I am working at the University of St.Gallen, the Swiss University for Business, Law and Social Sciences between Lake Constance and the Alps. Our communication team has transformed a traditional university press office into a modern, multimedia-driven newsroom connecting academia, media, business and society. Our work spans international media relations, expert positioning, podcasts, video and digital storytelling. Always with the aim of making research accessible and relevant beyond campus. Before joining HSG, I worked in corporate communications at Siemens Transportation Systems and in Communication and Marketing at the Friedrich-Alexander-Universität Erlangen-Nürnberg. Experiences, that continue to shape my approach to strategic communication in a rapidly changing media landscape. We get inspired by Conferences like MaKi, Bluesky Media Connect in London and EUPRIO. During the Conference EUPRIO 2027, I will present a concept of how we use AI for our daily business, e.g. our expert service for media and in science communication.