In the Age of AI, Authenticity Is a Differentiator With Lorna Bush, Senior Vice-President of Fineman PR, a Division of Off Madison Ave
Lorna Bush is the Senior Vice-President at Fineman PR, a division of Off Madison Ave. With a specialization in brand PR, consumer marketing, and crisis communications, Lorna has extensive experience working in diverse sectors, from food and beverage brands to outdoor destinations to public health organizations. Her expertise includes crafting communication programs, managing crises such as food safety and product recalls, and advising on issues like executive reputation management. Lorna is a member of the San Francisco Professional Food Society and the International Association of Culinary Professionals.
Here’s a glimpse of what you’ll learn:
Lorna Bush lists the top three challenges that brands in the food, beverage, and restaurant space face
What issues are on the minds of food and beverage consumers?
The media platforms where credibility and trust are most often built
How Lorna advises food and beverage clients regarding their use of AI
Lorna emphasizes the importance of authentic and credible content in brand communication
How Lorna built her acumen in public relations
What you’ll learn in this episode:
With AI rapidly growing in popularity, companies and brands are realizing the value that it can provide and the time and effort it can save in crafting messages. Are there any drawbacks to relying on AI to communicate on behalf of a food and beverage brand? What do brand managers need to keep in mind?
From the perspective of Lorna Bush, a public relations professional for more than two decades, AI carries some concerns. Lorna warns that the professional integrity of any media relations employee is on the line when using AI. As a result, she emphasizes that work should remain authentic and that AI should not be used simply as a shortcut to make things easier. Information given to the public should be credible, she says, and it should remain the highest quality content.
On this episode of From Persona to Personal, Roger Hurni chats about using AI from a public relations standpoint with Lorna Bush, Senior Vice-President of Fineman PR, a division of Off Madison Ave. As a PR professional, Lorna shares her reservations about using AI and provides a compelling list of concerns, from professional integrity to brand authenticity. She explains why food and beverage brands should not entirely rely upon AI or use it as a shortcut in media relations or brand messaging.
Resources mentioned in this episode:
This episode’s sponsor:
Today’s episode is brought to you by Off Madison Ave. At Off Madison Ave, we create meaningful moments of brand trust and influence how people interact and engage with brands.
There is a science behind tapping into your audiences’ desires and motivation. After all, if you’re not changing your audiences’ behaviors, you can’t truly unlock all of your brand’s potential.
The proven models and methods of Behavior Design are the strategic foundation for your brand’s success.
Episode Transcript
Intro 0:02
This is From Persona to Personal podcast. Today's episode is brought to you by Off Madison Ave. Off Madison Ave creates meaningful moments of brand trust and influences how people interact and engage with brands. The science behind their approach taps into your audience's motivations and desires. After all, if you're not changing your audience's behaviors, you can't truly unlock all of your brand's potential. Now, let's get started with the show.
Roger Hurni 0:33
Hello, everyone, I am Roger Hurni, the host of From Persona to Personal where I get to use my expertise in consumer behavior modification to engage with top business leaders propelling their brands forward. Before I get to today's guest, this episode is actually brought to you by Off Madison Ave. At Off Madison Ave, we use behavioral science to create meaningful moments of brand trust, which influences how people interact and engage with companies. Our behavioral approach taps into your audience's motivation and prompts them to shift behavior and if not shifting your audience's behavior as well then you truly can't unlock all of your brand's potential. These proven behavior models and methods are the strategic foundation for your brand success. Visit offmadisonave.com to learn more. Now, in full disclosure, today's guest is actually one of my colleagues. Um, she has been doing amazing work and PR, shifting behavior on behalf of the client. She works for all over the place. I just thought it would be great to have her on because there's so many issues happening in the food and beverage space. And things are going to be changing in 2024 and AI and I have a whole boatload of questions I wanted to ask her and gain her insight. So without further ado, Lorna Bush, who is our senior vice president and director of public relations at Off Madison Ave. She is on the show and Lorna is the go to public relations specialist in the food and beverage space and CPG brands. Um, she's partnered with companies like Peet's Coffee, Foster Farms in his kitchen being energy, and she's built brand trust for them, dominated competitor conversations, and helped drive trial and sales. Ultimately, she's earned them and many other clients rock star news coverage in prestigious publications like The New York Times, the Wall Street Journal, and USA Today. Lorna arc also counsels her clients to very, very difficult crises, like National recalls, LIBOR and union issues and high profile activist challenges. Lorna, welcome to the show.
Lorna Bush 2:45
Awesome, thanks so much for having me. Roger.
Roger Hurni 2:48
Did I get anything wrong there any clarification?
Lorna Bush 2:51
No. I mean, I think it sounded really great. I especially liked the rock star nudge really, really couldn't say it any better myself. Thank you.
Roger Hurni 3:00
You're very, very welcome. I'm going to jump into this straight away because I've, I've interviewed a lot of entrepreneurs and, and a lot of CMOS, and CEOs in the food and beverage space. And there's been some universal common denominators, but it's nice to get the other side of the equation in terms of what's happening in that industry. So um, I'd like to know, like, what are some of the top issues that you're seeing in the food and beverage and restaurant space that brands are facing today? Sure. Well, certainly, I
Lorna Bush 3:39
think when you step back and take a look at the bigger perspective, right now, everyone is thinking about the economy. And for food, businesses, restaurants, retailers, what they're thinking about is, how are consumers reacting to the current economy? Are they making any changes? And how can food businesses adapt? So I think certainly the economy is number one. Secondly, is content. There is just so much content out there right now. And there are so many new ways to share content. So when you talk about marketing, you're talking about an extraordinary amount of new channels, which is really exciting for marketers, but it can be really overwhelming. And I think there's some sense as well of almost channel fatigue, what to focus on when and more importantly, are you getting results? And so I think for marketers, especially in the food business, really knowing how you can measure results and determine what's effective, what's working, and then make changes as you're looking ahead at the coming year. That's really important. And finally, I think food brands of all kinds, restaurants, beverages, everyone is focusing on standing out, how can they stand out meaningfully how can they get through the clutter and How can their brands just really be seen is the go to choice for their category.
Roger Hurni 5:02
So it's interesting that you say, I get the content fatigue, and I get the breaking through the clutter, those, those seem to be universal truths throughout ever in this business. But when you talk about the calm economy, I'm I'm starting to see not a relaxation amongst the C suite in the food and beverage space. But definitely more about I think we're gonna be okay, like the the nervousness seems to be to be gone. And so those are the three things you mentioned they're paying attention to. But I'm kind of curious on the other side of that argument, what's on the consumer minds that you're seeing? And what should brands consequently paying attention to? Because of what consumers are thinking about?
Lorna Bush 5:51
Yeah, so that's a really important question. Consumers are receiving all of the information. So when we're talking about there being fatigued, or just so much to take in, consumers are on this other side. And they're looking at the news every day and wondering, Okay, what's next? There's a little bit of, I would say anxious anticipation for what can be next, and consumers are looking at, okay, which brands matter to me? And am I paying the same for them right now? Or should I maybe making some changes with my purchasing behavior. So the US Federal Reserve just came out with new studies that are showing that consumers are starting to pull back a little teeny bit on their spending, but they're not sacrificing quality or their favorite brands. So that's really good news for food producers and restaurants. And it also means that consumers are just making smarter choices, and paying more attention to what's out there. So I think that's something for, you know, business professionals to keep in mind is there there is a sweet spot if you've built up that brand trust, and now maybe a time where you kind of dip your hand into the bank of trust you've built and start to show consumers This is why you trust us, this is why you choose our products.
Roger Hurni 7:02
Are those same issues then relevant for next year? Or is there something on the horizon that the f&b space needs to be thinking about for 2024?
Lorna Bush 7:14
Yes, these are absolutely on the horizon. And I would say that food brands and restaurants and businesses that in this space, are looking ahead to 2024 and beyond. And they're really looking at, okay, how do I keep consumers caring about my brand and products and services? So what I see happening is a huge focus on innovation. Nobody can afford to sit this one out, everyone is looking at how can I create more products that capture consumer interest that capture retailer interest, and continue to deliver right on taste quality? But also how are we doing business? Are we being efficient? Are we prepared for a new wave of interest in our business or product? So innovation is hitting on on all angles, including, of course, with AI, as we all know, there are better ways to do business, and everyone's on board and trying things out. It's a huge time for innovation. So I,
Roger Hurni 8:17
I actually have an AI question, and I'm gonna hold off on it for a second because I want to have you answer something first. In 2024, they're gonna be focusing on that sort of subject matter. But one of the things, and honestly, I'm really tired of it the every answer is social media. You know, when it comes to like, how do we engage with customers, social media, what do we do to move our brand forward social media, like whenever whatever asked a question that that's the default answer. And I feel it's like that old saying that, if all you have is a hammer, everything looks like a nail. And so I'm kind of curious. And I'm not saying there's not value there. But I feel like that shouldn't be the only thing people rely on because it feels to me as if they're missing the boat. So I'm kind of curious from just a PR strategy. Where does where does that fit in? And how does that play well, with social media?
Lorna Bush 9:20
Yeah, that's a great point. So I like to think of it as brands are looking to create really strong, memorable brand moments. Everyone wants that moment that goes viral. No doubt everyone is looking for that craving that those brand moments that moment that you go viral when you start to see everyone sharing and talking and buzzing about it the next day. Those are so exciting, but they are also pretty rare. And so if your only focus is on kind of the glitz and glam of social media and having that go right. You're not really running your brand or business. Social media can only do so much. It's really powerful. But there are so many other tools I'm thinking now, especially about e commerce direct to consumer. And of course, traditional media that a really strong marketer has to keep in mind at all times. And PR is really, of course, I'm biased, but it's the glue that's holding it together. When you have someone that is also working with retailer customers, and making sure that customers are getting what they need, when you're talking to the trade media, who help customers decide what they want to put on their shelves, that's part of an important story of how you're going to be doing business, and social media. While it's amazing and so powerful to connect with consumers, there's still a business to run, and there are still interested audiences that you have to be working with continuously to build those relationships, to build credibility to build trust, and that's really at the heart of PR.
Roger Hurni 10:50
And that's, that's what I've seen in the work that I have done for brands, when it comes to shifting the behavior of their audiences. It's it's bifurcated you, you absolutely need to engage with customers and shift their behaviors. And if you can get them to understand the personality of your brand and share something on social, that's great. The the idea of something going viral, when maybe Oreo cookies stuff has gone, I would use it as is somewhat rare, I think it's incredibly rare. You know, one out of every, like 1 billion pieces of content, and I will hold to that stat is not just an exaggeration, we'll do that. So again, there's value there, you don't have to have it go viral. But the other side of the coin is important, you also have to shift the behavior, because you are still running a business. And on the b2b side, there are suppliers, there's reputation management, you know, you have to you can't be a great company without doing good. You know, and that feels like those kinds of stories are, are equally as important, or am I missing the mark better?
Lorna Bush 12:02
Oh, I think that you're spot on Roger it, those moments of just kind of, again, publicity, are amazing on social, but with traditional media, that's where you're really building credibility, and talking about what makes your business stand out. And shows you as not just an innovator, but as a trusted brand and company. And, you know, especially in the food and beverage business, you must keep your customers happy, you must keep them top of mind and satisfied with what you're providing. And your customers aren't going to send you a DM on social media, they're gonna reach out to you, you know, through email on the phone in a meeting, right? So we have to keep good PR running across all channels, and make sure that how we do business is really top of mind for all of us.
Roger Hurni 13:00
I said I had a question about AI. So I kinda want to dive into that. You can open up a bread browser today, without seeing your first news story, something about AI. And so I know even from my previous interviews, that it's it's definitely something that is top of mind, but the C suite. So I'm kind of curious, what is your take on Hey, on how AI fits in with a brand from a PR perspective? And there's a part two to that? Are you doing anything to help provide guidance there? Or what's happening with you in terms of AI and moving that ball forward?
Lorna Bush 13:42
Sure. So certainly, AI is is just the big topic right now. It's exciting. It's innovative, it's new, it's fresh. But there are also some concerns about it, especially from a media standpoint. So first, I'm going to put my hat on as an adviser to a consumer brand in the food and beverage industry. And I would say what's your policy on? In terms of how do you use it? How do you discuss how you're using it, whether it's with employees, or consumers or media? And what's your policy for employees who are using it? So let's look at it first, just from a business perspective, do you have the answers to those questions? Do you have a policy in mind? So everyone's aware of your practices? And then I'm going to step away? And let's talk about it from an operations perspective. How are you embracing AI as a business? Are you using it to its full potential? So as an example, AI has the ability to rapidly process and synthesize data like no human really ever could? And certainly no internal team could, you know, with limited resources, so if you are using AI, I would hope that as a business, you're sharing data across departments and looking at how you can fully leverage the data you're getting from AI or could be getting to understand your customers better your consumers to understand changes in purchase habits. All of those things use AI to its full capacity. In terms of media, we know that the New York Times that are associated press all of these media organizations are wrapping their heads around AI and trying to understand kind of the property issues involved. But from a public relations perspective, we're looking at AI as How can I make sure that my work is authentic? How can I communicate with media and have them trust that what I'm providing them is factual, accurate information, and not just something that I pulled out of a chatbot? My integrity as a professional is on the line with AI in terms of my media relations? Am I giving them the best quality content? And that's something that I would ask all PR professionals and marketers to be thinking about is, is the information that you're providing credible? Is it authentic? And is it going to move your organization forward? Or is it a shortcut, and there's a balance, I don't think that people should be as concerned about AI as they are. From a business perspective, I feel like there are a lot of ways to make our jobs more efficient. But on the branding side, this is a huge moment for authenticity. And I would ask that all brands really take a deep look at what makes their brand authentic, are there ways to be even more authentic with consumers and all of your audiences now, by showing what you're really about, and showing kind of those inside behind the scenes moments of truth and fact that help people connect with your brand in a real way?
Roger Hurni 16:46
I think that's sage advice. And from the interviews I've done, I know this is not maybe statistically projectable, when I asked this question about AI, with brands, I get the How should I say this? We're looking into it, we're we're starting to mess around with it or play around with it. Nobody really has that that figured out yet. And I've yet to come across a brand. That's actually tentatively have said to me, we're saving X amount of money because it's making a process more efficient, or it's replacing somebody. We're not there yet. So if I read between the lines in what you're saying, someone like yourself can, because there's missteps, right? This is the one thing I really love about. And I know that you've got a good background in crisis, this is the one thing I really love, is that the best way to avoid a crisis is for it not to occur by being prepared for that. I feel like it brands are gonna go down this road with AI, having large language man, large language, modeling, reputation management, so check GTP or anything else like that. Because you don't know what it's going to send as a search. In a category meeting that had been mentioned a brand, you don't know what's going to be really pulled up and said about it. There's there's the customer experience and within the within search of your own channels. So if you're on a website, if you start to incorporate AI on there, and what's going to be coming up. Obviously, there's AI compliance issues inside of companies, you mentioned that already. There's ethical AI training and policies that have to be in place for companies brand should go to someone want to use to get that figured out before they start employing AI. I guess that's really it's a statement. But it really is meant to be a question because I feel like do that work first, before you start the car and go down that road to death?
Lorna Bush 18:48
Hopefully, it's not a flying car, Roger, but self driving car? No, really? Yeah, you're right, I would expect that companies are going to take a really hard look at what the implications of AI are for their business, across departments across functions. Before they kind of come out with that holding statement that says, Oh, we're exploring all the opportunities. Because AI is it's it's not just a tool for one type of business or business function. There are ways to incorporate AI throughout a food and beverage business through any business, for efficiency for data management for supply chain, there's so many ways to use it. But first, you have to get the ethics straight. And I would start if I was counseling a client right now by saying how do you intend to use it? How are you using it? Kind of what are the facts that you can share with your employees or customers? What are your concerns? And then how do we go about addressing those concerns? And let's you know what, let's come up with a scenario plan. What if your data does come up in a search and you're not comfortable with what it says? How do you correct it? How do you pull it down? What does that looked like I would start getting the answers to those questions and treating it like you would any other kind of potential corporate threat.
Roger Hurni 20:07
So I mean, that goes beyond the food and beverage space. And I know that you are familiar and have great acumen amongst a lot of industries, even though that it's been a primary focus for you, that feels like it's a conversation that's going to happen in 2024, across all brands, would that be your advice is to to do that heavy lifting in 2024? And that may be your advice. But is there anything else that that brands should really pay attention to, from, from a PR perspective to? To really be prepared?
Lorna Bush 20:47
Yes, yes, one, I would just from a brand communication standpoint, make sure that any one contributing to content, whether that's internal content, whether it's Employee Relations in HR, whether it's legal, whether it's public facing through social media, or any other type of of outreach and content development, I would make sure that everyone involved, understands what the expectations and ethics are for that content development, I would also make sure that you have a checks and balances system in place to ensure that the content that you're posting is authentic, and that it's credible, you know, we still need to understand fact checking within an AI content world, and that requires human eyes. And it requires that you understand your data better than anyone else. And that you are also able as a communicator, to really point to what is the truth? What are the facts, so that it just can't be misstated. Right now, I could call up an editor and say, Hey, this, this information about my client was inaccurate. Here's the correct information. Can you replace it? How do you do that with AI? That's a question people should be asking. And then creating plans to make sure that they own their content, and they only the correct.
Roger Hurni 22:01
Okay. All right. Well, I I think that President should really pay attention to that last statement. I just I really feel like people are going to it's going to make a lot of a lot of missteps there. I'm kind of curious, a little bit more about you. I'm kind of curious how you got into into this business and, and where have you built your acumen?
Lorna Bush 22:27
Sure. So I actually started out as a food writer, and I was called the greengrocer for a magazine in Diablo magazine in the Bay area of California. And I wrote a column every month for this magazine about one feature vegetable like leeks. So that was really exciting work. I've always been a passionate foodie, I was a secret diner that evaluated restaurants throughout San Francisco. And then I got into PR and I loved it. I loved being on the side of creating news. And I've really just grown my career by just diving in to each industry work on and with clients and becoming an expert in what they do and how they do it. And I'm passionate about every single client I work with. It's been a winding road of opportunities from chicken farms in California, Central Valley to coffee farms and Guatemala. And I love this process of learning about my clients and the work that they do.
Roger Hurni 23:28
Oh, okay. Well, I mean, it definitely comes through you. You certainly know, you certainly know what you're doing and that, that knowledge bases obviously carried you far. Which brings me to my last question. When you're when you're starting off, and you're developing a career. I don't know about you, but lots of people told me some stuff that was just really, really dumb. So my question that I end every show with is I'm kind of curious, like, what's the worst advice you've ever gotten that you said? Yeah, no way. I'm not doing that.
Lorna Bush 24:05
Oh, yeah. Um, that's a good one. I'm gonna think just a minute on it. I have to say that. You know, a lot of times in PR people will say, Oh, you know, make sure you're on the record, you're on the record. Don't ever be off the record. And I, I've heard that so many times, and I still hear it. And that is bad advice, because there is no honor off the record. It's all on the record. So when people even bring that up and makes me think that they're in almost like a parallel universe. What you say is on the record, period, especially now what you write is on the record what you posted on the record, so I would just say I don't follow that advice. I look at everything is on.
Roger Hurni 24:56
Yeah, I actually think that that is good advice. wrapped around some bad advice that is out there. I've always heard the, you should never say no comment in my media training, because no comments speaks volumes about that you're in a screwed up situation and you don't know what to do the subtext of it, because the the kind of answer is always like, I think you're making some interesting points. We're taking that into consideration. We'll get back to you, you know, like or a
Lorna Bush 25:25
billion other ways to stay at it. They'll comment right. So I would agree with you, Roger.
Roger Hurni 25:31
Well, I have enjoyed the conversation immensely. I really appreciate your perspective on AI. I really feel like people are are going down that road with blinders on. And certainly someone like yourself can really provide some good guidance and then making sure that missteps aren't taken. I have been speaking with Lorna Bush she's the director of PR. In the Senior VP at Off Madison Ave. Lorna, where can people learn more about you and an off Madison?
Lorna Bush 25:59
Yeah, absolutely. Go to our website. Check it out. Check out Roger’s podcast and our insights blog. And you can find out ways to reach out to all of us and myself, of course or connect on LinkedIn.
Roger Hurni 26:11
Wonderful. Well, thank you again for being a guest on today's show. Everyone, I am Roger Hurni, the host of From Persona to Personal we'll catch you next time.
Lorna Bush 26:20
Thanks, Roger.
Outro 26:23
Thanks for listening to From Persona to Personal, the podcast that takes a closer look into how organizations personalize their marketing. We'll see you again next time and be sure to click Subscribe to get future episodes.
