This talk is for anyone involved in growing brands in risk free creative ways. It may be helpful for those in the YMYL looking for long-term, valuable content ideas.

This talk presents a new spin for digital PRs, many of whom have used the very reliable tactic of trendjacking or newsjacking in the past to secure links and coverage.

With sources like Reuters reporting that people are switching off from the news, plus the general state of the world, is this still the best way to get coverage? Plus, with the recent abandonment of fact-checkers, can we trust what we read and indeed, base campaigns around them?

Here we present alternative techniques that foster long-term trust rather than going for short-term virality.