On Podcast Empreendedor, Davi Paes e Lima argues PR in the AI era depends on strategy, credibility, and long-term reputation building. Journalist, entrepreneur, and communications strategist Davi Paes e Lima, director of Paes e Lima Comunicação, joined host Ellen Lourenço on the latest episode to discuss “Press Office/PR in the AI Era — How to Build Reputation and Credibility.”
PR in the AI era
Addressing AI, he took a pragmatic stance: tools can boost productivity, but they cannot replace critical thinking, context reading, or the craft of building real relationships with the press. In his view, those fundamentals still shape trust in earned media. Drawing on experience promoting major brands across retail, business, and healthcare, he stressed a key distinction: visibility is not authority. Reputation grows when positioning stays consistent and messaging holds up under scrutiny.
“Press office work isn’t about showing up just to show up. It’s about building relevance in a strategic, sustainable way.” — Davi Paes e Lima, journalist and CEO of Paes e Lima Comunicação, on Podcast Empreendedor.
Credibility amid information overload
The episode also tackled information overload and the speed of social media. For Davi, the competitive edge comes from turning content into news, with a sharp sense of what truly matters to audiences and editors. He argued that credibility comes from consistent positioning, a well-built narrative, and qualified presence in the right outlets. The goal is to pursue relevance, not just more mentions. Podcast Empreendedor is a partnership between digital marketing agency Alkimia and the Empreendedor portal and magazine. The conversation underscores a modern PR approach that embraces digital shifts without losing journalism’s core: trust, relationships, and a long-term view. The episode is available on YouTube and expands the discussion on how brands and leaders can position themselves in an increasingly automated environment that still runs on human judgment.
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