In this op-ed for PR Week, Breakwater Partner Joe Carberry explores how brands are increasingly using unconventional tactics—like humor, celebrity messengers, and surprising formats—to effectively communicate serious topics in today’s fragmented media landscape. He cites examples from Vattenfall and Astronomer, showing how aligning messaging with modern platforms can boost engagement and credibility. Carberry emphasizes that while compliance and clarity remain essential, communicators must now blend creativity with cultural fluency and strategy to connect truly. Read more from Joe here.
