What does the rise of AI fraudsters mean for media relations?

If you work in comms, you’ll have seen the growing noise around AI-generated fraudsters masquerading as brand experts. Press Gazette revealed more than 50 fake “experts” linked to over 1,000 media appearances, complete with AI-generated headshots, unverifiable bios, and SEO-driven commentary designed to win cheap ‑ backlinks.[1] They weren’t fringe cases either. From bogus psychologists … Continued

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How Tech Brands Can Use Awareness Days to Build Authority and Stand Out in a Crowded Market

Awareness days spotlight issues, causes and trends, and when used strategically, they can elevate your brand’s voice. From mainstream events, like Mental Health Awareness Week to sector-specific ones, such as National Technology Day and Cybersecurity Awareness Month, there are countless awareness days to choose from. For tech startups, awareness days offer a chance to challenge … Continued

Why earned media and trade publications matter to B2B buyers

With B2B buyers now having access to more information than ever before, earned media plays a critical role in shaping their decisions. Earned media refers to organic, non-paid exposure, such as being quoted in an article, featured in a podcast or mentioned in a broadcast segment. Why earned media builds trust and drives engagement with … Continued

Building journalist relationships that strengthen your media outreach

Everyone begins their PR career in roughly the same place. With few, if any, media connections to fall back on. One of the first things you’ll do is develop media lists filled with journalists that you hope will respond to your emails. But pitching can only get you so far. Eventually, every great PR professional … Continued

How to Secure and Maximise Broadcast Media Coverage

There’s no better way to develop your PR skills than hearing what makes a great story or pitch directly from a journalist. At The Flywheelers, I’m surrounded by a wealth of PR experience and knowledge. But what’s made the biggest difference to my media relations skills is being actively encouraged to attend sessions with leading … Continued

How Newsjacking Turns Breaking News into Brand Authority

Newsjacking is exactly what it sounds like: leveraging breaking news to share commentary that adds insight or perspective. When done well, it gives brands a rare opportunity to cut through the noise and gain visibility alongside bigger players. This is especially powerful when spokespeople amplify their commentary across blogs and social channels. But while it … Continued

Five steps to build a successful thought leadership strategy that drives impact

Thought leadership is one of the most powerful tools for building brand awareness, credibility, and momentum. When done well, it positions your brand and its leaders as trusted experts, sparking conversations, strengthening relationships, and opening doors to new opportunities. Yet too often, it’s treated as a box-ticking exercise. With the right strategy, thought leadership becomes … Continued

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