Mandy Queen

As a former Head of Comms, I explain how to choose PR support based on strategy, budget and real results for stakeholders, and why regional and independent agencies often fit that brief.

Trust is at the heart of any organisation’s global expansion. When organisations from mainland China and Hong Kong enter new markets such as the UK, Europe, or North America, they are asking new audiences to trust them enough to buy from them. If you want to expand globally, strong products and services are only part of the story. Clear, confident and consistent communication – what you say about yourself and what others say about you – is what turns awareness into trust and long‑term...

Press coverage and an organisation's own content have always been the backbone of international reputation, and their importance has grown even further as AI transforms how information is found and shared. The Muckrack 2025 State of PR report confirms this. AI-driven search, whether powering Google or the latest generative engines, relies on trustworthy, authoritative, and regularly updated content. That’s where strong earned media (press coverage, thought leadership, trusted third-party...