Featured Opinion PR

posted on Sep. 24, 2025 at 8:30 amOct 13, 2025

Liquid landscapes: Why community is the new currency in PR

posted on Sep. 24, 2025 at 8:30 amOct 13, 2025

MSL Group Middle East's Mac Lean Brodie explains the need to stay credible, connected and creative, while moving PR from short-term amplification to long-term advocacy, and reframing the goal from “coverage” to connection.

MacLean Brodie, CEO, MSL Group Middle East on PR

MacLean Brodie, CEO, MSL Group Middle East

Change is the lifeblood of our PR industry. But in today’s hyper-accelerated environment, change no longer feels episodic. It’s constant. Sociologist Zygmunt Bauman described this state as a ‘liquid landscape’: unpredictable, unstable and impossible to navigate using yesterday’s maps.

For the PR industry, this reality is both a challenge and an opportunity. Influence has been fundamentally reshaped. Where once a handful of media outlets or prominent opinion leaders dictated narratives, today influence is distributed, fragmented and increasingly defined by communities. Platforms have multiplied, power has shifted, and influence has been democratised.

The implications are profound:

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Tags:audiences brand currency Campaigns community Consumers context creativity credibility cultural production digital consumption Liquid landscapes Mac Lean Brodie MENA consumers MSL Group Middle East polycultural Zygmunt Bauman

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.