Have you ever wondered how disruptive technology is impacting the communications industry? Stephen Waddington, a PR veteran and successful agency owner, gives us an eye-opening perspective in an unmissable chat. Stephen, known for his agile management of agencies even in challenging economic conditions, shares invaluable advice on surviving tough times, from staying true to clients, to effective fiscal management.In a fascinating twist, we dive into the depths of artificial intelligence (AI) and its game-changing potential in the world of public relations. We explore the tantalizingly complex world of generative AI, examining everything from its alarming capacity to create convincing but fabricated content, to its potential for destructive disinformation campaigns. The ethical implications of AI usage are not overlooked as we unpack the crucial role of trust and safeguards in AI application.The conversation doesn't stop there. We consider ethical concerns associated with industry disruption and discuss the uncharted territories of AI technology. The tug-of-war between product teams and ethics teams, the lack of effective control mechanisms, and the difficulties of crafting suitable regulations are all addressed. We look at the effects of the economy on the PR industry, the importance of value, the worrying trend of short-termism, and the phenomena of "ghosting" in the client community. As a bonus, Stephen enlightens us on the factors to consider when deciding to pursue a pitch, such as clear objectives, reasonable time scales, and budget visibility. Tune in for a compelling conversation with one of the industry's leading experts, with over 29 years of experience in public relations. Is your strategy still right for 2026? Book a free 15-min discovery call to get tailored insights to boost your brand’s growth. 👉 [Book your call with Chris now] 👈 Subscribe to our Newsletter✒️Don't miss a hilarious mistake or free event by 👉 subscribing to our newsletter here. 👈 Follow Chris Norton:X, TikTok, LinkedInFollow Will Ockenden:LinkedInFollow The Show: TikTok, YouTube

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“What did the council decide on item 42?” — answered with the speaker and the moment.