Generative AI use for news doubles, media relations key

Journalism needs a diversity of perspectives, including when it comes to AI. AI can help us discover topics, amplify voices, and develop formats that are more inclusive. But only if we shape it together, with editorial teams, developers, and target groups. In my field, culture and life, I don't think of AI as a controlling authority, but as a co-creator. That means with the teams I test, reflect, and adjust. And we keep asking ourselves: Who benefits from this? Who does it harm? And what do we actually want to say? #CoCreation #InclusiveAI #CulturalJournalism #AIandDiversity

PR in 2025: Where AI Meets Media Relations 🤖🗞️ Journalists, comms pros and AI tools are reshaping the storytelling landscape together. Our recent PRNEWS PRO workshop, AI-Powered Media Relations, revealed key lessons from newsroom leaders and communicators on staying credible, transparent and algorithm-aware. 💬 Top insights: “If you send anything created with AI, be upfront.” — Susan Heavey, Thomson Reuters “If you’re not sharing info in a crisis, someone else will.” — Crystal Newcombe Nosal, MWAA “We don’t just pitch humans—we pitch algorithms.” — Greg Matusky, Gregory FCA 🎥 The full event is available on demand here: https://lnkd.in/ecPRqUWg

What your brand says today informs how an AI answers a question tomorrow. With 77% of journalists using AI tools – and media coverage informing AI-generated summaries – a clear media relations strategy is vital to strengthening a brand’s online narrative and protecting reputation. In our new blog, learn how these emerging technologies impact brand storytelling and the ways GAVIN supports clients to navigate related risks and challenges. Read the blog: https://lnkd.in/efPrHrYp #PublicRelations #MediaRelations #AI #BrandStorytelling

🚀 Media Leaders: Are you ready to unlock the power of AI? Kara Swisher's recent insights on the rivalry between Sam Altman and Mark Zuckerberg reveal crucial trends that every media executive should be aware of. With AI reshaping journalism, how do you ensure your company is not left behind? In our latest article, we delve into how AI can revolutionize content creation, enhance engagement, and tackle the complexities of trust and moderation. Discover key strategies for integrating AI into your media operations and the pivotal questions to guide your decisions. 👇 Curious to learn more? Check out the full article here: https://lnkd.in/d-KsNX7M We’d love to hear your thoughts! Let us know in the comments.

Are you communicating with audiences or algorithms? 🎯📊 Hosted by our COO, Stephanie Mullins-Wiles and Sarah Seedsman from Media Minds Global Ltd, the session unpacked how visibility, relevance, and influence are evolving in a world shaped by AI and platform logic. 📝 Key takeaways:  • Multi-channel strategy matters  • Short-form video drives reach  • AI helps, but storytelling connects  • Tailor content, keep your core message aligned And a striking stat: 89% of LLM citations come from earned media – another reason PR matters more than ever. 🤩 PR isn’t just shaping messages, it’s shaping what AI learns.

AI in MEDIA AND TRUST Recent months have been full of events, conferences and reports exploring the intersection of media, journalism and AI innovation. And honestly I’m full of admiration for how quickly journalists and media professionals have embraced this topic. From the outside, it might look like slow progress. But what’s really happening is a steady, deliberate effort to build a bridge between people and technology. One that’s already showing real results. The Reuters Institute’s Generative AI & News Report 2025 captures this moment beautifully. 🧠 Public awareness of generative AI is soaring — 61% of people surveyed said they’ve used an AI tool (up from 40%), and weekly use has nearly doubled (18% → 34%). 🗞️ But trust hasn’t caught up. Only about 12% of respondents said they’re comfortable with fully AI-generated news. People still place their trust in human led journalism. What they want is clear: ✅ Human oversight ✅ Transparency about when and how AI is used ✅ Accountability for what’s published It’s not that audiences reject innovation. They just want to know who stands behind the story and how it was made. That’s why the conversation is shifting from AI generated journalism to AI augmented journalism with tools that help journalists work smarter, not disappear. It’s also the mindset behind how we approach our work with Flipatic, where AI supports the newsroom rather than replaces it. Because we’re not here to listen to predictions about the future of journalism. We’re here to help build it - responsibly, transparently and together. And yes it might all look a bit blurred right now. But the more we talk, exchange experiences and experiment the sharper this picture becomes. 📖 Highly recommend reading it: https://lnkd.in/dmF2_gge Reuters Institute for the Study of Journalism Felix M. Simon, Richard Fletcher, Rasmus Kleis Nielsen. #AIinJournalism #MediaInnovation #GenerativeAI #ResponsibleAI #TrustInMedia #HumanInTheLoop #FutureOfNews #AIAugmentedJournalism #Flipatic Original photo credit: News Impact Summit: Elevating journalism with AI (WARSAW, October 2025; Photos by Nel Gwiazdowska)

Your PR strategy needs a human touch especially the headline. AI can draft the bulk of a press release, but the hook needs genuine news sense and industry relevance. Don't automate the creativity. Use AI for distribution lists and sentiment analysis after the journalist-worthy story is crafted. The goal is earned media, not automated noise. What is the hardest part about getting media coverage in your industry? #PRStrategy #EarnedMedia #AICreation #DigitalPR #MediaRelations #DigitalOmnicon

We need an Elements of AI for Storytelling: for creators, journalists, marketers and more. So Danya Henninger and I made 'em, after consuming tons of super helpful tactical guides -- including lots of help from our partners at the Lenfest Institute for Journalism. I've covered AI/ML for close to 15 years, and used various tools for a good chunk of that. The explosion of prominence is good, because this needs scrutiny. Here are our basics, and tell us what we're missing: 1) Only use AI tools to bring more people closer to more truth 2) It’s people all the way down 3) Hold no opinion on a tool you have neither used nor understood 4) Discount the optimists, care about policies, encourage caution 5) Check it twice, and say you did Link to the full piece below, and my recap in the video below. The basics:

The most aggressive adopters of AI in journalism are not national mastheads. They are hometown papers. A new wave of studies shows just how far this has gone. Graphite reports AI-written articles now outnumber human ones on the web. A study of 1,500 U.S. newspapers estimates roughly 9% of output is AI generated, with local outlets leading the way. One chain, Boone Newsmedia, clocks in at 20.9% of content created partly or entirely by AI. The drivers are obvious: hollowed-out newsrooms, relentless publishing demands, and low-cost tools that can turn a five-hour school board recap into a draft in minutes. But the risk is real. AI errors do more than misinform, they puncture trust. Think of the Chicago Sun-Times’ AI-built summer reading list that recommended books that did not exist. Pete Pachal argues the line between useful assistance and low-value slop comes down to judgment, review, and transparency. He also flags a quieter issue in national outlets, where small amounts of AI text are slipping into opinion pieces from contributors who may not follow house rules. What works for local newsrooms: 🔹 Be clear with readers about where and how AI is used. 🔹 Enforce contributor and staff policies, and equip editors with basic detection tools. 🔹 Treat AI copy as a draft, not a destination, with rigorous fact-checking and removal of “slop indicators” like canned phrasing. The takeaway is not whether AI is used, but whether it is used responsibly. Full analysis here 👇 https://lnkd.in/em8Kdmkr #LocalNews #AI #Journalism

📰 Protecting Media Trust in the AI Era With AI becoming a go-to news source for both journalists and readers, artificially generated content is spreading fast. The risk? Mistakes and misinformation can slip into headlines and shape public opinion. 💡 How the communications industry can protect trust: ✅ Strengthen fact-checking with both human editors and AI detection tools ✅ Demand transparency and clear labeling of AI-generated material ✅ Provide ongoing media-literacy education for audiences and staff ✅ Build partnerships for real-time misinformation monitoring Maintaining credibility and accuracy is critical as AI becomes part of everyday news production. Trustworthy journalism must stay at the center of the AI-powered media landscape. #AI #MediaTrust #ArtificialIntelligence #Journalism #Misinformation #DigitalSafety