Digital & Technology

To TikTok or not to TikTok? That is the current question many brands and organizations face as rumors swirl that the United States federal government may put a nationwide ban on the popular app. 

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.