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.

At Wildfire, we’re welcoming a new kind of recruit — synthetic team members. Built from behavioural science and AI, our personas simulate real-world customers, from CTOs to CMOs, helping us challenge assumptions, refine campaigns, and boost creativity. Discover how AI is transforming B2B PR into smarter, more human communication.

TechRadar Pro’s Mike Moore joined Wildfire’s latest AMA to share what it’s really like inside a 3,000-email inbox—and what PRs can do to stand out. From the power of personalisation to the pitfalls of AI pitches, discover his insider advice for building stronger, more human journalist relationships.