In this edition of “Conversations with Comms Leaders,” Julia Völzke, Head of Global Media Relations & Reputation Management at Rhenus Logistics, discusses the growing importance of trust and human judgement in an information landscape shaped by AI, the evolution of media relations at Rhenus, and the use of Meltwater to conduct research more efficiently.
1. What was your personal PR highlight of 2026?
2. What might surprise comms leaders in the next two years?
3. What is something you believe about AI in the communications industry that some communication professionals probably would disagree with?
4. What is the biggest benefit of using the Meltwater platform for your team?
1. What was your personal PR highlight of 2026?
2026 has been a challenging year due to geopolitical tensions, trade conflicts, and economic volatility, and it is likely to remain so. In this environment in particular, communications plays a vital role. We explain developments, provide context, and seek to offer guidance.
My personal highlight is therefore not a single campaign, but the evolution of our media relations at Rhenus. Over the past few years, we have deliberately adopted a more open approach to communications. In 2026, we have seen just how far we have already come. A few years ago, we still had to actively persuade journalists to speak with us. Today, many of them approach us directly to gain our perspective on developments in the logistics industry.
Seeing my colleagues engage with journalists every day, provide transparent context for complex developments in our industry, and give the company a strong and reliable voice is both rewarding and a source of great pride in the team.
2. What might surprise comms leaders in the next two years?
What surprises me most is the speed at which AI is changing the rules of the game. It is no longer merely about creating content efficiently. It is also about how information is found and perceived.
The growing importance of trust is not a new insight for those of us working in communications. However, I believe that this issue will become even more relevant beyond our profession over the next few years. Unfortunately, today’s information landscape is often characterised by misinformation, polarisation, and a steadily increasing volume of content generated by AI.
For precisely this reason, reliable facts, transparent communication, and relationships with journalists that are built and maintained over time will become even more important. AI can make many things easier and faster. Credibility, however, continues to come from people who take responsibility, provide context, and build trust.
3. What is something you believe about AI in the communications industry that some communication professionals probably would disagree with?
AI cannot and will not replace us. Full stop. The easier and faster it becomes to create content, the more important the skills that cannot be automated will become: judgement, experience, sensitivity, and common sense.
What experience can AI draw on when a situation becomes complex or contradictory? What happens when the real answer lies between the lines, or when it is necessary to recognise a particular sentiment and interpret it correctly?
In a world where information is abundant, we need people who can provide guidance. In my view, this is and will remain the primary role of communications.
4. What is the biggest benefit of using the Meltwater platform for your team?
Meltwater and Mira enable us to gain a quick and efficient overview when researching specific topics. By using predefined searches, we can allow Mira to operate within a clearly defined information environment, giving us considerably more relevant results than an open search would provide.
In the past, searching for, reviewing, and sorting information took several hours. We can now obtain the relevant research results within minutes. We invest the time we save not in conducting more research, but in delivering better communications.
About Julia Völzke
Julia Völzke is Head of Global Media Relations & Reputation Management at Rhenus Logistics, where she is responsible for international media relations and the strategic development of the company’s reputation. She previously held roles at SD Worx and HERING SCHUPPENER, now FGS Global, working in internal communications and corporate communications. Today, she combines her experience across industry, consulting, and logistics with a clear focus on credible communications and international positioning.
