What are the most important things to consider when choosing an influencer? It's not an exact science. And a lot of it comes down to your budget. While luck plays a part, e.g. availability, virality etc. But for me, I always go back to this framework: Audience Match – Their followers should be your ideal customers. Engagement Quality – Are real people engaging, or just bots? Trust & Credibility – Do followers actually buy what they promote if conversions are a KPI? Past Collabs – Have their previous brand deals performed well? Content Fit – Does their style match your brand? If an influencer meets these criteria, I feel more confident. If not, they might not be the best fit. How are you working with influencers?

Sharing some info on media pitching via email - what's your tech stack? Stack I use: - Coldsire (inboxes) - Apollo (leads) - ZeroBounce (validation) - Instantly (deliverability) Spend most of my time on copy. I also advise spending most of your time on the email subject line and body copy. Guarantee you will get results.

This week, the 'Observer' magazine published a list called 'The Best PR Agencies in 2025'. Whilst they are undoubtedly successful, I'd be more interested in following what the kids are doing with AI on X, TikTok etc. 'Skate to where the puck is going' as the saying goes. List is here: https://observer.com/list/observer-pr-power-list-the-top-pr-firms-2025/

I'm sure you guys know Chinese startup DeepSeek's AI assistant on Monday overtook rival ChatGPT to become the top-rated free application available on Apple's App Store in the United States. Looks like the AI chat/assistant space is heating up. Has anyone used it?

Writers are going to have to behave more like editors in very short order. Last week Goldman Sachs CEO David Solomon said their core IPO documents are being created with AI to the tune of 95%. This is just the tip of the iceberg. In very short order, all writing will be done via AI. So what is our role as writers? We have to become editors. Our job will be to take AI writing and make it better with our intuition.