In many ways, AI has transformed PR. But the fundamentals haven't changed. You still need to earn high-quality media coverage. The difference is that now, those features are no longer just about ...

PR is summoned like the fire service, expected to swoop in and heroically put out the flames of disreputation with expertise, strategy, and a good dose of spin, if needed.

In many cultures across the world, there exists a long-standing social taboo: ldquo;Do not speak ill of the dead .