As we turn 25 this July, instead of pausing for applause, we’re pausing to reflect. On the choices that made each year wiser than the one before. In a world of quick scrolls, cautious trust and shifting PR landscapes, we hope these lessons speak to you too.
1. Strategy first. Always.
Great PR doesn’t start with “What’s the angle?”. It starts with “Why are we doing this?” Strategy shouldn’t be just a deck. It should be the foundation that guides every decision from messaging to media to moments that matter.
2. Own the narrative before someone else does.
Reactive comms is necessary, but proactive narrative-setting is powerful. Instead of waiting for the media to write the story, the best clients help shape it with clarity and consistency.
3. Media relations is relationship management. Not mass emailing.
Over the years, we’ve always invested more in journalist friendships than media databases. You can’t fake credibility. The relationships you build today will carry your stories for years to come.
4. Pitching is UX.
Think like a journalist. Is your email easy to scan? Does your subject line solve a problem? Can your visuals be reused in 30 seconds? Pitching today is all about user experience design.
5. Insights beat intuition but both are better together.
We use data to frame stories, measure sentiment and refine angles. But we still trust a well-honed gut to know when a trend is tired or when a bold idea is worth the risk.
6. Reputation is built in quiet seasons.
When there’s “nothing to shout about”, dig deep. Thought leadership, behind-the-scenes access and brand POVs create continuity and trust, setting clients up for the spotlight.
7. Innovation ≠ gimmicks.
We don’t chase shiny things. Yes, we explore advancements in AI, AR, Web3. But the test is always this: does it enhance the story? If not, we leave it on the shelf.
8. Integration wins the long game.
The best PR campaigns today flow across paid, earned, shared and owned (PESO) channels with messaging so clear it works on a billboard and a TikTok.
9. PR is still personal.
Even in a digital-first world, sincerity cuts through. Be it a customised pitch, a handwritten note or a Zoom with the camera on, real beats robotic, every time.
10. AI is a tool, not a voice.
We use AI to speed up research, refine drafts and test headlines but it should never replace judgment or storytelling. In PR, what you say and how you say it still needs a human mind and heart. The real edge is using AI to amplify, not automate, your point of view.
The Heart Behind the Hustle
We’ve made it 25, not because we followed every trend but because we stayed grounded in what matters: story, strategy and sincerity.
To our clients, collaborators, media friends and teammates past and present — thank you for being part of our story. We’re still learning, still growing and always up for the next good brief. Here’s to what’s ahead.
