Topics for FIR 279

My topics for discussion with Shel in For Immediate Release 279, our monthly long-form podcast episode for August 2022, published on August 22, 2022:

What’s New in the 2022 Gartner Hype Cycle for Emerging Technologies

Every year, IT industry analysts Gartner publishes their Hypecycle for Emerging Technologies. This report is unique among Gartner Hype Cycles because it identifies key insights from more than 2,000 technologies and applied frameworks that Gartner profiles each year into a succinct set of “must-know” emerging tech and trends. These have potential to deliver a high degree of competitive advantage over the next two to 10 years or more. So with communicators in mind in particular, these are the three key themes to pay attention to. […]

Ukraine is turning advertising into a weapon of war

Ukraine is the first country to launch an official nation branding campaign in the midst of war. For the first time, brand communication is a key part of a country’s response to a military invasion. Ukrainian President Volodymyr Zelenskyy endorsed the campaign and publicly announced its launch on April 7 in a video address. “Bravery is our brand,” he said. “This is what it means to be us. To be Ukrainians. To be brave.” There’s a campaign website,, that offers downloadable logos and photographs and asks visitors to share the message of bravery and donate to Ukraine. The campaign is running in Ukraine and also in the UK, the US, Canada, and 17 countries in Europe including Germany, Spain and Sweden, according to AdAge. […]

Reading the tech tea leaves in Microsoft’s new words

There are some interesting new additions in the latest version of a key piece of text that Microsoft publishes each year as part of its obligatory regulatory filings as a publicly-listed company in the US. Presented under the heading, “Embracing Our Future,” it’s the first section of Microsoft’s annual Form 10-K report to the Securities and Exchange Commission. While it might be easy to dismiss as mere boilerplate in such a filing, it’s more than that, says Todd Bishop writing in GeekWire. The brief passage states Microsoft’s reasons for being, presents its vision for the future, and doubles as a sign of the times. One of the notable changes this year is the debut of the word “metaverse.” […]