Digital & Technology

In this wide-ranging Q&A, we talked with Hotwire CEO Heather Craft about the resiliency of tech communicators, the ever-increasing importance of measurement for PR professionals and the power of insights communicators can bring to the table.

Traditional methods of pitching aren’t going to fly when you’re trying to reach Gen Z.

The idea behind a force multiplier is simple: How do we make an individual sailor, soldier, or marine more effective? Our contributor, formerly of the U.S. Navy, proposes that PR practitioners use use technology as the force multiplier it is.

PR Council leaders say its board soon will discuss issuing guidelines for generative AI. In addition, they believe PR agencies must tap more talent, including data analysts, so they can maintain growth.

Generative AI writes better than some PR pros already. Yet writing is just one benefit ChatGPT-related devices offer communicators. Eventually generative AI will help PR pros in myriad areas, the author argues.

ChatGPT may work well for organizations without the resources for a communication department. However, the technology’s advantages remain debatable. For now.

This explainer looks at ChatGPT and explains when communicators should embrace the technology, and when they should steer clear of it.

Attacking misinformation and disinformation before they spread is the best approach, says Stefan Rollnick, a misinformation specialist. His top suggestion is deploying a monitoring regime so PR pros know their audience so well, it’s clear when misinformation or disinformation are spreading.

Overall, the mood of our PR prognosticators is upbeat as they anticipate PR continuing its recent ascension into 2023.

 As crisis PR pros know, effective messaging and corporate reputation depend, in large part, on earning audience members’ trust. Dropping deepfakes into the equation certainly complicates PR maxims concerning trust. Accordingly, deepfake technology is making the battle against disinformation more formidable.