LOCAL Businesses are being offered the opportunity to take advantage of a free seminar to learn how to use the art of storytelling to promote their brand as part of the build-up to the Newcastle-under-Lyme Business Festival 2026.
Former News Reporter and Sports Editor, Sonya Farrall of PR firm, BabaBaboon, delivered an introductory session in October, which attracted a variety of businesses including an insurance firm, visitor attraction centre and volunteer focused organisation.
The half-day sessions, which took place at King Street Studios and Knights Solicitors, was delivered following funding support from Newcastle-under-Lyme Borough Council and the UK Shared Prosperity Fund (UKSPF).
Practical tools on how to identify newsworthy stories were shared as well as attendees exploring their own PR pitches. To continue the PR support a second session is to take place on Thursday 26 November, with the support of legal firm Knights, who are providing a venue space.
“I found the first workshop both insightful and energising. The practical tips and real-world examples really brought the topic to life,” said Baz Tameez, Head of Operations North at Support Staffordshire.
“It was also great to network with other partners and see all the good work they are doing and how we could work together.”
Peter Lycett, Commercial Director of AMB Insurance Services Limited, said: “As a small business owner you have to wear many hats and know just enough about a lot of functions. I must admit that PR was something I knew little about but I do know it’s important, and it’s powerful.
“Sonya offered really practical advice that helped us to think about how we should think about our business needs - the strategy if you like. Then we delved into what we were doing as a business which we could shout about.
“Overall it was an excellent event with some fantastic and easy takeaways.”
Elizabeth Wilson, is Marketing and Events Assistant at PH Productions, who also attended the October event, and said: “It was great to be able to attend the workshop, as it was really engaging and great to hear other people's perspectives and opinions.
“I now feel more confident with what I should be putting in my own press release and how to get my message across. As a recent Keele Graduate on placement with PH Production Services, being able to access this level of training, alongside UKSPF projects, is really important for my career development.”
Sonya added: “These workshops are their to support other organisations in learning more about a PR process and to also help them to identify opportunities to share positive news with impact.”
The first Newcastle-under-Lyme Business Festival - which took place in March 2025 and featured a variety of workshops and events - was organised by Newcastle under Lyme Borough Council in collaboration with PH Production Services and was funded by UKSPF.
This year’s event is due to take place in March 2026 and is set to feature new events throughout the week
