Growth for IPREX is not about scale for scale’s sake. The focus is on relevance, depth, and usefulness for partners: Alexandra Mayhew

IPREX Executive Director Alexandra Mayhew recently spoke with MediaNews4U about the network's approach to strategic growth, AI's impact on communications, and industry trends shaping 2026.

The interview explores IPREX's strategic priorities for 2026, including the network's focus on value-driven growth over scale, with India identified as a key priority market. Mayhew discusses the deep integration of AI across agency operations, the importance of structuring content for AI discovery, and how agencies must navigate geopolitical uncertainty through strong partnerships.

Key topics covered include the evolving role of press releases in an AI-driven environment, the continued importance of DEI despite regional variations, authenticity as a non-negotiable fundamental in communications, and the unique requirements for startup communications. The interview also highlights IPREX's recent expansion with new partners in Milan, Chicago, and Las Vegas, along with the launch of the Cohort Programme featuring Talking Point Communications in India.

Read the full interview here.