How Microsoft communication leaders are using AI

1 big thing: How Microsoft Comms is using AI

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2. Charting the AI hype

The public relations field grapples with AI

3. Scoop: PR field grapples with AI

4.  ChatGPT-4 readily spouts misinformation, study finds

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5. Worst pitch of the week

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6. Bonus: Quote to go

Microsoft CCO Frank Shaw and Axios' Eleanor Hawkins discuss the future of AI in communications at a Conference Board Summit on March 16, 2023 in Brooklyn. 

Welcome back! This week's edition is about all things AI ... and no, it was not written by ChatGPT. 

💥 ICYMI: Sen. Mark Kelly (D-Ariz.), Rep. Mike Gallagher (R-Wis.) and White House Office of Science and Technology Policy director Arati Prabhakar join the mainstage speaker lineup for Axios’ second annual What’s Next Summit this Wednesday, March 29, in Washington, D.C.! Watch LIVE here.

Today's newsletter is 1,622 words, a 6-minute read.

✅ That's all for today! Special thanks to editor Nicholas Johnston and copy editor Kathie Bozanich for making this newsletter happen every week.

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💡Plus: How Microsoft Comms is using AI

Communicators

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Get a weekly look at the topics and trends important to communicators with Eleanor Hawkins.

Axios Communicators

1 big thing: The path to chief communications officer

2. Zoom in: CCO makeup

3.  "Commenting for reach" on LinkedIn

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Communicator Spotlight: Jennifer Beugelmans, Groupon's CCO

4. Communicator Spotlight: Jennifer Beugelmans, Groupon's CCO

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6. 1 Tweet to-go.

6. 1 Tweet to-go

🗓 Join Axios this International Women’s Day on Wednesday, March 8, for an event featuring Sen. Mazie Hirono (D-Hawaii), PBS' Amna Nawaz, German Ambassador to the U.S. Emily Haber and more. Register.

📇 Programming note: Last call for job updates ... Monthly Moves will hit inboxes tomorrow.

Today's newsletter is 1,277 words, a 5-minute read. 

🤓 Thanks for reading! And a special thanks to editor Nicholas Johnston and copy editor Kathie Bozanich. 

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Silicon Valley Bank's fatal communications flaw

1 big thing: SVB's fatal communications flaw

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SVB's collapse highlights tech's PR problem

2. Startup tech's PR problem

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3. Chart: Content creation matters

Communicator Spotlight: Patrick Lenihan, Grindr's head of global communications

4. Communicator Spotlight: Patrick Lenihan, Grindr's global head of communications 

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5. 🤖 1 fun thing: Axios at SXSW

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👀 It's been quite a week ... lots to discuss!

💥 But first: Join us for Axios' second annual What’s Next Summit on March 29 in Washington, D.C. Speakers include music producer Timbaland, head of YouTube Neal Mohan, Vimeo CEO Anjali Sud, and more. Register to livestream the event here.

Today's newsletter is 1,436 words, a 5.5-minute read.

✅ That's all for today! Special thanks to editor Nicholas Johnston and copy editor Kathie Bozanich for making this newsletter happen every week. 

The modern crisis communications playbook

1 big thing: Misinformation chaos continues

2. Bonus chart: Where users think misinformation lives

3. Quick tips for combating a crisis

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4. Disney surrenders to DeSantis 

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5. 🍿 Crisis planning at the Oscars

6. 👋🏻 1 parting shot

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🍹 Attending SXSW? Join Axios on March 13 for cocktails and conversations with Verizon Consumer Group CEO Sowmyanarayan Sampath, IBM CCO Jonathan Adashek and DeepMedia CEO and founder Rijul Gupta about AI and the future of communications. Request an invite.

Today's newsletter is 1,397 words, a 5.5-minute read.

🤓 Thanks for reading! And a special thanks to editor Nicholas Johnston and copy editor Kathie Bozanich.

1 big thing: Andrew Blotky to Johnson & Johnson

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2. 💼 Corporate moves

3. 📣 Firm moves

4. 🇺🇸 Government moves

5. 🕊 Nonprofit moves

6. 🗞 Media moves

Happy Employee Appreciation Day! Here's your update on who is where. 

📇 Today's special Monthly Moves newsletter is 1,522 words, a 5.5-minute read.

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National

First quills, then pencils, typewriters, computers... and next, artificial intelligence. 

That's how Microsoft chief communications officer Frank X. Shaw thinks about technology like generative AI.

Why it matters: If communicators do not learn how to use these new tools properly, some might mistakenly assume that AI could replace them. 

What they're saying: When Shaw was first introduced to ChatGPT, he was "pretty depressed," he told a room of communicators at a recent summit hosted by The Conference Board. "But after using the product, it made me think about my job very carefully." 

"As communicators, we have this phenomenal opportunity to lead our companies through a transformation by being the first and best example" of rethinking the way work is done, Shaw said. 

"So much of what we do is ripe for these tools. We create content, plans, presentations and speeches — all those things can be done more efficiently and more effectively if you embrace technology. If we don't do that, other people will and they will push us out of the influence role that we have, and so that would be a bad outcome." 

Zoom out: The lightest lift for AI is in content creation — using tools like ChatGPT to draft memos, press releases or blog posts. 

Yes, but: While AI can help communicators draft more content, more does not always equal great.  

"Because it's easier to create content, it means that it's easier to create bad content," Shaw said. "Every time you see a demo of this new AI technology, [people] come and say, 'Look, it wrote a press release,' And I'm like, stop doing that."

Instead, the technology should be used to highlight the strategic value communicators bring.

For example, messaging documents like blog posts or employee communications receive several edits throughout the review process.

"At the end of that process, you can take the approved draft and run it through AI and ask" what the key message is, Shaw said.

"If the AI doesn't find it, then people aren't going to find it either. So that means you have to stop, go back and relook at what you've done. ... It's an easy checkpoint."

State of play: Language-based AI tools are already being used to conduct therapy sessions, draft sermons, sell cars, author books and act as radio DJs.

Plus, this technology has entered classrooms, newsrooms and corporate settings through office tools by Microsoft, Google and Slack, and chatbots like Bing and Bard.

 Zoom in: The Microsoft communications team is currently experimenting with image creation, headline and social generation, interview prep, summarization and message testing. 

When it comes to grading his own team's adoption of AI tools, Shaw gives it a "B."

Between the lines: There still are a lot of concerns around disclosures, intellectual property rights, accuracy and bias, so communicators who experiment with these language-based AI tools should not eliminate humans from the review process. 

And "don't ever put confidential information into either Bing or Chat GPT," Shaw said. 

The bottom line: Every industry has had to deal with transformative tools — and communicators who learn how to use these tools effectively could have a leg up. 

If communicators do not learn how to use these new tools properly, some might mistakenly assume that AI could replace them.

Communications

First quills, then pencils, typewriters, computers... and next, artificial intelligence. <ul><li>That&#x27;s how Microsoft chief communications officer Frank X. Shaw thinks about technology like generative AI.</li></ul>Why it matters: If communicators do not learn how to use these new tools properly, some might mistakenly assume that AI could replace them.

After a record economic expansion, the coronavirus pandemic sent the U.S. economy into a recession as unemployment soared to staggering heights. The country now faces urgent questions about how much stimulus is needed for reeling consumers and businesses, and what a recovery might look like.

Economy & Business

Public relations firms and communication tech companies have been quick to jump on the AI bandwagon. 

Driving the news: PR firm Gregory FCA has launched its own AI press release writing tool called Write Release, Axios learned exclusively. 

The tool — which is free and runs on OpenAI — uses select prompts to gather information and then quickly generates a draft press announcement.

Zoom in: According to Greg Matusky, founder and CEO of Gregory FCA, the tool "should be considered a great start to any press release, not the final product."

When asked if this free product was being used to source new clients, Matusky told Axios, "While we'd be happy if this generated interest in our PR services, we're using this as a way to highlight the development work we've done internally while positioning Gregory FCA as an important expert and thought leader in the rapidly changing generative AI space."

Of note, Gregory FCA uses a similar version called Gladwrite to help it create press releases, social media posts and outlines on behalf of its clients.

State of play: PR platforms are quickly adopting and monetizing AI capabilities too. 

Communications and marketing giant Stagwell launched both free and subscription-based AI tools — Taylor to draft PR content like press releases, pitches, blog posts and social media copy and PRophet to help target and reach specific journalists. 

Propel, a PR measurement and tracking platform, has launched a similar tool called Amiga, as part of a larger product package that costs $9,000 per year.

And Press Hook, a platform that connects brands with journalists, has added a new AI-driven media list generator to its pro subscription package. 

What they're saying: "Now is the time to experiment aggressively with these tools," said Gary Grossman, senior vice president and head of Edelman's AI Center of Excellence.

"Forward-thinking media companies are already unleashing the full potential of AI in their workflows. PR agencies and in-house departments should do the same, to take advantage of AI's capabilities such as content generation,  process optimization and editing."

Yes, but: Not all PR pros share this enthusiasm for AI. 

At Method Communications, ChatGPT can only be used for brainstorming exercises — it will not be used to create internal or external content. 

The agency is also adding guidelines to its contracts so that clients are restricted from using AI to develop content.

"I’m rooting for ChatGPT to slash my email time in half and give me a half-dozen creative thought starters every day," says executive vice president Matt Stewart. "But I’m not ready to turn over the keys to client intellectual property, risk watering down our work and set a generation of PR pros on an AI-reliant path without more proof."

The big picture: The AI hype is real. In this year alone, roughly 50,000 news articles have been published on the topic, according to NewsWhip data shared with Axios.

Reporters were three times more likely to respond to pitches that included the term generative AI, per insights from Propel.

Cision found that the use of the term "generative AI" in press releases has increased by 1,350% since last year.

And general audiences are interested in the topic, with most believing that AI is here to stay, per Morning Consult study.

Zoom out: It's also the hottest new job skill, according to a recent survey by Resume Builder.

Of companies that currently use ChatGPT, 66% use it for writing code, 58% for copywriting or content creation, 57% for customer support, and 52% for summarization, according to the survey.

Roughly half of respondents say they have already replaced workers with ChatGPT.

Yes, but: Candidates who know how to use the tool will have an advantage, with 92% of business leaders say having AI experience is a plus.

The bottom line: There's still a lot of unknowns about how AI can be used in daily life, but the public relations field, hiring managers and media are interested in learning more.

Public relations firms and communication tech companies have been quick to jump on the AI bandwagon.

Public relations firms and communication tech companies have been quick to jump on the AI bandwagon. Driving the news: PR firm Gregory FCA has launched its own AI press release writing tool called <a class="gtmContentClick" data-vars-link-text="Write Release" data-vars-click-url="https://www.writerelease.com/" data-vars-content-id="d202df79-7a7a-42a7-afd1-74977cae8d7b" data-vars-headline="The public relations field grapples with AI" data-vars-event-category="story" data-vars-sub-category="story" data-vars-item="in_content_link" href="https://www.writerelease.com/" target="_blank">Write Release</a>, Axios learned exclusively.

The tech and startup community has a major perception problem that has been highlighted by the Silicon Valley Bank fallout. 

Why it matters: The spread of anti-tech sentiment is a PR issue that could do permanent damage to the industry's reputation and make it even harder for American founders to build and innovate.

The big picture: Those in the VC and tech world recognize this has given fodder to the narrative that they are bad for society, so they are doing more to engage in Washington and beyond. 

State of play: In the thick of the SVB crisis this weekend, close to 100 climate-focused venture executives joined a call with former White House officials Saturday night to talk messaging, Axios Pro's Alan Neuhauser reports.

Comms pros are also rethinking how they educate the general public.

What they're saying: "The average person's understanding of what the tech industry looks like holistically is really poor and they can't be blamed for that," one communications professional within the VC world told Axios. "We haven't done a good job of telling the hero's journey of people who are trying to make a difference in the earlier stages of tech."

Yes, but: "It's not just about telling the founder's story. Who founded them is interesting, but also who's on the team? How many people in your state or district are employed by tech? There's a sense that we're all here in California or New York, when in fact, that's not true. ... Many are in your backyard."

Zoom in: These comms pros also recognize that solely placing stories in tech and finance trades isn't enough. 

"These stories are ripe for local media. Getting something placed in Forbes or Fortune isn't necessarily going to move the needle because that's not what most folks are reading. ... We have to do more to meet people where they are," says one PR professional in the tech space. 

The bottom line: VC firms, PR agencies and the tech industry as a whole must do a better job of explaining who they are, what they do and how they help the world.

Anti-tech sentiment is a PR issue that could damage the industry's reputation and curb innovation.

Silicon Valley Bank

The tech and startup community has a major perception problem that has been highlighted by the <a class="gtmContentClick" data-vars-link-text="Silicon Valley Bank" data-vars-click-url="https://www.axios.com/economy-business/svb-silicon-valley-bank" data-vars-content-id="d9bdeb1a-e4a0-442e-97c8-bb3fe62acf93" data-vars-headline="SVB&#x27;s collapse highlights tech&#x27;s PR problem" data-vars-event-category="story" data-vars-sub-category="story" data-vars-item="in_content_link" href="https://www.axios.com/economy-business/svb-silicon-valley-bank" target="_self">Silicon Valley Bank</a> fallout. Why it matters: The spread of anti-tech sentiment is a PR issue that could do permanent damage to the industry&#x27;s reputation and make it even harder for American founders to build and innovate.

Media Trends

Axios Media Trends

Pro Rata

Axios Pro Rata

Axios HQ, the communications software company that spun off of Axios last year, has raised $20 million in Series A funding at nearly a $100 million post-money valuation. 

Why it matters: It's rare for media companies to create software startups.

While many media firms license their own proprietary tech, few actually spin out their tech departments into independent companies. 

Axios HQ is leveraging the brand equity and trust built by Axios, which is primarily an email-driven news company, to attract clients that need better email communication tools to reach internal and external stakeholders. 

Catch up quick: Axios HQ was launched in 2021 as a separate tech division within Axios. It split off from Axios in 2022, after Axios Media was acquired by Cox Enterprises for $525 million. 

The company is majority-owned by the Axios founders. Cox Enterprises serves as a minority investor. 

Glade Brook Capital Partners led the Series A round, and was joined by Greycroft. Both were investors in Axios Media.

Axios' co-founder and president Roy Schwartz is the CEO of Axios HQ. Axios co-founder and CEO Jim VandeHei is chairman of the board.

Details: Proceeds will be used to help HQ scale its suite of tools and services that it currently uses to service over 500 enterprise clients, which include brands like  Sweetgreen and Edelman. 

To-date, the company says it has nearly $7 million in annual recurring revenue. 

Between the lines: Axios HQ is leaning heavily into artificial intelligence tools to help its clients write clearer emails. 

The software helps users automatically sharpen their writing with stronger wording suggests. It also offers suggestions for pictures, headlines and summaries that can be used to strengthen their communications, using AI. 

The big picture: More companies are leaning into artificial intelligence to grow public relations and communications tools. 

Some are using AI tools to help companies write press releases. Others are using AI to help communications departments understand which reporters to pitch.   

Axios HQ raises $20 million

It's rare for media companies to create software startups.

Media deals

Media

Axios Pro: Deals

Axios HQ, the communications software company that spun off of Axios last year, has raised $20 million in Series A funding at nearly a $100 million post-money valuation. Why it matters: It&#x27;s rare for media companies to create software startups.

As top communicators are increasingly earning a seat at the table only to discover it's a hot seat, it's important for them to seek out experienced contemporaries for advice and guidance.

In her new book, Sally Susman, the chief corporate affairs officer for Pfizer, shares real world examples and offers tangible suggestions on how to navigate the delicate — and sometimes polarizing — job of communications.

Why it matters: "Breaking Through: Communicating to Open Minds, Move Hearts and Change the World" avoids the pitfalls of leadership books that can at times be dry and self-serving. Susman offers practical advice from someone who has earned her place as a trusted adviser during crises.

What she's saying: "We've made great strides in getting the seat at the table and I think that argument has largely been put to bed," she tells Axios.

"What I'm focused on is for professionals and leaders to have the best, most sage advice. Communicators are solving problems in a rapid-fire environment, across multiple channels and with an array of stakeholders — the seat is very hot."

The big picture: No matter your role or sector, being a smart communicator is essential in this loud, crowded and complex world, says Susman.

Her comms "power tools" are intentionality, candor, curiosity, creativity, gratitude, preparation, humor and reflection.

In the book, Susman explains how these tools guide her both personally and professionally — from dealing with less than stellar feedback to navigating a corporate response to Russia's invasion of Ukraine, rolling out the COVID-19 vaccine or coming out in the 1980s.

The bottom line: Having worked with nine CEOs across three companies — American Express, Estée Lauder and Pfizer — Susman has seen how effective communications can impact business.

"Because of the increased scrutiny and the elevated stakes, communications can no longer be considered a soft skill. The ability to lead and drive the public conversation is a rock-hard competency," she writes.

Sally Susman book: Commanding the communications hot seat

Susman, who's worked with nine CEOs at three companies, has seen how effective communications can impact the bottom line.

"Breaking Through" by Sally Susman, Pfizer's chief corporate affairs officer. Credit: Harvard Business Review Press.

"Breaking Through" by Sally Susman, Pfizer's chief corporate affairs officer. Credit: Harvard Business Review Press

As top communicators are increasingly earning a seat at the table only to discover it&#x27;s a hot seat, it&#x27;s important for them to seek out experienced contemporaries for advice and guidance.<ul><li>In her new book, Sally Susman, the chief corporate affairs officer for Pfizer, shares real world examples and offers tangible suggestions on how to navigate the delicate — and sometimes polarizing — job of communications.</li></ul>

Eleanor Hawkins

Stories

Sally Susman book: Commanding the communications hot seat

Axios HQ raises $20 million

How Microsoft communication leaders are using AI

The public relations field grapples with AI

SVB's collapse highlights tech's PR problem

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