When misinformation about a new innovation begins to circulate on social media – as happened to the dairy co-operative, Arla at the end of last year – it’s easy to pick campaigns apart and highlight communications missteps – but there’s a bigger issue at play.
Ever since OpenAI’s ChatGPT burst onto the scene towards the end of 2022, Generative AI has become one of the most talked about technologies – and potentially the most transformative – since the advent of the Internet. Although the field of AI research was first founded over 60 years ago and the technology has been through a number of ‘hype bubbles’ and ‘AI winters’ since then, only in the last few years has it truly gained momentum in a mainstream capacity.
Being a founder or working as part of a startup is challenging – raising funds, hiring an unstoppable team, and launching a new product or service are all up there. But there’s one area that’s often like kryptonite, for even the most confident business leaders – external communications. The elevator pitch sounded great in your head but then you spoke to that important journalist and your message went up in smoke.
The relationship between a startup and its communications agency is a critical one – you have a game-changing product, service or innovation but now you need the best support in place to help define positioning, reach the right audience and ultimately, drive growth.
Large-scale global events such as last year’s COP26, are an opportunity to take stock of how far we’ve come, and more importantly the mountain we still need to climb, in the fight against climate change. Events like this also act as a catalyst for both encouraging action and changing the way in which we think and talk about those actions – in other words, evolving our communication around sustainability.
