Back“Heaven must be a Kentucky kind of place.” — Daniel Boone
Greetings from Lexington, Kentucky!
I’ve spent the week at the University of Kentucky as its 2026 James C. Bowling Executive-in-Residence, and what a wonderful week it’s been! Between meeting students, exchanging ideas with faculty and enjoying some fabulous Kentucky hospitality, there’s been plenty to take in.
Being away meant missing this week’s When It Hits the Fan recording, but I thoroughly enjoyed listening to Lauren Beeching, who kindly stepped in alongside David Yelland. They covered everything from Christian Horner’s reputation rebuild to the perils of having a partner who becomes a PR liability, and the Vatican’s wonderfully simple approach to communicating the Pope’s morning routine. Well worth a listen!
As for me, it’s been a week of fascinating conversations, new perspectives and a little exploring along the way.
So, something of a Kentucky postcard from me this week. Here’s what I’ve been up to!
A Kentucky Welcome
My time as the University of Kentucky‘s 2026 James C. Bowling Executive-in-Residence has been a wonderful opportunity to exchange ideas with the next generation of communications professionals.
The week began with a lovely dinner at The Kentucky Castle with Jennifer Greer, Dean of the University of Kentucky College of Communication and Information; Leigh Moscowitz the ISC chair; and ISC faculty members Erin B. Hester, PhD and Doug Powell, setting the tone for the warm hospitality I’ve experienced throughout my visit.
My main lecture took the form of a fireside conversation, but I’ve also enjoyed spending time in classrooms, discussing careers in PR, international communications and the realities of agency life. I’ve been particularly impressed by the university’s practical approach to teaching and the curiosity and enthusiasm of its students.
I also had the pleasure of speaking with Clayton Syfert from The Kentucky Kernel, the university’s student newspaper, about my lecture and the evolving communications landscape. It was lovely to see students putting their journalism skills into practice.
➡️ Watch The Kentucky Kernel’s coverage of my lecture
Everything really does seem bigger in America! The campus is enormous, and the university library feels more like a museum. It’s been a packed week, from joining Marc Whitt‘s event-planning class to experiencing race day at Keeneland, one of Kentucky’s most celebrated thoroughbred racing venues.
A huge thank you to Leigh Moscowitz for putting together such a thoughtful programme, and to everyone at the university who has made me feel so welcome.
One conversation in particular, with Doug Powell, left me thinking about what people really want from brands today. More on that next.
The Oxytocin Economy
I had a fascinating conversation with Doug Powell during my time in Kentucky about something he called the oxytocin economy.
We’re all familiar with the dopamine economy, where brands compete for our attention through novelty, excitement and the promise of the next big thing. Doug’s argument was that there’s another side to what people want, particularly at a time when we’re constantly being bombarded with information.
He talked about oxytocin, often associated with feelings of connection and reassurance, as a way of thinking about why we gravitate towards things that feel familiar and dependable.
It got me thinking about the role of communications in all this. We’re often under pressure to come up with something new, something that will cut through or get people talking. Yet much of what makes a brand valuable is built through the experiences people have with it over time.
I subsequently came across an interesting article by Prakruthi Natarajan exploring the same idea, which is well worth reading.
➡️ Read Prakruthi Natarajan on the Oxytocin Economy
Leadership Is About Serving Others
I recently had a lovely conversation with The Mace about my career, the lessons I’ve learnt along the way and what leadership means to me.
Looking back, it’s remarkable how much has happened since I started my first business at the age of 20. My journey has taken me through entrepreneurship, politics and public relations, and certainly hasn’t followed a conventional path.
We also talked about imposter syndrome, something that can affect even the most experienced professionals. I’ve come to appreciate that confidence isn’t necessarily about having all the answers. Sometimes it’s about being willing to take on a challenge, learn as you go and make room for others to grow.
One of the themes I returned to was the idea that leadership is ultimately about service. Whether I’m working with clients, leading the team at Curzon PR or serving as CIPR President, I see leadership as a responsibility to support others and help create opportunities for them.
It was a pleasure to reflect on some of these experiences and the people who have shaped my journey.
➡️ Read my interview with Mace Magazine
AI for Comms & PR
I’m looking forward to joining Women in Journalism on 5 November to open their new six-part course on AI for communications professionals.
My session, Understanding AI: What Every Communications Professional Needs to Know, will look at how AI is changing our work, the opportunities it presents and some of the questions we ought to be asking as we adopt it.
There’s understandably a great deal of excitement about what these tools can do. But I’m particularly interested in the human judgement that sits behind their use. Knowing when to embrace AI, when to question its output and when not to use it at all is becoming an important part of being a good communications professional.
It’s a pleasure to be part of a programme alongside Yasmine Triana, Effie Kanyua, Paul Stollery (he/him), Kerry Knight Chart.PR and Catherine Arrow, who will bring their own perspectives and expertise to the series.
➡️ Find out more about Women in Journalism’s AI for Comms & PR course
How to Hold a Room
What makes someone truly compelling to listen to? Is it the words they choose, the stories they tell or simply the way they make us feel?
That’s the question we’ll be exploring at our next edition of The Baduel Brief on Monday 9 November, at Pepperbird, Pillar Hall.
I’m delighted to be welcoming Alessandro Babalola, the actor, writer and director known for his work in Top Boy, who will deliver our keynote. We’ll also hear from Jenniah Brown, a poet, rapper and founder of Connecting Dots, whose work brings together creativity, community engagement and public policy. His work was recently featured by BBC News.
Jenniah will share some of his poetry before joining me in conversation about how culture and storytelling can reach people in ways that conventional communication sometimes cannot.
I’m particularly looking forward to bringing these two perspectives together. The evening is being sponsored by D3 Collective with the generous support of Château D’Esclans / Whispering Angel, part of the LVMH portfolio.
The PR Has Talent Line-Up Is Here
We’ve got our 16 acts confirmed for PR Has Talent, and next Monday we’ll finally be revealing the full line-up! Expect an entertaining mix of comedy, music, poetry and a few surprises from some familiar faces in the PR and communications industry.
The show takes place on Tuesday 17 November at Soho Theatre, with the brilliant Dom McGovern as our MC for the evening. Graham Goodkind and I are looking forward to bringing our industry together for a night of laughter, unexpected talent and a wonderful cause.
All proceeds will support Soho Theatre’s New Writing Programme, helping develop and champion the next generation of writers and creative voices.
And what better excuse for an industry night out? Gather your colleagues, organise an agency team evening or bring a group of friends. Tickets are just £30, and we’d love to fill the theatre with people cheering on our brave performers.
➡️ Book your tickets for PR Has Talent for just £30
Until next week,
Farzana
Originally featured in Substack
