Press Releases are Broken (But Not All Hope is Lost)

Insights from Matt Panichas, SVP, Corporate  

TL;DR: Press releases have lost their purpose and utility; the reasons abound, but the overarching cause is that they don’t tell us anything. Press releases should adhere to the journalistic standards of news writing: the who, what, where, when and why. Instead, press releases have devolved into a confusing mix of hyperbolic mission statements and executive quotes saying a whole lot of nothing. But the good news? Not all hope is lost and, in fact, there’s quite a bit that we can do to get back on track.

Hardly a day goes by without journalists bemoaning the current state of press releases. And their frustration is justified; press releases have lost their purpose and utility. The reasons abound, but the overarching cause is clear: most press releases don’t tell us anything at all.

At their core, press releases should adhere to the journalistic standards of news writing: the who, what, where, when and why. Instead, they have devolved into a confusing mix of hyperbolic mission statements and executive quotes saying a whole lot of nothing. Don’t get me started on boiler plates. 

Charting a new course

How can we fix it? Getting back to the basics is a good place to start. The book Smart Brevity: The Power of Saying More with Less, authored by Axios co-founders Jim VandeHei and Mike Allen, serves as something of an instructional guide for communication that cuts through the clutter.

A quicker reference point is looking at a company’s investor relations page. When done right, investor decks and earnings reports tell us the most important elements of a company’s story, grounding us in the context of the industry, addressable market opportunities, the clients it serves (with names), revenue projections and (shocker) what the company actually does! KWT client Tanger does this very well.

When doing new business research, I almost never start with a company’s newsroom. Why? Because I’m not going to learn anything of substance. Instead, I go directly to the investor relations section, which typically gives me everything I need to know (as a start). 

Reimagining the press release

Now, some of you reading this may say, “man, this Matt fellow is quite down on the press release.” And I am, but it’s not too late to salvage it.

Before even contemplating drafting one, you should do yourself (or your clients) a favor and honestly assess if a press release would be worth the time and money needed to develop and distribute it. When evaluating any announcement—customer win, product announcement, personnel hire, industry research—it should be viewed through the lens of multi-stakeholder communications.

For instance, some information may be more important to communicate to customers, prospects or investors and may not have as much inherent news value or interest. That’s not to suggest the information isn’t worthwhile; rather, it should be strategically examined to determine what audiences and channels make the most sense to pursue. Announcements without inherent newsworthiness can be used to build a larger external narrative that feeds into important industry trends and timely hooks.

Here are a few other things to consider:

• Does the announcement materially demonstrate how the company is addressing a significant industry challenge?

• Is the news timely, or is it more evergreen?

• Does it demonstrate how the company is solving a customer pain point?

• Does it contain data, proof points or use cases?

• Does it communicate clearly, adhere to brand voice and avoid buzzwords?

• Can we accomplish everything we want to say through a company blog post and then amplify with targeted outreach instead? 

Putting some of these proverbial guardrails in place can make the difference between hitting targets or wasting efforts (or worse). Journalists are savvy at picking through what’s truly newsworthy and what’s just corporate fluff, so there’s a real risk of diminished brand credibility when outreach is unintentional.

Keeping it simple

George Costanza, the misanthropic neurotic from the timeless sitcom Seinfeld, once mused that he wasn’t going to dumb down his writing for some “mass audience.”

Well, to George, I have a bone to pick: when you do write something for a mass audience, it often needs to be straightforward without getting too fancy. Adding a little simplicity and intentionality can spare our journalist friends a lot of heartache.

Ultimately, the press release is not dead, but on life support. We can bring it back to glory if we challenge ourselves to throw out the traditional playbook, ask thoughtful questions and work smarter rather than harder.

To learn more about how our communications experts help brands tell captivating stories, check out our services here.

What brands need to know about Bluesky

Insights from Jess Spar, SVP, Head of Social Media + Influencer Marketing

Following the election, we’ve seen a significant exodus of users from X to Bluesky, with the app increasing to over 20 million users in recent weeks.

This isn’t the first time we’ve seen a platform emerge after a political shift or social dynamic change; Lemon8 surfaced amid fears around a TikTok ban. When Elon Musk first took over Twitter, Bluesky entered the scene as an alternative (scroll down to see the POV we shared in May 2023).

Will trends continue to shift heading into 2025, given that Bluesky didn’t seem to significantly take off when it first emerged? Does this re-emerging platform warrant our attention and investment? Let’s walk through the top considerations for brands thinking about launching a Bluesky presence.

Consideration #1: Politics at Play
The recent uptick in usage has largely been fueled by the post-election political landscape, especially as users note negative experiences with the handling of political messaging by both Meta (inclusive of Threads, another Bluesky competitor) and X, with Meta trying to distance itself from politics and X skewing towards conservative messaging.

It’s important to consider your company’s values and whether joining Bluesky may indicate a political stance. What role would Bluesky play in your communications strategy, and what would joining say about your positioning as a brand? This is an important consideration when determining whether to join the platform.

Consideration #2: Potential for Longevity
While Bluesky’s user base has hit the 20 million mark (with a crazy growth rate of 5.21 users per second), its user numbers still lag behind giants like Threads (275 million monthly active users) and X (250 million daily active users), indicating that Bluesky still has a ways to go before becoming a mainstream contender.

Additionally, Bluesky has faced growing pains such as outages during its rapid growth, so it will likely need to update its infrastructure in order to support the booming user base. Also, given that Bluesky initially saw a surge in interest following Elon Musk’s Twitter takeover and fell out of the news until recently, it’s worth considering whether this channel has long-term potential or if we’ll see its popularity wane once again.

Consideration #3: Brand Bandwidth
As with any emerging platform, it’s essential to consider if your brand has the bandwidth to develop a thoughtful strategy for Bluesky and maintain a presence over time.

While Bluesky offers functionality reminiscent of Twitter’s early days, it will be important to understand algorithm differences to develop content and strategy for the nuances of the channel. For example, the platform has Starter Packs (custom feeds that can be built around shared interests, peer sets and more), allowing brands to create more targeted communities and campaigns. Brands will need to become immersed in the platform and understand how to best utilize these new features.

Consideration #4: Executive Presence
Beyond brand communications, it’s essential to consider executive presence on Bluesky as leaders are being positioned more intentionally. As of now, there hasn’t been a significant influx of executives on Bluesky—at least compared to the likes of LinkedIn or X—however, Bluesky’s appeal as an interest-based platform may lend itself well for executives to curate communities with their peers and industries.

We’re seeing early adoption primarily amongst tech enthusiasts, journalists, media influencers and internet personalities. While some journalists are transitioning to Bluesky, we continue to see hyper-fragmentation among social platforms, driven primarily by the narrow interests of their users (journalists included). However, engaging with journalists on Bluesky can make sense when done so with deep intentionality within the context of a broader social and media relations strategy.

While time will tell whether Bluesky has staying power, there are some steps brands can take to prepare for the future:

• For starters, we recommend you secure profiles for your brand and key executives to be ready to activate as relevant for your brand and leadership.

• Consider your existing channel strategy: Has this type of channel historically been a part of your platform mix? Does it make sense for you to have a presence on this platform? Are your competitors, audience and relevant influencers there?

• Assess performance and audience: If you’re currently active on X, how has your performance shifted recently? Has your engagement dropped? Has your following decreased? Are you seeing your audience emerge on Bluesky or other platforms?

• Determine your brand stance and communications approach: Do you want to be the first in your field to foray on to the platform? What is your appetite for testing and learning? Does your brand’s audience skew one way or another politically? Are you prepared with a communications plan to address any potential feedback if you are joining the platform?

As always, KWT is happy to help workshop these questions and considerations with you to determine the next step for your brand. We are keeping a close eye on how brands and individuals alike are using the platform. Many journalists are saying they have made the switch, which may also open new earned media engagement opportunities.   

Stay tuned for more guidance and recommendations from us as the X and Bluesky platforms continue to evolve. 

--

Bluesky POV May 2023
Why does this new platform matter? With the volatility that has come to Twitter following Elon Musk’s takeover, Twitter has increasingly come into question as a valid social platform. Usage is dropping as brands and users exit the platform. As Twitter has historically been a more text-oriented platform, allowing for easy back and forth conversation and a place for brands to share news/updates, engage audiences in conversation, and provide customer service, this opens up the opportunity for another platform to fill this need. Enter Bluesky. 

So what is Bluesky? Interestingly enough, Bluesky was actually started by Dorsey while he was still at Twitter. The goal of Bluesky is to act as a decentralized social media platform, similar to Mastodon or Discord (two of the more niche social platforms). The benefit of decentralized platforms are that they provide more user control, something that the likes of Meta or Twitter don’t offer. Bluesky is built on AT protocol infrastructure, which will allow continued growth in transparent communication and control, a key benefit being the ability to essentially create your own social networks using this technology or move your data over to a different social network that uses the AT protocol technology. This means that if Bluesky goes in a direction you’re not a fan of, you still have options beyond (a) stay or (b) leave and lose everything.

What are next steps? While this all sounds amazing, Bluesky is still in a private beta that’s invite only, or you can join the waitlist, so there’s not a lot to share at this time. We recommend signing up for the waitlist so you can explore what the platform looks like once gaining access, but this is likely going to be one of those “wait and see” opportunities to determine how things play out over the coming months. Platforms often come and go with their fifteen minutes of fame (e.g. Clubhouse), so it’s important to understand the likely longevity of a platform before developing a new strategy and diving in.

Crisis Averted: Identifying Brand Vulnerabilities Before They Escalate

Insights from Kelly Hudson, Vice President, Social Media

TL;DR: A single incident can damage your brand's reputation, so to ensure long-term success, organizations need to adopt proactive approaches to brand protection. Enter KWT Global's Brand Vulnerabilities Audit, which starts with in-depth social listening to identify potential risks and culminates with tailored strategies to mitigate any issues.

Information travels at the speed of light, and a single misstep—from a customer service failure to a viral social media post or news article—can quickly tarnish a brand's reputation.

In fact, a whopping 90% of online shoppers said they’ve chosen not to purchase from a company because of its bad reputation. To survive (and thrive) in this environment, organizations need to take proactive approaches to brand protection.

We’ve talked about using social listening to uncover trends and proactive opportunities, but it’s also a powerful way to identify any brand vulnerabilities or blind spots that may be lurking just under the surface. Tapping into this real-time data stream helps us uncover emerging threats and get ahead of issues before they escalate into full-blown crises that could erode brand trust.

A sophisticated solution

Whether big or small, “what if’s?” feel less intimidating when you know your bases are covered. To stay ahead of the curve, KWT Global’s Brand Vulnerabilities Audit starts with a comprehensive assessment of your brand's potential risk areas and accompanying solutions.

Here's how we pair social listening with our team’s reputation management expertise:    

• Comprehensive monitoring across platforms

  • Our first step is casting a wide net to monitor as many relevant online spaces as possible. We rely on best-in-class tools and manual analysis to track mentions of your brand, competitors, products, campaigns and more across social platforms (e.g. Facebook, Instagram, X, TikTok, YouTube, LinkedIn and Reddit), news sites, blogs, forums, review sites and the broader web. This allows us to identify vulnerabilities bubbling up across all edges of the internet.

•  Customized search queries

  • To ensure we're capturing all relevant conversations, we build customized search queries for your brand and industry. This tracks not just obvious brand mentions, but related terms, misspellings, slang, hashtags and coded language that discussions could be hiding within. Our expertise allows us to design comprehensive queries that leave no stone unturned.

• In-depth human analysis

  • Human analysis is essential for giving meaning to the numbers. Our team dives deep into emerging areas, immersing themselves in the conversations to understand core issues, drivers, trajectories and broader implications. This ensures that we don't miss anything that the tools may have overlooked, providing the necessary context behind any potential issues.

• Impact assessment and recommended approach

  • Once vulnerabilities have been thoroughly analyzed, we classify and score each one based on factors like potential impact, sentiment, scale and likelihood of escalation. This allows us to prioritize which vulnerabilities require immediate action and which may need ongoing monitoring. We'll make tailored recommendations for how to mitigate each threat, delivering these insights and recommendations in a comprehensive audit report that outlines the key vulnerabilities, risk assessments, recommended approach and more.

• Ongoing monitoring

  • For anything that requires ongoing attention, we’ll set up alerts to surface potential areas of risk based on spikes in volume, clustered topics, shifting sentiment and other anomalies in conversation patterns. We're alerted to new threats as soon as they begin to emerge so we can quickly investigate and report back.

Social listening guides strategic comms

Social listening is a key component of a broader crisis communications plan and playbook—all designed to prepare, protect and defend your organization.

With a playbook in place and social listening enacted, our teams can use real-time data to craft insights-led, stakeholder-specific messaging that mitigates potential threats and promotes credibility among key audiences. Additionally, when negative sentiment or emerging crises are detected via social listening, PR pros can step in with tailored messaging rooted in the brand’s mission and values and draft responses that address issues transparently and protect brand trust.

Beyond crisis management, having a public relations plan in place to amplify positive stories, engage key stakeholders and position your brand as a proactive leader ensures that your voice stays ahead of the conversation.

Protect and promote for sustained brand health

In a world of constant change, proactive brand protection is one of the few elements that businesses can control. Not only does it help brands mitigate short- and long-term risks, but it also makes it simpler to seize opportunities to enhance reputation, strengthen customer relationships and drive business growth.

Wondering if a Brand Vulnerabilities Audit is right for you? Get in touch with us today so we can talk through your unique goals and challenges.

If You Fail to Plan, You Plan to Fail: The Value of Media Training for Modern Executives

Insights from Jordanna Gualtieri, Vice President

TL;DR: Now, more than ever, brand spokespeople need to know how to deftly navigate conversations about their companies and authentically drive back to key messages while avoiding sticky situations. A well-prepared executive not only fends off these potentially tough moments but transforms them into opportunities to reinforce their brand’s strengths.

Media training has long played a role in successful thought leadership programs, but in an increasingly complex, always-on business world, it’s more important than ever that executives are well-prepared to effectively communicate within this evolving landscape.

While valuable for media interviews, these trainings can also empower other external communications efforts, such as speaking on panels, interviewing potential candidates, engaging on social media or networking at events. And beyond CEOs, it’s worth opening the aperture to a wider range of executives and employees who will be in the position of speaking on behalf of the brand.

With the stakes higher than ever in public discourse (especially in an election year), media training equips executives with the tools they need to be both proactive and resilient. It prepares leaders to leverage media opportunities to their advantage, ensuring they can articulate their vision, protect their brand and stay composed no matter what scenario comes their way.

Media Training in Good Times…

Thinking that media training is only for crises leaves a lot of useful preparation on the table. While much of the media training process does focus on how to navigate negative conversations, the other side of the coin is learning how to effectively communicate key messages and success stories.

At KWT Global, we teach executives that interviews are not conversations; they’re carefully choreographed exchanges of ideas and information. What this means in practice is that every question is an opportunity to drive back to a key message, whether it be highlighting a new initiative, showcasing long-term business vision or humanizing the brand through “hero’s journey” storytelling.

Further, this means that the ways in which we speak in casual conversations simply aren’t effective in media interviews. An executive who thinks they’re sitting down for a “chat” likely isn’t prepared to speak in soundbites, use precise language, numerate their points or restate their message multiple times.

Ultimately, a media-trained spokesperson is a more confident spokesperson and, thus, someone more likely to represent their brand positively and authentically.

…And in Bad

Of course, every executive will be faced with a tough question or sensitive situation at some point in their career, and this is where effective media training really shows its value.

These types of situations are inherently stressful, and when flustered, we can often revert to our fight-or-flight responses—becoming argumentative, rambling on the defense or clamming up entirely. To mitigate communications breakdowns, media training equips executives with a toolbox of tactics that become second nature when it matters most.

KWT’s training covers the classics—never say “no comment,” don’t repeat negatives—and then dives deeper into nuances like body language and common journalistic tactics that could quickly turn a successful interview into a blooper reel (or worse).

Our instruction during this training is instrumental, but putting these learnings into practice is just as important. We ensure that mock interviews are always a part of the training, and we work to dial up the heat, putting execs under more pressure than we’d ever hope they’d encounter to make sure they feel comfortable with the techniques and bridging language we’ve taught them.

Maintaining the Media Muscle

Media training isn’t a one-and-done endeavor. While the initial session—often a half- or full day—doesn’t need to be repeated for each interview, the principles and key tactics should be refreshed regularly.

Mock interviews tailored to each opportunity are also valuable exercises to make sure the language and tactics feel fresh. Considering tough questions in advance is much more effective than trying to answer them on the fly.

After all, it takes a lifetime to build a reputation—and only a few seconds to destroy one. To learn more about our media training and comms expertise, check out our services here

How Discomfort Can Be a Creative Catalyst

Insights from Jeremy Page, EVP, Global Director of Creative 

TL;DR: In today's crowded and competitive landscape, brands that embrace discomfort and break free from traditional norms can achieve standout creativity. Moving away from polished visuals and safe narratives, bold campaigns that highlight uncomfortable truths resonate more deeply with audiences, while brands that prioritize comfort risk losing relevance. Discomfort fosters innovation, and by leaning into it, brands can differentiate themselves and create meaningful connections. 

One of our long-standing mantras at KWT Global is “comfort is the enemy of progress,” and for good reason— it holds true across nearly all areas of life, creative included. 

Today, we’re seeing the best creative push boundaries and break past comfort zones, moving from refined models, sanitized filters and picture-perfect placement to challenging art, stunning renders and inspiring partnerships. 

In an increasingly crowded and competitive space, brands that embrace discomfort and challenge their norms are positioned to create standout work that resonates deeply. That said, let’s explore the ways in which brands are breaking barriers and discover how exactly to tap into discomfort for new breakthroughs. 

The state of play 

No longer dominated by pristine visuals and polished narratives, some of the most successful and memorable campaigns of today dare to highlight uncomfortable truths and take risks. 

Brands like Pepsi, Heineken and Adidas have moved away from tried-and-true marketing to tap into more raw, real and unconventional ideas. On social, brands like Duolingo, Drumstick and Scrub Daddy have thrown out traditional playbooks in favor of more “unhinged” content that resonates with target audiences; as a bonus, this approach tends to be time- and cost-efficient compared to highly produced content. 

At Cannes this year, award-winning work showcased the trend of embracing discomfort. Insights that delved into uncomfortable truths—sometimes humorous, sometimes poignant—connected powerfully with audiences. For example, Specsavers put a clever spin on Rick Astley’s “Never Gonna Give You Up” to raise awareness for hearing loss, Mastercard launched an innovative tool to support Ukrainian businesses in Poland amid rising tensions, Pedigree unveiled AI to transform basic shelter dog photos into high-quality studio images to boost adoption rates and WhatsApp produced a documentary that told the story of the Afghan Youth Women's National Football Team and their escape after the Taliban took power. Ultimately, the willingness to confront these truths distinguishes leaders from followers. 

Conversely, when brands prioritize comfort and safety over authenticity and disruption, they run the risk of losing relevance. According to the Kantar BrandZ World’s Most Valuable Brands Report, the world’s 100 most valuable global brands lost 20% of their value in 2023. Some of these slips can be attributed to big brands being complacent with branding and marketing, resting on their laurels while smaller, hungrier brands push the envelope. In other cases, bureaucratic red tape at larger organizations can stifle innovation for the sake of “playing it safe.” 

Getting comfortable with being uncomfortable 

The challenge is no longer to avoid discomfort, but to harness it; discomfort forces a deeper understanding of identity, both for brands and creators. Often, identifying what you aren’t can be just as powerful as understanding what you are. Brands need to be willing to explore this tension, asking hard questions about their purpose, values and how they are perceived. 

Embarking on this journey can involve several strategies: 

• Reevaluate previously held beliefs: Start by reexamining core assumptions about your brand. What has traditionally been "off-limits" for messaging? What truths or misconceptions about your audience might you be overlooking?  

• Challenge conventional norms: Disruption often begins by questioning industry norms. This might mean embracing unpopular opinions, highlighting underrepresented stories or taking risks that challenge societal conventions—all while maintaining a connection to the brand's values. 

• Tackle difficult subjects: Addressing challenging topics—social issues, cultural tensions or even brand flaws—can offer a powerful way to connect authentically with audiences. By doing so, brands can cultivate trust and respect, showing they’re not afraid to take a stand or acknowledge imperfections. 

• Experiment with unfamiliar formats: Trying new content formats or unconventional mediums can successfully capture attention spans. Whether it’s engaging with audiences through experimental art, live activations or interactive storytelling, exploring new formats can shift perspectives and bring fresh energy to the brand narrative. 

• Incremental change and strategic risk-taking: Expanding horizons doesn’t mean throwing caution to the wind. Brands can move forward in stages, testing the waters with controlled risks. For example, instead of overhauling a campaign, they can run smaller experimental initiatives to gauge audience reaction and refine the approach. This iterative process allows brands to push boundaries without losing sight of their core identity. 

All in all, getting comfortable with being uncomfortable is an ongoing process that requires equal parts patience and punchiness.  

Rising to the occasion 

Discomfort, when embraced, can be a powerful force for growth and creativity. By leaning into it, brands can unlock new dimensions that not only differentiate them from competitors but also foster deeper connections with their audience. 

Because, at the end of the day, it’s not about making everyone comfortable—it's about moving people in unexpected and meaningful ways. 

To learn how KWT guides brands out of comfort zones to make waves, explore our creative services here. 

Overcoming the Communication Paradox: What Women Leaders Need to Know

Insights from Dara Cothran, EVP, Global Strategy + Insights 

The old adage, “It’s not what you say, but how you say it,” is truer today than ever—especially through the lens of leadership, with gender playing a pivotal role in perception. 

Research from KWT Global’s inaugural Resonance Report, which surveyed senior business executives on external communications, revealed that women and men have different takes on what it means to be a good communicator. And amid the different expectations placed on female leaders, recently amplified by the nuances of the “founder mode” debate, we also found that women are more likely than men to feel that they need to have separate work and personal personas. 

Diving into the gender differences in our data, we noticed interesting themes across three areas of communication: authenticity, clarity and consistency. Coupling our findings with our decades of experience working with executives, some powerful takeaways for women leaders and communicators came to light. 

Communicating authentically 

In an era of decreasing consumer trust (and increasing fatigue of cliches), authentic communication styles can help messages resonate more strongly with key audiences. 

Our survey revealed that 68% of women—compared to 52% of men—think that being authentic in tone makes someone a better communicator. This gap indicates the increased value that women place on sincerity and honesty in how information is conveyed—a trend in tandem with shifts we’ve seen across social media—from high production value content to more lo-fi methods; from aspirational messages to more relatable ones. 

Interestingly, while women hold authenticity in higher regard, they may have a harder time putting it into practice, considering that 45% of women—compared to 40% of men—believe that their personal and business personas differ. To make matters trickier, a wealth of previous research points to the paradoxes that women leaders often face at work, such as expectations to be demanding yet caring or authoritative yet participative.  

It’s important to note that content doesn’t have to be revealing to authentically connect with audiences; personality is just as effectively conveyed by sharing observations and perspective on timely discourse or recurring questions. Ultimately, the most effective presence amplifies who an executive truly is (or strives to be) at work and as a human. This can entail a professional and approachable presence on social media, meetings or media engagements, using humor and emotion as appropriate and showing up as a whole person who encourages others to do the same.  

Communicating clearly 

For leaders and communicators, cutting through the noise today is a Herculean feat. Up against an endless barrage of competing content, every word counts for capturing attention and effecting change. 

We found that 82% of women prioritize clarity of a message, compared to 69% of men. Digging in further, we found that 62% of women prioritize realistic messages, compared to 54% of men. Together, these findings point to women having a greater appreciation for straightforward communication that does not leave room for uncertainty, which aligns with research indicating that women experience more doubt in the workplace due to factors such as imposter syndrome and communication barriers. 

In practice, clear communication can include cutting out jargon, buzzwords and fluff to get to the point with plain and inclusive language, while realistic messaging can entail setting objectives that are specific, measurable and attainable and sharing negative news with kind candor. 

Communicating consistently 

Telling a consistent story is often considered a tenet of communication, but in a fast-changing business landscape, pivots can sometimes be necessary. 

We found that men value consistency in message more than women, with 66% listing it as a top priority, compared to 57% of women. This shows that women may be more open-minded in this context, while men may be more laser-focused on repetition; other research supports this, showing that men often prefer maintaining established communication patterns, whereas women tend to be more receptive to new information. 

However, it’s possible to communicate consistently and leave room for change and nuance. One proven practice is to follow content and communications strategies that are iterative while always laddering back to foundational values. 

The path to resonance 

Navigating the nuances of communication today can be tricky, but these insights can help leaders better understand themselves and their audiences. 

Our work with hundreds of senior leaders over the years led us to develop our xVoiceSM offering, which helps executives discern where and how to earn influence with their audiences by creating a strategy that understands the executive as a person and a leader. 

The resulting support from KWT gives executives permission to harness who they are as a guiding principle in their strategy, instilling confidence and equipping them to show up successfully no matter the channel, audience or circumstance, with many women leaders saying that the process gave them the confidence to embrace themselves in a professional role. 

To learn more about xVoice, please visit https://www.kwtglobal.com/research or contact us at xVoice@kwtglobal.com                 

How Brands Can Meaningfully Engage with Culturally Relevant Events

Insights from Lauren Wright, Vice President  

TL;DR: Brands have long leveraged major cultural moments to generate excitement and make lasting consumer impressions. From the Olympics to New York Fashion Week, the opportunity to capitalize on existing conversations to build brand heat can be as big as creativity allows. However, success requires careful alignment with brand values, perfect timing and a thoughtful strategy to sustain momentum once the news cycle dies down.   

Capitalizing on cultural momentum to meet consumers where conversations are happening is not necessarily an undiscovered program tactic, but the 2024 Summer Olympics in Paris have taken this trend to another level. With 19 days of global viewership and more than 10,000 athletes competing, the Olympics present an irresistible opportunity for brands to forge new partnerships and feature emerging talent through owned, earned and paid channels. Paris' status as a luxury capital is the cherry on top, tempting brands across categories to strategically align their products with the rapidly expanding sports universe. 

While the Olympics are top of mind, there are no shortage of high-profile sporting events throughout the year — the Super Bowl, Wimbledon, F1 and WNBA All-Star Weekend, to name a few, have provided a profitable platform for brand activations across fashion, home and food and beverage. Adjacent to sports are major cultural events like South by Southwest, New York Fashion Week and the Sundance Film Festival, which in recent years have extended their appeal beyond endemic audiences, often engaging athletes in some capacity. But even with the most attractive opportunities, it’s crucial for communicators to assess whether engaging with an event aligns with their strategic business goals and core demographics. 

Ensuring strategic alignment 

Leveraging cultural moments in harmony with brand values offers a powerful way to forge genuine connections. For the Paris Olympics, brands such as Nike, Powerade, LVMH, Ralph Lauren, Pandora and Airbnb were quick to capture the pre-game hype authentically, some leveraging the name and likeness of today’s biggest athletes to endorse their products and others announcing their support for the underrepresented voices competing. Technogym, the official supplier of training equipment since the 2000 Games in Sydney, launched a social campaign encouraging athletes and everyday consumers alike to move for a better and healthier world and track their progress through the Technogym app. Beyond large-scale campaigns, brands have found ways to engage with consumers on the ground. Visa created a private floating lounge on the Seine for Chase Sapphire Reserve card members, offering live broadcasts, athlete meet-and-greets and bespoke dining. Foot Locker activated within nine local store locations, hosting a series of immersive augmented reality experiences accessible through a QR code. 

Effective campaigns can extend their impact beyond the immediate event or launch to build brand affinity. Unique activations such as restaurant takeovers, limited-edition fashion collaborations and food and beverage pop-ups on-site have the potential to be remembered long after the event, or even better, replicated in additional markets for increased consumer touchpoints. 

Identifying smart athlete partners who are (or can grow to be) authentic fans of a product can build credibility and relevancy for brands who aren’t intrinsically linked to sports from the get-go. Going directly to individual athletes, like what Celsius did with track and field gold medalist Noah Lyles, cuts through the red tape and massive investments associated with formal event sponsorships and enables the brand and talent to identify narratives that feel impactful for both parties. When identifying key partners, it's not enough to simply find someone who's trending; they must have a genuine connection or belief in the brand so that the partnership can extend beyond the moment, prioritizing long-term investments instead of one-off social endorsements. 

For events like the Super Bowl, collaborating with talent agencies can bolster opportunities to engage with athletes and other industry leaders where they already are. Gifting suites allow talent to experience and interact with a product in person, offering brands an effective entry point without the need for multimillion-dollar investments. Lovesac partnered with Creative Artists Agency (CAA) for Super Bowl LVII in Phoenix, participating in a hotel takeover gifting suite to offer product to players, coaches, newscasters and sportswriters. A custom brand footprint allowed for personalized product introductions for guests to showcase must-have items for watching the game at home. 

Another big-ticket event drawing brand attention this year is the WNBA All-Star Weekend. The recent surge in WNBA popularity has inspired major brands to adopt marketing tactics that not only reach consumers but also acknowledge the challenges female athletes face. When aligned with a brand’s overarching mission and values, integrating social responsibility into brand presence at events creates opportunities for genuine consumer engagement. 

Making it count 

Despite the infinite number of ways in which mainstream cultural events can be an effective way of reaching target audiences, alignment with an overarching brand strategy is crucial to determine if the efforts will pay off and deliver on the business objectives you set out to meet for the year. Some considerations for why a brand should (or shouldn’t) align with an upcoming event include timing, relevancy to the brand, cost and long-term results.  

• Timing: Tricky, but incredibly important with trending topics. If a brand reacts too late, it airs on the side of promotional rather than relevant. Reacting to a trend in an already saturated market can dilute communication efforts that could be used more effectively down the road. Additionally, the cultural context surrounding the moment of interest can sometimes pose a potential risk of backlash.   

• Relevancy: Assess if priority stakeholders are interested and if online discussions among target demographics justify participation. If the moment in question is an excellent opportunity from a reach standpoint but offers limited relevancy to the brand, it’s critical to establish that connection before making the investment. A sneaker brand sampling product at the Boston Marathon wouldn’t need to justify their relevancy, while a sunscreen or beauty brand may need to go one step further to connect the dots. Whether it be through narratives, content or creative activations, it should ultimately be obvious to consumers why a brand is showing up and aligning itself with a cultural event or moment.  

• Amplification: Consider how to keep the momentum going. Can you elevate a brand executive by doing a panel or fireside chat on-site? Can you identify behind-the-scenes content creation opportunities to bring followers into the fold? Is there a consumer-facing element, such as custom swag or a pop-up event that can occur off-site and engage audiences who may not be lucky enough to attend? Ultimately, your brand will be one of many vying for attention, so how can you stand out? 

Considering long-term results — whether the engagement will lead to future opportunities or remain a one-off event — is also crucial in determining if the investment offers lasting rewards. 

Putting in the work 

Harnessing the power of cultural events can be a game-changer for brand visibility and consumer connection. Moments like the Olympics offer unparalleled reach, but success hinges on a brand’s ability to forge authentic, value-driven engagements and show up in a way that not only stands out from those competing for share of voice but enables long-term integrated marketing tactics to ladder back to a cohesive narrative. 

Achieving success requires thoughtful execution, but by navigating each of these elements carefully, brands can capture attention and build a foundation for lasting loyalty. 

To learn more about how our Consumer PR team helps brands engage with cultural moments, click here. 

Cracking the Content Code: How Creators Can Uplift Brands

Insights from Jess Spar, Senior Vice President, Head of Social Media and Influencer Marketing 

TL;DR: In today’s fast-paced digital landscape, brands often struggle to keep up with the scale of content expected from them and the rising costs of influencers. Content creators can provide the solution, offering innovative, cost-effective and platform-specific content essential for content marketing success. Through a specially assembled Creator Collective, KWT empowers brands to effectively scale content, drive engagement and foster authentic connections with consumers. 

In today’s digital landscape, social media doesn’t just reflect cultural trends — it drives them. This makes it essential for content marketing strategies to stand out; however, the traditional models of content creation are becoming increasingly unsustainable. 

Production costs, particularly for video, have skyrocketed, and the volume of content expected from brands is ballooning. Scaling content effectively is becoming a formidable challenge.  

This is precisely where creators step in, offering innovative solutions to crack the content code by generating engaging, cost-effective and platform-specific content.  

But what about influencers? 

The distinction between creators and influencers lies in their content. Creators are primarily focused on producing original content and are often skilled in specific areas such as writing, photography, videography or graphic design. They’re akin to artists of the digital world, driven by their passion for crafting compelling stories, educational content and engaging visuals.  

Influencers, on the other hand, typically amass their following through their lifestyle, opinions or expertise in a particular niche. While influencers may also create content, their main asset is their ability to sway audience views and purchasing decisions. Because their impact is tied more to their influence than the content they produce, costs can often be significantly higher.  

Therefore, when specifically looking to solve the content cost and scale conundrum, creators are often the best collaborators. 

Creators and the content ecosystem 

Creators are the backbone of the content ecosystem, bringing fresh perspectives that deeply resonate with their audiences. They create authentic content for specific (and often niche) audiences that broader influencers may not be able to tap into. 

Creator content often transcends basic product placements, developing deeper narratives that integrate products or services into a broader context aligned with the creator's expertise and audience interests. This approach not only elevates brand perception, but it also fosters a deeper connection with audiences who seek out authenticity.  

The numbers don’t lie: 

• 39% of consumers are watching more creator-produced content than they were a year ago, compared to 22% watching more studio-produced content (Think with Google) 

• People are purchasing from creator content: 100% of respondents to a survey by The Bazaar Voice said they have purchased products based on a creator’s recommendations 

• Creators can share the UGC-style content that customers trust and respond to: 93% of customers believe UGC is helpful when making a purchasing decision Everyone Social) and 86% are more likely to trust a brand that publishes user-generated content (The Drum) 

KWT’s Creator Collective: A choice solution for brands 

In response to this growing need for content creators, KWT Global has assembled our very own Creator Collective, a dynamic group of social-first creators ready to support quick-turn content needs in a variety of markets.  

By tapping into a diverse pool of creators, the Creator Collective ensures that brands can find the perfect match for their specific content needs, guaranteeing not only aesthetic alignment, but also authentic storytelling that resonates with target audiences. Our Creator Collective benefits include: 

• Cost-effective rates for developing assets 

• High-quality, compelling content without the technical nuances of traditional influencers 

• Dynamic asset delivery without sacrificing depth of storytelling 

• Ability to support or complement larger brand storytelling, produced content or campaigns 

• Delivery of timely, trend-driven content on accelerated timelines, as needed 

• Producing a bank of social-first, brand-aligned content for full marketing use 

The Creator Collective in action 

We’ve garnered significant success for clients, working across multiple industries to help fill content gaps and better connect with audiences: 

“Creator content is a consistent top performer for Laurel Road, a digital banking platform that largely caters to healthcare professionals,” said Kelly Hudson, vice president. “In the first three months of 2024, our team worked with three creators to develop 24 pieces of social content to appeal to Gen Z and Millennial medical providers, leveraging a mix of entertaining and relatable educational posts.”  

• Paired with a modest budget for paid social amplification, this content drove an average 26% engagement rate. 

“In working with Consumers Energy, Michigan’s largest energy provider, we set out with the goals of generating audience awareness of and education around energy waste reduction while building a bank of usable social assets,” said Natalie Goenaga, director. “Over the course of three months, we leveraged hyper-local Michigan creators (some of which were Consumers Energy customers) to create edu-tainment style content around energy saving tips and solutions.” 

• We were able to generate over 50 pieces of content across Instagram and YouTube for the brand’s use while garnering 303,000 organic impressions and an average Instagram in-feed engagement rate of >4% (above industry standard), all from the creators’ channels alone. 

“When traditional influencer campaigns weren’t as effective in building awareness and resonance with Motive Health’s target audience as a new consumer brand, we pivoted our strategy by tapping into the Creator Collective,” said Hiam Hafizuddin, account executive. “We collaborated with six content creators whose diverse active lifestyles aligned seamlessly with Motive. By sharing creator content as collaborative posts, we not only expanded reach and awareness but also secured usable assets for Motive to continue positioning itself as a wellness and lifestyle brand.”  

• Through the first phase of this work, 12 pieces of Instagram content garnered over 1,000 organic engagements, 5,200 impressions and an average engagement rate of over 19%. 

This strategic approach demonstrates our team’s adaptability in addressing unique challenges to ensure the best results — both in short-term and long-term branding efforts. 

Staying competitive with creators 

For brands eager to stay ahead in a competitive market, understanding and leveraging the unique abilities of creators can lead to deeper engagement and sustained success.  

In navigating this shift, initiatives like KWT's Creator Collective prove indispensable. They not only connect brands with top-tier creative talent but also ensure alignment with strategic business objectives, paving the way for inventive and influential brand storytelling. 

To learn more about how we help brands navigate the evolving social media and influencer landscape, click here to explore our services. 

AI and Creativity: An Instrument Only as Powerful as the Player

Insights from Jeremy Page, EVP, Global Director of Creative, and Cressida Payavis, Senior Director of Design 

TL;DR: Over the past year and a half, AI has started to transform how we connect and create. Yet, like any disruptive force in communications, many fear that it will erode trust and stifle human creativity, though AI is here to enhance our capacity to innovate and forge deeper connections rooted in data. By coupling the power of AI with the ingenuity and integrity that only humans can possess, the possibilities for our field are endless. 

In the grand symphony of communications, we've witnessed seismic shifts that have transformed how we connect, create and build trust. Now, we stand at the precipice of a game-changing evolution: the AI revolution. 

AI has been the crescendo building in everyone's minds, sparking excitement and trepidation in equal measure. But like any disruptive force, it's often misunderstood. Many fear that AI will erode trust between brands and clients or dilute human creativity altogether. However, while not entirely baseless, these concerns fail to grasp the bigger picture. 

Strengthening creativity and transparency 

Let's be clear: human instinct and experience will always be the conductor of resonant, original work. AI isn't here to replace us; it's here to amplify our creativity and efficiency.  

Think of AI as a new instrument in our orchestra — powerful and versatile, but only as effective as the skill of the player wielding it. Just as a violin in the hands of a novice produces mere noise, AI without human expertise yields lackluster results. But in the hands of a virtuoso, that same violin can stir souls — and so too can AI, guided by human creativity to produce extraordinary outcomes. 

AI tools are the calculators of the creative world. They help us navigate complex tasks with speed and precision, freeing up our mental bandwidth for big-picture thinking. But AI's potential goes beyond mere ideation; it's ushering in the era of the “communications engineer" — a professional who sits at the intersection of art and science, replacing gut instinct with fresh data and insights. Think of tools like Trendsetter, where communications engineers can identify trending topics for content in real-time, eliminating guesswork and expediting the creative process. 

Contrary to eroding trust, AI has the potential to strengthen it. When used diligently, AI tools make us more predictive, productive and performative — qualities that foster trust and elevate our professional standing. For instance, tools today can critically assess the consistency of key messages, find discrepancies and ensure accuracy in our outputs. 

This fundamental shift is reshaping the agency-brand relationship, but only for the better. AI will dramatically change how we produce, deliver and measure our work, aligning our efforts more closely with business objectives. 

The path forward 

Of course, we're still in the early stages of AI adoption in our industry. There are challenges to navigate — from potential biases in AI outputs to copyright issues — but these hurdles shouldn't deter us.  

Instead, they should inspire us to approach AI with the curiosity and dedication of a musician mastering a new instrument, seeing it as an opportunity for growth and learning rather than fear and doubt. There’s no better time than now to safely experiment with AI tools, uncovering the most helpful use cases.  

By coupling the power of AI with the ingenuity and integrity that only humans can possess, we can compose a new symphony of creativity and transparency in communications, where our unique contributions are valued and integral to the process. 

To learn more about how our creatives and communicators help brands navigate new horizons, check out our services here. 

Earning influence: Establishing an enduring executive presence

Insights from Dara Cothran, EVP, Global Strategy + Insights 

In an era of information overload, it takes a lot for a message to cut through the noise.  

Brands face this challenge every day, enlisting a variety of tools and tactics across numerous channels to engage their audiences meaningfully. One such audience engagement tactic we’re seeing in increasing measure is brands leveraging executive leadership as the messenger versus the brand itself.  

Through our work with business leaders over the years—and as engaged industry participants at large— we know better than most that an executive’s public persona is a key component of their organization’s external communications strategy. 

Simply put, external presence alone is no longer enough; rather, one’s influence is the new imperative for communications and business success. 

A slew of recent C-suite communications blunders proves as much: when leaders misstep publicly, it impacts their business’s reputation. CEO visibility leads to corporate visibility, for better or for worse. 

Take Meta founder and CEO Mark Zuckerberg, for instance. Zuck, as he’s taken to labeling himself as of late, is a leader in the midst of a shift from his notorious image as a reclusive technocrat thanks to a series of strategic communication choices that are working to evolve his personal perception on behalf of his brand. Meta understands the reputational impact a visible leader can have, which is why it and an increasing number of savvy organizations are positioning their executives to serve as the human face of their brand. 

As an agency that values continuous learning and refinement within our business, we wanted to understand how executives are navigating the communications ecosystem to ensure we're providing effective consultation and creating programming that evolves as their needs do. 

The convergence of our expertise and curiosity revealed a market need that we confirmed with research: Executives recognize their value and role in business success, yet they lack the confidence or acumen necessary to leverage their external presence in service of their organizational objectives.  

Considering that nine in 10 executives believe that having a strong and visible leader is important for a company’s success while 61% say it can be difficult for leaders to appear relatable to their audiences, we knew a solution was necessary. 

Our insights led us to develop an offering that integrates with our agency’s other core services to help executives discern where and how to earn influence with their audiences and impact business outcomes. Because communications success, regardless of platform, is predicated on having a distinct voice and perspective, the path to a strategy that resonates requires understanding an executive as both a person and a leader. 

KWT’s xVoiceSM offering helps business leaders bring their external presence to life and create their path to resonance. Our program elevates the role of the executive in brand communications through tailored persona mapping designed to define their voice and pinpoint their unique way in with their target audience. The proprietary process delivers a thoughtful strategy that shapes a stand-out approach to content across channels and an actionable plan that achieves communications objectives and impacts business goals. 

The resulting activity and consulting from KWT help executives establish an enduring executive presence to reach their key stakeholders, earn influence and drive business success through changing audience expectations, the emergence of new channels and the ebbs and flows of the business landscape. 

Through this process, we’ve helped executives forge new business relationships, recruit employees, build name recognition and even find their next role. We’ve also empowered entire teams, often seeing one executive’s success inspire their colleagues’ participation. When a team of executives completes the program, we're able to help ensure that key messages are authentically delivered by the right leader at the right time. 

On top of supporting business objectives, many xVoice participants even find that the program feels like therapy of sorts—that our team has created an output that reflects not only how they show up as a professional, but as a whole person. 

“I feel as if this journey you have me on with LinkedIn is helping me find my voice again,” one xVoice program participant shared. 

Start making waves 

Resonance and business objectives are only achieved by committing to your platform and honing your persona. It may seem easier said than done, but with a strong team and thoughtful strategies at your side, earning influence is entirely attainable. 

To learn more about KWT’s xVoice offering, visit https://www.kwtglobal.com/research or reach out at xVoice@kwtglobal.com.                                        

Goodbye Third-Party Cookies, Hello Paid Social

Byline: Jessica Goodman, Director, Social + Influencer Marketing

TL;DR: Google is saying goodbye to third-party cookies by late 2024. This means brands are going to need to innovate how they target, measure and collect data. By tapping into paid social platforms, marketers can utilize first-party data, pixels for tracking, attribution and retargeting and limit the disruption this will have on the advertising industry. 

After years of discussion, Google Chrome is finally gearing up to eliminate third-party cookies by late 2024. This move will have major implications for digital advertising and marketing as we know it; third-party cookies have long been the backbone of tracking user behavior across websites for targeted advertising purposes, custom targeting and retargeting experience. 

However, targeting isn’t the only concern for brands in a cookieless environment — the impact on measurement is also keeping marketers up at night.  

• According to Kantar, 52.2% of brands are concerned with their company’s ability to provide impactful digital performance measurement in a cookieless world. 

• 75% of marketers still rely on third-party cookies, highlighting the need for strategies based on first-party data, CMS Wire has reported. 

Without an ability to track users, it will become much harder for marketers to target ads with precision and measure performance and attribution. While many brands and advertisers are scrambling to find solutions to replace cookies, your organization doesn’t have to: one solution increasingly gaining traction is paid social media programs.  

Why Paid Social 

Paid social is a promising solution for a cookieless world. Platforms like Facebook, Instagram, LinkedIn and TikTok aren’t reliant on third-party cookies for targeting or measurement.  

Instead, these channels gather first-party data directly from their users, allowing brands to embed pixels into their ad units and leverage their own first-party data for a more custom targeting and retargeting experience. 

• The Power of Pixels: Ensuring your pixels are firing on all cylinders is essential for this new wave of marketing. Pixels allow for accurate tracking and give brands the opportunity to retarget through audience touchpoints — either from a social ad or the brand’s webpage. When KWT runs a paid social campaign, we make sure our clients’ pixels are set up appropriately by installing pixel helper extensions. We can then test the user journey from the homepage to purchase, ensuring that tracking is set up correctly to account for all conversions.  

• Leveraging First-Party Data: Are you making the most of your first-party data? It's the most valuable data source a brand can have, offering the best opportunity to personalize ads. According to McKinsey, 76% of consumers say they’re more likely to purchase from a brand that personalizes advertising messages to them. Aside from personalized ads, first-party data allows brands to create audience lists based on current customers, which can help reach new audiences similar to the existing base (often known as “lookalike” audiences). 

For advertisers, doubling down on paid social could effectively eliminate the impact from the removal of third-party cookie targeting. In fact, it could ultimately create a more efficient channel strategy.   

Get Ahead of The Curve by Testing and Learning  

The testing and learning process is a crucial part of any paid program. Here are a few strategies brands should consider: 

• Split budgets between objectives and audiences, allowing continued reach to existing audiences while prospecting for new, similar audiences by utilizing platform data capabilities and brand CRM lists to create lookalike audiences. 

• Use platform pixels to track and optimize conversion events at multiple points in the funnel, allowing accurate measurement and attribution models to continue.  

• Test different creative formats like videos, stories and carousels to learn which formats resonate most strongly with your audience. 

Taking proactive steps such as these, losing third-party cookies doesn't have to be a detriment to your marketing strategy. 

What’s To Come 

The death of third-party cookies will shake up the industry if marketers don’t take advantage of Google’s latest delay to get ahead of the change. But with the immense targeting data and user relationships of social platforms, paid social is an easy channel for marketers to lean into to help navigate the new reality.  

By diversifying your media mix and testing new paid social tactics, your brand can get ahead of the curve. To learn more about how our social experts are helping brands adjust their strategies for the changing landscape, check out our services here. 

Trendspotting: A Data-Driven Approach to Social Media Relevance

Insights from Kelly Hudson, VP Social Media 

TL;DR: Savvy social media teams use data to predict what content will resonate with audiences, which includes keeping an eye on emerging trends to participate in culturally relevant conversations. To make sure you’re ready to strike when a trend hits, develop a plan to identify and assess trends with the following tips.  

In this fast-moving social landscape, you need to do more than just scroll and hope the trends find you; you need a plan to proactively identify and evaluate them. This is where a trendspotting strategy comes into play, using social listening to uncover what’s bubbling up across channels.   

The most effective social media teams are future-oriented, leveraging data to anticipate audience needs. And part of this is keeping a pulse on emerging trends, as participating in them helps brands connect through cultural relevance.  

Think of trendspotting as an always-on form of research, where you’re using data and cultural shifts to identify trends that you can put your brand’s unique spin on. These opportunities can range from blink-or-you’ll-miss-it memes (think Kevin James smirking) to longer-term trends (more like brands with personalities) to enduring approaches (like leveraging user-generated content) and platform shifts (the rise of Reels). 

Social media marketers use a variety of methods to spot trends, but any sound strategy should follow these basic steps:  

1. Refine your tech stack. Get the right monitoring tools and subscriptions in place to help you sift through social conversations. 

   Pro tip: A few of the tools we use include Meltwater and Tagger, which each offer user-friendly interfaces for building highly customizable queries to monitor conversations across the web. Note that some tools charge based on the number of social listening queries you are actively monitoring, so be sure to pick ones that can scale to meet your needs.   

2. Assess the landscape. To spot emerging topics and data shifts, you first need to understand the baseline. Lock in your process for staying plugged into your own brand metrics as well as what’s happening in your industry and across channels on a day-to-day basis.  

   Pro tip: If this seems like a lot to manage — especially if you have a small internal social team — consider partnering with an agency who can be your social media eyes and ears. KWT provides everything from real-time monitoring to weekly trend roundups to quarterly reporting, so you’re always prepared with the most relevant information at your fingertips.  

3. Seek signals. Look at the data to see what’s driving spikes in volume, conversations clustering around similar topics, shifts in sentiment and above-average engagement. With more tools incorporating AI, it’s even easier to see this data at a glance.  

   Pro tip: It can be incredibly helpful to set up proactive alerts to be notified of any spikes in mentions, sentiment or new topics. We set these up in our monitoring tools but also supplement them with free services like Google Alerts or Talkwalker Alerts. 

4. Dive in. Immerse yourself in the trend to understand what’s driving it, where it originated, who’s participating and its likely trajectory. This will help you determine if it’s still early enough to capitalize on it, as well as provide context for determining if it’s brand-safe and relevant to your audience.   

   Pro tip: We always head to the comments to make sure there are no red flags — but also to see what kind of language the audience is using. Integrating this highly specific vernacular into our execution strategy adds another layer of resonance.  

5. Evaluate for relevance. Assess whether the trend makes sense for your brand based on what you’ve discovered and explore ways you could bring it to life.  

   Pro tip: If you’ve identified a substantial trend, think beyond just integrating it into your social media content calendar. Consider leveraging trends to add a bit of sparkle to anything from marketing campaigns to brand partnerships.

By following these steps and staying ahead of the curve (and your competitors), you can develop content that resonates with your audience, drives engagement and keeps your brand at the forefront of the conversation. 

To see how our KWT Global team leverages trends, follow us on Instagram. And to learn more about how our social media experts help brands navigate trends, check out our services here. 

Boeing’s Recent Woes Are Prime Learning Examples for Change Management Communications

Byline: Insights from Matt Panichas, SVP, Corporate   

TL;DR: Boeing’s recent woes can help us understand how to design and implement effective change management communications strategies. At the most fundamental level, whenever change management occurs – be it around digital transformation initiatives; leadership changes; mergers and acquisitions – employees want to know how they will be affected, first and foremost, and what these changes mean for the company, more broadly. 

It has not been a good year for Boeing. From constant safety and legal concerns to CEO succession changes, Boeing is operating in a head-spinning state of chaos and change.  

Now, imagine you’re a Boeing employee. There are many questions that could be going through your head, yet it doesn’t take much of a leap to imagine that the most immediate question is: How will these changes impact me?  

At the most fundamental level, whenever change management occurs—be it around digital transformation initiatives; leadership changes; mergers and acquisitions—employees want to know how they will be affected, first and foremost, and what these changes mean for the company, more broadly. 

Change management is an overused term that often lacks context, examples and dimensionality. To better understand the concept of change management within the context of internal communications, there are a few—but by no means exhaustive—scenarios to consider.  

1. A new CEO is coming aboard. Great! What does that mean for me?  

CEO succession planning is an always on activity. The buck stops at the top, so leadership transitions are always top of mind. In these cases, employees, customers, regulators and investors want transparency and accountability. Not openly communicating about corrective actions can have immense ripple effects throughout the organization. 

Whether you’re a manager, work on the quality assurance team or serve as a customer service agent, you want clarity and predictability around how your role will be affected in the short- and medium-terms. Is my position in danger? Who will I be reporting to? Will the scope of my responsibilities change?  

By planning for leadership changes—some, clearly, are more predictable than others—and accounting for the various questions that are likely to arise from employees, you can effectively allay fears, bolster trust and help retain employees.  

2. We’re digitally transforming our customer service function. Hop aboard.  

The only business term more ubiquitous than change management is digital transformation. Few are strangers to it, but many grapple with the planning, implementation, scale and broader change management implications. And, to make matters worse, a lack of proactive, clear and well-coordinated communications adds significantly to the stress and uncertainty, especially during times of crisis.  

At the outset of any digital transformation effort—especially one as critical as customer service —it’s crucial to involve corporate communications, HR and operations teams to ensure that the scope of change, those who will be affected and how is well-understood by all stakeholders—from the head of customer service to those fielding customer inquiries.  

3. Did you hear about this big acquisition? No? I just found out on LinkedIn. 

As an employee at any organization, the last way you want to find out about an M&A deal is through a Wall Street Journal article on LinkedIn. The nature of acquisitions and divestitures are subject to outside parties, such as investment banks, law firms and consulting firms and are highly confidential. While leaks don’t occur often, they are becoming more commonplace in today’s environment and should be planned for.  

Sadly, the communications team tends to be an afterthought in the context of M&A activity—a big mistake. Given the inherent brand reputation and employee risks, it seems wholly obvious to bring in employees who are most adept at communicating with nuance, accuracy and empathy. Being able to communicate the change management clearly will go a long way in engendering employee trust and goodwill. It is critical to have statements and communication sequencing plans at the ready to combat rumors while also ensuring information can be shared as soon as it is legally safe to do so.  

Change without the chaos 

At any given moment, Fortune 1000 organizations are going through a series of significant changes that have pervasive effects across employee stakeholders. Change is hard, but in many cases, it can be worthwhile once you get through it.  

Yet, along the way, you want clarity, empathy, and reassurance. And that comes with clear and consistent communications, including in 1:1 interactions, emails, blogs and Slack messages, to name a few.  

Your employees are your most important assets. Why take the risk of alienating and losing them to competitors when much of it can be managed through preparation and proper communication? Hint: it’s not worth the risk. 

CTA: To learn more about how our experts guide brands through internal change management and external communications challenges, check out our services here. 

A Brand’s Guide to Working with Athletes

Insights from Erin Ally, VP, Social Media + Influencer Marketing 

TL;DR: Athletes are no longer viewed as just players, but as dynamic personalities who can influence a wide range of audiences. Brands that choose to collaborate with athletes can benefit from their wide-ranging appeal, personal brand ethos and resonance in the mainstream media; however, when deciding to engage athletes for partnerships, brands should consider their goals, the format of the collaboration and how athletes fit into their customer journey and larger talent relations programs.  

Sports have long been a staple in the lives of many, so why does it feel like they’re suddenly infiltrating every aspect of culture?  

Today, sports are more accessible than ever thanks to changing consumption habits. Whereas you may have been forced to miss a game 20 years ago, social media and mobile streaming allow fans to stay plugged in 24/7. The increased volume and accessibility of sports content has made an already strong fandom even more engaged with every play, trade and (yes, we’ll say it) scandal happening in the sports space.  

Social media has not only bolstered sports franchises but has also allowed players to build their individual brands and create their own impact in many ways, making them ideal brand spokespeople to reach today’s multi-faceted consumer.  

Where brands come into play 

With such passionate fanbases, brands have a clear opportunity to align their products with athletes’ established platforms. There are many reasons a brand might decide an athlete is the right fit for them, but particularly:  

• Athletes transcend the boundaries between classes, generating mass appeal from consumers across income levels  

• Athletes are highly regarded as having the necessary dedication, passion and work ethic that goes into being a professional athlete, which brings forth a professional and “serious” ethos to their personal brands and strengthens credibility 

• Unlike traditional influencers, athletes have strong resonance in the mainstream media that allows brands to tell 360-brand stories and integrate their partnerships through various touchpoints  

How to start an athlete partnership 

It’s critical to clearly define the goals for working with an athlete, which can range from top-of-funnel awareness and brand lift to sales (particularly through collaborations and limited-edition products). Ensure that the selected athlete has a proven track record for your desired results.  

Once your program objectives are set, consider the various ways to tap an athlete partner:  

• Brand ambassadorships: Tapping athletes to become a long-term partner gives them a seat at the table and allows them to become “the face” of your campaign or brand for a time. Ambassadorships or spokesperson roles are typically holistic, using the athlete’s name and likeness across marketing collateral, in the press and digital platforms. An example of this in action is Simone Biles’ ambassadorship with Athleta, where she creates content, has a dedicated landing page on their website and has been featured in press interviews in conjunction with her partnership.  

• Appearances, events and paparazzi: If you’re looking for a buzzworthy spark at an event or activation, contracts can include the athlete’s presence at a launch party or activation. Photos from these parties can be pitched to entertainment press to gain mainstream attention and spark social media conversation around who attended an event.  

• Social media content: Athletes’ social media pages allow their fans authentic access, making their pages a great place for brands to gain exposure with new audiences. Across social media posts, it’s important to collaborate with an athlete to make sure the content is in their true voice and tells a story that both the athlete and the brand are proud of. This example from Brianna Green for KWT Global client Motive Health includes her explosive personality while demonstrating the value of the product in her day-to-day life.  

• Earned media: Partnering with athletes can provide a brand with diverse storytelling opportunities that allow them to venture into new media verticals. It’s important to note that the athlete and the brand should align on key message points and ensure there’s a timely or relevant hook to the partnership that would captivate a reader’s attention. Newsjacking is a particularly strong tactic for athlete partnerships as brands can be inserted into a relevant moment; one such example is KWT Global client Lovesac using Justin Pugh’s famous “straight off the couch” re-introduction to the New York Giants to tell a larger brand story about his Lovesac couch. 

Beyond working with individual players, there are other ways to activate within the sports space, such as:  

• Activations and events: At major sporting events, there’s an opportunity to integrate brands as sponsors or with activations within a larger event. Take for example the Tiffany & Co. presence at the U.S. Open, which successfully created buzz around the luxury brand showing up during a relevant cultural moment.  

• Partners of players: With athletes becoming so accessible, there’s an increased interest in who they are off the field. By tapping into the families and partners of players, you can reach adjacent audiences — often with a lower price point associated. For example, NFL player Kyle Juszczyk’s wife Kristin has seen an increase in brand sponsorships after her content began going viral. Kristin’s been adding value for brands like Gatorade and Allstate and has even landed a brand deal with the NFL itself.  

• Team parties: Individual franchises and players often host intimate parties for their friends and families. Building on “partners of players” as a way in, KWT Global recently supported Kylie Kelce’s Ea-Gals party by providing product for their holiday gifting suite, which resulted in media coverage and viral TikTok content featuring Lovesac.    

• Regional charities and initiatives: Brands can also get involved by aligning with a player or franchise’s philanthropic efforts. Whether by financially sponsoring a charity event, providing product or raising awareness for the initiative, this provides an opportunity to showcase brand values and be a true partner.  

Weighing the benefits of working with athletes to elevate a brand, it’s crucial to remember that there’s no one-size-fits-all approach to talent relations — athletes and otherwise.  

Brands need to remember these crucial considerations when assessing athletes for their talent relations programs: 

1. Consider content creation needs to bring a partnership to life. Athletes may be active on social media, but they aren’t cinematographers. Determine how the athlete can tell your story and which mediums will work best before then working closely with the team to execute the vision. 

2. Be realistic about the timelines you need to achieve. In-season schedules are rigorous, so set up strong timelines that are realistic to when content can be filmed, interviews can be scheduled and meetings can be set up.  

3. Stay on the pulse of what’s happening. Athletes are not immune to scandals and controversies. Social listening, news monitoring and ongoing reputation management can help ensure that the athlete partner is aligned with your brand values.  

4. Ask “who else?” One singular talent partner cannot address every aspect of the customer journey. If you’re working with an athlete from an awareness standpoint, identify which other types of talent can reach your customers during other parts of their journey.  

Teamwork makes the dream work 

As we navigate this new era of partnership, one thing remains clear: athletes have become massively influential figures both on and off the court. Brands have recognized the power of aligning with athletes but must remember that it's essential to approach with careful consideration. 

Ultimately, successful partnerships between brands and athletes require teamwork and alignment of values and objectives. By understanding the unique strengths and opportunities that an athlete brings to the table, brands can elevate their storytelling and create meaningful connections with consumers.  

To learn more about how our influencer and VIP/celebrity experts help connect brands with the right partners, check out our services here. 

How Brands Can Be Prepared for the Ever-Changing New York Fashion Week Landscape

Insights from Bailey Hospodor, Director

TL;DR: This New York Fashion Week, the CFDA picked up its home at Spring Studios and moved west to the Starrett-Lehigh building on the West Side Highway. Fashion show-goers have mixed feelings on the move and whether this show format is sustainable for large crowds and high-profile attendees. Publicists and production teams need to be nimble and flexible with the new venue format and learn how to navigate New York City, manage challenging requests from clients and the feedback from show-goers.

In the whirlwind of New York Fashion Week (NYFW), the only constant seems to be change.  

This year, the Council of Fashion Designers of America (CFDA) orchestrated a significant shift, relocating from the familiar confines of Spring Studios to the expansive Starrett-Lehigh building on the West Side Highway.  

What does this mean for brands? By exploring the challenges and opportunities that define the ever-evolving realm of NYFW, we’ve uncovered strategies and insights essential for brands aiming to thrive amidst the flux of the fashion world. 

But first, let's journey back in time, tracing the evolution of NYFW and the pivotal role played by its iconic hubs in shaping the industry. 

A look back 

Before we understand where we are now, we first need to look back at where NYFW has been throughout the years.  

In 1962, the CFDA was founded by Eleanor Lambert to curate formal show guidelines and schedules for designers. Before 1962, there was constant chaos with shows happening at the same time and in different parts of the city, creating major logistical challenges for guests and production teams.   

Fast forward to 1991 with the birth of the first NYFW “hub” in Bryant Park, an elevated and centralized location that could host numerous shows and events within the tents. Since then, the CFDA has moved hubs multiple times to cater to the growing NYFW schedule and show sizes. The hubs became an iconic piece of NYC’s fashion history — from Bryant Park white tents to Lincoln Center. 

Recently, brands decided to move their shows into Brooklyn, from bars and restaurants to outdoor gardens and rooftops across the city. With the newest relocation from Spring Studios to the Starrett-Lehigh building in 2024 (and with brands continuously going off-site), madness and chaos have returned to fashion week.    

Pros and cons of the hub 

When the CFDA moved into Spring Studios in 2017, the immediate feedback was promising, with large panoramic windows, a beautiful rooftop, a coffee shop, a lounge area and multiple galleries that could hold shows of all sizes.  

Fast forward a few years, and the hub started to fall out of favor. With the persistent challenges that the CFDA and partnered organizations face to identify a suitable hub, we ponder whether this format is sustainable and what the future holds for NYFW.  

Let’s weigh the pros and cons of the NYFW hub:    

Pros: 

• Oftentimes, the CFDA and its partnered organization, IMG, provide designers with incentives to show in the space that’s otherwise too expensive for brands to source on their own.

  Those incentives include: 

• Financial support or discounted rates 

• Production support including sound, lighting, seating and decor needs 

• PR amplification 

• Connecting brands with sponsors including hair & makeup, nails, F&B, etc.  

• There’s a familiar environment and guests know what to expect upon arrival. 

• There’s a lounge area for attendees to relax and refresh in between shows. 

• Back-to-back shows within the hub allow for attendees to remain in one location instead of traveling across the city. 

• The hubs are raw spaces that allow for brands to transform the room into something unique and creative.  

Cons: 

• With the growing guest list and more back-to-back shows, the front-of-house (check-in) area is not large enough, forcing guests to wait in long, unorganized lines with many pushed to stand outside. 

• As with any New York building, getting to specific floors is also a challenge, with jam-packed, slow elevators that create tension and stress for guests. 

• The newest hub, Starrett-Lehigh, is located along the West Side Highway with a long walk to the metro and significant traffic jams. 

• The galleries within the venues are large and don’t allow for more intimate shows that some brands and designers prefer. 

• The level of production and supplies needed to create a new and unique buildout within hubs increases budgets, when designers can instead find a space that already has the design elements they are looking for. 

How to identify the right venue  

When selecting a venue for a fashion show, four key factors must be considered: 

Location: 

• Guests shouldn’t have to travel extensively to the venue. If the show is off-site, then providing transportation or a suggested travel route will help increase attendance. 

• Many brands work alongside the team at the CFDA to understand where other brands are showing, aiming to cause minimal conflicts for others on the schedule. 

• If a show is outside of Manhattan, expect to hold the show to wait for key attendees to arrive. 

Venue size and capacity: 

• If a brand is looking to seat 500 guests, the venue should be able to properly accommodate without being too crowded. 

• Over the years, smaller-scale shows have popped up with a more curated invite list, and brands do not need the square footage that the hubs offer. This season, we saw Joseph Altuzarra, who celebrated his 15th anniversary, show in his studio with only 70 attendees. 

• Within the venue, there should be sufficient seating and a clear, unobstructed view of the runway.   

Front of house (FOH) and back of house (BOH): 

• NYFW is already chaotic; the front of house and back of house shouldn’t create any more stress.  

• They should be large enough for guests to check in quickly and get to their seats with ease. 

• If there are elevators or intricate routes to get into the main space, station staff to help guide guests or provide clear signage. 

Aesthetic: 

• The venue should enhance the collection and lean into the inspiration. If the collection is dark and moody but shown in a venue that is bright and white, it creates a disconnect. Finding a venue that can lend itself to the collection is greatly important for the full effect. 

Where to go from here 

NYFW hubs aren’t going away anytime soon — one season a brand may decide to show in the hub, and the next they may show off-site. In this rapidly changing landscape, trust in the support of KWT Global to guide you and bring your vision to life. 

To learn more about how our NYFW and PR experts help execute and support shows and events, check out our Consumer PR services here.  

Breaking Down the Top Crisis Blind Spots in 2024

Insights from KWT Global’s Special Situations Group 

TL;DR: 2024 has just begun, and we’ve already seen several companies in crisis. While the year is still young, and crises by their nature are notoriously difficult to predict, there are underlying factors at the root cause of many crises that companies are likely to face in the year ahead.   

While we’re just a month and change into the new year, unforeseen challenges have already battered the reputations of numerous companies. Within the intricate tapestry of corporate landscapes, crises loom ominously. While their arrival is as unpredictable as they are disruptive, there are often steps that could have been taken to prevent the ensuing fallout — or even the situation from occurring in the first place. 

Navigating the treacherous waters of crisis management in 2024 demands a keen awareness of the blind spots that can sink even the strongest organizations. Through proactive measures and strategic communications, organizations can emerge stronger and more resilient than ever. 

Let’s explore some top blind spots to watch out for in 2024: 

1. Choosing policy over people: Companies implement policies for a myriad of good reasons — defining expectations, ensuring accountability, legal compliance and protecting the health and safety of employees. However, when strict adherence to policy results in a company losing sight of its larger purpose and ethos, the brand can risk permanently impeding their license to operate. Kyte Baby’s recent crisis is a perfect example; while the policies may have been clear, so too were the real-life human implications of blind adherence.  

2. Quality control breakdown: The last step in the manufacturing process can often be the most overlooked. Quality control checks help to ensure products are built to the specifications and standards that a company sets, often for safe use and operation. Miraculously, Boeing’s apparent failures in the Alaska Airlines case didn’t result in a loss of life, but Boeing has lost the trust of customers and the public worldwide.  

3. Governance without controls: What good are corporate policies if you don’t have the infrastructure — or culture — in place to properly enforce them? Take the case of Carta — an employee misused private customer data from one side of their business to secure a sale for another side of their business. It apparently wasn’t an isolated incident, and the Carta CEO’s public comments didn’t improve the situation. Reputational damage was swift.   

4. Cancel culture: The term ‘cancel culture’ — and its intended affect — draws visceral reactions from across the political spectrum. It’s important to remember that the actual mechanism of cancelation is to publicly undermine the reputation of people and organizations. Whether you agree with its use, it’s critical to understand where your organization may be vulnerable and the steps you can take to mitigate risk.  

These crises are all a result of exploiting unidentified or underappreciated blind spots. And while many didn’t begin as communications problems, failure to properly anticipate and address them means communications needs to part of the solution — one of many reasons why all organizations should have communications professionals involved in C-suite operations.   

Determining your risks 

While the above are examples of full-blown crises, they started as vulnerabilities. Left unaddressed, vulnerabilities open organizations up to lasting reputational harm.   

The first step in crisis management is prevention, and that starts by determining where your company is susceptible to reputational harm. We consider all aspects of a company’s operations — from data security and regulatory compliance to supply chain and safety protocols — that may be prone to failures and multifaceted threats. 

“We think of potential reputation-damaging situations as living on a continuum,” said Dan Brady, executive vice president, corporate at KWT Global. “Starting with an isolated event that’s relatively contained, to an issue that can be seen as a systemic problem and ultimately an acute crisis that can quickly derail your operations and impart lasting damage to the organization.” 

Once vulnerability has been identified, the next step is to plot the scenario along a threat spectrum that accounts for the likelihood of it occurring and the severity of its reputational impact if it did occur. By assessing the severity and reputational impact of a scenario, we can effectively consider the necessary actions and communications to be developed. 

Putting plans and processes in place 

As the saying goes, “you’re overprepared until something happens.” Inevitably, things will arise; what matters is the actions you take when they do. 

“One way to ensure your organization is prepared is to create an overarching crisis response playbook which categorizes potential organizational vulnerabilities with corresponding messaging and communications sequencing,” said Brady. “When the time comes, you’ll be ready to take action in a strategic way with the confidence that decisions aren’t hastily made.”   

In the event one of the situations does happen, there will be a set of communications sequences and protocols which can be activated. A critical component of this is ensuring all members of the crisis response team know their roles, which is why we recommend regular review and testing of the crisis response plans.  

Setting up for success 

The modern business landscape is more complex than ever before, and strategic communication is not just advisable, but essential for long-term success. You cannot overstate the vital role that crisis communications plays in preserving an organization's reputation and relationships with stakeholders. It can’t be an afterthought; it’s an integral part of business operations.  

To learn more about how our Special Situations Group helps brands manage their reputations, check out our services here.   

Can Generative AI Help Employee Advocacy?

Insights from Jess Spar, Senior Vice President, Head of Social Media and Influencer Marketing 

TL;DR: The rise of generative AI in 2023 introduced numerous innovations, yet one overlooked area is its potential for employee advocacy. Despite challenges such as compliance and low motivation, AI solutions for content generation and personalized incentivization prove valuable. Overcoming hurdles in resourcing and measurement, generative AI can be a cost-effective ally in the success of social employee advocacy programs. 

2023 was a remarkable period of growth for generative AI, as the tech made significant strides and became more widely available for commercial use. Brands entered the race to explore new tools to create a competitive edge, making headline after headline from AI-based fashion games to personal shoppers.  

However, one area of opportunity that has flown under the radar is AI for employee advocacy. While perhaps not the “sexiest” form of marketing, employee advocacy can be crucial to the success of a company — not only from a recruitment standpoint, but also for awareness, brand sentiment and even conversion. Content shared by employees not only drives seven times higher engagement than a brand’s own channel — it drives eight times higher conversion as well. 

"The evolution of employee advocacy hinges on the strategic alliance between human initiative and AI innovation," said Jess Spar, senior vice president of social media and influencer marketing. "By embracing scalable content generation, companies can revolutionize their social advocacy programs, increasing both brand influence and employee satisfaction." 

So why don’t more companies leverage employee social advocacy programs? Despite some impressive stats, around one-third of companies still do not have a social media employee advocacy program. Some of the top challenges to implementing a social media advocacy program may include: 

Compliance 

Challenge: Many companies, particularly in regulatory industries, have strict limitations regarding tagging employees on social media and what they can post. 

Solution: Work closely with your legal, HR and social teams to determine what regulations are needed, and where there may be some flexibility to update social media policies. A clear guide to “Do’s and Don’ts” and approval processes can also be helpful, as well as interactive training sessions for employees and a governance council at the helm of AI safety. 

Of note, as AI offerings increasingly come under consideration, it’s important to have clear policies around leveraging AI. Companies will want to consider tools that protect sensitive or proprietary information, as opposed to leveraging open AI solutions. 

Low Employee Motivation and Program Adoption 

Challenge: Employees may not participate without proper incentivization, leading to low adoption and high attrition rates. Additionally, employees may find it adds too much work to their plates if they’re having to source and write their own material. 

Solution: Leverage an employee incentivization program — incentives such as financial rewards, leadership opportunities and internal awards may boost participation. AI platforms such as CoreCentive can take this one step further by personalizing the incentivization experience for each individual employee.  

Additionally, leveraging AI to help generate content at scale can be a huge win for encouraging employees to join the program. 72% of engaged employees said they would post company content if it was pre-written for them, indicating that this is one of the biggest pieces to solve for. 

KWT Global leverages Stagwell Marketing Cloud, the technology arm of its parent company Stagwell, to offer bespoke generative AI solutions tailored to specific needs. This can include taking a piece of source content and generating iterative content at scale (think 30+ pieces of content) based on defined personas, an employee’s submitted sample content or their LinkedIn presence.  

This reduces the load on the employee, making it easier for them to participate enthusiastically. It also allows for content to be differentiated across participating employees, reducing content redundancies in feed and making the content still feel authentic to each employee. While the process should still involve a process for human quality assurance (particularly from a compliance standpoint), there are significant efficiencies the AI solution affords. 

Resourcing, Technology, and Budget Restrictions 

Challenge: Many companies may not have the resources to manage an employee advocacy program and help produce content at scale. While social tools such as EveryoneSocial can help streamline, they can come at a prohibitive price-tag, and compliance audits may lead to delays in adoption.  

Solution: Working with an agency can help drive cost efficiencies and address compliance concerns. It will also reduce the time internal employees need to spend on the program, and you can stand to benefit from their vendor relationships. If a tool is contracted through the agency, companies can leverage the vetting process of a trusted partner to navigate bureaucracy as well as potential resourcing or tools management challenges internally. 

AI can also potentially help with the project management aspect for employee advocacy execution, with tools such as Taskade automating many of the tasks involved, even including reporting. Many AI tools, such as Stagwell Marketing Cloud’s bespoke solutions, will also sync with a company’s existing social media management tools such as Khoros or Meltwater. Stagwell Marketing Cloud also offers a proprietary AI tool, Trendsetter, which helps identify content ideas around trending topics. 

Measurement 

Challenge: Proving the success of employee advocacy programs can be challenging. Brand sentiment, for example, may not necessarily correspond to a single datapoint. 

Solution: Measuring success will rely on the program’s main objectives — whether it’s increasing brand awareness, sentiment, conversion or even internal metrics such as employee satisfaction or increased recruitments.  

Defining key objectives and setting a benchmark prior to program implementation will be important for determining program success over time. Ensuring that the program ties back to key business objectives (and the goals of internal stakeholders) will help ensure leadership buy-in. 

Making it happen 

While generative AI won’t solve every piece of the social employee advocacy program, it can certainly provide cost-effective solutions at scale that will help streamline efforts and make a strong case for implementation. Paired with a dedicated team to lead the process from both the technology side and the execution side, as well as internal stakeholders to champion the program, you may just have a recipe for success. 

KWT Global offers social employee advocacy program strategic advisory and AI-powered solutions for employee content development at scale in partnership with the Stagwell Marketing Cloud. Reach out to learn how we can support your business objectives.  

AI Dominated Davos and CES. What Does it Mean for Communicators?

Insights from Jeremy Page, Executive Vice President, Global Director of Creative 

TL;DR: After shaping Davos and CES this year, it’s safe to say that AI is more than another fad. At KWT Global, we’ve discovered several core strategies that can successfully usher AI into the workplace, from starting with understanding where AI can improve work processes and enhance client service, to having clear policies and guidelines around AI usage and beginning to test and identify specific tools for workflows. 

As hot a topic as AI was in 2023, its prominence on the agendas of both Davos and CES made it clear that the trend will continue this year. This is unsurprising given AI’s seemingly endless use cases and implications — topped off with the trepidation that comes with change. 

Much of the chatter at Davos was around regulation and safe, ethical and fair use of AI. The main takeaway was the need for global cooperation in regulation, reminding us that AI has enormous potential for good but is equally capable of harm; therefore, regulation and training are crucial. 

AI taking over a tech-centric conference like CES was a given, but this year's announcements exemplified how quickly AI has entered the mainstream. To name a few standouts, Mastercard debuted a tool that provides personalized help with starting a small business (everything from applying for grants to naming the business), L’Oréal showcased its AI-powered Beauty Genius that recommends products for particular needs and BMW and Amazon announced that BMW owners can now ask an Alexa-powered chatbot anything about their car (goodbye to the manual you can never find answers in).   

Looking at the communications industry, generative AI, in particular, has true staying power if used purposefully to solve real problems. Although the speed at which generative AI is evolving is exceeding expectations, many communicators remain uncertain of how to appropriately tap into this powerful tech for their business objectives.  

As a communications agency, we see AI as a huge opportunity for our clients. AI can essentially work as a calculator for comms pros, generating efficiencies that will enable us to focus on services that require more refined skillsets and industry experience. Where we once used manual techniques for administrative tasks, strategic planning, creative development and tactical innovation, we can now arrive at the same destination in half the time, leaving human intelligence freer to focus on testing and refinement, relationships and immersion. 

Identifying Where Value Lies  

First, it’s important to identify where the tech can quickly improve efficiency, from client workflows to business operations. Consider some of the below questions to identify opportunities: 

•  Where can AI enable a team to move faster? 

• Tapping AI to streamline manual work like data entry allows more time for strategic and creative work. 

• Where can AI improve a client experience? 

• This may be assisting in collaboration or communication, or even using AI to focus in on the client’s target consumer to help provide more personalized ideas.  

• Can AI automate real-time monitoring or identify potential issues? 

• By identifying potential issues early, they can be fixed before getting out of hand. 

• What other tasks can be automated? 

• While humans still need the final say for many decisions, there are places AI can streamline upfront processes providing insights to make the journey to decision faster, such as document creation and early approvals. 

At KWT Global, our “reflect, refine and resonate” model is key. By engineering prompts providing the correct context for the AI, we can direct it to augment our assertions, suggesting alternate routes and predicting outcomes and impact. AI can even emulate the mindset of a consumer, which presents a huge opportunity for simulating everything from a new product launch to a potential crisis. 

Laying the Foundation 

Given the power of AI, it’s critical to establish guidance around proper use and guardrails to prevent pitfalls. Understandably, clients want assurance that their data and information are protected. As AI leans into our natural curiosity and has the potential to transform our work, we encourage exploration within our contractual responsibilities to client privacy. 

To start on the path to AI safety, you can create a formal document (generative AI can even help you draft this) to clearly state policies and guidance on using AI tools for client work or internal processes. Although AI can help suggest a framework for its own regulation, its education using machine learning means that it carries inherent bias; if there remains one task for human intelligence to handle without augmentation, it should be the regulation of AI applications. 

With our guidelines, we have parameters on AI usage but still encourage employees to test various platforms. Our agency has also established an AI task force with volunteers across disciplines and levels to help encourage and facilitate the day-to-day use and experimentation of AI. Starting a formal group is smart, as organizations can end up with an inconsistent narrative and approach across teams without guidance. 

Embracing AI Solutions 

The communications industry is currently facing a reckoning to demonstrate its value, and AI can assist with measurement.  

When it comes to media coverage, PR pros will need to go beyond UVPM. Tools like Relative Insight can compare language usage to understand what audiences are saying and identify trends and patterns. Understanding common language tied to a brand can help it understand where it needs to shift in strategy.  

Meanwhile, when it comes to measuring success on social, tools like Koalifyed can help go beyond basic metrics and assess what value an influencer really brings to a campaign. 

Measurement will be especially important for marketing directors; with strong economic headwinds coming in 2024, there will be a temptation to reduce budgets in communications and augment actions with AI replacements — a huge tripwire that has the potential to ruin market share positioning for brands. 

The opposite approach — investment — is the smart strategy. Sure, there’s a future in which certain functions of the communications workstream can be redirected, but we aren’t there yet. Unless you’ve spent the past year developing bespoke AI offerings, upskilling teams and preparing for a transition to a more augmented approach, then there’s still plenty of work ahead. Agencies should act as sherpas in this space, helping clients to scale the full peak of potential. 

A bonus to comms practitioners will be a larger selection of efficiency-boosting tools. With the manual work associated with our jobs (gathering and organizing information, transcribing meeting notes, building coverage reports and creating media lists), bespoke tools will increasingly take over these low-value tasks so we can focus our efforts on what AI can’t. 

While AI excels in areas related to strategy and calculation, it lacks the ability to empathize and possess emotional intelligence. It cannot fully comprehend the importance of certain moments, the uncertainty of existence and the potential for a limited future. These are the foundations of human consciousness, which cannot be replicated by AI. While AI may be able to emulate human behavior, it will never truly possess emotional intelligence in the same way that humans do. 

AI is great for initial brainstorming, but it can’t provide tailored, thoughtful insights to create true ideation and strategy for a brand. It can help cull data and research to inform strategic planning, but as for understanding the nuances of human behavior — which is the core of a communication strategy — it comes up short in comparison to humans (at least for now). However, you can tap back into AI for prompts for refinement, stress testing and outcome modelling. 

Navigating the Next Steps 

Love or hate AI, we can no longer ignore it. While it’s not perfect, it’s already helping organizations move at unprecedented speed. We’ve seen firsthand the benefits it brings for providing optimizations for real-time strategy adjustment.  

We’re all charting a course through the unknown, and no matter how far behind you think you might be with adopting AI, the truth is that we’re all a short distance from the starting line. There are clear, simple and tangible steps you can take to make rapid progress. 

To learn more about how our comms experts help brands navigate the unknown, check out our services here. 

How social, influencer and PR teams can navigate “cancel culture”

Insights from Gabrielle Zucker, CEO; Jess Spar, SVP, Head of Social Media + Influencer Marketing; and Natalie Goenaga, Director, Social Media + Influencer Marketing

TL;DR: Cancel culture now extends beyond calling out egregious celebrity behavior to also scrutinizing brand and influencer actions. Speaking on social issues can be a double-edged sword; as social media and PR teams continue to grapple with conflicting opinions on corporate activism, we know at minimum that we must stress the importance of authentic words backed by meaningful action to avoid performative backlash. Navigating this landscape requires communicators to stay informed, agile and prepared for anything.

Although the concept of “cancel culture” is certainly nothing new, it’s a phenomenon that continues to evolve.

With its roots in the #MeToo movement, cancel culture is often thought to concern celebrity misconduct; however, brands, executives and influencers are increasingly finding themselves in the crosshairs, and with 2024 expected to be a year of worldwide geopolitical tension, we’re bound to see this trend worsen.

While cancel culture was once a response to unspeakable acts, the lines have blurred. Case in point: speaking out (or not speaking out) on social issues. From global crises to local tragedies, communicators today are no stranger to sensitive situations. Despite this, not all comms professionals navigate these moments properly.

Make no mistake — it can be powerful for brands or influencers to take a stance and champion a cause, but only when it’s intentional. As we’ve seen time and again, the wrong message (or a forced message) is bound to do more harm than good; audiences now hold more power than ever before, and they’re becoming better and better at assessing authenticity.

Additionally, social, influencer and PR teams each need to take unique approaches to successfully navigate the nuances. Read on for some timely insights from leaders on our social, influencer and PR teams.

What Social Media Teams Need to Know

With social media increasingly used for activism, brands are continuing to feel pressure to speak on social issues — including ones that aren’t aligned with their values.

Despite this sort of peer pressure that persists, a survey from Morning Consult found that 53% of U.S. adults said corporations should not get involved in political or cultural issues, while a survey from Pew Research shows that over 75% of U.S. adults think that social media makes users feel they’re making a difference when they really aren’t.

Yet, many brands are still faced with a classic “lose-lose” scenario, especially as growing numbers of Gen Z and millennial Americans support brands taking a stance, according to Morning Consult.

Backlash is deserved for botched statements, but often, it’s a result of the “echo chamber” nature of social media. With the instant gratification that many users seek, a climate of trolling and herd mentality has spread across platforms, causing some brands to be more concerned about appeasing part of their audience than making a meaningful change.

“Brands should use their voice to speak up for what they believe in, to help amplify causes that matter to them — but only if they choose to,” said Jess Spar, senior vice president of social media and influencer marketing. “There should be freedom of speech, but also the freedom to be silent. Maybe it’s OK that your favorite underwear brand doesn’t have a stance on the geopolitical nuances of a worldwide humanitarian crisis.”

What Influencer Teams Need to Know

In 2020, a tumultuous year marked by political unrest, lockdowns and a surge in online activity, many influencers began to find themselves at the center of a cultural shift. The demand for authentic content skyrocketed, and influencers began to face heightened scrutiny of their actions — both online and offline; both past and present.

The repercussions of this were swift and severe for some influencers, and with the absence of a clear rulebook, those affected were left scrambling. Brands hastily disassociated themselves from “canceled” influencers, but as we transitioned into 2023, a subtle transformation occurred in the influencer ecosystem and audience perception, giving way to what’s now known as "accountability culture."

Essentially, accountability culture is seen as the antidote to the black-and-white nature of cancel culture, acknowledging that public figures are also humans. Rather than setting out to ruin one’s career, accountability culture aims to educate those who make mistakes and allow the space for genuine growth.

“In an accountability culture, influencers are presented with an opportunity for accountability and change in the eyes of a more forgiving audience,” said Natalie Goenaga, associate vice president of social media and influencer marketing. “The narrative is shifting, and influencers are now more encouraged to acknowledge mistakes, take responsibility and actively create change.”

What PR Teams Need to Know

Of course, PR pros know that words can be very powerful. They’re especially powerful for brand leaders, who have an opportunity in times of conflict to create unity.

But as powerful as words are, they mean nothing without action.

In their words and actions, communicators must always consider what’s authentic to their company's ethos and values. Specifically, they should always ask these questions:

• Has your brand been vocal on social issues in the past?

• Does your brand have a history of supporting marginalized communities?

• How is your brand supporting the cause?

• How is your brand supporting staff? 

“There's absolutely no value in a brand speaking up if it's purely performative,” said Gabrielle Zucker, chief executive officer. “In today's climate, there's always the threat of backlash, which is why you have to believe in and stand by what you're communicating as a brand. If it's truly authentic to your brand values and there's action behind it, you've already mitigated the lion's share of the risk.”’

Communicating with Confidence

As the landscape is constantly changing, it’s imperative to stay on top of the latest cultural shifts while considering the unique nuances at play. Equipped with a strong team and a well-informed playbook, both brands and influencers can navigate cancel culture with confidence.

To learn more about how our experts guide brands through communications challenges, check out our services here.

Decoding 2024’s Communications Landscape

Insights by Gabrielle Zucker, CEO and Dara Cothran, Executive VP of Global Strategy + Insights

TL;DR: 2024 promises innovation and transformation. Comms teams can expect a focus on strategic decision-making amidst economic uncertainty, as well as an emphasis on PR measurement beyond coverage to business impact. AI, having gained momentum in 2023, will enter the PR mainstream and communicators should leverage new tools, thoughtfully. Additionally, there will be a shift towards further prioritizing customer experience and adapting communication strategies to evolving generational perspectives.

If we thought 2023 was a transformative year for communications, the year ahead is primed to have even bigger breakthroughs and controversies. Of course, the rapid progression of technology — namely generative AI — has a major influence on shifting trends, but a plethora of other factors are also at play.

What do comms professionals need to be most privy to in 2024? Read on to learn our predictions on the trends that will shape the next 12 months.

The Year of Strategy and Selectivity  

With continued economic uncertainty and increased pressure on executives, organizational decision-makers will be more selective than ever with their marketing/comms budgets. 

For agencies, remaining relevant will hinge on access and connectivity to executives in order to create new offerings that impact business objectives and solve problems. Agencies will be operating on more of a consultancy model with a premium emphasis on strategic advisory. 

In that vein, PR measurement will no longer escape scrutiny as it becomes more important to find better ways to demonstrate our impact on business goals and imperatives. Outputs like impressions, engagements and message delivery will continue to be minimum measurement criteria, but the agencies who set themselves apart will connect those metrics to outcomes and business impact.  

“Leveling up our measurement programs beyond basic KPIs like impressions is non-negotiable – it requires strategic planning and clients who are strong partners in the process. Client relationships will be more critical than ever, as we’ll need them to advocate for access to integrated data and be a true partner in telling a more holistic measurement story. Given the potential recession and global economic headwinds we’ll likely be facing in 2024, these proprietary measurement programs, tied directly to business outcomes and impact, will be the best way for clients to justify their budgets and grow their teams.” - Gabrielle Zucker, CEO, KWT Global 

AI Becomes Table Stakes 

As evidenced by ChatGPT being named 2023’s fastest growing brand, AI had a transformative year and is primed to enter the mainstream in our industry. 

AI can help communicators advance existing skills like pitching (e.g. tools like PRophet) to be faster and more targeted, or measurement to help glean additional insights and trends. It can also help communications teams increase productivity, unveil insights and spark creativity – if used correctly.  

That said, and as capable as AI is, the empathy required to identify unique human truths still seems beyond its reach. It can take us where we need to get faster, it can help us to measure the impact of our work more accurately, and it can ideate and strategize – but only with the proper prompts. 

Regardless, the longer professionals wait to trial and engage with AI tools, the farther they will fall behind their colleagues.  

“AI experimentation is happening at a rapid pace and clients, rightfully, expect agencies to incorporate AI into their tech stacks and processes. By the end of 2024 we may see a significant gap between the agencies who are leveraging AI in smart ways to enhance their offerings, and those who are holding fast to traditional communications processes.” -Dara Cothran, EVP, Global Strategy + Insights, KWT Global. 

Rethinking Human Connection 

As the world has moved increasingly virtual over the past few years, and despite the rise in AI, human connection is coming back into vogue. The importance of human relationships will become more essential for marketing and communication strategies – especially as 37% of people worldwide think that companies are prioritizing higher profits over better customer experience. 

Younger generations have a distinct and evolving outlook on modern family dynamics and finances. Gen Z and Millennials are often delaying or forgoing major life milestones, which will require the redesign of traditional communications. 

From messaging that emphasizes benefits, to products that are value–driven and better meet the needs of historically overlooked segments, brands will compete on how they choose to put their customers first. 

2024 is already shaping up to be a fast-paced year of innovation, connection and transformation. But it’s how we connect and transform with it – which will require both curiosity and agility – that will determine success. 

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