From Middle Aisle to Front Row: Why Lidl’s Trolley Bag Is PR Genius

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You don’t go to Lidl for couture. 

You go for knock-off Magnum ice creams and whatever slightly chaotic treasure has landed in the middle aisle this week. 

And yet, here we are again. 

For the second time, Lidl has stepped onto the runway at London Fashion Week, this time dropping a stainless-steel handbag shaped like a supermarket trolley in collaboration with designer Nik Bentel. 

 

Yes. A trolley. As a handbag. 

 

It’s ridiculous.
It’s brilliant.
It’s a physical oxymoron. 

 

And from a PR perspective? It’s extremely smart. 

 

The Joke Is the Strategy 

Let’s state the obvious: Lidl is a budget supermarket. 

 

It doesn’t even have a permanent clothing section. If you want a Lidl jumper, you’re hunting it down between a paddleboard and a random power tool in the middle aisle. 

So why is a discount grocery chain playing in fashion week territory? 

 

Because Lidl understands something many brands forget: 

 

If people are already smiling at your brand, you’re halfway to cultural relevance. 

The ‘Trolley Bag’ works because it leans fully into the contrast: 

  • Budget supermarket 
  • High fashion calendar 
  • Industrial stainless steel 
  • Luxury drop mechanics 

It’s knowingly absurd. And that self-awareness is what gives it permission to exist. 

 

It’s Not Just a Stunt. It’s a Series. 

This isn’t Lidl’s first foray into fashion theatre. 

Last year’s Croissant Bag (yes, a handbag shaped like a pastry) reportedly sold out in minutes and generated serious social traction. 

By returning with a second collaboration, Lidl moves from “random viral moment” to “ongoing narrative”. 

 

That matters. 

 

In PR, repetition builds equity.
One stunt is noise.
Two starts to look like brand positioning. 

 

Lidl isn’t dipping its toe into fashion, it’s playfully claiming space in it. 

 

The Power of the Physical Oxymoron 

There’s something delicious about a luxury object made from supermarket iconography. 

A shopping trolley is functional. Mundane. Everyday. 

Turn it into a stainless steel handbag and suddenly it becomes: 

  • Ironic 
  • Conceptual 
  • Shareable 
  • Instagram bait 

 

It embodies the cultural tension between high and low, luxury and accessibility.  

And right now, culture loves that tension.  

Fashion has been in its “utility chic” era for a while, hardware, exaggerated practicality, everyday objects elevated. Lidl hasn’t invented the trend. It’s hijacked it beautifully. 

 

The Drop Strategy Is Doing Heavy Lifting 

This wasn’t stacked in aisle three next to the frozen pizzas. 

 

The launch mechanics were carefully choreographed: 

  • Limited in-person release in London 
  • Short activation window 
  • Exclusive ballot access 
  • Fashion Week timing 

 

That’s streetwear logic. 

 

Scarcity + spectacle + social media = earned reach. 

The bag itself is the headline. 

 

Why This Is More Than Just “A Bit of Fun” 

It would be easy to dismiss this as a gimmick. 

But here’s what it’s actually doing for Lidl: 

 

  1. Reframing “Cheap” as “Playful”

Budget can mean basic.
Or it can mean accessible, self-aware and unpretentious. 

By leaning into humour rather than defensiveness, Lidl strengthens its personality. 

 

  1. Buying Cultural Capital Without Luxury Spend

Fashion Week presence without fashion house budgets. 

Instead of chasing aspiration, Lidl creates contrast. And contrast gets coverage. 

 

  1. Owning the Middle Aisle Mythology

The middle aisle has become folklore. Everyone jokes about it. Everyone loves it. 

 

The Trolley Bag essentially says:
“We know you find us random and chaotic. We love that too.” 

 

That’s brand confidence. 

 

What Brands Can Learn 

Not every brand can turn a trolley into a handbag. 

 

But every brand can ask: 

  • Where is the tension in our identity? 
  • Are we shying away from it — or leaning into it? 
  • Can we turn our perceived weakness into a talking point? 

 

The Lidl x Nik Bentel collaboration works because it doesn’t try to be something it’s not. 

 

It’s not pretending to be Chanel. 

It’s playing with the idea of Chanel. 

 

And in today’s attention economy, playful authenticity travels further than forced aspiration. 

 

Final Thought 

The Trolley Bag may never become a wardrobe staple. 

 

But that was never the goal. 

 

The goal was conversation.
The goal was cultural crossover.
The goal was to make people look at a budget supermarket and think: 

 

“That’s actually quite clever.” 

And if a stainless steel trolley handbag can do that,
imagine what a well-executed PR strategy can do. 

Lidl Trolley Bag

What’s he going to say next?

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Why unpredictable communications matter – and what businesses can learn…

In the modern media environment, unpredictability commands attention. Few world leaders have exemplified this more than President Donald J. Trump, whose communications approach – from speeches to impromptu media briefings – has consistently kept audiences asking the same question: “What’s he going to say next?” At Source PR, we believe understanding this phenomenon isn’t merely political commentary: this communications strategy is case study with lessons for B2B leaders and brands alike.

At its core, President Trump’s messaging strategy thrives on uncertainty. Rather than carefully script every soundbite behind closed doors, he often speaks in a conversational, unfiltered manner that leaves audiences – and often even seasoned journalists – unsure what to expect. That unpredictability is far from accidental. In diplomatic negotiations with world leaders, it functions as a strategy rather than a slip-up. When counterparts cannot reliably forecast his next move, traditional negotiation dynamics change – often in Trump’s favour. Other leaders may hesitate, seek clarification, or make concessions to avoid abrupt shifts, effectively allowing the communicator to shape the narrative from a position of advantage.

That same unpredictability plays strongly domestically.

For large segments of the U.S. public, Trump’s tone and cadence feel authentic precisely because they deviate from conventional political script. In an era where generic messaging and polished speech have dominated public discourse, his bold, unscripted style can feel refreshing and direct to supporters – even if it is chaotic to others. This is a crucial insight: audiences value authenticity, and authenticity often stems from risk, not rehearsed messaging.

However, this approach also raises questions about consistency – a cornerstone of effective communication. For companies and leaders in the B2B space, inconsistent messaging can create confusion among stakeholders, erode trust, and slow decision-making. Markets don’t respond well to volatility; partners and clients value messages that are predictable, aligned, and tied to core strategy. When the world is left waiting to decipher the next message, even significant policy announcements – or key commercial updates – risk being drowned out by speculation and noise.

What's he going to say next....?

What’s he going to say next….?

So is Trump’s communications style a model to emulate?

Not in its entirety. What is instructive is the underlying principle: clarity of purpose matters more than rigid consistency of form. In other words, your audience should understand who you are and what you stand for, even if the way you deliver that message varies by channel or moment.

For B2B communicators, the lesson isn’t to foster uncertainty – it’s to harness authenticity and strategic intent within a consistent framework. Whether you’re addressing investors, industry partners, or media, your narrative should be recognisable, repeatable, and aligned to business goals. Unpredictability may generate headlines, but consistency builds credibility.

President Trump’s communications style is a new benchmark in political messaging precisely because it disrupts the old norms – and reminds communicators that how you speak can be as impactful as what you say. For businesses, the invitation is clear: be intentional about your messaging strategy, know your goals, and always be ready to guide your audience toward understanding why you’re speaking – not just what you say next.

Post it like Beckham…

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At Source PR, we often say that the way news breaks today tells us more about communications than the story itself. This week’s headlines around Brooklyn Beckham and his comments on family reconciliation are a clear example of that shift – and a useful case study for businesses and communications professionals alike.

The story did not emerge through a traditional media interview or a carefully managed statement issued to press. It originated on social media. One post, shared directly with a global audience, immediately became the primary source for mainstream news coverage. Journalists didn’t lead the narrative; they followed it, analysing and amplifying what had already been published online.

This reflects a reality we see every day in business communications: social media is no longer a supporting channel. It is an absolutely key tool for news dissemination. What is said on social platforms now shapes the news agenda, informs headlines and frames public debate before conventional media has time to react.

For organisations, this changes the rules. Social posts are no longer informal updates or marketing add-ons. They are official communications, whether intended that way or not. A single message can influence reputation, stakeholder confidence and internal culture in real time. That applies just as much to a CEO’s LinkedIn post as it does to a celebrity’s Instagram statement.

There are also clear parallels between Brand Beckham and established blue-chip companies. Over decades, the Beckham brand has been carefully built around consistency, control and a strong understanding of public perception – much like a global corporate brand. That is precisely why moments of visible tension or deviation attract such intense scrutiny. When a trusted, familiar brand breaks pattern, the audience pays attention.

The same principle applies to large organisations. The stronger and more established your brand, the higher the expectations around clarity, alignment and tone. Inconsistent or emotional messaging doesn’t just travel fast – it carries greater reputational risk because it conflicts with what audiences expect from you.

From a PR perspective, the lesson isn’t to retreat from social media. It’s to be prepared for it. Businesses need clear governance around who communicates, on which platforms, and under what circumstances. They need to understand how quickly social content can escalate into a full news cycle – and how difficult it is to regain control once that happens.

At Source PR, we work with clients to ensure their communications are proactive, not reactive. Because in today’s landscape, social media doesn’t just amplify the story – it can be the story. And the organisations that understand that are the ones best placed to protect and strengthen their reputation when it matters most.

What PR Pros Can Learn from Dry January and Why It’s One of the Most Successful Campaigns of Our Time

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Every January, the same shift happens. 

Alcohol-free options suddenly feel normal. Saying “I’m not drinking” needs less explanation. And Dry January once again becomes part of the national conversation. 

From a PR perspective, it’s fascinating. 

Inspired by the PR in the Real World podcast episode ‘How the Dry January Campaign Changed a Culture’, featuring Joe Marley from Alcohol Change UK, this blog post is a reminder of what’s possible when communications are built on a deep understanding of human behaviour, not hype. 

A Campaign That Was Never Meant to Be This Big 

One of the most refreshing things about Dry January is that it was never designed to be a phenomenon. 

The idea was first created by Emily Robinson, who decided to give up alcohol for January while training for a half-marathon. She noticed the benefits, better sleep, improved focus, feeling fitter and shared her experience. That was it. 

Nearly 15 years later, Dry January has become one of the most recognisable ‘behaviour-change’ campaigns in the UK, and one of the most successful of our time. Even Alcohol Change UK didn’t expect it to grow to this scale. 

The campaign is the perfect example of how ideas rooted in real life, not brand positioning, can gain momentum in ways you can’t always predict or manufacture.  

Why January Works (and Always Has) 

January has always been about new beginnings. 

It’s a moment when people naturally reflect, reset and attempt to reinvent for the new year. Dry January fits into that mindset seamlessly. It doesn’t try to create motivation, it taps into motivation that already exists. 

People take part for all sorts of reasons: 

  • wanting better sleep 
  • saving money 
  • feeling healthier 
  • or simply proving to themselves that they can commit to something 

What’s clever from a PR point of view is that none of those motivations are imposed by the campaign. They’re personal and that makes the campaign feel accessible rather than directive. 

Not Prescriptive, Not Judgemental, Just Simple 

One of the reasons Dry January works so well is because of what it doesn’t do. 

It doesn’t tell people why they should take part.
It doesn’t promise how they’ll feel at the end.
It doesn’t position alcohol as “bad” or participants as “better”. 

It’s simply: no alcohol for January. 

That simplicity gives people space to make it their own and that’s incredibly powerful. There’s no “right” reason to take part, no pressure to justify your choice, and no guilt if you approach it differently to someone else. 

From a communications perspective, this non-prescriptive tone removes resistance. People feel invited, not instructed, which is exactly what you want in a behaviour change campaign. 

Alcohol Is Everywhere — Dry January Offers a Shield 

Alcohol is deeply embedded in UK culture. It’s everywhere, socialising, celebrations, and yes, even our advertising. 

One really interesting insight from the podcast is how Dry January gives people a social shield. Saying “I’m doing Dry January” is often more accepted than explaining a personal goal like “I’m trying to be fitter” or “I want to cut back”. 

That shared cultural understanding reduces pressure. It gives people permission to say no, without having to explain themselves. 

And as the campaign has grown, it’s also created a genuine sense of community. People know they’re not doing it alone, which makes participation easier and more appealing.  

Real Impact, Not Just Headlines 

Dry January isn’t just well known, it works. 

According to Alcohol Change UK, 70% of people are still drinking less six months later. That’s a huge stat in the context of behaviour change. 

This matters even more when you consider that around 10 million people in the UK are drinking at risky levels, and Alcohol Change UK’s wider goal is to end the serious harms caused by alcohol. 

From a PR perspective, this is where the campaign really stands out. It’s not chasing vanity metrics or short-term spikes in awareness. It’s focused on long-term outcomes and measuring success in ways that actually reflect change. 

Joe Marley talks about the importance of sanity metrics — outcomes that might not always make flashy headlines but genuinely matter. 

Staying Fresh by Responding to Culture 

Running an annual campaign for nearly 15 years comes with challenges. But Dry January has stayed relevant by responding to cultural change, not reinventing itself every year for the sake of it. 

The conversation around alcohol has shifted. Low and no-alcohol drinks are now mainstream, not niche. That evolution has allowed the campaign to adapt, including things like official alcohol-free beers during January. 

Alcohol Change UK also runs polls every year, and while the core patterns remain consistent, there are always small changes and new insights that help shape media narratives and keep the campaign interesting. 

And perhaps most importantly, the campaign continues to centre real participant stories. Those lived experiences are what keep the messaging human and what give journalists something meaningful to work with year after year. 

Running Awareness or Annual Campaigns 

When you run the same campaign year after year, comparison becomes unavoidable. Media coverage, sign-ups, donations, engagement, everything gets stacked up against last year’s numbers. And if one metric dips, it’s easy to feel like you’ve failed, even when the work itself is still making a real difference. 

Big numbers can be motivating, but they can also be misleading. When you’re focused on genuine behaviour change, success doesn’t always look like constant growth, and it definitely doesn’t move in a straight line. 

For PR and comms teams, particularly those working in charities, it’s easy to lose sight of impact when you’re buried in spreadsheets and reports. But helping some people is still helping people. Supporting behaviour change at any scale still matters. 

Dry January is a useful reminder to occasionally step back and zoom out. Behind every data point is a real person, someone sleeping better, feeling healthier, saving money, or simply proving to themselves that they can commit to something. Progress isn’t always louder than last year. Sometimes it’s just deeper. 

The PR Takeaway 

Dry January is a powerful reminder of what PR can achieve when it’s rooted in people, not performance. 

It shows that: 

  • Authentic ideas can grow further than flashy launches 
  • Timing matters because feelings matter 
  • Non-judgemental messaging builds trust 
  • Real stories keep campaigns alive 
  • And long-term impact is more important than quick wins 

In an industry where we’re always pushed to do “more”, “bigger” and “better”, it’s worth remembering that sustained, thoughtful work has value even when it doesn’t break records.  

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.