All the recent buzz has been about AI. Will generative AI technologies like Chat GPT make human communication irrelevant as everything can be outsourced to bots? Can all, some, or many jobs be automated? The degree to which AI will play into the future of Hollywood, for example, continues to remain an issue on the ongoing writers and actors strike.

Even with a strong upfront strategy in place, the speed of business today can cause the most well planned PR efforts to run off course – from time wasted on opportunities that are not well aligned to your business goals, to poor message discipline that could ultimately result in unflattering media exposure.

Especially during these dynamic times, companies need to tell their story to differentiate, build momentum, and yes, sometimes communicate a repositioning or change of strategy. While communications and PR is an investment, it can also be one of the most cost-effective, high impact marketing channels. From generating leads, to supercharging a conversion funnel to helping to attract top talent, successful PR always starts with the right strategy.

After strategic messaging sessions and thoughtful conversations with the media, your PR team has landed you some impressive news coverage. Finally, your company’s story has been featured in the publication you wanted! Aside from giving your PR team kudos, what do you do next?

Traditional and social media channels are more crowded than ever before. According to the National Center for Biotechnology Information, the average attention span is now eight seconds– one second less than a goldfish. As a result, today’s brands are left to figure out how they can cut through the noise without losing people’s interest. This can be an uphill battle.

It all begins with an idea.