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FIR #501: AI and the Rise of the $400K Storyteller
Feb 1600:21:46Tap to summarizeAI isn’t replacing communicators — it’s amplifying the value of communication, especially storytelling and strategic writing. In this short, midweek FIR episode, Neville and Shel explore how the hottest jobs in tech are increasingly about telling stories, not writing code, with Netflix, Microsoft, Adobe, Anthropic, and OpenAI all hiring communications and storytelling teams at salaries ranging from six figures up to $775,000 per year. Even AI labs themselves are posting compensation packages around $400K for storytelling and communications roles, signaling that they understand the irreplaceable human value of meaning-making in an age of automated content generation. The distinction Neville and Shel highlight between traditional messaging and true storytelling proves critical: conventional communications start with what the brand wants to say, while storytelling starts with what audiences actually care about. The strongest communicators will be those who move beyond prescriptive messaging to tell genuine human stories. Links from this episode: The unexpected winners of the AI slop boom: Word nerds Why OpenAI Is Offering $400K for Storytelling Roles The Great Communicators Are Human Human Storytellers Worth $400k+ Amidst AI Boom The Great Communicators Are Human Storytelling Wins In The Age Of AI: 3 Valuable Communication Tools How Storytelling Unlocks Career Pathways In The Age Of AI The Bionic Storyteller: How AI can amplify HR’s human voice Businesses hiring storytellers to ‘cut through the AI slop’ Storybrand Building a Story Brand 2.0 (Book) The next monthly, long-form episode of FIR will drop on Monday, February 23. We host a Communicators Zoom Chat most Thursdays at 1 p.m. ET. To obtain the credentials needed to participate, contact Shel or Neville directly, request them in our Facebook group, or email fircomments@gmail.com. Special thanks to Jay Moonah for the opening and closing music. You can find the stories from which Shel’s FIR content is selected at Shel’s Link Blog. You can catch up with both co-hosts on Neville’s blog and Shel’s blog. Disclaimer: The opinions expressed in this podcast are Shel’s and Neville’s and do not reflect the views of their employers and/or clients. Raw Transcript: Neville Hobson: Hi everyone and welcome to For Immediate Release. This is episode 501. I’m Neville Hobson. Shel Holtz: I’m Shel Holtz. And here’s some good news for communicators. Artificial intelligence isn’t replacing us, it’s amplifying the value of communication itself, especially storytelling and strategic writing. If you’ve been feeling that AI spells doom for writers and communicators, the labor market is telling a very different story. We’ll tell you that story right after this. Let’s start with something concrete. The hottest jobs in tech right now aren’t about writing code or managing data. They’re about telling clear, compelling human stories. Recent hiring trends show that giants like Netflix, Microsoft, Adobe, Anthropic, and OpenAI are aggressively expanding communications and storytelling teams with roles offering from six figures up to as much as $775,000 a year for senior leadership positions without any requirement to write a line of code. Why? Because AI has flooded the internet with cheap automated output, what some observers are calling slopaganda. I love this word, slopaganda. Hadn’t heard it before I read that article, but millions of words get generated every minute. Most of it lacks clarity, insight, context, and meaning, exactly the things that real communicators deliver. Companies are recognizing that the ability to cut through that noise with strategic narrative creates trust, authority, and differentiation in the market. Even the AI labs themselves, including OpenAI and Anthropic, are willing to pay top dollar for storytellers. One analysis said that nearly $400,000 compensation packages are being posted specifically for storytelling and communications roles at these firms. exactly because humans excel at crafting nuanced messages that machines simply can’t. So here’s the underlying shift communicators need to understand. AI automates… AI automates tasks, but meaning making remains deeply human. Machines can generate text, but they don’t know which stories matter to whom or why. And we keep hearing communicators and writers venting on LinkedIn about machines lacking judgment, empathy, context, and strategic framing, all those hallmarks of great communication. That’s exactly what they’re looking for. And in an age of automated noise, those abilities create value. That’s a theme echoed across industry thinking. Shel Holtz: That’s a theme echoed across industry thinking. A Forbes piece on storytelling in the age of AI highlights that storytelling is one of the most powerful tools we have and one of the most powerful tools leaders have. It helps audiences remember facts wrapped in emotion, connect data to human experience, and anchor organizational vision in something people can feel and act on. Another Forbes analysis argues that storytelling isn’t just about communication, it’s also a career pathway. When individuals and organizations tell clear stories about evolving roles, skills, development, and future opportunities, they make the future feel navigable rather than threatening. This matters for internal communication too. HR and people leaders are increasingly using narrative to frame change and build resilience. When employees feel adrift and amid all the talk of AI disruption, a coherent story about how the organization is evolving and where people fit in. is one of the most effective ways to build trust and engagement. Even the broader hype narrative around AI’s impact on jobs, including viral essays, warning of sweeping automation, underscores this point. Some of the loudest voices talking about disruption are exactly those using storytelling to shape a narrative about the future. But the data so far suggests that the real impact of AI isn’t mass job elimination, it’s task transformation. with humans shifting into roles that emphasize strategy, creativity, judgment, and communication, exactly the space where we storytellers thrive. So for communicators who worry that AI might make them obsolete, here’s the reality. Your craft isn’t threatened, it’s elevated. AI makes routine work easier, but narrative leadership, strategic framing, and contextual clarity are becoming even more essential. The labor market isn’t pulling back its investment in communicators, it’s paying up for them because the ability to tell a clear human story is now a competitive advantage. With the world drowning in automated content, meaning is scarce. And communicators are the ones who turn noise into narrative, confusion into clarity, and information into influence. That’s not something AI replaces, it’s something only humans can do well. And that’s why even in an AI era, talented communicators are irreplaceable and more valuable than ever. And by the way, if the tech companies feel the need to cut through the noise created by all that slopaganda, I got to use that word again, other industries will figure out sooner or later that they need to as well. Neville Hobson: Listening to what you’re saying there, Shel, what strikes me is how similar themes are now surfacing here in the UK. So the Times ran a piece recently about companies hiring chief storytellers, specifically to cut through what they and everyone calls AI slop. What’s interesting is that it isn’t framed as anti-AI, it’s framed as a response to saturation. When content becomes easy and abundant, meaning becomes scarce. Recruiters are saying demand for storytelling roles has doubled in the past year. and the way they define storytelling isn’t about clever copy. It’s about starting with what people care about rather than what the brand wants to say. There’s also a strong internal ...
Transcribe →ALP 295: Building the ideal agency: wrestling with the tough decisions
Feb 1600:25:28Tap to summarizeDavid C. Baker recently published a fascinating thought experiment about what he’d do if starting an agency from scratch today—and it’s packed with provocative ideas worth serious consideration. His article offers a comprehensive blueprint covering everything from organizational structure to compensation philosophy, and much of it aligns with how Chip and Gini think about building sustainable agencies. But the most interesting conversations happen when smart people disagree, which is why this episode focuses on the handful of points where Chip and Gini see things differently. Not because Baker’s ideas are bad, but because they expose the tension between aspirational agency management and the messy realities of running a business with real budgets, real people, and real client demands. In this episode, Chip and Gini tackle mandatory one-month sabbaticals for every employee, open-book finances published on your website, 360-degree reviews, and incentive compensation structures. They dig into why ideas that sound compelling in theory often create unintended consequences in practice—like how retention-based bonuses can fuel scope creep, or why forced sabbaticals don’t actually solve the single-point-of-failure problem they’re designed to address. The conversation reveals thoughtful nuance on both sides. Gini shares her brutal experience with anonymous feedback that backfired when presented poorly. Chip explains why he sees most performance measurement systems as “performance theater” while still advocating for more financial transparency with teams. They discuss the logistical nightmares of scheduling multiple month-long absences and why backup systems for unexpected departures matter more than planned time off. Throughout, they return to a central theme: what works brilliantly at one stage of growth can be completely wrong at another. The goal isn’t to declare Baker’s ideas right or wrong, but to test assumptions and recognize that even the most well-intentioned frameworks deserve scrutiny before implementation. [read the transcript] The post ALP 295: Building the ideal agency: wrestling with the tough decisions appeared first on FIR Podcast Network.
Transcribe →FIR B2B episode #159: A tale of two newspapers
Feb 1100:16:55Tap to summarizeWe are back with this episode after the recent events of the massive layoffs at the Washington Post and the LA Times, the shuttering of the Pittsburgh Post Gazette and funding cuts at NPR. Paul and David describe the continuing train wreck of daily news there and contrast the Post’s approach with what has been going on at the New York Times digital property. The Times diversified its revenue stream beyond its core newsgathering with purchasing gaming, cooking, and sports-related content. Post’s owner Jeff Bezos didn’t diversify or even keep the news core. Part of the digital newspaper problem is that its ad revenue model is gone, as search traffic has dried up thanks to AI chatbots. Compounding this is that overall monthly visits to the Post’s website is down from 60M (in 2022) to 40M visits last year, and subscriptions are dropping too. We contrast the Post and the Times business models We talk about some signs of success with subscriptions for smaller, more targeted sites, such as 404Media, which shows that a small group of independent journalists can keep quality high and report on significant stories. Also, individual creators (such as Mr. Beast and Mark Rober) can build a brand and attract significant audiences (Rober has more than 70M subscribers, for example) on YouTube and TikTok. Well worthwhile to listen to Marty Baron, former editorial director of the Post, talk to Tim Miller about his thoughts on the decline of his former employer. The post FIR B2B episode #159: A tale of two newspapers appeared first on FIR Podcast Network.
Transcribe →FIR #500: When Harassment Policies Meet Deepfakes
Feb 900:19:16Tap to summarizeAI has shifted from being purely a productivity story to something far more uncomfortable. Not because the technology became malicious, but because it’s now being used in ways that expose old behaviors through entirely new mechanics. An article in HR Director Magazine argues that AI-enabled workplace abuse — particularly deepfakes — should be treated as workplace harm, not dismissed as gossip, humor, or something that happens outside of work. When anyone can generate realistic images or audio of a colleague in minutes and circulate them instantly, the targeted person is left trying to disprove something that never happened, even though it feels documented. That flips the burden of proof in ways most organizations aren’t prepared to handle. What makes this a communication issue — not just an HR or IT issue — is that the harm doesn’t stop with the creator. It spreads through sharing, commentary, laughter, and silence. People watch closely how leaders respond, and what they don’t say can signal tolerance just as loudly as what they do. In this episode, Neville and Shel explore what communicators can do before something happens: helping organizations explicitly name AI-enabled abuse, preparing leaders for that critical first conversation, and reinforcing standards so that, when trust is tested, people already know where the organization stands. Links from this episode: The Emerging Threat of Workplace AI Abuse The next monthly, long-form episode of FIR will drop on Monday, February 23. We host a Communicators Zoom Chat most Thursdays at 1 p.m. ET. To obtain the credentials needed to participate, contact Shel or Neville directly, request them in our Facebook group, or email fircomments@gmail.com. Special thanks to Jay Moonah for the opening and closing music. You can find the stories from which Shel’s FIR content is selected at Shel’s Link Blog. You can catch up with both co-hosts on Neville’s blog and Shel’s blog. Disclaimer: The opinions expressed in this podcast are Shel’s and Neville’s and do not reflect the views of their employers and/or clients. Raw Transcript: Shel Holtz: Hi everybody, and welcome to episode number 500 of For Immediate Release. I’m Shel Holtz. Neville Hobson: And I’m Neville Hobson. Shel Holtz: And this is episode 500. You would think that that would be some kind of milestone that we would celebrate. For those of you who are relatively new to FIR, this show has been around since 2005. We have not recorded only 500 episodes in that time. We started renumbering the shows when we rebranded it. We started as FIR, then we rebranded to the Hobson and Holtz Report because there were so many other FIR shows. Then, for various reasons, we decided to go back to FIR and we started at zero. But I haven’t checked — if I were to put the episodes we did before that rebranding together with the episodes since then, we’re probably at episode 2020, 2025, something like that. Neville Hobson: I would say that’s about right. We also have interviews in there and we used to do things like book reviews. What else did we do? Book reviews, speeches, speeches. Shel Holtz: Speeches — when you and I were out giving talks, we’d record them and make them available. Neville Hobson: Yeah, boy, those were the days. And we did lives, clip times, you know, so we had quite a little network going there. But 500 is good. So we’re not going to change the numbering, are we? It’s going to confuse people even more, I think. Shel Holtz: No, I think we’re going to stick with it the way it is. So what are we talking about on episode 500? Neville Hobson: Well, this episode has got a topic in line with our themes and it’s about AI. We can’t escape it, but this is definitely a thought-provoking topic. It’s about AI abuse in the workplace. So over the past year, AI has shifted from being a productivity story to something that’s sometimes much more uncomfortable. Not because the technology itself suddenly became malicious, but because it’s now being used in ways that expose old behaviors through entirely new mechanics. An article in HR Director Magazine here in the UK published earlier this month makes the case that AI-enabled abuse, particularly deepfakes, should be treated as workplace harm, not as gossip, humor, or something that happens outside work. And that distinction really matters. We’ll explore this theme right after this message. What’s different here isn’t intent. Harassment, coercion, and humiliation aren’t new. What is new is speed, scaling, credibility. Anyone can use AI to generate realistic images or audio in minutes, circulate them instantly, and leave the person targeted trying to disprove something that never happened but feels documented. The article argues that when this happens, organizations need to respond quickly, contain harm, investigate fairly, and set a clear standard that using technology to degrade or coerce colleagues is serious misconduct. Not just to protect the individual involved, but to preserve trust across the organization. Because once people see that this kind of harm can happen without consequences, psychological safety collapses. What also struck me reading this, Shel, is that while it’s written for HR leaders, a lot of what determines the outcome doesn’t actually sit in policy or process. It sits in communication. In moments like this, people are watching very closely. They’re listening for what leaders say and just as importantly, what they don’t. Silence, careful wording, or reluctance to name harm can easily be read as uncertainty or worse, tolerance. That puts communicators right in the middle of this issue. There are some things communicators can do before anything happens. First, help the organization be explicit about standards. Name AI-enabled abuse clearly so there’s no ambiguity. Second, prepare leaders for that first conversation because tone and language matter long before any investigation starts. And third, reinforce shared expectations early. So when something does go wrong, people already know where the organization stands. This isn’t crisis response, it’s proactive preventative communication. In other words, this isn’t really a story about AI tools, it’s a story about trust — and how organizations communicate when that trust is tested. Shel Holtz: I was fascinated by this. I saw the headline and I thought it was about something else altogether because I’ve seen this phrase, “workplace AI abuse,” before, but it was in the context of things like work slop and some other abuses of AI that generally are more focused on the degradation of the information and content that’s flowing around the organization. So when I saw what this was focused on, it really sent up red flags for me. I serve on the HR leadership team of the organization I work for. I’ll be sharing this article with that team this morning. But I think there’s a lot to talk about here. First of all, I just loved how this article ended. The last line of it says, “AI has changed the mechanics of misconduct, but it hasn’t changed what employees need from their employer.” And I think that’s exactly right. From a crisis communication standpoint, framing it that way matters because it means we don’t have to reinvent values. We don’t have to reinvent principles. We just need to update the protocols we use to respond when something happens. Neville Hobson: Yeah, I agree. And it’s a story that isn’t unique or new even — the role communicators can play in the sense of signaling t...
Transcribe →ALP 294: Wake up or get left behind: AI is forcing your hand
Feb 900:23:36Tap to summarizeNo more excuses. No more waiting to see how things play out. AI has moved past the experimental phase, and if you’re still treating it like a nice-to-have rather than a fundamental shift in how your agency operates, you’re already falling behind. In this episode, Chip comes out swinging with a wake-up call for the agency community: the ground is shifting faster than most are willing to admit, and the window for meaningful adaptation is closing. Gini backs him up with examples of how AI has progressed from an intern-level tool to something that can genuinely replace mid-level work—if agencies don’t evolve what they’re selling. They dig into the practical reality of training AI tools to work like team members, not just one-off prompt machines. Chip explains how he uses different platforms for different strengths—Claude for writing, Gemini for competitive intelligence, Perplexity for research, and ChatGPT as his strategic baseline. Gini shares how her 12-year-old daughter creates entire anime worlds through conversation with AI, demonstrating the power of treating these tools as collaborators rather than search engines. The conversation covers what clients actually want to pay for in 2026 (hint: it’s not social posts and press releases), how to build AI agents trained on your specific expertise, and why the process of training AI forces valuable clarity about your business. They emphasize that this isn’t about slapping the “AI-powered” label on your services—it’s about fundamentally rethinking what value you deliver and how you deliver it. If you’ve been sitting on the sidelines waiting for the AI dust to settle, this episode is your warning: there is no settling. There’s only evolution or extinction. [read the transcript] The post ALP 294: Wake up or get left behind: AI is forcing your hand appeared first on FIR Podcast Network.
Transcribe →FIR #499: When Saying Nothing Sends the Wrong Message
Feb 200:21:38Tap to summarizeThe Public Relations Society of America (PRSA) responded to member requests for a statement about the federal immigration crackdown in Minnesota with a letter explaining why the organization would remain silent. In this short midweek episode, Neville and Shel outline the key points in the letter, where they disagree, and how they might have responded. Links from this episode: An Open Letter to the Public Relations Society of America (PRSA) The next monthly, long-form episode of FIR will drop on Monday, February 23. We host a Communicators Zoom Chat most Thursdays at 1 p.m. ET. To obtain the credentials needed to participate, contact Shel or Neville directly, request them in our Facebook group, or email fircomments@gmail.com. Special thanks to Jay Moonah for the opening and closing music. You can find the stories from which Shel’s FIR content is selected at Shel’s Link Blog. You can catch up with both co-hosts on Neville’s blog and Shel’s blog. Disclaimer: The opinions expressed in this podcast are Shel’s and Neville’s and do not reflect the views of their employers and/or clients. Raw Transcript: Neville Hobson Hi everyone and welcome to For Immediate Release. This is episode 499. I’m Neville Hobson. Shel Holtz And I’m Shel Holtz. At its core, this podcast is about organizational communication, which leads us to occasionally talk about the associations that aim to represent the profession. So today, let’s talk about PRSA (the Public Relations Society of America), which recently signaled a move to remain apolitical—retreating into a shell of neutrality when members were clamoring for them to speak up on controversial issues. Specifically, I’m talking about the silence from PRSA regarding ICE (Immigration and Customs Enforcement) operations in Minneapolis. Now, before you roll your eyes and think this is just another partisan squabble, stop right there. This isn’t about immigration policy; it is about the integrity of public information—the very foundation of our profession. We’ll dive into what PRSA said and how I responded after this. PRSA leadership, including Chair Heidi Harrell and CEO Matt Marcial, sent a message to members claiming that remaining apolitical protects the organization’s credibility. The letter framed this stance as a means to focus on its core mission. Leadership asserts that while they have commented on sensitive issues in the past, the current “complex environment” demands greater diligence, effectively reserving public advocacy only for matters that directly and significantly impact the technical practice of public relations or its ethical standards. By shifting the burden of advocacy to individual members and requiring chapters to vet local statements through national leadership, the society is attempting to build a “firewall against unintended risks.” In other words, they’re betting that professional neutrality is the best way to maintain trust across a diverse membership, even if it means stepping back from the broader social fray. Now, I have a different perspective. In fact, I’ve published an open letter to PRSA leadership on LinkedIn, arguing that their own Code of Ethics doesn’t just permit them to speak out—it actually demands it. Consider the “Free Flow of Information” provision in the PRSA Code of Ethics. It states that protecting the flow of accurate and truthful information is essential for a democratic society. In Minneapolis, we have federal officials making public statements about the killings of U.S. citizens—statements that are being credibly disputed by video evidence and eyewitness accounts. When government officials systematically misrepresent facts, that is a professional standards issue. It is not political to distinguish a truth from a lie. It is, quite literally, our job. PRSA argues that they want to maintain trust across a diverse membership, but let’s be clear: silence is a statement. It’s a message that says our ethical commitments are only applicable when there’s nothing controversial to address. Don’t believe for a minute that neutrality will save your reputation. Silence in the face of documented misinformation erodes trust among the very members who look to the Society to model the courage we’re expected to show our clients every day. The PRSA Ethics Code mandates a dual obligation: loyalty to clients and service to the public interest. It doesn’t say “serve the public interest only when it’s convenient or not controversial.” When federal agents are accused of violating nearly a hundred court orders and detaining citizens unlawfully, truth in the public interest is eroding fast under the weight of official silence. If PRSA won’t defend the standard of truth when it’s being trampled by powerful federal agencies, who will? I am not suggesting that PRSA needs to become an immigration advocacy group—I am decidedly not. But I am suggesting a path forward that reaffirms our values without wading into the partisan muck. PRSA could and should issue a statement that affirms the vital importance of truthful government communication. They should issue a call for transparency when official narratives conflict with documented evidence, and they should reaffirm that all communicators have an obligation to accuracy over mere advocacy. The fact is, our profession depends on a broader democratic society that functions on truthful information. When that foundation is threatened, our standards are implicated, whether we choose to acknowledge it or not. And let’s keep in mind, PRSA has members working in federal agencies that may require them to participate in the distribution of false information. Professional associations aren’t tested during the easy times. They’re tested when standing up for a principle actually costs something. PRSA’s current diligence looks a lot like retreat. We should be leading the charge for accountability, not languishing in a state of denial. The comments to the LinkedIn article I posted show a membership that is anything but neutral on the need for ethical leadership. I’ll make one more point here: this approach to determining when advocacy is required translates nicely to businesses that have retreated from taking stances on societal issues, despite the Edelman Trust Barometer’s continued demonstration that it’s an expectation of their shareholders. Neville Hobson It’s an interesting one, Shel. I’m reminded of discussions we have had on this podcast previously about the role of businesses to take a stand on issues that are societal but demand some kind of response in some form. This fits that, I think. Your response on LinkedIn was very good; the path forward you outlined is strong. I did like it when you mentioned the word “courage.” This demands that in the face of fear or apprehension. All those words could apply to the potential minefield PRSA would be wandering into if they stepped away from being “apolitical.” Could there be a response from those federal agencies themselves? Or perhaps a negative reaction from the administration and the White House? That may be a driver behind it. Yet, this sort of situation has arisen before. We’ve talked about the notion of professional bodies taking stands on issues. The way you’ve framed the issue as ethical and professional—it’s hard to argue against that. This is not a partisan thing. I see you’ve got over 120 comments on LinkedIn to your article. Did you hear anything from PRSA directly, or are they silent? Shel Holtz No. In fact, a few people who have had issues with PRSA in the past told me they appreciate me posting an open letter because PRSA has historically ignored those. I’m not necessarily expecting to hear anything from them. I don’t hold any leadership roles there, so there’s no reason they should think I’m someone special to reach out to. But you talk about professional organizations; related to all of this, we recently had the arrest of two journalists reporting on an activist group that interrupted a church service led by a pastor who also has a r...
Transcribe →FIR #442: Justin Baldoni’s Attack on Blake Lively Explains Why PR is a Dirty Word
Dec 26, 202400:19:43Tap to summarizeAstroturfing, smear campaigns, social media manipulation, unauthorized release of private information, defamation, character assassination, whisper campaigns, media planting, and gaslighting. These activities are undertaken by the seamiest, most ethically challenged public relations practitioners. While there are far more PR professionals who abide by ethical codes, the bad actors get all the attention, leading to a sordid reputation for the industry that some believe we will never be able to overcome. The latest example comes from the agency representing actor/producer/director Justin Baldoni, who responded to accusations of inappropriate behavior by engaging an agency that employed all of the tactics listed above. Initially, the campaign had the desired effect but ultimately backfired as the campaign itself drew more attention than the original allegations. In this short midweek episode, Neville and Shel examine the controversy and address the idea of requiring licensing or certification of all PR practitioners and whether it would weed out those who find codes of ethics to be mere inconveniences to be ignored. The next monthly, long-form episode of FIR will drop on Monday, January 27. We host a Communicators Zoom Chat most Thursdays at 1 p.m. ET. To obtain the credentials needed to participate, contact Shel or Neville directly, request them in our Facebook group, or email fircomments@gmail.com. Special thanks to Jay Moonah for the opening and closing music. You can find the stories from which Shel’s FIR content is selected at Shel’s Link Blog. Shel has started a metaverse-focused Flipboard magazine. You can catch up with both co-hosts on Neville’s blog and Shel’s blog. Disclaimer: The opinions expressed in this podcast are Shel’s and Neville’s and do not reflect the views of their employers and/or clients. Links from this episode: Blake Lively’s claims against Justin Baldoni put spotlight on ‘hostile’ Hollywood tactics New York Times’s TikTok report Robert Pickard on LinkedIn: ‘We Can Bury Anyone’: Inside a Hollywood Smear Machine Blake Lively Accuses Justin Baldoni of Sexual Harassment Why Justin Baldoni’s War Against Blake Lively Worked So Well Justin Baldoni’s Crisis PR Has Links To Other Controversial Celebrities I’ve Seen Celebrity P.R. Tactics at Work. Blake Lively Is Not Alone. (New York Times) What Is Astroturfing? Experts Break Down the PR Tactic Used in Alleged Smear Campaign Against Blake Lively Raw Transcript: Hi everybody, and welcome to episode number 442 of four immediate release. I’m Shel Holtz. And I’m Neville Hobson. And we are recording this the day after Christmas Day. And this topic is very timely news wise. It’s in the news, but it has depth of distinct interest to communicators. And this is the huge kerfuffle surrounding the actors, Blake Lively and Justin Bald, and the aftermath of the work they did on the film. It ends with us. It’s become a flashpoint for ethical discussion in the PR and entertainment industries. The incident as covered by many, the B-B-C-C-E-O today, New York Times that I’ve seen today, in fact and many others, showcases a disturbing confluence of workplace misconduct allegations and aggressive reputation management strategies. With continuing allegations over egregious behaviors by PR pros and agencies, what are the [00:01:00] impacts for practitioners and the profession? We’ll address this question right after this. The conflict began during the production of It Ends with us where Blake Lively accused Baldon and producer Jamie Heath of boundary violations and inappropriate behavior, prompting the studio Wayfarer to implement safeguards such as hiring an intimacy coordinator. Despite these measures, tensions persisted particularly over creative control. Lively ultimately won significant input into the film’s final cut and received a producer credit as the film approached its release. Private messages revealed a coordinated effort by Baldon and his crisis PR team, led by Melissa Nathan to damage Lively’s reputation. I. The campaign allegedly involved amplifying negative narratives about Lively online while suppressing stories of b’s. Alleged misconduct techniques included fostering untraceable social media narratives, leveraging media connections to plant damaging stories, and utilizing [00:02:00] tactics reminiscent of campaigns seen in other high profile cases like that of Johnny Depp and Amber Hurt. Documents disclose that Baldon and his team sought to portray lively as difficult to work with and opportunistic, aiming to shift public focus from his actions to her perceived shortcomings. This strategy significantly impacted Lively’s career and personal brand resulting in a decline in her haircare product, sales and public backlash against her. The PR tactics used in this case highlight the ethical quandaries surrounding the industry’s role in reputation management. The notion that PR professionals could systematically attempt to bury an individual raises questions about the need for stricter professional standards such as licensing or accreditation for PR practitioners. Something Shel and I have discussed many times in this podcast. B’S public image has remained relatively intact despite the revelations. While Lively has suffered reputational damage. Critics argue this outcome [00:03:00] underscores the pervasive double standards in how society evaluates men and women in public controversies. Allegations of harassment and subsequent retaliation illustrate persistent issues within Hollywood’s power dynamics. The case exemplifies how crisis management can ve into ethically dubious territory. Real world consequences for individuals and public discourse. It also strengthens the argument for introducing licensing requirements for PR practitioners to enforce ethical standards and accountability. A number of PR practitioners have weighed in on this, especially on LinkedIn. Many are highly critical of the alleged egregious behavior and actions of some PR practitioners. But before we look at what others have to say, she, what’s your take on the PR issues arising from all of this? It leads me to re reiterate my belief that we do need licensing or a requirement for certification for people to work in this industry because there are no repercussions to the agency that [00:04:00] engaged in this behavior and this behavior is beyond the pale. I mean if you look at the codes of ethics of any. Association out there that represents people in the communications industry. P-R-S-A-I-A-B-C-C-P-R-S-C-I-P-R, they have violated several of these truth and accuracy. Uh, is one. They engaged in defamation and they spread falsehoods. The core of her lawsuit is the accusation. That his team spread these false and damaging stories about her, and that violates code of ethics, which does emphasize. Honesty and accuracy in communications. They misused influence his position. And I think this has come out more strongly since this story has gained the legs that it has. He has been a prominent advocate for women’s rights. They he’s misusing his influence there to a attack. A woman potentially harm a colleague [00:05:00] is a. Breach of trust. There’s a lack of transparency involved here, which is another PR principle of, fostering open and honest communication. The smear campaign was conducted covertly. S...
Transcribe →ALP 255: What the Q4 SAGA Survey tells us about agency talent
Dec 23, 202400:23:03Tap to summarizeIn this episode, Chip and Gini discuss the findings from the SAGA quarterly survey of small agency owners. They cover insights on optimism in business outlook despite recent challenges, with a focus on talent-related issues such as compensation, retention, and recruiting. They delve into some surprising statistics, such as one in five agency owners not paying themselves regularly and over 30% having reduced headcount in the past year. The conversation highlights the importance of agency owners paying themselves a fair salary, balancing employee compensation, and maintaining efficient business practices without overworking staff. They also discuss the significance of flexible work arrangements and employee benefits in improving retention. [read the transcript] The post ALP 255: What the Q4 SAGA Survey tells us about agency talent appeared first on FIR Podcast Network.
Transcribe →FIR #441: PR, AI, and Social Media Are All Shook Up
Dec 23, 202401:29:00Tap to summarizeThe world’s biggest PR agency laid off five percent of its global staff. It’s a sign of the headwinds facing the industry, including reduced opportunities for earned media, which is what PR agencies spend a lot of their time trying to achieve. We’ll explore what’s happening in the PR agency world in the long-form FIR episode for December 2024. Also in this episode, an update on the social media landscape, with Reddit surpassing X (formerly Twitter) in the U.K.; a look at some of the key findings in “AI Activated,” the latest relevance report from the USC Annenberg School; there’s a waiting list for an app that’s being called a feed reader for the fediverse; communicators are gearing up for challenges that face them as Donald Trump prepares to return to the U.S. presidency; and there’s new information about how businesses are adapting to Artificial Intelligence. In his Tech Report, Dan York, recounts his trip to Riyadh, Saudi Arabia, for the United Nations’ internet governance body’s meeting; he also shares his thoughts on efforts to protect children from social media’s harms. The next monthly, long-form episode of FIR will drop on Monday, January 27. We host a Communicators Zoom Chat most Thursdays at 1 p.m. ET. To obtain the credentials needed to participate, contact Shel or Neville directly, request them in our Facebook group, or email fircomments@gmail.com. Special thanks to Jay Moonah for the opening and closing music. You can find the stories from which Shel’s FIR content is selected at Shel’s Link Blog. Shel has started a metaverse-focused Flipboard magazine. You can catch up with both co-hosts on Neville’s blog and Shel’s blog. Disclaimer: The opinions expressed in this podcast are Shel’s and Neville’s and do not reflect the views of their employers and/or clients. Links from this episode: Reddit launches AI-powered Reddit Answers to upgrade platform search Bluesky promises to shake up social media. It might finally succeed. From Fox News to NBC, Legacy Media Wants In on TikTok Bluesky Is Different From X. For Now. USC Annenberg Relevance Report Navigating AI’s Impact On Marketing: Lessons From USC’s 2025 Relevance Report USC’s Relevance Report 2025: What It Means For The PR Industry The 2025 Relevance Report: AI Activated Edelman Staff Cuts Reflect Industry at a Crossroads Edelman Lays Off 330 As It “Simplifies” Structure For Greater Integration Edelman layoffs: MD Lisa Kovitz and other long-time execs among those affected The 7 biggest PR challenges for 2024 and beyond Vox Media Announces Layoffs, Lifestyle Properties To Face Restructuring No More Stalled Promotions, RIFs: Be Your Own PR Firm Announcing Surf, The First Browser for The Open Social Web About Surf Social Flipboard’s new app is a discovery engine for the decentralized web Flipboard’s Surf app is a big new idea about the future of social Flipboard just launched Surf, which is sort of like an RSS feed for the open social web The Trump to-do list: How communicators are getting ready for the MAGA takeover PR Pros Remain Mostly Calm Amid Uncertainty Over Trump Agenda Rollbacks and Repeals: How a New Administration Effectuates Policy Changes “The bar for engagement has been raised:” Execs on their hopes and fears for a second Trump term Raw transcript: Hi everybody and welcome to episode number 441 of four immediate release. This is our long form episode for December, 2024. I’m Shell Holtz in Concord, California. And I’m Neville Hobson in Kru and Somerset in England. It’s the week before Christmas as we are recording this, and in a few days time, it will be Christmas for those of you who celebrate like me no snow here and no white Christmas expected here in the uk talking to friends in in Colorado the other day that they’ve not got snow where they are, but it should have some. So if you’re celebrating Christmas and expecting a white one, the UK in the south certainly is not the place to be. Nevertheless don’t count on it in San Francisco either. No, don’t count on it there either. So today is actually as we’re recording this, which is on Saturday the 21st, December, it’s the winter solstice in the northern hemisphere, the shortest day of the year. And here in the uk we were lucky to see eight hours of sunlight today. The good news in the [00:01:00] south of England, less the further north you go. The good news, though, is that from now on the daylight time grows more every day as we get closer to the summer. That was actually a crossword clue this morning in the New York Times, is that the days starting today will be what from now on and the answer was longer, right? That’s correct, yes. So it’s great. So to our show today, we’ve got some great stuff to talk about. But first let’s do a quick rundown to remind you of what we have covered in between these monthlies. What have we talked about since the monthly episode for November, which was three episodes ago. Or four, counting that one. And we’ve done three basically since then. Now we’re doing this monthly. So episode 4 38 which we published in early, the early beginning of December. That was about Google’s AI overviews, which many are saying are turning upside down. Search engine optimization or SEO. [00:02:00] So we l...
Transcribe →Circle of Fellows #111: Professional Communication as a Leadership Foundation
Dec 20, 202400:53:22Tap to summarizeThe communication function offers practitioners a rare opportunity. It is one of the few roles in any organization involved in every aspect of the business. In this Circle of Fellows panel, you will hear international perspectives on how the role of communication extends beyond the exchange of knowledge and information. The panel shares thoughts on how communication fosters organizational collaboration and can be viewed as a cornerstone for professional success. Learn how the fundamental principles of strategic communication excellence can apply across different business sectors, underscoring its value in any professional context, and how effective communication enhances teamwork and innovation, drives organizational growth, builds trust, inspires change, and helps achieve results. A communication role can position the communications professional to influence, impact, and potentially lead other business areas. (Did you know that the late Intel CEO Paul Otellini was a marketer before ascending to the company’s top job?). About the panel Neil Griffiths, ABC, Chart.PR, IABC Fellow, is the Global Head of Diversity, Equality & Inclusion at ERM, the world’s largest sustainability consultancy, where he is responsible for the global DE&I strategy and engagement plan. Neil’s background is varied, having spent the better part of 20 years in a series of external, brand, strategy, and internal communication roles before moving into DE&I. Neil has held leadership roles in several public, private, and non-profit organizations. In the volunteer space, Neil has held multiple leadership positions within the IABC and the Company of Communicators (CoC), one of the City of London’s modern Livery Companies. Volunteer highlights include being an inaugural Global Communications Certification Council member, Career Roadmap Committee member, Chair of the 2018 IABC World Conference (Montreal), Past Chair of IABC’s EMENA region, and, as of November 2020, Junior Warden of the CoC. Neil is a recipient of the IABC Regional Leader of the Year, Rae Hamlin, and IABC Chair’s Awards. In 2019, Neil was named IABC Fellow, the highest honor bestowed on an IABC member. With co-author Deborah Hinton, Neil has published two studies on the current and future state of the communication profession and advocates for channeling your best communication self regardless of where and how you work. Russell Grossman, DipPR, ABC, FRSA, FCIPR, FCIM, IABC Fellow, has been a communications practitioner for nearly 40 years and a UK Senior Civil Servant since 2006. He’s the Director of Communications at the UK Rail Regulator, the Office of Rail and Road, and head of the Government Communication Service (GCS) internal communications profession. He’s a non-exec director of the “ Engage for Success ” movement to advance employee engagement and sponsor for both the GCS Fast Stream and GCS Talent. Russell and his long-suffering wife of 38 years are blessed with four children (one of whom also works within GCS) and five grandchildren. Martha Muzychka, ABC, MC, speaks, writes, listens, and helps others do the same to make change happen. Martha is a strategic, creative problem solver seeking challenging communications environments where we can make a difference. She helps her clients navigate competing priorities and embrace communication challenges. Martha offers strategic planning, facilitation, consultation services, writing and editing, qualitative research, and policy analysis. Her work has been recognized locally, nationally, and internationally with multiple awards. Jennifer Wah, ABC, SCMP, MC, IABC Fellow, has worked with clients to deliver ideas, plans, words, and results since she founded her storytelling and communications firm, Forwords Communication Inc., in 1997. Her agency has won over two dozen awards for excellence in strategic communications, writing, and consulting; Jennifer is recognized as a storyteller and strategist. She has worked in industries from healthcare to financial services to academia and is passionate about the opportunity for stories to inspire actions and reactions within organizations. After serving as faculty with Royal Roads University, Jennifer was named an Adjunct Professor at the UBC Sauder School of Business, where she teaches business communication to future business leaders. A lifelong IABC volunteer at all levels, Jennifer most recently served as past chair of the Ethics Committee and is looking forward to welcoming all to the World Conference in Vancouver in 2025. Raw Transcript: Hi everybody and welcome to episode number 111 of Circle of Fellows. This is a monthly panel discussion of fellows of the International Association of Business Communicators on topics of interest to those of you working in organizational communications, PR, marketing, that type of thing. And I am Shell Holtz. I am Senior director of Communications at Web Corp. We’re a commercial builder in California, headquartered in San Francisco, and I’m coming from home today in Concord, California. I have a great panel with me today to discuss an extension of last month’s topic. Last month we talked about executive communication. Today we’re going to talk about communication and leadership, which is adjacent but not directly connected to last month’s theme. And I’d like there are our panel to introduce themselves. We’ll go clockwise as I see you on the screen that puts you first. Russell. Hi [00:01:00] there. I’m Russell Grossman. I’m director of Communications at the UK Rail Regulator, the Office of Berlin Road. And I’m also the head of profession for internal communications for the UK government. In the context of today’s discussion I’ve been in my current role for nine years on my particular executive committee. And previous to that, have sat on various boards and executive committees of organizations. Thank you, Russell and Neil. Hi everybody, this is Neil Griffiths. I’m coming to you from Saff from Walden in the uk, which is just outside Cambridge for anybody that has any ge geographical knowledge of the uk. I am global and Europe, DEI director for Kearney, which is a global management consulting firm. I’ve been with them for the past 18 months prior to that. Spent a long time also in professional services, in the sustainability space, working in a variety of roles, not just in, in diversity, equity and inclusion but also a long background in [00:02:00] communication roles. Looking forward to the discussion. Me too. Jennifer, you’re up. Hi everyone. I’m here in North Vancouv...
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