New Notified/PRWeek Survey Sheds Light on the Evolving Nature of Influence

Core Insights - The communications industry is facing significant challenges in influencing stakeholder awareness, trust, and sentiment due to the rise of digital platforms and information sources [1][2] - AI adoption is increasing among PR professionals, who are leveraging it to enhance storytelling, build consumer trust, and reach new audiences [1][4] Group 1: Challenges in Public Relations - A majority of PR professionals find it more difficult to maintain consistent messaging across various platforms, with 69% anticipating challenges in this area [3] - The threat of deepfakes and fake news is recognized by 79% of communicators as a measurable risk to brand reputation, yet 70% spend less than 10% of their time addressing these risks [3] Group 2: AI's Role in PR - 64% of PR professionals view AI as a significant enhancer of storytelling, an increase from 54% the previous year, while 23% believe it can help unlock new audiences [4] - 36% of respondents rank AI among their top four essential skills, with 77% predicting its importance will persist over the next five years [4]