Sometimes we have new clients that already have their marketing foundations in place. They have key personas defined, messaging already laid out, and a preferred tone and style of content.
Other times, new clients ask us to start this work from scratch. If I’m honest, I find these clients the most fun. And that was exactly the situation with RAIDS AI.
As a brand-new company, whose product hadn’t even launched yet, they didn’t have a marketing function. But, operating in the tech and compliance sectors, beta testing its product and seeking investment, the founders knew that credibility was key and building their reputation early was crucial to their success.
RAIDS (Rogue AI Detection System) AI is a behavioural monitoring platform for AI systems. It detects unsafe AI behaviour in real time before it causes failures, regulatory violations, or reputational damage, enabling safe and responsible AI deployment at scale without compromising on innovation or safety.
At the start of our work together, we collaborated with the RAIDS AI team to define its key audiences and its competitors. From there, we developed a messaging framework, focusing on RAIDS AI’s USP of providing continuous AI monitoring, as well as the forthcoming EU AI Act, to create urgency around AI security.
With the messaging and audiences agreed, we started to build the profile of RAIDS AI and its CEO and Co-founder, Nik Kairinos. This was achieved through a programme of thought leadership articles that were placed in the media and interviews between Nik and journalists, all geared towards establishing his and the company’s expertise and contextualising the problems they were solving for businesses.
In addition, the PR strategy utilised reactive tactics –latching onto major AI stories (such as incidents where AI had gone rogue, or new policy announcements) to offer sharp analysis on the news.
This multi-faceted media relations strategy results in coverage for RAIDS AI across a range of high-profile outlets, including Forbes, City AM, TechRadar and UK Tech News. Not bad for a company that had just launched its commercial product!
Our relationship with RAIDS AI has been a true collaboration and, crucially, has gone beyond content creation and campaign delivery. We continue to offer strategic advice and guidance as to how the brand should be presented, how its key messages should be framed and how these are best delivered, and are excited to support the team through their next growth phase.
