Your people are your greatest asset during an economic downturn. They know your business inside out, they are invested in its success, and they bring unique perspectives that can disrupt, innovate, and drive growth.

As a public relations and communications agency, Bask sees AI as a powerful enabler that has become deeply embedded in our workflows in 2025. But while AI can help us work faster and smarter, it doesn’t change the fundamentals: good PR still depends on human insight, emotional intelligence, and creative instinct. Here’s what we have learnt.