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From product to process: how the FMCG sustainability communications evolved
Sustainability has become a crucial aspect of brand identity for fast-moving consumer goods (FMCG) companies. However, the sustainability media conversation has significantly changed over the past couple of years. This is what we found in our report assessing the...
The road to IPO: how fintechs are building new maturity narratives
The fintech sector only recently began to see consistent profitability. And it’s making a strategic pivot in its PR and comms. Traditionally, fintechs have concentrated most of their communications efforts on attracting new users and building brand awareness. But...
Why we fear chemicals – and why the chemical sector needs a new PR formula
Contrary to the common belief among researchers and PR professionals, our social media research revealed that chemophobia—an irrational fear of chemicals—is driven more by deep distrust in organisations than by concerns about substances. The research problem...
ESMO 2024’s PR takeaway: immunotherapy roars back, but it needs reframing
Immunotherapies were back in the spotlight at the European Society for Medical Oncology's congress this year, but its limitations are prompting a strategic realignment. Back in style Our analysis of last year's ESMO congress discovered a notable focus on the emergence...
Prevention and detection over treatment: how ESC 2024 changed the cardiology debate
This year's European Society of Cardiology (ESC) Congress highlighted a narrative shift in cardiology, with prevention and detection gaining more prominence and overshadowing the traditional focus on treatment and management. A change in perspective Traditionally,...
Germany’s chemical sector: can its biggest crisis be its biggest opportunity?
The crisis in Germany's chemical sector can be an opportunity for companies like BASF and Covestro to reimagine themselves as sustainability pioneers. The problem Germany's chemical industry, one of the most well-established in the world and a cornerstone of the...
Redefining NOLO: why brands need new positioning strategies
Contrary to PR and marketing dogma, what draws consumers to no-and-low alcoholic (NOLO) drinks is not health and sobriety but rather taste and innovative flavour experiences. The research gap There has been widespread support for NOLO drinks, including by government...
How do you make luxury part of the most popular event? A look at LVMH’s Olympics strategy
LVMH did a good job of reimagining itself for a new mass audience by sponsoring the Olympics, but it should be mindful of emerging reputational risks. LVMH's shift For the first time, a luxury brand was an Olympic sponsor. And it wasn't just one brand, it was the...
Financial inclusion: the greatest untapped PR opportunity in finance?
Commetric sees gaps in the media discussion about financial inclusion which are ripe for messaging and storytelling. The context: Financial inclusion – the availability and equality of opportunities to access financial services – is a major issue around the world....
