Why media relationships matter for long-term brand growth
Building a recognizable brand takes more than having a strong product or maintaining a consistent presence across digital channels. People are more likely to trust a company when they encounter it through credible, independent sources, and this is where meaningful...
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Crisis Comms & Media Monitoring
Why real-time media monitoring is essential for crisis management
In today’s always-on media environment, crises no longer develop gradually or give brands the luxury of time. A single post, comment, or headline can trigger rapid amplification across social platforms, online news, and search results within minutes, reshaping public...
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...
PR Tech & AI
How to measure marketing ROI for AI-powered campaigns
Today, AI in marketing is a strategic pillar. Whether you’re using predictive analytics to optimize email marketing send times or using chatbots to personalize the customer journey, AI-powered marketing campaigns are changing the way marketing professionals engage...
PR in the age of intelligent machines: Are we asking the right questions?
AI didn’t barge into PR. It slipped in through the side door. One helpful draft here. One faster media scan there. A subject line tweak. A summary that saved twenty minutes. None of it felt disruptive at first. It felt practical. Sensible, even. But over time, those...
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...
Content & Media Relations
Why every PR professional should think like an audience builder
Public relations has always been about earning attention. Whether that attention comes from journalists, customers, investors, or industry influencers, the goal is the same: build credibility and keep your brand relevant. But in today's media landscape, earning...
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....
The AI readiness crisis in business education—and what it means for communications
The 5W AI Business School Index 2026 ranks 60 business schools across 14 countries on AI readiness. The results should concern anyone in the communications industry who hires, advises, or competes against MBA-educated executives. Stanford GSB ranked #1 with a score of...