AI is everywhere, and PR is no exception. From media monitoring to drafting content, AI tools are helping teams work smarter and faster. But let’s be clear, AI doesn’t replace human creativity or judgement. It’s a tool, not a substitute. In PR, stories still need heart, strategy, and nuance – things only people can provide. Smarter Insights, Faster Decisions One of the biggest advantages of AI is speed. It can scan media coverage, monitor social sentiment, and flag emerging trends in seconds. PR teams can respond faster, target campaigns more effectively, and make data-driven decisions without getting trapped in spreadsheets. AI delivers the insights and humans decide how to act on them. Already, some brands are using AI to anticipate trending topics or identify journalists most likely to cover the story, turning hours of research into minutes. Creativity Meets Technology AI can draft press releases, social posts, or marketing copy. But the magic happens when people take those drafts and make them sing, adding tone, personality and storytelling flair. By handling repetitive or time-consuming tasks, AI frees teams to focus on strategy, creativity, and building genuine connections with audiences. Think of it as a creative collaborator that handles the grunt work so humans can concentrate on crafting the ideas that really resonate. We’ve seen cases where AI-generated copy “misses the mark” – like when a campaign launch announcement felt overly generic, lacking the emotional pull that audiences expect. It’s a reminder that while AI can write for people, it can’t truly write like people. Human creativity remains the difference between something that’s simply produced and something that actually moves audiences. Keeping It Real With AI comes responsibility. Brands need to ensure content is accurate, transparent and authentic. Over-reliance on AI can lead to robotic messaging that feels hollow or inauthentic. Human oversight is essential to maintain trust, uphold brand voice, and make sure campaigns resonate. The right balance ensures AI supports creativity without ever overshadowing it. This balance also extends to ethics. Using AI responsibly means understanding where data comes from, how algorithms make decisions, and ensuring representation and fairness in automated outputs. A great PR campaign connects through empathy, something that, for now, no algorithm can replicate. Looking Ahead The future of PR will be a partnership between humans and AI. Expect more personalised campaigns, smarter media targeting, and analytics that measure not just reach but true impact. AI allows teams to work faster, think smarter, and get creative in ways they couldn’t before, without ever losing the human touch. At the end of the day, AI isn’t about replacing PR professionals. It’s about enhancing what they do best, telling stories that connect, inspire, and make a lasting impression. The brands that get this balance right will use AI to amplify their creativity, not replace it, and that’s where the real opportunity lies.

PR isn’t one-size-fits-all. While the ultimate goal is always the same – building awareness, credibility, and engagement – the way campaigns are executed depends heavily on the industry. A strategy that works brilliantly for a beauty brand might fall flat for a food brand, and vice versa. At Orange, we tailor every campaign to the unique challenges and opportunities of each sector. From food and drink to health and beauty, and lifestyle brands, our approach ensures that each story is told in the right way, to the right audience. Food & Drink PR In the food and drink sector, PR is all about engaging the senses. A campaign needs to communicate taste, aroma, and experience – often through striking visuals, immersive events, or mouth-watering content. Seasonal trends, from pumpkin-spiced treats in autumn to summer menu launches, offer natural hooks for media coverage. Tastings, pop-ups, and influencer partnerships give audiences hands-on experiences, while high-quality social media amplify the story far beyond the event itself. Successful food and drink PR doesn’t just inform, it inspires people to experience the product for themselves. Health & Beauty PR Trust is the cornerstone of health and beauty PR. Audiences want proof that products are safe, effective, and credible. Campaigns often leverage tutorials, product reviews and influencer reviews to establish authority. Lifestyle storytelling also plays a key role, positioning products as part of self-care routines or broader wellness journeys. Regulatory considerations are essential, ensuring claims are accurate and transparent. Pop-ups, workshops, and masterclasses, allow brands to engage directly with their audience while reinforcing credibility and expertise. Lifestyle PR Lifestyle PR spans sectors such as fashion, travel, wellness, and home, and is always driven by trends. Campaigns must remain culturally relevant, tapping into seasonal moments, pop culture, and social conversations. Collaborations with other brands and influencers are particularly effective, helping to amplify reach and generate buzz. Pop-ups and immersive events allow audiences to connect with the brand first-hand. At the heart of lifestyle PR is storytelling that inspires and creates an emotional connection, turning engagement into lasting loyalty. Why Tailored PR Makes All the Difference Across all industries, PR is about telling the right story to the right audience. However, the execution varies: the sensory appeal of food and drink, the credibility-driven world of health and beauty, and the trend-focused lifestyle sector all require different approaches. At Orange, we specialise in adapting our campaigns to meet the unique needs of each industry. By combining expert media relations, influencer partnerships, and strategic storytelling, we help brands build visibility, authority, and engagement, turning PR into measurable growth. Let’s make your brand heard, get in touch today.

PR is the Secret Ingredient Brands experience some of the highest levels of activity during the festive period. However, within this, standing out can feel almost impossible with shoppers surrounded by unlimited options and social media feeds overflowing with seasonal content. In this crowded landscape, PR is the secret ingredient, helping to elevate your brand, turn visibility into engagement and foster long-term loyalty. Key Strategies for a Festive Campaign One of the biggest advantages of PR during the Christmas period is timing. Shoppers start to research gifts weeks, even months, before the big day, while leading journalists are already curating gift guides and festive features. A well-executed PR strategy ensures your products are seen in the right places at the right time, keeping your brand at the top of people's minds as audiences plan their seasonal purchases. It’s not just about appearing in the right publications; it’s about shaping perception and building trust when consumers are most receptive. The festive season offers a chance to tell brand stories that resonate emotionally. Christmas is all about connection, generosity, and memorable experiences. PR helps brands frame products within these narratives. This helps your brand offerings to feel genuine and meaningful, not just transactional. Show off your craftsmanship, spotlight a sustainability effort, or share the story behind a festive collection. With the right PR a simple promotion becomes something people relate to and spread the news about. Developing media coverage and digital campaigns is essential for maximising your brand's attention and presence across all channels. Influencer collaborations can help to amplify this effect. Working with voices that match your brand helps you to reach engaged audiences authentically, while unboxing videos or festive styling tips can build credibility and relatability. The Power of Earned Credibility and Trust PR is fundamentally about building credibility and trust, which are invaluable during a high-stakes shopping season. Unlike paid advertising, which is expected, a well-placed feature in a gift guide or an endorsement from a respected media outlet acts as a third-party validation. This earned media coverage inherently carries more weight with consumers, cutting through the commercial noise and positioning your brand not just as another option, but as a trusted, recommended choice when shoppers are most actively seeking reassurance before making a purchase. This approach is straightforward and honest, aiming to convey a sense of friendliness and reliability, ensuring the message is simple, engaging, and leaves the audience with a sense of certainty about their festive purchase decisions. Delivering Long-Term Brand Growth Another benefit of Christmas PR is its lasting impact. A campaign that attracts attention helps to build awareness and strengthen relationships with both the media and consumers. The exposure and goodwill created during this time continue to benefit the brand, keeping it visible and engaging well into the new year. The result is a valuable investment that generates immediate performance improvements and enduring brand equity. Partnering for Success: Orange's Christmas PR Package To convert this strategic insight into tangible results, many successful brands partner with experts. At Orange we are still accepting clients for our tailored Christmas PR Package, specifically designed to secure high-impact placements in leading festive gift guides across key sectors. Although planning is already in full swing, it's not too late to explore how our expertise can ensure your products are positioned for maximum visibility and sales this season. The Ultimate Goal: Being Remembered and Trusted Ultimately, PR during the Christmas season allows brands to cut through the noise, capture attention, and connect with audiences on a deeper level. It’s about more than just being seen; it’s about being remembered, trusted, and celebrated at a time when visibility truly matters. Want to get your brand Christmas ready? Get in touch with us today.

September was an exciting and rewarding month for Orange. From inspiring business events to a well-deserved summer social abroad, the month was filled with achievements and memorable moments. Shortlisted at the UK Agency Awards The month began on a high note as our Founder Megan and Account Manager Saskia attended the UK Agency Awards, where Orange was proudly shortlisted for Best Small Campaign. The nomination recognised our work with Fairfields Farm , which achieved exceptional national exposure with coverage on BBC Countryfile. The awards ceremony provided a fantastic opportunity to connect with leading agencies from across the country and celebrate the outstanding talent within the industry. Although we did not take home the trophy this time, being recognised among such inspiring campaigns was an honour and a testament to the team’s creativity and hard work. Inspiration and Innovation at Bizzfest Account Director Lucy and Account Manager Saskia attended Bizzfest, a new business festival designed for founders, entrepreneurs and teams seeking to learn, share ideas, and build connections. Held on 18 September, the event was packed with insightful sessions and motivational speakers. Highlights included Jamie Laing, who shared his journey from reality television to building his brand Candy Kittens, and Dr Alison Edgar MBE, who discussed her work with some of the world's biggest brands and her tips for success The event offered valuable perspectives, practical advice and a wealth of inspiration for the team. Exploring Trends at Lunch! Later in the month, Saskia and Lucy attended the Lunch! Show at ExCeL London, the UK’s leading food-to-go, retail, and coffee trade event. The day provided an excellent opportunity to explore emerging trends within the food and drink industry, discover innovative products, and meet professionals shaping the sector’s future. From standout new concepts to creative brand stories, the event was both insightful and inspiring. Orange in The Telegraph September also saw Junior Account Executive Liv featured in The Telegraph. In the article, Liv shared her journey as an apprentice at Orange, reflecting on her decision to pursue an apprenticeship and the experiences that have shaped her professional growth. It was a proud moment for both Liv and the entire team to see her story featured in such a respected publication. The Orange Summer Social in Palma To close the month, the team travelled to Palma for Orange’s annual summer social. The trip was the perfect opportunity to celebrate recent achievements, strengthen team connections, and recharge ahead of a busy autumn period. From enjoying the sunshine to sharing great food and creating lasting memories, it was a well-deserved and thoroughly enjoyable getaway. September was a brilliant reminder of what makes Orange unique – a passionate team delivering creative, impactful campaigns and building meaningful relationships along the way. With an exciting final quarter ahead, we’re continuing to do what we do best, helping our clients and brands shine. Christmas PR Packages in Full Swing Our Christmas PR Packages are well under way, with clients including House of Amor , Cocoba and The Mum Collective already gearing up for festive coverage. After the success of previous years, our tailored package has returned for 2025, helping brands across food & drink, health & beauty, homes & interiors, lifestyle, fashion, and wellness secure standout placements in Christmas gift guides and seasonal features. We’re still welcoming new brands onto our Christmas PR Package, so if you’re looking to boost visibility and land high-impact coverage this festive season, now’s the perfect time to get involved .

In today’s fast-growing aesthetics industry, success isn’t just about offering the latest treatment, it’s about earning trust and credibility. For aesthetic clinics and cosmetic practitioners, reputation is everything. That’s where public relations plays a vital role. A strategic PR approach helps clinics stand out for the right reasons, building visibility, authority, and long-term client confidence. At Orange, an award-winning aesthetic clinic PR agency, we’ve partnered with leading cosmetic clinics across the UK and internationally, helping to grow reputations through expert media relations , influencer marketing , and strategic storytelling that drives measurable results. Why PR Is Essential for Aesthetic Clinics The aesthetics industry has expanded rapidly, and with that growth comes greater public scrutiny. Unfortunately, unethical practice and misleading advertising have sometimes led to negative press. Effective PR is about more than promotion, it’s about protecting your brand reputation and differentiating your clinic from those giving the industry a bad name. At Orange, we work closely with clinics that uphold the highest standards of safety, ethics, and patient care, helping them showcase integrity through trusted media coverage and authentic influencer collaborations. By shaping the right narrative, we help clients position themselves as credible experts, not just another clinic on the high street. Media Relations: Building Authority and Trust Strong media relations are the cornerstone of effective aesthetic PR. Our team leverages deep relationships with top-tier beauty, lifestyle, and national journalists to secure credible coverage that highlights our clients’ expertise. From expert commentary in The Times and The Telegraph, to features in Vogue and Cosmopolitan, we help aesthetic professionals become go-to voices in the beauty and wellness space. Each piece of earned media coverage reinforces credibility, supports SEO with high-quality backlinks, and ensures your clinic is seen as a trusted authority in the cosmetic and medical aesthetics field. Influencer Marketing for Aesthetic Clinics In today’s digital age, influencer marketing is an integral part of a successful PR strategy. The right influencers can humanise your brand, showcase real results, and build emotional connections with your target audience. At Orange, we’ve built and managed influencer campaigns for leading aesthetic and cosmetic clinics across the UK and overseas. We focus on authenticity, transparency, and compliance, ensuring every collaboration aligns with your clinic’s values and adheres to guidelines. From micro-influencers documenting their personal treatment journeys to trusted creators with higher following, who are educating audiences about skin health and injectables, we ensure every partnership builds trust and engagement, not just reach. By combining strategic influencer campaigns with expert media outreach, we deliver a 360-degree approach to beauty PR that drives awareness and credibility. PR as a Long-Term Investment in Reputation For aesthetic clinics, PR is a long-term investment, not a one-off marketing activity. Each piece of media coverage, influencer post, and expert quote contributes to a consistent message: The clinic is ethical, knowledgeable, and client-focused. Strategic aesthetic PR helps clinics to: Build thought leadership and authority Strengthen client loyalty and brand trust Differentiate from competitors with poor reputations Manage crises and negative publicity effectively Increase visibility through earned and digital media A consistent, well-executed PR strategy protects your clinic’s reputation and ensures your brand continues to grow, even in a crowded, competitive market. Work With PR Experts Who Understand Aesthetics At Orange, we’re proud to represent aesthetic leaders across the UK and globally, from boutique cosmetic clinics to internationally recognised practitioners. Our in-depth understanding of the aesthetics sector, combined with our experience in media relations and influencer marketing, makes us perfectly positioned to elevate your brand. Our mission is simple: to protect, promote, and position your clinic as a trusted name in aesthetics to build lasting credibility, trust, and visibility. Looking for a PR agency that specialises in aesthetic clinics? Get in touch with Orange to discover how our tailored PR and influencer marketing strategies can help your aesthetic business stand out for all the right reasons.

Every brand wants that viral magic moment – the kind that gets everyone talking, sharing and clicking. Going viral can feel like striking gold: instant buzz, endless exposure and a spotlight on your brand. But here’s the catch – not all virality is created equal. While some viral moments catapult brands to new heights, others leave reputations in ruins. So, when does going viral work in your favour, and when is it better left on the shelf? Done right, viral content is a powerful amplifier. It takes your brand message further, faster, and louder than traditional campaigns ever could. Just look at Oreo’s quick-thinking “Dunk in the Dark” tweet during the Super Bowl or the Ice Bucket Challenge, which turned a fun idea into global impact and millions in donations. These are the standout moments – timely, authentic, and rooted in a brand’s purpose. The bonus? Viral success can even build your reputation with future employees, showing that your brand is culturally switched on and forward-thinking. But go viral for the wrong reasons and the story is very different. A poorly judged ad, a tone-deaf social post or a customer service slip-up can spread like wildfire and spark a PR storm. The fallout can overshadow years of positive brand-building. Pepsi’s Kendall Jenner ad proved that not all publicity is good publicity. What’s more, chasing viral fame without a plan often leads to a passing trend – big numbers but little substance – leaving brands with attention, but not trust. That’s why context and timing are everything. A message that resonates today might backfire tomorrow. Viral moments should never be the end goal, they should be the natural by-product of bold, creative and consistent storytelling. When brands chase virality for its own sake, they often end up with gimmicks that feel disconnected from who they are. It’s also important to recognise the difference between planned and accidental virality. Some campaigns are carefully crafted to spark sharing, while others catch fire unexpectedly. In both cases, brands need to be ready. Planned virality works best when every element aligns with brand values and strategy. Accidental virality, on the other hand, calls for quick, thoughtful action – either to seize the moment or to manage the risks before they snowball. At the end of the day, virality itself isn’t good or bad, what matters is how well it supports your brand’s long-term goals. The real win isn’t just reach, its resonance. Viral moments fade, but the impressions they leave stick around. So before you hit publish, ask yourself: does this reflect our values? Could it backfire? And do we have a plan if things go sideways? If you can answer yes with confidence, viral fame could be your brand’s best friend. If not, it’s a gamble worth rethinking.

At Orange, we’re excited to announce that over the summer, we partnered with PerfectTed, supporting the launch of its PerfectWed campaign and raising the profiles of the brand’s founder, Marisa Poster. As a leading food and drink PR agency, we’re proud to be working with Europe's largest and fastest-growing matcha brand on a standout campaign that blends luxury, lifestyle and next-gen brand storytelling. The PerfectWed campaign places its healthy matcha energy at the heart of the modern wedding. Meet PerfectTed Recognised as the fastest-growing energy drink in the UK, PerfectTed has redefined what an energy drink can be, bringing clean, crash-free fuel to the mainstream by making matcha the star of the show. Inspired by Marisa’s own Italian wedding, the campaign started as a three-day matcha-fueled celebration. PerfectTed now gifts cans to couples and creates professional keepsake content from their special day. PerfectTed is at the forefront of the matcha movement, and we are proud to be working alongside this challenger brand that has been named as the fastest growing founder-led, privately owned businesses in the UK by Febe. PerfectWed launched around the first anniversary of Marisa and co-founder Levi Levenfiche's wedding, with Orange delivering a strategic digital PR and media relations campaign to spotlight the unique story behind PerfectWed. We’re offering PerfectTed a comprehensive PR strategy designed to secure high-profile editorial coverage in top-tier publications whilst also boosting Marisa's profile as a cultural tastemaker in the wellness founder space and drive lasting brand growth through targeted influencer and social media marketing. This campaign goes beyond just a wedding; it's a cultural moment in the making, reflecting how modern couples celebrate with creativity, mindfulness and meaning. We’re excited to deliver standout PR services, bold creative campaigns, and high-impact media coverage that fuel PerfectTed’s impressive growth while strengthening its profile as a leader in the food and drink industry. Looking for a PR agency that delivers standout results in wellness, lifestyle and food and drink? Whether you're an up-and-coming business or an established brand looking to evolve, our digital PR and marketing agency in Essex is ready to help you reach the right people with the right message. Get in touch today to see how we can help bring your brand's story to life.

Veganuary has become one of the biggest opportunities of the year for food and drink brands to secure media coverage and connect with new audiences. Each January, millions of people take part in the challenge, sparking a surge in consumer demand for plant-based products and recipes. Journalists are actively searching for the best vegan food and drink products, expert spokespeople, and inspiring stories to feature in Veganuary articles, listicles, and round-ups. At Orange PR, we have a wealth of experience working with exciting vegan and plant-based brands and have supported companies including PerfectTed , Fairfields Farm Crisps , and Granola Butter Co , helping them gain coverage in national media, trade publications, and lifestyle titles. This experience means we know how to position food and drink products to stand out during Veganuary, even in a very competitive media landscape. Why Veganuary PR is a Key Opportunity High media demand for vegan products: Outlets such as The Guardian, BBC Good Food, and leading lifestyle blogs are building features on plant-based products and looking for the latest launches. Consumer interest in plant-based living: Veganuary is when many consumers experiment with vegan food and drink for the first time, making it the perfect moment to capture attention. Brand growth and awareness: Media coverage during Veganuary helps boost visibility, credibility, and sales, setting the tone for the year ahead. For start-ups and established brands alike, Veganuary is one of the most effective ways to reach consumers at scale. Our Veganuary PR Package To help brands maximise this opportunity, Orange has launched a dedicated Veganuary PR package that runs from now until the end of January. It includes: Proactive pitching of your products to journalists covering Veganuary round-ups and shopping guides Reactive PR support to respond quickly to journalist requests and breaking media opportunities Positioning your key spokespeople for expert commentary on vegan food, nutrition, and sustainability Ongoing support to ensure your brand is visible throughout the entire Veganuary period The Veganuary PR package is available for £1,200 + VAT, and pitching has already started to secure coverage for clients. Experience That Delivers Results Orange specialises in food and drink PR, proving our strong track record in the vegan and plant-based sector. We understand the fast-growing vegan food and drink market and know how to secure coverage that delivers tangible results. Ready to Boost Your Brand This Veganuary? If you are a food or drink brand looking to increase your media presence, Veganuary is the ideal time to act. Orange PR’s Veganuary package can help you gain the right coverage, whether you are launching a new product or looking to raise awareness of your existing range. Get in touch with us today to find out how we can help your brand shine this Veganuary.