Content creation
Our content creation services range from strategy and planning through to execution and analysis, but always with the principles of great story-telling at the foundation. We create content in all media formats that is geared towards your audience. Our team of skilled writers and talented designers develop high-impact materials suitable for a range of channels and uses.
Story-telling
Story-telling is an aspect of communications that many B2B companies struggle with, but at SE10 we have a proven track record of helping companies tell their stories in an effective way that engages audiences and builds following.
Content marketing strategy
In the age of information overload, a strong content marketing strategy is more important than ever for brands looking to differentiate themselves. We help companies put together programs that cover multiple formats and channels to ensure maximum impact.
Custom publications
Content generation
Find out more on our blog
How can PR be data-driven when the data isn’t perfect?
Data is playing an increasingly central role in how PR is planned, evaluated, and justified. But in industrial B2B sectors, that data is often fragmented, indirect, or delayed. Understanding how to work with those constraints is what turns data from
You can’t control what the media publishes. Here’s what you can do instead.
Once an interview is done, editorial control sits with the publication – not the brand. For communications leaders in industrial B2B sectors, that can feel uncomfortable. Understanding what you can influence, what you can’t, and where copy approval actually fits
Does LinkedIn have any value left?
LinkedIn is becoming harder to love, especially as AI-generated thought leadership floods the feed. But for B2B companies, the platform still has value — if brands use it strategically, stay human and avoid adding to the noise. Key takeaways •
The double shift: Balancing motherhood and work in industrial public relations
Across our global team, we look at how the challenges of parenting and a culture of flexibility drive professional excellence at SE10. This Mother’s Day, we’re stepping into SE10’s Engine Room to hear from three colleagues balancing a global career
When we say ‘PR’, are we talking about the same thing?
PR is one of those terms that gets used often and is assumed to be understood. But in practice, it can mean very different things to different people, impacting expectations, budgets, channels, and results. I was in a client meeting
Why your one big PR announcement didn’t make the impact you expected
Focusing on one-shot stories can be tempting for reasons of efficiency or budget, but even groundbreaking industrial news can fail to capture attention if it lands in a vacuum. We explore why you need currency with B2B editors and their
Does it matter if your PR agency team actually likes each other?
A strong PR strategy is only part of the story. We explore how the way an agency team works together can shape outcomes more than many clients might realise. Ultimately, a client’s primary concern is the results. But the consistency
The nuances of communication in North America: A guide for global industrial brands
Understanding how communication works in North America is key for industrial brands looking to succeed in this fast-paced, results-driven market. From direct messaging to data-led storytelling, adapting your approach can make the difference between being heard and being overlooked. A
Is your PR strategy talking to the market – or just the boardroom?
In the rush to show activity and satisfy internal stakeholders, it’s easy for industrial brands to get stuck on a content treadmill. But when every internal milestone is treated as an external news story, the messages that actually matter get
Storytelling in Asia: How cultural values shape industrial brand narratives
Asia’s digital rise demands a new kind of B2B communication. Learn why industrial brands must pivot from technical data to human-centric narratives, leveraging local values to build stronger and more impactful connections. In industrial sectors, including construction, logistics, energy, and manufacturing,
Slow approvals are hampering your media coverage – how to speed them up
When approval processes take weeks, a news story can quickly become history. We examine why speed matters to editors and how industrial brands can streamline governance to secure the coverage they deserve without compromising accuracy. Timeliness has always been a
The case for choosing a smaller agency
“I’m sure you’ve heard the Dunder Mifflin argument before. It’s about how a smaller company is able to compete against the titans of industry because it’s more nimble, flexible, attentive and passionate. Well, it’s true.” Some of our most meaningful
Keeping global messages consistent while adapting communication across Southeast Asia
As Southeast Asia’s markets continue to evolve at different speeds, global industrial brands are finding that a single regional message is no longer enough. Effective communication now requires a consistent global narrative combined with storytelling that reflects each market’s unique
Your first media interview: A practical look at turning nerves into confidence
You’re an expert in your field but not an experienced public speaker – and that’s okay. Here we share SE10’s approach to interview preparation, offering some practical thoughts and techniques for sharing your expertise with confidence. If you can solve
Solving the global-local communications challenge
For global industrial organisations, the challenge is not choosing between global consistency and local relevance. It is defining clearly what must stay the same and what can adapt, so communication remains coherent across markets that operate under very different realities.
Is mobile-first always the right approach for industrial B2B PR?
While mobile dominates many areas of digital communication, journalist engagement with press releases may follow a different pattern – particularly in technical, trade-focused sectors. For more than a decade, mobile-first has been treated as gospel in digital communication. We’ve been
Flexible, focused, and ready: How SE10 scales to meet client needs
When your business priorities change, you need partners who can pivot with you. At SE10, a specialist industrial PR agency with a global footprint, scalability isn’t about size – it’s about deep expertise, smart ways of working, and an agile
Purpose under pressure: Protecting meaning in an always-on world
Where every message is interpreted, shared, and compared at speed, purpose cannot be sustained by campaigns alone. Rather it requires consistent, deliberate stewardship to remain credible across markets, channels, and time. In our previous blog post about how purpose is interpreted
Purpose from the inside out: Why internal alignment can’t be assumed
When an industrial organisation’s purpose is tested every day by operational pressure and performance metrics, it must be constantly reinterpreted and reinforced to deliver positive business impact. Despite global industrial brands clearly articulating their purpose in leadership presentations, annual reports, and recruitment
Communicating purpose internationally: When good intentions meet local meaning
While purpose is a valuable strategic asset for global industrial organisations, it’s also a source of risk that needs to be managed with both discipline and local insight. In our previous blog post about why purpose matters more than ever in
Why purpose matters more than ever in 2026
Purpose is a term that has become ubiquitous in the corporate world, but in a time of intense pressure and scrutiny, what does it really mean and just why is it so important for business success? Peter Drucker, the father
Why industrial sectors need more women in leadership
On this year’s International Women’s Day, SE10 Account Director Mariana Santos reflects on the strong presence of female professionals in industrial PR — and why male-dominated industrial sectors need more women in executive roles. You don’t have to look very
Working well with others: SE10’s approach to seamless multi-agency collaboration
At SE10, we know that great outcomes stem from clear roles, mutual respect, and a shared focus on the client’s success. Here’s how we approach working alongside other agencies – and why we believe everyone stands to gain. It’s not
Why editorial judgement is so important for jobsite video shoots
Every video shoot requires careful preparation, as well as enough flexibility to account for unexpected changes. For industrial projects on live sites, things rarely unfold as planned, making the ability to adapt even more important – and the best way
Why your case study pipeline keeps stalling – and how to fix it
Most industrial marketing teams don’t lack good customer reference projects. Rather, they struggle to capture the opportunities early enough to turn them into credible proof. The issue isn’t effort. It’s alignment, timing, and ownership. Here’s how to build a customer
Authenticity isn’t about typos: what really signals human expertise in the age of AI
In a digital landscape dominated by AI-generated articles, human-written content still performs better in search results and earns greater trust. As questions surrounding authenticity intensify, industrial brands built on precision must look beyond surface-level cues. It’s been well over a
How one year at SE10 has changed our digital marketing manager Bolly
Bolly Methakittiworakun joined SE10 as a digital marketing manager at the beginning of 2025 and it feels as if twelve months have just flown by! A catch-up with Bolly revealed what she believes her highlights, achievements, and lessons have been
Beyond the buzzword: What thought leadership really means in 2026
Thought leadership is one of the most important — and yet most diluted — concepts in B2B communications. In a landscape shaped by algorithms, hot takes, and generative AI, genuine leadership now demands more than opinion alone: it requires evidence,
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
Why ‘people buy from people’ matters more than ever in the age of AI
At a time when trust in institutions is declining and AI-generated content is flooding the internet, true credibility comes from sharing the authentic experience and insight of named individuals. My first boss after university had a favourite saying: “People buy
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
AI, trust, and proactive reputation management in the industrial sector
As advertising enters AI platforms such as ChatGPT, industrial marketers face a familiar question in an unfamiliar interface: does paid visibility undermine earned authority? The short answer is no – but it does sharpen the difference between being seen and
Ads are coming to generative AI – but you still can’t buy trust
As advertising enters AI platforms such as ChatGPT, industrial marketers face a familiar question in an unfamiliar interface: does paid visibility undermine earned authority? The short answer is no – but it does sharpen the difference between being seen and
Where to start with GEO when you can’t do everything at once
The shift to an AI-driven web can feel overwhelming, a cascade of new demands on already stretched resources. But preparing for it is a logical, phased process, not an everything-at-once panic. Here’s a practical roadmap to guide your efforts. For
SEO isn’t obsolete. It’s the foundation for generative engine optimisation (GEO).
As AI changes people’s browsing behaviour, many are asking if SEO is now redundant. The answer is no. Instead, SEO has become the foundation that makes a successful GEO strategy possible. For years, Search Engine Optimisation (SEO) has been a
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.
Your website is no longer just for humans (and that’s a good thing)
The internet is undergoing its biggest architectural shift since the smartphone. AI now acts as a gatekeeper to your audiences, and for industrial businesses that can earn its trust, there are immense awareness and reputational advantages. Trust has always been
Heading to Vegas in 2026? Why your bauma strategy needs a rewrite
For European construction brands exhibiting at CONEXPO, success requires more than simply shipping the stand from Munich to Las Vegas. It demands a nuanced understanding of how to translate a global message for the unique character and priorities of the
Trust in 2026: The six communication pillars every global industrial brand must tackle
Amid economic, technological, and geopolitical disruption, stakeholder trust is the ultimate currency for global industrial brands — and increasingly difficult to secure and maintain. Generative AI, media fragmentation, and declining confidence in institutions mean trust must be actively built, evidenced,
The PR resolutions shaping SE10’s direction in 2026
What will effective industrial communication look like in 2026? The SE10 team shares the PR resolutions that will shape our approach to strategy, storytelling, and media visibility in the year ahead. A new year brings new ambitions, but in PR, ambition only
How our values of reliability and accountability make SE10 a true communications partner
Every client seeks a PR agency they can trust completely. In the last of our values mini-series, our UK Associate Director Hannah Kitchener explains how at SE10, that trust is built on two principles: the reliability that ensures seamless service
Our values in action: What ‘humanity’ means at SE10
In our industrial communications niche, the human touch isn’t just a feel-good factor, it’s a competitive edge. In the third part of our values mini-series, our UK associate director Hannah Kitchener explains how SE10 applies empathy and consistency to build
But why? The simple question that unlocks your industrial story
In the second post of our SE10 values mini-series, our UK associate director Hannah Kitchener shares her personal view on how deep-seated curiosity is the key to simplifying technical jargon, uncovering valuable stories, and ensuring your brand message cuts through
Sparking creativity and why boredom can be a superpower in B2B communication
In the first post of our mini-series on SE10 values, our UK account director Hannah Kitchener shares her personal take on how creativity doesn’t always happen under pressure, but rather when you’ve stepped away, quieted the noise, and allowed your
SE10 predicts the top B2B PR trends of 2026
B2B PR is a discipline that’s as strategic as it is creative. After a transformative 2025 that saw rapid advances in technology, creativity, and collaboration, SE10 PR is already setting its sights on what’s next. In this latest blog, our
2025’s top industrial communication challenges and what they mean for your strategy in 2026
The data from our most read blog posts of 2025 confirms the central challenges that have defined the year for industrial B2B marketing and communications leaders. It highlights a clear strategic agenda for 2026, focused on proving commercial value and
Trust, travel and tech: SE10’s highlights of 2025
As 2025 comes to a close, SE10 is proud to celebrate the achievements, creativity, and commitment of our global team, in London, Chicago, and Singapore. From delivering standout communications campaigns to reaching personal and professional milestones, our colleagues have continued
Why customer stories matter in construction PR – and how to make them work for you
When done well, customer stories offer construction brands a chance to demonstrate their value in the real world – building trust, strengthening relationships, and earning meaningful media coverage in the process. In SE10’s 23 years of experience in construction PR,
The art and science of B2B headline writing
Once, headline writing was about making a journalist smile with a clever pun. Now, it’s about making sure algorithms and AI models see the right keywords and brand names. But the truth is, the most effective headlines satisfy both audiences.
How SE10 works with clients: Flexible partnerships, clear expectations
We’re often asked at SE10: how do you work with clients? It’s a simple question – but one that speaks volumes. What people really want to understand is: how will our team fit in, and what will it be like
Beyond the specs: What construction equipment design communicates
Design has always been a key but underrated factor in how construction equipment is perceived and marketed. As the sector evolves, it will only become more important for establishing a manufacturer’s identity and telling their story. As you walk through
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
Beyond turnover: Why SE10 staff build careers, not just campaigns
From eight to 15 years and counting – meet the team members who’ve helped shape SE10 over the long haul. Their reflections offer insight into what makes people stay at a PR agency – and what sets us apart. Career
What happens when AI image generation makes your brand the default?
We asked Google Gemini to generate an image of a construction site and the unbranded excavator it featured looked very much like a Caterpillar. Is this the ultimate branding victory or a dangerous slide into genericism and risk? It was
Thinking of launching an industrial podcast? Here’s some practical advice to start.
Podcasts offer an ideal format for exploring complex topics, such as those in the industrial B2B world, but the idea of creating a show can feel intimidating. Let us take you through the process, from planning to promotion, focusing on
Translating complexity: How SE10 collaborates with industrial subject matter experts
Our curiosity-driven approach, editorial roots, and long-standing client partnerships enable us to translate technical expertise into powerful stories — without ever pretending to be the experts ourselves. What’s the biggest challenge in communicating complex industrial innovations? Often, it’s not the
Your AI-generated customer looks perfect. But have you lost your credibility?
The allure of a perfect AI-generated testimonial is understandable, but as this tactic moved from theory to reality at a recent construction tradeshow, it posed the question: is a flawless image worth potential damage to your brand’s reputation? A few
Is supplier communication the missing link in your industrial brand strategy?
For our clients at SE10, we typically focus on relations with the media, customers, employees, and dealers but a recent client milestone celebration highlighted how treating suppliers as true partners can be one of the most authentic and resilient brand
What GIS 2025 revealed about building trust in an electric and connected future
At GIS 2025, electric machines, data analytics, and AI were everywhere. For us, as a specialist industrial communications agency, the show was a timely reminder that the real purpose of innovation communication isn’t just to showcase technology, it’s to stand
Aims, games, and using our brains: How our hobbies are helping us work
At SE10, our team is made up of people who bring creativity, curiosity, and focus to their work, and those same qualities show up in what we do outside of the office. In this blog post, our SE10 colleagues take
More than a milestone: How industrial brands can make anniversaries matter
Anniversaries offer more than a reason to celebrate. For industrial brands, they’re a strategic opportunity to strengthen relationships, reinforce purpose, and create content with lasting impact. Several of our clients at SE10 are marking major milestones this year – from
Is audio enough anymore? Why your B2B podcast needs a visual strategy
New data reveals a clear evolution in the podcasting landscape. While audio remains the dominant format for deep-dive analysis, video is winning the preference of the most engaged multi-format listeners. For industrial brands, this requires a smart, hybrid strategy that
Top of the Pods! SE10’s favourite podcasts for PR and pleasure
Great ideas in communications rarely come from staring at a blank screen. They come from curiosity, drawing connections between disparate fields, and a constant appetite for new perspectives. At SE10, we love sharing the inspiration that fuels our thinking, and
How SE10 is navigating the ‘infinite workday’
Microsoft’s 2025 Work Trend Index highlights a growing issue in modern work culture: the ‘infinite workday’, where meetings, messages, and mounting expectations stretch far beyond traditional hours. Here’s how we’re prioritising deep thinking and a respect for time and how
Should PR agencies rebrand as GEO or LLM influence agencies?
Influencing an ‘AI audience’ is a critical new facet of public relations but the future of our profession will be defined not by a replacement but a strategic expansion that continues to champion the enduring value of human connection. I
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
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, pragmatic language for B2B sustainability communication in 2025
Returning to Sustainability LIVE in London, change was in the air – and the vocabulary. The era of abstract sustainability goals is over, replaced by a laser focus on tangible action, commercial value, and the specific language of decarbonisation, resilience,
From blank walls to brand pride: Turning physical space into a B2B communications asset
Inspired by a client’s use of beautiful construction project photography, we reflect on how to turn blank walls – in offices, training centres or factory corridors – into a strategic tool for building internal pride and external trust. As specialist
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
Navigating the promise and peril of AI-generated podcasts
AI can now turn a whitepaper into a podcast voiced by your CEO. But should it? We explore how B2B brands can innovate using synthetic media without losing the trust that underpins their reputation. At SE10, we had a moment
The power of perspective: How seeing the whole construction project builds better stories for each phase
Working with specialists from across the construction lifecycle, SE10 gains a privileged view of the shared and different priorities of each project phase, enabling us to understand the bigger picture and tell stories that deliver greater value for our individual
Building your industrial PR measurement dashboard: 7 key areas to track
A long list of clips in trade publications is no longer a credible measure of success. The real work lies in translating activity into a compelling narrative of value for the C-suite. We break down the seven essential data points
Small teams delivering big: Why boutique agencies are winning in B2B comms
As clients move away from large, generalist firms to smaller, specialist teams, we share how we’re delivering global impact in industrial B2B PR without a global headcount. Bigger isn’t always better. The latest Agency by Agency Growth Report for the
An American perspective on where PR and B2B industries are headed next – part two
In an era of macroeconomic uncertainty, the future of industrial B2B communication won’t be defined by digital trends alone. From the role of dealer networks to the massive infrastructure projects shaping the country, here’s a guide to the real-world trends
What a fake model in Vogue can teach a real B2B marketer
The uproar over an AI-generated model in a Guess ad is about more than beauty standards. It was a visceral reaction to perceived deception and the replacement of human creativity with synthetic imagery, eroding the trust between a brand and
How heavy equipment brands can elevate their communication at the 10ᵗʰ GIS Expo
The countdown to the 10ᵗʰ edition of GIS Expo in September offers a timely reminder to brands in the lifting and heavy transport sectors that staying visible means staying ahead of the conversation. As GIS Expo (Giornate Italiane del Sollevamento
An American perspective on where PR and B2B industries are headed next – part one
The future of public relations isn’t about forecasts — it’s about the reality of what’s happening on the ground. From how AI is changing communication to the new challenges of digital forums and social media, here’s a candid look at the
Google AI Mode is here – What industrial marketing and comms leads need to know
With the roll-out of Google’s AI Mode, the way users search for information is changing fast. For industrial B2B marketing and communications leaders, the shift towards ‘zero-click’ results demands a new approach to visibility, authority, and trust. Just over a
Reuters Digital News Report 2025: 8 strategic shifts for industrial B2B comms
The world’s media habits are shifting faster than ever. Here’s what the definitive annual report from the Reuters Institute means for your B2B communications strategy – and how to stay ahead. The 2025 Digital News Report, published by the Reuters
The responsibility and reward of remote working
Working remotely doesn’t necessarily mean working from the same seat. SE10 supports its employees regardless of which desk they choose, as long as that trust is reciprocated and clients benefit. For SE10 account manager Jack Porter, this privilege and autonomy
Barcelona Principles 4.0: Don’t just measure activities. Make the link to impact.
The global framework for communications measurement has been upgraded. For industrial comms leaders who need to prove C-suite value, here’s what the Barcelona Principles 4.0 mean and how to start implementing them with your agency partner. You’ve just delivered a
Why Google’s new love for Instagram is a game-changer for industrial B2B comms
Starting this month, a quiet but profound change is seeing Google embrace Instagram content in a new way, transforming the platform from a social channel into a strategic search engine marketing tool. For industrial leaders who thought Instagram wasn’t for
Why the King’s Award is worth entering – and how to make the most of it
Earning a King’s Award for Enterprise isn’t easy – but the rewards are real. With first-hand experience of both entering and winning, we share why it’s worth the effort, what makes a successful entry, and how to use the win
From AI agents to GEO: Reflections from the PR Moment AI Masterclass
The conversation around artificial intelligence is hard to ignore. For marketing and communications leaders in the industrial and manufacturing sectors, the key question isn’t if AI will change things, but how – and what to do about it. One of
“You guys care!”: Why genuine investment is SE10’s greatest asset
A client recently told us “You guys care!” – and it stopped us in our tracks. In a world where box-ticking can be the norm, we’ve built a culture where caring isn’t just a nicety, it’s the foundation of everything
Less paper, more purpose: Rethinking waste at industrial trade shows
Giveaways and printed brochures still dominate industrial exhibitions — but are they delivering lasting value? With a growing focus on sustainability and smarter marketing, it may be time to rethink what we hand out and how we follow up. Trade
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)
Lessons from the nuclear sector in changing public perception
At the inaugural Nuclear Power Expo in Piacenza, SE10’s team discovered a sector reshaping its narrative and winning hearts and minds. From student engagement to strategic outreach, the nuclear industry is showing how bold, purposeful communication can change perceptions –
The role of internal comms and HR in strengthening cybersecurity
As cyber threats evolve and industrial sectors become prime targets, this year’s CYBSEC-EXPO highlighted one essential truth: technology alone isn’t enough. Effective internal communication and employee training are critical in building cyber resilience – especially when human error remains the