Latest news with #publicrelations
Entrepreneur
4 days ago
- Business
- Entrepreneur
AI Is Changing Public Relations — Here's How to Stay in Control
Opinions expressed by Entrepreneur contributors are their own. Last week, I had to dig deep into a new client's background — fast. They were in the middle of a substantial PR crisis, and time was not on our side. In the past, I would've turned to Google and manually sifted through page after page of results. I'd look at their website, news mentions, social media activity, reviews and even obscure forum posts. The goal was always the same: get a full picture of who they are, how they operate and what's already public that could help — or hurt — their reputation. Doing that kind of research the old way can take hours. Now, it's far more efficient thanks to AI. Tools like ChatGPT, Claude and Grok can quickly summarize public information, giving me a snapshot in seconds instead of hours. But this shortcut comes with a big caveat: we also have to consider what these systems are saying about people and companies, and how they've come to those conclusions. Large language models (LLMs), the tech powering these AI tools, are trained on massive datasets pulled from across the open web. That means your brand's online presence isn't just being seen by people anymore — it's being interpreted and summarized by machines, too. This changes the game for public relations. Because while LLMs can be incredibly powerful, they're still prone to hallucinations — a polite term for making things up. And if you've spent even five minutes with Google's new AI Overviews (AIOs), you've seen it firsthand. Some examples I've personally encountered in AIOs: That Gouda is the best-selling cheese in the U.S. That you should add non-toxic glue to pizza to keep cheese from sliding off That drinking urine is an effective treatment for kidney stones Related: Why AI-Forward Communication is the Future of Public Relations Ridiculous? Absolutely. But it underscores a bigger issue: these systems can spread false or misleading information quickly and at scale. Even with less extreme topics, hallucinations happen. I once asked Grok to summarize my background. It confidently told me I'd served in the Army Airborne. In reality? I was a Marine. As more people rely on AI to answer questions they once typed into search engines, the accuracy and relevance of your brand's presence in these models is becoming critical. Not only do you want to make sure the information is correct, but you also want your brand to show up at all. Ideally, you want to appear in answers about your industry, not just yourself. So, how do you influence what these systems say? Unfortunately, it's not as easy as feeding them your preferred narrative. If it were, AI tools would already be flooded by spam from low-quality marketers. Instead, LLMs prioritize information from trusted sources across the web, and not all sources are weighted equally. Your company's official website helps, but third-party credibility matters far more. That's why editorial media coverage remains the most powerful tool in modern PR — and it matters now more than ever. There are two core elements here: high-quality editorial features and press releases. Editorial features — stories published by reputable media outlets that quote you or spotlight your work — carry the most weight. Why? Because they're difficult to manipulate. Getting published requires a compelling topic, a unique perspective and often, relationships with journalists. You have to earn it. That's exactly why LLMs treat this kind of coverage as a strong trust signal. The more insight you share in those features, the better. If you're quoted briefly, it suggests your voice is just one of many. But if your expertise shapes the bulk of the story, that sends a much stronger signal — both to readers and to the algorithms parsing it. That's also why it's smart to pursue interviews and contributor content in addition to being quoted. These allow you to go deeper, share your thinking more fully and increase the likelihood that your perspective makes it into an AI summary. Press releases still matter, too — but in a more limited way. They're a paid channel, so anyone can publish them, but there's still some editorial oversight. Editors at distribution services do basic fact-checking and screen for hyperbole before syndicating them to media outlets. The key is to make sure your press release is actually newsworthy. A strong release can also prompt journalists to cover your story further. While LLMs pull data from various formats — text, audio, video — text-based articles still produce the fastest and most reliable impact when it comes to influencing AI responses. Related: Yes, AI Might Take Your PR Job. Here's What You Can Do About It. In many ways, AI has transformed PR. But the fundamentals haven't changed. You still need to earn high-quality media coverage. The difference is that now, those features are no longer just about reaching human audiences — they're about training the machines that shape perception at scale. The companies and individuals who recognize this shift and act on it now will gain a long-term advantage. Those who don't? They'll get left out of the conversation — by people and by AI alike.
Forbes
6 days ago
- Business
- Forbes
5 Essentials For Building A Resilient Crisis Communications Plan
Nicole Tidei is a Vice President at Pinkston, a Washington D.C.-based full service branding, marketing and communications firm. In my more than a decade in public relations, I've seen plenty of well-intentioned companies be blindsided by crises. What often determines the scale of the damage isn't just the nature of the issue itself—but how well the company is prepared to respond. In today's always-on media environment, speed, clarity and consistency aren't optional. They're essential for protecting your reputation and regaining control of the story. From data breaches to public backlash to internal issues that suddenly become very external, the companies that navigate crises most effectively are the ones that plan before they're forced to act. A resilient crisis communications plan is a strategic necessity. Here are five essential recommendations for any organization looking to build a more resilient crisis communications plan: 1. Identify potential crisis scenarios and build a backup plan. In crisis planning, imagination is a strategic tool. We live in a world where the unexpected happens more often than we think. Identifying these potential crises—the likely and the implausible—is a necessary starting point for any business leader looking to strengthen their crisis communications plan. Make a list of potential threats that can compromise the integrity of your business. For example, a tech company should list and prepare for cyberattacks, supply chain disruptions, organizational issues and even legal issues. Once identified, each scenario should be paired with a response framework that outlines key messages, decision-makers and next steps. 2. Appoint a crisis management team. Crisis response isn't ad hoc work. The ability to move quickly and speak with one voice depends on having the right people empowered to act. Your team is a key asset in helping manage a crisis, and the right messages can only be communicated with the proper people in place. Assembling a core crisis management team and identifying each member's role and responsibility is essential. For instance, after a major data privacy issue triggered regulatory scrutiny and customer backlash at a midsized tech company that I worked with, leadership avoided a reputational spiral by activating a preestablished crisis management team, comprising legal, compliance, customer support, a senior spokesperson and a digital communications director. With clear goals and rehearsed scenarios, they issued a unified response within an hour, swiftly notified users and kept internal teams aligned across time zones. What could have been a weeks-long reputational crisis became a case study in effective containment, thanks to a team that was ready to act. 3. Define internal and external communication channels. The next step is to set up clear internal protocols so your team is on the same page. You should identify both the internal and external methods of communication that you and your team will use during a crisis. For internal communication, you can use email, an intranet, Slack or other messaging apps for real-time or breaking updates. Companywide town halls can also help restore clarity and transparency because they make room for open communication. I once worked with a client that needed to significantly downsize staff—but wanted to do so as sensitively as possible. To navigate this circumstance, we considered all communication channels and defined when and how to deploy them. We created a detailed communication timeline that included how and when employees would be notified. But just as importantly, we developed coordinated messaging for internal communications that were delivered through an all-hands town hall. Doing this made all the difference. As for external communication, consider tailored emails, news outlets, formal interviews, announcements and social media to actively engage with the public. 4. Prepare messaging templates. When the pressure is on, pre-drafted templates save time and reduce the risk of saying the wrong thing. While no two crises are alike, customizable frameworks for press releases, social media posts, internal updates and stakeholder memos give teams a valuable head start. For one of my clients that needed help evacuating people out of a sensitive geopolitical area, my team and I developed holding statements for worst-case scenarios. While no crisis ever occurred, if they were needed they could have been quickly and easily adapted, saving precious time. Templates should be tailored to each audience. For instance, your board will require transparency and communications on the long-term implications of a crisis with a clear and distinct path forward. Meanwhile, your consumer messaging should be consumer-centric, focusing on clarity and empathy. 5. Plan for real-time updates and feedback. Information travels faster than ever before, resulting in equally fast feedback, questions and concerns. When a crisis happens, people will want answers, requiring you and your business to be prepared to quickly answer tough questions. Make space in your plan for live updates, Q&A and feedback loops. Media training and scenario-based preparation can help spokespeople stay composed and credible, even under pressure. The goal isn't to have all the answers immediately, but companies should be able to respond in a way that inspires confidence and builds trust. Conclusion Crises are always stressful, but planning for a crisis is much easier than recovering from one. An off-the-cuff response might work fine when everything is going smoothly, but the same can't be said when every word is scrutinized and trust is on the line. In fact, the worst time to build a plan is in the middle of a crisis. I've seen firsthand how many companies struggle through crises that could have been far less damaging if they had just prepared in advance. Preparation won't eliminate every risk. But it dramatically improves your chances of righting the ship more quickly. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Arab News
15-07-2025
- Business
- Arab News
Public relations — the voice that builds trust and shapes tomorrow
In this fast-paced era of growth, development and change marked by transformations across all sectors and levels, public relations emerges as a solid pillar in its positive impact and alignment. The role of public relations is crucial in building a strong reputation and shaping the public image for anyone seeking to enhance perception of themselves, whether at an individual or organizational level. True success lies in how well they manage and master the methodology of public relations, given its concrete impact in achieving success and managing crises, especially amid today's rapid digital and media evolution. When done right, it strengthens credibility and trust between the target audience and the relevant stakeholders. Affirming the importance of public relations in the lives of individuals and societies and recognizing its role in the modern world as a strategic tool in managing corporate communication, shaping reputation and building trust, today — July 16 — marks World Public Relations Day. It is an occasion to shed light on this field and profession, whose influence continues to grow within both public and private sector entities. Public relations is no longer a peripheral function limited to issuing press releases or managing media campaigns. It has become a fully integrated strategic practice that significantly contributes to shaping institutional direction and enhancing ability to achieve goals with professionalism and consistency. The profession has evolved into a vital core function and an urgent requirement for any ambitious organization. It plays a key role in crafting public perception, shaping identity and guiding institutions in how they engage with their audiences and partners. It also serves as a foundational bridge for building trust with stakeholders, managing challenges and turning them into opportunities for reputation enhancement and institutional growth. Public relations relies on a scientific approach, beginning with audience and market analysis and trend observation, then progressing into strategic planning that aligns with an organization's operational goals. It emphasizes impact measurement and effectiveness to ensure results that can be evaluated and improved upon. Saudi Arabia's Vision 2030 has made it clear that public relations is no longer an optional activity; it is a strategic necessity that supports this national transformation. The vision aims to elevate the Kingdom's global standing as a leader in investment, tourism and culture, while empowering communities and the private sector as key partners in development. Through flagship programs such as Quality of Life, the Pilgrims Experience Program and Human Capability Development Program, public relations plays a pivotal role in managing the Kingdom's image globally through communications campaigns, media relations and public diplomacy. At the same time, it fosters internal communication with the Saudi society to build trust, raise awareness of ongoing reforms and ensure positive engagement with national aspirations. On World Public Relations Day, we take a moment to appreciate this profession and its deep strategic value far beyond one-way messaging or short-term promotion. It is both a science and an art, working hand in hand to build trust, shape long-term partnerships and empower institutions to connect with their environments with awareness, authenticity, and transparency. This day is a reminder of the ongoing need to develop and elevate public relations practices in ways that meet the expectations of communities and respond to the challenges of the future. Public relations continues to prove itself as a vital pillar of institutional excellence and a key contributor to the success of national initiatives and visions. To all professionals and enthusiasts in the field, it is important to recognize that public relations is not a secondary function, it is the driving force of any ambitious institution striving for leadership and distinction. It is a critical element in building institutional reputation, strengthening trust and enabling effective communication with all stakeholders. It requires constant evolution, ongoing development of tools and skills, and a keen ability to read shifts in public behavior and needs. I therefore invite those working in this field to adopt creativity as a mindset, innovation as a tool and active listening as a core value. For it is through public relations that images are crafted, trust is built, stories are told, and messages and missions are powerfully conveyed. • Waleed bin Huzaim is a corporate communications and international protocol consultant.
Forbes
15-07-2025
- Business
- Forbes
3 PR Moves To Make You Irreplaceable In Your Industry
Danielle Sabrina is a celebrity publicist and CEO of Society22 PR, an award-winning hybrid digital PR agency based in Los Angeles and NYC. Paid ads might spike your metrics overnight, but the moment you stop spending, it's like flipping a switch. Visibility disappears overnight. Public relations builds momentum that compounds over time. It nudges reporters to repeat your insights, convinces algorithms to rank you higher and, most importantly, hardens buyer trust so whatever happens in the future doesn't erase the momentum you've built today. But where do you start? With these three PR moves: 1. Claim The Expert Seat In Your Niche Relevance starts the moment third parties describe your company in the same way you do. That consistent story doesn't happen accidentally; it's the product of a steady drip of earned media. When reporters cite you as a source who clarifies a confusing trend or punctures hype with up-to-date data, prospects arrive already convinced that you know the ins and outs—and competitors have to explain why they should be heard instead, which is very challenging. If you're moving fast—and you often are—credibility becomes your insurance policy when things inevitably go wrong. Code will break, shipments will lag, and a former employee will air a grievance. And when that headline hits, you cannot backdate trust. You either have a press trail that shows the market you solve real problems, or you scramble to establish one under duress. For founders who want to plan for the inevitable, invest early. Volunteer proprietary data to journalists, supply pithy quotes on tight deadlines, and make yourself available when a story is still forming. Every mention is another tile in a mosaic that eventually makes you an industry authority. 2. Be Consistent Nothing erodes authority faster than whiplash messaging. One week, your website highlights cost savings; the next, your CEO's podcast celebrates premium service. This inconsistency creates immediate distrust among your audiences. Potential buyers—especially other founders—notice that tiny wobble and begin to wonder which version of your company will show up after the invoice clears. This erosion of trust isn't limited to customers. If your story changes every quarter, reporters will stop listening. Inconsistency isn't just confusing—it signals you can't be trusted. Create a message spine that anyone in the company can recite by heart: the problem you eliminate, the stakes of inaction, the proof you deliver and the future you're building. It should fit on a single page, live in every pitch deck and underpin every social media post. This way, the messaging remains the same when the marketing team riffs on it for a webinar and the product team tweaks it for release notes. You know your messaging is effective when you hear investors and analysts echoing your own phrasing. This is when simple brand awareness solidifies into true memorability—a valuable asset that compounds over time. 3. Create Signature Content You build trust when people outside your company can point to proof, not just promises. That could be from an annual benchmark, a proprietary framework or a methodology deck—anything that proves you do the work and don't just talk about it. Choose a flagship format that only your firm could produce. Let's say you're a cybersecurity startup. You might want to collate breach statistics across your client base and publish a quarterly risk index. Or if you're a logistics founder, you could release a 'state of supply chains' playbook drawn from millions of routing miles. The key here is repetition: Release on a predictable cadence so journalists and customers mark their calendars accordingly. Each edition becomes a news peg; coverage drives fresh traffic to the asset, and that traffic feeds the next round of interviews. Soon, the report is cited in investor memos and analyst notes—proof that your fingerprint sits on every serious conversation in the field. Signature content further provides you with reach that is independent of your marketing spend. Unlike paid ads, which disappear when a budget is cut, a respected benchmark report continues to generate backlinks and podcast invites long after its release, all at no extra cost. Such an asset also equips your sales team for success. They will enter discovery calls with a document the prospect already knows and trusts. Ultimately, close rates will rise not because you shout louder, but because the market itself decides you are a teacher worth learning from. Build Authority, Not Just Buzz Most brands are stuck chasing attention. The ones that win? They invest in authority—because that's what drives long-term growth. You can achieve this through consistently engaging with the press, maintaining a uniform messaging across all platforms and creating definitive content that only you can produce. However, this requires commitment. It means making time for media interviews and ensuring your core content is released on time. When you do this, you fundamentally make your business independent of paid ads just to be seen and heard. Market shifts, budget changes and noisy competitors will matter less because you will have built real, verifiable trust that's more valuable. That's what makes a founder and their business both impossible to ignore and difficult to replace in the market. Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Entrepreneur
11-07-2025
- Business
- Entrepreneur
The PR Playbook Every Startup Needs — But No One Talks About
Opinions expressed by Entrepreneur contributors are their own. Emerging brands often misunderstand public relations (PR). Many assume PR is just about press releases or hiring a big agency to land major media coverage. In reality, PR is one of the most effective tools for shaping a brand's reputation, building trust and standing out in a crowded market. The challenge? Most startups and small brands don't know where to begin. So they go to an agency. Cue the horror story. That's why many agencies don't lead with what it really takes to get the ball rolling. Yes, their work can get results — but do you know what those results should be or why they matter for your business? Are you ready for the follow-up and the increased scrutiny that new and intense visibility might generate? Do you have the internal bandwidth to manage an agency relationship and justify the spend? These questions often get skipped in the rush to "do PR," but the answers will make all the difference. Most agencies won't help you figure this part out — because it's not their job. It's yours. Related: Mastering Public Relations — A Comprehensive Guide to Boosting Your Brand's Reputation Ditch the old press release and media kit So let's start with the OG of public relations planning: the press release and media kit. The traditional press release isn't dead, but it shouldn't be the tactic overwhelming all of your other communications activities. The media gets hundreds of press releases and another couple of hundred pitches each day. The same is true for the kits. Unless your announcement is truly groundbreaking, it's unlikely to grab attention on its own. Instead, focus on crafting a story that resonates with your audience, solves a problem or taps into a broader trend. Rather than leading with, "We just launched a new product," frame the story around an industry shift, customer pain point or unique innovation. Journalists care about narratives, not announcements. Once you get it right, it will make it easy to see where your audience will eat up the story. It will also make it easier to understand which materials you'll need to share with reporters in a media kit. Indulge a small exception: I do use frequent press releases laden with keywords and company or product info in digital PR pushes in advance of company events. These can help prop up any online marketing you're doing, and they'll live online as a lasting page full of good information. You just need to eliminate from your mind any expectation that a press release will get you a cover story. Related: 5 Secrets Your PR Team Won't Tell You Create your own distribution network One of the biggest mistakes brands make, especially emerging brands, is waiting for external validation before telling their own story. In today's digital age, a brand can and should own its own communication channels. Start by building credibility through your website, blog, LinkedIn and other social media channels, and encouraging your employees and partners to contribute. Publish insightful blog posts that demonstrate expertise. Engage in industry conversations on LinkedIn. Share behind-the-scenes content that makes your brand feel authentic. Create short-form videos that answer common industry questions. Unless an expensive production value is part of your brand story, do the best you can but do not be afraid to showcase something that isn't perfect. By consistently delivering value through owned channels, you create a body of work that media, investors and customers can reference when considering your brand. You will also learn what works and can spend money later on only those pieces of content designed to motivate your audience. Related: I've Run a PR Firm Since 2008 — Here's What PR Can and Can't Do Start where you are: Smart PR on a budget It's worth repeating — you don't need a massive budget or a full-fledged PR team to gain traction. What you do need is a clear message, consistency and a few tools that help you stay plugged into the right conversations. Start by setting up Google Alerts to monitor your brand, competitors and key industry terms. Combine that with a tool like Fe edly to organize relevant blogs, trade publications and thought leaders into one place. This keeps you informed and ready to engage when an opportunity arises. You'll find that if you make time to read through the posts and articles written about your brand's industry, you'll gravitate toward opportunities you can jump into the conversation naturally. Next, take advantage of platforms like Qwoted or Featured. These services connect journalists with expert sources and give you a chance to respond to relevant media queries. Even a few thoughtful responses a week can result in credible media mentions over time. It's not glamorous, but it works and has the added benefit of generating strong, credible backlinks to third-party websites writing about your industry. Your brand story is another essential asset. Make sure your website and LinkedIn profile clearly communicate who you are, what you do and why it matters. Journalists, potential partners and investors often look here first — don't make them work to figure out your value. A strong "About" section with a well-framed origin story goes a long way. Finally, do a little groundwork to understand your media landscape. Keep a running list of publications and journalists who cover your industry. Read their work, follow them on social and engage thoughtfully before you ever pitch them. You don't need expensive software to do this — just curiosity and a bit of time. Done right, this kind of DIY effort lays a credible foundation for long-term visibility. It might not feel flashy, but it's the kind of groundwork that opens doors — and helps you scale PR with intention as your brand grows. Just as importantly, it ensures that when you do invest in outside help — whether it's a consultant, agency or full-time hire — you'll know exactly what you need, what to expect and how to measure success. Understanding how the process works means you're not starting from scratch — you're simply building on what you've already set in motion. Join top CEOs, founders and operators at the Level Up conference to unlock strategies for scaling your business, boosting revenue and building sustainable success.
