This week saw no shortage of buzz. From the latest in Artificial Intelligence, the skyrocketing prices of everything ($3 for a plain cheese pizza slice, anyone?) to a royal cyberattack, Hirsch Leatherwood explores these developments with the knowledge that forging emotional bonds with an audience is a constant.
💡ON OUR MINDS: Don't Fear That AI Is Here
Open AI, the AI company and research lab, released the viral bot Chat GPT last year that's been steadily making waves. Powered by computing techniques and copious data, it mimics speech patterns and vocabulary, prompting experiments in simulating news stories, writing letters, and replying to users. However, an AI takeover is not imminent, as Open AI admits ChatGPT sometimes writes "incorrect or nonsensical answers."
So what's missing? Empathy, for starters. Empathetic comms forge connections and trust with an audience - especially in times of crisis. Case in point: The heartfelt apology. Graza, the olive oil startup, encountered a series of unfortunate events over the holidays, with late and poorly assembled packages sent to disappointed customers. Their CEO emailed customers who'd ordered products in the last 60 days, candidly detailing missteps, taking accountability, and offering discounts. The personal touch not only resonated but likely improved the company's standing.
When done right, the human element of comms connects brands and consumers. And the words of businesses have never held more weight. According to the newly released Edelman Trust Barometer, business leaders and company-wide newsletters are the most trusted sources of information. As trust in governmental institutions continues sinking, the pressure is on CEOs and employee communications to serve as that trusted voice - making high-quality corporate comms more vital than ever. AI can't do that now, or likely anytime soon.
📡 ON OUR RADAR
How much are you willing to pay for a classic New York slice? According to freelance journalist Liam Quigley’s extensive data set, the average price of a plain cheese slice rose from $2.52 to $3 between 2014 and 2022. A buzzy topic in the news, inflation is top of mind in banking and business, but “blame inflation,” might not be the go-to messaging when it’s affecting everyday purchases such as meals and snacks.
Similar to standardized tests, higher education institutions are doing away with the U.S. News and World Report ranking list. Among other top schools, Harvard Medical School, Yale Law School, and Stanford Law School don’t believe U.S. News is an accurate, up-to-date ranking list for prospective students to meaningfully reference. As traditional markers of educational capabilities and status continue to be shaken up, how will institutional reputations shift? Stay tuned for how this elite boycott plays out.
A week in, UK's postal service, the Royal Mail, still can't make international deliveries after suffering a cyberattack that rendered their computers inoperable. The CEO finds himself in a comms pickle - he can't share much detail as the situation is still ongoing and under investigation, but customer satisfaction grows by the day. It'll be interesting to see how crisis communications play out here.
What's in a name? When it comes to a coveted Instagram handle, apparently everything. Just ask @Josh. Everyone from an NBA player to a DJ and scores of influencers has vied for the right to hold the first-name username and the social cache it carries.
🥊QUICK HITS:
In case you missed these stories this week.
The word "propanefluenced" isn't real, but the phenomenon is – fossil fuel propaganda going viral.
In other "gas" news, the Comms app Discord acquired the Gen-Z social platform Gas.
The US State Department announced Times New Roman would no longer be its official typeface, swapping for the more visually accessible Calibri.
Thanks for reading,
HL
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This week’s newsletter is brought to you by a troubling new economic indicator – the return of the flash mob.