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Moses Babb on How to Leverage Tech to Get Noticed


Moses Babb is Chief Marketing Officer of Carli Communications. In this interview, they share their expertise on how to leverage tech to get your business noticed.


Could you introduce yourself and tell us about your experience in public relations?

"Hello, I'm Moses, and I live in the beautiful Twin island of Trinidad and Tobago, my journey in public relations has been nothing short of exhilarating. It all began during my early days as an intern at a bustling marketing agency, where I was like a kid in a candy store, soaking up every experience like a sponge. Through those formative years, I cultivated a deep passion for media and public relations, drawn to the dynamic nature of storytelling and brand communication.


Building on that foundation, I embarked on a diverse career path, immersing myself in the realms of music, art, and the private health sector as a creative freelancer. Each venture enriched my understanding of human connection, creativity, and the power of strategic communication.


Today, I offer freelance consultations to businesses of all sizes, leveraging my multidisciplinary background to help teams integrate and harness the potential of artificial intelligence and technology. My goal is to empower businesses to navigate the ever-evolving landscape of PR with confidence and creativity, ensuring they stand out in a crowded digital world."



What role does technology play in public relations in 2024?

In 2024, technology serves as the dynamic force propelling public relations into uncharted territories of creativity and innovation. Just as a maestro conducts an orchestra, I orchestrate communication strategies that resonate with audiences on a profound level. With technology as my symphony, I empower businesses to embrace authenticity and unleash their full potential. With a vast and varied background including music, acting, podcasting, performing, and marketing, I've learned that effective communication is the key to success, and technology is the stage upon which we shine brightest.


That's why I believe the role will be transformative. The advent of the internet reshaped our world, and we're now experiencing another pivotal moment. For me, technology is also synonymous with support—a system empowering truly autonomous interactions. This empowerment allows for the expression of new creative ideas and projects, not just to address needs or solve problems, but to enjoy the creative process.


Burnout is a significant issue across industries. Leveraging new technological integrations and not just utilizing these technologies, but also refreshing our approaches and interactions with it, can alleviate burnout and foster interconnections and creativity within teams. I love exploring the question what's beyond the boundary?



Can you give a quick example of how a business can leverage tech to make a PR campaign stand out?

Imagine a business, armed with cutting-edge technology, transforming a slow, unresponsive PR campaign into a captivating and empowering masterpiece. Carli Communications, A firm in event promotion, For over a decade we’ve helped Caribbean brand owners navigate the sometimes confusing world of marketing and show them an easier and faster way to achieve their goals through the use of publicity and public relations. Despite this long standing history and background I to faced the challenge of promoting their in-house event and client event initiatives, I faced tight deadlines.In some instances with just a two-week turnaround time, the pressure was on to deliver results that would captivate audiences and drive engagement.


Enter ChatGBT4.0, an emergent AI tool that revolutionized Carli Communications' approach to PR. Leveraging just this one innovative technology, I was able to help the team streamline processes, automated routine tasks, and enhanced communication strategies. With the power of AI at my fingertips, I was able to really dive into the art of crafting compelling narratives, that engaged with audiences in real-time, and executed campaigns with precision and efficiency.


The result? Headlines buzzing with excitement and anticipation. Audiences were captivated by the creativity and ingenuity of Carli Communications' PR campaigns, driving unprecedented levels of engagement and brand recognition.


This was only possible by embracing technology as a catalyst for innovation, at Carli Communications I continue to set a new standard for excellence in PR, especially now as I believe what's now possible through collaborations are limitless


How has AI changed the way businesses do PR?

AI isn't just a tool; it's the conductor orchestrating the symphony of modern PR. Gone are the days of hiding behind the curtain or being tucked away in an office space; now, every team member takes center stage, empowered by AI's invisible hand. It's like having a backstage pass to the greatest show on Earth, where networking becomes second nature, and events—whether live or pre-recorded courses, classes, or programs—are transformed into opportunities for deeper connection and growth. With a team that utilizes AI assistance, businesses can navigate the complexities of modern PR with confidence and finesse.


This revolution is especially trans-formative for businesses built around personal brands. In real-time, I'm witnessing the PR landscape championing triumph over despair. Brands are not just sifting through data and using analytics; they're finding ingenious ways to align their brand's identity with the personal growth, desires and aspirations of their audience. With AI as their ally, businesses are not merely adapting to change—they're leading the charge into a future where every interaction is an opportunity to connect, engage, and inspire.



What are some simple tech tools or strategies small businesses can use to improve their PR?

Small businesses can benefit greatly from tools like Asana and Notion, which allow for greater organization and collaboration among team members. Establishing a centralized hub for the communicative process, where documents can be edited and shared among relevant team members, is crucial. Delegating tasks efficiently ensures smoother operations, reducing burnout and allowing team members to reshuffle if they desire, leading to the discovery of their creative zones of genius. This process can lead to job retention as new roles and functions are created in the push for new horizons and industries.


I've seen, read, and heard stories of creatives armed with nothing but a smartphone and a vision, who have been able to launch themselves and build their business and personal brands. Now, with the support of AI, who knows what is possible? Empowered internal PR houses, perhaps?


From social media management tools to content creation apps, small businesses can leverage technology to amplify their message and connect with their audience. With every post, tweet, and share, they build a community of loyal followers who resonate with their brand. It's a testament to the power of technology to level the playing field and amplify voices. I'm excited to witness businesses and brands interact in more empathetic and compassionate ways at varying degrees of the customer touch-points and experiences.



What's a common tech-related mistake you see in PR, and how can it be avoided?

As a PR professional, armed with the latest gadgets, gizmos, and tech tools, I've witnessed a common stumble in the face of technological complexity. It's akin to a performer forgetting their lines on opening night—a momentary lapse that can derail the entire production.


One common mistake I've observed is not taking the time to personally understand how to communicate with various interface points, particularly with AI. While having an expert prompt engineer on the team is fantastic, I believe it's crucial for everyone to personally engage with new technologies. Especially during this rapid industry growth spurt, I implore you to allow curiosity to inspire an integrated and expansive understanding of these tools. By doing so, you can leverage them in ways that align with your business, personal brand, or campaign's vision and mission.


It's not just about avoiding a misstep; it's about embracing a moment for aligned redirection. Failing to fully embrace the time now available with this type of support can perpetuate the roller coaster ride of burnout across an entire team.



How do you stay updated with the latest tech trends in PR?

I stay updated with the latest tech trends in PR by staying connected with early adopters who prioritize health and work-life balance. Embracing changes with curiosity and a sense of wonder brings fresh perspectives and allows me to remain at the forefront of innovation. By collaborating with teams that share a thirst for knowledge and a hunger for adventure, I draw inspiration from their experiences and insights. Together, we navigate the digital realm with the finesse of seasoned explorers, uncovering new horizons and endless possibilities with every twist and turn. It's a thrilling journey of discovery that keeps me engaged and inspired in the ever-changing landscape of technology.


What's your top piece of advice for companies looking to enhance their PR with technology?

A company, standing at the crossroads of tradition and innovation, embraces technology as a catalyst for change. It's like watching a phoenix rise from the ashes, reinventing itself with each passing moment. The advice? Be open, be transparent, and above all, be human. Share your experiences, your challenges, and your triumphs with the world, and watch as connections blossom and relationships flourish. It's a brave new world where technology isn't just a tool; it's a canvas for self-expression and a beacon of hope for a brighter tomorrow.






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