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.

This month we explore a geothermal energy project a decade in the making, ask whether communications professionals have a role in editing Wikipedia and find out what the latest changes to the LinkedIn algorithm might mean for your content strategy.

Find out more below - we hope you enjoy!

A huge breakthrough for renewable energy and geothermal power in the UK

Fire on the Hill partner Geothermal Engineering (GEL) is now delivering the first UK geothermal electricity 24/7 from its United Downs plant in Cornwall following launch this week. They are also operating the first commercial-scale lithium carbonate plant in the UK.

We were delighted to manage the media relations on this launch, showcasing a milestone for the country. The debut marks a huge breakthrough for the renewable energy mix and for UK geothermal power.

Octopus Energy has signed a long-term deal to purchase at least three MW of constant, weather-independent power from United Downs, enough to supply 10,000 homes.

Welcoming the news, Chancellor of the Exchequer, Rt Hon Rachel Reeves, said: “This pioneering project is a huge opportunity for Cornwall to unlock investment, drive economic growth, support jobs, and establish the region as a vital player in Britain’s energy security.”

GEL currently has two other sites under development in Cornwall, which will deliver a further ten MW of base-load geothermal power in the UK by 2030.

Watch this space.

Should PR agencies edit Wikipedia pages?

Recent accusations communications professionals have hired contractors to edit Wikipedia in order to give clients a more favourable presence have returned the issue to the top of the agenda.

Such editing can breach both Wikipedia’s rules and the ethical codes of the UK PR profession. So, do comms organisations have any role in editing the online encyclopaedia?

In a new piece for PRWeek, Fire on the Hill Head of Content, Christopher O'Toole, explores the issue in more depth.

He argues that intent is key, explaining: “When carried out in line with the standards and guidelines of Wikipedia, communications professionals can make a valuable and legitimate contribution to this shared resource.”

Give the full piece a read here.

What do changes to the LinkedIn algorithm mean for your content strategy?

Fire on the Hill director David Clare recently spent some time at a session on the future of LinkedIn, looking at how the platform is evolving behind the scenes.

The event - hosted by the insightful Natasha Ewhe - was a useful reminder that what we often think of as posting is actually only a small part of what determines whether content travels — and that some of the biggest levers for reach and credibility sit outside the post itself.

There was a clear message about the direction of travel. More emphasis on people over brands, quality over volume, and genuine contribution over mechanical output.

If you’re building a content or advocacy strategy this year, it’s worth rethinking some of the assumptions we’ve all got comfortable with. The algorithm is changing, and some of the old shortcuts are quietly being deprioritised.

Find out more here.

Misinformation: The rising business hazard

Great to see International Finance Magazine taking a closer look at misinformation and the growing threat it poses to business reputations.

As our co-founder, Christopher Clarke, says: “In the current environment, which is chaotic, fragmented and lacking in trust, the ground is fertile for misinformation to go viral.”

Misinformation can damage brands, sales, reputation and investor confidence when it goes viral. Companies must proactively detect, counter and prepare for such attacks as social media and AI now amplify false narratives faster than ever.

Find out more here.

Fire on the Hill AI Digest

No slowdown in the race to dominate the AI space this month, with the Fire on the Hill monthly digest reporting $650 billion in infrastructure spending is now predicted this year.

At the same time, safety guardrails being rewritten, while tools that can build real software, not just assist with it, are becoming commonplace.

Take a look at a new piece from Fire on the Head of Content, Christopher O'Toole, to find out more about the capital pouring in, the risks being recalibrated and the growing sense disruption is no longer a distant scenario.

Give it a read here.

Fire on the Hill Wellness Digest

Workplace wellbeing is always evolving and the monthly Fire on the Hill digest is here to keep readers up to date with the latest.

From office beehives boosting focus and connection, to concerns about AI-generated mental health advice, to public figures speaking candidly about anxiety and burnout, the conversation is shifting.

As AI becomes embedded in daily work and hybrid routines reshape how we connect, organisations need to be more intentional than ever about creating psychologically safe, human-centred environments.

Find out more in a new piece from our Account Manager, Anna Houchen, here.

Fire on the Hill Reputation Digest

The monthly Fire on the Hill Reputation Digest shows IKEA know how to win the internet - without trying too hard.

Elsewhere, Bad Bunny dominates Super Bowl LX, while AI-heavy ads test audience patience, and UK water firms like Thames Water and Southern Water face renewed scrutiny following new drama 'Dirty Business'.

What can we learn? Move quickly when culture hands you relevance.

More from our Account Manager, Rosie Ward, here.