BETTERTRUST

The rapid development of artificial intelligence (AI) not only has technological implications, but also profound effects on the PR industry. As a PR consultant, it is fascinating to observe the diverse opinions and viewpoints in the communications industry when it comes to the use of AI in PR.

"Just give a smile. To strangers on the street, family, friends or colleagues - even if you don't feel like it. Sometimes it's exactly this smile that both sides need." - Laura Petschenig, Project- and Event-Manager at BETTERTRUST

"It takes 20 years to build a good reputation and 5 minutes to ruin it". Warren Buffet wrote this, which may no longer be true in this day and age. The rise of social media has also significantly exacerbated the problem of "fake news", i.e. deliberately false reports or distorted representations of true information. As many as 74 per cent of managers believe that fake news is currently the greatest cyber risk.