Using earned media to get your music noticed: Lessons from a PR Pro

Via Hypebot.com

This article was originally published on hypebot.com

Technology has allowed musicians to make and release music from their bedrooms, but that also means the competition is tougher than ever. Here’s a guide on how you can build your brand to stick out from the crowd.

Getting noticed in the press as a record label or new player in the music industry isn’t easy. The common belief is that it is all about networking and while that’s an important part – it’s just that –  a part in a bigger picture. Earned media and building brand awareness can play a critical role in a new player’s success. So what are the absolute essentials you need to know when trying to get in front of the media? 

  • Have a clear vision of who you are and what your story is – Even if it’s day one and you are just starting out, you have a story to tell. You have a platform you are looking to own. Put down on paper what makes you unique and how you want to define your personal brand and stay true to that message. 

  • Use the P.E.S.O. model – Trying to figure out where to begin when it comes to PR can feel overwhelming. The P.E.S.O. model can act as a guide as it breaks all elements of PR into pieces.

    • P = Paid media, when a brand pays to have their message spread (sponsored content, paid ads, etc.) 

    • E = Earned media which is content that is secured through pitching efforts and spreads a brand’s message organically (pitched interviews, reviews, feature articles)

    • S =  Social which are your social channels where a brand can post photos or messages spreading awareness

    • O = Owned which are channels that are dependent on the brand to control, such as a blog or website. 

This is a tried and true framework to help you identify channels to distribute your key messages.

  • Be thoughtful in your outreach – You have to read the news in order to be in the news. If you have an amazing story to tell – you want to be telling that story to the right reporters. Do your homework before you start pitching. When you find a journalist you think might be interested in your news, read a few of their pieces to 1) confirm they’d be relevant and interested and 2)  personalize your pitch. A news hook is great but if you can’t make the why connection – why the reporter, the publication and their audience should care about the story you’re pitching – you’re not going to strike the right chord. 

  • Build a relationship with reporters – Going hand in hand with being thoughtful in your outreach is building relationships with reporters. Don’t only reach out when you have news to share. Reach out to provide feedback on recent articles.  Build rapport. Then offer yourself to them as a resource. Reporters are humans too and it’s important to remember that and to connect with them on another level than consistently cold pitching them your news. 

Breaking through the noise of the music industry as an emerging player can be difficult. It boils down to raising brand awareness and that starts with securing earned media coverage. To achieve that, you need to first know the story you’re going to tell and how you want it to be told. From there, identify who you want to tell that story and be thoughtful in your approach to them – do your research and build a relationship. 

If you follow these steps, you’ll find yourself getting in front of the right people at the right time. 

By Tiffany Guarnaccia, CEO and founder of Kite Hill PR

Authenticity is Key: Backing up Sustainability to Help Credibility

Creating a legacy of sustainability will take more than writing one report and sharing it with consumers and investors. More consumers are adamant about doing business with a company that has a meaningful presence beyond their products and services. Doing good for people and the environment is not only about ideating on and executing a green tech PR campaign or putting up the right social posts. Instead, it’s about acting authentically, and consistently. That is the way to build long-standing trust with consumers, and ultimately please investors and advisory boards. 

There are arguments on both sides of whether efforts to improve diversity, equality and inclusion (DE&I) and environmental, social and governance (ESG) at companies are politically driven. A recent article in The Economist questions the correct measurements of ESG data and states that the focus should squarely be on emissions. However, a rebuttal article in Forbes points to this being too narrow of a scope and that some asset managers are already customizing offerings for investors interested in focusing on the environment and those interested in social issues. 

The recently signed Inflation Reduction Act, which has $369 billion earmarked to address climate change, makes it clear that more companies will need to set clear sustainability priorities as the area becomes more and more important to investors/advisory boards.   

There are several ways to ensure a company’s sustainability is positively linked to inclusion and growth. An article from McKinsey & Co. considered how “sustainable and inclusive growth can be a dynamic self-reinforcing combination, but achieving will require addressing counteractive forces.” 

Companies looking to validate their sustainability pledge should consider the following: 

Identify a meaningful purpose that resonates with employees, customers and investors Determine what purpose aligns with all of the company’s stakeholders and create a plan for that one purpose. Focus and alignment are key to ensure that the company can continue efforts for the long term. 

Conduct periodic internal reviews

Once a company has ensured that the purpose-driven campaign aligns with the mission and messaging of your company, conduct regular internal audits of the campaign to ensure it is on track. This will help a company determine if the initiative is producing the desired result and where adjustments might be needed. Timely reviews show employees the company is committed to making positive strides and this can translate into improved productivity and efficiency. This ultimately increases profits

Consult professionals

No company has all the answers and enlisting the help of DE&I and ESG consultants can help a company reach its goals without the headache and cost of failed attempts. More reputable companies as well as government agencies such as the Environmental Protection Agency and its framework for sustainability offer companies a plethora of information and best practices for successful on-going campaigns. 

It is crucial that companies’ sustainability efforts are built for the long haul. This commitment to positive change in company, people and the environment may seem costly at the onset but the value of the credibility built and the increase in revenue will prove to be worth the investment.  

– Charlyne H. McWilliams, SVP  

Q&A with Arbor, Kite Hill PR’s 2023 Tech for Good Winner

The team at Kite Hill wrapped up work with our latest Tech for Good winner, Arbor earlier this year. The program is a continuation of our collective effort to address the glaring industry need to amplify the growth and success of purpose-driven technology companies led by those who have historically been marginalized. 

We held our second annual “pitch-off” in December 2022 and were thrilled to learn about all the innovative companies that applied. Working with Arbor, a data science platform that enables brands to increase profits and save the planet, over the 4-month program enabled us to identify stories and strategies that would elevate the company’s mission. We asked Arbor’s Co-Founder and CPO, Danny Grande, a few questions about our partnership and their recommendations for companies thinking about applying to Tech for Good in the future. 

What were some of your biggest learnings during the PR program?

In working with Kite Hill, the Arbor team got a front-row seat to witness how difficult it can be to earn media coverage! Watching PR professionals in action showed us the amount of time and dedication it can take to get a company’s name and message out to its targeted audience. 

Our partnership also reiterated just how important storytelling is. A good story captures the attention of journalists and makes them a lot more likely to feature the company behind the story. It’s also very important to be able to highlight what makes us unique by using our own data to support our story.  

We also learned how critical it can be to build and maintain relationships with journalists covering sustainability. This involves researching and understanding their areas of interest and expertise, reaching out to them with relevant news and story ideas, and being responsive and helpful when they need information or quotes. Thankfully, we had the Kite Hill team build relationships on our behalf.

What was the most impactful part of the partnership?

There were multiple things that were impactful for Arbor. Learning more about the world of public relations was very interesting. The team at Kite Hill proved to us that with the right skill set, high-price tag media features are not the only option. You don’t need to spend thousands of dollars to be featured in some of the biggest columns in the world. 

We also learned how impactful high-quality thought leadership is. It solidified Arbor’s thinking that people aren’t just buying a product or service, they are interested in investing in the people and brand behind it.

How has your perception of the value of public relations changed?

Prior to this opportunity, Arbor’s marketing team thought that PR was mainly focused on crisis management and press releases when negative things occurred. The Kite Hill team helped show us that we can use public relations as a positive way to showcase all of Arbor’s benefits and uniqueness.

What lessons will you continue to apply to sustain momentum?

We learned that PR needs to have consistency to be the most successful. With everything we build, we’re actively considering what a press release would look like, and working to implement a monthly press release cadence. 

We’re also keeping an eye on the news cycle for any developing stories in which Arbor can contribute to the conversation. 

What advice would you give other startups considering applying for Kite Hill's Tech for Good program? 

Do it! Kite Hill’s team was absolutely wonderful to work with. They provided us with so much information, guidance, and education on how to successfully run PR and earned media campaigns. Arbor really enjoyed and benefited from our time with Kite Hill.


For more information or questions, please contact TechForGood@KiteHillPR.com.

Four Top Takeaways From Cannes 2023

Pictured (L to R): Allison Schiff, AdExchanger; Tiffany Guarnaccia, Kite Hill PR; Sarah Sluis, AdExchanger; Katie Hicks, Morning Brew

This article was originally published on CommPro.biz

The Cannes Lions Festival of Creativity was in full swing this year, hosting tens of thousands of marketers, advertisers and public relations professionals. The weather was hot and the energy, hotter. Between the panels, industry conversations, networking, and of course, croissants, I took a moment to reflect on why we were all there in the first place – to listen to new perspectives and continue to drive our industry forward. Below are my top four takeaways for PR professionals.

Events Matter, Maybe Now More Than Ever.

Running between in-person meetings to an industry panel would not have felt so out of the ordinary a few years ago, but post-pandemic, it does. We may be a little out of practice, but this year’s Cannes reminded us that it’s time to dust ourselves off and fully embrace the return to industry events. With more than 35,000 people in attendance and 100+ events offered, Cannes proved the appetite for in-person events is thriving once again – and competition is high. The difference between now and then? Events with crystal-clear purpose, diverse perspectives and valuable insights will persevere amidst a stacked conference agenda.

Now is the time to start planning for events happening in the latter half of the year. And dare I say it? It’s not too early to start formulating a strategy for Cannes 2024 either. Doing research and having a game plan in place to ensure all bases are covered is critical. For PR professionals with clients who plan to attend in-person events in the near future, make sure they have carved out their space there. What are the unique points of view they are going to bring? Where are the pockets where they can make the most noise? 

Preparation is key but remember to always stay agile. In-person events change every second. 

While Strides Have Been Made On DEI, There’s More To Do.

DEI was an important topic at this year’s event. Notable speakers participated in buzzy events with Black at Cannes, a group dedicated to promoting diversity and inclusivity in the advertising industry. Events included a Business Brunch and fireside chat with News UK and panel with Shelley Bishton, Head of diversity, equity, and inclusion from News UK, who is an advocate for diversity and inclusion. 

Watching Spike Lee receive the inaugural Creative Maker of the Year award was an honor. He was welcomed to the stage to talk about creativity, his first film, and more. The CROWN Act, created in 2019 by Dove and the CROWN Coalition, delivered a powerful call to action for allies ahead of its National CROWN day on July 3.

Representation matters. It is important to be an ally and champion for underrepresented voices. Strive for progress and more will come through dedicated allies, supporters and partners. 

Avoid The Jargon.

As PR professionals, we aid clients and brands with crystallizing their internal and external messaging. Post-Cannes one observation was abundantly clear: the need to eliminate industry jargon. 

The billboard advertisements along the Croisette were a great example of impactful promotions. The Weather Channel’s billboard read “Weather: The Original Influencer.” Short, sweet, and no lingo needed. The message, written in plain English, was clear enough to be effectively conveyed to all.

And it continued throughout the festival – from panels to yacht events. This reinforced the importance for us as PR professionals to caution our clients about getting too “in the weeds'' on any given topic. Being clear and concise in messaging will get clients a lot further than focusing on industry nomenclature that only other industry experts understand. 

Evolve With Your PR Tech Stack. 

While this year’s PR Lions finalists had an earned-first approach, the top awarded campaigns also featured earned media amplification strategies – a tell-tale sign that the worlds of PR and paid media continue to merge. This is led by the fact that the PR tech stack is evolving and resulting in new ways to measure and track the performance of integrated communications campaigns. 

With more opportunities for measurement, PR strategies are evolving past the “just earned” approach and moving into cross-platform territory.

Another evolution of the PR tech stack – surprising no one – is AI. While the implications of AI in PR are still widely unknown, one thing is for certain: it is here to stay. We are going to continue to see AI being used for content creation, media monitoring and research purposes. And as demonstrated through this year’s Cannes activations – the companies unwilling to adopt AI will be left behind. 

The beauty of Cannes lies within bringing a plethora of events and a multitude of different industry professionals together to connect, to network and to participate in meaningful and innovative conversations. Now that the event has concluded, we get to witness how the key trends stemming from those meaningful conversations evolve until next year’s festival.

- Tiffany Guarnaccia, CEO and Founder of Kite Hill PR

Perspectives from Cannes 2023: More influencers, brand experiences and candid conversations

This article was originally published on PRDaily.com.

This year’s Cannes Lions International Festival of Creativity showcased the power of brilliant ideas, the desire for IRL connections and truly engaging experiences. After being canceled for two years, 2023 is the year that the Lions came roaring back to the Croisette. Tens of thousands of attendees from the advertising, media, marketing and communications world came together to highlight key trends, share insights and get deals done.

Some of the key trends that were discussed at the conference could be pinpointed even before the sessions started on Monday just by looking up at the billboards surrounding the Palais des festivals, which featured ads for sustainability, marketing and adtech solutions. Insiders estimated that 80% of attendees were from the adtech industry this year. Double clicking on the adtech discussions, one of the biggest talking points at the show should not come as a surprise –  AI! Executives debated the impacts of AI in performance marketing and programmatic advertising.

 While there were a few events geared towards PR pros and opportunities to meet with leaders from GWPR and ICCO, media and tech brands drew the most attention. Pinterest brought more influencers to the show with their Manifestival, which included activations that showed what it was like to step into the consumer journey on the platform. Attendees could get a tattoo, try a food trend or make custom merchandise. It was a well-produced and engaging experience that brought a diverse range of influencers to the show, many of whom were in attendance for the first time. They also hosted a journalist meetup with MuckRack which drew some attention and served as a welcomed pause in jam-packed schedules.

Stagwell’s vertical approach was well received. Their “Sports Beach” with Axios had some of the best attended sessions overall. It was a great example of the power of aligning to purpose and passion. Athletes and stars graced their stage, including a session with Spike Lee who was named as Cannes Lions’ first Creative Maker of the Year. The Stagwell team tapped into passions but brought it back to the business at hand including the touting of their marketing cloud solutions that includes a PR tech layer.

CEOs at an intimate Kite Hill PR-hosted roundtable shared that the conference served as an opportunity to discuss broader trends but was a good reminder about why we were all there – to showcase our passion for the work and the brilliant ideas that power campaigns.

The beauty of Cannes is that it is not one event but many that give attendees the chance to connect in a variety of settings conducive to candid conversations and genuine connections. All in all, the attendance was up. The buzz was tangible. Let’s see if Cannes Lions 2024 roars as loudly.

Tiffany Guarnaccia is CEO and founder of Kite Hill PR.

Key Takeaways from Pride 2023 and Moving Forward

Historically brands come together to show their support during June to celebrate Pride Month — initiated with the Stonewall riots in 1969. Now, in 2023, a record-breaking amount of anti-LGBTQ+ bills are quickly moving through state legislation causing the Human Rights Campaign (HRC) to issue a “state of emergency" for LGBTQ+ Americans. This shift in anti-LGBTQ+ legislation is causing a political divide for many, including calls to boycott well-known brands.

PR professionals know it’s best practice to genuinely consider how political issues align with brand values and act accordingly. However, when it comes to discrimination against marginalized groups, leaders must revisit how they show up to support the LGBTQ+ community this June and beyond.  

Stay Consistent 

There is no denying that brands supporting the LGBTQ+ community through campaigns or activations should prepare to face potential backlash from extreme far-right groups. Brands should prepare to stand with their campaigns and continue to pledge support. Companies that cancel activations or give in to criticism risk facing backlash and losing support from the LGBTQ+ community, as it can appear inauthentic.  

The North Face is a prime example of a company slaying how it handled its Pride campaign criticism. After facing backlash for its “Summer of Pride” collection, the face of which was well-known drag queen and environmental activist Pattie Gonia, the outdoor brand stood by its Pride activation. Instead of pulling the campaign, it issued a statement of inclusivity. “The North Face has always believed the outdoors should be a welcoming, equitable, and safe place for all,” the brand stated, noting that the Summer of Pride series is now in its second year and has helped “individuals from all backgrounds” experience the outdoors. “Creating community and belonging in the outdoors is a core part of our values and is needed now more than ever. We stand with those who support our vision for a more inclusive outdoor industry.” Others should take note and have a reactive statement at the ready. 

Lean Into Core Values 

A brand that has always supported the community should remain true to its core values. Consumers tend to respond well to authentic brands. And it's not just external stakeholders to consider — employees want to know they work for a company that supports equality. A brand or company that decides to stay silent this year after showing previous years' support must consider the risk to brand credibility.

Remember the Data

In PR, we love data. Brands must remember that most of the backlash this year comes from smaller extreme groups. Recent data from GLAAD found:

  • 53% of Americans expect CEOs to inform conversations and policy debates about LGBTQ+ rights

  • 59% of respondents shared that they believe it would have a positive impact if businesses devoted resources to protecting LGBTQ+ rights

  • 18-34-year-olds are nearly twice as likely to say, “Protecting the rights of the LGBTQ+ community should be a top priority for brands” 

  • U.S. employees 18-34 are 5.5 times more likely to want to work for a company that publicly supports the community 

  • Americans are twice as likely to buy from a brand that publicly supports LGBTQ+ rights

While a brand should never slap a rainbow over its logo to cash in on a moment, now is the time for companies to remain authentic to their values and the causes they support. Brands planning Pride campaigns must ensure they are thoughtful and remember there is a chance of backlash. As with any PR campaign, be prepared to address any criticism and remember consumers and employees are watching. Inclusivity is always the right move.

- Kyle Murray, Account Supervisor

Kite Hill PR at Cannes - In Review

The Cannes Lions Festival of Creativity brought to light the importance of live events and the opportunity they create to make new connections. 

Kite Hill PR was in attendance, taking note of emerging trends, differing perspectives and conversations that will take us into next year. I recently recapped our thoughts on the festival for PR Daily and CommPro. 

Below are a few more key takeaways and how they can be applied to upcoming industry events.

Key takeaways from 2023 

  • Adtech dominated Cannes. This year’s Cannes featured more adtech attendance than previous years. Adtech companies were placed predominantly on Yacht Row (although expected to change next year due to construction) and in cafés along the Croisette such as Kerv’s L’Avenue takeover next to Café Roma. We saw these locations become popular meeting spots for Cannes attendees.

  • Fringe events were key in networking. With over 100 events hosted at Cannes, it’s easy to overbook your schedule. This year, there were plenty of fringe events, ones not officially on the schedule or hosted through Cannes, which proved to be the key to great networking. Events that led to an organic connection had the most impact.

  • Avoid industry jargon, especially with reporters. Being in the business of PR, I made some time in our Cannes schedule to sit down with a few reporters and pick their brains on what they’re looking for from sources. The biggest takeaway: stay away from the jargon and don’t get too in the weeds. 

Looking ahead to 2024

There are a few key takeaways from Cannes from an event-planning perspective that I’m taking with me in the second half of 2023 and into 2024.

  • Leverage strategic partnerships. There were a lot of companies that had speaking opportunities through other companies with their own stages and activations. For Cannes, and other industry events, we recommend looking for strategic partnerships to help mitigate costs. 

  • Avoid programming that misses the mark. At all events, but especially one like Cannes where there are hundreds of events for attendees to choose from, it’s important to ensure that you’re aligning to a focused topic – one that people are passionate about – and then bringing it back to the business at hand. 

Now is the time to start planning for events happening in the latter half of the year. With Advertising Week right around the corner, these lessons can be applied to your approach for that key industry event and others. 

And dare I say it? It’s not too early to start formulating a strategy for Cannes 2024 either.

Kite Hill PR is here to help ensure you have a game plan in place, your talk track is set and your impact is powerful. To get in touch with our team to discuss your event needs, reach out to us at Hello@KiteHillPR.com. 

- Tiffany Guarnaccia, CEO

Tiffany Guarnaccia Recognized as a 2023 Top Women in Media and Ad Tech 

Kite Hill PR’s CEO and founder was named by AdMonsters and AdExchanger in the Entrepreneurs category

New York, NY — June 5, 2023 — Tiffany Guarnaccia, founder and CEO of Kite Hill PR, the award-winning agile tech PR and B2B communications agency, was recognized as a Top Woman in Media and Ad Tech by AdMonsters and AdExchanger in the Entrepreneurs category. The Top Women in Media & Ad Tech Awards recognizes, celebrates, inspires and brings together the women who are making an impact in the greater digital media and advertising technology community.

Having led the firm to its 10th anniversary milestone after founding Kite Hill PR in 2013, Guarnaccia is not only known for her work with some of the world’s most-known businesses and launching innovative new companies, she is recognized for driving the PR industry forward. Guarnaccia launched Communications Week in 2014 and built it into a preeminent event and thought leadership brand for communicators and marketers worldwide. Under Guarnaccia’s leadership, Communications Week was acquired by Ragan Communications in 2021, and Guarnaccia joined as co-chair of Ragan’s Communications Week board. 

Guarnaccia rewrote the traditional PR blueprint in 2019, launching the PR Sprint ® Workflow. Drawing inspiration from the agile sprint model leveraged by major tech companies, the model enables agencies and teams to create stronger, more nimble PR programs.  

Kite Hill PR celebrates its tenth year this year with a #ModernMentorship content series, in which Guarnaccia speaks with leading women executives about career advice for emerging women just entering the workforce. 

“It’s an honor to be recognized as a top entrepreneur in media and ad tech alongside such forward-thinking women,” said Guarnaccia. “Since the beginning of my career, I’ve made it a priority to push the needle forward in the industry when it comes to creating more opportunities for women. I am humbled to be named to the list this year and extend my sincerest congratulations to my fellow honorees.”

Guarnaccia founded the agency with a speciality in the media and advertising industry. More recently, Kite Hill PR has expanded its practice areas, continuing to service adtech, media and entertainment clients, and broadening into work across the broader technology industries, including enterprise tech, climate tech, fintech, mobility, data, retail and cybersecurity arenas. 

About Kite Hill PR

Based in New York City with team members in the UK and across North America, Kite Hill PR is a leading B2B communications and tech PR agency specializing in connecting enterprise technology, media and advertising businesses with key stakeholders. The company's winning approach combines thought leadership, strategy and media relations to drive clients' businesses forward. Kite Hill PR has been recognized as a “B2B PR Agency of the Year,” one of the "Top Tech Specialist PR Agencies in NYC,” “Most Powerful PR Firms,” and a “Top 50 PR Firm in America” by the Observer, a “Best Place to Work” by PR News and one of "America's Best PR Agencies" by Forbes.

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PR Agency Investment in an Uncertain Economic Climate — Is It Worth It?

The global economic landscape remains uncertain midway through 2023, amid concerns about inflation and the rising cost of goods and services continuing to rise. How can businesses meet pressure to grow and keep their sales funnel healthy while being challenged with the need to maintain or trim expenses?  

In the face of challenging financial times, for businesses seeking to reduce overhead, marketing budgets – in particular, external agencies are often the first place to go. And yet, at a time when it is more important than ever to attract new customers and keep a steady revenue stream and manage a reputation, PR is the marketing discipline that is potentially the external expense to keep on in order to weather the storm. Here's why:

Buyer behavior has changed

It is a known fact that modern consumers will only engage with brands that resonate with them on a personal level and share the same ethos or ethical standpoints. To stay competitive, businesses must build a valued brand message that reflects their product, their people and their raison d’etre. More than that, they must get their message across to raise brand awareness throughout the different stages of the customer purchasing process and actively demonstrate their product or service value.

The AIDA model is a well-known marketing model that demonstrates the customer journey through the stages of the purchasing decision-making process:
Attention – The consumer becomes aware of a product or brand

Interest – The consumer becomes interested by learning about brand benefits and how the brand fits with their lifestyle

Desire – The consumer develops a favorable disposition toward the brand

Action – The consumer forms a purchase intention, shops around, engages in a trial, or makes a purchase

Engaging with a PR Agency to showcase your business’s knowledge of the industry, brand values and product prowess interestingly and educationally will go a long way in attracting leads and guiding them through the decision-making process.

Relationships matter

Human relationships are the building blocks for business success. Hiring a PR Agency means buying into the agency/journalist relationship nurtured over time. A journalist that has worked with an agency on mutually beneficial pieces historically is arguably more likely to read an email from those contacts rather than from unsolicited sources.

Additionally, a business’s relationship with its PR Agency can provide significant industry expertise, allow for a certain objectivity over content and recommendations, and provide the agility that might not be possible with an in-house team. Finding a trusted partner that can provide expertise while allowing your employees to focus on their roles is always a valuable alliance.

The results are measurable

Proving the ROI for media relations can be challenging since it's not always easy to directly tie media coverage to specific business outcomes. However, by choosing specific measurable goals, you can prove the value of your PR Agency. 

For example, web analytics tools can track website traffic from unique links in your coverage where included, and using media monitoring tools can provide statistics on the reach of media coverage.

Also, calculating advertising value equivalency (AVE) can estimate the value of earned media coverage for comparison with the cost to purchase the same amount of advertising space or time.

Similarly, conducting surveys can help demonstrate the impact of media coverage on awareness, attitudes, and behavior by providing comparable statistics over a period of time.

As businesses continue to navigate this tough economic climate, there will be tough choices to make to balance the books. Those who want to attract repeat and loyal customers must provide them with holistic and continual evidence as to why they should sign up — using a PR Agency is the best way to do this.

- Caroline Brunton, Senior Account Manager

Top Trends From Fintech Nexus USA

Disruption in financial services continues to make headlines. This has not stopped industry experts from believing that fintech will be a vital part of a healthy financial future. Representatives from the entire fintech ecosystem attended the Fintech Nexus USA 2023 conference earlier this week. The Javits Center buzzed with lessons on how fintech will help companies weather the storms of change successfully. 

Some of the hot topics at the conference, previously LendIt Fintech, included the future of embedded finance, payment innovations (buy now pay later [BNPL] and frictionless, fast options) and of course, the role of generative artificial intelligence (AI), such as ChatGPT. As digital transformation continues in the finance industry, more companies are considering new standards for data and will be watching the use of generative AI platforms from Google, OpenAI and IBM that are jockeying for a piece of the financial pie. From enhancing identification verification to helping create opportunities for the underbanked, AI can help propel the industry into a positive future of growth. 

Another topic that was hot: fraud. From how to detect it early to reconciling funds to customers, financial-related companies are curious on how to most effectively address the age-old problem.     

“Identity theft is the natural progression as more companies expand their digital offerings,” said Wayne Brown, managing partner in The Walker Group and host of monthly virtual lunches for fintechs. Brown, who advises companies in banking, financial services and fintech, has attended this conference since 2016. “That is why more companies are looking to identify and mitigate fraud early.” 

In addition to the uptick in identity fraud and digital fraud, there has been a resurgence in old fashioned check fraud. Banks reported nearly 250,000 cases of check fraud nationwide in 2021, according to the Financial Crimes Enforcement Network, a division of the U.S. Treasury Department. In 2022, that number nearly doubled to 460,000 check fraud cases reported. “If consumers have a preference for using checks, fraud in this area will remain an issue,” Brown added. While criminals rely on platforms such as Telegram to recruit people in committing check fraud, financial institutions are using fintech to return stolen funds in a timely manner. 

Several other fintech trends got airtime during the Fintech Nexus conference, including blockchain, data security and inclusive and responsible lending. It was clear during the conference that companies should have two attributes to survive in any economic climate:  the need to be agile and open to the possibilities created by fintech.  

– Charlyne H. McWilliams, SVP

Kite Hill PR Reaches 10-Year Milestone

In honor of a decade in business, the agency is launching a campaign, Modern Mentorship, highlighting women leaders as well as celebrating being named a Top B2B PR Agency by PR Daily

New York, NY — May 9, 2023 — Kite Hill PR, the award-winning agile tech PR and B2B communications agency, celebrates 10 years of business and has been named a Top B2B PR Agency by PR Daily. The award honors agencies that deliver on their promises to clients and raise the bar on effective communications strategies and tactics. 

The agency credits its success to its award-winning culture of collaboration, which has prioritized and operationalized mentorship. To celebrate this notable business milestone, the agency is launching a “Modern Mentorship” campaign highlighting advice from top female leaders on innovation, agility and collaboration.

Helmed by an all-female leadership team, the agency has worked with over 180 clients in the last decade, organized and managed 30+ industry events and won 18 awards for its culture, leadership and the results it drives for clients. Over the last five years, Kite Hill PR has consistently increased topline revenue by an average of 30% per year. The company’s notable organic growth was bolstered by the acquisition of Cutler PR in 2018. With a history of working with tech innovators, the agency’s practice areas include Adtech, Martech and creative agencies, media & entertainment, B2B tech, healthtech, fintech, climate tech, cybersecurity and mobility. 

Kite Hill PR’s founding team launched Communications Week® in 2014, a preeminent event created to inspire, inform and connect those in PR and communications, which was acquired by Ragan Communications in 2021. The company’s innovative approach to agile PR, the PR Sprint ® Workflow, was launched in 2018 and the company was awarded a US trademark for this unique approach to managing PR campaigns in 2021. 

“I attribute our continued success to our culture of innovation, collaboration and learning. Over the last decade, we have focused on supporting our team through robust learning and development resources to fuel growth and encourage innovative thinking,” said Tiffany Guarnaccia, CEO and Founder of Kite Hill PR. “Mentorship plays a huge role in my life and in our agency. In the spirit of collaboration, we’re marking our anniversary by celebrating modern mentorship.”

The anniversary video series “Modern Mentorship” highlights perspectives from industry luminaries on mentorship and features reflections from the last decade along with actionable tips for professionals seeking career advice. Interviewees include Janet Balis, Partner, CMO Practice Leader - Business Transformation, EY; Shannan Herbert, EVP, Inclusive Credit; Tameka Kee, Deputy Managing Director, Coalition for Innovative Media Measurement; Bonnie Kintzer, President and CEO, TMB; Linda Ong, CEO and founder, CULTIQUE; Tiffany Ricks, CEO, HacWare; Diane Schwartz, CEO, Ragan Communications; Patrice Tanaka, founder, Joyful Planet; Tonia Wellons, President and CEO, Greater Washington Community Foundation and Lisa Marrocchino, CEO of Proteus Ocean Group. Videos will be released on the Kite Hill PR website, LinkedIn and YouTube today through July 2023. 

“As we continue to shape a best-in-class work from anywhere culture, we have operationalized our L&D program to make mentorship a part of our DNA. We cultivate peer-to-peer relationships based on various parameters, encourage reverse mentoring, and create opportunities for department levels to problem solve and learn from one another,” said Guarnaccia. “The campaign is a natural extension of Kite Hill PR’s ethos as we seek to strengthen the PR industry at large and empower the next generation of leaders.”

To learn more about Kite Hill PR’s unique approach to mentorship and its Modern Mentorship visit https://www.kitehillpr.com/modern-mentorship 

About Kite Hill PR

Headquartered in New York City with team members in the UK and across North America, Kite Hill PR is a leading B2B communications and agile tech PR agency with practice areas in adtech, martech and creative agencies; B2B and enterprise tech; climate tech; cybersecurity; fintech; healthtech; media and entertainment and mobility . The company's winning approach combines thought leadership, strategy and media relations to drive clients' businesses forward. Kite Hill PR has been recognized as one of the "Top Tech Specialist PR Agencies in NYC,” “Most Powerful PR Firms,” and a “Top 50 PR Firm in America” by the Observer, a “Best Place to Work” by PR News and one of "America's Best PR Agencies" by Forbes.

Kite Hill PR on Building Strong Futures: The Power of Mentorship

“A mentor is someone who allows you to see the hope inside yourself.” — Oprah Winfrey

There is no denying the importance of mentorship. Developing positive and affirming relationships allows individuals to flourish in both professional and personal development. These types of relationships are especially helpful for those in the beginning stages of their career, but at Kite Hill PR we have seen firsthand that mentorship provides growth both to mentor and mentee no matter the career stage. The support and guidance garnered in a mentor/mentee relationship can help identify strengths outside of one’s career scope and highlight passions that can become powerful tools for professional growth. 

Because we feel so strongly about fostering strong relationships among our team, Kite Hill PR’s mentorship model was built into the structure of our recent company retreat in New Orleans. Everyone on the team was paired up into “Retreat Buddies” for the duration of the trip to learn about and from one another on a more personal level than might be available in a virtual environment. This exercise was a great learning experience as many were paired up with people they haven’t yet had the chance to work with, including our Senior Leadership Team. As a result, we found that as we got to know each other’s passions, hobbies, dreams and more, the stronger our working relationships became. Check out what our SLT team learned about their retreat buddy and how their motivations, passions and joys are incorporated into their work at Kite Hill PR. 

What did you all learn about your retreat buddy in terms of their motivations, passions and joys that could be incorporated into their work at Kite Hill?

I have always embraced the mindset of being a lifelong learner. When you are a mentor, you can learn so much from your mentee. One of the things that impressed me the most about my retreat buddy was that she was curious. She asked deeper questions about each experience. She had an open mind and was an active listener. That is something she applies to client work on a regular basis as she learns about new clients and industries. We should all embrace that mindset and be curious! 

– Tiffany Guarnaccia, CEO  

There is so much you can learn about someone simply by being in their presence and having an open dialogue. I loved getting to know my retreat buddy and having this unstructured time together. In our conversations, I learned about her love of travel and independent nature. While some people would shy away from taking big trips solo, my retreat buddy is planning a European trip to a country she has never visited. I love this motivation and adventurous spirit, which translates to driving motivators at work. A sense of self and accomplishment are key. 

 – Gina Preoteasa, SVP

I was so excited to be paired with my buddy for the retreat because she and I had shared a few Uber rides while we were in NYC for the Christmas party, and I learned how witty and engaging she is. During the retreat, I learned a bit more about her including her first job working as a hostess and table “busser” at an Italian restaurant. That made perfect sense to me because I have often seen her use those strong communication skills effectively with clients and behind the scenes with her teammates. I learned that her love language is spending time with her loved ones, which resonates with me as well. Her face lit up when she talked about celebrating her grandmother’s 90 birthday soon after the retreat. Her passion for helping people translates into her willingness to share her knowledge and information to anyone who needs it. She is a self-starter who is as determined as she is kind. I never doubt that she will get the job done and get it done well. I am so glad to work with her and know her. 

– Charlyne McWilliams, SVP

My retreat buddy and I don’t work together on a daily basis so I was thrilled when we were partnered up! We talked about our favorite music, travel plans for the year and the places we dreamed of going in the future, and what we would be doing if we weren’t in PR. I learned that when she’s excited about something, her passion for it really shines through. For example, because of the Ticketmaster debacle, she recently traveled from New York to Tampa to see Taylor Swift – her favorite artist – in concert. Passion is a core value at Kite Hill and I can see how this drive and tenacity carries over to the work she does for the company and our clients. 

– Emma Wolfe, VP

I cherish our in-person times because it’s a chance to really learn more about our team members individually and understand what makes them tick and brings them joy. Understanding our team as human beings can really surface cues on how best to work together. My retreat buddy let me know she is a cinephile and would love to write a screenplay someday. That unlocked so much for me and cued me into how much of a visual thinker she is! I also loved learning that her first job ever was at a local newspaper. A person after my own heart. 

– Jeanne Meyer, CCO

NewFronts and Upfronts: What We’ve Seen Looking Back and What to Expect Going Forward

It’s that time of year again — the Upfronts and NewFronts are upon us! As the media landscape becomes more complex and the line blurs between CTV, linear and digital, this year is shaping up to be one to watch. 

As we head into the 2023 Upfronts and NewFronts season, we took a walk down memory lane to break down last year’s hot topics and set the stage for what to expect this year. Without further ado, here are the top takeaways from last year as well as what everyone will be talking about this year:

2022 Recap:

  • The Future of Measurement and the Rise of Alternative Currencies:

In 2022, talk of alternative currencies was all the rage as Nielsen ratings began to crumble and the industry started experimenting with alternative currencies. Going into this year’s Upfronts/NewFronts, Nielsen is still in the game but the industry has presented several options for alternative currencies, such as the Advertising Research Foundation (ARF) calling for “TV-accessible households” as the modern source of TV measurement in March 2023. With so many hats in the ring, the modern-day measurement solution is still largely anyone’s to guess. 

  • Streaming Takes Center Stage: 

In 2022, advertisers spent more than 50 percent of their budgets on streaming, marking a big jump from as little as 10 percent of ad budgets spent on streaming in 2019. This presents a new challenge for advertisers, who are struggling to effectively reach fragmented CTV audiences and keep up with their shifting viewership preferences. Fast-forward to this year and the Warner Bros. Discovery merger speaks to how media giants are still trying to address changing viewership habits, growing subscription churn and widening fragmentation.

  • The Economy’s Influence:

Recessionary fears were an underlying concern for buyers last year, given supply chain issues and skyrocketing inflation. In 2023, budgets are still tight amid lingering economic uncertainty and will likely affect how buyers approach this year’s Upfronts/NewFronts. While 51% of advertisers increased their upfront spending in 2022, only 27% intend to increase their spending in 2023, according to Advertiser Perceptions’ survey. This year, flexibility could be a make-or-break factor in negotiations as buyers try to navigate shaky business conditions and dynamic consumer needs.

Top Priorities for 2023: 

  • Measurement Solutions Made for Today:

In 2023, measurement is poised to re-enter the conversation as the industry experiments with new alternative currency solutions that provide more valuable insights into audience behavior today. Some buyers are dropping traditional measurement methodologies entirely this year (like Warner Bros. Discovery and Disney), while others are remaining true to Nielsen as the industry standard.

Nielsen isn’t going down without a fight with a recently re-instated MRC accreditation, its own delayed cross-platform solution, Nielsen One still in the works, and no plans to retire its C3 currency until the fall of 2024. With more options on the table, it’s getting harder for any one option to gain enough steam to take Nielson’s place. While we’re getting closer to seeing what the next phase of measurement could look like, we’re not quite there yet. 

  • Linear, CTV and Digital Convergence:

As the media landscape evolves, CTV continues to be an exciting tool for advertisers to reach target audiences where they are. According to the 2023 Annual Streaming Media Report, ninety-three percent of American adults now access streaming video platforms, which shows how much the space continues to grow. But with streamers also facing high subscription churn rates, (more than one in four streamers plans to cancel at least one of their subscriptions this year), advertisers are paying more attention to viewers toggling between various forms of streaming and linear TV as well. As more consumers stack cords and the line blurs between linear, CTV and digital, advertising strategies are shifting toward a more convergent approach in order to maximize reach.

  • The Key Role of First-Party Data in Driving Results:

Advertisers are already feeling the impact of new privacy regulations and the deprecation of third-party cookies, which is why they are honing their new strategies on first-party data and contextual audience-targeted solutions. Advertisers can use tools like data clean rooms to match first-party data securely without sharing identifiable information, which will be critical in a cookieless future. For example, Disney’s data clean room solution, which was announced back in 2021, has already been adopted by every major holding company, including Dentsu, Horizon, IPG Mediabrands, OMG and Publicis, while over 70 advertisers have also utilized it in planning, buying and measuring advertising with Disney. 

We know one thing for sure – the industry certainly has a lot to buzz as we close in on this year’s Upfronts and NewFronts. We’ll be watching to see what happens next as advertisers, publishers and programmers work together to meet the moment and move the industry forward.

- Alexandra Morrison, Senior Account Executive

Ones To Watch – The Top FinTech Reporters, Publications, and Newsletters To Keep An Eye On

What Is FinTech?

According to Forbes, Fintech is a portmanteau for “financial technology.” It’s a catch-all term for technology used to augment, streamline, digitize, or disrupt traditional financial services. Fintech refers to software, algorithms and applications for both desktop and mobile. In some cases, it includes hardware, too—like internet-connected piggy banks. Fintech platforms enable run-of-the-mill tasks like depositing checks, moving money between accounts, paying bills, or applying for financial aid. They also facilitate technically intricate concepts, including peer-to-peer lending and crypto exchanges.

Now that you’re aware of the industry, let’s dive into who’s covering it in the media: 

FinTech Ones To Read: Trade Publications

American Banker is an essential resource for senior executives in banking and financial services, keeping its users updated on vital developments and focusing sharply on their most important concerns — innovation, transformation, and disruption; technology, regulation, and reform. 

FinTech Magazine covers banks, challenger banks, payment solutions, technology platforms, digital currencies, and financial services - connecting the world's largest community of banking and fintech executives. 

FinTech Weekly features insider articles on recent issues and strategies in the finance industry. The articles are authored by professionals from the financial and tech industry, providing profound insights into topics that matter today and tomorrow.

Financial IT provides a digital platform for product listings, multimedia and other editorial content, companies' clients, and overviews of major trade events. 

Bank Automation News: Bank Automation News is a resource for insights and news surrounding automation in financial services. 

The Financial Brand is a digital publication that focuses on marketing and strategy issues affecting retail banks and credit unions. It provides financial and banking technology news with strategic analysis and real-world examples.

FinTech Futures is the definitive source of intelligence on the global fintech sector and is a respected resource for technology buyers, sellers, developers, integrators, and other specialists across the sector. 

The Fintech Times Magazine explores the explosive world of financial technology, blending first-hand insight, opinion, and expertise with observational journalism to provide a balanced and comprehensive perspective of this rapidly evolving industry.

Fintech Finance & News Magazine provides key decision-makers globally within leading financial services organizations with reliable and accurate intelligence on emerging trends and breakthrough technologies, helping them to make informed decisions. 

FinTech Ones to Reach Out To Top reporters

  • Aisha Gani (@aishagani) is a Fintech Reporter at Bloomberg News.

  • Joel Khalili (@JKFruit) writes about Crypto and Fintech reporter at WIRED.

  • Lucinda Shen (@ShenLucinda) covering fintech for Axios. 

  • Alex Pugh (@PughShow) Reporter, FinTech Futures

  • Steve Cocheo @stevecocheo is a financial services journalist and the executive editor at The Financial Brand.  

  • Miriam Cross (@MiriamSCross) is a technology reporter @American Banker, covering bank tech.

  • Shruti Khairnar (@shrutikhairnar) is a reporter at FinTech Futures 

  • Aaron Marsh (@soIwrote) covers the banking technology industry at Bank Automation News. 

FinTech Ones to Sign Up For: Newsletters

The Fintech Blueprint tracks developments across payments, banking, lending, investing and insurance, and makes sense of the noise. 

Fintech FT Newsletter keeps up with the latest news, views and comments on digital disruption in financial services.

This Week in Fintech is a digest of all things financial technology, brought to your inbox every week.

Fintech Ones to Tune In To: Podcasts

Breaking Banks, Hosted by Brett King, Jason Henrichs, JP Nicols & Amber Buker

Every week, the hosts explore the personalities, startups, innovators, and industry players driving disruption in financial services; from Incumbents to unicorns, and from the latest cutting-edge technology to the people who are using it to help to create a more innovative, inclusive and healthy financial future.

Fintech Insider, Hosted by David Brear, Jason Bates, and Ross Gallagher

Fintech Insider is dedicated to all things fintech, banking, technology and financial services. Hosted by a rotation of 11:FS experts and joined weekly by a range of fantastic guests, they discuss the latest news, developments, and trends within the industry.

Tearsheet Podcast, Hosted by Zack Miller

Tearsheet Podcast identifies, tracks, and analyzes top trends impacting the business of finance, with an eye on the digital disruption wrought by fintech and new financial technology.

Banking Transformed, Hosted by Jim Marous

Banking Transformed podcast examines major leadership and cultural challenges in the banking industry and the impact of digital disruption on banking’s future. 

Fintech Beat, Hosted by Chris Brummer

Fintech Beat comes to you from CQ Roll Call's studio in Washington, DC, where they explore the rapidly transforming banking and financial services sector. Standing at the intersection of policy, finance, and tech, Fintech Beat provides deep insights across a variety of topics that give the context you need to make decisions in a quickly evolving sector. 

If you’re a business that falls within the FinTech category and looking to maximize your reach and break through the noise, Kite Hill PR is ready to help! Check out our FinTech practice area to learn more about the work we’ve done for our clients. 

- Maggie Stasko, Account Manager

The Most Influential Health Information Technology Event: Top Takeaways From HIMSS

*Image via HIMSS

Some of the brightest minds in healthcare gathered last week in Chicago for the 2023 HIMSS Global Health Conference & Exhibition. The influential conference is known for driving innovation and education throughout healthcare. While many important topics were discussed, like health equity including the patient experience and cybersecurity, one theme that was top of mind was emerging technologies and how digital solutions are key to improving care delivery and health management. 

Technology is helping to push the healthcare industry forward. This is notable given Q1 2023 U.S. digital health funding closed with $3.4B, exceeding Q3 and Q4 of 2022. While many experts suggest this trend does not indicate health tech investment trends are free from facing investor doubt around economic uncertainty, the pandemic certainly made a case for healthcare needing to move digital, especially as it relates to telehealth and electronic health records. 

As healthcare continues to move digital, the patient experience is top-of-mind for healthcare professionals. Another hot topic from HIMSS was around virtual reality (VR) which is timely as investments in VR — specifically medicine and healthcare are expected to grow 35% by 2030. And you can’t have virtual reality without artificial intelligence (AI). Lately, there has been a lot of buzz around how new AI capabilities like ChatGPT will transform healthcare. One of those potential areas is around improving medical record keeping. 

In fact, Harshit Jain, MD and Global CEO of Doceree gave an insightful presentation at HIMSS on the latest trends around the electronic medical records (EHR) ecosystem and how it empowers healthcare professionals to improve health outcomes for their patients. Additionally, moving more activity online provides the opportunity for busy healthcare professionals to save time by having critical information in one place, easily accessible.  

While advancements in VR and AI provide innovation for patient outcomes, cybersecurity concerns within the health tech community still exist. To ensure that healthcare information technology systems stay in good cyber health and avoid any cyberattacks, preparing for more patient activity to take place online starts with having standards, guidelines, and practices in place. Luckily, there is a Cybersecurity Framework Implementation Guide provided by HIMSS.

Innovation comes from education and key learnings which were apparent at HIMSS 2023. As the healthcare industry continues to transform and embrace digital transformation, key trends like telehealth, improving the patient experience and leveraging AI for specific administrative tasks will be critical.

- Kyle Murray, Account Supervisor

Earth Day and the Evolution of “Cleantech” to “Climate Tech”

Earth Day has always been a signifier of the gratitude and appreciation we have for the earth and the natural environment around us. What started as a national teach-in and protest in 1970, has evolved into an internationally recognized day for action to protect the earth from environmental threats by planting trees and gardens, picking up trash on beaches and in parks, and learning more about the planet. 

While Earth Day continues to be an essential way to actively take part in civic engagement, more people than ever before are activating throughout the entire year by making conscious changes to their everyday habits. As climate change continues to wreak havoc on the planet, its inhabitants are insistent on doing what they can to ensure protection for the future. And this continued shift in values has infiltrated the corporate world over the past decade. So much so that the number of climate technology companies being founded and invested in has exploded in recent years. Today, entrepreneurs and investors are taking the lessons learned from the past decade to ensure the solutions and business models they are building are fit to scale in the future.  

Cleantech’s Origins in Silicon Valley

Back in 2006, companies focused on developing technology that would solve environmental issues were dubbed as making up the “cleantech” industry. These companies mainly focused on innovations in solar and biofuels and attracted $1.75 billion in VC investments over the next five years. Public awareness and interest in climate change were increasing and the business and investment worlds were following suit. Unfortunately, as it has been thoroughly reported and analyzed, the cleantech 1.0 era turned out to be a bust – with bankruptcies and cheap exits impacting a majority of the companies that had been tech darlings just a few years prior. In the years following, while cleantech innovation did not slow down, investment in the industry did. In fact, less than 10% of cleantech companies founded after 2007 generated returns to cover their initial capital (CTVC). 

The New Age of Climate Tech 

Around 2018, after the dormant years following cleantech 1.0, climate-focused companies and, perhaps more importantly, investors began to regain traction and confidence. Now deemed “climate tech,” these companies are using the lessons learned from the cleantech 1.0 era to identify better ways of showing ROI and progress as they build and grow. While cleantech companies mainly focused on environmentally friendly alternatives, climate tech companies have sharpened their focus with the prerogative to tackle greenhouse gas emissions and the impacts of global warming. According to CTVC, a publication that analyzes investments within the climate tech industry, since 2020, 289 climate tech companies have exited via M&A, SPAC and IPO, with $400 billion in total enterprise value from the 150 disclosed exits. 

*image via CTVC

As the public continues to demand action from governments and corporations when it comes to fighting climate change, the technology industry and investment community must continue to prioritize progress over perfection. We’ve seen this commitment expand in recent years, and with a new generation of entrepreneurs and investors joining the fight, we’re sure to see change happen. 

- Emma Wolfe, VP

The Promise and Pitfalls of AI in Today’s PR Agency Workflow

Via PRDaily.com

This article was originally published on PRDaily.com.

In service businesses, such as PR, marketing and creative agencies, technology is sometimes seen as an enemy when it should be seen as an enabler. The adoption of different platforms and services are creating advanced ways to increase efficiency and collaboration.

One of the biggest technological advancements in the spotlight in 2023 is the rapid adoption and varied application of AI technologies. Whether it be ChatGPT or AI-generated images, AI has taken media headlines by storm. As more companies adopt AI to increase efficiency and eliminate human error, it might seem like AI in every industry is inevitable. What role does AI have in public relations, an industry that was built on human interactions and genuine connection?

The biggest opportunities today

It is a balancing act. If AI is going to have a place in PR, it’s crucial that PR pros remember that it is about art and science. People are communications artists and tech enables them to work more efficiently. You can’t have one without the other. It’s important to keep the human element front and center in PR strategies, especially those that require nuance.

One of the biggest opportunities for AI in the PR industry is around content creation. PR agencies can use tools like ChatGPT for writing content that can then be refined, fact checked and edited by the human eye. Using AI can help create content and maybe even help with writer’s block as it can act as a sounding board for ideas and trending stories.

Measurement has become the name of the game for PR professionals. Demonstrating your worth and value is critical and AI can make both measurement and correcting easier. AI can analyze the performance of a campaign, identify what worked and what didn’t, and establish ways to improve in the future. It can even help pick up on patterns within campaigns, analyze past behaviors and make suggestions to modify deliverables in the future for better success.

Though AI can have a tremendous impact on PR programs, it’s important to keep human involvement at the center

Potential pitfalls

I was at the start of the online advertising industry and think AI in the PR industry can be compared to the early stages of contextual advertising. There is opportunity to leverage AI to create efficiencies in the work we do, but we cannot miss the importance of art and science. Tech and people.

I recall one of the biggest mishaps that demonstrated the need for human editors in 2004. With contextual advertising, ads are supposed to match the content that they run alongside. So the ad system generated an ad for luggage next to a New York Post story about a murder involving a suitcase.

AI is moving quickly and if the PR industry doesn’t implement it in some way, we are going to be left behind. But there are things to consider, the first being that AI isn’t perfect. It takes years to train AI to mimic human behavior and even the smartest AI right now is still on the same level as a 9-month-old. It is crucial that PR pros remember anything produced by AI needs to be edited to fit the right voice and to confirm the messaging points. AI isn’t meant to do your job, it is meant to enhance it.

Currently, the legal department is owning many of the decisions about the adoption of AI. For example, PR agencies should consider the IP and content rights when it comes to AI. Many AI platforms indicate that they own the content being created on the platform. Work done for clients oftentimes includes confidential information that should be owned by the client – not AI. PR agencies should have open and honest conversations with clients before moving forward with AI.

Keep in mind conversations about AI in PR are news, but they aren’t new. Communications Week sessions back in 2016 asked the question ‘bot or not, are robots coming for our jobs?’ the answer was no then and is no now. But we do need to have the ability to challenge our thinking, be agile and evolve.

At the end of the day, PR is still a business of relationships and human connection. PR professionals are responsible for client services and the messages that ultimately end up out in the world. There may come a time where PR professionals can place blame on AI when a message does not come across the way it should – but we aren’t there yet.. Essentially, AI in PR is a balancing act. PR pros have to remember art and science. People and technology. One isn’t better than the other – they have to work together in order to achieve the desired results. Technology drives the industry’s innovation and agility. PR pros need to use them together to stay ahead.

Tiffany Guarnaccia is CEO and founder of Kite Hill PR.

From the Big Apple to the Big Easy: Celebrating 10 years of Kite Hill PR in NOLA

As you may have heard, Kite Hill PR is celebrating its tenth anniversary! A decade in business is a major milestone that requires celebration and reflection. Being a hybrid workforce spread all across the country, we focus on creating retreats and company gatherings that are truly meaningful and collaborative.

To mark this occasion, we embarked on a company retreat to New Orleans. From swamp tours and dueling pianos to team-building challenges during beignet breakfasts, we soaked in as much of the Cajun culture (and humidity) as we could! Temperatures ran high (80 degrees compared to NYC’s 40) and so did enthusiasm, as our team rubbed elbows with people they rarely see regularly.

The focus of the retreat was to celebrate our company’s history of collaboration and innovation, while also highlighting the important role that mentorship plays in our agency’s culture. We learned from one another and opened the lines for future teaching and growth opportunities.

All in all, it was a jam-packed couple of days that showed us a new way to embody our company value of collaboration – and so much more. While other companies continue to debate the future of work, we continue to firmly plant our flag. Kite Hill PR is a best-in-class, work-from-anywhere agency, that comes together in unique and impactful ways. Check out our team’s key takeaways from the retreat below. 

As PR professionals, we are in a business of agility and connection. While the retreat was a great (and fun!) reminder of how we show up together as a team with those qualities on display, it also afforded us the opportunity to slow down. To remind us to take time to celebrate the big moments, as they’re unfolding around us. This was a sentiment that Tiffany shared in her closing remarks to the group and one that really resonated with me on both a personal and professional level. I feel so thankful and fortunate to be a part of this team — a team that embodies its values to the fullest, a team that shows up for one another, a team that celebrates one another, and a team that sees every challenge as an opportunity.  — Mackenzie Gavel, Account Director

As a hybrid workforce, we’re now fortunate to have team members from coast to coast. And while our team works at a very high level in mostly remote situations the majority of the time, coming together twice a year re-energizes our team, feeds the soul of our agency’s culture, and sparks creativity. Being in New Orleans – a city that is truly unique and a gumbo of cultures and experiences – was the perfect setting for making this kind of magic. In just a few short days, we all forged stronger ties and more creative minds, all to the benefit of the clients we serve, our families and more. – Jeanne Meyer, Chief Client Officer

Laughter is contagious and critical when establishing personal connections. You can’t have knee-slapping, deep belly laughs over Zoom (but can certainly try!). That is why our retreat was so valuable as it set us up for success in a digital environment, as a team, and strengthens our peer-to-peer mentorship. This experience is motivational fuel until the next time we can all get together. –– Sammy Jordan, Account Director

I enjoyed connecting with team members that I don't work with on a daily basis. It was so nice to see everyone IRL and not just their faces on a computer screen. These connections will make us a stronger team. — Phyllis Beck, Culture & Workplace Experience Manager

Our New Orleans retreat was a great reminder of how important it is to prioritize human connection and celebrate major milestones – both professional and personal – together. It also reinvigorated my love of travel and trying new things (can check crawfish boil, live jazz music, alligator sightseeing and beignets off my bucket list – all thanks to Kite Hill!). –– Maggie Stasko, Account Manager 

Not only did I learn so much about the culture of New Orleans, I learned a lot about my fellow Kite Hill team members on a personal level as well. Having those important personal connections with your team can strengthen your professional rapport— and by learning more about your coworkers’ backgrounds and personality traits, you can build better teamwork strategies in the workplace. This is an opportunity I will never forget, and I am grateful for everyone on the Kite Hill team who organized this incredible, successful retreat! — Brielyn Stoll, Account Executive 

Our New Orleans retreat was a wonderful opportunity for us to explore a beautiful city together, learn from each other and celebrate our personal and professional milestones as a collective. It reinforced the power of in-person connection for me and ultimately made us stronger as a team. I’m very grateful to be part of a team that takes time to reflect and understands the power of organic team building. –– Alexandra Morrison, Senior Account Executive

When you don't work together in the office, it's easy to forget that behind Zoom screens and Slack messages are individual personalities with different experiences and perspectives (and great music taste). Having quality time with one another in an exciting place like New Orleans reaffirmed my appreciation and gratitude for the incredible team we have and what each of us brings to the table — including a seafood boil :)  — Kyle Murray, Account Supervisor 

Our retreat was a great reminder of the importance of knowing your colleagues as human beings – not just your colleagues. When we’re able to learn about each other’s passions and hobbies we’re able to connect deeper as a team which builds an environment that makes everyone each other’s biggest cheerleaders and is really amazing to work in. Retreats don’t always need to be 8 hours in a conference room doing ice breakers. I learned so much about the team from hanging out together and eating seafood. — Kerriann Becker, Senior Account Executive

I’m grateful to be part of such an incredible team and to have had the opportunity to visit a place I have never been. New Orleans is a vibrant city full of culture. Its richness was unexpected and I’m excited to learn more about it and its history. Traveling to this new place with colleagues presented a unique opportunity to bond and get to know colleagues especially. We now all have this amazing memory to share and it has brought us closer together, and will continue to do so in the future. — Gina Preoteasa, SVP

While we work in a remote environment, our retreat in New Orleans was a great experience to strengthen our relationships with one another. Spending three days together in a city with rich history and culture allowed us to learn and try new things while creating amazing memories. I’m incredibly grateful to be part of such an amazing team that values teamwork and promotes collaboration. –– Julia Worthington, Account Associate 

This was an amazing GIFT we were given to not only grow closer as a team but to also learn about the rich history and culture of the amazing city of New Orleans. I feel blessed to be a part of a team of dedicated PR professionals who work hard and understand the importance of balancing work and fun. I realized how important in-person team time is to building relationships. I also learned that I can limit myself to two beignets, and they do iced coffee at Cafe du Mode. –– Charlyne H. McWilliams, SVP 

#10YearsofKiteHillPR: A Word From Our Founder

I founded Kite Hill PR ten years ago to create a different kind of PR agency – one that prioritized culture, connection, and collaboration at its core and served as an extension of a client's team. 

As I reflect on the last decade, I’m honored to recognize the growth and innovation that the Kite Hill PR team has consistently brought to the table. Today, we are recognized as an award-winning, agile, tech PR and B2B communications agency. The team spans two continents, is helmed by all-female senior leaders, welcomes diverse backgrounds, as well as represents BIPOC and the LGBTQ+ community. 

Our agency has worked on major campaigns from launches to corporate rebrands to IPOs and has been awarded as a "Top Tech Specialist PR Agencies in NYC,” “Most Powerful PR Firms,” and a “Top 50 PR Firm in America” by the Observer, a “Best Place to Work” by PR News and one of "America's Best PR Agencies" by Forbes. We are also a certified Women’s Business Enterprise under the WBENC. 

During this time, I also welcomed the birth of my daughter, Lily. I’m proud to say Kite Hill PR is home to many working parents. We continue to prioritize our people and live by our core values: agility, collaboration, candor, passion, and balance. We have innovated in our approach to client work, but also in our approach to team management with the early adoption of peer-to-peer mentoring, Work from Anywhere (WFA), unlimited vacation time, and a newly minted sabbatical program. 

Watch this space for exciting developments as we celebrate our 10-year anniversary in the months to come, including a team retreat!

– Tiffany Guarnaccia, CEO and Founder

Kite Hill PR Quick Takes: A Lesson in Crisis Communications

The SVB bank collapse is a reminder of how critical swift, thoughtful and proactive communications efforts are for any enterprise. What the SVB-related developments are once again bringing into focus: 

  • The importance of having a crisis communications playbook ready to go.

  • In a crisis, start with what you can control: when, how and where one communicates is very much in a leader's control.

  • It’s key to proactively consider all stakeholders in these situations.

  • Be specific and consistent in follow-through beyond Day One.

For more information on how to build out your crisis communications strategy, reach out to us at hello@kitehillpr.com. 

– Jeanne Meyer, CCO