Hails & Fails – December 22nd 2023
For the last Hails & Fails of 2023 we’re taking a look forward to some new year trend resolutions. Forget a gym membership or dry Jan, this should be on your list!
Unless you’ve been under a rock all year, you’ll know that artificial Intelligence (AI) has already been transforming the PR industry by blurring the lines between reality and fantasy.
To stand out from competitors and make impact in this digital world, brands everywhere need to not fear the tech, but embrace it as a new tool that’s not going anywhere, and that makes creative possibilities more exciting than ever!
But, the new year could well see brands needing to disclose when they use AI for content creation. Strict verification rules are likely to be introduced and the onus of proof will likely shift so that you must show your AI-generated content meets a quality, accuracy and standards threshold.
The news landscape at home and overseas is looking set to be very serious in 2024, so ‘silly season’ must end…
Or must it?
Amid the seemingly endless stream of bad news, in 2024 consumers will, more than ever, need playful, but well considered comms to make them smile, laugh, and breathe big sighs of relief in these horribly tough times. Let’s get serious about being silly.
How many Black Friday emails did you get? As many as we did?
As consumers face ever more sales-focused comms, we think the best way to stand out from the crowd is to offer truly empathetic engagement that fosters genuine connections between customers and brands. With rising distrust in traditional media thanks to fake news and internet rumours, we must seek to dig deep into our customers lives to better understand what they’re thinking, feeling, doing and wanting. Those emotional connections will win in the New Year.
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