Navigating Disruption: Key Insights from our Women in Media Meetup

In a landscape marked by volatility and innovation, Kite Hill PR recently held the return of its in-person Women In Media Meetups. “The State of the Media Industry: Navigating Disruption” convened a panel of industry leaders last Thursday to discuss challenges and opportunities facing media professionals today. The insightful evening, moderated by Kerry Flynn, Media Deals Reporter at Axios Pro, featured Amy Tunick, Chief Marketing Officer at National CineMedia (NCM), Jenny Wall, Chief Marketing Officer of VideoAmp, and Linda Villani, Chief Revenue Officer at DailyMail.com. These influential women shared their experiences, strategies, and visions for the future, offering invaluable lessons for women in media.

Innovative Strategies and Resilience

Amy Tunick, representing the cinema advertising sector, highlighted how embracing challenges leads to innovation. Amid the pandemic, NCM demonstrated resilience by turning potential setbacks into opportunities, showcasing the enduring appeal of the movie-going experience. The remarkable success of tailored, culturally relevant campaigns including the Taylor Swift concert film exemplifies the power of creative thinking in overcoming industry hurdles.

Jenny Wall brought a perspective from the ad tech world, emphasizing the need for disruption in traditional measurement methods. Her journey at VideoAmp, and previously with tech giants including Hulu and Netflix, underscores the importance of adaptability and the relentless pursuit of efficiencies, proving that innovation is not just about starting new ventures but also about continually challenging and refining existing models.

Linda Villani shared insights from DailyMail.com’s strategy to stay relevant by diversifying content and leveraging new platforms including TikTok. The creation of a US-based insights team and closer collaboration with the editorial team illustrates the importance of localizing content and staying in tune with audience interests to drive engagement. 

Expanding Audience Reach and Maintaining Relevance

The conversation revealed the significance of understanding and adapting to audience behaviors. From leveraging data analytics to embracing new platforms and formats, the speakers underscored the need to meet audiences where they are. This approach is not only about broadening reach but also about enhancing engagement through relevant, captivating content.

Staying Ahead of Generational Changes

The panelists addressed the challenge of preparing for generational shifts, highlighting the necessity of anticipating and understanding the preferences and behaviors of emerging audiences, such as Gen Alpha. While specific strategies may vary, the underlying theme is clear: staying relevant requires a deep understanding of demographic trends and a willingness to experiment and innovate.

The Importance of Creativity and the Future of Media

In discussing the future of media and the impact of events such as Cannes, the panelists stressed the enduring value of creativity. Whether in advertising, content creation, or strategic planning, creativity remains a critical driver of success in the media industry. As the landscape evolves, fostering a culture that values and nurtures creativity will be crucial for companies looking to lead in the next era of media.

The broad strokes takeaways?

• Embrace change and challenge. View challenges as opportunities for innovation.

• Leverage data and technology. Utilize analytics and embrace digital platforms to enhance audience engagement and operational efficiency.

• Foster creativity. Creativity is not just a tool for content creation but a strategic asset in all aspects of media.

• Understand your audience. A deep understanding of current and future audiences enables more effective and relevant communication.

• Cultivate adaptability. The ability to adapt to new trends, platforms, and audience behaviors is key to sustained relevance and success.

The insights shared during “The State of the Media Industry: Navigating Disruption” reflect a broader narrative of resilience, innovation, and the importance of community among women in media. As the industry continues to evolve, these principles will remain vital for those looking to thrive amidst disruption.

- Lara Schembri, Senior Account Executive

The Power of a Story — Learnings from the Sustainability in Tech Conference

I was recently asked to represent Kite Hill at the Sustainability in Tech Conference in London. This was a great event that highlighted the issues that businesses face on their path to sustainability and the difficulty resulting from the various frameworks and conflicting guidelines here in the UK. Trust and liability issues also arose in terms of working with suppliers and complicated supply chains. Apparently, there are many hoops to jump through to ensure your business can be recognized as truly sustainable.

One session, however, stood out to me as someone who works with clients to promote their business. It was a talk by a UK TV presenter and author, Philippa Forrester who spoke about her experience researching and writing a book about the reintroduction of wolves into Yellowstone National Park. It was entitled, The Power of a Story.

Philippa spoke about how wolves were demonized and hunted to extinction. As the alpha predators of the local area, humans propagated negative stories about the harm that wolves cause to the local farming industry. Following a PR campaign of sorts, local conservationists led the reintroduction of wolves to the region 25 years ago, which has now proven to have had a huge positive impact on the whole ecosystem of the area.

This heartwarming tale demonstrates the “power of the story.” Humans shared a negative story about wolves because they wanted their cattle to be safe from predators, by changing that story to be one of how they are intrinsic to a flourishing natural environment has led to them being regarded in a different way. 

She went on to link this to telling the story of climate change and how whilst facts might change our minds, stories change our hearts. As someone who works with clients to develop and showcase brand stories that get under the skin of media and potential clients alike, I thought this was a great analogy!

Whilst it is clearly a complex path for any business to implement the right environmental practices, telling the story behind your sustainability journey in line with your business ethos will cement authenticity and trust in your brand. 

Wondering how? Check out Kite Hill PR CEO, Tiffany Guarnaccia’s thoughts on best practices for sustainability comms in IPRA.

- Caroline Brunton, Senior Account Manager

Kite Hill PR Releases First E-Book, Mapping Your Career Constellation, As a Modern-Day Guide to Mentorship

As the next iteration of the agency’s Modern Mentorship series, the e-book helps female entrepreneurs and intrapreneurs find their North Star, and crystallize and communicate their visions into existence.

NEW YORK — March 7, 2024 – Kite Hill PR, an award-winning, agile tech PR agency, today publishes its first e-book, Mapping Your Career Constellation: How to Find Your North Star and Communicate Your Vision, on behalf of the agency’s founder and CEO, Tiffany Guarnaccia. Perfect for female entrepreneurs and intrapreneurs looking for a modern-day mentorship guide, this hands-on, leadership-style e-book takes readers on a professional development journey to help them find their North Star, build their career constellation, and ultimately, crystallize and communicate their visions into existence.

The e-book features insights from Kite Hill PR’s Modern Mentorship video interview series, interlaced with advice and anecdotes on the hard lessons Tiffany Guarnaccia learned along the way in her own career journey. It is a must-read for those who are trying to find, and follow, their North Star in business, and struggling to find their way. Through three sections, readers will uncover thought-provoking insights and advice, such as how to find their North Star in business, discover what it takes to get started, challenge the status quo, trust their intuitive instincts, and more.

“As a two-time entrepreneur and current small business owner, I understand the challenges and opportunities when it comes to mapping your career constellation,” said Tiffany Guarnaccia. “The path is not linear, and I would not be where I am today without the guidance, support, and mentorship of others. I hope this e-book inspires — and encourages — each and every reader to find her own North Star, build her career constellation, crystallize and communicate her vision into existence… and know that I’m here to help her through every step.”
Featured mentors in the e-book include Tonia Wellons, Linda Ong, Tiffany Ricks, Janet Balis, Shannan Herbert, Patrice Tanaka, Tameeka Kee, Bonnie Kintzer, Diane Schwartz, among others. The e-book also contains input from the Kite Hill PR team, at large. This includes the top-knotch editing work of Mackenzie Sikora, who helms the Kite Hill PR editor’s desk — a team of editorial enthusiasts committed to elevating the agency’s writing, and ensuring its colleagues and clients are communicating at their highest and most effective levels.  

Mapping Your Career Constellation: How to Find Your North Star and Communicate Your Vision is available for download now at our website.

For readers who find the messaging within its pages particularly resonate with them, please do not hesitate to reach out to Tiffany Guarnaccia and the Kite Hill PR team at hello@kitehillpr.com. Kite Hill PR is happy to help, and together, we can create a path to success and fulfillment, for you.

About the Author

Considered a “visionary with a finger on the pulse of the industry” by PRWeek, Tiffany is the Founder and CEO of Kite Hill PR and the Founder of Communications Week, which was acquired by Ragan Communications. Under her leadership, Kite Hill PR has been recognized as one of the “Top B2B PR Agencies” by PR Daily, "Top Tech Specialist PR Agencies in NYC,” “Most Powerful PR Firms,” and a “Top 50 PR Firm in America” by the Observer, a “Best Place to Work” by PR News and one of "America's Best PR Agencies" by Forbes. While at the helm of Kite Hill PR, she pioneered the PR Sprint Workflow®, an agile planning process applied to PR. 

Her accolades include being recognized as one of PR News' Women to Watch, a DMN Hall of Femme, a PRWeek 40 Under 40, a She Runs It Working Mother of the Year, as well as a Top Women in Communications by Ragan. Most recently, Tiffany was named a Top Women in Media and Ad Tech by AdExchanger and AdMonsters. 

Tiffany is involved in many organizations that help to support and shape the PR industry. She currently serves as a Board Member to Communications Week and the PR Council. She has served as a Senior Judge for the PRSA-NY Big Apple Awards for the past two years and was previously a board member of PRSA-NY. 

Before starting Kite Hill PR, Tiffany led communications for The Huffington Post. Earlier in her career she was at the center of the music industry’s most disruptive years as PR director at LimeWire and Music.

About Kite Hill PR

Based in New York City with team members in the UK and across North America, Kite Hill PR is a leading B2B communications and tech PR agency specializing in connecting enterprise technology, media and advertising businesses with key stakeholders. The company's winning approach combines thought leadership, strategy and media relations to drive clients' businesses forward. Kite Hill PR has been recognized as one of the "Top Tech Specialist PR Agencies in NYC,” “Most Powerful PR Firms,” and a “Top 50 PR Firm in America” by the Observer, a “Top B2B Agency” by Ragan Communications and PR Daily, a “Best Place to Work” by PR News and one of "America's Best PR Agencies" by Forbes.

The Museum of Public Relations Recap: Celebrating Black PR History 2024

The Museum of Public Relations hosts an annual event honoring Black PR history. In its 9th year, the event featured a panel discussion centering around pertinent issues faced by Black men today, particularly a lack of representation in the industry. This discussion comes at a time when the overall number of men from a variety of backgrounds in the field is reaching historic lows. As the PR community continues moving forward in the industry and creating a space that is welcoming for all, the panelists emphasized the importance of DE&I especially as efforts and commitments are beginning to dwindle. Here are key takeaways for all PR practitioners: 

All communicators should recognize and create space for representation.

Fostering diversity and inclusion at decision-making tables is of paramount importance, as emphasized by industry experts during a recent panel discussion. Devon Jackson, senior account supervisor at EGAMI Group, highlighted the significance of representation in the industry. By having a diverse range of backgrounds and cultures represented, creative campaigns can more effectively reflect the diversity that exists beyond the walls of the PR industry. This representation serves as a crucial step towards creating a more inclusive and authentic industry landscape.

To achieve this, organizations must actively work towards creating environments where individuals feel safe, seen, and valued for their unique perspectives. Brandon Thomas, executive vice president at Freuds Group, underscored the critical role of diversity in mentorship. He pointed out that the lack of diversity in the industry can pose challenges for individuals entering the field, as they may struggle to find mentors and role models with whom they can relate. By fostering a diverse and inclusive mentorship program, organizations can provide aspiring professionals with the guidance and support they need to thrive.

Encouraging open dialogue, promoting inclusivity, and fostering a culture of respect are essential elements in creating a more diverse and equitable industry. Organizations can drive innovation, creativity, and meaningful change by prioritizing representation and creating spaces where individuals feel empowered to bring their authentic selves to the table.
Make the commitment across industries, to open up doors for diversity.

The power of influence can be harnessed by each of us to foster greater inclusivity within our industry. Dr. Chuck Wallington, executive vice president and chief marketing & communications officer at Cone Health, emphasized the critical need for leveraging influence and implementing tangible changes. Without such proactive efforts, we run the risk of perpetuating the same unproductive discussions year after year, with no meaningful progress made.

David W. Brown, assistant dean of community and communication at Temple University, pointed out that the lack of representation, particularly concerning black men, is not solely a problem confined to the PR industry. Rather, it affects and manifests as an issue across all industries that PR impacts. Brown's powerful statement, "Black history is US history," serves as a poignant reminder of the shared responsibility we all bear in prioritizing diversity.

In order to continue to attract talent to the PR industry — there must be a commitment to making PR more diverse and creating an environment where individuals feel safe and valued. Encouraging open dialogue, inclusivity, and respect are essential elements in fostering a more diverse and equitable industry. The lack of representation is not limited to the PR industry alone but affects all industries. Creating diverse workplaces is a shared responsibility that contributes to a more inclusive and authentic industry.

- Kyle Murray, Senior Account Supervisor

How to Leverage PR for Lead Generation

When companies think about lead generation, they often think about sales & marketing. What can we do to improve our sales funnel? How can we better target our intended audiences and promote stronger sales conversions? Are we sending enough targeted drip campaigns? 

While those are great questions to ask, and sales & marketing initiatives are important pieces to the puzzle, there’s one element that often goes overlooked. Public relations.

PR is a powerful tool communicators can leverage to help generate leads and grow their team’s business. By building relationships with journalists, research analysts, and other industry influencers, communicators can ensure their company and its products or services are getting seen. This can lead to increased website traffic, more sales leads, stronger engagement, and ultimately, more revenue.

Let’s explore some tips on how communicators can start better using PR as a lead-generating tool:

1. Drive targeted earned media outreach. Identify the target audience(s) your company not just wants but needs to reach. Build strong media lists that identify key journalists and publications that cover that sector. (Extra pro tip: avoid shiny object syndrome! The NYT has the cool factor, and trades might have the “IT” factor! A publication’s quantitative reach does not, alone, indicate the impact it will have on your business. Targeted trade publications are often great vehicles for reaching specific audiences that your company would like to see convert to prospects and, ultimately, qualified leads.)  

2. Lean into thought leadership and set multiple narratives, to span multiple distribution channels — you should have a story ready to tell that caters to each specific audience you are trying to reach. Press releases are a great start to driving earned media coverage, but they are not the only avenue to accruing that earned media coverage. Think about the different comms materials and gated content (ie. whitepapers, ebooks) you likely already have at your disposal.

   The content may be jargon-heavy and a bit technical. How can you broaden the messaging to fit your targeted audiences? Go back to the media lists you just set. What are those reporters writing about? What would make them care about the story your company is trying to tell? How could your executives help their target audiences (the readers) overcome specific challenges they might be facing? Solve, don’t sell. 

   Once you’ve started pitching and accruing those earned media wins, take it further. Think about your distribution channels. How can you amplify the earned media wins you’re likely to procure across owned and social channels? Can you convert an earned media bylined win into a blog post on a similar topic? Can you amplify the bylined win across your company’s LinkedIn and individual executives’ LinkedIn channels? 

3. Measure your results, and adjust your strategy accordingly. It's important to measure the results of your PR efforts so that you can see what's working and what's not. Some metrics you may want to track include: 

• Share of Voice: How does your company stack against competitors in the media? Are the media wins you’re starting to accrue by pulling substantial Share of Voice from another company? 

• Sentiment Analysis: Are you attracting the right type of media attention? Ultimately, media coverage on your company should skew positive, if not neutral.

• Media Frequency: Are you showing up in the media consistently month over month? Or, did you see a fluster of media coverage when you released that big announcement, and now you’re in month two of a very noticeable dip in coverage? Consistency is key (at Kite Hill PR, we like to call this “managing the peaks and valleys”).

By following these tips, and starting to better incorporate PR initiatives into your overall lead generation strategy, you’ll be leaning into the PESO (Paid, Earned, Social, and Owned) model. Implementing this 360-degree approach will help you, in time, generate more leads and grow your business. 

If you have additional questions and/or need some help to get started, reach us at hello@kitehillpr.com. We’re here to support you!

- Mackenzie Sikora, Senior Account Director

Leading with impact: how to be strategic with sustainability comms in 2024

Prioritizing authenticity and incorporating sustainability messaging into existing comms strategies can help companies inspire trust. By Tiffany Guarnaccia.

This article was originally published on ipra.org.

This year, emphasis on sustainability communications will be critical among businesses, stakeholders, and consumers who are aiming to make strides in their climate-focused goals. And with the US gearing up for another pivotal presidential election, there will be continued discussions around what climate justice means and how industries of all shapes and sizes are contributing to the fight against climate change. The tech industry, specifically, is in a prime position to make major strides in 2024.

Just take a look at the numbers. In 2022, across nearly every industry, venture funding took a nose-dive. However, the climate tech space didn’t see much of a dip in investments until early 2023. In the first half of the year, the sector only saw $13.1 billion in funding – 40% less than the same period in 2022 (CTVC). Yet, there seems to be a light at the end of the tunnel with a total of $16.6 billion invested in climate tech companies in Q3 2023. The time is now, of course, if we want to reach the goal of net zero emissions by 2050.

For communicators, this year marks a critical moment. One key theme during Climate Week NYC in 2023 was that as business leaders continue to emphasize ESG efforts, transparency in their communications must be a top priority. As consumers demand more from corporations, companies can be vague about their sustainable practices.

This year, we’ll see companies held to a higher standard for their sustainability practices and for how they’re talking about their goals and progress. When it comes to sustainability comms, leveraging PR strategies that focus on realistic, long-term plans and transparent messaging is the key to success. Let’s take a deeper look at the strategies companies can lean into to effectively communicate their goals and progress.

 Clarify and refine positioning

We’ve seen incredible growth in the sustainability market over the past few years — and it shows no signs of slowing down any time soon. Projected to peak at $62 billion in 2030, nearly all industries and verticals (like financial institutions and the energy sector) are now making big waves in the market at rapid speed.

As more players enter the industry conversation, the landscape naturally becomes a bit convoluted. We see this happen when any topic experiences a sudden onset of growth, and sustainability is no exception. This marks a pivotal moment for communicators; now is the time to reflect and refine market positioning. In order to carve out a space of their own, communicators need to assess how they are currently showing up in conversations, identify their unique points of view, and evolve messaging to align with the needs of the current landscape.

Communicators should ask themselves: What new or unique approach/offering can we leverage in the sustainability conversations? Do we have data-driven insights or meaningful progress to share that could break through the noise? How can our messaging evolve to reflect the current landscape without compromising on authenticity?

As the market continues to grow, it’s critical for communicators to evaluate shifts in the landscape, assess what they’re bringing to the table and refine how they’re showing up in the space. Market changes, new technology and current events can make a significant impact on key audiences and how they respond to brand messaging. In 2024, keeping abreast of rapid industry changes is key for communicators to maintain relevancy and achieve effective positioning in the rapidly growing sustainability conversation.

Prioritize authenticity

With businesses feeling more pressure to amp up their sustainability efforts, this all too often results in the costly mistake of greenwashing. We’ve seen it time and time again: companies spend time and money on marketing themselves as eco-friendly instead of actually minimizing their impact on the environment. Just last year, we saw the world’s leading provider of carbon offsets, Verra, under fire for an investigation that revealed 90% of its rainforest offsets failed to protect rainforests and potentially made global heating worse. This also implicated Verra’s big name clients like Disney, Shell and Gucci who relied on these offsets to honor their individual commitments to reducing carbon emissions.

Needless to say, greenwashing tactics are guaranteed to backfire and can have a detrimental impact on consumer trust and a company’s brand. This year, incidents of greenwashing are likely to be more amplified – and more damaging – for all industries due to the political climate and new anti-greenwashing legislature.

Take California’s new anti-greenwashing law, for example. The new law, which went into effect on Jan. 1, cracks down on businesses making “green” claims in the state. This is likely to inspire other states to take similar action in the year ahead, extending anti-greenwashing legislation far beyond the borders of the Golden State. As corporate consequences for greenwashing mount, it’s more important than ever for communicators to ensure that authenticity and transparency are at the core of all sustainability comms, from ESG reporting to measuring environmental impact.

Progress doesn’t happen overnight for any business, and honesty is always the best policy when it comes to maintaining trust with consumers, employees and stakeholders. In 2024, it’s no longer an option for companies to stay silent on sustainability — but it’s even worse to get caught up in corporate hypocrisy and legal challenges.

When it comes to maintaining transparency, the most important rule of thumb is to start the conversation regardless of where a company might be in reaching its sustainability goals. Companies should set realistic goals for themselves and ensure all messaging, including announcements, thought leadership and media relations efforts, align with those goals. This is critical to ensuring that sustainability goals stay within reach and promoting authenticity and transparency along the way.

Companies new to CSR need not be discouraged

CSR is an integral component to a successful, holistic comms strategy. In fact, research shows that 82% of today’s successful brands incorporate CSR into their comms strategies. As consumers demand more accountability and increasingly seek out companies that align with their values, CSR should be a critical area of priority - and investment - for communicators this year.

Companies investing resources in CSR for the first time don’t need to reinvent the wheel. Think through existing partnerships and client relationships. There may be opportunities to execute CSR activations in tandem with a client partner or retool certain existing comms efforts to better emphasize sustainable business practices.

Companies can also leverage existing sustainability initiatives through common PR strategies like thought leadership, media relations, relevant industry events or speaking opportunities, and amplification via social or owned media. Even if a business is just starting out with sustainability comms, there are often overlooked opportunities to amplify a unique commitment, highlight progress or showcase existing efforts.

Additionally, companies should consider setting aside resources to involve executives in certain industry tentpole moments. For example, Climate Week NYC is an annual event that brings together thousands of business leaders and changemakers to drive climate action. This could be a prime opportunity for a company executive to attend key events, take part in a speaking session, or spark inspiration through networking with industry leaders.

Looking ahead: a critical moment for sustainability comms

In today’s complex landscape, achieving effective sustainability communication is no easy feat. With consumers demanding more from companies than ever before, communicators understand the importance of sustainability comms and are striving to carve out a space of their own in a rapidly growing conversation.

Through strategic positioning in the market, prioritizing authenticity and incorporating sustainability messaging and CSR into existing comms strategies, communicators can help companies meet their goals and inspire trust among consumers, employees and stakeholders in 2024.

Partnering for Progress: How Companies can Demonstrate their Commitment to Black Heritage Beyond a Month

Black History (Heritage) Month is the opportunity to celebrate the achievements and lives of people who were overlooked, underestimated and stolen from for generations. It is a time to look at where we can do better to amplify the voices of black people in every facet of society. We are at a crucial point when we can either continue to push for equality or fall back into the status quo of doing what feels comfortable. 

Here’s what is happening: states are passing laws to ban teaching history of black people, affirmative action has been dismantled and slowly many of the diversity, equity and inclusion departments, programs and jobs are being eliminated. These things could signal that society, companies and people no longer care to acknowledge, let alone celebrate, black people or other minority groups. 

This is when companies can show their commitment to diversity, and it can be all year long. Baking cultural appreciation into the very fabric of corporate and external communications that extends beyond a month speaks volumes and can take a couple steps. First, ensure that messaging and content accurately represent diverse perspectives and experiences. This means actively seeking and including voices that have been historically marginalized. Second, companies can work to create inclusive and welcoming environments within their organizations, fostering a culture where diverse voices are heard and valued. By promoting open dialogue and providing opportunities for employees to share their experiences, communicators within a company can help to create a more inclusive and equitable workplace.

In the realm of corporate and external communications, communicators have a unique opportunity to drive positive change by promoting diversity and inclusion. To effectively do so, communicators should also prioritize the representation of diverse perspectives and experiences in their messaging and content. This entails actively seeking out and including voices that have been historically marginalized. By fostering inclusive and welcoming environments within their organizations, communicators can create spaces where diverse voices are heard and valued.

It is undoubtedly uncomfortable to confront the painful history of racial strife in our nation. However, instead of shying away from this discomfort, we should allow it to motivate us to take action and strive for a better future. Dr. Martin Luther King Jr.'s dream of equality and justice for all is not just a distant aspiration; it is a living legacy that resides within each of us. By embracing this dream and working together, we can bring it to fruition and create a society where all individuals, regardless of race or background, are treated with dignity and respect.

- Charlyne McWilliams, SVP

Kite Hill PR Names Creative AI Company, Crant, Winner of This Year’s “Tech for Good” Program

Showcasing its commitment to support and further the mission of purpose-driven B2B and tech companies, the Agency will evolve this Program to become a core Practice Area, moving forward.

NEW YORK — February 13, 2024 – Kite Hill PR, an award-winning, agile tech PR agency, has selected creative AI company, Crant, as the winner of the third iteration of the agency’s "Tech For Good” program. The initiative offers purpose-driven, pro-social technology companies a custom, three-month, PR program at no cost. Crant was selected from a field of impressive submissions and will receive a comprehensive PR package that includes strategy & external communications recommendations, messaging review & competitor analysis, and content creation.

“We are thrilled about the opportunity to work with Kite Hill PR and look forward to shining a light on how AI can be wielded to generate a positive impact in society,” said Alvaro Melendez, CEO and co-founder of Crant. “For us, this is not just about increasing our visibility and reaching new audiences in the marketing world - it’s also about promoting ethical branding and inspiring other companies to become more purpose-driven themselves.”

Based in Miami, Florida, Crant is a certified minority-owned startup that harnesses the power of AI to enhance brand marketing efficiency and help brands foster positive impact among consumers, stakeholders and employees. Notably, the company’s AI brand-building platform, Ink Lantern, acts as a round-the-clock monitor for brands, helping them to better understand consumer perceptions and gain critical insight into how to boost engagement. Crant has also developed a DEI Index, which leverages AI to track and measure companies’ DEI efforts and materially improve their progress on DEI overall. 

Off the back of its latest successful program and increased interest in PR support from mission-driven organizations, the agency has expanded “Tech for Good” into a core practice area to double down on supporting companies that are BIPOC/woman/LGBTQIA+ led or owned and have closed a seed or series A round on an ongoing basis. The expansion of the program builds upon Kite Hill’s commitment to provide PR counsel to, support and provide resources to purpose-driven tech and B2B companies within the adtech, enterprise tech, climate tech, fintech, health tech, and media & entertainment industries on an ongoing basis.

“We’re incredibly excited to help Crant build upon and amplify their story in the months ahead,” said Tiffany Guarnaccia, CEO and founder of Kite Hill PR. “Since the agency’s founding, Kite Hill PR has helmed communications efforts for B2B tech companies in many emerging and evolving industries. We believe that companies under the umbrella of “Tech for Good” have a unique opportunity to make a positive impact during a period in history when we’d all like to see more good in the world.” 

About Kite Hill PR

Based in New York City with team members in the UK and across North America, Kite Hill PR is a leading B2B communications and tech PR agency specializing in connecting enterprise technology, media and advertising businesses with key stakeholders. The company's winning approach combines thought leadership, strategy and media relations to drive clients' businesses forward. Kite Hill PR has been recognized as one of the "Top Tech Specialist PR Agencies in NYC,” “Most Powerful PR Firms,” and a “Top 50 PR Firm in America” by the Observer, a “Top B2B Agency” by Ragan Communications and PR Daily, a “Best Place to Work” by PR News and one of "America's Best PR Agencies" by Forbes.

About Crant

Crant is a creative AI company that has quickly become one of the most innovative companies in the field of data-driven brand intelligence. The company is based in Miami, Florida, and is focused on helping brands have a more positive impact on the world with their marketing efforts.

The Top Trends Shaping the Media Industry This Year

Image via ana.net

This article was originally published on ANA.net.

After a whirlwind 2023, the ad world is already gearing up for what's next. From the meteoric rise of generative AI to the end of third-party cookies and a presidential election, 2024 has a lot in store. Here are a few trends that will dominate the media space in the year ahead:

Convergence inspires a more holistic approach.
As the media ecosystem evolves, the line is blurring between marketing, communications, sales, and technology. Companies are now breaking down internal silos to embrace a more holistic approach on how to achieve business objectives. We're seeing marketing, communications, sales, and technology teams find strength in working together and sharing information to measure and improve outcomes.

In 2024, we'll see this collaboration between teams shift how partners are leveraged as more agencies develop broader services to help organizations collaborate internally, develop new measurement methodologies, strategize, and execute more effectively.

AI adoption becomes a top priority.
2023 may have been dubbed "the year of generative AI," but it's clear that we haven't even scratched the surface of truly understanding this tech's capabilities. Across the industry, many agencies have been eager to jumpstart the process of implementing AI technology to create better efficiencies and enhance work quality. However, marketers largely remain in the early phases of testing as they experiment with how to properly incorporate AI into their workflows. There is still a lot for us to learn about AI; how to use it ethically, effectively, and securely.

This year, we'll see AI adoption become a top priority for marketers as new policies are put into place, AI tools are enhanced and formally added to tech stacks, and teams become more comfortable with working alongside the technology. We'll see organizations become more reliant on AI to write content, create images, analyze and present data and create knowledge systems across the enterprise. With these initiatives, it will also become critical to invest in upskilling to maximize efforts and remain competitive in the future.

First-party data reigns supreme as third-party cookies crumble.
As Google (finally) begins to phase out third-party cookies this year, we're seeing advertisers turn the spotlight on first-party data and re-evaluate their strategies accordingly. Marketers are now leveraging contextual audience-targeted solutions, allowing them to comply with growing consumer demands for data privacy while still reaching the right audiences.

Advertisers are also utilizing critical tools like retail media networks for omnichannel marketing and data clean rooms to match first-party data securely. Nearly every big player in the industry, including Disney, Amazon, and NBCUniversal, has developed their own data clean room solution over the last few years to prepare for the cookieless ecosystem. This year, we'll begin to see just how vital these strategies are for advertisers to succeed and remain competitive in a world without cookies.

Retail media soars to new heights.
In 2024, retail media shows no signs of slowing down – with its projected growth at the strongest rate within the digital ecosystem. According to GroupM's 2024 outlook, retail media added more than $10 billion in revenue last year and is expected to increase by 8.3 percent in total spend this year. By 2028, retail media is poised to exceed linear TV and CTV combined, which proves that this channel poses many opportunities for marketers.

Marketers must build on their knowledge and capabilities within the retail media landscape and think about where their key audiences are and what new opportunities exist to meet those audiences. For example, retail media platforms such as The Home Depot may present new and exciting opportunities for non-endemic categories. Endemic brands will also be thinking about different ways to engage with consumers. Whether it be investing in-store to bridge the gap between online and IRL shopping or taking CTV campaigns into creative out-of-home locations, there are many ways for advertisers to connect with key audiences at new touch points along their journey in 2024.

Major tentpole moments present big opportunities (and some big risks).
With the Paris Summer Olympics and the U.S. presidential election just around the corner, many advertisers are jumping at the chance to leverage these tentpole moments to reach engaged audiences at scale. In fact, we're already seeing ad sales for the Summer Olympics pace ahead of previous games, while political ad spending is expected to reach a record-breaking $10 billion by the end of the 2024 election cycle.

While these major events are critical for the industry, big opportunities often come with big risks. Navigating an election cycle is no easy feat; let alone this year's AI-infused election that will likely stir up a new breed of misinformation. With brand safety issues on the rise, advertisers must exercise caution, or they could easily find themselves in a situation that forces them to weigh in on a hot-button issue or pull an ad from a platform displaying harmful content or misleading information.

Making the most out of the year ahead.
This year, the media space will have many new variables at play. By prioritizing a holistic approach, incorporating AI into workflows, investing in first-party data and retail media, and assessing major tentpole moments, marketers can make the most out of this whirlwind year and come out on top in 2024.

- Gina Preoteasa, EVP of client success at Kite Hill PR

CES 2024: A Recap of Tech’s Grand Stage and B2B Industry Dominance

The evolution of the Consumer Electronics Show (CES) continued as this year’s event saw an increase in audience attendance, and the traditional showroom floor became a microcosm of Artificial Intelligence (AI) innovation and strategic partnerships. 

Amidst economic fluctuations and industry disruptions, CES laid the groundwork for what’s to come in 2024. Here are the trends we saw getting the most attention, and the takeaways we feel are pertinent for communications professionals to consider as we advance forward: 

Artificial Intelligence and Generative AI continue to take the reins. Companies plunged headfirst into AI across various businesses and industries, emphasizing that its real and expanding role goes beyond the hype. We saw Walmart debut an AI-assisted InHome delivery offering that familiarizes itself with a customer’s purchase patterns for grocery replenishment. Automakers could be saying ‘goodbye’ to user manual booklets. Amazon is bringing its voice-assistant tech to luxury auto brand, BMW, to help drivers become more aware of and solve real-time maintenance issues. 

— Comms Takeaway: Navigating this dense, burgeoning market will be challenging. Now is the time for communications professionals to advance their skill sets and become experts at leveraging AI tools for content creation and instituting quality control measures. 

Conversations heat up as Google bids farewell to third-party cookies. Advertisers preparing for the demise of third-party cookies might find an alternative in the form of a "doughnut," – a new decentralized tracking concept that will allow consumers to control data permissions for brands in exchange for value. Only time will tell whether or not the term will stick. Keith Soljacich, Executive VP and Head of Innovation at Publicis Media, addressed a panel audience by illustrating the idea closely mirrors the way blockchain technology acts as a conduit for advertisers to engage with consumers and their data. 

— Comms Takeaway: Think outside the box when executing planned strategies. How are you tailoring and delivering your messages to intended audiences? Are you thinking creatively enough about the channels you’re choosing to communicate those messages? Now is the time to lean into innovation.

“Viva Las Streamers” as streaming giants regained the spotlight. The rivalry intensified as Netflix, Disney and Amazon were the top streaming services ready to win over buyers and marketers, one year after the introduction of ad-supported tier options. Netflix announced having 23 million monthly active global users, which is a considerable uptick from its 15 million number in November and a positive sign of AVOD growth. Disney pulled all of the stops with their first in-person Tech & Data Showcase focused on shoppable TV, data clean rooms, programmatic and measurement. Amazon used CES as an opportunity to create distance with Freevee and prioritize Prime Video, as the streaming property will activate default ads for subscribers later this month. 

— Comms Takeaway: Find ways to harness owned data and pay those insights forward. Help shape the future of the industry and be the first to identify and leverage emerging trends through smart data analysis.

Retailers strike head-on with retail media innovations. Albertsons and Instacart didn’t come to CES to talk about shopping. They came to be seen as adtech companies bringing retail media to the next level. Albertsons Media Collective revealed a collaboration with strategic consulting firm Capgemini, to help automate retail media planning and buying processes for brands featured in its stores. Instacart announced a partnership with Google that will allow the grocery delivery app to use first-party data and run Google Shopping ads to target customers. Instacart will also begin testing ads on their AI-powered Caper Carts in select stores.

— Comms Takeaway: Communication professionals need to acknowledge retailers are becoming adtech entities. It’s no longer about selling product jargon. The real prize for sustained visibility and success is crafting stories of how retail media is creating an immersive, targeted advertising experience for today’s consumer. 

Sustainability meets sophisticated manufacturing tech and a newly launched initiative. How could John Deere eclipse last year’s showcase? The agricultural manufacturer’s CES activation was a showstopper this year with its autonomously operated tractor demonstrating how tilling a field can be more economical than ever from a phone app. The Consumer Technology Association also announced the Consumer Technology Circularity Initiative (CTCI) – a voluntary industry initiative to minimize waste, improve recycling practices, and decrease the disposal of consumer electronics. Founding members include Lenovo, LG Electronics, Panasonic, Samsung and Sony Electronics Inc. 

— Comms Takeaway: Focus on the long-term strategy. Lip service won’t cut it, and companies can no longer skirt around sustainability practices. Transparency and authenticity are key.

- Geanna Diaz, Account Manager

New Year with Kite Hill: Our Goals and Resolutions for 2024

It's a brand new year, and we are already buzzing with excitement about what's to come in 2024! This time of year always feels like a fresh start, a blank canvas waiting to be painted with new experiences and opportunities. At Kite Hill PR, we believe in the power of goal setting and we're eagerly embracing the challenge to learn, improve, and grow both individually and as a team. Our team members have shared their personal resolutions for the year ahead, and we hope their ideas can inspire you to create your own list of goals for 2024. 

I’ve always prioritized things that spark joy, but my goal for 2024 is to de-prioritize things that do not spark joy. (I have a hard time saying “no,” so this will be tough for me!) I’m hoping to focus on the things I can do in all aspects of my life that provide the greatest impact.

- Rachel Hadley, Chief Operating Officer

I am looking forward to continued growth and providing leadership and new perspectives here at Kite Hill PR. I tend to focus on one word for the new year and for 2024 that word is intentional. I want it to permeate my work and my life outside of work. That word will be the foundation on which I will pursue great things in the new year for myself, my teams, clients and the agency!!!  

- Charlyne H. McWilliams, SVP 

As a tenured employee, I will be taking my sabbatical this year. My goal for 2024 is to travel to new places, see as many sunsets and sunrises as possible, spend time with family and gain the courage to move up to the advanced level of my dance class. 

- Sammy Jordan, Senior Account Director

My goals for 2024 are to prioritize creativity, pursue new learning opportunities and practice more gratitude - both personally and professionally. Looking forward to kicking off the new year with a fresh perspective!

- Alexandra Morrison, Account Manager

I plan to prioritize joy, health, and balance. I look forward to spending more quality time with close family and friends, soaking up special moments with my husband and our puppy, Cooper, continuing to contribute to the community I’m lucky enough to call home, and leaning into my creative passions to fuel my professional and personal development.

- Mackenzie Sikora, Senior Account Director

My goal for 2024 is to invest more time into learning a new language! I am always looking to gain new perspectives and I know that this would be a great way to expand my cultural reach. In a place like Miami, there are a plethora of classes to take and plenty of places to practice! 

- Lauryn Russell, Account Associate

My goal in the upcoming year is to prioritize growth, learning, and gratitude in both my professional and personal life. I'd also love to dedicate more quality time to my loved ones. By balancing both my professional and personal life, I hope to create a fulfilling and supportive environment for personal development while nurturing meaningful relationships with those who matter the most to me.

- Lara Schembri, Senior Account Executive 

After a year of big changes for my family, this next year is going to be all about having FUN! I've already created a list of 24 fun activities I intend to do in 2024. Let the laughing commence!

- Phyllis Beck, Culture & Workplace Experience Manager

In the year ahead I plan to say “yes” to more experiences and hobbies that will spark creativity and joy. I am looking forward to continuing to focus on professional and personal growth, connecting with friends and family and traveling somewhere new for my sabbatical. 

- Kyle Murray, Senior Account Supervisor 

My goal for the year ahead is to focus on passion and collaboration! I’ve grown both professionally and personally over the past year, and I’m looking forward to experiencing new learning opportunities in 2024! 

- Julia Worthington, Account Executive 

My goal for the year ahead is to continue to practice gratitude and balance in my life. I would love to keep learning new things about myself, my career, and the people around me. I am hoping for a year of growth, new experiences, and fun! 

- Andrea Martinez, Assistant Account Associate 

I’m looking forward to a lot in 2024. My goals are to stay focused on growth while celebrating life milestones along the way, and my mantra (as always) is to stay balanced throughout life. 

- Maggie Stasko, Senior Account Manager 

My goal for 2024 is to build resilience by confronting fears head-on, learning from setbacks, and embracing challenges with a positive mindset. That and also teaching myself the value of saying, “Let them!” to things (and people) you can’t control. My hope is to put these into practice and foster a stronger sense of self.  

- Geanna Diaz, Account Manager 

I have chosen 'consistency' as my word for the year 2024. I aim to maintain a consistent approach towards achieving my goals and resolutions, both in my personal and professional life. By prioritizing consistency, I hope to develop positive habits that will help me achieve long-term success and happiness.

- Holly Rust, Senior Account Executive

Sammy Jordan of Kite Hill shares two key Predictions for AI in Music & Entertainment in 2024

Image via Hypebot

This article was originally published on Hypebot.

Artificial intelligence and how it will change music and entertainment was justifiably a hot topic in the last half of 2023. Sammy Jordan of Kite Hill offers two very educated guesses on where things are headed in 2024.

by Sammy Jordan, Senior Account Director at Kite Hill PR

Introduction of AI Regulations

2023 saw discussions for increased regulations as generative AI made its mark on the music business. While new technology is incredibly exciting, the music industry is still very much in a transitional phase as it adapts to the rapidly evolving landscape. Artists, labels, and distributors have a lot to consider when it comes to remaining competitive in the year ahead while protecting copyrighted music and artist autonomy in a world with AI.

We’re already seeing Europe roll out historic AI legislation, which would protect copyrighted music and regulate the use of artificial intelligence in the music business. In 2024, we’ll see these efforts continue to take shape around the world as the music and tech industries agree on measures to implement.

Increased Adoption and Innovation

AI regulations will surely influence more widespread adoption across the music industry in 2024. Artists, labels, and distributors know that AI is here to stay so that next year will be a critical time of upskilling, experimentation, and creativity across the board. In 2023, we saw pioneering artists like Grimes launch their own creator-first music production platform that enables artists to monetize generative AI opportunities. Next year, we’ll see even more innovation as generative AI tools get more sophisticated and the industry rallies around an artist-centric business model that empowers today’s creators.

Kite Hill Predictions: A Glimpse into 2024

As the year draws to a close, company leaders across industries are taking stock of the past year to prepare for what’s on the horizon of the new year. At Kite Hill PR, we keep a finger on the pulse of the next big trends and ideas. Read on as our practice leads share their insights, predictions and top takeaways for communicators as we navigate the promising landscape of media and advertising, fintech, climate tech and more in 2024.

TV Predictions: Viewership habits are shifting. Linear TV eyeballs will remain a factor, as CTV continues to grow. For traditional providers, streaming players, and burgeoning platforms, continue to push the boundaries of innovation to deliver compelling content. For advertisers, lean into local, particularly in the leadup to the 2024 presidential election.

Comms Takeaways: For those working with content providers, highlighting your company’s innovative tech and measurement solutions will be key. Consider how your company is leveraging its owned data; are there ways your company can better inform the industry on changes in consumer behaviors? That will, in turn, inform players working adjacently in the space, like advertisers, of shifting habits and set your company apart as a guiding force in the industry. Speaking of those working adjacently in the space, the same rules apply for communicators. There will be noise and competition; the best way to stand out is to harness meaningful insights and pay that knowledge forward to the rest of the industry.

— Mackenzie Sikora, Senior Account Director

Fintech Predictions: Evolving regulatory requirements will mean even more attention on data privacy and safety. This paired with implementation of new technologies like generative AI means swift changes in process — from how companies engage with consumers, to how they capture data — will lead to better business outcomes. Specific areas of fintech such as payments and insurtech will continue to evolve in 2024. 

Comms Takeaways: Keep an eye on evolving regulatory requirements; develop messaging that addresses data security and how consumers’ information can be protected. Help your clients navigate the dense market by creating a narrative that helps them stand out. Consider telling a story about the evolution of their area of fintech — payments, insurtech, digital banking, etc. — and how the industry changed to ultimately benefited consumers. 

— Charlyne H. McWilliams, Senior Vice President 

Climate Tech Predictions: The emphasis on climate tech development is bigger now more than ever, and even with slower investment growth over the last year, 2024 will likely see more uptick in available funding. With COP28 agreements locked, we'll also see the continued commitments from the public sector in an effort to ensure we reach the goal of net zero emissions by 2050. Of course, the conversation will be amplified as the elections near. 

Comms Takeaways: There must be a greater emphasis on transparent communications. One key theme from panelists at Kite Hill PR’s Climate Week webinar this year was that as business leaders continue to emphasize ESG efforts, transparency in their communications must be a priority. Gone are the days when companies can skirt around the details of their climate-focused commitments – consumers demand more now. 2024 is the year we’ll see companies held accountable not only for their sustainability practices but also for how they’re communicating goals and progress. Leveraging PR strategies that focus on long-term plans and transparent messaging is the key to success. 

— Emma Wolfe, Vice President

Advertising, Marketing, Retail Media Predictions: We will see a convergence of marketing services, as businesses become more savvy at breaking down silos in their organizations to focus more holistically on how to achieve big business objectives. AI adoption will be a top focus and become more of a priority, particularly as robust policies develop. Retail media will remain a big growth area, projected to grow at the strongest rate within the digital ecosystem, and expected to increase 8.3% in total spend by 2024.

Comms Takeaways: Communications will need to adapt to these changes in several ways. With converged marketing solutions, communications professionals will need to think outside the box and more innovatively about channels, tailored messages and delivery of those messages. With AI adoption, communications professionals will need to advance skill sets and become experts at using AI tools for content generation and instituting quality control measures. 

— Gina Preoteasa, EVP, Client Services

Media & Entertainment Predictions: Unfolding privacy regulations and an influx of new, AI-driven tools will run rampant through Hollywood. Across the media, as AI tools get more sophisticated, we can expect more adoption and transparency. 

Comms Takeaways: It is no longer a question if a business could benefit from adopting AI but formalizing the usage. Transparency is king. Be proactive and determine the right communications and messaging to share with your audience, clients and stakeholders. 

— Sammy Jordan, Senior Account Director

Our own Tiffany Guarnaccia, founder and CEO, also shares her top 3 predictions for the PR industry at large. Namely: continued adoption and evolution of AI, a shift toward culture communications, and the rise of PR tech tools. At Kite Hill PR, we’re evaluating our own approach to embrace these shifting trends and, more importantly, evolve with them.

Interested in getting in touch to discuss how we can best help you in 2024? Contact us here. 

Happy Holidays from Kite Hill PR!

A note from our Founder and CEO, Tiffany Guarnaccia

Before 2023 comes to a close, let's take a moment to reflect. It has been both a challenging and opportunistic year. Crises escalated overseas, and less than favorable economic conditions impacted markets, including media, tech, fintech and more. Through it all, we witnessed big spending return to retail, advances in media measurement capabilities, and the rise of game-changing technologies like AI.

Which leads us to one question….

How can we help you in 2024? 
As we advance into a New Year, we see opportunities for your business to leverage PR to:

• Own your market category. Crystallize your vision and prioritize purpose-driven communications. To increase brand credibility and engagement in 2024, internal and external communications should continue to align with your brand’s values and mission. Remember that it’s not just what you do and how you do it. The why matters to your business and clients.

• Use data to tell your story. Incorporate insights from owned and/or third-party data into your communications. To bolster news announcements, feed the market facts that validate your leading position and/or the need for your product or service. Also consider how insights can inform your PR program, as PR can be a full-funnel solution. Lean on data to inform smart business decisions, including what drives leads. 

• Prepare for the pivots. We’re not out of the woods yet, and we can expect political and social issues and new technologies like AI to impact communications next year. It’s how you prepare for them now that matters most — and it starts with a solid internal and external comms plan. 

These are some trends and strategies to consider. We don’t expect you to do any of this alone. Which is where we come in….

2023: A Milestone Year for Kite Hill PR 

We took time to celebrate a big milestone: Kite Hill PR’s 10-year anniversary with a trip to New Orleans (the hometown of our COO).

Beyond the wins, we doubled down on our core services — media relations and thought leadership — in endemic and non-endemic market categories. We helped clients navigate strategic business deals, and we championed C-suite communicators through business successes and challenges.

Leveraging PR to Effectively Communicate Sustainability Efforts in 2024

PR is a powerful tool that can shift perceptions and influence behavior, especially when it comes to sustainability, says Kite Hill’s Emma Wolfe.

(Photo credit: Getty Images)

This article was originally published on PRWeek.com.

2024 is gearing up to be a crucial year in the fight against climate change for businesses, employees, stakeholders and consumers alike. 

With sustainability top-of-mind, business leaders are increasingly emphasizing environmental, social and governance efforts and paying particularly close attention to how they communicate about their environmental efforts. Companies are expected and oftentimes required, to publicly share their environmental goals and show consistent progress in achieving them. It’s highly unlikely that we’ll ever revert to a time when this isn’t the case. 

Articulating sustainability initiatives is far easier said than done, and companies all too often fall flat in their communications as a result. While one-off social media posts can be perceived as performative, leveraging long-term PR strategies can help businesses successfully communicate and inspire meaningful change in the long run. 

It’s clear that authenticity and transparency have become a requirement for bottom-line business growth, and PR has a critical role to play in shaping the message. Let’s explore how businesses of all sizes and from all industries can leverage PR to effectively communicate their sustainability efforts in the year ahead.

Beware of greenwashing and performative messaging

More than half of all Americans say they are “extremely or very concerned” about the impact of climate change and are actively seeking out businesses that align with their core values. With companies now under greater scrutiny than ever, many businesses are feeling the pressure to “go green” in an effort to appear environmentally conscious to evolving consumer perceptions. Yet in too many cases, companies don’t practice what they preach and actually continue to contribute to climate change. 

When companies jump on the sustainability bandwagon but aren’t able to back up their claims, it can have a detrimental impact on their brands and result in a critical lack of trust among consumers, employees and stakeholders. A recent Harvard Business Review study found that greenwashing can severely backfire, deal a major blow to a company’s reputation and be perceived as corporate hypocrisy.  

Due to shifting consumer expectations, businesses know that staying silent is no longer an option. However, when it comes to communicating about sustainability, companies must avoid overcommitting and ensure that full transparency is at the core of all initiatives.

Measure, assess and share your environmental impact

As consumers shift their support to environmentally friendly businesses, investors are following suit by looking for more sustainable investments for their portfolios. With 80% of sustainable investment funds outperforming their counterparts in recent years, it’s becoming increasingly critical for businesses to efficiently measure, assess and share the impact of their actions.

By setting standards and benchmarks to track progress, businesses can measure their performance, define what needs to be improved and ensure they’re meeting their goals. Without setting standards, it’s nearly impossible to keep track of progress in any meaningful way. Metrics allow investors to put their full trust into a company’s sustainability efforts instead of being left to their own conclusions.

Ultimately, measuring the impact and making their progress public enables companies to show a genuine commitment to sustainability while building consumer trust, boosting employee retention and attracting more investors.

Transparency, honesty and empathy above all else

At a time when sustainability matters more than ever, companies across industries no longer have the option to stay silent. When businesses avoid the topic of sustainability altogether, audiences assume they are not taking the threat of climate change seriously.

Oftentimes it can be challenging for companies to take the first step in setting and communicating their sustainability goals and the progress they’re making. But we must start somewhere. By taking that first step with transparency, honesty and empathy at the forefront, companies can begin to make strides in not only achieving their sustainability goals, but also building continued trust with their key audiences. 

PR is a powerful tool that can shift perceptions and influence behavior, especially when it comes to sustainability. In order to successfully communicate about sustainability and build the trust of consumers in 2024, businesses should avoid performative acts, measure and share their environmental impact and, above all else, prioritize transparency, honesty and empathy in their messaging.

Emma Wolfe is VP and climate tech practice area lead at Kite Hill PR.

2024 Trends To Watch: A Snapshot For Communicators

Image via CommPro

This article was originally published on CommPro.com.

As we approach the new year, communicators are facing a range of macroeconomic trends and new business dynamics. In this complex ecosystem, it’s clear that communicators need a new playbook in 2024. One designed to make the most of this moment and help communicators crystallize their vision and reach their key audiences through effective storytelling. While each company faces its own unique challenges and opportunities, there are a few areas to lean into, including data and AI, tentpole events, and culture communications. Looking to finalize your 2024 PR plan? Here are a few trends to watch and strategies to incorporate. 

Take Data-Driven PR Strategies To The Next Level.

Connecting with splintering key audiences who are becoming increasingly difficult to pin down is not easy. Today’s communicators are tasked with the challenge of standing out in a heavily crowded space. Savvy communicators are leveraging data-driven strategies to amplify their campaigns, track effectiveness, make a bigger impact with key audiences and drive more informed decision-making. In 2024, those who are willing to take their data-driven strategies to the next level will be the industry winners. 

Don’t forget the golden rule of data: never look at data points in a silo. As communicators, it’s critical to stay aware of what’s happening in the broader industry and consider how data fits into the broader market to make truly informed decisions and maximize impact.

Test AI For Content Creation, But Remember Transparency And Authenticity Is Key. 

Speaking of data… as generative AI advances and consumer privacy stays top of mind, communicators should consider investing in closed systems to ensure data integrity and protect sensitive information. By leveraging AI, communicators are able to more easily analyze large amounts of data, identify key themes and, as a result, develop more robust external communications plans. AI in PR is a balancing act, though. While it can streamline certain workflow processes and help with ideation and content creation, it will not replace the human factor. 

Authenticity is the name of the game - and the word of the year! Communicators need to craft compelling narratives that are not only strategic but emotive and authentic. AI has enormous potential, but we are still in the early days of adoption. When leveraging AI for content creation, remember that communications takes into account art and science. 

Leverage Tentpole Events To Engage With Stakeholders. 

In 2023, we saw the continued resurgence of key industry events. While some niche events are still looking to regain the ground they lost in 2020, most tentpole events made their comeback. For example, the advertising and marketing industry saw notably high attendee numbers at key events like the Cannes Lions Festival of Creativity and Advertising Week. For PR professionals, strategic planning pre-, during and post-event is crucial to driving impact. Preparation is key, and remember to always stay agile.

Prioritize Culture Communications. 

Culture communications is another critical area of priority that comms pros should be paying close attention to next year. Not only does culture comms encompass employee communications; it shapes a company’s narrative to align with its overall ethos and mission.

A recent survey from Ragan Communications based on CEO perceptions found that employee communications is the number one function that brings the most value to their organizations. Notably, employee communications ranked number two for CEOs when asked which focal area needs the most improvement, but was the top selection for other communications leaders, emphasizing that communicators understand employees are a brand’s number one advocate. 

Communicators have known for a while that employees are our number one brand advocates, and it’s exciting to see this function prioritized as we move ahead. 

Advocate For A Seat At The Executive Table.

Last but not least, as a part of the communications community, advocate for comms’ seat at the table in 2024. This has proven historically difficult, but change is on the horizon. We’re seeing more CCO appointments, including the recent appointment of Laura Brusca to Chief Communications Officer of Forbes, demonstrating that larger organizations recognize the value that PR and strategic communications provide. 

Many of today’s startup CEOs lack a communications background, so it’s imperative that tomorrow’s CCOs instill a fundamental understanding of communication’s role in a company’s growth. Underestimating the power of comms is a costly mistake — and that’s exactly why CCOs belong at the executive table. Next year, CCOs can better convey their value by establishing alignment with the rest of the C-suite and ensuring the role of communications is at the forefront of their company’s success.

Set Up For Success In The Year Ahead.

While communicators are facing complex challenges in today’s world, they have a prime opportunity right now to rewrite their playbook. It’s not about future-proofing; it’s about thinking through, and executing on, the right strategies. Those who lean into data, leverage emerging technologies, and strategically “show up” at the right places to communicate their visions will see the most impact. A hefty dose of agility never hurts either. After all, we’re only human!

- Tiffany Guarnaccia, Founder and CEO

Kite Hill PR Opens Tech for Good Applications for January 2024 Program

Award-winning agency initiative aims to amplify purpose-driven tech companies across all categories through pro-bono PR program 

New York, NY – December 4, 2023 – Kite Hill PR, a woman-owned, award-winning, agile tech PR and B2B communications agency, today announced it opened applications for its 2024 Tech For Good program. Launched in March 2022, Tech for Good focuses on providing a chosen business with pro bono PR services and the fundamental building blocks necessary to deliver an effective earned PR program. The company is accepting applications from U.S. or UK-based technology startups of any category that are:

• BIPOC/woman/LGBTQIA+-led

• Closed a Seed or Series A fundraising round 

Qualifying companies can apply for the program through the submission form on Kite Hill PR’s website until Friday, January 12, 2023 at 11:50 p.m. EST. Submissions will be reviewed by a panel of judges against three key pillars: 1) Impact, 2) Innovation and 3) Scalability. 

“We’re thrilled to launch our third annual Tech for Good program, and, in doing so, empower leaders and purpose-driven platforms across the tech industry,” said Tiffany Guarnaccia, CEO and founder, Kite Hill PR. “Driving diversity and inclusivity in the tech space is a top priority for Kite Hill PR, and we’re looking forward to amplifying another critical voice in the industry through this year’s program.”

Designed to support the winning startup’s business growth, while simultaneously amplifying mission-driven stories, Kite Hill PR will provide a three-month package that encompasses:

• Messaging Review & Competitor Analysis

• PR Strategy & External Communications Recommendations

• Content Creation (Bylined Article and/or Press Release) 

The company’s clients across its adtech, enterprise tech, enterprise tech, climate tech, cybersecurity, fintech, healthtech, media & entertainment and mobility continue to prioritize purpose-driven strategies. Kite Hill PR is dedicated to providing current and future tech and B2B clients with strategic counsel to ensure business growth and awareness leveraging earned media. 

For more information, and to apply, please visit kitehillpr.com/tech-for-good. For questions or comments, please contact TechForGood@KiteHillPR.com. 

About Kite Hill PR

Based in New York City with team members in the UK and across North America, Kite Hill PR is a leading B2B communications and tech PR agency specializing in connecting enterprise technology, media and advertising businesses with key stakeholders. The company's winning approach combines thought leadership, strategy and media relations to drive clients' businesses forward. Kite Hill PR has been recognized as one of the "Top Tech Specialist PR Agencies in NYC,” “Most Powerful PR Firms,” and a “Top 50 PR Firm in America” by the Observer, a “Top B2B Agency” by Ragan Communications and PR Daily, a “Best Place to Work” by PR News and one of "America's Best PR Agencies" by Forbes.

PR Tips for BtoB AI Companies

The AI industry is hot, hot, hot and it’s moving at a rapid pace. In just one year, we’ve experienced the rise of ChatGPT, the implementation of a US presidential executive order, the OpenAI C-suite shuffle, and more. It’s clear that AI is not going anywhere and if communicators do not soon start to embrace it, they’ll quickly be left behind. At Kite Hill PR, we have experience in creating PR campaigns for BtoB AI companies. Are you looking to launch or scale an AI tech company in 2024? Here are our top tips for a successful PR campaign. 

Capitalize on a shifting media landscape. 

From a media standpoint, the emergence of a new industry means new reporter beats, outlets, publications, influencers, events/conferences and awards. Start researching and following the major players to stay up to date on AI-related opportunities to inform your marketing and PR plan. As AI gains popularity, reporters might be shifting beats or starting new newsletters. In doing PR for a BtoB AI company, we create and leverage new relationships with both established and emerging publications to help inform our clients’ earned media strategies.

Stay agile and competitive — focus on the messaging.

Consider the fact that you’re working with a company in a burgeoning industry. From a competitive standpoint, it’s important that you stay close to the latest, breaking developments. This will help inform your own market positioning and overall messaging narrative. 

How are competitors evolving? What strategic moves are they making that you may wish to mimic? Where is there untapped potential? We are looking at a market with tons of white space. That means ample opportunity for you and your client to work together on creating a corporate narrative that tracks back well to their overall North Star and company objectives.

Create the right news moments. Be ready to newsjack, and think smart about thought leadership.

Your “hard news moments” (ie. the ones that you can plan in advance for, like a new product development) are only half the battle. To create and sustain a steady drumbeat of press coverage in targeted media, it is imperative that you get into the trenches from the onset of a partnership with a PR agency like Kite Hill PR.

This means: newsjacking should be something that is on your radar and done often. Unfamiliar with the term? Newsjacking requires you to stay on top of the evolving news cycle. When there is a larger breaking news development that concerns the AI market landscape, you want to think: does an executive at your company have a relevant point of view to complement or add dialogue to this trending media moment? Can someone at your company help push the needle forward with strategic thought fodder while simultaneously elevating your company in the landscape by involving the brand in the conversation?

Just in Q4, there have been major developments that have dominated the AI news cycle. For example, the presidential order on AI regulations sparked a lot of industry reporters sourcing commentary from AI experts on what this means for their company’s AI solutions. Shortly after that, OpenAI’s ongoing C-suite shuffle kept the company in the news for over a month. And it’s expected that ChatGPT’s first anniversary – which is already gaining coverage –  will be another moment in time to insert other AI companies into relevant industry conversations. 

The market landscape is at a pivotal point in time. Media outlets will appreciate receiving bylined articles and commentary from trusted sources who understand the changes that are unfolding, and what they mean in the broader context of the future of business.

The most important point? Stay agile. Now is the time to strategize and act. Embrace the fact that the space is moving and evolving quickly, and make sure you have the right partners surrounding you to ensure your mission is a successful one.

- Maggie Stasko, Senior Account Manager

Reflecting on My Experience as a Kite Hill PR Intern

This summer, I joined the Kite Hill PR team as an intern. It was my first experience with agency life, and with working in B2B public relations. I was excited to gain new knowledge about the industry. I knew I wanted to be a part of a collaborative team, where everyone was supportive of one another, fun to be around, and knew how to work together effectively in a fast-paced environment; that is exactly what I got. 

The internship program was just the beginning of my journey with Kite Hill, and it was an impactful one. I’d like to reflect on my experience and share some of my key takeaways. My hope is that reading this blog post might encourage future interns to take full advantage of our program, and all it has to offer!

The onboarding process 

I began working at Kite Hill during Cannes Lions. It was an exciting, and interesting, time to join the agency. Our CEO, Tiffany Guarnaccia, was on the ground in France at the time. She was soaking up all the insights that advertisers and marketers attending the festival had to offer, and sharing those insights back with her team, who were hard at work supporting clients in attendance. 

It was a great way to immediately immerse myself in one of our agency’s key industries. I began every morning reading industry newsletters, excited to feel like I was on the pulse of the latest breaking developments unfolding at the festival. Everyone on this team encouraged me to ask as many questions as possible. Communication felt so easy, which felt particularly special, given our hybrid work environment.

As I started to receive tasks, team members always provided clear instructions. It was their direct and open communication style that made me feel comfortable to share my work — no matter how rough it might have been in those early days — and start to receive their feedback.

Key takeaway: The onboarding process will feel scary, but don’t let that deter you. Immerse yourself in the materials you are given to review. Ask questions of your colleagues. They’re here to help, and want to see you succeed!

Work and collaboration within the team

I studied public relations in college; however, nothing compares to the lessons learned while working in an agency. I learned how to build targeted media lists, pitch the media, create award submissions, draft media briefing documents, among many other exciting tasks. The more time I spent in my internship, the more I felt like a true contributor. I also gained a newfound love for research and news monitoring. 

Key takeaway: Beyond completing the assignments on your task list, take the time to research your clients and their industries. The more you read, the more you learn!

Mentorship and support 

Kite Hill assigned me a mentor at the beginning of the program. This was a team member who also started her journey at Kite Hill as an intern and was now a Senior Account Executive. She checked in with me daily, and always encouraged me to push myself further.

She even set up an internal meeting for me with other previous company interns, who had since been promoted to full-time positions, where I got to ask questions and build relationships early on. 

Key takeaway: Consider your new colleagues to be your best mentors. Lean on them for advice, and listen to their experiences. It helps to know we’ve all been through similar challenges at one point or another!

My internship program with Kite Hill was the perfect introduction to the world of PR. I know that I will carry these skills and insights with me as I move forward in my career, and I am excited for what’s ahead!

– Andrea Martinez, Assistant Account Associate

Thanksgiving at Kite Hill PR: A Time for Reflection and Gratitude

The feeling of warmth and connectedness is ever present at Kite Hill PR, and especially during this time of year. We are so grateful to be a part of a team that values agility, balance, candor, collaboration, and passion. In a world that is constantly evolving around us, it's easy to fall into routine. Thanksgiving invites us to take a step back and appreciate what the year has brought. 

Before the team begins preparing their turkey dinners and gathering around friends and family, we asked them to take time and reflect on what they are most grateful for. Read what they had to say:

“I am grateful for sunshine and family time! Thanksgiving is one of my favorite times of year because the weather is perfect and since the date always lands on a Thursday, we get extra time to catch up with friends and family.” - Rachel Hadley, COO

“I am grateful for my family and friends and their continued love and compassion. I am thankful for my health and the opportunity I get everyday to be a better person. I feel blessed to have a job with people I enjoy and an environment that encourages and supports personal and professional growth.” - Charlyne McWilliams, SVP

“I am feeling thankful for so much in my life as we begin to bring the 2023 chapter to a close. This year, my close family, friends, and colleagues surrounded me with so much love and support. I married my best friend, I celebrated an amazing and fun 10-year anniversary with my colleagues in New Orleans, and I immersed myself in family, friend and neighborhood gatherings. I feel so fortunate to have such a wonderful support system — inside and outside the walls of Kite Hill PR!” - Mackenzie Sikora, Senior Account Director

“I’m thankful for my health and the new opportunities and experiences I have had over the past year. l wouldn’t be where I’m at without all of the supportive family, friends and coworkers I have in my life. I’m grateful to work at a company that promotes passion and balance both within work and outside of work.” - Kyle Murray, Senior Account Supervisor  

“I’m feeling extra grateful for all the incredible people in my life – family, friends and colleagues alike. It was another busy (read: rewarding) year filled with personal and professional growth, lots of travel, and plenty of good times.” - Maggie Stasko, Senior Account Manager

“Thanksgiving has a way of amplifying our moments of reflection ten fold. I’m so thankful for my health, the health and safety of my family and my two-year old pup, Cruz. I’m also thankful for the incredible life lessons 2023 has thrown my way, whether I was ready for them or not. There is always a ‘why’ to every unknown plan. Last by not least, I’m enormously grateful for my Kite Hill PR work family and clients. Thank you all for making my one-year anniversary the best memory yet!” - Geanna Diaz, Account Manager 

“This year, I’m very thankful for the support of my family, friends and colleagues. I’m also grateful for the opportunity to grow - both personally and professionally - and am looking forward to welcoming 2024 with loved ones and my precious pup, Sonny!” - Alexandra Morrison, Account Manager

“I am extremely grateful for the supportive people I have in my life! From family, friends to my colleagues, I have the privilege to be surrounded by people who help me to be the best version of myself.” - Lauryn Russell, Account Associate 

“I am grateful for my friends and family who are always supportive and make me feel loved all the time. This year I have been given the opportunity to join the Kite Hill PR team and I am feeling grateful for my new work family who have been incredibly supportive and welcoming.” - Andrea Martinez, Assistant Account Associate