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Explore the latest thinking from the Firefly team – from trends shaping the tech landscape to smart takes on reputation, comms strategy, and all things PR.

When AI eats itself, what’s the future of content?
21.07.2025

When AI eats itself, what’s the future of content?
Salt in the wound – When storytelling crosses a line 
21.07.2025

Salt in the wound – When storytelling crosses a line 
What we’re loving this summer for tech PRs  
21.07.2025

What we’re loving this summer for tech PRs  
What a celebrity space flight taught us about PR
13.05.2025

What a celebrity space flight taught us about PR
Generative Engine Optimisation: The PR-led discipline reshaping brand visibility
13.05.2025

Generative Engine Optimisation: The PR-led discipline reshaping brand visibility
Is the future faceless leadership?
13.05.2025

Is the future faceless leadership?
Cancelled? There’s Cover for That
12.02.2025

Cancelled? There’s Cover for That
The year of the uncomplicated
12.02.2025

The year of the uncomplicated
My first encounter with an AI hallucination
22.11.2024

My first encounter with an AI hallucination
Why AI won’t be taking over from PR
25.10.2024

Why AI won’t be taking over from PR
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