The online space is the epicentre for where we access opinions and news. But this space is substantially governed by algorithms that cater to our personal tastes and interests, boxing us into an apparent ‘echo chamber’ that simply reaffirms what we want to hear or see.
The abundance of information online makes this filtering a necessary aspect of consuming content – and it’s useful for companies to understand how to optimise this. There might be audiences within your own echo chamber that you want to appeal to, and choosing what outlets and channels you communicate through is a key strategic consideration.
Most rapidly growing companies, however, are looking to promote themselves beyond their immediate sphere of influence. In fact, we’ve recently been hearing from more prospects saying that while they’re adept at amplifying their message within their immediate space, they want to know how to go beyond that.
PR, by its very nature, extends far beyond the walls of echo chambers, while also playing a key part within them. It’s this versatility and broadness of reach that makes it such an integral asset for companies traversing modern digital platforms and looking to scale.
The innate influence of an opinion leader
The impact of echo chambers is not as clear cut as some may think. A recent study in a Nature journal interrogated the complex psychological factors around echo chambers and how they correlate with bubbles that embolden existing beliefs and inhibit outside penetration from differing viewpoints – effects that vary from user to user.
Interestingly, though, the study cites opinion leaders as chief drivers of influence regardless of social media and offline context, an influence that subsequently “consolidates users into like-minded communities that propagate similar opinions” or, alternatively, mitigates polarisation. In a PR context, the standout thing here is the value and sway opinion leaders can hold on user behaviour and business decision-making.
Becoming an opinion leader requires a blend of presence, both online and offline, and strong viewpoints. These can be cultivated via commentary in the news, articles, blogs, press releases, in-person events, interviews, podcasts and so on. The crucial element is that PR enables this presence to be visible in a variety of ecosystems.
The AI-echo chamber’s impact on content, content, content…
The correlation between echo chambers and AI has perhaps been under-researched. But they both share a mutual characteristic: a common (and risky) propensity to reinforce users’ existing beliefs. This tendency could, in turn, be influencing how businesses produce content.
Companies may wish to simply churn out content that preaches to the converted. But while they may be maintaining some business, they’re also limiting themselves – and it can become a fruitless exercise after a while.
So, how do you gain traction with content in circles outside of your immediate network?
It can be harder to alter certain entrenched viewpoints. But one of the strongest ways to do so in content is to weigh up a variety of opinions and trends on the market and then explain why a certain process, change or service is needed. This is especially likely to land in a business world where gaining an edge is critical.
Having balanced arguments and awareness of other viewpoints also makes you more respectable and appealing as a voice of authority. You can be bold with your opinions – this is very much encouraged – but still offer awareness, nuance and perspective in your writing.
Escaping the echo chamber
PR lands you in ‘other places’ outside of your immediate network that hold real value in reaching new, but relevant, audiences. In doing so, it enables you to insert an ‘alternative’ opinion into the conversation.
Physical events, publications and activities also provide a platform to promote your voice outside your echo chamber. Indeed, these can be some of the most effective ways of doing so. Concurrently, this awareness bolsters your reputation within your own circles too.
If a business wants to scale effectively, they need to reach those ‘other places’, otherwise they’ll have a lower and more confined ceiling to adhere to. Of course, you can manage how far you want your reach to extend and how to scale sustainably and with the right partners. That’s exactly where PR strategy comes into play.
But by getting your voice out there, you never know who might come across it.
If you want to learn more about how you can escape the echo chamber, get in touch here.
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