How Sentiment Analysis Works Technically

Modern tools automatically scan comments, posts, and reviews for keywords, sentence structure, and context to classify each mention into one of three categories: positive, negative, or neutral. Language models are also increasingly able to recognize irony, sarcasm, and industry-specific jargon—elements that simple keyword lists used to overlook.

Practical tip: When it comes to sensitive topics, automated assessments should always be reviewed by humans on a random basis—irony and regional expressions, in particular, still frequently lead to misjudgments in purely automated systems.

The greater a brand’s volume of mentions, the more important automation becomes: It’s practically impossible to analyze thousands of daily comments manually. In practice, the combination of automated pre-sorting and selective human review yields the most reliable results.

• Classify as positive, negative, or neutral
• Take Context and Irony into Account
• Automation for High Volumes
• Random human inspection
• Using Language Models for Contextual Understanding
• Take industry-specific jargon into account

Applications in Marketing and Public Relations

Sentiment analysis provides early warning signs when sentiment surrounding a brand begins to deteriorate—often days before it escalates into a visible crisis. Those who take advantage of this early warning can respond before negative comments gain significant momentum.

• Early Warning System for Reputational Risks
• Monitoring Sentiment Trends Over Time
• Respond Before the Situation Escalates
• Comparison of Campaigns
• Shorten Response Time in the Event of a Crisis
• Notify the relevant teams early on
• Define clear escalation levels

Sentiment Analysis for Competitive Comparisons

In addition to your own brand, the same method can also be applied to competitors as part of ongoing social media monitoring. If a competitor’s product receives significantly more positive reviews on the same channels, this provides concrete insights into which product features or communication points still need improvement.

• Compare competitors over the same time period
• Analyze Topic-Specific Sentiment
• Identifying Weaknesses in Your Own Offering
• Strengthen our competitive positioning
• Monitor trends over several quarters

Tools for Practical Implementation

In practice, specialized social media monitoring tools handle the technical analysis and provide dashboards showing sentiment trends over days, weeks, or months. To get started, a tool with basic features is often sufficient before investing in more comprehensive enterprise solutions.

• Dashboards with Sentiment Trends
• Alerts for Sudden Spikes
• Export for Regular Reporting
• You can get started with the basic functions

Limitations of Automated Sentiment Analysis

Despite steady improvements, sentiment analysis remains prone to errors, especially when dealing with short comments lacking sufficient context. For serious reputation issues, therefore, a structured reputation management approach complements automated analysis with human judgment and a clear response strategy.

• Short comments are often misunderstood
• Context remains difficult to grasp
• Never the Sole Basis for Decision-Making
• Supplemented by human judgment
• Regular Calibration of the Models

Sentiment analysis makes sentiment measurable and thus provides a valuable complement to mere mention counts. Those who use it correctly combine automated analysis with human oversight, enabling them to respond more quickly and effectively to changes in public perception. In the long term, it pays to regularly compare the results with actual business metrics so that pure sentiment metrics can actually be used to inform sound decisions for marketing and communications.

Sentiment Analysis in Practice: Examples of Applications

Before a product launch, sentiment analysis helps gauge the reaction to teasers and announcements early on, before the actual campaign begins. Tools like Awario provide an initial automated assessment across multiple channels, eliminating the need for a team to read every mention individually.

During ongoing campaigns with their own hashtag, sentiment can also be analyzed using specialized tools such as Keyhole to identify early on whether a campaign is being received positively or is triggering unexpected criticism—allowing for a response while the campaign is still active.

• Gauge the mood ahead of the launch
• Automated tools save time
• Analyze Hashtag Campaigns in a Targeted Manner
• A response is still possible while the term is still in effect

Common Mistakes in Sentiment Analysis

A common mistake is placing blind trust in automated results, even though algorithms often misclassify irony and regional expressions in particular. Equally risky is analyzing sentiment in isolation without linking it to actual brand tracking, which leaves it unclear whether positive sentiment actually leads to greater willingness to buy.

Another mistake is monitoring too infrequently: If you only analyze the data once a quarter, you’ll miss short-term shifts in sentiment, which are most telling during the first week after a campaign.

• Don’t blindly trust automated results
• Link Sentiment to Brand Tracking
• Don’t conduct monitoring too infrequently
• Prioritize the first week after the campaign launch

How AVE Is Calculated

The basic formula is simple: the ad space or airtime of the editorial piece is multiplied by the regular ad rate of the respective medium. A half-page article in a magazine with a fixed ad rate for a half-page therefore yields exactly this amount as the AVE value—regardless of the tone or content of the article.

Practical Tip: Some agencies also multiply the raw AVE value by a factor of two to three to reflect the greater credibility of editorial content compared to advertising. This practice is controversial and should be communicated transparently.

This is precisely where the method’s greatest weakness lies: AVE evaluates only the space or airtime, but not whether the coverage was positive, neutral, or even critical. A negative article receives the same value as a thoroughly positive piece of the same length.

• Ad rate multiplied by ad space
• Calculated independently of key
• In some cases, with a credibility multiplier
• No statement regarding the effect
• Calculated differently for each medium
• Historically derived from ad rates
• Standardized differently around the world

Why AVE Is Facing Strong Professional Criticism

International PR associations now openly advise against using AVE as the sole metric of success, because the method confuses reach with impact. An article in a major newspaper generates a high AVE value, but says nothing about whether the target audience actually read the article or viewed the brand more positively.

• Confusing Reach with Impact
• No tonality rating included
• Not recommended by professional associations
• No connection to actual business goals
• Comparability Across Media Is Questionable
• Prone to arbitrary multipliers
• Questioned for years in scholarly publications
• Only partially comparable internationally
• Rarely compared with actual sales transactions

Useful Alternatives and Add-ons to AVE

Instead of looking at AVE in isolation, modern PR teams combine this metric with qualitative assessments and actual business figures. For example, advertising impact research using brand tracking shows whether brand awareness or purchase intent has actually increased following a campaign.

• Rate the tone of each mention
• Measuring Brand Awareness Over Time
• Track Traffic from Media Mentions
• Link to actual sales figures
• Regular Benchmarking Over Time

AVE in the Context of Earned Media

Despite all the criticism, AVE remains a common metric in many reports because the figure can be communicated quickly and is easy for laypeople to understand. When used appropriately, this metric is therefore typically employed as a rough guide alongside a more detailed analysis of earned media coverage and actual media coverage.

• Use as a rough guide
• Never use it as the sole metric
• Combine with earned media analysis
• Always place it in the context of reporting
• Disclose the methodology to stakeholders
• Set realistic expectations in advance

AVE provides a quick, easy-to-communicate figure—but it is no substitute for a genuine measurement of success. Anyone who wants to seriously evaluate PR work should always supplement this figure with tone, reach among the actual target audience, and, ideally, ROI metrics from social media reporting. In this way, AVE remains a useful initial reference point in reporting, without giving the false impression that PR work can be seriously evaluated based solely on a single monetary value.

AVE in Practice: When This Metric Is Still Useful

Despite the criticism from experts, AVE remains a useful initial argument in certain situations—for example, when it is necessary to quickly demonstrate to management that PR efforts have any economic value at all. AVE can also serve as a rough guide in internal reporting alongside other metrics, as long as it is clearly communicated that it is not an exact valuation.

This approach is particularly useful for comparing trends over time within the same company, but less so for comparing different industries or countries, since ad rates and media habits can vary significantly.

• As the first point to raise with management
• Use only as a rough guide
• Comparing time within the company is useful
• Comparisons Across Industries and Countries Should Be Made with Caution

Common Mistakes When Working with AVE

A common mistake is to present AVE as the sole justification for a PR budget without openly acknowledging its well-known methodological weaknesses. Equally risky is confusing AVE with a campaign’s actual return on investment, since the two metrics measure different things and are not interchangeable.

Another mistake is reporting AVE without reference to the actual click-through rate from online mentions, which leaves it unclear whether anyone actually read or clicked on the reported coverage at all.

• Openly Acknowledge Methodological Weaknesses
• Do not confuse AVE with ROI
• Include the click-through rate from online coverage
• Never use this as the sole justification for the budget

What Is Reputation Building? Definition and Significance

Reputation building refers to all strategically planned communication measures through which a brand or company establishes a stable, positive public image over an extended period of time. Unlike a time-limited campaign, reputation building does not aim for a short-term spike in attention, but rather for cumulative trust capital that builds up only after repeated positive touchpoints and continues to support a company even long after individual measures have been forgotten.

Practical tip: Reputation cannot be conjured up at the push of a button. Anyone who only begins working on their reputation once a crisis has already begun has already squandered their most valuable asset: the time that would have been necessary to build credible trust.

At its core, reputation-building is based on consistency: steadfast values, reliable communication, and behavior that aligns with one’s own promises. Any discrepancy between claims and reality erodes trust capital, which is often difficult to rebuild and requires numerous additional touchpoints. This is precisely why experienced communications professionals view reputation as a standalone balance sheet item that must be managed just as carefully as financial metrics.

• A Long-Term Process Rather Than a One-Off Effort
• The foundation for all crisis communication
• Cumulative trust capital as the goal

Why is building a reputation strategically important?

A strong reputation acts as a buffer during difficult times: Companies with a high level of trust capital weather negative media coverage much more easily than brands that haven’t built up a reputation. It also sends a positive signal to the outside world, as investors, job applicants, and customers are guided by a brand’s perceived reliability—often even before considering the actual product or price. Especially in the skilled labor market, an employer’s reputation increasingly determines who applies in the first place, long before a specific job posting is even read.

• A Buffer Against Negative Headlines
• Greater trust among customers and partners
• Competitive advantage over comparable offers
• Better starting position in the event of a crisis

How does reputation-building work in practice?

The process begins with a clear assessment of the current situation: How is the brand currently perceived, and what gap exists between that perception and the desired image? This is followed by consistent storytelling across all channels, combined with genuine journalistic relevance that enables organic coverage, rather than simply posting on the brand’s own channels and forgoing external reach. It’s also important to involve internal stakeholders, such as employees, early on, because they are often the most credible ambassadors to the outside world and shape a company’s reputation in everyday life at least as much as any official press release.

• Analysis of Current Perception
• Consistent messaging across all channels
• Active relationship building with journalists
• Engage employees as ambassadors
• Regular, honest communication

Measuring and Safeguarding Reputation Building

Without measurement, building a reputation is purely a matter of gut feeling. That’s why established companies use continuous brand tracking to identify changes in perception early on, before they show up in hard metrics like revenue or job applications and have to be corrected at great expense. In addition, a solid crisis plan—one that kicks in immediately in an emergency rather than being developed under time pressure once public attention is already focused on the company and any delay causes further damage—is essential. Those who combine both of these elements gain a decisive time advantage over competitors who only react once the damage is already publicly visible.

• Schedule regular reputation monitoring
• Evaluate the tone of media coverage
• Define and test a crisis plan in advance
• Clearly define internal responsibilities

Reputation Building by Industry and Company Size

In highly regulated industries such as financial services or healthcare, building a reputation is doubly important because trust is directly linked to legal and professional competence, and a single misstep carries particularly serious consequences. Small and medium-sized businesses often benefit from a more personal approach—for example, through executives who serve as the face of the brand—while large corporations typically rely on broader, professionally managed communications teams. To ensure a consistent brand image across all channels, a comprehensive style guide is essential—one that also establishes communication principles beyond mere design. Startups, on the other hand, often build their reputation on a clearly recognizable vision—similar to what visionary marketing describes—because they naturally lack the decades-long history of established brands.

• Regulated Industries: Trust Is Twice as Important
• Small and medium-sized businesses: Leverage a personal touch
• Large corporations: professional communications teams
• Start-ups: Emphasize vision over history

Common Mistakes in Building a Reputation

A common mistake is to view reputation building as the sole responsibility of the communications department, even though product quality, customer service, and internal culture contribute just as much to public perception. Equally risky is overly aggressive self-promotion, which is quickly perceived as insincere if it isn’t backed by a genuine brand presence and actual achievements. Many companies also underestimate how long negative events linger in the public memory and stop their reputation management efforts too soon, as soon as the immediate attention subsides.

• Don’t Leave Reputation Entirely to Communications
• Don’t overdo self-promotion
• Performance must back up communication
• Do not end reputation management efforts prematurely

What Is Earned Media Coverage? Definition and Significance

Here’s what it’s all about:

• Earned Media Coverage Explained Simply and Clearly
• Distinction from Related Concepts
• The foundation of every marketing strategy

Earned media coverage refers to any form of media coverage that a company or brand receives without paying for it directly. This includes articles in online and print media, mentions in podcasts, shares and comments on social media, and recommendations from influencers and opinion leaders. Unlike paid media (purchased advertising space) and owned media (a company’s own channels), earned media is the result of relevance, credibility, and news value. Earned media coverage is particularly valuable because consumers perceive it as more objective and trustworthy than traditional advertising —and because it often acts as a multiplier for other communication efforts.

Core Principles: What Defines Earned Media

At the heart of every earned media strategy is the concept of news value—the journalistic newsworthiness of a topic or story. Only content that journalists deem relevant, surprising, or socially significant will be picked up and published. Timeliness, relevance to the audience, the prominence of the people involved, and emotional appeal play a decisive role in this process. Earned media never happens at the push of a button; rather, it is the result of consistent reputation-building and a clear brand personality that has genuine stories to tell. Brands that successfully leverage earned media see themselves as news sources—not just as advertisers.

Distinction: A Comparison of Earned, Owned, and Paid Media

The PESO model (Paid, Earned, Shared, Owned) is the standard framework for modern communication planning. Paid media—from display ads to sponsored social media posts—offers maximum control but minimal credibility. Owned media, such as a company’s own website or blog, allows for complete control over content but initially reaches only existing target audiences. Earned media bridges the gap: it reaches new target audiences through credible third-party sources without direct media costs. Shared Media—that is, user-generated content and organic social sharing—complements the model as the fourth pillar. The greatest communication impact is achieved when all four dimensions are strategically integrated—with Earned Coverage serving as the anchor of trust.

Why Is Earned Media Coverage Important? Strategic Significance

Keep in mind:

• Earned media coverage creates a direct competitive advantage
• Measurable impact on revenue and reach
• Starting early pays off in the long run

In a world where resistance to advertising is growing, earned media coverage is a strategically critical communication channel. Nielsen studies show that 92 percent of consumers trust editorial recommendations more than paid advertising. Earned coverage builds credibility that is virtually impossible to replicate through paid media. At the same time, earned media has a strong SEO effect: backlinks from high-quality media domains significantly boost organic visibility. For brands, earned coverage thus serves as both a lever for reputation and growth.

Trust Capital and Credibility

When an independent news outlet reports on a brand, it sends an implicit signal of quality. Consumers know that journalists select and evaluate topics—a positive article is therefore much more than just reach; it is trust capital. This capital is particularly valuable in purchasing decision-making processes, where consumers actively seek out information and place significantly more weight on editorial sources than on advertising claims.

SEO Multiplier and Organic Visibility

Earned coverage in established media generates high-quality backlinks that significantly strengthen a website’s domain authority. In the SEO ecosystem, backlinks from independent, topic-relevant domains are a key ranking factor. A successful PR campaign that generates 20 high-quality media mentions can sustainably improve organic rankings—with effects that extend far beyond the initial coverage. Earned media and SEO are thus closely linked strategically.

Facts and Figures: What Research Shows

The data on the effectiveness of earned media is clear: According to a study by the PR industry association GPRA, PR initiatives achieve an average return on investment of 1:5 to 1:10—significantly higher than that of typical paid media campaigns. The Edelman Trust Barometer shows every year that journalists and independent analysts rank among the most trusted sources of information—far ahead of corporate communications or social media influencers. Editorial coverage is particularly crucial in B2B markets: According to the Demand Gen Report, 67 percent of B2B buyers read at least three to five pieces of content from independent sources before contacting a provider. Earned media is therefore not just about reputation management, but a measurable revenue driver.

How Do Brands Use Earned Media Coverage? Strategies and Tactics

Here’s how it works:

• Clearly define your goals before you start
• Integrate earned media coverage strategically into the marketing mix
• Test, measure, and continuously optimize

Earned media coverage doesn’t happen by chance—it’s the result of systematic PR work based on genuine news value. The foundation is a clear story: What is truly newsworthy? New product launches, study results, unexpected perspectives on industry trends, or socially relevant stances are classic drivers of coverage. Press releases alone are no longer enough—journalists expect exclusive data, concrete expert insights, and content tailored for the media. Newsjacking —quickly aligning your own positions with current news topics—is a highly effective tactic that requires a quick response.

Long-term media relationships are worth their weight in gold: Editors and journalists who recognize a brand as a reliable source turn to it regularly. Influencer PR complements traditional media relations: nano- and micro-influencers often achieve higher engagement rates than those with broad reach and can generate earned coverage in social media ecosystems that are inaccessible to traditional media.

• Systematic PR generates earned media coverage
• Genuine news value as the fundamental basis
• Press releases alone are not enough
• Newsjacking leverages current news topics
• Long-term media relationships are crucial
• Micro-influencers generate higher engagement

Step-by-Step: Developing a Coverage Strategy

Developing a systematic earned media strategy begins with clear positioning: What topics does the brand have credible expertise in, and what perspectives can it offer that no competitor does? The second step is to build a media and journalist database—organized by key topics, reach, and contact history. The third step is the story pipeline: an editorial calendar that plans PR topics for the long term and synchronizes them with newsrooms and industry events. Fourth, every earned media strategy needs a clear measurement system: Which KPIs define success? Fifth, content and data must be prepared in a way that journalists can use them directly—ready-to-use quotes, print-ready graphics, and exclusive study analyses. Those who consistently follow this process will build a media network over months and years that generates ever-greater coverage with ever-decreasing effort.

• Define clear brand positioning and credible topics
• Systematically build a media and journalist database
• Create a story pipeline with an editorial calendar
• Establish measurable KPIs for success
• Prepare and deliver content tailored to journalists’ needs
• Build a stable, long-term media network

Practical Tips: What Really Leads to Coverage

Journalists receive hundreds of press releases every day—most of which end up unread in the trash. What makes the difference: First, exclusivity. Anyone who offers a leading media outlet exclusive data or first-access rights dramatically increases the likelihood of publication. Second, timing: Stories that align with current social debates are far more likely to be picked up than timeless topics. Third, personalization: An approach tailored to a specific editor and their beat is ten times more effective than a mass press release distribution list. Fourth, every press release should have a clear protagonist—a person with a face, a quote, and expertise, not an anonymous company. Fifth, follow-ups pay off: A brief, friendly follow-up after three to five days is standard practice in the PR industry and is accepted by most newsrooms.

• Exclusivity dramatically increases the likelihood of publication
• Timing in relation to current debates is crucial
• A personalized approach is ten times more effective
• A clear spokesperson with a face is necessary
• Follow up after three to five days
• Most press releases go unread

Common Mistakes in Earned Media Work

The most common mistake is confusing press releases with actual PR work. A press release is a tool, not a strategy. Those who simply send out press releases without nurturing relationships and developing stories will rarely get coverage. Another classic mistake is a lack of news value: content that is considered significant internally is often irrelevant to external newsrooms. The journalist’s perspective—what interests their readers?—must always be the starting point, not the company’s perspective.

Many brands also underestimate the time commitment: earned media is not a sprint, but a marathon. Short-term expectations lead to frustration and the premature termination of PR initiatives that got off to a good start. Finally, a lack of monitoring is a serious mistake: If you don’t know where and how people are talking about your brand, you can neither respond nor learn.

• Press releases are no substitute for a genuine PR strategy
• Prioritize the journalist’s perspective over corporate interests
• Assess news value for external newsrooms
• PR requires time and patience
• Actively nurture relationships with journalists
• Continuously monitor and analyze brand mentions

Success Stories: Earned Media Coverage in Practice

The most important thing:

• Leading brands prioritize consistency
• The courage to be different pays off
• Define measurable KPIs from the very beginning

Red Bull has elevated earned media to an art form: Felix Baumgartner’s stratospheric jump generated billions of media mentions worldwide—as a paid media campaign, that same reach simply would not have been affordable. Oatly, the Swedish oat milk manufacturer, achieved massive editorial coverage through provocative PR campaigns and social advocacy, which established the brand in Europe without traditional advertising. Patagonia consistently uses sustainability topics presented in a journalistic style to drive coverage—and is regularly cited in high-quality media as a model company. Startup brands such as Gorillas and Flixbus have also achieved disproportionately high levels of earned coverage through targeted PR efforts, which made their growth in brand awareness significantly steeper than paid media alone could have achieved.

“Earned media is proof that your story is worth telling—no budget in the world can buy that; only genuine relevance can create it.” – PR Industry Analysis, GPRA 2023

Red Bull and the Principle of Event-Based PR

Red Bull’s communication strategy is the oft-cited prime example of earned media through staged events. The company does not invest in traditional advertising, but rather in experiences that the media simply must cover. The 2012 Stratos jump achieved a global media reach estimated at over 6 billion impressions—with a production budget that cost a fraction of comparable paid-media campaigns. The principle behind it is simple: instead of buying attention, it is earned through spectacular events. For smaller brands without a Red Bull-sized budget, this principle translates to the local level—a surprising data report, an unconventional campaign, or a provocative social stance can generate similar results in the relevant media segment.

Patagonia and Value-Based PR Storytelling

Patagonia demonstrates how consistent brand values can become a sustainable source of earned media coverage. For years, the company has positioned itself as a political player in the field of environmental protection—and as a result, it regularly generates editorial coverage in high-quality media outlets that a typical outdoor brand would never receive. The key difference: Patagonia’s PR is authentically rooted in its business model and corporate culture. When the company announced in 2022 that it would transfer the entire business to a nonprofit foundation, the global media response was massive—without a single euro spent on media buying. This teaches us that credibility is the hardest currency in the earned media market, and it cannot be faked.

Conclusion: Earned Media Coverage as a Competitive Advantage

Conclusion:

• Earned media coverage is indispensable in modern marketing
• Think strategically, implement consistently

Earned media coverage is one of the most efficient forms of brand communication —offering the highest credibility boost and a lasting SEO effect. Brands that systematically invest in PR build up reputational capital over time that paid media cannot replicate. The key recommendations: develop a clear story architecture, prioritize news value in corporate communications, cultivate long-term relationships with journalists, and consistently link earned coverage to SEO goals. Those who combine these disciplines achieve reach with the strongest trust multiplier available.

What is the difference between earned, owned, and paid media?

Paid media is purchased advertising space (ads, sponsored content). Owned media consists of your own channels, such as your website, blog, and social media profiles. Earned media is organic coverage by third parties—journalists, influencers, social media users—that isn’t directly paid for.

How do you measure earned media coverage?

Traditional KPIs include the number of mentions, media reach (AVE—Advertising Value Equivalent), sentiment analysis, backlink quality, and share of voice compared to competitors. Modern PR tools such as Meltwater, Cision, or Mention enable systematic monitoring.

• Earned Media: Maximum Credibility and SEO Benefits
• PR investments build long-term reputation capital
• Story architecture, news value, and fostering relationships with journalists
• Earned, owned, and paid media differ fundamentally
• KPIs: Mentions, reach, sentiment, backlinks
• PR tools enable systematic monitoring and measurement

What is a PR message?

Here’s what it’s all about:

• PR Message Explained Briefly and Clearly
• Distinction from Related Concepts
• The foundation of every marketing strategy

A PR message (also known as a core message or key message) is a precise, consistent statement that succinctly captures the essence of a brand, product, or campaign. It is not an advertising slogan—it is the strategic foundation from which all communication efforts are derived. A good PR message is simple enough to be summarized in a single sentence, yet powerful enough to convey trust, relevance, and differentiation. In practice, PR teams work with a set of three to five core messages tailored to different target audiences and communication occasions.

Core Principles of an Effective PR Message

Three principles characterize every effective PR message: clarity, credibility, and relevance. Clarity means that the message is understandable without technical jargon and without beating around the bush—even for someone who has never encountered the brand before. Credibility arises when the message is supported by verifiable facts, references, or corporate values put into practice. Finally, relevance ensures that the message addresses a genuine need or a real question of the target audience. PR experts refer to this as the “Message Triangle”: Every core message should be anchored in three cornerstones—the company’s promise, the customer’s need, and the competitive advantage.

Distinction: PR Message vs. Slogan vs. Positioning

Many communications professionals confuse PR messages, advertising slogans, and positioning statements—yet all three serve completely different functions. An advertising slogan is a creative, often emotional catchphrase used in advertising campaigns and can vary from campaign to campaign. The positioning statement describes a brand’s strategic place in the market and is primarily aimed internally at employees and partners. The PR message, on the other hand, is the outward-facing, newsworthy core message that remains stable over the long term and is consistently repeated in media reports, interviews, and public appearances. For example: BMW’s internal positioning is “Sheer Driving Pleasure”—whereas its PR message to journalists on the topic of electric mobility is significantly more specific and fact-based.

• PR message, slogan, and positioning differ
• Advertising slogan: creative, emotional, campaign-specific
• Positioning: internal brand strategy for employees
• PR message: stable, core message for external, journalistic use
• BMW example: Positioning vs. specific PR message
• Consistent repetition of the PR message in the media

Why is the PR message so important?

Remember:

• PR messaging creates a direct competitive advantage
• Measurable impact on revenue and reach
• Starting early pays off in the long run

In a fragmented media landscape with hundreds of messages every day, clarity is the scarcest commodity. Journalists, editors, and influencers receive dozens of press releases and pitches daily—anything that lacks a clear message won’t be shared. A strong PR message can set the agenda, influence public discourse, and control the framing of a story. Companies without a defined core message run the risk of losing control over their own narrative during crises or public debates.

Facts & Figures: The Real Impact of a Clear Message

The numbers speak for themselves: According to a study by the German Institute for Public Relations, press releases with a clearly identifiable core message are cited three times more often than those without a discernible main message. In an analysis of 500 B2B companies, McKinsey found that companies with consistent messaging across all channels have 23 percent higher brand awareness than competitors with inconsistent communication. In practice, this means that even a single, clearly formulated set of core messages can significantly increase a campaign’s media coverage—without requiring an additional budget.

Strategic Importance: Narrative Control and Agenda-Setting

Those who have clearly defined their PR message take control of their own narrative—even in situations that the company did not initiate itself. Agenda-setting—that is, the ability to bring topics into the public discourse—is one of the most valuable skills in modern PR. Companies such as Bosch and Allianz strategically use recurring core messages to be seen by journalists as reliable sources on specific topics—and are therefore proactively asked for statements rather than reacting to requests. This principle of “thought leadership” can only be systematically developed on the basis of clearly defined PR messages.

Consistency Across All Channels

Whether at a press conference, in a Twitter post, in a CEO interview, or in a brochure: the PR message must remain consistent. This doesn’t mean copying the same text—it means conveying the same core message in language tailored to each medium and target audience. This consistency builds credibility and embeds the message in the target audience’s collective memory over the long term.

Crisis Communication and Resilience

In a crisis —whether it’s a product recall, a data scandal, or public criticism—the predefined PR message serves as the anchor around which all communication efforts are organized. Companies with clear, pre-developed core messages respond more quickly, consistently, and credibly in crises. They can actively shape the narrative rather than merely reacting to it.

How do you develop a strong PR message?

Here’s how it works:

• Clearly define your goals before you start
• Integrate the PR message strategically into the marketing mix
• Test, measure, and continuously optimize

The process of developing a PR message begins with an in-depth analysis: Who are the target audiences? What are their needs, fears, and expectations? What truly sets your brand or product apart from the competition? And: What is the emotional truth behind the rational statement? From this, a so-called “message architecture” is developed—a hierarchical structure with a main message (elevator pitch) and two to four supporting sub-messages, each backed by concrete facts, figures, or anecdotes. These messages are validated in so-called messaging workshops with stakeholders and then tested for their resonance with the target audience, for example through focus groups or A/B tests on social media. A common mistake: Messages are developed from an internal perspective without checking whether they actually resonate with the audience.

• Analyze the Target Audience: Needs, Fears, Expectations
• Clearly identify and define competitive advantage
• Find the emotional truth behind rational statements
• Develop message architecture with a key message
• Validate and test messages in workshops
• Test to gauge resonance with the target audience
• Avoid an internal perspective; consider the audience’s point of view

Step-by-Step: From Analysis to the Final Message Architecture

A proven process for message development consists of five phases. First, the target audience analysis: Which media outlets, opinion leaders, and communities influence perceptions of the brand? Second, the competitive audit: Which messages are competitors already using, and which topics remain unaddressed? Third, the internal messaging workshop with senior management, PR, and marketing to distill the three to five most important core messages. Fourth, the formulation phase: Each core message is developed into three versions—as a one-sentence elevator pitch, a three-sentence explanation, and a more detailed background version for journalists. Fifth, testing: Focus groups or a simple A/B test in a newsletter reveal which wording actually resonates with the target audience.

Common Mistakes in Message Development

The most common mistake is what’s known as “inside-out thinking”: PR teams craft messages from the company’s perspective, not from the recipient’s. A statement like “We are the market leader in digital transformation” may be a source of pride internally—but a journalist or consumer will ask, “What’s in it for me?” Equally problematic is the attempt to communicate too many key messages at once. If you have seven main messages, you have none. Another pitfall: messages that aren’t backed up by the company’s reality. If customers’ actual experiences contradict a communicated message, it creates the opposite of credibility—and in the age of social media, it can lead to massive negative backlash.

• Inside-out thinking: Messages from the company’s perspective, not the recipient’s
• Avoid communicating too many core messages at once
• Messages must be supported by operational reality
• A contradiction between communication and the customer experience is damaging
• Build credibility through authentic, verifiable statements
• Social media amplifies negative reactions when there are inconsistencies

Practical Tips: How to Embed Messages Throughout the Team

Even the best message architecture is of little use if it gathers dust in a drawer. Successful PR teams create what are known as “message cards”—concise, one-page documents containing the core messages, key supporting evidence, and typical questions from journalists along with recommended answers. These are distributed to all company spokespeople, executives, and sales staff and practiced during regular media training sessions. It’s also helpful to conduct an internal “messaging audit” once a quarter: Are the core messages actually being used in press releases, social media posts, and CEO interviews? Simple monitoring via Google Alerts or a social listening tool quickly reveals whether the desired terms and statements are appearing in media coverage.

Examples of Effective PR Messages from Well-Known Brands

The most important thing:

• Leading brands prioritize consistency
• The courage to be different pays off
• Define measurable KPIs from the very beginning

For decades, Apple has been communicating the message that technology must be intuitive and beautiful—not as an advertising slogan, but as a core PR message that permeates every product announcement, every interview, and every press release. Tesla focuses on the message of an accelerated energy transition—“One Planet, No Option”—which frames all of Elon Musk’s PR activities. Patagonia has embedded the message of radical corporate responsibility, right down to its famous “Don’t Buy This Jacket” appeal. In the German context, Deutsche Bahn has been communicating its sustainability message for years—with mixed success, because operational reality too often contradicts the PR message. This shows that a PR message is only credible if it is underpinned by the actual reality of the company.

• Apple: Technology that’s intuitive and beautiful
• Tesla: Driving the Accelerated Energy Transition
• Patagonia: Living radical corporate responsibility
• Deutsche Bahn: Communicating sustainability
• Credibility: Message Underpinned by Reality
• Consistent PR messaging across all channels
• Operational reality regularly contradicts advertising messages

International Success Stories: Apple, Tesla, and Patagonia

Apple’s core PR message—“Technology should be beautiful and intuitive”—is so effective because it doesn’t just convey a message; it’s an experience embodied in every product, every package, and every store design. Steve Jobs himself repeated the same message in every interview, keynote, and press release, rephrasing it in ever-changing ways—a masterclass in message discipline. Patagonia, on the other hand, demonstrates how a PR message can also be provocative: “Don’t Buy This Jacket” was an ad in The New York Times that took a stand against overconsumption—and in doing so, garnered Patagonia more media attention than any traditional advertising campaign. Sales rose by 30 percent the following year because the message was authentic and credible.

• Apple: Designing Technology to Be Beautiful and Intuitive
• Jobs consistently repeated the core message across all formats
• An authentic message that can be experienced in every product
• Patagonia successfully used a provocative PR message
• Combating overconsumption instead of relying on traditional advertising
• Authenticity led to a 30 percent increase in sales

Examples from Germany: What Works—and What Doesn’t

In the German market, SAP demonstrates how B2B communication can work when it has a clear core message. The statement “We help the world run better” has been a consistent thread throughout all of the company’s communications for years—from press releases to the annual shareholders’ meeting. A negative example is Deutsche Bahn: The message it communicates about punctuality, sustainability, and customer focus regularly clashes with passengers’ publicly discussed experiences—leading to a classic “say-and-do contradiction” that erodes trust over the long term. For medium-sized companies in Germany, the following applies: A regionally rooted, specific core message—such as craftsmanship, family tradition, or being a regional employer—can often be more effective than a generic sustainability statement.

“If you don’t define for yourself what you stand for, others will define it for you.” – A classic PR axiom, frequently cited in the German communications industry

Conclusion: The PR Message as the Foundation of All Communication

Conclusion:

• PR messaging is indispensable in modern marketing
• Think strategically, implement consistently

A clearly defined PR message is not a luxury that only large companies can afford—it is the communicative foundation of any organization that wants to be noticed by the public. Whether it’s a startup, a small-to-medium-sized business, or an NGO: those who know their core message communicate more consistently, persuasively, and resiliently. Investing in a structured message development process pays off in the form of clearer media coverage, stronger brand perception, and greater resilience in times of crisis.

What is the difference between a PR message and an advertising slogan?

An advertising slogan is a creative, often memorable phrase used for promotional purposes and can change frequently. A PR message, on the other hand, is a brand’s strategic core message, which remains consistent over the long term and serves as the foundation for all communication efforts—not only for advertising, but also for media relations, crisis PR, and internal communication.

How many core messages should a brand have?

In practice, three to five core messages have proven effective: one overarching main message and two to four supporting sub-messages for different target audiences or communication occasions. Too many messages dilute their impact, while too few cannot be used flexibly enough in complex situations.

How often should a PR message be revised?

A PR message should be consistent, but not static. It makes sense to review it in the event of major corporate developments such as mergers, product launches, or rebranding; changes in the market environment; or a significant realignment of the target audience. Typical revision cycles range from two to three years.

How do you test whether a PR message is effective?

Effective methods include focus groups with the target audience, media analysis (is the message being picked up in reports?), social listening (what terms does the community associate with the brand?), and A/B testing of different messaging variations in email newsletters or social media posts.

• A clear PR message is the foundation of communication
• A PR message differs from an advertising slogan
• Three to five core messages are ideal
• Review every two to three years
• Focus groups and media analysis test effectiveness
• Keep the message consistent but not static

Why Twitter X is still relevant for companies

Many marketing teams removed X from their plans after the renaming. This is a mistake – at least for certain industries and targets. X is still the platform on which journalists, analysts, politicians and industry experts communicate in real time. Those who are present there are involved in debates even before they reach other channels.

Twitter X vs. LinkedIn vs. threads: Which platform suits which goal?

Before building a strategy on X, it is worth making an honest comparison of the three platforms that are currently most discussed in the B2B context:

For most companies, this is not an either-or situation, but a clear division of roles: X takes care of real-time communication and media relations, LinkedIn takes care of thought leadership content and lead generation, Threads takes care of experimental outreach in the early-adopter segment.

Building the right X strategy for your company

Success on Twitter X is not a product of chance. Those who use the platform strategically follow a clear framework – from positioning to frequency.

Step 1: Determine positioning

What is the one perspective you want your company to stand for on X? Industry commentary, product news, customer service or thought leadership – if you want to be all of these at the same time, you’ll be none of them. Define a clear content focus and keep it consistent.

Step 2: Posting rhythm and formats

X rewards regularity more than perfection. Studies show that accounts that post daily have an average of 3.5× more follower growth than those that are sporadically active. The strongest formats for companies:

• Threads: 5-15 posts that explore a topic in depth – the most powerful organic reach on X
• Polls: For market research and engagement with minimal effort
• X Spaces: live audio discussions with experts, ideal for community building
• Quote Posts: Own perspective on industry news – fast, relevant and highly visible
• Short Video: Under 60 seconds, uploaded directly – no link to YouTube or Vimeo

Step 3: Actively build a community

Followers on X are not created through broadcasting, but through interaction. Consistently comment on posts by industry experts, reply to users who discuss your topics and build real relationships with journalists and multipliers. A like algorithm like on Instagram hardly exists on X – visibility comes from conversations.

Agency tip: Plan 20 minutes a day for active community management on X – not for your own posts, but exclusively for comments and replies. After 8 weeks of consistent implementation, our customers see an average doubling of their organic reach without placing a single paid post.

X Ads: Paid strategy for companies

Twitter X Ads have had a turbulent development since 2023 – large advertisers have jumped ship, which has made the platform cheaper for remaining advertisers. CPMs on X are currently 40-60% below LinkedIn levels for comparable professional audiences in tech and finance.

The most important ad formats

• Promoted posts: standard format, ideal for reach and engagement
• Follower Ads: Targeted development of the target group
• Keyword targeting: Unique feature – show ads to users who actively post or search on specific topics
• Takeovers: Premium placements for launches and events

Keyword targeting is the strongest unique selling point of X Ads compared to LinkedIn or Meta: You reach people at the moment they are actively talking about your topic – not based on demographic characteristics or past interests. This is a highly relevant targeting option for B2B companies in niche markets.

Always keep an eye on the right KPIs – on X, it’s not likes and followers that count, but link clicks, quote requests and share of voice in relevant conversations.

Crisis management and real-time communication on X

X is the platform on which crises arise – and the only one on which you can control them in real time. No other network offers the same speed and direct communication with media, stakeholders and the public at the same time.

Professional social media crisis management starts on X with a clear response protocol: Who is speaking? In what time frame? With what tone? Companies without a defined crisis plan lose an average of 72 hours on X before they are able to act – during this time, the public takes over the framing.

Dos and don’ts in the crisis

• Do: Make a statement early on, even if not all the facts are available yet – silence is interpreted as an admission of guilt
• Do: Post regular updates as long as the situation is ongoing
• Do: Reply directly to journalist requests on X – publicly visible
• Don’t: Sounding defensive or legalistic – kills sympathy in seconds
• Don’t: Delete threads or comments – screenshots always exist
• Don’t: Hand over account management to someone without crisis training

Monitoring, analytics and performance measurement on X

X natively offers a solid analytics dashboard at analytics.twitter.com. For professional social media monitoring, this is sufficient for most companies – supplemented by external tools for competitor monitoring and share of voice.

The most important X-metrics for companies

• Impressions: How often your content is viewed – important for reach benchmarking
• Engagement rate: Likes + retweets + replies / impressions – quality indicator
• Link Clicks: Direct performance indicator for traffic targets
• Mentions and share of voice: how often your brand is mentioned in relevant conversations
• Follower quality: Who follows you? Journalists, decision-makers, bots?

Connect X analytics to your overarching KPI structure – platform metrics alone won’t tell you if X is contributing to business goals. Use UTM parameters consistently for all links you share on X.

For a structured Twitter X strategy with professional support, we support you as an agency – from positioning to daily implementation.

Frequently asked questions about Twitter X Marketing

More on the topic: Threads marketing – Snapchat marketing – Organic reach – Twitch marketing – Platforms 2026

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• Twitter X Agency – Professional support for companies
• Threads Marketing for companies: Strategy and tips
• Social media KPIs: What really counts for companies
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• Social media crisis management for companies

What is a viral shitstorm – and when does it become a crisis?

Not every negative reaction is a crisis. A critical comment, a bad review, a dissatisfied customer: it’s part of everyday life. A crisis arises when negative feedback reaches a critical mass, the media gets involved or there is a permanent threat of reputational damage. The line between “unpleasant” and “threatening” often lies in hours, not days.

Typical crisis triggers on social media are: a misleading post, a video that has gone viral without context, internal information that gets out, a shitstorm caused by a prominent account, or an accumulation of negative customer experiences at a certain point in time. Each of these scenarios requires a different response tactic – but the same structural framework behind it.

Agency tip: Define three escalation levels internally in advance: Level 1 (isolated negative comment, community manager responds), Level 2 (growing pattern, social media lead takes over), Level 3 (media involvement or viral momentum, management + PR department). If you don’t define these levels in advance, you will discuss them in the middle of the crisis – valuable minutes will be lost.

Prevention: crisis management begins before the crisis

The most effective crisis management is that which prevents a crisis from arising in the first place or at least recognizes it at an early stage. Social listening is the most important tool here. If you monitor brand mentions, changes in sentiment and emerging topics around the clock, you can often recognize crises as they arise – before they go viral.

Prevention also includes clear internal guidelines: Who is allowed to post on behalf of the company? Is there an approval process for sensitive content? How do you react to political or social issues? Many shitstorms arise because an employee has acted without approval – or because the company has made an ill-considered statement on a topic without knowing the social dynamics.

It is particularly important to document a crisis plan that is known to all relevant people. This plan defines who is allowed to make which decisions, which channels are used for communication, which messages are not to be used under any circumstances and how media inquiries are to be handled. A good crisis plan fits on two pages and can be used immediately under pressure.

Response protocol: The first 24 hours decide

When a crisis breaks out, the clock is ticking. Studies show that companies that react within the first hour can reduce reputational damage by up to 60 percent. This does not mean having ready-made answers immediately – but being visible and signaling that the company is taking the issue seriously.

The first response must do three things: it must come quickly (within 30 to 60 minutes), it must sound human (no corporate speak), and it must credibly signal that the topic is being addressed. “We have seen your messages. We take this very seriously and will get back to you with an update as soon as possible.” is better than an elaborate statement that arrived four hours too late.

What happens next depends on the type of crisis. In the case of your own mistakes, clearly state the error, take responsibility and communicate concrete next steps. In the case of external attacks or misinformation: clarify factually, provide evidence, do not escalate emotionally. In the case of employee incidents: act internally, communicate the process externally – without revealing details.

The most common mistakes in crisis response

• Silence: Every hour without a reaction is seen as a lack of interest or an admission of guilt
• Defensive tone: justification without empathy comes across as cold and worsens the mood
• Oversharing: Too many details too early can create new attack surfaces
• Deletion without explanation: Deleted posts are almost always documented and lead to a further loss of trust
• Lack of consistency: contradictory statements in different channels increase confusion
• False promises: Promises that are not kept cause lasting damage

In connection with social media KPIs, it is also worth defining crisis metrics: Sentiment score, share of voice (negative vs. positive), response time and reach of critical posts. These figures help to evaluate progress and report internally – which is directly related to structured social media reporting for managers.

Communication strategy: What, how and where to communicate?

In a crisis, consistency is more important than speed – but both are necessary. The communication strategy determines which messages are played on which channel, who speaks and what is not said under any circumstances. These three pillars must be defined before the crisis.

On social media itself, the rule is: respond directly in the thread or post in question, don’t avoid it. If you respond on another channel, it looks like you are trying to hide your reaction. At the same time, the company website or a dedicated area should serve as a “single source of truth” – all other channels link to it. This gives the community a reliable point of contact and prevents rumors from gaining the upper hand.

It is also advisable to make a clear distinction between public and private communication. Direct messages to particularly vocal critics can sometimes be more effective than public responses. And: Influencers, brand ambassadors or community members who credibly defend the company are more valuable in a crisis than any official statement. An Instagram agency can help to proactively build these networks – before they are needed.

Messaging framework for different types of crisis

• Product defect / recall: transparency about the defect + concrete action plan for those affected + hotline or contact option
• Employee incident: Clear distancing + communicate process (investigation) + no prejudice
• Communication error (post): Admit mistake + explain what was meant + name learning effect
• External misinformation: Objectively and verifiably contradict + provide sources + not emotional
• Data breach: inform immediately, communicate extent, take steps to limit damage + fulfill legal obligations

Anyone thinking more about the strategic development of a social media agency relationship should check in the context of crisis management whether external support is part of the crisis plan – and who will take over coordination in an emergency.

After the crisis: learning, documenting, optimizing

A crisis does not end with the last negative comment. The recovery process is at least as important as the acute reaction. If you go back to business as usual after a crisis without analyzing what happened, you risk the next crisis following the same path.

The post-crisis review should take place within a week of the end of the crisis and answer the following questions: How long did the response last? What worked well? What prolonged or exacerbated the crisis? Which messages worked, which did harm? Which processes need to be adapted? The result of this review flows directly into the updated crisis plan.

At the same time, it is about reputation repair. Ideally, publishing positive content after a crisis does not happen abruptly – but as a natural transition. Returning to normal marketing communication too soon is perceived as disrespectful or ignorant. A sensible strategy is to first show content that directly addresses the consequences of the crisis before returning to the regular content rhythm.

Crisis management as part of the social media strategy

Social media crisis management is not a special case – it is an integral part of any serious social media strategy. Companies that build their social media presence professionally consider crisis scenarios from the outset: in the editorial plan, in the community guidelines, in the team structure and in the response processes.

The differences between companies that survive a crisis unscathed and those that suffer permanent damage rarely lie in the severity of the crisis itself. They lie in the preparation, the speed of response and the quality of communication. A practiced team, a clear plan and an honest corporate culture are the best insurance against viral conflagration.

We are happy to provide specific measures, analyses and ongoing support – get in touch now and develop a crisis plan together that suits your company.

More on the topic: Social media monitoring – Building brand awareness – Community management – Social media audit – Social media governance

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Find and activate animal lovers: But how?

Whether it’s food, toys, clothing and accessories for cats, dogs, mice, etc. Social media marketing is all about one thing, interaction. If you want to build your own community that actively talks about your brand, but also recommends your products to each other (within the community), then it is no longer enough to post a product here and there. Social media marketing needs structure, planning and of course efficiency, especially when combined with e-commerce. Keywords here are already social media advertising, targeting but also re-targeting of user groups. But let’s start at the very beginning. How does a social media agency work?

Mistake: Some ad agency is doing this

Many companies have been working with classic advertising agencies or PR agencies. Social media marketing is then added to the actual program, but treated stepmotherly. Accordingly, campaigns run into the void, postings do not provide interaction and advertisements do not provide sales in the online shop.

Performance and presence: really (!) reach users

The most common mistake, the mindset of “social media has to be done!” Yet social media is so personal, people look at their favorite apps in the morning, at lunch, at dinner and of course before bed. So social media is omnipresent. Accordingly, love must be put into concepts and strategies, as well as experience but also know-how for a good performance, simply put sales in the online shop.

Emotions for pet fans! That’s what it’s about

Especially with pet owners, it’s all about emotions that you need to evoke as a brand. Fortunately, it’s even a little easier for you than it is for many other brands. After all, you are already working with a product that provides high emotions in millions of households. Actually, the perfect foundation for social media marketing!

Since you have already landed on this page, the first step has already been taken. But what happens next?

The most popular pet, the cat!

number 2 most popular pets, the dog.

Workshop: Step 1 to the social marketing concept

Workshop – a joint workshop with you and our social media expert is the basis and the beginning of the cooperation. Here we analyze the brand, the products but also the target group for your snacks, treats, toys,… for cat, dog, hamster, mouse… singles, single parents, families, men, women, elderly people,… continue with areas of interest, your own place of residence, various parameters that ultimately lead to the creation of your social media strategy.

Social Media Strategy for Pets

Mentioned here again, should you want to learn more about each area, you can find more in-depth articles, guides and tips in our main menu but also in our social media blog.

Quickly explained, the social media strategy provides the common thread. Simply put, an editorial plan that everyone on the team adheres to, combining different aspects, from content of each post, to posting times, to tagging (increasing interaction). Within the social networks, between Facebook, Instagram, YouTube, TikTok, but also other representatives, social media marketing has become more complex, so the experience of a good social media agency will help you develop their own concept.

Then it’s on to the day-to-day work and activities on your social media channels. Of course, also external if you are thinking about influencer marketing. The possibilities are many, from influencer marketing to paid reach, advertising on social networks.

The great Why of the speech

What is a pet’s job anyway? Tasks of pets in the US

• Best friend – 66%
• Cuddly toy – 59%
• Protector – 37%
• Child – 33%
• Therapist – 25%

Love meets performance

Not only are we top equipped for the job as a social media agency, through our experience and expertise, we also have three cute little staff members in the office with lots of fur!

Strategy means one thing above all else, knowing your target audience.

Targeting: Exact addressing of persons

Another very important aspect, advertising on social networks. But why are the social networks so strong?

You know that social networks store and of course process a lot of data about their users. The largest social network alone has well over 2,000 parameters of information per user. This includes simple information, such as age, place of residence or interests, as well as more complex information, such as the history of likes. The more information social networks have, the more efficiently they can serve ads to their customers. This is exactly what we use as a social media agency to create ads with performance!

Identify and promote target groups

Accordingly, we can also make good connections, for example, between families, single, dog owners, cat owners, budgie owners, hamster owners, mice owners and all other types of pets. Advertisements can be designed accordingly precisely in visual aspects (image, video) but also in communication, such as text, emojis, links.

And you can always be more specific! Here we really only want to show you a small aspect of the possibilities that are available to you as a company with the right social media agency.

You can address the exact target groups even more precisely at individual locations, e.g. at places of residence but also at people who are interested in certain places, e.g. because they want to travel there soon.

But you can also target people who have visited your online shop, were interested in a certain toy or food and now should be shown ads of this single, special product again for two, three weeks. As you can see, the marketing tools within social media ADS are powerful and diverse.

Contact: Social Media Experts

You want to learn more about the possibilities? Then get in touch with our social media experts now. We look forward to your inquiry!

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“How Beautiful” by MarcCain (VR fashion show)

Here is the first fashion show, worldwide with digital models. Created by MarcCain; Digital Models by CM Models / Zoe 101. Read more about virtual influencers here.