OPINION

Local teams must be given more control, so they can stay ahead of fast-moving trends and news cycles, argues Toby Doman

What working in a war zone can teach us all about keeping employees engaged.

It took 20 hours for the club to say something after the Spygate news was announced. In that time the mood amongst fans deteriorated by the hour.

In this uncertain climate, comms’ strategic value is increasing.

The purely informational model of broadcasting updates without context or connection is no longer fit for purpose. Engagement depends on meaning — and meaning depends on storytelling.

Showing up for LGBTQ+ customers and employees in June will not offset a year of silence, inconsistency or absence.

In a world of self-proclaimed journalists, it is more important than ever to track the careers of individuals.

The festival firm that has hired some brilliant communicators faces both opportunity and crisis management this summer.

Internal comms loses relevance when it ignores the world employees are living in, says corporate comms leader Tetiana Levchenko.

Control is no longer a good strategy now that anyone can shape the narrative in seconds, which is why we need to identify the moments that cut through.

We're the golden thread that runs through an organisation, which is why we must also act as its conscience.

At first glance a video of McDonald’s CEO eating a burger looked like “bad CEO content” but while it was awkward, it was also genuine – and that matters.

Amid global conflict and volatile markets the worst thing you can do is stay silent.

We hear a lot about the role of AI in the comms profession, but Grant Currie wanted to find out what the central protagonist itself has to say on the matter.

Sarah Leembruggen highlights the importance of networks and professional relationships in the search for a senior role.

The first AI-related crisis in your sector is unlikely to be a software malfunction, which is why corporate affairs needs to be embedded in AI discussions from the outset.

Here we go again, another ‘apology’ that somehow doesn’t feel sincere.

We often shy away from organisational politics but there are plenty of practical tactics we can deploy to help us master the art of influencing, stakeholder management and collective decision-making.

It’s the social media platform that dominates the comms world but is it actually a detriment to the industry?

The successful adoption of AI rests not on buying the best software, but on a deliberate workforce transformation.

It’s time for the industry to clearly assert its strategic value and commercial, economic and societal impact.

Danny Rogers on Edelman’s latest Trust Barometer and the irony of Trump's impact on Davos 2026.

A poorly landed announcement can be hard to recover from, which is why PR professionals should be engaged early and consistently.

Organisations know visibility is a strategic asset. In a highly competitive jobs market, personal visibility matters too.

The split between tactical execution and strategic influence has always existed but this might be the year when we stop trying to be both things to all people.

As AI search becomes more normalised, chief communications officers must adapt their PR strategy to appeal to both the human and machine audiences that power modern search.

Forget about ‘blue Monday’ and new year despondency – there are many reasons to be cheerful in January 2026. Plus, being optimistic is in your job description…

Why the relationship between what we say to employees and to the world at large – and when we say it – is so important.

The problem hasn’t changed, but how we talk about solving it needs to be very different now.

Leaders know how important it is to engage their employees, which is why they need to spend more time communicating with them.

Crisis comms consultant Amanda Coleman takes a look at the industry’s performance over the past 12 months. So how did we do?

The shift to an in-house role provides depth, impact and strategic influence but it can take time to adapt to a new way of working.

In-person communications will always build trust faster than virtual briefings.

AI is rewriting search. Generative Engine Optimisation (GEO) puts PR in control – and The Romans’ Serpent shows you how

Sustainability and social commitments are contested topics but the new rules we are operating under offer some great opportunities.

Humans resort to instinctive behaviour under pressure, which is why you need to hardwire a calm perspective into your crisis response.

As the technology becomes more powerful, the true value of in-house comms professionals lies in their uniquely human skills, such as their ability to connect, empathise and strategically influence culture and behaviour.

Sam Hodges, former head of comms for BBC Television, reflects on the complexity of leading PR at one of the world’s largest broadcasters.

A good brief is far more than just part of a box-ticking exercise, it’s the point where a great relationship can be born.

Staying silent can be damaging to the well-being of your workforce. As storytellers we can do better.

How you talk to people inside your organisation determines what they say outside it – so why not turn your company culture into a competitive advantage?

When Syeda Hasnain, head of communications at Merck Healthcare UKIE, took up a secondment to a commercial marketing role, she gained a valuable glimpse of comms from the other side.

Should corporates voice concern or remain silent in the face of ever more challenging social and political conditions?

When a crisis happens, company leaders rely on employees and contractors to help them recover, yet they often prioritise communication for customers, shareholders and the media.

The editor-in-chief explains the rationale for the title and why in-house comms pros have become so influential and valuable to organisations.

When corporate affairs leaders are actively engaged with strategic planning and financial decision-making, everybody wins.

Almost everything you do anywhere is just a click or two away from social media these days, so how would you respond?

It can be expedient to keep alive some of the mystery behind what happens in the world of PR, but maybe now it’s time to come clean…

As there can be no one-size-fits all playbook, everyone has a different interpretation of what needs measuring.

Building trust is essential, and controlling the message in a fragmented media landscape is more difficult (and important) than ever.

Why comms must be at the heart of crisis response, and in-house teams need to be involved long before everything starts to unravel.

Others in the field, including doctors, nurses, lawyers and accountants, have their own regulatory bodies – so why not us?

Giving teams a strategic role across the business can help to drive effectiveness and efficiency in getting results.