Strategy

AI is changing how organisations are discovered and understood. But it isn't creating a new reputation. It's interpreting the one they've already earned. That's a distinction communicators should be thinking about.

Billable hours are becoming less useful as a yardstick. McKinsey's clients are demanding outcome-based fees. The same pressure is coming for communicators – sooner than many expect.

You enter an award contest to win. So why do so many strong entries fall short? They fail not because the work was poor, but because the entry was. After 15 years as a judge, here's what I've learned, and what every entrant needs to know before they hit 'submit.'

I've been deep in ChatGPT since 2022. Now I'm running a deliberate, staged experiment with Claude Pro – and one feature in particular, Cowork, has genuinely surprised me. It has my full attention as I continue working it out.

In an AI-enabled environment, the greatest reputational risk isn't AI making mistakes. It's organisations hiding behind AI to avoid responsibility. The answer lies in human-centred AI – and it's where communicators have a distinctive role to play.

Human-centred AI puts people before technology. But what happens when artificial intelligence begins shaping decisions in war? A reflection on ethics, responsibility and human judgement in an age of machine-assisted conflict.

US consulting growth is forecast to hit 7 per cent, driven by AI implementation. But this is “selective acceleration”, not a blanket boom. For independent advisers, the real opportunity lies less in tools and more in helping organisations interpret change and build trust.

The PRCA has proposed a new definition of public relations – ambitious, strategic, and modern. But with multiple definitions already in circulation, can any one body redefine the profession alone? Perhaps what we need is not just a new definition, but a shared one.