In today's hyper-connected world, public relations (PR) have emerged as a vital tool for managing the reputation of individuals and organizations. With the pervasive influence of social media and the relentless 24-hour news cycle, effective communication has become more critical than ever before.

Generative artificial intelligence, such as OpenAI's Chat GPT (backed by tech giant Microsoft), relies on algorithms to generate elaborate responses to text queries.

Italy temporarily banned the use of the Chat GPT AI platform on April 3rd due to data privacy vulnerabilities.

In a period of multiple crises, particularly in industries with implicit reputational challenges such as the Romanian wood industry, preparing the organization for worst-case scenarios is mandatory. This makes the difference between a company that fails during a crisis and one that successfully overcomes the critical moment.

There’s a line in a famous movie that says: ”I’ have been poor and I’ve been rich. Rich is better!”. Now, when doing PR, this line can sound like this: ”I’ have been clueless and I’ve been aware. Being aware is better!”.