Fernanda Bartels

Agile communications isn't just for startups anymore. The UN Environment Programme proves it's possible: their comms team has developed a fast and agile approach that enables them to inject their voice into any related issue of the day. "We're constantly looking at the data. What gets the most views is when we publish content at a time when there are related breaking news stories," said Daniel Cooney, Director of Communications in the book #EngageWithImpact. The result? Higher views and shares when it matters most. Listen to the audiobook introduction below 👇 and find out more at engagewithimpact.com

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Soooo, I had a few weeks of annual leave, and this year I decided to turn it into a #creativity and learning break. As a communications professional, I’ve been curious about many #AI tools for a while. But if I’m honest, learning them always felt time-consuming and energy-consuming 🙈 So during this break, I decided to finally explore some AI tools for communications, one by one. And I’m happy to share what I’ve been learning. 🌟 First up: Notion AI (TBH using it for 6 months now) I ignored Notion for years (loyal Trello user here 🙋🏽‍♀️). But after my partner attended a university Notion event and told me about the whole “Notion-verse,” I was like WOW. Since I juggle multiple interests, communications, #coaching, learning German language, and creative projects, I wanted to see if Notion + AI could help organise and keep track of my beautifully chaotic brain. And… it worked! Here are a few things that worked surprisingly well for me as a multi-passionate communications professional👇 P.S. This is not an endorsement of the application, just my personal views and curious learnings, and not those of any organisation I’m affiliated with 🧠 #artificialintelligence

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The digital world is flooded with misleading content, from AI-manipulated videos to doctored images, making it increasingly tough to trust what we see. Without systems to verify the source and integrity, digital content becomes a liability. That’s where the Coalition for Content Provenance and Authenticity (C2PA) comes in. Backed by industry leaders like Adobe, BBC, Google, Microsoft, OpenAI and now Irdeto, this initiative is building a more transparent digital world, where trust in content is earned and verifiable. By joining C2PA, we’re bringing decades of experience in keeping digital content secure. We have consistently worked to protect video content from its creation to its consumption, collaborating with broadcasters, operators, device manufacturers, and software platforms to ensure security and trust. Read our latest blog to understand how C2PA is making it stronger and how Irdeto is contributing! #Irdeto #VideoEntertainment #Cybersecurity #Security #Video #OTT #Streaming

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I’m a little bit obsessed with this piece by Julia Ruttner. “Generative engine optimization rewards what PR builds.” That line really stayed with me, and honestly, I am completely with Julia on this. I’ve been hearing a lot of anxiety lately from marketers, comms pros, and PR specialists about AI “replacing” what we do. In reality, I see it doing the opposite. It’s making strong, creative, strategic work more visible and more valuable. Your audience isn't just searching anymore. They’re asking Claude, Gemini, ChatGPT, Perplexity etc. specific questions and putting a high level of confidence in the answers they receive. Answers shaped by sources that are clear, credible, and consistently referenced. It's making the fundamentals of PR and Communications more important and relevant than ever. The work that builds real authority, like earned media and credible coverage, isn’t just a “nice to have” anymore. It’s what AI is actually surfacing and referencing. Strong messaging. Clear positioning. Authority over volume. Alignment across everything you put into the market. That’s the priority, and it’s exactly why Generative Engine Optimization needs to be part of your communications strategy now. The brands that will stand out in AI search won’t be the ones producing the most content. They’ll be the most trusted, the most consistent, and the most well-defined. In other words, the brands doing PR well. https://lnkd.in/gJDYWgcf

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I rarely write public posts, but a chain of a few events sparked a thought I would like to share. The first was a great post by Ihor Melnikov about crisis communications. I’m sure every PR person shudders at that phrase, but, as they say, a crisis happens sooner or later. (If you still don’t have a plan for it — go check the post and grab the checklist.) Then, on a Saturday morning, I came across a post mentioning Yulia Solovey, and on her Facebook page I found a podcast called “Meaningful Communications: when meanings shape culture.” Among many interesting things, one case caught my attention. Talking about the importance of shaping meaning, Yulia gave an example: in some African countries and in Brazil, they hold “Russia Days” (I really hate even typing this), where they talk about its “beautiful culture, great power,” etc. (once again — ugh). And after this kind of systematic “work,” people don’t perceive the tragedy in Bucha as truth. Like, “such good people couldn’t have done that.” Putting these two stories together, I had a thought: risk mitigation and crisis response are the basic level for PR teams. But that’s not all. The next level is shaping an alternative reality (call it propaganda) that creates a counter-narrative to a potential crisis. To build an information environment where, when a crisis does happen, it doesn’t trigger rejection of the brand, but doubt: could such a “good” brand/person/etc really do something like that? Not after the crisis. Not by explaining and justifing oneself. Not by pushing it down Google results with positive content. But before — by creating meaning. It is a long and resource-intensive process. But that’s exactly what PR is about. It seems to me that this approach is most systematically used by publicly traded companies. There, even a small crisis can be very costly. In other cases, everyone fears crises — but rarely works with them strategically. Although, in essence, the real work on a crisis begins long before it even happens. P.S. from the “nobody asked, but I’ll say it anyway” series.

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Proud to see this becoming reality. Entrepreneurship should be open to everyone. Yet many talented founders with disabilities still face barriers long before they even get the chance to build something. That is exactly why initiatives like the Giff - Global Inclusive Founders Fund matter. They recognize that experiences of exclusion often create resilience, creativity and determination that are incredibly valuable in entrepreneurship. Thank you Juan Pablo Carrillo Estefan and Louise Scarlette Maunoir for driving this forward. I’m excited to see the impact this will have and to help identify founders who deserve to be seen and supported. If you know founders with disabilities building something ambitious, reach out.

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I often write about the human communications renaissance that AI is enabling. 10 Years After Bowie, his innovation still moves us, human genius that still inspires. Today, a Guardian article sharpened something I already feel: there is genius no machine can ever replicate. David Bowie’s innovation crossing genres, cultures, and decades, is still relevant today. The piece warns how even such brilliance can be at risk of being forgotten, influenced by economic, political, and corporate decisions. AI can calculate, predict, and optimize. But it cannot feel longing, nostalgia, curiosity, or sensitivity. It mirrors what we feed it - which is why the human role has never been more important. Bowie’s brilliance didn’t live in data. It lived in culture, in passion, in wonder- deeply human forces we must preserve, amplify, and choose to carry forward. Inspired by “David Bowie: 10 years after his death, his legacy is at risk,” The Guardian, 9 Jan 2026

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From Seed to IPO: 23 Reasons Startups Need PR at Every Stage In 2025, I crossed my 100th startup client. After 17 years in PR and hundreds of founders, CEOs, and C-suite leaders across consumer and B2B tech, I’ve seen the same mistake at every stage. It’s time to talk about it. Launching a product? PR gets called weeks before GA, after the story is locked. But PR belongs in the GTM room early, shaping the narrative before competitors do and before hype outpaces credibility....

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Week 3 Nomination Insights Report Theme: Emerging Signals of Consumer Voice Overview Three weeks into the nomination phase of the Consumers Value Awards 2026, the conversation is gaining measurable traction. With over 100 nominations recorded, early patterns are emerging—offering a glimpse into how consumers are defining value in today’s market. Key Insights Crossing the 100-nomination mark within three weeks signals a strong start. More importantly, it reflects a growing willingness of consumers to express their experiences—both positive and critical. Insight: Consumers are not indifferent—they are selective about when and how they engage. Early patterns suggest that brand visibility is not directly translating into nominations. Instead, consumers are responding more to actual service experience. Insight: High advertising presence does not guarantee consumer endorsement. Initial nomination trends indicate stronger activity in: Banking & Financial Services Telecommunications Emerging Digital/Service Platforms These sectors naturally attract higher engagement due to their daily relevance in consumer lives. Insight: The closer a brand is to everyday life, the higher the scrutiny—and the opportunity for recognition. While some sectors are gaining traction, others remain noticeably quiet. Insight: Silence may indicate: Low engagement Undifferentiated experiences Or a gap in consumer awareness Although it is still early in the process, nomination activity suggests that some categories are beginning to show signs of competition, while others remain open. Insight: At this stage, no category is decided—consumer participation can still significantly influence outcomes. The Emerging Narrative A clear shift is becoming evident: Consumers are not rewarding promises. They are rewarding performance. This reinforces a broader truth in today’s market: Trust is earned through experience Value is defined by the consumer. The Participation Gap While over 100 nominations have been recorded, this represents only a fraction of the consumer base. The biggest insight so far is not just who is being nominated, but how many voices are yet to be heard. What This Means For Consumers: Your voice is a critical part of shaping credible recognition. Silence allows perception to be defined by others. For Brands: This is more than an award—it is an unfiltered audit of consumer perception. For The Industry: The shift toward consumer-led recognition signals a move away from institution-driven validation to experience-driven credibility. What’s Next As the nomination phase progresses: More patterns will emerge Category competition will intensify Consumer influence will become more pronounced The outcome will not be determined by visibility—but by participation. Call to Action If your experience with any brand—positive or negative—matters, this is the time to make it count. Nominate. Be heard. Shape the narrative. https://lnkd.in/eai_9v-3

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A pattern I’ve noticed working with tech companies: Many founders invest heavily in product development… but very little in narrative development. And yet narrative shapes almost everything: 📊 how investors evaluate the company 📰 how journalists frame the story 🧠 how buyers understand the problem 🤝 how partners perceive the opportunity If the narrative is unclear, even strong companies can struggle to stand out. Anti-PR focuses on solving that gap. Instead of chasing attention, the goal is to build authority and influence in the conversation that matters most to your industry. When that happens, visibility becomes a natural outcome. Not the starting point. If you are thinking about how your company’s story will compete, feel free to reach out. I’d love to hear what you are building. Karla Jo Helms ★ JOTO PR Disruptors #AntiPR #StartupPR #TechGrowth #NarrativeStrategy #JOTOPR #FounderLife

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journalists. contributors. freelancers. quick question: would it help you if the pitches you received came with an offer of a short q&a or faq format that’s optimized for ai search? let me explain: we’ve updated how we pitch and support media. not just to make it easier to skim, but to help your stories reach further in a generative-first landscape. it's because we know ai search is changing how people discover and use information. new data from Profound shows that 37.5% of all chatgpt prompts are generative. people aren’t just asking questions, they’re asking the model to create: – write a summary – generate a comparison – explain this for an executive – list pros and cons – break it down by industry in traditional search, informational queries made up the majority. in ai search, those now come second. the dominant prompt is: "make something for me." that’s why we now offer q&a or faq support that mirrors the structure ai models prefer. it helps your piece surface when someone types: “write me an overview of b2b ecommerce platforms” “explain edi vs api like i’m not technical” “generate a list of challenges in cross-border payroll” we don’t guess what people are asking, we track it. and we use that data to help shape story structure that serves both the journalist and the algorithm. for example, if you’re writing about b2b ecommerce, our q&a might include: what is headless commerce in b2b? [answer] how is b2b ecommerce different from b2c? [answer] which platforms are leading in this space? [answer] this structure helps your piece rank not just in google, but in the answer engines powering ai summaries, search results, and real-time citations. and your article has to be ready to be reused, summarized, or cited on day one. so when we pitch you now, we’ll often offer this format. and if you’re already working on something and want support shaping the q&a layer, we’re happy to help. #journalists #communications #marketing #PR #mediarelations #CEO #CMO #agency #GEO #AI #AEO

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Always a pleasure to share our expertise with the fantastic TechCrunch editorial team! This time, we’re highlighting a crucial topic through our work with the 4girls.ai startup. 🚨TechCrunch highlighted how even top AI models assume women are less capable, downgrade female-coded roles, and can inject harmful stereotypes into stories. 📍 While speaking with parents and girls from around the world, we estimate that 10% of their concerns with LLMs relate to sexism. 📍 When a girl asks about robotics or coding, we've seen LLMs instead suggest dancing or baking. 📍 Seen it propose psychology or design as jobs, which are female-coded professions, while ignoring areas like aerospace or cybersecurity. 4girls.ai makes AI safe and inclusive for girls 6–21, helping them explore AI without bias, build real skills, and shape the future. 🔥 The takeaway: AI literacy + safety = essential for the next generation. Read the full article in the first comment and join the conversation with 4girls.ai #AIForGood #GirlsInTech #WomenInSTEM #ArtificialIntelligence #Innovation #girls #AIsafety

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Thought leadership isn’t a vanity exercise - it’s leadership. Employees, investors, customers, and partners are looking for a founder with a voice, a vision, and the courage to be human. The founders who hesitate to share their perspective might feel like they're being modest, but they’re actually leaving growth, talent, and capital on the table. TLDR: I wrote some some thought leadership about thought leadership on the Comms People substack today. 🔗 to post in comments

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Instagram and Meta just made the “bad photo” strategic again. Instants strips away the things that made Instagram feel performative: filters, uploads, stickers, public reach, and permanent posts. What is left is simpler: - a real-time photo, - a smaller audience, - a disappearing moment,and - a reason to share without overthinking. That is the real shift. The future of social may not be more polished content. It may be lower-stakes, private, temporary moments that feel harder to fake. Save this if you work in social, content, PR, or brand strategy.

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Deepfakes and AI-generated media are making it harder than ever to know what’s real. With fake news broadcasts and manipulated social content, visual credibility alone is no longer enough to establish trust among audiences. That’s why content provenance matters. The Coalition for Content Provenance and Authenticity (C2PA) has added Irdeto Keys and Credentials to the C2PA Trust List, enabling Irdeto to provide the trusted credentials that help verify the origin and integrity of digital media. Read more about how C2PA specification v2.3 extends provenance into live and broadcast media in our press release: https://lnkd.in/eUtGd9Nn #Irdeto #C2PA #VideoEntertainment #Cybersecurity #Security #Video

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Are you reaching the audience you're trying to communicate with? In-depth audience research is more important than ever for any EU agency or European-funded project that wants to communicate effectively with citizens, policymakers, or other stakeholders. Our latest blog post breaks down how to conduct in-depth audience research that leads to better segmentation, optimised channel choices, and storytelling with messages that resonate. You’ll find out: - How AI platforms can be used to accelerate audience mapping - Where to find the best public data sources - How to make the most of available online tools (including the best free ones) From the general public to policymakers, knowing your audience means knowing how to reach them. Read the full article at the link in the comments below... #AudienceResearch #EUComms #CommunicationsStrategy #AudienceSegmentation #StrategicComms #InDepthAudienceResearch

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“I believe that we are in a new golden age of journalism. And that the explosion of new platforms has opened up new routes for journalists to reach consumers with more original, thoughtful, intelligent writing and storytelling than ever before. In a world of AI slop and exploitative algorithms, consumers are seeking out this journalism, and choosing human-to-human connections.” Worth a read from Deborah Turness in The Guardian: https://lnkd.in/efP9abkX

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“We only want to be in the New York Times.” OK… but then what? 📰 A founder once told me they weren’t interested in PR unless it got them into the New York Times. A big ambition, but it made me think even if you land a top-tier headline (which isn’t easy), what happens after that? If you’re not clear on what good PR looks like beyond the press hit, you’re probably missing the bigger picture. Here’s what I help my clients focus on instead: 1️⃣ Relevance over reach. Are you speaking to the right people, or just chasing big names? 2️⃣ Strategic outcomes. Did the coverage lead to conversations, enquiries or credibility with the people who matter? 3️⃣ Commercial impact. Are you seeing movement in your pipeline or being taken more seriously in your space? 4️⃣ New doors opening. Think speaking opportunities, warm intros, partnerships. The quiet wins that compound over time. A splashy headline is nice. But sustained, strategic PR and comms builds momentum, not just a moment. What’s the most valuable result you’ve had from press or visibility? I’d love to know what actually made a difference, let me know in the comments👇 #PR #B2B #Comms #Content

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