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Lynsey and I were at the RSAC Conference in San Francisco last week. It really was an event like no other. Driven by the need for brands to stand out, not just be present.

It’s a question that, as PR professionals, we have to constantly address. Because, yes, you can have the usual tactical elements like a press release or a comment, all with the right messaging, but if journalists aren’t interested or it’s not positioned in the right way, it doesn’t land. So, what does the media really want?

This will be the first time Lynsey and I have attended RSAC, the cybersecurity conference in San Francisco. Despite working with businesses in the sector for years, we’ve never made the trip before.

creativity isn’t mystical. It’s procedural. Giving yourself time and space being one of those procedures.   So, if you’re wondering how to get the ideas flowing without a brainstorm, just believe in yourself and then try some of the following techniques. They are actually quite simple.

Creative campaigns need more than wow factor. Learn five ways to make sure creativity earns its place and delivers real business value.

The chances are you know what GEO is by now. But for anyone who doesn’t, it stands for Generative Engine Optimisation.

Meet our AI briefing bot: a simple way to turn complex business objectives into a clear, agency-ready PR brief.

What the “67” meme teaches us about B2B tech jargon - and why simplicity, not in-language, is the real key to effective communication.

Discover why Armis’ VP of Global Communications, Rebecca Cradick, recommends the integrated UK–US PR partnership between W2 Communications and Five not 10, and how it delivers seamless results across the Atlantic.

W2 Communications and Five not 10 unite to deliver seamless UK–US cybersecurity PR, offering global reach with deep sector expertise and proven results.

Meet our new PR Executive Intern at Five not 10 - discover her passions, quirks and what drew her to the world of creative storytelling.

Want journalists to open your pitch? Learn the five things they really want from PR - and how to deliver stories that make headlines.