How to Use Synthetic Audiences in PR with Dan Gaynor

Imagine knowing exactly how an influential tech reporter, an analyst, or a key regulator will react to your pitch or announcement before you hit send. Traditional market research, focus groups, and media monitoring are important for your PR strategy, but can take weeks, cost tens of thousands of dollars, and often lack the speed required for modern corporate strategy and crisis management. On this episode of FiredUp!, we dive into the world of synthetic audiences and predictive modeling with Dan Gaynor, co-founder of Kumkuat AI. We discuss how virtual personas built from real-time data can help you test press releases, refine executive visibility, navigate regulatory scrutiny, and protect your brand’s reputation with incredible precision. This week, episode 143 of the FiredUp! podcast is about how to use synthetic audiences in PR!

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In this episode of the FiredUp! podcast, Dan Gaynor shares the benefits of using a synthetic audience in your public relations strategy, and actionable steps you can take right now to use synthetic audiences alongside mopre traditional data-gathering techniques like surveys.

Dan Gaynor is co-founder of Kumkuat AI, a synthetic audience platform built for corporate communications, investor relations, and public affairs teams to predict stakeholder reactions before public announcements . His communications career spans the Obama Administration, Nike, and Weber Shandwick. He co-founded Kelp, the first AI reputation measurement company, which was acquired by Signal AI. In addition to serving as an executive fellow at Harvard Business School, Dan leads commercial execution and customer relationships at Kumkuat.

Dan and Morgan discuss:

Understand Synthetic Audiences: A synthetic audience is a virtual persona modeled after specific individuals (like journalists or politicians) or demographic archetypes (such as Gen Z employees or sell-side analysts) using publicly available and proprietary data.
Pre-Test High-Stakes Messaging: Instead of relying purely on gut instinct or waiting for crisis feedback, communicators can run pitches, op-eds, earnings scripts, and policy statements through virtual personas to identify potential friction points in real time.
Ensure Data Consistency and Traceability: Enterprise-grade synthetic modeling relies on locked narrative sources, live data feeds, and auditable evidence trails to ensure outputs are reliable and grounded in real-world facts rather than random model hallucinations.
Integrate Audiences into Daily Workflows: By connecting platform models to enterprise LLMs via Model Context Protocol (MCP), teams can query virtual personas directly inside Copilot, ChatGPT, or Claude without logging into separate tools.
Complement Traditional Market Research: Synthetic audiences mirror human focus group results with up to 90–95% accuracy, providing a faster, scalable layer for qualitative feedback alongside standard social listening and media monitoring tools.

In the fast-moving world of public relations and corporate strategy, relying solely on static surveys or un-tested gut instinct is a massive risk. By incorporating synthetic audience testing into your core communication stack, you can act with total confidence on your next launch.

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CONNECT WITH DAN GAYNOR:

dan@kumkuatai.com