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Large Language Models (LLMs) offer functionality that’s helping marketers and PR pros raise the bar for modern brand reputation management. Here are ways brands can use them to monitor brand reputation with speed and at scale.

Making crisis drills a regular occurrence can improve communicator response skills and boost team confidence.

The New York Times exposé published in December about Justin Baldoni’s alleged smear campaign against Blake Lively highlighted the dark side of PR. Then a week later, Baldoni filed a $250 million lawsuit against the New York Times, saying the media outlet got the story wrong. Ultimately, the legal questions in Baldoni’s suit concern media ethics. But in the meantime, the actors’ PR teams should keep these crisis communications tips top of mind.

Our author predicts four PR crises that are likely to receive major media coverage in 2025. PR agencies with clients in those sectors must make certain that account groups are staffed with experienced personnel rather than newbies learning on the job.

The release of the “Wicked” movie musical offers an unexpected, but timely, guide on authenticity. Its story revolves around Elphaba, a misunderstood character branded “wicked” by those who distort her truth.

At the 2024 Meltwater Summit in New York City earlier this summer, Katie Stratakis, Head of Corporate Communications at Samsung Electronics America, shared the company’s approach to proactive brand storytelling and best practices for brand reputation management during crises.

This chat with Blackbird.AI aims to equip businesses with the tools and strategies needed to protect their brand from the harmful effects of narrative attacks.

If the public expects a CEO to deliver a “rip your heart out” apology to every blunder, they will be destined to become desensitized.

The dynamic partnership between e-commerce and public relations transcends the transactional—through intertwining storytelling, crisis management, influencer collaborations and thought leadership. Our author examines how PR and e-commerce integrate to craft compelling narratives and foster connections.

This week’s PR Roundup looks at what went wrong in a recent tech layoff, this year’s findings in the Edelman Trust Barometer and how to work with Hispanic creators for brand communications.