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PR is vital to the life sciences industry, providing a crucial link between scientists and the general public. But often, life sciences companies can fall into the trap of being more interested in the technical nuances of their data or products than the context behind them – which is the part journalists crave. When I…

Finding the right spot for a journalist briefing can be trickier than it sounds. You want somewhere relatively quiet, with space to talk, and ideally with decent food and drink. But the truth is, there’s no one-size-fits-all. A quick coffee with a trade journalist calls for a very different setting than a sit-down lunch with…

Life science journalists hold a critical role translating important discoveries into news for the general public, and informing other scientists of exciting new development in their fields.

Like many graduates, when I left university, I wasn’t sure what I wanted to do with my career. And understandably so, it’s a tough decision to make. After studying English, I was certain that I wanted to have a job that involved writing – but was not sure what form it would take. After months…

Podcasts have exploded in popularity. But in the B2B tech sector it is still a relatively untapped medium. Recently, some of the Spark team attended a live podcast recording at Tortoise Media’s newsroom, which reinforced how powerful this medium can be. Seeing how a well-structured podcast with a unique format can hold attention, spark discussion,…

At the B2B Marketing Expo I attended late last year, a few key trends kept coming up – ones that are often in part overlooked as being more relevant for consumer brands. Curious about their impact on B2B tech communications, I’ve been speaking with clients and colleagues over the past few months to explore their…

Threat research is typically thorough and very technical, which can make it difficult for a lay person to understand. Translating that complexity into a story that speaks to business is hard. Too often, great research goes unnoticed because the business impact and the ‘so what?’ gets lost in jargon. But with the right approach, your…

Getting under the skin of our clients’ industries is absolutely crucial if we want to understand the issues their customers and prospects are facing. As part of a research project with core banking fintech, SaaScada, we asked the question: “Have you ever felt that your bank is stuck in the past, even as technology advances…

With the festivities well and truly over and most of us back at our desks, it’s a good time to look to what the year ahead might bring for the PR industry. Here are some of the key trends we are likely to see: Rise of the machine – AI is never far from anyone’s lips…

In B2B tech PR and journalism, the end of the calendar year triggers a wave of expert predictions for the trends we’ll see over the next 12 months. It’s a crowded market of technology vendors and service providers. Every one of them has an idea (or ten) of what the next 12 months might hold.…