DC Communicators Forum: A Conversation with Eleanor Hawkins, Author of the Axios Communicators Newsletter
Today’s expectations for communications leaders are changing faster than most people realize. With the rise of AI, the media landscape has evolved into the information landscape. All aspects of a business must adapt.
At the latest DC Communicators Forum, Eleanor Hawkins, Author of the Axios Communicators newsletter, discussed this shift alongside ROKK Partner and Co-Founder, Ron Bonjean. In front of over 20 Washington communications and public affairs leaders from multiple industries, she shared what she’s hearing in her conversations with influential industry voices, ranging from AI to best (and worst) practices communicating with internal and external stakeholders.
AI’s Impact on Communications
It’s no surprise that AI is at the forefront of communications and media, including how, when and where to use it most effectively and appropriately.
For Eleanor, AI is not only a tool; it is now an audience that communications professionals need to consider. Bot traffic on websites from LLMs is increasing as searches via ChatGPT, Claude and Gemini scour websites. Even investors are using AI as a tool to inform their investment decisions, and AI has ultimately become an audience companies need to include in their communications strategy.
For earned media, Eleanor discussed how she and other journalists in the newsroom are intentional in their AI usage. Although the core job of “reporting” cannot be replaced by AI, she finds value in it to explore different angles, poke holes in stories, transcription, copy editing and additional research–assuming the journalist double checks and verifies the output.
This extends to what she has seen in her reporting: the narrative that AI replaces jobs may resonate with investors, but it definitely does not resonate with audiences in Washington who will influence the future of the technology. She expects AI’s “enhancement” message to displace the “replacement” message over time.
An Evolving Communications Landscape
The corporate communications landscape is evolving, changing significantly compared to just a few years ago.. Earned media will always be an important third-party validator, and corporate leaders begrudgingly accept that in Eleanor’s conversations with them. Beyond the consumer or policy audience, the validation earned media provides is also important for LLMs and chatbots sourcing answers for users.
Eleanor also noted that while the American communications landscape–previously distinct depending on which coast you were on–has blended, there are still differences overseas, and communicators need bespoke approaches for various markets. This extends to internal communications, where employees have exhibited more skepticism and appreciate thoughtful, honest dialogue from the top of an organization.
And, AI can cause reputation challenges. Information spreads faster than ever before and can create a negative external perception. AI’s penetration into the information landscape requires communicators to place more emphasis on taking steps to control a narrative.
Awareness of the evolving landscape–AI adoption by region, audience-specific media habits and more–should be on the top of every communications leader’s mind.
Communications Changes in Washington
Eleanor has observed companies adapting their strategy, staffing and resources to accommodate possible political changes in Washington, attempting to balance the current administration with a potential new majority on the Hill. In the case of split government, bipartisan outreach and communication will return to the forefront.
She also shared her insights on policy influencers, discussing how the left has cornered the celebrity endorsement market without reaping grassroots rewards. The right, however, has committed to influencers with smaller followings than a traditional celebrity, but have built up avid, loyal fanbases. The right’s strategy has proven to be more successful for the here and now; these influencers and podcasters are viewed as more relatable and more effective influencing their followers compared to megastars.
Learn More About the DC Communicators Forum
ROKK Solutions is proud to host conversations between Washington’s most influential voices and industry leaders, providing unmatched insights into what is happening now in public affairs and communications, and where it is headed. Interested in joining our next event? Get in touch with our team.
