The return of storytelling: Why PR must own the narrative
As AI floods the internet with content, the brands that win won’t be the loudest — they’ll be the most credible. New data suggests earned media and authentic storytelling are becoming more valuable, not less, in the algorithmic age, writes Ashford Pritchard, co-founder, Kicker Communications
Kicker Comms' Ashford Pritchard: "Communications that matter will be the ones that feel unmistakably human."
Much has been written about how AI will disrupt — or destroy, depending on your appetite for euphemism — the public relations sector.
The doomsayers have had considerable airtime.
But a recent Gartner report offers a striking counter-argument: by 2027, corporate PR and earned media budgets are set to double, and AI is the reason why.
