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 ask what corporate communications can do to help us preserve and develop reputations in a world of misinformation, how high-quality, authoritative and clear content remains vital in the Generative Engine Optimisation landscape and – finally – what the blockbuster Wicked: For Good can teach us.

Find out more below - we hope you enjoy!

Reputational warfare in a Wicked world

We will all have seen the advertising campaign for Wicked: For Good, out this week in the UK. But, what can the film teach us about communications?

The story of Wicked is, at heart, an exercise in misinformation. When the Wizard of Oz finds his regime threatened by Elphaba, the future Wicked Witch of the West, he orchestrates a disinformation campaign to destroy her credibility.

Sadly, such tactics are all too familiar in our world.

How can we respond? Fire on the Hill Director, David Clare, argues upholding truth, exposing falsehoods and fostering authentic dialogue with the public are not lofty ideals but practical necessities – in fantasy or the real world.

Give it a read.

The corporate cost of misinformation

Finance World Magazine this month took a closer look at the impact of misinformation on corporate communications. No longer is this a fringe concern for businesses, it’s potentially a rapid, reputation-wrecking force.

As false narratives go viral, organisations face real risk: brand trust erodes, share value tumbles, employee morale fractures and growth stutters.

As Fire on the Hill Co-Founder Christopher Clarke explains: “When it comes to the risk posed to corporates, the only surprise is that this hadn’t come sooner. Companies have been operating in an increasingly complex and globally connected landscape, with new forms of media growing in prominence. It makes information impossible to control and makes identifying trustworthy information from reliable sources harder than ever.”

In the age of AI, social listening and real-time monitoring are no longer optional. Companies must build robust early-warning systems, own their communication channels and partner with stakeholder networks to counteract chaos.

How can businesses stay visible in AI search?

How do you ensure your brand’s presence in the new Generative Engine Optimisation landscape? 

Fire on the Hill Head of Digital, David Clare, spoke to PYMNTS about the importance of high-quality, authoritative and clear content that helps the reader, shopper, or website visitor.

Using gimmicks to raise click-through rates is a big turnoff.

“Unlike traditional SEO, which relied heavily on owned content and backlinks to validate authority, GEO casts a wider net,” said Clare. “It favours owned content that directly answers real questions, consistent trade and media coverage that reinforces expertise, and authoritative profiles on platforms like Wikipedia and Crunchbase.”

Fire on the Hill AI Digest – November 2025

Highlights of the penultimate AI Digest for 2026 include a look at the - still rough around the edges - AI-powered browsers from Open AI and Perplexity, with reviewers calling out moments where they confidently delivered the wrong information.

At the same time, the landscape continues to shift.

The once-unstoppable dominance of major AI players is being tested by soaring development costs, rising competition and tougher regulation. Even giants like Nvidia are feeling the pressure as rivals push forward with their own specialised hardware.

For anyone weaving AI into their workflow or communications strategy, the message is clear: AI is powerful, but still messy.

Take a look here.

Fire on the Hill Reputation Digest – November 2025

The November edition of our Reputation Digest explores the brand moments that shaped the month.

From Dutch Barn’s headline-grabbing, if bizarre, billboard saga to Sky Sports’ misjudged Halo launch, it’s been a reminder of how quickly reputations can shift.

Senior Account Executive, Rosie Ward, also looks at this year’s Christmas adverts, where nostalgia, AI and big-name collaborations are battling for attention.

Dive in for a quick take on what’s resonating with audiences, and what’s missing the mark here.

Fire on the Hill Wellbeing Digest – November 2025

The Fire on the Hill wellbeing roundup this month offers a timely reminder of how important emotional equilibrium is to our working lives. From the mental load many of us carry to the rising cost of stress-related sick leave, the pressure is real. 

Organisations that prioritise employee mental health are not just doing the right thing, they’re future-proofing their people, their culture and their performance.

Take a look as Anna Houchen explores the impact of International Men’s Day, the 'perfectionism trap,' and a new exhibition in London showcasing artworks by individuals who have experienced mental illness first-hand.

More here.

Happy Thanksgiving!

Finally, as we head into the Thanksgiving break, Fire on the Hill would like to express appreciation to everyone who has been part of the journey over the past year.

To colleagues, partners, and clients: thank you for your collaboration, your trust, and the commitment you bring to everything we do together.

Wishing you and your loved ones a restful, joyful holiday. Happy Thanksgiving. 🦃