How much editing of PR images is acceptable?
Images and video have long been important assets for representing your brand authentically. As graphics software and generative AI tools become increasingly powerful and accessible, it is vital that authenticity is preserved by not crossing the line from editing to misrepresentation. For industrial brands, where accuracy, trust, and safety matter deeply, knowing where to draw […]
How AI is actually changing media relations (and how it isn’t)
Since ChatGPT launched, the conversation around AI has been dominated by in-house efficiency gains but in 2026, we are now seeing a tangible impact on industrial media relations. We share our real-world observations on what has changed, what has stayed the same, and what it means for your industrial brand. When ChatGPT launched in late […]
AI can write your press release in under five seconds. Here’s why you shouldn’t ask it to.
AI tools that can write and optimise press releases instantly are a tempting proposition, but when a team at the heart of the AI revolution, such as Google DeepMind, is choosing not to use them, we need to ask why. I’ve noticed a significant increase recently in the number of tools being marketed to me […]
To translate or not to translate: are local language press releases still necessary?
Over the past 23 years, SE10 has advised B2B industrial clients on how best to manage translations – particularly for international brands with global market presence. The approach has always been nuanced and we’ve recommended what’s best based on individual companies and goals. But with the rapid acceleration of generative AI, we are noticing some […]
Influencing the knowledge base: Why your next media pitch might be to train AI
Your media pitch has a new audience: artificial intelligence. As AI chatbots use publications’ archives as training data, the goal of media relations is evolving. It’s no longer just about achieving coverage but also embedding your expertise into the very knowledge base that will answer your customers’ future questions. We’ve all heard by now how […]
The new handshake: Why media relations in 2025 needs a partnership approach
The way we build relationships with trade media is evolving. The traditional separation of earned and paid media is giving way to a more integrated, partnership-first model in response to commercial realities and the rise of AI search. This is the new approach for securing the regular, authoritative coverage needed to build long-term influence. One […]
Quality over quantity: Why ‘less is more’ is key to B2B media relations in 2025
Today’s fragmented, AI-driven media landscape is making it harder than ever to make your voice heard. The real path to influence is no longer about being everywhere, it’s about precision. That means identifying the small handful of channels and voices your human and AI audiences truly trust and focusing your efforts there. Does your media […]
The value of human-powered PR in the AI age
As AI increasingly shapes the communications landscape, we believe that human insight, strategic thinking, and journalistic integrity remain absolutely essential in industrial B2B PR. Two and a half years since ChatGPT burst onto the scene, many other artificial intelligence (AI) tools have now become commonplace in both business and society. At SE10, we’re embracing AI […]
How media coverage reports fuel data-driven PR strategies
Coverage reports are part and parcel of an agency/client relationship but are so much more than a metric to show press engagement (and agency!) success. If written well, they can be a treasure trove of insights used to inform media strategy moving forward and help clients take a more data-led PR approach. The question is […]
How to create an impactful bauma Media Dialog press kit
The bauma Media Dialog, held a few weeks before the world’s largest construction exhibition, is a golden opportunity for companies to connect with top industry journalists from around the globe. As an exhibitor, this event is your chance to make an impression, communicate your key messages, and build excitement around your bauma 2025 participation. One […]