As a public relations and communications agency, Bask sees AI as a powerful enabler that has become deeply embedded in our workflows in 2025. But while AI can help us work faster and smarter, it doesn’t change the fundamentals: good PR still depends on human insight, emotional intelligence, and creative instinct. Here’s what we have learnt.

With the end of the pandemic nowhere in sight, companies have to put in more thought and consider switching gears in the content that they are putting out there. If most of your customers are worried about their livelihood, would it still make sense to repeatedly put out messages to buy or spend money, or would it be more prudent to put out more content that helps and support? How do you show that you are a business that cares?