Sword and the Script

10/21/2025

Does long form content still have a place in the era of generative AI?

The evidence suggests that it does: people that click on long form content are demonstrating high intent.

One contributor called this "purposeful browsing" in a piece for AdMonsters.

Here's a look at the anecdotes and data - citing sources including:

Seedtag
MarketingCharts
Ahrefs
Search Engine Land
MarTech
MarketingProfs

>>> https://www.swordandthescript.com/2025/10/purposeful-browsing-generative-ai/

10/14/2025

Venture-backed PR software startups Propel PRM and Signal AI announce “strategic partnership.”

The combination of two specialized technologies - one for media relations and the other for media monitoring - promises to provide comprehensive comms tools on a modern platform built for the era of AI.

The announcement is being exclusively reported in the U.S. by this blog.

https://www.swordandthescript.com/2025/10/propel-signal-ai-partnership/

The partnership between Propel and Signal AI, two specialized PR technologies, promises to provide comprehensive comms tools on a modern platform built for the era of AI.

10/07/2025

Third-party validation is proving to be an influential factor in AI visibility, according to a new study by Semrush.

Indeed, PR and high-quality blogs are well-positioned to boost AI visibility. Especially in B2B!

The full report is 131 pages long, but I went through it this weekend and pulled out the important findings for PR types.

Third-party validation is proving to be an influential factor in AI visibility; PR and blogging excel at this task.

09/30/2025

Many of the media pitching “tips” you see today is 101-level advice: Be relevant, timely, newsworthy, pithy and clear.

Those are important factors in PR, but it's also table stakes.

Michael Smart PR is a rare breed. I’ve always found he brings perspective to media relations that’s usually quite sound.

That was the case for a recent post, based on a webinar he did with Muck Rack.

While I agree with much of his commentary, I also have a take of my own. So, I’ve to run through some of the same (or similar) questions – cite bits and bytes from his answers – and add my own color commentary.

Questions addressed in this post:

-How do you break through the volume of pitches?
-Should you follow up on pitches with reporters?
-What’s the best email subject line for a PR pitch?
-What are your thoughts on pitch length?
-Should you use generative AI to draft pitches?
-Are embargos still useful?
-Are exclusives still useful?

https://www.swordandthescript.com/2025/09/media-pitching/

Brass tack answers from an experienced professional, who still pitches every week, to common questions about pitching the media

09/23/2025

Which PR tactics does B2B see as effective?

The survey asked respondents, “What do you believe are the most effective PR tactics in use at your organization?” Here’s how their answers tallied up:

-61% said brand and reputation management;
-44% said media relations;
-41% said thought leadership;
-40% said content support;
-27% said event support;
-26% said crisis support/communications;
-22% said partnerships/sponsorship;
-15% said analyst relations; and
-9% said podcast management.

https://www.swordandthescript.com/2025/09/b2b-public-relations-revenue/

09/16/2025

People are not taking government economic surveys; businesses have the same problem

Businesses need to take a more considered, deliberate and comprehensive approach to feedback; don’t allow a machine to get between your business and the customer

09/09/2025

Surveys say from start to finish, B2B prospects require a dozen touches or more, but behavioral data finds it may require hundreds of interactions

https://www.swordandthescript.com/2025/09/touches-b2b-prospects/

Surveys say from start to finish, B2B prospects require a dozen touches or more, but behavioral data finds it may require hundreds of interactions

08/27/2025

Fixing a B2B marketing’s addiction to MQLs [Monthly Marcom]

https://monthlymarcom.substack.com/p/fixing-a-b2b-marketings-addiction

08/26/2025

This is an uncomfortable, yet reasonable, question for PR professionals:

Is the influence of traditional media – and by extension media relations – waning?

I have *an* answer in this piece.

https://www.swordandthescript.com/2025/08/influence-media-waning/

08/19/2025

Move over hallucinations -- sychophancy is the newest and genuine risk to generative AI.

As PR pros and communicators increasingly rely on these tools, it’s imperative to modify their customizations to prevent generative AI from merely telling you what it thinks you want to hear.

This post provides some suggested customizations you should make so you get the straight scoop:

https://www.swordandthescript.com/2025/08/generative-ai-customizations/

Sychophancy is a genuine risk to generative AI; as PR increasingly relies on these tools, it’s imperative to modify their customizations to prevent generative AI from merely telling you what it thinks you want to hear

08/12/2025

Gartner: 6 in 10 B2B prospects never want to talk to a salesperson.

Forrester: “92% of buyers start with at least one vendor in mind, and 41% already have a single preferred vendor selected before formal evaluation begins.”

How do you convince a buyer to give your solution a shot when they’ve already made up their mind before the search and refuse to talk to sales?

The answer is simple: Marketing has to work to shape preferences sooner.

https://www.swordandthescript.com/2025/08/b2b-preferences/

Forrester survey finds 92% of B2B prospects start evaluation solutions with one vendor in mind; 41% have a single preference; Gartner says 61% B2B buyers want to avoid talking to sales

08/05/2025

While marketing strives to put their best foot forward – highlighting why they are different and detailing their unique value, features and benefits – generative AI does the opposite.

With a few prompts, it had compiled a matrix-style list of products for a side-by-side comparison.

And it included pricing.

Generative AI provides succinct product comparisons for B2B buyers, including pricing; vendors who choose to omit pricing information risk never even being considered.

Generative AI provides succinct product comparisons for B2B buyers, including pricing; vendors who choose to omit pricing information risk never even being considered for the short list