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The Engine Room

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The Future of Industrial Communications

Perspectives on the trends and shifts redefining global industrial marketing and communications.

One year into GEO: The biggest surprise is what hasn’t changed

Around a year ago, generative engine optimisation (GEO) emerged as a new digital marketing discipline surrounded by excitement, uncertainty, and no shortage of bold predictions. Some declared SEO obsolete. Others promised a new generation of optimisation tactics that would unlock AI visibility overnight. Twelve months on, the reality...
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Should you create content specifically for AI search?

We recently came across a communications agency website that included an about page written explicitly for AI systems. It raised an interesting question: as search evolves and more information is discovered through ChatGPT or Google AI Overviews, should organisations start creating content specifically for machines? The more we...
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How one industrial brand protected commercial trust during a CEO transition

Leadership transitions can create uncertainty for employees, customers, suppliers, and other partners long before any operational change actually takes place. One of our clients recently demonstrated how the sequencing and format of communication can significantly influence stakeholder confidence during a CEO succession....
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Practical Guidance

Actionable advice to help you plan, execute, and measure communications with clarity and impact.

What should industrial brands actually measure when it comes to GEO?

As generative engine optimisation (GEO) gains momentum, a growing number of tools promise to measure brand visibility across ChatGPT, Gemini, AI Overviews, and other AI-powered search experiences. But visibility alone does not tell the full story. For industrial brands, the bigger challenge is understanding whether AI platforms are describing the...
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When editors say your press release is ‘too promotional’, this is what they actually mean

Few pieces of editor feedback frustrate marketing teams more than hearing a press release described as ‘too promotional’. After all, most press releases are designed to generate positive awareness and support commercial goals. So what are editors actually objecting to? In our experience, the answer is rarely promotion itself; rather...
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How We Work

A closer look at how we partner with clients - from strategic thinking to day-to-day delivery.

Why good industrial marketing teams still struggle to create joined-up campaigns

Most fragmented communications aren’t caused by poor collaboration. They happen because teams are asked to deliver individual assets before anyone has aligned around the story those assets are supposed to support. The result is duplicated effort, missed opportunities, and campaigns that never reach their full value....
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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....
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Translating complexity: How SE10 collaborates with industrial subject matter experts

Hannah interviewing Luigi Crema, vice-president of H2IT (the Italian Hydrogen Association) and director of the Bruno Kessler Foundation’s Research Centre for Sustainable Energy....
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Our People & Culture

The people, values, and experiences that shape how we think, collaborate, and deliver for our clients.

The value of a lift: What in-person industrial PR has taught me about people

Account manager Jack Porter has worked at SE10 since 2022. In this blog, he shares his lessons and learnings from supporting PR events across Europe and explains why authentic communications come from understanding the people behind the ideas and solutions....
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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....
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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 you through what keeps them active away from the inbox,...
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