Back“Influence is not a popularity contest. It’s about showing up, adding value and earning trust.” — Adam Grant
Influence is a word we use a lot in communications, but I wonder how often we stop to ask where it actually comes from.
Sometimes it comes from institutions that have spent centuries building trust. Sometimes it comes from individuals who have earned credibility through expertise. Increasingly, though, it seems to come from communities built around shared interests, ideas and relationships.
That feels especially true this week.
But first, onto this week’s fan-hitters.
BBC Radio 4 | 3 Fan-Hitters We Covered This Week
Is This Big Tech’s Tobacco Moment?
The public is against you, politicians are against you and the emotional argument has been well and truly lost.
Which is exactly where the likes of TikTok, Instagram and X find themselves following the Prime Minister’s announcement that social media will be banned for under-16s.
It’s being described by some as big tech’s “tobacco moment“.
This week, we assess what these companies might do next. How can opinions be shifted? Who can be used to make their case? And if stopping the ban outright is not the goal, what would success look like?
Bricks And Mortar PR
Just why are the rich and powerful so obsessed with slapping their names on buildings?
As we explain, it’s a bit like the elite class sending bat signals to one another: “Look how well I’m doing.”
David Hockney’s Final Gift To Bridlington
Westminster Abbey’s loss is very much Bridlington’s gain.
David Hockney turned down the offer of being buried alongside kings and queens. Instead, the artist opted for his final resting place to be the East Yorkshire seaside town, alongside his mother and sister.
We celebrate the wonderful reputational legacy he has left to Bridlington.
Please do have a listen on BBC Radio 4 every Wednesday at 4pm and Thursday at 8pm.
👉 Catch the extended version on BBC Sounds, Spotify and Apple Podcasts.
700 Years of Influence
Whilst in Oxford, I had the opportunity to spend time with my friend Lord Neil Mendoza, Provost of Oriel College, Oxford, which was founded in 1326 and is celebrating its 700th anniversary this year.
Our conversation turned to soft power, influence and the role institutions play in shaping how Britain is understood around the world.
In communications, we often focus on the next campaign, or the next headline. Oxford offers a different perspective. For almost seven centuries, people have travelled here from every corner of the world to exchange ideas, build relationships and challenge assumptions.
It was a useful reminder that influence is often built slowly, over generations rather than news cycles.
AI Needs Communicators too
This week I had the privilege of joining Professor Anne Gregory, Swati Virmani and fellow communications professionals at the AI for PR Conference to discuss what many consider the defining challenge of our profession.
I have to admit I am something of an Anne Gregory fan girl. If PR had a patron saint, it might well be Anne.
As always, she brought a thoughtful and balanced perspective, looking beyond the technology itself to the wider questions of governance, leadership, ethics, talent and organisational culture.
One of the points I raised was the confidence gap many communications professionals still feel when it comes to AI. Yet I believe this moment presents a significant opportunity for our profession. Communicators understand audiences, trust, reputation and organisational change. As AI becomes embedded across organisations, those skills become even more valuable.
The conference coincided with the launch of Stephen Waddington and Ben Verinder ’s book, AI for Public Relations: A How-To Guide for Implementation and Management, with all royalties supporting Socially Mobile and its work to help up-skill practitioners from underserved communities.
The conference brought together an impressive mix of practitioners, academics and industry leaders. It was particularly valuable to hear perspectives from colleagues including James Crawford FPRCA, Allison Spray, Tom Kirkup, Serena Mitchell, Amy Mollett, Antony Mayfield, Chris Stokel-Walker, Gay Flashman, Martin MacConnol, David Sheldrick, Jonny Bentwood, Andrew Bruce Smith, William Julian-Vicary, Paul Hender, Sam Knowles, Pete Markey, Richard Bagnall, Hon FCIPR, FPRCA, FAMEC, Carolyn Esser, Darryl Sparey (Chart.PR, FPRCA, FCIPR) and Sarah Waddington CBE CDir ChartPR.
When Communities Become Media
One of the most interesting things I noticed at the AI for PR Conference had nothing to do with AI.
Among the conference’s media partners was The Advisory Club, David Gallagher‘s WhatsApp community for communications professionals. The group brings together more than 1,600 practitioners from around the world, creating a space where ideas, advice and industry intelligence are exchanged every day.
Not so long ago, industry conversations were largely shaped by trade media. Then came blogs, social platforms and podcasts. Now we’re seeing communities emerge as influential channels in their own right.
The Advisory Club isn’t replacing traditional media, nor should it. But it is a reminder that influence increasingly lives wherever engaged people gather and build trust with one another.
I suspect we’re only seeing the beginning of that shift.
Coming Soon To Soho Theatre
“Every child is an artist. The problem is how to remain an artist once we grow up.” — Pablo Picasso
Next week, Graham Goodkind and I will be spending time at Soho Theatre working on something creative for the PR industry.
One of the things I love about our profession is that people rarely fit neatly into their job titles. Behind the consultants, journalists and communicators are performers, musicians, comedians, writers and storytellers.
We’re putting together an evening that celebrates some of those hidden talents.
More soon.
Originally featured in Substack
