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Sequence Summaries: PR Expectations, Fighting Disinformation, and Search Engine Disruption

March 22, 2023

Clients Expect More from PR

As the media landscape fragments and brand trust continues to fade, organizations and executives want more from PR professionals. Clients need counsel to help them navigate complex multichannel approaches as audiences look beyond traditional news outlets.

Increasingly, earned media coverage is no longer the gold standard—clients expect strong social media strategies and branded editorial content. With PR budgets more vulnerable during uncertain economic times, consultants should frequently communicate value, return on investment, and measurement of their work.

The Fight Against Disinformation Continues

Half of journalists recently surveyed cite disinformation as a top concern. It remains a growing threat across traditional and social media with emerging technology providing more opportunities to mislead. And while online platforms have begun reporting how they’re fighting the spread, recent tech layoffs have significantly downsized teams designated to combat disinformation.

The age of AI is also refocusing the fight against disinformation. With more companies implementing generative AI, attention has shifted to preventing its misuse. Cybersecurity experts are sounding the alarm on the need for meaningful regulation while more educators are incorporating digital and media literacy into instruction.

Search Engines Disrupted by New Tech

Search engines are facing the biggest wave of disruption since their inception decades ago. Younger generations are increasingly turning to social media platforms like TikTok and Instagram for search instead of Google. And while Microsoft’s Bing has incorporated OpenAI’s GPT-4, many are bypassing search engines altogether in favor of AI (artificial intelligence) chatbots like ChatGPT. Google has responded by releasing its own AI chatbot, Bard.

SEO (search engine optimization) is also changing. Google recently modified their search quality standards to weight author experience, likely to differentiate human- and AI-written content. However, since AI chatbots answer questions instead of delivering ranked results, boosting SEO could become less important for brands over time.

Sequence Summaries: PR Expectations, Fighting Disinformation, and Search Engine Disruption
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Sequence Summaries: AI Growth, Bad Bank Communications, and TikTok Scrutiny

March 16, 2023

Companies Ramp Up AI Despite Public Concern

More companies are implementing generative AI (artificial intelligence) into their products and services. Salesforce recently launched Einstein GPT, an AI-powered CRM (customer relationship management) tool that drafts personalized sales emails, auto-generates code for developers, and creates content for marketers. Salesforce joins companies like Microsoft, Meta, and Google, all spending exorbitantly to train and maintain large language models.

Despite continued implementation across industries, many surveys show most Americans don’t trust AI, while significant numbers are concerned with privacy issues. PR professionals remain divided on whether they’ll use generative AI tools like ChatGPT—some see value for tasks like copywriting and social media, while others would avoid them entirely. OpenAI’s latest release, GPT-4, can respond to both text and image input.

Silicon Valley Bank’s Bad Communications

The collapse of Silicon Valley Bank, one of the tech industry’s leading financial institutions, has shaken the U.S. economy. As lenders and lawmakers react, communications missteps continue to plague the beleaguered bank. The lender initially failed to explain its actions to stakeholders, which led to mistrust among financial partners. Then, silence allowed online hysteria to fill the void, while the (now former) CEO’s indecisive messaging continued the spiral.

Coherent and consistent messaging keeps investors informed and customers calm. The lack of executive communications counsel on Silicon Valley Bank’s leadership team likely worsened the crisis, as many have referred to the collapse as the first bank run driven by social media. While good communications can’t prevent poor financial decisions, every banking institution should be prepared with plans to mitigate crises across traditional and social media.

Lawmakers Continue Targeting TikTok

Social media giant TikTok continues to face scrutiny from lawmakers in the U.S. and around the world. In recent weeks, the European Union and Canada have banned the app on government devices, following a similar U.S. directive earlier this year. Governments have expressed security concerns regarding TikTok’s China-based parent company, ByteDance, and the potential misuse of user data. Pending the outcome of a U.S. national security review, TikTok’s leadership is considering separating from ByteDance to assuage concerns.

On the PR front, TikTok has taken steps to improve its public perception. Citing research from the Digital Wellness Lab, the app is limiting daily usage for users under 18 to 60-minutes per day. To promote its economic value, TikTok recently launched a new docuseries highlighting small businesses that have successfully leveraged the app for marketing.

Sequence Summaries: AI Growth, Bad Bank Communications, and TikTok Scrutiny
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Sequence Summaries is a weekly series summarizing the top news and takeaways in PR and strategic communications. Sign-up for direct delivery to your inbox.

Sequence Strategies Showcases Work in New Case Study

February 9, 2023 — Sequence Strategies released a new case study Thursday: Strengthening Communications for the Hazen Foundation.

We teamed up with Minerva Strategies to strengthen communications for the Edward W. Hazen Foundation, an innovative philanthropy at the forefront of a movement centering young people in the fight for justice.

The case study showcases Sequence Strategies’ efforts across strategy, execution, and evaluation—from communications planning and message development to content creation and strategic counsel. You can find it at our new Work page. Keep checking back for future insights.

Sequence Strategies partners with consultants, agencies, and firms, providing senior-level support for communications and PR projects. Learn more at our Services page.

Sequence Strategies is a communications and public relations consultancy providing top-notch strategy, execution, and evaluation. We empower organizations and executives with customized communications to meet every moment.

Good communications begin when you know where to start. See what’s ahead: sequencestrategies.com.

Sequence Strategies Celebrates Year One

January 11, 2023 — Sequence Strategies celebrated its one-year anniversary Wednesday.

Over the past year, Sequence Strategies has supported work that’s made an impact in communities across the country, explaining important issues and amplifying great ideas through good communications.

In addition to client services, Sequence Strategies collaborates with other consultants, agencies, and firms on communications and PR projects. In 2022, Sequence Strategies was proud to partner with KAH Consulting and Minerva Strategies on meaningful and impactful work.

Together with Minerva Strategies, Sequence Strategies strengthened communications for the Edward W. Hazen Foundation—a philanthropy at the forefront of a movement centering young people in the fight for justice. A full case study will be released later this year.

Sequence Strategies Launches

January 11, 2022 — A new strategic communications and public relations consultancy opened Tuesday.

Sequence Strategies empowers organizations and executives with top-notch communications strategy, execution, and evaluation.

Founded by strategic communications and media consultant, Brandon Lee, the consultancy will operate remotely and service clients virtually and onsite.