I don’t know about you, but I’ve loved seeing Zendaya on the red carpet lately. Adorned in gorgeous dresses, she has become synonymous with subtly, or not so subtly, paying homage to the film she's promoting. 

Having worked in B2B PR longer than I’d like to admit on paper, I've seen some significant shifts that have changed PR, if not for the long haul, then forever. 

In PR, visibility is only part of the story. The real impact comes when brands and their spokespeople are seen as trusted voices in their sector, appearing alongside competitors and in front of the clients they want to reach. That’s where industry commentary makes a difference.

For UK companies looking to scale, innovate, or secure a foothold in the North American market, the POSSIBLE conference in Miami (April 27–29, 2026) has rapidly become an unmissable fixture. Often described as the American Cannes Lions, POSSIBLE has made its mark on the world's biggest digital media events in a very short time.

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.