If there’s one thing I know about PR, it’s that while the technology never stops moving, the fundamentals stay the same.
- Visibility: are people seeing you?
- Reputation: do they trust you?
- Growth: are you turning that attention into action?
These are the north stars for brands that want to lead, not follow. They’ve always been at the core of PR.
The world got noisier, but the mission stayed the same
Now, audiences are scattered, attention is short, and the competition for every pair of eyes and every ounce of trust is fiercer than ever (and that’s before I mention the two-word acronym…).
Still, deep down, every brand’s chasing the same dream – get seen, get trusted, get chosen. But with everyone fighting for attention, making visibility, trust and growth work together is tougher than ever. And that’s exactly why PR done well is so valuable.
Winning hearts (and algorithms)
As AI reshapes how we access information, PR strategies need to consider both human and machine audiences to earn attention. Journalists, customers and algorithms are all looking for the same things: clarity, relevance, authority and trust.
Standing out today means pairing PR fundamentals – strong media relationships, credible voices, consistent insights, timely hooks – with what AI values most: original thinking, unique data and a distinctly human perspective. Social media algorithms also reward content that puts people front and centre – expert profiles with meaningful viewpoints that spark genuine engagement.
Pull it off, and you don’t just trend for a day – you build a reputation that survives the news cycle and shows up long after. But to do it (and do it well) takes expertise.
Generalists might make stuff. But specialists make stuff happen
Spotting opportunities others miss takes deep sector, service and channel-specific knowledge. The kind you only get when you work with specialists.
Specialists don’t just keep up with trends. They anticipate them. Think of teams who spend mornings analysing new legislation, tracking industry shifts or debating which emerging podcast or newsletter format is about to make it big. Then they turn all that into creative ideas and bold angles.
While generalists are trying to keep up, specialists are already three steps ahead.
Specialists make brands unforgettable
Unforgettable brands do something different: they sound like experts, move like insiders and keep showing up with smart, human stories. In a noisy world, that’s what real specialists bring to the table. Not just attention, but genuine influence – the kind that gets brands seen, trusted and chosen.
We can help with that.
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Written by Katy Bloomfield, Managing Partner, PR at Definition.
