This week's PR Roundup looks at the potential impact of creators and influencers at the Democratic National Convention, how one agency is helping educators in times of crisis, and how another agency is revealing all the numbers on how artificial intelligence has impacted its bottom line.
Influencers at the DNC
What happened: For over 15 years social media has been an essential part of political campaign strategy. According to data from the Pew Research Center, 74% of internet users in 2008 went online to get news and information about the presidential election. At the time, these numbers represented 55% of the entire adult population. It was the first time that more than half the voting-age population used the web to engage during an election cycle.
And if you’ve been following the 2024 campaigns, it seems the latest momentum shifts are being played out on social media platforms. Creative memes, videos and graphics can be found trending on TikTok, YouTube, Instagram and other social media platforms, landing strongly with the younger demographic.
The parties have noticed this, and decided to include a faction of new media this year at their conventions. The Republican National Convention in July 2024 hosted more than 70 influencers to attract younger voters. The Democratic National Convention, which begins August 19, will welcome over 200 creators and influencers to cover the convention on their respective social media channels.
And these individuals are not small potatoes. According to The Washington Post, the creators include political YouTube star Brian Tyler Cohen, who has 3 million subscribers; TikToker Josh Helfgott, who covers LGBTQ+ issues and has more than 5 million followers; and comedian Elizabeth Booker Houston, with more than 250,000 followers on Instagram.
Communication takeaways: According to a 2023 Pew study, 44% of U.S. adults 18-29 get their news on TikTok and 42% via Instagram. It’s always a great idea to meet your audience where they are, so inviting these creative experts is a smart way to do it.
According to Priscila Martinez, CEO of The Brand Agency, it’s a good way to connect with an audience whose attention spans keep getting shorter.
“Apps like TikTok have conditioned us to need a constant stream of content to keep us entertained,” Martinez says. “If a list of influencer creators is properly curated, the results can be more impressive than a large traditional press list. In terms of reach, some of these content creators have amassed millions of followers who trust their views and opinions.”
But will the strategy work to engage and possibly convince some young viewers to register to vote? Martinez says it’s a possibility due to the direct communication.
“Younger voters find it normal to get their news from the influencers they follow,” she says. “These influencers develop niche audiences that feel like they are being spoken to directly. The intimate relationship that develops between follower and influencer makes it so that messages can be more easily received and trusted.”
Crisis Help For Schools
What happened: TruePoint Communications has released a blog series for communicators in education in conjunction with the recent Robb Elementary School shooting report releases and rulings. The three-part series, titled “The Power of Communication on the Frontlines,” provides insight for school communities on how to prepare for crises and set up effective communications plans.
The first post discusses proactive planning and practice. The second looks at building trust through transparency, and the third looks beyond the immediate crisis.
Communication takeaways: While back to school is meant to be an exciting time, parents and educators know the risks associated with school shootings in modern times.
Jessica Nuñez, Founder and President of TruePoint Communications, says PR experts understand the integral role that communication plays before, during and after a crisis, so the agency decided to disperse that expertise. Sharing such knowledge is a commendable way to give back to communities.
“Effective communication has a profound impact on crisis management,” Nuñez says. “The Robb Elementary tragedy underscored the critical role of communication during and after a crisis. We created this series to share actionable insights that can help organizations and schools better prepare for and respond to crises.”
TruePoint is no stranger to these types of high-stakes crises. The firm’s experience includes supporting clients through natural disasters, active shooter incidents and brand reputation crises.
The Influence of AI on Agency ROI
What happened: This week PR firm Gregory FCA opened the curtains on its use of AI and released a detailed report showcasing the return on investment when using the digital tools. Gregory FCA is one of the first agencies to release this type of data, which shows the impact AI has made on its work products, employee career growth and client satisfaction.
Findings include:
- More than a 10% increase in productivity, driving in $2M in additional revenue
- 3.75X ROI
- 31% reduction in client churn
- 54% reduction in employee attrition
“This study represents the first quantitative evidence of how AI is transforming public relations by improving the quality and velocity of client work products,” says Greg Matusky, CEO of Gregory FCA. “By supporting the team with policies, platforms, best practices and training, we have shown that AI is a powerful tool that, when deployed correctly, can drive significant business results."
Communications takeaways: One of the report’s most unexpected findings was how AI works to actually create a more loyal workforce than one that fears it.
To socialize and assure the safe and effective use of AI, the firm held 104 AI training sessions over the past year, attended by 80% of its team members.
“When the work product requires less rework both internally and by the client, professionals feel more confident about their impact on the organization,” Matusky says. “By committing to a structured AI training program, team members gain expertise unavailable in other places in the market. They understand the impact AI will have on their careers and want to master these technologies to assure future career success.”
And when organizations can reduce employee churn, which can create not just structural problems, but also economic divots for a company, everyone wins.
“Clients leave when expectations are not met. They stay when expectations are met. But they become long-term partners when expectations are exceeded,” says Matusky. “We have found that by working shoulder to shoulder with AI, team members are more able to surprise and delight clients with unexpected deliverables, new approaches and added creativity.”
Nicole Schuman is Managing Editor at PRNEWS.