Madelain Roscher, the CEO of PRWorx.
For decades, PR sat at the bottom of the boardroom budget conversation.
AI search, the new Google, has just changed that forever - and most companies have no idea what is coming for them.
When Gartner predicted last month that global PR and earned media budgets will double by 2027, the communications industry celebrated. I did not.
Doubling is nowhere near enough. After 25 years of leading South Africa's number one PR agency, I have watched companies chronically underfund their communications function while pouring capital into marketing and advertising that delivers a short-term sugar rush and look spectacular in a year-end board presentation.
