At Fire on the Hill we empower organisations to develop and communicate their story. Together, we can help to shape a more advanced, more sustainable, more open, more truthful, and more equal world.

As part of this journey, As Per My Last Email… takes a look at what our teams, clients and industry have been working on over the past few weeks.

Never far from the headlines over the past couple of years, the role of AI in communications takes centre stage this month, with a look at the opportunities being created by a new landscape.

Find out more below - we hope you enjoy!

How Generative AI is creating an opportunity for effective communications

Nick Ward, a Founder of Fire on the Hill, kicks us off this month, with a look at how organisations are adapting to meet new expectations created by AI.

Fire on the Hill started as a traditional PR outfit, taking on social media briefs before gradually expanding into the evolving world of digital comms. Fast-forward to today and we have built a team of digital and social specialists and officially launched our new practice, Fusion, earlier this year.

Here Nick shares his thoughts on how this shift continues to play out – and looks at why Generative Engine Optimisation could be the biggest opportunity comms has seen in years – in a recap of a presentation to the Public Relations Society of America (PRSA) Dallas UnSummit 2025.

Take a look here for more.

How can organisations build trust in turbulent times?

Trust, change and resilience in a challenging media environment were front of mind for many delegates at a recent Fortune event in London, with Fire on the Hill on hand to participate in discussions.

Under the banner The Story Ahead, the showcase sought to unite the key voices shaping the media industry, authentic journalism and the brand stories of tomorrow. It welcomed input from Fortune 500 leaders and the innovators rewriting the rules in digital transformation, tech and beyond.

Top of the agenda was how to build trust in a world increasingly distrustful of institutions of any stripe.

Take a look at the thoughts of our Head of Content, Chris O’Toole, here.

Fire on the Hill Reputation Digest – September 2025

Our Reputation Digest spotlights three big lessons in brand management from September.

A stumble at Mitchum after product changes shows how hesitation in a crisis lets the narrative slip away, while Burberry’s return to London Fashion Week highlights the power of doubling down on heritage to reset momentum.

In the United States, Jimmy Kimmel’s rebound after controversy proves that, with the right balance of contrition and confidence, even missteps can open new reputation opportunities.

Find out more here.

Fire on the Hill AI Digest – September 2025

In the September AI Digest, we highlight how the latest changes in technology are having a real-world impact.

First up, the WTO sees AI boosting global trade by up to 40 per cent, if access and policy gaps are addressed, while California has passed new limits on dangerous AI use to safeguard communities.

Elsewhere, major firms like Accenture and Lufthansa have begun job cuts and restructuring as automation accelerates — a stark reminder that as AI pushes capability forward, the human and regulatory consequences follow fast.

Take a look.

Fire on the Hill shortlisted for Travolution Awards 2025

Finally, a big thank you to Travolution.com – where we are delighted to be shortlisted at the Travolution Awards 2025! Our work with Amadeus has received recognition in a number of categories.

‘From DCS to Delivery,’ created alongside Amadeus for Airports & Borders, was shortlisted in the Champions of Content category.

✈️ Give the report a read, here.

Also listed in the Champions of Content category was ‘Travel Dreams,’ developed alongside Amadeus Hospitality.

🏨 More here.

Our work with Amadeus Hospitality for the 'Travel Dreams' campaign also saw Fire on the Hill shortlisted in the Campaign of the Year category!

Best of luck to all the nominees – and fingers crossed.