TBE’s Year in Review: Clearly PR Reflects on 2025 and Looks Ahead to 2026

As part of our Year in Review series, we caught up with Paul MacKenzie-Cummins, Founder and Managing Director at Clearly PR, to reflect on the biggest achievements of 2025 and what’s ahead for 2026.

What role has Clearly PR played in the community this year?
In 2025, we committed to providing pro bono PR support to 150 certified B Corp businesses — and we surpassed that by helping more than 175 in total. That’s the equivalent of 43 workdays of pro bono support in 12 months. We launched the initiative to help B Corps combat the rising tide of greenwashing cynicism, which has made it increasingly difficult for genuinely impactful businesses to secure media coverage for their vital ESG work.

What trends have stood out this year?
AI has been on every business’s lips in 2025, and we’ve seen how it’s starting to reshape marketing priorities. There’s been a decline in demand for traditional SEO and a growing focus on boosting mentions in results on LLMs (Large Language Models) such as ChatGPT, Gemini, and Perplexity. Businesses are doubling down on creating valuable website content and becoming more proactive in the media through news announcements and thought leadership commentary.

And what’s on the horizon for 2026?
We’ll be launching a new knowledge transfer consultancy designed to transform in-house marketing teams into self-sufficient PR entities. This comes in response to a growing trend among businesses who want greater ownership of their media relations, crisis management, and thought leadership marketing.

To find out more about Clearly PR visit: www.clearlypr.co.uk