FIR #447: Decisions, Decisions: The Struggle to Communicate in the Age of Ubiquitous Malignancy

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The 2025 Edelman Trust Barometer characterized the current communication environment as one infected by grievance. Another commentator claimed that we are living in an age of ubiquitous malignancy. Communicating with a broad audience of stakeholders is especially challenging in this landscape. While the Trust Barometer identifies business as the only one of the four sectors trusted enough to do anything about it, the options at this point are anything but clear. Also in this long-form episode for January: Different AI large language models (LLMs) portray brands differently, making it a new requirement that communicators consider how AI will position them when developing their messaging. Muck Rack's 2025 survey on how PR professionals are using AI is out, and it contains a few surprises. The state of content marketing is at the heart of a new report from the Content Marketing Institute. It is apparently harder to quit Meta than it is to ditch X, leaving a lot of people sitting on the fence (your co-hosts included). Meanwhile, Bluesky's growth is surging, and the company is planning to introduce an Instagram competitor as some of the most important voices that had made their home on Twitter have made the transition. In his Tech Report, Dan York explores the tale of two TikTok bans.
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