For Immediate Release Podcast

Your brand is no longer defined solely by what you say about yourself. Increasingly, it is defined by the answers AI gives when someone asks about you. In this FIR Interview, Pete Blackshaw joins FIR co-hosts Neville Hobson and Shel Holtz to discuss why AI should be viewed less as another marketing channel and more as an auditor of organisational credibility. Together, they explore why trust, transparency and evidence are becoming more important than marketing claims, how different AI models develop different perspectives on brands, why communicators need to think beyond traditional search optimisation, and what organisations can do today to prepare for an increasingly agent-driven future.

In this FIR Interview, Shel Holtz and Neville Hobson talk with crisis and risk communication expert Philippe Borremans about his Crisis Communication 2026 Trend Report. We explore what communicators and organisations are really prepared for – and where the gaps between awareness and action remain widest – in a world shaped by AI, declining trust, and overlapping crises. Continue reading: https://www.firpodcastnetwork.com/for-immediate-release/