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Dan Gaynor joins On Top of PR host Jason Mudd to discuss the importance of a company narrative, how to craft and measure a narrative, the future of corporate narratives, and much more.

Guest:

Dan Gaynor is the co-founder of Kelp Data, the first AI-powered platform for corporate reputation, which was acquired last year by Signal AI. Serving nearly half of the Fortune 500, Signal AI's data analytics platform delivers industry reputation insights and benchmarks hundreds of companies — enabling communications and marketing executives to shift their strategies, capitalize on emerging opportunities, or mitigate new risks. Dan oversees Signal AI Strategic Solutions, which is the company's insights division, and works hand-in-hand with CCO's, CMO's, and CEO's to shape strategy and deploy AI across industries like big tech, pharma, and sustainability.

Five things you’ll learn from this episode:

1. Why every company needs a personal narrative
2. How to craft and measure your company’s personal narrative
3. What the future of company personal narratives look like
4. Current company narrative trends and what to avoid
5. How to utilize AI to measure your company’s work

Quotables

• “What we found over and over again was that the human being had an incredibly powerful role in shaping what the AI output would look like.” - Dan
• “We had to create industry-agnostic topics defined by human beings who would then train an AI to call back any piece of content across the world that that concept would relate to.” - Dan
• “AI is the only way that you can get to the necessary level of breadth and depth.” - Dan
• “Either you define your narrative or the marketplace defines it for you.” - Dan
• “One of the things that we've seen is that data is not just a thermometer, it is a guide in terms of how to act. The most successful organizations deploying our insights are the ones that take them, have a strategy meeting right after, and operationalize them across functions.” - Dan
• “If we have data on this, let's follow the data. If we don't have data, let's follow your recommendations.” - Jason

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About Dan Gaynor

Dan Gaynor is a founder of Kelp Data, the first AI-powered platform for corporate reputation. The company’s data analytics platform delivers industry reputation insights and benchmarks hundreds of companies — enabling communications and marketing executives to shift their strategies, capitalize on emerging opportunities, or mitigate new risks. Kelp was acquired by Signal AI, which serves 40% of the Fortune 500, in July 2022. The deal brings together industry corporate reputation insights with Signal’s tech stack and global data sources, enabling enterprises to better understand where their reputation stands and how to strengthen it.

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