Plans, Campaigns and Communication Actions underpinned by data analysis and the projection of expected results, transforming uncertainty into measurable strategy.
HOW?
AI based on real-life PR data.
We apply algorithms to large datasets, which include input variables (features) and known outcomes, based on LPM’s historical work with its Clients and on case studies. The model learns the relationship between inputs and outputs.
WHY?
Substantiate Communication decisions + real KPIs.
A predictive communication strategy quantifies the potential impact of communication actions, forecasting how publics are most likely to react. This information aids decision-making, potentially optimizing investment and increasing effectiveness.
Simultaneously, it allows for setting KPIs closer to reality.
| IN PRACTICE | Application | Benefit |
| LAUNCH OF A NEW PRODUCT/SERVICE | Predict the ideal combination of strategic mix (media relations, influencers, social media, press kits, branded content) to generate maximum awareness or engagement. | Avoid spending on channels that historically demonstrate low effectiveness for the type of product and target audience, and direct investment towards the channels most likely to succeed. |
| CRISIS MANAGEMENT AND REPUTATION RISKS | Simulate the impact of different communication responses to a negative event (e.g., a product recall or a public controversy). | Determine, based on data, which message (tone, channel, timing) will result in the least negative reputational impact and the fastest recovery time. |
| DEFINITION OF KPI AND INVESTMENT | Project the achievable KPIs of share of voice or brand sentiment for a given budget and volume of actions (communication moments with media, events, activations, media tours). | Establish targets that are challenging but, above all, realistic, allowing the communication budget to be justified. |
| IDENTIFICATION OF KEY STAKEHOLDERS AND INFLUENCERS | Predict which stakeholders, journalists, KOLs, or influencers, based on their history of engagement and resonance with similar topics, are most likely to generate positive coverage. | Prioritize outreach and relationship building, ensuring that resources are applied to the most influential relationships for the brand or organization. |
| COMMUNICATION PLAN | Project the ideal resource distribution and the timing of each action (e.g., press releases, studies, events) to maximize impact on brand sentiment and share of voice throughout the year. | Ensure consistency and relevance of communication, avoiding peaks of activity followed by silence and optimizing the budget per quarter. |
| LAUNCH OF A SPECIFIC CAMPAIGN | Predict the engagement or conversion KPI that the campaign can achieve, based on the theme, creativity, and channels to be used. | Adjust expectations and allow for real-time modification of campaign elements that the model predicts will have lower performance. |
| PUBLIC AFFAIRS PLAN | Simulate the probability of acceptance of a legislative proposal or the reaction of key stakeholders (government, regulators) or interest groups to an organization’s position. | Adapt the strategy, identifying the most effective arguments, touchpoints, and timings for better acceptance. |
| SOCIAL MEDIA MANAGEMENT | Predict the ideal moment (day and time) for publishing specific content that maximizes the engagement rate and organic reach. The model also simulates the message angle (more formal, more humorous, more direct) that will perform best on each platform (e.g., LinkedIn vs. Instagram). | Overcome digital noise by ensuring that content is delivered at the moment of the audience’s greatest receptivity. Optimize the editorial calendar to maximize the performance of each publication. |
| EVENT | Predict the theme or angle of the event that is most likely to generate the desired media coverage and positively influence the organization’s reputation. Simulate how the choice of a specific main speaker (keynote speaker) can affect media interest and perceived return. | Optimize investment by choosing the format, content, and guests that maximize media impact and branding, so that the event serves a clear and measurable strategic purpose. |
Tests on Synthetic Publics
These are digital simulations of audiences or stakeholder groups. They are not real individuals, but AI models trained with large volumes of data (online behavior, media consumption patterns, and historical reactions) to imitate the characteristics and behaviors of real groups.
- Message Testing (Reaction Simulation): Before the kick-off, the AI model exposes the press release or key message to the synthetic public. The AI simulates immediate reactions (positive, negative, or ambivalent) and assesses the risk of misinterpretation or misinformation.
- Channel Optimization (Engagement Forecast): The model predicts which format and channel (press release, post, video) will generate the most engagement with the synthetic public. It allows refining the ideal media mix for the campaign.
Crisis Simulation (Response Training): In simulated crisis scenarios, the synthetic public reacts realistically to different organizational responses. The model indicates which response plan results in the lowest reputational damage, optimizing the crisis management protocol.
Stories
