Recen Outla

PR & Communications

Insights

Analysis and opinion from our communications team.

Thought Leadership

Perspectives on reputation, media, and organisational narrative

Our consultants publish regularly on the communications challenges facing boards, CMOs, and public affairs teams. Articles reflect live client work, anonymised case experience, and monitoring of the UK media environment.

Jun 2026

Navigating AI-generated misinformation in corporate communications

Deepfakes and synthetic media pose emerging threats to executive reputation and brand trust. Communications teams must establish verification protocols, media response playbooks, and employee awareness programmes before incidents occur. We outline a five-step readiness framework based on recent client simulations.

Key actions include appointing a cross-functional verification cell, pre-agreeing escalation thresholds with legal counsel, and rehearsing executive responses under time pressure. Organisations that prepare now avoid the reputational cost of appearing uncertain when synthetic content spreads.

May 2026

The post-election media environment for regulated industries

Political transitions reshape the news agenda. Financial services, energy, and healthcare organisations should anticipate renewed scrutiny on executive compensation, environmental commitments, and NHS partnerships. Proactive positioning now prevents reactive scrambling later.

We recommend mapping stakeholder expectations across Westminster, devolved administrations, and sector trade press. Messaging that acknowledges policy uncertainty — while reaffirming long-term commitments — tends to perform better than silence or over-confident predictions.

Apr 2026

CEO visibility in an era of executive accountability

Boards increasingly expect CEOs to be public-facing brand ambassadors. But visibility carries risk. We examine when leaders should lead from the front, when delegation to specialists is wiser, and how media training prepares executives for adversarial interviews.

Effective CEO communications programmes balance planned visibility (thought leadership, sector commentary) with disciplined restraint during sensitive periods. Training should cover broadcast technique, social tone, and the legal boundaries of forward-looking statements.

Mar 2026

Measuring PR impact beyond AVE

Advertising Value Equivalent is discredited. Modern communications measurement combines media sentiment analysis, share of voice, message pull-through, and correlation with business KPIs. A practical guide for CMOs and communications directors.

Start with outcomes your board already cares about — pipeline influence, talent attraction, regulatory sentiment — then work backwards to metrics that credibly connect communications activity to those outcomes. Quarterly dashboards beat annual vanity reports.

Feb 2026

Employee activism and the internal communications response

When staff speak publicly about organisational decisions, internal and external communications collide. How leadership should respond without escalating conflict or appearing dismissive of legitimate concerns.

Transparent internal briefings before external announcements, clear channels for employee questions, and alignment between HR and corporate communications reduce the likelihood of unplanned leaks. Speed matters — but so does tone.

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