Why every PR campaign needs a ‘second audience’ strategy
For decades, a successful PR strategy has centred on understanding people. Communications teams have carefully shaped messages for journalists, customers, investors, employees and other stakeholders, recognising that each audience influences how a brand is perceived....
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Crisis Comms & Media Monitoring
The Epstein files situation provides a tutorial on how to prolong a PR crisis
The Republican Party’s actions since President Trump’s reelection had already provided Democrats with strong talking points to emphasize in the 2026 mid-term Congressional election – for example, the failure of President Trump to reduce prices and the failure to enact...
From reactive to proactive: Preparing for crises before they hit in 2026
In 2026, brands can no longer afford to treat crises as isolated events that require reactive responses. The integration of PR into broader marketing strategy has elevated its role in shaping perception, managing narratives, and protecting long-term business...
The next era of PR: Navigating crises in a hyper-connected world
In an age where information travels instantly, brands are under constant scrutiny. The stakes for PR teams have never been higher, as a single misstep can amplify across multiple channels and impact both reputation and revenue. The next era of PR will require...
PR Tech & AI
RAG against the machine: What is RAG and how does it impact PR and marketing
I recently attended a seminar presented by the venerable Andrew Bruce Smith. In it, he used that phrase, ‘retrieval augmented generation (RAG)’. I immediately asked myself why a term that is really about programming an AI had found its way into a PR seminar, but there...
How AI search summaries are quietly reshaping brand authority online
Search has evolved beyond a simple gateway to websites and now functions as a direct answer hub. Thanks to AI-powered search overviews, users obtain summarized insights, suggestions, and brand comparisons within the results page without clicking any link. This change...
10 practical ways AI is changing how businesses acquire customers
Imagine an e-commerce organization dedicates $40,000 per month with a 1.8% click-through rate on paid ads. The same targeting had been used for two years, the same creatives were recycled, and campaigns were optimised manually once a week. Within six months of...
Content & Media Relations
One in five celebrity-brand partnerships that AI engines recommend do not exist
One in five celebrity-brand partnerships that AI engines recommend to marketers do not exist. The finding comes from the 5W × Talent Resources Celebrity Endorsement Index — 50 celebrities measured across 10 consumer categories, more than 600 buyer-intent prompts run...
Mars Petcare just cornered the AI recommendation surface for US veterinary care—independent practices have about 18 months
There is a number every U.S. veterinarian should know. 27 to 30 percent. That is the share of all veterinary AI citations now captured by Mars Petcare's three brands — Banfield, VCA, and BluePearl — across ChatGPT, Claude, Perplexity, and Google AI Overviews. There is...
What happens when AI describes your brand better than you do?
For years, brands have invested heavily in shaping how they are perceived. From polished website copy and carefully crafted mission statements to PR campaigns and thought leadership initiatives, organizations have traditionally maintained significant control over...