What 25 Years in PR Taught Me About Brand Communication

We’ve come a long way from fax machines and newspaper cuttings. PR and communication have transformed dramatically over the past two decades — from hand-delivered press kits to automated media dashboards, and now AI-assisted content creation.

But here's what hasn't changed: the need for clear, thoughtful, human-led communication.

In my work today — whether I’m helping a brand shape its message, guide its tone of voice, or streamline how it uses AI — the same foundational principles still apply: relevance, clarity, and connection.

Strategy first. Tools second.

It’s easy to get caught up in the latest tools — chatbots, scheduling platforms, generative content. But without a solid strategy, they can quickly become noise. Communication should always be led by purpose, not platform.

That’s why I start with questions like:

• What do you want to be known for?

• Who are you trying to reach?

• What does your audience need to hear — not just what you want to say?

Once we know that, we can pick the right channels and tools to get your message across in a way that feels consistent, intentional, and aligned.

Modern communication is layered — and that’s where I come in.

Today, communication touches every part of your brand:It’s your press release, but also your LinkedIn post.It’s your email signature, but also your customer support tone.It’s the blog on your website and the prompt you feed into ChatGPT.

That’s why my services are designed to work across layers:

• Messaging architecture that keeps your voice consistent

• Media support that blends old-school credibility with digital tactics

• AI onboarding that trains your tools to speak your language

This isn’t just about writing well — it’s about building a system of communication that’s scalable, sustainable, and unmistakably yours.

Experience matters — especially now

There’s a lot of content out there. There’s also a lot of advice out there. But in an era of speed, sameness, and saturation, what makes a difference is communication with substance. With 25+ years in the field, I’ve seen every shift — and I know what lasts.

👉 Whether you’re a startup, an expert-led brand, or an organisation looking to sharpen your voice across platforms — I can help. Let’s get your message working as hard as you do.