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

Choosing the right influencers for PR campaigns

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Influencers are reshaping the PR and marketing landscape, offering brands unparalleled opportunities to connect with audiences in meaningful ways – but choosing influencers for PR campaigns can be tricky. With great potential comes great responsibility — as seen in the high-profile case of Bud Light and Dylan Mulvaney. This story underscores the importance of choosing the right influencer and navigating the complexities of modern PR. Let’s dive in. 

 

Case Study: Bud Light & Dylan Mulvaney 

Dylan Mulvaney, a beloved trans influencer, rose to fame through her candid and relatable videos exploring makeup, fashion, dating and everyday life. With over 12 million followers, Mulvaney has worked with top brands like Aritzia, CeraVe, Nike, and Ulta Beauty. 

In 2023, Mulvaney partnered with Anheuser-Busch, makers of Bud Light, Stella Artois, and Corona, as part of a campaign featuring a custom Bud Light can with her face on it. While the campaign was meant to celebrate diversity, it sparked outrage among far-right groups who labelled the company as “too woke.” 

The backlash escalated to boycotts, bomb threats, and falling sales, with Bud Light distancing itself from Mulvaney. Mulvaney, rightly heartbroken by the backlash, responded by calling out Bud Light’s failure to stand by her as: 

“Worse, in my opinion, than not hiring a trans person at all, because it gives customers permission to be as transphobic and hateful as they want.” 

The fallout didn’t stop there. The LGBTQ+ community also began boycotting Bud Light for failing to take a stand, costing the brand its top spot in the U.S. beer market. Meanwhile, Mulvaney ranked 50th on Forbes’ Top Creators list for 2023, earning an estimated £1.6 million ($2 million). 

 

Lessons Learned 

This cautionary tale highlights how difficult it is for brands to navigate the sociopolitical landscape online, with two key takeaways when working with influencers: 

Alignment is Key

Choose influencers whose values resonate with your audience and brand ethos. A mismatch can lead to alienating your core consumers. 

Stand by Your Choices

If you partner with an influencer, take ownership of the decision. Backing down in the face of backlash can damage your brand’s integrity and alienate both the influencer and their community. 

 

Influencers for PR campaigns

When done correctly, influencer partnerships can elevate your brand. Here’s how to find the perfect match: 

  1. What Size Influencer Do You Need?

The size of an influencer’s following can greatly impact the reach, cost and engagement of your campaign. Let’s break it down: 

 

Mega-Influencers for PR campaigns

Examples: Kim Kardashian, KSI, Molly Mae
With millions of followers, mega-influencers are ideal for broad brand awareness. However, their diverse audiences and high costs may not suit every campaign. 

 

Macro-Influencers for PR campaigns 

Examples: Maura Higgins, Kianaandbeauty, Joplacencio
With 100,000 to 1 million followers, macro-influencers balance reach and relevance. They often specialise in specific areas like beauty, fitness, or gaming, making them a great choice for targeted campaigns. 

 

Micro-Influencers 

Examples: Afrozuri_, Madisonmiller, Islobodianik 

With 1,000–100,000 follower, micro-influencers are highly engaged with their communities and excel in niche markets. They’re also more budget-friendly, offering excellent ROI for smaller campaigns. 

 

Nano-Influencers 

Examples: Everyday individuals with under 1,000 followers
These influencers are hyper-local and highly authentic, often influencing close-knit communities. Brands using nano-influencers are perceived as relatable and trustworthy. 

 

  1. Know Your Audience

Understanding your target audience is crucial. If your goal is broad reach, mega- or macro-influencers may be best. For niche campaigns, micro- or nano-influencers can provide tailored access to specific consumer segments. 

 

  1. Research, Research, Research

In the age of cancel culture, vetting your influencers is non-negotiable. Ensure they align with your brand’s values and have a clean track record. A misstep here could harm your reputation. 

 

  1. Evaluate Engagement Rates

Don’t be dazzled by follower counts alone. Assess how actively an influencer engages with their audience: 

  • What’s their average number of likes, comments, and shares? 
  • Have they worked with brands before, and can they provide performance metrics? 
  • Do they deliver measurable ROI? 

 

  1. Set Clear Expectations

Be upfront about deliverables, timelines, and budgets. Clear communication ensures both parties are aligned, minimising potential misunderstandings. 

 

  1. Monitor and Measure Performance

Once your campaign is live, track its performance closely. Monitor metrics like engagement rates, website traffic, and conversions. Make sure to adjust your strategy as needed. 

 

Partnering with influencers can be transformative for your PR campaigns, but it requires careful planning, research, and alignment. As Bud Light’s story demonstrates, the stakes are high — but with the right approach, your brand can build lasting connections and achieve remarkable success.  Contact the Source PR team for any advice.

AI vs Authenticity

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“Hey Siri, give me today’s headlines.” 

‘Luigi Mangione shoots himself…Brazilian tennis player, Rafael Nadal, comes out as gay…Luke Littler wins the PDC World Championship.’  

 

Apple AI has been making headlines and for all the wrong reasons.  

Launched in December 2024, with the job of summarising the news and turning it into notifications, Apple’s AI has made a series of blunders.  

Most recently, Apple’s AI sent out a premature notification declaring Luke Littler the winner of the PDC World Championships. But there was one tiny problem… the final hadn’t even started yet.  

To make matters worse, only a few hours after Littler’s false news notification, Apple AI announced that “Brazillian” tennis legend Rafael Nadal has come out as gay! Not only was his coming out completely false but Rafael isn’t even Brazillian, he’s Spanish.  

In another curveball, Apple’s AI also whipped up the chilling headline “Luigi Mangione Shoots Himself”. In fact, he did not. Albeit behind bars, Luigi Mangione the 26-year-old Ivy League graduate awaiting extradition on charges of shooting UnitedHealth CEO Brian Thompson, is alive and well.  

 

Is AI a Bad Apple? 

Apple has declined to comment on the series of blunders, leaving some to respond with criticism or memes, and others to contemplate on the use of AI. While brilliant in many ways, AI is not immune to mistakes. While it’s great for saving time, it’s also important to stay safe while using it too. 

Despite its occasional missteps, AI is still a game-changer. In fact, IBM reports that 35% of companies currently use AI, with 42% considering it for future implementation. Chatbots alone have found to boost sales by 67% and 25% of businesses now rely on AI to address labour shortages. By the end of this year, AI is projected to eliminate 85 million jobs but create 97 million new ones. That plain truth is that more and more businesses are implementing AI. Like it or not, it’s the future and it’s important to look at ways you can (safely) use it to your advantage. 

 

Pros and Cons of AI 

The Upsides 

Frees up the Work Force 

AI can be useful for automating repetitive and time-consuming tasks. For example, in industries like law, finance and healthcare, AI tools are incredibly handy for data analysis and admin duties. According to a Thomas Reuters report, professionals could save up to 12 hours per week by 2029. This means that for every 10 employees, AI would act as an additional team member.  

It’s Accessible, Even for Small Businesses 

AI tools have become increasingly affordable and user-friendly, allowing small businesses to compete with larger organisations. AI like chatbots, automated marketing tools and inventory management systems offer small businesses the chance to scale, without the need for all the technical expertise.  

Cost Effective 

Despite Apple’s case study, AI can reduce costs by minimising errors and increasing productivity. For example, in the manufacturing industry, predictive maintenance AI is used to save millions by preventing equipment failures. What’s more, AI such as CRM chat bots can handle thousands of customer inquiries without requiring additional staff.  

 

The Downside 

AI Can Make Mistakes 

Despite its potential, AI is not infallible (as seen above). For example, you must be careful when using Chat GPT. Chat GPT has not been updated since April 2023 and as such will not generate up-to-date information, despite many users seeing it as a search engine. Errors in AI algorithms can make the AI ‘hallucinate’ and lead to incorrect decisions or biased outcomes. Depending on how much AI is embedded in your business, this can lead to severe reputational damage.  

Reduced Critical Thinking & Creativity 

Generative AI such as Gemini or Chat GPT can write a lot and a lot, fast. While it’s tempting to use them to save time, over-reliance on these tools can stop you from developing key problem-solving and creative skills. That’s why universities worldwide are now tackling the problem of detecting the use of Generative AI in student essays.  

Environmental Impact 

You can’t exactly touch or see AI and as such there’s the misconception that it does not generate carbon emissions. Unfortunately, this is far from the truth. In fact, between 2019 and 2023, Google’s greenhouse gas emissions increased by 48%, largely due to increased AI adoption. Training large AI models like GPT-4 can emit hundreds of tons of carbon dioxide. We’re all on a journey to net zero by 2050 and it’s important to consider these long-term implications of implementing AI. 

 

 

Authenticity Over AI Algorithms 

For some, the overtake of AI may feel daunting. Especially for creatives. However, what AI excels at is streamlining processes, it can’t replicate the personal touch, intuition and the emotional depth that creatives bring to their work.  

We’re still in the experimental age of AI, so businesses that do choose to adopt it must stay vigilant. After all, as Apple’s debacle shows, AI can damage your credibility and reputation. Whether you’re using AI to integrate chat bots, generate your social media captions or streamline operations, remember that the human touch still has the upper hand. When it comes to trust, no algorithm can replace authenticity.  

Bluesky: The Social Media Revolution You Didn’t See Coming

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A deep dive into Bluesky, its growth, its history and why it might just be the future of social media.  

 

What on Earth is Bluesky? 

Ironically, Bluesky may feel like it came ‘out of the blue’, but, as you may be able to tell from its Twitter-blue branding, its story is rooted right in Twitter’s history.  

A quick glance at Wikipedia describes Bluesky as a ‘decentralised microblogging social media service’ which is simply a mouthful of tech jargon. Better put, Bluesky is (to an extent) similar to X, where you can share short posts of your thoughts and life updates while interacting with others. 

However, Bluesky isn’t a random startup. In fact, it began as an in-house project under Twitter in 2019, when the then-CEO Jack Dorsey pitched the idea of a decentralised standard for social media. By 2021, the project became independent under the leadership of its now CEO Jay Graber. Since then, Bluesky has bolstered into the social media landscape, with its unique set of qualities that sets it apart.  

 

 

What Does a ‘Decentralised Social Media Platform’ Mean? 

Granted, the word ‘decentralised’ and how it applies to social media sounds very technical, but its implications are important to understand. Unlike traditional platforms controlled by a single company or government, a decentralised platform operates using independently run servers. What you need to know is that this setup empowers users with greater ownership and flexibility over their data, privacy and what they do with their online presence. 

Essentially, this means:  

  • You’re in control: Users can create servers and join communities that interest them and align with their values, giving them more control over what they interact with online. 
  • Data ownership: You aren’t required to link your account to a real-world identity. 
  • No central authority: Instead of a single entity deciding content policies, the community and user collective gets to have a democratic say in the policies. 

 

 

The X-Odus  

Why is Everyone Leaving X and Heading to Bluesky?  

If you’ve been wondering why so many users—and celebrities—are packing up their virtual bags and leaving X, it’s because of both the rebrand and the cascade of controversies that came with Elon Musk’s takeover in 2022:  

As the numbers say:  

  • Between 2022 and 2024 there has been a 15% drop in global monthly active users. 
  • App downloads have also dropped by 38% globally, highlighting how many users are disengaging from the platform.   
  • These drops indicate a growing dissatisfaction, especially as users migrate to other social platforms (such as Bluesky). 

Unfortunately for Musk, X’s downfall doesn’t stop there either. Major brands like Apple, Disney and IBM have pulled out on the advertising spends within the app which has been a huge blow to the platform as its U.S. ad revenue dropped by nearly 60% in 2023. 

Amid this turmoil, big celebrity names like Stephen King and Lizzo have also begun to abandon X and move to Bluesky, where the grass is greener. 

 

Bluesky’s Success So Far 

Bluesky is growing at an exponential rate, gaining more than 10,000 new users every 15 minutes. In just two months, between September and November, its user base jumped from 9 million to over 19 million – and the opportunity for users, creators and brands is huge.  

 

But What Does This Mean for Your Marketing Strategy?  

Do you jump on the Bluesky trend early and carve out a space for your brand before it goes mainstream?  

Do you wait and follow the crowd, steadily learning how the platform works while coming up with a comprehensive strategy?  

Do you wait to see if this is a passing trend and if the X-migration amounts to anything? 

At Source, we specialise in providing expert advice to our clients on the best ways to engage with all social media platforms, and work with them to ensure they have the right content and tone of voice to engage with the right audiences, to boost their business. 

Maximise social media ROI with Source PR today!  

Is Guerilla Marketing an Effective Strategy?

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Back in March 2022, dating app ‘Thursday’ hired a camel to stand outside Liverpool Street Station in London, making it wear a handwritten billboard promoting the app that read, “Happy Hump Day. See You on Thursday.” While the stunt certainly garnered attention, it was widely condemned for animal exploitation. After all, a desert camel has no place standing outside in the grey bustle of Liverpool Street Station.  

But this isn’t all that Thursday has been pulled into controversy for… 

In January of this year, the dating app’s CEO, George Rawlings, found himself in hot water over a social media post that was deemed insensitive toward the layoffs at his start up. In the now deleted post, Rawlings wrote, “70 percent of the people you see in this picture have been made redundant”. He then added, “Here’s the ironic part [. . .] Thursday has never been stronger.”  

The buzz, for better or for worse, around the brand has now been sparked by numerous of its edgy PR stunts, one of which includes an intern being handcuffed to a lamppost as part of a spin on ‘cuffing season’. Though the intern has said she “had the best time working there” she also described her placement as the “world’s most embarrassing internship.” Once more, the campaign struck a nerve with some members of the public who said it was exploitative of those wanting to break into the PR and marketing industry.  

In a more ‘toned down’ effort of their guerilla tactics, ‘Thursday’ has shown no fear in poking fun at its competitors. The app’s signage around London currently reads, “Bumble? Hinge? Tinder? There’s nothing awkward about saying you met on Thursday.” Shouting out their competitors was certainly a bold move that turned heads, and this time it was for the right and more humorous reasons.  

  

What is Guerilla Marketing? 

So far, Thursday is certainly the champion of guerilla marketing. Guerilla marketing is an advertising/PRstrategy that uses unconventional tactics to ambush, attract, shock and surprise customers.  

When executed well, employing guerilla tactics can generate significant attention around your brand. However, there is a fine, fine line between a clever guerilla campaign and one that is simply in poor taste.  

  

  

The Benefits of Guerilla Marketing 

Budget-Friendly 

Guerilla marketing is about being fun and creative with your brand, rather than investing in a costly advertising campaign. The goal of this sort of marketing is to generate word-of-mouth attention through punchy and newsworthy stunts.  

Virality 

We all know that gossip, controversy and bad news is far more intriguing than good news. That’s why using guerilla marketing can make for a story that’s really newsworthy, granting your brand some free coverage.  

Differentiation 

As in Thursday’s case, the dating game is already an oversaturated market with the likes of Tinder, Hinge and Bumble dominating the field. Quite literally only operating one day a week, Thursday needed to showcase its unique selling point against competitors. It’s fair to say that its guerilla game has certainly allowed the dating app to stand out amongst its rivals.  

Audience Engagement 

Whether through humour, shock or awe, guerilla tactics capitalise on emotion, naturally making these sorts of campaigns garner a wider reach and greater audience interaction with the brand. 

Authenticity 

Guerilla marketing allows you to think outside of the box and tear down everything you think you know about marketing. Humour and wit play a big part in this strategy which can have the potential to make your brand seem more personable, naturally forging a genuine and authentic connection with your target audience.  

  

The Downsides of Guerilla Marketing 

Reputation at Stake 

The effectiveness of guerilla marketing comes with significant risks. As seen with Thursday, there’s always the potential to alienate certain segments of your potential audience. The camel stunt, for instance, likely turned off potential customers who are vegan, vegetarian or simply animal lovers. Now, the brand’s reputation is vulnerable to being stuck with connotations of exploitation. 

Unpredictable Success 

There’s a reason why we don’t see many brands take such a bold approach, these types of campaigns are inherently unpredictable. It’s difficult to predict how an audience will react, and there’s always the risk that the campaign’s message will be misinterpreted, or it won’t resonate as intended. What one person may find funny or innovative, another may find offensive or distasteful.  

  

Feeling Bold and Want to Give Guerilla Marketing a Try? 

Guerilla marketing is a line to be tread carefully. Whilst it can be a powerful tool for grabbing attention and setting a brand apart from its competitors, it can also lead to a controversy that may forever tarnish your brand’s reputation.  

For brands considering this approach, the key is to strike a balance between being bold and being respectful, ensuring that the buzz generated is positive and aligns with the brand’s values. Learn from Thursday’s experience and go viral for the right reasons. 

 

Want to maximise your marketing strategy? Enquire at Source PR today.  

What The TikTok Ban Could Mean For Marketers In The US

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On 24 April, Joe Biden signed a bill that threatens to ban the social media app TikTok. The law has given ByteDance, TikTok’s parent company, an ultimatum: sell the app’s US operations or face a permanent ban.  

The ban would take place by blocking TikTok across all app stores and disallowing web hosts from distributing the platform. The law comes after hypothetical concern that data from TikTok’s 170 million US users could be accessed by the Chinese state, breaching national security laws. 

ByteDance has 270 days to make the decision… 

 

…and the clock is ticking 

 

TikTok’s US business could sell for over $50 billion (£39.9 billion), making it no easy bid. As you can imagine, very few companies can afford to splash out like that, but potential bidders could include the likes of Apple, Amazon, Google or Netflix. Even there, buying the app may involve disrupting antitrust regulations and unfairly monopolising on market power.  

If TikTok does get banned, then the US constitutional right to freedom of speech could be threatened and a political storm could follow.  

What Does This Mean for Marketers In The US? 

Economically speaking, the TikTok ban would also shut down a huge e-commerce opportunity. On September 12 2023, TikTok launched TikTok shop. The in-app marketplace takes down the user-barrier of having to leave the app to purchase from a creator. With the #TikTokMadeMeBuyIt tag having 7.3 million posts, the app has become a hell of a force in social commerce. 

Further data, as polled by HootSuite, shows that: 

  • On average, businesses use 15% of their marketing budget on TikTok 
  • 1 in 4 business owners use TikTok influencers for product sales or promotions 
  • Advertisers see an average return of $2 for every $1 spent 
  • TikTok is the fastest growing platform for product discovery 

In 2023, TikTok reported it drove $15 billion in revenue for small businesses alone. It’s no surprise then that the ban will bite these enterprises the most.  

For marketers, the ban will create a huge rift in digital strategy. With a detrimental loss of audience access and influencer partnerships, marketers will have to ‘think outside the Tok’ by redressing content tactics, shifting spend and revaluating data analytics. Likewise, brands that have built a reputation heavily tied to TikTok would need to modify their branding to better fit other platforms – all of which means adapting to new demographics, algorithms and media formats.  

A New Opportunity? 

Whilst TikTok’s foreseeable expiration date is 19 January 2025, US businesses could use this window as an opportunity to solidify presence on clone platforms. These platforms being YouTube Shorts, Facebook and Instagram Reels, all of which have soared in popularity over the past three years.  

YouTube Shorts, that rolled out in 2021 now accumulates 70 billion daily views, whilst Instagram and Facebook Reels, launched across 2020 and 2021, have a combined total of 200 billion views per day. 

The looming ban could benefit these platforms as businesses race to get there first. Should the ban take place, businesses with a pre-established presence on these platforms would have the upper hand on their social strategies. 

What To Do Now 

According to expert in cybersecurity, Milton Mueller, there is real doubt that TikTok would pose a threat to US security levels. In fact, TikTok has gone to great lengths to delete data of American users from ByteDance servers, and they have also moved all information to US-based servers in an effort to keep data out of Chinese surveillance.  

For those in the US, the advice is to carry on posting as normal. If you have concerns about breaches to your security, then TikTok allows the option to create a new or anonymous account. You are also able to disable TikTok from accessing your contacts and photos via phone settings. 

 

With Source PR, you can champion all social media platforms with a bespoke strategy created by us for your business. Click here to find out more.