In an era where AI can generate convincing quotes, headshots and credentials, the rise of 'fake experts' is shaking trust across media, journalism and PR. In her article, Why Trust Still Matters in PR - Even More in the Age of AI, Sarah Thompson of STC-PR explores how this trend threatens credibility, highlights real-world examples uncovered by Press Gazette and underscores why long-standing relationships, ethical practices, and professional verification remain the cornerstone of effective public relations.

The pace of change in communications over the past year has been unlike anything we’ve seen before. AI-generated content has accelerated the volume of noise across every platform. Journalists are drowning in repetitive ,machine-written pitches. And inside organisations, comms and marketing teams are expected to deliver broader impact with fewer resources.

Founder Sarah Thompson marks milestone with reflection on industry transformation STC-PR, the strategic communications consultancy founded by Sarah Thompson in 2000, is celebrating 25 years in business, marking a quarter of a century supporting organisations across the West Midlands, the UK and internationally.

After 20+ years in UK media and communications, one paradox still astounds me: British businesses routinely spend millions on brand campaigns, digital tools and customer acquisition, yet overlook the most influential marketing channel they already own: their leadership team.

If you're starting out in communications or PR, here's the truth: this isn't a support function. It's strategic work that shapes how organisations are understood, trusted and valued.

The Communications Leader's Path to the Boardroom: Why Business Acumen Now Matters More Than Ever- Corporate boards are waking up to something communications professionals have long understood.

Over the past 25 years, STC-PR has built a reputation as a trusted and innovative PR consultancy, helping businesses from many industries communicate their stories with authenticity and impact. This milestone provides us not only with the perfect opportunity to reflect on our own journey, but to also look back over the transformation in our industry over a quarter of a century.

Shropshire based leading public relations and communications firm; STC-PR is excited to announce the launch of its new look website to coincide with the firms 25th anniversary year in 2025.

STC-PR was proud to announce its support for the Midlands Air Ambulance earlier this month as the team participated in a special holiday initiative.