February 20, 2025 (Global News Distribution) -

When the information ecosystem experiences a tsunami, communication directors do too. While AI is infiltrating processes and organisations, forcing communication departments to adapt without a manual, the era of widespread and uninhibited fake news is in turn threatening the foundation of communication: trust. AI, unfettered freedom of expression, multi-diversification of storytelling formats, social networks and influencers who are both spokespersons and media outlets fragmenting audiences… never before has the reputation of companies had to revise its approach on the simultaneous fronts of content, channels and processes.

So, when the communication of international companies is becoming increasingly decentralised, how can information be secured? How can a solid narrative be built, common to all countries, while deploying local and surgical communication? How can project management be simplified and streamlined between the communication department at headquarters and teams spread across several countries? How can the coordination of public statements be optimised? What if the answer was already in technology?

Thinking of the company as a media outlet means starting by thinking about the tools. Today, many large companies continue to build PR teams compartmentalised by country, by brand, by subject or expertise with outdated tools. However, there are virtuous technological solutions on the market that allow content hubs to be created and publication and distribution strategies to be built for several brands and several markets.

Easy to use, they are able to group, under a single banner, the content of an unlimited number of brands to offer audiences a coherent stream of news and the same standard of information. Boosted by blockchain, they are able to certify and authenticate the information disseminated. On the process side, they are able to pool the back office for the benefit of an unlimited number of authors, who have access to the same databases, assign and track journalist requests, and administer all or part of the communication campaigns according to their level of access and permission. At headquarters, the task of piloting and coordinating the overall and global strategy.

In a world of uncertainties capable of weakening all reputations without exception, the first answer remains and always remains technology.