FIR Interviews

Jul 13, 2026 — Your brand is no longer defined solely by what you say about yourself. Increasingly, it is defined by the answers AI gives when someone asks about you. That simple but profound shift lies at the heart of The Answer Economy, the forthcoming book by Pete...

Jan 29, 2026 — In this FIR Interview, Neville Hobson and Shel Holtz speak with crisis and risk communication specialist Philippe Borremans about his new Crisis Communication 2026 Trend Report, based on a survey of senior crisis and communication leaders. The...

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Dec 10, 2025 — Josh Bernoff has just completed the largest survey yet of writers and AI – nearly 1,500 respondents across journalism, communication, publishing, and fiction. We interviewed Josh for this podcast in early December 2025. What emerges from both the data...

Sep 16, 2025 — GEO – generative engine optimisation – is suddenly everywhere. Is it the new SEO, a passing fad, or simply good communication practice in disguise? In this FIR Interview, Shel Holtz and Neville Hobson talk with Stephanie Grober, Marketing & PR Director...

Jul 29, 2025 — “Artificial intelligence will not save us. But it might help us understand who we are.” – Monsignor Paul Tighe In one of our most thought-provoking FIR Interviews to date, we speak with Monsignor Paul Tighe, Secretary of the Section of Culture of the...