If you are a senior business executive, there are a number of good reasons why you should be developing thought leadership or ‘opinion’ pieces of your own. 

Last year, I attended a PR workshop where one of the guest panellists was a journalist for a national title. She was walking through some of the more ‘creative’ pitches that filled her inbox, including one which featured a hypnotist's swinging watch made entirely out of punctuation marks.

I recently spent the weekend watching the Chinese Grand Prix - something I’ve become slightly obsessed with thanks to Drive to Survive - and it got me thinking: F1 isn’t worlds apart from B2B PR. Yes, one is a high-speed, adrenaline-fueled motorsport, with champagne showers, while the other… isn’t. But if you look under the hood (ahem, excuse the pun), the two have a lot in common.

Choosing a PR agency is one of the most important decisions a business can make when it comes to shaping its brand, building reputation and driving meaningful awareness. As someone who has worked in B2B PR for over two decades, I’ve seen first-hand how the right agency partnership can elevate a brand to new heights — and how the wrong one can lead to frustration, missed opportunities and wasted budget.

In the fast-paced world of B2B PR, staying ahead of trends and efficiently managing communication strategies has always been a challenge. But with the rise of artificial intelligence (AI), we now have access to powerful tools that streamline our work, enhance decision-making, and create more impactful campaigns. 

As UK ad spend increased at the end of 2024, this year is shaping up to be prosperous, with a renewed sense of optimism. So as adtech companies look to stand out from their competitors, what are some of the threats and opportunities they may face in 2025, and how can they best market themselves?