AI has shifted from being purely a productivity story to something far more uncomfortable. Not because the technology became malicious, but because it's now being used in ways that expose old behaviors through entirely new mechanics. An article in HR Director Magazine argues that AI-enabled workplace abuse -- particularly deepfakes -- should be treated as workplace harm, not dismissed as gossip, humor, or something that happens outside of work. When anyone can generate realistic images or audio of a colleague in minutes and circulate them instantly, the targeted person is left trying to disprove something that never happened, even though it feels documented. That flips the burden of proof in ways most organizations aren't prepared to handle.

What makes this a communication issue -- not just an HR or IT issue -- is that the harm doesn't stop with the creator. It spreads through sharing, commentary, laughter, and silence. People watch closely how leaders respond, and what they don't say can signal tolerance just as loudly as what they do. In this episode, Neville and Shel explore what communicators can do before something happens: helping organizations explicitly name AI-enabled abuse, preparing leaders for that critical first conversation, and reinforcing standards so that, when trust is tested, people already know where the organization stands.

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The post FIR #500: When Harassment Policies Meet Deepfakes appeared first on FIR Podcast Network.

The Public Relations Society of America (PRSA) responded to member requests for a statement about the federal immigration crackdown in Minnesota with a letter explaining why the organization would remain silent. In this short midweek episode, Neville and Shel outline the key points in the letter, where they disagree, and how they might have responded.
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The post FIR #499: When Saying Nothing Sends the Wrong Message appeared first on FIR Podcast Network.

In this FIR Interview, Neville Hobson and Shel Holtz speak with crisis and risk communication specialist Philippe Borremans about his new Crisis Communication 2026 Trend Report, based on a survey of senior crisis and communication leaders.

The conversation explores how crisis communication is evolving in an era defined by polycrisis, declining trust, and accelerating AI-driven risk – and why many organisations remain dangerously underprepared despite growing awareness of these threats.

Drawing on real-world examples, including recent AI-amplified reputation crises, Philippe outlines where organisations are falling short and what communicators can do now to close the gap between awareness and action.

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The post AI risk, trust, and preparedness in a polycrisis era appeared first on FIR Podcast Network.

The 2026 Edelman Trust Barometer focuses squarely on "a crisis of insularity." The world's largest independent PR agency suggests only business is in a position to be a trust broker in this environment. While the Trust Barometer's data offers valuable insights, Neville and Shel suggest it be viewed through the lens of critical thinking. After all, who is better positioned to counsel businesses on how to be a trust broker than a PR agency? Also in this episode:

• Research shows employee adoption of AI is low, especially in non-tech organizations like retail and manufacturing, and among lower-level employees.
• CEOs insist that AI is making work more efficient. Do employees agree?
• Organizations believe deeply in the importance of alignment. So why aren't employees aligned any more today than they were eight years ago?
• Mark Zuckerberg changed the name of his company to reflect its commitment to the metaverse. These days, the metaverse doesn't figure much in Zuckerberg's thinking
• In his Tech Report, Dan York reflects on Wikipedia's 25th anniversary.

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The post FIR #498: Can Business Be a Trust Broker in Today’s Insulated Society? appeared first on FIR Podcast Network.

The latest BCG AI Radar survey signals a definitive turning point: AI has graduated from a tech-driven experiment to a CEO-owned strategic mandate. As corporate investments double, a striking "confidence gap" is emerging between optimistic leaders in the corner office and the more skeptical teams tasked with implementation. With the rapid rise of Agentic AI — autonomous systems that execute complex workflows rather than just generating text — the focus is shifting from simple productivity gains to a total overhaul of culture and operating models. In this episode, Neville and Shel examine this evolution that places communicators at the center of a high-stakes transition as AI moves from a pilot phase into end-to-end organizational transformation.
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The post FIR #497: CEOs Wrest Control of AI appeared first on FIR Podcast Network.

Neville and Shel dive into the ambitious new definition of public relations proposed by the Public Relations and Communications Association (PRCA). Sparked by a two-and-a-half-page draft that reframes the discipline as a senior strategic management function, Shel and Neville debate whether this comprehensive document serves as a vital "PR for PR" or if its length and academic tone move it closer to a manifesto than a practical, portable definition. The conversation explores the proposal’s emphasis on organizational legitimacy, its explicit inclusion of AI’s role in the information ecosystem, and the ongoing challenge of establishing a unified professional standard that resonates across the global communications industry.
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The post FIR #496: A Proposed New Definition of Public Relations Sparks Debate appeared first on FIR Podcast Network.

In which Neville and Shel take a few minutes to acknowledge FIR's 21st birthday.

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The post FIR 21st Anniversary Celebration appeared first on FIR Podcast Network.

Reddit, the #2 social media site in the US, just surpassed TikTok to assume the #4 slot in the UK. It has no algorithm forcing you to see what's most likely to keep you on the site; just users upvoting what they think is most interesting, valuable, or relevant. Every topic under the sun has a subreddit. Several organizations, from Starbucks to Uber, have taken advantage of it. So why is it absent from most communicators' list of social media platforms to pay attention to? Neville and Shel look at Reddit's growing influence in this episode.
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The post FIR #495: Reddit, AI, and the New Rules of Communication appeared first on FIR Podcast Network.