May 31, 2023

Communications and News Industries Grapple with Advancing AI

Across business and media, communicators continue absorbing the impact of AI integration. A new report from the Institute for Public Relations calls for developing industry standards around AI, given that evolving technology will likely outpace legislative oversight. As Europe moves to codify AI regulation, Google is committing to an ‘AI pact’ of voluntary measures to mitigate misuse.

In addition to lobbying for regulation, more news companies are pursuing publishing deals with AI groups. Advertising giant WPP announced a new partnership with computer chipmaker Nvidia to create AI-generated commercial content. Meta is building AI models that can identify and produce speech in more than 1,000 languages, far above current capabilities.

The Latest Communications and PR Industry Insights

Industry insights illustrate the latest trends across media and communications. Journalists are feeling more pressure to counter misinformation and maintain credibility—among the top findings from Cision’s 2023 State of the Media Report. New Axios-Harris research reveal a reputation rebound for brands recently rocked by scandal.

The public relations industry is changing more than ever before, from higher expectations to increased demand. Most PR pros don’t feel comfortable raising mental health struggles with employers, according to a new PRNEWS-LinkedIn poll. Gallup polling indicates more people trust news from individuals, not institutions. A new Pew survey shows that while a majority of U.S. adults have heard of ChatGPT, only 14% have used it.

New Efforts Aim to Revitalize Reporting

Recent digital media turmoil mirror decades of declining trends in traditional journalism. Research estimates major daily newspapers have lost more than 40% of newsroom staff since 2004. To help revive local newspapers, Gannett is launching a national initiative to increase responsiveness and expand engagement.

The New York Times reached a deal with its newsroom union to raise salaries and secure hybrid work for reporters. With political journalism declining, some outlets are reimagining coverage with new niche approaches. In Colorado, pro bono PR resources are empowering nonprofits to engage media and earn coverage.

Sequence Summaries: AI Integration, Industry Insights, and Revitalizing Reporting

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May 24, 2023

More Want Executives to Listen and Lead

Modern media has elevated expectations for executives. From employee activism to social unrest, more people want leaders to listen and lead on issues that matter. Indeed, authentic executive communications are crucial for strengthening employee engagement.

A new report reveals a vast majority of workers want employers to call out racism. More leaders must understand diversity, equity, and inclusion work is essential for everyone—not just human resources. When speaking out, leaders should listen closely and convey appropriate empathy.

From Academia to Media, Data in High-Demand

Great stories and sound science need good data. A new survey from Cision shows more journalists want data insights and access to experts who can explain them. Still reeling from mass misinformation during the COVID-19 pandemic, researchers are finding new ways to leverage data for scientific consensus.

The data possibilities AI has unlocked are extraordinary, but people are needed to bring them to life. Although artificial intelligence has accelerated information, human communicators are still essential for contextualizing data. More agency leaders are embracing AI to better understand and disseminate data.

Digital and Social Media Norms Continue Evolving

Developments in digital and social media continue shaping new norms. Montana became the first U.S. state to ban TikTok, alarming businesses and marketers. The U.S. Supreme Court largely left social media liability unchanged by not ruling on Section 230, which provides immunity to platforms.

Meta is facing a record-breaking fine following Facebook’s violation of European user data. LinkedIn is stepping up security by implementing new verification features to fight fake accounts. More financial institutions are thinking strategically about social media following the collapse of Silicon Valley Bank.

Sequence Summaries: Listening Leaders, Data Demands, and Digital Developments

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May 17, 2023

Mass Misinformation Leading to New Mitigation Efforts

A new era of AI and digital deepfakes has magnified misinformation across the globe. In Turkey—where the presidential election is headed to a runoff—both campaigns have accused each other of disinformation tactics. In Paraguay, media outlets formed an alliance to fact-check false claims during the recent presidential election. The U.S. faces multiple misinformation threats heading into the 2024 elections, with AI-generated advertisements already going viral.

As people and societies adjust, new efforts are underway to address growing concerns. In the U.S., Congress recently held hearings on nation-state information warfare. At an AI hearing this week, lawmakers heard calls for regulatory oversight of artificial intelligence. In Europe, lawmakers are quicky moving to implement the EU Artificial Intelligence Act, which would classify AI systems based on risk factor.    

More Moves in a Changing Media Landscape

Major shakeups in the media landscape are seeing no signs of slowing down. Vice Media officially filed for Chapter 11 bankruptcy, citing $834 million in debts. MTV News has shut down after parent company Paramount cut one-quarter of its workforce. A prolonged writers strike is upending network and streamer attempts to court advertisers. The growth of FAST (Free Ad-supported Streaming Television) platforms continue catching up with cable, and some startups are providing free televisions with constant ad displays.

Changing markets are leading some legacy news outlets to adapt. Following stalled ad revenue and slower subscriber growth, The New York Times will provide news content for Google platforms in a deal worth nearly $100 million over three years. Some newspapers are shifting distribution—South Carolina’s The Times and Democrat is moving to a three-day delivery schedule.

Reputation Management Remains Crucial

Reputational risks have risen in recent years. A new USC Annenberg School for Communication and Journalism report finds that good corporate reputations carry tangible benefits—from financial performance to talent retention. To measure reputation, companies should adopt robust monitoring methods to keep ahead of potential crises.

With a potential crisis just around every corner, PR professionals must keep proper protocols. Communications counsel should prepare executives as they make decisions that inevitably impact reputation. More communicators are reevaluating their own reputations as a fragmented media landscape has raised client expectations.

Mitigating Misinformation, Media Moves, and Reevaluating Reputation

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May 10, 2023

Offices are Adapting to a New Hybrid Normal

While management and workers continue sparring over remote work, a new normal is starting to surface. Flexible work schedules are in-demand with recent PR graduates citing hybrid work as a top incentive. With nearly one-third of all work in the U.S. remaining remote, companies must better support employees with hybrid professional development. Experts say a transformation in perspective is essential for organizations adapting to an evolving workplace.

Although most young professionals prefer flexibility, some bosses are pushing back. OpenAI CEO Sam Altman recently called remote work one of “the tech industry’s worst mistakes in a long time.” Despite the divide, a new report reveals a majority of companies have adopted a middle ground with hybrid options.

Reporters and Journalists Face Risks and Intimidation Worldwide

Around the world, media members face risks reporting and confronting power. The World Press Freedom Index has designated a record 31 countries with ‘very serious’ press freedom problems. Driving the indicators are fake content industries and increased propaganda, often fueled by disinformation and AI. Journalists are also experiencing more hostility—more than 360 journalists are imprisoned in 30+ countries, according to the Committee to Protect Journalists.

With more press under fire, government and nonprofit organizations are taking action. The U.S. announced Reporters Shield, a new program providing reporters resources against legal threats abroad. Politico founder Robert Allbritton is launching a new nonprofit initiative to train aspiring journalists. For their landmark reporting, the United Nations awarded its highest press freedom prize to three imprisoned Iranian journalists.  

Social Media Under Scrutiny from Regulators and Representatives

Social media uncertainty has led to increasing scrutiny from regulators and representatives. Bipartisan U.S. legislation has been proposed to prohibit people under age 13 from creating accounts. The Federal Trade Commission is moving to prevent Meta from monetizing minors’ data. A looming TikTok ban is leading some creators to focus on other platforms.

Twitter remains in the spotlight as controversies grow. After pushback, Twitter has reinstated free API access for public service providers delivering critical information. More government communicators are considering leaving the platform after ongoing verification issues, which recently led to election confusion. Tucker Carlson, who was just fired from Fox News, announced he is launching a new program on Twitter.

Sequence Summaries: Office Adaptation, Reporter Risks, and Social Media Scrutiny

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May 3, 2023

Personal Connections are Essential for Establishing Trust

Building trust has always been a communicator’s top skill, and it remains so in an age of eroding confidence. New findings show public relations professionals believe both brand loyalty and employee morale must be prioritized to boost company reputations. Establishing trust starts with leadership—recent Gallup research indicate that when leaders clearly communicate their vision, employees respond. Caring about the work means caring about the worker, which is best conveyed through personal connections.

A new AP poll reveals a vast majority of Americans blame the news media for growing political polarization. With more misinformation, media has a role in mitigating mistrust. News organizations can cultivate trust by educating audiences to critically evaluate sources. Journalists can earn trust by explaining story selection and sourcing, and by getting to know the communities they serve.

Expanding Equity Requires Intention and Investment

Across industries, organizations are regressing in commitments to expand equity. Executive endorsement of diversity, equity, and inclusion (DEI) programs has dropped by nearly 20% in just two years. This decline has exhausted advocates who have seen rollbacks of inclusion and belonging work, essential for strengthening employee engagement. To determine the right approach, some experts recommend A/B testing DEI initiatives and focusing on action, not words.

Media companies are also failing to deliver on DEI commitments. New hiring numbers show that media companies are falling short on prioritizing hiring diversity, as more agency employees are looking for meaningful investments. Recent Reuters research found that underrepresented groups view inequities in media representation as an extension of systemic biases.

Understanding Audiences Amidst a Shifting Media Landscape

In a crowded and complex media landscape, audience insights are essential. Research from the Knight Foundation reveal a shift in audience preference from institutional news sources to public figures. A new journalism study suggests that loyalty to a news source is not always tied to regular use. In the era of digital media, understanding what motivates audiences to engage is crucial. Most important is finding what audiences want and tailoring messaging to reach them where they are.

Shifting audience behavior is also transforming the media landscape. The rise of specialized content for niche audiences is pulling audiences away from ad-dependent news sites. Vice Media is close to filing for bankruptcy—the latest in a wave of digital media downfalls.

Sequence Summaries: Building Trust, Expanding Equity, and Understanding Audiences

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April 26, 2023

Media Publications and Programming Reeling in New Upheaval

Major changes are shaking up the media landscape. Fox News parted ways with its highest-rated television host, Tucker Carlson, following revelations from the recent Dominion lawsuit. Don Lemon’s 17-year tenure at CNN ended after a slew of controversies plagued the cable news personality. NBCUniversal CEO Jeff Shell was ousted after the former executive was investigated for workplace misconduct.

Newsrooms are experiencing upheaval with more layoffs and closures. BuzzFeed announced it will shutter its news division. Business news mainstay Insider is cutting one-tenth of its workforce—the news comes after reports the company is beginning to implement AI into content development. Sports broadcaster ESPN is also shedding jobs, with parent company Disney continuing to cut down following last month’s ABC News layoffs.

Tech Companies Make More Changes

Tech platforms and companies continue changing products and policies. TikTok is tackling misinformation by removing content that misleads on climate change. Meta-owned WhatsApp is allowing users to keep disappearing messages with sender approval. Twitter co-founder Jack Dorsey’s new decentralized social media app Bluesky has launched on Android.

Twitter’s botched blue checkmark revamp resulted in verification for accounts that did not sign up. Snapchat is receiving backlash for its new app-integrated AI chatbot that users can’t opt out of. Microsoft is removing Twitter from its advertising platform after the social media company announced paid plans for API access. Reddit is following Twitter’s lead with plans to also charge users for access to large datasets—a step it calls necessary to prevent AI chatbots from training on its data.

Workers are Gaining Momentum with Big Wins

From a proposed ban on noncompete clauses to a renewed labor movement, workers are gaining momentum. While the past year has seen organizing success at Amazon and Starbucks, service sector employees aren’t the only workers winning labor battles. Contractors at YouTube Music are set to vote on unionization, and a political PR firm recently started collective bargaining conversations. Following media layoffs at Insider, the company’s union organized a walkout led by hundreds of workers.

The National Labor Relations Board recently ruled non-disparagement clauses unlawful, empowering workers and expanding transparency. Despite progress, corporate interests are pushing back. Business groups are heavily lobbying the FTC to withdraw its noncompete ban proposal, while reports reveal NBCUniversal directed managers to defeat union drives.

Sequence Summaries: Media Maelstrom, More Tech Changes, and Worker Wins

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April 19, 2023

The Latest Trends Transforming Tech

Tech companies are transforming products and services. Meta’s making Instagram more creator-friendly with new features that connect creators with brands and agencies. The app’s also rolling out Reels updates to optimize video and audio editing. Instagram’s founders are launching a new, AI-moderated news app called Artifact. TikTok is pushing in-stream shopping, while Twitter is expanding character limits for paid subscribers. 

The AI race keeps accelerating. Elon Musk recently incorporated a new company, X.AI, while startup Anthropic is raising money to compete. Following Microsoft, Google is taking steps to integrate generative AI into search. OpenAI CEO Sam Altman denied rumors around training GPT-5, while Amazon told stakeholders it’s “investing heavily” in generative AI.     

Governments and Online Platforms Intervene on Information 

The flow of information has perhaps never been more controversial. Social gaming platform Discord is in the spotlight after national security secrets appeared in a group chat—the decentralized platform is currently being investigated by the FBI. AI tools are causing governments around the world to develop regulatory measures, and Italy looks ready to lift its temporary ChatGPT ban.

In the U.S., lawmakers and social media companies continue grappling with information dissemination. Montana’s legislature passed the first state ban on TikTok, while Twitter has taken criticism for labeling NPR and BBC ‘state-affiliated media.’ To address growing disinformation, some former high-level U.S. officials are calling for a renewed focus on strategic communications. To fill gaps from depleted local newsrooms, student reporters are stepping up to tackle state government coverage.   

Changing Demographics are Shaping the Future of Communications

Unique audience insights are shifting strategies in communications outreach. Recent data show more consumers are using social media to shop online, including younger and older generations. The saturation of influencer content has led some creators to embrace ‘deinfluencing,’ highlighting which products to divest from. In a fast-paced PR landscape, communicators must stay on top of microtrends, which can emerge and fade-out within weeks, if not days.

With increasing audiences valuing belonging, brands are assessing communications to ensure inclusivity. Technology and AI are ushering in new work paths and practices. More Gen Z members are dropping out of the workforce to start businesses as new data show remote work demographics grew younger and more diverse during the pandemic. 

Transforming Tech, Information Oversight, and Developing Demographics

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April 12, 2023

Power of Data Require Decisions About Privacy and Access

Massive data mean more questions about who controls it. Academic researchers are taking issue with Twitter’s new plan to charge third parties for accessing large datasets—methods that have helped track the spread of misinformation. Tech companies are facing new consequences for how they handle information—TikTok was recently fined for failing to protect children’s data and some telehealth services have been scrutinized for data leaks obtained by advertisers.

While data require responsible management, the communications insights they provide are powerful. Social media listening and media measurement give actionable audience insight, and AI chatbots like ChatGPT can convert large data input into understandable reports. The rise of AI chatbots has made data access and analysis instantaneous, though they come with significant privacy risks.

Good Internal Communications Elevate Employee Engagement

After steady increases following the Great Recession, employee engagement has recently declined. Following the pandemic, more are demanding work-life balance and resisting traditional career structures. Younger workers feel a lack of investment from their employers, and many want both flexibility and transparency. With research showing employee engagement inextricably linked to worker output, employers must respond.

Good internal communications can improve engagement, though it’s not a panacea. Communicators should work with leaders to create authentic, concise messaging that’s understandable organization-wide. Most importantly, understand that individuals make up organizations, and there is no one-size-fits-all approach. Companies should also regularly communicate—and live out—their values.

Innovative and Unexpected Media Models Emerge

New media models are emerging as traditional news continues to struggle. More independent outlets are eschewing advertising and relying on crowdfunding, grants, and partnerships to operate. Newsrooms are rethinking their relationships with online platforms and finding new ways to connect with the communities they serve. With growing social media uncertainty, some consultants are advising clients to adopt a website-first approach to publishing content.

Accessing content is also changing. Newsletter platform Substack recently launched Notes, short status updates similar to tweets. New social media platform Post is allowing publishers to generate revenue from users reading news in-app without advertising. The proliferation of podcasts is leading some brands to reconsider radio and discover the efficiency of audio advertising.

Sequence Summaries: Data Decisions, Engaging Employees, and New News Models

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April 5, 2023

Institutional Trust Continues to Erode

Across institutions, trust is eroding. While trust remains important among executives, employees, and consumers, recent surveys reveal differences in how they each define it. New data also indicate business is trusted more than other institutions like government or media. A major contributor to mistrust is the ease with which disinformation spreads. Mistrust causes real harm—more doctors are reporting declines in patient trust and the dire health consequences of misinformation.

Some tech companies are taking notice by adding new features to help users verify online information. But with some AI chatbots implementing advertising, more may question response accuracy. Earning public trust begins with media, and PR professionals can help journalists by providing accurate information. Media members can also feature transparency without adding complexity to their stories.

Agencies are Adapting to a Shifting Landscape

Communications and PR agencies continue adapting to changes in consumer and market behavior. Tech volatility has strained advertising teams already stretched thin, leaving more agencies adjusting to the backlog. Generative AI has transformed content creation, while younger generations are demanding increased transparency and execution of company values, leading to more challenges for today’s consultancies.  

To meet these challenges, agencies must keep moving forward by investing in communications software and leveraging new tools to build and sustain effective hybrid teams. To retain talent, firms should work with employees to create intentional plans for career development. On the client side, setting expectations is always important, and fostering meaningful relationships will pay dividends long-term.

Events are Back and More In-Demand

Largely absent the last few years, in-person events have returned with much fanfare. As companies consider hybrid work options, gatherings give remote workers opportunities to connect and learn from colleagues. The latest trade show insights indicate a strong preference for in-person conferences versus virtual ones. At events, attendees are more engaged than ever and expect a personalized experience.

Events also allow communicators to engage with new technology firsthand before presenting ideas to clients. This year’s SXSW (South by Southwest) festival provided participants plenty as brands showed off new experiences in augmented and virtual reality. Ragan’s recent social media conference emphasized authenticity and understanding demographics to determine digital strategies.

Sequence Summaries: Eroding Trust, Agency Adaptation, and the Return of Events

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