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In the dynamic landscape of startups and scale-ups, Public Relations (PR) has emerged as a force to reckon with when it comes to shaping the success trajectory of the organisation. Gone are the days when PR was perceived merely as a tool for crisis management or media relations.

As we become more and more accustomed to seeing deepfake videos made by artificial intelligence, traditional media – shunned in recent times – will regain its former importance, writes Nick Baines

Nick Baines CEO and co-founder of PR firm Nara Communications: "When asking journalists for a correction you need to consider an important question: is what they've written factually inaccurate? There is a fundamental difference between correcting inaccuracy, which is in any journalist's interests to do, and asking for language you're not happy with to be changed.

Here’s an example of comms tips for startups in the UK shared by Nick Baines of Nara Communications. His co-founder Andrew Skinner-Shah chimes in: “Rather than going straight to Google, the best way to start looking for an agency is to ask around your own networks for experience-informed recommendations on the ones to speak to, and those that should be avoided. This is particularly important if you need an agency with specific deep tech expertise and experience.”