AI is on the march: What PR pros need to know

Описание: AI is no longer a side topic for PR. It is reshaping how brands show up, how agencies prove value, and how communications leaders think about visibility, reputation, and results.

In this episode of Cracking the Comms Code, Dustin Siggins of Proven Media Solutions is joined by Sam Michelson of Five Blocks, Samantha Riel of Scale Without Chaos, and Sarah Evans of Zen Media to discuss what PR professionals need to know about AI right now. The conversation explores how large language models are changing search, why owned media is playing a larger role than many in PR realize, where earned media still matters, and how firms should talk to clients about AI without overselling the impact.

The panel also digs into Wikipedia, press releases, AI visibility, local media, workflow efficiency, hallucinations, and the growing gap between teams that are learning fast and those that are falling behind. For PR leaders, agency owners, and communications professionals, this is a practical discussion about where the industry is headed and how to adapt without losing the human judgment that still matters most.

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