After more than 18 years of writing and publishing here, it’s time for a new chapter. As of today, NevilleHobson.com is no longer being updated. Instead, this site will remain online as an archive of my thinking and writing on communication, technology, and business over the years.

Now you’ll find my latest writing, insights, and perspectives at Studio6 by Neville Hobson – my new online home at nevillehobson.io.

This move reflects a shift in how I approach writing and engagement – focusing on thoughtful, less algorithm-driven content in a space designed for conversation and deeper reflection. While this archive will remain accessible, the transition also marks the end of my decades-long relationship with WordPress as I move to Ghost, a platform better suited to this new phase.

If you’ve followed my work over the years, I invite you to continue the journey with me at Studio6.

Thanks for being part of this story so far. See you on the other side at nevillehobson.io.

(Image at top licensed from Adobe Stock.)

It’s a habit as natural as breathing. Whether speaking to a person, a chatbot, or a voice assistant, I instinctively say or type, “Thank you.” It’s not something I think about – it just happens. But does it really matter?

I’ve learned that I’m not alone. A recent study found that 71% of people in the UK and 67% in the US are polite when engaging with AI. The reason is relatively straightforward – it’s ingrained in us. Saying “please” and “thank you” is a fundamental part of how we communicate, and for many, it feels odd to drop it, even when we know the entity on the receiving end isn’t a human being.

That’s why I was intrigued by a TechRadar article by Becca Caddy this week, in which she described an experiment she conducted: she stopped saying thanks to ChatGPT to see if it changed the interaction. Her conclusion? The responses felt different – less engaging, less useful, even though, technically, AI doesn’t process gratitude the way a human does.

It got me thinking: is there more to this than just habit? Could our tone with AI shape not only the responses we get, but also how we interact with technology and, ultimately, each other?

Politeness Shapes the Conversation

The common assumption is that AI is indifferent to how we phrase things. And in a purely technical sense, that’s true – ChatGPT doesn’t have feelings, and its algorithms don’t get offended.

But AI does mirror our communication style, reflecting back the tone we set. Customer service chatbots, for example, often adjust their responses based on user tone, de-escalating tense interactions and engaging more when politeness is present.

This “mirroring effect” may explain why polite exchanges tend to yield better responses. When we phrase a request courteously, we often add more context and specificity without realising it. Compare these two prompts Caddy described in her article:

• “Give me dating advice!” ? A vague command that invites a generic response.
• “Would you help me understand how to build dating confidence?” ? A clearer, more polite request that leads to a richer, more useful answer.

AI doesn’t “prefer” politeness, but it benefits from it. A well-phrased, courteous request often contains more context and structure, giving the AI more to work with, leading to more precise, relevant, and valuable responses.

As the screenshot shows, ChatGPT’s take on what ‘politeness’ means is a great start for the human participant in a conversation.

The Feedback Loop of Good Communication

In Caddy’s article, AI experts point out that good phrasing creates a positive feedback loop: better input leads to better responses, encouraging more meaningful follow-up interactions. On the other hand, vague or blunt prompts can create a downward spiral where frustration leads to even less structured requests, which results in increasingly generic responses.

This has broader implications. AI models are trained on vast amounts of human dialogue, and polite, well-structured exchanges tend to produce richer conversations.

That means our approach to interacting with AI today might even influence how AI evolves in the future.

A Small Habit with Big Implications

While there’s no moral obligation to be polite to AI, the habit of courtesy still has value. Some argue that speaking brusquely to AI is efficient – just get to the point, no need for formalities. But I’d argue that how we communicate with technology reflects how we communicate in general. If we normalise rudeness in AI interactions, could that subtly impact how we engage with people?

Beyond that, Caddy explains that early research suggests that aggressive or hostile prompts can even increase bias in AI responses. Neutral, structured queries tend to produce more reliable results.

It’s another reason why maintaining a balanced, respectful tone isn’t just about niceties – it’s about ensuring better outcomes.

Politeness Is Never Wasted

At the end of the day, AI won’t care whether I say “thank you.” But I care. The way I interact – with technology, with people, with the world – is a reflection of my values.

For me, that means politeness isn’t just habit; it’s a conscious choice. If adding a simple “please” or “thank you” encourages clearer, better conversations, improves my interactions, and reinforces positive habits, why wouldn’t I do it?

So yes, I’ll keep saying “thanks” to ChatGPT. It doesn’t need to hear it – but maybe we do. After all, if being polite improves conversations with AI, who’s to say it won’t do the same in our everyday lives?

• Read more on TechRadar: “I stopped saying thanks to ChatGPT – here’s what happened“

(Photo at top by Christian Velitchkov on Unsplash)

For years, search engine optimisation (SEO) was a key consideration in my approach to blogging. Like many people, I optimised WordPress with metadata, lightweight themes, and SEO plugins.

But as I transition from self-hosted WordPress to hosted Ghost, I find myself questioning how much SEO really matters to me now.

An article by Carolyn Shelby in Search Engine Journal last month highlights the reality of WordPress and SEO today. It busts some long-standing misconceptions, reinforcing a few points that resonate with me, especially as I finalise my move to a new platform.

WordPress & SEO: The Myths That Persist

Shelby’s article does a great job of dismantling some of the most persistent myths about WordPress SEO. Here are a few that stood out:

• WordPress is not inherently SEO-friendly. While it provides a solid foundation, proper optimisation still requires manual adjustments, from configuring permalinks to refining metadata and structuring content effectively.
• SEO plugins don’t guarantee rankings. Tools like Yoast and Rank Math can help with optimisation, but they don’t replace a strategic approach to content and keyword research.
• Website speed and performance are critical. Slow-loading sites are penalised by search engines, and bloated themes or excessive plugins can negatively impact rankings.
• Content length is less important than content quality. Word count doesn’t determine ranking – useful, well-structured, and authoritative content does.
• Backlinks are valuable but not a silver bullet. A strong SEO foundation requires more than just accumulating links; technical SEO and user experience play a significant role.

Why SEO No Longer Dictates My Blogging Approach

This reaffirms a truth I’ve already come to accept: SEO isn’t my primary concern anymore. I started blogging over 20 years ago when search rankings started to gain significance and importance when Google emerged as the dominant search engine thanks to its PageRank algorithm.

But in recent years, my blogging focus shifted towards writing for engagement rather than for search engines – and in the past year or so, even writing purely for pleasure and fun rather than for any algorithmic attention.

There are a few reasons behind this:

1. I Value a Simpler Publishing Process. Moving to Ghost aligns with my preference for a clean, distraction-free writing experience. I’m no longer interested in fine-tuning every post for SEO – Ghost encourages a more writer-first approach.
2. Rebuilding, Not Relying on Search. Moving to Ghost means starting fresh with a new domain while my existing WordPress blog remains an archive. This transition means I won’t rely on search rankings to maintain visibility. Instead, I’ll focus on rebuilding connections directly through social media, a more engaging newsletter, and intentional outreach and community-driven engagement.
3. SEO is Rapidly Changing. With AI-driven search results becoming more dominant, traditional SEO tactics are evolving. Google, ChatGPT, Perplexity AI, and other AI-driven platforms are surfacing direct answers, reducing the need for users to click through to websites.
4. Authentic Engagement Matters More. Whether through podcasting, social media discussions, or direct audience interaction, I prioritise meaningful engagement over traffic volume. If my content resonates, it will find its way to the right people – regardless of where it ranks on Google.

The Road Ahead: Writing for People, Not Algorithms

This isn’t to say that I’m abandoning all SEO considerations. I’ll still ensure my site is fast, accessible, and well-structured, and Ghost has some essential SEO features out of the box. But I’m no longer making SEO the driving force behind my content strategy.

Instead, my move to Ghost is about writing with clarity, consistency, and purpose – not obsessing over green lights in an SEO plugin. Trading search rankings for a more fulfilling writing experience is a decision I stand by.

My new blog on Ghost is coming soon: subscribe to the free newsletter to get the news when it does.

What’s your approach to SEO today? Do rankings still matter to you, or are you also shifting focus?

Related Reading:

• From WordPress to Ghost: Embracing Simplicity in Blogging (16 January 2025)

(Photo at top by Reuben Juarez on Unsplash)

The public relations industry is undergoing a fundamental shift, driven by the rapid rise of AI-powered tools that automate and accelerate many core functions of agency work. In our recent FIR Interviews podcast, Steve Rubel – a pioneer in digital communication – shared his perspective on how AI is challenging traditional agency business models, particularly the reliance on billable hours.

One of the biggest forces driving this change is the proliferation of enterprise-grade AI tools like Microsoft Copilot, Google Gemini, and ChatGPT Enterprise. These technologies streamline research, automate reporting, and generate strategic recommendations at unprecedented speeds.

In doing so, they raise a fundamental question: If AI can accomplish in minutes what once took hours, how do agencies justify the same billing structures?

Why the Billable Hours Model Is Under Pressure

For decades, PR agencies have billed clients based on time spent, whether through hourly fees or retainers calculated against projected hours of work. But as AI automates tasks like media monitoring, content drafting, and sentiment analysis, the foundation of this pricing structure is becoming increasingly fragile.

This mirrors similar transformations in law firms and management consulting, where AI is prompting firms to reconsider flat fees, subscriptions, and value-based billing models instead of hourly rates. As I noted in my own May 2024 article on this topic, AI’s ability to accelerate work and generate insights faster means that clients are less willing to pay for time – they want to pay for outcomes and strategic value.

The Shift to Value-Based Pricing

Rather than billing for hours spent, PR agencies will need to charge for the results and insights they deliver. AI allows professionals to spend less time on manual tasks and more time on strategic thinking, relationship-building, and reputation management—the areas where human expertise is irreplaceable.

To make this transition successfully, agencies should:

• Reevaluate Service Offerings – Identify which tasks can be enhanced by AI versus those that require human expertise and storytelling.
• Reskill PR Teams – Invest in training so professionals can leverage AI effectively while focusing on high-value client strategy.
• Communicate AI’s Value – Position AI not as a cost-cutting tool but as a means of delivering better, faster, and more strategic outcomes for clients.

By shifting towards value-based pricing, agencies can align their revenue model with the true impact they create, rather than the hours worked.

AI as an Enhancer, Not a Replacement

Despite the disruption AI brings, Steve Rubel remains optimistic about the future of PR agencies. AI is not a substitute for PR professionals – it’s a force multiplier, he says. While AI can analyse media trends, detect patterns, and optimise content, it still requires human intelligence to interpret, contextualise, and act on these insights. That’s a significant value-add for PR.

The PR professionals and agencies who will thrive in this new era are those who embrace AI as an augmentation tool rather than resist its impact. As Steve pointed out, the firms that will succeed are the ones that reinvent their business models and focus on strategic advisory roles rather than commoditised execution work.

Agentic AI: The Next Disruptor for PR Business Models

While today’s AI tools largely operate as assistants – responding to prompts and automating specific tasks – the next wave of AI, often called “agentic AI,” will go much further. Instead of simply following commands, AI agents will proactively execute tasks, make autonomous decisions, and optimise workflows without constant human input.

In FIR podcast 439, Shel Holtz and I explored this concept in detail, and I later expanded on it in my December 2024 post: “The Future of Work: Exploring Agentic AI”.

The implications for PR and traditional business models are profound. If AI agents can independently conduct media research, generate insights, refine messaging, and even draft full-scale PR strategies, how does that reshape the role of agencies and consultants?

This is a step beyond mere automation. AI will no longer just accelerate existing workflows – it will redefine them entirely. The shift from billable hours to value-based pricing will become even more urgent as PR professionals move away from charging for time spent and instead focus on strategic oversight, creativity, and the ability to validate and enhance AI-driven recommendations.

Rather than seeing this as a threat, PR agencies must position themselves as curators and strategists who can guide AI-driven processes while ensuring relevance, ethics, and human insight remain at the core of communication strategies.

The Future of PR Agencies in an AI-Driven World

AI isn’t replacing PR, it’s evolving it. The challenge now is how agencies and communication teams choose to evolve with it. Agencies that cling to traditional pricing models may struggle, while those that embrace AI-driven efficiency and redefine their value proposition will be well-positioned for long-term success.

The billable hour may not disappear overnight, but the era of AI demands a rethinking of how PR agencies and consultants define and charge for value. Those that move beyond billable hours will not only survive but thrive in the AI-driven future of PR.

Listen to the FIR Interview

During the 40-minute conversation with Shel and me, Steve Rubel shared his thoughts and insights on a wide range of other areas that impact public relations, including the role of AI in modern communication, how AI is reshaping media intelligence and PR strategy, and why earned media remains the bedrock of communication and how to break through.

You can listen to or download the conversation right here; or, if you don’t see the embedded audio player below, listen with your favourite podcast app or on the interview show notes page on the podcast website.

The show notes page also includes a verbatim transcript and a video version on YouTube.

(Photo at top by Obi – @pixel9propics on Unsplash.)

Related Reading:

• The Future of Work: Exploring Agentic AI (14 December 2024)
• How AI is Changing the Consulting Game (1 May 2024)

There was a time when blogging tools weren’t just about writing in a web browser. Fifteen years ago, the landscape of third-party blog editors was full of promise.

Programs like Ecto, BlogJet, Qumana, and BlogDesk gave bloggers using the Windows operating system the freedom to write offline, refine their drafts, and then publish directly to blogging platforms like WordPress, TypePad, Drupal, and others. Microsoft got in on the action with Windows Live Writer, a writing and publishing tool for Windows, succeeded by the open-source and stand-out Open Live Writer.

I used all of these editing tools, and more, between 2002 and about 2018, to create posts on a Windows PC and then publish them to my blog. By then, though, all had fallen by the wayside in terms of development and support. Fast forward to today, and the options are, quite frankly, bleak.

A bright spot is for users on macOS, where writing apps like MarsEdit and iA Writer offer users beautifully designed tools. For iA Writer users, the app is available across multiple platforms, including Windows.

On macOS, iA Writer users can publish directly to Ghost, WordPress, Medium and other platforms (as a draft, not live on the blog). But on Windows? No such luck. If you write a blog post offline, you have to manually copy and paste it into a blank new post on your blogging platform, losing the kind of seamless workflow that once defined offline blog editors.

So, what happened?

The Decline of Offline Blog Editors

There are a number of reasons why third-party blog editors have all but vanished, such as these:

1. The Shift to Cloud-Based Writing – Platforms like WordPress and Ghost have made online writing so easy and accessible that fewer people feel the need to use a separate app. Autosaving drafts, cloud syncing, and browser-based rich-text editing have replaced the offline-first approach.
2. Platform Lock-In – Many blogging platforms have focused on building their own in-house editors rather than supporting external applications. Ghost, for example, has a clean, Markdown-friendly editor built right in. WordPress has its Gutenberg block-based editor, which has become increasingly powerful. The need for third-party tools has arguably diminished as these platforms have improved.
3. Lack of Developer Incentive – Maintaining a dedicated offline blog editor requires ongoing updates, API integrations, and bug fixes. With fewer people using such tools, developers may not see enough return on investment to keep them alive. Microsoft abandoned Windows Live Writer years ago, and while Open Live Writer emerged as a community-driven alternative, it never quite regained the traction of its predecessor.
4. Security Concerns about XML-RPC – Most offline editors make use of XML-RPC, a protocol that provides a standardised way for software applications to communicate over the Internet. However, it was prone to brute force attacks, DDoS attacks, and cross-site port attacks, leading to some hosting providers blocking XML-RPC connections entirely.
5. The Fragmentation of Blogging Platforms – During the heyday of offline editors, platforms like Blogger, TypePad, and WordPress dominated the publishing landscape. Now, the landscape is more fragmented, with static site generators like Hugo or Jekyll, and proprietary platforms such as Substack and Medium, increasing in awareness. This makes it harder to develop a one-size-fits-all solution.

Why We Still Need Offline Blog Editors

Despite these challenges, there’s still a strong case for a modern offline blogging tool. For instance:

• Writing without Distractions – Web-based editors often come with notifications, browser tabs, and other distractions. A dedicated offline editor allows for focused writing.
• Internet-Free Productivity – Not everyone is always connected. Writers who travel, work in remote areas, or prefer an offline workflow should have tools that support them.
• Better Content Ownership – When your drafts live in a local app, rather than being locked inside a specific CMS, you maintain greater control over your writing.
• Faster Performance – Local offline editors often operate more quickly than web-based alternatives, especially for users with slower Internet connections.

I wrote this post using Typora, an excellent Markdown-based cross-platform editor, on a Windows computer. I then copied and pasted the text into a blank new post on WordPress (and on my new Ghost test site), added some images, and manually set it up for publishing. It’s not a hugely laborious task, but it’s hardly a seamless process.

A Call for Innovation

Here’s something interesting – out of curiosity, I downloaded the Open Live Writer installer and installed the app on my Windows 11 PC. It worked, and I could configure it to publish content to my WordPress blog. What’s more, it did – I was able to publish a draft post to the blog. I could have even published the post live from OLW.

What made me hesitate beyond a draft is that this program has not been updated since 2017. It might have bugs or program elements that don’t work well with recent versions of WordPress when you come to publish. And I’m not keen to do that kind of testing on my live site.

But, could this be an opportunity to build upon the work from 2017 and create something in tune with today’s UI capabilities, user expectations and the contemporary blogging landscape? Maybe an idea for a Kickstarter campaign to get some financial backing.

In the bigger picture, with the rise of Markdown-based writing apps and headless CMS platforms, there’s an opportunity for developers to reimagine what an offline blog editor could be. We need a modern equivalent of Ecto or Open Live Writer that connects seamlessly with today’s platforms like WordPress, Ghost, and even Substack.

Perhaps it’s time for iA Writer – or another Markdown-first writing tool – to step up and deliver a seamless offline-to-online publishing workflow across multiple operating systems and platforms.

• Some Markdown-based editors like Obsidian, Zettlr, or MarkText support structured writing workflows. Could they evolve to integrate with blogging platforms?
• Critics argue that offline editors are obsolete due to modern browser-based tools. However, the need for distraction-free and offline productivity remains strong.

The requirement for seamless offline-to-online blog publishing hasn’t disappeared, only the tools have. Isn’t it time for that to change?

Related Reading:

• Open Live Writer: a successor to Windows Live Writer (16 December 2015)
• Word 2007 supports blogging (14 May 2006)
• Blog editors: An opportunity awaits (22 April 2006)

(Picture at top licensed from Adobe Stock.)

Over the past few months, I’ve been on a journey to transition my blog from self-hosted WordPress, where it has lived for nearly two decades, to hosted Ghost Pro, a platform designed for a more streamlined, distraction-free writing and publishing experience.

With the launch of my new site, Studio6, now firmly on the horizon, I wanted to share an update on the final stages of this migration and what’s next.

The Migration: A Technical Success with a Few Challenges

One of the biggest hurdles in moving a site that spans over 5,500 posts and pages (and a similar number of images) is ensuring that everything functions as expected. The actual migration has gone far more smoothly than I anticipated, which is a testament to both Ghost’s import tools and the support I’ve received from Ghost in working through the transition.

That said, there have been some necessary refinements along the way. Much of the work has centred around ensuring images are displayed correctly in every post. Because Ghost handles featured images differently from WordPress, we’ve had to address instances of duplicate images appearing on imported posts, as well as posts with featured images not appearing at all.

There’s also the matter of URL structures. Ghost uses a different permalink format, so we’ve been planning to implement redirects and checking for any potential 404 errors to ensure continuity for long-time readers.

Additionally, we’ve had to tweak some CSS and JavaScript elements to refine the site’s design and functionality. While Ghost offers a clean and modern framework, fine-tuning has been necessary to ensure the reading experience is as good, if not better, than it was on WordPress.

Studio6: More Than a Blog

For 18 years, my online presence has primarily revolved around my name. While my work remains intensely personal, I wanted a brand that better reflects what this space is becoming. Enter Studio6.

The name has personal significance: ‘studio’ speaks to my evolving workspace and the garden studio at my home in Somerset, where writing, podcasting, and creating come together, and ‘6’ represents this studio being the sixth such workplace I’ve had over the years (although this garden studio is the first of its type).

This move is more than just a shift in platform; it’s an opportunity to refine my focus and create a more cohesive identity for everything I do in the digital space.

The Newsletter: A Core Part of Studio6

A key feature of my new presence on Ghost is the built-in newsletter functionality. At its core, it does what WordPress does – allowing blog posts to be sent automatically to subscribers – but it does so in a way that feels more integrated and intentional.

Ghost’s approach is designed to foster a more engaged audience, with tools to create and nurture a community around the content rather than just sending out an email digest. My goal is to make Studio6 a space for conversation and interaction beyond just passive reading. This is something I’ve been thinking about for a while, and I see the newsletter as a significant step in that direction.

If you’ve been subscribed to the WordPress newsletter, that will continue from Ghost, so you don’t need to do anything to continue receiving it for free.

Ghost is known for its appeal to individuals and businesses wanting to monetise their content, ie, offer paid subscriptions to their newsletters. I don’t intend to do that, so my newsletter will be free of charge. In the future, I may decide to offer a subscription-based newsletter if I think I have an appealing value proposition where subscribers are willing to pay for content. But this is not my intention right now.

I’ll have more to say about the newsletter once Studio6 is open on Ghost.

What’s Next?

Once the move is complete, my goal is to go live with Studio6 on Ghost by early March. The website address will be the same as now – https://www.nevillehobson.com/. Between now and then, I’ll be finalising the last design and technical elements, ensuring the user experience is as seamless as I can make it, and setting the stage for the Ghost-delivered newsletter.

When the site is up and running, I’ll be sharing more details about what Studio6 represents and how I see it evolving. If you’ve been following this transition, I appreciate your support and patience – it’s been an exciting challenge, and I can’t wait to take this next step forward. Stay in the loop by subscribing now.

Related Reading:

• Ghost Embraces ActivityPub and the Fediverse (17 January 2025)
• From WordPress to Ghost: Embracing Simplicity in Blogging (16 January 2025)

In early January, Facebook founder Mark Zuckerberg announced a major shift in Meta’s content moderation policy, starting in the United States with significantly scaling back efforts to combat misinformation and harmful content. At the time, I said this decision raises profound concerns about the direction of social platforms.

It also serves as a stark vindication of the decision in 2021 by British cosmetics retailer Lush to walk away from social media, stating that they would leave Meta properties Facebook, Instagram, and WhatsApp, plus Snapchat and TikTok, “until these platforms can provide a safer environment for their users.”

Meta’s latest move not only fails to make platforms safer, it makes them even less trustworthy than before. If Lush was waiting for an improvement, this shift confirms that the opposite is happening. Lush’s stance with its anti-social media policy, once seen as radical, now seems prescient.

Their rationale was clear: these platforms, with their algorithm-driven engagement models, were not aligned with Lush’s brand ethos of well-being and ethical responsibility. Critics at the time questioned whether abandoning social media was a strategic misstep. After all, social platforms were – and still are – dominant marketing channels for businesses of all sizes.

Fast forward to 2025, and Jack Constantine, Lush’s Chief Digital Officer, reinforced the wisdom of this decision in an article on 6 February for The Drum titled “Meta’s fact-checking U-turn vindicates Lush’s decision to ditch social.” With Meta scaling back fact-checking efforts, Constantine makes a compelling case that Lush’s decision was not just about principle but also about foresight.

“Developments in recent months have reinforced and vindicated our decision to withdraw from having an active presence on those platforms. After seeing how Elon Musk’s takeover of Twitter (now X), has purposefully allowed the spread of misinformation and hate speech leading to real-world violence in favour of his far-right political agenda and now Meta jumping on the bandwagon, it’s a position we are firm in maintaining.

“Musk and Zuckerberg have made it even more apparent that they are fully aware of what they are doing and how this only furthers the harm that this has on young people’s mental health and marginalised communities.”

Jack Constantine, Lush, 6 February 2025

Supporters of Meta’s approach argue that less moderation fosters free speech, but critics – including Lush – believe this only fuels harm.

Owning the Relationship with Customers

Lush’s approach, as Constantine highlights, is about owning their audience rather than renting it from social platforms. They have shifted their focus to more direct forms of engagement:

• Email marketing: A tried-and-true method that allows for direct, personalised communication.
• Web content: Investing in a strong website and rich, engaging storytelling.
• Real-world events: Building community through immersive, in-person experiences.
• Apps and owned digital spaces: Creating ecosystems where they control the experience and the data.

This isn’t just about ethics; it’s a strategic move that reduces reliance on third-party platforms whose rules – and stability – are constantly shifting for the worse, making Lush’s proactive decision even more relevant today.

The Bigger Question: Is Big-Tech Social Media Still Worth It?

As Constantine argues, the fundamental issue is that social media platforms like Meta’s and X are not designed to serve brands, protect users, or safeguard truth. They are built to maximise clicks, likes and shares – even at the cost of misinformation, misuse of user data, toxicity, and public trust – that masquerade as “engagement”.

For brands that value authenticity, genuine engagement, and meaningful relationships, this raises critical questions:

• Is social media still a trustworthy environment for brand engagement?
• Does it make sense to pour money into advertising on platforms that deprioritise trust and safety?
• Are there better ways to connect with audiences without the filter of an algorithm?

If We’re at a Breaking Point, Where Do We Go From Here?

Lush’s approach may not work for every brand. Social media is still an effective channel for many, particularly for customer service and brand awareness. But the larger conversation is shifting. Companies are beginning to rethink their dependence on platforms they cannot trust and which pay scant regard to the people who engage with others on those platforms and their well-being.

While walking away from social media isn’t viable for every organisation, rethinking reliance on big platforms is. We’re already seeing alternative models emerge:

• Federated Social Networks – ActivityPub (connecting Mastodon, Threads, and others) and AT Protocol (Bluesky) enable decentralised, community-driven, niche networks that don’t rely on a single company’s (or individual’s) control.
• Owned Digital Spaces – Brands like Lush are shifting to direct engagement through email, events, apps, and content on their own websites.
• Community-Driven Platforms – Interest-based networks (like Discord, Reddit, and even LinkedIn Groups) offer more meaningful, controlled engagement without relying on unpredictable algorithms or the whims of platform owners.

It’s time for more brands to assess their social media strategies honestly. Should they continue investing in platforms that no longer align with their values? Or should they start exploring new ways to build deeper, more meaningful connections?

A shift away from these platforms presents an opportunity to embed diversity, equity, and inclusion (DEI) into brand communication – not as a checkbox, but as a foundational principle.

“I think more businesses will follow our lead once they see the lack of stability in these big tech social platforms. I am also hopeful that there’ll be more alternatives available.”

Jack Constantine, Lush, 6 February 2025

Lush made its choice. Now, more businesses may start to ask: Should we? The question isn’t just whether brands should leave social media – it’s time to stop renting audiences and foster genuine, meaningful engagement.

Brands should refocus on what truly matters: honest communication, inclusivity, and the well-being of the communities they serve. Social platforms have long prioritised algorithmic manipulation over user welfare, often at the expense of marginalised voices.

Let’s not forget that the essence of ‘social media’ is in the word ‘social’– real connections, authentic conversations, and people-first engagement should be at the heart of any strategy moving forward.

It’s time to rebuild digital engagement on trust, respect, and real human connection.

(Photos via Lush PR Image Library.)

Related Reading:

• Lush shows it’s time for an anti social media policy (28 November 2021)

In 2020, I bought a Toyota Corolla Excel self-charging hybrid hatchback – known today as a hybrid electric vehicle (HEV) – and it has been a delight to drive. The welcome attributes of this car, such as exceptional fuel economy, low emissions, and Toyota’s renowned reliability, have made it an easy car to live with. The 10-year hybrid battery warranty is a reassuring bonus.

The self-charging hybrid approach championed by Toyota has always made sense to me: it captures energy through the internal combustion engine charging the battery, and from regenerative braking, rather than relying on external charging.

After a relatively minor accident in December (a bike rider fell off his bike and hit me), my car is now going in for repairs. In the meantime, on Friday, my insurance company provided a 2025 Hyundai Tucson Premium plug-in hybrid electric vehicle (PHEV) as a courtesy car, which I expect to have for a couple of weeks.

I’ve been getting to know the car a bit during the weekend. This is an opportunity I welcome because, while I understand the concept of PHEVs, I have long been sceptical about their practicality.

I’ve always considered hybrid technology a logical stepping stone towards an electric vehicle (EV), combining the efficiency and economy of an electric motor with the convenience of a petrol engine.

And I would add that while EVs are often seen as the ultimate goal for sustainable driving, this post focuses on hybrids as a transitional technology. My aim is to evaluate the practicalities and compromises of hybrids, not to compare them directly to EVs.

Are PHEVs the Best of Both Worlds or a Compromise?

My main concern with plug-in hybrids has always been the requirement for manual charging. Unlike my Toyota HEV, which seamlessly charges the battery on the go as determined by the car’s ECUs, a PHEV like the Hyundai requires plugging into a charging point.

Without regular charging, a PHEV becomes little more than a heavier petrol-powered car burdened by an underutilised battery. It seems inefficient at best and expensively counter-productive at worst.

For years, I’ve questioned whether PHEVs offer real-world benefits. Some drivers treat them like conventional hybrids, rarely plugging them in. This negates the very advantage they’re meant to provide: a useful electric-only range. Studies suggest that many PHEVs fail to meet their promised efficiency levels because they rely too much on their petrol engine.

But now, I have the perfect opportunity to put my scepticism to the test.

PHEV vs HEV: A Comparison

Rather than comparing the Hyundai Tucson and Toyota Corolla as vehicles, I want to focus on how their hybrid systems differ. Here’s a side-by-side look at the key differences:

(Reference sources: ICCT, ICCT, ECIU, consumer.org.nz)

Some Expectations from the Hyundai Tucson PHEV

The Hyundai Tucson PHEV is larger and heavier than my Toyota Corolla HEV, but it’s well-equipped and offers a respectable electric-only range of around 30–45 miles, quite a bit more than the Toyota, depending on your driving style and other factors. That’s enough to cover the short trips I typically do these days if I commit to charging it properly.

Fortunately, my new house has a 7 kWh PodPoint Solo S3 charger in the driveway, which I’ll use regularly to enable me to make the most of driving in EV mode. The house also has PV solar panels, but I’ve yet to figure out how the electricity generated from these might supplement home charging.

Here’s what I’ll be looking for during my test period:

• How often will I need to charge the vehicle? Will I find it convenient, or will it feel like a chore? Easy to do at home, but what about at a public charging point 20 miles away?
• What’s the real-world electric range? Will it live up to the advertised figures?
• How does the transition between electric and petrol feel? Will it be smooth and efficient, or will it feel like a compromise?
• What’s the overall driving experience like? Will the added weight and complexity affect performance and comfort?
• Will I change my mind about PHEVs? Can they genuinely offer the best of both worlds, or do they fall into an awkward middle ground? In other words, are they a stepping stone to full EVs, or are they an awkward compromise?

As I mentioned earlier, I’ve always seen hybrid technology as a transition phase towards fully electric vehicles, and my Toyota HEV’s self-charging system has made a strong case for itself.

EVs may represent the logical next step, but this post intentionally examines hybrids to explore their unique place in the transition to electrification. Plug-in hybrids occupy a different space in that transition. Are they a clever solution for those not ready for full EVs, or are they a compromised technology that only works if you commit to regular charging?

Over the next few weeks, I’ll aim to find out. I’ll then share my experiences – both the positives and the frustrations – and whether this PHEV experience changes my perspective.

Stay tuned for the follow-up!

(Photo at top via Adobe Express.)

Related Reading:

• Discussing Toyota’s Engine of Controversy (28 August 2024)
• Assessing the choice of self-charging hybrid cars vs EV (22 August 2022)
• The usefulness of single-journey data in a hybrid car (17 December 2021)
• Electric cars are coming, but where will you charge? (7 March 2020)

Bluesky continues to impress as the social network’s user count reaches 30 million. This marks a significant leap from the platform’s already notable growth when I last wrote about Bluesky in November 2024. Then, it hit 20 million users following the US election, up from 7 million just a few months earlier.

The question now is whether Bluesky can sustain this remarkable momentum and establish itself as a dominant force in the evolving social media landscape. This was a significant discussion topic for Shel Holtz and me in the long-form monthly episode 447 for January of the For Immediate Release podcast we published a few days ago.

From Promise to Reality

Bluesky’s appeal has largely stemmed from its decentralised, ad-free approach and its promise of giving users greater control over their online experience. Since that meteoric rise in user numbers last November, Bluesky has steadily expanded its feature set, introduced improved content discovery tools, and fostered a vibrant community of creators and thought leaders.

The current surge in user numbers suggests that its unique value proposition continues to resonate. Bluesky’s ability to attract and retain a diverse user base, including those disillusioned with Elon Musk’s X, indicates a broader shift in how people are engaging with social media.

Several factors appear to be driving this exponential growth:

1. Decentralisation and Transparency: Bluesky’s open architecture and commitment to user autonomy stand in stark contrast to the algorithm-driven, centralised models of legacy platforms.
2. Cultural Relevance: The platform’s tone and community culture, which lean towards thoughtful, meaningful engagement, clearly appeal to users seeking refuge from the noise and toxicity often associated with larger platforms, especially X.
3. Enhanced Features: Recent updates, including improved tools for managing conversations and expanded functionality for creators, have made Bluesky more appealing to a wider audience.
4. Introduction of Video Features: Bluesky has launched customisable video feeds, allowing users to create and swipe through video-only timelines based on specific hashtags. This move, likely influenced by uncertainties surrounding TikTok’s future, enhances content discovery and engagement. A trending video feed under the search tab highlights popular content and showcases Bluesky’s adaptability to user preferences.
5. Trending Topics: The addition of a ‘Trending Topics‘ feature enables users to discover real-time discussions directly via the search icon on mobile or the right sidebar on desktop. This feature is customisable, respecting muted words and giving users the ability to disable it in settings, reinforcing Bluesky’s commitment to a personalised experience.

Challenges and Opportunities

While Bluesky’s growth is impressive, challenges remain. Scaling a platform to accommodate millions of users while maintaining its core principles is no small feat. Infrastructure demands, moderation complexities, and competition from other decentralised platforms like Mastodon could test its ability to deliver on its promises.

Bluesky’s decentralised model is a significant draw for users disillusioned with algorithm-driven platforms like X. However, decentralisation comes with challenges, including content moderation and scalability. There’s also the question of whether decentralisation alone is enough to sustain long-term growth or if additional factors like subscriptions and monetisation will play a pivotal role.

Moreover, Bluesky’s exploration of monetisation strategies, such as paid subscriptions and advertisements, introduces a need for balance. Revenue generation must align with the platform’s user-centric values to avoid alienating its community.

However, opportunities abound. Bluesky’s growth opens doors to strategic partnerships, increased creator investment, and the potential to shape the future of decentralised social media. Its success could also encourage further innovation across the sector.

Bluesky has seen a significant influx of users, mainly from progressive communities, seeking alternatives to platforms like X. This shift has influenced the platform’s cultural landscape, presenting both opportunities and challenges in maintaining a diverse and inclusive environment. Ensuring robust moderation and fostering open dialogue will be essential to accommodate a broad spectrum of perspectives.

Leveraging AI for moderation and content recommendations, while maintaining decentralisation principles, could address scalability concerns.

Bluesky faces stiff competition from platforms like Mastodon and emerging players leveraging similar decentralised models. In our podcast discussion, Shel and I debated how differentiation in user experience, community culture, and technological innovation might give Bluesky an edge.

A Moment to Reflect

Bluesky’s journey from a promising newcomer to a platform with over 30 million users is nothing short of remarkable. Its ability to adapt, innovate, and resonate with users will determine its longevity and impact in the social media space.

I’d love to hear your thoughts on this. Are you active on Bluesky? What features or aspects of the platform keep you engaged, and what would you like to see improved? Let’s keep the conversation going as we witness the evolution of social media in real time.

Listen to FIR 447

You can listen to or download Shel’s and my 108-minute conversation right here; or, if you don’t see the embedded audio player below, listen with your favourite podcast app or on the episode 447 show notes page on the podcast website.

The Bluesky discussion starts at about the 1h34m mark.

You can find links in the show notes to the source material we used for our discussion, along with the verbatim transcript of our entire conversation.

(Image at top “Euphoric photo of dolphins jumping under a rainbow” courtesy of Bluesky, celebrating reaching 30 million users.)

Related Reading:

• Why a Simple “Hello Bluesky!” Makes a Difference (27 November 2024)
• Bluesky’s Boom: Are We Watching the Next Big Shift? (22 November 2024)
• Finally, the Unravelling of X (15 August 2024)

Recently, I found myself wading through a dense 50-page PDF report. The convoluted text, lengthy paragraphs, lack of meaningful visuals, and unclear messaging turned what could have been a straightforward read into a real headache. Even ChatGPT struggled when I asked it to summarise the report.

It struck me how much more impactful the document could have been with simpler, more structured writing and a compelling presentation.

In an era of endless distractions and information overload, simplicity in digital communication remains a winning strategy. While trends and technologies evolve, the ability to deliver clear, concise, and engaging messages cuts through the noise and resonates with audiences.

As digital platforms become more sophisticated, the temptation to use every available feature often leads to overly complex messages. Whether it’s jargon-heavy writing, cluttered designs, a surfeit of AI-generated imaging (because you can!) or convoluted user interfaces, complexity alienates audiences, and reduces their ability (and perhaps willingness) to understand what you’re saying.

Ultimately, all of this diminishes the impact of your communication.

Simplicity as a Strategy

In today’s fast-paced digital environment, people value clarity and brevity more than ever, whether in PDFs or other documents like the one I mentioned earlier, in websites, or apps and games.

Simplicity doesn’t mean stripping away depth or creativity; it means delivering content in a way that’s easy to navigate, understand, and act upon. Some standout examples include:

• Apple: Known for its clean design and straightforward messaging, Apple demonstrates how simplicity can highlight value without overwhelming the audience.
• Perplexity AI: With its evolving AI-driven approach, Perplexity offers a user interface that prioritises functionality and user experience, demonstrating how modern tools can maintain simplicity while harnessing advanced technology.
• Duolingo: With its intuitive design and gamified approach, the language-learning app excels at keeping users engaged without over-complicating the experience.
• GOV.UK: The redesign of government websites like GOV.UK showcases the power of simplicity in improving user engagement and accessibility. By prioritising clear layouts, concise content, and inclusive design, these government platforms demonstrate how even complex services can be transformed by simplicity into user-friendly experiences.

Practical Tips for Simplifying Communication

Simplicity is not always easy to achieve, but it starts with deliberate choices. By focusing on clarity and removing unnecessary complexity, you can ensure your message connects effectively with your audience. Equally important is accessibility — ensuring that your communication is inclusive and usable for a diverse range of people, including those with disabilities.

Here are some actionable steps to get started:

1. Focus on the Core Message: Before creating content, identify the primary takeaway and ensure every element supports it.
2. Use Plain Language: Avoid jargon and technical terms unless necessary, and constantly define them when used.
3. Design for Clarity: Ensure visuals, layouts, and navigation elements are intuitive and not overcrowded.
4. Test for Understanding: Share your content with a small group and gather feedback to confirm it’s clear and compelling.

Why Simplicity Matters Today

While print remains relevant and continues to serve specific needs, the growing trend toward mobile-first experiences highlights the importance of designing for different audience preferences. Balancing these requirements is crucial for effective communication in today’s diverse media landscape.

In a world dominated by fast-scrolling and limited attention spans, simplicity builds trust and fosters engagement. When your audience can easily understand and interact with your message, they’re more likely to remember it and take action.

Related Reading:

• The mutual value of the conversation (31 December 2013)
• A guide to writing for the world (30 June 2010)
• The art of writing great headlines (15 October 2009)

(Photo at top licensed from Adobe Stock.)

Yesterday, I shared my decision to move from WordPress to Ghost, a platform designed for writing and blogging simplicity and focus.

In this follow-up post, I want to talk about an exciting feature of Ghost that sets it apart from most other blogging and CMS platforms: its active support for ActivityPub and the Fediverse, technologies that promise to redefine how we connect and engage online. At the heart of this shift lies the potential for more open and interconnected digital communities.

But what does this mean for Ghost users? Let’s explore.

What is the Fediverse?

The Fediverse — short for “federated universe” — is a collection of interconnected, decentralised platforms that communicate using open standards. Unlike traditional social networks and platforms owned by single companies or individuals, the Fediverse comprises independently operated servers that allow users to interact across platforms seamlessly.

Whether you’re using Mastodon, WordPress, Threads, Pixelfed, Ghost, or another connectable service, the Fediverse will let you follow and engage with users on any platform that supports the same protocols.

A simple analogy that will help you understand how it works is email. Think about that: no matter what email app you use – whether it’s Gmail, Outlook, or any of the myriad email apps available across many different platforms – you can send an email message to anyone who has an email address, and it will get to them no matter what the app or platform.

That’s thanks to protocols supported by all those different apps and platforms. Just like email, the Fediverse ensures that content from Ghost can seamlessly reach audiences across multiple platforms, thanks to ActivityPub.

What is ActivityPub?

ActivityPub is the open protocol that powers much of the Fediverse. It acts as a standard way for different platforms to communicate, enabling posts, likes, comments, and other interactions to flow freely between them. For example, a user on Ghost can follow a creator on Pixelfed, and their interactions work as if they were on the same platform.

That principle applies to all of the examples I mentioned earlier, and many more.

It’s worth mentioning that WordPress also supports ActivityPub through a plugin. But, my experience highlights a significant limitation: ActivityPub could not be enabled on my self-hosted WordPress blogs because my hosting service Siteground would not support it (and it is an issue only at this third-party level, not with WordPress itself). This makes Ghost’s native support for ActivityPub a clear advantage for creators seeking seamless integration.

All This Matters Because…

The rise of ActivityPub and the Fediverse represents a significant departure from the centralised control of traditional platforms. Instead of being locked into a single ecosystem, you can now enjoy more freedom and ownership over your online presence, even moving from one different platform to another, taking your identity (your user name or handle) and all your followers with you when you go.

Another noteworthy approach is the AT Protocol, developed by Bluesky. Like ActivityPub, it supports decentralised integration, aiming for interoperability between platforms. Although the AT Protocol is gaining traction, ActivityPub remains the most widely supported standard, making it the current backbone of the Fediverse.

These shifts encourage innovation, transparency, and the building of diverse online communities.

Ghost’s Support for ActivityPub

Ghost, known for its focus on empowering independent creators, began integrating ActivityPub last year to connect its platform with the Fediverse. This means:

• Enhanced Discoverability: Ghost blogs can now become part of the Fediverse, making it easier for users on other Fediverse-connected platforms to find and follow your content directly.
• Interconnected Engagement: Posts from your Ghost blog can appear in Fediverse timelines, where users can like, share, and comment on them without leaving their own platform. Imagine a Mastodon user discovering your blog and engaging with your posts directly.
• Decentralised Communication: By embracing ActivityPub, Ghost aligns with the principles of openness and decentralisation, providing its users with more control over their content.

What This Means for Ghost Users

For creators like me using Ghost, ActivityPub integration opens up exciting new opportunities:

1. Reach a Wider Audience: Your content is no longer confined to your blog’s domain. Instead, it can circulate freely across the Fediverse.
2. Build Communities Across Platforms: Engage with audiences wherever they are, without needing to maintain multiple accounts or duplicate efforts.
3. Stay Ahead of the Curve: As interest in decentralised platforms grows, Ghost users will be well-positioned to leverage the benefits of this emerging ecosystem.

The Future is Open

With ActivityPub integration, Ghost empowers creators to transcend traditional platform boundaries. By embracing decentralisation, you can connect with a wider audience, build vibrant communities, and maintain control over your content.

It’s a transformative step for online publishing, and it aligns perfectly with the ethos of simplicity and focus that drew me to Ghost.

If you’re curious about how ActivityPub and the Fediverse could enhance your blogging experience, now is the perfect time to explore. Ghost’s support for these technologies ensures you can be part of this new era of connectivity while continuing to focus on what you do best: creating great content.

Additional & Related Reading:

• From WordPress to Ghost: Embracing Simplicity in Blogging (16 January 2025)
• The story so far (Ghost, 12 January 2025)
• ActivityPub is the beating heart of the Fediverse (The Fediverse Files video, 5 August 2024)
• What is the Fediverse? (Social Web Foundation, undated)

(Licensed image at top via Adobe Stock.)

For nearly two decades, my online home has been WordPress. But now, it feels like the right time to move on, so I’m preparing for a move to Ghost, a platform that is a compelling alternative to WordPress.

WordPress has been a remarkable platform since I discovered it in 2004 when blogging for business was not yet in the mainstream. I had started blogging on BlogSpot, then TypePad, some years earlier before moving to WordPress in 2006.

Over the years, I’ve written 5,500 articles, experimented with many features, and watched my site evolve. It’s played an instrumental role in connecting me with friends, clients and countless others.

WordPress has been at the heart and soul of my writing and blogging.

Why Leave WordPress?

While I’m proud of everything I’ve created, the infrastructure of my self-hosted WordPress site now feels bloated and cumbersome. WordPress is undeniably powerful, but that power comes with complexity. Managing plugins, maintaining themes, and dealing with frequent updates have increasingly become distractions. Instead of enhancing my blogging experience, these tasks have detracted from what I love most: writing.

It also has to do with changes in WordPress as the platform and the organisation behind it evolved. In the beginning, WordPress was a blogging platform that offered a more compelling user experience than the alternatives in the early 2000s, most of which you had to pay to subscribe. The software was easy to use, it was open source, and it didn’t cost anything other than a hosting service where you’d install your blog.

Today, WordPress is a sophisticated content management system that runs over 43% of all websites (about half a billion) worldwide. No longer is it a simple blogging platform.

In addition, I have concerns about the broader landscape of online publishing and some significant disagreements between WordPress co-founder Matt Mullenweg and WordPress hosting firm WP Engine on issues around copyright and IP ownership. Mullenweg said that the resulting lawsuits could mean the end of WordPress, reported Search Engine Journal.

These challenges have left me yearning for a simpler, more focused writing environment to do what I enjoy most – creating and blogging meaningful content.

Why Choose Ghost?

Ghost Pro represents a fresh start. From the moment I explored its features, I experienced a sense of clarity and purpose about my writing that I hadn’t felt in a long time. I also reviewed some other hosted alternatives, such as WordPress.com (the hosted version of WordPress run by the makers of WordPress), Siteground (my current hosting service), WP Engine, Kinsta, Hostinger, and more.

None appealed to me as Ghost Pro did. Here are the key reasons why Ghost stands out for me:

1. A Clean Writing Experience: Ghost is lightweight, fast, and purpose-built for writers. There’s no need to worry about plugins or excessive customisation options if you don’t want to – just a pure writing and blogging platform.
2. Speed and Simplicity: The fast-loading nature of Ghost websites aligns perfectly with my goal of creating a distraction-free reading experience for my audience.
3. No Maintenance Hassles: With Ghost Pro’s fully hosted service, I’m free from the burden of managing software updates, backups, or security. This modern simplicity is a game-changer for me.
4. Built-in Newsletter Functionality: Ghost makes it effortless to create and manage newsletters. From the start, I’ll offer newsletters for free, just I have done for years on my WordPress blog. The option to monetise newsletters is not a primary driver for me, but it is something I will pay attention to in the future.
5. A Unified Approach: Over the years, I’ve juggled multiple self-hosted WordPress sites, each serving a different purpose. A move to Ghost gives me the opportunity to consolidate everything under one platform – which I already started doing on WordPress – simplifying my online presence.

A Philosophical Shift

This move isn’t just about adopting a new platform; it’s about embracing a new mindset that I didn’t see with any of the other alternatives to WordPress that I’d considered.

By stripping away the technical complexities, I can focus entirely on creating and sharing content. Ghost allows me to rediscover the joy of blogging without the baggage of managing a complex website, the overwhelming choices of paid-for bells and whistles, and the hosting service I pay to host it, all with the relentless marketing pressure to upgrade or buy additional services.

I’ve started with a free trial of Ghost Pro, which I’m using to explore its potential and understand what I’ll need to do to ensure a smooth transition when I make the switch. I’ve already had brilliant help from Ghost support, for which I’m grateful, so I’m confident about making this change. The test blog I created on Ghost has already shown me how liberating it can be to work in such a clean, focused environment.

Blogging Ahead

As I prepare for my transition to Ghost, which I’m planning to complete by the end of January, I’m excited about the possibilities it offers. This is an opportunity to redefine my online presence and build deeper connections with my readers.

It’s a chance to prioritise what truly matters: the joy of writing and the ability to connect meaningfully with my audience. It’s fully engaged with my continuing project of redefining my work/life balance that includes what I write about.

If you’ve considered making a similar shift or have experience with Ghost, I’d love to hear your thoughts. Here’s to simpler, smarter writing and blogging!

Related Reading:

• Embracing Minimalism, Simplicity and Clarity (29 July 2024)
• Creating a Unified Voice (30 April 2024)
• WordPress: a poster child for open source accessibility (28 May 2023)

On 7 January, Mark Zuckerberg announced sweeping changes to content moderation and fact-checking across Meta’s platforms – Facebook, Instagram and Threads – sparking widespread reaction and debate about the future of online discourse and the role of social networks in shaping global conversations.

This overhaul is just one part of a broader story focused on the dramatic changes across the societal landscape in the United States that are expected once Donald Trump takes up the reins of power in his second term as President on 20 January. While the immediate implications of Meta’s moves are tied to the US, these shifts are bound to have global repercussions.

It serves as a critical moment to reflect on the shifting landscape of social networks and social media, and the deeper questions it raises about trust, governance, and user empowerment. Meta’s trajectory highlights a troubling trend for platforms seeking to balance openness with safety while navigating complex political landscapes.

As someone who has used Meta’s services extensively since joining Facebook in 2007 – and later Instagram, Messenger, WhatsApp, and more recently Threads – I’ve watched the company evolve from an essential connector of people to a global networking and advertising platform embracing social networks and messaging apps. According to Statista, almost 3.3 billion people were active daily during Q3 2024 on at least one Meta platform.

However, Meta is marred by scandals and troubling practices. The Cambridge Analytica scandal in 2018 – where personal data belonging to millions of Facebook users was collected by the British consulting firm for political advertising without user consent – left a lasting mark, creating a persistent sense of disquiet about Meta’s data practices.

But this past week’s developments have turned my unease into outright dismay, leading me to seriously reconsider my engagement with Meta platforms. More on that below.

A Troubling Shift

Meta’s new approach to moderation – starting in the US, replacing established policies with so-called “Community Notes” reminiscent of the system on X – raises critical concerns. This change, combined with removing restrictions on certain attacks against marginalised groups, highlights a worrying shift in priorities.

As Casey Newton noted in Platformer last week, the company now permits “allegations of mental illness or abnormality when based on gender or sexual orientation” under its hateful conduct policy, framing this as part of “political and religious discourse.”

Meta’s decision to push political content to all Instagram and Threads users adds another layer of complexity. According to The Verge, Instagram boss Adam Mosseri framed this as part of a “more speech and fewer mistakes” strategy. Yet, it’s hard to ignore the potential for amplifying divisive rhetoric and further eroding trust in online spaces.

The Financial Times captured the heart of the issue in an article by Richard Waters: “It may simply be impossible to run a completely open, uncensored network, while at the same time presenting an environment where anyone can feel safe and at home.” This sentiment, this uncomfortable truth, underscores the core tension within Meta’s policies.

The Role of the Oversight Board

One critical element of Meta’s moderation ecosystem has been the Oversight Board, an independent body set up in 2020 and tasked with reviewing content moderation decisions and providing guidance. The sweeping changes announced by Meta raise questions about the Board’s role moving forward.

Helle Thorning-Schmidt, one of four co-chairs of the Board and a former Prime Minister of Denmark, told the BBC in a recent interview that she is “very concerned” about the loosening of content standards and the broader implications for how content is moderated on Meta platforms.

The Oversight Board has often been a key player in advocating for more transparent and principled decision-making in content governance, but these new policies appear to diminish its influence.

Political Expediency and a Global Context

The political undertones of Meta’s decisions are hard to ignore, particularly as the company positions itself for the second Trump presidency.

The New York Times described Meta’s recent actions as a “MAGA makeover,” noting Zuckerberg’s pragmatism in aligning with shifting political winds. While this alignment might secure short-term peace, it risks alienating users and advertisers alike, particularly those seeking a safer, more inclusive online experience.

This political positioning is not confined to the US. Meta’s policy changes echo broader societal shifts, according to CNN. Wired notes: “By abandoning fact-checkers and loosening its Hateful Conduct policy, Meta has made clear the future it wants for its platforms.”

However, these changes will not be without resistance outside the US. For example, if Meta wanted to implement its moderation changes in European Union countries, it would face stricter oversight. Under the EU Digital Services Act, platforms must submit risk assessments to the European Commission before making such changes, reports Euronews.

A Personal Turning Point

As I reflect on my own journey with Meta platforms, I find myself at a crossroads. I’ve enjoyed using Threads, Instagram, WhatsApp and Facebook to connect with others, but recent revelations have forced me to question whether these platforms align with my values. I did this in 2023 about X, which I joined in 2006 soon after Twitter’s founding, ultimately eschewing posting on that platform.

On Threads, I shared some initial thoughts about this dilemma, acknowledging the confusion I feel about balancing the benefits of these services with the growing concerns about their impact.

Exploring Alternatives: Bluesky and Beyond

In contrast to Threads, platforms like Bluesky offer a refreshing perspective. I joined Bluesky in May 2023 during its closed beta and have increasingly focused my attention there. As Mark Cuban recently noted, Bluesky stands out as “the only moderated social media platform with tools that allow the user to control their own experience.”

Its commitment to decentralisation and user empowerment feels like a step in the right direction, particularly as other networks grapple with fragmentation and instability.

Bluesky’s unique features, such as allowing users to apply independent moderation algorithms, provide tangible ways to curate their online experiences. This decentralised approach has already helped resolve contentious issues, fostering healthier dialogues compared to more centralised platforms.

While Bluesky is not without its challenges, it represents a promising alternative in a landscape desperate for innovation and trustworthiness. Its growth following the US presidential election outcome last November underscores its potential to foster meaningful dialogue in a polarised world.

Platforms must invest in features that empower users to customise their experiences, such as independent moderation tools and user-defined algorithms. At the same time, smaller platforms like Bluesky must address myriad challenges while maintaining their core values.

The Road Ahead

As Meta doubles down on its controversial strategies, the broader social media ecosystem is facing a moment of reckoning. Decentralisation and user empowerment are no longer abstract ideals but critical components of a sustainable future for online platforms.

As individuals, our actions collectively shape the platforms we use. Transitioning to alternatives, advocating for transparency, and demanding accountability send powerful signals to Big Tech.

Recent history provides clear examples of user-driven change.

In 2007, Facebook retracted its Beacon advertising system after widespread protests against privacy invasions, and in 2010, similar backlash prompted a revision of its privacy settings to offer greater user control.

Research also supports the impact of collective action. A study in the International Journal of Communication highlights how social media activism can drive organisational change, illustrating the strength of user advocacy.

And in 2020, the #StopHateForProfit campaign saw numerous users, advertisers, and other organisations boycott Facebook, leading to increased scrutiny and discussions about the platform’s content moderation policies. This movement underscores how coordinated user actions can pressure platforms to reconsider their practices.

I encourage you to reflect on your own social media usage, consider alternative platforms, and prepare for the possibility of rapid changes. If you maintain a presence on Facebook, Instagram, and Threads, consider tailored exit strategies for each. Planning ahead will help ensure a smoother transition should the need arise.

Together, we have the power to shape the future of online discourse. We mustn’t leave it all to Big Tech and the current political climate; shaping the future of online discourse requires active choices and collective action from all of us.

Additional Reading:

• Zuckerberg urges Trump to stop the EU from fining US tech companies (Politico Europe, 11 January 2025)
• Inside Mark Zuckerberg’s Sprint to Remake Meta for the Trump Era (New York Times, 10 January 2025)
• What Meta’s move to community moderation could mean for misinformation (The Conversation UK, 10 January 2025)
• The X-ification of Meta (Wired, 8 January 2025)
• Mastodon CEO calls Meta’s moderation changes ‘deeply troubling,’ warns users cross-posting from Threads (TechCrunch, 8 January 2025)
• The Good, The Bad, And The Stupid In Meta’s New Content Moderation Policies (Techdirt, 8 January 2025)

Two decades ago, podcasting was a nascent experiment. Today, it’s a mainstream medium that shapes conversations, elections, and industries. For Shel Holtz and me, our For Immediate Release podcast has been both a witness to and a driver of that transformation.

Our anniversary episode – aptly titled From RSS to ChatGPT: FIR’s 20-Year Tech Communications Chronicle – was both a look back and a nod to what’s ahead. It reminded me how FIR has evolved, thrived, and adapted since we launched our first episode on 3 January 2005.

As we marked this milestone in episode 443, we took the opportunity to reflect on two decades of podcasting and the journey that brought us here.

How It All Began

Podcasting in 2005 was uncharted territory. Inspired by the potential of this new medium, Shel and I decided to create a co-hosted podcast to explore its possibilities for professional communicators.

A challenge for us was that we were physically separate, so the idea of sitting down together to routinely record a conversation would not fly. Shel was in Concord, California, USA, and I was in Amsterdam in The Netherlands then – 8 time zones and 5,425 miles (8,730 km) apart. The idea of recording over a phone call was unappealing. Apart from the high cost of international phone calls, there was the reality of figuring out how to record such phone calls without resorting to expensive and technical solutions.

Luckily for us, Skype had arrived on the scene in 2003. It disrupted telecommunications globally and enabled people like Shel and me to talk over the Internet and record the conversation at zero cost.

Our beginnings were anything but polished. The first episode in 2005, recorded over Skype, was riddled with technical imperfections and, listening today, the audio quality was pretty awful. Yet, it laid the foundation for a podcast that would go on to serve communicators with insights into technology and communication trends for two decades.

Milestones On the Journey

Throughout FIR’s history, we’ve experienced many defining moments:

Notable Interviews: From Richard Edelman to Helio Fred Garcia, William Beutler to Jeremiah Owyang, our conversations with leaders in the communication, business and technology fields provided rare insights and often sparked industry discussions.

A Book on Podcasting: In 2007, Shel and I co-authored How to Do Everything with Podcasting, one of the first business-focused podcasting books. While much of its technology advice is now outdated, the principles of storytelling and audience engagement remain timeless.

Accessible Tech: In our first years, we had a podcast app for iOS, thanks to Libsyn, our file-hosting service, who we’ve been using since the very beginning. The app was for more than just listening to episodes – you could also send in comments via the app, a highly proactive method of engagement.

Community Contributions: Listener engagement has been a hallmark of FIR, from correspondents like Dan York (still actively engaged today) to the many listener comments that shaped our conversations.

We also reflected on early experiments like hosting episodes in Second Life, collaborating on live shows, and producing comprehensive listener surveys. Each milestone has been a testament to the evolving ways podcasts can connect with audiences.

A huge personal milestone for me was when I stepped down from co-hosting FIR in the autumn of 2015. It was the right thing at the time, as I explained in a post. But I came back in April 2017! And that was the right thing, too.

The Technology That Shaped Us

Podcasting’s technological evolution has been extraordinary. From the early days of virtual cables and mix-minus setups to today’s AI-driven tools in Riverside.fm and Adobe podcasts, the medium has become more accessible and sophisticated.

As Shel noted during our anniversary conversation, today’s tools don’t just simplify production – they also elevate the listening experience to meet professional standards once reserved for traditional broadcast media. Features like filler-word removal and audio normalisation were unimaginable when we started.

The Changing Role of Podcasts

One of the most fascinating shifts over the years has been the growing influence of podcasts. Once a niche medium, podcasting has become a platform where news is broken, elections are influenced, and audiences are engaged at a deeply personal level.

Despite this mainstream adoption, podcasting remains a space for niche voices like FIR to thrive. Whether reaching thousands of communicators or millions of mainstream listeners, podcasts have proven their enduring relevance.

FIR has thrived as a niche podcast, reaching communicators worldwide with insights that combine emerging technologies with timeless communication principles.

What Lies Ahead

As we step into our third decade, Shel and I remain committed to exploring the intersection of communication and technology. We’re excited to see where this journey takes us – and we’re grateful to have you with us on the journey.

The past 20 years have been extraordinary. Shel and I are immensely grateful for the listeners and sponsors who’ve supported us along the way.

Today, the possibilities for podcasting seem boundless. AI, video integration, and personalised content delivery will continue to transform the medium. Whether you’ve been with us since episode 1, or joined more recently, thank you for being part of FIR’s story.

Listen to FIR 443

You can listen to or download our 52-minute conversation right here; or, if you don’t see the embedded audio player below, listen with your favourite podcast app or on the episode 443 show notes page on the podcast website.

You can find links there to the source material we used in this episode, along with the verbatim transcript of our conversation.

Related Reading & Listening:

• FIR at 19: A Milestone in Podcasting (7 January 2024)
• Pivoting the FIR podcast (11 January 2022)
• FIR #191 Two Decades in 2.5 Hours (20 January 2020)

After 20 years on LinkedIn, I decided it was time for a complete refresh and to create a profile that better reflects who I am today and where I’m heading, professionally and personally.

How often do you update or change your LinkedIn profile? Probably when you change your job or get a different role. That’s what I’ve done since I joined LinkedIn in June 2004 – updated things now and again because of a milestone event like a job change.

But, it meant that while I updated who I was working for and when, it didn’t accurately reflect what I was doing and why. Nor explain any of it very well.

In essence, I had a rather stale and impersonal online CV, written in typical third-person corporate-speak, that left a reader saying, “Okay, so what do you do, exactly?” You’d struggle to get a clear answer to that question from reading my old LinkedIn profile.

In recent years, my work and interests have evolved significantly. Aligned with my focus on achieving a more desirable work-life balance, this presented an opportunity to step back and reassess how I present my career, experiences, achievements, and aspirations.

As part of my journey to rebalance my work and life, I decided to rewrite everything (for the first time since 2017) and present my story in a simpler, more direct and cohesive manner.

Back then, I invested in the services of a professional LinkedIn profile writer. This time, I decided to make good use of generative AI with my paid ChatGPT Plus account to help me do this myself.

A Collaborative Workflow

We started this project in early December with my telling the AI assistant (I resist calling it ‘AI agent’ yet) what I wanted to do and what I required it to do. We began by sharing my current (old) profile and a list of ideas I had on structure, format, and tone, along with a formal CV that contains much cumbersome information not in the LinkedIn profile but essential reference for the chatbot.

In turn, ChatGPT Plus proposed a straightforward workflow:

1: Start with Recent and Relevant Roles:

• ChatGPT will draft updated entries for my key roles over the past 15 years based on all the information shared and what ChatGPT discovered online. It would pay close attention to ensuring an engaging tone and style that reflected my own based on what ChatGPT already knows about me (it knows a lot), my work and my interests.
• These entries will emphasise my unique contributions, achievements, and personality (as ChatGPT described it) while avoiding overly formal language.

2: Streamline Older Roles:

• For positions that are further back in time, ChatGPT would summarise key highlights to demonstrate my career progression without overwhelming the profile.

3: Fill Gaps:

• If anything was missing or needed clarification (eg, recent projects or achievements), ChatGPT would ask for additional input to refine the entries. This happened frequently as we developed the profile content.

And so we began. In the weeks before Christmas, we iterated on Experience drafts. I reviewed ChatGPT’s suggestions, shared feedback, and at times, shared sections of drafts I’d written or rewritten and asked the chatbot for its feedback.

Achieving Collaborative Outcomes

Once this stage was completed, we then turned our attention to the Summary or About section of the Linkedin profile. This is what visitors see first and is an important narrative to get right.

The Summary is the final step, not the first. A mistake I made in the past was to create a Summary and then describe each role. Wrong way round! You need to be very clear on all your Experience first to use that as your source to create a Summary. Creating a draft of that was a terrific demonstration of ChatGPT Plus’ capabilities with its GPT-4o model that we collaboratively evolved over a series of drafts.

This was like working with a human colleague or assistant, ie, a person I had personally briefed and then worked closely with. I am highly comfortable working like this and have developed firm confidence in the success potential of what collaborating with ChatGPT Plus this way can help me achieve.

Ultimately, though, it was down to me to ‘approve’ everything before publication. For this project, that meant carefully reviewing every draft, and checking everything that needed verification, including the actual narratives, companies, type of role, dates, and places.

If there are any mistakes in the new profile, they are mine, therefore, not the chatbot’s.

The outcome of this collaborative work is a wholly refreshed LinkedIn profile – screenshot below – written in natural language, where every role is clearly defined to showcase my expertise and contributions across a range of industries and role types.

The profile includes a new profile image that ChatGPT Plus had nothing to do with. It comprises a real photo of my new garden studio that I took in early December, with an AI-generated part that added an extended background behind my profile photo in the landscape-format image, imagined by Adobe Photoshop Elements 2025.

While I would have preferred to employ a grouping approach to the content, where your work and achievements are described and grouped by topic or theme rather than by date, you have to follow the reverse-chronological structure that LinkedIn requires. I think the new profile does that seamlessly in an informal but businesslike tone.

For the most part, I used the ChatGPT desktop app for Windows 11, occasionally reviewing and editing texts on the ChatGPT website in the Chrome browser, depending on the device I was using.

A final point to mention is LinkedIn’s own built-in AI writing tool that you can use to create or edit your profile. I did not use that because it’s only available to a small group of members with paid Premium accounts. However, a more important reason was that I intended to develop the new profile over weeks, and ChatGPT Plus offers a far more comprehensive collaborative editing environment for my purposes outside LinkedIn’s walled garden.

For me, this refresh was about aligning my digital presence with the way I see myself now – someone passionate about driving meaningful engagement, embracing emerging technologies, and balancing work with a fulfilling, intentional personal life.

How does my new LinkedIn profile look to you? I see it as a work in progress, and I’d love to hear your thoughts – what works, what could improve, or how this approach could inspire your own profile refresh. Please share your thoughts on LinkedIn or via your preferred social network.

Compelling Reasons to Update Your LinkedIn Profile

Your LinkedIn profile isn’t just a CV; it reflects your professional story, your passions, and the connections you want to make. Here are three reasons to update your profile:

1: Reflect Your Growth and Evolution

Your LinkedIn profile is your professional first impression. As your career progresses, your goals, expertise, and achievements evolve. Keeping your profile updated ensures it reflects the current you – your latest roles, skills, and accomplishments. A stale or outdated profile might give the impression that you’re not actively engaged in your career journey.

2: Build Trust Through Authenticity

A well-maintained profile that authentically represents your story helps build credibility and trust with your network. Whether you’re connecting with peers, potential clients, or recruiters, an honest and up-to-date narrative demonstrates that you’re transparent, professional, and intentional about your online presence.

3: Leverage LinkedIn’s Visibility and Opportunities

LinkedIn is a dynamic platform where recruiters, collaborators, and industry peers look for people with relevant skills and insights. An updated profile increases your chances of being discovered for exciting opportunities, whether that’s a new project, a thought leadership role, or a strategic partnership.

Related Reading:

• Helping Executives Shine on Social Networks (21 October 2024)
• Just How Risky are Fake LinkedIn Profiles and What Can You Do About It? (10 June 2024)
• The rise of the cognitive PR machines (15 February 2016)
• Podcast: Trends and the Future of Work at #IBMConnect (2 February 2016)
• Fake LinkedIn profiles are not okay, Okay (6 August 2014)
• Fine-tune your LinkedIn profile with Endorsements (29 September 2012)
• Category: Work-Life Balance

Astroturfing, smear campaigns, and social media manipulation — ethically dubious tactics that not only overshadow the valuable work of PR professionals but also erode public trust and challenge the very integrity of our industry.

This could describe the controversy surrounding actors Blake Lively and Justin Baldoni on the set of their film It Ends With Us, which led to Lively filing a lawsuit in December 2024 against Baldoni and others. It offers a troubling case study in PR ethics and the profession’s reputation, as The New York Times, BBC, and other media outlets have reported at length.

While centred in the film industry, this Hollywood debacle highlights ethical challenges that resonate across PR and communication in other business sectors.

A Troubling Case

During the production of It Ends With Us, a film based on Colleen Hoover’s bestseller and released in August 2024, Blake Lively accused Justin Baldoni and producer Jamey Heath of boundary violations and inappropriate behaviour. In response, safeguards were introduced, and creative tensions ultimately gave Lively control over the film’s final cut.

However, as the film neared release, reports emerged of an alleged smear campaign and a coordinated effort by Baldoni’s PR team to discredit Lively. Using ethics-trampling tactics such as planting negative media stories and manipulating social media narratives, this alleged campaign tarnished Lively’s reputation while raising serious ethical concerns about the role of PR professionals.

The result was a reputational hit for Lively, with tangible impacts on her career and business ventures.

The Ethical Quandary

This incident underscores significant issues within the public relations industry. Codes of ethics and/or conduct from organisations like CIPR, PRSA and IABC outline principles such as honesty, transparency, and fairness, but these are toothless without accountability.

The tactics used in this alleged campaign highlight several breaches:

1. Defamation: Spreading falsehoods violates ethical codes and undermines trust in PR professionals.
2. Lack of Transparency: The covert nature of the smear campaign deprived Lively of any opportunity to defend herself or correct misinformation.
3. Abuse of Power: The campaign reinforced troubling power dynamics, using PR as a tool to silence and discredit a woman raising legitimate concerns.

As Shel Holtz and I discussed in our For Immediate Release podcast episode 442 published last week, the industry faces an existential question: How do we prevent such egregious behaviour on ethics from defining PR in the public eye?

Should we accept that bad actors will continue to dominate headlines while ethical practitioners go unnoticed?

Why Licensing Could Be the Game-Changer

In our podcast, Shel and I discussed one potential solution — the introduction of licensing or mandatory accreditation for PR practitioners, similar to regulating professions like law and medicine.

Licensing could:

• Establish Standards: Define clear ethical boundaries and professional best practices.
• Enable Sanctions: Provide mechanisms to revoke licences or impose penalties for unethical behaviour.
• Rebuild Trust: Signal to clients and the public that licensed practitioners adhere to strict ethics guidelines.

This idea isn’t new, and it remains contentious. Critics argue that the creative and flexible nature of PR makes it difficult to regulate. Yet, as Shel pointed out, we aren’t looking to mandate “one right way” of practising PR. Instead, the focus should be on drawing a clear line between ethical and unethical behaviour and holding practitioners accountable.

However, licensing is not without challenges. Public relations thrives on creativity and flexibility — attributes difficult to regulate. And, as we’ve discussed before, there continues to be little appetite within the profession or among clients for this kind of structural reform.

Without mechanisms to enforce accountability, though, the cycle of bad actors tarnishing the profession will inevitably continue.

Steps We Can Take to Reclaim PR Ethics

The road to meaningful change is long, but inaction isn’t an option. Here’s how we can start:

1. Amplify Ethical PR: Ethical practitioners and agencies must take the lead in showcasing the positive side of PR. Highlighting case studies of ethical success could help shift the narrative and inspire others to follow suit.
2. Client Education: Organisations hiring PR support must be encouraged to prioritise ethical agencies and practitioners. This can involve looking for accreditation from bodies like the Global Communication Certification Council or adherence to professional codes of ethics. Encouraging ethical hiring practices not only fosters integrity but also creates a ripple effect, establishing trust across industries.
3. Professional Advocacy: Industry associations need to champion reform. While they cannot enforce licensing, they can create frameworks for accountability and support broader adoption of ethical standards.
4. Public Awareness: Clients and the public must be made aware of the risks of working with unprincipled agencies. Awareness campaigns could educate stakeholders on recognising and avoiding unethical practices. Transparency in hiring PR agencies could become a benchmark for ethical collaboration between organisations and communicators.
5. Peer Accountability: Practitioners should hold each other accountable by reporting violations, calling out unethical behaviour, and fostering a culture of integrity. Creating anonymous reporting mechanisms within agencies could empower employees to call out unethical practices without fear of reprisal.
6. Grassroots Action: As we discussed in the podcast, even small actions — writing posts, sharing stories, and sparking conversations — can amplify the ethics debate and build momentum for change. Collective voices can push this issue into the spotlight. Even small, consistent efforts can snowball into a larger movement, forcing the industry to acknowledge and address these issues. History shows us that grassroots movements, like the shift towards sustainability in marketing, can redefine industries over time.

A Call to Action

The Blake Lively case is a stark reminder of the unfinished work that remains in PR. It’s tempting to feel powerless in the face of such entrenched problems, but we can’t let complacency be an option. Whether through licensing, education, or grassroots advocacy, we must commit to raising the bar for our profession.

The question isn’t whether PR can evolve — it must. The real question is whether we, as professionals, will take the lead in redefining its future. Let “It ends with us” be a rallying cry for change. As professionals, the responsibility to act begins with each of us, starting now.

As we end one year and begin another, let’s keep this conversation alive. As PR professionals, we owe it to ourselves, our employers, clients, and the public to uphold the values that form the foundation of our craft.

The actions of its worst practitioners should not define the PR industry’s reputation.

Listen to FIR 442

You can listen to or download our 20-minute conversation right here; or, if you don’t see the embedded audio player below, listen with your favourite podcast app or on the episode 442 show notes page on the podcast website.

You can find links there to the source material we used in this episode, along with the verbatim transcript of our conversation.

Related Reading:

• Public Relations is at the Crossroads of Measurement and Standards (1 November 2024)

(The image at the top is from an It Ends With Us film poster with Blake Lively via IMDB.)

OpenAI has introduced 1-800-ChatGPT, enabling users to interact with ChatGPT via phone calls or WhatsApp messages without requiring a ChatGPT account.

By calling 1-800-CHATGPT (1-800-242-8478) from a US or Canada number, or messaging the same number on WhatsApp from supported countries, users can access ChatGPT’s services.

I was most interested in the WhatsApp integration as it is likely a service I would use for quick Q&As with the chatbot. For my first message using WhatsApp on my Android phone, I decided to ask it a simple question:

What are the pros and cons of engaging with you via WhatsApp?

The quick response was lengthy but comprehensive, a useful explainer on using WhatsApp this way that is worth sharing.

In summary, I think the top three pros and cons are these:

Top 3 Pros:

1. Convenience and Accessibility – WhatsApp is widely used, familiar, and works across devices seamlessly, even offline.
2. End-to-End Encryption – WhatsApp provides a secure and private communication channel, ensuring message content is protected.
3. Real-Time Communication – Supports quick, responsive interactions for immediate queries or issues.

Top 3 Cons

1. Limited Context for Complex Interactions – Not well-suited for in-depth or highly detailed discussions.
2. No Persistent Memory – Lacks the ability to recall past interactions, making ongoing conversations feel disconnected.
3. Privacy Concerns – Metadata collection and association with Meta may raise concerns for privacy-conscious users.

Here’s the verbatim response, presented with some layout improvements for clarity:

Engaging with me via WhatsApp can have several advantages and disadvantages depending on the context of the interaction, your preferences, and the tools available. Below are some pros and cons of using WhatsApp for communication with me:

Pros of Engaging via WhatsApp:

1. Convenience and Accessibility:

• Always Accessible: WhatsApp is a widely used messaging platform, meaning you can reach me anytime from your phone or computer without needing to open a specific app or platform.
• Ease of Use: WhatsApp is intuitive, and many people are already familiar with it, making it easy to send messages and receive responses quickly.

2. Real-Time Communication:

• WhatsApp allows for quick, real-time interactions, so you can ask questions and receive answers almost instantly (depending on the platform setup and connectivity).

3. Multimedia Support:

• You can send and receive images, documents, links, audio files, and videos. If you need me to analyse or explain something visual, this can be helpful. For example, you could share a document and ask for help with its content or send a screenshot for clarification.

4. Cross-Device Availability:

• WhatsApp is available on both smartphones and desktops, so you can continue the conversation across devices without losing context. This makes it easy to shift from your mobile to your computer if you need a larger screen.

5. Offline Use:

• WhatsApp allows you to read previous messages and send new ones even if you’re offline (once the app reconnects, the messages will be sent). This can be useful for asynchronous interactions.

6. End-to-End Encryption:

• WhatsApp offers end-to-end encryption, which means that the contents of your messages are secured and private, providing a level of security for your conversations.

Cons of Engaging via WhatsApp:

1. Limited Context for Complex Interactions:

• While WhatsApp is excellent for short, real-time chats, it may not be ideal for in-depth, complex conversations. It lacks the full functionality of dedicated platforms or environments for detailed discussions.

2. Message Overload:

• WhatsApp is a personal messaging platform, and engaging with me here could mean your notifications get mixed in with personal chats, leading to potential message overload or distractions.

 3. Limited Formatting Options:

• Unlike email or other platforms that allow for rich text formatting (bold, italics, bullet points, etc.), WhatsApp’s formatting options are somewhat limited. This could be a disadvantage when trying to organise or present complex information.

 4. No Persistent Memory:

• Depending on how the integration is set up, I may not have memory of past interactions, so each session may feel like starting from scratch. This could be frustrating if you’re trying to build on prior conversations or follow up on long-term projects.

5. Privacy and Data Concerns:

• While WhatsApp offers encryption, it still collects some metadata (like phone numbers, user activity, etc.). Depending on your privacy preferences, you might be concerned about sharing personal information or interacting via a platform owned by Facebook (Meta).

6. Not Ideal for Long-Form Content:

• If you’re looking for long-form, detailed responses, WhatsApp’s chat format can be cumbersome. There may be limitations in how much text can be sent at once, and scrolling through long conversations can be inconvenient.

7. Platform Restrictions:

• WhatsApp might have limitations in terms of how it interfaces with certain bots or services. Depending on the implementation, I might not be able to process certain types of requests as efficiently as I would on a custom-designed platform.

8. Dependency on Connectivity:

• WhatsApp requires a stable internet connection. If you’re in an area with poor connectivity, your experience may be hampered by delays or connectivity issues.

Conclusion:

Engaging with me via WhatsApp can be a great option if you prefer a more informal, fast-paced, and easily accessible way of getting assistance. It works well for quick questions, real-time communication, and multimedia exchanges. However, if you’re looking for more complex interactions, privacy concerns, or need a platform with more robust features, you might find other methods (such as email or specialised apps) more suitable.

Ultimately, it depends on your preferences and the type of assistance you’re looking for. If you’re looking for something immediate and straightforward, WhatsApp can be a good choice.

ChatGPT and WhatsApp: An Effective Combination for Simple Interaction

WhatsApp provides a highly accessible and convenient way to engage with ChatGPT, particularly if you’re seeking fast, informal, and straightforward assistance. Its ease of use and real-time responsiveness make it an ideal choice for quick questions, sharing visuals, or solving immediate problems.

The platform’s cross-device compatibility and end-to-end encryption add to its appeal, ensuring a seamless and secure experience across smartphones and desktops.

However, WhatsApp’s chat-centric design limits its effectiveness for complex or long-form interactions, as it lacks advanced formatting, persistent memory, and the nuanced capabilities of dedicated platforms.

Privacy concerns may also deter some users, given the platform’s ownership by Meta and the collection of metadata. Additionally, reliance on stable internet connectivity can pose challenges in low-signal areas.

There’s also a WhatsApp limitation that doesn’t allow you to use the audio-call feature in WhatsApp. I tried it with a number of different voice messages, but I got the same response each time that ChatGPT can’t respond to images or other media (like audio). Instead, it suggested I use the mobile app.

Also, note that WhatsApp engagements with ChatGPT are not shared via ChatGPT’s desktop or mobile apps, so you can’t see them in those apps.

Ultimately, WhatsApp shines as a simple and effective tool for casual, fast-paced text interactions with ChatGPT but may fall short when more robust or specialised capabilities are required. You should weigh these factors based on your preferences and the nature of your needs.

Related Reading:

• OpenAI makes ChatGPT available for phone calls and texts (CNBC, 18 December 2024)
• You can now call 1-800-CHATGPT (The Verge, 18 December 2024)
• OpenAI brings ChatGPT to your landline (TechCrunch, 18 December 2024)
• Now you can ring up ChatGPT, too (Axios, 18 December 2024)

Yesterday, my wife and I visited Montacute House, a late-16th-century mansion in south Somerset, about eight miles from our new home. Known as one of the finest examples of Elizabethan Renaissance architecture in England, this extraordinary house and its grounds offer a glimpse into a bygone era.

Our visit inspired me to share my experience and a selection of photographs that capture its timeless beauty.

A Brief History of Montacute House

Montacute House was built in the late 1500s by Sir Edward Phelips, a prominent lawyer and Member of Parliament, who served as Master of the Rolls during the reign of James I. It was completed in 1601.

The house is celebrated for its symmetrical design, ornate stonework, and large mullioned windows that create a sense of grandeur. Over the centuries, it has been a private home but eventually fell into disrepair and decay until, in 1931, it was gifted to the National Trust, ensuring its preservation for future generations.

First Impressions and Architectural Beauty

As we walked towards the house from the southwest, the golden Hamstone façade glowed in the afternoon sunlight, creating a striking first impression, as the photo at the top of this article shows. The intricate carvings and symmetry immediately caught my eye, speaking to the craftsmanship of the Elizabethan era.

The design is a perfect blend of functionality and artistry, a hallmark of houses from this period. The long driveway leading to the property framed the house beautifully, offering a moment to pause and appreciate its grandeur.

One impression I have is how the house and the stone walls surrounding it clearly show the passage (and ravages) of time after 423 years, where much of the stone has the look and appearance of decay, as the photo above shows.

This weathering adds a sense of character and authenticity, though, a reminder of the endurance of this historic site. Far from diminishing its beauty, the patina of age enhances the atmosphere, making it feel like a living connection to the past.

The Grounds and Gardens

The gardens surrounding Montacute House are a masterpiece in their own right. Formal lawns, trimmed hedges — many looking as if they have been in place for centuries — and elegant pathways provide a serene backdrop to the house.

I was particularly taken with the topiary and the sense of balance in the landscaping, which feels timeless yet alive with seasonal colours — in early winter, such as now, mostly meaning different shades of earth colours such as green and brown contrasted with the honey-coloured Hamstone of the building.

The views from the garden across the surrounding countryside were breathtaking, offering a sense of peace and connection to nature, imagining life long before the intrusive sounds, ambient and otherwise, of modern society. Roaming sheep in the surrounding fields added to this connection.

Exploring the Interior

While the closure of the upper floors for the ‘Saving the Staircases‘ project meant we missed experiencing the famed Long Gallery — which, at 172 feet (52 metres) long, spans the entire top floor of the house and is the longest-surviving long gallery in England — the ground floor offered plenty to explore.

The Great Hall’s grand scale and the intimate parlours provided a glimpse into the daily life of the Phelips family. One of the rooms presented a literal feast, albeit a model, of what looked like a sumptuous meal for the family with large sucking pigs, huge pies, and other hearty fare.

In another room, the splendid and rich tapestry of ‘Knight with the Arms of Jean de Daillon‘, was a highlight. It was made in Tournai, an ancient city in what is Belgium today, in about 1480 and is the earliest tapestry in the care of the National Trust.

Walking through the ground floor rooms felt like stepping back in time, surrounded by portraits of faces that have witnessed centuries of history. Each room tells a story, with furnishings and artefacts that reflect the house’s rich heritage.

Personal Reflections

What stood out most to me during this visit was the sense of continuity — how Montacute House bridges the past and present. While it’s undoubtedly a historical treasure, it also feels alive with the efforts of the National Trust to make it accessible and relevant to modern visitors.

The contrast between the golden exterior and the intricate details inside mirrors the balance of grandeur and intimacy that defines the property.

For me, the highlight was capturing the essence of the house and its surroundings through my smartphone camera lens. Every angle seemed to reveal a new detail, whether it was the play of light through the windows or the textures of the stone and wood. I’ve included a carousel of images below, showcasing the house’s splendour and my attempt to capture its spirit.

I hope these images inspire you to visit and experience the charm of Montacute House in person.

The history of Sir Edward Phelips, the visionary force and wealth behind the creation of Montacute House, has fascinating elements. He was a member of Queen Elizabeth I’s Parliament. In November 1603, he took part in the trial of Sir Walter Raleigh, who was involved in a plot against King James I. He was the opening prosecutor during the trial of the Gunpowder Plotters in 1606 and opened the indictment against Guy Fawkes.

It’s also worth mentioning that Montacute House has been featured in a number of Hollywood films and TV productions, notably Sense and Sensibility (1995) and Wolf Hall (2015-2024).

A Place Worth Visiting

Montacute House is more than just a historical landmark; it’s a place where stories of the past come to life. If you’re ever in south Somerset, it’s well worth a visit to see its beauty for yourself. The National Trust has done a remarkable job preserving its charm and character.

Related Reading:

• Montacute House (National Trust)
• Montacute House (Wikipedia)
• Montacute House: Saving the Staircases (National Trust)
• How Montacute House brought Wolf Hall to life (National Portrait Gallery blog)
• Satellite view of Montacute House and its surroundings (Google Maps)

Artificial intelligence continues to evolve, bringing transformative technologies that reshape the workplace. Among the most exciting advancements is Agentic AI, a step beyond traditional AI systems. Unlike generative AI models like ChatGPT, which excel at creating content, agentic AI introduces a new paradigm: proactiveness and autonomy.

As workplaces grapple with increasing complexity and rapid technological advancements, agentic AI offers a path to streamline operations, enhance decision-making, and spark innovation. This next frontier in AI goes beyond assisting humans — it proactively solves problems and drives results.

In episode 439 of our For Immediate Release podcast, published on 13 December, Shel Holtz and I explored this emerging trend and highlighted its transformative potential for 2025. As Shel aptly put it, “Agentic AI might be the most dramatic change computing brings to work and life since the introduction of the PC.”

What Is Agentic AI?

In a Harvard Business Review article on 12 December, author Mark Purdy describes agentic AI as representing a new frontier in artificial intelligence, characterised by its ability to act autonomously to achieve goals.

Agentic AI is designed to operate independently, making decisions and executing tasks autonomously to achieve predefined goals. This means it doesn’t require constant human guidance. Instead, it leverages advanced technologies — machine learning, natural language processing, and automation — to optimise objectives such as improving efficiency, increasing sales, or enhancing customer satisfaction.

Shel described scenarios where agentic AI takes centre stage: “Imagine a research agent analysing 100,000 tweets per hour, uncovering unmet needs and feature requests, or a content agent optimising 200 posts daily across platforms like X, LinkedIn, and TikTok.”

How Does Agentic AI Differ from Generative AI?

While both agentic and generative AI systems rely on similar underlying technologies, their applications differ significantly:

1. Focus: Generative AI is about content creation (e.g., generating text or images), whereas agentic AI focuses on decision-making and action.
2. Operation: Generative AI depends on user prompts to initiate activity, while agentic AI operates autonomously, guided by its objectives.
3. Capabilities: Agentic AI can execute complex sequences of actions, such as searching databases, optimising supply chains, or triggering workflows, without direct human input.

Why Is Agentic AI Important for the Workplace?

Agentic AI offers several key benefits that promise to transform industries:

• Enhanced Specialisation: It enables greater workforce specialisation by automating granular tasks. For example, AI agents can handle information retrieval, workflow generation, and employee support, all while coordinating with other agents to optimise outcomes.
• Improved Innovation: With advanced reasoning capabilities, agentic AI can experiment and innovate faster than traditional methods. Multi-agent systems have already been used in scientific research, identifying novel materials and compounds in record time.
• Greater Trustworthiness: By reducing common errors like hallucinations (invented outputs in generative AI), agentic AI ensures more reliable decision-making. Its ability to assess and verify information sources boosts confidence in its actions.

Shel also pointed out how agentic AI could dramatically reduce operational costs: “What previously required 20 people and two million in salary now happens automatically with 2,000 in agent costs.”

Real-World Applications of Agentic AI

Google’s “entry into the agentic era” highlights the growing momentum behind this transformative technology. On 11 December, The Verge reported that Google introduced Project Mariner, a research prototype exploring new capabilities for agentic AI, alongside updates to its Project Astra.

Along with Gemini 2.0, these initiatives demonstrate Google’s commitment to advancing autonomous systems that can reason, adapt, and execute complex tasks. This push further solidifies the potential for agentic AI to reshape industries and workflows.

Agentic AI is already making waves in various fields:

• Customer Service: Dynamic AI agents can predict customer needs, resolve queries, and even offer proactive solutions — far surpassing traditional chatbots.
• Healthcare: Virtual caregivers powered by agentic AI can assist patients with empathy and efficiency, organising appointments, providing reminders, and offering companionship.
• Supply Chain Management: Agentic AI systems dynamically adjust logistics in response to real-time events like geopolitical disruptions or weather changes, effortlessly optimising operations.

On the podcast, we highlighted examples from Google’s top digital marketing trends and predictions for 2025, such as its Mariner and Astra projects simplifying workflows for companies like Kingfisher and enabling seamless integration of enterprise data. Cases like this demonstrate the growing accessibility of agentic AI, even for organisations that do not overhaul existing systems.

Guillaume Roques, Google’s Senior Director of Marketing for Google Cloud EMEA, describes such tools as “Chief Simplifier Officers,” representing a transformative advancement in 2025, building on the foundation laid by large language models in 2024.

Challenges and Opportunities

Despite its potential, agentic AI is not without challenges. Organisations must establish clear goals and create robust frameworks to integrate these systems effectively. Trust and oversight remain critical, as even the most advanced AI can make mistakes (such as what we know as “hallucinations” in generative AI).

To fully harness the power of agentic AI, businesses need to focus on:

• Setting SMART Goals: Ensuring objectives are specific, measurable, achievable, relevant, and time-bound.
• Effective Team Design: Balancing human and AI roles to achieve harmony and efficiency.
• Scaffolded Decision-Making: Creating safe and supportive environments for AI to learn and operate effectively.

As Shel observed, “Governance and security will be crucial for adoption. While the transformation won’t happen overnight, the benefits are already within reach.”

Embracing the Future

In his Harvard Business Review article, Mark Purdy highlights that early adoption and careful governance are critical to maximising the benefits of agentic AI while mitigating potential risks. As businesses move into 2025, leveraging these technologies thoughtfully will pave the way for significant advancements.

Agentic AI is set to redefine the future of work. By combining the creativity of generative AI with the proactive capabilities of agentic systems, businesses can unlock new levels of innovation and efficiency. However, careful planning and ethical considerations are essential to ensure these technologies are deployed responsibly.

How ready are you — and your workplace — to embrace its transformative potential?

Listen to FIR 439

You can listen to or download our 20-minute conversation right here; or, if you don’t see the embedded audio player below, listen on the episode 439 show notes page on the podcast website.

You can find links there to the source material we used in this episode, along with the verbatim transcript of our conversation.

Related Reading & Listening:

• FIR #439: Agentic AI Tops Digital Trends for 2025 (FIR website, 13 December 2024)
• Perspectives on Industry Trends and Implications for Communicators (29 October 2024)
• NotebookLM Drives AI Audio Conversations That Feel Human (26 September 2024)
• Understanding AI in the Context of History (10 May 2024)

Footnote:

The generative AI hero image at the top was created by DALL-E 3 via ChatGPT Plus. I gave ChatGPT Plus this simple prompt:

“Create this image in landscape mode: A research agent analysing 100,000 social media posts per hour, uncovering unmet needs and feature requests, with a content agent optimising 200 posts daily across platforms like X, LinkedIn, Bluesky, and TikTok.”

In turn, the AI gave DALLE-3 this expanded prompt:

“A photorealistic image in landscape mode of a futuristic AI-powered office where a research agent AI is analysing 100,000 social media posts per hour. The scene features a high-tech environment with holographic displays showing social media feeds, data analytics, and charts. In the same space, a content agent AI is optimising 200 posts daily, with projections of posts being tailored for platforms like X, LinkedIn, Bluesky, and TikTok. The workspace is dynamic and collaborative, blending cutting-edge technology with sleek, minimalist office design. The atmosphere is vibrant, showcasing the potential of AI in streamlining tasks and uncovering insights.”

Imagine this: a modern garden studio nestled in the idyllic Somerset countryside, its Deep Brunswick Green exterior blending harmoniously with the lush surroundings, crowned by a soft red-tiled roof that echoes the charm of the nearby house.

Through the studio’s expansive windows, you glimpse a workspace meticulously arranged with a state-of-the-art podcasting setup, a sleek laptop, and a microphone poised for creativity. A subtle fibre optic cable winds its way from the house, silently enabling seamless connectivity for all manner of modern work pursuits.

Outside, a neat green lawn presents a picture of tidiness vibrant flower beds bloom against a backdrop of a crisp blue sky, painting the scene with tranquillity and inspiration.

What a picture of serenity, productivity, and balance! It’s a far cry from reality, though, but isn’t it delightful to imagine?

This idealised depiction feels like a gentle nudge to pause and imagine what life could be, even if reality still has some catching up to do. Yet, in that gap between dream and reality lies the essence of aspiration.

It was brought to life in a visual representation I prompted, inspired by my ongoing journey to rebalance my life. It’s a whimsical reminder of what I’m striving for: tilting the scales much more towards life rather than work.

As I shared in a blog post last month, decluttering, downsizing, and moving to a smaller house in Somerset are central to this effort. Being closer to family, enjoying the slower pace of life in the countryside setting, and embracing a more intentional lifestyle are all part of this new chapter.

A key enabler in this vision is my garden studio office — a modest but transformative addition to our new home. While it doesn’t yet match the bucolic dreamscape conjured above, it’s a space that allows me to work independently, consult and create with organisations, and podcast with my co-host Shel Holtz in California, all while carving out room for the life I want to lead.

Reality Versus Aspiration

The reality? My studio is functional, practical and, though modest, a hub of possibility. The cosy 10-by-8-foot space offers everything I need for work, with power and Internet neatly in place. While it doesn’t (yet) come with flower beds lovingly tended by the green-thumbed version of me, nor (yet) a seamless balance of creative flow and tranquil afternoons spent gazing at the Somerset skies, it does aspire.

And aspiration fuels action. Like the untended flower beds in the picture at the top, my aspiration for balance is a work in progress, nurtured by every choice I make. Each small step — a rearranged workspace, a free afternoon spent with family — becomes a seed for something more intentional.

So this wistful portrayal is a nudge to keep working towards that balance, even if it takes small, incremental steps. Perhaps ‘intentional aspiration’ means finding time to nurture a garden, rearranging the workspace to bring in a touch of creativity, or simply allowing myself to step away from the desks and computers from time to time and enjoy the life my wife and I have moved here to embrace.

A Life in Balance

So while the perfect studio in the perfect setting remains an almost-aspiration, it’s the journey towards such balance that matters. Each decision — whether it’s downsizing, creating a dedicated workspace, or carving out time for family and personal joys — brings me closer to the life I want to lead.

As I look out of my studio window today — opening the Venetian blinds a little — the scene may not resemble the image at the top. Still, it holds the promise of a life lived more intentionally, with plenty of room for productivity and peace.

And really, isn’t that the most important thing?

The prompt for this post was a phrase I had seen others posting about on Bluesky a few times in the past week that asked ChatGPT this: “Based on what you know about me, draw me a picture of what you think my current life looks like.”

In a tea-break moment, I prompted ChatGPT that very statement. I did not imagine for a second that the output from the AI, created by DALL-E, would be the image it produced.

Or, perhaps more significantly, its explainer about the image:

A serene scene of a modern garden studio office located in a picturesque UK countryside setting. The studio is painted Deep Brunswick Green with soft red roof tiles, matching a nearby house. Inside the studio, a tidy and tech-savvy workspace is visible through large windows, featuring a podcasting setup with a microphone, laptop, and headphones. Surrounding the studio are lush green lawns, flower beds, and a vibrant blue sky. The house in the background has a classic British architectural style, and there’s a fibre optic cable subtly visible leading to the studio. This reflects a tranquil yet productive environment. The atmosphere is warm and inviting.

References to podcasting didn’t surprise me — the AI know a great deal about me and podcasting. But the focus on the garden studio and my intensity on work-life balance did take me aback! I’ve only talked about that in the blog once before this, although I amplified the post across social networks, which attracted quite a bit of conversation and opinion from others, especially on LinkedIn.

Perhaps it’s a reflection of the digital breadcrumbs I’ve left online — proof that, even in the virtual world, our aspirations reveal themselves in ways we might not fully realise until we prompt an AI. It’s a reminder that technology, while often analytical, can occasionally offer insights into our humanity.

As I sit in my garden studio today, writing these words, I realise that while reality might not mirror the dreamscape conjured by ChatGPT, it offers something just as meaningful: the promise of a life lived with purpose, intent, and balance.

Related Reading:

• A Garden Studio Opens a New Chapter for Work-Life Balance (19 November 2024)