PR has a measurement problem: How brands can connect earned media to business outcomes without reducing PR to clicks
Digital public relations (PR) has never been more visible and more accountable. Brand stories travel across social feeds, newsletters, podcasts, and search results in minutes. That speed is a gift. It's also a measurement headache. We're still too quick to celebrate...
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Crisis Comms & Media Monitoring
Many PR pros are monitoring media. Not all are understanding it.
Media monitoring has become a standard function inside modern PR and communications teams. Alerts arrive instantly, dashboards refresh in real time, and coverage reports are generated with little effort. On the surface, this suggests that organizations are more...
AI-powered media monitoring: The future of crisis prevention and reputation management
In today’s digital-first world, traditional media monitoring struggles to keep pace with the speed and complexity of modern communication. Mentions are scattered across social platforms, news outlets, blogs, and forums, making it increasingly difficult for PR teams to...
How to use media monitoring to spot safety issues before they trend
Safety conversations don’t stay inside the fence line anymore. A single photo, a frustrated post, or a short video clip can jump from a job site to a local Facebook group to a reporter’s inbox in a day. Even when the facts are still unclear, the public tends to fill...
PR Tech & AI
AI search is rewriting the rules of visibility—and PR is either leading or lagging
In the first four months of 2026, 68 percent of Google searches in the US ended without a single click (source: Similarweb data). More than two-thirds of the search behavior brands spent twenty years optimizing for now ends on the results page, answered by AI before...
When AI summarizes your brand before customers visit your website
Over the past few years, the way people discover brands has started to change. Instead of scrolling through multiple search results and visiting several websites, many users now turn to AI-powered assistants that generate quick, conversational answers. Whether someone...
AI visibility in focus: The grocery aisle just fell to the chatbots—what communications teams need to know
5W AI Communications this month released the first grocery-focused AI visibility study — the Grocery edition of The Private Label AI Advantage — and the finding will land inside every CPG communications team in the country: the AI engines are recommending store brands...
Content & Media Relations
AI didn’t make thought leadership generic—it exposed that it already was
Thought leadership is entering a new era, where both journalists and public relations professionals are navigating the reality that AI has fundamentally changed how ideas are created and shared. Highly polished perspectives can seemingly be churned out in a matter of...
Why every press release is now competing with AI-generated content
Not long ago, publishing a press release meant entering a relatively manageable media environment where the biggest challenge was standing out from announcements issued by competing brands. While inboxes were already busy, journalists still had a realistic chance to...
The human signal: What still makes journalists pay attention in an AI-generated world
Artificial intelligence has reshaped the way public relations teams produce and share content. From writing press releases to creating media pitches, AI enables communicators to work faster and at a much larger scale. While these capabilities have improved efficiency,...