South Africa, July 16 -- I've seen media releases getting replaced by social media posts. I'm living the shift to TikTok trend-watching heavily influencing communications strategies.

Artificial intelligence tools, such as ChatGPT and Midjourney, are the new office interns - getting trained to generate content, analyse sentiment, spark creative direction and support campaign planning in a matter of minutes (or even seconds).

This is the new normal.

When I first started in PR, we delivered printed media releases to the desks of journalists via courier and then came fax machines, which were a game changer.

4 constant pillars

I can't predict what the future will hold for these young, eager and with-it minds, but I did have some advice I ...