In the age of TikTok, AI-generated content, and hyper-personalised feeds, the rules of PR have changed — but the fundamentals remain. Liam Keogh, Entrepreneur in Residence for Media at City University and a strategist with two decades of experience, shares the tools, mindset, and repeatable routines that anyone can use to build influence in a noisy world.

“PR is no longer about press releases,” he says. “It’s about shaping how you're perceived by the people who matter to you — and doing it with purpose.”

Liam lays out a step-by-step strategy for building a public profile that cuts through — whether you're running a business, launching a podcast, or simply looking to grow your influence. He argues that authenticity, clarity of purpose, and rhythm are the new currency of trust — and offers a rare inside look at how the best campaigns work from the ground up.

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