By Anya Cooklin-Lofting
Ironically, the public perception of public relations is inaccurate. For an industry so concerned with the positive reputation of its clients, its own image in the mainstream has been warped, defined by uproarious recalcitrants like Samantha Jones, Malcolm Tucker and Edina Monsoon. The reality of PR has less to do with shambolic Champagne receptions, ludicrously late nights and even later mornings, and more to do with strategic planning, creative, critical thinking and compelling storytelling.
At its most basic, PR is the framework for the interaction between companies and their customers via the media. When you instruct a PR agency or a consultant, you are trusting them to tell your brand story to the right journalists at the right time to help position your brand, services and products in the magazines your audiences read. This generates awareness in your key demographics and, eventually, commercial gain.
PR holds sway. It is an effective way to authentically spotlight your company from the respected position of third-party endorsers – the press. Unlike advertising, the only financial exchanges should be between you and your PR expert, and the journalist and the media house they’re writing for. In other words, your PR coverage is earned based on the integrity and value of the story you are telling; no money is exchanged between you and the journalist. In this way, investing in PR is one of the most genuine approaches to implementing a meaningful media campaign. It is also one of the most economical: your monthly spend with an agency or a consultant will almost certainly be much lower than if you were to consistently buy media space, especially from high-circulation magazines or websites.
However, high circulation coverage won’t always be a marker of success, as the kind of media coverage you are aiming for will differ greatly depending on the audiences you want to engage. There is no one-size-fits-all option and key performance indicators vary greatly between campaigns and from business to business. More often than not, titles that boast high circulation and a global reach might not be right for your business. For example, a huge, glossy, double-page spread in Vogue could be less successful for your company in terms of conversions or website traffic than a great piece in a niche magazine with a readership that’s more responsive to your services or products.
Despite the distinct qualities and nuances of different campaigns, the uniting ingredient of each is a solid understanding of target audiences. Your PR agency must fully understand the behaviours, passions and pastimes of your existing and prospective customers, such as the magazines or websites they read, their finances, their geography and whether they shop online, in-app or in-store. It would be counterproductive, for instance, to run a print-led campaign for an e-commerce business with an expanding social media following. Similarly, for a company whose target audience subscribes to a specific mix of print newspapers, it would be far more effective to reach out to the editors of the relevant supplements or desks at these titles instead of pursuing influencer PR opportunities on Instagram.
A great example could be a company selling beautiful, handmade handles for kitchen cupboards and drawers. They might hand-craft each product and may not have the facility to ship internationally, choosing instead to focus on their UK customer base, easing pressure on their craftspeople. For this business, the PR campaign should respond to and facilitate these commercial goals, positioning its products in British design magazines read by home renovators, or trade publications read by kitchen designers. They could also look towards home-interest social media accounts with a high engagement for gifting opportunities in return for exposure, tags and mentions. The big brand story in Forbes or in the internationally poured-over FT How to Spend It can wait until the CEO is ready to take their business to the next level, adjusting the objectives of the PR campaign to support this.
Your PR agency or consultant will be able to guide you seamlessly through the process of increasing your share of voice in the right media, be it locally, nationally or internationally. They are often the source of the most creative, dynamic ideas when it comes to storytelling, product launch proposals, events, photoshoots and collaborations. A good agency will support and advise you based on wider industry trends from their vantage point at the centre of the communications world, always at the ready with your brand’s name front of mind. Of course, they’ll be the first to raise a glass to your Absolutely Fabulous successes, too.
Seven Phenomenal African Safaris that Champion Sustainability
By Amira Hashish
When it comes to bucket list travel, few experiences trump an African safari. Whether you are seeking breathtaking landscapes, that wow factor wildlife moment or the opportunity to immerse yourself in local culture, an adventure is almost certainly on the cards. At the core of the very best safari trips is a commitment to sustainability and deep-rooted conservation efforts. Here are seven destinations that offer ultimate escapism whilst nurturing their surroundings…
Kyaninga Lodge, Uganda
Let’s get acquainted: Perched high above Lake Kyaninga, the lodge is the passion project of a chap called Steve Williams who passed through the area on his way to see the gorillas in Bwindi Impenetrable Forest. His vision is rather remarkable.
Ethos: Steve and his team spent six years building the lodge entirely from locally-sourced materials, with every piece of timber and stone put in place by hand. The result is an imposing and beautiful lodge with nine cottages, all connected by a raised wooden walkway. Each of the rooms has a terrace with views across the lake. On-site, the Kyaninga Child Development Centre brings support to local children with special needs, and the Kyaninga dairy raises revenue for the centre. Meanwhile, the Kyaninga Forest Foundation helps to restore degraded forest in the local area.
How do I book? visit coraltreetravel.com or call 01242 908 720.
Virunga Lodge, Rwanda
Let’s get acquainted: A magnificently positioned lodge with some of the most jaw-dropping views in Africa. From the stone bandas, there is a vista of the cloud-topped volcanic landscape, decorated in rich shades of green.
Ethos: This is one to explore with Steppes Travel, which prides itself on offering luxury trips with sustainability at the core. Their itinerary offers a twist on the traditional Rwanda safari journey through the varied terrain of Akagera. Once devoid of wildlife, this park has been brought back to life with a vast array of animals.
How do I book? Visit steppestravel.com or call 01285 880 980.
Arijiju, Kenya
Let’s get acquainted: Inspired by Ethiopian monasteries, this magnificently designed five-bedroom private house is built into the landscape and leaves a very subtle footprint on the view to Mount Kenya. It can only be rented exclusively so it is one for those who value their privacy. On the Borana conservancy in Laikipia, the land is a hub of wildlife, including Africa’s Big Five, wild dog and cheetah.
Ethos: The Borana Lewa conservancy is a 90,000 acre conservation archetype. Borana, Lewa and the neighbouring ranches and communities are pioneering a collaborative conservation approach that gives animals access to more wilderness and integrates free-ranging cattle ranching. The results speak for themselves; over the last 20 years, Laikipia is the only part of Kenya where wildlife numbers are increasing.
How do I book? Visit handpickedafrica.co.uk or call 07779 410 481.
Kaya Mawa, Malawi
Let’s get acquainted: On the dramatic shoreline of Likoma Island, this is a stunning beach paradise which champions its community. Malawi is known as the Warm Heart of Africa for its friendly people and blue skies. It is also home to one of the world’s deepest lakes and its freshwater teems with aquatic life, including 400 species of cichlid fish. An alternative to the above ground safari experiences. Merge the best of both worlds by combining the trip with Shawa Luangwa Camp in the predator playground of South Luangwa or Ila Safari Lodge in the game-rich wilderness of Kafue.
Ethos: Built by locals and as Malawi’s first resort run solely on renewable-energy, Kaya Mawa is firmly grounded in sustainability, community empowerment and ethical trade. It is part of the Green Safaris collection which has a commitment to conserving the environment, protecting wildlife and empowering people.
How do I book? Visit greensafaris.com or speak to the agents at smallworldmarketing.co.uk.
Xigera Safari Lodge, Botswana
Let’s get acquainted: Comprising 12 beautiful suites, each resting effortlessly in this wild landscape, the lodge’s design is dedicated to celebrating African art and creativity. Each piece has been handcrafted and inspired by the natural surroundings in Botswana. Pronounced ‘kee-jera’, Xigera is named after the Pied Kingfisher that makes its home amid the watery channels of Botswana’s Moremi Game Reserve.
Ethos: Conservation and sustainability are at the heart of the experience. The lodge is powered almost entirely through solar energy and single-use plastics are eliminated.
How do I book? Visit xigera.com.
Lepogo Lodges, South Africa
Let’s get acquainted: Deep valleys and spectacular cliffs with tumbling streams are part and parcel of this serene destination. There are two separate lodges, both of which can be booked in their entirety. Noka Camp sleeps 12. Melote House, an exclusive use house sleeping up to 16, opens this year.
Ethos: The Lepogo Lodges Carbon Offset Programme neutralises every guest’s carbon footprint from the moment they leave their homes until their arrival at the lodge and back again. It’s a super impressive initiative and the giving back doesn’t stop there. Lepogo Lodges is a non for profit venture and gives 100% of any financial gains back into the reserve for the benefit of wildlife and local community. Cheetah reintroduction and preservation is a priority.
How do I book? Visit lepogolodges.com or call +27 60 574 7117.
Kwitonda Lodge, Rwanda
Let’s get acquainted: Right on the edge of Volcanoes National Park in Rwanda, Kwitonda Lodge was created in response to its dramatic setting. Woven ceilings and hand-fired terracotta brickwork has been crafted by local artisans. There is also a dedicated Conservation Room and on-site nursery and vegetable garden which provides fresh produce for Kwitonda’s farm-to-table food. This is where a third of the world’s remaining mountain gorillas find refuge.
Ethos: Volcanoes National Park is committed to preserving and protecting large areas of African wilderness through the development of dedicated programmes that support biodiversity conservation as well as community partnerships that make a meaningful difference in the lives of people living in the area. A set of 10 sustainability principles, making up The One Planet Sustainability framework, continue to guide all decision-making.
How do I book? Visit singita.com or call +27 (0) 21 683 3424.
Ibiza’s Chicest Hotels With a Sea View
By Amira Hashish
Ibiza is slowly opening its doors for this year’s season and we cannot wait to don our kaftans and espadrilles. Whether you are seeking a buzzy lifestyle hotel on the beach or a more rustic seaside retreat, the White Island is brimming with super stylish escapes that will get you in that summer mood. Here is our edit of the finest getaways with endless sea views…
Nobu Ibiza Bay
The vibe: Coastal fun with a flair for food.
The lowdown: A lifestyle property that embodies laid-back luxury, the hotel is right on the seafront of Talamanca Bay. Close to the port town but in a spot that feels more chilled out, there are two pools and excellent restaurants on site including the signature Nobu. All rooms have terraces with sea views but it is worth booking into one of the suites with floor-to-ceiling windows. They open onto the terrace and overlook the ocean.
Take me there: nobuhotelibizabay.com
Six Senses Ibiza
The vibe: Secluded serenity.
The lowdown: Conceived by architect and developer Jonathan Leitersdorf, the year-round destination is passionate about farm-to-table dining, music, art, sustainable fashion, culture and wellness. Powered by its own renewable energy source (up to 51 percent at any given moment) and with punchy zero waste and zero single-use plastic targets, the resort has sustainability at its core. It is a Six Senses after all. Xarraca Bay is a long-hidden secret on Ibiza’s northern tip and this hotel is the best way to experience it. The cave suites built into the cliffs are really something. Sunsets are as magical as you’d imagine. There are also a handful of village residences for large groups or longer-term stays.
Take me there: sixsenses.com
7 Pines
The vibe: A place to unwind.
The lowdown: Opposite the mystical Es Vedra rock, this resort is all about soaking up those wellness moments. There are pools but no parties and sunset decks but no DJs, with a real focus on calm and relaxation. Set amongst pine forests, the resort has close to 200 suites (many with private pools), three restaurants, three pools and is just five minutes from the secluded Cala Codolar beach. Overlooking the sea, the Pure Seven spa is a haven of wellbeing inspired by the Mediterranean lifestyle.
Take me there: 7pines.com
Ibiza Gran Hotel
The vibe: The haven for foodies.
The lowdown: An independently owned all-suite hotel in Ibiza’s Paseo Marítimo, this is one of the larger luxury offerings on the island with fabulous sea views across to Formentera. It comprises 3,000m² of landscaped gardens, 185 tranquil suites, four restaurants, the Casino de Ibiza, and the lavish Open Spa. It takes exceptional service very seriously, champions contemporary art and prides itself on excellent cuisine. In fact, this summer it launches a gastronomy series in honour of Executive Chef Óscar Molina’s debut Michelin star. It is the first and only hotel on the island to achieve such an accolade. The flagship restaurant, La Gaia, is a must.
Take me there: ibizagranhotel.com
Petunia Ibiza
The vibe: Rural glamour.
Offering unspoiled views of rural Ibiza, Es Vedrà and the dazzling sea beyond, this independently owned boutique escape oozes Mediterranean style. Many of the rooms offer that ocean vista and each of them has been intricately designed. Make a beeline for a sunset cocktail on the rooftop for ambience to match the outlook. Then it’s dinner at La Mesa with a creative menu that nods to traditional recipes. The hotel is only a 10-minute drive from the quaint Sant Josep village, five minutes from Cala D’Hort beach cove and a short walk away from the Cala Carbo beach cove but you’ll feel a world away from everything.
Take me there: petuniaibiza.com
Los Enamorados, Ibiza
The vibe: Hip harbourside retreat.
In the romantic fishing harbour of Portinatx, directly on the seaside and next to a lighthouse, this former hostel has been designed to be unpretentious but full of character. Little details count; the softest Italian sheets, fluffy towels and a set of snorkels are provided. The owners guarantee a one hundred percent refund if you can’t see the sea from your balcony. The sprawling waterside terrace acts as a bar, restaurant and sun deck. It’s a stylish little spot that those in-the-know truly love.
Take me there: losenamoradosibiza.com
Etosoto, Formentera
The vibe: A fabulous finca.
The lowdown: Small but perfectly formed, this is a rather special offering in Ibiza’s neighbouring Formentera. Imagine an elevated finca with cultural and agricultural experiences and thoughtful design at the core. With a focus on slow travel, there is a rustic charm to appreciate and stepping out next to the crystal clear waters will never get old. The residence has nine bedrooms and suites with two little houses on the beach and a dreamy pool.
Take me there: etosoto.com
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