Uploaded December 2025 | Updated September 2026, 2 hours ago

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In this episode, we discussed the impact of generative AI on the PR industry, featuring Katie Earlam from 72 Point and Stuart Bruce from Purposeful Relations on their latest report findings.

They highlighted that 44% of people trust AI more than the government, and 55% trust traditional media. Earned media remains the most influential input for AI, with 95% of citations coming from unpaid editorial sources. The conversation emphasised the importance of original content, relevance, and recency in PR strategies.

Practical steps include frequently publishing news via earned media, auditing AI footprints, and ensuring factual information.

The discussion underscored the need for PR professionals to proactively influence AI-generated content to maintain trust and accuracy.


View reports:
72Point and Purposeful Relations: Hold the Front Page: Traditional Media’s Influence in the Age of AI
72point.com/geo-report-2025

Purposeful Relations: The Impact of Generative Relations and Communications
purposefulrelations.com/geo-report-2025

OnePoll: Trust, Truth and the Algorithm
pr.onepoll.com/2025-10-31-trustreport