Josh Weiss | Source | President and Founder at 10to1PR
Josh Weiss
An industry veteran with more than 20 years experience in public relations and crisis communications, Josh Weiss is committed to strategic communications that are targeted, attention grabbing, and achieve client goals. He began honing his skills in high school and college, working at several radio stations including CBS Radio, where the list of high-level interviews included former U.S. Speaker Dick Gephardt and New York Governor George Pataki and rock stars Billy Joel and Don Henley.
After graduating from Kent State University, Josh worked for the Speaker of the Illinois House of Representatives, crafting news coverage for 60 House members to explain key votes and win support from local voters. After the 2000 election, he moved to Arizona and held a variety of PR roles including national Director of Public Relations for Rural/Metro, a leading national provider of private ambulance and fire protection services, and Director of Communications and Public Affairs for American Traffic Solutions, a national leader in traffic safety cameras.
In 2012, Josh founded 10 to 1 Public Relations to help clients engineer the perceptions of others, aligning creative strategies with their long-term goals and facilitating purposeful relationship building with key members of the media, government, and the broader community. For more than 20 years he has helped hundreds of clients across a wide spectrum of industries and services to build positive brands and manage reputations. In the process, he has won numerous awards for his clients, his company, and himself.
Frequently chosen to speak at local, state, and national conferences on best practices and media relations techniques for both proactive and crisis communications, Josh has been published in several publications.
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10to1PR
President and Founder
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Deepfakes are here: Here’s how plumbing and HVACR companies can prepare
Did you know that it only takes 30 seconds to create a deepfake? Deepfakes are AI-generated media that can be made using any device. They can be used to spread misinformation and harm a plumbing and mechanical company's reputation.
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AI Voice Cloning: How Dangerous?
"No one is safe from voice cloning... only 3 seconds are voice are needed"
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Mechanical Hub Podcasts - Mechanical Hub | News, Product Reviews, Videos, and Resources for today's contractors.
No, it's not a football term. It may be time to write a whole new chapter in your crisis emergency playbook with the emerging AI technology and deepfakes that could put your company, and your reputation, in peril. The boys talk to Josh Weiss, president of 10to1 PR, about this emerging concern, and what to do about it.
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"Plumbing and mechanical professionals depend immensely on recommendations via word of mouth. Customer trust and positive reputation are a key element of business success. Company leaders must prepare for a deepfake crisis so that they can mitigate any potential damage that could negatively impact public perception of the company."
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“As AI increases and the digital transformation continues, reputation management will become even more important,” Weiss contends. “New threats such as the threat of deepfakes or AI-generated images, video or audio files will evolve so it will be important for companies to consistently update crisis playbooks and strategies.”
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“It is crucial for businesses to proactively prepare for potential attacks and enhance their crisis communications plans,” Weiss advises. “They can do this by incorporating deepfake-related scenarios and strategies for safeguarding reputations.”
