I repeat. This is not a drill.

Those in the know - and I am purposely not calling them ‘AI geeks’ - claim that we are standing at a technological precipice, which could be as significant as the dotcom boom, and which will have a huge impact on the way communicators operate.

Aaron Kwitten, global CEO of tech company PRophet, the new owners of Unicepta, goes so far as to call it ‘the biggest, most seminal moment the PR industry has ever seen’. As I say, not a drill.

The thinking is that search traffic to websites is falling, and will continue to fall - Gartner suggests as much as 25% by next year - as people turn to AI assistants, such as ChatGPT and Claude.

To be fair, Google currently averages 16.7 billion searches a day, and ChatGPT registers one billion a day - but it is increasing all the time. It has been estimated that 67% of Gen Z and 53% of Millennials now favour AI over Google for searches.

And these Large Language Models (LLMs), the generic term for our AI favourites such as ChatGPT and Claude, favour long-form content. In fact, they positively adore it. But more than that, those using AI for searches typically ask questions.

For example, rather than using Google to search for WidgetsRUs, which throws up all mentions of WidgetsRUs in recent times, a user is likely to ask AI a question, such as ‘Is WidgetsRUs a trusted business?’ And the LLM will attempt to answer the question, which involves searching all trusted sites…

Forgotten that press release on WidgetsRUs that only featured on a small regional news site? Luckily, the LLM hasn’t. It loves earned media, meaning that it might be time to dust down the old contacts book and start wooing journalists again. In fact, over 90% of AI visibility is driven by earned media - and that doesn’t include some key publications, such as the New York Times, which has banned AI.

It also loves Wikipedia, Reddit surprisingly - did you know Reddit is the sixth most searched term on Google - and (to a lesser degree) corporate websites, where it will search out press releases.

Now, while you may look at the results of a Google search, and reject the majority of sites thrown up, the chances are that you will take an LLM answer to your question seriously. So the opportunity for comms professionals is ensure that the answer given is the correct one. This means changing tactics, from predicting questions that may be asked, and answering them at the top of your website, to writing in a different way.

Listicles play particularly well with Gen AI, as do front-loaded summaries of the content, which means AI doesn’t have to search too hard.

Jonny Bentwood, global president of data and analytics at Golin, recommends that comms professionals look at the media sites that are influencing GenAI, and how they are formatted. ‘Look at your own website. Look at the content that you are writing. Is it GenAI optimised? Is the URL slug right? Is the meta data right?,’ he asks.

‘But most importantly, start, right? That's what one bit of advice, start now, because no one's taking the lead.’ You heard it here first!

Obviously, I have written a very simplified scenario here - in my defence, I am in Umbria, with a glass of prosecco - but this is obviously a subject Corporate Affairs Unpacked will return to in more depth, and is also likely to provide the basis for one of our first subscriber events.

But when I hear the word ‘precipice’ and admonishments to ‘start now’, I thought I’d better give you a heads up! After all, what are friends for… not a drill. 🛠️

(PS Back in Blighty by the time you read this.)

IN CONVERSATION WITH

Craig Noonan, director of communications and brand, Evri

When Royal Mail’s posties went on strike in December 2022, rival logistics business Evri viewed it as a commercial opportunity for the business, which had already grown ten-fold in the previous decade. It tried to fill the void by delivering parcels for Royal Mail’s customers, but poor planning at a peak time – Evri was already committed to deliveries for existing clients – led to capacity issues which, compounded by bad weather, resulted in delays, undelivered parcels and dissatisfied customers – who were vocal on social media about their inability to get through to customer services.

When Craig Noonan took up the role of director of communications and brand at Evri in August 2023, the company was still in fire-fighting mode. ‘The company really faced a huge storm of negative scrutiny which had the potential to undermine and damage its licence to operate,’ he explains. ‘Consumer confidence was severely undermined and it’s had to work hard to rebuild that trust.’

PUBLIC RELATIONS… GONE BAD

Why do I get so grumpy?

Every so often, people tell me that I can be too harsh about PRs. know, I’m as shocked as you are. But my outbursts are usually prompted by somebody’s idiotic behaviour. The following piece has been languishing in my drafts, but I’ve been told it deserves a wider audience….so here goes.

There are days when I love my job.

And there are days when I despair…

I almost wept after receiving an email that began: ‘Ever wondered why the world of PR seems to be a woman’s domain?’ Actually, I hadn’t, but now you mention it… if only I could bring to mind a successful male PR. I mean there must be one. Think Helen, think!

Luckily, the ever so helpful (female) senior account executive Lauren provides five simple reasons as to why men ‘struggle in PR’.

1. Feedback phobia. Yes, that’s right. Apparently, men have an ‘allergic reaction to constructive criticism’. It’s a scientific fact, borne out by… let me see. Oh, no. No source included. Must have slipped her mind.

2. Multi-tasking mayhem. It seems that, while viewed as a superhero skill, multi-tasking can ‘lead to more mistakes than a magician’s disappearing act’. I’m not sure what that actually means, but hey presto!

3. Boss battles. Some men, Lauren informs me, ‘have a hard time working under a female boss’ which may be to do with ‘being stuck in the Stone Age’. I like the way she doesn’t make sweeping generalisations: it’s only ‘some men’.

4. Communication breakdown. In PR, Lauren explains, communication is key. So wise. ‘Men who struggle to express themselves might find themselves feeling a little lost’. But luckily, they have you on their side to articulate their feelings.

5. Ego-driven express. Overconfidence, Lauren warns, can sometimes derail a PR campaign ‘faster than a runaway train’. Well, there’s a new plot twist for Sandra Bullock.

But there is an answer to this troublesome issue. Yes, Lauren can set up a conversation with her male CEO, who delivers outstanding results for clients and is always winning awards. How, I hear you ask. Well, get your pens ready to take notes! It’s a cracker.

His strategic approach involves ‘assembling a team of diverse professionals, including both men and women’, and he’s willing to talk to me to share such wisdom. I’m not sure I’m worthy.

And there you have it, folks. Welcome to my world. I’m off to lie down in a darkened room. I think you’ll agree, I need it.

CASE STUDY

Inclusivity in action

Impactful actions do not have to cost a lot of money.

One of the most impactful inclusive initiatives I have seen in recent years takes place at Deloitte UK every year during Ramadan.

The Deloitte Muslim Network invites non-Muslim colleagues to participate in the Fast and the Curious, a one-day event where they share their experience - fasting from sunrise to sunset, before sharing Iftar both in-person and virtually. More than 500 colleagues across the UK network participate from offices that stretch from Birmingham to Belfast.

The fast provides non-Muslim colleagues with an understanding of the challenges faced by their Muslim colleagues during the 30 days of Ramadan. It is not about education but about creating a sense of empathy.

As Humaira Farooq, an executive in Deloitte’s M&A advisory, told me: ‘Ultimately it aids a better working environment because once you’ve been in somebody else’s shoes, you know exactly what they are going through and the challenges they face so you understand better how to help them. It helps everybody to understand each other a bit better and brings us all a bit closer together.’

The initiative was Highly Commended at the CorpComms Awards a few years back, and continues to endure.

ODDS & SODS

⛓️‍💥 A topical reminder to corporate affairs directors to remember that their ultimate employer is the company, not the CEO they advise, emerged in this week’s Red Bull saga. Tucked away in the release announcing Christian Horner’s firing was the news that Paul Smith, Red Bull’s group director of communications, had simultaneously been placed on ‘gardening leave’. As one comms director commented at a past Corporate Affairs Summit: always remember who pays your wages.

💡 Interesting article from Matt Carter, managing director of Message House BPI, on LinkedIn. His research reveals that the rise of Reform provides a ‘number of headaches for comms teams, and some longer-term challenges too.’ Reform voters have distinct attitudinal and demographic characteristics: typically, they are more male, middle-aged and less likely to be degree educated. Two-thirds earn less than £35k, and a high proportion live in rented accommodation.

Message House’s data reveals they are the most pessimistic of main voter groups, and the least trusting of politicians and institutions, such as business. Three quarters believe big business takes advantage of ordinary working people. They are the only group among main party supporters that are strongly against diversity and inclusion; 47% do not want any brand they interact with to have a point of view on the subject. And they do not get their news from mainstream media, preferring online news sources and social media platforms.

As Carter says: ‘These voters represent a group within society that often feels ignored and overlooked by the establishment, who are struggling economically and seeing few organisations offering help. They will be as critical of corporate excesses or brand missteps as they were of MPs’ expenses, and they represent a communications challenge for many big businesses.’

🦸🏻‍♀️ The legendary Sally Susman, chief corporate affairs officer at Pfizer, has announced she will be leaving the business at the end of 2025. I spoke to her a few years back, and one of the topics we explored was when it was right for a CEO to speak up. She had created a five question framework, which provided a sounding board, prevented mis-steps and offered a consistent approach.

1. Does it relate to your mission?
   You might care deeply about the deforestation of the Amazon, but if you have no skin in the game, it’s best to stay out.

2. How does the action you’re considering impact your company’s most important stakeholders?

3. How does it relate to your values?
   Susman was very clear here: this is not about your politics, but your values.

4. What are your options here?
   Don’t be bounced into making a statement because a journalist is on deadline or a petition needs to be signed. Set your own timetable. The danger of a knee jerk reaction is that it may be the wrong one! Take time to think things through.

5. What is the price of your silence?

Incidentally, and I take no pleasure in this, Susman’s seat is being removed from the table – a trend I mentioned in my inaugural newsletter – and CEO Albert Bourla is integrating the function’s capabilities into Pfizer organisations to ‘prioritise focus, speed and simplify our work processes’.  

🎤 Quote of the week goes to James Allen, UK external communications manager, Holcim UK, who said: ‘Behind any good tour is a comms person hiding at the back!’