Maker-of-cars Henry Ford is credited with saying:

If I had asked people what they wanted, they would have said a faster horse

In that simple statement lies the essence of innovation. This blog intends to address and discuss what organisations want (or rather, need) from their PR/PA functions, now and in the future. The world of established media is reportedly in a state of flux, a global recession has diminished companies’ propensity to spend on marketing activity, while search and self-publishing have brought about their own opportunities and challenges for the people/teams tasked with promoting or protecting brands. What are the innovative marketing communications tools and techniques we should be using to tell the stories behind those brands in order to truly effect change (in perception, reputation, sales etc)?

Inevitably we’ll end up talking a lot about donkeys, bicycles and spaceships. Cool.