Artificial intelligence is something of a buzzword. But how can you cut through the noise to get media coverage that really resonates? Read on to find out how we did just that for AI specialist Fountech…

Case Study: Fountech

Artificial intelligence is one of the “buzzwords” of 2019. Yet much of what is said or written in the media portrays AI in the slightly more fanciful way that we have become accustomed to in sci-fi movies.

That’s why, ever since we started working with AI think tank and development company Fountech in early 2019, we’ve been on a mission to educate consumers and businesses alike about exactly what this technology entails.

Our PR strategy is built around developing high-level, expert content on behalf of Fountech — to do so we tap into the vast knowledge and experience its AI boffins possess, with the City Road Comms team then weaving all of their insights into newsworthy stories.

What’s more, we also supplement these ideas with further research; we survey businesspeople and consumers to expose common misconceptions about AI. Importantly, we then position Fountech as someone who can challenges these falsities and informs people as to the truth about this technology and its vast disruptive potential.

For example, one area that we have specialised in through our work with Fountech has been targeting very specific industries and securing coverage in trade publications that serve those sectors. The coverage typically comes in the form of articles from Fountech’s CEO, Nikolas Kairinos, in which he educates organisations about how and why they can leverage AI to achieve very specific outcomes — he also shares real-life examples that can inspire industry professionals.

One recent campaign that garnered particularly strong interest in the press was on the topic of ‘over-hype’ in the AI sector and why cashing in on it could prove risky. Throughout the campaign, Nick was featured in leading titles like IT Pro Portal, Open Access Government and UKTN offering his expertise on the nuances of the AI market.

In the first five months of working with Fountech (between February 2019 and June 2019 inclusive) we managed to get Fountech in the media 58 times. This includes national publications and specialist industry publications — in turn, this means that business leaders are learning about how they could use AI and, importantly, why they should approach Fountech as an expert who can help them do just that. Have a scroll through Fountech’s 2019 media coverage here.

Further to this stellar media coverage (if we may say so ourselves), we also execute a series of content marketing activities for Fountech. We post on their social media platforms on a daily basis — not only does this mean we can promote all of Fountech’s exciting AI projects, but it also gives the company the chance to react to pertinent stories as they break.

The City Road Comms team also write regular blogs for Fountech, along with a monthly e-newsletter. Again, this content gives us the chance, on behalf of Fountech, to shout about the company’s exciting developments as well as providing commentary on pressing matters in the AI space. Have a sneak peek at one of their monthly newsletters here.

Complementing our PR efforts, this broader content marketing activity bolsters Fountech’s communications strategy and ensures maximum value for the media exposure they receive.

Nikolas Kairinos, CEO and Founder of Fountech, says this: “We’d never worked with a PR agency prior to City Road Comms, but it’s proved a great decision. They’ve created so many interesting angles to promote our work and get us in ideal publications, while their web and social content also helps us engage with our audience more effectively. It’s a pleasure working with such a professional, responsive team.”

Get in touch with our director, Dominic Pollard, if you want to learn more about how City Road Comm’s services could work for your organisation:



City Road Comms is a PR agency that specialises in using research, data and expertly crafted content to secure amazing media coverage for our clients.

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