South Africa, July 22 -- Why? To start with, the tools available to create content have never been more accessible.

With AI, ideas can be drafted faster, campaigns can be developed more efficiently, and organisations can publish across more channels than ever before.

As content becomes increasingly abundant, however, a different asset is becoming increasingly scarce: credibility.

"Why should I believe you?"

This is why we may be entering the golden age of external communications.

The communications profession has always been about more than telling compelling stories.

At its core, it is about earning belief. It is about building reputations, fostering relationships, securing independent validation, and helping organisations establis...