The Top Trends Shaping the Media Industry This Year

Image via ana.net

This article was originally published on ANA.net.

After a whirlwind 2023, the ad world is already gearing up for what's next. From the meteoric rise of generative AI to the end of third-party cookies and a presidential election, 2024 has a lot in store. Here are a few trends that will dominate the media space in the year ahead:

Convergence inspires a more holistic approach.
As the media ecosystem evolves, the line is blurring between marketing, communications, sales, and technology. Companies are now breaking down internal silos to embrace a more holistic approach on how to achieve business objectives. We're seeing marketing, communications, sales, and technology teams find strength in working together and sharing information to measure and improve outcomes.

In 2024, we'll see this collaboration between teams shift how partners are leveraged as more agencies develop broader services to help organizations collaborate internally, develop new measurement methodologies, strategize, and execute more effectively.

AI adoption becomes a top priority.
2023 may have been dubbed "the year of generative AI," but it's clear that we haven't even scratched the surface of truly understanding this tech's capabilities. Across the industry, many agencies have been eager to jumpstart the process of implementing AI technology to create better efficiencies and enhance work quality. However, marketers largely remain in the early phases of testing as they experiment with how to properly incorporate AI into their workflows. There is still a lot for us to learn about AI; how to use it ethically, effectively, and securely.

This year, we'll see AI adoption become a top priority for marketers as new policies are put into place, AI tools are enhanced and formally added to tech stacks, and teams become more comfortable with working alongside the technology. We'll see organizations become more reliant on AI to write content, create images, analyze and present data and create knowledge systems across the enterprise. With these initiatives, it will also become critical to invest in upskilling to maximize efforts and remain competitive in the future.

First-party data reigns supreme as third-party cookies crumble.
As Google (finally) begins to phase out third-party cookies this year, we're seeing advertisers turn the spotlight on first-party data and re-evaluate their strategies accordingly. Marketers are now leveraging contextual audience-targeted solutions, allowing them to comply with growing consumer demands for data privacy while still reaching the right audiences.

Advertisers are also utilizing critical tools like retail media networks for omnichannel marketing and data clean rooms to match first-party data securely. Nearly every big player in the industry, including Disney, Amazon, and NBCUniversal, has developed their own data clean room solution over the last few years to prepare for the cookieless ecosystem. This year, we'll begin to see just how vital these strategies are for advertisers to succeed and remain competitive in a world without cookies.

Retail media soars to new heights.
In 2024, retail media shows no signs of slowing down – with its projected growth at the strongest rate within the digital ecosystem. According to GroupM's 2024 outlook, retail media added more than $10 billion in revenue last year and is expected to increase by 8.3 percent in total spend this year. By 2028, retail media is poised to exceed linear TV and CTV combined, which proves that this channel poses many opportunities for marketers.

Marketers must build on their knowledge and capabilities within the retail media landscape and think about where their key audiences are and what new opportunities exist to meet those audiences. For example, retail media platforms such as The Home Depot may present new and exciting opportunities for non-endemic categories. Endemic brands will also be thinking about different ways to engage with consumers. Whether it be investing in-store to bridge the gap between online and IRL shopping or taking CTV campaigns into creative out-of-home locations, there are many ways for advertisers to connect with key audiences at new touch points along their journey in 2024.

Major tentpole moments present big opportunities (and some big risks).
With the Paris Summer Olympics and the U.S. presidential election just around the corner, many advertisers are jumping at the chance to leverage these tentpole moments to reach engaged audiences at scale. In fact, we're already seeing ad sales for the Summer Olympics pace ahead of previous games, while political ad spending is expected to reach a record-breaking $10 billion by the end of the 2024 election cycle.

While these major events are critical for the industry, big opportunities often come with big risks. Navigating an election cycle is no easy feat; let alone this year's AI-infused election that will likely stir up a new breed of misinformation. With brand safety issues on the rise, advertisers must exercise caution, or they could easily find themselves in a situation that forces them to weigh in on a hot-button issue or pull an ad from a platform displaying harmful content or misleading information.

Making the most out of the year ahead.
This year, the media space will have many new variables at play. By prioritizing a holistic approach, incorporating AI into workflows, investing in first-party data and retail media, and assessing major tentpole moments, marketers can make the most out of this whirlwind year and come out on top in 2024.

- Gina Preoteasa, EVP of client success at Kite Hill PR

CES 2024: A Recap of Tech’s Grand Stage and B2B Industry Dominance

The evolution of the Consumer Electronics Show (CES) continued as this year’s event saw an increase in audience attendance, and the traditional showroom floor became a microcosm of Artificial Intelligence (AI) innovation and strategic partnerships. 

Amidst economic fluctuations and industry disruptions, CES laid the groundwork for what’s to come in 2024. Here are the trends we saw getting the most attention, and the takeaways we feel are pertinent for communications professionals to consider as we advance forward: 

Artificial Intelligence and Generative AI continue to take the reins. Companies plunged headfirst into AI across various businesses and industries, emphasizing that its real and expanding role goes beyond the hype. We saw Walmart debut an AI-assisted InHome delivery offering that familiarizes itself with a customer’s purchase patterns for grocery replenishment. Automakers could be saying ‘goodbye’ to user manual booklets. Amazon is bringing its voice-assistant tech to luxury auto brand, BMW, to help drivers become more aware of and solve real-time maintenance issues. 

— Comms Takeaway: Navigating this dense, burgeoning market will be challenging. Now is the time for communications professionals to advance their skill sets and become experts at leveraging AI tools for content creation and instituting quality control measures. 

Conversations heat up as Google bids farewell to third-party cookies. Advertisers preparing for the demise of third-party cookies might find an alternative in the form of a "doughnut," – a new decentralized tracking concept that will allow consumers to control data permissions for brands in exchange for value. Only time will tell whether or not the term will stick. Keith Soljacich, Executive VP and Head of Innovation at Publicis Media, addressed a panel audience by illustrating the idea closely mirrors the way blockchain technology acts as a conduit for advertisers to engage with consumers and their data. 

— Comms Takeaway: Think outside the box when executing planned strategies. How are you tailoring and delivering your messages to intended audiences? Are you thinking creatively enough about the channels you’re choosing to communicate those messages? Now is the time to lean into innovation.

“Viva Las Streamers” as streaming giants regained the spotlight. The rivalry intensified as Netflix, Disney and Amazon were the top streaming services ready to win over buyers and marketers, one year after the introduction of ad-supported tier options. Netflix announced having 23 million monthly active global users, which is a considerable uptick from its 15 million number in November and a positive sign of AVOD growth. Disney pulled all of the stops with their first in-person Tech & Data Showcase focused on shoppable TV, data clean rooms, programmatic and measurement. Amazon used CES as an opportunity to create distance with Freevee and prioritize Prime Video, as the streaming property will activate default ads for subscribers later this month. 

— Comms Takeaway: Find ways to harness owned data and pay those insights forward. Help shape the future of the industry and be the first to identify and leverage emerging trends through smart data analysis.

Retailers strike head-on with retail media innovations. Albertsons and Instacart didn’t come to CES to talk about shopping. They came to be seen as adtech companies bringing retail media to the next level. Albertsons Media Collective revealed a collaboration with strategic consulting firm Capgemini, to help automate retail media planning and buying processes for brands featured in its stores. Instacart announced a partnership with Google that will allow the grocery delivery app to use first-party data and run Google Shopping ads to target customers. Instacart will also begin testing ads on their AI-powered Caper Carts in select stores.

— Comms Takeaway: Communication professionals need to acknowledge retailers are becoming adtech entities. It’s no longer about selling product jargon. The real prize for sustained visibility and success is crafting stories of how retail media is creating an immersive, targeted advertising experience for today’s consumer. 

Sustainability meets sophisticated manufacturing tech and a newly launched initiative. How could John Deere eclipse last year’s showcase? The agricultural manufacturer’s CES activation was a showstopper this year with its autonomously operated tractor demonstrating how tilling a field can be more economical than ever from a phone app. The Consumer Technology Association also announced the Consumer Technology Circularity Initiative (CTCI) – a voluntary industry initiative to minimize waste, improve recycling practices, and decrease the disposal of consumer electronics. Founding members include Lenovo, LG Electronics, Panasonic, Samsung and Sony Electronics Inc. 

— Comms Takeaway: Focus on the long-term strategy. Lip service won’t cut it, and companies can no longer skirt around sustainability practices. Transparency and authenticity are key.

- Geanna Diaz, Account Manager

New Year with Kite Hill: Our Goals and Resolutions for 2024

It's a brand new year, and we are already buzzing with excitement about what's to come in 2024! This time of year always feels like a fresh start, a blank canvas waiting to be painted with new experiences and opportunities. At Kite Hill PR, we believe in the power of goal setting and we're eagerly embracing the challenge to learn, improve, and grow both individually and as a team. Our team members have shared their personal resolutions for the year ahead, and we hope their ideas can inspire you to create your own list of goals for 2024. 

I’ve always prioritized things that spark joy, but my goal for 2024 is to de-prioritize things that do not spark joy. (I have a hard time saying “no,” so this will be tough for me!) I’m hoping to focus on the things I can do in all aspects of my life that provide the greatest impact.

- Rachel Hadley, Chief Operating Officer

I am looking forward to continued growth and providing leadership and new perspectives here at Kite Hill PR. I tend to focus on one word for the new year and for 2024 that word is intentional. I want it to permeate my work and my life outside of work. That word will be the foundation on which I will pursue great things in the new year for myself, my teams, clients and the agency!!!  

- Charlyne H. McWilliams, SVP 

As a tenured employee, I will be taking my sabbatical this year. My goal for 2024 is to travel to new places, see as many sunsets and sunrises as possible, spend time with family and gain the courage to move up to the advanced level of my dance class. 

- Sammy Jordan, Senior Account Director

My goals for 2024 are to prioritize creativity, pursue new learning opportunities and practice more gratitude - both personally and professionally. Looking forward to kicking off the new year with a fresh perspective!

- Alexandra Morrison, Account Manager

I plan to prioritize joy, health, and balance. I look forward to spending more quality time with close family and friends, soaking up special moments with my husband and our puppy, Cooper, continuing to contribute to the community I’m lucky enough to call home, and leaning into my creative passions to fuel my professional and personal development.

- Mackenzie Sikora, Senior Account Director

My goal for 2024 is to invest more time into learning a new language! I am always looking to gain new perspectives and I know that this would be a great way to expand my cultural reach. In a place like Miami, there are a plethora of classes to take and plenty of places to practice! 

- Lauryn Russell, Account Associate

My goal in the upcoming year is to prioritize growth, learning, and gratitude in both my professional and personal life. I'd also love to dedicate more quality time to my loved ones. By balancing both my professional and personal life, I hope to create a fulfilling and supportive environment for personal development while nurturing meaningful relationships with those who matter the most to me.

- Lara Schembri, Senior Account Executive 

After a year of big changes for my family, this next year is going to be all about having FUN! I've already created a list of 24 fun activities I intend to do in 2024. Let the laughing commence!

- Phyllis Beck, Culture & Workplace Experience Manager

In the year ahead I plan to say “yes” to more experiences and hobbies that will spark creativity and joy. I am looking forward to continuing to focus on professional and personal growth, connecting with friends and family and traveling somewhere new for my sabbatical. 

- Kyle Murray, Senior Account Supervisor 

My goal for the year ahead is to focus on passion and collaboration! I’ve grown both professionally and personally over the past year, and I’m looking forward to experiencing new learning opportunities in 2024! 

- Julia Worthington, Account Executive 

My goal for the year ahead is to continue to practice gratitude and balance in my life. I would love to keep learning new things about myself, my career, and the people around me. I am hoping for a year of growth, new experiences, and fun! 

- Andrea Martinez, Assistant Account Associate 

I’m looking forward to a lot in 2024. My goals are to stay focused on growth while celebrating life milestones along the way, and my mantra (as always) is to stay balanced throughout life. 

- Maggie Stasko, Senior Account Manager 

My goal for 2024 is to build resilience by confronting fears head-on, learning from setbacks, and embracing challenges with a positive mindset. That and also teaching myself the value of saying, “Let them!” to things (and people) you can’t control. My hope is to put these into practice and foster a stronger sense of self.  

- Geanna Diaz, Account Manager 

I have chosen 'consistency' as my word for the year 2024. I aim to maintain a consistent approach towards achieving my goals and resolutions, both in my personal and professional life. By prioritizing consistency, I hope to develop positive habits that will help me achieve long-term success and happiness.

- Holly Rust, Senior Account Executive

Sammy Jordan of Kite Hill shares two key Predictions for AI in Music & Entertainment in 2024

Image via Hypebot

This article was originally published on Hypebot.

Artificial intelligence and how it will change music and entertainment was justifiably a hot topic in the last half of 2023. Sammy Jordan of Kite Hill offers two very educated guesses on where things are headed in 2024.

by Sammy Jordan, Senior Account Director at Kite Hill PR

Introduction of AI Regulations

2023 saw discussions for increased regulations as generative AI made its mark on the music business. While new technology is incredibly exciting, the music industry is still very much in a transitional phase as it adapts to the rapidly evolving landscape. Artists, labels, and distributors have a lot to consider when it comes to remaining competitive in the year ahead while protecting copyrighted music and artist autonomy in a world with AI.

We’re already seeing Europe roll out historic AI legislation, which would protect copyrighted music and regulate the use of artificial intelligence in the music business. In 2024, we’ll see these efforts continue to take shape around the world as the music and tech industries agree on measures to implement.

Increased Adoption and Innovation

AI regulations will surely influence more widespread adoption across the music industry in 2024. Artists, labels, and distributors know that AI is here to stay so that next year will be a critical time of upskilling, experimentation, and creativity across the board. In 2023, we saw pioneering artists like Grimes launch their own creator-first music production platform that enables artists to monetize generative AI opportunities. Next year, we’ll see even more innovation as generative AI tools get more sophisticated and the industry rallies around an artist-centric business model that empowers today’s creators.

Kite Hill Predictions: A Glimpse into 2024

As the year draws to a close, company leaders across industries are taking stock of the past year to prepare for what’s on the horizon of the new year. At Kite Hill PR, we keep a finger on the pulse of the next big trends and ideas. Read on as our practice leads share their insights, predictions and top takeaways for communicators as we navigate the promising landscape of media and advertising, fintech, climate tech and more in 2024.

TV Predictions: Viewership habits are shifting. Linear TV eyeballs will remain a factor, as CTV continues to grow. For traditional providers, streaming players, and burgeoning platforms, continue to push the boundaries of innovation to deliver compelling content. For advertisers, lean into local, particularly in the leadup to the 2024 presidential election.

Comms Takeaways: For those working with content providers, highlighting your company’s innovative tech and measurement solutions will be key. Consider how your company is leveraging its owned data; are there ways your company can better inform the industry on changes in consumer behaviors? That will, in turn, inform players working adjacently in the space, like advertisers, of shifting habits and set your company apart as a guiding force in the industry. Speaking of those working adjacently in the space, the same rules apply for communicators. There will be noise and competition; the best way to stand out is to harness meaningful insights and pay that knowledge forward to the rest of the industry.

— Mackenzie Sikora, Senior Account Director

Fintech Predictions: Evolving regulatory requirements will mean even more attention on data privacy and safety. This paired with implementation of new technologies like generative AI means swift changes in process — from how companies engage with consumers, to how they capture data — will lead to better business outcomes. Specific areas of fintech such as payments and insurtech will continue to evolve in 2024. 

Comms Takeaways: Keep an eye on evolving regulatory requirements; develop messaging that addresses data security and how consumers’ information can be protected. Help your clients navigate the dense market by creating a narrative that helps them stand out. Consider telling a story about the evolution of their area of fintech — payments, insurtech, digital banking, etc. — and how the industry changed to ultimately benefited consumers. 

— Charlyne H. McWilliams, Senior Vice President 

Climate Tech Predictions: The emphasis on climate tech development is bigger now more than ever, and even with slower investment growth over the last year, 2024 will likely see more uptick in available funding. With COP28 agreements locked, we'll also see the continued commitments from the public sector in an effort to ensure we reach the goal of net zero emissions by 2050. Of course, the conversation will be amplified as the elections near. 

Comms Takeaways: There must be a greater emphasis on transparent communications. One key theme from panelists at Kite Hill PR’s Climate Week webinar this year was that as business leaders continue to emphasize ESG efforts, transparency in their communications must be a priority. Gone are the days when companies can skirt around the details of their climate-focused commitments – consumers demand more now. 2024 is the year we’ll see companies held accountable not only for their sustainability practices but also for how they’re communicating goals and progress. Leveraging PR strategies that focus on long-term plans and transparent messaging is the key to success. 

— Emma Wolfe, Vice President

Advertising, Marketing, Retail Media Predictions: We will see a convergence of marketing services, as businesses become more savvy at breaking down silos in their organizations to focus more holistically on how to achieve big business objectives. AI adoption will be a top focus and become more of a priority, particularly as robust policies develop. Retail media will remain a big growth area, projected to grow at the strongest rate within the digital ecosystem, and expected to increase 8.3% in total spend by 2024.

Comms Takeaways: Communications will need to adapt to these changes in several ways. With converged marketing solutions, communications professionals will need to think outside the box and more innovatively about channels, tailored messages and delivery of those messages. With AI adoption, communications professionals will need to advance skill sets and become experts at using AI tools for content generation and instituting quality control measures. 

— Gina Preoteasa, EVP, Client Services

Media & Entertainment Predictions: Unfolding privacy regulations and an influx of new, AI-driven tools will run rampant through Hollywood. Across the media, as AI tools get more sophisticated, we can expect more adoption and transparency. 

Comms Takeaways: It is no longer a question if a business could benefit from adopting AI but formalizing the usage. Transparency is king. Be proactive and determine the right communications and messaging to share with your audience, clients and stakeholders. 

— Sammy Jordan, Senior Account Director

Our own Tiffany Guarnaccia, founder and CEO, also shares her top 3 predictions for the PR industry at large. Namely: continued adoption and evolution of AI, a shift toward culture communications, and the rise of PR tech tools. At Kite Hill PR, we’re evaluating our own approach to embrace these shifting trends and, more importantly, evolve with them.

Interested in getting in touch to discuss how we can best help you in 2024? Contact us here. 

Happy Holidays from Kite Hill PR!

A note from our Founder and CEO, Tiffany Guarnaccia

Before 2023 comes to a close, let's take a moment to reflect. It has been both a challenging and opportunistic year. Crises escalated overseas, and less than favorable economic conditions impacted markets, including media, tech, fintech and more. Through it all, we witnessed big spending return to retail, advances in media measurement capabilities, and the rise of game-changing technologies like AI.

Which leads us to one question….

How can we help you in 2024? 
As we advance into a New Year, we see opportunities for your business to leverage PR to:

• Own your market category. Crystallize your vision and prioritize purpose-driven communications. To increase brand credibility and engagement in 2024, internal and external communications should continue to align with your brand’s values and mission. Remember that it’s not just what you do and how you do it. The why matters to your business and clients.

• Use data to tell your story. Incorporate insights from owned and/or third-party data into your communications. To bolster news announcements, feed the market facts that validate your leading position and/or the need for your product or service. Also consider how insights can inform your PR program, as PR can be a full-funnel solution. Lean on data to inform smart business decisions, including what drives leads. 

• Prepare for the pivots. We’re not out of the woods yet, and we can expect political and social issues and new technologies like AI to impact communications next year. It’s how you prepare for them now that matters most — and it starts with a solid internal and external comms plan. 

These are some trends and strategies to consider. We don’t expect you to do any of this alone. Which is where we come in….

2023: A Milestone Year for Kite Hill PR 

We took time to celebrate a big milestone: Kite Hill PR’s 10-year anniversary with a trip to New Orleans (the hometown of our COO).

Beyond the wins, we doubled down on our core services — media relations and thought leadership — in endemic and non-endemic market categories. We helped clients navigate strategic business deals, and we championed C-suite communicators through business successes and challenges.

Leveraging PR to Effectively Communicate Sustainability Efforts in 2024

PR is a powerful tool that can shift perceptions and influence behavior, especially when it comes to sustainability, says Kite Hill’s Emma Wolfe.

(Photo credit: Getty Images)

This article was originally published on PRWeek.com.

2024 is gearing up to be a crucial year in the fight against climate change for businesses, employees, stakeholders and consumers alike. 

With sustainability top-of-mind, business leaders are increasingly emphasizing environmental, social and governance efforts and paying particularly close attention to how they communicate about their environmental efforts. Companies are expected and oftentimes required, to publicly share their environmental goals and show consistent progress in achieving them. It’s highly unlikely that we’ll ever revert to a time when this isn’t the case. 

Articulating sustainability initiatives is far easier said than done, and companies all too often fall flat in their communications as a result. While one-off social media posts can be perceived as performative, leveraging long-term PR strategies can help businesses successfully communicate and inspire meaningful change in the long run. 

It’s clear that authenticity and transparency have become a requirement for bottom-line business growth, and PR has a critical role to play in shaping the message. Let’s explore how businesses of all sizes and from all industries can leverage PR to effectively communicate their sustainability efforts in the year ahead.

Beware of greenwashing and performative messaging

More than half of all Americans say they are “extremely or very concerned” about the impact of climate change and are actively seeking out businesses that align with their core values. With companies now under greater scrutiny than ever, many businesses are feeling the pressure to “go green” in an effort to appear environmentally conscious to evolving consumer perceptions. Yet in too many cases, companies don’t practice what they preach and actually continue to contribute to climate change. 

When companies jump on the sustainability bandwagon but aren’t able to back up their claims, it can have a detrimental impact on their brands and result in a critical lack of trust among consumers, employees and stakeholders. A recent Harvard Business Review study found that greenwashing can severely backfire, deal a major blow to a company’s reputation and be perceived as corporate hypocrisy.  

Due to shifting consumer expectations, businesses know that staying silent is no longer an option. However, when it comes to communicating about sustainability, companies must avoid overcommitting and ensure that full transparency is at the core of all initiatives.

Measure, assess and share your environmental impact

As consumers shift their support to environmentally friendly businesses, investors are following suit by looking for more sustainable investments for their portfolios. With 80% of sustainable investment funds outperforming their counterparts in recent years, it’s becoming increasingly critical for businesses to efficiently measure, assess and share the impact of their actions.

By setting standards and benchmarks to track progress, businesses can measure their performance, define what needs to be improved and ensure they’re meeting their goals. Without setting standards, it’s nearly impossible to keep track of progress in any meaningful way. Metrics allow investors to put their full trust into a company’s sustainability efforts instead of being left to their own conclusions.

Ultimately, measuring the impact and making their progress public enables companies to show a genuine commitment to sustainability while building consumer trust, boosting employee retention and attracting more investors.

Transparency, honesty and empathy above all else

At a time when sustainability matters more than ever, companies across industries no longer have the option to stay silent. When businesses avoid the topic of sustainability altogether, audiences assume they are not taking the threat of climate change seriously.

Oftentimes it can be challenging for companies to take the first step in setting and communicating their sustainability goals and the progress they’re making. But we must start somewhere. By taking that first step with transparency, honesty and empathy at the forefront, companies can begin to make strides in not only achieving their sustainability goals, but also building continued trust with their key audiences. 

PR is a powerful tool that can shift perceptions and influence behavior, especially when it comes to sustainability. In order to successfully communicate about sustainability and build the trust of consumers in 2024, businesses should avoid performative acts, measure and share their environmental impact and, above all else, prioritize transparency, honesty and empathy in their messaging.

Emma Wolfe is VP and climate tech practice area lead at Kite Hill PR.

2024 Trends To Watch: A Snapshot For Communicators

Image via CommPro

This article was originally published on CommPro.com.

As we approach the new year, communicators are facing a range of macroeconomic trends and new business dynamics. In this complex ecosystem, it’s clear that communicators need a new playbook in 2024. One designed to make the most of this moment and help communicators crystallize their vision and reach their key audiences through effective storytelling. While each company faces its own unique challenges and opportunities, there are a few areas to lean into, including data and AI, tentpole events, and culture communications. Looking to finalize your 2024 PR plan? Here are a few trends to watch and strategies to incorporate. 

Take Data-Driven PR Strategies To The Next Level.

Connecting with splintering key audiences who are becoming increasingly difficult to pin down is not easy. Today’s communicators are tasked with the challenge of standing out in a heavily crowded space. Savvy communicators are leveraging data-driven strategies to amplify their campaigns, track effectiveness, make a bigger impact with key audiences and drive more informed decision-making. In 2024, those who are willing to take their data-driven strategies to the next level will be the industry winners. 

Don’t forget the golden rule of data: never look at data points in a silo. As communicators, it’s critical to stay aware of what’s happening in the broader industry and consider how data fits into the broader market to make truly informed decisions and maximize impact.

Test AI For Content Creation, But Remember Transparency And Authenticity Is Key. 

Speaking of data… as generative AI advances and consumer privacy stays top of mind, communicators should consider investing in closed systems to ensure data integrity and protect sensitive information. By leveraging AI, communicators are able to more easily analyze large amounts of data, identify key themes and, as a result, develop more robust external communications plans. AI in PR is a balancing act, though. While it can streamline certain workflow processes and help with ideation and content creation, it will not replace the human factor. 

Authenticity is the name of the game - and the word of the year! Communicators need to craft compelling narratives that are not only strategic but emotive and authentic. AI has enormous potential, but we are still in the early days of adoption. When leveraging AI for content creation, remember that communications takes into account art and science. 

Leverage Tentpole Events To Engage With Stakeholders. 

In 2023, we saw the continued resurgence of key industry events. While some niche events are still looking to regain the ground they lost in 2020, most tentpole events made their comeback. For example, the advertising and marketing industry saw notably high attendee numbers at key events like the Cannes Lions Festival of Creativity and Advertising Week. For PR professionals, strategic planning pre-, during and post-event is crucial to driving impact. Preparation is key, and remember to always stay agile.

Prioritize Culture Communications. 

Culture communications is another critical area of priority that comms pros should be paying close attention to next year. Not only does culture comms encompass employee communications; it shapes a company’s narrative to align with its overall ethos and mission.

A recent survey from Ragan Communications based on CEO perceptions found that employee communications is the number one function that brings the most value to their organizations. Notably, employee communications ranked number two for CEOs when asked which focal area needs the most improvement, but was the top selection for other communications leaders, emphasizing that communicators understand employees are a brand’s number one advocate. 

Communicators have known for a while that employees are our number one brand advocates, and it’s exciting to see this function prioritized as we move ahead. 

Advocate For A Seat At The Executive Table.

Last but not least, as a part of the communications community, advocate for comms’ seat at the table in 2024. This has proven historically difficult, but change is on the horizon. We’re seeing more CCO appointments, including the recent appointment of Laura Brusca to Chief Communications Officer of Forbes, demonstrating that larger organizations recognize the value that PR and strategic communications provide. 

Many of today’s startup CEOs lack a communications background, so it’s imperative that tomorrow’s CCOs instill a fundamental understanding of communication’s role in a company’s growth. Underestimating the power of comms is a costly mistake — and that’s exactly why CCOs belong at the executive table. Next year, CCOs can better convey their value by establishing alignment with the rest of the C-suite and ensuring the role of communications is at the forefront of their company’s success.

Set Up For Success In The Year Ahead.

While communicators are facing complex challenges in today’s world, they have a prime opportunity right now to rewrite their playbook. It’s not about future-proofing; it’s about thinking through, and executing on, the right strategies. Those who lean into data, leverage emerging technologies, and strategically “show up” at the right places to communicate their visions will see the most impact. A hefty dose of agility never hurts either. After all, we’re only human!

- Tiffany Guarnaccia, Founder and CEO

Kite Hill PR Opens Tech for Good Applications for January 2024 Program

Award-winning agency initiative aims to amplify purpose-driven tech companies across all categories through pro-bono PR program 

New York, NY – December 4, 2023 – Kite Hill PR, a woman-owned, award-winning, agile tech PR and B2B communications agency, today announced it opened applications for its 2024 Tech For Good program. Launched in March 2022, Tech for Good focuses on providing a chosen business with pro bono PR services and the fundamental building blocks necessary to deliver an effective earned PR program. The company is accepting applications from U.S. or UK-based technology startups of any category that are:

• BIPOC/woman/LGBTQIA+-led

• Closed a Seed or Series A fundraising round 

Qualifying companies can apply for the program through the submission form on Kite Hill PR’s website until Friday, January 12, 2023 at 11:50 p.m. EST. Submissions will be reviewed by a panel of judges against three key pillars: 1) Impact, 2) Innovation and 3) Scalability. 

“We’re thrilled to launch our third annual Tech for Good program, and, in doing so, empower leaders and purpose-driven platforms across the tech industry,” said Tiffany Guarnaccia, CEO and founder, Kite Hill PR. “Driving diversity and inclusivity in the tech space is a top priority for Kite Hill PR, and we’re looking forward to amplifying another critical voice in the industry through this year’s program.”

Designed to support the winning startup’s business growth, while simultaneously amplifying mission-driven stories, Kite Hill PR will provide a three-month package that encompasses:

• Messaging Review & Competitor Analysis

• PR Strategy & External Communications Recommendations

• Content Creation (Bylined Article and/or Press Release) 

The company’s clients across its adtech, enterprise tech, enterprise tech, climate tech, cybersecurity, fintech, healthtech, media & entertainment and mobility continue to prioritize purpose-driven strategies. Kite Hill PR is dedicated to providing current and future tech and B2B clients with strategic counsel to ensure business growth and awareness leveraging earned media. 

For more information, and to apply, please visit kitehillpr.com/tech-for-good. For questions or comments, please contact TechForGood@KiteHillPR.com. 

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 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 “Top B2B Agency” by Ragan Communications and PR Daily, a “Best Place to Work” by PR News and one of "America's Best PR Agencies" by Forbes.

PR Tips for BtoB AI Companies

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

Reflecting on My Experience as a Kite Hill PR Intern

This summer, I joined the Kite Hill PR team as an intern. It was my first experience with agency life, and with working in B2B public relations. I was excited to gain new knowledge about the industry. I knew I wanted to be a part of a collaborative team, where everyone was supportive of one another, fun to be around, and knew how to work together effectively in a fast-paced environment; that is exactly what I got. 

The internship program was just the beginning of my journey with Kite Hill, and it was an impactful one. I’d like to reflect on my experience and share some of my key takeaways. My hope is that reading this blog post might encourage future interns to take full advantage of our program, and all it has to offer!

The onboarding process 

I began working at Kite Hill during Cannes Lions. It was an exciting, and interesting, time to join the agency. Our CEO, Tiffany Guarnaccia, was on the ground in France at the time. She was soaking up all the insights that advertisers and marketers attending the festival had to offer, and sharing those insights back with her team, who were hard at work supporting clients in attendance. 

It was a great way to immediately immerse myself in one of our agency’s key industries. I began every morning reading industry newsletters, excited to feel like I was on the pulse of the latest breaking developments unfolding at the festival. Everyone on this team encouraged me to ask as many questions as possible. Communication felt so easy, which felt particularly special, given our hybrid work environment.

As I started to receive tasks, team members always provided clear instructions. It was their direct and open communication style that made me feel comfortable to share my work — no matter how rough it might have been in those early days — and start to receive their feedback.

Key takeaway: The onboarding process will feel scary, but don’t let that deter you. Immerse yourself in the materials you are given to review. Ask questions of your colleagues. They’re here to help, and want to see you succeed!

Work and collaboration within the team

I studied public relations in college; however, nothing compares to the lessons learned while working in an agency. I learned how to build targeted media lists, pitch the media, create award submissions, draft media briefing documents, among many other exciting tasks. The more time I spent in my internship, the more I felt like a true contributor. I also gained a newfound love for research and news monitoring. 

Key takeaway: Beyond completing the assignments on your task list, take the time to research your clients and their industries. The more you read, the more you learn!

Mentorship and support 

Kite Hill assigned me a mentor at the beginning of the program. This was a team member who also started her journey at Kite Hill as an intern and was now a Senior Account Executive. She checked in with me daily, and always encouraged me to push myself further.

She even set up an internal meeting for me with other previous company interns, who had since been promoted to full-time positions, where I got to ask questions and build relationships early on. 

Key takeaway: Consider your new colleagues to be your best mentors. Lean on them for advice, and listen to their experiences. It helps to know we’ve all been through similar challenges at one point or another!

My internship program with Kite Hill was the perfect introduction to the world of PR. I know that I will carry these skills and insights with me as I move forward in my career, and I am excited for what’s ahead!

– Andrea Martinez, Assistant Account Associate

Thanksgiving at Kite Hill PR: A Time for Reflection and Gratitude

The feeling of warmth and connectedness is ever present at Kite Hill PR, and especially during this time of year. We are so grateful to be a part of a team that values agility, balance, candor, collaboration, and passion. In a world that is constantly evolving around us, it's easy to fall into routine. Thanksgiving invites us to take a step back and appreciate what the year has brought. 

Before the team begins preparing their turkey dinners and gathering around friends and family, we asked them to take time and reflect on what they are most grateful for. Read what they had to say:

“I am grateful for sunshine and family time! Thanksgiving is one of my favorite times of year because the weather is perfect and since the date always lands on a Thursday, we get extra time to catch up with friends and family.” - Rachel Hadley, COO

“I am grateful for my family and friends and their continued love and compassion. I am thankful for my health and the opportunity I get everyday to be a better person. I feel blessed to have a job with people I enjoy and an environment that encourages and supports personal and professional growth.” - Charlyne McWilliams, SVP

“I am feeling thankful for so much in my life as we begin to bring the 2023 chapter to a close. This year, my close family, friends, and colleagues surrounded me with so much love and support. I married my best friend, I celebrated an amazing and fun 10-year anniversary with my colleagues in New Orleans, and I immersed myself in family, friend and neighborhood gatherings. I feel so fortunate to have such a wonderful support system — inside and outside the walls of Kite Hill PR!” - Mackenzie Sikora, Senior Account Director

“I’m thankful for my health and the new opportunities and experiences I have had over the past year. l wouldn’t be where I’m at without all of the supportive family, friends and coworkers I have in my life. I’m grateful to work at a company that promotes passion and balance both within work and outside of work.” - Kyle Murray, Senior Account Supervisor  

“I’m feeling extra grateful for all the incredible people in my life – family, friends and colleagues alike. It was another busy (read: rewarding) year filled with personal and professional growth, lots of travel, and plenty of good times.” - Maggie Stasko, Senior Account Manager

“Thanksgiving has a way of amplifying our moments of reflection ten fold. I’m so thankful for my health, the health and safety of my family and my two-year old pup, Cruz. I’m also thankful for the incredible life lessons 2023 has thrown my way, whether I was ready for them or not. There is always a ‘why’ to every unknown plan. Last by not least, I’m enormously grateful for my Kite Hill PR work family and clients. Thank you all for making my one-year anniversary the best memory yet!” - Geanna Diaz, Account Manager 

“This year, I’m very thankful for the support of my family, friends and colleagues. I’m also grateful for the opportunity to grow - both personally and professionally - and am looking forward to welcoming 2024 with loved ones and my precious pup, Sonny!” - Alexandra Morrison, Account Manager

“I am extremely grateful for the supportive people I have in my life! From family, friends to my colleagues, I have the privilege to be surrounded by people who help me to be the best version of myself.” - Lauryn Russell, Account Associate 

“I am grateful for my friends and family who are always supportive and make me feel loved all the time. This year I have been given the opportunity to join the Kite Hill PR team and I am feeling grateful for my new work family who have been incredibly supportive and welcoming.” - Andrea Martinez, Assistant Account Associate

A Week in Review: Comms Week 2023

This past week, Ragan Communications held its annual Communications Week. It’s been a thrill to see it grow and expand, far beyond where we started in New York nearly ten years ago. I founded this week in 2014 to connect, inform and inspire those who are in and interested in PR. The Ragan team has taken the conference to the next level. 

This year, the mission was to celebrate and collaborate on how to best accelerate the role of the communicator in organizations worldwide. The energy was felt far beyond the conference’s Future of Communications main stage in Austin, Texas. Event organizers led physical and virtual attendees through a jam-packed week of educational and networking events across the globe, designed to inspire participants to “lead the way” through impactful communications.

We had team members on the ground, and online, across multiple continents, excited and eager to take part in what has become a global phenomenon for innovative communications professionals. Read on for our highlighted takeaways.

In Austin | The Future of Communications 

Communicators like Dustee Jenkins, Chief Public Affairs at Spotify, took the stage to speak on important topics, including the art of data-driven storytelling and why repetition and magic (yes, you heard that right) are key components to a successful campaign. 

Event organizers at Ragan Communications also released some compelling data in conjunction with corporate research firm HarrisX. Did you know that 82% of CEOS have a positive opinion of AI and are leaning into it? 

I had the opportunity to moderate a panel discussion with Trovon C Williams, Senior VP of Marketing and Communications at the NAACP, and Matt Ward, Head of Communications at Corebridge Financial, about the use of data in storytelling. We discussed how to lean into data to better understand your audiences, as well as use the data to elevate the stories and messages they want to hear. Both Trovon and Matt shared a few dos and don’ts to keep in mind when it comes to data:

• Do leverage multiple data sources, including owned and third-party data. 

• Don't operate in a silo; take an integrated approach. 

• Do keep it simple and use a few key data points to support your story. 

It's important to remember that data is only as good as the insights it provides. It's crucial to combine data with experience and instincts to guide you toward the right narrative.

A recap of the Future of Communications conference is available here. 

In London | GWPR Communications Week 

Caroline Brunton, a U.K.-based, Kite Hill PR Senior Account Manager, attended an adjacent event, Global Women in PR. 

AI was a hot topic. Many expressed that though there is uncertainty regarding AI’s role across various industries, it’s our role as communicators and leaders to inspire, be creative, and promote connectivity and curiosity about the tools and solutions available to us.

This is also where flexibility and collaboration are key. Many communicators touched on the unfair dichotomies that exist at the leadership level in business; be risk-averse, but go for the gamble; be tech-savvy but stay human.

Online | PRC Event 

Rounding out the busy week, our SVP Charlyne McWilliams attended the PR Council’s virtual event, Rebooting Your Mental Operating System to Lead the Future. Speaker Rishad Tobaccowala, Chief Growth Officer at Publicis Groupe, provided steps to ensure we are able to excel in the ever-present shifts in society and our business so that we can remain relevant and effective. 

He shared three things people can do to properly upgrade their mental system: 1) Dedicate one hour per day to learning something new. 2) Step outside of “cuddle puddles,” where everyone thinks the same, and share your unique perspective, building a case for an opposing view. 3) Spend some time being creative, whether it is writing or building something. By making something, we are stretching our brains to create instead of constantly focusing on the tactical activities of our day.

Kudos to everyone who hosted successful events during this year’s Communications Week. I’m already looking forward to next year, which will mark the 10-year anniversary of the event’s founding. 
- Tiffany Gurnaccia, CEO and Founder

3rd Annual Ragan Communications and HarrisX Study on CEO-Communicators

Perceptions Shows Alignment on AI, Disconnect on Who Leads Communications

NEW YORK, NY – November 8, 2023 – Ragan Communications and HarrisX unveiled new data on the modern-day communications function at today’s Future of Communications Conference during Communications Week. In conjunction with HarrisX, a leading corporate research firm, Ragan surveyed 375 CEOs and communications leaders to understand how they view each other’s roles and responsibilities, what they value most, and their views on pressing industry issues like artificial intelligence, preparing for a recession, and the return to work.

“These insights have the potential to influence how we implement technology into our work and how it is poised to influence how we approach comms overall,” said Diane Schwartz, CEO of Ragan Communications, the leading media brand for communicators and the producer of Communications Week. “It’s an exciting time to be a communicator and a critical time for communications to lead the way for organizations.”

“Business leaders today are facing more change and at a faster velocity than ever before,” noted Dritan Nesho, CEO of HarrisX. “This study dives deep into the opinions of decision-makers themselves and the heightened responsibility CEOs feel to address unprecedented global crises and economic uncertainty, along with how the impending AI revolution will impact their business and stakeholders.”

Key Findings include:

• The communications industry is optimistic and ready to embrace AI.

  • 82% of CEOS have a positive opinion of Artificial Intelligence and are leaning into it.

  • Communications leaders have a positive view of AI’s net impact on each area of their organization, particularly analytics and marketing and improvement in productivity.

• Organization leaders took actions to prepare for a recession in 2023.

  • 85% of CEOs and communications leaders are taking steps to prepare for a recession; 38% of respondents cut travel budgets and 24% are downsizing their teams.

  • Most leaders from medium and large organizations are back in the office though say they endorse a hybrid work policy for employees. Support for a 4-day work week has waned.

• As stakes have risen, CEOs feel a heightened responsibility for leading communications for their organization.

  • CEOs increasingly see themselves as responsible for both external and internal communications, with this sense of responsibility nearly doubling since 2021.

  • CEOs say unprecedented events, such as COVID-19, social justice issues, politics, wars, recession, and now, AI, have compelled them to engage closely in their organization's communications.

• Employee communications is the function that brings the most value.

  • All respondents noted that employee communications was the number one area of the communication function that brings the most value. Notably, employee communications ranked number 2 for CEOs but was the top selection for other communications leaders, pointing to the fact that communicators understand employees are a brand’s number one advocate.

  • There is still a disconnect on who oversees communications for companies: 78% of CEOs say they lead external communications, while 73% of CEOs report leading internal communications. But only 15% of communicators agree with that assessment.

• The level of trust between members of an organization’s C-suite remains high, with chief communications officers winning trust from CEOs for their work.

  • Communications leaders’ trust in CEOs is slightly lower than last year but remains very high.

  • 91% of communicators trust the judgment of the CEO when it comes to external communications, slightly down from 95% last year.

  • The larger the organization is, the less the C-Suite confers regularly with communications leaders.

The data was unveiled in Austin during the Future of Communications Conference, the signature event of Communications Week, Nov. 6-10. Under the theme “Leading the Way,” the event zeroes in on how we can celebrate and accelerate the crucial role of the communicator within organizations, from upskilling and integrating technology like AI, to building a more engaged, purpose-led employee culture. Communications Week will bring together some of the biggest names in the industry for a weeklong series of events like speed networking and mentoring, fascinating speakers and meaningful workshops.

“We’re excited to bring together the industry’s most innovative leaders in Austin this year,” said Tiffany Guarnaccia, co-chair of the Communications Week board and CEO and founder of Kite Hill PR. “As someone who is fascinated by the intersection of communications and technology, I’m looking forward to seeing how this new data will spark conversation and how innovation can move our industry forward.”

Ragan’s Communications Week 2023 will kick off in-person with the Future of Communications Conference on Monday, November 6, which will be followed by a Top Influencers List Party on Tuesday, November 7. Communications Week partners are holding events throughout the week, both virtually and in person. Check out commsweek.com for the schedule.

Communications Week has industry support through sponsors and partners, all of whom help the communicator’s ability to meet the moment every day. Sponsors include: Prophet, Omnicom, AxiosHQ, Notify, Cision, Workvivo, PlayPlay, Simpplr, Signal AI, Unily, Arti.ar, Politemail, Appspace, Interact, Contact Monkey, Lumapps, Workshop, RCG, HarrisX, and more than a dozen industry associations and partners. Check out the full list at commsweek.com.

Download the full study at Ragan.com.

For more information on this year’s programming and to attend Communications Week, please visit commsweek.com.

Methodology
In conjunction with HarrisX, Ragan Communications surveyed 375 CEOs and other high-ranking communications officials to gain insight on the industry. The survey was conducted online within the United States from August 11 – September 11.

About Communications Week
Communications Week was founded in 2014 to bring together the greatest minds in PR and media. The biggest industry organizations and media outlets have been supporters of the week since the event's inception. Every year, Communications Week pinpoints some of the most pressing issues that the industry is facing. As the conference continues to grow, it attracts professionals from various levels of the marketing, media and communications industries. Designed to be the voice of many and not just one, Communications Week also holds sessions geared towards business professionals who are impacted by new communications trends, from HR professionals to entrepreneurs looking to understand how to measure PR. For more information visit https://www.commsweek.com/.

About Ragan Communications
For nearly 55 years, Ragan Communications has been delivering trusted news, training and intelligence for internal and external communicators, marketers, HR professionals and business executives via its conferences, webinars, training, awards, subscriptions and membership divisions. Its daily news sites—PRDaily.com and Ragan.com—are read by more than 600,000 internal and external communicators monthly. Its Communications Leadership Council is one of the fastest-growing membership groups for communications executives. Visit www.ragan.com.

About HarrisX
HarrisX is a technology-driven market research and data analytics company that leverages data plus creativity to drive strategy. We conduct multi-method research in the United States and over 40 countries around the world on behalf of Fortune 100 companies, public policy institutions, global leaders, NGOs and philanthropic organizations. HarrisX runs the deepest and longest-trended research trackers around connected consumers and their behaviors, focusing extensively on the ecommerce, technology, telecom and media industries. HarrisX has partnered for several years with leading independent Wall Street research house MoffettNathanson to correctly track the evolution of the new media, streaming and content industry, and was the most accurate pollster of the 2020 U.S. presidential election. HarrisX is a proud member of Stagwell Inc.

A Week in Review: AWNY 2023

Last week, the Advertising Week event took place in New York City, providing organizations with an opportunity to participate in other events around the city. We were thrilled to be a part of it and get a chance to rub shoulders with some of the industry's brightest minds. Each activation and panel was carefully planned and executed, demonstrating the importance of these types of events. Below is a breakdown of our time spent at AWNY 2023.

Day One

Day one was jam-packed, with many sessions maxed out in attendance. We enjoyed seeing how companies and attendees of AWNY are shining a light on DEI efforts. Group Black's gallery, focused on diversity and culture, was a wonderful addition to the conference, showcasing images of influential hip-hop artists from photographer Cheryl Fox.

We spent some time in the Equality Lounge, which was full of fun activations like a hair & makeup section, ear piercing station, vintage bag shop, and cafe.

A common thread at AWNY was brands pulling out all the stops for conference cuisine. We stopped by DIRECTV Advertising's Diner for pie, illumin (AcuityAds Inc.) for a pick-me-up of cold brew and coffee, Amazon for after-panel snack breaks, and Canva for a refreshing juice.

Day Two

Day two at Advertising Week was a hit! We were thrilled to see one of our clients, Chris Comstock, Chief Growth Officer at Claravine, take the stage with Advertiser Perceptions to discuss their research on the impact of data standards on ad campaign ROI, privacy efforts, targeting, brand safety and more. Chris gave some important advice regarding data standardization strategies, saying to “start now and start small.”

We also listened in on panel conversations about AI in advertising. Panelists from Raptive, Magnite, EssenceMediacom and Samsung Ads shared that they are beginning to implement AI internally to boost efficiency.

Day Three

We closed out Advertising Week with a bang, starting with an interview with Melissa Furze from LinkedIn, where she discussed big ideas in B2B marketing. Our key takeaway: Remember, B2B buyers value creative and emotional connection as much as B2C buyers.

In an interview with Dan Carter from Freeman Company, we learned that a big part of building audience trust is providing them with personalized experiences.

Lastly, we had the privilege of attending a panel with one of our partners from Cint, Laura Manning, who discussed the power of partnerships to support stronger measurement.

Collaboration in Action: Kite Hill PR Summit Recap

Kite Hill PR Summit 2024

Last week, the Kite Hill team had the opportunity to reunite in person for a company summit in New York City. While we delight in the flexibility that remote work allows, it was a welcome change of pace to close the laptops for a minute and connect in person. Collaboration was the overarching theme of this summit, and it wove into each of our activities throughout the week. We held in-person client meetings, strategized for the coming year the “old-school” way (whiteboards are wildly underrated), and participated in impromptu brainstorming sessions and conversations.  

In a remote work environment, we often overlook the significance of small day-to-day interactions that help us build stronger relationships as a team. From casual water cooler conversations to coffee runs and mid-day lunch breaks, this summit offered us the opportunity to connect and collaborate with team members whom we may not interact with frequently. That kind of collaboration is so valuable and is hard to replicate through a screen.

Check out our team’s key takeaways from the summit below. 

Our latest Kite Hill summit was a great opportunity to connect IRL with team members who I don’t always get the chance to work with on a regular basis. There was this great nook in our community floor kitchen where I sat and had so many great conversations with colleagues. Not all conversations were work-related, but all were productive. Those conversations gave us an opportunity to better understand each other, to connect in new ways, and through those newly formed connections, to then be able to collectively look at work challenges with fresh perspectives. 

- Mackenzie Sikora, Senior Account Director

Over the past few years, we have become accustomed to working remotely which is great and creates so much flexibility. Working remotely also means that we don’t have as much face time together. While Zoom is a sufficient tool for connecting virtually, it doesn’t replicate the same level of connection and collaboration. It was a great opportunity to spend time with team members and clients in person. I walked away from the week with excitement and optimism for the rest of this quarter and the new year. Face time is invaluable and this summit was a great reminder of how much collaboration and connection can happen in person. 

- Kyle Murray, Senior Account Supervisor 

I really appreciated the in-person time during Kite Hill’s summit. While I do very much love the flexibility and convenience of remote work, it felt really nice to get some face-to-face interaction with my teammates – and with coworkers, I don’t normally get the chance to chat with! One thing that really stuck out to me during last week’s summit was the benefit of in-person brainstorming and collaboration. It felt easier to jump into a conversation and contribute an idea than it would have over Zoom. I’m looking forward to seeing everyone again soon!

- Michael Kocher, Account Executive

One important lesson I learned during our 3-day in-office summit was the value of real-time brainstorming. When working remotely, it can be difficult to bring teams together to openly discuss ideas and roadblocks because everyone is on their own timeline. However, having the team accessible in real-time allowed us to address needs more immediately and efficiently. This reminder was incredibly valuable, and I believe it will help our team maintain open communication in a remote setting.

- Holly Rust, Account Executive

Energy is the word that comes to mind when I reflect on this month’s IRL Summit. Though we are all fantastic at working together in a remote environment, we made huge strides in collaborating in person in just three short days together.

It’s always great to shake up our daily routines and have in-person meetings and brainstorming sessions. We were able to make eye contact and feed off of each other’s energy – connecting in a meaningful and productive way. It reinvigorated my passion for Q4 (and beyond)! 

- Maggie Stasko, Senior Account Manager

The energy level was amazing!! After working from home for more than 20 years, I have learned how to effectively complete tasks from a home office. It was amazing to be in a space where creative ideas were taking place on the fly, in some regards. Being able to grab someone and work through thought leadership abstracts was enlightening and very productive. 

In regards to the collaborative nature of the meeting, it was incredible. I shared a few ideas with a team for an account I had not worked on previously, and I had two mentoring sessions during the summit that had been pushed off due to scheduling issues. Because we were in person, we found the time to sit and talk. 

And learning more about everyone will give me a deeper level of empathy and understanding that I believe is important in the workplace. 

- Charlyne H. McWilliams, Senior Vice President 

Since we’ve transitioned to work from anywhere (WFA), the thing I miss the most is small talk. Water cooler conversations can be sporadic and many of them lead to opportunities for collaboration and creativity that wouldn’t have happened otherwise. The opportunity to overhear things on other accounts allows everyone the chance to more readily collaborate in real-time. The efficiency of in-person collaboration is incredible!

- Rachel Hadley, Chief Operating Officer

I loved having the opportunity to connect with people I didn't get to connect with in our remote environment. It’s so valuable to get a different perspective, but getting a fresh set of eyes on something isn’t always what we think about when we’re working remotely and not physically looking at our other team members. That was my biggest takeaway – to be more conscious in this remote work environment that there are people outside of me, and my usual teams, who are there to help me and be a resource.

- Kerriann Becker, Senior Account Executive

 The retreat was a fantastic opportunity to work together IRL. The ability to collaborate in this way brought us closer together, strengthened working relationships between ourselves and clients, and helped our team build added confidence to raise ideas and speak up more proactively. I believe we took the novelty of working together in person to create a wonderful energy among our team that will carry us forward to the next time we all get together. 

- Kerriann Becker, Senior Account Executive

Gathering together at the Kite Hill office IRL was nothing short of empowering. From the very first day, I immediately realized how effective the little things are that I may not notice as much in a remote workplace, from eye contact to nonverbal communication. I felt invigorated by connecting, brainstorming, and getting to know my colleagues in person, especially ones that I don’t get a chance to work with normally. It was an invaluable experience, and I walked away with incredible momentum to kickstart a successful Q4! 

- Antonia Donato, Senior Account Executive

As much as I appreciate Kite Hill's hybrid work environment – the flexibility! the balance! – when it comes to teamwork and collaboration, there really is nothing that can beat in-person time with the full team. Our Summit in NYC was a testament to that. I watched teammates collaborate whenever the opportunity arose – whether it was a full-on brainstorm or a one-off question, ideas and solutions were flowing. 

- Emma Wolfe, VP 

The KH Summit was a wonderful reminder of how beneficial IRL collaboration can be. While we’re all used to working together remotely, it’s very refreshing to connect in person, spark great conversations and learn fresh perspectives from each other. This time together definitely took our team’s brainstorming and collaboration to the next level, and I’m excited to take what we’ve learned into the rest of this year and the next.

- Alexandra Morrison, Account Manager

The Kite Hill Summit was an amazing opportunity to connect in real time with one another! Looking back, I can truly say that the 3-days spent together in the office showed how agile everyone is. Whether it was catching up through small talk, brainstorming new ideas, or asking questions as items came up, everyone demonstrated agility and collaboration. 

Having the chance to be in the same room allowed us to connect on deeper levels, and I look forward to seeing how this energy is carried forward! 

- Julia Worthington, Account Executive

Marching to Their Own Beat: The Ever-Growing Influence and Global Domination of Latino Culture

I have never been prouder to be a Latina in PR. There is boundless potential for communicators, brands and agencies to delve into this transformative community force that is reshaping our nation’s fabric. I recently had the privilege of attending the virtual event, “Marching to Their Own Beat: The Ever-Growing Influence and Global Domination of Latino Culture.” Hosted by The Museum of Public Relations and featuring comms execs from The Biden Administration, Equis Research, Macy's, and Egami Group, it was the perfect way to kick off Hispanic Heritage Month! 

The inspiring panel discussion touched on the surging influence and economic prowess of the Latino population in the US. At 62 million, Hispanic Americans are now the largest minority group in the U.S., contributing $2.8 trillion a year to the U.S. economy. According to recent studies, if U.S. Latinos were in their own country, they would rank 5th in the world's gross domestic product (GDP), surpassing the GDP of France and the United Kingdom. 

Latinos Breaking Barriers in the Communications Industry 

The event kicked off by reiterating the importance of having these critical conversations and opening up a dialogue about bridging the gap and overcoming barriers to entry for Latinos in public relations. The event’s moderator and President of the Hispanic Public Relations Association, led a discussion on, despite the Latino community being the 5th largest GDP in the world, and the fastest-growing in the United States, significant investment in the community is continuing to lack. 

“While we make up nearly 20% of the U.S. population, we only account for 13% of the PR industry as a whole and a mere six percent at the senior, executive level,” said Sonia V. Diaz, event moderator and President of the Hispanic Public Relations Association and event moderator. “In a profession where knowing your audience is the first rule of engagement, it would make sense to have more, not less, of us in the room when it comes to building a strategic communications plan for our clients or our organizations.”

So, it was only fitting that Sonia then introduced the panel’s keynote speaker who made it his life’s work to address the deep-rooted issues that prevent Hispanic and Latino communities from achieving their full potential: Carlos Odio, Co-Founder and Senior Vice President of Equis Research. Equis’s mission is to create a better understanding of Latinos, innovate new approaches to reach and engage them, and invest in the leadership and infrastructure for long-term change and increased engagement. At its core, Equis (pronounced eh-keys, which is how the letter "x" is pronounced in Spanish) is meant to invoke Latinos as the X-factor in American politics and society. The X embodies the complex intersection of identities that point to the future of our country, as Equis aims to be a resource that develops actionable recommendations for practitioners seeking to engage the Latinx voter. 

Latinos Gaining Momentum in the U.S. 

Previously an advisor to progressive funders on civic engagement, advocacy, policy, and politics, Carlos served in the White House Office of Political Affairs acting as a liaison for Latino leaders, after working as Deputy Latino Vote Director for the 2008 Presidential Campaign. He spoke to a significant aspect of his role at Equis being focused on Latino leadership, representation, and media/digital innovation. Specifically, he shed light on the Latino Talent Initiative, which aims to secure more Latinos within government, advocating their campaigns from nomination through the finish line. Carlos spoke of how their work really aims to elevate Latinos across “all agencies of government, not just in the predictable roles where traditionally Latinos have been placed.” Most recently, Equis led a historic victory when the Senate confirmed Colombian-American economist, Adriana Kugler, as a Federal Reserve governor, making her the first Latina to join the Fed Board in its 109-year history!

“We [society] used to talk about Latino political impact only in the future tense, and the reality is, that is already happening,” Carlos exclaims. “If you look at the political map in this country (Colorado, Nevada, New Mexico, Arizona, etc.) there are several states that have been transformed by the growth of the Latino population. If you look at the Congressional map, more than ever, the Congressional districts are competitive because they have a large Latino presence. The Congressional Hispanic caucus is bigger than it’s ever been. As we head into the future, Latinos are going to be the last great wildcard in American politics.”. 

How PR Professionals Can Engage Latino Media

At Equis, Carlos and his team focus on filling in the gaps of engagement with Latinos. Part of that is meeting Latinos where they’re at, where they’re spending time, going to get their news, etc. Part of that research involves testing media consumption and what messages are resonating. A great example he provided was with engaging in omnichannel outreach. For instance, Carlos noted that Latinos spend, on average, 20% more time on YouTube than non-Latinos and that their research showed that their interest in cable news is on the decline because they don’t believe those mediums are speaking to them. This is an example of meeting audiences where they’re at, since a lot of the clients that Equis worked with, initially, never even considered YouTube. Radio is another example. In a general sense, we hear that radio is on the decline- a dying medium. But for Latinos across the U.S., radio content is king. Troy Blackwell, Jr., Spokesperson, Biden Harris administration, joined the call for closing remarks to discuss the power of Latino media consumption. 

“[Radio] spans socioeconomic status and generational differences,” Troy states. For example, the Latino Media Network, backed by Eva Longoria, raised 80 million dollars and bought 18 radio stations across 10 major cities. This is tremendous news and shows that radio is not dying among Latinos. According to Nielsen, between 2017 and 2022, 98% of U.S. Hispanics were tuning into radio each month, Troy continues. Between 2020 and 2022, we saw a 44% increase in Latino podcast audiences, and 1 in 5 adult TikTok users are Hispanic. 

Looking Ahead to 2024 

“Latino engagement is imperative for brand strategy; we are a community of over 16 million strong and at least 58% of Latinos are under the age of 34, which is a huge voting block,” Troy concludes. “With 2024 on the horizon, almost 35 million Hispanic Americans are eligible to vote, and 62% of the total growth of new voters are Latina.”
Hispanic Heritage Month is not only a time for reflection on where we have come as a people, and the critical attributes that we have given to this country, but also a time for us to look toward the future, at the areas where we are adding value to, and asking…what more can we add? There is so much more work to be done. At one point a guest speaker on the panel pointed out that research by Mckinsey reveals Latinos are collectively underpaid by 288 billion. As Troy mentioned, “Big problems demand big solutions, and big solutions need Latinos at the table.” In light of increasing spending power and evidence that Latinos are reshaping culture, setting trends, and accelerating positive social change across every industry sector, the panelists recommended that brands and communicators broaden the scope of our campaigns. Engage Hispanics with authenticity and give them a seat at the table. Show you are thinking about the Latino community, you understand them and their complexities, and you want to understand their worldview as well. For the brands that have done this, it “has paid off in spades.”

- Antonia Donato, Senior Account Executive

Kite Hill PR Challenges the Team to a Zero Emissions Day

This year, Kite Hill PR celebrated Zero Emissions Day by closing the office and launching an agency-wide climate challenge: We asked the team to make a pledge to participate in at least one climate-friendly action and spend the day reflecting on how their daily choices make an impact on the environment.

Our 4 Actions

1. Make all of your meals and coffee at home

2. Walk or bike instead of drive

3. Go vegan or vegetarian for the day

4. Volunteer at a local environmental organization cleanup or similar event

The powerful effect on the team:

It felt incredibly rewarding to realize how much waste we likely contribute to the environment on a daily basis, and how easy it can be to make a few, small changes to correct some of those habits!

 - Mackenzie Gavel, Senior Account Director

I’m so proud of Kite Hill for taking this stance and hope that our actions can influence others to reflect on their own.

- Michael Kocher, Account Executive

Overall, this KH initiative reminded me that my daily eco-friendly practices not only make a difference but have become second nature.

- Maggie Stasko, Account Manager

I used a step counter and ended up walking 8 miles in total- and found I felt happier/healthier than days when I’m stuck in traffic! Win-win for myself and the planet!

- Antonia Donato, Senior Account Executive

Taking part in these initiatives helped me recognize the importance of incorporating more eco-friendly practices into my life.

- Julia Worthington, Account Executive

Looking ahead, I’m excited to incorporate even more eco-friendly habits on a regular basis to reduce my impact on the environment and promote more sustainable living.

- Alexandra Morrison, Account Manager

Small actions can have a big impact, but more importantly, they remind us of our values.

- Rachel Hadley, Chief Operating Officer

Filling up three recyclable take-back bags from For Days, which held about 15 pounds of clothing in each, was a powerful awareness moment for me.

- Geanna Diaz, Account Manager

I am so proud that Kite Hill PR implemented this initiative. 

- Charlyne McWilliams, SVP

I’m grateful working within Kite Hill’s climate tech vertical offers a steady reminder of the effects our societal systems have on the state of the climate, so having the day off to observe our habits on Zero Emissions Day felt important. 

- Veronica Ruth, Account Associate

Love this initiative and knowing that we can all impact change through the things we do every day.

- Gina Preoteasa, SVP

Agency Values

As I write this from a commuter train to work, I think about how lucky we are as an agency to be headquartered in NYC. Being climate-friendly comes easier here than in other locations. When a team member comes to our office, it is almost exclusively by public transportation. In the office, we avoid single-use coffee cups, glasses, silverware, and plates and set the thermostat at the recommended temperature to avoid waste. We turn off the office lights every evening, use filtered water instead of bottled and promote a paperless culture. Our office has abundant office plants that help filter the air and provide fresh oxygen for the team. 

We are a hybrid team, and many of my colleagues work remotely with no need to commute at all. I sometimes remind the team to take additional carbon-reducing steps at home like adjusting their thermostats and being aware of any energy vampires lurking around.

While these may all seem like small steps, I think every little bit helps. I’m encouraged by the enthusiasm our team put into this challenge and hope some new environmentally-friendly habits have formed. Who knows, maybe it's the beginning of a change of tide for our planet and future generations.

- Phyllis Beck, Culture & Workplace Experience Manager

Tentpoles Are Back, But With An Intimate Twist

Image via Brand Innovators

For brand marketers, communicators and events executives focused on attracting key business decision-makers, 2023 has marked the year that “tentpole” events and activations returned to being a marketing must-have. That was a huge theme at Brand Innovators Trade Marketing Summit held at Amazon’s brand-new headquarters in New York City.

But more than ever, marketers’ approach to “tentpoles” is designed to perform and return dividends, unlike the “parties” of years past. Now, as movers and shakers descend upon happenings like CES, Cannes Lions, Upfronts or Advertising Week, marketers are creating environments and experiences that are a bit more intimate and aimed at deepening relationships, awareness and understanding. And, in addition to making them memorable, they’re building in ways to make them measurable, by creating ways to track and attribute each initiative.
A new favorite tactic? In addition to investing in sponsorships, bold-faced name talent and splashy experiences for big crowds, they’re also curating intimate dinners for their revenue and creative teams with top targets either weeks before an event or on the ground at week-long gatherings. 

The events are the sizzle, and the dinners are the real ‘steak’ of the deal-making. The primary reason? All sales pitches can start to sound the same. More intimate gatherings are a way to cut through the noise, create relationships, learn pain points and develop very specific solutions. 

“A great dinner with the right people can pay off a lot more than paying for a yacht at Cannes,” said one leading adtech CEO, who added that the new midnight curfew imposed there this year was an unpleasant surprise to the sponsoring companies whose main sales strategy was to entertain prospects until the wee hours.

What Gets Measured Gets…More Budget For 2024 Activations

During a panel on “Tentpoles: From Strategic Vision to On-site Execution,” Carly Zipp, Global Director of Brand Marketing for Amazon Ads says they create intentional "touchpoints" for each activation and track them carefully: number of invites, email opens, number of attendees, numbers of attendees who engaged in an activity or registered to get swag, etc. Their team then tracks which guests "took a high-value action” afterward, say a follow-up meeting, signing an order or increasing business. For Pinterest, even smaller events like dinners have an attribution window that tracks favorable outcomes that drive the business forward, and bigger initiatives like Cannes Lions, continue to track and measure results a year out.

For some communications professionals, a “high-value” action might include writing a positive story about your company, asking for a point of view on an industry matter from one of your company's leaders or simply asking for a 1:1 follow-up meeting.

The conference ended with smart takes from C-suiters who themselves are often the target of an onslaught of sellers. Said rockstar CMO Fernando Machado, formerly of Burger King and Activision and now at plant-based food company NotCo: “Do your homework.” This fundamental advice got heads nodding about what is clearly a pervasive “miss.” He remarked that the people he ends up connecting to and doing business with are those who clearly have bothered to experience, learn and get to know what his brand does. 

For those heading into the big tentpole season, expect more and more brands to go for quality over quantity. And even the big spenders who go all out for over-the-top activations will be layering on more meaning and measurement on top of big confabs.

- Jeanne Meyer, CCO

Payments: A Primary Driver in Fintech Innovation

Panel on the Here and Now of Faster Payments moderated by Wayne Brown, The Walker Group.

With Scott Goldthwaite, Payvus.

With Laura Gibson, Georgia Fintech Academy (left) and Richard Daniel, ATDC (right).

With Natasha Royer Coons, Advantix.

Pictured left to right: Stacy Bishop, Fingercheck, Laura Gibson, Georgia Fintech Academy, Megan Mountain, J.P. Morgan and Angela Murphy, MPC Digital Commerce.

With James Burton, Epype.

With event runner Marla Ellerman

With Alfredo Sosa (left) and Javier Resendiz (center) from Stratis.

With Darcie McNamara, Datacap Systems (right) and Ashanti Evans (center).

With Deb Baxley, PayGility Advisors (left), and Polly Van Duser, One Inc. (center).

With Russell Moore, Global Payments.

With Derek Howard, William Mills Agency.

With Will Hernandez, BackBay Communications.

Fintech is an ever-changing industry and payments is one segment that has fintechs and financial institutions abuzz. The technology, regulations and overall approach to how we exchange money for goods and services are changing every day. During the recent Mobile Payments Conference in Atlanta, industry experts shared insights and discussed trends that affect companies and consumers. Below are some of the hottest trends in the payments industry and how they are changing the landscape of fintech. 

Generative AI - Everyone is talking about it and, according to industry experts, it is here to stay. The distrust of generative AI technology is based on the belief that it will displace people or take their jobs, which is truly unwarranted, according to Russell Moore, director of corporate strategy and development at Global Payments Inc. Moore explained that generative AI is “naive and ruthless” and needs human interaction and input to help it create material that is not biased or non-inclusive. He encouraged everyone to approach generative AI as a technology that will help optimize our work environment and allow professionals to focus on more complex, thought-provoking tasks while AI manages more routine work. As the industry continues to find its footing in the best use of AI, security could be one of the areas that benefit companies and consumers. 

BNPL - The latest form of the growing alternative form of credit, buy now, pay later (BNPL) likely started in the 1980s but actually dates back to the 1800s. Essentially, BNPL allows retailers to offer a multiple-payment option spread over a period of time without interest. The conversations about whether BNPL is taking advantage of consumers who are using the service to buy items they do not need as opposed to necessities like groceries will continue. However, with financial heavy hitters such as Chase and U.S. Bank entering the space, the regulatory scrutiny of BNPL will increase. 

Instant payments - The Federal Reserve launched the first phase of its instant payment platform, FedNow, in July. It is the first phase of the federal payment option that, on the surface, could be seen as competition for other fintech-led instant payment platforms such as Zelle, Venmo, PayPal and CashApp. As more institutions and retailers sign up for FedNow and it becomes commonplace, consumers will have more options to transfer money including paying bills on due dates to prevent late fees and sending money to individuals. The goal of the service is to give consumers instant access to their paychecks and companies instant access to invoice payments. Officials from the agency have said the goal is not to eliminate other instant cash platforms but to supplement and work with them. 

Contactless payments - Tapping or contactless payments is expected to reach $10 trillion globally by 2027. More and more retailers started accepting tap payments as consumer demand for the feature grew during the pandemic. By 2026, 81 percent of all cards will be contactless. Studies have shown that people like the convenience of the option as well as the cleanliness of not having to touch payment devices. The convenience and easy use of these payment options will outweigh consumers’ concerns, industry experts say. This is a great opportunity for fintechs to develop other ways to keep these transactions secure such as the growing use of biometrics at the point of sale.    

The ultimate drivers of innovation in payments are consumers, who will decide their level of comfort with frictionless payments such as contactless. Successful fintechs will learn to work with financial institutions such as banks and credit unions in order to serve consumer needs and develop true co-opetition in the process. As they develop these relationships, fintechs will be better able to navigate regulatory requirements around privacy and data security. This will lead to a fintech ecosystem in which fintechs can lead innovations in partnership with financial institutions that are rolled out to consumers who want a more streamlined payment experience. 
- Charlyne H. McWilliams