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  • Unlocking the Power of AI to Build Smarter Audience Personas

    May 29, 2025 – 2 mins read

    Unlocking the Power of AI to Build Smarter Audience Personas

    Audience personas are critical to helping marketers make informed decisions and generate better results, but with people’s preferences changing quickly, mountains of data available, and the pressure to deliver personalized experiences, they can be a challenge to create. Enter AI, which helps create dynamic, data-driven profiles that reflect what your audience wants, needs, and values.   How AI Transforms Audience...

  • Know when the math stops mathing

    May 8, 2025 – 1 mins read

    Know when the math stops mathing

    "Know when the math stops mathing" was one of my favorite phrases from last week’s ANA Financial Management Conference. The message: at a certain point, cuts and concessions stop making sense, and agencies need to be clear about that—with themselves, their clients, and their prospects.    No one wants to operate at a loss, so it’s important to remind procurement...

  • Five Ways to Build Strong AI Capabilities Firmwide

    May 5, 2025 – 3 mins read

    Five Ways to Build Strong AI Capabilities Firmwide

    In last week’s PRC Digital Community meeting, a poll revealed that the AI savvy of senior leaders is significantly outpacing emerging talent (55% versus 9%). With AI rapidly evolving, ongoing education is essential for PR professionals at every level. Here’s how your firm can develop strong AI skills and stay ahead: 1. Build Foundational AI Knowledge Firmwide—Create a culture where...

  • Beyond PR: Defining the Value of Integrated Comms Firms

    April 7, 2025 – 2 mins read

    Beyond PR: Defining the Value of Integrated Comms Firms

    We have an open survey exploring how to best articulate the value our integrated firms deliver to prospects, clients and their procurement teams. We are convinced that all members will benefit from better educating our buyers. According to the survey’s preliminary findings, 31% of our members refer to themselves as only PR agencies or firms; more choose strategic communications consultancies...

  • What to Do When Clients Push Back on AI Use

    April 4, 2025 – 2 mins read

    What to Do When Clients Push Back on AI Use

    What happens when clients object to or even demand that “AI” not be used in their PR engagements? Clients may not understand the many types of AI and have concerns ranging from authenticity and quality control to data privacy and perceived value compared to human-only work. Being informed and transparent about AI's capabilities and limitations in strategic communications will give...