Common challenges in CRM development and how to overcome them
Every company wants its customers to be happy. It is made viable through a powerful CRM system. However, growing one is by no means easy. Along the way, many teams run into real problems. As humans, we have trouble dealing with messy data. Low adoption is a nuisance...
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Crisis Comms & Media Monitoring
The Epstein files situation provides a tutorial on how to prolong a PR crisis
The Republican Party’s actions since President Trump’s reelection had already provided Democrats with strong talking points to emphasize in the 2026 mid-term Congressional election – for example, the failure of President Trump to reduce prices and the failure to enact...
From reactive to proactive: Preparing for crises before they hit in 2026
In 2026, brands can no longer afford to treat crises as isolated events that require reactive responses. The integration of PR into broader marketing strategy has elevated its role in shaping perception, managing narratives, and protecting long-term business...
The next era of PR: Navigating crises in a hyper-connected world
In an age where information travels instantly, brands are under constant scrutiny. The stakes for PR teams have never been higher, as a single misstep can amplify across multiple channels and impact both reputation and revenue. The next era of PR will require...
PR Tech & AI
Wikipedia now accounts for nearly half of ChatGPT’s top citations—many brands are getting the work catastrophically wrong
There is one fact every CMO should commit to memory in 2026. Wikipedia accounts for 47.9 percent of ChatGPT's top-cited sources for factual queries. For most factual questions about a brand, a founder, a product, or a category, Wikipedia presence is not a factor in...
The AI-to-AI funnel: How to succeed when your pitch is read by an algorithm, not a journalist
Every morning, thousands of public relations professionals click "send" on their carefully crafted media pitches, visualizing a reporter sitting at their desk, sipping coffee, and reading their clever subject line. That visualization is rapidly becoming a relic of the...
The new crisis isn’t a WSJ hit—it’s a ChatGPT answer
A reporter calls. You respond. You negotiate the quote. You hold the line. You survive the cycle. That playbook is forty years old. It is not the crisis we now manage. The new crisis is a wrong, defamatory, or hallucinated answer about your CEO that appears inside...
Content & Media Relations
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...
AI in PR: The world’s #1 protein brand just lost the query that matters most
Optimum Nutrition is, by Euromonitor’s own count, the world’s #1 sports-nutrition brand. It is owned by Glanbia. It is thirty years old. It sits on every meaningful retail shelf. Ask any AI engine — ChatGPT, Claude, Perplexity, Gemini, or Google AI Overviews — for the...
Why journalists ignore perfectly good pitches—and what PR can learn from it
Many communications professionals assume that if a pitch is clear, personalized, and professionally written, it has a strong chance of earning a response. In reality, some of the most carefully prepared emails never receive a reply. While writing quality certainly...