Modern PR: How Social Media and AI Have Changed The Game

In today’s digital-first world, social media has become a dominant channel for news, opinions, and engagement, and is transforming how brands, consumers, and media interact. Social platforms like Instagram and TikTok are no longer just for marketing — they are arenas where reputations are shaped and where audiences demand real-time brand responses.

With the rise of AI, businesses now have powerful tools to monitor brand sentiment, anticipate crises, and communicate swiftly and effectively. In this conversation today, Meltwater’s Vice President and Partner for Enterprise, Asia Pacific, Mimrah Mahmood, discusses how organisations can leverage social media and AI-driven insights to stay relevant, and build agile communication strategies.