Now is the best time in history to make your people into heroes and let AI share their story with everyone.

Welcome, let's have a quick review of the speak PR process. On the course, you've seen that it's possible to save a lot of time, energy and money by using the advanced technologies which are available, many of which are completely free to use. It's never been easier for a small company, or an individual even to compete by building a brand using public relations. At the beginning of the program, we spent time on the power of story and the need for store ification. We define that contrary to popular opinion, the hero of the story is not the founder nor the company, but the people who make up the team partners and of course, customers. This is essential because then the narrator, which is the person in charge of Communications of the organization, can have a lot more fun, and also the subject of the communications is all about the positive results the company produces. The company therefore is the mentor, coach and facilitator. We moved on to personalization. We have people as the heroes of our stories, and so we need to visualize them in their roles as members of our team, partners and customers. The term avatar was introduced and we talked about the need to look at the schedules of our avatars. Because this will impact when and how we should share content. The familiar phrase, content is king was enhanced with creative his queen and made into a royal flush by adding context is Prince. We looked at a matrix which specifies that content should be new, simple, and context sensitive in order to be engaging and shared. In amplification, we discovered the platforms which can be used to automate the distribution of the engaging content in any format. amplification also refers to the social sharing of content by others when it is sufficiently new, simple and context sensitive. Our goal is to have brand evangelists for your organization. As these people will share across their networks. It is this social amplification which leads to posts going viral, or what is termed cascades. In the note chapter, we reviewed the various engagement metrics, which are all important. But we also introduced the active communications index. The ACI provides a simple equation, which makes it possible to know how much content has been received across all channels over a given period of time. This is important because the ACI can be controlled by you. But the vanity metrics of engagement are a function of platform algorithms and are beyond your control. The next important point about the ACI is that you aim to keep it consistent, because it is the consistency of presence on your chosen channels, which will create trust in your brand. Finally, having learned the five stages to get noticed, it's important to be clear that this is a continuous cycle of content creation. You are writing the stories of your avatars as they reach their goals by being a part of your organization. Other people in similar situations will see these new, simple and relevant stories and they in turn will come to your organization. So when you think of PR like this, as storytelling, it is a great opportunity to have fun, narrate the success of others. And in turn, they will show their gratitude by sharing your story. Now, that's what we call getting noticed. Thank you. I am going to take a break now and let you get on with speaking your PR