Digital & Technology

ChatGPT may work well for organizations without the resources for a communication department. However, the technology’s advantages remain debatable. For now.

This explainer looks at ChatGPT and explains when communicators should embrace the technology, and when they should steer clear of it.

Vetting is always important in influencer relationships. It’s vitally so when influencers dispense information about health and finance. Here are several tips for finding trustworthy influencers and monitoring them.

The end of the calendar is a good time for making predictions and wishes. As we do each year, we asked PR pros for predictions. In addition, we asked them what their PR-related wishes for 2023 are. Here’s what they said.

Attacking misinformation and disinformation before they spread is the best approach, says Stefan Rollnick, a misinformation specialist. His top suggestion is deploying a monitoring regime so PR pros know their audience so well, it’s clear when misinformation or disinformation are spreading.

Overall, the mood of our PR prognosticators is upbeat as they anticipate PR continuing its recent ascension into 2023.

 As crisis PR pros know, effective messaging and corporate reputation depend, in large part, on earning audience members’ trust. Dropping deepfakes into the equation certainly complicates PR maxims concerning trust. Accordingly, deepfake technology is making the battle against disinformation more formidable.

As part of our Explainer series, PRNEWS offers brief thoughts about the metaverse and its potential implications for communicators and brands.

With the word “recession” looming over the U.S. economy, Ketchum provided insight into how measurement and data-driven planning can optimize strategy.

AI offers PR and marketing tremendous potential for providing useful business insight. Yet applying AI without proper consideration for useable results will yield unmanageable data sets.