniquely positioned to enhance strategic decision-making. These tools can pinpoint untapped areas in public discourse, enabling your brand to shine by aligning with positive conversations.

AI also proves invaluable in tracking shifts in sentiment and perception over time. Signal AI’s tools visually present these changes, empowering stakeholders to grasp the evolution of their brand’s perception easily. This facilitates data-driven decision-making, arming in-house communication teams with AI-powered advanced analytics features that optimize their alignment and contributions to the overall organizational strategy.

The deeper the understanding of AI, the greater the potential to maximize benefits and minimize risks. For communication leaders, this juncture offers an opportunity to pioneer the integration of AI into business processes.

Learn more about Signal AI’s tools crafted for PR & communications professionals.

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