Could you expand on those two points and where your current thinking is?

Yes, definitely.

It's really, really exciting for public relations and marketing practitioners at the moment because we've realised...

We recognised about a year ago that large language models were forming responses based on the earned media perspective.

So the earned and the owned media perspective.

Now, you know, there's a lot of work being done to try and understand and benchmark exactly how different perspectives of large language models arise with different answers.

And, you know, that's almost become a science or an art or a science in its own right and in the agency perspective.

So if you were to mentor someone starting out in the PR industry today, what skills would you tell them to build or specialise in from the off?

What impact do you think that's had in organisations?

So undoubtedly, it's the fragmentation of media.

It's the continuation of the issues we were dealing with back in 2010s, thinking about the impact of social media, the fragmentation of media.

and the impact of platforms so you know we've gone from a place where in the external environment practice was very much focused on on you know a traditional set of media published by a set of media owners in the internal environment we've gone from email as a primary form of communications or offline as a primary form of communications to this explosion also in platforms in in the internal environment and i think that's the fundamental shift the big impact it's had on practice i think is what i hope is to unlock this management opportunity because we've suddenly recognized that as practitioners we're not wedded to a channel much of the external public relations agency context, much of the in-house corporate communications context grew up around that traditional media perspective, internally focused on, you know, events and email.

Now, these are just one channel amongst many.

And so that forces practitioners to elevate their game and take a management perspective because you're no longer managing channels, you're managing...

You're managing these issues from a management perspective.

So at

earned media budgets would double

this year because of the geo-opportunity.

What they completely missed is the fact that other functions would work so hard to protect their budgets from moving forward.

And that's exactly what's happening in large organizations at the moment.

There's undoubtedly, you can't, you know, Google has said it itself, it's published the data itself.

Every publisher will tell you about the drop off in traffic for two reasons.

You know, the shift to consumer shift to the use of LLMs as a discovery tool.

So looking ahead, what are the various future scenarios for industry which you lay out in the book? And from where you sit now, which do you feel is the most likely to play out?