FIR Interviews

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Interviews with business leaders and innovators of interest to communicators

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July 13, 20261 hr 0 min

AI, trust and the answer economy – Pete Blackshaw on the future of brand credibility

Your brand is no longer defined solely by what you say about yourself. Increasingly, it is defined by the answers AI gives when someone asks about you. That simple but profound shift lies at the heart of The Answer Economy , the forthcoming book by Pete Blackshaw , entrepreneur, founder of BrandRank.ai, and former Global Head of Digital and Social Media at Nestlé. As AI assistants and agents become increasingly influential in how people discover information, evaluate products and make decisions, organisations face a new communications challenge. It's no longer enough to tell your story well. Your organisation also needs to be accurately understood by the AI systems that increasingly act as intermediaries between brands and the people they serve. In this FIR Interview, Pete joins Neville Hobson and Shel Holtz to discuss why AI should be viewed less as another marketing channel and more as an auditor of organisational credibility. Together, they explore why trust, transparency and evidence are becoming more important than marketing claims, how different AI models develop different perspectives on brands, why communicators need to think beyond traditional search optimisation, and what organisations can do today to prepare for an increasingly agent-driven future. For communicators, the implications are profound. Success in the answer economy won't depend on producing more content. It will depend on whether an organisation has earned the evidence, transparency and trust that AI systems increasingly use to evaluate every claim it makes. Continue Reading → The post AI, trust and the answer economy – Pete Blackshaw on the future of brand credibility appeared first on FIR Podcast Network .

January 29, 202646 min

AI risk, trust, and preparedness in a polycrisis era

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

December 10, 202558 min

AI and the Writing Profession with Josh Bernoff

Josh Bernoff has just completed the largest survey yet of writers and AI – nearly 1,500 respondents across journalism, communication, publishing, and fiction. We interviewed Josh for this podcast in early December 2025. What emerges from both the data and our conversation is not a single, simple story, but a deep divide. Writers who actively use AI increasingly see it as a powerful productivity tool. They research faster, brainstorm more effectively, build outlines more quickly, and free themselves up to focus on the work only humans can do well – judgement, originality, voice, and storytelling. The most advanced users report not only higher output, but improvements in quality and, in many cases, higher income. Non-users experience something very different. For many non-users, AI feels unethical, environmentally harmful, creatively hollow, and a direct threat to their livelihoods. The emotional language used by some respondents in Josh’s survey reflects just how personal and existential these fears have become. And yet, across both camps, there is striking agreement on key risks. Writers on all sides are concerned about hallucinations and factual errors, copyright and training data, and the growing volume of bland, generic “AI slop” that now floods digital channels. In our conversation, Josh argues that the real story is not one of wholesale replacement, but of re-sorting. AI is not eliminating writers outright. It is separating those who adapt from those who resist – and in the process reshaping what it now means to be a trusted communicator, editor, and storyteller. Continue Reading → The post AI and the Writing Profession with Josh Bernoff appeared first on FIR Podcast Network .

September 16, 202548 min

FIR Interview: Generative Engine Optimisation with Stephanie Grober

GEO – generative engine optimisation – is suddenly everywhere. Is it the new SEO, a passing fad, or simply good communication practice in disguise? In this FIR Interview, Shel Holtz and Neville Hobson talk with Stephanie Grober, Marketing & PR Director at Horowitz Agency in New York, about why GEO matters, the competing narratives surrounding it, and how communicators should prepare for the impact of generative search. What we discussed What GEO actually is – and how it differs from (or builds on) SEO The hype versus the reality: is GEO a genuine discipline or simply “snake oil”? The importance of authority, credibility, and tier 1 media coverage in shaping generative search results Why trade and niche publications are still crucial for visibility Practical steps for PR and comms professionals to get ahead, from media training to message consistency The evolving role of content marketing, press releases, and multimedia in a GEO-driven environment How law firms and professional services balance credibility with regulatory and compliance requirements Where GEO may be heading over the next 12 months Continue Reading → The post FIR Interview: Generative Engine Optimisation with Stephanie Grober appeared first on FIR Podcast Network .

July 29, 202542 min

FIR Interview: Monsignor Paul Tighe on AI, Ethics, and the Role of Humanity

“Artificial intelligence will not save us. But it might help us understand who we are.” – Monsignor Paul Tighe In one of our most thought-provoking FIR Interviews to date, we speak with Monsignor Paul Tighe , Secretary of the Section of Culture of the Dicastery for Culture and Education at The Vatican, about the ethical dimensions of artificial intelligence and the role of the Church in shaping global conversations around technology. As AI continues its rapid development and deployment across all sectors of society, the question of how we use it – and why – has never been more important. From concerns about algorithmic dehumanisation to the challenge of building ethical cultures inside corporations, Msgr. Tighe brings a unique voice of moral clarity and practical insight to the discussion. In this wide-ranging conversation with FIR co-hosts Shel Holtz and Neville Hobson, and guest co-host Silvia Cambié, Msgr. Tighe addresses: Why the Vatican published Antiqua et Nova , a foundational text on the relationship between AI and human intelligence, in January 2025. How AI challenges our definitions of intelligence, decision-making, and moral responsibility. The dignity of work in an age of automation and algorithmic management. How corporate communicators can foster trust, transparency, and ethical accountability in their organisations. The moral obligations of companies developing AI, and the limitations of relying solely on regulation or benevolence. Why global conversations on AI ethics must include voices beyond technologists and ethicists – including religious, cultural, and social communities. Continue Reading → The post FIR Interview: Monsignor Paul Tighe on AI, Ethics, and the Role of Humanity appeared first on FIR Podcast Network .

July 2, 202547 min

Richard Bagnall on the Barcelona Principles 4.0

How do we prove the real value of communication in an age of fragmented media, AI-driven analysis, and relentless demand for results? In this episode of FIR Interviews, we talk with Richard Bagnall, chair of AMEC, the International Association for the Measurement and Evaluation of Communication, and a global authority on comms measurement, about the newly released Barcelona Principles 4.0 – the most comprehensive update yet to the world’s leading framework for communication neasurement and evaluation. From embracing transparency, ethics, and impact, to the contentious advertising value equivalents (AVEs) metric, this conversation is a must-listen for anyone serious about elevating the role of communication in modern organisations. The conversation centres on Richard's insights into the thinking behind the update, what has changed since version 3.0, and why these principles matter more than ever in a fast-evolving media and technology landscape. Among the key themes discussed: Continue Reading → The post Richard Bagnall on the Barcelona Principles 4.0 appeared first on FIR Podcast Network .

June 11, 202544 min

Craig Silverman on Fighting Digital Deception with Indicator

In this episode of FIR Interviews, we welcome back a long-time friend of the podcast, award-winning journalist and media researcher Craig Silverman, for his third appearance – this time to talk about his new venture, Indicator . Craig is best known for his work on media accuracy, verification, and exposing digital misinformation, including reporting at ProPublica and BuzzFeed News, and as founder and editor of "Regret The Error" and its subsequent book. Now, with co-founder Alexios Mantzarlis, he has launched Indicator , a subscription-based site and newsletter focused on reporting, resources, and training that help professionals understand and investigate digital deception. In this wide-ranging conversation, Craig explains how Indicator came to be, the challenges of launching a media startup, and what kind of impact he hopes to achieve. He also shares practical insights for communication professionals facing the growing threat of coordinated inauthentic behaviour, fake reviews, and AI-generated disinformation. Continue Reading → The post Craig Silverman on Fighting Digital Deception with Indicator appeared first on FIR Podcast Network .

May 21, 202542 min

Eric Schwartzman on Bot Farms and Digital Deception

In this FIR Interview, Neville and Shel talk with author, investigative journalist, and New York SEO, Eric Schwartzman, about his Fast Company article, " Bot farms invade social media to hijack popular sentiment. " A consultant who specialises in SEO for financial services companies, Eric explains how coordinated networks of smartphones and AI-generated content are distorting public perception, manipulating virality, and reshaping what we trust online. Eric, a long-time friend of FIR and a former entertainment public relations correspondent for FIR, discusses how bot farms now outnumber real users on social networks, how profits drive PR ethics, and why Meta, TikTok, X, and even LinkedIn are complicit in enabling synthetic engagement at scale. Eric also previews his forthcoming book, Invasion of the Bot Farms , which explores this escalating threat through insider stories and case studies. Continue Reading → The post Eric Schwartzman on Bot Farms and Digital Deception appeared first on FIR Podcast Network .

April 23, 202536 min

Zora Artis on Bridging AI and Human Connection in Internal Communication

Zora Artis is a leading voice in strategic internal communication with a passion for how IC can lead the integration of AI into the workplace in ways that reinforce, rather than replace, human connection. In this FIR Interview, Neville Hobson and Shel Holtz speak with Zora about how artificial intelligence is reshaping internal communication, prompting a strategic transformation in the profession. Continue Reading → The post Zora Artis on Bridging AI and Human Connection in Internal Communication appeared first on FIR Podcast Network .

March 12, 202544 min

Sam Michelson on How AI Search is Changing Reputation Management

AI-powered search is fundamentally changing how reputations are built, managed, and perceived online. In this FIR Interview, we’re joined by Sam Michelson, founder and CEO of digital reputation management company Five Blocks, to discuss how companies and executives must rethink their approach to digital reputation management in a world where search is no longer just... Continue Reading → The post Sam Michelson on How AI Search is Changing Reputation Management appeared first on FIR Podcast Network .