Limitless
Limitless Public Relations

From visibility to credibility: how PR wins where ads can’t

Posted on by Claire Stephenson

Anyone can purchase ads to get views and clicks. And a clever ad campaign, with a decent budget, can make sure your brand is launched into the digital sphere and win you clicks. But what comes after the click? How confident does the customer feel they have arrived in the right place? Is yours a brand they already know and trust?  You’ve won the click, but are have they got the confidence to actually buy, if this is the first they have heard of you. Or would they be wise to shop around a little more first?

This is where PR enters the picture. Public relations doesn’t just share your message: it builds credibility, strengthens reputation, and ensures your brand’s voice lands with the right people at the right time – usually before they even arrive at your website with a mind to buy.

Businesses that underestimate the power in PR risk spending cash on clicks but still losing customers to competitors who have invested in brand as well as click bids.

Limits of paid media?

Paid ads are great for grabbing attention, and fast. But attention on its own isn’t enough. You need more. As the generation of social media consumers, we endlessly – and mindlessly – scroll past ads and content, and then it’s gone. Research shows that audiences are increasingly sceptical of paid messages, with a quarter of the public actively distrusting ads. Spending big budgets on ads doesn’t guarantee lasting influence. Ads can deliver reach, but reach without trust is just noise.

What PR does differently

PR is earned, not bought. Coverage in newspapers, magazines, podcasts, and credible online outlets carries weight because it comes from a third party. People choose to engage with it. They read the story, digest the context, and most importantly, they trust the source.

Beyond trust, PR creates depth of engagement. A feature article, an expert quote, or a well-timed press release gives your audience a reason to think and connect with your brand. This is the opposite of the doomscroll – it’s attention that lasts.

In today’s rapidly travelling digital sphere, earned media doesn’t just reach humans. AI-powered search engines rely on reputable journalism to generate credible content. Your brand’s credibility goes beyond surface visuals, with AI shaping how content is discovered by algorithms in ways that ads can’t.

PR in action

In the UK, national news brands reach around 24 million adults daily. That’s comparable with major broadcast channels. While fewer people may pick up a newspaper than say a decade ago, those who do are giving more time and attention than a quick social scroll ever demands.

Small businesses and big brands alike have leveraged PR to punch above their weight, earning coverage that increases awareness, positions them as experts, and drives real engagement, all without the huge cost of paid ad campaigns.

Why do businesses still underinvest?

Despite the many advantages, many smaller companies underinvest in PR and wonder what’s hindering their growth. Reasons for this range from cost, measuring concerns, and the reliance on ads. But strategic PR is measurable.

Final thoughts

Visibility is cheap, but credibility is priceless. PR converts exposure into trust, influence, and authority that turbocharge ad performance along with all marketing channels.

For businesses serious about growth, investing in PR isn’t optional. It’s a strategic move that boosts sales and supports long term growth.

Want to find out more? Drop Michael Gregory a message and see how we can work together to help your business grow

Think nobody reads the paper anymore? Think again

Posted on by Claire Stephenson

Does anybody else feel the sight of Prince Harry and Liz Hurley raging against newspaper intrusion comes across as fighting a battle from a war long ended?

Surely in a world of deepfake memes being pumped out by the White House itself, bothering what the papers say seems rather out of step? And who reads the papers nowadays anyway?

It’s true that fewer people in the UK rely on newspapers for news than they once did. Ofcom’s latest data shows that around half of adults used newspaper newsbrands in 2018, compared with roughly a third today. While that sounds like a big drop – and it is – it’s also easy to misunderstand what that figure actually describes, in context.

As Harry and Liz will tell you, the newspaper brands once ruled the world – almost literally. So, though they have dropped in circulation overall, at 33% of adults, their audience is still undeniably very significant.

Industry measurement via PAMCo shows national newsbrands reaching around 24 million people every day. That’s a mass audience, comparable with major broadcast channels and far larger than many of the audiences truthfully claimed in digital campaigns.

What matters even more than scale, though, is attention. Reading a newspaper, whether online or in actual print, is a deliberate act. It involves choosing a destination, allocating time, and engaging with longer-form material. That is a very different behaviour from encountering content while scrolling.

Social platforms have redefined what “reach” means, and not always in ways that are actually meaningful. A “view” can simply mean that something appeared on screen for a moment.

Newspaper environments operate on a different logic. UK adults still spend around an hour a day consuming news. And quality newspaper journalism remains central to providing explanation, context, and original reporting. While fewer people use newspaper brands than before, those who do are typically giving them more time and more cognitive effort than a social feed ever demands.

There is also a newer audience that is yet to be properly factored into debates about readership. AI-powered search and answer engines increasingly rely on trusted journalism to generate responses, summaries, and citations. Partnerships such as OpenAI’s work with the Financial Times, and early evidence from AI-powered search results, show that established newsbrands are heavily favoured sources.

Newspapers are now read not just by people, but by the systems shaping how information is discovered. Maybe you don’t read a newspaper yourself. But your AI search bot certainly does – alongside millions of other people – every day.

And the attention they together give is intentional, contextual, and trusted, in a way that most social metrics simply do not capture.

In the PR world, that matters. Newspapers may no longer dominate quite like they did in the past. But compared to other sources, they are about quality of audience, depth of engagement, and credibility that travels further, lasting longer than a fleeting view. And, in an attention economy, that’s where the value remains.

Link strategies in PR: what really matters in the age of AI search

Posted on by Claire Stephenson

How backlinks, brand mentions and smart PR can work together for SEO and GEO

For as long as search engines have existed, links have been the part of the currency of visibility. When Google’s PageRank algorithm launched in the late 1990s, it treated links as “votes of confidence” – the more quality sites that linked to you, the more important you looked.

That logic turned link-building into an industry. In the early 2000s, SEO was dominated by tactics focused almost entirely on volume: link farms, article directories, reciprocal linking schemes and worse. Over time, Google cracked down with major updates (like Penguin) and shifted the emphasis from more links to better links: relevant, authoritative, earned.

Today, we’re going through another shift. AI-powered and generative search tools are changing how people discover brands. Instead of a list of blue links, users increasingly see summarised answers with a handful of citations – often drawn from trusted media and high-authority sites. Research into Generative Engine Optimisation (GEO) finds that generative search has a strong bias towards earned media and third-party sources – more so than traditional Google search.

So where does that leave link strategies in PR? Are backlinks still worth chasing? And how should SMEs think about links in press releases and media coverage in 2026?

A quick history: from any link will do – to authority signals everywhere

To understand where we are now, it’s worth briefly revisiting how we got here:

  • Early 2000s – the link gold rush
    Once PageRank became widely understood, SEOs realised that external links could push sites up the rankings. The result was a flood of low-quality tactics: link exchanges, spam directories, keyword-stuffed articles. Quantity often trumped quality.
  • 2010s – Google fights back
    Google rolled out a series of algorithm updates that targeted manipulative links, rewarding sites that earned links from relevant, trustworthy sources and penalising those relying on spam or paid schemes. The message was clear: natural, editorially-given links equals good; manufactured links equals bad.
  • 2020s – authority, context and brand matter more
    Modern SEO guidance consistently stresses that backlinks still matter – in fact, they remain one of the strongest signals of authority and trust. But the weight has shifted towards fewer, higher-quality links from relevant domains, supported by strong content and clear brand signals.

In parallel, AI-driven search has arrived. Large language models and generative engines don’t crawl the web in quite the same way as Google’s link graph. They infer authority from patterns in text, entity relationships and, crucially, the sources they choose to cite. Studies suggest that generative engines lean heavily on earned media and high-authority sites when deciding what to surface.

That means our concept of “link strategy” needs to widen. Traditional backlinks are still important – but they now sit alongside brand citations, mentions and context as part of a wider authority picture.

Links vs brand citations: what really matters now?

So, are links less important than they used to be? Recent analysis from SEO and GEO specialists paints a consistent picture:

  • Backlinks are still extremely powerful for SEO
    Quality backlinks are still among the top ranking signals for Google, especially as part of E-E-A-T.
  • AI search values mentions and citations as much as the link itself
    Large language models pay close attention to where and how your brand is mentioned, and which sources are talking about you.
  • Earned media plays an outsized role
    GEO research suggests that a high proportion of citations in AI answers come from earned media – the kind of coverage PR delivers.

The emerging consensus is that it’s not a choice between backlinks and AI citations. Both matter, but in different ways.

In practical terms for SMEs:

  • Links from credible media and relevant websites still help your organic rankings.
  • Brand mentions and citations in trusted outlets help you show up in AI summaries.
  • PR is one of the few disciplines that can drive both at once.

So yes – links are still valuable. But PR strategies now need to think in terms of authority signals, not just getting links.

Links in press releases: what to expect (and what not to)

This is where expectations can get misaligned. Many businesses assume that if they stuff a press release with keyword-rich links and push it out via a distribution service, they’ll get an SEO bump.

That’s not how it works. The key reason is it doesn’t matter what you put in your press release so much as what the journalist who publishes it keeps in.

Sensible expectations for clients

1. Include links – but for readers, not robots
Include homepage links, product pages, or campaign pages. They help journalists find what they need. If they think it’s valuable for the reader to keep them in, they might do. But this should not be an expectation. It should be seen as a bonus to the citation and brand-building value of the story.

2. Editors may strip or modify them
Newsrooms may remove links, change anchor text, or automatically add no-follow in their CMS. This is something you just have to accept. Journalists are not there to market your business. Never ever ask a hard news journalist to add a link to your coverage. It’s the equivalent of asking a policeman to pop to McDonald’s for you. It shows a deeply disrespectful, and potentially dangerous misunderstanding of their role in the world. 

3. Don’t over-optimise text
Overly keyword-stuffed text might work against you. If you describe your business as a “tax efficiency strategist and financial services and solutions provider” a journalist will just change that to “accountancy firm” if they know that’s what you actually are, or just bin the release because they cannot be bothered working out what you actually do. Use natural phrasing and brand names.

4. The real SEO value is in actual coverage – not hosting on newswires
The press release might be optimised to the hilt, but will have zero affect on rankings if it is not published. The value comes when journalists write a story off the back of your release and choose to link voluntarily.

PR tactics that make journalists want to link

If you want journalists to keep your links in – and even better, add their own – the question becomes: Have we given them a good reason to link? There are ways to do this, but they require dedicated extra effort and possibly investment. Options include: 

Create data or insight hubs

  • Commission a survey, publish full results and methodology, and use the press release to highlight key findings while linking to the full data. Editors will often link when it adds genuine value.

Build evergreen resources and explainers

  • Create: industry benchmarks, plain-English explainers, toolkits or glossaries. If these resources are helpful, journalists have a clear incentive to link.

Offer visual or interactive assets

  • Examples: calculators, interactive maps, downloadable tools. If the full interactive experience is only available on your website, journalists are much more likely to link.

Make your content machine-readable as well as human-friendly

  • Clear structure, headings, descriptions, and schema markup make it easier for both search engines and generative AI to understand and cite your content.

This is where PR, SEO and GEO intersect. 

  • PR earns the coverage
  • SEO ensures the linked-to content is technically strong
  • GEO benefits when your brand is consistently cited in trusted sources

What this means for PR strategy for SMEs

For SMEs, the takeaway isn’t links don’t matter anymore: it’s far from it, but links alone are not the goal – authority is.

In practical terms:

  • Treat links as a by-product of doing PR well.
  • Build campaigns that generate editorial coverage and host link-worthy assets.
  • Include links in press releases, but set realistic expectations about how editors will handle them.
  • Invest in content that journalists and AI search tools both regard as useful and trustworthy.

Get this right, and you’ll build a visibility engine that works across traditional SEO, AI-powered search and human audiences. Links will still matter – but alongside brand citations, earned media and genuine authority.

The Harris Museum announces grand reopening this September

Posted on by Claire Stephenson

Preston’s iconic cultural landmark is set to welcome up to half a million visitors each year following a £19 million major restoration.

Made possible with funding from Preston City Council, The National Lottery Heritage Fund, the UK Government’s Towns Fund, Lancashire County Council and many other generous partners.

The Harris will officially reopen its doors to the public on Sunday, 28 September 2025 following a once-in-a-generation restoration as part of the Harris Your Place project. The transformation reimagines The Harris as a dynamic and inclusive cultural hub for the 21st century, blending art, history, community, and a refreshed library service to deliver an exciting new visitor experience.

Located in the heart of Preston, The Harris will relaunch with an impressive exhibition programme, learning spaces, family-friendly facilities, a new café and shop, and new heritage tours that celebrate its architectural and civic legacy. The reopening will mark a new chapter for one of the UK’s leading regional museums, libraries and galleries.

Councillor Anna Hindle, Cabinet Member for Culture and Arts at Preston City Council said:

“The reopening of The Harris marks a proud and exciting moment for the city of Preston. This incredible transformation will not only safeguard our heritage but also create a vibrant, inclusive space that inspires creativity, learning and connection for generations to come. We’re immensely grateful to all our funding partners and can’t wait to welcome residents and visitors alike back through the doors of this much-loved building.

“The Harris Your Place project has been made possible thanks to the generous support of key partners. We gratefully acknowledge Preston City Council, The National Lottery Heritage Fund, UK Government’s Towns Fund, Lancashire County Council and Arts Council England. Their vital contributions have helped preserve The Harris for future generations while strengthening access, learning and community engagement.”

John Chesworth, Chair of Preston’s Towns Fund Board, said:

“This much-anticipated and eagerly awaited new era for The Harris represents a major element of the ongoing regeneration and rejuvenation of Preston, alongside other landmark schemes such as the transformation of Amounderness House into managed workspace and the £45m flagship Animate entertainment and leisure destination, delivering economic growth and opportunities for all in a truly revitalised city centre.”

Helen Featherstone,Director, England, North at The National Lottery Heritage Fund, said:

“We are proud to be supporting the Harris Your Place project, thanks to money raised by National Lottery players. Working with Preston City Council, this exciting initiative will provide a sustainable home for the Museum’s collections, which will ensure that they are accessible for local communities and visitors to learn more about the city’s rich heritage.

“We know that heritage can play a huge role furthering a sense of pride in local communities which in turn can boost the local economy, and this project is sure to be a wonderful example of that.”

County Councillor Matthew Salter, Cabinet Member for Education and Skills, Lancashire County Council, said:

“We’re excited to see the Preston Harris Library reopening and back in this iconic building, which is such an important part of the community.

“That’s why we have contributed £1.375m towards the project and our refreshed library. This revitalised space will continue to house Preston’s biggest library and serve as a hub for learning and education for all residents. We can’t wait to welcome everyone back to this wonderful space.”

Closed since 2021, essential works have included the safe removal of asbestos from the roof, comprehensive repairs to preserve the building’s historic structure, and vital improvements to heating, lighting, and accessibility throughout the building. When it reopens, visitors can expect a fully reimagined experience, with new galleries, and community facilities.

Following the refurbishment of The Harris, annual visitors are expected to increase by approximately 100,000 on top of the existing 350,000 (in 2021).

Additionally, The Harris is unveiling a fresh new look including a redesigned logo, brand identity, and new website. The modernised branding aligns with the aims of the Harris Your Place project: inspired by community input and honouring the building’s heritage while looking confidently to the future.

More details about the reopening events, exhibitions and public programming will be announced in the coming weeks. For more information visit The Harris.

Brightsolid and Synergi announce acquisition

Posted on by Claire Stephenson

Limitless Public Relations’ client, the cloud services company Brightsolid, has announced its full acquisition of Gateshead-based IT solutions provider Synergi.

Established over 25 years as part of DC Thomson, Brightsolid is a leading managed hybrid cloud and cyber security services provider, with customers including Aberdeenshire Council, Dumfries and Galloway Council, Dundee City Council, Shell, University of Dundee and West Yorkshire Combined Authority.

Founded in 2013 and having grown since to a team of 59, Synergi works in a wide range of sectors providing solutions including automation, modern intranet and teamwork solutions, cyber security, data & AI, business applications and devices, with clients including Princes, NHS Highland, Arriva, Lothian Buses and Scottish Fire & Rescue Service.

Following the acquisition, Synergi will continue to operate under its existing brand with no disruption to its customers or team.

Brightsolid CEO Elaine Maddison said: “Over the past year, Brightsolid has been actively looking for an organisation that can extend our range of services and support our growth plans across the UK. As a highly successful Microsoft Partner, Synergi does all of that, and more. The culture and people are a brilliant fit for Brightsolid and we anticipate growth opportunities for both brands going forwards.” 

Synergi cofounder and CEO Peter Joynson said: “Whilst we’ve been approached by buyers previously, we feel that the alignment and cultural fit Brightsolid provides make them a truly perfect match – a great bunch of positive, friendly and very smart people.

“Brightsolid specialises in cloud, colocation, cyber resilience and business continuity, so there are going to be lots of opportunities for us to work together to grow both companies, helping us meet our ongoing commitments to the business and our combined future success.”

For more information go to www.brightsolid.com or www.teamsynergi.co.uk.

Iwan Jones appointed chief financial officer of NW Mutual

Posted on by Claire Stephenson

Iwan Jones has been appointed chief financial officer of NW Mutual, a mutual bank with a proposed network of 60-plus branches to be owned by, based in and for the people and small and medium-sized businesses of the north west of England. 

A financial services executive with more than 30 years of experience, Iwan has worked at organisations including Lloyds Banking Group, Barclays, NatWest, JP Morgan Chase and Deutsche Bank. 

He has also been chief risk officer at Saffron Building Society, deputy financial director with Principality Building Society and most recently, financial director at Monmouthshire Building Society. 

His appointment by NW Mutual follows the announcement of a network of approximately 60 proposed branches of the mutual around the north west, including 16 in Lancashire, 20-plus for Greater Manchester, 12 around Liverpool and Merseyside, another 10 in Cheshire and six for Cumbria. 

The ‘bricks, clicks and flicks’ business model of NW Mutual will deliver hi-tech and staffed branches, complemented by mobile and online banking, providing retail and small and medium-sized enterprise (SME) customers with a full range of financial products and services. 

The location of the headquarters of the mutual bank, headed by senior financial services executive Dave Burke, is yet to be confirmed but will be in the north west and is due to open in the second quarter of 2025. 

Dave said: “Iwan’s wealth of experience in banks and building societies will be invaluable to progressing our plan to provide a mutual bank owned by and dedicated to delivering services for the people and small and medium-sized businesses of the north west of England.” 

Dave joined NW Mutual Ltd, a co-operative society launched in response to more than 50 per cent of traditional bank branches in the region having closed and the lack of banks based in and serving the people, business and organisations in the region. 

While Lloyds Banking Group recently announced the closure of another 136 branches by March 2026, consumer group Which? said banks and building societies had closed a total of 6,266 branches since January 2015, equating to about 53 closures every month. 

NW Mutual’s target market is about 7.4 million people and 494,395 small and medium-sized businesses (SMEs) in the region employing more than 1.65 million people and generating turnover in excess of £239 billion in 2024. * Source – Table 12 in Government publication Business Population Estimates for the UK and Regions 2024. 

David Milner, chair of NW Mutual Ltd, is an executive and non-executive director of regulated financial services companies, including being chairman of Dudley Building Society and Nottingham Imperial Building Society. 

Non-executive director James Moore has more than 25 years of boardroom experience with private and public businesses in sectors including financial services in the UK, China, Europe and Africa while also founding the Community Savings Bank Association. 

Having already registered NW Mutual Ltd with the Financial Conduct Authority (FCA), regulator of financial services firms and markets in the UK, David is preparing a banking licence application to submit to the Bank of England in late 2025. 

If the licence is granted the first branch is planned to open in the third quarter of 2026, with a full roll-out proposed for the first quarter of 2027. 

About £1m has been invested to build the systems and financial model of NW Mutual, prepare the banking licence application and analysis of its market.  

Potential and yet to be confirmed locations for branches of NW Mutual:

Lancashire: Preston, Accrington, Blackburn, Blackpool, Burnley, Clitheroe, Chorley, Lancaster, Leyland, Lytham St Annes, Morecambe, Nelson, Rawtenstall, Fleetwood, Garstang, Skelmersdale. 

Greater Manchester: Altrincham, Ashton-under-Lyne, Bolton, Bury, Droylsden, Eccles, Hyde, Harpurhey, Hyde, Leigh, Longsight, Manchester, Manchester Victoria, Oldham, Rochdale, Sale, Salford, Stockport, Stretford, Urmston, Wigan, Wythenshawe. 

Liverpool and Merseyside: Bebington, Birkenhead, Bootle, Crosby, Formby, Huyton, Kirkby, Knowsley, Liverpool, Prescot, Speke, St Helens. 

Cheshire: Chester, Crewe, Ellesmere Port, Knutsford, Macclesfield, Northwich, Runcorn, Warrington, Widnes, Winsford. 

Cumbria: Barrow-in-Furness, Carlisle, Kendal, Keswick, Penrith, Whitehaven. 

Hit or miss: what makes a story stand out in today’s crowded media landscape?

Posted on by Claire Stephenson

The online media landscape is becoming increasingly challenging to navigate – both for readers and for PR professionals trying to get their stories published.

At Limitless PR, our specialists focus on what makes a story stand out to journalists. With news platforms under pressure, they’re more selective than ever about the content they run. To cut through the noise, a story must grab attention, add value, and be truly irresistible to the media. That means crafting narratives that are timely, relevant, and backed by compelling insights. 

Four communications specialists from Limitless Public Relations explore what makes a story a PR hit – what grabs attention, adds value, and makes it irresistible to the media.

Greg Wilson - Strategic Communications - Limitless PR

Greg Wilson, director, said:

“Know your audience. Read the publications where you want to get the story published and make sure the story fits with their news agenda and format. Write the story as close as possible to the exact house style of your target media to make it as easy as possible for the journalist to pick it up. It should be possible for them to simply cut and paste the article if they want to. 

“Also, remember the power of photography. A great picture that brightens up the page will make the story much more attractive. Your photo should tell the story itself, as much as possible.”

Associate director Mark Sutcliffe emphasises the importance of asking the right questions when evaluating a story’s potential:

“A strong PR story answers key questions: What’s happening? Why is it important? Why now, especially for news-focused publications? What impact does it have on the wider community or sector, and what are the potential consequences? 

“Alongside this, providing a pre-digested, social media-friendly shareable – whether an image, video, or concise one-line summary – can make a story more appealing and easier for journalists to run with. In the past, this would have been called a standfirst, but today, it’s about creating content that is instantly engaging across multiple platforms.”

Justin Strong, associate director at Limitless, said:

“Keep it short and simple: tell the ‘story’ in the subject bar on your email, the headline of your press release, and the first three paragraphs. Everything after that, including quotes, supports and embellishes your key messages. 

“Never, ever start a quote with “We’re delighted…” It’s a statement of the bleedin’ obvious! And some publications won’t publish quotes that begin with this opening.”

Claire Stephenson - Limitless PR - Strategic Communications

Claire Stephenson, associate director at Limitless Public Relations, said:

“When crafting a press release, ask yourself: is it adding value or just adding to the noise? The world doesn’t need more content for the sake of it; it needs content that matters. Just because something is interesting to you doesn’t mean it will be newsworthy to a journalist! 

“To increase your chances of coverage, take the time to read the publication you’re pitching to and understand the topics the journalist actually covers. A well-targeted, relevant story stands a far better chance of making an impact than a generic pitch hurled into the void.”

Only the most compelling stories make an impact in a world overflowing with content. To cut through the noise, your narrative must not only grab attention but also add real value, making it impossible for the media to ignore. That’s where we come in. With a deep understanding of what drives engagement, we craft timely, relevant, and insight-led stories that get noticed. 

If you’re looking for extra power in your campaigns, contact us here for a chat. We’d love to help you take your communications to the next level. 

Government minister opens new headquarters for UK export champion, Inciner8 

Posted on by Claire Stephenson

Minister for Services, Small Businesses and Exports Gareth Thomas MP officially opens new manufacturing facility in West Lancashire

Burscough, UK – Inciner8, a global leader in sustainable waste management incineration solutions, has officially inaugurated its new purpose-built headquarters in Burscough, Lancashire, marking a significant milestone in the company’s continued expansion. 

The majority of sales (98 per cent) come from international markets with strong demand across medical, hazardous waste, animal & agriculture, mining, hospitality, and disaster relief sectors in emerging nations in Africa and island nations in the Asia-Pacific region. The new factory will create 50 new jobs in West Lancashire.

The new HQ was opened by Gareth Thomas MP, Parliamentary Under Secretary of State (Minister for Services, Small Businesses, and Exports) at the Department for Business and Trade. It positions Inciner8 at the forefront of innovation, sustainability, and enhanced customer service as it scales operations to meet increasing global demand. 

The new 36,000 sq ft facility more than doubles production capacity, enabling the company to manufacture multiple units simultaneously, streamline processes, and continue providing rapid, high-quality solutions to its diverse range of international customers. 

The new facility boasts cutting-edge features designed to reinforce Inciner8’s role as an industry leader in sustainable waste management, including: 

  • Advanced Manufacturing Technologies – Incorporating state-of-the-art production equipment to increase efficiency and reduce lead times. 
  • Dedicated Research & Development Hub – A space to pioneer new technologies, ensuring Inciner8 remains at the forefront of incineration innovation. 
  • Customer Experience Centre – Offering live product demonstrations, technical training, and industry insights to Inciner8’s customers.  
  • Sustainability Initiatives – Energy-efficient production systems and eco-friendly practices in line with the company’s sustainability goals. 

Beyond its global impact, Inciner8’s expansion strengthens the North West’s industrial sector, bring 50+ new employees to the area and supporting job creation and regional economic growth. Over the past year, the company has increased its workforce by 15 per cent, with plans for further recruitment in the coming months.

Founded in 2003, Inciner8 has established itself as a global market leader in incineration products and technology, designing and manufacturing systems for customers across 170+ countries in sectors including medical, agricultural, military, humanitarian aid, and industrial waste management. The company is trusted by leading international organisations such as the United Nations, WHO, NGOs, and governments worldwide.

Speaking at the official opening, Gareth Thomas MP, Parliamentary Under Secretary of State (Minister for Services, Small Businesses, and Exports) at the Department for Business and Trade, acknowledged Inciner8’s impact on UK manufacturing and exports: 

Gareth Thomas, Minister for Small Businesses and Exports said:

”It’s fantastic to see a small business like Inciner8 exporting around the world, growing their business, and supporting the regional and wider economy.

“We know that when smaller businesses export, the whole economy benefits, and that is why we want to help more small businesses export and export to more markets as part of our Plan for Change.”

Inciner8’s CEO, Darren Spencer, said: 

“The opening of our new headquarters marks a pivotal moment for Inciner8. This facility is not just a testament to our growth, but a statement of our commitment to delivering innovative, sustainable solutions to our customers worldwide. The expanded space enables us to enhance our R&D capabilities, boost production efficiency, and better support our global customer base.” 

“Investing in our people is just as important as investing in our infrastructure. This site not only increases efficiency and output, but also ensures we have the best talent working in an environment that fosters growth, collaboration, and innovation.” 

Trust plummets in government, businesses, and the rich

Posted on by Claire Stephenson

The 2025 Edelman Trust Barometer report reveals a troubling decline in public trust in businesses, fuelled by growing economic frustrations. 

The Edelman Trust Barometer is an annual global survey that measures public trust in government, business, media, and NGOs. It provides data-driven insights on trust trends, highlighting issues like transparency, ethics, and misinformation, to help organisations build credibility and address stakeholder expectations.

2025 Edelman Trust Barometer, page 17

According to this year’s report, which surveyed 33,000 people across 28 countries, six in ten respondents feel economically disadvantaged, and worryingly, some people believe hostile actions – even violence – may be necessary to create change.

The findings point to a deep sense of alienation, with many believing that both businesses and governments prioritise the wealthy over ordinary people. Younger generations are especially disillusioned, with over half of those aged 18 to 34 supporting the idea of taking drastic measures to force societal shifts.

For businesses, this is a wake-up call. The report highlights the need for companies to step up and actively rebuild trust. This means addressing economic inequalities by ensuring fair pay, investing in workforce training, and engaging with local communities. It also calls on businesses to be leaders in providing reliable information, promoting respectful dialogue, and challenging misinformation to help create a more connected and informed society.

Richard Edelman, the CEO of Edelman – a leading global public relations and marketing firm – said:

“The Edelman Trust Barometer 2025 finds a dissent into grievance. It’s been a progression from fears to polarisation. and now into grievance. [People feel that] there is a lack of quality information, a deep sense that the political system is broken, and lastly, a belief that, in fact, their family will not be better off in five years. 60% of respondents say that they’re aggrieved. They don’t believe the system is working. They feel pressed in terms of their bills. They actually find it difficult to navigate this world of misinformation, and they have no hope for the future.

“The question is, how to fix this? Trust has to be restored in order to do that. What does business do in this context? The default in the last couple of years has been, because business is so competent and ethical, let’s go to business. It’s a mistake to have business as the sole player here. Business is supposed to focus on things they can do really well –  skilling jobs with good pay, making sure that we have affordable products, but also sustainability. 

“But the other institutions have to step up. The government has to deliver on the matters to improve lives. NGOs are the healing force for the social fabric. And the media has to come back to the centre and give us facts we can rely on. If we can get to a place where there is optimism, it can overwhelm grievance, and then we can have a clear path to a belief in the future.”

From a PR perspective, the takeaway is clear: deeds, not words. Businesses must go beyond words and show real, measurable actions. Transparent communication, genuine community engagement, and a focus on societal impact will be crucial for restoring trust and addressing the growing divide.

Read more on the 2025 report and current trends here.

Smiths Hire Expands 21Digital Contract after Sales Surge 

Posted on by Claire Stephenson

Smiths Hire has expanded its contract with 21Digital after the Blackburn agency’s bespoke digital marketing campaign provided a 57% increase in sales of tool and powered access equipment hire from the Blackpool-headquartered firm’s 16 depots across the north of England.

Established in 1970, Smiths Hire has been supplying tools, plant and powered access equipment to trade and DIY customers for more than 50 years. Its hire range includes handheld tools, larger power tools, scaffold towers, access equipment, and specialised plant equipment.

The company also provides full turnkey setup for sites, providing everything from security fencing to accommodation and welfare units.

Smiths Hire chose 21Digital to deliver the SEO campaign based on the award-winning agency’s track record of results within the specialist trade and DIY e-commerce sectors.

The first campaign, which commenced in April 2022, delivered an overall rise in sales through a 139% increase in leads combined with an 85% increase in online sales conversions. 

Smiths Hire Marketing Director David Turner said: “At Smiths Hire, our slogan is Hire Strength You Can Build On, and working with 21Digital has lived up to that, while being an educational and enjoyable experience.

“The whole team have been exceptional and have significantly improved our online presence. With 21Digital’s help, we now compete more effectively against other national hire companies with larger budgets and more hire centres. Their strategic approach to PPC and SEO has provided us with measurable results that have helped drive our business forward.” 

Based at offices on Blackburn’s Trident Park, 21Digital is a multi-award-winning agency specialising in lead generation and e-commerce, providing digital marketing services including web design, web development, SEO, Google Ads, digital consultancy, social media marketing and email marketing.

For more information go to www.21digital.agency or www.smithshire.com.