{"id":15890,"date":"2025-02-18T10:01:05","date_gmt":"2025-02-18T10:01:05","guid":{"rendered":"https:\/\/innomine.ee\/2025\/02\/kommunikatsiooni-praktikant-liisbeth-pomber-peab-panustama-faktikontrolli-ja-autentse-info-kinnitamisse\/"},"modified":"2026-01-19T11:40:51","modified_gmt":"2026-01-19T11:40:51","slug":"kommunikatsiooni-praktikant-liisbeth-pomber-peab-panustama-faktikontrolli-ja-autentse-info-kinnitamisse","status":"publish","type":"post","link":"https:\/\/innomine.ee\/en\/2025\/02\/kommunikatsiooni-praktikant-liisbeth-pomber-peab-panustama-faktikontrolli-ja-autentse-info-kinnitamisse\/","title":{"rendered":"Communication Intern Liisbeth Pomber: the Need to Invest in Fact-Checking and Verifying Authentic Information"},"content":{"rendered":"\n

Every year, communication interns assist at the communication agency In Nomine<\/strong>. Last December, we received a wonderful letter from Liisbeth Pomber<\/strong>, a second-year journalism and communication student at the University of Tartu<\/strong>. The first month of the year is usually quieter, but this January has been particularly busy, and Liisbeth has participated in projects related to cosmetics, tourism, construction, and vocational education<\/strong>.<\/p>\n\n\n\n

Observing the noise generated by artificial intelligence<\/strong>, she states that since misinformation and manipulation are becoming easier to spread, communication experts must invest more in fact-checking and verifying authentic information<\/strong>.<\/p>\n\n\n\n

Why did you choose to study communication when you originally wanted to become a hairdresser?<\/strong><\/p>\n\n\n\n

The short answer is the pressure of societal expectations<\/strong> and the environment<\/strong>… To elaborate, I always knew I wanted to go to university at some point. Studying to be a hairdresser would have been an intermediate step\u2014learning a trade, getting a job, and studying at university while working.<\/p>\n\n\n\n

For a long time, I wasn\u2019t sure what exactly I wanted to study at university, which led me to explore different options. I felt a strong societal pressure that I had to<\/em> go to university, which caused me a lot of stress and anxiety<\/strong>.<\/p>\n\n\n\n

I even applied for food and biotechnology<\/strong> at TalTech<\/strong>, but it wasn\u2019t the right path for me. I was certain I would study in Tallinn<\/strong>, but then life took a different turn. When I opened the list of programs at the University of Tartu<\/strong>, the first one that caught my eye was journalism and communication<\/strong>.<\/p>\n\n\n\n

Has this choice proven to be the right one?<\/strong><\/p>\n\n\n\n

Yes, my choice has been justified, but sometimes I still wonder what if\u2026<\/em> My journey has developed in a rather logical direction. Since I have a background in economics from high school<\/strong>, I am also studying economics<\/strong> alongside communication. I am most drawn to marketing<\/strong>.<\/p>\n\n\n\n

In the future, I could see myself obtaining a master\u2019s degree in marketing<\/strong> and perhaps working full-time in marketing communication<\/strong>. But we\u2019ll see what life brings.<\/p>\n\n\n\n

How would you subjectively assess the journalism and communication program at the University of Tartu? Is it sufficient, or is something essential missing?<\/strong><\/p>\n\n\n\n

I am a bit skeptical<\/strong>. In the first year, journalism and communication students study together, but the courses are mostly journalism-focused. This made me question a lot during my first year whether I was in the right place.<\/p>\n\n\n\n

However, in the second year, we have more specialized courses, and the communication studies are well-structured<\/strong>. So yes, I think there should be more communication courses in the first year<\/strong>, but otherwise, in the second year, there is enough of everything.<\/p>\n\n\n\n

Which media channels are important to you in 2025?<\/strong><\/p>\n\n\n\n

It\u2019s impossible to ignore social media<\/strong>\u2014for me, user-generated content is crucial<\/strong>. I also listen to podcasts<\/strong>, both entertainment-focused and news-oriented<\/strong>.<\/p>\n\n\n\n

Regarding traditional media<\/strong>, I mostly trust <\/strong>Estonian National Broadcast <\/strong>ERR<\/strong>, but I occasionally check Estonian largest internet portal Delfi<\/strong> as well. I don\u2019t read print newspapers much anymore because print media has become a luxury<\/strong>\u2014if you want to read multiple publications, it gets quite expensive.<\/p>\n\n\n\n

Is your perception of PR different from what you experienced during your internship?<\/strong><\/p>\n\n\n\n

I didn\u2019t expect to have to do so much translation\u2014both from Estonian to English and vice versa<\/strong>. Other than that, since I\u2019ve learned from professionals who practice this field daily, nothing has been a complete surprise. Instead, I have had the chance to apply theoretical knowledge in real-life situations<\/strong>.<\/p>\n\n\n\n

Is AI good or bad, and how do you use it today?<\/strong><\/p>\n\n\n\n

I find the rapid development of AI both terrifying and valuable<\/strong>. AI helps save time, organize information, and correct punctuation<\/strong>.<\/p>\n\n\n\n

During my internship, I used AI primarily for translation<\/strong>. Since it\u2019s not human, it lacks emotional nuance<\/strong>, but it excels at statistics and data analysis<\/strong>. In the future, those who know how to integrate AI into their daily work<\/strong> will have a significant advantage.<\/p>\n\n\n\n

For example, in marketing<\/strong>, there is a huge amount of data to categorize<\/strong>, and AI can do this much faster than a human. While humans perform the analysis<\/strong>, AI can optimize marketing processes based on the analysis results<\/strong>, making company costs lower and target audience segmentation more precise.<\/p>\n\n\n\n

What is your vision for the future of communication? How will information be shared and consumed?<\/strong><\/p>\n\n\n\n

As the volume of information and noise<\/strong> increases, AI-driven algorithms<\/strong> will play a growing role in filtering and personalizing content for consumers. This can be useful<\/strong>, but at the same time, it poses a risk\u2014people might get trapped in their own “bubbles”<\/strong>, only encountering information that aligns with their worldview.<\/p>\n\n\n\n

Instead of one-way information flow, communication is becoming more interactive<\/strong>. People are not just consumers<\/strong> but also co-creators<\/strong>\u2014they don\u2019t just share content but actively shape it<\/strong>.<\/p>\n\n\n\n

Since misinformation and manipulation<\/strong> are becoming easier to spread, communication experts must invest more in fact-checking and verifying authentic information<\/strong>.<\/p>\n\n\n\n

Where do you see yourself working in ten years?<\/strong><\/p>\n\n\n\n

I think that in ten years, I will fulfill my dream and train as a hairdresser<\/strong>. But most likely, I\u2019ll still be working in a communication agency<\/strong>, enjoying the variety of topics and fast-paced work environment<\/strong>.<\/p>\n\n\n\n

Interview by Heikki Sal-Saller<\/strong>
Photo by Erik Riikoja<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Every year, communication interns assist at the communication…<\/p>\n","protected":false},"author":5,"featured_media":15289,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-15890","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-et"],"aioseo_notices":[],"yoast_head":"\nCommunication Intern Liisbeth Pomber: the Need to Invest in Fact-Checking and Verifying Authentic Information - In Nomine<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/innomine.ee\/en\/2025\/02\/kommunikatsiooni-praktikant-liisbeth-pomber-peab-panustama-faktikontrolli-ja-autentse-info-kinnitamisse\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Communication Intern Liisbeth Pomber: the Need to Invest in Fact-Checking and Verifying Authentic Information - In Nomine\" \/>\n<meta property=\"og:description\" content=\"Every year, communication interns assist at the communication...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/innomine.ee\/en\/2025\/02\/kommunikatsiooni-praktikant-liisbeth-pomber-peab-panustama-faktikontrolli-ja-autentse-info-kinnitamisse\/\" \/>\n<meta property=\"og:site_name\" content=\"In Nomine\" \/>\n<meta property=\"article:published_time\" content=\"2025-02-18T10:01:05+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-01-19T11:40:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/innomine.ee\/wp-content\/uploads\/2025\/01\/IMG_2638-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"2560\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Mariann Saar\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mariann Saar\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/innomine.ee\/en\/2025\/02\/kommunikatsiooni-praktikant-liisbeth-pomber-peab-panustama-faktikontrolli-ja-autentse-info-kinnitamisse\/\",\"url\":\"https:\/\/innomine.ee\/en\/2025\/02\/kommunikatsiooni-praktikant-liisbeth-pomber-peab-panustama-faktikontrolli-ja-autentse-info-kinnitamisse\/\",\"name\":\"Communication Intern Liisbeth Pomber: the Need to Invest in Fact-Checking and Verifying Authentic Information - In Nomine\",\"isPartOf\":{\"@id\":\"https:\/\/innomine.ee\/#website\"},\"datePublished\":\"2025-02-18T10:01:05+00:00\",\"dateModified\":\"2026-01-19T11:40:51+00:00\",\"author\":{\"@id\":\"https:\/\/innomine.ee\/#\/schema\/person\/f96640a252cec753527b271a4d421333\"},\"breadcrumb\":{\"@id\":\"https:\/\/innomine.ee\/en\/2025\/02\/kommunikatsiooni-praktikant-liisbeth-pomber-peab-panustama-faktikontrolli-ja-autentse-info-kinnitamisse\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/innomine.ee\/en\/2025\/02\/kommunikatsiooni-praktikant-liisbeth-pomber-peab-panustama-faktikontrolli-ja-autentse-info-kinnitamisse\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/innomine.ee\/en\/2025\/02\/kommunikatsiooni-praktikant-liisbeth-pomber-peab-panustama-faktikontrolli-ja-autentse-info-kinnitamisse\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/innomine.ee\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Communication Intern Liisbeth Pomber: the Need to Invest in Fact-Checking and Verifying Authentic Information\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/innomine.ee\/#website\",\"url\":\"https:\/\/innomine.ee\/\",\"name\":\"In Nomine\",\"description\":\"Kommunikatsioonib\u00fcroo\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/innomine.ee\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/innomine.ee\/#\/schema\/person\/f96640a252cec753527b271a4d421333\",\"name\":\"Mariann Saar\",\"url\":\"https:\/\/innomine.ee\/en\/author\/mariann\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Communication Intern Liisbeth Pomber: the Need to Invest in Fact-Checking and Verifying Authentic Information - In Nomine","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/innomine.ee\/en\/2025\/02\/kommunikatsiooni-praktikant-liisbeth-pomber-peab-panustama-faktikontrolli-ja-autentse-info-kinnitamisse\/","og_locale":"en_US","og_type":"article","og_title":"Communication Intern Liisbeth Pomber: the Need to Invest in Fact-Checking and Verifying Authentic Information - In Nomine","og_description":"Every year, communication interns assist at the communication...","og_url":"https:\/\/innomine.ee\/en\/2025\/02\/kommunikatsiooni-praktikant-liisbeth-pomber-peab-panustama-faktikontrolli-ja-autentse-info-kinnitamisse\/","og_site_name":"In Nomine","article_published_time":"2025-02-18T10:01:05+00:00","article_modified_time":"2026-01-19T11:40:51+00:00","og_image":[{"width":2560,"height":2560,"url":"https:\/\/innomine.ee\/wp-content\/uploads\/2025\/01\/IMG_2638-scaled.jpg","type":"image\/jpeg"}],"author":"Mariann Saar","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Mariann Saar","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/innomine.ee\/en\/2025\/02\/kommunikatsiooni-praktikant-liisbeth-pomber-peab-panustama-faktikontrolli-ja-autentse-info-kinnitamisse\/","url":"https:\/\/innomine.ee\/en\/2025\/02\/kommunikatsiooni-praktikant-liisbeth-pomber-peab-panustama-faktikontrolli-ja-autentse-info-kinnitamisse\/","name":"Communication Intern Liisbeth Pomber: the Need to Invest in Fact-Checking and Verifying Authentic Information - In Nomine","isPartOf":{"@id":"https:\/\/innomine.ee\/#website"},"datePublished":"2025-02-18T10:01:05+00:00","dateModified":"2026-01-19T11:40:51+00:00","author":{"@id":"https:\/\/innomine.ee\/#\/schema\/person\/f96640a252cec753527b271a4d421333"},"breadcrumb":{"@id":"https:\/\/innomine.ee\/en\/2025\/02\/kommunikatsiooni-praktikant-liisbeth-pomber-peab-panustama-faktikontrolli-ja-autentse-info-kinnitamisse\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/innomine.ee\/en\/2025\/02\/kommunikatsiooni-praktikant-liisbeth-pomber-peab-panustama-faktikontrolli-ja-autentse-info-kinnitamisse\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/innomine.ee\/en\/2025\/02\/kommunikatsiooni-praktikant-liisbeth-pomber-peab-panustama-faktikontrolli-ja-autentse-info-kinnitamisse\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/innomine.ee\/en\/"},{"@type":"ListItem","position":2,"name":"Communication Intern Liisbeth Pomber: the Need to Invest in Fact-Checking and Verifying Authentic Information"}]},{"@type":"WebSite","@id":"https:\/\/innomine.ee\/#website","url":"https:\/\/innomine.ee\/","name":"In Nomine","description":"Kommunikatsioonib\u00fcroo","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/innomine.ee\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/innomine.ee\/#\/schema\/person\/f96640a252cec753527b271a4d421333","name":"Mariann Saar","url":"https:\/\/innomine.ee\/en\/author\/mariann\/"}]}},"_links":{"self":[{"href":"https:\/\/innomine.ee\/en\/wp-json\/wp\/v2\/posts\/15890","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/innomine.ee\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/innomine.ee\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/innomine.ee\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/innomine.ee\/en\/wp-json\/wp\/v2\/comments?post=15890"}],"version-history":[{"count":2,"href":"https:\/\/innomine.ee\/en\/wp-json\/wp\/v2\/posts\/15890\/revisions"}],"predecessor-version":[{"id":15912,"href":"https:\/\/innomine.ee\/en\/wp-json\/wp\/v2\/posts\/15890\/revisions\/15912"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/innomine.ee\/en\/wp-json\/wp\/v2\/media\/15289"}],"wp:attachment":[{"href":"https:\/\/innomine.ee\/en\/wp-json\/wp\/v2\/media?parent=15890"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/innomine.ee\/en\/wp-json\/wp\/v2\/categories?post=15890"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/innomine.ee\/en\/wp-json\/wp\/v2\/tags?post=15890"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}