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RAIDS AI: Building a brand’s messaging from the ground up

Tasked with building the brand from scratch, the initiative focused on establishing credibility through a robust messaging framework centered on the EU AI Act. By positioning CEO Nik Kairinos as a thought leader and utilizing reactive media tactics, the campaign secured major coverage in Forbes and TechRadar. This collaboration transformed the pre-launch company into a recognized authority in AI safety and compliance.

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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.

Services mentioned

All services

  • Strategy Development and Brand Positioning

    We work out what you stand for, who needs to hear it and how to say it, then turn that into a plan.

  • Key Messaging Development

    A messaging framework gives everyone in your business the same clear story to tell, from the boardroom to the press release.

  • Executive Profiling

    Even in B2B, people buy from people. We make sure your senior leaders are the ones journalists, investors and buyers turn to.

  • Press Office

    An always-on press office that gets your announcements to the right journalists and keeps your business visible between them.

  • Thought Leadership

    We find the point of view your market needs to hear, then build the content and coverage that makes it yours.

  • Reactive PR

    When the news agenda touches your market, we get your spokesperson's view to journalists while the story is still being written.

  • AI Visibility

    Your buyers now ask AI assistants who to talk to. We make sure the answer includes you, using the same earned coverage those tools trust.

  • Quantitative Research

    Original data gives journalists a reason to write about you and gives your leaders something worth saying.

  • Content Creation

    Content written by people who have worked as journalists, so it is clear, accurate and worth reading.

  • Crisis Communications

    Planning, media handling and clear messaging to help your business respond quickly and credibly when something goes wrong.

  • Media Training

    Practical interview training for leaders who speak to print, online, broadcast and podcast media.

  • Events and Awards

    Support before, during and after industry events, plus an awards strategy and entries that showcase your best work.

  • Social Media

    Concise, consistent social content that puts your coverage and expertise in front of the audiences you want to reach.

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