BETTER NEWS & INSIGHTS

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.

Threads, the Twitter clone developed by Meta, has already become the fastest-growing app in terms of downloads after about a week. Twitter has been in dire straits since it was acquired by Elon Musk in October. Many large companies that stopped advertising on Twitter during that time have yet to return. Unlike Twitter, Threads positions itself as a more positive, less political and better moderated alternative. Twitter's approach to stirring up controversy doesn't sit well with all users, and Threads is capitalizing on that sentiment. 

Björn Henning has been CEO of Shoepassion since 2019. The company is known as a premium boutique platform for shoes "made in Europe" and, in addition to its high-quality products, also impresses with an innovative corporate approach. We spoke to the CEO about his career, his communicative approaches and goals.

Influencers are an asset which also benefits a PR strategy. At first glance, not every topic fits into the often glamorous environment on Instagram and Co. However, there is now a suitable influencer for any and every story – you just have to find them. We'll show you how.