Startup PR professionals should be jumping on the AI bandwagon
It’s only been a few months since ChatGPT OpenAI hit the public eye, and already it looks like our news feeds will never be the same.
Whether it’s headlines about AI startups securing massive funding rounds or Twitter threads about how you should be using ChatGPT.
The AI news cycle is well and truly here. Sorry web3, you had your 15 minutes of fame.
Going from the all-out fury of the FTX fiasco to ChatGPT triggering a red alert at Google HQ has caused a sudden, even shocking, shift in the tech news cycle.
Crypto publication Decrypt pointed out that the focus has not only shifted to the media.
A JPMorgan e-Trading Edit report noted that institutional traders are also keeping a close eye on AI as blockchain begins to lose its charm.
In this environment, it will be extremely tempting for tech startups to quickly slap the words “AI” and “machine learning” wherever they are vaguely applicable and dial up the news value of any given announcement or market insight.
To attract the attention of reporters this climate. This means that the need to differentiate messaging within the AI vertical will grow significantly with the influx of similar offerings heading to reporters’ inboxes.
The question is whether tech startups should shift their PR messaging towards AI-related topics.
Such an approach is a given for startups that really focus on AI: ChatGPT paved the way and now they can reap the rewards across the industry.
But for companies where AI used to be No. 4 on the evidence list, machine learning capabilities should tie in with the announcement’s main hook.
Startups that don’t have much to do with AI are likely to be wary of being accused of “jumping on the bandwagon” if they wade into the discussion.
Startups might think they should avoid this topic altogether unless they are a total AI business.
The logic is to keep their PR messages closer to their core technology or brand mission, prioritizing the long-term benefits of a clear positioning.
Actually, it might not be a bad idea. In fact, this is a huge opportunity to miss.
If AI-related coverage can get a new unknown brand into its target publications today, it could help get a brand pitch in front of potential investors tomorrow.
Obviously, AI stories will have a relatively easier time of it