The Apple Press

The Apple Press

Welcome to Orchard's new-and-improved Apple Press. It might look a little different, but our newsletter is still going to provide you with exciting updates about our brilliant team, what we're up to for our clients, and all the latest from the communications industry. The same goes for our new website. While it might look a little snazzier thanks to our gorgeous new colour palette (which we absolutely love!), it's still the same Orchard.

You'll find case studies of our impactful client work and a convenient booking system to meet each of our team for a coffee and a chat. In the first of our revamped quarterly newsletters, you'll meet some new team members, hear about some of our recent work, and discover valuable insights about the world of AI-generated copywriting. Enjoy the Apple Press.


Orchard grows with two senior hires


In the first half of 2024, we've added two new team members to the Orchard, reflecting our growth ambitions and expanding our presence across the Channel Islands. Nathanial Eker-Male joins Orchard as Account Director in Guernsey, and will work with clients including VisitGuernsey, BDO, and Hand Picked Hotels. A Guernsey boy who has most recently been with London PR agency GOLD79, Nat brings a wealth of consumer and B2B PR experience and we're excited to welcome him back, after he did a short stint with us a couple of years ago. 

In Jersey, Laura Morel joins us as an Account Director. Coming from private wealth firm HIGHVERN, Laura boasts extensive PR and marketing experience across a number of industries. Her previous clients include the Jersey Hospitality Association and De Gruchy department store. Laura will work on Hand Picked Hotels, and will also be focused on growing Orchard's Jersey profile and establishing us in our sister island.

Make an appointment to meet Nat or Laura.


Art, bubbles, and connections made at our Jersey refresh event

Orchard celebrated our growing presence in Jersey with a swanky event packed with clients, media contacts, and our wider Jersey network. Led by new Account Director Laura Morel, the team hosted an extensive entourage at ArtHouse Jersey, who got to see its newest exhibition first-hand. 

Our team greatly enjoyed catching up with old friends, talking about our brand refresh, and discussing our wider growth across the Channel Islands, as well as our aspirations for the next few years. Brooke, Dan, Laura, and Nathanial hosted a good turn out from old and new contacts alike.

Find out more about our Jersey offering.


We've joined an international network of PR agencies


Big news at Orchard, as we've joined L'Attitude, an international network of Public Relations agencies. Established by London-based agency GOLD79, L'Attitude links up the most prestigious agencies from each territory, allowing them to work with new clients across the globe and share best practices and ways of working.

We're honoured to be the network's Channel Island representative and we look forward to providing our clients with a truly global service, now that we have sister PR teams everywhere from Paris to Sydney to Cape Town.

Find out more about the L'Attitude network.



The dos and don'ts of using AI for copywriting

Artificial Intelligence is the buzzword of the day, and it's due to become a major part of our working lives, whether we like it or not. For those of us in industries where writing is paramount to what we do, how and where we use the likes of Chat GPT can be a minefield.

While it might be tempting to tell AI to write your website copy or social media post, the human brain is clever enough to suss out when a computer has generated something versus when copy has been lovingly crafted with brand identity and key messages properly factored in. 

So, when considering using AI to write your copy, do: 

  • Use it as a starting point. It can be difficult to get started on a daunting piece of copy. Having something to edit and re-work can be useful.
  • Generate ideas for articles through artificial intelligence. AI can quickly scan the internet for trends and relevant topics, giving you insight and suitable ideas for your piece of copy.

But don't:

  • Rely on AI to quickly write your copy. Your tone of voice, house style, and authentic content must come through - AI can never replicate those.
  • Use AI for content without checking its sources. AI pulls information from across the internet, and as we all know, many sources online are not fact-checked. It's therefore essential to check any ideas pulled from AI; you don't want to declare something as fact when it's actually nonsense from Wikipedia!


Two major client wins signal growth at The Orchard


We've got two new exciting clients on our books, as Orchard successfully won the retainer to provide PR services to the five Channel Island hotels of luxury hotel chain, Hand Picked Hotels. We were awarded the account after a competitive pitch process and will now manage local and UK PR services for St Pierre Park Hotel Spa & Golf Resort, Fermain Valley Hotel, L'Horizon Beach Hotel & Spa, Grand Jersey Hotel & Spa, and Braye Beach Hotel.

We also won the retainer to provide PR and social media services to The Little Green Energy Company. Orchard will work closely with the team to manage their reputation, including media liaison, strategic campaigns, and amplifying their social media output.


Hear it from our clients: Renoir making an impression with VisitGuernsey


Our new website hosts a selection of case studies with some brilliant client testimonials highlighting some of our best work. This issue, we're taking a look at our hugely successful 2023 campaign for VisitGuernsey, which saw us host press trips specifically focused on art to take advantage of Guernsey's link to Pierre-Auguste Renoir and VisitGuernsey's 'Renoir trail'. 

Six journalists from national publications including The Times, The Guardian, and the Financial Times graced our shores and experienced local hotels, restaurants, and activities thanks to the thorough itineraries put together by our island-savvy team. This came in addition to several other journalist visits throughout the year, focused on everything from wellness to history.

The result was six pieces of coverage with a combined reach of over 13 million reads and an average domain authority of 83 (considered extremely trustworthy and authentic by Google's SEO algorithms) - not to mention one very happy client. 

Check out our other great client case studies.

As always, if you have any questions visit our website or drop Brooke a line at brooke@orchardpr.com.


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