PR Briefing: AI-Driven Creative, Global Agency Expansion, and Practical Prompting for Comms Teams
Ruder Finn debuts rf.StoryLab
Ruder Finn has launched rf.StoryLab, a creative incubator that blends generative AI with human-led concepting and craft. The platform pulls from the firm's three AI Catalyst Engines-rf.TechLab, rf.Studio53 and rf.Digital-and will be co-led by Zach Russo (rf.Studio53) and Tejas Totade (head of AI and CTO).
Offerings span synthetic media across audio, video and design; digital twins; scalable content generation for precision targeting; and custom GPTs. As Totade put it, "rf.StoryLab is dedicated to leveraging the latest in generative models, natural language processing, and synthetic media to engineer emotionally resonant, brand-aligned narratives at scale, and pioneer what's next in AI-powered creative."
- Practical use cases: multivariate creative for A/B testing, multilingual content sprints, and rapid storyboarding before production spend.
- Build a custom GPT trained on your brand standards to ideate, draft and QA content-then enforce guardrails with human review.
- Use digital twins for executive media training, internal town halls and investor Q&A simulations.
If you want more background on the firm, visit Ruder Finn.
Do It On joins INT. Agencies
Lisbon-based Do It On has joined INT. Agencies, a collective of independent full-service shops active across five continents. The move strengthens the group's presence on the Iberian Peninsula and gives global brands a reliable entry point into Portugal and Spain.
Founded in 2017, Do It On delivers digital marketing, public relations, events and training. "Joining INT. Agencies is a statement of the quality of the work we've delivered and the strategic vision that drives us forward. It's also an opportunity to share knowledge and create synergies with other independent agencies who, like us, believe in transforming business through communication," said founder Fernando Batista.
- Why this matters for comms leads: easier cross-border coordination in EMEA without big-network overhead.
- On-the-ground events support plus integrated PR/digital programs for brands entering Iberia.
PRSA releases "AI Prompting 101" for communicators
The Public Relations Society of America has published "AI Prompting 101: A 'Start Here' Guide for Professional Communicators." It offers structured prompts and guidance across core practice areas: message development, strategic planning, media relations, crisis communications, executive and internal communications, and social/digital engagement.
Each prompt helps you set context, assign the AI assistant's role and steer toward clear, usable outputs. As 2025 PRSA chair Ray Day noted, the goal is to help pros move from experimenting with AI to working smarter and gaining confidence.
- Quick start: define your audience, channel and success metric in the system prompt; list must-include messages and compliance limits; ask for two options and rationale.
- For sensitive work (issues and crisis): require source citations, note data privacy constraints and route drafts through your approval matrix.
Get the resource at PRSA. For hands-on prompt frameworks specific to comms and marketing, see prompt engineering guides at Complete AI Training.
Your membership also unlocks:
