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This week’s PR Roundup features fake AI-generated academic journals impersonating real professors, Twitch outpacing TikTok and Instagram in producing top-ranked creators and the viral Swatch x Audemars Piguet collaboration that sent shoppers into a frenzy.

Firms need comms partners who understand the structural complexity of private credit markets and can translate that into clear, credible narratives that build investor confidence over time.

Bjertnæs shared that Paltrow’s key message resonated well beyond celebrity: all PR is good PR, as long as integrity leads the way.

PR has shifted from a siloed discipline into a multi-channel ecosystem, with clients increasingly seeking integrated programs that combine earned, social, and influencer strategies to tell cohesive brand stories.

Now senior leaders’ own conversations with an LLM could be used to argue guilt or innocence. Now not only have lawyers been put on alert, but so should communication professionals.

Strip away the torches, Buffs and meager rations, and “Survivor” reveals itself as a case study in high-stakes communication.

On LinkedIn, job postings that mention “storyteller” have doubled over the last year.

Christina Bennett, Head of Communications at Priceline, sat down with PRNEWS to talk about how the travel brand is rethinking PR ROI in an era where AI answers questions without ever sending users to your website.

From the CDC’s struggle to communicate about hantavirus, to LinkedIn’s rise as a must for AI visibility, to a PR firm that turned a viral internet moment into a People magazine hit—good communications strategy isn’t just about what you say, but when and where you say it.

Marketing, advertising and PR teams are navigating a minefield of political polarization, AI acceleration, shrinking budgets and a disconnected hybrid workforce, as well as a decreasing prioritization of inclusion and belonging.