Mar 25, 2020
William Murray Golf, the golf apparel brand founded by Bill Murray, unveiled their NEW 2020 Augusta Collection, complete with new prints and designs along with the usual energy and personality the Murray brothers are known for.
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William Murray Golf, the golf apparel brand founded by Bill Murray, unveiled their NEW 2020 Augusta Collection, complete with new prints and designs along with the usual energy and personality the Murray brothers are known for.
AI Hype Fatigue: Why Journalists Are Snoozing on Your Press Release
New Post has been published on https://thedigitalinsider.com/ai-hype-fatigue-why-journalists-are-snoozing-on-your-press-release/
AI Hype Fatigue: Why Journalists Are Snoozing on Your Press Release
The AI Gold Rush
In 2025, we are in the midst of an AI arms race. Nearly every tech company, along with a growing number of businesses across virtually every sector – from finance, to healthcare, to manufacturing, and more – now claims to be an AI company.
As generative AI tools, large language models, and machine learning continue their mainstream march, executives clamor for headlines that spotlight their AI initiatives. Yet despite the influx of press releases and media pitches, most AI vendors find themselves lost in the noise, with scant coverage to show for their efforts.
This is not due to a lack of media interest in AI. In fact, AI is one of the most covered topics in technology journalism today. The problem is volume: an unrelenting torrent of announcements, buzzwords, and rebranded legacy tools that blur the line between innovation and imitation. For journalists, this glut of content poses a real challenge as they struggle to separate the signal from the noise.
A Media Landscape Drowned in “AI”
The media ecosystem has exploded with new media channels, from traditional newspapers and tech blogs to niche newsletters, industry podcasts, and TikTok explainers. Across all these channels, every day brings a fresh wave of AI-related news, including new open-source model releases, research papers, investments, product integrations, and thought leadership articles.
AI is now pervasive across virtually every major sector. In finance, companies are rolling out algorithmic trading systems and fraud-detection engines. In healthcare, AI powers diagnostic imaging, predictive modeling for treatment plans, and drug discovery algorithms. In manufacturing, it drives vision systems for quality control and predictive maintenance tools. In retail, logistics, energy, and education, existing tools are often hastily rebranded as AI-powered, typically based on third-party large language models with minimal proprietary development.
The consequence of this saturation is that journalists are flooded with pitches that all sound the same. When every company claims to be transforming their industry with AI, the novelty wears thin. A vendor announcing they have added a chatbot to their platform no longer attracts meaningful interest.
The result? The two words every company hates to hear from a journalist; “I’ll pass.” Or they simply won’t respond to your pitch. Either way, it’s not great.
Why the Giants Always Grab the Spotlight
Media coverage tends to gravitate toward a familiar group of tech giants. OpenAI, Microsoft, Google, and Meta dominate the headlines not only because of their innovations but because they have the resources to command attention.
These companies enjoy name recognition, make massive investments in research and development, and consistently announce multi-billion-dollar funding rounds and flagship product launches.
Consider a few recent developments. OpenAI secured a forty billion dollar funding round led by SoftBank, as reported by Reuters. Alphabet committed seventy-five billion dollars in capital expenditures for AI infrastructure in 2025, according to Reuters. Since 2019, Microsoft has invested over thirteen billion dollars in OpenAI, as reported by Bloomberg.
These stories naturally draw media attention because they combine scale, relevance, and urgency. Plus, a whole lot of cash. For smaller vendors, breaking into this spotlight without billions in capital or a blockbuster product requires a much different approach.
The Journalist’s Hawk-Eye: Skepticism and Proof
The current AI media climate is one of scrutiny. The initial wave of AI euphoria has been tempered by ethical debates, misinformation concerns, and a series of underwhelming product claims. As a result, journalists have become more discerning in how they approach AI stories.
Today’s reporters ask tough questions. They want to know whether a company has developed proprietary AI models or is simply wrapping GPT-4 in a new interface. They demand proof in the form of return on investment, performance metrics, and real-world usage data. They look for customer testimonials, benchmarks, and peer-reviewed research.
Companies offering vague statements such as “we use machine learning to improve operations” are unlikely to receive coverage. Skepticism is the default, especially when vendors fail to substantiate their claims.
The Hype Cycle and Its Discontents
We have entered an era where the term AI is expected to unlock attention and funding across virtually every touchpoint, from pitch decks to press releases. But as the Gartner Hype Cycle has repeatedly demonstrated, overpromising leads to inevitable disillusionment.
Media fatigue is growing. Hyperbolic language like “game-changing” and “revolutionary” often falls flat unless it is backed by measurable impact. Worse still, companies that exaggerate their capabilities risk being ignored or publicly scrutinized.
Experienced communicators understand that credibility matters more than buzz. The most compelling AI narratives combine aspirational goals with clear evidence of execution. They offer not just a vision, but a path to realizing it.
Breaking Through: A PR Playbook for Today’s AI Vendors
For emerging AI vendors, standing out in today’s media environment requires a strategic and substantiated approach. The key is to be specific and journalist-friendly.
A niche focus helps. Rather than making broad claims, vendors should highlight a breakthrough in a defined vertical. For example: demonstrating how an AI solution reduced false positives in fraud detection by a measurable percentage carries more weight than general statements about how AI will bring innovation to fraud and security. Demonstrating impact is vital.
The lifeblood of impact is data. Return on investment figures, performance benchmarks, and customer quotes give journalists the material they need to assess and communicate value.
Third-party validation from analysts or independent experts enhances credibility and visibility. Vendors should also focus on building long-term relationships with journalists by offering access to technical leaders, early product previews, or exclusive insights.
Finally, know what the media audience is looking for in communications. Newsletters benefit from short, timely, data-backed blurbs. Trade publications often require in-depth explainers or written Q&A. Top-tier journalists may require more than one conversation before they quote subject matter experts or write about a product.
In short, vendors must prioritize specificity, credibility, and media alignment in their outreach.
Conclusion: From Volume to Value
In today’s AI gold rush, attention is precious. It is not awarded to the loudest vendor or the one with the flashiest jargon. It goes to those who offer genuine, differentiated impact.
As media scrutiny intensifies, AI vendors must evolve from simply broadcasting their capabilities to demonstrating their outcomes. The good news is that there is still opportunity for smart, well-told stories. The path to headlines in 2025 is not about being louder. It is about being smarter.
DeepSeek’s Disruption: What It Means for the AI Industry and Its PR Challenges
New Post has been published on https://thedigitalinsider.com/deepseeks-disruption-what-it-means-for-the-ai-industry-and-its-pr-challenges/
DeepSeek’s Disruption: What It Means for the AI Industry and Its PR Challenges
DeepSeek‘s sudden rise has reshaped the AI field, where American tech giants like Nvidia, Google, and OpenAI once held clear dominance. Their success questions existing ideas about technological advancement, affects investor faith, and brings new considerations about AI’s direction. For both major corporations and smaller companies, this situation presents a chance to rethink their approach to market changes and public perception.
PR Challenges for US Tech Giants: Nvidia’s $600 Billion Signal
Nvidia‘s recent $600 billion market value drop shows just how much DeepSeek has influenced the industry. While Nvidia built its reputation on leading AI hardware development with advanced chips, DeepSeek demonstrated that significant advances can happen without massive computing resources. This achievement challenges the long-held belief that hardware superiority determines market success.
The financial decline goes beyond numbers – it marks a fundamental shift in how investors and the public view progress in AI. US companies that seemed to be dominating now appear open to competition from quick-moving rivals. For Nvidia and similar companies, rebuilding market confidence demands they re-prove that their premium chips are still relevant.
This situation impacts more than just Nvidia. Industry giants like Google and OpenAI, despite their vast computing resources, now face pressure to prove they can adapt. Their communications strategies must go beyond raw computing strength, effectively showcasing DeepSeek’s achievements while emphasizing the unique value of their approach – doing ‘more with less.’ Given the nuanced and complex nature of deep tech, simplifying its value proposition requires both expertise and strategic storytelling. Companies that fail to evolve risk becoming obsolete in an increasingly dynamic field.
Shifting Narratives: Innovation Beyond Hardware
DeepSeek’s achievements have altered how the industry thinks about advancement in AI. For years, the field centered on increasing computing power, working under the assumption that more processors meant better results. DeepSeek proved that smart thinking and focused solutions can succeed without massive infrastructure investments.
This shift creates an opportunity for companies to change their message. With a great deal of fatigue in the media surrounding AI, the focus can no longer be just on technical capabilities. Instead, companies need to highlight real results and practical benefits that cut through the noise. US tech leaders must now strike a balance between technical excellence and clear communication that resonates with various audiences, from investors to everyday users, ensuring that AI is seen as a valuable, tangible asset rather than just another overhyped innovation.
Opportunities for Smaller Players
While large companies work to adjust their strategies, smaller AI firms can position themselves as capable competitors bringing fresh ideas to the table. DeepSeek showed that small teams with clear goals can compete successfully against industry giants, opening doors for others to follow.
For new companies, this means showing they don’t need massive resources to make meaningful contributions to AI development. Their message should focus on clever solutions and determined work, demonstrating how they’re carving out their own space in a field traditionally dominated by large corporations.
Small companies can set themselves apart by showing their ability to move quickly and solve problems creatively. Their size allows them to react faster to new trends and market needs while larger companies take time to adjust their direction. This speed and flexibility can become a significant advantage in today’s fast-moving tech sector.
Branding Challenges for US Firms
US companies like Nvidia, Google, and OpenAI must fundamentally change how they present themselves to the world. They can no longer take their position for granted and need to actively work to maintain their relevance in the changing AI and AI PR landscape.
These companies need to prioritize overarching communications strategies. As questions arise about their methods and effectiveness, they should be clear about their goals and approaches. Showing specific achievements and addressing concerns directly will help shape positive public opinion.
Finding the right tone in their messages presents another challenge. Being too confident could alienate audiences, while appearing uncertain might damage their standing in the industry. The sweet spot lies in projecting confidence while acknowledging and respecting competition.
Clear internal communication proves equally important. Everyone within these companies needs to share and understand the same vision. Mixed messages through public announcements, statements, or investor updates only create more doubt about their leadership abilities.
Communicating Across Markets
DeepSeek’s success highlights the need for messages that work across different cultures and regions. While US companies traditionally shaped tech discussions, DeepSeek proves that good ideas can come from anywhere in the world.
To stay competitive, US firms need to develop campaigns that connect with various audiences worldwide. They must realize that one message doesn’t work for everyone – companies must understand and address what matters in different regions. Being well-known isn’t enough anymore; companies must actively engage with markets on their terms.
DeepSeek gained international respect by focusing on results rather than location. US companies would benefit from following this example, making sure their message appeals to broad audiences across different cultures and markets.
The success of DeepSeek shows that AI development happens everywhere, not just in traditional tech hubs. US companies must show they value expertise and partnerships globally. Failing to recognize the importance of international collaboration could limit their reach and access to markets.
Adapting to a New Reality
DeepSeek’s emergence marks a turning point in AI development. US tech leaders must rethink their strategies and messages, while new companies can learn valuable lessons about challenging established practices and making their mark in the industry.
As the field continues to evolve, how companies communicate their story will become increasingly important. Success will come to those who can communicate effectively, stay adaptable, and build connections with people worldwide.
The future belongs to companies that can demonstrate real results and speak meaningfully to different audiences. DeepSeek proved that past rules don’t determine future success – creating new approaches does. Every company, regardless of size, must prove their worth at AI’s forefront through concrete actions rather than just words.
I had such an amazing time hanging out with @theillytrilly #HannahHatcher from @janeiredale last week- I loved of course getting all of the product updates (everyone knows how much #brides in particular LOVE #janeiredale products) but I was so shocked to learn about their AMAZING line of vitamins! Head over to their site to check it all out- Fun reminder I learned from Hannah, remember- your SPF is ONLY as powerful as the last product you put on. So your foundation might be SPF 40, but if your powder isn’t also...? You’re unprotected! 🧐😳 #Repost @theillytrilly with @get_repost ・・・ Working with my fav boo thang @angie_0x #5wpr #makeupartist #mua #makeup #mineralmakeup https://www.instagram.com/p/B8fmXYRp9M5/?igshid=oo7c8rp03gao
Show Dogs Producers Apologize for Controversial Movie Scenes
Show Dogs was supposed to be a fun, family-friendly introduction to the summer movie season. Instead, after waves of criticism about certain content in the film, the production company is pulling the movie and re-editing the film.
At the heart of the controversy are scenes that, many parents believe, not only encourage but depict sexual abuse. The film centers on a pair of “undercover” canines who are tasked with cracking the case of a kidnapped panda. That plot calls for the pair of doggie detectives to “infiltrate” a high-profile dog show. It’s the kind of by the book kids’ entertainment that tends to be rolled out around this time just about every year… with one exception.
During the original cut of the film, there’s a scene in which one of the dogs is “inspected” by a dog show judge. As part of the inspection, one of the canine characters has his genitals reviewed. This is par for the course at dog shows, but it was the dialogue in the film accompanying the scene that many parents took issue with.
When the dog character expressed discomfort at the process, another character advises him not to worry about it, to just go away in his mind and let it happen. This touched a nerve with many parents, including Terina Maldonado, who wrote an essay on social media that just exploded. In the essay, Maldonado compared the scene to attempts by sexual predators to “groom” children for abuse.
As it turned out, Maldonado was not alone in her interpretation, and both the stars and the producers of the movie found the heat turned up quickly. In response, the production company, Global Road Entertainment, released this statement:
“Responding to concerns raised by moviegoers and some specific organizations, Global Road Entertainment has decided to remove two scenes from the film SHOW DOGS that some have deemed not appropriate for children… The company takes these matters very seriously and remains committed to providing quality entertainment for the intended audiences based on the film’s rating. We apologize to anybody who feels the original version of SHOW DOGS sent an inappropriate message. The revised version of the film will be available for viewing nationwide starting this weekend.”
Many parents are applauding the response, and even the movie’s original writer, Max Botkin, is speaking out, hoping to keep his name clear of any negative association: “I’m happy and proud to say that Show Dogs is being recut based on audience concerns and in theaters this weekend in a family-safe version. I didn't write the scenes in question, only the original script which was heavily rewritten…”
So far, there’s no response about the re-edited version of the movie, but Global Road will likely be closely watched until they win back the trust of parents they offended.
Ronn Torossian is the CEO and Founder of 5W Public Relations.
Ronn Torossian, CEO of 5W Public Relations with Josh Ostrovsky (The Fat Jewish)
Ronn Torossian, CEO of 5W Public Relations with Josh Ostrovsky (The Fat Jewish)