Every industry report or agency award entry that I’ve been judging recently includes some version of the same stat — what percentage of employees are using AI and how many hours it's saving. But is this adoption actually leading to us thinking better, advising better, or making sharper decisions? Or are we just taking cognitive shortcuts?

TikTok’s new ad campaign highlights a familiar communications pitfall. Faced with mounting scrutiny, the brand has chosen to emphasise heart-warming impact over everyday reality, prioritising positivity over authenticity. The campaign highlights that effective PR messaging doesn’t start with what you want people to believe, but instead with how you’re actually perceived.

Leaked ‘sheriff’ memo lifts the curtain on modern media planning, revealing how meticulous preparation, scripted Q&As and rehearsed soundbites shape political launches. Using Robert Jenrick’s defection as a case study, this blog explores media relations best practice, common pitfalls, and why planning, pivoting and plain language still matter today lessons.

As the UK B Corp movement turns 10, Wildfire reflects on its own journey as a certified B Corp tech PR agency. From achieving a 140.3 B Impact score to becoming employee-owned, Wildfire continues to champion people, community, and planet — proving business truly can be a force for good.