Latest news with #communicators
Forbes
4 days ago
- Business
- Forbes
The Impact Of AI On PR: Adapting To Industry Changes
Dan Lotzof is the Chief Revenue Officer at Notified. Just a few years ago, PR professionals feared artificial intelligence (AI) would replace them. A lot can change in a few short years. The most effective communicators today are those who have learned to collaborate with it while recognizing that the human element remains a priority and nonnegotiable. As AI transforms communications, PR professionals are finding powerful new ways to enhance their work. AI has become an invaluable ally, helping communicators save time on routine tasks, tackle complex challenges more efficiently and deliver better results for their clients. What makes it particularly valuable is the sheer amount of data and content it can sift through in seconds, handling research, monitoring and analysis tasks that would otherwise take hours of manual work. The Reality Of The New Communications Landscape Today's PR pros must navigate an information ecosystem that's increasingly shaped by AI algorithms. The traditional approaches that once guaranteed media coverage and audience engagement now deliver diminishing returns. Social media algorithms have fundamentally altered content distribution, requiring PR pros to rethink promotional strategies. Platforms now prioritize authentic engagement and posts that spark genuine discussions over polished corporate messaging. This means that conversational, expert-driven content often outperforms traditional thought leadership pieces, demanding a more nuanced understanding of how algorithmic preferences shape audience reach. AI Overviews now dominate search results across most verticals, but only a fraction of traditional web results appear as sources. This creates 'zero-click' experiences where users get answers without visiting websites, fundamentally changing how brands achieve and maintain search visibility. In this new terrain, maintaining message integrity becomes exponentially more complex. As AI systems filter, prioritize and even generate content, PR strategies must account for both human and machine audiences. Success metrics have evolved accordingly, moving beyond simple impressions and coverage counts to more sophisticated measurements of algorithmic impact, engagement quality and data-led audience reach. The Two Phases Of AI In PR We currently exist in AI's first widespread phase: the efficiency revolution. Today's AI tools excel at automating routine tasks that once consumed valuable strategic thinking time. Things like content generation, media monitoring and share-of-voice analysis now operate at unprecedented speed and scale. Perhaps the most compelling advantage is the ability to rapidly generate multiple options for key program components like pitches, press releases or campaign approaches. In this way, AI allows PR folks to compare and contrast strategies quickly rather than laboring over a single version. This abundance of options enhances decision making while saving countless hours. The future holds the even more transformative second phase: predictive intelligence. AI systems will move beyond efficiency to foresight, enabling PR teams to anticipate stakeholder reactions and identify potential crises before they materialize. Communications will become personalized at scale, tailoring messages to individual needs while maintaining strategic cohesion, dramatically enhancing engagement without the historically prohibitive time investment. We're already seeing this start to break down the walls between PR and investor relations. AI tools are making it possible to craft messaging that speaks to media, customers and investors all at once—something that would have required separate teams and strategies just a few years ago. Critically, this next AI iteration still demands human guidance. AI alone can't and shouldn't drive communications strategy, and thinking otherwise is incredibly risky. A machine can suggest and implement, but human judgment remains the essential filter for decorum, ethical scrutiny and brand messaging direction. The Hybrid PR Professional Today's PR practitioners must master both traditional and AI-powered skills. Success demands technical capabilities, like value-driven prompt engineering for AI tools and an updated paid media strategy to cut through algorithms, while maintaining core strengths in relationship building and tactical thinking. This hybrid approach requires a clear understanding of AI capabilities and limitations, strategic application skills, understanding of distinctly human abilities like creativity and empathy, and ethical deployment standards. AI empowers PR professionals rather than replacing them. As machines handle routine tasks and generate options, the premium on insightful analysis, creative problem-solving and moral judgment grows exponentially. Without the human layer to guide it, AI can't do the full job of public relations. Preparing For The AI-Powered Future Organizations looking to thrive must build flexible technology stacks that can adapt to emerging capabilities while maximizing current efficiencies. The most successful PR programs treat AI integration as an ongoing evolution rather than a one-time transformation, establishing adaptable processes. This means regularly evaluating new AI tools and upskilling PR teams on the latest capabilities like prompt building and automated reporting. Success in the AI era requires a culture of continuous learning. The Human Element Persists Despite this technological revolution, the fundamental truth remains unchanged and nonnegotiable: Effective communication is inherently human. AI tools serve to amplify human strategy rather than replace it. The human layer of expertise, intuition and ethical judgment remains key. Thinking AI can do it all alone is a risk too big to take. The time has come to revamp communications strategies for an AI-led industry shift. Organizations that embrace today's AI capabilities while building tomorrow's hybrid skills will discover that AI isn't a threat to public relations but rather the new competitive edge. Don't believe me that AI won't replace humans? Go ahead and ask AI yourself because we did—and the answer was a resounding 'No.' Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Yahoo
19-07-2025
- Business
- Yahoo
PR Newswire Empowers Brands for AI Search and Strategic Communications with Multichannel Content Amplification
Key features for optimizing content in an AI-driven search environment NEW YORK, July 18, 2025 /PRNewswire/ -- As Large Language Models (LLMs) rapidly transform the search landscape, PR Newswire is empowering communicators to excel through its advanced Multichannel Amplification™ services. PR Newswire helps organizations publish once and reach everywhere, enhancing topical authority and shaping favorable AI-generated summaries. Key Features of PR Newswire's Multichannel Amplification services: Topical Authority: Build and reinforce your brand's presence in authoritative search results by leveraging PR Newswire's industry-leading distribution network, designed to surface expert-driven content across major search engines and media outlets. This is crucial for establishing your brand as a trusted source in an LLM-driven search environment. AI-Friendly Optimization: Structure and distribute press releases that are easily understood and surfaced by AI models, including LLMs. This boosts your brand's visibility and positioning in AI-generated answers and summaries, ensuring your message is accurately interpreted and presented in the evolving search ecosystem. One Message, Multiple Missions: Whether it's media relations, investor updates, brand awareness, or thought leadership, PR Newswire enables you to fulfill multiple communications objectives through a single, strategically crafted piece of content, optimized for how LLMs process information. "PR Newswire's platform is built for today's evolving media landscape, deeply impacted by the rise of LLMs," said Jeff Hicks, Chief Product and Technology Officer at PR Newswire. "We're not just distributing press releases – we're giving brands the tools to influence conversations, rank as topical authorities, and be found in the ways people are searching today, which increasingly means through LLM-powered interfaces." Helpful resources Ready to enhance your brand's visibility in the age of AI? Learn more about PR Newswire's Multichannel Amplification services: Watch PR Newswire's recent on-demand webinar, "From Keywords to Conversations: How AI Search is Reshaping PR," to explore how smart distribution can maximize visibility in the age of AI and LLMs: About PR Newswire PR Newswire is the industry's leading press release distribution partner with an unparalleled global reach of more than 440,000 newsrooms, websites, direct feeds, journalists and influencers and is available in more than 170 countries and 40 languages. From our award-winning Content Services offerings, integrated media newsroom and microsite products, Investor Relations suite of services, paid placement and social sharing tools, PR Newswire has a comprehensive catalog of solutions to solve the modern-day challenges PR and communications teams face. For 70 years, PR Newswire has been the preferred destination for brands to share their most important news stories across the world. For questions, contact the team at View original content to download multimedia: SOURCE PR Newswire
CNBC
07-07-2025
- General
- CNBC
Doing this simple trick more often can instantly boost your credibility, says public speaking expert: It's ‘enormously important'
Good communicators have a few things in common: They speak clearly and concisely, show empathy and they use open, inviting body language. They also know the power of good eye contact, according to executive coach and public speaking consultant Bill McGowan. Eye contact is "enormously important," whether you're having a one-on-one conversation or giving a TED Talk in front of hundreds of people, McGowan tells CNBC Make It. The skill helps you exude confidence and boosts your credibility and authenticity, especially when you're in a professional setting. Darting your eyes across the audience or looking up to the sky, figuring out what you'll say next, can make you look anxious and doubtful, he adds. "We break eye contact because we like to have mental privacy to think about what it is we want to say next, and looking at the other person staring at you doesn't give you that privacy," says McGowan, author of "Speak, Memorably: The Art of Captivating an Audience." "So that's why we'll look at the pattern on the carpet, or we'll look at the tiles in the ceiling. We'll look anywhere to give us that privacy of thought." That doesn't mean you should unwaveringly gaze in someone's eyes during your next conversation or presentation — that can make you come off "robotic," Columbia Business School professor and communication expert Michael Chad Hoeppner said last month. Focus on making eye contact meaningful instead of constant, he added. If someone is sharing a secret or being vulnerable, for example, you'll want to be attentive and show empathy. If you're having a casual chat, however, staring too intently can become uncomfortable. In other words, read the room and adjust your focus accordingly. "People who are shy and introverted have a harder time with eye contact than extroverts," says McGowan. "But [you can] improve your eye contact in a way that still keeps you in your comfort zone." McGowan tells his more introverted clients to pick a spot around a person's eyes to look at to make meaningful connections, especially if you're speaking to an audience. "It could be an earring that somebody's wearing. It could be the knot on a necktie a man's wearing, or the top button of someone's shirt, or their earlobe," he says. "Zero in on that when you're talking to them, and that is going to give you all the privacy that you would get from looking at the ceiling and looking at the floor." The same applies for meetings on Zoom or Microsoft Teams, where staring at your webcam instead of people's faces on the screen can be difficult. McGowan even advises people to print out a picture of someone you're comfortable with and tape it on your computer, with a hole cut out for the webcam. "The other person will never know that you're not looking at them directly," he says. "That's the virtual equivalent of eye contact."
Wall Street Journal
28-05-2025
- Entertainment
- Wall Street Journal
In Closure, May I Say That ‘Been a Minute' Is Legend
Language evolves, but sometimes it devolves. I long ago threw in the towel on 'closure.' The pandemic saw school closings, not closures. 'Closure' is even worse to describe solace or resolution of sorrow or mourning. Distorting nouns into frankenverbs—think 'prioritize' and 'impact'—has been going on for years but still grates. A recent addition is 'gift': He gifted me a new tennis racket. That should be 'gave.'
Qatar Tribune
18-05-2025
- Business
- Qatar Tribune
PICPA Toastmasters Club boosts public speaking skills
Darlene Regis In pursuit of developing confident communicators and effective leaders, the Philippine Institute of Certified Public Accountants (PICPA) Qatar Toastmasters Club is fast becoming a vital platform for Filipino professionals in Doha pursuing personal and professional growth. Chartered in 2023 under the PICPA Doha LLC (G), the club is affiliated with Toastmasters International, a global organisation committed to excellence in communication and leadership development. Club meetings offer a supportive environment where members practice public speaking, receive constructive feedback, and take on leadership roles. Through its regular meetings, the club champions Toastmasters' core values of Integrity, Respect, Service, and Excellence, while empowering individuals on their journey of personal and professional development. 'Joining Toastmasters helped me overcome my fear of public speaking and build my confidence at work,' shared one member during a recent session. The PICPA Qatar Toastmasters Club welcomes guests and aspiring members to attend its meetings and experience firsthand the benefits of the program. For inquiries, contact VP Membership Keziah Mei Sadiwa at +974 5074 1154, email
