Exploring the Impact of AI in PR and Journalism: Insights from our recent roundtable breakfast
On Tuesday we gathered experts to discuss the profound influence of artificial intelligence (AI) on public relations (PR), journalism, and visual communication. Moderated by our own Sam Brown, the event featured insightful discussions and demonstrations on the role of AI in shaping content creation, crisis management, and ethical considerations. Huge thanks to Stuart Bruce from Purposeful Relations, Karyn Fleeting from Reach PLC and AI artist Duncan Thomsen for joining us and sharing their knowledge.
Below we delve into some key highlights from the event, but you can also rewatch the full discussion HERE.
AI in PR and Journalism
The discussion opened with the practical applications of AI in PR and journalism. Karyn highlighted the automation of routine tasks such as research, media monitoring, and audience insights, emphasising the need to balance automation with human expertise. Stuart delved into the role of AI in personalising content and pitching strategies, while exploring the intersection of AI and PR innovation.
Karyn discussed AI’s transformative impact on data-driven reporting and investigative journalism. The conversation also touched on the benefits and challenges of incorporating AI tools into journalistic practices, with a keen focus on maintaining editorial integrity and accuracy. Stuart provided insights into the implications of AI advancements for PR professionals, highlighting the importance of adapting to evolving media landscapes.
AI's Influence on Creative Ideas
Duncan's captivating artwork served as a backdrop to explore AI's influence on creative ideation and visual communication. The panel discussed the potential of AI to contribute to creative processes traditionally driven by human intuition and imagination. The conversation also delved into the implications of AI-generated content for PR and journalism, sparking thought-provoking reflections on consumer perceptions and engagement.
Enhancing Visual Storytelling with AI
The panel examined how AI enhances visual storytelling in PR and news media, with Karyn shedding light on its role in generating compelling images. Stuart explored AI's efficiency in content creation, particularly in generating visually engaging materials. Duncan raised ethical considerations surrounding the use of AI to manipulate and analyse images, prompting discussions on transparency and accountability.
AI in Crisis Management
The serious side of AI deployment was explored, particularly in crisis management scenarios. Stuart elaborated on AI's role in sentiment analysis and real-time monitoring during crises, citing examples of successful AI-driven strategies. The discussion underscored the importance of leveraging AI technologies to detect and respond to emerging news and trends effectively.
Ethical Considerations in AI
Ethical considerations took centre stage, with Karyn sharing insights into Reach's comprehensive AI policy. The panel delved into the ethical implications of bias in AI algorithms for PR and journalism, advocating for transparency and trust-building measures. Discussions also revolved around addressing privacy concerns related to AI data collection and usage, highlighting the need for robust ethical frameworks.
Future of AI in PR and Journalism
As the event drew to a close, the panelists pondered the future of AI-driven PR and journalism. They identified key skills and knowledge areas essential for success in the AI-driven landscape while acknowledging adoption barriers and emerging trends. The conversation concluded with optimistic predictions for the continued evolution of AI in PR, journalism, and visual communications, underlining the transformative potential of responsible AI deployment.
We have more great events in the pipeline - If you’d like to be included on the invite please email victoria.obrien@72point.com.
Navigating the PR Industry as a Mum to a Child with SEND: Insights and Strategies
Being a mum is a full-time job in itself, but when you add navigating the demanding landscape of the PR industry while also caring for a child with special needs and disabilities (SEND), the challenges can seem overwhelming. Today, we hosted discussions with PR Mums, FORA, and CIPR GLG to shed light on some invaluable insights and strategies for thriving in both roles.
Huge thanks to our speakers:
- Nicola McKelvey, Founding Mother of PR Mums
- Danielle Baird, Campaigns Director, 72Point
- Stephanie Cherry - Head of Global Communications, Unilever Prestige
- Hannah Wrathall, Director, Wrapp Consulting
Who took time to share their personal experience as Mothers with children with special needs. Top take from the panel discussion aways included:
Open Communication is Key
One resounding piece of advice echoed throughout our discussion was the importance of open and transparent communication. Whether it's with your People & Culture team or your line manager, speaking up about your situation, even before diagnosis, can pave the way for understanding and support.
Finding Support in Unexpected Places
For mums with children still in mainstream schools, do ask other parents for support. Explain your situation in the school WhatsApp group. Your mum's group can be an invaluable resource, providing empathy, understanding, and practical advice that only those in similar situations can offer. And you’ll be surprised at how flexible other parents and children will be in joining inclusive activities with your child.
Employer Transparency and Support
Employers at PR agencies and brands alike play a crucial role in creating a supportive environment for mums of children with SEND. Transparency about policies and available support can alleviate some of the stress and uncertainty that comes with balancing work and caregiving responsibilities.
Balancing Career and Caregiving
Knowing when to lean into your career and when to prioritize your caregiving duties is a skill that many PR mums have honed. It's important not to put undue pressure on yourself to excel in both areas simultaneously. Finding a balance that works for you and your family is key to long-term success and happiness. Do have open discussions with your employers and clients and don’t be afraid to request to switch to less pressured accounts if you are working in an agency.
Patience and Long-Term Thinking
Employers should have patience and take a long-term view when it comes to their staff who are mums of children with SEND. Loyalty and dedication often pay off in the form of highly efficient and committed workers who bring unique perspectives and skills to the table.
Multitasking Superpowers
Mums of children with SEND possess multitasking abilities that are second to none. Their capacity to juggle multiple responsibilities with grace and efficiency makes them valuable assets in the workplace.
Harnessing Industry Power
Finally, it's crucial to recognise the power within the PR industry to shape perceptions and generate awareness about the challenges faced by mums of children with SEND. By advocating for inclusivity and understanding, we can create a more supportive and inclusive environment for all.
Yes, Stay Close To Your Clients, But Also the Media
WPP's Mark Read has issued his take during this 'summer of discontent': "I'd advise clients to stay close to their customer. Stay close to the agency."
I'd go one further than Mark Read and say: "Stay close to the media."
For those that have been here before, you will be aware of the drill. Recession is on the horizon, purse strings are being tightened, and in this industry, we’re re-thinking exactly how important that press release about a new fridge really is.
Recession talk is like a run on the bank. Fear strikes, the chatter gets louder, and before you know it, it’s happened.
‘Reading the room’ is a big part of our remit, more than ever right now. Considering every facet of consumer spending is the universal strategy across every press office.
And the coming few months are going to be challenging in the extreme as we face a crash in consumer confidence.
Deeply depressing for sure, but what do we do about it? And, remember, you’re being paid to promote that new fridge.
The simple truth is this: we must play our part in turning things around.
While marketing must adapt to this new landscape, and adopt an appropriate tonality amid the crisis, the biggest mistake it can make is going quiet.
Consumers will still spend their hard-earned money, but will turn to brands they trust and value.
Publishers are not immune to the downturn. Advertising spend, already damaged by the pandemic, will take a further hit.
The cost of the very paper that print editions are made from has soared. Last November, The Economist quoted one newspaper boss saying: "It's like tasering an elderly person who is already on a pacemaker."
Fewer pages means fewer stories. The move to online will gather apace.
But it is tough to monetise digital news. Those behind paywalls with fare better, but their audiences, by design are niche. The free to air publishers are using a variety of strategies to turn this around, almost all aimed at driving mass audience numbers based on page views and engagement. This presents a huge challenge to PR.
Bleak, right? But these challenges are not insurmountable. Great ideas will always cut through.
The litmus test for every project must be this - would you read it? If you cannot answer that question with a resounding yes, you're on the wrong track.
I am reminded of a conversation I had some years back with a publicist from an agency that shall remain nameless.
Relating that a former colleague of mine on The Sun was receiving 800 press releases daily when they used to receive less than 100, and that, as a result, she had stopped reading any from someone PRs she didn't know, the publicist replied: "But that's her job."
Except it isn't. Journalists do not care what our clients want. They only care about what their readers want.
In these straitened times making our work interesting and relevant isn't enough. We must make it matter.
By Chris Pharo, Managing Director
Why your email media pitches are ignored - Chris Pharo tells all to PRmoment
"I'm constantly asked to explain how creating content for wire distribution is different to crafting press releases, and what we mean by page-ready content."
Read Chris Pharo's piece on PRmoment here.
Why the PR agency model isn’t right for startups
PR agency founder Lisa Malyon has spent the last decade providing PR services to startups, spanning all industries from recycling to transport, and childcare to FMCG.
It’s like 28 days later….here in London. Every year I watch more startup zombies, collectively gravitating, arms stretched out in front of them, towards PR agencies, looking for that all-important, business-changing media coverage fix. Naturally, PR agencies welcome said zombies with open arms and promise them the moon on a stick. Why? Agencies have staff to pay and they love a challenge, but the reality is, the agency model, no matter how big or small, is not designed to deliver what a new startup needs.
Startups or founders with little to no PR experience will only ever get 30-50% productivity out of a PR agency, and the reason for this is because a PR agency doesn’t have time to nurture and educate startups. In agency-land time is money. A hard-working press office takes time to deliver results, and every minute the agency staff spend educating their client, they’re not speaking to media, or negotiating that all-important brand collaboration.
Don’t get me wrong, I love PR agencies – I run one, and have done for the last seven years. The work I have seen many agencies do for start-ups is admirable, but let’s create positive change with a little education, to ensure that every startup gets 100% productivity when they hire an agency – it will be more motivating all round, and will mean that investors see the dividends they expect. I am taking a day a week out of agency life to educate startups – I have challenged myself to reach 500 startups before the end of the year.
If startups can learn the PR basics, there will come a time when hiring a PR agency is the best thing they can do – buying in creativity, ideas, talent and resource. Here is my list of the ‘top 5 things a startup must know before hiring an agency’:
- How a press office / media works
- What makes a good PR story
- How to talk about your brand / business
- What PR outcomes will really impact the bottom line
- How to identify PR-able content from within the business
For more information, contact lisa.malyon@72point.com, or visit our Instant Fame Masterclass workshop page.
Why PR Needs To Be A Valuable Part of Your 2018 Marketing Strategy
The beauty of PR as a 21st century marketing tool is that it has evolved into an all-encompassing method of communication. Few, if any, comms methods in a modern marketer’s tool kit could claim to meet SEO, social media and brand exposure KPIs in one fell swoop, but thanks to the nature of the digital market that is precisely what PR can achieve.
In an age where content is king, creating stories and empowering storytellers has given brands oxygen on the web to stand out where others get swallowed up. Little surprise, therefore, that 77 per
cent of exhibitors at this year’s Prolific North Live carried out PR campaigns in 2017 and 92 per cent look to do it in 2018 as well.
But there are objections to utilising PR tactics among the marketing community, namely because confusion exists over how to implement a successful PR plan.
And who can blame them? The market today is extremely crowded, which means the ability to stand out is becoming increasingly difficult. PR can return a bounty of positive business benefits, but only if campaigns are orchestrated successfully, which returns me to my initial point.The art of PR is about creating stories and empowering storytellers. Whether it be journalists, bloggers, vloggers or social media influencers, having a good story at the heart of your campaign is key to its success, and so a PR plan should always start with idea generation and stress testing.
Although journalists and other media professionals aren’t always on hand to judge a story before it has been created, plenty of agencies do have current or former hacks on their books, so seek them out and run your ideas by them before you get underway. After all, overcoming the first hurdle early on will ensure you don’t run into any bumps further down the line. Then, make sure you develop the campaign with a holistic approach across all platforms and channels. Ask whether there is a natural linking structure to satisfy SEO objectives, whether the content is optimised for online media and social media and that it is sharable.
Crucially, make sure you have an effective means of distributing the story beyond your established circles by assessing how to make a big splash in the media and ways in which to infiltrate social media audiences that aren’t currently in touch with your brand. With over nine in ten companies set to roll out PR campaigns this year, the reality is that PR is not something you can afford not to do.
72Point secures media exposure for your brand across digital and traditional media. We create, distribute, and land PR and branded news stories in massmedia publications including Daily Mail, The Mirror, The Sun, Daily Telegraph and Metro as well as mass-readership news sites such as The Independent and UNILAD. Content. Covered.
This blog was written as part of 72Point’s presentation at Prolific North Live 2018 as part of their Digital Keynote Theatre – click here to view video highlights from the event
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Why News Generation is Integral to a Successful Marketing Mix
By Jack Peat
One of the biggest comms challenges facing brands today is the need to stay relevant in a media environment that is constantly evolving and increasingly saturated.
Today, new product launches, major announcements and business developments have an uphill battle to obtain precious column inches and widespread coverage online. Up against a busy news schedule and fierce competition many face the very real threat of brand equity dissipating, and in an age where earned media coverage has multi-disciplinary applications that has far-reaching consequences.
News Generation
News generation is a creative way to keep your brand name on the news agenda and in the public eye. It is a growing element of the PR market that has become a daily staple for newspapers and online publications, and it should be considered an essential part of a successful marketing mix.
Its value to brands is two-dimensional. On the one hand news gen projects can be rolled out at regular intervals as a way of ensuring that your brand remains relevant and is being consistently talked about. Campaigns can be designed to fit the seasons, tie with events or simply jump on the back of the news agenda, making it a versatile and expedient tool.
It also works seamlessly across platforms. Using news generation you can craft your ideas into multi-platform news stories in the form of news content, video and visuals as well as radio and broadcast campaigns that are highly relevant and shareable on social media. Done well it can be a one-stop-shop for page-lead headlines, engaging multimedia and viral content.
But if you need convincing beyond that, consider this. Research has shown adding news generation to your campaign boosts ROI by three times on average and makes other media in your campaign work harder. It is one of the most evergreen pieces of collateral in the marketer’s toolkit, and it will always be at your behest.
So how do you incorporate news gen into your strategy?
Well, the first thing is to do is to make provisions for it. Unlike launches or key sales periods it can be difficult to plan for auxiliary PR and marketing activity, but given what we know about the crucial down-periods it is essential that it gets factored into budgets from the start, then when dry spells invariably do show up you are prepared to tackle it head-on.
News generations also requires a much more extensive ideation process. You are essentially dreaming up news stories, so you should factor in the time it takes to work up fresh angles that both accentuate your key brand messages and support a strong news hook. It can be a good idea to get in specialists at this point to help develop your brief and bring it to life. At 72Point we brainstorm for free in order to help our clients come up with strong campaign ideas that will gain widespread media coverage.
Which leads us to the final consideration – Distribution. It is likely that news gen projects will appeal to journalists outside of your core sector and so you should consider the time it takes to research and draw up a strong media list. If the campaign has a strong news hook then working alongside a press agency could be worth pricing in, as they will offer a direct inroad into the media market.
So rather than drop from consumer conscience this year, consider news generation in your marketing mix. To find out more, visit our Keynote Theatre address at The Marketing Show North 2019
WHY EVERYONE’S TALKING ABOUT NEWS GENERATION
Every brand has a story they want people to hear, and with publications increasingly eager to start national conversations a new synergy has emerged that is making news generation one of the most talked about marketing and PR strategies on the market.
News generation has conversation starters at its very core. It has long been a PR tool called upon to infiltrate the media landscape, providing comms teams with access to an armory of publications that satisfies their requirement to reach both broad and specific audiences. But with an increasingly hectic media landscape and more marketing techniques unearthing themselves every day it can be easy to forget the simple effectiveness of crafting campaigns tailored to your story in order to achieve vast media coverage.
Creative Brand Awareness
News generation is a creative way to keep your brand name in the forefront of consumer’s minds, and should be an integral part of any marketing mix. If done properly and effectively, it can provide the bare-bones to a strategy for fast-fame and fortune for brands who are craving national and regional exposure. News generation projects are not bound to any particular platform, meaning that you are able to traverse a number of key channels with one core creative idea. Research has shown adding news generation to your campaign boosts ROI by three times on average and makes other media in your campaign work harder.
At The Marketing Show North, 72Point hosted the first ever News Generation Keynote Theatre, celebrating the technique by inviting key industry-specialists from across the country to attend the talks and share why they deem it to be of importance to today’s PR market.
VIDEO
The Sun’s Deputy Northern News Editor Richard Moriarty (right) joined us in the session, discussing how he believes that journalists are on a ‘’three line whip’’ to include videos with news stories, and that it still breaks his heart that people would rather stare into their phones than pick up a copy of the Metro during their commute. The simple fact is that videos make news stories more engaging to the consumer’s eye, increasing dwell-time on particular pages, thus making the pay-off for publishers vast.
SEO Benefits
Among other topics of discussion, the SEO benefits of news generation strategies was mentioned, with publishers having more reason to embed a follow link if it links to a page featuring further content and information based on the news story. The trick to securing follow-links is to get your client to build a bespoke page on their website featuring results of, for example, a survey that forms the basis of the news story, giving readers and publishers an incentive to click through.
It also helps get you cut-through with the press. News generation is the art of approaching the media intelligently, and arming yourself with the relevant ammunition to secure widespread coverage, which is the key to keeping your clients happy (find out how we secured over 21,100 hits in 2018 alone here).
In today’s day and age, it’s impossible to forecast what marketing technique is going to step into the forefront of comms professionals’ minds, but one thing is for certain, news generation will remain central to the majority of marketing plans for 2019, providing the flesh and bones of the impact PR campaigns can have, with the key development being more visual assets getting produced to enhance the engagement of news stories.
For assistance and information on the news generation services we provide, contact us here.
Why Earned Media Matters More Than Ever in the Age of LLMs
By Katie Earlam, Director of Creative Strategy, 72Point
There’s been a quiet but seismic shift in how audiences are discovering content and it’s one every comms professional, strategist and marketer needs to understand. With the rapid rollout of Large Language Models (LLMs) in search, the internet is being reorganised around trust.
These new systems are fundamentally changing how information is found and surfaced. And they’re rewriting the rules of brand visibility in the process.
The rise of LLM-powered discovery
In the old search world, if you wanted to be seen, you had to play the SEO game - optimise for keywords, rank high, and win the click. But LLMs like ChatGPT, Perplexity and Google’s AI Overviews don’t serve up ten blue links. They generate answers, pulling content from across the web, distilling it, and delivering it in one seamless response.
So what gets referenced? Not the loudest brand. Not necessarily the brand with the most paid placements or the highest ad spend.
It’s the brand that’s trusted. The one cited in news stories, mentioned by credible sources, and surrounded by signals of authority. That’s where earned media suddenly jumps from a comms goal to a central discovery strategy.
Earned media is now training data
At its core, an LLM is only as good as the data it learns from. And some of the most authoritative, high-signal data online comes from journalism. News content is timely, fact-checked, and subject to editorial oversight. That makes it exactly the kind of source LLMs prefer when deciding what to reference.
If your story has run in a national paper, been covered by a regional site with high E-E-A-T (experience, expertise, authoritativeness and trustworthiness), or generated links and social engagement - there’s a much greater chance it will appear in an LLM’s response. In effect, it becomes part of the next layer of the internet’s collective knowledge.
We’re entering an era where earned visibility feeds machine visibility.
Implications for brand strategy
This shift has big consequences for how brands show up in the world:
- Authority is no longer optional. To be referenced by LLMs, brands must have signals of legitimacy across trusted third-party sources.
- PR becomes part of the SEO ecosystem. Creative campaigns that generate media coverage now directly contribute to your brand’s discoverability in AI-led search.
- Content needs to be newsworthy, not just optimised. The bar is higher. LLMs are trained to distinguish between genuine stories and branded puff pieces.
- Search becomes storytelling. We’re moving from keyword stuffing to strategic storytelling. What you say and where it’s said now shapes how machines understand and surface your brand.
What we’re doing at 72Point
At 72Point, we’ve always believed in earned content as a force multiplier for brands. But in this new search environment, its value only grows. We’re helping brands not just land media coverage - but create content that’s designed to build trust, engage audiences, and be recognised as credible by both people and platforms.
That means focusing on stories that resonate emotionally, socially and editorially because these are the signals LLMs are learning from.
It also means making strategic distribution decisions: partnering with high-authority news brands, ensuring relevance to real-world conversations, and using our insight tools to identify what’s cutting through in a noisy media landscape.
Final thought
The race isn’t to be everywhere. It’s to be credible in the places that count.
In the LLM era, earned media is no longer just a nice-to-have for awareness - it’s the foundation of being discoverable, trustworthy, and top-of-mind when audiences go looking.
And if we want to show up in tomorrow’s answers, we need to be in today’s headlines.
Why Earned Media Matters More Than Ever in the Age of LLMs
By Katie Earlam, Director of Creative Strategy, 72Point
There’s been a quiet but seismic shift in how audiences are discovering content and it’s one every comms professional, strategist and marketer needs to understand. With the rapid rollout of Large Language Models (LLMs) in search, the internet is being reorganised around trust.
These new systems are fundamentally changing how information is found and surfaced. And they’re rewriting the rules of brand visibility in the process.
The rise of LLM-powered discovery
In the old search world, if you wanted to be seen, you had to play the SEO game - optimise for keywords, rank high, and win the click. But LLMs like ChatGPT, Perplexity and Google’s AI Overviews don’t serve up ten blue links. They generate answers, pulling content from across the web, distilling it, and delivering it in one seamless response.
So what gets referenced? Not the loudest brand. Not necessarily the brand with the most paid placements or the highest ad spend.
It’s the brand that’s trusted. The one cited in news stories, mentioned by credible sources, and surrounded by signals of authority. That’s where earned media suddenly jumps from a comms goal to a central discovery strategy.
Earned media is now training data
At its core, an LLM is only as good as the data it learns from. And some of the most authoritative, high-signal data online comes from journalism. News content is timely, fact-checked, and subject to editorial oversight. That makes it exactly the kind of source LLMs prefer when deciding what to reference.
If your story has run in a national paper, been covered by a regional site with high E-E-A-T (experience, expertise, authoritativeness and trustworthiness), or generated links and social engagement - there’s a much greater chance it will appear in an LLM’s response. In effect, it becomes part of the next layer of the internet’s collective knowledge.
We’re entering an era where earned visibility feeds machine visibility.
Implications for brand strategy
This shift has big consequences for how brands show up in the world:
- Authority is no longer optional. To be referenced by LLMs, brands must have signals of legitimacy across trusted third-party sources.
- PR becomes part of the SEO ecosystem. Creative campaigns that generate media coverage now directly contribute to your brand’s discoverability in AI-led search.
- Content needs to be newsworthy, not just optimised. The bar is higher. LLMs are trained to distinguish between genuine stories and branded puff pieces.
- Search becomes storytelling. We’re moving from keyword stuffing to strategic storytelling. What you say and where it’s said now shapes how machines understand and surface your brand.
What we’re doing at 72Point
At 72Point, we’ve always believed in earned content as a force multiplier for brands. But in this new search environment, its value only grows. We’re helping brands not just land media coverage - but create content that’s designed to build trust, engage audiences, and be recognised as credible by both people and platforms.
That means focusing on stories that resonate emotionally, socially and editorially because these are the signals LLMs are learning from.
It also means making strategic distribution decisions: partnering with high-authority news brands, ensuring relevance to real-world conversations, and using our insight tools to identify what’s cutting through in a noisy media landscape.
Final thought
The race isn’t to be everywhere. It’s to be credible in the places that count.
In the LLM era, earned media is no longer just a nice-to-have for awareness - it’s the foundation of being discoverable, trustworthy, and top-of-mind when audiences go looking.
And if we want to show up in tomorrow’s answers, we need to be in today’s headlines.
Why Do So Many PRs Look The Same?
By Geo Craig
Mixed-race, 21 year old, former aspiring footballer who left the education system aged 16 and with no A-levels or uni degree to his name. Not exactly the archetypal platform from which to launch a PR career at a top consumer agency - but why is this the case? In an industry where our job is to get under the skin of brands and what makes their customers tick, why do so many PRs look, dress, speak and think in the exact same way? Surely that can only breed ideas that speak to a certain market of individuals, and if fame, vast exposure and virality is the benchmark here then there should be as much cultural representation in every brainstorm as possible.
I’m not going to lie and say it’s easy working in an industry where so few at board level, or even senior positions, look and speak like me. It’s immediately noticeable whenever something remotely ‘urban’ comes up in storm, and heads turn towards me. This will be a familiar feeling for any creative who looks even partially ethnic. Why do we have to be the sole torch bearers of inclusion, why can’t there just be a general attitude shift across the board? It’s time now for a recruitment strategy that actively seeks out those with unorthodox backgrounds, recognising the possibilities having a truly diverse team would open up.
The truth is, brands have arguably the biggest part to play in the issue of diversity, as they have the audience and platform to send out the right messages. They need to start understanding that just installing Common as a face of a campaign, or, worse still, getting Kendall Jener to open a can of Pepsi, does not constitute a ‘diversity campaign’. It just feels like an after-thought and is clearly the brainchild of a meeting that contained not one person who represented the audience they were trying to reach. It’s just simply not real enough, and if anything, it deters BAME candidates from a career in advertising and PR - why would they want to take part in an industry that more often than not, clumsily botches it’s job of engaging with them?
So, more diversity in teams will naturally result in a more wide-reaching and considered suite of ideas. Great. But what benefit does having an ‘unconventional’ mentality have on personal working experiences?
My own unorthodox PR background has, in fact, been my biggest strength early on in my career. It has allowed me to see industry with a fresh mind, chat to various experts around me and quickly pick-up skills. Diversity fosters an environment of constant learning, where no 2 team-members experience is the same, and where creativity is constantly tried and tested amongst a wider sample group of society. If you can constantly challenge your team to learn on-the-job, not only about industry, but also different cultures, then surely as an employer, you are fulfilling your duty to provide staff with the opportunity to grow. [/vc_column_text][/vc_column][/vc_row]
Why Content-Lead PR is Essential in 2023 - Sam Brown & PRCA
We’ve teamed up with the PRCA to host a hands-on training session on how to create a content-led PR campaign. It’s taking place on 30th of March remotely.
"It will be a fun, interactive and engaging couple of hours, where you’ll learn lots of great tips to take back to your workplace." - Sam Brown
The session is hosted by our crack-team of PR supremos – Sam Brown, award-winning Creative Director with over 20 years of experience working with the world’s leading brands; Katie Earlam, Campaigns Director and former news and showbiz journalist and columnist at The Sun and interviews producer at Sky News with an unrivalled contacts book; and Emma Elsworthy, Head of News Generation, who has been working with leading brands and agencies to supply stories that power the media agenda – with expert knowledge of what lands and what doesn’t - for over 20 years.
To find out more about how to curate content-led PR campaigns that drive brand impact, join our training course with the PRCA here. Or if you want to find out more about what why content-lead PR is essential in 2023 click here.