As OpenAI forges strategic content agreements with major publishers, the landscape of media relations and earned media is undergoing a fundamental shift. In this interview, Shalu Jha, Co-Founder and Chief Operating Officer, PRandit, talks about how these collaborations are changing the way news is sourced, distributed, and consumed, pushing PR professionals to rethink their approaches. Traditional methods of relying solely on newspapers and television are no longer sufficient; integrating AI-driven strategies is now essential to staying relevant and impactful.How do you think OpenAI’s content agreements with major publishers will impact the future of media relations and earned media for PR professionals?The collaborations of OpenAI with prominent publishers reposition AI as a means to find news, changing how content is distributed and the significance of earned media. These partnerships with key outlets mean that AI models used in these platforms are trained on AI applications like ChatGPT. This means that PR needs to reconsider its goals. It is not enough to speak to people through newspapers and TV anymore; PR professionals need to incorporate AI that will help us understand how people will consume content in the future, which will help redefine the industry.With AI models gaining prominence, what strategies should PR teams adopt to optimise their outreach efforts and ensure their content stands out in AI-driven platforms like ChatGPT and SearchGPT?Since AI has started playing the role of supplementary, or even sometimes the primary tools of data search, PR teams should focus on developing content that is high-quality and optimised to be effectively consumed by AI systems. Organising data in properly structured format, correct tagging and working closely with licensed publishers can go a long way in helping PR professionals ensure that their message as captured by AI is correct. Content that’s easy to understand, from dependable sources, and machine-readable will stand out as AI models give preference to sources with which OpenAI has licensed.Given the increasing integration of AI into news consumption, how do you foresee the evolving role of PR in managing and leveraging AI-powered platforms for enhanced transparency and credibility in media relations?Since the integration of AI increases in the media consumption, PR will have more duties in managing the relationship with the AI platforms. This shift could be towards following ethical standards, and correcting for biases so that AI platforms portray information correctly. It suggests that editorial content partnerships are important for credible deep AI outputs, which PR can utilise to promote more credible, verified media content. In doing so, the PR professionals will be able to contribute to the making of a more reliable media space.

OpenAI has announced a partnership with Condé Nast to display content from top brands like Vogue, The New Yorker, Condé Nast Traveler, GQ, Architectural Digest, Vanity Fair, Wired, Bon Appétit, and more, within our products, including ChatGPT and our SearchGPT prototype. "With the introduction of our SearchGPT prototype, we’re testing new search features that make finding information and reliable content sources faster and more intuitive. We’re combining our conversational models with information from the web to give you fast and timely answers with clear and relevant sources. SearchGPT offers direct links to news stories, enabling users to easily explore more in-depth content directly from the source. We plan to integrate the best of these features directly into ChatGPT in the future," said the company. OpenAI is collaborating with its news partners to collect feedback and insights on the design and performance of SearchGPT, ensuring that these integrations enhance user experiences and inform future updates to ChatGPT.“We’re committed to working with Condé Nast and other news publishers to ensure that as AI plays a larger role in news discovery and delivery, it maintains accuracy, integrity, and respect for quality reporting,” said Brad Lightcap, COO, OpenAI. Condé Nast joins a growing list of publishers including Associated Press, Axel Springer, The Atlantic, Dotdash Meredith, Financial Times, LeMonde, NewsCorp, Prisa Media, TIME, Vox Media and others, in our mission to integrate journalism more deeply with AI services.

The rise of artificial intelligence (AI) is revolutionizing various industries, and public relations (PR) is no exception. From automating routine tasks like media monitoring to enhancing content creation, AI promises to transform the way PR professionals operate. However, with these advancements come important ethical considerations that need to be addressed.As PR professionals integrate AI into their workflows, they must navigate challenges related to transparency, data privacy, and maintaining human creativity and judgment. The balance between leveraging AI for efficiency and preserving the authenticity of communication is delicate yet crucial.In this article, Adgully explores how AI is reshaping the communications industry, particularly PR. We delve into the ethical considerations, challenges, and strategies for ensuring the responsible use of AI technologies.Ethical considerations for PR professionalsAccording to Deepak Jolly, Founder & Director, Consocia Advisory, “AI is revolutionizing the PR industry by enhancing tasks such as content creation and media monitoring. Tools like ChatGPT provide inspiration, draft notes for clients on unique topics, and ensure information accuracy, making LinkedIn responses more cohesive and impromptu. AI assists in video content management, audience analytics, media analysis, and predictive analytics, offering valuable insights for strategic decisions. Additionally, AI aids in budgeting, speech-to-text applications, and influencer identification, streamlining PR processes. However, PR professionals must prioritize ethical considerations, such as data privacy, transparency in AI use, and avoiding biases in AI-generated content, to maintain trust and integrity in their communications.”Overcoming ethical hurdles in AI integration for PRChetan Mahajan, Founder & CEO, The Mavericks, pointed out, “AI is a double-edged sword in PR. While it offers incredible potential, untrained and inexperienced teams can misuse it, leading to suboptimal outcomes. It can replace inefficiencies, but is not a substitute for storytelling and creativity. AI provides speed and ideation, allowing our teams to focus more on building relationships and client servicing.”Mahajan further said, “One challenge we faced was ensuring the confidentiality of client data. To address this, we use only enterprise versions of AI tools, ensuring robust data security. Additionally, we train our large language models (LLMs) with proprietary knowledge to operate within strict guidelines of originality and creativity.”For Deepak Jolly, one major challenge in using AI responsibly within PR is ensuring data accuracy and security. He warned, “Inaccurate data can lead to misguided decisions, and data breaches can compromise client trust. AI dependency poses a risk, as over-reliance on AI can hinder critical thinking and lead to poor decision-making. For example, solely relying on predictive analytics could result in inaccurate predictions, as seen in the scenario of the World Cup’s last 30 balls of India VS South Africa. To navigate these challenges, PR professionals should adopt agnostic AI tools and develop their own guidelines to maintain control over decision-making. This balanced approach will help integrate AI effectively while upholding ethical standards.”Balancing AI efficiency with human creativity in PRJolly noted, “Balancing AI efficiency with human creativity in PR requires a strategic approach. AI tools can draft initial content, generate ideas, and analyze audience engagement, allowing PR professionals to focus on refining and personalizing messages. It is essential to view AI as a supportive tool rather than a replacement. For instance, AI can handle media monitoring and predictive analytics, while humans infuse content with creativity and emotional intelligence. Developing clear guidelines on AI usage and encouraging collaboration between AI outputs and human insights ensures authentic and engaging content. By leveraging AI for routine tasks and preserving human judgment for creative decisions, PR professionals can maintain this crucial balance.”Speaking about how his agency maintains this balance, Chetan Mahajan said, “At Mavericks, we view AI as an augmentative tool that enhances our capabilities. While AI can replicate certain aspects of creativity, its true value lies in its ability to support human ingenuity by providing data-driven insights and speeding up routine tasks. We ensure AI tools complement rather than replace human creativity by granting access to only experienced and creative team members first. This allows them to get accustomed to AI’s speed and ideation capabilities. Meanwhile, we continuously train our LLMs to be productive and not distractive.”He further said, “A key strategy is maintaining a learning and adaptive environment. Regular training sessions and workshops help our team stay proficient in both AI technologies and creative strategies. By fostering an environment where technology and human ingenuity coexist harmoniously, we can deliver content that is both efficient and profoundly engaging.”Citing an example, Mahajan said, “In a recent PR campaign, we used AI to analyze audience sentiment and identify trending topics. Our creative team then used these insights to craft compelling narratives, resulting in a highly successful campaign that resonated deeply with our audience. This synergy between AI and human creativity exemplifies our approach to leveraging technology while maintaining our core values of trust, transparency, and innovation.”

The Middle East Public Relations Association (MEPRA), the region's leading body for public relations and communication professionals, has released the industry’s first whitepaper on artificial intelligence (AI) usage guidelines within the communications sector.Developed by MEPRA’s AI Committee - with ChatGPT helping to inform topline recommendations – the association identified 8 guiding points providing a framework for using AI for its members and others working in communications in the Middle East.The guidelines, which took regional and global AI guiding resources into consideration, are intended to be used alongside other guidance, policies and references to help inform ethical and legal use of the technology in the daily content production.Commenting on the release, Margaret Flanagan, Co-Founder of Tales & Heads and Head of MEPRA’s AI Committee, stated: “With the aim of optimising the use of AI and protecting the output of the public relations and communications industry in the region, we have developed the first framework that intends to help the industry standardise the way it benefits from the use of AI tools. We wanted to ensure that everyone working in communications in the region is aware of the ethical and legal ramifications of using these technologies, and the responsibilities we have to the organisations we work with and to other stakeholders, including media and the wider public. Given the speed at which AI is evolving, as well as the dynamic regulations that govern its use, we are aware that these guidelines and resources will also need to evolve. MEPRA will continue to provide practical guidance and updates in line with these changes”.The members of the MEPRA AI Committee are Ibrahim Al Mutawa, Co-Founder and Managing Director, Jummar PR; Tala Abu Taha, Director of PR, Viola Communications; Andrea Gissdal, Independent Communications Consultant; Natasha Hatherall-Shaw, Founder and CEO, TishTash; Henry Jakins SVP, Head of Brand & Business Marketing, First Abu Dhabi Bank; Professor Dahlia Mahmoud, University of Europe for Applied Sciences; Joseph Nalloor, Discipline Lead, School of Communications, Murdoch University Dubai; Kirsty O'Connor, Regional Director of Innovation, Hill & Knowlton; Neda Shelton, SVP Group Communications , Mubadala; Inka Stever Professor of Practice at Zayed University, College of Communication and Media Sciences; and Denise Yammine Chouity, Director of Operations at GREY Qatar.The guidelines released by MEPRA are listed below.1. Be honest and open: Always inform people when you're using AI in PR and communication to strengthen trust.This means having a conversation with your client or line manager to let them know if and how you are using AI, before you use it. This doesn’t necessarily mean informing them in each instance, but it does mean discussing parameters of use. If asked directly if you used AI on a specific project, be honest and transparent.If you are asked not to use AI for a specific project, don’t. We recommend looking at best practice guidelines, like Cambridge University’s, on how to best use text, audio and visual AI tools. It would be prudent to keep up on relevant legal articles, as change is constant when it comes to bills proposed to further define intellectual property and fair use of creative content.2. Be responsible and credible: It’s essential for our industry to be truthful about the use of AI in content shared with the media.It's important that transparency about our use of AI extends to materials shared with media. Media images, videos and audio created using AI should always be labelled accurately, while text content for media should ideally be written in whole by a human and at the very minimum, have significant human intervention. If not, it should be labelled as AI generated text.Concerns around misinformation and disinformation are increasing and trust in the media decreasing, and AI generated content has the potential to further undermine this trust. Communications professionals have a responsibility to the media outlets they work with to provide content that does not risk damaging an outlet’s reputation or lessening credibility among their audiences. It is important to have a plan in place to immediately rectify an issue or crisis caused by sharing AI generated content with media.3. Respect privacy: Make sure any AI tools you use follow the rules about keeping people's information private and their use of copyrighted content.It’s worth remembering that the data you give to AI tools – including prompts and files, as well as your own account information – is kept and used by the companies behind those tools as standard practice. Understanding privacy settings and what you need to opt in or out of to keep information safe is essential. As an industry we handle lots of sensitive information for clients and our organisations – including governments and listed companies. To reduce any risk, only input data and files that are non-confidential or already in the public realm. Your clients or organisation may also have data security protocols and NDAs relating to the use of AI that you need to adhere to, so make sure you are aware of your responsibilities.4. Get it right: Double-check that any content or data AI helps create is accurate before sharing it, so you don't spread false information.Always check facts using trusted sources. Reference scientific research, reputable third parties and trusted media. Look for original sources and research findings wherever possible rather than second-hand references. AI has been known to create facts and figures, and even links to non-existent media stories and research so don’t assume that the information provided is accurate. It’s important that our industry does not help to propagate misinformation. If your content is in Arabic, it’s also worth remembering that AI tools will be working with a much smaller content base than English language, so will need more human interaction and editing, as well as additional fact checking.5. Treat everyone fairly: Watch out for any unfair biases/cultural sensitivities in AI programmes and content and do your best to make sure everyone feels included and represented.Machine learning has a history of building on our own implicit human biases and magnifying them, which means that AI-generated content can be misrepresentative or exacerbate stereotypes. Always look at text, images, or audio created or complemented by AI with a critical eye. Using thoughtful prompts can help create more inclusive content, but as many of the biases need to be tackled within the existing technologies, it’s up to us to gatekeep what’s created and ensure it accurately represents our clients and our organisations as well as our cultures and communities. Consider whose voices are not represented in the AI generated content, and if there are other expert sources that should be included.6. Keep it real: Use AI to help your work but remember that real human creativity and connection are what make communication effective and genuine.Remember that AI is only able to draw on sources of existing material and references, rather than create. While detailed prompts provided can fine tune tone and technical outcomes, machines make links and connections in different ways to humans. They can’t see, they can’t smell, they can’t taste, they can’t feel. The best copy and the best images are the ones that stand out and make us think or feel differently. Right now, nothing does that better than creative people.7. Think about people: Your use of AI might affect society, so make sure you're using it in a way that helps people, not just your bottom line. Encourage your team and others in the industry to use AI responsibly and fairly.The implications of the use of AI are going to be huge and far reaching. Right now, they are also largely unknown and unforeseen. Whether they bring job losses or job gains, create greater equity or further division will only be known in time. In the meantime, we can ensure our own use of AI technologies remains considered. That means practical things like not billing clients or logging hours for work that was done by AI for the human equivalent. It means using the skills of human editors, copywriters, graphic designers, photographers and videographers where we know that the value and veracity this brings is critical (including in our submissions to media). And it means using AI to help us make better decisions, rather than outsourcing these decisions to the technology itself.8. Keep learning and improving: Stay on top of how AI is changing PR and communication. Be ready to adjust how you use it to make sure you're doing the right thing. Not only is AI itself constantly evolving, but so are the rules and regulations that govern its use across industries and markets. We’re likely to see many more changes in the future, as the technology changes, and as we apply its power in new ways. We’re also likely to see increased debates around ownership and copyright use – like the New York Times lawsuit with Microsoft, which could have significant implications for media and communications; as well as heightened concerns about AI’s use to support the spread of misinformation and disinformation. It’s up to all of us to be aware of what’s happening, and our own role in ensuring that our use of AI is both ethical and legal.(Image by Jernej Furman from Slovenia/ Wikimedia Commons)

Ruder Finn Asia , the award-winning  communications consultancy, today launched the latest version of its SONAR crisis  management simulation platform. SONAR 5.5 allows corporations to practise their level of  crisis preparedness in the face of evolving risks to share price, revenues and reputation. Multi  lingual, SONAR 5.5 can be operated in multiple languages including English, Chinese, Korean and Japanese. The platform also incorporates new interactive features which identify potential  areas for future concern allowing for pre-emptive strategy and planning. <iframe width="560" height="315" src="https://www.youtube.com/embed/hoKO3U3r2K4?si=M7zLKCHply3mT-gW" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>When faced with a full-scale issue or crisis, management teams often discover the planning  they have in place fails under pressure. SONAR 5.5 is fast, effective and action-oriented,  designed to identify planning gaps and propose practical, workable, real-world solutions. With close to 100% client satisfaction rates, SONAR 5.5 creates an immersive crisis  environment allowing participants to experience every aspect of a fast-evolving crisis. The  versatile multimedia portal is internet-enabled: SONAR 5.5 simulations can be run for a single  market or global teams of up to 100 people allowing corporations to see where their crisis  planning works and where gaps exist.   SONAR 5.5 replicates every aspect of a crisis situation: negative media reports, share price  impact, stakeholder anger and employee protest. The platform is immersive meaning  participants quickly forget that SONAR is a simulation due to the reality of the created  environment. The output of every SONAR is a more experienced team, upgraded risk  planning, greater vigilance and preparedness for the future.  Ruder Finn Asia has identified the key operational implications of being unprepared for a crisis  or issue as a disorganised response, scattered decision making, absence of strategy and no  sense of mission. This translates to loss of narrative, loss of control and loss of value. Ruder  Finn Asia’s experience has also identified the hallmarks of companies who emerge well from  a crisis: preparation, leadership, action and communication. Charles Lankester, EVP, Global Risk at Ruder Finn Asia said today, “Together, we build  resilience and ensure our clients act with confidence whatever the circumstances. We have  delivered close to 150 SONARs since 2020 and consistently hear how much clients value the  experience and learning. The SONAR team are career experts in reputation and risk  management, ensuring our clients stay ahead of situations wherever possible. Reputation is  a primary global business risk, but most companies are unprepared and under-resourced in  the event of an issue. We are the risk management partner of choice for hundreds of  corporations and bring experience across Hong Kong, Mainland China, Asia-Pacific and  globally.”  David Ko, Managing Director at Ruder Finn Interactive (RFI), Ruder Finn’s digital  consultancy, said today, “SONAR 5.5 is the result of years of crisis management expertise  and learning, distilled into an actionable, high value platform, updated for the AI era. The crisis  landscape now evolves at an ever-faster pace, so we continually upgrade SONAR to reflect  this new environment. New threats such as deepfakes, voice cloning and bots now require  crisis management with technology that meets the challenge.   Previously, we embedded generative AI into SONAR’s operation, harnessing the power of  ChatGPT to create multimedia injects that simulate interactions with key stakeholders such as  government regulators, activist shareholders, protesting employees and consumer groups.  SONAR 5.5 now streamlines and presents additional interactions visually so that participants  can easily track and manage their crisis decisions and actions. The core of SONAR’s value,  however, remains the expert guidance and coaching conducted by trainers and their real-time  feedback on client team dynamics and effectiveness. This work also incorporates a significant  predictive component, identifying potential areas for future concern and pre-emptive strategy  and planning.” Atul Sharma, CEO Ruder Finn India and Head, Middle East said, “In today's dynamic  business landscape, proactive crisis preparedness is key to protecting your company's image  and strength. Leveraging cutting-edge AI capabilities, SONAR 5.5 isn't just a tool—it's our way  of giving businesses the power to steer through stormy seas. With its innovative features and  user-friendly interface, SONAR 5.5 equips teams with the foresight and confidence needed to  face challenges head-on.” 

The rapid transition to digital has brought about immense transformation in every sphere of the industry. Public Relations has seen significant transformations as new opportunities emerge in this digital era. No longer is PR seen as mere media relations, as it is increasingly integrated with the marketing and advertising functions to give a whole new dimension to the brand communication space.According to Statista reports from December 2023, around 68% of surveyed public relations professionals worldwide identified artificial intelligence (AI) as most impactful in research and list building. Of these professionals, 68% found AI useful for research list building, 47% for monitoring and measuring, and 36% for strategy and planning.The report also indicates that nearly two-thirds (64%) of PR professionals globally are using generative AI solutions like ChatGPT or DALL-E in their work, a significant increase from the 33% reported earlier in April of the same year. Moreover, the percentage of PR professionals not planning to explore AI tools decreased from 15% to 5%.Girish Balachandran, Founder, ON PURPOSE, emphasized the importance of crafting authentic narratives that resonate across platforms while maintaining transparency and agility. He highlighted the use of multimedia content and building strong relationships with stakeholders to amplify PR efforts.On the other hand, Shibani Kumar, Founder, Properganda, stressed on the need for digital literacy among PR professionals and integrating tech tools like social media monitoring platforms and analytics software for targeted communication strategies.Speaking about effective techniques for managing and leveraging data analytics in PR campaigns, Shibani Kumar mentioned the invaluable insights data analytics offer in refining strategies and predicting trends. Meanwhile, Girish Balachandran emphasized on leveraging data-driven insights and emerging technologies like generative AI to streamline processes and foster authentic connections with audiences.Managing & leveraging data analytics to enhance PR campaignsSpeaking about the key techniques, Shibani Kumar shared, “Data analytics has become invaluable in modern PR operations, offering insights that can significantly enhance campaign effectiveness. By leveraging data analytics, we can precisely target desired audience segments, measure the impact of campaigns in real-time, and iteratively refine strategies for optimal results. From tracking media mentions to monitoring social media engagement metrics, the power of data analytics enables us to make data-driven decisions that drive tangible outcomes. Predictive analytics can anticipate trends, identify potential crises, and tailor PR strategies accordingly, inspiring proactive and strategic decision-making.”Balachandran felt that the evolution of public relations in the digital era has been nothing short of transformative. “We, as PR professionals, today navigate a complex web of social media, online forums, and digital outlets to effectively communicate key messaging. It’s no longer just about issuing press releases, but about creating content that is engaging, sparks conversations and drives action.Embracing data-driven insights to inform PR strategies will continue to remain key while we leverage emerging technologies like generative AI and automation to streamline processes, and foster authentic connections with audiences through personalised communication.”Building strong relationshipsSpeaking on some effective ways in which PR professionals can engage with consumers, influencers and media, Balachandran said, “The first and most crucial step is to identify and understand the unique preferences and behaviours of each stakeholder group, whether it is consumers, influencers, or the media. From there, we tailor messaging and communication channels to effectively reach and resonate with each audience group.”He further said, “It is important to build authentic relationships based on trust and transparency in order to foster credibility and loyalty. Actively listening to stakeholder feedback and engaging in meaningful conversations is one of the best ways to cultivate strong relationships to drive long-term success.”According to Shibani Kumar, PR professionals can achieve this by tailoring messages to resonate with different audience segments based on their interests, preferences, and communication channels. “But above all, maintaining transparency and authenticity in communications, including admitting mistakes, addressing concerns openly, and providing accurate information, is the key to building trust with stakeholders,” she added.The rapid transition to digital has brought about immense transformation in every sphere of the industry. Public Relations has seen significant transformations as new opportunities emerge in this digital era. No longer is PR seen as mere media relations, as it is increasingly integrated with the marketing and advertising functions to give a whole new dimension to the brand communication space.According to Statista reports from December 2023, around 68% of surveyed public relations professionals worldwide identified artificial intelligence (AI) as most impactful in research and list building. Of these professionals, 68% found AI useful for research list building, 47% for monitoring and measuring, and 36% for strategy and planning.The report also indicates that nearly two-thirds (64%) of PR professionals globally are using generative AI solutions like ChatGPT or DALL-E in their work, a significant increase from the 33% reported earlier in April of the same year. Moreover, the percentage of PR professionals not planning to explore AI tools decreased from 15% to 5%.Girish Balachandran, Founder, ON PURPOSE, emphasized the importance of crafting authentic narratives that resonate across platforms while maintaining transparency and agility. He highlighted the use of multimedia content and building strong relationships with stakeholders to amplify PR efforts.On the other hand, Shibani Kumar, Founder, Properganda, stressed on the need for digital literacy among PR professionals and integrating tech tools like social media monitoring platforms and analytics software for targeted communication strategies.Speaking about effective techniques for managing and leveraging data analytics in PR campaigns, Shibani Kumar mentioned the invaluable insights data analytics offer in refining strategies and predicting trends. Meanwhile, Girish Balachandran emphasized on leveraging data-driven insights and emerging technologies like generative AI to streamline processes and foster authentic connections with audiences.Managing & leveraging data analytics to enhance PR campaignsSpeaking about the key techniques, Shibani Kumar shared, “Data analytics has become invaluable in modern PR operations, offering insights that can significantly enhance campaign effectiveness. By leveraging data analytics, we can precisely target desired audience segments, measure the impact of campaigns in real-time, and iteratively refine strategies for optimal results. From tracking media mentions to monitoring social media engagement metrics, the power of data analytics enables us to make data-driven decisions that drive tangible outcomes. Predictive analytics can anticipate trends, identify potential crises, and tailor PR strategies accordingly, inspiring proactive and strategic decision-making.”Balachandran felt that the evolution of public relations in the digital era has been nothing short of transformative. “We, as PR professionals, today navigate a complex web of social media, online forums, and digital outlets to effectively communicate key messaging. It’s no longer just about issuing press releases, but about creating content that is engaging, sparks conversations and drives action.Embracing data-driven insights to inform PR strategies will continue to remain key while we leverage emerging technologies like generative AI and automation to streamline processes, and foster authentic connections with audiences through personalised communication.”Building strong relationshipsSpeaking on some effective ways in which PR professionals can engage with consumers, influencers and media, Balachandran said, “The first and most crucial step is to identify and understand the unique preferences and behaviours of each stakeholder group, whether it is consumers, influencers, or the media. From there, we tailor messaging and communication channels to effectively reach and resonate with each audience group.”He further said, “It is important to build authentic relationships based on trust and transparency in order to foster credibility and loyalty. Actively listening to stakeholder feedback and engaging in meaningful conversations is one of the best ways to cultivate strong relationships to drive long-term success.”According to Shibani Kumar, PR professionals can achieve this by tailoring messages to resonate with different audience segments based on their interests, preferences, and communication channels. “But above all, maintaining transparency and authenticity in communications, including admitting mistakes, addressing concerns openly, and providing accurate information, is the key to building trust with stakeholders,” she added.Challenges and complexities of the digital landscapeAddressing the difficulties faced by PR practitioners, Shibani Kumar said, “Some of the major challenges now are managing the vast amount of information available online, including monitoring multiple channels, analysing data, staying updated on trends and conversations, and handling online reputation crises and social media backlash when audiences are more aware than ever while maintaining brand integrity and credibility and demonstrating the ROI of PR efforts in the digital realm, including tracking and attributing outcomes such as brand awareness, engagement, and conversion.”She added, “We can proactively invest in robust analytics tools to track and analyse digital data, derive actionable insights, and accurately measure PR campaign effectiveness.”For Balachandran, it is imperative to stay vigilant and monitor online conversations, pre-emptively address potential issues before they escalate, and be transparent and responsive as much as possible in all communications. Investing in continuous learning and development, and staying alert on emerging trends and technologies is essential for staying ahead of the curve in today’s rapidly evolving digital landscape.