Vision or mission statements often go unnoticed. But these statements are strategically and operationally critical.
But what are they, why are they important and why do you need mission and vision statements, if you aren’t a global brand?
In this article, we’ll dive into the importance of mission and vision statements. What they are, how to write them and most importantly, how the align with your communications strategy for maximum impact.
Vision statements and mission statements are clear and concise statements, designed to convey a company aims, values and direction. They may seem small and inconsequential, but they can have a huge impact on your culture, communications and operations.
Mission and vision statements are often seen as interchangeable. But they’re different and distinct.
A vision statement describes the ‘why,’ or the meaning behind a company’s actions. A mission statement describes exactly how the organisation hopes to achieve the vision and how it serves its goals.
Well-thought-out mission and vision statements can bring a lot of benefits.
They can help consumers and staff fully understand your brand, first and foremost.
But they can also help communicate your company values, outline company direction and values – which is a baseline for building customer loyalty.
Some of the largest brands in the world build their brand around mission and vision statements. But so do smaller businesses. You don’t have to be a giant to set yourself apart from the competition. So here are some of the advantages of strong vision and mission statements for your company:
Purpose, values and goals. These are the three main elements of your missions statement.
Within this short statement you must declare why your company exists and why you serve your customers. It serves to communicate the overarching direction and purpose to your employees, customers and other stakeholders.
Here are our top tips on writing a good mission statement for your business:
1. Keep it brief: a mission statement should be short enough to remember but meaningful enough to matter.
2. State what your company does: start with the essentials. For example, a car manufacturer might emphasise delivering safe, affordable vehicles.
3. Explain how you do it: boil your operations and approach down to a simple, honest description of how your organisation works.
4. Clarify why you do it: these are you values and your motivations for doing what you do. Not the commercial benefit.
5. Bring it all together: Avoid jargon, stay specific and ensure the statement genuinely reflects your business and your what, how and why.
A vision statement is a similarly.short, memorable summary of your organisation’s long‑term ambition. As well as your values it should set the direction of travel. It should also be inspirational, people need to believe in it to follow it.
So it’s best to keep it brief, clear and focus… and this is how:
1. Start with an outline: What do you aim to achieve, and why does it matter? Sketch out the future you want for your organisation and the people you serve.
2. Involve your team: a vision only works if people believe in it. Ask employees what motivates them and use their insight to shape a statement that unites and energises.
3. Keep it short: avoid jargon. Make it easy to recall and repeat.
4. Be bold: a powerful vision should excite people and align with your core values.
Your vision and mission statement defines why your company exists, as well as your hopes for the future. Here are some inspiring vision and mission statement examples from some of the world’s leading brands.
Mission: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.
Vision: To accelerate the world’s transition to sustainable energy
Mission: To entertain, inform and inspire people around the globe through the power of unparalleled storytelling.
Vision: To be one of the world’s leading producers and providers of entertainment and information.
Mission: to offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.
Vision: To create a better everyday life for the many people impacted by our business.
These are just three examples from three giants of industry. But you don’t have to be a titanic brand to have a crystal clear vision and mission.
For all of these brands, and for every business that established this cultural and operational benchmark, the mission and vision statements act as a barometer and a baseline.
These statments keep you, your operations and your communications true to your underlying values. So whatever strategy or tactics come next, you have these statements as a tangible factor to keep you on track.
A strong marketing and PR strategy links mission and vision and places tactial and tangiable communications strategies in place to communicate these messages.
Everything you put out, whether that’s a press release, a social post or piece of video content should come back to these elements.
The mission gives you your starting point. The vision, your direction of travel.
Communications strategies can then overlay and intersect between these, ensuring that every piece of messaging, however big or small, is always shaped and informed by what you and how and why you do it.
For a start-up, Mission and vision statements also help define your brand identity. Help you to position yourself, competitively and strategically, in a crowded market.
They offer clarity, focus and a shared reference point for your team. Giving them something to believe in. For you customers they do exactly the same. They establish a set of shared goals and beliefs, a rallying point for your customers to hold onto.
Now a mission and vision statement won’t solve every challenge. But what they will do is give you the confidence you need to communicate something with clarity.
With this clarity and confidence, your communications becomes sharper. Your storytelling, more relevant and engaging… all of which contributes towards you and your business making a greater impact where it matters most.
GEO… have you heard of it?
The answer to that is probably yes. Because those three little letters have been on the lips of every marketing, PR and SEO person for the last 12 months and more.
They’ve been the subject of countless LinkedIn posts, blogs, articles, features and commentary. Everyone has something to say about Generative Engine Optimisation – we’ve even written a few ourselves.
But the big thing about GEO and all of these insights and opinions being offered up is that most of them are either misinformed or outright incorrect… and it’s creating something of a rift.
A rift in understanding, which, if you’re on the wrong side of, could end up pretty harmful. As it might lead you off-piste when it comes to your digital marketing strategies.
Which is why we’ve written this piece. To cut through the noise of all the online GEO chatter and give you a concise overview surrounding some of the most prevalent GEO misinformation you’ll come across.
This is the big one. But despite what the headlines and hot takes would have you believe, GEO is not replacing SEO.
This is one of the more potentially damaging pieces of misinformation out there. Becasue when you have reputable media outlets running articles with headlines like ‘Forget SEO, Welcome to the world of GEO, ‘ it creates an ecosystem which makes us feel we have to choose between one or the other.
That’s not how it works and it’s this narrative that’s the most harmful, because it creates a false choice dilemma. In this particular case, it’s the logical fallacy that you have to choose between either SEO or GEO.
The fallacy is then negatively reinforced by layering the argument completely in favour of GEO – but without a full understanding of what it is and how it works.
In short, people on the internet are telling you to ditch SEO for GEO – they don’t understand how the two are linked.
When the terribly clever folk were building Large Language Models like ChatGPT, Claude and Perplexity… what do you think they trained it on?
They trained it on web-scale data, which means a lot of Google-indexed content. These tools are still using web-scale data to provide responses. So all that SEO content that it’s pulling from is kind of important.
More and more people are using AI tools as search alternatives; this is true.
Where the truth gets somewhat lost is in playing up the scale of this growth. Some paint the picture of Google being a quickly sinking ship, its search dominance dropping like a stone to the bottom of the ocean.
Now Google has lost some of its dominance. Its market share dropped to below 90% for the first time in 15 years. But 89% market share is still billions and billions of searches. ChatGPT is on the rise, but 17% market share is paltry in comparison.
These patterns may continue; they may not. The most dangerous this we can do is to assume one way or another. The best thing to do is to react to the here-and-now, while keeping one eye on the future.
Don’t lose sight of the current reality, that Google still has a lot of power and search volume isn’t tanking quite as hard as sensationalist LinkedIn posts would have you believe.
Now this one is 100% true. AI and LLMs are indeed having a huge negative impact on web traffic.
In Google, thanks to the introduction of Google’s AI Overviews, zero click searches are on the rise.
A zero click search, if you don’t already know, is a search query which doesn’t result in a click to any sourced website. There are two reasons why this would happen.
One is that the search itself did yield the appropriate outcomes and was abandoned. The other is that the searcher did get the answers they needed, but from other sources.
Pre-GEO, those ‘other sources’ could have been featured snippets, knowledge panels, people also ask. All these various features, bells and whistles that Google implemented to enrich search, whether that actually happened or not is a debate for another time.
But in a GEO age, the AI overview is pulling focus. Here’s what the data shows:
These numbers are a bit of a problem for all parties.
Zero-click journeys mean people aren’t getting into the traditional search engine results, meaning they aren’t converting into visitors and leads.
So, your traditional search visibility and SEO strategies are compromised – this is where the GEO visibility conversation rightly takes root.
The second issue is one of Google’s own making. Because this also applies to paid search. By keeping attention within the overview itself, Google is compromising its own PPC income stream – an issue they’re rapidly trying to fix by deploying ads in the overview itself, though it’s very early days for this
The argument being made, over and over again, is that you should abandon keywords in favour of contextual meaning.
Logically, linguistically, literally, this is a completely flawed argument.
It’s incorrect to say GEO doesn’t use keywords at all. It would be more accurate to say that GEO is not so rigid in specific keyword matching. But they are still present, viable and useful only in a different way.
Case and point, research is showing that when using AI tools, searches and questions get longer, and when they get longer they get more complex. In response to this, a term you might hear being used is the ‘query fan out technique’
In technical terms, this means that multiple, contextualised searches across several subtopics specific to that search are being run. In Leyman’s terms, it’s answering multiple questions, across various search intents, all at once. Something like this:
Seven word search (Google Search)
What’s the best seafood restaurant in London.
20+ word search (AI)
Can you recommend five highly rated seafood restaurants in London. Lobster and mussels must feature on the menu, outdoor seating would be preferred, they must take walk-ins and have a broad wine selection.
The ani-keyword argument is grounded in the theory that keywords as a sole tactic of search visibility won’t work in GEO. That is correct.
But in trying to create nuance, it actually misses more than it answers.
A more apt description would be to say that you need MORE than just keywords.
It isn’t enough to just say ‘we are the best seafood restaurant in London’ over and over and over again, trying to game the search system.
It’s about showing, not telling.
So, this is the million-dollar question… when people are talking about GEO strategies, what do they actually mean?
There’s a lot of jargon out there, but not a whole lot of clear answers. So here they are.
The three things that you should be doing to ensure you’re featuring in AI results.
Earned Media: quality, consistent media coverage in relevant and trusted outlets earns you critical brand brownie points. Offering signals to LLMs that you are to be trusted and therefore surfaced.
EEAT-driven owned content: creating and publishing all manner of content that leverages your expertise, experience, authority and trustworthiness,
Technical structures: clean site structures, good UX, readability, load times, mobile friendliness and accessibility as well as coherent AI-friendly data structures and schema markups.
Now those versed in contemporary SEO might look at these things and think, wait, that looks familiar. If you aren’t, let me give you the insight.
Earned media, EEAT and clean technical structured data – they’re fundamentals of SEO
So, in truth, SEO and GEO have a lot more in common than those on the internet would have you believe.
What works for SEO also works for GEO.
There is no SEO vs GEO debate. You don’t and shouldn’t have to decide between one or the other. As we said at the top, this is entirely a false choice dilemma.
This isn’t a divergent moment. It isn’t a question of SEO or GEO.
The two are converging. It should be SEO AND GEO, and those who would tell you anything otherwise – like how SEO doesn’t factor in things like entity association, trust signals and semantic depth – have an outmoded view of SEO and how it fits into digital PR.
This entire debate around generative AI search results fails to understand how integrated digital communications already answers many of the apparent problems that GEO causes.
So the false choice dilemmas, the LinkedIn hot takes, the countless blogs and features attempting to explain away concepts that are already very well established.
It all comes from a completely one-sided point of view. People who’ve experienced SEO as a keyword stuffing, word matching exercise, designed to game search engines and push SERP position and only that.
This one-sidedness fails to take into account that this is one aspect of a broader digital PR strategy.
We can see the numbers and the data. Reputable sources like Ahrefs are showing us, as clear as day, that earned media and EEAT content are the two biggest drivers of visibility in AI search. Which we know, because they also drive SEO performance.
SEO hasn’t been about who has the most keywords for a very long time. It’s been about quality, relevance and consistency across earned media and owned channels.
That’s the face of digital PR now. GEO is just another aspect of it.
A solid content marketing strategy is the foundation for meaningful results and long-term success.
A content marketing strategy is a plan for creating and sharing content that appeals to your target audience and helps you achieve your business goals.
Whether you’re a start-up trying to make your mark or an established brand wanting to stay ahead, having a clear content marketing plan can be a game-changer. At AMBITIOUS, we’ve helped many businesses turn content into business growth by integrating it within the broader PR and digital marketing landscape.
This guide will walk business owners and marketers through the essential steps to create a content marketing strategy that drives growth and keeps your brand competitive.
We’ll cover everything from defining your goals and understanding your audience, to planning content types, mapping the buyer’s journey, setting SMART goals, and measuring results.
By the end, you’ll have a clear roadmap to build a strategy that delivers real business impact.
A content marketing strategy is a blueprint. It outlines the groundwork for the types of content you will produce, the topics it will cover, and the formats and channels you’ll deliver in.
You could think of it as a game plan for winning over potential customers and keeping them coming back for more… and that wouldn’t be incorrect. When viewed in isolation, a content strategy absolutely supports sales.
But, for the most successful brands, content marketing and content strategy do so much more than support sales. A content strategy keeps your brand fresh and your insights timely and valuable.
In short, it helps you remain relevant in a fast-changing market.
Now that we’ve covered what makes a strategy successful, let’s look at the key components that go into building one.
Building a content strategy involves several key components, each of which plays a crucial role in ensuring your efforts are effective and aligned with your business objectives.
To quote Simon Sinek, ‘Start with Why.’
Before you create a single piece of content, you need to understand why you’re doing the things you’re doing. Not just from a content perspective, but from an entire sales and operational perspective.
In his book,Start with Why, Sinek puts forward that the most successful brands put the why at the heart of everything they do. Taking a purpose-led approach allows you to approach subsequent strategies from a position of authenticity.
So rather than coming from a starting point of pure economics, put your mission and your vision at the heart of your content strategy.
You wouldn’t show up to a black-tie event in flip-flops… right?
Well the same principle applies to your content.
If you want to effect change and impact consumer decisions; you need to understand your audience, inside and out. Creating detailed buyer personas that go beyond basic demographics of age and geography can be incredibly valuable here.
What are their aspirations? What keeps them awake at night? What are the main pressures and challenges they’re facing?
Someone’s age, location, and job title isn’t going to give you great insight. By going beyond just demographics, you can establish what kind of content your audiences are engaging with the most.
With deeper, more detailed audience insights, you can create content that resonates with your audiences on a much more personal level.
You can then use existing audience insights and customer feedback to further refine your personas, curating your content to better address their needs.
You have your mission, your vision and your customer profiles.
Next, it’s time to understand the buyer’s journey.
The buyer’s journey typically includes three stages: Awareness, Consideration and Decision.
In this sense, every business is different, and as such, strategies and tactics must adapt. Content strategy and content creation aren’t a one-size-fits-all approach.
An FMCG brand will have a much shorter customer journey compared to a business that makes diagnostic machines.
A few blogs and some social posts aren’t going to make a quick conversion if your customer’s buying journey is traditionally 12 to 18 months or more. In cases like this, it’s about creating content strategies that are heavy on touchpoints and reinforcing your brand through much longer periods of awareness and consideration.
On the flip side; shorter journeys with bigger audiences – like FMCG – get to decision stage making much faster, so require content to match this cadence. It’s much faster, much more fluid and in the moment.
Creating content is all about matching audience and intent; you need to make sure that you’re putting the right content, in the right places, at the right time.
Your brand voice holds power, so use it wisely.
This is the real-world reflection of your mission, vision and brand values. Are you the wise mentor? The innovative disruptor? The friendly neighbour? Whatever your brand voice, consistency is key.
Also, people don’t just buy products; they buy into brands they can relate to. A strong brand identity, guided by clear brand guidelines, ensures consistency in both visual and tonal style across all content and marketing materials, strengthening brand recognition.
Maintaining a consistent brand voice across social media platforms is crucial for establishing and maintaining brand loyalty, which is key to amplifying your reach and engagement over time.
With a brand voice established and a firm understanding of your audiences, you can answer the question: what kind of content shall we produce?
There’s a lot of format options to choose from, including:
You don’t need it all to succeed. The key is to select the types of content that are most likely to resonate with your target audience. This will then inform the most appropriate channels upon which to activate those assets.
Generally speaking, having your own on-site content like blogs and articles is a universal must.
Whether you’re selling MRI machines or barefoot shoes, having on-site content that pulls through into search engine results pages and AI search platforms is going to be a major part of your content strategy.
So owned content has to be a foundational pillar of any content strategy.
Beyond your own channels, it’s about selecting the content types and channels that resonate with your target audience. If one of your prime audiences is NHS procurement teams, then you’re going to want to focus your efforts into channels like LinkedIn—with a mix of written thought leader content and video-led content marketing to catch their attention.
A fast-fashion brand would find more value in focusing on TikTok, with its in-built shopping API and fast-moving, trends-focused nature.
Important note: there’s a reason why we don’t classify social media platforms as ‘owned’. The reason being, that while the account itself is yours, you don’t own the channel itself. If TikTok or Instagram went under, then that channel is gone. Anything that is not 100% within your complete control, is classed as shared.
There are two more universal must-haves: video and direct-to-consumer content.
Whatever platform or channel you’re activating – whether it’s YouTube, LinkedIn, or TikTok – video content is the primary focus. So you need to account for video production in your content marketing strategy.
Then there’s direct-to-consumer content. Or in simple terms, email marketing.
Personalisation in sales and marketing is booming. With the sheer number of brands competing for attention across every channel and platform, the space has never been louder and more competitive. It’s incredibly easy for consumers to simply become overcome with brand fatigue and when that happens, they just start switching off.
But if you can successfully leverage a direct line of contact via email marketing, that can be a powerful thing.
Now that you have a sense of the key elements, let’s explore how to activate your content across multiple channels and formats for maximum impact.
The most effective and impactful content strategies take place across multiple channels, in multiple formats. By choosing the right mix, you can ensure your content reaches and resonates with the people who matter most.
To make this as effective as possible, combine owned elements, like on-site blogs and articles and your email channels, with the right mix of shared channels for your audience for maximum reach and effectiveness.
Look to ways you can repurpose content across different channels and formats.
Uou may want to conduct a piece of industry trends research. That piece of research becomes a designed whitepaper. That whitepaper can become a valuable sales asset, in both digital and print formats.
But it can be more.
It can then be broken apart, with news stories and releases created to generate earned media. Key elements of the whitepaper can then be created into shorter social assets, which can be activated across company and personal LinkedIn channels.
It can also be created into various blogs, summarising your findings and offering the whitepaper as a download. This gives you a lead magnet and a means of generating valuable consumer data.
You can activate these findings in your newsletters. You could even take it one step further and bring it into interactive formats like webinars, which can be especially effective for audience engagement. Those webinars could then be repurposed as further video content to be used on LinkedIn and even YouTube.
When taking this kind of integrated approach, the ultimate aim is to connect as many dots as possible.
When distributing your content, consider a broad mix of marketing channels from email marketing, social media accounts, video, digital and print design, even paid advertising like Google ads to create the greatest possible reach and impact.
With your content now planned and distributed, it’s essential to keep your strategy organised and on track.
A content strategy without a plan is like a road trip without a map. Chances are you’ll have fun, but you’ll most likely get lost.
This is where your marketing strategy and plan intersect with your content strategy. Through your marketing plans, create schedules and roadmaps, outlining campaigns, moments, and activations. Detail this with the outputs and assets you’ll need to create, with time-bound goals, to help keep you on track.
In the day-to-day, content calendars can keep everything on track and on schedule, particularly if you’re having to manage complex production schedules for video.
This will not only ensure consistency but also help you allocate resources, raise issues and delays effectively, and adapt to any required change. This helps ensure all team members and freelancers are on the same page, maintaining alignment and efficiency throughout the entire production and content creation process.
You want to stay on track and you don’t want to bite off more than you can chew. To manage expectations, it’s crucial to set SMART goals. These are:
SMART goals help you to achieve a few things.
Firstly, they’re built on solid foundations of goals. For example, instead of saying, “We want more website traffic,” a SMART goal would be, “We aim to increase website traffic by 20% over the next six months by publishing two blog posts per week.”
This helps join all the dots and create content production processes with firmly established timelines and completion journeys. This clarity ensures everyone on your team knows what you’re aiming for and how to get there.
They also help you outline what’s achievable, given your organisation’s current production capacities and capabilities. For example, you may not be in a position to be able to produce your own video content, either through lack of capacity or capability.
So SMART goals can also help you identify areas where you need to bring in extra resources and skills in order to achieve these goals.
These goals act as your guiding star, helping you focus your efforts and measure the success of your content marketing efforts.
Key Performance Indicators (KPIs) are the metrics that help you measure the success of your content marketing strategy.
These are ultimately showing how well your overall strategy is performing, relative to your original strategic goals and aims.
For your website, look to metrics like:
While overall impressions can give you a picture of the general reach of your site, actual on-page data is going to be much more valuable when analysing your content.
Social media platforms offer a different set of metrics. Here you’ll be looking at:
But you’ll also need to monitor sentiment on social. 1,000 comments look like a good number on a report. But if 950 of those comments are negative in sentiment, then it’s far less positive than the numbers show.
The reason why we establish KPIs isn’t to dictate any success or failure further down the line, it’s more about identifying progress, tracking what’s working, and most importantly, what isn’t.
Ongoing auditing and analysis help shape tactical, strategic, and creative decisions.
One of the biggest self-imposed flaws you can bring into your marketing strategy is to only review your activity once per year.
Ongoing auditing and analysis is a crucial step, not only in creating a content marketing strategy, but evolving it in real time.
Review your existing content to see what’s hitting the mark and what needs improvement. Determine which types of content are the most effective. Then, put plans in place to create more content which matches this.
You need to identify what isn’t working and establish why. If something doesn’t work once, try it again in a different way. But if something isn’t working over long periods of time, then continuation is likely not worth it.
By doing this, you can identify gaps in your content. Look for opportunities to repurpose content into new formats, maximise the value of your existing content, and remove anything that is low-value and surplus to requirement.
Rather than doing this once a year, do it with more focused regularity. More regular content audits provide valuable insights that inform your ongoing strategy.
With your strategy organised and performance measured, let’s look at how data can become your superpower.
We know that optimising your content for better visibility in search is crucial to ensure it reaches a wider audience, improves your rankings, and ensures your content stands out in search results.
But competing for keywords, intent, and eyeballs is more than just a challenge in creative writing.
It’s about leveraging the right data and insights and using tools like Google Analytics, SurferSEO, and SEMRush to give you the edge.
The same applies to social media platforms. Proprietary analytics, or third-party tools such as Hootsuite, let you see what’s working in real time.
But don’t just collect data… act on it.
You need to be prepared to adjust your strategy based on these insights. The best content strategies are the ones that adapt.
With data as your guide, you can confidently plan and adapt your strategy for ongoing success.
There’s no silver bullet for successful content. What makes a content strategy successful is two-fold.
Firstly, it’s about strategic planning, critical thinking, and creativity. You need to be able to hone in on audiences, demographics, messaging and narratives, and understand the buyer’s journey and how you can subtly influence it in your favour.
Great content strategy establishes these foundational elements, meaning you can have great creative outputs underpinned by strong data and insights. So before you’ve even drafted a word of copy, or shot a second of video content, you need to have this understanding.
But you also need to be able to react and adapt.
A framework is great. It gives you guardrails. But a dogmatic approach to your strategy could do more harm than good.
Things may not work as you predicted, attitudes change, behaviours adapt, trends come and go, and algorithms change the way content is delivered and consumed.
If all you’re doing is staying within the lines of your strategy, chances are you’re missing out.
By following these steps, you can build a content marketing strategy that is structured, effective, and adaptable.
Having a documented content marketing strategy is crucial to guide your efforts and ensure success.
Whether you’re looking to increase brand awareness, generate leads, improve your search ranking, surface in generative AI responses, or create personalised marketing content for your customers, a robust content marketing strategy underpins these goals and gives you the roadmap to achieving them.
But a winning content strategy isn’t just about creating more and more content. It’s about creating the right content, for the right people, and putting it in the right place at the right time.
At AMBITIOUS, we’ve seen firsthand how a content strategy can transform businesses. It’s not just about getting likes or shares; it’s about building relationships with your audience that last and deliver real results.
Get in touch to talk about how we can help you develop a strategy that’s as unique as you are.
Purpose-driven brands are more than just businesses; they’re movements.
In a world where consumers increasingly seek authenticity and impact, creative strategy becomes the bridge between brand values and audience connection. Allowing brands and businesses to lead with meaning and purpose that resonates with their target audience .
But how do you make the intangible tangiable? How can you can you turn an ethos into action?
It starts with aligning purpose into a creative vision.
Turning brand values into creative concepts can seem like a huge challenge, but it doesn’t need to be.
Apple, under Steve Jobs and Johnny Ive, arguably perfected this practice. Creating a brand presence that, by far and away, exceeded the sum of its parts. With Apple, people were buying into a lifestyle choice as much as they were buying products.
Adobe – which was born out of the creative revolution happening at Industrial Light and Magic – sets out to ‘change the world through digital experiences.’
Through it’s myriad platforms, from Illustrator to Behance to the way it profiles and showcases creatives through its content, Adobe fosters and empowers this sense of unified creativity and shared experiences.
But you don’t need to be the size of Apple and Adobe to foster this kind of relationship with your tribes.
In his book Start with Why, Simon Sinek lays out his theory of The Golden Circle – a framework which individuals and organisations can implement to inspire others.
Sinek’s Golden Circle places the ‘why’ at the very centre of operational strategy.
So, for a business, instead of putting products, services and sales at the centre of everything you do, your purpose sits at the core.
By having your purpose at the core of everything you do, you can better create an emotional connection with your audience.
Understanding the emotional drivers – what makes your people tick – you can develop and implement more authentic and more effective communication strategies.
Audience connection is everything.
As consumers, we’re bombarded on a daily basis by content. The businesses that get the most cut through are the ones that are able to authentically and honestly create an emotional connection that aligns with consumer preferences .
This isn’t about creating a one-way street – where you push and push and simply expect a conversion at the end of it. This is about building loyalty over time.
At times, this may translate into not chasing the immediate sale. Rather using your channel strategies to play the long game.
Reaching your tribe is all about the right place and right time… and doing this consistently.
Going back to Apple, that fanatical brand loyalty didn’t appear overnight. Apple was once a failing tech company. It took the firing and rehiring of Jobs and a complete ground-up overhaul of everything, from design language to communications approach, for it to become the revered brand it is.
A channel strategy, at face value, is how you map out and utilise the most relevant communications channels and platforms for your purpose. That could be TikTok LinkedIn, Substack or newsletters. The most effective channel strategies take a multi-channel approach.
Oftentimes, businesses see this as a top-down exercise. A certain outcome needs to be achieved, so marketing efforts are bolted onto the top of an existing business strategy.
That’s not really the best way to inspire customer loyalty.
But a truly successful and comprehensive brand strategy comes from the bottom up.
You can ultimately distill your brand strategy down into one simple term…. storytelling.
How you develop brand messaging, build brand guidelines, hone your brand voice, and create content is all simple storytelling…
A strong visual identity helps. But if that visual identity is built on a hollow brand experience, then your ability to pull in potential customers is going to be sorely diminished.
Great stories start with purpose.
Your brand’s essence should be at the heart of every blog, every LinkedIn post, speaker slot and Instagram story. It’s about crafting narratives that go beyond sales and calls to action and beyond virtue signalling.
Yes, you’re a business and making money is the prime directive. But to do that, it’s more important than ever that your values align with those of your customer base.
The goal… enhance the customer experience while reinforcing your value proposition.
Purpose can be powerful. But only if it’s authentic.
Greenwashing, tokenism, virtue signalling or failure to live by your mission and vision can disenfranchise your customer base.
To foster loyalty and enhance your brand positioning you have to approach it from a position of transparency. If it doesn’t fit your mission statement, it shouldn’t be part of your brand strategy.
Look at greenwashing, for example. Plenty of brands claiming to be green or eco-friendly have fallen foul of their own claims and content. If you aren’t able to back up your statements with solid facts, or if you’re attempting to massage a narrative and obfuscate your brand story… that’s going to backfire.
Even if times are hard, you’re facing a crisis and everything feels like its caving in. Stick to your purpose and communicate with honesty and clarity.
Your brand identity is your most valuable asset. But it’s built on trust. If you want to foster loyalty and empower business growth, then a purpose-driven authentic approach is going to yield the most positive long-term success.
Whether you’re a freelancer designing for ethical startups or an agency shaping campaigns for B Corp-certified clients, your creative and strategic decisions have the power to influence culture, shift perceptions and drive meaningful change.
But brand recognition goes both ways… for good or for bad.
Purpose is powerful, but only when paired with thoughtful, strategic creativity.
But these aren’t just intangible principles that apply only to the creative process. Emotion connection is a major lever in the sales funnel. Purpose-driven brands are increasingly winning out over their less purpose-driven competitors.
Consumers prefer to deal with a business that matches their values and it doesn’t matter if it’s B2B or B2C; this unified identity is important!
The products and services you sell simply aren’t enough on their own. You might have the most innovative hardware, game-changing software, or beautifully designed products, but if they aren’t underpinned with brand identity that cuts to the root of who you are and why you exist… then it’s going to be an uphill challenge.
Shared values and shared ethos should be at the heart of everything you say and do. So don’t get caught in the trap of seeing your brand strategy as something purely visual and intangible.
The most successful purpose-led brands don’t just talk the talk. They embed purpose into every pixel, post, and press release. They aren’t add-ons.
They are the blueprint.
Briefs are the essential building blocks for any successful marketing campaign. Without these frameworks and KPIs, defining your growth parameters is impossible. But putting together an effective creative brief from these numbers alone can be challenging.
Do you know how to take a marketing brief and turn it into a creative brief? Do you know how to respond to the creative without being burdened outcomes?
It’s often said that creativity is a process of subtraction, not addition, and that the best creative processes are the ones that have minimal time between the initial idea and execution.
Developing a creative strategy from numbers and KPIs alone, is a tall order. It’s too easy to get stuck in the numbers, the time between idea and execution drags out and before you know it, the creative process becomes stagnant.
But there are some simple and effective frameworks that you can use to overlay onto marketing briefs and create incredible, people-centric creative briefs in the process.
An effective marketing brief should come from the business perspective. It needs to focus on organisational goals, like increasing brand awareness, sales or even social media following.
The marketing brief should be tactically led.
It needs to establish the overarching goals and objectives and desired outcome, timelines, deadlines and budgets. Details on the target audience are crucial, as well as channels and outlets, which are a slimmed down version of channel mapping.
It should also include any challenges or barriers you may have historically faced. This an often overlooked, but nevertheless crucial part of a marketing brief.
Together, this makes up the bones of a campaign structure. When responding to or developing a marketing brief, these numbers and information are crucial. But at this stage, this is a strategy, as outlined by the marketing team.
They aren’t the best pathway to a creative outcome.
So, when it comes to building out creative tactics, we need to take these numbers and spin them out in different ways.
The creative brief should be led by the mraketing strategy. But not entirely governed by it.
A creative brief needs to feature objectives, audiences, project aims, messaging and tone, budget and assets and deliverables.
But from this brief needs to come great creative assets.
But when you’re ideating those creative assets, doing so in the mindset of solely the marketing strategy, can be difficult. This can often be where businesses hit roadblocks.
Whether it’s responding to or creating excellent creative briefs, the challenge here is one of mindset and the most common thing you’ll see here is people getting caught up in the numbers and objectives of a marketing brief.
Great creative responses, don’t respond to the numbers and KPIS. They respond to the human challenges behind those numbers. Starting with the numbers and the outcomes oftentimes leads to stifling creative outcomes.
To be truly impactful, your creative process needs to be framed in the perspective and experience of the customer.
So, when working as a creative team, a really useful and effective way to get out of this mindset is to approach your creative briefs with the Get, Who, To, By method.
Developed by global advertising agency BBDO, the Get/Who/To/By (GWTB) model is an elegant approach to creative briefs.
The beauty of this model is that it allows you to succinctly translate a marketing brief into an actionable line. This clear, focused statement can act as a tremendous catalyst for creative thinking and actionable ideas.
This is how GWTB works:
Let’s look at how these would work in more detail.
You’ve received a marketing brief from a cloud software start-up. It wants to shake up the market and introduce its solutions to a category of mid-sized enterprises. The marketing brief will include tactical and strategic outlines, such as:
This is how you would overlay the GWTB method over this brief:
See how the GWTB method instantly humanises the challenge at hand?
Presenting the challenge as a fundamentally human one, rather than a set of KPIS, makes this process far easier to understand, contextualise and respond.
It’s turning numbers into personality. Taking the tactics, numbers and KPIs and placing a real-life human lens over the top of this can do wonders for your creative process. Rather than looking at numbers and deliverables and trying to derive and devise a series of actions in response, you’re presented with something much more tangible.
It doesn’t matter what sector or set-up you’re in; this tangibility helps.
BWTB can help you with briefs for cloud software, running shoes, recruitment and tomato ketchup… it’s completely agnostic and applicable to any brief.
It helps to break down creative barriers. It helps you better understand the target audience beyond just numbers and stretch targets. It helps you get under the skin of customers and understand their perspectives and their challenges.
That then gives you greater inspiration when ideating and developing concepts; in short, it helps you get creative projects off the ground.
Unpacking a marketing brief to deliver creative responses and solutions comes with its challenges. The biggest one, the mental roadblock. When presented with the challenge of increasing share of voice, inbound leads, and delivering a thought leadership programme, the mind can wander.
It can often wander to less helpful and more creatively stifling places.
Frame your creative approach in the human perspective, not in terms of marketing goals and objectives to be achieved. Do this, and you’ll soon find that the bumps and rolls of creative ideation become smoother and your capacity to nail a creative brief heightens.
GWTB, those four little letters can really help focus the mind creatively. By reframing the marketing challenges as real-life human challenges, you’ll be able to find more applicable and more creative solutions to your campaign strategy.
You’ll find your creative process flows a whole lot smoother too. These four little letters have the power to temporarily unburden you from the quantitative data of campaign goals and KPIs. But never losing sight of the overarching project objectives and strategy.
Next time you assemble your creative team, think about these four little letters.
Remember, creativity and data don’t have to be mutually exclusive. They can be used in harmony.
You’ve just got to come at it the right way.
If you want your content to stand out, you need more than just great writing. You need to demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness (E E A T) every step of the way.
Google’s evolving algorithms and search quality raters prioritise content that genuinely serves users, rewarding those who build credibility and trust. But E E A T also goes deeper than just Google.
We’re now seeing the influence of E E A T show up in AI search results. So, that means the likes of GPT, Perplexity, Gemini are pulling and pooling sources it deems to be valuable and trustworthy,
Here’s a practical guide, with real-world examples, to help you implement E E A T best practices in your content strategy.
First things first, E E A T stands for:
Now Google uses these criteria to assess content quality, especially for topics where accuracy and trust are critical, such as health, finance, and legal advice.
But what we’re finding, in the age of LLMs and ChatBots, is that these nascent tools are doing the same. AI-generated content uses these parameters to shape and guide its outputs.
You might have heard this referred to as ‘helpful content’, but you might be thinking, how do I actually create helpful content?
This is how you can ensure you’re creating content that suits search results, quality raters and newer AI tools.
When it comes to creating helpful content, E E A T doesn’t happen overnight. It’s a sum-total game.
The cumulative impact of multiple sources, backlinks, and referrals all adds up; it all starts with the experience of the individual.
Assigning content to qualified, relevant authors is the first step. From a PR perspective, this works in two ways.
If you’re creating your own content, be it blogs, LinkedIn posts, videos or whitepapers, then, whatever subject matter expertise the author or presenter must have adequate expertise in order to make this content fit the parameters of E E A T.
For example, if you’re creating content around bridge design, then an expert engineer who has successfully built many bridges would be the prime candidate to front up that piece of content.
The same applies for a studio manager talking about workflow process, a tax advisor talking about making tax digital or a surgeon talking about cutting-edge medical developments.
Experience should be the bedrock of your content.
Add author bios and bylines. You need to make it eminently clear who the author is and why the reader, or listener, should trust in their voice.
A byline or summary, which compiles their experience, their qualifications and achievements, serves to achieve this. Even more so, linking the content out to other relevant pieces of content they have contributed towards is a good thing.
It’s even better if you can supply links and references to third parties like media outlets. More on that later!
Go beyond surface-level advice. Support your arguments by citing essays, papers, peers and industry experts.
By demonstrating that your thought leadership is grounded in reality, not just opinion, you’re showing to Google’s quality rater guidelines and LLMs that you’re offering actionable insights and that you should be seen as an authoritative source.
Also, keep up the cadence of content. The more accurate, relevant and timely content you can produce, the better you’ll fare in standing out.
Trust is an outcome. Not an input or a tactic. Building trust requires commitment to the process, and true quality content comes at a frequent pace, and you achieve trust by doing all of the above.
One blog or a couple of YouTube videos does not make you a trust magnet.
Commit to creating a regular cadence of content across multiple platforms and channels, and you’ll see, over time, that your content starts to show higher in search engines. Your insights and knowledge are being used to generate outputs within LLMs and ChatBots.
Now, everything we’ve covered above is primed in the theory of creating quality content that you, or your business’s own.’
But ‘owned content’ isn’t the sole way to build authority and expand your expertise, authoritativeness and trustworthiness.
One way to supercharge your expertise, authoritativeness and trustworthiness is through media engagement. Having your experts appear in reputable and relevant media is huge. It really can’t be understated.
This is a really broad church. There are a lot of opportunities out there, if you know where to look.
Start with something as simple as commenting on the pressing issues in your sector. These are the building blocks of reputation building. The more you appear in your sector press, the more you position yourself as a voice to be trusted.
Then, with enough of an industry profile, you can begin to explore what opportunities may exist in a national sphere. National news commentary is competitive, and what helps distinguish you as a trusted voice is a back catalogue. Producers and news editors are cautious by their very nature. They have to ensure that their programmes are consistent, factual and valuable.
A great way to prove this is a back catalogue of quotes, interviews and appearances. This reassures them that, as a guest or contributor, you are both valid and valuable. As you start racking up these national opportunities, you’ll start to notice the reputational effect it has on how you appear in search engines.
Then there’s the wealth of opportunities that exist within ‘new media’. So, exploring where you might be able to contribute towards PodCasts, YouTube appearances, even a TikTok channel or Reddit thread can all prove to be incredibly valuable in the long term.
This approach is reinforced by Rand Fishkin, one of the most esteemed voices in the world of search, who recently said:
“If you ask ChatGPT or Gemini to recommend a plumber in Seattle, it is going to look for plumbers who frequently come up in all the documents where Seattle and plumbing are talked about and PR makes sure that your plumbing business is mentioned in as many places as possible that talk about Seattle plumbers.
“In other words: if you want to show up in AI results, you need consistent, high-quality, relevant coverage… and PR is how you get it.”
AI can help create content, but it requires human oversight and review to ensure accuracy and relevance.
Outright AI content will only work against you.
Google’s guidelines emphasise the importance of human review and editing of AI-generated content to ensure that it meets E E A T standards. Also, media outlets are becoming more and more aware of AI-generated content.
Solely relying on an AI tool to generate content will only work against you. It’s a reputational risk that simply should not be take;. Google’s search algorithm and the search quality raters will know!
To keep both happy, creating quality content should always be led by human experience.
Building E E A T isn’t a one-and-done task. It’s an ongoing commitment to quality, transparency and value.
By consistently applying these principles throughout your digital marketing and broader PR and communications strategy, you’ll improve your search rankings and increase the chance of appearing in LLM searches.
But most importantly, it’ll help you build lasting trust and authority with your audience.
So when approaching E E A T, remember:
It is easy to see why the lines between public relations, marketing and advertising are often blurred. All three are concerned, in one way or another, with how the world sees and interacts with a brand. But the differences between them are not just academic.
They shape how organisations communicate, build trust and, ultimately, succeed.
Public relations is managing reputation. It is the long game: building trust, credibility and mutual understanding between an organisation and its audiences. It relies on third-party endorsements, earned media and relationships with journalists, stakeholders and the public.
The aim is to create a positive image that endures with the right audiences, increasing positive brand associations, trust, and helping purchases of services and products.
This aspect is about identifying and satisfying customer needs, profitably. Marketing brings together product strategy, pricing, promotion and distribution.
It is very obvious to audiences that they are being driven to purchase and trust a brand through strategic activities that are recognisable: online ads, emails, influencer campaigns, events, affiliate marketing, direct mail, product launches and much more. The goal is to drive sales, acquire new customers, and retain them while building relationships.
Marketing messages are crafted to stimulate demand and encourage action, but the focus is always on the customer and their needs.
But the distinctions and differentiations start at the briefing phase.
Strategist, Trainer and YouTube Content Creator, Julian Cole, sums up this challenge particularly well in this video, on the differences between marketing and creative briefs. Marketing briefs serve the purpose of the organisation, whereas a creative brief must then translate the marketing brief into the customer’s point of view.
Billboards, TV spots, video ads, radio readouts, product placement, giveaways, vehicle wraps; they’re all designed to grab attention and take action.
Where PR is subtle and marketing is direct, but ROI driven, advertising strategies are often centred around statements of pure intent. It often grabs attention, without a clear call to action.
Which means that, while advertising can be a quick shot in the arm, its impact can be fleeting. Unless supported by broader marketing and PR efforts
| Aspect | Public Relations | Marketing | Advertising |
|---|---|---|---|
| Main Goal | Build positive reputation, trust | Drive demand, increase sales | Immediate awareness |
| Approach | Mixed tactics. Often earned media and owned content | Research, strategy, promotion | Paid media, direct messaging |
| Control | Low/high, depending on tactics | Generally high | High |
| Credibility | High (third-party endorsement) | Varies (depends on channel) | Lower (brand-driven) |
| Timeframe | Long-term | Short- and long-term | Varies per campaign |
| Cost | Varies but compounds over time | Varies | Varies |
| Measurement | Reputation, sentiment, reach, share of voice | Impressions, clicks, conversions | Varies, depending on tactics |
When PR, marketing, and advertising work together, they create a unified brand message that is consistent across all channels. PR shapes the narrative and builds trust, marketing amplifies the message and drives demand, and advertising ensures the message reaches the right audience at the right time.
This synergy reinforces brand identity and values, making the brand more recognisable and trustworthy
PR can generate media coverage and thought leadership that supports marketing campaigns, while marketing provides the promotional content and resources PR needs to craft compelling stories. Advertising, meanwhile, can boost the visibility of both PR and marketing efforts, ensuring key messages reach a wider audience quickly.
For example, a successful PR campaign can be supported by targeted ads, while marketing analytics can inform PR about which messages resonate most with customers.
PR’s earned media coverage lends credibility to marketing and advertising messages, making them more persuasive. At the same time, marketing and advertising can drive immediate results such as sales or sign-ups that PR alone may not achieve.
By integrating these disciplines into a successful marketing strategy, organisations can build long-term trust while also achieving short-term business goals.
An integrated approach allows for more efficient use of resources, avoiding duplicated efforts and ensuring all teams are aligned with the organisation’s objectives. In times of crisis, a unified PR and marketing team can respond quickly and effectively, minimising reputational damage and maintaining customer trust.
PR and marketing collaboration can also improve digital visibility. PR-driven content, such as thought leadership articles and press releases, can boost digital marketing efforts and be optimised for search engines, driving organic traffic and enhancing online authority.
Advertising can further amplify this content, ensuring it reaches the intended audience and supports broader marketing objectives.
While PR, marketing, and advertising each have distinct roles, their true power lies in their ability to work together.
By understanding their differences and leveraging their complementary strengths, organisations can build stronger brands, foster deeper trust, and achieve both immediate and long-term success.
The International Public Relations Network (IPRN) celebrated its 30th anniversary with a convention held in Porto, Portugal. Around 50 members from 30 agencies, across four continents gathered to present case studies, share best practice, and discuss the future of the sector in light of changes in international politics and the rapid growth of Artificial Intelligence.
Significantly, IPRN has now relocated its headquarters from Madrid to Brussels, in a move aimed at bringing the network closer to European institutions. The move positions the network closer to the heart of European decision-making and supports its ambition to be more actively involved in European Union affairs. As part of this transition, IPRN has also been listed in the EU Transparency Register.
Rodrigo Viana de Freitas, IPRN Executive President commented: “This step is fundamental to preparing the organisation for the years ahead.” He adds: “The goal is to equip IPRN with management capacity to continue expanding into new geographies and to support members in generating international business with brands and institutions across all sectors.”
Sarah Woodhouse, director and co-owner of strategic communications agency, AMBITIOUS, commented, “As PR Professionals, we need to stay on top of dynamic global and domestic events and sentiment to provide consultancy and work with the C-suite. The IPRN Convention in Porto highlighted the importance of agile planning – using phased strategies that evolve as external conditions change.”
Rhodri Harries, managing director tech and health at Cavendish says, “It was fantastic to connect with peers across markets and sectors. The conversations around AI and data-driven trust were especially valuable, and we’re excited to bring fresh thinking into our work at Cavendish.”
Harvey Choat, managing director at Nexus, explains, “Having strong international partners is one of the most powerful assets in our industry. IPRN continues to connect us to trusted local expertise across the world.”
Mayor of Porto welcomes the group
The annual meeting programme included a morning at Porto Business School, an event partner, with two international keynote sessions: “Donald Trump’s Foreign Policy: Impacts on International Relations,” by Jorge Rodrigues, coordinator of PBS’s Geopolitics Observatory, and “Artificial Intelligence and the New World,” by Ricardo Ribeiro, Director of Digital Transformation at Banco Montepio and professor in postgraduate and MBA programs at various universities.
The group was also welcomed by the Mayor of Porto, another event partner, with a formal reception at Casa do Roseiral. On the occasion, Rui Moreira emphasised Porto’s cultural and international dimension, explaining the city’s transformation process over the past 12 years. The event concluded with the annual awards ceremony, which this year honored a breast cancer awareness campaign from Puerto Rico as the best of the year.
About IPRN
The International Public Relations Network is a global network of independent public relations and communications agencies, with around 50 members in over 100 major cities and more than 30 countries across five continents. It represents all sectors of the industry and has a combined turnover of approximately USD 150 million, with over 1,000 staff and 4,000 clients across its member agencies.
The International Public Relations Network (IPRN) celebrated its 30th anniversary with a convention held in Porto, Portugal. Around 50 members from 30 agencies, across four continents gathered to present case studies, share best practice, and discuss the future of the sector in light of changes in international politics and the rapid growth of Artificial Intelligence.
Significantly, IPRN has now relocated its headquarters from Madrid to Brussels, in a move aimed at bringing the network closer to European institutions. The move positions the network closer to the heart of European decision-making and supports its ambition to be more actively involved in European Union affairs. As part of this transition, IPRN has also been listed in the EU Transparency Register.
Rodrigo Viana de Freitas, IPRN Executive President commented: “This step is fundamental to preparing the organisation for the years ahead.” He adds: “The goal is to equip IPRN with management capacity to continue expanding into new geographies and to support members in generating international business with brands and institutions across all sectors.”
Sarah Woodhouse, director and co-owner of strategic communications agency, AMBITIOUS, commented, “As PR Professionals, we need to stay on top of dynamic global and domestic events and sentiment to provide consultancy and work with the C-suite. The IPRN Convention in Porto highlighted the importance of agile planning – using phased strategies that evolve as external conditions change.”
Rhodri Harries, managing director tech and health at Cavendish says, “It was fantastic to connect with peers across markets and sectors. The conversations around AI and data-driven trust were especially valuable, and we’re excited to bring fresh thinking into our work at Cavendish.”
Harvey Choat, managing director at Nexus, explains, “Having strong international partners is one of the most powerful assets in our industry. IPRN continues to connect us to trusted local expertise across the world.”
Mayor of Porto welcomes the group
The annual meeting programme included a morning at Porto Business School, an event partner, with two international keynote sessions: “Donald Trump’s Foreign Policy: Impacts on International Relations,” by Jorge Rodrigues, coordinator of PBS’s Geopolitics Observatory, and “Artificial Intelligence and the New World,” by Ricardo Ribeiro, Director of Digital Transformation at Banco Montepio and professor in postgraduate and MBA programs at various universities.
The group was also welcomed by the Mayor of Porto, another event partner, with a formal reception at Casa do Roseiral. On the occasion, Rui Moreira emphasised Porto’s cultural and international dimension, explaining the city’s transformation process over the past 12 years. The event concluded with the annual awards ceremony, which this year honored a breast cancer awareness campaign from Puerto Rico as the best of the year.
About IPRN
The International Public Relations Network is a global network of independent public relations and communications agencies, with around 50 members in over 100 major cities and more than 30 countries across five continents. It represents all sectors of the industry and has a combined turnover of approximately USD 150 million, with over 1,000 staff and 4,000 clients across its member agencies.
The International Public Relations Network (IPRN) celebrated its 30th anniversary with a convention held in Porto, Portugal. Around 50 members from 30 agencies, across four continents gathered to present case studies, share best practice, and discuss the future of the sector in light of changes in international politics and the rapid growth of Artificial Intelligence.
Significantly, IPRN has now relocated its headquarters from Madrid to Brussels, in a move aimed at bringing the network closer to European institutions. The move positions the network closer to the heart of European decision-making and supports its ambition to be more actively involved in European Union affairs. As part of this transition, IPRN has also been listed in the EU Transparency Register.
Rodrigo Viana de Freitas, IPRN Executive President commented: “This step is fundamental to preparing the organisation for the years ahead.” He adds: “The goal is to equip IPRN with management capacity to continue expanding into new geographies and to support members in generating international business with brands and institutions across all sectors.”
Sarah Woodhouse, director and co-owner of strategic communications agency, AMBITIOUS, commented, “As PR Professionals, we need to stay on top of dynamic global and domestic events and sentiment to provide consultancy and work with the C-suite. The IPRN Convention in Porto highlighted the importance of agile planning – using phased strategies that evolve as external conditions change.”
Rhodri Harries, managing director tech and health at Cavendish says, “It was fantastic to connect with peers across markets and sectors. The conversations around AI and data-driven trust were especially valuable, and we’re excited to bring fresh thinking into our work at Cavendish.”
Harvey Choat, managing director at Nexus, explains, “Having strong international partners is one of the most powerful assets in our industry. IPRN continues to connect us to trusted local expertise across the world.”
Mayor of Porto welcomes the group
The annual meeting programme included a morning at Porto Business School, an event partner, with two international keynote sessions: “Donald Trump’s Foreign Policy: Impacts on International Relations,” by Jorge Rodrigues, coordinator of PBS’s Geopolitics Observatory, and “Artificial Intelligence and the New World,” by Ricardo Ribeiro, Director of Digital Transformation at Banco Montepio and professor in postgraduate and MBA programs at various universities.
The group was also welcomed by the Mayor of Porto, another event partner, with a formal reception at Casa do Roseiral. On the occasion, Rui Moreira emphasised Porto’s cultural and international dimension, explaining the city’s transformation process over the past 12 years. The event concluded with the annual awards ceremony, which this year honored a breast cancer awareness campaign from Puerto Rico as the best of the year.
About IPRN
The International Public Relations Network is a global network of independent public relations and communications agencies, with around 50 members in over 100 major cities and more than 30 countries across five continents. It represents all sectors of the industry and has a combined turnover of approximately USD 150 million, with over 1,000 staff and 4,000 clients across its member agencies.
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