Let’s be honest: AI will wipe out a fairly large number of today’s PR agencies.
Not in ten years. Not eventually.
This is happening as we speak.
Small and mid-sized agencies that sell volume, routine execution or vague “strategic support” are being outcompeted by automated systems and by large international networks that can afford to industrialise AI at scale.
At the same time, the media landscape is mutating faster than most communication professionals are willing to admit.
In 2026, journalists are no longer the only gatekeepers.
Media organisations are already using AI to filter, rank and discard PR pitches before a human eye ever sees them.
This changes everything.
If you work with PR or strategic communication today, it’s no longer enough to:
“Know how media works”
Write a decent press release
Or rely on experience alone
You now need to understand how attention is negotiated between humans and machines.
Where I’m coming from
I have spent more than 20 years working with international PR at global scale — across borders, cultures and different media systems. Before this I worked as a journalist: News reporter, trade media editor and editor-in-chief. I know how stories are evaluated, reframed, delayed or simply quietly killed.
Over the past two years I have slowly integrated AI into almost every aspect of my communication work. Not as a shortcut. But as a way to sharpen judgment, improve relevance and survive in a transforming system that is becoming partially machine-mediated. In the beginning I was sceptical, for good reasons. I double checked everything, especially concerning research. Now I make sure to ask for the sources list already in the first prompt. And my AI agents have become like a bunch of freelancers – who actually deliver in time.
This combination: Journalism, international PR and applied AI is still rare. But, it will not stay optional for long.
What this publication is about
This is a place for clear thinking about:
Why much of today’s PR advice is already obsolete
How AI is reshaping gatekeeping, credibility and relevance
What machines optimise for — and what they ignore
How experienced skilled PR and communication professionals can stay authoritative instead of becoming replaceable
What hast to change in PR workflows right now
And what will quietly stop working, even if people keep selling it
I write short, frequent notes and one longer weekly piece. Some are analytical. Some are uncomfortable. Some are observational. None are written to please everyone.
Who this is for
This publication is for:
PR and communication professionals who sense that the ground has shifted and want to act before it’s too late
Senior practitioners who refuse to be lectured by prompt lists and junior “AI evangelists”
Founders, experts, and organisations who need attention without surrendering credibility
If you’re looking for reassurance that nothing really needs to change, this is not the place for you.
Data snapshot — why this matters
~15 % agency headcount declines expected in 2026 as AI and automation reshape work and demand.
Source: Forrester Predictions 2025 (Marketing & Agency Landscape)AI is already filtering PR pitches at major media outlets, meaning relevance is increasingly machine-mediated, not just editorially judged.
Traditional PR tactics no longer guarantee visibility; attention is negotiated between humans and systems.
Why subscribe now
Because adaptation in communication is no longer gradual. Because AI doesn’t care about your job title or years of experience.
And because understanding how attention works in the AI era, technically, editorially and strategically is now a survival skill.
Over time, this publication will also evolve into more structured, affordable education for people who want to do this work seriously in an AI-shaped media world.
But first, this is a place to think clearly, question assumptions and prepare for what’s already underway.
If some of this sounds like it might be useful to you — subscribe.
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