For the detailed guide based on this chat and other research make sure you are signed up for the newsletter at - thepublicrelationspodcast.com/subscribe or go to the "PR Manual" on the website and look for the AI section. 

Public Relations is about to change because of AI. 

Over the next couple of years, almost every aspect will be touched by this emerging technology.

So, what do you need to know? How do you use it and what are the implications? 

Dr Mark van Rijmenam is someone who speaks on AI at large global conferences and has written multiple books, and he is also a friend. 

We got chatting and the chat is eye-opening for PRs.

Following on from this week's episode, I share some extra practical examples of how you can start to turn around a negative narrative against your organisation using public relations tactics and strategies.

Should you just keep quiet if the public seems to be against you?

It's an approach many organisations take.

How do you decide whether to speak up and do some public relations building or just keep a low profile?

Michelle was facing an issue. 

Some members of the public were calling for students at her college to be "hung" because of their behaviour but the attitude was unfair and wrong in Michelle's view.

As the Public Relations person building relationships with the public, what should you do? Tell the public they are wrong?

Good news stories are hard to sell to the press, especially if you are working for an organisation that generally always feels like it is under fire.

So, how can you get across good news stories and how can you turn around a long-running negative perception of an organisation? 

In this episode, I share some advice on why good news doesn't work and how to package good news so it does get used. 

I don't need to tell you that a good PR stunt can have a massive impact but when everything seems to have been done, how can you stand out?

I had a conversation with a chap at a children's birthday party the other day that went from fairy bread (not kidding) to the discussion of an epic PR stunt across a continent with potentially huge media coverage.

So can you as a small team of PRs or even on your own, punch way above your weight and get noticed on a national level without spending a fortune? Could you even get everyone to do it for free?

A press release can fail from the first line. 

There are lots of reasons why but a post in a PR group on LinkedIn this week got Richard thinking.

Balenciaga, the luxury fashion brand has been caught up in a firestorm of criticism after releasing some ill-judged images as part of its edgy marketing campaigns.

It's the hot topic in the fashion world right now and raises some big questions for public relations and brand management.

So where did it go wrong? What could they have done differently and how would you have handled a situation like this?