AI is reshaping PR, but real transformation starts with culture — and that means leadership, not management. At the PROI EMEA AI Summit in Warsaw, we explored how agencies can embed AI mindsets. The key? Leaders who inspire curiosity, ethical thinking, and experimentation. AI success starts from the top.

What do journalists really want from a PR pitch? In our latest AMA, freelance journalist Dan Raywood shared insider tips on building trust, crafting smart pitches, and why job titles don’t necessarily define a good spokesperson. From surveys to spokespeople, here’s how to cut through the noise and land coverage that counts.

Tesla’s recent sales slump in Europe reveals how a sharp shift in messaging — particularly from high-profile leaders — can damage brand perception. As Elon Musk’s personal brand takes a divisive turn, comms pros are reminded: in tech PR, consistency and strategic messaging evolution are key to trust.

As part of Wildfire’s commitment to cross-agency learning, our latest PROI Exchange saw one of our team members spend a week at Gullers Group in Stockholm. From Sweden’s relationship-driven PR approach to the integrated agency model, discover key insights from this experience and why we champion global collaboration in PR.

Mastering Media Interviews: Essential Tips for Spokespeople

In media interviews, journalists want a story — but it’s up to you to make sure it’s the right one. From simplifying your messaging to delivering soundbites and human stories, effective media training ensures you stay in control, cut through the noise, and land your key messages every time.

Discover what makes a great PR agency partnership. Our first ‘Client 101’ session with Samsara’s Sam Hall revealed key agency ‘green flags’—boldness, informed consultancy, proactivity, and strong client rapport. Learn how the best PR agencies go beyond press releases to become true strategic partners.

In an era dominated by digital interactions, face-to-face conversations remain invaluable in PR. Our recent ‘Ask Me Anything’ session with tech journalist Jasper Hamill reinforced this, offering unfiltered insights into what truly captures journalists’ attention. From crafting concise pitches to avoiding jargon, here’s what we learned.

Two years after its launch, ChatGPT has become a widely adopted tool in PR, marketing, and communications, enabling professionals to improve efficiency and streamline content creation while navigating challenges around authenticity and trust. Its role continues to evolve, shaping the way industries approach technology and creativity.

Bango's VP of Marketing, Giles Tongue, shares his perspective on the potential of Generative AI in shaping the future of marketing, from everyday applications to groundbreaking innovations like text-to-anything tools. Discover how Bango leverages GenAI and what lies ahead for the industry.

Samuel Hall is Senior Director of International Communications at connected operations powerhouse Samsara. With over 25 years of experience within brand, media, and content, he’s a true believer in the value that strategic communications can bring to any organisation. He charts the rapid rise of ChatGPT and GenAI and warns against an overreliance on the fledgling technology. 

Discover the art of bending traditional news writing rules in part three of our series on effective storytelling. While the WWWWWH structure (Who, What, Where, When, Why, and How) is essential for clear, concise reporting, seasoned writers know when to omit or rearrange these elements to create more engaging, fluid stories. This guide explores how to keep a story's integrity while selectively breaking the rules, allowing for more flexibility and depth in news writing.