By Anita Murray, CEO, William Murray

In a high-pressure environment – with shrinking newsrooms and rising client demands – shortcuts can be tempting. AI-generated content (or perhaps even AI-generated sources), viral-ready stories, and clickbait may deliver quick wins, but they come at a cost to credibility and trust. 

The recent Press Gazette revelations about potentially fake sources in seemingly AI-generated stories are a cautionary tale not just for newsrooms, but for every agency leader. Unfortunately, several outlets published the stories, and according to Press Gazette, content from these PR agencies is now being blocked, leading some newsrooms to create a list of approved contacts and experts.  

Now more than ever, PR companies need to lead with authenticity, ethics, and accountability. Here are four principles I believe will guide us into the future: 

1. Reputation is a long game – don’t trade it for a short-term win

Yes, clients want fast results. But in sectors like food and drink, where provenance, transparency, and trust are non-negotiable, credibility is your most precious asset. Lose it, and you’ve lost everything. 

2. Be prepared to vet your sources and systems

Agencies should always be prepared to audit their internal processes. Who approved the source? Is the data verifiable? What questions haven’t we answered? Newsrooms are now building ‘approved lists’ – and we want to be on them. 

3. Use AI, but don’t abdicate responsibility to it

AI can accelerate content creation, editing and ideation. But it can also fabricate with frightening confidence. We need human editorial oversight, always. 

4. Use your experts – and your expertise

Journalists will become increasingly wary of agencies that can’t make introductions to experts or provide additional information. It’s time to use your expertise and your contacts to make timely and trustworthy introductions. 

We’re entering a new chapter in PR – one where trust is the differentiator. Almost anyone (or any AI) can write an irresistible headline. But not everyone can build a brand that people believe in. It’s time to be loud not just about our creativity, but about our integrity. 

 

By Rachel Taylor, managing director 

Did you know that in a single week, high quality CEO thought leadership can drive an average of $367 million in shareholder value? 

Me neither. But according to this article by Axois, the American news website and media company, real money and real momentum is there for the taking – if you do it well. 

Why this stat matters to me as a comms specialist (and why it should matter to you, too) 

Thought leadership is more than just op-eds and LinkedIn posts. It’s a strategic lever to fuel business growth.  

When a leader says something clear, useful and human, it changes how customers, investors, partners and employees behave. That ripple turns into meetings, sales, deals, hires, and yes, market value. 

What good thought leadership actually looks like: 

• A sharp point of view. Not safe. Not vague. Something people can repeat. 

• Plain language. No jargon. Real sentences that sound like a human. 

• A useful takeaway. People should leave knowing what to do next. 

• Perfect timing. The same idea can flop or fly depending on when and where it lands. 

How we help leaders turn thoughts and ideas into business impact 

We treat thought leadership as a strategic engine that delivers real commercial results. We advise and guide, prototype, test and measure.  

Here’s the short version of how we do it: 

• Find the signal. We dig until we find the gold – that one idea that only you, or your CEO, can own. 

• Make it sing. We shape that idea into a crisp, repeatable message that energises and inspires your stakeholders.  

• Launch it smart. We create targeted amplification strategies that demand attention and reach all the right audience groups with laser-like precision. 

• Measure the right things. We’re not about vanity metrics here at William Murray.  Quality, sentiment, inbound conversations, sales leads and business signals matter to us. 

Let’s make your voice heard

If you want your ideas – or your leader’s ideas – to open doors, change minds, influence customers and drive business growth, we can help you find the signal and make the market listen.  

No fluff.  

Just ideas that move people – and numbers. 

 

We know first-hand that careers in foodservice and hospitality are built on relationships. That’s why we’re proud to be returning for a second year as partners of the Arena Networking Navigator Programme 2026, alongside Arena and Performance Works International. 

Following a successful inaugural year, the programme is back with renewed momentum and a clear purpose: to continue addressing a recognised skills gap among early-career professionals who have not always had access to the in-person networking experiences that are so vital to long-term success in our industry. As the way we work evolves, the ability to form meaningful, career-defining connections remains a critical skill – and one that doesn’t always come naturally. 

Launching in February 2026, the six-session hybrid programme once again blends expert-led online learning with high-impact, face-to-face experiences at two flagship Arena events. The structure is designed to build confidence step by step, ensuring delegates can put theory into practice in real-world industry settings. 

The programme begins with the fundamentals: understanding why networking matters, what makes a strong first impression and how to become a more effective, authentic networker. Delegates then focus on refining their elevator pitch, learning how to break the ice, prepare for events and adapt their approach for in-person and online environments. 

A core strength of the Networking Navigator is the opportunity to practise these skills live. The Arena Futures Live Event provides a supportive space for delegates to connect with peers and industry leaders, while Networking 101 sessions tackle practical challenges such as entering and exiting conversations, steering discussions with confidence, following up effectively and approaching new contacts. 

Preparation for one of Arena’s most prestigious events is another key milestone. Delegates will set clear objectives, rehearse introductions and receive practical guidance ahead of the Arena Savoy Lecture at The Savoy, London. The programme concludes with a graduation ceremony at the Savoy Lecture itself, where participants are invited on stage to receive their certificates. 

Our own Olivia Charles was one of the successful 2025 cohort. Here’s what she had to say about it: “Before joining the Networking Navigator programme, networking felt daunting. The course pushed me outside my comfort zone and helped me realise that most people feel exactly the same. We are all simply there to connect. It shifted my mindset, strengthened my confidence and gave me practical tools to approach people, hold meaningful conversations and navigate interactions with ease. It has been a genuinely valuable experience for both my personal and professional development.”

Priced at £950 + VAT, including attendance at both Arena Futures and the Arena Savoy Lecture, the Arena Networking Navigator Programme is a powerful investment in future industry leaders. 

Head to area.org.uk for details.