Episode 7 – Building Trust in B2B PR: Earning Attention in the Age of AI with Ross Rowbury

In the noisy world of modern B2B marketing, simply buying media or churning out content is no longer enough. The defining challenge for brands today—particularly in complex markets such as Japan—is earning attention.

“People really need to concentrate more on the story than the telling. The focus seems to be very much on telling.”

— Ross Kowbury, Senior Managing Director at Nomura Holdings

In Episode 7 of the Asia AIM Podcast, host Robert Heldt speaks with Ross Rowbury, Senior Managing Director at Nomura Holdings and former CEO of Edelman Japan. With more than 30 years of experience shaping narratives for global giants, Rowbury dives deep into the shifting landscape of corporate communications, exploring how brands can build genuine trust in an era of content overload and AI-generated noise.

Do emotions influence B2B buying decisions?

Yes, emotions drive decision-making far more than rational factors, even in technical sectors. A common misconception in B2B is that decision-making is purely rational—a calculation of features and costs.

Rowbury challenges this view, arguing that to earn attention, B2B brands must move away from dry technical complexity. Instead, brands should focus on:

Humanized storytelling: Making the complex feel accessible.
Relatable user experiences: Focusing on the human being behind the job title.

Why is authenticity critical for corporate trust?

Authenticity beats perfection in modern communications. In a market often viewed as conservative, the definition of corporate “trust” is evolving. Audiences today are skeptical of overly polished, sanitized corporate narratives.

To build a lasting reputation, Rowbury suggests that executives and brands prioritize:

Embracing Imperfection: Audiences connect more deeply with stories that acknowledge challenges rather than just successes.
Consistency: Maintaining consistency in messaging is crucial for reputation.
Humanized Presence: Executives must maintain a humanized presence to connect with the market.

How is Generative AI changing B2B SEO and reputation?

Generative AI is reshaping discoverability and media relations by transforming search engines into “answer engines.” Perhaps the most urgent insight from this episode is that the traditional SEO playbook is becoming obsolete.

To ensure your brand remains visible and credible, Rowbury warns that strategies must shift:

From Keywords to Citations: The future of search optimization isn’t just about keywords; it is about optimizing content to be read and cited by AI models.
From SEO to Earned Media: Brands must audit their citation sources and shift resources toward earned media strategies.

FAQ

Q: Why is buying media no longer sufficient for B2B brands?

A: The defining challenge today is earning attention rather than buying it. With content overload, simply paying for placement or churning out content fails to cut through the noise without genuine engagement.

Q: How should B2B brands handle technical content?

A: Brands should move away from dry technical complexity. The goal is to make the complex feel accessible by focusing on humanized storytelling and connecting with the person behind the job title.

Q: What is the risk of an overly polished corporate narrative?

A: Modern audiences are skeptical of sanitized narratives. They connect more deeply with authenticity and stories that acknowledge actual challenges and imperfections.

Listen to the Full Episode

To hear Rowbury’s full insights on navigating Japan’s communication landscape and why the story itself matters more than the platform, listen to Episode 7 of the Asia AIM Podcast with host Robert Heldt.