Don't let the weather distract us from what really matters

"The communications landscape is evolving rapidly in the summer of 2026, driven by the emergence of new channels and platforms, as well as changing public perceptions of whom we trust more - people or artificial intelligence. In my work with clients, I see a clear pattern: in an increasingly noisy digital environment, transparency and authenticity are what stand out. More genuine, meaningful communication, less synthetic content. Only then can your product and your message cut through the algorithms and truly connect with your audience," says Laila Pastare, communications project manager at Olsen+Partners. 

1. PR + AI = The New SEO? 

The traditional rules of public relations were designed for human audiences. Whether we like it or not, people are increasingly relying on artificial intelligence (AI) to support their decision-making. As a result, communications professionals and organizational leaders must learn to communicate not only with people, but also with the technologies they use. This means creating content and building a digital reputation that enable AI systems to recognize an organization as a credible, trustworthy authority.

AI is the new Google

Content consumers, especially younger generations are increasingly turning to ChatGPT and other AI tools instead of traditional Google searches, or looking for answers directly on social media platforms such as TikTok. While Google primarily evaluates keywords, technical SEO, and backlinks, AI takes a much broader view. It considers factors such as:

•  whether the company is covered by credible and trusted media outlets;
• whether the company's experts are quoted as authoritative sources;
• whether there is sufficient high-quality information about the company available online;
• whether the company publishes original content, research, and insights;
• whether the company's content is well-structured, clear, and easy to understand;
• whether information about the company is consistent and corroborated across multiple reliable sources.

PR → GEO → AI recommendation → agentic commerce → purchase

As the way people search for information continues to evolve, so too must the way information is created, distributed, and published. Brand awareness alone is no longer enough if, at the moment of purchase, AI does not recommend your brand.

SEO (Search Engine Optimization) helps ensure that Google can find your company. GEO (Generative Engine Optimization) helps ensure that generative AI tools such as ChatGPT recommend your company or product. The latest emerging trend of agentic commerce takes this one step further, enabling AI to select and purchase your product on a customer's behalf.

And yet, it all begins with public relations. PR lays the foundation of trust, credibility and visibility that AI systems rely on when generating recommendations and supporting decision-making.

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Olsen+Partners conducted a series of interviews with 10 journalists and editors from Latvia's leading media outlets to explore their experience with and attitudes towards the use of artificial intelligence (AI) in communications.

The professionals' views closely align with public opinion (link to the Olsen+Partners public opinion survey): when AI generated content is clearly recognizable, it can damage the reputation of both the author and the organization.

Media professionals across Latvia are increasingly encountering press releases and contributed articles that display clear signs of AI-generated content. While some editors reject such submissions outright, others are willing to edit and publish them if the story itself is newsworthy. However, this often leads to greater scrutiny and a more cautious view of the organization behind the content in the future. Read more here.

2. Who shapes public opinion today: influence or power? 

AI influences people's choices. But who influences AI? People. Recent developments in Latvia and around the world raise an important question: are influencers still merely ambassadors for products and brands, or are they becoming opinion leaders and increasingly influential voices in the public sphere?

The Lines Are Becoming Increasingly Blurred in Latvia

Recent examples suggest that influencers are becoming increasingly engaged in issues of public importance, extending their role beyond promoting products and brands.

•  Following the cyberattack on Latvijas valsts meži, technology content creator Elviss Strazdiņš became the most visible and, for several days, effectively the only public voice explaining what had happened, while official communications were still taking shape. Many people appreciated the speed of his response and his ability to make a complex situation easier to understand, whereas security authorities viewed the situation as a potential risk and expressed concerns about its implications. Without speculating on an issue that is still evolving, one conclusion is clear: when something significant happens, the public expects someone to explain it. Influencers are often able to react more quickly and reach audiences faster than traditional institutions. This raises an important question for business leaders and communications professionals: is there something they can learn from the way influencers communicate?
•  Another notable example is content creator Modris Kanovalovs (@Modra olas) and his coverage of the Brūnava dog welfare case. The awareness generated through his content kept public attention focused on the issue for an extended period, sparking widespread discussion about animal welfare, the actions of local authorities, and the need for legislative reform. In the weeks that followed, the issue also reached the political agenda, with the Latvian Parliament considering amendments to strengthen the legal status of animals under the Civil Law. While it would be inaccurate to claim that these legislative developments were the result of a single influencer's work, the case clearly demonstrates that content creators are increasingly capable not only of attracting public attention, but also of keeping socially significant issues in the public spotlight over time.
• Influencers are also becoming increasingly involved in raising awareness of public health, children's rights, and other socially important issues. For example, they have played a role in information campaigns led by the Children's protection centre (Latvia), helping to communicate key messages and engage broader audiences.

Globally, content creators are becoming an economic force

This trend is reflected in the Forbes Top Creators 2026 list, which reports that the world's 50 most influential content creators collectively reach more than 3.4 billion followers, while generating more than US$850 million in annual revenue. According to Forbes, today's creators no longer simply sell advertising space they build businesses, shape consumer choices, and influence the cultural agen.

What does this mean for communications professionals?

Until recently, influencers were primarily seen as a way to help sell products. Today, however, they are increasingly shaping public opinion on technology, politics, public health, security, and other issues of societal importance. As a result, organizations need to ask themselves not only, "Which influencer should we work with?" but also, "Whom does the public trust when they are looking for explanation rather than promotion?" Perhaps the more fundamental question is whether content creators are evolving into a new kind of "fourth estate" one that increasingly shapes public discourse alongside traditional institutions and the media.

 3. The communications olympics 

For the twelfth consecutive year, LAMPA, Latvia's largest summer festival of conversation and ideas, has brought together hundreds of organizations, experts, and thought leaders. Each year, around 300 organizations from a wide range of sectors contribute to the programme, united by a common goal: to ensure their ideas are heard, debated, and remembered. That is why LAMPA is much more than a discussion festival. It is a place where content, reputation, and communication converge. In many ways, it is the communications olympics.

Why do people still travel to listen to live conversations in the digital age?

Paradoxically, at a time when almost any discussion can be watched online, people still choose to attend in person. Why? Because face-to-face conversations offer something the digital world cannot fully replicate: spontaneous encounters, the opportunity to ask questions, and a genuine sense of community. It is precisely this authentic experience that is becoming increasingly valuable.

What makes a festival presence successful?

A compelling event title, a strong visual identity, and carefully selected speakers remain the essential ingredients for capturing an audience's attention. In practice, however, seemingly small details can be just as important as the venue, the layout of the space, access to shade on a hot day, comfortable seating, high-quality sound, and other factors that shape the overall visitor experience.

One of the most common mistakes, however, is assuming that the audience will simply show up on its own.

A great discussion isn't enough - people need to hear about it in advance

Most organizations invest significant effort in the event itself, yet far fewer devote the same level of attention to communications in the weeks leading up to it. It's not enough for people to know that a discussion is taking place they also need to understand why it is worth attending.

Invitations, social media content, speaker introductions, and clear messaging about the discussion's relevance, shared well before the festival begins, can significantly increase the likelihood of reaching the intended audience.

 4. What makes outdoor advertising effective? 

Outdoor advertising remains an essential component of many communications campaigns. One of its greatest strengths is its ability to reach people regardless of their digital media habits. Whether on the street, at bus stops, or in traffic, audiences inevitably encounter the physical environment every day.

So, what do we take into account and what do we recommend to our clients when planning an effective outdoor advertising campaign?

Three seconds are all you have

Most people notice outdoor advertising only in passing while driving, walking down the street, or waiting for public transport. That means your message needs to be understood within seconds. Less text, one clear message, and a strong visual hierarchy will almost always be more effective than trying to say everything at once.

It's not just about location - context matters too

Effective outdoor advertising is defined not only by where it is placed, but also by what the audience is doing when they see it. Is someone waiting at a bus stop with time to read beyond the headline? Are they driving past and able to notice only a single symbol or visual cue? Is the advertisement located somewhere they pass every day?

Context is often just as important as the creative execution itself. When planned strategically, it can significantly increase the effectiveness of an outdoor advertising campaign rather than simply ticking a box.

Great outdoor advertising lives on in the digital world

The best outdoor advertising often takes on a second life on social media and that, too, can be anticipated and built into a communications plan. An eye-catching visual, a clever headline, or a bold creative idea can encourage people to photograph or film the advertisement, share it online, or look up the brand on social media to learn more.

To make the most of that attention, an organization's social media channels and website should provide a natural continuation of the outdoor campaign, offering deeper content and further engagement.

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The more time it takes for someone to understand an advertisement, the less likely they are to read it or remember it. Simplicity is essential in outdoor advertising, but that does not mean it cannot be creative. The goal is to ensure that people remember the brand or its key message and are then encouraged to take the desired action whether that is purchasing a product, following the brand on social media, or recommending it to others.

Outdoor advertising designed as environmental or artistic installations is attracting increasing attention. Examples include branded park benches, custom swings, or other interactive installations that not only serve a practical purpose but also communicate a brand's message. By inviting people to engage with the installation, these formats create longer and more meaningful interactions with the brand than traditional outdoor advertising, making the experience both more memorable and more impactful.

5.What do FIFA and the Saeima elections have in common?

Although the FIFA World Cup and the Saeima elections may seem like two completely different events, they share a great deal in terms of communication. Both become the focus of public attention for a specific period, sparking discussions and emotions while generating a vast amount of media content. For brands, this presents an opportunity to become part of the conversation but only if they approach it thoughtfully.

Being visible is not enough - you need to be relevant

The communications potential of major events goes far beyond securing a place in the "graveyard" of sponsor logos. During the FIFA World Cup, it is not only official partners that capture attention, but also brands that find clever, authentic, and timely ways to join the wider conversation. Even companies without official sponsorship rights use social media, content creators, and cultural context to make their brands visible and relevant.

At the same time, major events also serve as a reminder that there are boundaries. Organizations must respect copyright, sponsorship agreements, and trademark usage restrictions. Creativity should never come at the expense of responsible communication.

What does this mean for organizations in Latvia?

A similar logic applies here. Events such as the 2026 Saeima elections, the LAMPA Conversation Festival, or other widely discussed topics create a shared information space where organizations have the opportunity to generate content and engage in discussions, knowing that the audience is already organically following news related to the event.

The most important question is not "How can we leverage the event?" but rather "What value can we add to this conversation?" That is precisely why the most successful campaigns do not simply try to comment on a current event at all costs; instead, they offer their own perspective, expertise, or solution.

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Major events attract attention. But attention alone has little value - the real value lies in content that naturally enriches the public conversation. Before creating content around a major event, ask yourself:

• Is our connection to this topic genuine and credible?
• Are we adding something meaningful to the conversation?
• Does our message genuinely help the audience, or is it simply trying to capitalize on their attention?

6. Social media trends 

Instagram is full of creators sharing the latest social media trends, so we won't simply repeat what is already out there. Instead, we offer insights grounded in professional expertise, audience research, and hands-on experience observations we believe are truly worth considering.

LinkedIn is becoming the leading communications platform for business leaders

Just a few years ago, LinkedIn was primarily associated with recruitment and job postings. Today, however, it is increasingly becoming the primary platform for executive communication.

Business leaders use LinkedIn to explain company decisions, comment on industry developments, share their expertise, and build trust in their organizations. At the same time, the platform's algorithm increasingly favors personal content over corporate pages, making executives' voices one of the most powerful tools for building reputation.

As a result, specialists who coach executives on LinkedIn content strategy and thought leadership are becoming increasingly in demand. We are seeing the same trend at Olsen+Partners, with more and more clients seeking our support in strengthening their leaders' presence and influence on LinkedIn.

Threads Is establishing its position

Meta's Threads platform continues to grow rapidly and is steadily establishing itself as an alternative to X (formerly Twitter). Unlike many other social media platforms, Threads currently encourages more open conversations, shorter-form content, and more active dialogue between brands, experts, and their audiences.

Although the platform is still building its user base in Latvia, internationally an increasing number of organizations are using Threads for real-time commentary, discussions around current issues, and more human, conversational brand communication.

Short form video still dominates - but the content is changing

Reels, Shorts, and TikTok continue to dominate the social media landscape. However, it is increasingly not the most polished videos that capture attention, but authentic stories, expert perspectives, and content that feels like a genuine conversation.

A simple framework for creating both video and written content is:

Your (or your organization's) unique experience or observation → context → what does this mean for others?

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Both LinkedIn and Instagram algorithms are increasingly favoring content that features people rather than just corporate branding or product promotion. Behind-the-scenes moments, team stories, personal experiences, and executives' perspectives consistently reach wider audiences and generate higher engagement than traditional corporate posts. Show people the people behind your brand.