Communications are becoming more complex, and the pressure on the media is intensifying. As a result, journalism is becoming increasingly important for the future of democracy. That‘s the essence of the recent interview our COO and Co-founder, Raina Lazarova, gave as the Chair of the Board of Directors of AMEC. We thank bTV Media Group and Zhivka Popatanasova for their invitation and interest in our industry. Here are some insights from their discussion about the future of media and the implementation of AI in the communication industry.
AMEC Measurement and Evaluation
This year From May 21 to 23, the annual AMEC Global Summit Sofia hosted an event of exceptional importance for the technological and media sectors both in Bulgaria and abroad. The event succeeded in bringing together experts from around the world in the field of communication, media analysis, and marketing. It took place for the first time in Bulgaria and demonstrated that our country is an exceptional technological and innovative hub on the Balkans.
“Media monitoring and analysis are essential for the communication industry, including the development of business strategies for companies in the field of sustainable development and diversification,” says Raina.
They also contribute to identifying misinformation, which in turn leads to finding solutions to this global problem.
“It is more relevant today. Communications are becoming increasingly complex, and the audience is spread across different platforms and content channels. Media organisations and news outlets are not the only entities producing data. Over the past 20 years, with the advent of social media, there has been a lot of noise about how communicators should reach their audiences.
What AMEC as an organisation promotes is the importance of measuring communication, which is becoming increasingly more important. Being able to accurately measure the impact and effectiveness of communication for organisational success becomes one of the important tasks not only for PR teams but also for business leaders, management teams, and organisation owners.” explains Lazarova.
Hence, the role of the media and media measurement and evaluation becomes even more important and responsible than ever before, as the challenges in the media sphere also become challenges for preserving democracy in society.
Content today and tomorrow
The vast amount of data is changing the dynamics in the communication sector. One of the main challenges is also artificial intelligence, which sets a new direction. AI is used as a tool for propaganda purposes and the dissemination of fake news. At the same time, it can be used to manage brand reputation amidst immense noise and disinformation, including fake news.
“This can put pressure on the media, making their work increasingly difficult. But journalism will be even more important for the development of media corporations as well as for the future of the democratic world. Public and private sector organisations also play an important role in helping people perceive and believe the information they receive. These organisations must fact-check before publication and manage their communication responsibly to safeguard democracy.“ Raina emphasises.
The original article was published by bTV Business News, author Zhivka Popatanasova: https://businessnovinite.bg/mnenie/rajna-lazarova-zhurnalistikata-e-vse-po-vazhna-za-badeshteto-na-demokracijata-video.html
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