Retail PR & Digital Marketing

No, AI Won’t Kill PR: How To Be An Expert In The AI Age

ChicExecs Senior VP of Elevate, Lydia Vargo, shares how to be an expert in the AI age on Forbes blog. Enjoy this excerpt from the piece.

AI can process information at the speed of light, but it can’t make moral judgments or offer nuanced perspectives like an expert can. Whether you’re a doctor, business owner, inventor or hairstylist, you have years of expertise that even the most well-trained chatbot can’t replace. For every AI breakthrough, there’s context, backstory and implications that need deciphering—and that’s where you come in.

Experts provide clarity in the noise that is the internet. Your deep understanding of the field makes complex topics more accessible to the public, which has real value. If you play your cards right, you can create an AI-proof marketing strategy that positions you as an industry authority.

How To Leverage PR To Amplify Your Expertise

You know you want to be an authority, but how do you get others to recognize you as an expert? Having expertise is only part of the equation. Broadcasting that expertise to the right audience, in the right place, at the right time is just as important.

This is where PR comes into play. Agencies craft personalized marketing and PR campaigns to get the word out, share your expertise and promote your brand. It won’t happen overnight, but these strategies help to amplify your expertise—even in the age of AI.

Identify your core message and create content around it.

What’s your area of expertise? What do you stand for? You might have expert skincare knowledge, for example, but you’ll get more traction by specializing in a specific niche, like wrinkle prevention and treatment. As long as the audience is large enough, becoming an expert in a specific niche is a great way to build a reputation in your industry quickly.

Once you decide on your core message, make a plan to share that information in multiple formats, including:

• Blogs.

• White papers.

• Webinars.

• Podcasts.

A solid PR agency will work with you to create consistent messaging and generate more content for your brand. This includes sending out press releases, securing press mentions and even scheduling media interviews.

Invest in media training.

You’re an expert, but you still need to “seem” like an expert to your audience. The classic combination of logos (logic), pathos (emotion) and ethos (authority) is a must-have for positioning yourself as a trustworthy expert.

A good PR team will coach you on how to speak, dress and interact with the press. It might seem like a minor consideration right now, but media training will help you look more polished and trustworthy, which is a must for bolstering trust.

Submit for awards.

ChatGPT can do a lot, but we’re willing to bet it doesn’t have industry accolades. Awards are a type of recognition from industry bodies that elevate your standing. Work with your PR team to identify award submissions. They’ll create a strategy not only for applying for awards but also to help you complete projects that you can use for award submissions down the line.

Give in-person talks.

You’re competing with AI content online. But AI still can’t replicate in-person talks, so it’s critical for you to speak at conferences, panels and seminars. The more specialized, the better. Your PR team will work with you to identify events and speaking opportunities that give you the best chance to share your domain expertise.

Read Lydia’s blog in its entirety here.


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