The last time I was in Brighton was a couple of years ago, my bride-to-be sash adorning me as I made the familiar walk to the seafront to celebrate my upcoming nuptials. Although yesterday’s visit also involved the early commuter train, this time – thankfully – it was for a different reason: PRWeek’s flagship PR360 event.

What’s Disrupting PR Today

Danny Rogers, Editor-in-Chief at PRWeek, opened the event by highlighting three key forces shaping the role of PR in businesses today:

– Economic pressures and the squeezed consumer -Times are tough.
– Geopolitics, culture, and the rise of the far right across Europe – A shifting landscape.
– Technology’s unstoppable momentum – AI continues to expand, while data security and cyberattacks dominate headlines.

Creativity in Action

A recurring theme throughout the day was how PR professionals can identify opportunities within businesses before anyone else, then use creativity to address those challenges head-on. Luke Stallard, Head of Corporate Communications at Virgin Media O2, exemplified this with his brilliant showcase of AI Granny Daisy, designed to waste scammers’ time and keep them away from real people. His advice? Dust off the “too difficult” box and see how AI can help tackle longstanding issues. Rather than waiting for the business to set the agenda, the team took the initiative, delivering one of their most impactful campaigns.

Lessons in B2B Storytelling

This approach of addressing business challenges with PR solutions was also present in the What Does Creativity Look Like in B2B Comms? panel. Melanie Diamond, PR and Campaigns Director at Sodexo, walked us through their impressive Starting Fresh initiative, a scheme designed to help former inmates reintegrate into the workforce post-release. She also made an excellent point about video content – when trying to attract viewers, brands aren’t just competing with direct competitors but also with major players like Burger King, who produce compelling visual content.

There were familiar faces in attendance, including Jane Hamilton, Grayling Media’s board member and Editor at News UK. She raised some interesting points about AI as a search tool and how its effectiveness depends on high-quality media sources.

Rethinking the Pitch Process

Finally, discussions around pitches, chemistry, and measurement grabbed my attention. The idea of limiting pitch decks to five slides – or even three – was intriguing. As someone with dyslexia, where processing information is a key factor, I wondered if I’d be able to keep up with that. It reinforced the importance of understanding clients during the pitch process – if the brief doesn’t specify preferences, it’s crucial to discuss what format works best for them. Claire Blackshaw, Head of Global PR and Communication at Corinthia Hotels, noted that the effort she puts into the process directly correlates with the value she and the business gain from it.

Gut vs. Goals: Measuring PR in 2025

Lastly, measurement. It’s becoming a greater priority in PR briefs, but opinions in the room were divided. Some argued that they instinctively know if their agency is delivering results without relying on KPIs, while others insisted that clear KPIs are essential for maintaining internal buy-in for PR and communications.

Overall, it was a fantastic day, packed with insights and plenty to reflect on. Huge thanks to the PRWeek team for organising such a valuable event. Now, the real question is: would a bride-to-be sash have been acceptable within the smart-casual dress code? Guess I’ll find out next year…

Sasha Colvile is a Senior Business Development Manager at Grayling UK.