Emerging technologies often prompt sweeping declarations of obsolescence in the PR industry, but this is an opportunity to reinforce strategic foundations. Despite the evolution of tools, core practices of building brands, storytelling, and relationship development remain unchanged. With AI's role in optimizing media types and streamlining processes, partnerships between paid, earned, shared, and owned media are crucial for effective campaigns. AI serves as a multipler, enhancing existing strategies rather than replacing them, and aids in unified planning and execution, revealing valuable insights quickly.
Every time a shiny new technology bursts onto the scene, there's a rush to declare traditional models obsolete. The PR industry is no exception. The news release is dead. Legacy media is dead. Podcasting is dead. SEO is dead. Everything is dead!
Frameworks have helped communicators integrate paid, earned, shared and owned media into cohesive campaigns that drive results. Now, as AI transforms how we plan, create and measure, integration is more essential than ever.
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