“Person-to-person,” or P2P, is now the most effective way to reach B2C and B2B customers alike.

As a communicator, whether you work in agency land for brands, inhouse at a government department, within the armed forces, the emergency services or at an NGO, you have the strategic and technical capabilities to make a story fly in the media – whether factually accurate or not.

Whether it’s the significant layoffs at Meta underpinned by a perceived lack of leadership or the shutdown of Buzzfeed News late last week, job cuts in the name of improved organizational health are a hot topic.

President Biden’s cardinal mistake was to use the phrase “no comment” in three of his four replies, a PR 101 “no no” when ducking reporter’s questions on an issue of importance to the country.