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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.

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 a reporting exercise into a decision-making tool....
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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....
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AI, trust, and proactive reputation management in the industrial sector

As reputation is increasingly formed within data systems and AI-driven information environments, companies must shift from reactive communications to proactive, intelligence-led reputation management....
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How We Work

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

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....
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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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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 in industrial PR with the double shift of motherhood. Mariana...
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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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