Podcast Summary

The Digital Executive — Ep1198

Guest: Adam Belmont (Senior PR & Strategic Communications Executive)
Host: Coruzant Technologies
Date: February 15, 2026
Episode Theme:
How adopting a human-first, proactive public relations (PR) strategy can help brands build credibility and break through in a crowded, AI-driven media landscape.

Main Discussion Points & Insights

1. The Biggest PR Mistake Brands Make

Timestamp: [01:26] – [03:00]

• Adam Belmont points out that brands often talk too much about themselves and not enough about the people they want to reach.
  • Quote: "The biggest mistake is companies talking about themselves instead of talking about the people they’re trying to connect with." (Adam Belmont, [01:46])
  • He likens brand communication to a social gathering, suggesting people drift away from those who only talk about themselves.
  • Emphasizes the need to explain why anyone should care about your brand; just existing isn’t enough.
  • Warns against hiding behind a company name: “People buy from people and brands that empower their leaders and team members to show up as humans, build far more influence and trust.” (Adam Belmont, [02:16])
  • Notes that individual voices on LinkedIn (vs. official business handles) create better engagement and connection.

2. Disconnect Between Business and Communication Strategies

Timestamp: [03:00] – [04:23]

• Adam observes a recurring issue: communication teams are often brought in only after business strategies have been set.
  • “All the functions need a seat at the same table when the goals are being defined and strategy is being laid out.” (Adam Belmont, [03:46])
  • Business and communication strategies don’t exist independently – they're mutually influential.
  • Organizations miss out on impact when communications aren’t included from the start.
  • Quote: “The strongest organizations understand that how you position something is just as important as what you’re building.” (Adam Belmont, [04:10])

3. PR as a Proactive, Not Reactive, Function

Timestamp: [05:00] – [06:36]

• Many companies see communications/PR as crisis management instead of an ongoing value-building function.

  • Uses the “maintenance light” analogy: communications shouldn’t just “come on” when there’s trouble.
  • Quote: “Communications…is designed to be a steady, always-on engine that hums in the background and sometimes moves to the foreground…consistently builds momentum and credibility over time.” (Adam Belmont, [05:13])
  • Effective communications may be quiet but are powerful as their impact compounds over time.

• The AI shift: What people and third parties say about your brand affects SEO and even how AI systems summarize or surface your company.

  • “There’s no stronger validation than credible third-party commentary, and the AI platforms are increasingly prioritizing exactly that.” (Adam Belmont, [06:20])

4. Standing Out in an AI-Saturated Media Landscape

Timestamp: [07:27] – [08:42]

• Competitive landscape is increasing rapidly due to AI-generated content and media saturation.

  • Brands that truly break through will:

    • Prioritize long-term communications strategy over short-term tactics.
    • Treat communications as a core business function.
    • Invest in clarity, credibility, and storytelling, not just pumping out content.
    • Put real humans and authentic voices at the forefront: “Empower the real human voices within the organizations…in a way that only humans can be.” (Adam Belmont, [08:07])
    • Integrate comms/PR into how AI models interpret and represent their brands in public spaces.

  • AI is “far from the enemy”—it can be leveraged to amplify positive, authentic brand stories if communications are intentionally shaped and proactive.

Notable Quotes

• “People buy from people and brands that empower their leaders and team members to show up as humans, build far more influence and trust.”
  • Adam Belmont, [02:16]
• “The strongest organizations understand that how you position something is just as important as what you’re building.”
  • Adam Belmont, [04:10]
• “Communications…is designed to be a steady, always-on engine that hums in the background…consistently builds momentum and credibility over time.”
  • Adam Belmont, [05:13]
• “Empower the real human voices within the organizations…in a way that only humans can be.”
  • Adam Belmont, [08:07]

Key Takeaways

• Human-centered stories are more engaging and impactful than corporate monologues.
• Communication strategy should be integral from day one of business planning, not an afterthought.
• Ongoing, proactive PR builds brand momentum and resilience.
• Authentic, trusted third-party voices are crucial as AI increasingly curates content and assembles brand profiles online.
• Content for content’s sake won’t suffice — clarity, credibility, and resonance are decisive.
• Brands that treat communications as a core function (and not just as a reaction to crisis) will stand out and break through the noise as AI and content volume continue to rise.