For Immediate Release

FIR 490: What is AI Reading?

AI studies claim to show what models actually “read”. But the sources shift month to month, and many citations aren’t reliable at all.

In #FIRpodcast 490, @shelholtz.bsky.social & @nevillehobson.xyz unpack what this means for communicators trying to stay visible – and accurate.

🎧 bit.ly/48cZLen

FIR podcast 489.

In FIR 489, @shelholtz.bsky.social and @nevillehobson.xyz dig into “idea inflation” – when leaders fire off AI-generated thought-leadership ideas and teams are left to clean up the mess. Plus: brand under comms, vibe coding, quantum, and more.

🎧💻 Listen or watch: bit.ly/43AUVoy

#FIRpodcast

FIR 488: Coca's Cola's generative AI holiday video.

Coca-Cola’s new AI-generated Christmas ad trades people for polar bears and pixels – and splits opinion wide open.

In FIR 488, @shelholtz.bsky.social and @nevillehobson.xyz unpack the reaction, and discuss the comms challenges that come with AI-driven content.

🎧 Listen or watch: bit.ly/4qThPl1

FIR #487: Beyond the Churn - Slower Publishing, Deeper Thinking, Better Outcomes - FIR Podcast Network What happens when the AI conversation turns from a quiet side road into a crowded superhighway? Recently, Martin Waxman -- digital strategist and LinkedIn Learning instructor -- pressed pause on the c...

In FIR 487, @shelholtz.bsky.social & @nevillehobson.xyz unpack @martinwaxman.bsky.social thoughtful post about pressing pause to make room for curiosity, quality, and quiet.

When the AI conversation turns into a crowded superhighway, this isn't quitting – it’s recalibrating

🎧 bit.ly/4onmHwV

FIR podcast episode 486

FIR 486 is live. @shelholtz.bsky.social & @nevillehobson.xyz cover rage-bait marketing, Lloyds’ exec GenAI + Copilot rollout, PRovoke’s crisis lessons, Böcker’s Louvre real-time ad, corporate affairs’ new brief, and trust velocity.

👉 www.firpodcastnetwork.com/fir-486-meas...

#Comms #PR #AI

“Going viral” isn’t a strategy – it’s a dice roll. In FIR 485 @shelholtz.bsky.social & @nevillehobson.xyz explain why you should drop it from your objectives and what to measure instead. Plan for compounding attention, not spikes.

🔗 www.firpodcastnetwork.com/fir-485-is-i...

#FIRpodcast

FIR 484: AI-Powered PR

A new #AI tool called #OliviaBrown can create & send entire PR campaigns, even follow up with journalists.

In FIR 484, @shelholtz.bsky.social and @nevillehobson.xyz discuss what this means for trust and the future of #publicrelations.

🎧 www.firpodcastnetwork.com/fir-484-is-o...

FIR #483: How Tylenol Handled a High-Profile Falsehood - FIR Podcast Network Kenvue's stock tumbled when U.S. President Donald Trump, with Health & Human Services Secretary Robert F. Kennedy, Jr., standing behind him, declared that its product, Tylenol, leads to autism in chil...

Was #Tylenol 's response to presidential claims that the painkiller causes autism in children whose mothers used it while pregnant worth holding up as a case study? @nevillehobson.xyz and @shelholtz.bsky.social break it down in FIR 483
www.firpodcastnetwork.com/fir-483-how-...

YouTube video by For Immediate Release FIR Interview: Generative Engine Optimisation with Stephanie Grober

Our FIR Interview on Generative Engine Optimisation #GEO is now on YouTube.

@nevillehobson.xyz & @shelholtz.bsky.social talk with Stephanie Grober about the hype, the scepticism, and what communicators can really do to prepare for generative search.

🎥 Watch here: www.youtube.com/watch?v=jwB1...

FIR podcast 482 - discussion topics.

In #FIRpodcast 482, @shelholtz.bsky.social & @nevillehobson.xyz dig into #workslop – workplace content that looks good but adds no real value

Also: human-centred organisations, the evolving role of internal comms, Amazon’s AI audience targeting, AI and press releases, and more.

🎧 bit.ly/42i54Wy

FIR #481: The Em Dash Panic - AI, Writing, and Misguided Assumptions - FIR Podcast Network In this short midweek episode, Neville and Shel dive into one of the hottest debates in communication today: what happens to tone and authenticity when artificial intelligence steps into the writing p...

#AI can polish our words, but at what cost to authenticity? In #FIRpodcast 481, @shelholtz.bsky.social and @nevillehobson.xyz discuss tone in AI-assisted writing and the 2025 em dash kerfuffle. Plus, Shel’s project to turn 28 blog posts into a new book with AI’s help.

🎧 Listen: bit.ly/42c8n1n

FIR Interview: Generative Engine Optimisation with Stephanie Grober - FIR Podcast Network GEO – generative engine optimisation – is suddenly everywhere. Is it the new SEO, a passing fad, or simply good communication practice in disguise? In this FIR Interview, Shel Holtz and Neville Hobso...

GEO is suddenly everywhere. Is it the new SEO or just a passing fad?

@shelholtz.bsky.social and @nevillehobson.xyz dig into the hype, the reality, and what comms pros should do now in our latest FIR Interview with Stephanie Grober.

🎧 www.firpodcastnetwork.com/fir-intervie...

FIR #480: Reflections on AI, Ethics, and the Role of Communicators - FIR Podcast Network In this reflective follow-up to our FIR Interview in July with Monsignor Paul Tighe of the Vatican, Neville and guest co-host Silvia Cambié revisit some of the key themes that resonated deeply from th...

#FIRpodcast 480 just dropped: a rich follow-up to our July interview with the Vatican's Paul Tighe.

In this episode, @silviacambie.bsky.social & @nevillehobson.xyz reflect on AI, ethics, dignity – and what communicators must do next.

🔗 www.firpodcastnetwork.com/fir-480-refl...

#AI #Ethics #Comms

FIR #479: Hacking AI Optimization vs. Doing the Hard Work - FIR Podcast Network Posts and videos featuring Generative Engine Optimization (GEO) hacks and formulas are flooding the web. We reported recently on one such hack focusing on press releases. But when you consider the kin...

#SEO vs #GEO.

In #FIRpodcast 479, @shelholtz.bsky.social and @nevillehobson.xyz ask: is generative optimisation the future, or just the latest acronym soup? Spoiler: trust and clarity still win.

🎧 www.firpodcastnetwork.com/fir-479-hack...

FIR #477: Deslopifying Wikipedia - FIR Podcast Network User-generated content is at a turning point. With generative AI models cranking out tons of slop, content repositories are being polluted with

#Wikipedia is under pressure from AI “slop” and from UK regulation.

In FIR 477, @shelholtz.bsky.social and @nevillehobson.xyz discuss Wikipedia’s new speedy deletion policy, and losing a legal challenge under the UK’s Online Safety Act. What does it all mean for communicators?

🔗 bit.ly/4fOwRUc

FIR #476: Rewiring the Consulting Business for AI - FIR Podcast Network Swarms of consultants descend on companies that have engaged their firms, racking up billable hours and cranking out PowerPoint presentations that summarize the data they've analyzed. That business mo...

Consulting is changing fast. McKinsey has 12,000 AI agents. Other giants are following. In FIR 476, @shelholtz.bsky.social and @nevillehobson.xyz ask: if #AI can do the “grunt work”, what’s left for humans – and how do firms, large and small, adapt?

🔗 www.firpodcastnetwork.com/fir-476-rewi...

FIR #475: Algorithms Got You Down? Get Retro with RSS! - FIR Podcast Network It has been 12 years since Google shut down Google Reader, its popular RSS news reader. The rise of social media newsfeeds had rendered RSS useless for many people, and declining usage led Google to s...

RSS never died, it just faded from view. In #FIRpodcast 475, @nevillehobson.xyz & @shelholtz.bsky.social talk about the quiet comeback of RSS, powered by AI and fediverse vibes. That's powerful, and it might be key to taking back control from the algorithms.

bit.ly/4lYTZ4h

#RSS #AI #fediverse

L-R: FIR co-hosts Shel Holtz and Neville Hobson, Monsignor Paul Tighe, and guest FIR co-host Silvia Cambié.

In a new FIR Interview, @nevillehobson.xyz, @shelholtz.bsky.social & @silviacambie.bsky.social speak with Monsignor Paul Tighe from The Vatican on the ethical challenges AI poses to humanity, work, and dignity.

Tune in: 🎧 www.firpodcastnetwork.com/fir-intervie...

#AI #ethics #AntiquaEtNova

FIR podcast 474, July 2025

➡️ FIR 474 is out now. @shelholtz.bsky.social @nevillehobson.xyz discuss AI and PR, covering:

– Synapse: an AI tool writing expert quotes
– Press releases as AI training data
– The comeback of brand newsletters

💡Plus @danyork.bsky.social and more

🔗 bit.ly/4oaEace

#FIRpodcast #AI #PR #Comms

Recording an FIR Interview. L-R: FIR co-hosts Shel Holtz and Neville Hobson; guest Monsignor Paul Tighe; guest co-host Silvia Cambié.

Due to a schedule change, our FIR Interview with the Vatican’s Msgr. Paul Tighe now drops on Tues 29 July.

We talk #AI, #ethics, and 'Antiqua et Nova' – a powerful look at how tech is reshaping values and responsibility – and more. Don't miss it!

www.firpodcastnetwork.com/coming-soon-...

FIR #473: The Digital Employee Experience is the Message - FIR Podcast Network It has been more than 60 years since Marshall McLuhan told us that the medium is the message. The decades that have passed since then have done nothing to diminish the truth of McLuhan's prescient sta...

Who really owns the digital employee experience (DEX)? In FIR 473, @shelholtz.bsky.social & @nevillehobson.xyz argue it's time internal communicators step up. It's not just about the tech - it's about how employees feel when using it.

🎙️ Listen: bit.ly/4mdE7ed

#DEX #InternalComms #FIRpodcast

FIR #472: The Evolution of Trust - FIR Podcast Network New research reveals that B2B decision-makers have increasingly recognized the importance of trust. The study also showed that companies that measure trust as a board-level KPI are over three times mo...

B2B decision-makers see the importance of trust. Companies that measure trust as a board-level KPI are over 3x more likely to report higher profits, yet only 22% of boards have trust as a KPI. Discussed in #FIRpodcast 472 by @nevillehobson.xyz & @shelholtz.bsky.social
bit.ly/4lXZTCu

Coming Soon on FIR: A Conversation with the Vatican on AI and Human Dignity - FIR Podcast Network We’re delighted to share that a new interview in our FIR Interviews podcast will feature a timely and thought-provoking conversation with Monsignor Paul Tighe, Secretary of the Section of Culture at t...

👀 Coming on FIR: a conversation with #Vatican AI & ethics lead, Monsignor Paul Tighe. We’ll explore the core message of 'Antiqua et Nova', the Church’s recent paper on #AI & human intelligence.

With co-hosts @nevillehobson.xyz @shelholtz.bsky.social & @silviacambie.bsky.social

📌 bit.ly/40MpmXk

FIR #471: Can You Be Influential and Anonymous at the Same Time? - FIR Podcast Network There's a new brand of influencer. Faceless creators wield their influence while never appearing on camera, while VTubers -- virtual YouTubers -- employ AI-generated avatars instead of showing their f...

"Faceless creators" and VTubers are assuming a prominent position among influencers. In #FIRpodcast 471, @shelholtz.bsky.social & @nevillehobson.xyz examine the reasons behind the phenomenon and its implications for communications and marketing.
www.firpodcastnetwork.com/fir-471-can-...

YouTube video by For Immediate Release FIR Interview: Richard Bagnall on the Barcelona Principles 4.0

Watch @nevillehobson.xyz & @shelholtz.bsky.social in conversation with @richardbagnall.bsky.social on YouTube:

📏 What the #BarcelonaPrinciples 4.0 aim to fix
🧭 Why #AVE is still around
📣 How to shift the mindset on comms measurement

📺 youtu.be/K5pFBhuPQLk?...

#AMEC #Measurement

Richard Bagnall on the Barcelona Principles 4.0 - FIR Podcast Network How do we prove the real value of communication in an age of fragmented media, AI-driven analysis, and relentless demand for results? In this episode of FIR Interviews, we talk with Richard Bagnall, c...

New FIR Interview: @nevillehobson.xyz & @shelholtz.bsky.social spoke with AMEC's @richardbagnall.bsky.social about the just-released Barcelona Principles 4.0 - a major refresh of the global standards for communication measurement.

🎧 Tune in: bit.ly/401oUEh

#FIRpodcast #AMEC #Measurement

FIR #470: Creative Commons Proposes an AI Copyright Solution - FIR Podcast Network Copyright challenges and intellectual property issues are consistently recognized as a serious, top-tier concern when it comes to Artificial Intelligence (AI). It may not be the top concern — that's u...

In FIR 470: @shelholtz.bsky.social & @nevillehobson.xyz discuss Creative Commons’ new #CCsignals project: a framework to tell AI how your content should be used.

Communicators have a key role to play in sharing feedback to influence development.

🎧 Listen now: bit.ly/4lhVgTR

#AI #FIRpodcast

FIR 469

#FIRpodcast 469 just dropped. @shelholtz.bsky.social & @nevillehobson.xyz cover:

🧠 Disconnected employees
📺 Social media beats TV for news
🧘 AI ethics meets theology at the Vatican
🤖 Creators use AI agents for fan engagement

Plus @danyork.bsky.social on Mastodon’s new rules for AI

bit.ly/3HRcHM8

FIR #468: New Threats to Reputation - FIR Podcast Network While a company's reputation doesn't appear as a line item on a profit and loss statement or a balance sheet, it is nevertheless a critical intangible asset that significantly influences financial per...

Reputation threats are evolving, a rich topic for @shelholtz.bsky.social & @nevillehobson.xyz in #FIRpodcast 468. Top 3 threats:
⚠️ AI misuse & deepfakes
⚠️ Elon Musk associations (!)
⚠️ DEI U-turns

We say brands need new playbooks for a volatile world.

🎧️ bit.ly/4lf6Ej6

#comms #PR #reputation

Craig Silverman on Fighting Digital Deception with Indicator - FIR Podcast Network In this episode of FIR Interviews, we welcome back a long-time friend of the podcast, award-winning journalist and media researcher Craig Silverman, for his third appearance – this time to talk about ...

New #FIRpodcast interview dropped: @nevillehobson.xyz and @shelholtz.bsky.social speak with @craigsilverman.bsky.social about Indicator, his new venture exposing digital deception. Discover why comms pros need #OSINT skills now more than ever.

🎧 Tune in: bit.ly/3HPUuhT