December Communication Insights
Today's newsletter is 1,621 words and a 7-minute read.?
Hello, comms professionals!?
?As the year winds down and the festive season kicks in, December allows us to reflect on the achievements, insights, and memorable moments that defined 2024. From exploring ESG communication strategies to uncovering the latest AI trends and celebrating creative campaigns, this month is all about wrapping up with inspiration and setting the stage for a brighter, bolder year ahead. We hope to keep you informed, inspired, and entertained as you enter the holidays.
Yours truly,
The Ruepoint Team
In this edition...??
Introducing the Ultimate Guide to ESG Communication ??
This guide is structured to provide a comprehensive overview of ESG communication, tailored specifically for communications professionals. Whether you are new to the concept or looking to refine your existing strategies, this guide offers practical advice, industry insights, and actionable steps to help you effectively communicate your ESG initiatives.?
Each chapter builds on the previous one, starting with the basics of ESG and progressing through advanced strategies, challenges, and best practices. You will find guidance on setting communication goals, identifying key performance indicators, and using the latest tools and technologies to monitor and report on ESG efforts.?
We encourage you to use this guide not only as a learning resource but also as a practical tool to enhance your ESG communication strategy. Reflect on the principles and techniques discussed here, and consider how they can be tailored to fit the unique needs and objectives of your organisation.? ? As you embark on this journey, remember that effective ESG communication is about more than just ticking boxes. It is about building trust, enhancing reputation, and contributing to the long-term success of your organisation.?
AI in Q4: Transformative Trends for Businesses
As 2024 draws to a close, AI continues to drive significant change for business leaders, PR professionals, and comms experts. This quarter has seen key developments such as the rise of autonomous AI agents, advancements in generative AI tools, and increasing focus on ethical considerations and regulatory compliance. Lets explore the most impactful AI trends from Q4, tailored to help you navigate the evolving landscape of AI in business and communications.
AI Agents In Q4, a major trend shaping the AI landscape is the rise of “agentic” tools. OpenAI is set to release a new AI agent, codenamed “Operator,” in January 2025 as a research preview. This innovative tool is designed to complete multi-step tasks, such as writing code or booking travel, with minimal supervision, marking a shift toward AI that acts independently on users’ behalf. This move is part of a broader industry push, with companies like Anthropic, Microsoft, and Google unveiling similar solutions to empower users through more efficient task automation.?
AI Watermarking: Google SynthIDGoogle DeepMind’s SynthID is a toolkit for watermarking AI-generated content, now available as open-source. It uses advanced deep learning models to embed imperceptible digital watermarks in AI-generated text, images, audio, or video. These watermarks allow identification without compromising content quality, creativity, or accuracy. The tool addresses critical challenges in AI safety, such as misinformation and misattribution, by promoting trust in AI-generated information. SynthID achieves this by subtly adjusting the probability scores of predicted tokens during text generation, ensuring seamless integration into the content.?
Overview of AI Act National Implementation PlansSince its implementation on August 1, 2024, Member States have been working to meet the Act’s requirements, including the designation of three types of national authorities by August 2, 2025. These authorities include a Market Surveillance Authority to ensure product compliance with EU law, a Notifying Authority to oversee conformity assessment bodies, and National Public Authorities for Fundamental Rights to monitor high-risk AI systems.?
Discover Our Team's Favorite AI Tools
AI tools have become essential in enhancing productivity, creativity, and problem-solving in our daily work. Whether it’s crafting content, analysing data, streamlining coding, or even composing a company hymn, AI empowers our team to achieve more with less effort.?
Here we’ve gathered insights from our team members about their favorite AI tools—ones they rely on to overcome challenges, spark creativity, and make their workdays smoother.?
Alicja Bors , Product Tech Lead
My number one AI tool right now is Perplexity AI, an AI-powered search engine that has significantly improved my research process. Unlike traditional search engines that provide a list of links, Proplexity delivers synthesised information with citations, allowing users to verify details easily and explore follow-up suggestions for additional questions or searches.
Marin Nunev , Dev Ops Team Lead
My favourite AI helper Claude - an advanced AI assistant that has transformed the way I approach coding. What sets it apart is its ability to help both experienced developers and complete beginners - you don't need any prior programming knowledge to start building software with Claude's guidance. Where it really shines is handling the repetitive "boilerplate code," freeing up developers to focus on the creative and challenging aspects of their projects.?
Jagoda Kwiatkowska , Content Marketing Specialist?
My favorite AI tools are Generative Fill, Background Remover, Lens Blur, Text-to-Image, and Caption Video. They’re incredibly versatile and make creative projects more efficient. Generative Fill lets me experiment with endless possibilities for visuals, while Background Remover and Lens Blur help refine designs effortlessly.
Eleonora Todorova , Sales Assistant?
If I had to choose one tool I cannot live without, this would be Grammarly! English isn’t my native language, and while I think I manage it quite well, I do need help with grammar and spell checks. Grammarly's AI suggestions also improved my writing style significantly.?
Yana Zlatanova , Head of Media Evaluation?
My favourite AI tool is Notebook LM. I find it quite useful for data discovery and exploration. It helps me sift through information, organise findings, and identify patterns. I mainly use it to navigate large datasets or documents and pull together insights, which makes my work more manageable and efficient.
Stefan Topuzov , Head of Editorial Services?
Like many people, I use ChatGPT to help me out with tasks that are either boring or traditionally laborious. For example, it can spare me the writer's block when I have to write someone a recommendation. It's easier for me to edit its version and make it personal than to start from scratch. And when it comes to laborious tasks, it is a great translator for search strings. It is such a timesaver when you write one kind of complex string in English and the AI translates it in 30 languages for a minute. The output still needs to be proofread by linguists.
Marieta Vicheva , Deputy Head of Editorial Services?
My favourite AI tools are Google AI Studio, Notebook LM, and GhatGPT, which help me with my daily analytical tasks. I even send ChatGPT pictures to diagnose my car issues, use it to plan holiday trips and find the right data on my water meter. I like researching credible data sources with Perplexity and Scispace. I love Freepik and Midjourney to create captivating images, HeyGen and Invedio to make fun videos and Suno to experiment with songs.?
The Power of End-of-year Media Intelligence Reports?
Craft Your PR Strategy for 2025?
Annual reports empower PR & Comms professionals to navigate industry trends proactively, substantiate their value through tangible outcomes, and pave the way for strategic triumphs and undeniable success in 2025.
Showcase ROI?
Annual reports offer a valuable resource for illustrating your impact in concrete terms. These reports furnish data on media coverage, audience engagement, and sentiment analysis. By carefully analysing this data, you can quantify your return on investment (ROI) and substantiate the value of your PR campaigns.
Advocating for Budget?
Use the data provided in the annual report to demonstrate the impact of your past campaigns. If a campaign resulted in increased media coverage, website traffic, or social media engagement, use these metrics to make a compelling case for a larger budget.?
Insights from the UN Climate Change Conference 2024
Top Trends Driving the Conversation:?
1. Major Climate Action Achievements?
Key agreements were reached on carbon credits under Article 6.4 of the Paris Agreement, enabling international carbon trading and directing resources to developing nations.?
2. Financing Climate Action
Multilateral development banks pledged $170 billion annually to support climate action in low- and middle-income countries, addressing critical funding gaps for developing nations.?
3. Thematic Focus Areas
COP29 highlighted themes like Food, Water and Agriculture, Energy and Peace, and Human Development, leading to impactful initiatives like the COP29 Declaration on Water for Climate Action and the Joint Mitigation and Adaptation Amazon Regional Mechanism (JMA-ARM).?
4. Controversy Over Hosting in Azerbaijan
Azerbaijan’s role as host sparked accusations of "greenwashing" due to its status as a major oil and gas producer, fueling debates about transparency and sincerity in climate commitments.?
5. Global Advocacy for Climate Justice
Campaigns like #PayUp gained traction, demanding developed nations honor financial pledges. Social media amplified calls for equity and accountability while highlighting contradictions like private jet use and absentee leaders.?
News bites
Before you head off for the holidays, take a moment to explore these news bites we’ve curated for you.
??? Podcast: ? Women in PR? ?
?? AI book:? Hands-On Large Language Models?
?? Expert advice? How to take measurement to the next level?
?? Christmas campaign? IKEA – Take a Holiday from the Holidays?
Stay curious.