Surveys such as the “European Communications Monitor 2025/26,” the “FTI Communications Heatmap 2025,” and the study by CommTec AG and GK Personel Consulting on the “Communications Profession in the Digital Change” show our discipline confronted with two key challenges: the value orientation of communication in a world of questioned truths and the effective use of AI as a transformative technology. Debates surrounding communication ethics and technological change have accompanied modern communication management from the outset. The crucial difference now is that these two dimensions are inextricably intertwined, and communicators hold a key to societal stability.

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