AI use can strengthen a brand’s reputation when consumers see how it improves their experience. Without clear benefits and appropriate safeguards, brands risk increasing skepticism among their audiences. AI has had no shortage of attention in the past six months. Concerns about the energy and water needed to power data centers have moved into the […]
Creative work needs a strategic tension to solve. Without it, it might look good, but it won’t resonate. That’s why I always come back to this: before we write a message, we have to define the problem. But not the business problem. The audience problem. What’s the underlying emotional challenge to solve that will eventually help solve the business problem? It’s easy (and normal!) to jump straight into what we want to say. But when we skip over the tension, we often miss the emotional core. The thing creative work is best at addressing.
Marketers are usually trained to sell products and services. But it gets tricky when we are tasked to challenge people’s assumptions of things like composting, speeding or using less energy. So, what are we really selling? We’re not just selling a behavior. We’re selling values and beliefs about the kind of person someone is or wants to be.
Depending on its use, AI can make a brand feel more helpful — or less trustworthy. Our research suggests the difference often comes down to one question: Is AI working for the consumer, or making decisions about them? Across C+C’s February and August 2026 Consumer AI surveys, that dividing line was steady. Consumers in the […]
AI use can strengthen a brand’s reputation when consumers see how it improves their experience. Without clear benefits and appropriate safeguards, brands risk increasing skepticism among their audiences. AI has had no shortage of attention in the past six months. Concerns about the energy and water needed to power data centers have moved into the […]
AI agents represent a meaningful shift in how public relations work is performed. They offer clear benefits with the ability to act independently at scale, simulate human identity or intent, and adapt messaging in real time without direct human approval. But they also introduce risks that cannot be ignored. When software begins acting autonomously on […]
In this last post, we’ll delve into a common stumbling block in the facilitation process: ensuring the equitable involvement of key communities affected by the problem your group is addressing.
If you, like me, strive to hold productive meetings, welcome, you’re in the right place! If you haven’t read Part 1 of this blog series on planning, I recommend you review it first for a primer on one of the most important steps to running effective meetings. For those continuing on this journey with me, in Part 2 we’ll dive into all the steps to take just before, during and after a meeting to make it as successful as possible.
Online search behavior is undergoing a massive shift. According to Adobe, 77% of people in the US have used ChatGPT as a search engine. How and where we prefer to gather information requires a new strategy to capture audiences who increasingly prefer AI-generated answers to exploring a website. It’s no longer just about ranking in search results. It’s about showing up in the answer itself.
Creative work needs a strategic tension to solve. Without it, it might look good, but it won’t resonate. That’s why I always come back to this: before we write a message, we have to define the problem. But not the business problem. The audience problem. What’s the underlying emotional challenge to solve that will eventually help solve the business problem? It’s easy (and normal!) to jump straight into what we want to say. But when we skip over the tension, we often miss the emotional core. The thing creative work is best at addressing.
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