<p>In this episode, we discussed the impact of generative AI on the PR industry, featuring <strong>Katie Earlam from 72 Point</strong> and <strong>Stuart Bruce from Purposeful Relations </strong>on their latest report findings. </p><p><br></p><p>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. </p><p><br></p><p>Practical steps include frequently publishing news via earned media, auditing AI footprints, and ensuring factual information. </p><p><br></p><p>The discussion underscored the need for PR professionals to proactively influence AI-generated content to maintain trust and accuracy.</p><p><br></p><p><br></p><p>View reports:</p><p><a href="https://www.72point.com/geo-report-2025/" target="_blank" rel="ugc noopener noreferrer">72Point and Purposeful Relations: Hold the Front Page: Traditional Media’s Influence in the Age of AI</a></p><p><br></p><p><a href="https://purposefulrelations.com/geo-report-2025/" target="_blank" rel="ugc noopener noreferrer">Purposeful Relations: The Impact of Generative Relations and Communications</a></p><p><br></p><p><a href="https://pr.onepoll.com/2025-10-31-trustreport/" target="_blank" rel="ugc noopener noreferrer">OnePoll: Trust, Truth and the Algorithm</a></p><p><br></p>