It’s 2025, and the battle is on to attract ‘global talent’. With the rise of remote work post-COVID and the continuing dominance of tech, countries around the world are now in a race to attract high-earning professionals with crucial skills. These professionals bring with them their earning power and investable funds and can carry out their work just as easily from a comfortable workspace by the beach as they can in a congested and expensive major city (provided they have WIFI!).

Countries from Portugal to Thailand now offer highly attractive ‘Digital Nomad’ visas, and ‘Citizenship-by-Investment’ is already an option in Antigua & Barbuda, Dominica, Grenada, St. Kitts & Nevis, and St. Lucia. And Dubai now stands as a shining (if somewhat soulless) example of just what a country can do when it orientates itself to serving the world’s ‘laptop class’. Even Trump’s America has gotten in on the action, with the billionaire President launching a ‘US Gold Card’ offering citizenship to wealthy foreigners who invest at least US$5 million in the country.

Now it appears Jamaica wants in on the action. In a speech given at the ChristWay Baptist Church in Miramar, Florida, during a diaspora forum, Prime Minister Holness encouraged Jamaicans living abroad to invest directly in Jamaica’s development, moving beyond remittances and philanthropy. Holness emphasised the importance of purchasing property, bringing technological expertise, and establishing businesses in Jamaica to bolster the economy.

As reported in one newspaper, Holness said, “Yes, we want the remittances. Yes, we want the great philanthropy that you exercise for our country. But I want you to buy homes in Jamaica. I want you to come back with AI technology [sic]. I want you to come back with cybersecurity expertise and set up businesses. Yes, I want you to come back to Jamaica and invest in Jamaica and help us build that economy.”

I have to admit, as a British citizen of Jamaican origin, I’m energised and more than a little intrigued by Prime Minister Holness’s appeal. Although born and raised in the UK, my Jamaican origins mean a lot to me, and the chance to visit relatives and friends back in ‘the old country’ always leaves me with a great feeling of pride and satisfaction. Now, as the founder of a business serving clients in the Caribbean, I’m likely just the sort of person PM Holness has in mind, namely, a tech-aligned diasporan educated in the West and with a job that can be done anywhere with internet access.

So, will I be packing my bags and doing my bit for Jamaica? To be honest, I have my doubts.

To begin with, there was a surprising lack of detail in the PM’s speech. Mr. Holness wants us to invest, to bring our skills home, to contribute more than remittances, and I agree in principle. But where’s the actual policy? Where’s the offer? There’s been no talk of tax incentives for returnees, for example, no digital nomad-style visa to ease the transition, no targeted deregulation for industries that might actually attract tech workers and others. Last year, it was reported that the Passport, Immigration and Citizenship Agency (PICA) was considering a Digital Nomad visa, but nothing specifically for diasporans, and there haven’t been much by way of developments since then. From what I can tell, the Returning Residents programme remains unchanged: some duty-free concessions, and that’s about it.

Compare this with Portugal, the UAE, or nearby Barbados, all countries that have aggressively courted remote workers with clear, attractive policies. These places understand that there’s a global competition for talent, and they’re playing to win. Jamaica, it seems, is still appealing to sentiment.

And that’s not necessarily a bad thing, as patriotism can be a powerful motivator. But let’s be honest: love of country will only get you so far when you’re weighing up a life-altering move. If Jamaica wants people like me to come back, it has to compete not just with the US or Canada, but with Lisbon and Dubai too, all places that are sunny and safe, with solid infrastructure, fast internet, and financial incentives to match.

That brings me to another uncomfortable point: crime. I hate to say it, but security is one of the most significant barriers. I have family in Jamaica, and many of us in the UK have heard the stories. Yes, London has its issues, but according to internationally recognised statistics, Jamaica’s crime index is significantly higher than the UK’s.

To be fair, Holness spoke about efforts to improve healthcare and infrastructure. He pointed to the SPARK and REACH road programmes and mentioned increased spending in hospitals. That’s encouraging. But if he’s serious about bringing people back, especially from professional sectors, the government needs to go much further.

We can learn from another country that has tried to woo some of its overseas cousins back to the old country, namely Ghana in West Africa. Its 2019 “Year of Return” campaign was a cultural and political masterstroke, drawing thousands from the diaspora and injecting millions into the economy. Crucially, the Ghanaian programme included a menu of significant financial and other incentives to lure back overseas Ghanaians, including streamlined visa processes, citizenship grants, and a special government-backed investment vehicle for Africans overseas to invest in the country. The Holness administration would do well to draw some lessons from their experience.

But Ghana’s Year of Return had a less positive side that those pushing such policies should be wary of. As a result of the influx of new money into the country, local prices in the major urban centres soared, causing significant resentment between long-established Ghanaians and returnees. Diasporans arriving with pounds and dollars can distort economies, and Jamaica has to be careful not to create a new class divide between newcomers and locals. If Holness were to introduce tax breaks for the diaspora, would that go down well in Trenchtown, Tivoli or Trelawny? Wouldn’t people rightly ask: why do they get special treatment?

Finally, I question whether one really needs to be in Jamaica to support Jamaica. Living abroad doesn’t mean abandoning the country. From my desk in London, I’ve helped elevate the voices of Jamaican entrepreneurs, and I’m very proud of this. Being in London is part of how I support Jamaica. Moving back might actually reduce my impact.

Still, I haven’t ruled it out completely. But if I’m going to pack up my life and move, here’s what I’d need to see first:

1. A proper digital nomad visa – clear, simple, and targeted at remote workers.

2. Income tax breaks for returnees in key sectors like tech, media, and education.

3. Real investment in infrastructure: broadband, transport, utilities.

4. A tangible plan for security and public safety, not just rhetoric.

5. A new business incubator or tech hub with support for diaspora-led start-ups.

6. Measures to ensure that the local population sees real, tangible benefits from the influx of new money, rather than just increased rents and prices at the supermarkets.

Give diasporans these, and I’m sure you’ll get many of us back. Until then, I’ll keep doing what I can from here.

By Nigel Gordon

CEO, Seroto Communications

A recent Nearshore Americas article highlights a stark reality: fintech investment in the LatAm region has plummeted, valuations are under pressure, and venture capitalists are shifting their focus to profitability over rapid growth, all trends mimicked in other EM sectors. 

Regionally, Latin America saw fintech investments drop from $7 billion in 2021 to $2.6 billion in 2024. This is reflective of wider trends: In 2024, global fintech investment fell to $43.5 billion, a 20% drop from $54.2 billion in 2023. The number of fintech deals worldwide also declined by 16%, decreasing from 7,683 in 2023 to 6,464 in 2024.
Once-favoured neobanks, alternative lending platforms, and crypto startups now face a changed investment landscape where flashy user growth is no longer enough. Investors want sustainable business models and clear paths to profitability.
So, what’s causing the great funding drought?

1️⃣ Higher Interest Rates – The end of cheap capital means VCs are more risk-averse, prioritizing startups with solid financial fundamentals.
2️⃣ Overcrowding in the Market – The fintech boom led to an oversupply of companies offering similar services, making differentiation harder.
3️⃣ Regulatory Scrutiny – Governments worldwide are tightening fintech regulations, creating new compliance challenges.
4️⃣ Investor Skepticism Toward Fintech Unicorns – The high-profile struggles of overvalued fintech giants have made investors cautious.

But, as the authors emphasise, there are signs of hope in Latin America. Despite the overall decline in fintech investment – from $7 billion in 2021 to $2.6 billion in 2024 – venture capital inflows into the region have rebounded, increasing by over 75% from 2023 levels. This suggests that investors still see strong potential in Latin American fintechs, particularly those that offer innovative financial solutions tailored to underbanked populations and local market needs. 

As startups in the region shift their focus towards profitability, regulatory compliance, and strategic partnerships, they are proving that resilience and adaptation can drive growth even in a challenging funding environment.

Who Will Survive?

In today’s tough funding climate, only fintechs with strong fundamentals will endure. Profitability is key—startups must demonstrate sound unit economics and cost control. Regulatory readiness is also crucial, as compliance becomes a major factor in investor confidence.

B2B-focused fintechs are gaining traction, as enterprise clients offer more stable revenue than consumer markets. Meanwhile, strategic partnerships with banks and financial institutions provide credibility and new growth opportunities. The fintechs that survive will be those that adapt – prioritising sustainability, compliance, and collaboration in an evolving market.

Its latest offering, the Type 00 electric concept car, has sparked intense debate, with critics questioning its lack of visual representation in initial ads and others accusing it of straying too far from the brand’s traditional identity. But the automaker didn’t back down. It responded decisively, unveiling the car at Miami Art Week in a statement-making display.

This move is a calculated risk that embodies Jaguar’s refusal to be shackled by nostalgia. Some purists may view the omission of the car from the advert as sacrilege, but it’s precisely this provocative approach that demonstrates Jaguar’s willingness to lead rather than follow. In a world where the automotive landscape is rapidly shifting toward electrification, taking creative risks is essential—not just for survival but for reshaping perception.

Moments like these are rare in marketing and communications. Jaguar’s decision echoes bold advertising strategies of the past, where the message was clear: forget what’s been done before—innovate and disrupt. At a time when many automakers are cautiously testing the waters of electrification, Jaguar has chosen to dive headfirst, aiming not just to participate in the EV market but to redefine its role within it.

Whether the Type 00 becomes a commercial success or a niche experiment remains to be seen, but Jaguar’s gamble deserves recognition. After all, history tends to favor the bold, and in the spirit of their “copy of nothing” ethos, Jaguar is betting on exactly that.

The company offers a subscription-based AI-automated data platform akin to a Bloomberg terminal, focused on extracting and analysing key data points from Jamaican Stock Exchange-listed companies. This service is critical for family offices, banks, and government departments in Jamaica, enabling them to access timely and accurate economic data.

Additionally, Dataffluent provides consulting services, custom data solutions, and training programs designed to address the chronic under-utilisation of data in Caribbean business operations.

Seroto Communications is proud to work alongside one of the most exciting law firms in the region to help enhance its reputation as a leading law firm in the Caribbean.

Seroto Communications is extremely proud to have been appointed Kanoo’s first external communications agency. Our team is committed to helping Kanoo extend its footprint across the Caribbean and raise its international standing.

Japan’s ruling Liberal Democratic Party recently unveiled a new campaign poster featuring a slogan written entirely by AI. As the Japan Times reported: “Generative AI tools, including ChatGPT, studied [Japanese Prime Minister Fumio] Kishida’s remarks and party policy documents over the past three years to draw up drafts, according to people familiar with the matter. The AI-crafted slogan was chosen after LDP executives screened more than 500 candidate phrases, including ones proposed by copywriters.”

The AI-generated catchphrase reportedly translates as “Economic revitalisation: Providing tangible results.” (Hopefully something was lost in translation there). 150,000 copies of the poster are to be printed and distributed around the country.

Japan’s PM isn’t the first politician to turn to AI to produce such material (and a decent PR stunt). Last year Tom Giffard, a Conservative member of the Welsh Assembly, gave a speech congratulating Wales on winning the World Cup of Darts, revealing at the end of his oration that the text had been written by the ChatGPT. This, he said, accounted for the speech’s odd crescendo: “Long live darts!” Giffard said he made the speech “to show just how advanced the technology is becoming” (an excuse you may want to use yourself if caught out relying too much on ChatGPT at work).

These two PR gimmicks (as that is fundamentally what they are) seem harmless enough, as at least the AI-use here was out in the open. However, there are darker trends concerning AI and politics.

Deepfake Politics

Last year an analysis by Bloomberg argued that “AI holds the potential to supercharge the dissemination of misinformation in political campaigns,” citing the use of AI-generated deepfake imagery in materials disseminated to American voters by political campaign groups, including an attack ad featuring AI-generated images of a (thankfully fictional) Chinese invasion of Taiwan which you can see here. (Note the small disclaimer in the top left-hand corner: ‘Built entirely with AI imagery’).

At the start of this year, OpenAI, which owns ChatGPT, said that it would blockpoliticians and lobbyists from using ChatGPT for official business during campaign season, citing “potential abuse and cybersecurity risks”.

Make Politics Banal Again

While cybersecurity risks and the spread of misinformation are serious issues, one possibly more mundane worry has received less attention, and particularly strikes us as Public Relations people, namely: AI-generated banality. Should politicians increasingly outsource speech-writing and related tasks to AI, we’re in for an era of boring and lazy political rhetoric.

ChatGPT and similar ‘Large Language Models’ are incredible, yet they have a habit of producing bland and formulaic writing. And bland and formulaic writing is also produced – sometimes prodigiously – by political campaigns. Official statements, remarks made during a ribbon-cutting ceremony, social media posts from a politician’s official social media channels, all are vulnerable to the call of AI. And how about – as in Japan now – election campaign materials, or even whole manifestos and pieces of legislation?

The Bloomberg analysts noted that, “Politicians…increasingly use AI to hasten mundane but critical tasks like analyzing voter rolls, assembling mailing lists and even writing speeches.” This seems likely to only increase as the current crop of young people reared on ChatGPT (and seemingly incapable of completing homework assignmentswithout it) come of age and begin working as speech writers and consultants on political campaigns.

What if in order to produce an important speech at short notice, an intern decides to get AI to write a first draft, and after that to ‘tidy it up’? Well, in that instance, the AI has set the terms of the piece and defined its scope, in addition to setting the tone. While this could be avoided with a large staff of speechwriters, how could a politician justify such expense when AI “can do it all for you”? The central problem is not simply aesthetic: most people don’t read the manifesto pledges of political parties, and if they do it certainly isn’t for their sparkling literary qualities. Rather, the question is one of originality.

Rinse and Repeat

Generative AI bases its responses on an enormous bank of existing written content. Which is to say, all it can do is regurgitate and repackage that which has already been thought up and written down by someone else (and now that AI-generated content is everywhere, AI will presumably start to produce writing based on AI-generated content). Remember how the Japanese PR team came up with their AI slogan: they fed in speeches and other materials produced by the Prime Minister, and used the application to distill the overall message.

So where does originality of thought come in? Would an original, daring, or genuinely bold proposal or thought ever come from this? It seems doubtful. Political AI gimmicks like these are surely a function of the novelty of AI, and will likely become less common as time goes on. However, with so much ‘knowledge economy’ work being outsourced to AI, we risk politics becoming increasingly beholden to the cliche-ridden and unoriginal ideas, at precisely the time we need bold and creative thinking.

Born in 1906, the press release was the golden child of PR strategies, delivering news with the gravitas of a town crier but without the bell. It was the go-to for announcing everything from groundbreaking inventions like the television (which, ironically, would hasten its demise) to partnerships, company growth, employee announcements, and events.

Over the past century, naysayers have repeatedly declared the press release dead. In a sense, it has become the Freddy Krueger of the communications world—just when you think it’s dead, it pops back up.

The Digital Age: A Plot Twist for the Press Release

Once upon a time, the press release reigned supreme. It was the king of the media jungle. Today, however, it jostles for relevance in a sea of hashtags and viral videos. But don’t count it out yet. This seasoned corporate communications performer still has a few tricks up its sleeve and should be considered an indispensable tool in every firm’s overall media strategy.

The press release survives in this narrative because it has been forced to work harder to better serve the 21st century. Thanks to its newfound agility and strategic depth, it adds to the overall media strategy. If the previously mentioned Freddy Krugger analogy is too nightmarish, consider the press release as the Meryl Streep of communication tools. It is versatile, respected, and capable of delivering performances that leave a lasting impact. Its stellar performance is endorsed by Cision’s 2023 State of the Media report, where journalists named the press release as their most useful tool for generating content or story ideas.

A Strategic Ensemble Cast

Consider for a moment the world of media as a grand stage production. Your overall strategy is the director, and social media channels are your lead actors, blogs and podcasts are the supporting cast, and the press release? It’s the script that ties everything together. This seasoned scriptwriter knows its audience, understands the plot, and delivers the narrative backbone around which the production is built.

A well-crafted press release serves as the authoritative source of your story, providing journalists, bloggers, and even your social media channels with the facts and narratives they need to tell your story accurately.

Indirect Gains Are Important

In the past, composing a press release was viewed as a strategy to enhance the SEO potential of a website’s URLs. However, these links often served the issuer’s interests rather than providing genuine value.

Nowadays, the direct SEO advantages of press releases are more restricted and challenging to secure. Their real worth is found in the indirect gains from increased media attention and coverage. By crafting engaging, news-worthy press releases, companies can leverage them to bolster their SEO strategy, securing valuable backlinks and mentions and establishing a more robust online presence.

The Art of Storytelling

In a digital landscape where the average consumer is bombarded with countless messages daily, the art of storytelling becomes not just a skill but a necessity for breaking through the noise. A well-crafted press release does more than share facts. This is where the true power of storytelling in corporate communication shines. It transforms a simple announcement into an engaging narrative that resonates with its audience.

At Seroto Communications, we understand the power of words and the nuances of effective storytelling. Our approach to press releases is akin to crafting a bestselling novel. We start by understanding the core of your message, the ‘why’ behind your announcement, and the audience you aim to reach. From there, we meticulously craft a narrative arc that captures the essence of your message, weaving in elements that evoke curiosity, empathy, and connection.

By incorporating vivid descriptions, relatable characters, and real-world implications, we transform your press release into a captivating story that stands out in a crowded media landscape.

The Social Media Twist

Imagine if press releases were the straight-laced, buttoned-up corporate types at a party. That would mean that social media is the charismatic friend who knows how to work the room, making those press releases seem way cooler than they might initially appear.

Social media takes that stiff announcement about your company’s latest “innovation” and turns it into the talk of the internet town, complete with memes, GIFs, and maybe even a viral hashtag. It’s like giving your press release a pair of sunglasses and a leather jacket and watching it become the life of the digital party.

Not Going Anywhere

We don’t have a crystal ball, but one thing appears clear: the press release isn’t going anywhere yet. It’s adapting and evolving so that it maintains its place in the digital age. The next chapter in its story is being written in real-time, with AI and machine learning poised to take its capabilities to new heights.

Imagine press releases that automatically tailor themselves to the interests of their readers or that predict the most effective distribution channels. The possibilities are as exciting as they are endless.

Embrace the Press Release

To overlook the press release in your media strategy is to miss out on a crucial piece of the puzzle. The budget-friendly tool allows businesses to “Steer the narrative” by offering reliable, authentic information straight from the source. A press release can still assist journalists, editors, and anyone keen on your brand in gaining insights into your business. It allows them to delve into your company’s background and grasp its role within the industry.

When done properly, a press release can be a valuable tool for any business. It’s important to leverage this opportunity and consider hiring an agency to help you execute it.

So what the F%*k is a PR anyway and how the bloody hell do you explain it to family members with short-term memory issues. Here’s what you do. Firstly, get in quickly with Aunty Sharon and Uncle John before a larger group gathers around. Ensure to have a well-rehearsed explanation ready before Aunty Sharon strides towards the vol-au-vents and mulled wine. It’s weird that ‘our’ profession, which is about creating favorable impressions of clients, leaves most people outside the industry wondering what is PR and how you fall into it? And let’s not pull any punches. You definitely fell into PR because no kid grows up with ambitions of becoming a PR practitioner. Footballer, yes. Teacher, yes. PR person, no. Which child looks at those two letters PR and thinks that’s the profession for me?

Fortunately, or more likely unfortunately, there are a few go-to jobs every strict black parent still desperately hopes their child will secure. Doctor, lawyer, accountant and even British Conservative MP are all jobs that grant your family members certain bragging rights over uppity neighbors. “Did I tell you about my son…he is a doctor.” These are all eminently respectable careers which need no further elaboration.

Contrast these careers with PR, which most people know nothing about, and you become the proverbial lamb to slaughter whilst trying to explain it. Your best bet is to bleat out what PR actually is. So, throat cleared, you say to Aunty Sharon and John “I work in PR.” This will be met with horrified facial expressions by the additional family members who’ve now gathered. Fortunately, estate agents are disliked far more than us in PR. You explain that PR stands for public relations and our industry prefers to be heard but not seen. You avoid associating the sector to the ‘Dark Arts’ or ‘Spin’. You talk about how you manage a client’s reputation, secure favorable coverage, yada yada and you stop Uncle John telling everyone you’re a hardworking journalist who often has stories printed in the Daily Mail, but for some reason you name isn’t printed alongside the story.

Their interest waning, you begin to lose your small group of listeners. In a last ditch attempt to gain kudos before everyone ravishes the recently produced mince pies, you frantically throw in that PR was what David Cameron did before he went on to become Prime Minster, and that Bill Gates (supposedly) said, “If I was down to my last dollar I would spend it on PR.” And if they’re still confused about what PR is then bollocks to the lot of ‘em. If it’s good enough for Messrs Cameron and Gates, then it ought to good enough your gathering of confused listeners.

The Challenge

Walk Once More operates within a crowded charity sector and jostles to be heard in a space occupied by larger and better resourced charities who occupy the same space. The charity’s flagship event was the annual six-day, 156 mile ultra-marathon – Marathon Des Sables. Up until that point the charity had never managed to garner substantial press coverage. Seroto Communications was asked to deliver a PR campaign which would cut through and pique the interests of journalists.

Walk Once More

Walk Once More is a young charity with a noble cause. It raises money and awareness to help with the research, prevention, treatment, cure and rehabilitation of spinal cord injuries (SCI). Every eight hours someone is told they may never walk again due to spinal cord damage and it t is estimated that there are 40,000 people living with the life-long condition in the UK.

The Challenge

Walk Once More operates within a crowded charity sector and jostles to be heard in a space occupied by larger and better resourced charities who occupy the same space. The charity’s flagship event was the annual six-day, 156 mile ultra-marathon – Marathon Des Sables. Up until that point the charity had never managed to garner substantial press coverage. Seroto Communications was asked to deliver a PR campaign which would cut through and pique the interests of journalists.

The Solution

We started by interviewing several case studies to find out their motivations to run 156 miles through the Sahara desert for a lesser known charity. We came across South Londoner and former publican Julian Mellor. His colourful back story was incredibly captivating and we knew full well and that his story was the perfect vehicle to amplify Walk Once More.
We teamed a clever press release with a high quality photograph of Julian completing his run and successfully issued it to the media.

The Results

Ultimately, Seroto Communications delivered Walk Once More their most successful PR campaign ever. We achieved this by securing 40 pieces of print and online coverage in national and regional publications, as well as TV and radio interviews.