Sam Schofield
@schofieldcomms.com
PR Consultant and Copywriter | Sheffield, UK | www.schofieldcomms.com
Not ideal for the @financialtimes.com
Incorrect markets data published on front page of FT - Spear's
Incorrect markets data published on front page of FT World markets figures provided by ICE for indices and asset classes do not add up, raising questions about possible misuse of AI
spearswms.com
November 14, 2025 at 4:13 PM
Not ideal for the @financialtimes.com
Superb. In the longer clip, a comedically poor curtain pull also fails to obscure the failure for a good few moments. I’d love to know what the Idol(?) or is it Aidol(?) PR team were putting out after this. I’m not sure there is much rescuing the situation.
An AI-powered humanoid robot billed as the first of its kind in Russia fell flat on its face shortly after making its debut appearance at a tech event in Moscow this week.
November 14, 2025 at 12:08 PM
Superb. In the longer clip, a comedically poor curtain pull also fails to obscure the failure for a good few moments. I’d love to know what the Idol(?) or is it Aidol(?) PR team were putting out after this. I’m not sure there is much rescuing the situation.
Great feature on AI's impact by @sophiemcbain.bsky.social for @theguardian.com. My favourite section (paraphrased): "When companies roll out AI tools without decent training, they risk producing teams of passable candle-makers in a world that demands high-efficiency lightbulbs." Excellent writing.
Are we living in a golden age of stupidity?
From brain-rotting videos to AI creep, every technological advance seems to make it harder to work, remember, think and function independently …
www.theguardian.com
November 14, 2025 at 10:55 AM
Great feature on AI's impact by @sophiemcbain.bsky.social for @theguardian.com. My favourite section (paraphrased): "When companies roll out AI tools without decent training, they risk producing teams of passable candle-makers in a world that demands high-efficiency lightbulbs." Excellent writing.
This took me a minute to figure out this morning. GDP grew 0.1% from July to September, but in the month of September alone it fell 0.1%. A confusing set of headlines in the @theguardian.com’s business newsletter today.
November 13, 2025 at 8:14 AM
This took me a minute to figure out this morning. GDP grew 0.1% from July to September, but in the month of September alone it fell 0.1%. A confusing set of headlines in the @theguardian.com’s business newsletter today.
When you're promising $1.4tn (yes, trillion) in spending over the next eight years while only showing $13bn in revenue, it doesn't help to go on a podcast and close down questions around this with "enough", as OpenAI CEO Sam Altman recently did according to @theguardian.com. #comms101 #PR
November 10, 2025 at 2:54 PM
When you're promising $1.4tn (yes, trillion) in spending over the next eight years while only showing $13bn in revenue, it doesn't help to go on a podcast and close down questions around this with "enough", as OpenAI CEO Sam Altman recently did according to @theguardian.com. #comms101 #PR
An unexpected surprise in the headline - like a fun dolphin story followed by "worries experts" - can be all it takes to turn a skim into a click. Could be the next Pixar franchise - Mimmo: A Splash in Venice.
'Mimmo' the dolphin delights Venice tourists, worries experts reut.rs/3LuTNwu
'Mimmo' the dolphin delights Venice tourists, worries experts
A wild dolphin, nicknamed "Mimmo" by the local press, has become a regular visitor in the waters off Venice's St. Mark's Square, captivating tourists but raising concerns about its safety amid heavy marine traffic.
reut.rs
November 10, 2025 at 11:38 AM
An unexpected surprise in the headline - like a fun dolphin story followed by "worries experts" - can be all it takes to turn a skim into a click. Could be the next Pixar franchise - Mimmo: A Splash in Venice.
A resignation (or two) is not always the answer when a mistake has been discovered. And in this case it feels a little fast on the draw. It hasn't put the issue to bed, quite the contrary. It has brought the BBC's whole reputation as an impartial news and programming service into question.
Tim Davie resigns as BBC director general after accusations of ‘serious and systemic’ bias in coverage
Davie says departure is ‘my own decision’, while head of news also quits. Insiders say it ‘feels like a coup’ by broadcaster’s enemies
www.theguardian.com
November 10, 2025 at 10:14 AM
A resignation (or two) is not always the answer when a mistake has been discovered. And in this case it feels a little fast on the draw. It hasn't put the issue to bed, quite the contrary. It has brought the BBC's whole reputation as an impartial news and programming service into question.
From a shareholder perspective, this makes perfect sense. Musk leaving would almost certainly cause a crash in the car maker’s shares. But it is obscene and not a good look for a company already hammered by Musk’s dire public image. Can he deliver or is it all bluster? Time will tell. #pr
Tesla plans to pay Musk $1tn - do they really need him that much?
Shareholders have approved a pay package that puts an astronomical value on Elon Musk's value as a leader.
www.bbc.com
November 8, 2025 at 8:11 AM
From a shareholder perspective, this makes perfect sense. Musk leaving would almost certainly cause a crash in the car maker’s shares. But it is obscene and not a good look for a company already hammered by Musk’s dire public image. Can he deliver or is it all bluster? Time will tell. #pr
As a #copywriter, this made my skin crawl.
November 7, 2025 at 5:00 PM
As a #copywriter, this made my skin crawl.
This story is exactly why local journalism is still so important. Well done to the team at the @sheffieldtribune.bsky.social.
“It broke my heart, that was my savings towards a new car,” one woman who paid Milne tens of thousands of pounds told us. “He has just wiped me out.”
Who is Andrew Milne - the solicitor sending "very aggressive" letters to Sheffield homeowners?
www.sheffieldtribune.co.uk/a-london-law...
Who is Andrew Milne - the solicitor sending "very aggressive" letters to Sheffield homeowners?
www.sheffieldtribune.co.uk/a-london-law...
A London lawyer bought hundreds of Sheffield freeholds. Then the ‘very aggressive’ letters arrived
Exclusive: The Tribune can reveal that Andrew Milne has threatened leaseholders with high court action. It ‘broke my heart’ one woman says
www.sheffieldtribune.co.uk
November 7, 2025 at 3:31 PM
This story is exactly why local journalism is still so important. Well done to the team at the @sheffieldtribune.bsky.social.
The #AI industry’s snowballing image problem is a PR crisis in motion -> www.schofieldcomms.com/post/the-ai-...
The AI industry’s snowballing image problem is a PR crisis in motion
The AI industry is facing a growing PR crisis, with poor communication and inflated valuations fuelling talk of a bubble. This blog explores how reputation management and disciplined messaging are mor...
www.schofieldcomms.com
November 7, 2025 at 3:26 PM
The #AI industry’s snowballing image problem is a PR crisis in motion -> www.schofieldcomms.com/post/the-ai-...
Following on from my comments yesterday about AI's faltering public image, the industry's senior leaders seem determined to start the snowball that may cause an avalanche. A totally avoidable "PR crisis" started by an ill thought out comment. They should be media training to avoid these issues.
Why OpenAI went into crisis PR mode Thursday | CNN Business
OpenAI, the world’s leader and ChatGPT parent company, went into panic mode on Thursday over what it said was a very public misstatement.
edition.cnn.com
November 7, 2025 at 1:53 PM
Following on from my comments yesterday about AI's faltering public image, the industry's senior leaders seem determined to start the snowball that may cause an avalanche. A totally avoidable "PR crisis" started by an ill thought out comment. They should be media training to avoid these issues.
The lottery (US or UK) is a #PR generating machine. Make it nigh on impossible to win, see jackpots skyrocket, the press run loads of stories boosting ticket sales, pushing up the prize further, and so on and so forth until someone finally wins and resets the machine. Ad infinitum.
This is the fourth biggest lottery prize of the year so far and the third biggest Powerball jackpot of 2025.
Powerball Jackpot Crosses $450 Million—Here’s How Much The Winner Could Take Home After Taxes
This is the fourth biggest lottery prize of the year so far and the third biggest Powerball jackpot of 2025.
www.forbes.com
November 7, 2025 at 10:35 AM
The lottery (US or UK) is a #PR generating machine. Make it nigh on impossible to win, see jackpots skyrocket, the press run loads of stories boosting ticket sales, pushing up the prize further, and so on and so forth until someone finally wins and resets the machine. Ad infinitum.
Coca-Cola's #AI Christmas Advert (the 2nd year they used an AI generated ad) is an interesting case of self-inflicated reputational damage. Let's be honest, the advert is awful, but expect more in future unless it damages sales. But how likely is that?
Coca-Cola defends “eyesore” AI Christmas advert: “We need to keep pushing the envelope”
An executive for Coca-Cola has defended the company's use of generative AI for its new Christmas commercial
www.nme.com
November 7, 2025 at 10:31 AM
Coca-Cola's #AI Christmas Advert (the 2nd year they used an AI generated ad) is an interesting case of self-inflicated reputational damage. Let's be honest, the advert is awful, but expect more in future unless it damages sales. But how likely is that?
The Tech / AI industry is having a bit of an image problem following a few years of hype. Sentiment seems to be shifting. And unfortunately industry leaders are not helping themselves with statements like this from Jensen Huang, the boss of Nvidia:
November 6, 2025 at 9:57 AM
The Tech / AI industry is having a bit of an image problem following a few years of hype. Sentiment seems to be shifting. And unfortunately industry leaders are not helping themselves with statements like this from Jensen Huang, the boss of Nvidia:
Great news for the Leeds high street and a nice interview with the head of Patek Philippe and others by @insidermedia.com - www.insidermedia.com/news/yorkshi... #Yorkshire #Luxury #Watches
“Leeds is an important city. I’d like to live in Yorkshire” the owner of luxury Swiss watch maker Patek Philippe says as he jets in to see new store - Insider Media
Leeds is an important city, the owner of luxury Swiss watch maker Patek Philippe has told Insider, as he jetted in to see its first monobrand boutique outside of London.
www.insidermedia.com
September 29, 2025 at 9:26 AM
Great news for the Leeds high street and a nice interview with the head of Patek Philippe and others by @insidermedia.com - www.insidermedia.com/news/yorkshi... #Yorkshire #Luxury #Watches
Reposted by Sam Schofield
Former Observer big-hitters inc @carolecadwalla.bsky.social launch new title The Nerve with redundancy payouts
After Observer sale: "We decided to launch a title that the journalists themselves would own, that would be truly independent"
pressgazette.co.uk/news/former-...
After Observer sale: "We decided to launch a title that the journalists themselves would own, that would be truly independent"
pressgazette.co.uk/news/former-...
Former Observer big-hitters launch new title with redundancy payouts
Five former Observer journalists including Carole Cadwalladr have launched their own culture publication using their redundancy money.
pressgazette.co.uk
September 26, 2025 at 10:11 AM
Former Observer big-hitters inc @carolecadwalla.bsky.social launch new title The Nerve with redundancy payouts
After Observer sale: "We decided to launch a title that the journalists themselves would own, that would be truly independent"
pressgazette.co.uk/news/former-...
After Observer sale: "We decided to launch a title that the journalists themselves would own, that would be truly independent"
pressgazette.co.uk/news/former-...
"Scandal Decoded" is worth a subscribe if you're on Substack. It's a new crisis management PR blog from @ninasawetz.com that offers an interesting take on "how reputations are made, broken and, sometimes, salvaged". scandaldecoded.substack.com #PR #CrisisComms #PublicRelations
Scandal Decoded | Substack
The spin, secrets and strategies behind the scandal. Click to read Scandal Decoded, a Substack publication with hundreds of subscribers.
scandaldecoded.substack.com
September 19, 2025 at 8:34 AM
"Scandal Decoded" is worth a subscribe if you're on Substack. It's a new crisis management PR blog from @ninasawetz.com that offers an interesting take on "how reputations are made, broken and, sometimes, salvaged". scandaldecoded.substack.com #PR #CrisisComms #PublicRelations
My jaw dropped when I read this: "Vehicle tax on a new £85,000 BMW X5 would amount to £3,200 in the UK, but the sale would incur taxes of £66,600 in France." www.theguardian.com/money/2025/s...
UK could raise nearly £2bn by taxing SUVs in line with European countries, study shows
Thinktank says an ‘SUV loophole’ means UK buyers pay up to 20 times less tax on biggest models than in neighbouring nations
www.theguardian.com
September 16, 2025 at 9:13 AM
My jaw dropped when I read this: "Vehicle tax on a new £85,000 BMW X5 would amount to £3,200 in the UK, but the sale would incur taxes of £66,600 in France." www.theguardian.com/money/2025/s...
“Surprise rise in inflation to highest since December 2023” - via @news.sky.com - does this actually feel like to surprise to anyone?
Surprise rise in inflation to highest since December 2023
Train tickets could become 5.8% more expensive next year, affecting about half of rail journeys, after the retail price index (RPI) measure of inflation for July came in higher than expected.
news.sky.com
August 20, 2025 at 7:07 AM
“Surprise rise in inflation to highest since December 2023” - via @news.sky.com - does this actually feel like to surprise to anyone?
11am on a Tuesday clearly the current “optimised” time to send out #marketing emails. Just received 8 at the same time. Suggestion: try “odd” timings - e.g. 11:07, 11:12, 11:27, etc. Less likely to get lost in a deluge of other distributions on the hour.
August 19, 2025 at 10:06 AM
11am on a Tuesday clearly the current “optimised” time to send out #marketing emails. Just received 8 at the same time. Suggestion: try “odd” timings - e.g. 11:07, 11:12, 11:27, etc. Less likely to get lost in a deluge of other distributions on the hour.
Tapping my computer keyboard with renewed vigour this morning after falling down a Danny Carey sized drumming rabbit hole on YouTube last night. I can't play the drums like Danny (or at all), but I can thrash a keyboard with the best of them. *This did not sound cooler in my head*
August 19, 2025 at 9:27 AM
Tapping my computer keyboard with renewed vigour this morning after falling down a Danny Carey sized drumming rabbit hole on YouTube last night. I can't play the drums like Danny (or at all), but I can thrash a keyboard with the best of them. *This did not sound cooler in my head*
Great issue of unLTD magazine this month. Essential reading for the Sheffield business community. #Sheffield
August 18, 2025 at 6:17 PM
Great issue of unLTD magazine this month. Essential reading for the Sheffield business community. #Sheffield
“A study found that people in Sheffield on average spent just four minutes and 36 seconds in natural spaces each day.” That struck me as exceptionally low. Story via @theguardian.com -> www.theguardian.com/environment/...
Human connection to nature has declined 60% in 200 years, study finds
Prof Miles Richardson says people risk ‘extinction of experience’ in the natural world without new policies
www.theguardian.com
August 16, 2025 at 12:35 PM
“A study found that people in Sheffield on average spent just four minutes and 36 seconds in natural spaces each day.” That struck me as exceptionally low. Story via @theguardian.com -> www.theguardian.com/environment/...