The Warp and Weft of WEF

With the 2026 World Economic Forum in Davos fast approaching, FGS Global’s WEF Task Force has prepared an FAQ to help you plan effectively:

1. Why does WEF matter? Davos is a hub for strategic positioning and high-impact networking, bringing together global leaders from business, government, civil society and media to discuss international issues, influence policy and connect with high-profile stakeholders.

2. What’s on the agenda? Expect discussions around global growth, tech innovation, climate, sustainability and geopolitics. The official agenda and participant list is released in December, while the Global Risks Report – published each January – frames major issues for the year.

3. Who will attend?Executives from leading companies, heads of state, civil society leaders, academics, media representatives and communities like Global Shapers and Young Global Leaders.

4. How do companies gain access and prepare?Attendance is invitation-only, but virtual participation is available via UpLink. Early planning and a clear communications strategy are key: map stakeholders, craft consistent messaging and target relevant media and side events.

5. How can companies leverage media and side events?Davos offers unrivaled media opportunities, with outlets like Bloomberg, CNBC and FT host live broadcasts and interviews – advance outreach is critical to secure coverage. Additionally, sector-focused side events hosted by outlets like Axios, Politico and others offer targeted access and the chance to position your leadership in front of key stakeholders.

FGS Global can support your company at WEF through tailored strategy, stakeholder mapping, media training, on-the-ground support and post-event analysis. Contact wef@fgsglobal.com for more details.

The launch of Google’s Nano Banana (Gemini 2.5 Flash Image) marks a watershed moment in the digital landscape. AI-powered image creation is now mainstream and effortless, forcing brands to rethink creative strategy and crisis preparedness in equal measure.

After launching in late August, Google’s Nano Banana shattered records for AI image generation, outpacing rivals on industry benchmarks and attracting 10 million new users within days. The tool’s viral popularity – spurred by trends like transforming photos into action figures – resulted in 200 million images generated almost overnight. While Google’s invisible SynthID watermark aims to safeguard authenticity, the platform’s advanced editing features have sparked concern. Critics warn that easy, realistic manipulation via text prompts could supercharge visual misinformation and lower the barrier for deepfakes.

For organizations, the implications are twofold. In this new era, it is imperative to harness these tools for rapid, cost-effective creative output – while also investing in robust defense strategies and crisis response protocols to mitigate reputational risk as deepfake threats become a daily reality. 

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The media landscape is evolving faster than ever, and communicators need to stay sharp, responsive and tuned in to new tools and trends. This summer, Muck Rack surveyed more than 1,000 public relations professionals, and the results offer valuable insights for teams looking to stay ahead.

• AI is here to stay. Nearly 60% of respondents named AI and automation as their top five-year priority, while 77% already use AI tools at work. For more insights on integrating AI safely and strategically into your earned media efforts, check out this recent perspective from our Health Media colleagues. 

• Pitching is getting tougher. You’re not imagining it – 72% of PR pros say low response rates are making earned coverage harder to secure. Yet most personalize only a few lines per pitch, and two-thirds engage with fewer than half their media list. To maximize your impact, invest in genuine relationships and target your outreach to reporters who truly matter. 

• Social listening is underutilized. More than half of communicators don’t monitor conversation online, despite wanting this capability. With reporters using LinkedIn, Instagram, X and Facebook to share work and interests, social media is key for both reputation management and media outreach. Building a focused monitoring strategy helps identify opportunities, anticipate coverage angles and tailor outreach to journalists’ evolving interests.

Subscribe to Health Media Insights by emailing the team at health@fgsglobal.com.