Welcome
From Buddhism to Cosmopolitan in the Metaverse
We've certainly got some variety for you in this edition of PR Futurist. We look at everything from how Buddhism has found a new home in Western corporations to how Cosmopolitan magazine is embracing the metaverse. There's also some useful data from Ofcom on how people consume news and why TikTok matters.
Apologies for the delay, we had technical issues on Friday. You know you have to wait for the best things, and we think this edition is worth the wait. 😀🙏🏻
Tim Bailey and Stuart Bruce | PR Futurist
News
UK unveils new AI rules to take a different regulatory approach to the EU
An outline of the post-Brexit approach to AI regulation in the UK and EU. The contrast is between the development of a central regulatory body across the EU against a more flexible UK approach, providing principles from which existing regulators should work when providing oversight. The latter approach should offer flexibility for businesses developing AI in the UK, but we expect the EU approach to be more influential, for the usual reasons of it applying across the 26 country block.
diginomica.com
Corporate affairs
The Influence 100 2022
The PRovoke Influence 100 is always interesting, more so for us as it always includes at least one client or former client who we've either provided consultancy or training to personally. It's humbling and gratifying to know that our work is having some influence on the top 100 in-house PR and communications professionals who influence the rest of the profession.
provokemedia.com
The hidden depths of the PR iceberg
It is rare that I ever notice posts from a company social media account as I'm more interested in the people that work there. This simple but effective infographic from Golin did grab my attention enough for me to even share it. Even my share got lots of attention, reactions and comments.
As well as helping to explain what public relations really is, it is also a great example of how creativity is about the idea and telling a good story, rather than expensive or sophisticated execution.
linkedin.com
Research and reports
Instagram, TikTok and YouTube teenagers’ top three news sources
Teenagers in the UK are turning away from traditional news channels and are instead looking to Instagram, TikTok and YouTube to keep up to date, Ofcom has found. If you need to really understand media and online use in the UK then Ofcom is a treasure trove of data and insight.
The research confirmed what I already knew as my teenage daughter often shares or talks about news and current affairs from TikTok. The other source that the Ofcom research didn't mention is her phone's news feed where she'll often see news from local media such as the Yorkshire Post or regional BBC.
ofcom.org.uk
Buddhism has found a new home in corporations in the West
A fascinating interview with the sociologist Caroline Chen on a new kind of Buddhism that has evolved in the USA to serve the logic of work and business. She argues that as people are defined and consumed by their work, they withdraw from religious and community spaces and find meaning only through their employment. Worth reading the interview in full to understand the wider cultural impacts of Chen’s thesis.
guernicamag.com
Brain engine optimisation is the new search engine optimisation
A call for brands to go back to what they have done successfullly in the past—become synonyms for the category in which they operate—to influence a customers buying decision at the moment of purchase. Though the article has to 'invent' a new phrase for this - Brain Engine Optimisation. Really.
marketingweek.com
AI, digital and social
TikTok is just the latest in the evolution of journalism and news
An interesting response to Ofcom's data revealing the importance of TikTok as a news source. It is just the latest evolution of news and journalism. Broadcast radio and TV news didn't spell the end of print journalism, just as 24 hour news didn't kill the top of the hour big evening TV news shows. TikTok is no different and will just become an essential component of the new news environment, which will be consumed by people of all ages and not just teenagers as is the common myth.
theguardian.com
How do you make sense of the future the Metaverse?
Are you confused by all this talk of the Metaverse? Or should it be metaverses? You're not alone, as even the 'experts' don't agree. This article provides some interesting insight, including quotes from an old colleague, Matthew Warneford, CEO of technology company Dubit, who has worked on virtual worlds for the last 15 years. He questions how Web 3 metaverses like The Sandbox can displace existing Web 2 metaverses like Roblox, Fortnite and Minecraft.
hedgehog.app
Hearst UK builds Cosmopolitan metaverse on Roblox
One company already experimenting with metaverses on Web 2 platforms is Hearst which is building a metaverse experience for its Cosmopolitan magazine in the gaming world of Roblox.
It is also experimenting with digital humans by designing a virtual influencer for Elle UK.
pressgazette.co.uk
Get in touch
The Godfather - What can we learn from the Mafia?
Have you ever thought of The Godfather as a management text book? It's all about an organisation undergoing change and succession management, while facing external threats and reputational risks. If you're looking to transform your PR and communications team to embrace the future, then get in touch today.
purposefulrelations.com