Axios Live: Human connection at the center of PR strategies
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WASHINGTON — Authenticity is emerging as a key differentiator for communications strategies, said tech, media, and policy leaders at an April 24 Axios event.
Between the lines: The proliferation of AI content is leaving audiences — especially younger ones — hungry for more human interactions.
Axios' Mike Allen, Eleanor Hawkins and Sara Fischer spoke with Taylor Budowich, Innovation Council Action founder, the Sovereign Advisors managing partner and former White House deputy chief of staff for President Trump; Reddit chief communications officer Adam Collins; and MS Now president Rebecca Kutler. The event was sponsored by ROKK Solutions.
By the numbers: Polling reflects an emphasis on people over technology.
- 73% of those polled believe technology is getting in the way of human connection, Collins said, citing numbers from Morning Consult.
- 65% are more likely to believe advice from a human than a robot, he added.
Yes, but: Brands that want to build trustworthy reputations can use artificial intelligence to guide what audiences crave.
Case in point: Reddit is using AI for translations that break down would-be language barriers on its platform.
- "The technology is in service of the result you're trying to drive; the technology is not the result itself," Collins said.
What's next: Brands are doubling down on putting connection and identity first.
- "We're aiming to … build a really rich community," Kutler said of MS Now's planned digital membership platform.
Content from the sponsor's segment:
Ron Bonjean and Rodell Mollineau, co-founders and partners at ROKK Solutions, told Axios publisher Nicholas Johnston that Reddit's approach, in particular, matters because the platform is "the ultimate focus group."
- ROKK is using an AI tool to parse Reddit to "flag risks and opportunities" for clients concerned about reputational risk.
