We say that Goodwork’s purpose is to “Make the Important Interesting”. In this new AEO world where answer engines draw from credible sources, that work becomes even more essential.

While we can’t pretend that AI won’t continue to be present in the media landscape, we must remember that successful PR will always be driven by the unbeatable brains and creativity of a human.*

Looking back on the year, we’ve seen reminder after reminder that love and light will always triumph. As we wind down in the office and set our sights on Christmas, we wish you all peace this season, and encourage you to keep carrying the light into the brighter days ahead.

When the news so often brings stories of wars, of famine, and of intolerance, it is worth remembering, especially during Diwali, that there are also stories of hope, of kindness, and of people determined to make the world better. These are the lights that matter.

PR is no good for you — unless you do it.

Good PR isn’t about making noise. It’s about building presence, profile and trust — over time.

When done right, good PR isn’t just about getting noticed. It’s about staying relevant. It’s about making sure that, when a story breaks related to your cause, journalists already know who you are and why you matter.

The thing about crises is — they don’t wait for the right moment. They don’t knock politely. They just happen. In the charity world, where public trust is hard-won and easily lost, the cost of getting it wrong can be huge.

Doomscrolling, “popcorn brain,” and how to feel better
Constant bad news can leave us anxious, overwhelmed, and stuck in a cycle of doomscrolling — but it doesn’t have to be that way. One remedy we stand behind: getting involved locally.

by Sean Curtis-Ward

by Sean Curtis-Ward

by Sean Curtis-Ward

by Sean Curtis-Ward