In this episode of The Digital Executive, host Brian Thomas sits down with Adam Belmont, senior public relations and strategic communications executive, to discuss what it really takes for brands to stand out in today’s saturated and AI-influenced media landscape.

Adam explains that the biggest mistake companies make is talking about themselves instead of focusing on the audience they’re trying to serve. He emphasizes that people buy from people—not faceless brands—and that empowering leaders and team members to show up authentically builds far greater trust and influence than hiding behind a company logo.

The conversation also explores the disconnect between business strategy and communication strategy, with Adam highlighting why communications teams must have a seat at the table from the very beginning. Rather than being treated as a reactive function during crises, PR should operate as a proactive, always-on engine that steadily builds credibility, visibility, and long-term momentum.

Looking ahead, Adam shares why clarity, credibility, and meaningful storytelling will separate breakout brands from those that get lost in the noise—especially as AI-generated content and generative search reshape how companies are discovered and validated. The takeaway: communications is no longer an afterthought—it’s a core business function that directly impacts growth, reputation, and relevance.

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