WHAT ARE THE BIGGEST CHALLENGES FACING THE PR INDUSTRY?
Adapting to AI technology and leveraging its vast knowledge and potential is crucial, but are we deploying it aptly, given the evolving nature of communication? The ever-evolving landscape of AI demands that we continuously and critically evaluate its role in shaping modern communication.
WHAT CHANGES HAVE YOU WITNESSED IN THE INDUSTRY IN RECENT YEARS?
The industry is constantly evolving, necessitating constant vigilance and daily updates to stay informed, with forward-thinking, scenario planning and agility becoming indispensable attributes. At C&B, such changes propelled our transformation from a consultancy to a more collaborative partnership that empowers both us and our clients.
WHAT ADVICE WOULD YOU GIVE TO CLIENTS WHO WANT TO GET THE MOST OUT OF THEIR AGENCY?
Trust the expertise of your chosen agency. We’ve thrived in this industry because we grasp its intricacies. You selected your agency for its merits; let them do their thing. After all, at the core of every successful campaign and strategy lies a strong, symbiotic partnership between an agency and its client.
IS THE PR INDUSTRY BEING IMPACTED BY AI?
Absolutely. AI’s imprint on the communication-based PR industry is profound. If correctly harnessed, AI can
be a game-changer. However, there’s a danger of over-reliance. AI provides insights and groundwork, but the human touch remains paramount in interpreting and executing strategies.
HOW ARE YOU NAVIGATING THE EVER-CHANGING WORLD OF SOCIAL MEDIA?
Simplicity is key. With the surge in scrolling fatigue and an overwhelming number of platforms, our mantra is to keep content straightforward and authentic. We advise clients to strategically choose platforms aligning with their brand, avoiding unnecessary complexity, especially in the fast-paced realm of social media, where users seek concise, value-add content.
Tariq Al Sharabi, Managing Director, Cicero & Bernay
