A year ago we cautioned against brands showing up on X, with increasing levels of distrust and toxicity on the platform. not saying we are soothsayers or anything, but that's exactly what has happened. As PR people, we are constantly advising our clients on channel mix and how to leverage the media set for best impact. 2023 kept us on our toes and 2024 feels no less bumpy at time of writing. The brands that will win 2024 are the ones that will understand how to harness these fluctuations. The press release is dead, strategic media relations is in. mainstream media is out, niche media continues to rise. influencers masquerading as journalists are a thing, spelling the death of some legacy media. As ever, give here be dragons a shout if you need navigating through the choppy seas of change.