We know AI influencers aren’t real – so why do we trust them?
Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.
PUBLIC RELATIONS
The importance of positioning your brand through PR storytelling
By our News Team | 2021
Telling the story of your brand to reflect its value in a fascinating manner. That’s PR storytelling.
The payoffs in PR storytelling are numerous when done properly. Agencies will continually enjoy earned media, perpetuate their (or their clients’) brand voices and create brand love.
“Investment in PR storytelling is highly advised,” writes Stanley Olisa, a strategic communications consultant from Lagos, Nigeria. He says that, according to a Global Communications Report published by the University of South California’s Centre for Public Relations, storytelling tops the list of communication tactics in modern public relations.
The reason for this is simple: People are becoming more aware of direct and conventional marketing strategies, making them impervious to these strategies – to the point that they avoid them.
Olisa offers some tips for the ideal story:
Photo by Rain Bennet @ Unsplash
Emotions: “When creating a PR story, think about how it will evoke emotions. Your storytelling should stimulate the desired emotion. People [seldom] forget how you made them feel.”
Be genuine: “Use real characters for credibility purposes. Do not fake or exaggerate the brand story – tell it as it is. People are quick to tell when a brand isn’t authentic.”
Be factual: “Back up your product claims with facts and statistics in your storytelling. This reinforces your narrative and can capture the interest of your target audience.”
Multiplicity of channels: “It’s always more effective to employ a variety of platforms and a mix of different content formats to tell your brand story. Use traditional media, blogs, social media and websites.”
Emphasises Olisa: “The point is that, with storytelling, you can activate more areas of the brain than [with] statistical information or basic factual content. Your audience will immerse themselves in the subject of your story, if engaging and relatable. That becomes the starting point of attitudinal/perception/behavioural influence.”
Source: Marketing Edge, Nigeria
Why trust has become a critical asset for hotel industry marketers
Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.
FNB bank’s eBucks programme dominates the 2026 SA loyalty awards
South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.
Zambia’s strongest creative ideas are emerging from local truths
Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.
Consumers have doubts about products when they’re designed by AI
Researchers find that lack of perceived ‘genuine care’ is the mechanism connecting AI involvement to lower trust ratings.
Top African marketing voices confirmed for AMC 2026
Explore the 2026 AMC Conference speaker line-up. Top African marketing voices gather in Zambia to tackle AI, AfCFTA, and brand power. Register today.
Broadcast Research Council confirms launch of total video measurement
New industry currency will bring South African television and online video audiences together in a single measurement system.
Sense of belonging and atmosphere are key to attracting event-goers
Making people feel that an event space reflects their values leads to long-term loyalty and spending. FOMO also plays its part.
Researchers examine why some AI ads fail while others succeed
Norms may change, but right now it’s better to err on the side of caution when using AI in advertisements, study finds.
Study examines drivers of FMCG purchases in three African markets
GeoPoll insights report from Kenya, Nigeria and South Africa finds that quality remains the key purchase driver in FMCG.
E-commerce retailer aims to speak to the hearts of South Africans
As the country celebrates Heritage Month, Takealot embarks on a campaign to speak to consumers in all 12 official languages.