WE’RE THEPR AGENCY YOUHAVE BEENLOOKING FOR.

On paper, it’s a defensive mega-merger designed to give the UK the scale to fight off global streaming giants and YouTube. But looking past the headline figures, the most critical element of this deal is what it means for our regional media landscape.

Crucially, under the terms of the acquisition, ITV’s public service broadcasting obligations, including its regional and national news operations, are safeguarded until at least 2034.

At a time when local journalism is under unprecedented structural and algorithmic pressure, this commitment matters enormously.

Strong local and regional news coverage is essential for communities. It keeps people informed about the issues affecting their towns, cities and regions, gives a platform to local voices and helps ensure that stories with real public impact are not lost in the national news agenda.

From a strategic PR perspective, it is also a commercial necessity.

For the businesses, professional services firms, charities and public sector bodies we advise, high-authority regional media remains one of the most trusted, impactful ways to reach the people who matter to them.

It provides third-party validation that a paid social media ad simply cannot buy.

If investment in broadcasting helps protect and strengthen regional news provision, that is good news for the media landscape, good news for PR and – most importantly – good news for local people who deserve proper, reliable coverage of the places they live.

A media landscape that protects its direct, trusted relationship with local audiences will always be a stronger place for both journalism and PR.

What we loved at Lewis Lowery was the recognition that successful businesses understand that communications isn't just about managing reputation when things go wrong. Today's communications leaders help shape corporate strategy, align employees behind a shared vision, build trust with stakeholders, support transformation programmes and strengthen an organisation's licence to operate.

Comms deserves a seat at the boardroom table – and the same applies to external PR consultants.

PR agencies shouldn't simply be brought in when a crisis hits or a campaign launches. They should be trusted strategic partners, contributing to discussions around growth, change, stakeholder management and reputation long before decisions are announced or news breaks.

An external perspective can challenge assumptions, identify risks, uncover opportunities and help leadership teams understand how decisions will be perceived by the audiences that matter most.

Communications is a vital business function and businesses that recognise that are increasingly the ones that stand out, build trust and achieve growth faster and more efficiently.

At Lewis Lowery Communications, we give businesses that strategic advantage with communications designed for commercial impact. We are grateful to the clients who give us a seat at their boardroom table. Please get in touch if you think there could be a seat for us at yours.

• Manchester PR consultancy wins major communications brief with UK’s third fastest-growing business

Lewis Lowery Communications has secured a six-figure PR contract with The Genius Group, one of the UK’s fastest-growing marketing and technology businesses.

The appointment follows the successful delivery of a campaign for HD Law, a consumer claims specialist and The Genius Group client. Lewis Lowery Communications has now been retained to support AskRose, the group’s pension reclaim specialist.

The win represents a significant milestone for the Manchester-based consultancy, which launched earlier this year with a mission to deliver communications campaigns focused on commercial impact rather than publicity alone.

The Genius Group recently reported revenue growth from £4.2 million to more than £210 million in four years, securing a place at number three on the Sunday Times’ fastest-growing private companies list.

Caroline Aspinall, founder of Lewis Lowery Communications, said: “Winning a contract with a business of The Genius Group’s scale and ambition is a fantastic endorsement of the work we're doing.

“Our project with HD Law demonstrated the value that strategic communications can deliver with national coverage across TV, radio and newspapers, boosting the authority of the brand. We are happy to have now strengthened that relationship with The Genius Group through a retained brief with AskRose.

“Both organisations are helping consumers navigate complex issues that can have a real financial impact on their lives. Our role is to ensure those stories reach the right audiences in a way that builds trust, credibility and authority and, of course, delivers meaningful commercial outcomes.”

Jake Deakin, Head of Marketing at The Genius Group, said: “We are ambitious about the businesses we build and support, so it’s important that we work with partners who understand how communications can contribute to commercial growth.

“Caroline and the team quickly demonstrated that through their work with HD Law. They understood the brief, delivered high-quality media results and became a trusted extension of The Genius Group team.

“As we continue to invest in AskRose and expand its reach, we’re pleased to be partnering with Lewis Lowery Communications to help tell that story and support the next phase of our growth.”

The contract marks another significant step in the growth of Lewis Lowery Communications, which already works with clients across sectors including property, construction, facilities management, fire protection, building modernisation and energy.

Launched by former journalist and communications leader Caroline Aspinall, the consultancy specialises in creating commercially focused PR campaigns that help ambitious organisations strengthen reputation, support growth and achieve measurable business results.

As the article highlights, Google is moving further towards AI-generated answers, conversational search and zero-click experiences, meaning users are increasingly staying within Google’s ecosystem rather than clicking through to websites.

For brands, that changes the game significantly.

One quote particularly stood out to us: “It’s all right you saying you’re the best, but what you really need is other people telling the world you’re the best – and that’s where PR becomes invaluable.”

That is exactly why strategic PR, thought leadership and earned media are becoming so important in the AI era.

AI-driven search tools are looking for authority, credibility, expertise and trusted signals across multiple channels. Businesses that consistently appear in respected media, provide expert insight and build a recognisable reputation are far more likely to stand out.

SEO still has a role to play, of course, but the brands that will win over the next few years will be the ones investing in long-term visibility, trust and reputation.

You can read the full article by Karl Holbrook here:

Read the referenced article

As a Boltonian myself, it was incredible to be at Green Fold Primary School this morning to see Variety, the Children's Charity GB present a Sunshine Coach to the pupils.

I was in the room last November at the North West PROPS Awards when MCR Property Group made the generous pledge to fund this coach. To see that promise realised today, and to see the sheer excitement on the faces of the children, is a powerful reminder of why our ongoing support for Variety is so important.

For the last four years, we have provided pro bono PR support to Variety in the North West, using our voice and connections to amplify a story that really matters.

This coach is a key to the community for 200 children with special educational needs. It’s school trips, life skills and real-life experiences that were previously out of reach.

A huge thank you to Nick Lake, Tom Booth and the team at MCR Property Group for their generosity and to the incredible Lyn Staunton for her tireless work. 👏

Today was a reminder that when the North West property sector comes together, we don’t just raise money we change lives in our local communities.

Seeing a pledge made at The PROPS turn into a physical, life-changing asset on the streets of your hometown is exactly why we do what we do. What a wonderful full-circle moment.

According to the analysis of 15 million citations across ChatGPT, Gemini and Perplexity, the AI Citation War is being won by the specialists, not the generalists.

The data is a wake-up call for B2B brands:

Specialism is the new SEO: Niche B2B publications are consistently out-ranking mainstream news in AI visibility.

The Authority Shift: In the UK, titles like Procurement Magazine and Coffee Intelligence now carry as much "trust weight" for AI as The Guardian.

The "Trust Anchor": A quarter of all AI answers rely on journalistic validation. If a credible outlet hasn't verified you, the AI won't recommend you.

For years, PR has often prioritised “big name” coverage, but, particularly for B2B clients, authoritative, credible, specialist coverage is now doing more of the heavy lifting.

At Lewis Lowery, we focus on:

Deep Sector Storytelling: We build the technical authority that AI engines demand

Precision Targeting: We don't just find the biggest audience; we find the right audience

Commercial Impact: We measure our success by how often you are the answer

Q2 may be the right time to pivot your B2B comms. If you’re ready to win the citation war, then perhaps we should talk.

Strategic PR consultancy Lewis Lowery Communications has strengthened its growing team with the appointment of Leif Payne as Account Manager.

The Manchester agency – founded by former journalist and communications specialist Caroline Aspinall – continues to expand following a series of client wins.

Leif is joining Lewis Lowery to support its growing portfolio of ambitious businesses seeking commercially focused communications strategies.

He brings valuable experience in public relations, B2B and consumer media relations and client account management, having previously worked across brands like American Golf, Alton Towers and PG Tips.

In his new role, Leif will help clients develop integrated communications campaigns that raise profiles, strengthen reputations and support commercial growth.

Caroline Aspinall, Founder of Lewis Lowery Communications, said: “Leif is an outstanding account manager who combines media nous with creativity and exceptional client management skills.

“Leif’s appointment is another key step in our continued success as a business. I am over the moon that he has joined the Lewis Lowery team.”

Leif's appointment follows a period of sustained growth for Lewis Lowery Communications, with the agency continuing to invest in experienced communications professionals to meet increasing client demand.

Lewis Lowery Communications specialises in delivering creative, commercially focused PR campaigns for ambitious businesses, combining journalistic expertise with strategic insight to build reputation, influence audiences and drive measurable business growth.

The PR teams say it’s all about Earned Media (Trust).

The SEO teams say it’s all about Structured Content (Tech).

They are both right…..But incomplete on their own.

In 2026, winning the "AI Citation War" (making sure your brand is the one the AI actually recommends) requires a Unified Comms Approach.

Think of it this way: AI engines are the ultimate sceptical journalists. They don't just "read" your website; they "fact-check" your entire digital existence.

💻 Your Website (Owned) tells the AI what you do

🗞️ The Press (Earned) tells the AI that what you do actually matters to your audience

💪 Your Authority (Expertise) tells the AI you are a safe pair of hands to recommend

If your media coverage isn’t talking to your SEO and your content isn’t talking to your social, you aren't building authority. AI won’t cite a brand that looks different on every channel. It cites the ones that provide a consistent, high-authority "signal" across the board.

At Lewis Lowery Communications we use a principle called COPE - Create Once Publish Everywhere, which has stood the test of time since first being introduced to me by the formidable Carolyn Lewis MCIPR ACIM more than ten years ago. It may be a decade old, but has never been more relevant than it is today.

By ensuring a single piece of compelling content is strategically adapted for the press, the website and social media simultaneously, we don't just maximise ROI we build the signal that AI engines demand.

And what that ultimately shows us is that while the tools change over time, the strategy of good communication remains constant.

There is a specific kind of adrenaline that comes with a global news breakout, one that involves high-stakes precedents and intense public scrutiny. It’s an adrenalin rush that still gets excitement coursing through my former-reporter veins.

But for a PR agency, these aren't just moments to pitch your experts; they are moments to navigate.

When a story as complex as the Andrew Mountbatten-Windsor Arrest breaks, the media doesn't just need a quote, they need a roadmap and experts who can keep moving the story on.

As a former journalist, I look at these stories through a dual lens. I’m thinking about what the reporter is being asked for by Newsdesk – new angles, new voices and exclusive hooks that ensure tomorrow’s paper is full of follow-up stories that their rivals haven’t got.

I’m also thinking about how my clients can be positioned as expert voices in that space.

From experience I know that the brands that get to lead the conversation aren't necessarily the loudest. They’re the ones who:

⭐ Provide the most clarity when things get complicated – on and off the record

⭐ Deliver new news angles that move the conversation forward

⭐ Move quick, breaking news waits for nobody. When news breaks, speed is a perishable good

⭐ Have experts who are media trained, broadcast ready and available

⭐ Possess genuine authority and expertise in that space

When the news cycle moves at this speed, you need a PR partner who understands the newsroom as well as they understand PR strategy.

Looking at the wall-to-wall coverage of the Andrew Mountbatten-Windsor arrest, my reporter’s brain is on fire. It’s a reminder of why I loved this job, the rush of a historic story that drives national conversation.

But watching the influx of expert commentary today, there are other observations to be made....In a historic crisis, the most valuable experts aren’t the ones merely reacting to the shock; they are the ones explaining the chaos, finding the clarity and ensuring the right information ends up in the right hands.

I had a fascinating call this week.

A national newspaper editor rang me regarding a story I’d sent over. They weren't calling for more information or to send more images. They were calling to verify my existence and the existence of my clients.

"Are you real? Is this story true? Have you actually sat in a room with the person quoted in this release?"

At first, I laughed, as of course the answer to all the above is yes. But then we chatted about the bigger picture and she mentioned this fake Telegraph article which was recently highlighted by Press Gazette:

Read the referenced article

With Reach plc (publishers of the Mirror and Express) now creating "white-lists" of trusted PR agencies to battle the surge of fake, AI-generated "experts," the gatekeepers are under siege.

Here is my take as a former journalist who is now running a PR agency:

1️⃣ Journalists are under more pressure than ever. They don't have the luxury of time to hunt down every source. If they don't know you, they might just block your domain to protect their reputation

2️⃣ Trust is the new currency: In an era of AI, the value of a PR agency that actually personally knows its clients and understands their expertise is crucial

3️⃣ PR isn't about being a content factory. It’s about being a bridge of trust. When I send a story, my name is the guarantee that the quote is real, the person is an expert and the lived experience is genuine

I was pleased that the Editor took the time to call. They were doing a thorough job in an increasingly complex world. The call gave us both the opportunity to talk about ways we can work together effectively and what content they are looking for to fill their news pages.

It also made me think that the PR agencies that will survive 2026 and beyond will be the ones with the strongest real-world relationships, those who always answer the phone and those who refuse to compromise on the truth.

Strategic PR consultancy Lewis Lowery Communications has strengthened its senior team by appointing experienced journalist and communications professional Steven Hallmark as News Director.

The Manchester agency – founded by former journalist and agency leader Caroline Aspinall – continues to build momentum following its launch, with a growing portfolio of clients seeking commercially driven communications strategies.

Steven joins Lewis Lowery Communications from Smoking Gun, where he most recently served as B2B News Editor, leading content strategy and media relations for a range of high-profile clients, including American Golf, Best Western Hotels, and UA92.

With more than two decades of experience spanning journalism and public relations, Steven brings a deep understanding of the media landscape and a proven track record in delivering impactful storytelling. His career includes senior editorial roles across regional media titles as well as comms and PR positions.

In his new role, Steven will lead the agency’s news and content output, working closely with clients to develop compelling, insight-led campaigns designed to drive measurable commercial results.

Caroline Aspinall, Founder of Lewis Lowery Communications, said: “I founded Lewis Lowery Communications to bridge the gap between creative storytelling and hard commercial performance

“Steven is the perfect hire. His journalistic instinct, combined with his strategic communications experience, makes him the perfect fit for what we’re building.

‘In an era of AI-generated noise and shrinking newsrooms, Steven’s newsroom intuition is a high-value asset for our clients. He understands that a headline isn't a vanity metric - it’s a tool for clients to gain a competitive advantage.

“Bringing a News Director of his calibre on board is a clear signal of our intent. As News Director, Steven will spearhead the agency’s focus on Generative Engine Optimisation (GEO), ensuring client narratives are built to be cited as authoritative sources by AI answer engines and top-tier media alike."

Steven Hallmark added: “Lewis Lowery Communications has a clear vision – to deliver communications that don’t just look good, but genuinely move the dial for businesses.

“With my background in both journalism and PR, I’m passionate about creating stories that resonate with the right audiences and deliver meaningful results. I’m looking forward to helping clients unlock new opportunities through smart, strategic storytelling.

“The industry is changing and many agencies are still chasing output over impact. We’re here to turn complex business objectives into hard-hitting news that search engines, AI models and - most importantly - customers, can't ignore.”

Lewis Lowery Communications specialises in delivering creative, commercially focused PR campaigns for ambitious businesses, combining journalistic expertise with strategic insight to drive growth and reputation.

Last month, one of our clients wanted to send the English National Anthem into space.

On paper, it’s a great story. It’s patriotic, it’s grand and it’s technically impressive. If I had asked an AI to draft the strategy, it would have told me it was a Gold Star idea. In fact for the purpose of this LinkedIn post I tested that out and it gave me a huge thumbs up.

This is because AI is trained on "average" logic. Average logic says: "The client wants to send the National Anthem to space. The King is the head of state. This is a patriotic, positive story. Draft the release."

But as a former news reporter, my experience told me something different.

I looked at the upcoming news cycle. I knew the Epstein files were due for release at the same time as our launch and that any story even remotely associated with the Royals was about to be viewed through a very specific, very negative lens. I also called a couple of key contacts on the nationals who confirmed any column inches dedicated to anything Royal would be filled by Andrew and nothing else.

This is where senior strategic counsel beats an algorithm every time. 💪 🤔

AI is a brilliant tool for efficiency. It can summarise data, check grammar and generate ideas at 100mph. But it lacks contextual intuition, has no newsroom experience, does not understand which stories a busy editor will bin in five seconds and does not think critically.

Strategy isn't just about what you do. It’s often about what you have the experience and the insight to avoid.

Former journalist and agency leader Caroline Aspinall has launched Lewis Lowery Communications, a strategic PR consultancy for businesses that want commercial results.

The agency is specialising in delivering creative, compelling communication campaigns that are designed to do one thing - drive commercial impact.

Based in Manchester, Lewis Lowery Communications launches with an impressive roster of retained clients, including property experts Landwood Group, fire protection specialists Adaston, facilities management provider GFM, building modernisation firm Synergize and district heating company PPSL.

The agency also provides pro-bono strategic support to Variety – the Children’s Charity as well as delivering projects for a number of other clients.

Caroline brings more than a decade of agency and in-house leadership experience to the new venture. Most recently she served as commercial director and head of B2B at Smoking Gun. Prior to that she was group commercial director at Democracy PR and associate director at Roland Dransfield PR.

A former award-winning journalist, Caroline says the agency has been created to bridge the gap between creativity and commercial performance in PR.

"Too many businesses settle for coverage that looks great in a scrapbook but does nothing for the balance sheet," Caroline explains.

"At Lewis Lowery, we are unapologetically commercial. We marry journalistic credentials with sharp business nous to deliver campaigns that are creative, compelling and, above all else, commercially successful."

She added that taking the leap to start her own agency wasn't a decision she took lightly.

“The decision came from a deep-seated desire to do things differently - to move away from "PR for PR's sake" and focus on the strategic, commercial impact that I know communications can deliver when done right,” she said.

“We work with ambitious businesses who want more than just noise – they want communications that sharpen their reputation, support growth and deliver a genuine strategic advantage.”

The agency’s name is a deeply personal tribute to Caroline’s grandparents, whose surnames were Lewis and Lowery.

Caroline added: “Lewis Lowery isn't just a business name; it’s a promise to work with kindness, excellence and heart.”