Public relations used to be seen as the function that shaped the message after the decisions were made. That is not enough anymore. In a world shaped by geopolitical shocks, cultural division, AI disruption, and rising reputational risk, communications leaders are being pulled closer to the centre of power. They are no longer just storytellers or spokespersons. They are becoming strategic sensemakers: the people expected to read the moment, interpret the pressure, and help leadership decide what to say, what to do, and sometimes whether to say anything at all. Our job is evolving to help brands survive the storm.If you work in PR, corporate affairs, or communications leadership, this episode will feel familiar fast, because it names the job as it is now, not as it used to be. And if you have not yet felt that shift in your own role, you will soon.  Listen For3:00 How Has the PR Professional Evolved into a Strategic Sense-Making Role?5:58 When Should CEOs Speak Out. And When Should They Stay Silent?10:23 What Is Strategic Ambiguity, and Why Are Companies Using It Now?13:09 What Skills Do Future PR Professionals Need to Succeed?15:01 How Do Communication Leaders Really Feel About AI?Guest: Tom Fife-Schaw, Uk Managing Director of Corporate Reputation, IpsosEmail | LinkedIn | Navigating Through Turbulence Report DougSubstack | Website | LinkedInFarzanaSubstack | Website | LinkedIn Are you a brand with a podcast that needs support? Book a meeting with Doug Downs to talk about it.Apply to be a guest on the podcastConnect with usLinkedIn | X | Instagram | You Tube | Facebook | Threads | Bluesky | PinterestRequest a transcript of this episodeSupport the show