PR is changing, and you can see it in the news stories.

Cut through the staggering amount of noise in the marketing and PR space and you start to spot a few items that show a genuine shift in the way things are happening. Things that will impact PR and strategic communications in the future.

I read a lot of newsletters, and as I say, there is a lot of noise.

But I picked out four stories that seem at first glance to be nothing special until you look into them. I explain why they matter for how PR and communications.

I look at:

- What the erosion in trust in traditional media means, according to Reuters, and why it is more nuanced than it first appears.

- How tool makers are using AI to analyse whether campaigns will work, and more importantly, whether you can do something similar for free on your own computer.

- The quiet return of experiential PR as an answer to digital and AI fatigue and slop. Will this continue to grow?

and

- Why one podcast industry newsletter shows that, without getting the product right, no amount of marketing will work.

I also talk briefly about a new research project I am working on.

This episode is an experiment. I wanted to try looking at a small number of news stories that genuinely stood out from the noise. As usual, I will look at the data, and if people find this episode useful, I will do more like it. If not, enjoy this one off.