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by Alex Kent
AI, SEO, Brand Communication
09 Jan 2025

Stop Selling, Start Connecting: The Power of Human-Centric PR

In today's hyper-connected world, traditional sales pitches often fall flat. Audiences crave authenticity, value, and genuine connection. This shift in mindset presents a unique opportunity for PR professionals to redefine their role and drive deeper engagement with target audiences.
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The Evolution of Influence
Gone are the days of simply broadcasting messages and hoping they stick. Modern PR requires a nuanced approach that prioritises building relationships and fostering trust. It's about understanding your audience, their needs, and their pain points. By providing valuable insights, sparking meaningful conversations, and demonstrating genuine empathy, PR can become a powerful tool for connection and influence.
Humanizing Your Brand
Whether you're focused on B2B communications, B2C engagement, or investor relations, the key is to humanise your brand. This means showcasing the people behind the logo, sharing their stories, and highlighting the values that drive your company.
  • Embrace Storytelling: High-quality, informative, and engaging content is more crucial than ever. GPTs can discern between fluff and genuinely valuable insights. PR professionals need to prioritise creating content that answers user questions, provides unique perspectives, and demonstrates thought leadership.

  • Foster Two-Way Communication: Google's E-E-A-T guidelines (Experience, Expertise, Authoritativeness, and Trustworthiness) are likely to become even more important. GPTs are trained to recognise and value reliable sources. PR efforts should focus on building credibility and showcasing expertise through well-researched content, bylines from reputable figures, and positive brand mentions from trusted sources.

  • Be Transparent and Authentic: Honesty and vulnerability build trust. Don't shy away from addressing challenges or admitting mistakes. Authenticity fosters genuine connection and strengthens your brand reputation.

PR for the Modern Age
Across all areas of PR, from content marketing and SEO to crisis management, a human-centric approach is essential.
  • Content Marketing: Create content that educates, entertains, and inspires. Focus on providing value to your audience, not just promoting your products or services.

  • SEO: While keywords are still important, prioritise creating high-quality, informative content that answers user questions and addresses their needs.

  • Crisis Management: Respond to crises with empathy and transparency. Address concerns directly, take responsibility for mistakes, and communicate proactively with your stakeholders.

  • Private Equity and M&A Communications: Build trust with investors by providing clear, concise, and timely information. Focus on transparency and open communication to foster strong relationships..

The Power of Connection
By shifting from a sales-driven mindset to a connection-driven approach, PR professionals can unlock new levels of influence and engagement. It's about building relationships, fostering trust, and creating meaningful interactions that resonate with your audience. In today's world, connection is key. And PR is the bridge that brings brands and their audiences closer together.
Alex Kent profile image
Alex Kent
Alex leads Briefed., a PR agency making brands impossible to ignore. His decade of experience spans roles at Berkeley, Whiteoaks, and the Royal British Legion. His strategic expertise and media relationships consistently deliver outstanding results for clients.
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