Love seeing Amy Choi’s takeaways from PRNet’s Creator Economy event. Great insights on where the space is headed!
It was wonderful to attend the PRNet Future Focus conference last week that covered topics spanning from PR to the creator economy to of course, AI. Wanted to share some takeaways that resonated with me: ☕ Influencer Relations = People Business I've always said this but the creator economy is a people business. The way we approach influencer relations mirrors traditional media relations. At its core, this is a people business built on authentic connection, not transactions. The most successful brands approach creator partnerships the same way they'd cultivate journalist relationships such as meeting for coffee, investing in face time and building these genuine relationships over time. Through building these foundations, the trust is there from the jump with the start of any partnership. 🤖 The conversation around AI was refreshingly nuanced. I particularly loved what Alexia Adana had to say about the "intentionality" of the use of AI. "It's important to have a strong answer of "Why am I using AI?" The most thoughtful creators are approaching AI with intentionality by asking: How does this fit within my existing workflow? Am I using AI to amplify my unique vision or replace it? Because of the rise of content we're seeing and the rise of AI, we're going to see "a shift from the creator economy to the curator-economy" says Adana, where there will be more of these niche communities and creators for brands to tap into. "AI is additive. Think of it like your brainstorming buddy," says Valerie Chapman. As someone who personally has been experimenting AI more and more in my daily workflow, it's been important to think about the purpose and role that AI plays. 💖 A standout moment came from Melissa Grevstad at Dove discussing how they balance being timeless yet timely. She notes, "The formula is the same. Our north star is real beauty - it comes from a very strong center of gravity, a very clear and simple belief system that guides how we show up." Inspiring to hear about how all their campaigns revolve the same, simple belief "We advocate for women being happier." What struck me is how enduring brands don't chase trends - they filter opportunities through a consistent core belief system. When your foundation is solid, you can adapt to changing times while maintaining authenticity because every decision stems from the same source of truth and intent. Did you attend the conference last Friday? What other topics and discussions resonated with you? #PRnet #CreatorEconomy #PR #InfluencerMarketing