Stories by Gabriel De La Rosa

In 2024, it’s evident you need a deepfake scenario as part of your crisis communications plan, along with other disinformation management plans. Here are steps to take to ensure you can counter the narrative before a real crisis occurs.

While fielding applications for PRNEWS’ 2024 Agency Elite Top 100, we tasked agencies with envisioning what the future of the PR and communications industry would look like in several years. Following are five predictions for the future of PR measurement according to several of our Top 100 Agency Elite.

It’s a unique selling point to be an award-winning company, as it enhances credibility and trust, so don’t keep it a secret.

The New York Times is suing OpenAI for copyright infringement. Communicators, too, will need to decide if there is a danger in letting AI models train on their corporate content. Right now, PR professionals are embracing it as a productivity enhancer and marketing tool. But the way forward may require some balance.

Outmaneuvering a PR competitor requires a unique blend of strategy, agility and more than a little game theory—like 4-D chess. Though many organizations default to an ad-hoc, figure-it-out-as-they-go approach, our author reveals a better way.

Valentine’s Day is a massive cultural bandwagon for brands to jump onto. And for many, this opportunity pays off. But brands, like anyone else on Valentine’s Day, can get it wrong if they’re thoughtless.

By incorporating specific principles into crisis communication protocols, organizations can navigate the complexities of information leaks more effectively. Crisis expert Eric Rose looks at several communications leaks–and brands’ responses–from Amazon, IBM, United Airlines and Xbox.

As exemplified by Taylor Swift’s impact on the NFL this season, an alternative approach to influencer marketing is emerging—one that involves partnering with influencers genuinely interested in your brand, even if their audience might not traditionally align with your product or service. 

All-hands meetings and town halls, whether in person, virtual, or hybrid, are vital platforms that enable employees to engage with leaders. But they also carry high risk for executives. To achieve this balance, you should avoid these six don’ts—applicable whether you are speaking with internal audiences of 1,000 or one-on-one.

Our author explores what PR professionals can learn from of a pair of Gen Z influencers’ approach to content creation and digital marketing.