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Not too long ago, most of us would automatically open Google when we had a question. Today, more and more people turn to ChatGPT, Perplexity, or other AI-powered platforms. With AI search, users no longer see a list of links but receive a complete, generated answer. That answer is based on sources that large language models (LLMs) consider reliable. For communication, PR, and content professionals, this marks a fundamental shift. Visibility in search engines is no longer the goal. What matters now is being recognized as part of the answer itself.

Berlin will once again become the heart of the consumer tech world as IFA 2025 kicks off. For us, at Progress Communications, it’s one of the highlights of the year, and not just because it’s Europe’s largest consumer electronics event.

There’s no better proof than a satisfied customer. Yet case studies are often overlooked. Left off content calendars, forgotten during campaign kick-offs, or reduced to quotes and bullet points. A missed opportunity. Because when done right, a case study isn’t just nice to have. It’s proof. It shows your impact in action, through the words and results of a real customer.

Let’s be honest: every time a new technology comes along, someone proclaims the end of our jobs. With AI, in all its forms, it’s no different. But PR and marcom professionals really don’t need to worry. We won’t be replaced by AI, but we might be replaced by colleagues who learn how to use it smartly. It’s time to embrace that reality and to highlight where our true value lies.

We come across them more and more, blogs or LinkedIn posts that tick all the boxes. It opens with a question, followed by a bulleted list of emojis and ends with a catchy summary. The tone is smooth and inoffensive. But something is missing.

We often get questions from clients to support them in the thought leadership. However, few ask for an executive profiling program, while their reputation is of great value for a company. 

Trust is the basis for technology’s success. The more people (dare to) use it, the faster we innovate and the better applications like artificial intelligence can become.

Influencer marketing is undeniably one of the key aspects of social media marketing. Today, influencer marketing reigns supreme as the fastest-growing channel for customer acquisition and brand managers need to do all they can to prepare for the next era of digital presence. Brands are becoming savvier at implementing the best approach and partnerships for their campaigns. We love to share our most important insights in the influencer marketing landscape with you.

You might be curious about Progress Communications' Christmas greetings this year. Typically, our designer handles this task, but we decided to take a different approach. At Progress Communications, we organize monthly knowledge-sharing sessions where we discuss the latest developments, share best practices, showcase great results, and learn new techniques. Naturally, this year included some insights into Generative AI.

“Sinterklaas? Do you mean Santa Claus?” is our international clients’ most frequently asked question whenever we talk about this national holiday. Sinterklaas comes from Spain, is dressed in a red robe with white and gold accents, wears a mitre with a gold cross, and he rides a white horse. He has hundreds of Petes who help him buy, wrap and ship all the presents for all of the well-behaved kids. It is a national holiday that is celebrated on December 5th in the Netherlands and December 6th in Belgium.

It is with great pride that we announce that Progress Communications is officially certified as a Great Place To Work®! With a wonderful result - 88 percent of our colleagues say: All things considered, I find Progress Communications a Great Place To Work, which we are very happy with.

AVM – manufacturer of routers – believes that every consumer of any Internet Service Provider (ISP) has the right to choose and use a private modem and router instead of equipment that the ISP provides. In the Netherlands – by law – consumers have to use the (cheap) equipment provided by the ISP. Only few ISP’s offer a more advanced and more expensive (AVM) router.