In July 2023, Wildfire became a certified B Corp, cementing our Do Good value and commitment to be a force for good for our people, The post Doing Good: Our first year as a B Corp appeared first on Wildfire ..read more

The harsh reality Picture this: a creative team puts in countless hours and significant resources to produce a high-quality video. The production value is through The post B2B content creators can learn a lot from TikTok and YouTube appeared first on Wildfire ..read more

In a previous blog we looked at the structure of a news story and the importance of the inverted triangle. We looked at how you can identify all the important elements of a story — WWWWWH — before combining them into one sentence. This structure is key because it gives you the framework for the ‘story’ — or whatever it is that you’re writing. It’s also vital because it means you have the raw materials to begin writing. But having the structure — or different elements — in place is only part of the story. Now it’s time to improve the look and feel of our intro to make it more appealing to reade ..read more

News writing isn’t just the sole preserve of journalists — it’s a technique that is invaluable to B2B content producers. In fact, I would go further and say that it’s almost impossible to write effectively without this technique in your armoury.  Whether you’re using it to create a brief — or as a template for a finished piece of writing — news writing puts readers front and centre. After all, editorial content — blogs, reports, brochures etc. — is meaningless unless it’s read.  At first, getting to grips with news writing can seem a bit like trying to juggle six balls when you can b ..read more

Back in the days of dial-up modems, there was only one person any self-respecting web surfer asked for help — his name was Jeeves. Yes, there were others like Archie (the original search engine launched in 1990) and Yahoo! (which beat Jeeves to the World Wide Web by one year in 1995) but in my household, we were firmly Jeeves users. Homework issue? Ask Jeeves. Recipe conversion? Ask Jeeves. Settling an argument? Ask Jeeves. He may have been slower than digging out an encyclopaedia at times, but we soon reverted to using Jeeves for all our queries. Of course, Google is the star of the search en ..read more

ChatGPT is now back up and running after an outage floored the service for a large part of the working day (4 June).  The headlines spoke volumes about the chaos it caused. “ChatGPT outage leaves thousands unable to use the chatbot,” screamed the Metro, while Gizmodo went with “ChatGPT back up after going on the fritz.” But the headline that totally skewered the story was delivered by The Register with its usual sass: “Millions forced to use brain as OpenAI’s ChatGPT takes morning off.” People took to X —  formerly Twitter — to share their dismay with one even asking: “How am I ..read more

Writing’s easy…if you know what you want to say. And that’s the problem. Figuring out what you want to say can sometimes be a struggle — even for those involved in creating B2B content. At the heart of any great creative work, there’s an inherent conflict between presenting the facts, figures, and data required to market to a B2B audience and the creative ideas used as the conduit to sell it. It goes without saying that you need to know why you’re writing and who your audience is. In other words, you need a content strategy. But you also need to know what you’re trying to say, and how you’re g ..read more

Artificial intelligence (AI) has rapidly evolved from a novel technology to a vital feature in many new and existing digital tools. Since the advent of ChatGPT, a bucketload of other AI-driven platforms have emerged, each one vying for our attention in an increasingly crowded space. These tools all promise to revolutionise various industries, including our own world of public relations and comms. They paint themselves as more than just accessories, being central to how agencies like ours operate, innovate, and deliver results.  As a PR and comms agency specialising in tech, staying ahead ..read more

A message from CEO Debby Penton I’m super excited to announce that Wildfire is now proudly a 100% employee-owned business. By selling our shareholding back to the business, COO Andrew Shephard and I are preserving Wildfire for the future and, most importantly, securing the culture we’ve been nurturing for years. A culture that can grow from strength to strength in an agency that is truly run with its people, and their development and wellbeing, first. Employee ownership will help Wildfire realise our ambition of being one of the best agencies to work with — and for — in the UK. We are committe ..read more

Working in PR, we’re in the business of making a name for our clients. But that doesn’t mean we don’t appreciate a bit of recognition ourselves. We’re continuously striving for those ‘YES!’ moments — landing an interview, securing a media splash, running a ‘wow’ event, launching a successful campaign, etc. But what really makes a difference is when clients step back for a moment and show appreciation for our efforts. Yes, we have agreed ‘deliverables’ so, arguably, clients should be getting what they expect. But we’re not just working through a list every week. If you’re in agency PR, you’ll k ..read more