In multiple ways, Artificial Intelligence is redefining the role of the public relations professional. Some of that change is the result of new tools that automate processes that once consumed copious amounts of time. One such tool reviews services that solicit expert commentary at journalists’ requests, then crafts responses. The marketing of this tool, dubbed Synapse by its Lithuanian founders, has sparked a considerable amount of controversy over ethical considerations. Neville and Shel discuss the pros and cons in this long-form FIR episode for July 2025.

Communicators are now also supposed to be able to detect phishing attacks disguised as media inquiries, to abandon age-old metrics in favor of meaningful outcomes, and overcome old tropes, like one wheeled out by former communicator Melinda French Gates, who claimed without evidence that tech executives like Mark Zuckerberg have aligned themselves with the Donald Trump Administration only at the behest of their communication teams.

Also in this episode:

• AI is driving a change in the way we craft press releases, drawing the Social Media Press Release to mind.
• PR is at the heart of AI optimization, since third-party sources are a vital factor in determining what finds its way into AI answers.
• Social media has transformed from a means of connecting with others to a platform for streaming entertainment. What are the implications for brands?
• More and more brands are launching Substack newsletters as a way to control the message and engage directly with customers.
• In his Tech Report, Dan York reports on media companies erecting paywalls to prevent AI models from harvesting their content. The consequences could be enormous.

Complete show notes, including links, transcript, and YouTube video

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