Navigating today’s competitive news environment is a daily challenge for many PR pros. Journalists are increasingly busy and receive thousands of emails from PRs trying
Proactive & Reactive PR explained
PR has changed over the years – nowadays, the strongest and most proactive PR sets the news agenda, rather than merely responding to it. Long gone
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CEO and Founder
Emma Thwaites is a communication professional with 25 years’ experience. Prior to founding Allegory in 2012, Emma had a ten-year spell at the heart of UK government, where she headed up the Cabinet Office’s communication team.