NPC member V.Kanesan introducing Nichole Provatas, International Head of Integrated Marketing, and Brian Keenan, International Head of Insights & Analytics at the clubhouse on Dec 4, 2025.
NPC member V.Kanesan introducing Nichole Provatas, International Head of Integrated Marketing, and Brian Keenan, International Head of Insights & Analytics at the clubhouse on Dec 4, 2025.

An insightful evening hosted by The National Press Club Malaysia and WE Communications yesterday delved into the evolving landscape of earned media and artificial intelligence (AI) in the future of communications.

The talk, held at The National Press Club Malaysia’s clubhouse in Jalan Tangsi, Kuala Lumpur, provided a timely and practical session for communicators looking to stay ahead in a rapidly changing industry.

The session featured two key speakers from WE Communications: Nichole Provatas, International Head of Integrated Marketing; and Brian Keenan, International Head of Insights & Analytics. Both shared valuable takeaways on how AI is fundamentally redefining earned media—from the impact of zero-click searches to how large language models (LLMs) surface and amplify stories.

NPC members listening to a talk by WE Communications on Dec 4, 2025 at the clubhouse.
NPC members listening to the talk at the clubhouse.

The discussion covered critical themes shaping the industry today, offering actionable intelligence for professionals:

  • The Earned Reset: An examination of the tectonic shifts occurring in newsrooms, the influence of creators, and the role of AI-driven discovery in content visibility.

  • GEO for PR: Practical advice on making content LLM-indexable (Generative Engine Optimisation for Public Relations) to ensure stories are discoverable by the new generation of AI tools.

  • AI Adoption Without the Hype: A balanced perspective on integrating AI into communication strategies, focusing on tangible benefits over speculative excitement.

  • Skills & Measurement in an AI-led world: Insights into the evolving skillset required for communicators and the new metrics needed to accurately measure success in an AI-driven environment.

  • Actions You Can Take Now: Concrete steps communicators can implement immediately to boost their earned visibility and prepare for the future.

The presentation was facilitated by V. Kanesan, Managing Director of WE Communications’ Malaysian Chapter and a member of NPC. The collaborative nature of the evening underscored the shared commitment of both organisations to advancing knowledge and skills within the communications community.

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