Data, The Media & LLMs: A best practice guide to the use of research in modern public relations

Chairpersons intro

Ben Smith, founder, PRmoment

LLMs love numbers and data: Why research based content on top tier media is GEO gold

Nicky Marks, CEO, Censuswide

• LLMs prioritize the "source of truth.
• ”AI engines prefer citing numbers
• The Media Halo: why data quoted in top tier media is GEO gold dust

Case Study: A girl’s world: sexism, misogyny and the power of sisterhood

Emma Sobhee, pr manager, Girl Guiding

• A longitudinal study: Girls’ Attitudes Survey
• An annual campaign to raise awareness of the impact of sexism and misogyny on girls and young women in society
• How research was used to create a multi-channel campaign to advocate change
• How the research was used to fuel the campaign launch moment and the campaign film
• Using data in public affairs and lobbying

Case Study: The Last Shot Gallery, Back Market

Gabriella Speed, associate strategy + creative director, Words+Pixels

• Subverting big techʼs most iconic ad campaign to reveal the true cost of fast tech on the environment
• How research helped connect tech’s throwaway culture with climate change
• Using imagery, shot on iPhones, to connect the impact of tech upgrades on climate change
• Scientificly researched images show the impact of famous places on climate change if tech habits do not change
• Visually arresting and emotionally devastating: Venice submerged beneath the Adriatic; Mount Kilimanjaro framed by violent storms; ancient temples surrounded by skeletal forests

Close of webinar