Public relations is always evolving, but the role it plays has fundamentally changed in recent years. While media relations and storytelling remain essential elements of effective communications, on their own, they are no longer sufficient to meet what clients require today. We now operate in a digital age where anyone can publish content and AI assistants can generate copy in seconds. While the quality of this material is up for question, there is no doubt this has caused a

More than a third of marketers have admitted that they don’t always understand the connection between the analytics they receive and future marketing decisions taken by their brand. Having more information doesn’t automatically mean having more understanding. In a separate report, 43% of B2B marketers said they actively distrust their brands' reporting metrics – so how can we receive and analyse data better? Trust signalsOf course, companies are already measuring marketing su

The PR landscape is shifting fast, especially in terms of lead gen effectiveness. 70% of the B2B buying journey now happens before a prospective customer engages a sales team, and as businesses become more selective with their suppliers – and algorithms increasingly determine which businesses get visibility – generating high-quality leads has become much more challenging. In today’s market, 81% of buyers say they need to trust a brand before they buy from it. While traditiona