Sep 29, 20233 min
Updated: Oct 17, 2023
In the dynamic realm of public relations, where innovation is the key to success, our Central Asian PR agency embarked on a forward-thinking journey. This is the narrative of how ITCOMMS, within a short timeframe and on a limited budget, not only generated a captivating buzz but also saw a remarkable
67% increase in client inquiries โ a noteworthy achievement within the B2B sector.
In 2022, Alexander Likhtman launched ITCOMMS PR Agency, targeting IT companies in Central Asia. Despite his personal brand recognition and esteem among PR specialists in Kazakhstan and Uzbekistan, the ITCOMMS brand remained relatively obscure. This posed a significant challenge in attracting new clients.
At the project's inception, the team set the following objectives:
Elevate Brand Awareness among PR specialists and business audience in Central Asia as the go-to PR agency for IT companies.
Boost the number of client inquiries to the PR agency.
Enhance brand loyalty.
To monitor progress throughout the project's execution and upon completion, the team decided to track the following metrics:
The number of brand mentions.
Coverage views in media outlets and social networks.
The number of inquiries from new clients.
As 2023 dawned, artificial intelligence took center stage in the media, particularly in the realm of PR. The ITCOMMS team was actively exploring AI's potential and integrating it into their operations. Tools like ChatGPT, Midjourney, Lumen5, DeepL, and others played pivotal roles in various tasks, from audience analysis and creating buyer personas to generating images for the agency's social media campaigns.
Amidst this backdrop, a thought emerged:
How else could AI streamline the work of PR specialists?
Their first revelation was the press releaseโan invaluable tool for PR practitioners in Central Asia. With AI, they could expedite press release creation, helping PR specialists assemble a well-structured document that would increase the chances of publication in media outlets.
The Concept: Create a press release generator powered by ChatGPT.
Simultaneously, the service would showcase ITCOMMS' immersion in the IT sector, capturing the attention of both the media and potential clients. The press release generator was developed in collaboration with Cherrypick Studio.
Development Budget: $60. PR Campaign Budget: $0
The ChatGPT-powered press release generation service takes the form of a landing page with a user-friendly information input form. The form's questions are crafted to mirror the structure of a press release, simplifying the work for PR specialists and aiding them in creating highly informative materials that pique media interest. The service is entirely free of charge.
The application's backend is hosted on fly.io (a Flask application) that receives form submissions via a webhook (HTTP POST). The data from the form is transformed into a query to the OpenAI API (GPT-4). The query is standardized for all service users, ensuring that the resulting press release is coherent and effectively conveys the key message. Users receive three press release variants in .docx format via email.
The PR campaign for the service was launched in May 2023 and ran for one week. It encompassed the distribution of press releases to key media outlets in Kazakhstan, Uzbekistan, Kyrgyzstan, and Russia.
The press release about generator was generated using the ITCOMMS service.
Additionally, the team engaged industry thought leaders and owners of thematic Telegram channels, sharing a link to the service for their personal testing and evaluation.
Furthermore, we also featured the project on Product Hunt, a specialized platform for startups. This allowed the generator to become visible among foreign media and platform aggregators of various AI-based services.
Service announcements were published on all of the agency's own media:
website
agency's social network accounts
employee social networks accounts
email distribution
8,900,000 total online Coverage Views (according to Releasd and SimilarWeb)
+67% increase in new inquiries for PR services.
37 organic publications across media outlets and social networks in Kazakhstan, Uzbekistan, Kyrgyzstan, Russia, and China.
Top 10 Product of the Day on Product Hunt.
Over 20 positive reviews of the service.
3,800+ visitors to the press release generator.
Why This Case Study Matters to You:
This case study serves as a vivid illustration of how to create an information event, harness the power of newsjacking technology, and align with trending topics based on external hypeโ in our case, the AI boom.
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It underscores the notion that a brilliant idea can elevate a brand even on a limited budget. It's a testament to the power of innovation in the world of PR, proving that with imagination and determination, the possibilities are limitless.
Our fearless PR pro, Jeanna Skripal, leads the project:
"๐๐ฉ๐ช๐ด ๐ด๐ฆ๐ณ๐ท๐ช๐ค๐ฆ ๐ช๐ด ๐ถ๐ฏ๐ช๐ฒ๐ถ๐ฆ ๐ฏ๐ฐ๐ต ๐ฐ๐ฏ๐ญ๐บ ๐ช๐ฏ ๐ช๐ต๐ด ๐ถ๐ด๐ฆ ๐ฐ๐ง ๐ต๐ฆ๐ค๐ฉ๐ฏ๐ฐ๐ญ๐ฐ๐จ๐บ ๐ง๐ฐ๐ณ ๐ฏ๐ฆ๐ธ๐ด ๐ข๐ฏ๐จ๐ญ๐ฆ๐ด ๐ฃ๐ถ๐ต ๐ข๐ญ๐ด๐ฐ ๐ข๐ด ๐ฐ๐ถ๐ณ ๐ค๐ฐ๐ฏ๐ต๐ณ๐ช๐ฃ๐ถ๐ต๐ช๐ฐ๐ฏ ๐ต๐ฐ ๐ต๐ฉ๐ฆ ๐๐ ๐ช๐ฏ๐ฅ๐ถ๐ด๐ต๐ณ๐บ. ๐๐ถ๐ณ๐ช๐ฏ๐จ ๐ต๐ฉ๐ฆ ๐จ๐ฆ๐ฏ๐ฆ๐ณ๐ข๐ต๐ฐ๐ณ'๐ด ๐ฐ๐ฑ๐ฆ๐ณ๐ข๐ต๐ช๐ฐ๐ฏ, ๐ช๐ต ๐ธ๐ข๐ด ๐ท๐ช๐ด๐ช๐ต๐ฆ๐ฅ ๐ฃ๐บ 3,000+ ๐ฑ๐ฆ๐ฐ๐ฑ๐ญ๐ฆ ๐ง๐ณ๐ฐ๐ฎ ๐ข๐ณ๐ฐ๐ถ๐ฏ๐ฅ ๐ต๐ฉ๐ฆ ๐ธ๐ฐ๐ณ๐ญ๐ฅ, ๐ธ๐ช๐ต๐ฉ ๐ฐ๐ท๐ฆ๐ณ 20 ๐ถ๐ด๐ฆ๐ณ๐ด ๐ญ๐ฆ๐ข๐ท๐ช๐ฏ๐จ ๐ฑ๐ฐ๐ด๐ช๐ต๐ช๐ท๐ฆ ๐ณ๐ฆ๐ท๐ช๐ฆ๐ธ๐ด. ๐๐ฆ ๐ค๐ฐ๐ฏ๐ด๐ช๐ฅ๐ฆ๐ณ ๐ต๐ฉ๐ช๐ด ๐ข ๐ด๐ถ๐ค๐ค๐ฆ๐ด๐ด!"
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