The advertising ecosystem has never stood still, and 2025 was no different. It was a huge year for marketers, as the industry finally moved away from the cookieless narrative and into a world defined by AI.

Let’s be honest: 2025 has been a wild ride for anyone in advertising, media, or adtech. Forget "trends" and buzzwords" -this year delivered not only real change but huge potential for further change in 2026.

The role of Public Relations has fundamentally changed. If you're still defining PR as purely media relations, which is essentially pitching journalists and securing external placements, then you're missing the most critical play in the modern communication game.

Being visible in an industry is often easier said than done. Awards and events are among the most powerful tools brands can use to stand out, gain attention, and showcase their fantastic work. When approached strategically, they do more than add credentials. They create moments that stick.

Unlike traditional Out of Home campaigns that are locked in weeks in advance, pDOOH allows brands to be agile, dynamic and responsive, which is exactly what you need when consumer behaviour can shift overnight.

Managing time is one of the most essential aspects of PR. This applies year-round, especially in Q4 as Christmas approaches and the year comes to a close.

This industry thrives on its events scene. You can get to an industry event any week of the year and learn from some of the experts in the industry, giving insightful and erudite opinions. At least, that’s the idea.

There’s one theme that seems to be running through many of the new business conversations I’ve been having lately: "How do we get in front of the independent agencies?” When you break this down, the appetite for the indies stems from brands seeking greater transparency in their media buys.

As companies consider expanding into new geographies, several key factors come into play. For the purposes of this blog, and drawing on more than 20 years of experience in the French market, I will focus specifically on France and b2b companies.

Managing time is one of the most essential aspects of PR; it ensures that deadlines are met and, consequently, that clients remain satisfied. It also prevents burnout and keeps a balance with the workload. 

Journalists love data. Faced with hundreds of pitches each day - of which only a few ever make it into print - a story needs something extra to stand out. One of the best ways to give it that edge is evidence. That’s where research comes in. Data doesn’t just strengthen a narrative; it adds the credibility and originality editors are looking for when deciding which stories deserve attention.

Whether your business is completely new to doing public relations or it’s been getting coverage in just its core market, there can be a lot to consider when deciding to expand into other territories. 

There was a time, not so long ago, when the phone never stopped ringing with PRs keen to tell their clients’ stories. And yes, of course, that was sometime difficult to manage. But you always took the calls and they often led to something interesting or useful.

If you look at the 2025 calendar, there’s something to attend almost every week. In fact, if there’s only one or two in that timeframe, you’d see that as slow.