Hearken to the complete episode:
On this episode of the Duct Tape Advertising and marketing Podcast, I interviewed Christine Perkett, a veteran entrepreneur and advertising and marketing communications knowledgeable with almost 30 years within the area. Christine is the co-founder and CEO of The Nova Technique, a PR and communications agency grounded in what she calls an “audience-first technique,” constructed for a world formed by AI, automation, and fractured belief.
Christine shares how she and her associate merged their businesses to construct a unified model centered on aligning the pace and scale of expertise with the soul of human communication. We dig into how AI is altering PR, why belief is tougher (and extra crucial) than ever, and tips on how to put together your model to resonate—not simply interact—within the fashionable media panorama.
She introduces the Nova Technique’s signature framework—Assimilate, Align, Activate—and breaks down how even massive manufacturers are nonetheless getting it unsuitable once they neglect to deeply perceive their viewers earlier than launching a marketing campaign. From the Bud Gentle controversy to LinkedIn’s algorithm shift, this dialog covers the tactical and strategic shifts each marketer must navigate within the new period of comms.
Key Takeaways:
- AI isn’t simply automation—it’s an editorial and strategic thought associate that also wants human oversight to remain on-brand and truthful.
- PR is now totally embedded in search engine marketing, trust-building, and model status, making it important for discoverability and authority in search.
- The Nova Technique Framework—Assimilate, Align, Activate—ensures manufacturers construct actual viewers understanding earlier than launching campaigns.
- Model belief is now constructed (or damaged) in real-time, particularly as social media and AI-generated content material multiply.
- Disaster communication is not elective—manufacturers will need to have insurance policies and playbooks, particularly as employee-generated content material and AI blur the strains.
- Govt presence issues greater than ever, with platforms like LinkedIn favoring particular person contributors over faceless manufacturers.
- Small companies want to provide prospects choices—some need bots, others need people. The hot button is understanding your viewers journey.
Chapters:
- 00:00 Intro and Christine’s Background
- 01:00 Why Merge PR Corporations Now?
- 02:30 How AI is Reshaping PR and Journalism
- 04:00 Constructing Belief in a Distrustful Panorama
- 05:45 Utilizing AI Strategically (Not Only for Duties)
- 07:12 The Nova Technique Framework: Assimilate, Align, Activate
- 09:00 Case Examine: Bud Gentle’s Viewers Disconnect
- 11:00 Making ready for Actual-Time Disaster in a Viral World
- 14:00 Why AI Insurance policies Are Important for Manufacturers
- 15:20 Transparency and Belief as Core PR Property
- 16:30 PR, search engine marketing, and AI Search Authority
- 17:40 Assessing Model Communications Internally and Externally
- 19:10 Why LinkedIn Prefers Individuals Over Manufacturers
- 20:30 Your Staff Are Your Model
- 22:00 When to Automate, When to Be Human
- 23:00 Giving Clients Alternative in Communication
- 24:00 Ultimate Ideas and The place to Discover Christine
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