Claire Walker talks to former Firefly, Ashley Scott, about the past, present and future of PR. Ashley reflects on the changing nature of media relations and the importance of building relationships with journalists, as opposed to the old method of mass press release distribution, which resulted in stacks of coverage (times have definitely changed).

Ashley also discusses the opportunities and challenges of today’s many customer touch points and working closely with Virgin Media’s social media team to make sure messages are consistent.

Is it time to shape your reputation?

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