Vox Optima

09/30/2025

Ethical Considerations Brands Cannot Ignore

The qualities that make AI video appealing, including speed, efficiency, and realism, can also be misused. When a digital presenter can be generated in minutes, the line between clear communication and manipulation can blur. Ethics cannot be an afterthought.

Transparency comes first. Viewers deserve to know when they are watching content made with AI. Clear labels in the video description, an on-screen note, or a brief disclosure at the end help preserve trust. Authenticity matters as well. Using AI to put words in a person’s mouth or to mimic a likeness without consent undermines credibility and edges into deepfake territory.

Representation deserves just as much attention. Avatar libraries and voices should reflect a range of skin tones, ages, and accents. Scripts should be checked for stereotypes. Small steps, such as testing with real audience panels and creating a diversity checklist for voice and visuals, turn a time-saving tool into a platform for more inclusive storytelling. ~ Hannah Fischer-Lauder via Impakter

Video has long been one of the most persuasive tools in a brand’s arsenal. A single face on screen can humanize a message, strengthen trust, and capture

09/30/2025

Promise and pitfalls

The appeal is undeniable. But there are risks. AI sometimes hallucinates, presenting false information as fact. It may borrow copyrighted material, misrepresent sources or expose sensitive information.

And it can be used, intentionally or not, to mislead audiences. Left unchecked, these pitfalls don’t just endanger a single communication or campaign — they threaten the credibility of public relations as a whole.

That is why we must turn to our PRSA Code of Ethics. First adopted in 1950, it has guided generations of practitioners through changing times. Today, it serves as our compass in navigating this new frontier. ~ Linda Staley via PR Daily

It's time to ensure you're staying above board.

09/29/2025

Benchmarking tools give PR teams an unbiased view of their performance compared to industry peers and competitors. According to research by Databox, organizations using competitive benchmarking are 36% more likely to achieve their strategic goals.

This data-driven approach helps PR professionals identify gaps in their current strategies while setting realistic, achievable objectives.

The strategic advantages extend beyond simple performance metrics. PR teams can spot emerging trends, analyze successful competitor tactics, and adapt winning approaches to their own campaigns. This proactive stance allows agencies to stay ahead of market shifts rather than merely reacting to them. ~ 5WPR

Discover how PR benchmarking tools provide competitive intelligence, improve campaign performance by 45%, and enable data-driven decision making for PR professionals.

09/29/2025

What Reddit provides, and what Google and OpenAI are paying for, is authentic peer advice instead of corporate marketing messages. Users want to feel understood, not sold to. They want contextual advice that feels like someone actually gets their specific problem.

As Bartosz explained it, when someone is researching a car, they don’t want to hear from paid bloggers. They want to talk to someone who actually drives the thing every day and can tell them the radio breaks 11 times in the first year. That’s the stuff you won’t find on the company website. ~ Brent Csutoras via Search Engine Land

Customer journeys now move from messy questions to instant AI answers, making authentic problem-solving the real driver of conversions.

09/26/2025

No. 2: Create Products That Generate Natural Sharing

Zero-click marketing strategies become significantly more effective when combined with products that naturally generate conversation and sharing. This goes beyond the traditional startup advice to make something people want and extends to creating something people want to discuss with others.

The distinction between products people want versus products people want to share represents a crucial competitive advantage in a zero-click world.

Apple creates products that customers enthusiastically discuss and recommend to friends, family, and colleagues. Certain books inspire readers to actively promote them in conversations and social media posts.

These products contain what could be called conversational currency – they give people something interesting and valuable to share about their experiences. ~ Michael Stelzner via Social Media Examiner

Struggling to get leads from content? Learn zero-click marketing strategies to boost brand influence, visibility, and trust—without relying on website traffic.

09/26/2025

Also, don’t get distracted by the noise around AI. Headlines often suggest that a new model means “the death of Photoshop” or the end of design as a profession, but that’s just attention-grabbing.

Designers are still very much needed. In fact, when a skilled designer uses AI, the results are almost always stronger and more original than what a non-designer could produce.

So don’t let fear hold you back, just start experimenting with the tools you already have and see what new possibilities they open. ~ Rob de Winter via CreativePro Network

Q&A with Rob de Winter, who is presenting at The Design + AI Summit 2025

09/25/2025

Activate trusted creators.

While the power of influence is shifting from traditional search to LLMs, it’s also moved from polished brand channels to trusted individuals.

Audiences today are more likely to believe a product review from a respected YouTuber or an honest LinkedIn post from an industry expert than from a business press release.

Partnering with creators — like YouTubers or industry experts — builds credibility by transferring trust. These voices already have established relationships with the communities your brand wants to reach, which makes them invaluable for amplification. ~ Amanda Sellers via HubSpot

HubSpot's Amanda Sellers on the secret to bouncing back from traditional SEO losses through channel diversification and AEO.

09/25/2025

No. 2. Keep it connected

Media Reactions also shows that with the fragmentation of media, marketers are increasingly concerned about how integrated their campaigns are. Almost 9 in 10 (89%) said their campaigns were well integrated in 2019 but that’s now dropped to 67%.

Integrated means that the assets are coherent, and recognizably part of the same campaign. We know that 45% of brand impact comes from synergy effects – up from 18% ten years ago. So, it’s more important than ever to get the campaign connections right. ~ Jane Ostler via The Drum

At the 70th anniversary of broadcast ads, TV is still the jewel in the crown – but marketers need to keep a firm grip on ROI.

09/25/2025

Your reputation is your most valuable asset. Protect it, build it, and amplify it with Vox Optima. Our veteran-owned, full-service PR firm delivers strategic communications, media training, and branding solutions designed to inspire trust and measurable results.

Let’s elevate your message with confidence: https://www.voxoptima.com/

09/24/2025

To shift the balance, IT leaders need a two-pronged approach that enhances detection and embeds AI directly into their defenses. Yet adoption is slowed by legacy systems, talent gaps, and budget pressures. ~ We Are Lenovo

New research shows how AI-powered defenses help enterprises turn cyber risk into cyber resilience.

09/24/2025

Reputation building or management is a sound objective for PR. Measuring it effectively requires understanding the perception of an organization before, during and after starting the program.

If reputation building is the goal, I’d suggest moving thought leadership higher on this list of priorities.

Similarly, PR is also effective at driving demand, in the native sense of the word, but independently, it is not an effective approach for B2B to drive leads. The best way to drive leads is to integrate the output of media relations into your lead generation program.

What you do with a media mention today counts as much as earning it in the first place. ~ Frank Strong via Sword and the Script

A new survey of 300 B2B marketing and PR professionals provides a glimpse of PR goals, tactics, effectiveness, challenges, frustrations and areas for improvement

09/23/2025

No. 9. Build In Humanity

Short-form video unlocks storytelling's greatest power: bringing forward real voices who communicate with clarity, authenticity and emotional connection. Especially in industries like health, B2B marketers are people with lived experiences, too.

Don't overlook how humanity can be foundational to build trust, educate and drive engagement with partners. - Alyssa Kopelman, Otsuka Precision Health via Forbes Communications Council

B2B videos can showcase thought leadership, humanize a brand and boost engagement with professional audiences.