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Will AI replace PR? More likely it will improve PR.

AI is on its way to becoming a natural part of PR work. But exactly how AI will be used in the future is still quite unclear, although we probably already have some clues. What’s more, ChatGPT and other LLMs are already here, so at least we know how PR can work...

Rivalry as a strategy in PR

Why stay neutral when you can stand out? Highlighting a rival has actually been shown to be an effective way of creating engagement and building a stronger relationship with your audience. McDonald’s and Burger King, Coke and Pepsi, Apple and Microsoft – they’ve all...