Today is the start of Microsoft's Great Copilot Journey. It's designed to instil curiosity and confidence in new AI users with a series of five incredibly simple prompts to encourage people to use Copilot. It's an idea we use with clients to make AI use a regular habit with a Prompt of the Day.

Humbled and excited to be listed in the PRovoke Media 2026 Innovator 25 for EMEA list of 25 communications professionals across Europe, the Middle East and Africa who are helping shape the future of the industry.

I've a comment piece in today's PRWeek (£) on Andy Burnham's excellent communication skills.

The UK's productivity is f****d because of s**t Internet access. Trying to get up to speed on Microsoft's AI announcements at Build, but virtually no connectivity on train between Leeds and Edinburgh. Doesn't matter how good AI is if we can't use it (or anything that needs the cloud).

The UK's productivity is f****d because of s**t Internet access. Trying to get up to speed on Microsoft's AI announcements at Build, but virtually no connectivity on train between Leeds and Edinburgh. Doesn't matter how good AI is if we can't use it (or anything that needs the cloud).

Classic example of how overly restrictive many planning regulations are. It might not be "in keeping" with the area, but when it improves it why should that matter? Wakefield gorilla statue must be removed, council says www.bbc.co.uk/news/article...

The latest issue of PR Futurist is out. Stories include AI conversations in Davos, PRWeek Top 150 survey reveals AI is top skill need, Singapore minister's AI second brain, world's biggest Copilot deployment, top law firm slammed for incompetent use of AI.

Next week the Purposeful Relations team is at The Trampery in London where I'll co-present with @timbaileypr.bsky.social at @prca-hq.bsky.social NewBizFest. We'll take PR and comms agency leaders through the opportunities and risks of GEO, AEO and AI as a stakeholder. www.prca.global/events/prca-...

There's still time to register for today's AI as a stakeholder Vuelio webinar at 2pm with Professor Anne Gregory and me. Let me know if you have questions you'd like us to cover.

The latest PR Futurist is out. It is now on Substack (after technical glitches with our former platform). Let me know what you think. If you're not already a subscriber please subscribe today. stuartbruce.substack.com/?utm_source=...

Thanks to Chris Burn and the Yorkshire Post for a great piece of coverage about me speaking about AI as a stakeholder at the Davos Communications Summit later this month.

Yorkshire PR and AI expert to speak at the Davos Communications Summit.

It's the countdown to the Davos Communications Summit 2026. Can't wait for the networking and learning from the expert speakers. I'll be speaking about "Can you measure trust in an AI world?" where I'll be alongside Catherine Blades, Iryna Zolotarevych, Stephen Hahn-Griffiths and Andre Williams.

Great article in @tomwatsonofficial.bsky.social latest Substack newsletter about how MPs and Lords are making decisions late at night and how lack of sleep impacts on the legislative process.

Quick update on the week as I get the 5:45am train to London for the day to discuss AI as a stakeholder (or GEO/AEO in a more simplistic way). Back to Leeds this evening to talk about business and growth in the North and how AI adoption can help fuel it.

Quick update from The P World AI in Comms Boot Camp in Zurich.

Gartner predicts PR budgets will increase two-fold by 2027. It's because of AI answers replacing search - GEO or AEO. I've unpacked and analysed this and Gartner's other four predictions in this long read article.

At last West Yorkshire is getting its own version of The Mill, The Tribue, and The Post from Mill Media. They are the real news newsletters that have taken Manchester, Sheffield and Liverpool by storm. If you value real regional news then pledge your support now.

LinkedIn has just released its annual list of Jobs on the Rise in Leeds, ranking the area's 10 fastest-growing jobs. The good news is that 'Founder' is second which could indicate a growing economy. The bad news is founders are 68% male and just 32% female.

Great to see the Samaritans at Wakefield Westgate for Brew Monday reminding everyone to talk, share and listen. And they gave me a Tunnock's Wafer which certainly brightened my Monday.

Great to see the Samaritans at Wakefield Westgate for Brew Monday reminding everyone to talk, share and listen. And they gave me a Tunnock's Wafer which certainly brightened my Monday.

Google Slides is truly shocking. The very first thing I try to do, it can't do! Appears I can only use videos from YouTube or on Google Drive. Why can't I just upload it and it puts it in Google Drive for me? PowerPoint so much faster, easier, flexible and more powerful.

It's not often I read a review of a business book and author I've never heard of and instantly think I'll buy it. Usually I know of the author and have seen the book promoted before it is published. Chief Communications Officers at Work by Tabita Andersson is an exception. Thanks @nevillehobson.xyz

Has anyone cracked writing custom instructions for AI to make it always use British English and never Amercian English? Explicit instructions like "Use sentence case for headlines, never use capitals within the sentence", "Use S in preference to Z" don't work. The headline one never! Anyone?

Planning and Managing Public Relations Campaigns is my 5th day of Advent as it's essential reading for every PR professional. The 6th edition is just out and author Anne Gregory is joined by a new co-author Mandy Pearse. Once again I was privileged to be able to make a small contribution.

How AI savvy are you? On the second day of my Advent calendar I bring you the fun So You Think You Know AI for PR quiz. Are you an AI Super Hero powering your way to success with super human powers aided by AI or are you still lagging behind with Analog AI? purposefulrelations.com/ai-quiz/?utm...

On the eve of December it's now acceptable to mention Christmas and start opening the Advent calendars. Over the next 24 days I'm going to be offering a selection box of tips, ideas, reflections and predictions. Full versions on LinkedIn, summaries on your favourite platform.

Last lap home after busy, tiring and productive week. Folgate Advisors on our GEO white paper PRSA webinar on AI and ethics Client workshop on future of comms CIPR in-house AI Copilot training planning meet PRCA podcast planning meet PR Academy GEO workshop CIPR workshop on AI and crisis comms

Homeward bound after a very long day but fantastic day in Lyon... although not quite home yet as running a Crisis Comms and AI workshop in London tomorrow. Bizarrely virtually as won't have time to get home in time for it.

Snow at Heathrow as I wait to board my flight to Lyon where I am giving a talk on the future of public relations and communications. What would be the one thing you would say?

New @therestpolitics.bsky.social QandA - own goals in Number 10; inside the mind of a teenager; memories of Cheney; climate messages from Norway PM; machismo in Mexico; turmoil in Tanzania alastaircampbell.org/2025/11/468-...

A quick round-up of some of the feedback from Tuesday's launch by Purposeful Relations and 72Point of our Traditional Media’s Influence in the Age of AI and the Impact of Generative Relations and Communications white papers.

AI answers trusted more than social media influencers. Two new white papers from Purposeful Relations and 72Point cut through the AI answers, GEO/AEO hype to provide actionable insights for PR and comms professionals with insight from a poll of 5,000+ UK adults.

Golly gosh. Semrush has published a new 'AI Visibility Index' and Reddit is down 82%, Wikipedia 53%, Forbes up 44% and USnew up 137%. Piffle. If you're in PR or comms and want to avoid GEO hype then comment on my LinkedIn post to get the report we're publishing on Tuesday.

At the AMEC AI day summit and the news breaks that Getty Images has lost its copyright infringment case against Stability AI. What are the implications for other copyright owners and monitoring companies?

GEO (generative engine optimisation) is becoming critical to managing reputation and brand, but it's riddled with snake oil salesmen and hype. In this thoughtful article Converseon's Rob Key looks at the importance of keeping it ethical and effective.

Read this excellent interview with Simon Baugh, outgoing CEO of the UK Government Communication Service where Helen Dunne talks to him about why collaboration, innovation and skills are key to successful strategic communications.

One of the great things about AI today, compared to two years ago is hallucinations are rare. However, you need to be on guard as they still occur. This is a classic from Copilot which thinks my correct version of its name is wrong and tries to replace it with a hallucination!

Find out why new AI Growth Labs create opportunities and risks for PR and comms.

Delays and cancellations on @lner are rare. Looks like the next one is running and I've built in two hours slack so still fine to run Copilot training for the board of a PR and comms agency.

PS: also worth reading this work for some context on the statistics. bsky.app/profile/cent...

This is depressing. I'm editing a document to remove — em dashes (which I originally typed!) because naive folk will mistakenly think they are always a 'tell' for AI written content. They can indicate AI writing, but not always as AI uses them because people did originally.

At Leeds Digitial Forum getting a sneak peak at Leeds' economic strategy ahead of it going to exec board tomorrow and launch with Jonathan Pryor and Ed Whiting next week.

If you're at the @prweekuk.bsky.social InComms Corporate Comms Summit and heard all the talk about GEO then you need to sign up to our exclusive event for senior comms leaders. www.72point.com/hold-the-fro...

I had the honour and privilege of being Alan Johnson's director of communications when he stood to be deputy leader. I am delighted, and not surprised, he is backing @bphillipsonMP. bsky.social as deputy leader. www.thetimes.com/uk/politics/...

More confirmation that I'm backing the best candidate in Labour's deputy leadership elections.

The Windows Studio Effects on my Surface Laptop Copilot+ are good and mean I now usually use my integrated laptop camera. But I'd like the flexibility of my external camera as well and now Microsoft is adding support for external cameras. ❤️

PRWeek has published a survey with Boston University which it says provides the biggest insights into AI’s use in PR yet produced. I've analysed the results and article to provide some analysis and commentary.

If soda means soft drinks or pop then they are all awful as they are all sweet. Ginger beer is the least worst, but bizarrely the ones with sugar aren't as sweet as those with sweetner.

Money alone is not the solution to all our ills. But without clear change, those ills will get much worse. A funding settlement that strengthens local government in poorer northern communities - as we have been promised - is essential to that change. inews.co.uk/news/politic...