skip to content

  • About Us

PR Blog

Is the Press Release dead?

01 August 2018 at 15:58

Press releases are overlooked nowadays. Why? Because many journalists do not fully rely on them for their latest stories and the effort put into a media release isn’t always reflected through the outcome. So, for many start-ups and businesses who have very little spare time on their hands, it can feel like a redundant task.


Despite this, press releases are still a necessity. They’re one of the very few ways in which you can get your business news out to content curators and influencers, leading to audience reach. A great press release can also result in media interviews and feature, with digital coverage securing all-important links back to your website, boosting SEO.


A well written press release will also put you and your business on a journalist’s radar, informing them of your brand and providing them with your contact details should they need any comments for relevant, developing news stories.


So with this in mind, how can you give your press release some added je ne sais quoi to increase its chances of sparking interest with the news outlets of the world? Team Trailblazer have plenty of experience seeking coverage, so we’re here to give you some vital tips:


Refuse to be Repetitive

The attention span of today’s readers has dramatically decreased over time. As a result, you’ll need to make a conscious effort to not be repetitive. Where the traditional rules of press release writing involve writing a descriptive headline that is expanded on in the first paragraph, you’ll want to focus on using the first paragraph as a continuation of the headline. This means you’ll be getting straight to eh point without repeating the same information.


Sling the Slang

When you’re the one writing the press release, you’ll be including all of the technical language and industry slang - but will those receiving your release understand it? If you’re sending your release to non-trade outlets such as regional and national papers, then you’ll want to keep the technical language to a minimum so they can quickly and easily understand what you’re saying.


Increase Interest

The best way to get people interested is by giving them facts. With the current digital age providing the opportunity for false information to spread at an alarming rate, people struggle to believe just anything with any data to back it up. So, if there’s a chance for relevant and insightful data to be included in your release, do it!


To Quote Or Not To Quote?

It’s viewed as a standard rule that a quote should be included in your press release. However, this often leads to a crucial mistake. Throwing in a random statement that isn’t relevant and makes no sense can reduce the strength of your release. When including one, ensure it’s from someone who is a key stakeholder or an executive in the business and ask precise questions before editing out any rambling sentences.


Expand Outreach

Where do you publish your news releases? The very first thing to come to mind should be your website. After that, take your focus to news distribution services. But, if you’re looking to really get your news out there, utilise email pitches and sites such as Medium where you can publish your own content. By including every pathway, you’ll be taking the outcome into your own hands.


In essence, the press release itself is not dead, but the approach needs rejuvenating!

Times have changed, so how we act needs to change too. Realigning how we approach things in accordance to modern marketing and PR strategies can lead to increased success in coverage, overall proving that press release are still extremely important.


If you’re struggling with your press releases, Trailblazer can help. With plenty of experience in the sector, Trailblazer PR can provide you with a reliable press release service that provides successful results. Get in touch with our team today for more information. Contact us via 01453 887777 or email us on

No Comments

5 Reasons You Should Stop Relying on Grammar Checkers

01 August 2018 at 15:55

Spelling and grammar checkers can be an incredibly useful tool. They provide a great proofreading service that ensures your content, whether it be an email, blog post or social media post, is up to scratch. But they do present some problems and aren't always the most reliable.


So just why should you take a step back from the software?


Homophonic Errors

The English language is one of the hardest languages to learn. So, it may not be surprising to find that it contains plenty of homophones – words that sound the same as others but are spelt differently and have different meanings. There are plenty of programmes out there that don't pick up on these. Words such as 'threw' and 'through' can be easily confused and overlooked and, if you're relying on the software to pick these out for you, can result in your work appearing subpar and uninformed.



Some typos aren't always recognised. If you've written a word that isn't technically a typo, they won't necessarily get picked up. For example, typing 'in' instead of 'I', you'll find they aren't always spotted by the programme as it isn't spelt wrong. As a result, your work can still contain incorrect spelling.



Grammar checkers often don't offer the capacity for learning from your mistakes - all it takes is a simple click for an issue to be rectified. While there are programmes that do offer explanations as to why something was a mistake, such as Grammarly, it's a lot easier and less time consuming to just skip through.

It's important to learn from your mistakes as, for example, if you're writing in a programme that has no form of checking, you won't have the knowledge to ensure your writing is correct. This could backfire if you're sending texts or IM's to someone of importance.


Badly Formed Sentences

There are plenty of punctuation and grammatical errors such as double hyphens, misplaced modifiers and redundancies that can, and have been, overlooked by checkers. Submitting writing that is full of these mistakes can reflect badly on you, so it's important to keep your punctuation in check.


They Can Be Wrong

The programmes out there often don't have access to up to date neologisms, slang and jargon. This can be a problem as some expressions can be picked up as incorrect, despite them being perfectly fine.


Regardless of what sort of content you're creating, it's important to go through your work to ensure you're completely error free as relying on a program completely can leave you with some hefty issues. Make sure you proofread your work alongside whatever tech tool you use and take the time to learn from any reported mistakes. We guarantee you'll find the quality of your work vastly improving.


If you're concerned about the quality of your writing, get in touch with Team Trailblazer. The team have been writing high quality content for a range of purposes for years, gaining vast experience in a range of sectors. As a result, all of our work is top notch and will satisfy your needs. Get in touch today by calling 01453 887777 or email us via

No Comments

Should Your Business Follow Wetherspoons In A Social Media Detox?

01 August 2018 at 15:55

We live in an era where everyone and their dog is on social media. It can be particularly useful for businesses when it comes to connecting with audiences and potential new clients, resulting in social media strategies being key in any good marketing campaign.

However, some companies are making a strange step. They are deleting their accounts from social sites, almost creating a trend. One such business who has departed from internet socialising is pub giant Wetherspoons.


A Bad Move?

On the surface, it looks like a dangerous move, providing a key opportunity for self-sabotage. But founder Tim Martin, before the detox, explained how he wanted to prove that the conventional wisdom of social media being a vital component of a successful business wasn't necessarily true.


A Strategic Plan

With further consideration, it doesn't seem like too much of a wild idea. Their business requires people to enter their establishments and spend time socialising while consuming the food and drink on offer. So, if a customer is spending their time tweeting them, they won't be spending time in their business.

In another strategic move, the chain has deleted their online customer database. By not having an email newsletter, they're letting consumers move away from their screens and back into venues where they can continue to spend money.


Still Delivering

It can't be argued that they're technophobes either, or that they can't deliver news. Their website is the main serving station of new updates, information and promotions. And not to mention they still publish their own magazine. Customers are also still invited to share their thoughts, meaning Wetherspoons won't be lacking in any of the opportunities social media gave them.


Who Should Follow Suit?

It's not necessarily a yes or no decision on whether your brand should also have a social detox. In regard to Wetherspoons, they won't be heavily affected by their lack of social channels as they didn't make the most of them in the first place.


However, for brands who lack a physical space, this could be murder. Social media hosts the perfect in between that reminds customers that those online locations exist while inviting them to peruse products and services. Limit social interactions and customer relations will drop.


Not only this, but social media is a fantastic way to update and build client relationships quickly and effectively. For many businesses, even those in the same sector as Wetherspoons, it is the key to new business.


If it is a decision you're thinking of taking, put plenty of thought into it. Make sure you have other platforms to form client relations. And, if your social media channels aren't gaining traction, consider all potential reasons – they may not be utilised to full potential.


For social media help and support, Trailblazer PR can help. For more information on our social media strategies, management and workshops, get in touch via 01453 887777 or email the team on

No Comments

How to Build A Successful Media List

01 August 2018 at 15:53

When it comes to getting your business’s news out there, a media list full of reliable and relevant contacts is a must. Once a catchy, concise and attractive press release has been written, you'll need to distribute it to the relevant titles, leading to the most important part of media list assembly; knowing who your target audience are and what they're likely to read.


It can be a hefty task to take on however as the right journalists can be hard to find. To give a helping hand, Team Trailblazer PR have 5 top tips to help you get it right the first time.


The Right People

An obvious place start, finding people who write about your topic is imperative to getting your news successfully in the public eye. Research the people who report on your sector and look specifically for writers who understand their readers and know if their audiences will care about your pitch. Don’t send it to people who won’t be interested as it not only wastes time but, if in the future there’s a pitch that may be relevant to them, you may put them off covering your news.



It may not be an ‘official’ media channel, but many people on social media with an influential presence, and bloggers, are worth adding to your media list. These influencers have readerships that can sometimes surpass the thousands and their content is often widely shared. So, while you may need to adjust your pitch slightly to appeal to them, it is important to include non-traditional media on your list.



To ensure your pitch is successful, a relationship with those you are pitching to can be key. A list of ‘cold’ media professionals will never be as effective as a pitch to the few you know well. It may be hard to initially build these relationships, but they will be endlessly useful to the success of your business. When a journalist does take interest in your pitch, encourage a relationship by apprising the information before it becomes public and grant them exclusive access to people in your business for interviews.



Is your story worthy of national reach? Or is it only of value to those in the sector, or even just the local area? Ensure that, depending on the news you want to circulate, you target the outlets that will find it of value according to their size. Trade, regional or national, getting the publication size right regarding your story can have a great effect on your pitching success.



Using a database to source media contacts can be key in supporting your pitch. Services such as Precise and Kantar host tens of thousands of media contacts. It may cost money, but it can improve your success as they allow you to build targeted lists and track media mentions.


If you’re struggling to put together a successful PR pitch or can’t find the right people to send your press release to, Trailblazer PR can help - we’ve had years of experience in building media contacts who trust us. For more information or to speak to our friendly team, send us an email via or call us on 01453 887777.

No Comments

What It Means to Work in PR Today

01 August 2018 at 15:48

The PR industry can be stressful, but highly rewarding. It requires industry members to operate on a flexible basis, adapting to a variety of situations while utilizing a multitude of media tools. Good relations with both press and clients are necessary, and the constantly changing industry means that professionals are always on their toes. As PR specialists ourselves, Team Trailblazer want to share the wonderful highs of the industry, along with a few of its stresses.

There are a variety of skills that are absolutely necessary when it comes to producing campaigns and delivering successful strategies. Not only do you require an extensive knowledge of PR in a traditional sense, but a high level of literacy in digital mediums, with social media and the internet well and truly taking over the way that businesses reach new clientele and share their successes. If you want to get your clients out there, you’ll have to be able to provide both modern and traditional methods to reach as many people as possible.

Previously, PR professionals only needed good media relations and plenty of creative ideas. Now, however, an extensive knowledge of social media and an understanding of general internet practices, including knowledge of the blogging industry are required.

Nowadays, the digital age allows for PR companies to work with brands from across the country. Logistics may not be ideal for client meetings but, with software such as Skype and Zoom on offer, face to face meetings can be conducted from the comfort of offices, and even homes. Many realize now that the skill and connections that a particular business has are more vital to campaign success than geographic detail, and that's why you’ll see many PR professionals, such as ourselves, hosting clients from a range of cities throughout the UK.

There are a lot of personal skills involved too. Delivering a successful campaign involves extensive critical thinking, nerves of steel for pitching to busy journalists or delivering any bad news, not forgetting the importance of patience when it comes to waiting for feedback and the traction of campaigns to build. 

Professionally, extensive writing skills are key to every PR campaign. As one of the main skills, it's hard to teach, and, as a result, is one of the traits that anyone in PR will proudly come into the industry already possessing. Multi-tasking is another key aspect of the job. Being able to pitch to the media while forming strategies and leading crisis control initiatives is all a necessity of being part of such a whirlwind industry.


Here at Trailblazer PR, we know how to keep control of everything, all while providing a quality service that will lead your campaigns to success. For more information on how we can get your voice heard, get in touch via or call the office via 01453 887777.

No Comments

The Importance of Integrating Online and Offline PR Strategies

24 May 2018 at 15:52

Implementing successful PR strategies can be a minefield. Trying to find the right audience, establishing what content that audience will engage with and even getting that content in front of them can be a challenge. But, as we all want to get the best results, it's worth looking at different types of PR strategies and acknowledging how they could be implemented to achieve the best outcome.


More often than not, companies will prefer to focus on either online of offline tactics, choosing one or the other as the best way to generate some noise about their brand. However, these strategies are better partnered together; the campaigns both complementing and supporting one another.


Team Trailblazer have some top tips on how and why this should be done.


Online or offline?

Offline strategies are potentially the most interesting. They offer opportunities to use new and fresh ideas on physical campaigns, such as captivating stunts, flyers or posters and speaking engagements for television and radio. A fantastic example of the kooky, unexpected campaigns that can be found in this genre of outreach includes the LED displays of characters from Aqua Teen Hunger Force that popped up in various US cities, putting the TV show in front of thousands of new viewers.

Online PR and marketing strategies however, are necessary for engaging with potential consumers in the digital age. Social media platforms and websites provide an oasis of millennials and media savvy customers ready to be engaged and inspired to spend. One example comes from McDonalds, which encouraged fans to engage with the brand through the creation of an online campaign using the hashtag #McDStories.


Avoiding a flop

While the campaigns above may have seemed like great ideas on the surface however, both ultimately failed.


Why? Because they didn't support their campaigns elsewhere.


Aqua Teen Hunger Force got in a lot of trouble with their stunt. The LED displays were a fantastic idea, but none of them provided any context. As a result, consumers didn't know what they were seeing and failed to understand the relevance. Not only this, but in Boston, they were seen as a bomb threat, leading to the police department closing off streets and handing the creators of the campaign a hefty fine.


As for McDonalds, the hashtag wasn't used for its intended purpose and users decided to turn it into a joke, the lack of guidance from the fast-food chain providing the opportunity to mock and misuse the campaign. People shared tweets ridiculing the brand, causing McDonalds to end the campaign after just two hours. Once the wrong people had got the wrong message, it wasn't easily stopped, leading to further brand identity damage.


Room for Improvement

If either of these campaigns had been backed up with additional PR support, they could have potentially been saved.

Take the LED displays - if the show had paired them with a hashtag or a call to action, people would have understood that this was a brand campaign and that they were being encouraged to do something in response. As for McDonalds, integrating any other platform would have allowed the message to be clearer and the audience to engage or resonate with it in the right way.


Learning from Mistakes

So, how can you use past mistakes to guide your own campaigns?

A great way to pair offline and online methods is through the use of software such as QR codes. They're a great tool to utilise as code readers are available in nearly every mobile app store, and by providing a quick and easy way to access a brand's website, users can be made aware of products or even given the opportunity to access online discounts. It's a popular method, with 23 million scans taking place in 2015 alone.

A potentially more viable method is the use of hashtags. By generating a hashtag, you're inviting your audience to take the discussion online and allowing the message to spread further while you monitor its success. Another good integrational method is a call to action, using a web link alongside a catchy phrase to encourage users to do something such as click through to a product page, sign up to a newsletter or make a purchase.


If it all seems like too much hard work, Trailblazer PR can help. We'll put you in front of the right audiences and combine different strategies to create the best results. Get in touch via 01453 887777 or email for more info.

No Comments

How to Craft the Perfect Headline

24 May 2018 at 15:48

One of the most crucial parts of creating content in any medium is crafting the most eye-catching headline. Whether it be in articles, comment pieces or even in the subject lines of your email, your headline needs to be engaging, otherwise your target audience won’t be attracted to your content. Fact.


To give you a helping hand, team Trailblazer have pulled together some top tips to ensure you nail that title:



Keywords form the root of your headline. Inspect your text closely and focus on what word would summarise everything simply. If you’re struggling, the internet plays host to plenty of free tools, including Google’s reliable ‘AdWords Keyword Planner’. By using this software, you'll not only pick out the perfect keywords, but the best tags to add to your online content, improving your SEO simultaneously.


Power words

Some words are just scientifically proven to attract more people. Include them in your headline, and you’ll see the views increase. These are powerful adjectives that make a promise to readers whilst also encouraging an emotional response. These could be rationales such as ‘tips’ and ‘secrets’ or adjectives such as ‘surprising’ and ‘incredible'.


Call To Action

Use wording that makes your target audience realise they need to read your piece. Urgency words can be key here, compelling readers to click on links. Use phrases such as 'You Don't Want to Miss This' or 'Discover the Secrets of … Now'. Or, focus on call to actions, using phrasing that makes the reader feel personally targeted and instructed to carry out a task such as 'Find Out' or 'Don't Wait'.



The perfect headline also relies on a certain level of 'science'. It should reflect on the way the human brain responds to information. This can be done through certain organisational methods or including various formats. A key format is using numbers. Mention some digits, and the brain will recognise that the text it's about to read will be organised in an easy to read and logical way.


But, regardless of what is including in your wording, if the headline is compelling and elicits an emotional response, encouraging readers to click through, your content will be a success!


If you're worried about creating the perfect headline and content, the Trailblazer PR Team can help you create a content strategy that really works. Contact a member of the team for a non-obligatory chat via or call the office on 01453 887777.

No Comments

The Best Ways To Utilise Social Media For Your Company

28 February 2018 at 19:33

Social media is a tricky one to crack. It’s vital for promoting businesses and engaging with audiences. But, if you’re not adept in the marketing technique, it can be hard to be confident in it’s use and get the results you’re looking for. 

To get the right outcomes, it’s necessary to engage the right audiences with content that they’ll value. As a result, it’s important to steer away from endless self-promotion – the online communities don’t appreciate contributors using platforms as a space of free advertising so strike a balance between engagement and promotion on social sites. Engagement will allow you to connect with potential customers by sharing insights that will be of interest to them, drawing them to your brand while promotion gives the opportunity to expand on this, amplifying your valuable services when they view your feeds. 


But, how should you utilise this? Trailblazer PR is on hand for some top tricks to show you how to utilise social media for your company: 


1 in 7 

There’s a recommended rule of thumb when posting online from business pages: one in every seven post should overtly promote your business. The other 6 should be sharing other things such as valuable content. That’s not to say that you can’t promote your business through these, just do it more subtly while paring it with interesting content. 


Conversation Starters 

Social media is for sharing thoughts and opinions, so utilise this when using it for your business. Ask followers to share their views and weigh in on relevant or interesting topics, creating a dialogue that will no doubt benefit business in the future. It could also be beneficial for the company – some questions could provide further insight into the demographic that is following/interested in your products, allowing for further brand development. 


Repetitive Messages 

Tools that allow the same message to be sent through all social media outlets can be a life-saver when the main day-to-day running of a business is hectic. But, there is a negative aspect to such a beneficial plan. Posting the same messages on multiple outlets can result in posts losing their sincerity and may put off followers if they are following your profile on different sites. Combat this by posting the same message, but using a different language that will appeal to the different audiences and reflect on the tone of each platform. 



It is always worth rewarding customer loyalty. Those using social media to follow you are likely to be your biggest fans, using your products and services frequently enough for them to go out of their way to keep up to date with your news. It is therefore worth thanking them for their loyalty to your brand, giving them something back for their dedicated custom. Run promotions and different campaigns through social media. Or, for something more unusual, send out daily ‘passwords’ that customers can say to receive a treat. A rewards plan is a great way to retain your old consumers while encouraging new ones, all while reflecting positively on your brand. 


Content Testing 

Social media platforms are the place to promote content. But many don’t realise its also a great place to test out content ideas for the future. Use sites such as Twitter to tap into hot topics, giving a brief overview of what’s trending and how consumers will take your output. It also provides a good indication of the best angle to approach topics from, enabling future content that gets shared to be more likely to receive a high engagement as you’ll know what audiences are looking for in particular. 


Social media can seem daunting, but approach it the right way, armed with tools and advice, you’ll be able to utilise it to benefit your company massively in the future. 


If you're looking to put together a social media or content strategy but could do with a helping hand, contact a member of the Trailblazer PR team for a non-obligatory chat via or call the office via 01453 887777.

No Comments

Top Content Pitching Mistakes and How to Avoid Them

01 February 2018 at 10:30

Guest posts and comment pieces are an essential part of most content strategies. They provide the perfect opportunity to extend your reach whilst reinforcing your brand image, as authoritative and reliable. But to get those opportunities, it's necessary to contribute well.


Editors often get emails in the 100s, all about topics that might not hit their publication's nail on the head. To get ahead of the rest, you'll need to pitch it well and deliver to a high quality, giving those in charge of content a reason to choose you over everyone else. If you're worried about your pitching skills, Team Trailblazer have some top mistakes to avoid, together with top tips to help you deliver the perfect pitch guaranteed to get Editor's wanting more:



The first step to getting your content pitch ignored is by flagging your email as urgent. To editors, this is a sign that you don't respect their time and practices. Instead, if the pitch is regarding a timely topic, put the time frame in the subject or if not, just leave it – they'll get to your email in their own time.



Don’t force your own deadline onto editors. They have a whole publication to oversee and plenty of content to manage that abides by their own timeline and aren't looking for more hassle attached to a story they aren't as passionate about. When pitching, make sure you understand that you're not going to hear back straight away and only mention a deadline where it's absolutely necessary. Otherwise, wait until till you hear back and, if accepted, enquire about the publishing date.



There's a sure-fire way to get yourself ignored and that's by filling a pitch with some glaring mistakes. Whether it's mucky punctuation, distasteful grammar or simply bad spelling, editors won't want content that's full of faults as it makes you look like you lack intelligence, while suggesting that they're going to have a lot more work to carry out unnecessarily. Do vigorous spell checks and even read your pitch aloud and you'll be able to spot anything that's gone awry.



Many editors suggest that the worse pitches they receive are from people who do not know their publication or platform. Pitching content that has no relevance to an outlet, writing with the wrong tone and not even considering the audience will find your pitch binned. The best way to prevent this, is by going through the publication and their content, looking at pieces and evaluating how the outlet presents themselves, what they cover and, more importantly, seeing who their audience is – the media is created with audience at the forefront of its mind.


The Pitch

So, you now know what to avoid, but what to include? Find the proper email address for the contact you need and start focusing on how to make your story idea interesting. Keep the email compact and brief, including the bare-bones of the idea in a way that will make the editor yearn for more. It's easier to stick to a four-paragraph format, opening with an introduction, following with the story idea before mentioning potential sources, and closing with your information and background. And finally, always make sure that your previous work can be found so editors can see your skill.


If you're looking to put together a content or PR strategy but could do with a helping hand, contact a member of the Trailblazer PR team for a non-obligatory chat via or call the office via 01453 887777.


No Comments

Common Mistakes Made When Writing Web Content

01 February 2018 at 10:26

Writing the perfect web content can be hard, so it's no surprise that many make some key mistakes. From badly formatted writing and using an off-putting tone to missing out key opportunities to hook scrollers through eye-catching visuals, it's a mine-field to navigate.

To help you out, team Trailblazer PR have gathered our top tips to help you avoid those mistakes, so you can curate the best web content to interest your readers:


Editing and Proofreading

Not checking text is one of the biggest mistakes people can make - even veteran writers need their copy both proofread and edited. The web might be a haven for text-speak and rushed copy but, if you want to stand out, you'll have to get it right – no one wants to read illiterate copy when they're looking to be impressed.

It may be hard to spot mistakes yourself as you’ll be familiar with the text, reading what you expect to read - therefore, making it worthwhile for 'new eyes' to view the content. Reading the copy out loud is also a great proofreading method, helping to put down a feel for the rhythm and spot any missing punctuation.


Removing Proof

Without the relevant proof and evidence, your readers won't trust your copy as a lot of internet sources are false. Highlight your position as a credible provider of information by keeping in evidence to show readers proof, whilst discussing the latest trends, products and solutions. This could be through stats, case studies, testimonials and general facts. 



Make sure you write with your readers in mind. If a piece isn't directed at the audience and instead talks only about your brand, they won't be interested in reading it. Fact. It's important that the blog is written in a style that the target audience will appreciate otherwise you'll lose their attention and even deter them from your site. The main way to approach this is by establishing your audience and writing with the aim of what they want to hear – think of a solution to their questions.



The way the web page looks can also lead to some mistakes being made. Not only does it focus your points and structures the information you're sharing, it helps your readers better understand your text through enhancing different messages and points. Most internet-users are skim readers and want a lot of information but in small and easy to read doses, so utilise sub-headings and minimal paragraphs to keep content organised and visually appealing.


Quantity over quality  

Another classic mistake is prioritising quantity over quality. It might look good having a website filled with content but if the quality isn't good, readers won't be hanging around. Poorly written or rushed posts are more likely to repel visitors so make sure that quality content takes priority. Consider the topic of the blog, how much detail it requires and who the intended audience are when deciding on the length. Also consider what visuals will be attached – if they are repeating some of the copy, re-edit and cut some content out!


If you're struggling with your web content, Trailblazer is here to help! We provide excellent copywriting services that will satisfy all of your needs. To find out more, please contact a member of the team for a no-obligation chat at or call the office directly on 01453 887777.

Tags: Website | SEO | PR | Content | Blog | Copywriting

No Comments

  • Our Awards
  • Stroud Life
  • Business Woman
  • CIPR Pride Award