Why Inheritance Tax Changes Demand More Than Just Financial Planning

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The Role of Strategic Communications

As we prepare for the Budget on 26th November and the government seemingly moves forward with significant changes to inheritance tax (IHT) rules, many families, business owners, and wealth advisers are rightly focused on financial planning.  

The proposed reforms have proved to be controversial and divisive – with the issue of ‘asset rich, cash poor’ generational farms taking much of the focus of these policies – and they will have long-term implications for succession plan

ning, asset protection and liquidity. 

But amid the spreadsheets and solicitors, there’s one critical aspect that we’re worried is being largely overlooked: communications. 

At Source, we work with a wide range of businesses in the Agri-sector and wider rural economy. Whether you’re a business owner preparing to pass down a family enterprise, a farmer concerned about land being taxed, or a high-net-worth individual reviewing your estate strategy, how you communicate may be just as important as how you calculate. 

Here’s why doing a bit of PR planning – whether that’s for communications with your family, employees, community, or even the media – is a wise move, and should probably be an integral part of your inheritance strategy: 

  1. Your reputation may be at stake

The optics around inheritance can be sensitive, particularly in a cost of living crisis, when low economic growth and wages aren’t rising in real terms. When the public sees wealthy individuals or business owners making last-minute estate changes, it can be perceived as opportunistic or evasive – even if it’s perfectly legal and responsible. If your business is community-based, employs local people, or relies on reputation-driven goodwill, you’ll want a strategy to manage perception. That includes internal messaging for staff and external messaging for stakeholders. 

  1. Complexity needs clarity

IHT reforms are technical (thus why you’re probably using specialist financial and legal advisers) and any of your stakeholders – whether they’re family members, shareholders, or employees – may not understand how these changes impact them or the decisions you’re making. A good communications plan turns complexity into clarity. Communicating complicated information clearly, and ensuring all communications are legally and financially accurate, will ensure your intentions are clearly conveyed and reduces the risk of confusion, gossip, speculation or legal complication. 

  1. Planning for the unexpected

In times of transition, whether it’s the death of a business owner, the sale of a family asset, or a sudden tax burden, emotions can often run high. Without pre-agreed communications protocols, misinformation and reputational damage can spread fast. A proactive PR strategy includes crisis planning, allocates the correct spokespeople, agrees the right messaging and tone, so that when difficult conversations become necessary, you’re prepared to communicate with empathy, transparency, and control. 

  1. Engaging with policy and Public Affairs

If you believe the reforms will impact your sector unfairly – as many in the farming and family business communities do – effective communications can significantly amplify your voice. That might involve coordinated messaging with trade bodies, media outreach, or contributing to policy discussions. A PR agency can often provide a Public Affairs capability and can organise collaboration with other groups who are in the same shoes as you and can help you engage constructively and credibly.  

  1. Legacy is more than money

Ultimately, inheritance isn’t just about wealth – it’s about what, and who, you leave behind and as well passing on the best possible financial situation, you also need to ensure that your reputation, brand and values are in best possible condition too. That includes your reputation and history, but also the future of your business or estate. Communications planning ensures that your legacy is framed in the way you intend, for the people who matter most. 

Planning for a smooth transition… 

Yes, speak to your accountant. Yes, talk to your solicitor. But don’t leave your communications to chance. Strategic communications and PR can protect your reputation, support your objectives, and help you navigate the human side of inheritance tax – one thoughtful message at a time.  

 

3 Mistakes You’re Making When Blog Writing

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When I joined Source PR a year and a half ago, I thought I had blog writing in the bag. As an English Literature graduate, I was used to writing thousands of words, unpicking texts from every angle and weaving in as much context as possible. But PR blog writing is a little different to that. 

The shift from academic writing to clear, concise, client-focused blogs has been a learning curve. So, if you’re just starting out in PR or are looking to fine-tune your blog writing, here are my top three mistakes to avoid. 

 

  1. Not Taking Your Time

When I first started out, I had no idea how long a blog should take me. Was I being slow? Too quick? Should research take me 30 minutes or two hours?  

I quickly learned that there’s no “perfect” timeframe for blog writing and what matters far more is the quality of what you write.  

Often, research takes longer than writing and that’s okay. I’d actually encourage it. The time you spend gathering information is what’s going to make your blog unique and valuable, not just to the reader, but to the client too. I’ve had times where researching has helped uncover new industry insights that even the client hadn’t come across before. 

Especially in B2B PR, where topics can be niche or technical, giving yourself time to read, plan and write is essential. Sometimes you’ll be in the zone and finish a blog in two hours; other times, especially post-lunch on a cosy afternoon, it might take a little longer, and because we’re not AI bots, that’s normal. Likewise, if you’re working on one client that you know inside out, and one that you are only just becoming familiar with, one is going to be a far quicker feat than the other.  

 

  1. Not Evaluating Your Research Properly

We’ve all heard the “don’t use Wikipedia” speech from teachers, and while that might sound a bit outdated, the principle still applies. You mustn’t take what you find online at face value. At the end of the day, if you search ‘is the Earth flat?’ you’ll find the majority of articles saying ‘no’ but there will still be one out there that inaccurately says ‘yes, the Earth is flat’. 

When you’re referencing statistics or studies, look at how the data was gathered. A survey of 50 people won’t be nearly as robust as one with 500+ respondents. Reputable sources like Statista, Mintel Reports, or official government and industry publications are extremely reliable sources so stick to these if you are unsure.  

Don’t be afraid to check in with your client either. You may be the expert when it comes to comms, but they are the industry expert. PR work is ultimately a partnership, so don’t hesitate to flag anything with them. After all, it’ll only show you’re keen on the account.  

 

  1. Writing Too Much

Early on, I thought the longer the blog, the better. I’d aim for 1,000+ words because more words means more value, right? I quickly learned that that’s not necessarily true. 

SEO experts (like Yoast) generally recommend that client blogs sit around 700 words. It’s enough to explain your point, support it with relevant data and keep your audience engaged, without overwhelming them. 

The same goes for social media content too. While it’s tempting to write all you’ve just researched on ‘pressure-vacuum relief valves’, it won’t be punchy on social media unless you keep it short and impactful. Harness blogs for long form content, but even there, make sure you’re being proportionately concise.  

 

Some Personal Advice 

I feel like it’s so easy to fall into the trap of feeling like you ought to write more or are even being too slow when blog writing. It can be easy to compare yourself to others and then fall into all these common mistakes. This is all part of the learning process. If you’re new to PR, my best advice would be to take your time, utilise researching for blogs as a way of getting to know your client and make sure the content you provide is valuable rather than vast. 

Whether you’re in-house or agency-side, blog content is a powerful tool for brand building and thought leadership. If you’d like help making clear, SEO-friendly blogs that resonate with your audience, get in touch with us at Source PR. We’d love to help! 

 

How the OASIS Reunion Tour Sparked a Wave of Marketing Brilliance

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When news broke that Liam and Noel Gallagher would reunite for the first time in 16 years, the buzz was insane. Kicking off in Cardiff’s Principality Stadium and just now wrapping a five-night leg in Manchester, the Oasis reunion tour has been nothing short of biblical. It might even be the most anticipated tour since Taylor Swift’s Eras. Estimated to bring in a boost of £227 million to Manchester’s economy, both big and small businesses would be silly to not piggyback on the moment.  

True to the spirit of Oasis, we’ve seen approaches that were loud, cheeky, and unapologetically creative. Here’s our top roundup: 

2Ft Lasagna Featuring Liam Gallagher’s Face 

 

The most eye-catching effort came from Asda’s Pilsworth Café, which paid homage to the band’s song “Digsy’s Dinner”. The inspiration for the song came from an experience Noel Gallagher had at Peter “Digsy” Deary’s house, where they were discussing the lyric “Guess what I had for my tea, guess what I had for my tea. It was lasagne… it was lasagne”. So, Asda did what was only right and created a 2-foot lasagna featuring Liam Gallagher’s face. The lasagna boasts over a kilogram of pasta sheets and nearly a kilo of cheese. Wow. 

 

Getting into the Gallagher Spirit with Lookalike Competitions 

 

Meanwhile, The Manchester Shop, the city’s go-to destination for all things “Manc,” hosted a Gallagher Lookalike Competition. The contest drew dozens of bucket hat-wearing fans doing their best Liam walk down Market Street. Not only did it look like a laugh, but it was also great for socials too. The giveaway (there’s running theme here) a family size Lasagna and a pack of candy sticks. 

Not Just the old ‘Have a Wonderwall Time’ Pun 

 

Driving into the city, another standout piece of branding could be spotted on Princess Parkway, a billboard by tech company ANS Group. Advertising their cloud and data services, they took their copywriting approach to the next level – I only wish I thought of these puns first:  

  • “You and AI are gonna live forever” 
  • “Don’t look back in anger (at a bad CRM)” 
  • “And after allllllll, you’re by firewalllllll” 

Witty, relevant, and bang on brand. This was B2B marketing at its most playful. 

 

Cardiff Gets Involved Too  

 

It wasn’t just the North getting swept up in the madness. Down in Cardiff, a new bistro called Sonder put together a light-hearted Instagram video of two staff members swaggering into the restaurant dressed as Liam and Noel – bucket hats, oversized jackets and all.  

With only four months up and running, Sonder showed how embracing trends getting up to date with socials is so important for new businesses. It’s a reminder that you don’t need big budgets to make a big impact; just a clever idea and a willingness to have some fun. 

AI Means Anyone Can Join In 

 

Clearview Cattery, a family-run business proved that even pet boarding facilities can hop on this trend too. Their post included an AI-generated image of the Gallagher brothers visiting their cattery, captioned with the brilliant line: “Let the cat out the bag.” Typically getting around 20 likes per post, this one hit 109, a fivefold increase. This is serves as a neat demonstration as to how AI is making content creation more accessible than ever, even for businesses without a dedicated marketing team. 

What Businesses Can Learn  

 

The Oasis reunion tour has been a real cultural moment. And what this moment has demonstrated clearly is that effective marketing doesn’t necessarily need big budgets to stay relevant and responsive to what’s happening in the world around us. 

Businesses that stood out during the Gallagher brothers’ tour weren’t necessarily the biggest or most well-known. In fact, many were independent shops, local cafés or family-run businesses. What they all shared was an ability to connect their brand to this cultural moment at the right time. 

The Best AI-led PR Trends of 2025

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We’re halfway through 2025, and it’s now clearer than ever that AI is here to stay. It’s embedded in every corner of digital comms, from brand storytelling to visual content strategies. It’s almost impossible to open LinkedIn without seeing a post either leveraging generative AI or slandering it. As someone who scrolls through X, Instagram, and LinkedIn each week while drafting content for clients, I’ve watched firsthand how AI-generated images have become a surprisingly useful tool in the B2B PR world. 

Now, as a copywriter, I have serious reservations about using AI to generate any written content. It actually feels a bit cocky to say that I can write far better than any AI tool… Plus, authenticity matters. But I have found value in observing how others use generative AI to create eye-catching images.  

Here are some of the top AI-led PR trends that have emerged in 2025 so far. 

  1. AI Action Figure Trend

This trend sees individuals reimagining themselves as boxed action figures, packed up in their favourite outfit and accessories.  

 

Why it works for PR: 

Finally, a popular trend that my B2B clients can hop on. This is the kind of lighthearted content that lets B2B leaders showcase personality without losing professionalism. It’s not only extremely shareable, but also a great way to get your team on board with creating their own uniformed action figures too.  

The downside: 

The environmental impact of AI tools like ChatGPT is something to take seriously.  According to research from Queen Mary University, the data centers powering these tools consume more electricity annually than 117 entire countries. Each image created might feel small, but cumulatively, these trends are accelerating digital waste. Quite literally millions of people flocked to join in on this Action Figure trend and it’s very unfortunate that this has been the first of many trends for this year.  

 

  1. Studio Ghibli Selfies

There’s a lot of intrigue when it comes to seeing what you’d look like as a cartoon. Before, the odd Snapchat filter would allow you to do this. But now, AI can render any image anime in a matter of minutes. Home to some childhood classics, the first to take this trend was a wave of Studio Ghibli-inspired images. These dreamy, painterly visuals brought a nostalgic charm that’s instantly recognisable. 

Why it works for PR:

For execs who want to soften their online presence, the Ghibli trend provides a whimsical (yet oddly elegant) alternative to stiff headshots. When this trend was live, I saw that even the tycoons of the Dragons Den such as Tej Lalvani had fun taking part in this trend. 

The downside:

Copyright and ethics. The Ghibli aesthetic is heavily inspired by Studio Ghibli’s own artwork. Artists like Sarah Andersen have already launched lawsuits against AI firms for scraping copyrighted work when training these tools. Even if it’s a legally grey area, it still raises moral questions about originality. As PR professionals, who are part of the creative industry ourselves, we must be one of the first to respect other creatives and the protection of their work. 

 

  1. Pets Turned into People

Upload a photo of your dog or cat and ask ChatGPT to reimagine them as a human. It sounded adorable. Until I turned my Yorkshire Terrier into a weird-looking middle-aged man. 

Why it works for PR:

Honestly, it doesn’t. This trend is more for personal feeds than client content. However, it does reflect the growing accessibility of AI visuals and could inspire internal campaigns. If you’re the kind of company that likes to have a bit of fun with internal monthly newsletters, then turning your staff into pets could make for a really entertaining section.  

The downside:

It veers into the uncanny valley. I personally find this trend quite unsettling. 

 

  1. Lego, Pixar, The Simpsons

From Ghibli to LEGO cityscapes, the visual AI trend has expanded into pop culture territory. I’ve seen people turned into the Muppets, families reimagined as citizens of Springfield, or office teams given Pixar makeovers. 

 

 

Why it works for PR:

Used sparingly, it’s a brilliant way to inject fun into corporate storytelling. You might have a group photo of all your employees that you really like. Instead of just reposting that photo again and again, you can fun it up by turning it into a LEGO-style portrait. These can boost internal engagement, and on social, show that a brand has a creative edge. 

The downside:

We’re again entering dangerous copyright waters. While these trends are fan-driven and fun, platforms like Disney and Fox are known to guard their IP closely. The more brands lean into these recognisable styles, the more likely they are to face takedowns…or worse, lawsuits. 

 

2025’s trends show that AI isn’t replacing creative professionals, it’s just expanding the canvas. For PR teams, these tools are a gift if used both ethically and strategically. The visual possibilities are endless, but as with any trend, they must align with brand values and long-term goals.

How to Pitch like a PR Pro

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You’ve spent time crafting a pitch, refining the subject line and tailoring it to the right contact – all to be met with nothing. No reply, not even an ‘I’m out-of-the-office’ bounce-back.

Crickets. Tumbleweed. Dead air. 

If that sounds familiar, you’re not alone. Pitching is a core skill in PR, but even seasoned professionals can still get ignored.  

Here’s my guide on how to pitch like a PR pro.  

 

Personalise That Pitch 

The goal: Show that you’ve done your research and make it clear how your story will help the journalist’s coverage goals.  

Journalists get hundreds of emails a day which makes it difficult to cut through the noise. But if you’ve referenced something they’ve written or explain why your piece is relevant to their publication, your chances of being seen will go up.  

Last year, we secured brilliant coverage in the Liverpool Echo for our client Miller Homes, with a story on Blackie the War Horse. Before pitching, I searched the Echo’s site to find journalists who were clearly already keen on the topic of British History. One had even covered the story of Blackie a couple of years before. It then made perfect sense to pitch the new developments to him and it paid off. 

If you’re not sure where to start, tools like Response Source are great. On there, you can even search for the right journalist by keywords. For example, your client may work in an area as niche as selling ‘fixers and fasteners’ (screws and nuts) and the database will be able to find you a list of relevant publications and contacts.  

 

Be Punchy, Be Original. 

The goal: Be clear, be concise and hook them in. 

Don’t make journalists dig for the point. Start with the angle. What’s the story? Why now? Who does it involve? 

  • Include what, where, when early. 
  • If it’s time sensitive, use a hook. 
  • If it’s emotional, include an image. 
  • If it’s complex, use bullet points. 

If you’re new to pitching, this article has some great templates: How to Write a Media Pitch – 5 Examples.  

 

Timing Is Everything 

The goal: Pitch when they’re listening. 

Avoid sending pitches late in the afternoon or on Fridays when people are mentally checked out or closing their inboxes. Instead, aim for Tuesday, Wednesday or Thursday around mid-morning. If your story is time-sensitive, then you will want to be the first email a journalist will see. So, go get there right before their 9 am start and schedule your email for 8:30 in the morning.  

Something you do not want to learn the hard way is to always check the news cycle. If they are likely covering something else (e.g. elections, war-breakouts) then the article that you’ve researched and crafted so well may just have to wait.  

 

Follow Up Politely 

The goal: Gently follow up without nagging.  

If your pitch isn’t urgent or breaking, wait at least a week before checking in again. When following up, I would really recommend offering something new: a new image, more facts, or a small development in the story. If you are able to do so, then this is a great opportunity for a new hook. 

Journalist inboxes fill up fast so always make sure to keep it polite, thank them for their time and never be pushy. If a story’s declined, respect it and move on. 

 

Don’t Be Shy, Pick Up The Phone 

The goal: Use calls to build relationships.  

In most cases, you don’t need to call about a pitch (as a Gen Z it can feel a bit odd picking up the phone too). But, if your client is keen to work with a particular outlet for the long term, a quick call can help you build rapport with the publication. 

If you do call: 

  • Know exactly what you want to say, but don’t read off a script. 
  • Ask if it’s a good time for a 30-second chat. 
  • Be ready to explain the story in one sentence. 
  • Have the article or press release prepared to send. 

You might get responses like “I’m busy”, “There’s never a good time” so don’t take it personally. Just be prepared and keep it brief. 

 

 

You don’t need a flashy subject line or gimmicks when pitching. The key is all about being relevant, respectful and razor-sharp.  

Journalists are busy and I think sometimes it can feel very much like ‘PRs vs Journalists’. But our job as PR professionals is to make their lives easier. If you research journalists properly, write clearly and consider their time, you can do just that.  

That’s the secret to pitching like a PR pro.  

At Source, we know what it takes to get your story seen. From crafting standout pitches to building relationships with the right media contacts, we help businesses cut through the noise and gain meaningful coverage. 

Whether you’re launching a new product, announcing a milestone, or simply want to raise your profile, we’re here to help you take the next step. 

Want to find out how we can support your business? Drop us a line here. 

 

 

 

Celebrating the North West: entrepreneurs, innovation, independence and the future of work

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As a boutique PR agency in the North West, we are very well placed to witness the trials and tribulations of running an SME in the current climate, but also to see, and celebrate, the successes and achievements of innovative and entrepreneurial companies working hard to make their businesses grow.

We work with a range of SMEs, family-run companies and start-ups, across numerous sectors, with a focus on the North West (from our base near Chester) but with a national reach, and on a daily basis we’re inspired by the visionaries and leaders who found companies, hire teams, invest in properties, develop IP and ultimately drive our economy.

There has been a lot of discussion in the media – rightly so – about the current challenges in the market (changes to national insurance rates, tax rates, VAT, cost of doing business, the energy crisis, high inflation etc) but from where we are there is also a huge amount of resilience and determination to make businesses work.

Our role is to provide communications advice to our clients, to find their voice and engage the most effective tools to promote their businesses. There is a lot of exciting things happening with our clients, but more broadly we think that businesses in the North West, in particular, are well placed to not just survive, but thrive.

The North West of England is a region where tradition meets innovation, offering a fertile ground for entrepreneurs and small businesses to thrive. From historic estates that have long been hubs of creativity to vibrant city centres like Chester, the area is witnessing a renaissance in independent enterprise. In this evolving landscape, public relations companies can play a crucial role in amplifying the voices of these businesses, helping them navigate challenges and seize opportunities.​

Heritage meets innovation: historic estates as catalysts for creativity

Cheshire’s historic estates, such as Cholmondeley Castle, Bolesworth Castle, and Eaton Estate, have been more than just stately homes; they’ve been incubators of innovation for generations. For transparency, we have worked with both Cholmondeley and Bolesworth on numerous projects over the years (and, Duke of Westminster if you’re reading, feel free to reach out for us to complete the set…!).

These estates have hosted events, fostered community engagement, and supported local artisans and entrepreneurs. Their rich histories and commitment to innovation make them ideal backdrops for modern businesses seeking to blend heritage with contemporary creativity, and there are exciting events and partnerships taking place at these estates this year which demonstrate the level of creativity needed to develop new revenue streams, to attract new customers and find new ways to evolve and thrive.

Chester: a thriving hub for independent businesses

Chester is experiencing a resurgence as a centre for investment and business, particularly for independent enterprises. Initiatives like the Chester One City Plan aim to create a fairer, stronger, and greener city by promoting local businesses and fostering a collaborative environment between the public, private, and voluntary sectors. This approach has led to a flourishing of independent shops, restaurants, and service providers, contributing to Chester’s unique character and economic vitality.​

PR companies can play a pivotal role in this ecosystem by crafting compelling narratives that highlight the stories behind these businesses, thereby attracting both local and tourist attention. Through strategic media outreach, social media campaigns, and community engagement, PR firms can help independent businesses in Chester – where the visitor economy alone is valued at £3.9bn – amplify their presence and connect with their audience.​

The rise of hybrid and remote working: opportunities for rural entrepreneurs

The shift towards hybrid and remote working is transforming the business landscape, especially in rural areas. A recent study of UK workers by Forbes suggests that 63% of workers now engage in remote work at least part of the week, so the traditional notion of working from city centres is being redefined. This trend allows entrepreneurs to establish and grow businesses in rural settings without the constraints of daily commuting.​

For small businesses in the North West, this presents an opportunity to tap into a broader talent pool and cater to a market that values flexibility and work-life balance. PR companies can assist these rural entrepreneurs by enhancing their online presence, engaging with remote communities, and positioning them as leaders in the evolving work culture.​

The role of PR in empowering small businesses

In a competitive market, visibility is key. PR companies provide small businesses with the tools and strategies to stand out. By telling authentic stories, leveraging local connections, and utilising digital platforms, PR firms can help businesses build trust and credibility. In the North West, where community ties are strong and local pride runs deep, effective PR can be the bridge that connects businesses with their audience, fostering growth and sustainability.​

As the North West continues to evolve, the synergy between historic innovation, independent enterprise, and modern work practices creates a dynamic environment ripe for entrepreneurial success. With the support of skilled PR professionals, small businesses in the region can navigate this landscape, turning challenges into opportunities and contributing to the area’s rich tapestry of innovation and community spirit.

The Best of Brand April Fools 2025

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April Fools’ Day is a playground for brands to showcase their creativity. After all, as a perfect set up for entertainment and engagement, you’d be foolish not to have a go at an April Fools prank yourself! 

In today’s blog, we’re deep diving into the best brand stunts of 2025.  

  1. Dyson’s Airbrow™

Dyson introduced the Dyson Airbrow™, a miniature version of their famed Airwrap, purportedly designed to sculpt eyebrows with its “precision airflow.”  

In a video posted across their social media channels, influencer Victoria Magrath demonstrated how she uses the device to style her brows to perfection. The caption playfully read, “Say hello to Dyson Airbrow – the brow-raising multi-styler ✨.” This tongue-in-cheek prank not only showcased Dyson’s playful side but also garnered significant attention which definitely had some people raising eyebrows. 

So far, the post has garnered a whopping 206k likes and 4,779 comments. To put that in perspective, Dyson’s previous reel garnered only 540 likes and 16 comments. The proof is in the pudding, April Fools’ Day is a great way to fast track your engagement.  

       

  1. Heinz’s Dubai Beanz

Heinz tapped into the viral “Dubai chocolate” trend by announcing their Premium Pistachio Flavour ‘Dubai Beanz.’ The social media post featured an image of the opulent tin, captioned: “🚨EXCLUSIVE 🚨Say hello to new Dubai Beanz… luxury in a tin🥜.” The stunt sparked a lot of banter between brands:  

IKEA: “Next up, meatball-flavored beans?”  

Birds Eye: “Dubai Beanz and Waffles for dinner tonight?”  

ALDI: “You’re meant to be silly, not suggesting great ideas #ALPD.”  

  1. Subway’s ‘Subwhey’

Subway also took fitness enthusiasts by surprise with their ‘Subwhey’ protein shakes, inspired by their most popular Footlong Subs. The exclusive range included blended versions of the Meatball Marinara, Big Breakwich, and the Classic B.M.T, each boasting 40-59g of protein. The concept was both intriguing and a little bit… gross?…but surprisingly it did leave some fans adventurous enough to try their own Subway shake at home. 

 

  1. IKEA Meatball Lip Balm 

First, we had Subway’s protein shakes and now we’ve got IKEA’s meatball lip balm. Who doesn’t want ‘the taste of meatballs now in your pocket’? This post again performed exceptionally well, racking up 68.6k likes and 420 comments, with some users even asking if there will be a plant-based version coming out soon.  

  1. Yahoo’s ‘Touch Grass’ Keyboard

In a bid to remind users to switch off from your computer and “touch grass,” Yahoo unveiled its new ‘Agricultural Interface’, a keyboard adorned with real grass. Marketed as a solution for those overwhelmed by our digital lives, the keyboard was available for purchase on Yahoo’s TikTok shop for a limited time. This prank, that went on for the entire April Fools’ week, cleverly addressed the modern dilemma of excessive screen time. 

 

  1. Nutella BnB

Nutella teased fans with the Nutella BnB, a vacation rental in Lake Placid, NY, designed as a haven for chocolate lovers. The concept featured a Nutella-shaped house complete with hazelnut-scented sheets, croissant pillows, Nutella pool floaties, a waffle maker and a chocolate hazelnut spread dispenser. Although the rental wasn’t actually available for bookings, the idea delighted fans and showcased Nutella’s iconic branding.  

 

The Impact of April Fools’ Day Campaigns on Brand Engagement 

Being a PR on April Fools’ Day is like skating on thin ice. If you pull off the perfect trick, it can make you look witty, smart and bring you closer to your target audience. However, if you misjudge it, you can get yourself in hot water and could even have a PR crisis on your hands.  

One example of an April Fools fail is that of Lipton’s Peach Ice Tea.  

On the 18th of March, Lipton announced that their most popular drink, its Peach Ice Tea, would be discontinued. With the #RIPeach, fans were left confused, writing: 

‘Is it April already? Don’t hurt us like this’ 

‘What other flavours even are there?’ 

This even caused competitors to step in, as Redbull wrote: 

‘If anyone needs a Peach fix, we’ve got you😏’ 

The timing of the post, made almost two weeks before April Fools, was most definitely the cause of the confusion and many consumers were not at all amused. The following day (again not on April Fools’ Day) the brand, likely scrambling, announced that ‘Peach is here to stay’.  

Maybe, just maybe, the brand redeemed itself by cheekily posting this on April Fools Day:  

 

All in all, the prank felt too risky and the comment section most certainly showed that it evoked a lot of mixed feelings among consumers. 

Risk vs reward is most definitely something brands need to consider before posting on April Fools’ Day. If you do not have the time or resources to carefully plan out your Fools’ Day prank, then it’s entirely okay not to post at all. After all, it’s better to keep quiet than find yourself going viral for all the wrong reasons.  

Looking for your next PR opportunity? Click here find out more about what we do. 

How to Break into PR as a Recent Graduate 

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How to Break into PR as a Recent Graduate 

For those of you at university, you’re already halfway through the second semester, and if you’re in your final year, the pressure is on to secure that all-important first job. I was in the same position just two years ago, eager to break into the world of PR but feeling a little disheartened by just how competitive the industry is.  

It takes a lot of time (and unfortunately a lot of mistakes) to perfectly curate your CV. So, after having made countless applications and received plenty of rejections, I eventually found a few tricks that turned those ‘we regret to inform you’ emails into interview invitations.  

Here’s what worked for me and what could work for you too. 

  1. Create a Portfolio and Link it in Your CV

PR is all about communication, creativity, and storytelling. It’s one thing to say you’re a great writer, but it’s another to prove it. That’s where a portfolio comes in. Whether it’s a blog post, a restaurant review, a TikTok campaign, or a university project, curate your best work and display it in an online portfolio. 

I used Canva to create mine – it’s free, easy to use, and looks polished. To make my CV stand out visually, I also generated a QR code and added it to my resume. This not only impressed recruiters but also made it super easy for them to access my work. 

  1. Quantify & Qualify Your Skills

Simply listing skills like ‘social media savvy’ or ‘strong teamwork skills’ won’t cut it. Employers want evidence. Numbers and tangible results will make your experience more credible and compelling. 

For example: 

Instead of ‘Social media savvy’, write: ‘Grew my personal brand on Instagram to 2,000+ followers, with a 15% engagement rate, placing my content in the top 70% percentile against accounts of a similar size’. 

Instead of ‘Worked on university projects as a team’, write: ‘Led a team of five on a PR project that involved analysing Cadbury’s ‘Generosity’ Campaign, achieving a 72% first class grade’ 

  1. Canva, Canva, Canva!

I cannot stress this enough. Ditch the plain Word docs now and get on Canva. Your CV needs to be both professional and visually appealing, especially when applying for a creative role in PR. 

Canva offers countless sleek and stylish templates that will help your application shine. Just remember to keep it professional and readable. No neon colors or wacky fonts please. 

  1. Get Your CV ATS-Approved

Many big companies use Applicant Tracking Systems (ATS) to screen CVs before they even reach human eyes. If your CV isn’t formatted correctly or lacks relevant keywords, it might not even make it past the software. 

To boost your chances: 

  • Use standard fonts and avoid excessive graphics (keep those for your portfolio). 
  • Incorporate keywords from the job description. 
  • Utilise your university’s career service – they should provide free ATS checks to ensure your CV is optimised for these systems. 

  1. Be Proactive and Approach Companies First

Why wait for the perfect job to be advertised when you can simply create your own opportunities instead. Many PR roles aren’t listed on job boards, so it’s worth reaching out to companies directly. 

Some strategies that worked for me: 

  • Cold emailing: I researched into PR agencies, found the relevant contact person, and sent a well-crafted email expressing my interest and sharing my portfolio. (This is exactly how I landed my role at Source PR). 
  • LinkedIn networking: Heard a PR professional speak on a podcast? Connect with them, engage with their content and send them a message.  
  • Going to networking events: A recruitment company called Creative Access hosts and advertises some brilliant networking events, panel discussions and CV seminars – they’ll be your go to platform for finding the best PR opportunities out there.  
  • Company websites: Many agencies have a ‘Contact Us’ or ‘Careers’ section where you can submit an inquiry or sign up for job notifications so you can be the first to hear about openings.

Some Final Thoughts 

Applying for jobs can be exhausting, and it’s easy to feel overwhelmed (I’ve really been there). To avoid job fatigue, limit yourself to two or three applications a week. This approach will ensure that you can properly research each company and tailor your application to stand out. Quality over quantity is key. 

Take your time, be strategic, and don’t be afraid to get creative with how you reach out to potential employers. Remember, rejections are just part and parcel of the process, but  

every ‘no’ gets you one step closer to a ‘yes’. Keep going, keep learning, and your breakthrough will come.  

You’ve got this! 

The Disposable Vape Ban – Time For Some PR?

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They’re fruity and come in lots of funky colours, it’s almost impossible to go on a night out without seeing someone clutched onto one: we’re truly living in a vape nation.  

However, these ‘fun-looking’ nicotine-packed bars do come at a cost.  

Each week, Brits throw away 1.3 million disposable vapes and only around 30% of those go to a recycling centre. That means that over 900,000 vapes a week end up in landfill.  

Why is this bad? 

Vapes contain lithium-ion batteries which, if thrown away in regular bins, can cause fires in landfills, pose a significant risk to waste management workers and leak harmful chemicals into the environment.  

Similarly, lithium is a depleting raw material and needs to be recycled so that it can make more products. The main takeaway though is that lithium is a key component in transitioning to reliable and sustainable energy sources. Lithium batteries are highly efficient at storing electricity generated from renewables like solar and wind power. This means that they are essential in providing reliable energy storage even when production fluctuates. In a nutshell, its ability to store lots of energy and long-life cycle makes it ideal for transitioning into green energy. 

The Disposable Vape Ban 

The government has now said that enough is enough when it comes to disposable vapes and has issued an official disposable vape ban that will come into effect on June 1.  

What Does This Have To Do With PR? 

When the ban comes into place there’s an absolute guarantee that a stream of news will be flowing around the subject. As PRs, it’s important to keep an eye on policy implementation and news-jacking opportunities that would be great for our clients to piggyback.  

News-jacking is great for some earned coverage but in this case it’s not just about that, it’s about taking social responsibility and seizing the opportunity to take a stance on an important subject matter. For example, just last month, I had discussed Ben & Jerry’s brand activism and their series of CSR/PR stunts from their ‘Cows going underwater to save the Great Barrier Reef’ in 2014 to their ‘Make Some Motherchunkin’ Change’ campaign in 2024. 

Before we dive into the ways your brand can leverage PR with the disposable vape ban, it’s important to note that CSR must align with your brand’s values or core mission. Jumping on trending issues without a clear connection to your brand can come off as inauthentic or government overreach. Likewise, the disposable vape ban, with many for and against it, will be a point of contention. Make sure to think about whether an anti-vape-related campaign would align with your customers and think about the risks involved with opting for a side. 

The Brainstorm 

By all means, these ideas are not perfect (and some brands may not perfectly align) but I thought a quick brainstorm might be fun! 

Kick-it  

According to Vape Superstore ‘Berry Sour’ is the most popular vape flavour. Let’s go back to Ben & Jerry’s (again). I’m envisioning them releasing an exclusive ‘Berry Sour for the Environment’ flavour in support of the disposable vape ban. The tagline: ‘Get Your Fruit Kick From Us Instead’ with messaging such as ‘do us a favour and recycle your vape’. 

Swap it! 

I’m picturing a vibrant graffiti-sprayed vape van that travels to universities across the UK. The van teaches the importance of recycling disposable vapes and swapping yours for a reusable one. For this imaginary campaign (with unlimited spend), I’m envisioning Greggs giving out free sausage rolls in return for disposable vapes.  

The face of the campaign, I’m thinking GK Barry, influencer & I’m A Celebrity Queen of the Jungle, who has been very vocal about wanting to stop vaping. 

GK Barry along with Greggs staff can hand out sausage rolls with napkins that say:  

Disposable vapes cost you around £713 a year, that’s 570 sausage rolls!  

Bums Not Lungs 

Who Gives a Crap is a punchy and bold toilet paper brand that sells colorfully wrapped toilet paper that has the social mission of providing access to clean water and toilets for those in impoverished areas.  

I know some friends that like to collect neon Elf Bars and have a stash of colours on the shelves in their room. So, I’m now picturing Who Give a Crap releasing neon-coloured toilet rolls to parody this trend following their usual cheeky messaging: ‘Bums not lungs’, ‘Collect Rolls not Vapes’ or ‘Neon, but make it ethical’. 

Relax & Recharge 

LUSH – they’re anti-waste and pro-environment so are a perfect match for an anti-disposable vape PR campaign.  

Let’s go more visual for this campaign and have LUSH set up a huge bathtub full of discarded vapes. Next to it, a lush, foamy and colourful bath that presents the sustainable and relaxing alternative.  

The messaging, ‘13 vapes are thrown away every second, this bath would be overflowing in just 60 seconds’. 

Looking for your next PR opportunity? Click here find out more about what we do. 

How to Take a Stand with Brand Activism

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It’s time to go beyond simply selling products. Brands are now digging deeper into consumer values, taking a bold stance on social and political issues, and making concrete steps toward change.  

Few brands have mastered the art of activism quite like Ben & Jerry’s. Known as much for their funky, chunky and indulgent ice cream as for their unwavering commitment to social and environmental causes. Ben & Jerry’s has been at the forefront of brand activism for decades. They don’t just speak up, they take action.  

Ben & Jerry’s has been making a difference for decades: 

World’s Largest Baked Alaska Fights Oil Drilling in Alaska (2005) 

When the US Congress was set to open the Arctic National Wildlife Refuge for oil drilling, Ben & Jerry’s protested in the most delicious way possible. They crafted the world’s largest Baked Alaska dessert, served it up in front of the US Capitol, and used the stunt to raise awareness and rally support against the plan. 

Cows Go Underwater to Save the Great Barrier Reef (2014) 

After Australia approved an expansion of the Abbot Point Coal Terminal that would threaten the Great Barrier Reef, Ben & Jerry’s launched the Fight For The Reef Scoop Tour. They sent two “cows” underwater to pose with the reef, creating a memorable and impactful campaign that encouraged Australians to take action. 

Make Some Motherchunkin’ Change (2024) 

With their latest campaign, Ben & Jerry’s aimed to empower everyday people to make positive change in their communities. The campaign showcased real-life activists and artists from around the world and celebrated all the big and small ways that everyday consumers can make change. As Doug Cameron, Chief Creative & Strategy Officer at DCX, puts it, “If you have a heart, you can be an activist.” 

The Rise of CEO Activism 

In the past, CEOs could operate behind a wall of representatives, rarely engaging directly with the public. Today, with social media platforms like LinkedIn and Twitter, CEOs are now easier to contact than ever before and consumers aren’t afraid to hold them accountable.  

When a CEO speaks out on social or political issues, it carries weight. 

Disney CEO Bob Iger Speaks Out Against Gun Violence 

Bob Iger has been an outspoken leader on social issues. On the 10th anniversary of the Sandy Hook school shooting, he publicly addressed gun violence and launched the “Start With Hello” initiative. This programme has helped students combat social isolation by fostering inclusivity and connection, proving that activism isn’t just about statements, it’s about action. 

Feeling too Shy to be an Activist? 

It’s no surprise if you feel that taking a stance on social issues may harm your brand or isolate a key customer segment. It was only last month when we reviewed the Bud Light controversy where their inclusive partnership with trans influencer Dylan Mulvaney sparked outrage among some of Bud Light’s more right wing customer base. This led to a significant drop in sales, ultimately leading to Bud Light losing their top position in the U.S. beer market.  

However, there are ways to engage in brand activism successfully and the Bud Light case is certainly one to learn from.  

 

Key Considerations When Leveraging Brand & CEO Activism 

Don’t Allow Activism to Distract You from Your Purpose 

It’s essential to align activism with your company’s core mission. Jumping on trending issues without a clear connection to your brand can come off as inauthentic. Stay focused on causes that genuinely resonate with your business values and customer base. 

Is It One Person’s Vision or a Company-Wide Commitment? 

CEO activism is powerful, but it should reflect the company’s broader vision. A single leader speaking out without company-wide buy-in can create internal friction and external skepticism. Make activism embedded in your company culture. 

Do Your Research 

Speaking out on an issue requires more than just good intentions. Understand the complexities of the cause, collaborate with experts, and be prepared for those tough questions. Misinformed activism can do more harm than good. 

Go Beyond Messaging 

Words are just the beginning. Consumers want real action and real results. Instead of just making statements, invest in initiatives, partnerships, and policies that drive change. 

Employee Engagement Matters 

A company’s activism should start from within. Encourage employees to participate in social impact initiatives, provide volunteering opportunities, and create a culture of advocacy. 

Community Outreach Is Key 

Activism isn’t about self-promotion; it’s about making a difference. Work directly with communities, support grassroots movements, and listen to the voices of those most affected by the issues you’re championing. 

Be Transparent 

Consumers appreciate honesty. If your brand is taking a stand, be clear about your motivations, goals, and the steps you’re taking. Avoid vague promises and corporate jargon. Authenticity is always key. 

Consider Potential Backlash 

Not everyone will agree with your stance. Be prepared for criticism and know how to respond. If backlash arises, stick to your principles and communicate your position clearly. If mistakes are made, own up to them and adjust your approach. 

Ready to Make a Change?  

Want to make a change but would like some expert advice on what to do and how to do it? Contact the Source PR team toda