Sword and the Script

Why is the PESO model essential to PR? [special guest post]

Public relations is like a puzzle; paid, earned, shared and owned media each serve as a piece, working together to create one complete and effective communication strategy.

Why is the PESO model essential to PR? [special guest post] - Sword and the Script Public relations is like a puzzle; paid, earned, shared and owned media each serve as a piece, working together to create one complete and effective communication strategy

These Cliff Notes to 3 studies on AI visibility in marcom might just give you déjà vu.

From visibility to consistency to potential for misuse - we've all seen this movie before in the advent and evolution of search and social.

Is AI visibility giving marcom déjà vu? It should. Here’s why. - Sword and the Script Many of the studies and surveys about AI and marketing or comms are giving me déjà vu: I’ve seen this story before:• AI visibility is increasingly importa Cliff notes to 3 studies on AI visibility in maromm: lessons on visibility ownership, consistent messaging, and emerging manipulation from recent reports

At the halfway point in 2026, here's what the studies and stats published so far this year have to say about the state of B2B marketing and PR.

-Despite the hype AI has shown lackluster results;

- The media landscape continues to fracture, meriting a strategic review;

- Businesses underinvest in trust and reputation but are slowly coming around;

- Marketing and communications are seeking human connection through events; and

- Longer sales cycles ought to refocus budget spending on efficiency and CX.

Read more: https://www.swordandthescript.com/2026/07/pr-and-b2b-marketing-statistics-2026/

CMOs face a new ‘trilemma’ of delivering stronger growth with flat budgets while rapidly implementing AI; 70% of them are not ready

Gartner CMO spend survey shows marketing leaders have a third dilemma - Sword and the Script CMOs face a new ‘trilemma’ of delivering stronger growth with flat budgets while rapidly implementing AI; 70% of them are not ready

A new study by Bain & Company & LinkedIn Marketing suggests B2B marketers over-focus on end-user decision-makers and overlook “hidden buyers” in legal, finance, and procurement who can stall or sink deals.

The most significant factor in choosing a solution, from this cohort, according to LinkedIn, was this:

“I felt I could defend the decision even if it went wrong.”

Bain notes:

“Most sales, marketing, and product executives at B2B companies think they lose deals in the final mile during evaluation, pricing, or negotiation. In reality, they often lose much earlier.”

Brand familiarity, trust, defendability, and internal credibility matter more than features or price when these groups are involved.

More:

Legal, finance and procurement decide B2B marketing and sales success - Sword and the Script Some B2B marketing shops don’t even think about these groups on a buying committee, let alone develop messaging; a study by LinkedIn and Bain shows why that needs to change

Nearly half of CCOs now report directly to the CEO, up from prior years, according to reporting by Katie Deighton for The Wall Street Journal.

Some are taking on the CMO role too, so, both comms and marketing are nested under one leader.

I love this approach. I think it's long overdue. However, the number of comms people who have the math skills to lead marketing in addition to comms are quite rare.

Thoughts here:

WSJ’s “revenge of the publicists” article; practical considerations for B2B leaders - Sword and the Script PR and communications executives are gaining C-suite power, amid AI demands and polarized audiences, yet there are practical implications for reporting structures, rare dual-skilled leaders, and the case for separate CMO and CCO roles

"No comment."

“76% of journalism professionals report having experienced a refusal to speak from a politician, government official, or organization in the past three years.”

This report focuses on how that reaction destroys trust in news AND sources.

Sources. The people who say, "No comment."

The problem with that isn't just a loss of trust, but a loss of trust while someone else frames the issue.

“No comment” allows others to shape public perception - Sword and the Script The public increasingly distrusts sources who decline to comment on news stories when asked; this allows someone else to frame the coverage

Public sentiment sours on AI as companies reap the consequences of alarmist messaging on jobs, energy costs and failed initiatives; the fix doesn’t start with a messaging exercise – it starts with a listening tour.

A seed to fix the growing public relations problem for AI companies - Sword and the Script Public sentiment sours on AI as companies reap the consequences of alarmist messaging on jobs, energy costs and failed initiatives; the fix doesn’t start with a messaging exercise – it starts with a listening tour

Does AI visibility provide PR with third-party validation?

Voice interfaces are normalizing AI as an arbiter of truth in everyday conversations, and introducing a human behavioral change with significant implications for credibility and third-party validation.

https://www.swordandthescript.com/2026/05/ai-third-party-validation/

“The AI systems will remember when you said nothing.” and “The editors will remember when you said no.”

Should PR accept an interview with a publication that has a small audience? - Sword and the Script “The AI systems will remember when you said nothing.” and “The editors will remember when you said no.”