How owned media and AI are shaping tomorrow's PR strategies

Minari Shah, Director of International Owned Content and Channels at Amazon, spoke at the e4m PR and Corp Comm 30 under 30 Summit 2024 on owned media, media habits of younger generations & more

by e4m Staff
Published: Oct 25, 2024 1:19 PM | 2 min read

Minari Shah e4m PR and Corp Comm 30 under 30 Summit 2024

Public relations is evolving fast, and the future is all about owned media and artificial intelligence (AI).

Minari Shah, Director of International Owned Content and Channels at Amazon at the e4m PR and Corp Comm 30 under 30 Summit 2024, emphasised that traditional media relations alone are no longer enough to build trust. Instead, brands must focus on their platforms—websites, social media, blogs—to engage audiences directly.

“Owned media now has as much credibility as legacy media,” she said, highlighting the growing trust consumers place in brand-controlled content. Backed by research from Nielsen, Shah noted that returns on owned media are often higher than on digital ads, making it essential for brands to invest in these channels.

Shah also pointed out the changing media habits of younger generations. Sharing a personal example of her teenage son, who stays informed through YouTube and TikTok, she emphasised that brands need to meet these digital-first audiences where they are—on social platforms with engaging, relevant content.

One of the biggest shifts in PR is the role of AI. Shah explained that while AI tools like ChatGPT can speed up tasks, they come with risks. “AI pulls information at an astonishing speed, but it’s not always accurate,” she cautioned, urging communicators to prioritize fact-checking and ethical practices.

In closing, Shah stressed the importance of communicators being at the decision-making table, stating, “The chief of comms is always the CEO.” Those who embrace owned media, AI, and adapt to changing consumer habits will lead the future of PR.