The ascension of AI in communications industries over the last 18 months has moved quickly. And it’s because of this many are wondering how far AI will go in replacing the role of PR professionals. As the lines between human engagement and AI continue to blur, engaging in meaningful dialogue has never been more important. Put simply, the power of not only good but productive and consistent conversations cannot be understated.
When the cogs are oiled and the wheels are in motion, it’s human interactions which have the potential to reap truly epic results for our clients. At Little Red Rooster, we pride ourselves on placing this ethos at the forefront of everything we do, built on the foundations of trust, transparency, collaboration, and a dash of rock’n’roll tenacity.
Here’s the scoop: AI can draft a dry press release and make an artificially educated guess on how to respond to a request, but can it visit a client and get under the skin of what a brand needs and wants to grow?
Week in, week out, Roosters give their time to visit clients to achieve this. For example, we recently visited British audio brand, Naim, to get a taste for how uniquely meticulous and frankly, passionate, the team must be to produce its class-leading standards over six decades. This visit has inspired stories and pitches that simply wouldn’t materialise without having first-hand experience.
We’ve established why human contact is vital for building upon stories and supporting the PR process. So, can AI go and meet a journalist in person to dig deep, educate and discuss said clients over a cup of coffee (or something stronger), transforming a fleeting mention into a stardust double-page spread? Well, no.
Journalist experiences come in many shapes and sizes. Whether it’s a relaxed coffee to see the launch of Loewe’s latest tech or getting hands-on experience with Army Cadets to showcase a taster of the holistic benefits of the organisations’ offering for young people – things which really do need the ‘do’.
Don’t get me wrong, we’re riding the wave of digital transformation, but we’re also making damn sure we have our feet firmly planted in the terra firma of having a good chinwag, because good things come from good conversations.
Whether it’s pitching the next groundbreaking project to a leading music and pop culture magazine, absorbing a brand story built over 60+ years of innovation a virtual tour can’t capture, or showcasing best-in-class products to hundreds of visitors at the Little Red Rooster Summer Showcase, there’s always a reason to get together. All sounds great, right? You. Had. To. Be. There.
Just ask T3’s Rik Henderson, who recently joined us at Marshall HQ for the launch event of the new Monitor III A.N.C. headphones. “It’s been brilliant. To get the full behind-the-scenes treatment, meeting the guys who make the amps, and speaking to the studio and Dolby teams really brought it all together. The headphones look the real deal, and the specs stack up so I can’t wait to try them out properly.”
Now, imagine if Rik had simply received a pair of Monitor III A.N.C.s in the post along with the spec sheet. Sure, it might have given him the bare bones of the launch, but it wouldn’t tell a story, wouldn’t translate Marshall’s iconic personality and certainly wouldn’t make Rik feel any more of an affinity with the brand. Sounds obvious, but sometimes there isn’t a substitute for doing it the traditional right way.
Picture it this way. Oasis got back together. Will they be as good as before? Probably not. But compared to AI-generated music on a soulless streaming service, the chasm in what pushes our buttons as human beings is enormous, because we are wired for human connection. (Never forget, though, more Noel, less Liam).
Yes, we live in a connected world when we’re online, but if you’re plagued by unanswered emails, struggling to convey an idea over Teams, or feel like a pitch would land much better if you could just say it out loud – those good conversations I spoke about, try going beyond the (Mac)book.
Whether working as a journalist or catering for PR clients, there is no substitute for personal visits and face-to-face interaction. It may sound like lip service but the stories, news leads, and relationships nurtured by something as simple as seeing each other beyond Teams or Zoom cannot be replicated by a press release or chatbot.
In the rapidly evolving landscape of communications, where AI is making its mark, Little Red Rooster stays committed to the fundamental truth: that nothing beats the power of a good chat. Our dedication to meaningful conversations ensures we deliver guaranteed results that are not only effective but also authentic and impactful.
AI might be a fantastic tool, but no algorithm can replace the warmth of a well-timed joke or the impact of a heartfelt conversation. Complete with a side of charm and a sprinkle of humour, it’s what makes being a part of the Coop a special place to be.
Fancy placing your brand in the hands of PR professionals dedicated to not only going the extra mile, but hold onto those home truths which are the only way to achieve show stopping results? Look no further.
Contact us today for more information everyone@littleredrooster.co.uk
