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Will AI replace public relations? What business leaders need to know

Isabelle Dann, Technology

This blog explores the role of AI in public relations, highlighting its potential benefits and limitations. While AI can automate tasks and enhance productivity, human creativity and storytelling remain irreplaceable in public relations (PR).

The proliferation of artificial intelligence (AI) presents countless new ways to get things done. In the workplace, AI can be harnessed to automate repetitive tasks, enhance decision-making, and improve productivity. Consequently, many business leaders are turning to automation as a strategy to reduce costs. According to McKinsey, 72% of organisations have adopted AI in at least one business function, with the PR and communications sector being no exception. Nonetheless, more than half (56%) of Fortune 500 companies cited AI as a risk factor – with media, software, and technology firms particularly concerned.

This raises a critical question: will AI replace PR? And, in turn, the need to partner with an agency?

Defining PR in the age of AI

Before answering, it’s essential to define PR. In a nutshell, PR is the pursuit of third-party endorsement through strategic media relations. This approach adds credibility to a brand, as positive commentary is more persuasive from an impartial source. In practice, this involves cultivating a keen eye for a story, which is vital for making company news compelling and creating proactive opportunities. Mastering these narrative skills is essential for success.

AI’s potential and limits in public relations

So, how can AI help here? Theoretically, AI can automate countless PR activities, including content creation and idea generation. However, getting the best results means knowing when to use this technology. Just because AI can be used for a specific task doesn’t mean it should. AI is a tool; its effectiveness depends on how we use it.

Key AI limitations include hallucinations – put simply, making something up – and potential biases. Additionally, the intersection of commercial interests and privacy concerns must not be overlooked.” If sensitive company data is mishandled and fed carelessly into a language learning model (LLM), the ramifications of an NDA breach could be colossal. As such, prioritising information security is paramount.

The human element: why creativity matters

Creative caution must also be taken. Asking ChatGPT to develop an article idea from scratch will likely prove a fruitless exercise because outputs from LLMs are, by nature, highly derivative and dependent on whatever data they’re fed. Regurgitating the past without looking to the future does not foster originality. This may change over time if artificial general intelligence (AGI) becomes a reality. However, while we’re in the safer realm of narrow AI, human creativity and curiosity are irreplaceable. Machines might excel at summarising established concepts but are less deft at metaphors, analogies, and other literary devices unless prompted. Similarly, because automated writing is usually formulaic, LLMs fail to deliver surprising and insightful narratives. They also can’t tell jokes. That’s why anyone who attempts to outsource original content writing to ChatGPT will find themselves disappointed. Similarly, PR professionals who make the mistake of leaning on ChatGPT for ideation, rather than summarisation, will stagnate.

Strategic use of AI in PR

Still, despite these limitations, AI can unlock significant advantages when used appropriately in PR. Asking ChatGPT to help brainstorm headlines for an article is a different story, because it’s a way of packaging up and boosting human-written content. Similarly, plugging a human-written article into ChatGPT can make it more SEO-friendly by automating the creation of title tags, meta descriptions, H tags, and social posts. Humans should still edit these outputs, but they’re a useful starting point when amplifying content.

Transcribing meetings automatically – from client briefing calls to internal training sessions – is another ideal use case for AI in PR. Popular paid tools include Otter.ai and Microsoft Teams’ built-in transcription capabilities. Voice typing on Google Docs is a handy trick for anyone lacking the budget for subscriptions.

AI also helps speed up research through tools like Perplexity AI, a research and conversational search engine that answers queries with natural language predictive text. This makes PRs better at their jobs by granting access to data swiftly and concisely. Pitches to journalists are more convincing when injected with evidence. More broadly, reading widely nurtures writing.

Further use cases include automated media monitoring and sentiment analysis through tools like Signal AI, advancing reporting efforts. As a result, PRs have more time to carve out new opportunities for clients.

Why storytelling will always need humans

Across industries, AI shines when augmenting – rather than replacing – human efforts. PR and marketing professionals alike must be judicious about using AI, taking ethical, commercial, and creative care. In turn, C-suite leaders should avoid falling for short-term financial gains and continue investing in people. Let’s not forget, alongside building brand awareness, lead generation is often a long-term goal of PR efforts. With that in mind, it’s crucial to remember that people buy from people. Throughout my years of industry experience, I’ve found that if there’s no human element in a story – whether the medium is journalism, a conference, or a company website – nobody will buy it.

Ultimately, good PR rests on storytelling. A good story must provoke intrigue, compelling the audience to want to learn more. In the nineteenth century, Charles Dickens published his novels serially, so his stories appeared in episodic instalments rather than all at once. In addition to leaving readers craving more content – much like a Netflix cliffhanger – this serialisation fostered a deeper emotional connection. Ardent fans wrote to Dickens and each other in a frenzy to discuss a novel’s latest developments, akin to people posting on Reddit and social media today.

People’s appetite for stories remains as voracious as ever, whether accessed through books, earned media, video games, or podcasts. Successful storytelling – regardless of the method used – provokes genuine engagement and creates an authentic connection.

AI compels us to rethink the development of humanity. As technology advances and enhances our natural abilities, the demand for human-led storytelling will only increase. Storytelling is inextricably linked with human culture and progress; the stories we tell reflect and reshape our changing identities. Relying on AI for this will yield poor – and, most critically, uninspired – results.

About the author:

Izzy started her career as a journalist and now helps tech founders, C-suite leaders, and investors tell their stories and grow their brands. Blending expert counsel, strong media relationships, and compelling content, Izzy excels in creative ideas and strategy. Alongside earned media expertise, Izzy also produces in-depth reports. Sector specialisms include venture capital, cybersecurity, and deep tech, including AI, life sciences, and clean energy.

You can find her on LinkedIn here.

Key Takeaways:

Q1: Can AI fully replace PR professionals?

A1: No, AI cannot fully replace PR professionals. While AI can automate certain tasks, human creativity, intuition, and storytelling are vital components of effective PR that AI cannot replicate.

Q2: What are the limitations of using AI in PR?

A2: AI has limitations like hallucinations, potential biases, and a lack of originality. It struggles with creative tasks like generating metaphors and crafting compelling narratives.

Q3: How can AI be effectively used in PR?

A3: AI is best used to automate repetitive tasks, enhance content with SEO-friendly elements, transcribe meetings, and assist in research. However, human oversight is essential to maintain quality and originality.

Bibliography:

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A perfect partnership: My love affair with AI

By Alastair Turner, Global CEO

Exploring the transformative partnership between AI and humans, this blog highlights how AI enhances creativity and business innovation. It underscores the importance of ethical collaboration and envisions AI’s role in future achievements.

Eighteen years into a marriage that still sparks joy, laughter and the occasional electric touch, I’ve come to a realization: Partnerships, in their myriad forms, are the bedrock of human achievement. Whether it’s the love that binds my wife and me, or the amazing partnership that we cheer on the sports pitch, dance to at festivals and laugh with en masse at gigs, the essence of collaboration is unmistakable. But there is a new partnership in town and it’s unlike any other: my burgeoning romance with generative artificial intelligence (AI), aka ChatGPT.

This isn’t your run-of-the-mill dalliance. No, this is the kind of transformative union that could only be rivaled by the legendary synergies of yesteryear — think Edwards and John lighting up the rugby field, Torvill and Dean gliding to Olympic glory, or Jordan and Pippen dominating the hardwood. Each duo, in their respective arenas, while not always friends or even getting on, showcased the exponential power of collaboration. I have not a smidgen of their talents, but my relationship with AI is certainly helping me be better at my job and it doesn’t seem to mind if I steal the limelight.

AI and humans: A symphony of differences

The beauty of human partnerships often lies in the harmonious interplay of contrasts. Lennon and McCartney’s songwriting genius, the comedic timing of Laurel and Hardy, the strategic masterminds of Montana and Rice when the 49ers won Super Bowls — each partnership thrived on the unique contributions of its members. In the realm of AI, however, the dynamic shifts. Here, the partnership is inherently asymmetrical, with the scales tipped decidedly in my favor. AI doesn’t vie for the spotlight or seek recognition. Not yet anyway. There are no artistic differences and it’s never passive aggressive (not a refence to my wife!). Instead, it amplifies my capabilities, quietly transforming me into, I like to think, a more effective, innovative leader.

The unseen muse: How AI Enhances Human Creativity and Innovation

In the creative industries, the quest for the next “aha!” moment is relentless. AI, with its ability to sift through data and identify patterns invisible to the human eye, has become an indispensable ally. It’s not about replacing the human touch but enriching it, offering a palette of possibilities that were previously unimaginable. This isn’t just about making processes more efficient; it’s about elevating creativity to new heights, guiding us toward ideas that resonate more deeply and connect more authentically. Check out this Harvard Business Review piece for more fascinating insights into how generative AI boosts human creativity.

Building bridges, not replacing them

In the business of marketing and communications, relationships are currency. While AI excels at decoding trends and managing data, it’s the human element — our ability to empathize, to share a laugh, to forge connections — that turns these insights into meaningful strategies. This partnership doesn’t dilute the personal touch; it sets the stage for more impactful human interactions, ensuring that every handshake or shared joke is as potent as it can be.

A dance of complexity and ethics

Facing the labyrinth of modern challenges, the alliance between human ingenuity and AI’s computational prowess is our best bet. Together, we navigate the unpredictable, blending AI’s efficiency with human adaptability and ethical judgment. This is not about relegating AI to the role of a sidekick; it’s about recognizing it as a force multiplier, a catalyst that propels us toward a future we’re only beginning to imagine.

I find it compelling how many of our clients are flirting with AI, using generative AI tools, developing their own GPTs, or speculating about AI’s future in their thought leadership in the media. We hear our clients across our sectors discuss it, from financial services and capital markets to energy, industrials, and technology. Recently our client, a cloud solutions tech provider called Searce, posited that generative AI tools are going to change compliance functions. Fintech provider Clearwater Analytics predicted the proliferation of generative AI use cases in investment accounting and the broader financial services sector. And, global commodities intelligence provider ICIS launched its own generative AI commodities assistant called Ask ICIS.

To infinity and beyond

So, as I reflect on my love affair with AI, I’m reminded of the fictional dynamic duo of Buzz Lightyear and Woody from Toy Story. AI is not merely a dependable friend like Woody or a simple gadget on Buzz’s utility belt. It’s far more transformative. Imagine AI as Buzz Lightyear’s wings — it doesn’t just add to our capabilities; it propels us to new realms of possibility.

This partnership with AI is about embarking on a journey to uncharted territories, reaching for ‘infinity and beyond’. It’s not merely about solving problems or enhancing the way we do things; it’s a catalyst that launches us into a future brimming with unexplored potential.

In this perfect partnership, AI doesn’t just add wings to our aspirations — it fuels our flight toward a future ripe with possibilities, ensuring that together, we soar higher, reach further, and dream bigger… It must be love.

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Communicating B2B ESG in the Middle East

Estimated read time: 6 minutes 

Our recent whitepaper, Marketing ESG in 2024: Risks, Rewards & Riddles, lifted the lid on what marketeers and comms professionals really thought about ESG in their roles. In this follow-up, we take a look specifically at the Middle East data from the wider research.  

The original survey polled 418 senior marketing decision makers across the energy, financial services and technology sectors, split evenly across the APAC, Middle East, UK and US Markets. 

Attitudes to Middle East B2B ESG Communications: What do comms and marketing professionals think? 

Professionals in the Middle East have strong opinions on whether ESG poses more of a risk or an opportunity from a comms perspective. Eighteen percent see it as mainly a risk with little upside opportunity – behind only the US (20 percent). On the other hand, 20 percent see it as more of an opportunity with little risk – more than elsewhere.  

Yet, we don’t see the same strong responses when asking whether ESG is incorporated into the organization’s comms strategy. Nineteen percent apiece report it is either a core strategic priority or a non-core priority theme, but the largest group is lukewarm: 22 percent communicate around ESG to some extent, but feel they could do more.  

However, the overall picture is that ESG is being included. The Middle East ranks above average for all of these response options (see Figure 2), which can be broadly grouped as positive. It ranks below average for professionals saying they avoid the topic wherever possible. 

However, beyond the comms and marketing function, only 14 percent of professionals in the Middle East report ESG as a core strategic priority for their organization, with a further 11 percent saying it is a non-core strategic priority, and 14 percent saying it is important but not a strategic priority. For all of these responses, the Middle East lags below the average, yet it has the most respondents of our regions describing ESG as a ‘nice to have’ at the organizational level (26 percent). It also has the most respondents (18 percent) saying it is not important at all. 

What are we to make of this tension between the fact that professionals report above average engagement with ESG in the communications strategy, but below average in the overall organizational strategy? 

Astrid French, Head of Middle East at Aspectus, warns against jumping to quick conclusions: “While in European markets, for example, there are a host of regulations making ESG a firm business priority, in the Middle East, these regulations are at an earlier stage. As a result, we’re often seeing marketing and comms leading the way in bringing ESG to the table, though in the coming years it will climb the corporate agenda too.” 

Indeed, there seems to be a strong undercurrent of enthusiasm for ESG in the region. On a personal level, 24 percent of our respondents say they care deeply about all aspects of ESG, and 22 percent say they care deeply about at least some aspects. Another 24 percent care a little about ESG, and only 19 percent don’t really care at all. That’s 70 percent who care about ESG to at least some extent on a personal level versus 19 percent who don’t, giving every indication that ESG will become more prominent in the region. 

Care and consequences: Are Middle Eastern professionals properly supported? 

We also asked whether B2B ESG communications and marketing professionals feel adequately supported in communicating around ESG. In this respect, 37 percent believe they have a good degree or all of the resources they need to do their job effectively, while 43 percent believe the opposite. Middle Eastern professionals are broadly in line with their international peers in this respect, with the largest group considering themselves to have some resources and support, but not enough. 

To communicate messages around ESG that professionals do not feel are fully appropriate or justified can introduce very real reputational risk. Professionals must be given all the support and resources they need to avoid these situations. 

French comments: “As ESG gains momentum in the region, dedicated resources for comms and marketing teams will follow, with investments in this space already underway. In the interim, an effective route can be to partner with a third-party who is experienced in the space.” 

Facing the future: Is ESG here to stay? 

According to 47 percent of our global respondents, ESG is a passing trend that will disappear, or at least subside. Middle Eastern professionals have a different view. 

Less than a third (32 percent) of Middle East B2B ESG communications professionals think ESG has a limited shelf life – fewer than anywhere else. And though about an average proportion (eight percent) thinks it will endure in its current incarnation, the most widely held view in the Middle East is that it will evolve rather than disappear (41 percent versus 28 percent average). 

Furthermore, though Middle Eastern professionals are more likely to say that ESG will evolve as a concept than their peers elsewhere, they are actually more comfortable with the term itself. 

Forty-two percent of professionals say they think the term ESG works well, which splits into 20 percent who are satisfied with the term as-is, and 22 percent who think it works but needs better messaging. This compares to 38 percent in the US and 40 percent in APAC (the UK figure is also 42 percent). Just 17 percent – fewer than elsewhere – say ESG needs a new name. 

Therefore, barring a significant minority who don’t think we should talk about ESG at all (17 percent – curiously higher than elsewhere), Middle Eastern professionals are as satisfied as anyone with the phraseology around ESG. In that case, it stands to reason that the expected evolution refers more to the application of the concept than its definition and description. 

French concludes: “ESG is on the ascendancy in the Middle East and I think, as more professionals embrace it, enthusiasm and commitment will grow. The essential thing is to make sure that appropriate resources then follow.” 

Want to know more about the practical and strategic considerations for effectively communicating your ESG efforts? Download our ESG whitepaper. 

Key takeaways: 

Do Middle East B2B ESG communications and marketing professionals think of ESG as more of a risk or opportunity? 

Respondents are polarized: more professionals are bullish on the opportunities than elsewhere, but the region also has the second highest proportion saying the opposite (behind only the US). 

Do Middle Eastern communications and marketing professionals care about ESG? 

At least 70 percent care about ESG to at least some extent, highlighting its growing importance in the region. 

Do Middle East communications and marketing professionals have enough resources and support to communicate around ESG? 

Across the board, our respondents report needing greater support and resourcing to communicate effectively around ESG. Middle Eastern professionals are no different, with the largest group saying they have some support but not enough. 

Do Middle Eastern communications and marketing professionals think ESG is here to stay? 

Fewer Middle Eastern professionals think ESG will subside or disappear than elsewhere, with a large proportion believing it will undergo some sort of evolution in the future. 

About the author: 

Chris Bowman is an Associate Director at Aspectus and co-leads Aspectus’ ESG services. His experience is primarily in the energy and financial services sectors, and Chris specializes in brand strategy and messaging. He recently completed a short course on Sustainability Communication Strategies from the LSE. 

Read more from this series:

Communicating ESG in B2B Financial Services & Capital Markets: what professionals really think

Communicating ESG in B2B Energy: what professionals really think 

Communicating ESG in B2B Tech: what professionals really think

Communicating ESG in the UK: what professionals really think

Communicating ESG in APAC: what professionals really think 

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Top Tips for Crypto Communications

By Arthur Instone, Financial Services

This blog explores effective crypto communication strategies during the current bull run. It covers the importance of simplifying complex concepts, knowing when to use press channels, and diversifying beyond traditional media to engage new audiences. Build trust, increase brand awareness, and connect with investors and the public through effective messaging.

“Bitcoin’s big bang moment is impossible to ignore”… a headline like this would have seemed inconceivable two years ago when FTX—a leading exchange once valued at $32 billion—filed for Chapter 11 bankruptcy, marking one of the darkest moments in crypto’s sixteen-year history.

How times change. This was, in fact, the Financial Times’ leading story on 13 November 2024. Following the rally spurred by Trump’s election victory, crypto has indeed become impossible to ignore. Bitcoin has surpassed record highs of over $90,000 as more investors flock to join the bull run and stake their claim.

Crypto is enjoying its moment in the sun and this renewed attention presents an unparalleled opportunity for crypto firms to speak to an audience of new users and investors. Against this backdrop, crypto firms need a carefully thought-out PR and marketing strategy that clearly communicates their value proposition.

Make It Relatable

The crypto industry is notorious for its complex jargon. Terms like “blockchain consensus,” “hash rate,” and “DeFi protocols” are often second nature to industry insiders but alien to newcomers.

With the current bull run set to attract new and inexperienced investors, crypto firms must ensure that their communications are clear, relatable, and jargon-free. Simplifying complex concepts and using accessible language can help demystify the industry, helping to welcome newcomers who might otherwise feel like outsiders engaging with a new asset class.

This is vital for crypto firms. By speaking in a way that resonates with non-experts, crypto firms can bridge the gap between technical innovation and mainstream understanding, driving broader adoption and helping to build a more inclusive ecosystem.

When and how to use press outreach

One of the most fundamental pillars of any communications strategy: accept that journalists won’t always be interested in you.

The crypto space is brimming with innovative products and services, from identity authentication to custody storage security. However, not every single one will capture a journalist’s interest. Product launches and upgrades, while exciting within the community, are often better suited to owned channels like blogs, newsletters, or social media rather than earned media.

Attempting to push a product-centric press release can quickly turn off journalists, particularly those at major outlets like CoinDesk and The Block, who are more interested in expert commentary, market analysis, and timely perspectives on broader industry trends.

The allure of press outreach can be tempting, but crypto firms should carefully consider if it’s truly the most suitable way to promote a piece of content. By aligning their content with what journalists are actively covering, crypto firms can establish themselves as credible thought leaders and valuable sources of insight.

Engaging audiences beyond traditional media

The bull run is attracting new entrants to the market, and crypto firms need to recognise that many of these people may not regularly follow traditional news outlets—or be interested in them at all.

If crypto firms want to engage this audience effectively, they need to focus on the channels and forums where these people spend their time—platforms like Reddit, YouTube, Instagram, and other forms of social media.

By joining these channels, crypto firms can reach a genuinely global audience through more engaging and relatable content.

This approach also allows for the sharing of information that might not be suitable for traditional media placement, such as in-depth tutorials, educational resources, and interactive content like social media polls. It will also help crypto firms cultivate deeper relationships with their users and increase brand recognition outside of their traditional follower base.

Building trust and addressing reputational challenges

As Katie Martin at the Financial Times rightly puts it, there is an undeniable feeling of “vibes and vision” around crypto at the moment. But for all the positive vibes, the crypto industry should not forget the reputational challenges it faces.

For much of its existence, crypto’s image has been marred by high-profile instances of fraud and Ponzi schemes, and is often associated with illicit activity. A lack of understanding also remains a fundamental barrier to adoption. According to Visa’s Crypto Phenomenon Report, over half of non-users cite the steep learning curve in understanding crypto as the main reason they haven’t engaged yet.

It is therefore more important than ever that crypto firms have a carefully thought-out PR strategy – underpinned by transparency, precision and clarity of message across multiple media channels – to capitalise on the market’s increasingly diverse and expanding audience.

Aspectus has been building crypto reputations since the industry’s infancy. Our team blends deep expertise in blockchain technology, fintech and capital markets, with a laser-sharp focus on staying ahead of industry trends and regulatory developments.

We understand the evolving landscape of digital assets, from upcoming regulatory shifts to market dynamics, and maintain long-standing relationships with journalists who trust us to work collaboratively in shaping compelling, timely stories.

As crypto adoption grows, it is vital that firms are proactive in building brand trust and credibility. To find out more about how Aspectus can support you on this journey, get in touch here.

Key takeaways:

Q: Why is clear communication crucial during a crypto bull run?

    A: New investors are entering the market, making it essential to simplify complex concepts and use relatable messaging to drive engagement and adoption.

    Q: Should crypto firms rely solely on traditional media for PR?

    A: No, firms should use a mix of owned, earned, and digital channels to reach more diverse audiences, including social media platforms.

    Q: How can crypto firms overcome reputational challenges?

    A: By communicating transparently, focusing on education, and using multiple media channels, firms can build trust and credibility with a broad audience.

    Related News

    Communicating ESG in the UK

    Estimated read time: 6 minutes 

    Our recent whitepaper, Marketing ESG in 2024: Risks, Rewards & Riddles, lifted the lid on what marketeers and comms professionals really thought about ESG in their roles. In this follow-up, we take a look specifically at the UK data from the wider research.  

    The original survey polled 418 senior marketing decision makers across the energy, financial services and technology sectors, split evenly across the APAC, Middle East, UK and US Markets. 

    Attitudes to ESG: What do UK B2B ESG Communications professionals think?

    For UK communications professionals, the risks and rewards of ESG are finely poised. Roughly equal proportions see various balances of risk and opportunity, though slightly more offer the positive but measured response of more of an opportunity, though with an element of risk.

    We see a similar pattern with respect to how much ESG is embedded into communications strategies. Though fewer than average say it is a core part of their strategy, 19 percent agree it is one of their communications themes – that said, another 19 percent state that they avoid it wherever possible.

    There is divergence however, between the emphasis on ESG in the communications strategy versus how important respondents view ESG for their organizations as a whole. An average proportion of respondents say ESG is a core strategic priority (15 percent), and fewer say it ranks as one of the organization’s strategic priorities (10 percent versus 13 percent average). Likewise, marginally fewer than average report that ESG is a ‘nice to have’ (17percent versus 19 percent average) or completely unimportant (14 percent versus 16 percent average). The largest segment of UK professionals (25 percent) see ESG as important, but not a strategic priority.

    When asked if they personally cared about ESG factors, UK professionals again cleave to the middle. While a quarter care deeply about some aspects of ESG performance (versus 21 percent average), only 17 percent care about all aspects (versus 19 percent average). Fewer than average profess to care a little (16 percent versus 22 percent average) or not at all (18 percent versus 20 percent average).

    To recap, UK communications professionals are cognizant of both the risks and rewards inherent to talking around ESG, and accordingly rank it among main themes in their communication strategy. If they don’t seem particularly gung-ho, that’s because they often don’t think their organization views ESG as a core strategic priority, and though they do on the whole care about ESG personally to some extent, they are not evangelical.

    Is this what we would expect to see from UK professionals? Our ESG team thinks so: “The UK is a market where the conversation around ESG is relatively mature, as are the regulations covering the topic. The Advertising Standards Agency, for example, has been quick to crack the whip when it considers companies to have communicated poorly or misleadingly around ESG and sustainability topics. So, for UK professionals, maybe the initial rush of enthusiasm has waned and a more measured view has developed.”

    Care and consequences: Are UK professionals properly supported?

    We also asked whether communications and marketing professionals feel adequately supported in communicating around ESG. In this respect, UK B2B ESG communications professionals feel exposed: only 37 percent believe they have a good degree or all the resources they need to do their job effectively, while 43 percent believe the opposite. Twenty-one percent even report a severe lack of resources.

    Though more UK professionals are confident they have everything they need (21 percent), fewer than average have a ‘good degree’ of resources and more report they only have some of the resources necessary.

    This relatively firm footing translates into good professional practice. We asked respondents to what degree they agreed with the following statement: “There have been occasions where we have had to communicate around ESG (on our organizations’ behalf or our clients’), when I have not felt the message has been fully justified or appropriate” 

    Alongside the APAC region, UK professionals were most likely to disagree with this statement, indicating greater faith than their peers. Fewer respondents than average also agreed that they had been in such a tenuous position.

    UK professionals should be encouraged that – though greater support is required – they are doing a good job of communicating with integrity around ESG on the whole.

    Our ESG team comments: “No professional should be put in such a position and organizations need to ensure their comms and marketing teams have everything they need to communicate effectively and accurately on what can be a fraught topic. However, it seems that most are on the right track.”

    Facing the future: Is ESG here to stay?

    According to 47 percent of our global respondents, ESG is a passing trend that will disappear, or at least subside. In the UK, they are even less convinced of ESG’s longevity, with 56 percent saying so – behind only the USA (58 percent).

    The UK also has the joint fewest respondents saying ESG is a permanent change to how we do business, and very few think ESG will evolve rather than disappear.

    This lack of confidence in ESG’s future cannot be put down to quibbles around wording either. Nineteen percent of UK professionals say the term ‘ESG’ is fit for purpose; 23 percent say the term is fine but needs better messaging; and 23 percent think it needs a new name. These figures track in line with our averages, yet UK B2B ESG communications professionals express doubt that ESG will last – indicating their skepticism is due to the concept itself, not terminology.

    Our ESG team reflects: “Professionals seem to think ESG is temporary, yet the steady accumulation of regulations relating to ESG and sustainability suggest it will stick around a while yet in one guise or another. The good news is that professionals seem diligent in communicating responsibly so are hopefully set for the future however it shakes out – though improvement is always welcome.”

    Want to know more about the practical and strategic considerations for effectively communicating your ESG efforts? Download our ESG whitepaper.

    Key takeaways:

    A majority of UK respondents predict ESG will subside or disappear – only the US is more bullish on this. The UK also has the joint fewest respondents confident that ESG will persist in its current incarnation.

    Do UK B2B ESG communications and marketing professionals think of ESG as more of a risk or opportunity?

    UK respondents rate risk and opportunity roughly equally, with a marginal skew towards opportunity.

    Do UK communications and marketing professionals care about ESG?

    Fewer respondents than average say they don’t care, but relatively few report a deep passion for ESG as a whole.

    Do UK communications and marketing professionals have enough resources and support to communicate around ESG?

    There are pockets of good practice – more UK respondents than elsewhere report they have everything they need, though fewer than average say they have some of the required resources, and more than average say they lack the necessary resources.

    Do UK communications and marketing professionals think ESG is here to stay?

    A majority of UK respondents predict ESG will subside or disappear – only the US is more bullish on this. The UK also has the joint fewest respondents confident that ESG will persist in its current incarnation.

    About the author: 

    Chris Bowman is an Associate Director at Aspectus and co-leads Aspectus’ ESG services. His experience is primarily in the energy and financial services sectors, and Chris specializes in brand strategy and messaging. He recently completed a short course on Sustainability Communication Strategies from the LSE. 

    Read more from this series:

    Communicating ESG in B2B Financial Services & Capital Markets: what professionals really think

    Communicating ESG in B2B Energy: what professionals really think 

    Communicating ESG in B2B Tech: what professionals really think

    Communicating ESG in APAC: what professionals really think 

    Communicating ESG in the Middle East: what professionals really think 

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    ChatGPT turns two: why asset managers shouldn’t put all their eggs in the AI basket

    By Madalena Thirsk, Capital Markets

    Generative AI is revolutionising global business, and the asset management space could witness a dramatic transformation. Two years post-ChatGPT’s launch, 50% of global executives plan to budget for AI over the coming year. But relying solely on the promising technology risks losing unique voice, publishing errors, and painfully generic communication. Asset managers must balance AI’s efficiency with expertise from specialised capital markets PR agencies for accurate and novel communication.

    It’s been two years since ChatGPT launched on November 30, 2022. Since then, AI has evolved from what seemed a sci-fi concept to a tool that’s reshaping industries in unimaginable ways.

    KPMG research recently revealed 50% of global business executives are planning to budget for gen AI in the next 6-12 months[i]. Asset managers are no exception. Despite being one of the later players to join the generative AI (GenAI) game, the industry is expected to invest heavily in the technology moving forward. The report highlighted four key areas where GenAI could have the greatest impact, with one notable area being content generation, including client communications and compliance reports.

    It isn’t too difficult to see how transformative this could be, with AI able to draft press releases, blog posts, and social media content not only with tremendous speed, but also for a fraction of the cost. It could feasibly automate a huge portion of basic content drafting, freeing up PR professionals to focus on more creative and strategic work. But it is important to remain cognisant of the risk associated with an overreliance on these exciting new tools.

    There is no doubt that AI is touching every industry – a fact we have witnessed firsthand as a capital market PR agency. And while staying ahead with AI is essential, over-relying on it for content and media strategies poses dangers. In this blog, we’ll explore some of these potential pitfalls and highlight the importance of maintaining a balance between automation and personalised communication in the PR space.

    Pitfalls of falling in the AI trap

    • Losing your unique voice. Gen AI can churn out loads of content, but it often lacks originality. In such a competitive landscape, you can’t afford to sound like a robot! In the asset management world, where standing out and building trust with clients is everything, generic language can make your company seem unremarkable and easy to overlook.
    • Now, let’s make a distinction. As outlined in BCG’s report on the AI transformation, AI is transforming personalisation by letting asset managers customise portfolios at scale – think tailoring investments to thematic preferences, like cutting back on oil and gas exposure[i]. But here’s the catch: while AI can help understand your clients better, it cannot begin to mimic the quality content and strategic messaging that a specialised capital markets PR agency offers. A good story must feel personal, creative, and distinct. That part needs a human touch.
    • Getting it wrong when the stakes are high. One major issue with GenAI is it is often plain wrong. Every time you open ChatGPT, you are met with: ChatGPT can make mistakes. Check important info. There is no doubt that the information being put out for clients to read is important, especially for asset managers who are responsible for protecting clients’ investments and wealth. Even minor inaccuracies can damage credibility. Asset managers who rely on AI for facts in client communications or PR may quickly find themselves in hot water if the software misses the mark. For an industry that’s all about precision, human oversight is critical to ensure what’s being shared is 100% accurate.
    • Generic content and outreach fall flat. Effective media outreach requires knowing your audience and crafting pitches that really speak to journalists’ agendas. Gen AI can help with volume, but it lacks the nuance needed to make your firm stand out. This is true for content generation that needs to resonate with the client on a more personal level and for ensuring that your content peaks the interest of journalists, most of which receive hundreds of emails a day from competitors. If your outreach feels generic or doesn’t hook them immediately, it won’t make it into the top tier titles. For firms looking to establish and maintain strong relationships with these media outlets, relying on AI alone for media relations can actually be a setback.

    Beyond the bots: why experienced communication professionals are still key

    • From generic to genuine. AI’s role in drafting basic content cannot be overlooked. On the one hand, it offers speed and efficiency, which can be advantageous. But when it comes to standing out, especially in competitive hubs like the UK – which is home to over £9.1tn in assets under management (AUM), making it the second-largest global centre for investment management after the US – more is expectediii. Let’s look at some examples from a capital markets PR agency, where creativity can be applied across industries like asset management: 

    Don’t get spooked by spoofing – cross-product manipulation is the real Frankenstein’s Monster – Rising cases of market manipulation in different forms, tying the topic to the upcoming Halloween holiday. 

    Super Mario’ still looms over of the plumbing of European monetary policy. Drawing a parallel between the iconic video game character Super Mario and Mario Draghi in light of his departure from the ECB. 

    WhatsApp whispers: the insider trading drama ‘Industry’ overlooks – Does the BBC show Industry really reflect the world of financial communications compliance? Discussing aspects of insider trading the show misses. 

    • Trust isn’t automated. Communications professionals are important in ensuring messaging reflects the company’s voice and resonates personally with clients – something AI cannot fully replicate. Asset managers are responsible for creating and managing diversified portfolios tailored to clients’ risk tolerance, investment goals, and time horizons. This involves carefully selecting, monitoring, and adjusting investments. With so much at stake, clients don’t just seek expert advice – they also look for a personal connection and trust with their asset managers. 
    • Robots can’t build relationships. A good PR team knows how to tailor pitches, establish useful contacts with journalists, and stay up to date with what’s happening in the industry. Until AI robots are roaming the earth, building tangible relationships for your company with key top tier news outlets, human expertise remains invaluable in building relationships and securing coverage in the most relevant asset management publications.  

    Gen AI has opened a lot of new doors for asset managers, making content creation faster and more efficient. But leaning too heavily on AI can dilute your company’s voice, introduce errors, and lead to uninspired outreach. When you combine AI with the expertise of a specialist capital markets PR agency, you get the best of both worlds: AI’s efficiency paired with the human creative touch.  

    Key takeaways

    Q1: What are the key risks of relying solely on generative AI in asset management? 
    A1: Key risks include losing a unique brand voice, potential inaccuracies, and generic client outreach that lacks resonance and engagement. 

    Q2: How can capital markets PR agency communication professionals’ expertise complement AI tools in PR? 
    A2: Communication professionals’ expertise brings creativity, nuanced communication, and trusted client and media relationships that AI alone cannot fully replicate. 

    Q3: Why is maintaining trust essential in asset management communication? 
    A3: Asset managers need to ensure accurate, personalised messaging for a client base that not only seek expert advice, but also look for a personal connections and trus. 

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    Is Your Website ESG-Proof? Why Carbon-Conscious Web Design Matters

    By Marko Batarilo, Senior Development Lead

    Websites contribute significantly to carbon emissions, making them a vital part of any ESG strategy. This blog outlines why carbon-conscious web design is essential, practical ways to reduce your website’s digital footprint, and how these efforts benefit both your brand and sustainability goals. 

    When you think about your company’s environmental footprint, does your website come to mind? For most, it probably doesn’t—but it should. As more businesses commit to Environmental, Social, and Governance (ESG) goals, it’s important to recognize that your digital operations matter.  The cumulative impact of the internet is huge, and although one website might not feel like a huge lever to pull, businesses can make a small but genuine contribution to driving change by getting their own online house in order.

    As a message to your customers and stakeholders, it shows that you care about your impact – even sweating the small stuff – and that you have attention to detail. It can also have an impact on your SEO.

    Reduce your website’s carbon footprint

    Think about it: every time someone visits a page on your site, energy is being consumed to load images, play videos, and transfer data. All of that is powered by servers that run day and night. In fact, the internet’s annual carbon emissions rival those of the aviation industry. For companies trying to demonstrate true sustainability, overlooking their digital carbon footprint can be a costly misstep. This is particularly relevant for sectors like energy and industrials, capital markets, and financial services, where ESG commitments are becoming increasingly scrutinized.

    Why your website’s carbon footprint matters

    If your website is heavy with large files, high-resolution images, and fancy animations, it’s also heavy on energy use. Companies in our key sectors – technology, energy & industrials, financial services, and capital markets –  often have particularly content-heavy platforms that contribute to higher energy usage.

    The good news? There are tangible steps you can take to make your website greener. By adopting a more sustainable web design approach, you can not only reduce your environmental impact but also improve your website’s performance and user experience—a win-win for everyone.

    Practical Steps to make your website ESG-Friendly

    The first step is a website carbon audit. It’s about understanding where you are right now—how much energy your website uses and where the big consumption points are. From there, it’s all about making smart, informed changes. Here are some practical ways to get started:

    • Optimize Your Media for Faster Loading: Reducing image and video sizes is a simple but effective way to cut down on energy use. You’d be surprised how much smaller file sizes can improve both your carbon footprint and your page load speeds.
    • Clean Up Your Code to Reduce Digital Waste: Streamlining your code makes your site faster and more efficiently. Clean code means fewer unnecessary processes running behind the scenes, which means less energy consumption and a better SEO ranking.
    • Choose Greener Hosting for ESG Goals: Consider hosting your website on servers powered by renewable energy. Providers like Google and others now offer more sustainable hosting options, making it easier to switch to greener alternatives.

    These tweaks might seem small individually, but together they can add up to a big difference. Not just in terms of sustainability, but also in delivering a smoother experience for your visitors.

    The benefits for your brand and SEO

    Customers and stakeholders are paying attention. They want transparency and authenticity, and they’re actively looking for brands that align with their own values. If you’re pushing an ESG narrative but your website’s environmental impact goes unaddressed, it can create a disconnect that undermines your credibility.

    On the other hand, a well-optimized, low-carbon website sends a strong signal. It shows that you care about the details, that you’re serious about sustainability, and that you’re ready to go the extra mile—even in the digital space. This is a powerful way to connect with today’s more conscious consumer while boosting your SEO by improving site speed and usability.

    Take the first step: website carbon audits

    If you’re committed to ESG, it’s time to include your digital footprint in the conversation. Our agency offers website carbon audits to help you get started. We’ll pinpoint the high-energy elements on your site and make practical, effective recommendations for reducing your digital carbon emissions.

    Ready to make a difference? Let’s create a web presence that’s not just beautiful and functional, but sustainable too. Together, we can build a cleaner, greener internet, one website at a time. Optimizing your website alone won’t change everything—but it’s a step in the right direction. Every small action adds up, and this is one meaningful way to contribute to a more sustainable future.

    Get in touch for your website carbon audit today

    Contact us to learn more about our carbon audit services and how we can help you create an energy-efficient digital presence that aligns with your ESG goals.

    Key takeaways:

    What is a website’s carbon footprint, and why does it matter?

    A website’s carbon footprint comes from energy-intensive hosting and media usage. Addressing it is essential for ESG compliance and environmental impact reduction. 

    How can businesses reduce their digital carbon footprint?

    Optimise media, clean up code, and switch to green hosting. These actions reduce energy use and improve site performance. 

    What are the benefits of sustainable web design?

    It aligns with ESG goals, enhances brand credibility, boosts SEO, and delivers a better user experience. 

    Related Content Links:

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    Communicating ESG in Financial Services & Capital Markets

    Estimated read time: 6 minutes 

    Our recent whitepaper, Marketing ESG in 2024: Risks, Rewards & Riddles, lifted the lid on what marketeers and comms professionals really thought about ESG in their roles. In this follow-up, we take a look specifically at the global financial services and capital markets sector data from the wider research.  

    The original survey polled 418 senior marketing decision makers across the energy, financial services and technology sectors, split evenly across the APAC, Middle East, UK and US Markets. 

    Attitudes to B2B Financial Services ESG Communications: What do financial services comms and marketing professionals think?

    Professionals in this sector have a mature understanding of ESG from a communications perspective, as shown by the fact that they are the sector most likely to recognize the risk and opportunities of communicating on the topic evenly. Furthermore, they are more likely than average to see a blend of risk and opportunity in either direction. 

    This mature understanding translates to confidence when communicating: fewer professionals versus other sectors avoid the topic whenever possible or restrict themselves to the bare essentials. They are most likely to see it as an important (but not core) theme. 

    Beyond the communications function, professionals say that their organization treats ESG as an important but not strategic priority (23 percent), or a ‘nice to have’ (21 percent). Fourteen percent do say it counts among the organization’s strategic priorities, and a further 14 percent view it as core.  

    It appears that professionals rank ESG more highly as a communications theme than a business strategic priority. Is this cause for concern? Annabel Rivero, Deputy Head of Financial Services at Aspectus doesn’t think so: “The reality is that, outside a handful of businesses who provide ESG specific services, ESG is just one of the many things on companies’ plates right now. That said, with critical and ambivalent headlines around ESG abounding in the media, they know the risk of getting it wrong, so communications professionals recognize they need to treat it with outsized care as a topic.”  

    On a personal level, though few respondents in the sector profess passion across the ESG board, nearly half say they care deeply about some aspects of ESG performance or care a little. Few don’t care at all, suggesting ESG is an important opportunity for many to find meaning in their work.  

    Care and consequences: Are financial services professionals properly supported? 

    We also asked whether communications and marketing professionals feel adequately supported in B2B financial services ESG communications. In this respect, professionals feel exposed: only 37 percent believe they have a good degree or all the resources they need to do their job effectively, while 43 percent believe the opposite. Twenty-one percent even report a severe lack of resources. 

    The deficit is worse for financial services professionals: they are more likely than their peers to report both slight and severe underresourcing. 

    Is this a source of risk? Yes, but to no greater or lesser extent than for other sectors. Respondents roughly track the average when asked whether they could recall accassions where “we have had to communicate around ESG (on our organizations’ behalf or our clients’), when I have not felt the message has been fully justified or appropriate”.  

    Such scenarios introduce the risk of inadvertant greenwashing (or ESG-washing, impact-washing etc) – an injurious comms misstep. It is worrying that so many have been put in this position, especially considering the sector’s mature understanding of the risks of doing so. 

    Tim Focas, Head of Capital Markets at Aspectus,  comments: “These are tightly regulated sectors, and a common theme of the past few years has been regulators cracking down on percieved greenwashing – see the FCA’s SFD rules or the EU fund taxonomy for examples. With that in mind, it’s worrying to see so many respondents express concern on this topic, and to say they aren’t adequately supported. As these regulations begin to bite, we must hope that this number falls and communicators are given the resoources they need.”  

    Facing the future: Is ESG here to stay? 

    According to 47 percent of our total respondents, ESG is a passing trend that will disappear, or at least subside, while 28 percent think it won’t disappear, but will have to evolve. Only nine percent think ESG as we see it today will be a permanent fixture. 

    For financial services professionals, evolution is the name of the game. Only 37 percent think ESG is a flash in the pan, while 10 percent see it as a permanent fixture and 47 percent say it will evolve rather than fade away.  

    This belief may be why 23 percent of B2B financial services ESG communications professionals think that the term ESG needs a new name – but curiously the same percentage of respondents think that the term is fit for purpose, and the same again think it works but needs clearer messaging. 

    Kirsten Scott, Professional Services Lead at Aspectus interprets the discrepency: “The fact that respondents are most likely to say ESG will evolve, yet are mainly satisfied with the term itself suggests that behind all the ‘death of ESG’ headlines, what professionals really want to see is diligent, iterative improvement in how the theme is defined and applied to their sector – few communicators want to rip it up and start again.”  

    Want to know more about the practical and strategic considerations for effectively communicating your ESG efforts? Download our ESG whitepaper. 

    Key takeaways: 

    Do B2B financial services ESG communications and marketing professionals think of ESG as more of a risk or opportunity? 

    Respondents In this sector have the most balanced view of the risks and opportunities, weighting each relatively evenly. 

    Do financial services communications and marketing professionals care about ESG? 

    A significant minority do care to some extent about at least some aspects of ESG performance, though few are passionate about ESG overall. This suggests a tailored approach to ESG comms and marketing Is especially Important In this sector. 

    Do financial services communications and marketing professionals have enough resources and support to communicate around ESG? 

    Across the board, our respondents report needing greater support and resourcing to communicate effectively around ESG. Financial services professionals seem to report a greater degree of deficit, but do not report that this has translated into more risky communications strategies. 

    Do financial services communications and marketing professionals think ESG is here to stay? 

    While over a third think ESG will subside or disappear, the majority believe that ESG Is here to stay In either Its current form or following some form of evolution. 

    About the author: 

    Chris Bowman is an Associate Director at Aspectus and co-leads Aspectus’ ESG services. His experience is primarily in the energy and financial services sectors, and Chris specializes in brand strategy and messaging. He recently completed a short course on Sustainability Communication Strategies from the LSE. 

    Read more from this series:

    Communicating ESG in B2B Energy: what professionals really think 

    Communicating ESG in B2B Tech: what professionals really think

    Communicating ESG in the UK: what professionals really think

    Communicating ESG in APAC: what professionals really think 

    Communicating ESG in the Middle East: what professionals really think 

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    Was Private Equity’s Successful Lobby for Gentler Tax Hikes a Masterclass in PR?

    By Kirsten Scott, Financial Services

    The private equity industry recently pulled off what many in the comms world might consider a remarkable feat of influence. Facing a proposed tax increase on carried interest—from 28% to a much heftier 45%—the industry lobbied intensely and ultimately succeeded in negotiating a more modest hike to 32%. This seemingly small reduction represents a significant win for private equity (PE) firms, reducing the financial burden that could have impacted their operations within the UK.

    Context: What is Carried Interest and why does it divide opinion?

    At its core, carried interest is a share of the profits that investment managers, such as those in private equity, earn when they successfully grow the value of a fund. Unlike a traditional salary, carried interest is generally only paid out after investors achieve a certain return on their investment. For PE professionals, this can mean years of working with no payout, and if the fund doesn’t perform well, there’s no reward at all.

    However, the debate around carried interest centres on how it’s taxed. In the UK, it’s often classified as a capital gain (historically taxed at 28%), which is lower than income tax rates that go up to 45%. Supporters argue this lower rate incentivises long-term investment, helping fund the growth of businesses and job creation. Critics, however, claim it’s a tax loophole that allows wealthy financiers to avoid higher taxes.

    Rachel Reeves, Chancellor of the Exchequer, faced a difficult balance when delivering her inaugural budget, aiming to fund public services while keeping the UK attractive for global investment. The carried interest tax reform was a key part of this balancing act. The British Private Equity and Venture Capital Association (BVCA) has pushed to convey the benefits of private capital to the UK economy, emphasising how it drives employment, innovation, and regional growth.

    The BVCA’s efforts gained a foothold in government thinking, which was evident in the language published alongside the Budget. It acknowledged that “carried interest has unique characteristics” and pointed out the lengthy, risk-based nature of private capital investment.

    This recognition reflects the impact of BVCA’s lengthy campaign, underscoring the importance of data, personal connection, and well-framed arguments in driving influence.

    What made this campaign so effective?

    This campaign’s success was no accident. It was a carefully crafted, high-stakes private equity communications effort that leveraged some of the most powerful tools in the influence arsenal: strategic data use, influential alliances, narrative shifts, personal connection, and headline-grabbing statements. Let’s break down how each of these tactics played out in the campaign and how they might be applied to other financial communications strategies.

    1) Leverage data for impact

    Data is a powerful tool, but in PR, the trick is using it effectively to support a broader narrative. The BVCA did this exceptionally well, transforming numbers into a story that policymakers couldn’t ignore. Economic evidence such as EY’s report showed that private equity-backed businesses contribute 6% to the UK’s GDP and support 2.2 million jobs, illustrating the sector’s vital role. Private capital supports 10% of private sector GDP, which made a compelling case for its broader value to the economy.

    The BVCA presented this data strategically to demonstrate how the tax increase could undermine economic stability and job growth. For policymakers, these numbers showed PE’s importance not only for investors but for the UK economy’s health—a crucial point in the BVCA’s lobbying message.

    2) Align with influential voices

    The power of influential voices can never be underestimated, and the BVCA leveraged this to full effect. By aligning with high-profile figures, including global financiers like Blackstone’s Stephen Schwarzman, the association created a network of allies who could advocate in influential circles. The strategy included hosting private dinners and other intimate gatherings where these figures could speak directly to key players.

    With allies like Schwarzman, the BVCA extended its reach beyond UK borders and drew on the credibility of respected names, amplifying its campaign’s impact. This approach enabled PE advocates to frame the tax hike as a policy with global implications, raising the stakes beyond just the UK’s financial sector.

    3) Reframe the narrative

    Private equity has long struggled with a perception problem. The BVCA recognised that the “profit at any cost” stereotype could derail the campaign and worked hard to reframe the conversation. Rather than hiding behind the criticisms, they shifted focus by highlighting PE’s contributions to local economies and its role in supporting innovation, job creation, and essential services like biotech and clean energy.

    Through its MP Connect program, the BVCA offered MPs a closer look at private equity-backed companies in their constituencies. The tours allowed MPs to witness the jobs and contributions these businesses bring to their communities, humanising the sector and challenging the notion of PE as an elite, disconnected industry.

    4) Connect on a personal level

    One of the BVCA’s most effective tactics was to foster personal connections between PE-backed businesses and members of parliament (MPs). They organised discussions and company tours, where MPs could witness firsthand the impact of PE in their constituencies. This direct engagement gave the campaign a personal touch, making MPs more receptive to the BVCA’s arguments.

    Creating these opportunities for MPs to connect with local business owners helped policymakers see beyond the numbers. They saw the human side of PE-backed businesses, reinforcing the industry’s value in a tangible, relatable way.

    5) Captivate your audience with powerful statements

    Throughout the campaign, the BVCA didn’t shy away from bold statements to capture attention. They issued warnings about a potential “mass exodus” from the UK to emphasise the competitive disadvantage the tax hike could create, potentially driving investment to more favourable tax environments abroad. These statements weren’t just rhetoric; they underscored the potential consequences of the proposed tax hike and kept the message in the spotlight.

    With this strong narrative, the BVCA secured multiple media appearances, including TV interviews, helping to emphasise the urgency of their message and reach a broader audience.

    What can individual brands take from this?

    Marketing teams at private equity firms should consider their brand narrative, in line with this campaign and tap into a similar storytelling approach to benefit their brands. Highlighting positive, relatable aspects of private equity investing, that resonate with a broader audience, PE firms can demonstrate their value beyond finance.

    By strategically leveraging data, building influential alliances, reframing narratives, fostering personal connections, and maintaining powerful statements, the BVCA orchestrated a campaign that protected billions in profits while shaping public perception.

    For PR professionals both in and outside of the PE industry, this campaign offers valuable insights into how complex, even controversial, topics can be navigated with strategic communication. At its heart, the PE lobby’s efforts reiterate the importance of crafting a message that resonates with an audience’s values and concerns—an essential lesson for any private equity communications campaign looking to make a lasting impact.

    Key takeaways:

    • Leverage data for impact
      PR campaigns should always anchor themselves in solid data, but it’s crucial to frame this data in a way that resonates with the audience’s priorities. Whether appealing to policymakers, customers, or stakeholders, data that demonstrates tangible value makes a stronger case.
    • Align with influential voices
      Collaborating with well-regarded industry voices or subject matter experts can enhance credibility and expand influence. This is particularly valuable when the audience or stakeholders may be sceptical; having a trusted, influential ally can help validate the message.
    • Reframe the narrative
      In any PR campaign, addressing and reframing negative perceptions can be more effective than avoiding them. Whether it’s challenging a stereotype or highlighting overlooked positives, shifting the narrative can engage a broader audience.
    • Connect on a personal level
      PR efforts are often most effective when they bring an abstract issue down to a personal level. Engaging directly with stakeholders and creating face-to-face opportunities fosters empathy and understanding, making the message more relatable and harder to dismiss.
    • Captivate your audience with headline-grabbing statements
      Compelling statements, backed by facts, can help amplify the impact of a campaign. Bold claims—especially when supported by data—make a campaign more memorable and can drive audience engagement.

    References:

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    3 mistakes to avoid during Singapore’s event season

    By Louise Veitch, Head of Southeast Asia

    There is an event to attend almost every day in Singapore, but for our core sectors: finance, energy and technology; October-November is peak season. For any business looking to make their mark in the APAC region, events will likely be a key part of their marketing and sales strategy, so it’s important to get right, but very easy to get wrong.

    Tech Week Singapore delivered another great event, consisting of seven simultaneous shows – Cloud Expo Asia, DevOps Live!, Cyber Security World, Data Centre World, Big Data & AI World, eCommerce Expo and Technology for Marketing – and attracting nearly 25,000 senior IT leader attendees and 500+ exhibitors.

    However, there will be many exhibitors, sponsors and delegates who found they didn’t achieve the expected ROI on their investment – and here’s why:

    1) Making a Lasting Impression at Singapore Events

    Spread across two exhibition floors in Marina Bay Sands, Singapore Tech Week is vast. While that means lots of attendees and potential prospects, it also means a lot of brands competing for attention.

    While eye-catching booths will help you stand out, it’s also crucial that your messaging used throughout collateral resonates and encapsulates your brand, while also distinguishing it from competitors.

    At the event there were many companies that had ‘accelerate your digital transformation’, or a version of, as their tag line. Already a relatively vague phrase, it becomes completely indistinguishable when so many use it.

    Are you confident that your messaging is truly delivering for your brand and cutting through noisy markets?

    Are you aware of how your competitors are positioning themselves?

    Are there white spaces that exist that you can claim?

    2) The message is loud and clear: the Importance of Sustainable Data Centers in Tech

    Of the key topics that were explored throughout Tech Week Singapore, data centers and all associated tech dominated the conversation. APAC’s data center market is currently experiencing incredible growth. With it predicted to reach $54.67 billion by 2028 and 7 of its cities ranked in the top 10 for fastest growing connectivity infrastructure, it’s no real surprise that it’s one of the hottest trends.

    Data centre deployments that can support the massive and ever-increasing data requirements of society is the outcome of an ecosystem of providers, but while everyone has their own corporate narrative, one message came through loud and clear – running data centers as sustainably as possible is now a key factor in decision making.

    For brands to showcase how their operations and solutions can deliver greener workflows, it’s imperative their ESG communications are on point.

    Are your ESG communications a fair reflection of your practices?

    Do they understate how you can support sustainable development? Or, are you too far the other way and concerned that you’re overstating them?

    3) Maximize ROI with an Expert Communications Agency

    Events like Tech Week Singapore form an important cornerstone of communications plans. However, attending is a big time and money investment, so objectives need to be set earlier and then supported by activity at the event. When these aren’t in sync and resources are used in the wrong places, that’s potentially big chunks of annual marketing budgets wasted.

    Work with an agency like Aspectus that can support – or drive – your event strategy. Tell us what your business objectives are, and we can work with you so all your activity, including speaking slots, messaging, collateral, social media and media interviews, complement each other to deliver a successful event.

    Aspectus is a global all service communications agency, which means  we partner with technology brands of all sizes to achieve their strategic goals. So, whether you’re looking to sell more, position your brand differently, improve ESG comms or break into a new market, let’s have a conversation.

    You can reach Louise at louise.veitch@aspectusgroup.com

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    Communicating ESG in B2B tech: what professionals really think

    Estimated read time: 6 minutes 

    Our recent whitepaper, Marketing ESG in 2024: Risks, Rewards & Riddles, lifted the lid on what marketeers and comms professionals really thought about ESG in their roles. In this follow-up, we take a look specifically at the B2B tech sector data from the wider research.  

    Attitudes to to B2B Tech ESG Communications: What do tech comms and marketing professionals think? 

    To be blunt, they are wary. Twenty-one percent of global tech professionals primarily see ESG as a risk with little upside opportunity versus a 17 percent average across sectors. A further 13 percent see some opportunity alongside the risk, but overall 34 percent see ESG primarily as a risk, versus 26 percent who see more opportunity.   

    This wariness does not stem from unfamilarity. More tech professionals (22 percent) say ESG is incorporated as a core part of their communications strategy than any other sector (17 percent average). However simultaneously, 22 percent say they communicate only the bare essentials – again against a 17 percent average.  

    Beyond comms and marketing, tech professionals are less likely to report that ESG is a high strategic priority for their employers.  

    Sofie Skouras, Head of Technology at Aspectus, wonders whether “ESG is still seen as this extrinsic, imposed thing that not everyone fully understands yet, as opposed to something intrinsic and close to the hearts of organizations and their leadership.” 

    This lukewarm organizational attitude to ESG is also reflected in respondents’ personal views. Tech professionals are less likely than average to say they care deeply or a little about some or all aspects of ESG performance, and more likely to admit that they don’t really care about ESG factors at all. 

    Skouras explains: “For most tech professionals, the overwhelming priority is keeping the business operational and safe. They’re up at night worrying about outages or data breaches, not ESG.  

    That may change over time – regulation can increase ESG’s importance, and it is starting to feature in RFPs, but it takes time for that to filter through and really suffuse an organization.  

    However, we should think about how we talk about ESG too. The fact is that things like outage protection and cyber security fall squarely under the ‘G’ of ESG, yet the general narrative doesn’t reflect that as strongly as environmental concerns, for example.” 

    Care and consequences: Are tech professionals properly supported? 

    We also asked whether communications and marketing professionals feel adequately supported in B2B tech ESG communications . In this respect, professionals feel exposed: only 37 percent believe they have a good degree or all the resources they need to do their job effectively, while 43 percent believe the opposite. Twenty-one percent even report a severe lack of resources. 

    Tech professionals more or less track the averages in this respect, suggesting they are neither better nor worse resourced than their peers. 

    That said, though B2B tech ESG communications professionals seem roughly on par with their peers in terms of resources and support, they are marginally more likely to say there have been ocassions where “we have had to communicate around ESG (on our organizations’ behalf or our clients’), when I have not felt the message has been fully justified or appropriate” 

    This sounds a note of caution for tech professionals: such scenarios introduce the risk of inadvertant greenwashing (or ESG-washing, impact-washing etc) – an injurious comms misstep.  

    Facing the future: Is ESG here to stay? 

    According to 47 percent of our total respondents, ESG is a passing trend that will disappear, or at least subside, while 28 percent think it won’t disappear, but will have to evolve. Only nine percent think ESG as we see it today will be a permanent fixture. 

    Tech professionals agree: an identical 28 percent predict evolution, but more than half (52 percent) think ESG is on the way out. Twelve percent think it’s here to stay – more than average, but still a low number. 

    Is the terminology the sticking point? Perhaps. Tech professionals do not seem particularly enamoured with the term ‘ESG’. Fewer respondents than average say the term works well, while more than average are satisfied with the term but think it needs better messaging. Fewer respondents also say it needs a new name, or that it should be jettisoned entirely. Overall the picture is one of broad but unenthusiastic agreement with the term, so it seems unlikely to be the source of discomfort.  

    A neat summary of the tension comes from Sarwar Khan, Sustainability Director at BT*: “It is quite clear to me that the key principles of ESG are here to stay, and that organizations should continue to focus on these to build a sustainable and more resilient business for the long-term. We cannot allow ourselves to get distracted by the current debate on the naming convention of ‘ESG’ – it is the principles that the term represents that are ultimately important to us as a business, our employees, and those that we serve.”  

    Skouras agrees: “ESG requirements will continue to grow in importance as customer requirements evolve and it’s the companies that are making moves now that will have head starts on the others. It’s easy to bury your head in the sand, particularly when you think ESG is just a passing hype train, but it’s here to stay long-term in some capacity.” 

    Want to know more about the practical and strategic considerations for effectively communicating your ESG efforts? Download our ESG whitepaper. 

    *Sarwar Khan is an Aspectus client. His quote appeared in the original whitepaper. 

    Key takeaways: 

    Do B2B tech ESG communications and marketing professionals think of ESG as more of a risk or opportunity? 

    Primarily as a risk, though they recognize there is opportunity to be had. 

    Do tech communications and marketing professionals care about ESG? 

    The tech sector has fewer professionals who are passionate about ESG than other sectors.  

    Do tech communications and marketing professionals have enough resources and support to communicate around ESG? 

    Across the board, our respondents report needing greater support and resourcing to communicate effectively around ESG. Tech professionals are broadly average in this respect. 

    Do tech communications and marketing professionals think ESG is here to stay? 

    A slim majority of tech professionals predict ESG will disappear, though more than a quarter think it will evolve rather than vanish entirely.  

    About the author: 

    Chris Bowman is an Associate Director at Aspectus and co-leads Aspectus’ ESG services. His experience is primarily in the energy and financial services sectors, and Chris specializes in brand strategy and messaging. He recently completed a short course on Sustainability Communication Strategies from the LSE. 

    Read more from this series:

    Communicating ESG in B2B Financial Services & Capital Markets: what professionals really think

    Communicating ESG in B2B Energy: what professionals really think 

    Communicating ESG in the UK: what professionals really think

    Communicating ESG in APAC: what professionals really think 

    Communicating ESG in the Middle East: what professionals really think 

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