Life after the 2012 Olympic Games in London – possibly the UK’s greatest triumph on every level, from staging to competing – is grander than we may believe. While the euphoria of the country’s largest-ever event has certainly died down in recent months, it’s not without its plus points – in the media world, at least.

Looking back at 2012 and forward to 2013 this month is PR Week, and the magazine was keen to highlight the positivity that brands should undoubtedly have for their prospects in the coming 12 months. After all, the shadow of the Olympics has been firmly cast off, allowing them to be more competitive than ever before.

“The absence of the Olympics will prove liberating for many brands, but there may also be drawbacks,” it explained. That means that while the likes of Coca-Cola, McDonald’s and Cadbury no longer have sole rights to a number of images, associations and even turns of phrase, it seems that this new ability to promote through digital or print media initiatives is not without a caveat or two.

The main one? “A drop in national mood will mean more ingenuity is required to generate positive sentiment,” PR Week added. So, if you’re approaching a new project using leaflets, flyers, posters or printed advertisements, remember: be positive!