What 20 Years in PR Taught Me About Brand Communication

We’ve come a long way from fax machines and newspaper cuttings. PR and communication have changed significantly 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.

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 mere noise. Communication should always be guided by purpose, not platform.

That’s why I begin 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 understand that, we can choose the right channels and tools to convey your message in a way that is consistent, intentional, and aligned.

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

Today, communication influences every aspect of your brand. It's your press release, as well as your LinkedIn post. It’s your email signature, and also your customer support tone. It’s the blog on your website and the prompt you feed into your AI assistant.

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 creating a scalable, sustainable, and unmistakably yours communication system.

Experience matters — especially now.

There’s a lot of content and advice out there. But in an era of speed, sameness, and saturation, what makes a difference is communication with substance. With 20+ years in the field, I’ve seen the shifts and I understand 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.