The evolving mission of professional media in the AI era

From your years of experience, what are the biggest transformations you've observed in the global press and media landscape?

The most profound shift lies in how people access information. Over the past decade, we've witnessed two pivotal changes: social media turned everyone into content creators, causing an information explosion, while AI now drives how people seek answers. In this environment, media credibility has become more valuable than ever – when truth is difficult to distinguish from lies, professional media outlets serve as trusted 'information filters'. Authoritative corporate content is increasingly recognised by platforms like Google and AI models like ChatGPT as reliable sources, appearing directly in search results and user queries. This signals a new symbiosis: credible corporate narratives and professional journalism now jointly combat misinformation.

How do you view the role of communications and media in supporting business growth and sustainable development, especially in emerging markets like Vietnam?

Vietnam's economic journey demonstrates how strategic communications fuel progress. For Vietnamese companies going global, it's about reshaping their manufacturing identity – transforming 'Made in Vietnam' into a symbol of innovation and sustainability. Meanwhile, for international businesses, professional business media act as essential guides. Their analysis of policy shifts and consumer trends helps investors navigate opportunities. This two-way empowerment accelerates capital flow and the implementation of environmental, social, and governance policies – proving professional media are vital partners in sustainable growth.

What has been PR Newswire’s most valuable contribution to the global communication ecosystem, and how do you plan to evolve further with digital transformation and AI?

For 70 years, our mission has been to build trustworthy information highways. Across 170 countries, we partner with credible media like VIR to deliver verified content. Core to this is our Google-certified prnewswire.com, where corporate disclosures gain search visibility as trusted sources. Moving forward, we're launching an all-in-one Multichannel Amplification Platform with embedded AI. This isn’t about replacing human insight but enhancing capabilities. Predictive analytics for audience targeting, generative AI for content optimisation, and unified measurement across channels. Our new strategy ensures authentic corporate narratives remain anchor points in GEO-optimised, AI-driven information ecosystems.

As a partner of Vietnam Investment Review, what is your message to the Vietnamese media community on the occasion of the 100^th anniversary of Revolutionary Press Day?

Through a century of change, Vietnam’s media have scripted an extraordinary legacy. To VIR specifically, you’ve been essential chroniclers of Vietnam’s rise, giving global voice to this dynamic economy. Your two-way bridge empowers local enterprises internationally while guiding foreign investors domestically. Most crucially, your editorial rigour makes each report a compass in turbulent times. As we celebrate this milestone, PR Newswire reaffirms our commitment. To stand with Vietnam’s media in their next century of truth-driven storytelling.