FIR Interviews

FIR Interviews
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Interviews with business leaders and innovators of interest to communicators

  1. SEP 16

    FIR Interview: Generative Engine Optimisation with Stephanie Grober

    GEO – generative engine optimisation – is suddenly everywhere. Is it the new SEO, a passing fad, or simply good communication practice in disguise? In this FIR Interview, Shel Holtz and Neville Hobson talk with Stephanie Grober, Marketing & PR Director at Horowitz Agency in New York, about why GEO matters, the competing narratives surrounding it, and how communicators should prepare for the impact of generative search. What we discussed What GEO actually is – and how it differs from (or builds on) SEO The hype versus the reality: is GEO a genuine discipline or simply “snake oil”? The importance of authority, credibility, and tier 1 media coverage in shaping generative search results Why trade and niche publications are still crucial for visibility Practical steps for PR and comms professionals to get ahead, from media training to message consistency The evolving role of content marketing, press releases, and multimedia in a GEO-driven environment How law firms and professional services balance credibility with regulatory and compliance requirements Where GEO may be heading over the next 12 months Continue Reading → The post FIR Interview: Generative Engine Optimisation with Stephanie Grober appeared first on FIR Podcast Network.

    49 min

  2. JUL 29

    FIR Interview: Monsignor Paul Tighe on AI, Ethics, and the Role of Humanity

    “Artificial intelligence will not save us. But it might help us understand who we are.” – Monsignor Paul Tighe In one of our most thought-provoking FIR Interviews to date, we speak with Monsignor Paul Tighe, Secretary of the Section of Culture of the Dicastery for Culture and Education at The Vatican, about the ethical dimensions of artificial intelligence and the role of the Church in shaping global conversations around technology. As AI continues its rapid development and deployment across all sectors of society, the question of how we use it – and why – has never been more important. From concerns about algorithmic dehumanisation to the challenge of building ethical cultures inside corporations, Msgr. Tighe brings a unique voice of moral clarity and practical insight to the discussion. In this wide-ranging conversation with FIR co-hosts Shel Holtz and Neville Hobson, and guest co-host Silvia Cambié, Msgr. Tighe addresses: Why the Vatican published Antiqua et Nova, a foundational text on the relationship between AI and human intelligence, in January 2025. How AI challenges our definitions of intelligence, decision-making, and moral responsibility. The dignity of work in an age of automation and algorithmic management. How corporate communicators can foster trust, transparency, and ethical accountability in their organisations. The moral obligations of companies developing AI, and the limitations of relying solely on regulation or benevolence. Why global conversations on AI ethics must include voices beyond technologists and ethicists – including religious, cultural, and social communities. Continue Reading → The post FIR Interview: Monsignor Paul Tighe on AI, Ethics, and the Role of Humanity appeared first on FIR Podcast Network.

    43 min

  3. JUL 2

    Richard Bagnall on the Barcelona Principles 4.0

    How do we prove the real value of communication in an age of fragmented media, AI-driven analysis, and relentless demand for results? In this episode of FIR Interviews, we talk with Richard Bagnall, chair of AMEC, the International Association for the Measurement and Evaluation of Communication, and a global authority on comms measurement, about the newly released Barcelona Principles 4.0 – the most comprehensive update yet to the world’s leading framework for communication neasurement and evaluation. From embracing transparency, ethics, and impact, to the contentious advertising value equivalents (AVEs) metric, this conversation is a must-listen for anyone serious about elevating the role of communication in modern organisations. The conversation centres on Richard's insights into the thinking behind the update, what has changed since version 3.0, and why these principles matter more than ever in a fast-evolving media and technology landscape. Among the key themes discussed: Continue Reading → The post Richard Bagnall on the Barcelona Principles 4.0 appeared first on FIR Podcast Network.

    47 min

  4. JUN 11

    Craig Silverman on Fighting Digital Deception with Indicator

    In this episode of FIR Interviews, we welcome back a long-time friend of the podcast, award-winning journalist and media researcher Craig Silverman, for his third appearance – this time to talk about his new venture, Indicator. Craig is best known for his work on media accuracy, verification, and exposing digital misinformation, including reporting at ProPublica and BuzzFeed News, and as founder and editor of "Regret The Error" and its subsequent book. Now, with co-founder Alexios Mantzarlis, he has launched Indicator, a subscription-based site and newsletter focused on reporting, resources, and training that help professionals understand and investigate digital deception. In this wide-ranging conversation, Craig explains how Indicator came to be, the challenges of launching a media startup, and what kind of impact he hopes to achieve. He also shares practical insights for communication professionals facing the growing threat of coordinated inauthentic behaviour, fake reviews, and AI-generated disinformation. Continue Reading → The post Craig Silverman on Fighting Digital Deception with Indicator appeared first on FIR Podcast Network.

    45 min

  5. MAY 21

    Eric Schwartzman on Bot Farms and Digital Deception

    In this FIR Interview, Neville and Shel talk with author, investigative journalist, and New York SEO, Eric Schwartzman, about his Fast Company article, "Bot farms invade social media to hijack popular sentiment." A consultant who specialises in SEO for financial services companies, Eric explains how coordinated networks of smartphones and AI-generated content are distorting public perception, manipulating virality, and reshaping what we trust online. Eric, a long-time friend of FIR and a former entertainment public relations correspondent for FIR, discusses how bot farms now outnumber real users on social networks, how profits drive PR ethics, and why Meta, TikTok, X, and even LinkedIn are complicit in enabling synthetic engagement at scale. Eric also previews his forthcoming book, Invasion of the Bot Farms, which explores this escalating threat through insider stories and case studies. Continue Reading → The post Eric Schwartzman on Bot Farms and Digital Deception appeared first on FIR Podcast Network.

    42 min

  6. APR 23

    Zora Artis on Bridging AI and Human Connection in Internal Communication

    Zora Artis is a leading voice in strategic internal communication with a passion for how IC can lead the integration of AI into the workplace in ways that reinforce, rather than replace, human connection. In this FIR Interview, Neville Hobson and Shel Holtz speak with Zora about how artificial intelligence is reshaping internal communication, prompting a strategic transformation in the profession. Continue Reading → The post Zora Artis on Bridging AI and Human Connection in Internal Communication appeared first on FIR Podcast Network.

    36 min

  7. MAR 12

    Sam Michelson on How AI Search is Changing Reputation Management

    AI-powered search is fundamentally changing how reputations are built, managed, and perceived online. In this FIR Interview, we’re joined by Sam Michelson, founder and CEO of digital reputation management company Five Blocks, to discuss how companies and executives must rethink their approach to digital reputation management in a world where search is no longer just... Continue Reading → The post Sam Michelson on How AI Search is Changing Reputation Management appeared first on FIR Podcast Network.

    45 min

  8. FEB 26

    Steve Rubel on AI, Media Analytics, and the Future of PR

    For nearly 20 years, Steve Rubel was a key figure at the global public relations and marketing consultancy firm Edelman, shaping its approach to media strategy and digital communication. A pioneer in blogging and digital PR from the early 2000s, Steve has long been at the forefront of emerging media trends, helping businesses navigate the... Continue Reading → The post Steve Rubel on AI, Media Analytics, and the Future of PR appeared first on FIR Podcast Network.

    41 min
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Interviews with business leaders and innovators of interest to communicators

Information

  • Creator
    FIR Interviews
  • Years Active
    2015 - 2025
  • Episodes
    77
  • Rating
    Clean
  • Show Website
    FIR Interviews