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AI tools increasingly shape which news stories the public sees, often favouring outlets with licensing deals while overlooking others. As people turn to AI for business news, earned media in trusted publications becomes essential to ensure your organisation’s story is visible, accurate and not overshadowed by competitors.

Reputation with journalists starts with story quality. Strong angles, real people, honest messaging and targeted pitches will always outperform noise. When PR teams think like journalists, relationships, and coverage improve.

Reputation management isn’t just about crisis response. It’s about understanding how a business is perceived today, defining where it needs to be tomorrow, and using strategic, creative PR to bridge the gap. From maintaining trust to building credibility in new sectors, effective reputation management starts with insight.

At this time of year, I always reflect on how grateful I am to still be doing what I do. Normally, it's a self reflection, but this year I wanted to share my gratitude. Every December, I feel thankful to have another 12 months under my belt, providing freelance copywriter and PR consultancy services under Schofield Communications. It's been more than 11 years now but I have never taken this for granted and try to avoid ever feeling complacent. I work as hard now as I did when

Just like a hammer can't replace a builder or a stethoscope can't replace a doctor, AI can't replace skilled professionals. But it can make them better and more efficient at their jobs.

The AI industry is facing a growing PR crisis, with poor communication and inflated valuations fuelling talk of a bubble. This blog explores how reputation management and disciplined messaging are more vital than ever.

In PR, investigation is often the difference between a great story and a reputational mess. From verifying bold claims to quietly pulling the plug on shaky pitches, due diligence is the unseen skill that protects clients before the questions start.

I’ve recently completed two CPD-accredited Microsoft courses on AI and marketing strategy. Here’s why I took them, what I learned, and how they help me better support clients in a fast-changing digital landscape.

In 1876, Alexander Graham Bell made the first successful telephone call, famously saying, “Mr. Watson, come here. I want to see you.” At...

There has been a lot of talk of Google's demise amid the rise of AI tools. Apparently, we're no longer putting a few keywords into...