News from GSBC

Sydnee Assan Named 2026 GSBC Scholarship Recipient

Dana Ferrell — Thu, 30 Apr 2026 15:48:23 GMT

NEW YORK, April 30, 2026 – G&S Business Communications is proud to announce Sydnee Assan as the 2026 recipient of the Luke Lambert Legacy (LLL) Scholarship and Internship, a program established to honor the legacy of former CEO Luke Lambert and his deep commitment to mentorship, education, and advancing diversity within the marketing communications industry.

The Luke Lambert Legacy Scholarship and Internship supports students pursuing careers in marketing communications and related fields, with particular focus on creating opportunities for students from historically marginalized communities. As this year’s recipient, Assan will receive a paid internship along with a $5,000 scholarship to support her academic and professional goals.

Assan is currently pursuing a Bachelor of Arts in Broadcast Journalism with a minor in Political Science at Howard University and expects to graduate in May 2028. Her academic and professional background reflects a strong foundation in journalism, digital media, and strategic storytelling, paired with a commitment to community-centered communication.

In her application essay, Assan reflected on media coverage of the 2016 presidential election as the impetus for her desire to pursue a career in communications.

“I became fascinated by how messaging shapes public perception,” said Assan. “The wording of a headline, the tone of a broadcast, and the structure of a debate all mattered.”

Beyond her scholastic achievements, Assan has gained hands-on experience as the founder of Fiveology West LLC, a family-owned luxury skin and hair care brand, and through various roles with the Prince George’s County Council, the Maryland General Assembly, and multiple journalism and media organizations.

“Sydnee distinguished herself among this year’s candidates, demonstrating intellectual curiosity, creative skill, and a deep sense of responsibility to the communities she serves,” said Anne Green, CEO of G&S Business Communications. “Her commitment to thoughtful storytelling, public interest journalism, and equity driven communication embody the values this program was created to honor. We are excited to welcome her as an intern this summer and support her continued growth as a communicator and leader.”

About G&S Business Communications

G&S Business Communications is a global, independent, integrated marketing communications firm headquartered in New York, with offices in Chicago and Raleigh, North Carolina. The agency helps innovative companies change the world and is a partner of PROI Worldwide, providing reach across more than 60 countries and 165 cities.

G&S Wins Triple Platinum MarCom Awards for Syngenta Campaign

Lyndsey Newnam — Wed, 03 Dec 2025 14:49:29 GMT

G&S Business Communications, part of the G&S Integrated Marketing Communications Group, has been honored with three Platinum MarCom Awards, the competition’s highest distinction, for its creative work with Syngenta Professional Solutions on the “Putting Bugs to Work” campaign promoting Advion® insect control products.

The campaign earned Platinum recognition in the Advertising, Product Launch, and Trade Show Exhibit categories. The work stood out among more than 6,000 global entries in the 2025 MarCom Awards, which celebrate excellence in marketing and communications across more than 300 categories including print, web, video, and strategic communications.

A Bold Reimagining of Pest Control

When the Professional Pest Management division of Syngenta sought to reinvigorate its flagship Advion gel baits in the maturing European pest control market, G&S delivered a fresh approach rooted in storytelling, science, and unexpected humor. The “Putting Bugs to Work” concept reframed pests as unlikely allies through the playful theme “Meet Your New Employee.”

The creative idea dramatized how the innovative mode of action of Advion allows ants and cockroaches to contaminate other insects in their colonies, turning pests into the solution. The campaign launched at PestEx in London with life-size character masks, immersive booth experiences, and social activation, supported by a unified toolkit and messaging architecture for local adaptation across European markets.

Driving Measurable Results Across Europe

The integrated campaign revitalized the Advion market presence, strengthened distributor relationships, and boosted awareness and brand recall. By blending scientific credibility with emotional storytelling, the campaign transformed a technical product story into a conversation piece that resonated with pest control professionals and generated buzz across the industry.

“Winning three Platinum MarCom Awards underscores the power of combining bold creativity with deep industry insight,” said Steve Halsey, Principal and Chief Growth Officer at G&S Integrated Marketing Communications Group. “Our partnership with Syngenta demonstrates how purposeful storytelling can translate science into impact and deliver measurable business results.”

About the MarCom Awards

The MarCom Awards, administered by the Association of Marketing and Communication Professionals (AMCP), is one of the largest and most respected creative competitions in the world. Entries are judged by industry experts who honor outstanding achievement in concept, direction, design, and execution across marketing and communications disciplines.

About G&S Business Communications

G&S Business Communications (GSBC) is a go-to-market agency of the G&S Integrated Marketing Communications Group (GS IMCG), solving complexity and helping innovative brands seize opportunity, build reputation, and grow market impact. With deep expertise in agribusiness, home & outdoor living, industrial & advanced manufacturing, healthcare & wellness, and professional services, GSBC delivers integrated communications rooted in industry intelligence and strategic insight. GS IMCG has offices in New York, Chicago, Milwaukee, Wis., Raleigh, N.C., and Waterloo, Iowa, and is a member of PROI Worldwide, providing global reach in 65+ countries.

Strategic Healthcare Communications for Trust and Impact

Chelsea D'Amore, Emily Hirsch, Marjani Williams — Wed, 29 Oct 2025 20:44:52 GMT

This article was originally published in the October 2025 issue of O’Dwyer’s as part of its Spotlight on Healthcare PR with the title "Clarity Requires Capacity – Why Healthcare Must Prioritize More Strategic Comms Integration".

Healthcare is a deeply personal, high-stakes, high-emotion business with a litany of audiences that require nuanced communications. The growing complexity of today’s healthcare landscape makes it even more challenging for organizations to break through the clutter and build trust with clear, consistent messages.

We know that one-size-fits all strategies no longer work and to succeed in the current media climate, communicators must create integrated models that allow them to deliver the right messages, through the right channels, at the right times.

Clarity requires capacity on three distinct levels:

Organizational capacity - Your organization’s communications team must have the depth and experience to fully engage with many diverse and dynamic audience sets.
Leadership capacity - Business leaders must prioritize communications and their role within this function as the key faces and voices representing their organizations.
Cultural capacity - A healthcare organization’s approach to communications must also hold the capacity to be caring, despite the demands of business goals, and courageous in the face of challenges like rampant misinformation. The vulnerability and fear when someone’s health is at stake demands communication not only add clarity but also carry compassion.

The Challenge

Health audiences have diverse needs and interests, as well as varying levels of understanding of the business of healthcare that directly impacts their access to care and experience. Personal beliefs and comfort with the technical language of medicine greatly shape how consumers – your business’s patients and members – approach their health, and the level of trust they hold. Beyond the everyday consumer, healthcare organizations are also working to build and maintain relationships with government entities, communities, employers, shareholders and other stakeholders in the industry covering providers, payers, pharma, tech and more.

Channel strategy is critical and must evolve. And while tools like Epic, email and social media are well established, it is neither strategic nor effective to blast the same messages across all platforms in the hopes of reaching everyone. The ways people engage with these platforms come with individualized expectations and AI is rapidly changing the game.

Generative engine optimization (GEO) is reshaping the way people proactively hunt for healthcare information. Large language model tools like ChatGPT, Google Gemini and Perplexity deprioritize content rooted in marketing and sales in favor of content that aims to educate and inform. Breaking through requires a content strategy that adapts to these rules.

This complexity is even more apparent against the backdrop of an industry under extraordinary pressure. Organizations from every facet of the healthcare ecosystem are right now determining how they will survive with significant reductions to programs like Medicare and Medicaid due to the implications of the One Big Beautiful Bill. Infectious disease trends are rising while vaccination rates are dropping. Nontraditional healthcare players like Amazon and Google are entering the market with new offerings that challenge the norm. And we are facing an overall aging population with greater healthcare needs with a workforce that is burned out and shrinking. Together, these factors contribute to the lack of trust in the healthcare landscape, and in the institutions that support it.

The Responsibility

Healthcare organizations serve a public function – to provide accessible care, advocate for public health practices, and educate patients on how to care for themselves and their communities. This includes countering a great deal of misinformation that puts people’s health at risk.

With tensions high and trust low, it’s natural for organizations and their leaders to want to lay low when no one has definitive or universally satisfying answers. But leaders need to understand that saying nothing is also saying everything. The fear of getting something wrong or upsetting an audience with accurate but potentially uncomfortable information delivers the message that your organization is disengaged.

In addition to accountability to patients, healthcare organizations also hold a high level of responsibility to support the incredible workers that keep these systems running. A healthcare organization’s most critical resource is its people – those who make accessible, affordable care possible and deliver it with compassion. Without clear, personalized and prioritized internal communications, organizations risk confusion and misalignment – a disconnect that inevitably shows up in culture, patient experience and reputation.

The Solution

If you don’t feel like you understand the depth of your audience set, it’s time to change that. That includes understanding how, where and when different audience subsets prefer to receive information.

Clarity requires capacity. An undertaking like this is time intensive and requires an understanding of how audiences think outside of the healthcare setting as well. People want their experiences working with their health partners to mirror the ease and convenience they’re used to with retail, tech, etc: fast, personalized, channel-appropriate and concise. Bringing in an external partner like an agency that spans sectors can be beneficial, because experts can bring learnings from across industries to reimagine how messages are created and how they are disseminated to diverse audiences affected by complex healthcare business challenges.

Evaluate your internal communications cadence and channels as well. When leveraging intranet tools, email communications, even written and verbal communications internally, measurement processes must be in place to gain insight into engagement. Are staff members across the organization flooded with content but no direction on what is most important, meaning core messages get lost? Are part-time vs. full-time employees receiving mixed signals based on the channels they have access to? And critically, how is information moving up and down the chain so that employees who are the boots-on-the-ground interfacing with your customers feel aligned with leadership?

The most important shift is cultural. So often, communications experts are positioned as order takers for an organization, tasked with amplifying priorities decided by others. But in a space as complex as healthcare, communications experts need a seat in that strategic conversation when priorities are decided and messages are developed. In essence, they need to represent the needs of all audiences in order to develop the right communications strategy. In today’s healthcare landscape, the right strategy fosters the capacity organizations need to bring clarity to complexity and impact.

About the authors:

Marjani Williams is a healthcare and DE&I leader with more than 15 years of experience driving strategic communications, public affairs, and community engagement initiatives. She advises clients on high-impact PR strategies, executive visibility, and reputation management, helping health organizations communicate with clarity, authenticity, and purpose.

Chelsea D’Amore has more than 10 years of strategic communications and PR experience spanning complex industries including healthcare, professional and financial services, sustainability, and more. She leads her clients with a modern approach to communications that reaches audiences with the transparency and trust, helping clients serve as good corporate citizens while meeting their business goals.

Emily Hirsch is a strategic communications professional with 15 years of experience in public affairs, digital marketing, and content development. Emily leads integrated client accounts in the healthcare and agriculture industries, translating complex topics into compelling narratives and campaigns.

Jennifer Becker Promoted to Senior Vice President

shalsey@gscommunications.com (Steve Halsey) — Wed, 27 Aug 2025 13:00:00 GMT

NEW YORK – G&S Business Communications LLC, an award-winning integrated marketing communications agency and part of the G&S Integrated Marketing Communications Group (GS IMCG), is pleased to announce the promotion of Jennifer Becker to senior vice president.

Becker, a 20-year veteran in agribusiness marketing communications, has played a pivotal role in supporting agribusiness and home and building clients. She is known for combining her deep industry knowledge and marketing acumen with a customer-focused approach. Further, her passion for teamwork and leadership skills has earned multiple industry awards for omnichannel campaigns from the National Agri-Marketing Association and PRvoke Media among others.

“Jen’s promotion and award-winning work is a reflection of her unwavering commitment to excellence and her ability to lead with vision and tenacity,” said Caryn Caratelli, principal at GS IMCG. “Her strategic mindset and deep understanding of the agribusiness landscape make her an invaluable asset to our leadership team.”

Becker is a graduate of Miami University where she earned a Bachelor of Science in Mass Communication. As senior vice president, she will join the Executive Steering Committee for GS IMCG and will continue her participation with the Women in Agribusiness network along with other agency responsibilities.

2025 Luke Lambert Legacy Scholarship & Internship Recipient Announced

G&S Business Communications — Thu, 15 May 2025 14:30:00 GMT

G&S Business Communications Welcomes Sofia Mari Satuito as 2025 Luke Lambert Legacy Scholarship & Internship Recipient

New York, NY – 5/15/2025 – G&S Business Communications is proud to announce Sofia Mari Satuito as the 2025 recipient of the Luke Lambert Legacy (LLL) Scholarship and Internship, a program created to honor the legacy of former CEO Luke Lambert and support the education and empowerment of students in the field of integrated marketing communications, with particular focus on giving opportunities to students from historically marginalized communities.

Sofia is a junior at Vassar College, studying psychology and computer science. She brings a strong background in leadership, research and strategic communication with experience spanning from public relations to social psychology research.

In her essay, Sofia expressed her passion for advancing diversity, equity and inclusion (DEI). “I am committed to empowering the next generation of business leaders by advocating for the preservation and advancement of diversity policies. Through my work as a social psychology research assistant, I study the impacts of stereotyping and prejudice in professional spaces, underscoring the necessity of DEI initiatives and why diversity is crucial in creating healthy, equitable work environments," she said.

As the LLL recipient, Sofia is awarded a paid summer internship and a $5,000 scholarship to support her educational and professional goals.

“We are thrilled to welcome Sofia as the 2025 recipient of the Luke Lambert Legacy Scholarship and Internship,” said G&S Business Communications CEO Anne Green. “Sofia's dedication to equity and representation in integrated marketing communications, coupled with her impressive leadership and academic achievements, truly embodies the values of the program and our agency. We are confident that her unique cross-cultural perspective and passion for elevating underrepresented voices will make a significant impact during her time with us. We look forward to supporting her journey and witnessing the positive contributions she will bring to our team and the industry.”

Navigating Uncertainty: A Crisis Preparedness Checklist for B2B

Fri, 17 Jan 2025 17:01:53 GMT

As seen in O'Dwyer's Jan. '25 Special Issue on Crisis Communications.

The playbook for crisis communications in B2B companies is evolving at an unprecedented pace. Regulatory landscapes are shifting, economic pressures are intensifying, and stakeholder expectations for transparency and authenticity are higher than ever. Against this backdrop, chief communications officers (CCOs) must be more than communicators. They need to be strategic leaders tasked with preparing their organizations for the inevitable: a crisis that tests the strength of their values, agility, and resilience.

To succeed, B2B companies must embrace a proactive, integrated approach to crisis preparedness. This isn’t just about responding when something goes wrong—it’s about building a foundation that ensures your company is ready to thrive under pressure. Following is a practical checklist for how CCOs can use leadership, innovation, and authenticity to guide their organizations through even the most trying moments.

Build a Culture of Readiness

Crisis preparedness starts long before a crisis emerges. The companies that weather storms best are those that embed adaptability and inclusivity into their culture.

Develop Cross-Functional Teams: Establish crisis management teams that include not just communications professionals but also legal, operational, and technical leaders. This ensures diverse perspectives in decision-making and faster response times.
Foster Scenario Planning: Run regular crisis simulations tailored to the B2B environment. These could include scenarios like supply chain disruptions, data breaches, or reputational challenges from regulatory changes.
Empower Teams with Agility: Equip employees with the tools and training to pivot quickly when the unexpected occurs. Make inclusivity a priority so every voice is heard in times of need.

Key Success Factor: Advocate for leadership buy-in to prioritize readiness as an organizational value. This means building systems and practices that ensure crises are met with clarity and confidence.

Leverage Technology for Precision and Speed

Technology is reshaping every aspect of crisis communications. For B2B companies, leveraging AI and automation can mean the difference between swift, effective communication and costly delays.

AI-Enabled Monitoring: Use AI tools to monitor news, social media, and industry developments for emerging risks. Early detection is critical for B2B firms operating in complex supply chains or regulatory environments.

Automate Key Responses: Develop automated workflows to speed responses to common crisis scenarios, such as alerting stakeholders, to reduce response time.

Centralize Communication Channels: Invest in platforms that unify internal and external communications to maintain consistency and reduce miscommunication during crises.

Key Success Factor: Partner with IT and innovation teams to evaluate and implement technologies that enhance your crisis response capabilities. A tech-savvy communications function is now table stakes.

Align Crisis Communications with Purpose and Values

In an era where authenticity drives trust, a crisis is not just a threat—it’s an opportunity to reinforce your company’s values. B2B stakeholders, including clients and regulators, are quick to scrutinize a company’s response to crises for alignment with its stated purpose.

Craft Values-Driven Messaging: Ensure all crisis communications reflect your company’s core values and commitments.

Simplify the Complex: B2B crises often involve intricate issues, such as compliance failures or technical disruptions. Invest in clear, relatable storytelling to make these complexities understandable to all stakeholders.

Stay Consistent Across Channels: Use a single voice across platforms to avoid mixed messages. Consistency builds trust and credibility.

Key Success Factor: Conduct regular audits of your crisis communication templates to ensure they align with your brand’s purpose. Practice communicating complex topics in relatable, values-driven ways.

Synchronized Employee Communications

Employees are often the first to feel the ripple effects of a crisis, and their understanding and alignment are critical to an effective response. For B2B companies with dual workforces—including on-site hourly workers in manufacturing or logistics and remote or hybrid office employees—this synchronization is especially challenging.

Tailor Messaging for Dual Workforces: Recognize the differing needs and communication preferences of your workforce. For on-site employees, prioritize clear, concise updates delivered through accessible formats, such as shift briefings, digital screens, or printed materials. For remote or hybrid employees, leverage email, intranets, or virtual town halls.

Emphasize Consistency and Timeliness: Ensure that all employees, regardless of location or role, receive consistent information simultaneously to minimize confusion and build trust.

Foster Two-Way Communication: Create channels for feedback and questions from employees across all levels. For example, anonymous surveys or direct lines to HR can help uncover potential blind spots in your messaging.

Key Success Factor: Synchronize internal communications by leveraging technology and tailoring approaches to meet the unique needs of each segment of your workforce. Unified employee alignment strengthens external messaging and response efforts.

Turn Stakeholders into Advocates

B2B companies have a unique advantage in crisis communications: they often operate within tight-knit networks of clients, partners, and suppliers. Involving these stakeholders in your crisis strategy can turn them into advocates rather than critics.

Proactive Stakeholder Engagement: Keep key stakeholders informed of potential risks and how your company is prepared to address them. Transparency fosters trust and reduces surprise.

Empower Spokespeople: Train executives and client-facing teams to communicate confidently and empathetically during crises. Authentic human connection can defuse tension and build goodwill.

Create Two-Way Communication Channels: Provide stakeholders with avenues to share concerns and feedback during crises. Their insights can improve your response and deepen relationships.

Key Success Factor: Establish clear protocols for stakeholder communication in your crisis plans. Emphasize empathy and transparency to build lasting trust.

Measure and Refine Post-Crisis

A crisis doesn’t end when the immediate threat subsides. The most effective B2B companies treat every crisis as a learning opportunity to improve their resilience and communication strategies.

Conduct Post-Mortems: After a crisis, bring together all involved teams to analyze what worked, what didn’t, and how processes can be refined.

Update Playbooks Regularly: Use insights from post-crisis reviews to keep your crisis management plans relevant in a changing landscape.

Key Success Factor: Make post-crisis analysis a standard practice. Use findings to strengthen your strategies and rebuild trust with stakeholders.

The CCO’s Role in a Crisis: Leadership in Action

As the connective tissue between leadership, employees, and external stakeholders, CCOs are uniquely positioned to lead their organizations through crises. By prioritizing readiness, leveraging technology, aligning with values, engaging stakeholders, and synchronizing employee communications, CCOs can turn crises into moments of strategic opportunity.

Crises are inevitable. But with the right preparation, B2B companies can face them as opportunities to showcase their resilience, innovation, and authenticity.

Communications’ Role in Filling Healthcare’s Trust Gap

Emily Hirsch, Marjani Williams — Thu, 14 Nov 2024 13:28:34 GMT

It’s no surprise that more than half of Americans use the Internet to search for healthcare information online—but did you know only 30 percent trust that information? According to a recent survey of 243 U.S. adults aged 18+ conducted in September by G&S Business Communications, that’s the trust gap healthcare companies are facing.

In this G&S Inside Story, Marjani Williams and Emily Hirsch discuss some of the challenges in the healthcare industry and why effective communication is critical for bridging the trust gap, battling misinformation and empowering consumers.

To learn more, listen to their conversation below. You can also discover more in their recent feature in O’Dwyers: Communications’ Role in Filling Healthcare’s Trust Gap.

Beth Crisafi Smith Promoted to Senior Vice President

shalsey@gscommunications.com (Steve Halsey) — Wed, 23 Oct 2024 12:30:00 GMT

NEW YORK – G&S Business Communications, an award-winning integrated marketing communications agency and part of the G&S Integrated Marketing Communications Group, is proud to announce the promotion of Beth Crisafi Smith to senior vice president. A dedicated leader with 19 years of agency experience, Beth has consistently demonstrated exceptional leadership, a passion for teamwork, and a deep commitment to her clients and colleagues.

As the senior leader on several of the agency’s advanced manufacturing and professional services accounts, Beth has cultivated strong partnerships across client organizations, driving a collaborative "Win Together" approach that positions the agency as an essential partner.

“Beth’s expertise in delivering audience-centric, integrated strategies has helped engage audiences across complex supply chains – maximizing program results, client satisfaction, and value,” said Brian Hall, principal and president. “Beth has also led successful efforts to win new clients and lead their marketing communications programs.”

“Known for her enthusiasm and positive energy, Beth is also a caring leader who inspires her team and peers at the agency grow, thrive, and find fulfillment in their work,” said Hall.

As senior vice president, she will join the Group’s Executive Steering Committee (ESC) and take leadership of the agency’s Corporate Social Responsibility (CSR) program, Harvesting Hope.

Beth’s career at G&S spans nearly two decades, during which she has provided strategic counsel, driven media coverage, and led integrated communications initiatives for G&S clients. She is a graduate of Syracuse University, where she earned a B.S. in Communications & Rhetorical Studies.

Influencers, UGC, and Journalism – but Make It AI-Generated

Kianna Forbes, Kyle Turner — Fri, 16 Aug 2024 13:54:36 GMT

The rise of AI influencers, AI-generated content (AIGC), and AI journalism poses a few interesting quandaries for B2B and B2C communications and marketing professionals. These technologies highlight the ever-changing landscape of a new AI enabled marketing landscape we must now navigate.

AI Influencers Are Redefining Consumer social media, But B2B Appeal is Lacking

AI influencers, also known as virtual or digital influencers, are computer-generated characters designed using artificial intelligence (AI) and digital artistry to mimic human characteristics. They engage audiences on platforms like Instagram, YouTube, and TikTok, sharing content, collaborating with brands, and driving engagement. For example, Noonoouri, created by German graphic designer Joerg Zuber, has been featured in ad campaigns for fashion brands like Dior and Balenciaga and is the first virtual influencer to sign with Warner Music.

It's no surprise that digital influencers are thriving in B2C communications and marketing, particularly on visually-driven platforms like Instagram and TikTok, where engaging content quickly captures a broad audience. However, their appeal in B2B marketing, while intriguing, is less straightforward. In B2B marketing, trust, credibility, and authentic human connections are paramount, as decisions often involve significant investments and long-term commitments. AI influencers might struggle to provide the emotional resonance required in these contexts. Yet, this doesn't mean B2B marketers should dismiss them entirely.

AI influencers could be leveraged in specific scenarios, such as at trade shows to showcase new products, in virtual product demonstrations, or even in certain customer interactions where the depth of human engagement is less critical. Additionally, pairing AI influencers with AI-driven content creation tools could offer B2B marketers innovative ways to enhance their digital strategies while maintaining the necessary human oversight to ensure authenticity and relevance.

AI Journalism Enhances Efficiency but Must Balance Automation with Human Insight

To most sports fans, Al Michaels is a familiar name as an accomplished NFL play-by-play announcer. Recently, NBC used an AI-generated version of his voice to feature in Olympics highlights packages on their streaming service, Peacock. While this is a notable example of AI in content delivery, the true impact of AI in journalism is more profound.

For instance, the Associated Press has been using AI to automate the production of thousands of earnings reports, freeing up human journalists to focus on more complex and investigative stories. This shift demonstrates how AI is not just automating tasks but also transforming how news is gathered, processed, and delivered in the communications industry.

AI in journalism is enhancing how news is gathered, processed, and delivered. AI can automate tasks like transcribing interviews or generating summaries of lengthy reports, analyze vast amounts of data to uncover trends, and even create basic reporting like quarterly earnings summaries or sports game recaps. This is where we’d likely see the most preponderance of usage for journalists.

Just as journalists can use AI for these tasks, communicators and marketers can leverage AI to streamline content creation, personalize outreach, and analyze vast datasets, freeing them to focus on strategic initiatives that require human insight. Human journalists still provide crucial context and analysis and push their subjects to answer questions with a doggedness AI tools are nowhere near developed to handle.

AI Tools Offer Efficiency and Cost Savings but Pose Ethical and Quality Risks

As AI continues to make waves across different industries, it’s no surprise that B2C and B2B marketing is feeling its impact too. From generating content to offering fresh ways to analyze trends, AI is creating new inroads for marketers to speak to their audiences. But as with any powerful tool, it’s all about how you use it.

AI systems offer impressive capabilities, they are not without flaws. Errors or biased outputs can occur, necessitating careful editing and quality control by human teams. Overreliance on AI could lead to content that feels sterile or robotic, which may undermine the brand's connection with its audience.

Another significant concern is the potential loss of brand voice and authenticity when using AI-generated content. AI content can sometimes lack the unique personality and emotional depth inherent in human-created work, risking a disconnect with the audience. To mitigate this, it's crucial for businesses to ensure that AI-powered content aligns closely with the brand's identity and values—a process that requires time, practice, and ongoing human oversight.

That said, AIGC and AI journalism offer valuable tools for communicators and marketers, particularly in areas like crisis management and maintaining dynamic social media feeds. For instance, AI-driven content can help B2B companies, in particular, tailor communications to different audience segments with remarkable efficiency, offering a level of personalization that might be difficult to achieve manually. Moreover, the way that AI journalism tools can provide real-time monitoring and analysis of industry trends, enable brands to respond more proactively to emerging challenges or opportunities.

So, where does this leave us? While AI offers numerous opportunities across outbound communications and marketing initiatives, it must be applied thoughtfully and strategically. The potential rewards are significant for those organizations that can successfully balance AI's strengths with the indispensable human elements of authenticity, insight, and emotional resonance.

Executive Visibility in the Modern News Cycle

Chelsea D'Amore, Kristen Carmen — Tue, 13 Aug 2024 16:45:07 GMT

In this episode of "G&S Inside Story," Chelsea D'Amore and Kristen Carmen sit down to discuss why business leaders need to take a strategic approach to their own visibility and brand-building in the market.

Across industries, business leaders serve as the human touchpoint between the brands they represent and their key audiences. How they engage externally -- with customers, with media, with other stakeholders -- is crucial to developing trust in businesses and the larger social constructs they interact in. Chelsea and Kristen cover how today's tumultuous news cycle requires dedicated time and resources to put executives in a position to have positive, productive conversations.