A VERY Happy New Year! As 2025 begins, savvy and seasoned PRs will again be doing environmental scans to proactively spot potential issues (hopefully not crises), red flags, trends, and all that jazz, to prepare for any contingency in the months ahead.
Dr. Donald Patric k Lim at a recent talk delivered for Philippine Blockchain Week where he traced the evolution of the World Wide Web and how much user engagement has changed in each stage: Web 1.0—the first generation of the World Wide Web, mostly static, read only, writing, with limited interaction; Web 2.0—more dynamic and participative with more user and end-user interaction, social media, user-generated content; and Web 3.
“Donald has been at the forefront of leading digital transformation initiatives in various companies through his previous roles as Chief Digital Officer of ABS-CBN and as Country CEO of Dentsu Philippines.• Internet and Mobile Marketing Association of the Philippines ;• Blockchain Council of the Philippines as its founding chair. He will soon be establishing the Cybersecurity Council.
It was in 2012 when he was invited to speak at a prestigious World Conference in Chicago. I was at his session where he kept an international crowd riveted to their seats from start to finish, as he discussed brand health and the formula he formulated to measure it. Today, every business is a digital business, no matter the industry. Because of that, anyone in a leadership role, whether you’re a CEO, a manager, or a professional in any field needs to understand technology.
• Running a business gives me a hands-on perspective on how technology affects strategy and execution. • And as someone who’s passionate about tech, I make it a point to stay informed about emerging trends and how they can transform industries. Whether it’s writing copy, designing visuals, or producing creative content, AI is becoming an essential tool of the trade.
• Another major concern is deepfakes. AI makes it possible to craft highly realistic yet completely fabricated videos, which could be used to spread misleading information. Think about the implications: someone could create a deepfake video of a public figure saying or doing something they never did, and it could be distributed widely before anyone can verify its authenticity. This kind of misuse could be devastating.
• PR professionals must be naturally inquisitive, always learning, and unafraid of technology. They need to experiment continuously, engage in conversations, and learn from one another. • AI is another area where PR professionals must upskill quickly. The adoption of AI is happening at a rapid and aggressive pace. By 2025, those who don’t know how to leverage AI for writing, content creation, and other creative tasks risk being left behind. Staying competitive means embracing these tools now. At the same time, understanding and using traditional platforms is still important. Knowing when and how to integrate them into campaigns remains a critical skill.
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