The AI industry is hot, hot, hot and it’s moving at a rapid pace. In just one year, we’ve experienced the rise of ChatGPT, the implementation of a US presidential executive order, the OpenAI C-suite shuffle, and more. It’s clear that AI is not going anywhere and if communicators do not soon start to embrace it, they’ll quickly be left behind. At Kite Hill PR, we have experience in creating PR campaigns for BtoB AI companies. Are you looking to launch or scale an AI tech company in 2024? Here are our top tips for a successful PR campaign.
Capitalize on a shifting media landscape.
From a media standpoint, the emergence of a new industry means new reporter beats, outlets, publications, influencers, events/conferences and awards. Start researching and following the major players to stay up to date on AI-related opportunities to inform your marketing and PR plan. As AI gains popularity, reporters might be shifting beats or starting new newsletters. In doing PR for a BtoB AI company, we create and leverage new relationships with both established and emerging publications to help inform our clients’ earned media strategies.
Stay agile and competitive — focus on the messaging.
Consider the fact that you’re working with a company in a burgeoning industry. From a competitive standpoint, it’s important that you stay close to the latest, breaking developments. This will help inform your own market positioning and overall messaging narrative.
How are competitors evolving? What strategic moves are they making that you may wish to mimic? Where is there untapped potential? We are looking at a market with tons of white space. That means ample opportunity for you and your client to work together on creating a corporate narrative that tracks back well to their overall North Star and company objectives.
Create the right news moments. Be ready to newsjack, and think smart about thought leadership.
Your “hard news moments” (ie. the ones that you can plan in advance for, like a new product development) are only half the battle. To create and sustain a steady drumbeat of press coverage in targeted media, it is imperative that you get into the trenches from the onset of a partnership with a PR agency like Kite Hill PR.
This means: newsjacking should be something that is on your radar and done often. Unfamiliar with the term? Newsjacking requires you to stay on top of the evolving news cycle. When there is a larger breaking news development that concerns the AI market landscape, you want to think: does an executive at your company have a relevant point of view to complement or add dialogue to this trending media moment? Can someone at your company help push the needle forward with strategic thought fodder while simultaneously elevating your company in the landscape by involving the brand in the conversation?
Just in Q4, there have been major developments that have dominated the AI news cycle. For example, the presidential order on AI regulations sparked a lot of industry reporters sourcing commentary from AI experts on what this means for their company’s AI solutions. Shortly after that, OpenAI’s ongoing C-suite shuffle kept the company in the news for over a month. And it’s expected that ChatGPT’s first anniversary – which is already gaining coverage – will be another moment in time to insert other AI companies into relevant industry conversations.
The market landscape is at a pivotal point in time. Media outlets will appreciate receiving bylined articles and commentary from trusted sources who understand the changes that are unfolding, and what they mean in the broader context of the future of business.
The most important point? Stay agile. Now is the time to strategize and act. Embrace the fact that the space is moving and evolving quickly, and make sure you have the right partners surrounding you to ensure your mission is a successful one.
- Maggie Stasko, Senior Account Manager