Communications

There’s no shortage of advice at the moment about how businesses should be creating content for AI search. Depending on who is giving the advice, you might hear about AEO, GEO, or AI optimisation, along with warnings that the way people search is changing and businesses need to adapt. Some of that advice is perfectly...

Deciding where to begin is often the hardest part of writing The facts may all be correct. The message may be clear. The story itself may be worth telling. But if it begins in the wrong place, readers can find themselves trying to catch up before they’ve even understood what they’re reading. The people writing...

Most organisations review communication when it is created. Far fewer revisit it once it is in place. Once something has been approved and published, it is often assumed to be done. Attention moves elsewhere, priorities change, and new work takes its place. The communication, however, remains. Over time, organisations change. New people join, services develop,...

Content can look perfectly clear until somebody actually has to use it. A website page might read well, a client guide may contain all the right information, or an internal document may have been carefully checked before it was published. The real test comes when somebody needs to understand it quickly enough to make a...