Jenna Guarneri, Founder and CEO of JMG Public Relations, an award-winning PR firm for innovators and their mission-driven startup companies.
The explosion of AI technology has increasingly integrated into many aspects of our lives. It has the ability to enhance human capabilities and automate certain tasks, thus making people’s lives easier and more efficient. It has become a game changer for companies, especially in the tech startup space, that are looking to elevate and disrupt their industry.
For PR executives, AI is a valuable tool, when used correctly. Think of it in terms of a partnership. With technology present in almost every facet, no one wants to be left behind. To remain competitive, businesses, no matter the industry, must embrace AI technology and take advantage of the influence it has to drive innovation and growth.
One of the many benefits of AI technology is that it has given startups the opportunity to level the playing field against larger companies. Through strategic PR strategies that implement AI to assist with certain tasks, tech startups are able to enhance their efficiency and deliver a customized experience, two necessary components to any business looking to scale up and attract new customers.
The PR Goal For AI
The goal from a public relations standpoint is to convince the consumer that not only are the AI products or solutions being offered effective, but that they’re secure, reliable and, overall, trustworthy. This requires constructing crafted communication strategies that help to build trust and emphasize transparency and the ethical use of AI.
These pillars can be accomplished through various methods, such as case studies and storytelling, to showcase how an AI product will help customers’ overall goals. Persuading those who are hesitant about adopting new technologies, especially ones who deal with sensitive data or critical functions, is crucial to actually getting people to utilize AI.
For tech startups looking to build trust in AI, especially as they ramp up, a strategic approach that incorporates PR and goes beyond the technology itself is needed in order to build that trust.
The Four Key Elements
I’m breaking down the four key elements of trust that tech startups should focus on, and why a strong PR strategy is essential to achieving them.
1. Performance
You may feel confident in the performance of your technology, but how does it hold up to the promises you’ve made? Potential customers and/or users want to know that the AI works in the way you’ve said it does and can solve their problem effectively.
One of the best ways to back up your words with action is to demonstrate the technology through real world scenarios. Here, you’ll want to provide tangible proof while demonstrating how the AI can improve the user’s life.
Another effective way to highlight performance is through the use of case studies and customer testimonials. These are two effective ways to showcase real-world impact and build trust with potential customers.
2. Security
To build trust in AI, security is paramount. It’s often a big concern for potential users, so it’s necessary to ease their fears and provide the reassurance they’re looking for.
Often the AI solutions being developed are in response to handling sensitive data or performing critical tasks. Make sure potential customers know their data will remain private and is safeguarded against cyberattacks.
3. Trustworthiness
Why should people trust in your technology? This goes beyond knowing that the AI delivers results. It’s also about trusting that it behaves ethically and aligns with industry standards. If the technology is not being used responsibly, it becomes a red flag and can potentially be harmful.
AI solutions should also be transparent and understandable. Help users understand how decisions are made by the system and why. This honesty allows users to feel confident the technology is being fair and unbiased and that the decisions made won’t harm their business.
4. Functionality
How does AI technology solve the problem(s) your potential user is having? Buyers will want to understand exactly how your technology integrates into their business and how it is going to enhance their goals. Make sure to demonstrate the value of your AI technology as a solution.
Leveraging PR Effectively
Once the strategy is put into place, it’s time to execute. While building trust is the main ingredient, how it’s presented is what’s going to take things to the next level. Storytelling helps to communicate your message and connects you with potential buyers.
Here is how PR plays a role:
1. Build The Narrative
PR is about crafting compelling narratives: How did your AI development come about? What impact will it have? And what’s the vision behind it? Your story should not only focus on the technology itself, but also build a human connection with potential buyers.
2. Address Concerns
When it comes to technology, there are bound to be concerns. Getting in front of them beforehand through various forms of content such as interviews, thought leadership articles and social posts, can help alleviate the fear and build trust with your community.
3. Establish Thought Leadership
An important part of PR is helping to set you apart from the competition and establish you as a thought-leader.
This can be achieved by creating educational content such as blog articles, white papers and webinars, and through speaking engagements. Utilizing PR to build credibility and showcasing your expertise can help position your company as a thought leader in AI.
4. Communicate Openly
People want to know they can trust you, and you can help foster those relationships through open communication. Provide company and product updates in addition to showcasing product demos—these strategies help in building the connection and trust needed to be successful.
5. Prioritize Reputation Management
Should at any point an issue arise, make sure you have a well-prepared PR strategy to help manage a swift response, demonstrate your commitment to addressing and resolving the issue, and prevent any lasting damage to your company’s reputation.
As the AI landscape continues to grow at rapid speed, prioritizing trust and leveraging PR are both important to long-term success.
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