Bladonmore’s CEO offers some insights into how he sees corporate communications evolving to meet modern challenges.

How do you see the role of a communications agency like Bladonmore evolving alongside the rapid technological changes we are witnessing today, such as with AI tools?

AI is transforming how we manage tasks like media monitoring, data analysis, accessibility and content scheduling, allowing us to focus more on strategic work. This efficiency enables us to respond faster to real-time events and optimise campaigns on the go, delivering greater value through informed decisions.

AI’s ability to data crunch at speed enables us to create more personalised, targeted communication strategies, increasing engagement and relevance. It also offers predictive insights, helping us identify potential risks before they escalate. However, in complex scenarios like crisis communications, human expertise remains essential for ensuring messages are empathetic and aligned with values.

While AI is enhancing our capabilities, we remain mindful of ethical concerns such as data privacy and bias. We leverage AI to improve our work, while maintaining the trust, empathy and strategic thinking that have always defined effective communication.

What trends have you seen in how Bladonmore’s clients are using AI technology?

We’ve seen clients increasingly embracing AI to enhance their communication strategies. We also work with some of the largest AI investors across the globe, and they are increasingly looking for help telling their AI story.

Many are leveraging AI to streamline data analysis and media monitoring, enabling them to react faster to market changes and optimize their messaging in real-time. The ability to personalise content based on audience insights is another trend we’ve seen over the past year: clients are using AI to target their communications with precision, driving higher engagement and relevance.

Our clients are also making use of the advances in audio and video tools that enable us to generate audio playback of website content using AI-generated voiceovers and edit videos where we need to make corrections to interview content without the need to re-shoot for senior leaders who are often time pressured. These low-cost tools have improved the efficiency of audio/video production while lowering costs.

AI’s role in predictive analytics has been a game changer. Clients are now able to foresee potential challenges or risks and adjust their strategies proactively. However, while AI is being widely adopted, we’ve found that clients still place significant value on human oversight, especially for tasks that require empathy, creativity and cultural sensitivity. The blend of AI’s efficiency and human expertise is shaping the future of our clients' communication efforts.

Amid a rise in misinformation and disinformation, which strategies do you recommend to clients to maintain trust and credibility?

In today’s climate of rising misinformation, maintaining trust and credibility has become more critical than ever. At Bladonmore, we advise clients to prioritise transparency and consistency in their communications. Being upfront about who you are, what you stand for, and how you operate is key. Regularly communicating your values, especially during times of crisis or uncertainty, helps reinforce that trust.

We also encourage clients to back their messages with verifiable data and credible sources. Providing clear, fact-based information ensures that your audience can distinguish you from unreliable narratives. Additionally, monitoring the conversation online is crucial – by staying informed on what’s being said, clients can quickly establish if they need to address any disinformation and provide clarifications. Ultimately, building long-term relationships through authentic, value-driven communication is the most powerful defence against misinformation.

Many corporates are becoming wary of the increasing sophistication of malicious AI attacks, such as with deepfakes. How is Bladonmore helping clients to prepare for potential disinformation campaigns?

As the threat of malicious AI, such as deepfakes, becomes more sophisticated, we’re helping clients take a proactive approach to safeguarding their reputation. At Bladonmore, we encourage clients to develop comprehensive crisis communication plans that include monitoring for disinformation. By staying ahead of potential threats through active listening and tracking online activity, clients can spot suspicious content early and respond swiftly when required.

We also emphasise the importance of educating key stakeholders about these emerging threats. Raising awareness among internal teams ensures that they are equipped to identify and manage disinformation before it spreads. Lastly, authenticity remains our biggest ally. Encouraging clients to consistently communicate their values and maintain open, transparent lines of communication helps build a foundation of trust, making it harder for malicious actors to undermine their credibility.

As purpose-driven messaging becomes more important, how does Bladonmore help clients to develop a purpose that resonates authentically with stakeholders?

We have worked with a wide range of clients on purpose development – although, despite the increasing need for authenticity, the topical rush on that was probably a few years back when directors’ duties changed.

We encourage clients to think carefully about the issues that drive their business, help draw it out from leading individuals and wider stakeholder audiences, and then structure the messaging into an easy-to-use style.

There remains real confusion and scepticism in some clients about purpose-driven communications. We see some leadership teams absolutely buying into the need and then others finding it being challenged and sniped at across their organisations. As ever, honesty and transparency are the best solutions. There is nothing worse than getting behind a ‘purpose’ that has nothing to do with the reality of your business on a day-to-day basis.

Gaps like that are soon discovered and the whole concept then becomes undermined. If your people don’t believe in it, because it's too much of a reality-stretch, then it's a much harder job to convince any external stakeholders to buy into the concept, too.