For Immediate Release

Things change fast in the digital world. On the other hand, business tactics can be slow to adapt. Crafting content with the intent of "going viral" has been part of the communication playbook for more than a decade. There was never a guaranteed approach to catching this lightning in a bottle, but that didn't stop marketers and PR practitioners from trying. That effort is increasingly futile, as the social media companies that host the content have altered their algorithms, and people are paying attention to different things these days. This has led several marketing influencers to suggest that it's time to move on from the attempt to produce content specifically in the hopes that it will go viral. Neville and Shel share some data points and debate whether going viral should remain a communication goal in this short midweek episode.Continue Reading → The post FIR #485: Is It Time to Stop Trying to “Go Viral”? appeared first on FIR Podcast Network.

A Columbia University student was expelled for developing an AI-driven tool to help applicants to software coding jobs cheat on the tests employers require them to take. You can call such a tool deplorable or agree with the student that it's a legit resource. It's hard to argue with the $5 million in seed funding the student and his partner have raised. Also in this long-form monthly episode for April 2025: How communicators can use each of the seven categories of AI agents that are on their way. LinkedIn and BlueSky have updated their verification programs in ways that will matter to communicators. Onboarding new talent is an everyday business activity that is in serious need of improvement. A new report finds significant gaps between generations in the PR industry when it comes to the major factors impacting communication. Anthropic -- the company behind the Claude LLM -- warns that fully AI employees are only a year away. In his Tech Report, Dan York explains how BlueSky experienced an outage even though they're supposed to operate under a distributed model. Continue Reading → The post FIR #462: Cheaters Never Prosper (Unless They’re Paid $5 Million for Their Tool) appeared first on FIR Podcast Network.

Videos from virtual influencers are on the rise, according to a report from YouTube. And AI will play a significant role in the service's offerings, with every video uploaded to the platform potentially dubbed into every spoken language, with the speaker's lips reanimated to sync with the words they are speaking. Meanwhile, the growing flood of AI-generated content presents YouTube with a challenge: protecting copyright while maintaining a steady stream of new content. In this short midweek FIR episode, Neville and Shel examine the trends and discuss their implications.Continue Reading → The post FIR #461: YouTube Trends Toward Virtual Influencers and AI-Generated Videos appeared first on FIR Podcast Network.

Media outlets around the world -- and in particular in the U.S. -- are strategizing how to cover the incoming Trump Administration. Some are even planning to shift their focus to more soft news in order to retain readers and avoid drawing the president's ire. We look at the implications for the media relations industry in this short midweek episode.Continue Reading → The post FIR #444: Preparing for Trump 2.0 appeared first on FIR Podcast Network.

Longtime FIR listener (and one-time contributor) Bernie Goldbach asked Neville and Shel how they find quality conversations. That opened up a discussion about sources of information for staying current on communication and technology trends and how those habits have changed over the years.Continue Reading → The post FIR #345: Sources of Information appeared first on FIR Podcast Network.

The number of change initiatives companies impose upon employees has skyrocketed from two per year in 2016 to 10 in 2022. That has left employees with a serious case of change fatigue, increasing the likelihood that these initiatives will fail. Shel and Neville look at data from Gartner and advice on how to better handle the surge of change programs, many of which companies are undertaking in response to challenges resulting from the COVID-19 pandemic. Also in this episode: Web3 has never captured the public's imagination. The lingo of Web3 may be partly to blame. Over half of public relations practitioners lack confidence in their data literacy skills. That's a problem when the simple but useless AVE metric is no longer the communicator's fall-back metric. The pandemic influenced the ways companies communicated with employees, leading to a shift in the elements of communication that lift organizations' internal brands. A quarter of Twitter users don't expect they'll be using the platform within a year. The uproar over perceived or real copyright violations inherent in the Large Language Models used by generative AI tools is poised to find its way into laws and regulations. Continue Reading → The post FIR #334: Employees Really Do Hate Change appeared first on FIR Podcast Network.

While some assume NFTs are on their way out as the value of digital artwork has plummeted, brick-and-mortar retailers are increasingly finding ways to offer the ability to mint NFTs right in their stores. In this episode, Neville and Shel look at some of the latest developments in the evolution of collectible NFTs.Continue Reading → The post FIR #268: NFTs in the Checkout Lane appeared first on FIR Podcast Network.

The February episode of “The Hobson & Holtz Report” features Neville and Shel discussing these topics: The Houston Astros' owner hosts a clinic on how not to deliver and organizational apology Oracle workers are the latest to engage in employee activism Facebook has way more users than Instagram but Instagram is number one in some important metrics An IPO filing lists the company's influencers as a potential threat How brands should handle communications during the coronavirus epidemic Twitter has changed the face of journalism (for the better) Dan York reports on resources to help you speed up your website, the Internet Society's new "Open Standards Everywhere" project, job openings at the Internet Society, and how Google redraws its map's borders depending on where you are Continue Reading → The post FIR #192: The Latest Employee Revolt appeared first on FIR Podcast Network.

Josh Bernoff has just completed the largest survey yet of writers and AI – nearly 1,500 respondents across journalism, communication, publishing, and fiction. We interviewed Josh for this podcast in early December 2025. What emerges from both the data and our conversation is not a single, simple story, but a deep divide. Writers who actively use AI increasingly see it as a powerful productivity tool. They research faster, brainstorm more effectively, build outlines more quickly, and free themselves up to focus on the work only humans can do well – judgement, originality, voice, and storytelling. The most advanced users report not only higher output, but improvements in quality and, in many cases, higher income. Non-users experience something very different. For many non-users, AI feels unethical, environmentally harmful, creatively hollow, and a direct threat to their livelihoods. The emotional language used by some respondents in Josh’s survey reflects just how personal and existential these fears have become. And yet, across both camps, there is striking agreement on key risks. Writers on all sides are concerned about hallucinations and factual errors, copyright and training data, and the growing volume of bland, generic “AI slop” that now floods digital channels. In our conversation, Josh argues that the real story is not one of wholesale replacement, but of re-sorting. AI is not eliminating writers outright. It is separating those who adapt from those who resist – and in the process reshaping what it now means to be a trusted communicator, editor, and storyteller. Continue Reading → The post AI and the Writing Profession with Josh Bernoff appeared first on FIR Podcast Network.

Big Four consulting firm Deloitte submitted two costly reports to two governments on opposite sides of the globe, each containing fake resources generated by AI. Deloitte isn't alone. A study published on the website of the U.S. Centers for Disease Control (CDC) not only included AI-hallucinated citations but also purported to reach the exact opposite conclusion from the real scientists' research. In this short midweek episode, Neville and Shel reiterate the importance of a competent human in the loop to verify every fact produced in any output that leverages generative AI.Continue Reading → The post FIR #491: Deloitte’s AI Verification Failures appeared first on FIR Podcast Network.

Studies purport to identify the sources of information that generative AI models like ChatGPT, Gemini, and Claude draw on to provide overviews in response to search prompts. The information seems compelling, but different studies produce different results. Complicating matters is the fact that the kinds of sources AI uses one month aren't necessarily the same the next month. In this short midweek episode, Neville and Shel look at a couple of these reports and the challenges communicators face relying on them to help guide their content marketing placements.Continue Reading → The post FIR #490: What Does AI Read? appeared first on FIR Podcast Network.

In the long-form episode for November 2025, Shel and Neville riff on a post by Robert Rose of the Content Marketing Institute, who identifies "idea inflation" as a growing problem on multiple levels. Idea inflation occurs when leaders prompt an AI model to generate 20 ideas for thought leadership posts, then send them to the communications team to convert them into ready-to-publish content. Also in this episode: A growing number of companies are moving branding under the communications umbrella, detouring around Marketing and the CMO. It's all about safeguarding reputation. Quantum computing has been a topic of conversation in tech circles for years. Now, its arrival as a commercially viable product is imminent. Communicators need to prepare. AI's ability to generate software code from a plain-language prompt has put the power to create apps in the hands of almost anyone. There are communication implications. Share some photos of yourself with an AI model, or companies that provide this as a service, and you can get an amazing likeness of yourself. But is it okay to use it as your LinkedIn profile? Research finds that leaders not only handle change management badly, but it's also having an impact on employees who have to endure the process. Communicators can help. In his Tech Report, Dan York reports on WhatsApp launching third-party chat integration in Europe; X is finally rolling out Chat, its DM replacement, with encryption and video calling; Mozilla has announced an AI "window" for the Firefox browser; WordPress 6.9 offers new features, collaboration tools, and AI enhancements; Amazon has rebranded Project Kuper as Amazon Leo; and Open AI says it has "fixed" ChatGPT's em dash problem. (We dispute that it's a problem.) Continue Reading → The post FIR #489: An Explosion of Thought Leadership Slop appeared first on FIR Podcast Network.

For the second year in a row, Coca-Cola turned to artificial intelligence to produce its global holiday campaign. The new ad replaces people with snow scenes, animals, and those iconic red trucks, aiming for warmth through technology. The response? A mix of admiration for the technical feat and criticism for what some called a “soulless,” “nostalgia-free” production. Shel and Neville break down the ad’s reception and what it tells us about audience expectations, creative integrity, and the communication challenges that come with AI-driven content. Despite Coke’s efforts to industrialize creativity — working with two AI studios, 100 contributors, and more than 70,000 generated clips — the final product sparked as much skepticism as wonder. Continue Reading → The post FIR #488: Did a Soda Pop Make AI Slop? appeared first on FIR Podcast Network.

What happens when the AI conversation turns from a quiet side road into a crowded superhighway? Recently, Martin Waxman -- digital strategist and LinkedIn Learning instructor -- pressed pause on the churn to make room for curiosity, quality, and quiet. He’s not quitting; he’s recalibrating: publishing less often, thinking more deeply, and reminding us not to let AI do the thinking we should be doing ourselves. For communicators, that raises bigger questions: When do we slow down? How do we trade volume for value? And what does “good enough” look like when our audiences are drowning in near-identical insights? Neville and Shel dive into this topic in today’s short, midweek episode of “For Immediate Release.” Continue Reading → The post FIR #487: Beyond the Churn — Slower Publishing, Deeper Thinking, Better Outcomes appeared first on FIR Podcast Network.

Sentiment analysis has become a default metric for communicators. If sentiment is positive, trust must be high. But if your company's words are diverging from its actions, trust could be eroding while sentiment remains constant. You won't know until it's too late. The new metric to consider is "trust velocity." Neville and Shel unpack it in this monthly long-form episode for October 2025. Also in this episode: Is rage bait a valid marketing tactic? Lloyd Bank's CEO and executive team are learning AI to reimagine the future of banking with generative AI A McKinsey report recommends that public affairs teams begin to factor geopolitical issues into their thinking When conduct, culture, and context collide: Three crisis case studies reviewed German firm launches ad campaign after its lift is used in the Louvre heist In his Tech Report, Dan York reports on AI browsers and Mastodon's approach to BlueSky-like starter packs, but in a consent-based manner.Continue Reading → The post FIR #486: Measuring Sentiment Won’t Help You Maintain Trust appeared first on FIR Podcast Network.

Hollywood erupted in debate and discourse when a company unveiled a completely AI actress, Tilly Norwood. The public relations industry may be having its own Tilly Norwood moment with the introduction of Olivia Brown, a 100% AI PR agent that will handle all the steps of producing, distributing, and following up on a press release. Is this PR's future, or just part of it? Neville and Shel engage in their own debate in this short midweek FIR episode.Continue Reading → The post FIR #484: Is Olivia Brown the Tilly Norwood of PR? appeared first on FIR Podcast Network.

Kenvue's stock tumbled when U.S. President Donald Trump, with Health & Human Services Secretary Robert F. Kennedy, Jr., standing behind him, declared that its product, Tylenol, leads to autism in children when taken by mothers during pregnancy. As social channels were flooded with misinformation supporting the evidenceless claim, it's easy to imagine the stock continuing to slide, mirroring the trajectory launched by attacks on Bud Light. Remarkably, the stock recovered after one day, thanks largely to Tylenol's savvy and almost perfect response to the crisis. Tylenol isn't the first brand to find itself in President Trump's crosshairs. It is unlikely to be the last. In this short, midweek episode, Neville and Shel explore what the company got right, and what other companies can do to prepare for their turn in the glare of the presidential spotlight.Continue Reading → The post FIR #483: How Tylenol Handled a High-Profile Falsehood appeared first on FIR Podcast Network.

We've all heard of AI slop by now. "Workslop" is the latest play on that term, referring to low-quality, AI-generated content in the workplace that looks professional but lacks real substance. This empty, AI-produced material often creates more work for colleagues, wasting time and hindering productivity. In the longform FIR episode for September, Neville and Shel explore the sources of workslop, how big a problem it really is, and what can be done to overcome it. Also in this episode: Chris Heuer, one of the founders of the Social Media Club, is at work on a manifesto for the "H Corporation," organizations that are human-centered. A recent online discussion set the stage for Chris's work, which he has summarized in a post. Three seemingly disparate studies point to the evolution of the internal communication role. Researchers at Amazon have proposed a framework that can make it as easy as typing a prompt to identify a very specific audience for targeted communication. Communicators everywhere continue to predict the demise of the humble press release, but one public relations leader has had a very different experience. Anthropic and OpenAI have both released reports on how people are using their tools. They are not the same. In his Tech Report, Dan York looks back on TypePad, the blogging platform whose shutdown is imminent; AI-generated summaries of websites from Firefox; and Mastodon's spin on quote posts. Continue Reading → The post FIR #482: What Will It Take to Stop the Slop? appeared first on FIR Podcast Network.

In this short midweek episode, Neville and Shel dive into one of the hottest debates in communication today: what happens to tone and authenticity when artificial intelligence steps into the writing process? From the surprisingly heated arguments over the humble em-dash to fresh research on AI’s “stylometric fingerprints,” we explore whether polished AI-assisted prose risks losing the human voice that builds trust. Along the way, we look at how publishers like Business Insider are normalizing AI for first drafts, how communicators are redefining authenticity, and how Shel used AI to turn years of blog posts into a forthcoming book.Continue Reading → The post FIR #481: The Em Dash Panic — AI, Writing, and Misguided Assumptions appeared first on FIR Podcast Network.

GEO – generative engine optimisation – is suddenly everywhere. Is it the new SEO, a passing fad, or simply good communication practice in disguise? In this FIR Interview, Shel Holtz and Neville Hobson talk with Stephanie Grober, Marketing & PR Director at Horowitz Agency in New York, about why GEO matters, the competing narratives surrounding it, and how communicators should prepare for the impact of generative search. What we discussed What GEO actually is – and how it differs from (or builds on) SEO The hype versus the reality: is GEO a genuine discipline or simply “snake oil”? The importance of authority, credibility, and tier 1 media coverage in shaping generative search results Why trade and niche publications are still crucial for visibility Practical steps for PR and comms professionals to get ahead, from media training to message consistency The evolving role of content marketing, press releases, and multimedia in a GEO-driven environment How law firms and professional services balance credibility with regulatory and compliance requirements Where GEO may be heading over the next 12 months Continue Reading → The post FIR Interview: Generative Engine Optimisation with Stephanie Grober appeared first on FIR Podcast Network.