Three Things We Won’t Apologise For as PR Experts

After more than twenty years working in PR, one thing remains true. The quotes and type of content that make it into print are the ones that say something useful.

Too often, press releases are packed with polite filler or familiar phrases that don’t anything new. We helping clients sharpen their message so it actually lands.

1. focusing on killer content, not filler Fluff

Clear, confident and easy for journalists to use. We keep press releases and quotes concise, make sure they reflect an enticing headline. If it sounds like an advert or a keynote speech, it’s a no go.

2. treating digital & social as essential

The way people consume news has changed - and keeps on changing. Social and digital platforms are now central to how stories are placed, and consumed. We shape PR with this in mind, making sure messages translate across formats, feeds and AI generated summaries.

3. telling brands that a new website isn’t news

Not every update is news on its own. That website your brand has just launched? Gorgeous, we’re sure - but that’s not news.

Sometimes the strongest PR comes from zooming out and looking at the bigger picture. Adding context, insight or opinion helps journalists and audiences understand why something matters.

Good PR is not about saying everything. It is about saying the right thing, in the right way, at the right time.