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Rebranding lung cancer: pharma’s role in breaking stigma and boosting awareness
Pharma PR and comms need new strategies to reduce the stigma around lung cancer, which gets in the way of screening rates and drug development. Lung cancer has a branding problem More people die from lung cancer than any other cancer, and it kills more women than...
The Euro 2024 PR lesson: VAR needs a better brand
While a cluster of football managers support the narrative that VAR is reliable and necessary, fans are not so convinced. Football's hot topic The introduction of VAR (Video Assistant Referees) in 2019 was initially welcomed, with naked-eye refereeing decisions often...
The Euro 2024 battle of brands: How did adidas win?
adidas was the most prominent brand in the Euros debate, as it focused its PR on the practical implications of its sponsorship and reinforced its brand attributes on social media. The context: Considering the global appeal of the UEFA Euro 2024 as...
The tech rebound: How can internal comms reframe work culture in the post-layoffs era?
Now that the foundation of tech employer branding - cool perks and benefits - has moved to the bottom of workers’ priorities post-layoffs, internal comms can refocus on work-life balance to build a more supportive culture. Tech jobs are no longer cool Up until...
Forever chemicals can destroy your reputation forever. Here’s a PFAS-proof risk comms plan
As PFAS or “forever chemicals” are on the verge of becoming a mainstream issue, companies can apply a risk comms approach to protect their reputations. PFAS is quickly becoming a real reputational danger Much has changed since we analysed the debate around PFAS (per-...
Apple’s intelligent AI move: Can a second-mover strategy pay off?
Apple's long-awaited entry into the AI race at its 2024 Worldwide Developers Conference has ignited a fierce debate in the tech world. The unveiling of Apple Intelligence (AI), a new generative AI suite that harnesses user data from Apple devices to provide automated...
Smart meters need smarter comms: How energy players can reframe the debate
While energy providers focus on the technical problems around the UK smart meter rollout, they’re failing to address the underlying reasons smart meters face such resistance. The context: Smart meters – electronic devices that record energy consumption...
Offshore wind’s future is a PR battle against misinformation. How to win it?
The success of offshore wind power depends on winning a battle against false narratives, which requires energy companies to tailor their communication strategies to diverse audience segments. The problem: We noticed the signs a year ago, but now it’s clear –...
The ASCO 2024 narrative shift: In oncology, less is becoming more
ASCO's focus on less invasive treatment suggests a narrative shift in oncology: that doing less — less surgery, less chemotherapy or less radiation — can help patients live longer and feel better. The context: The 2024 edition of the American Society of Clinical...
