-
Your SEO Budget Got a Promotion. It’s Now Called “PR.”
There’s a particular headline that’s making PR people sit up a little straighter in their chairs: Gartner Says PR Budgets Will Double by 2027. So pop the champagne! Share the LinkedIn posts. Let’s add a fresh slide titled “The Vindication Slide” in new-business decks! The reason? According to the Gartner-backed prediction covered by Inc., earned media budgets are set to double by 2027, on the theory that AI is replacing traditional search as the primary way people discover brands and that AI leans heavily on earned media rather than paid media. The logic, on paper, is elegant: Google traffic is declining while ChatGPT traffic more than doubled year-over-year in 2024, with weekly active…
-
PR Budgets Are Rising. The Question Is: So What?
Here’s a question I’ve asked myself for three decades. If you have a throbbing frontal headache, do you reach for antibiotics? No, you reach for a Saridon. No dose of even the most powerful antibiotic will fix that headache, because you’re treating the wrong problem. Yet in corporate communications, we keep having the wrong conversation. We talk about budgets rising and budgets being cut as if a bigger number is always the answer. It’s not. A company facing a governance crisis needs a different intervention than one launching a new product. A brand struggling with consumer trust needs something entirely different from one battling regulatory scrutiny. The treatment must match…
-
We’ve Been in the Communications Business for Decades. So Why Are We Still Getting the Basics Wrong?
Let me say something that nobody in a client meeting will say out loud. The agency model — across PR, content, creator partnerships, digital, is broken. Not cracked. Not going through a transition. Broken. And the frustrating part? Everyone can see it. Agency heads see it. Brand teams see it. The talent certainly sees it. But we keep showing up to the same meetings, presenting the same decks, renewing the same retainers, and pretending the foundation isn’t shifting under our feet. I’ve been in this business for sixteen-plus years. I run a boutique firm. I pitch, I deliver, I lose sleep over client mandates the way only founders do. So…
-
June & Jeopardy: The Peculiar Madness of Corp Comm at the Half-Year Mark
Every December, PR teams across the country sit down for the same ritual – the Annual Plan. The vision is always beautiful – neat content calendars, proactive media pitches, a CEO who reads his briefing notes, campaigns that sail through Legal in the first round. And then June happens. So let’s talk about the half-year reckoning nobody talks about. Ask any corp comm professional what mid-year feels like and you’ll get one of two responses: a shrieky laugh, or a very detailed account of the crisis that landed right in the middle of earnings call prep. The half-year mark isn’t a milestone. It’s a mirror held up to that beautiful,…
-
Welcome to the industry. Now the real work begins.
Placements are the gateway, not the destination. The next twenty-four months will decide whether this becomes a career or just a job you held for a while. What follows is not theoretical. It is what twenty years across agency and in-house work has taught me – and what I tell every young member who joins my team. 1. Begin your career in an agency. An agency will teach you what no classroom and no corporate induction ever will. You will handle five sectors in three years. You will pitch, write, present, recover from a missed deadline, and do it all again before the week ends. You will learn how to…
-
The Agency Doesn’t Need Another Rockstar. It Needs Someone Reliable.
Class of 2026: Congratulations. Placements Are Over. The Actual Job Begins Now. To the fresh graduates entering the workforce this month, armed with degrees, internship certificates, LinkedIn announcements saying “Excited to begin my professional journey…”, and enough optimism to survive agency life — welcome. You’ve made it through assignments, attendance shortages, group projects where one person worked and four got equal marks, presentations made overnight, and internships where your biggest takeaway was “Please coordinate.” Now comes the real world. And if your first stop is an agency across PR, advertising, digital, branding, communications or marketing, here’s a perspective from someone who has spent years watching fresher’s walk in enthusiastic, overwhelmed,…
-
AI in PR. Or Just PR Being PR? You Tell Me.
Remember Salman Khan’s “Being Human”?I understand its importance more now. AI could have never helped me with this hook, right? :’) No matter how much AI we use, we humans will still connect to human tone more. We will relate to human essence more. Not against AI, but so many of us are not realising we are way smarter than this tool. AI is becoming the benchmark, it has quietly entered everything we do. Drafting pitches. Writing thought leadership. Summarising briefs. Rewriting subject lines for the tenth time. Even writing simple texts! PR is so, so simple. Yet so complicated and difficult. Not because the work itself is tough, but…
-
What It Means to Be a Woman in Corp Comm & PR in 2026?
A Year of Reckoning — or Just Toeing the Line? After (and while) spending a whole afternoon designing “creative” pieces to impress my tribe on Women’s Day, the mind just kept circling back to one thought. And that was – year after year we celebrate this one day so special for women by announcing special & limited offers. But do we really need this? Can we as women leaders step back and break the pattern, maybe design something interesting for another day? Or even create something unique that will spotlight impact! Yeah! Goal for another 365 rotations of the planet, probably. Long ago, I used to think getting a seat…
-
Beyond just Buzzwords: Real challenges awaiting corporate communications
Corporate communication is like the glue that holds organizations together. Welcome to 2025, where the landscape for corporate communications promises to be as exciting as it is challenging. As we enter the year, an array of challenges await that will redefine how organizations engage with their stakeholders. It’s time to buckle up, as this will require strategic foresight and adaptability to maintain effective communication. The AI Tango First up With AI becoming increasingly prevalent, corporate communicators will need to navigate the benefits and risks of AI-generated content, ensuring transparency and authenticity in their messaging. While AI tools are becoming incredibly sophisticated at drafting press releases and social media posts, they’re…
-
Red & Green flags when running a Communications Consultancy: Lessons from the Agency Trenches
We are moving at as I call it – at ‘atomic speed’! In this crazy barrage of messages from all over, clarity is the currency that separates noise from value. At Tute Consult, after fifteen years in the crossfire of this business, we’ve learned that understanding who you work with, and who works with you, is everything. Not every client or colleague is built for collaboration, and recognizing the signs early can mean the difference between friction that fuels creativity and friction that drains it. At Tute, trading short-term business for long-term impact isn’t just a philosophy; it’s how we build enduring relationships, craft memorable campaigns, and deliver results that…
