PR professionals are under constant pressure to prove their value—but traditional sentiment analysis and media monitoring only scratch the surface. In this episode of The Public Relations Podcast, we dive deep into how AI is revolutionising PR measurement, helping comms teams move beyond ‘gut feeling’ to hard data that links PR efforts directly to financial impact. Joining me is Haider Nazer, CEO of Darwin, a platform designed to show PR teams where their reputations stand, what messaging will resonate, and how to measure the real-world impact of comms strategies on business performance. We explore: - The evolution of sentiment analysis—why it’s no longer enough - The ‘Behaviour-Reality Gap’—how to know if your messaging aligns with stakeholder expectations - Crisis comms and AI—how brands can avoid PR disasters by analysing actual customer sentiment (not just social media hype) - Proving PR ROI—how AI tools can tie reputation to financial value and help justify PR budgets at the boardroom level Forget vanity metrics—this episode is about using AI to predict reputation shifts, measure PR’s direct business impact, and avoid costly brand missteps. If you’re tired of comms being treated as a ‘soft’ discipline, this is a must-listen. GUESTHAIDER NAZAR - Darwin/MAHA Global (San Francisco, USA)Web: "Darwin" from www.maha.globalSUBSCRIBE- Video and Audio links here - https://thepublicrelationspodcast.com/listen/Or search for "The Public Relations Podcast" on all good podcast appsCONNECT WITH ME- LinkedIn - https://www.linkedin.com/in/richard-midson/- Website and newsletter -https://thepublicrelationspodcast.com/GUESTS- Check out: https://thepublicrelationspodcast.com/one-sheet/#PRROI #AIforPR #PublicRelations #SentimentAnalysis #MarketingStrategy #PRMeasurement #ReputationManagement #IntegratedComms #CommsLeaders

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