How a nose for a story helped this penguin take flight

Fifteen years ago, journalists Sarah Newton and Simon Burch decided to leave the newspaper industry to set up their own business – Penguin PR.

Here, in her own words, Sarah reflects on Penguin’s successes to date – and explains why, despite the seismic changes to the way we access and digest the news, the story will always remain the most important thing.

This year, Penguin PR is 15 years old and it’s more than 30 years since Simon and I started our careers in journalism – on the same day, in the same newsroom.

It’s fair to say that we’ve had a front-row seat for some of the biggest changes in media and news consumption and we’ve had to adapt to an ever-evolving landscape by embracing new technologies and a news delivery service that has never been faster or more disposable.

But while these days we’re more likely to be sending out updates via blog posts than print, the story is still what’s important to our clients and – more importantly – their customers.

Granted, we have swapped the fax machine for social media posts, press conferences for influencer outreach and print headlines for SEO-friendly online stories but the power of a good tale is timeless, and while platforms may change, the principles of great communication don’t.

It’s still about finding the human angle, the emotional hook and the story that resonates.

Whether it’s a well-timed LinkedIn post, an attention-grabbing Instagram reel, or a thought leadership article in a trade publication, the goal remains the same – to engage, inform and make connections.

The PR toolkit has evolved, but the fundamentals of storytelling remain the same.

And it is our nose for a good story that has landed coverage across the globe, from the New York Times to Australian breakfast TV.

In the case of five-year-old refugee Lawand Hamadamin – who found a home at Derby’s Royal School for the Deaf after a perilous journey from Iraq – our work led to an award-winning feature film.

We’ve also masterminded headline-grabbing campaigns that have achieved far greater reach than any standard press release.

Remember when doughnut makers Project D advertised for taste testers?

That was our idea, and the story was used everywhere from LadBible to The Sun.

When we were asked to help put local wedding venue Shottle Hall on the map we hired royal lookalikes and photographed them in key locations around the venue in a stunt that was widely used.

A perfumer from Burton-on-Trent came to us when she wanted to promote her bespoke scent service, so we bottled up the essence of the town itself – a story so quirky it was picked up by all the national newspapers and even featured on Have I Got News for You.

We’ve orchestrated bold PR stunts too, including arranging for a hearse to visit the King Power Stadium after Claudio Ranieri’s sacking at Leicester City, on behalf of Paddy Power.

And we had a blast working on the Remains of the Games campaign post-London 2012, helping to sell Olympic Village furniture – including, potentially, Usain Bolt’s bed.

But beyond the big headlines, we’re especially proud to have represented some of Derby’s most beloved firms including Birds, HUUB, Derby Museums’ Derby Museum and Art Gallery, SureScreen Diagnostics and the Derbyshire County Show.

To this day we work with historic local institutions such as Derby’s Royal School for the Deaf, Derbyshire Children’s Holiday Centre, Repton School and nothing brings us greater joy than sharing their successes with the wider world.

And we haven’t had our flippered feet up either. Between us we’ve slept out for the YMCA, cycled to Skegness for Derbyshire Children’s Holiday Centre and kick scootered from Birmingham to Mickleover for Sam’s Superheroes amongst dozens of other charity events.

We’ve also put our money where our mouth is, sponsoring local initiatives like the penguin skating aids at Derby’s Christmas ice rink, community awards for Derby County Community Trust, and the auction following the inaugural Rams Trail.

Although the industry has changed beyond recognition since we began, as far as PR is concerned some of the changes have played into our hands.

Once upon a time, in a world where newspapers were delivered to your doorstep instead of notifications to your phone, journalism and public relations were two distinct beasts.

One was meant to be a noble watchdog of truth while the other was a smooth-talking charmer spinning stories and schmoozing journalists over cocktails to try to shape the narrative.

Today, the lines are much more blurred. Many journalists now rely on PR-generated content because newsrooms are smaller than ever and PR professionals are publishing their own news on company blogs, social media and branded content sites, sidestepping journalists altogether.

We’ve had to pivot what we offer, but that’s just made the role more interesting – creating multimedia content, managing social media strategies and helping brands connect directly with their audiences through their own digital channels.

Of course, over the last 15 years it’s not just industry that has changed beyond recognition – so has our home here in Derby.

Back when we started as reporters Derby’s main shopping hub was the Eagle Centre, which could be accessed from the Art Deco style bus station by crossing an enclosed bridge across Traffic Street.

There was a notorious ‘hole in the ground’ outside the council house and Sadler Gate was the place to go for a drink, maybe after a football match at the Baseball Ground.

By the time Penguin PR first opened its doors, Derby was different again.

While it’s historically been a city rooted in innovation, over the last 15 years it has become more cultural and evolved into a hub for creativity and entrepreneurship.

The city’s small business ecosystem and growing reputation as a centre for digital innovation have made it an ideal place for our agency to grow and Penguin PR has been proud to share many of the success stories that have shaped Derby’s modern identity.

It’s a city full of people who believe in the power of collaboration, creativity and hard work – one visit to a Bondholder Breakfast makes that much clear.

We’re honoured to be part of that spirit and hope that Penguin PR continues to grow and thrive as the city does the same.

As we celebrate 15 years of our company, we’re proud of how we’ve adapted, embraced change and helped our clients navigate this shifting landscape.

And with the city continuing to develop, we are positioned to take advantage of new opportunities for both our clients and ourselves.

We’re ready for whatever comes next in the world of journalism and PR.

Whether it’s virtual reality press conferences, or reporters doing interviews in the metaverse, we’ll take it all in our stride – as long as we can still get a decent cup of tea and a biscuit.

One thing’s for sure: at Penguin PR, we’ll always be telling stories, celebrating great businesses, and adapting to whatever Derby (and the media) throws our way.

The city and industry we started in may be unrecognisable, but our passion for storytelling and commitment to delivering great PR remains as strong as ever.

Here’s to the next chapter!