Good PR is like a good holiday, as Greg Simpson, founder of Press For Attention PR, explains. By the time you read this, I’ll be back from my sojourn — hopefully bronzed, definitely relaxed and absolutely not ready to open my inbox. Yes, I’ve been on holiday. A proper one. The kind where you genuinely unplug and trust your out-of-office to hold the fort. No stealth emails. No “just a quick one…” calls. No chasing coverage between gelato and Google Translate fails. And do you know what happened? Nothing. And everything. Because when you truly switch off, your brain switches on. Ideas bubble up. Threads connect. You stop chasing stories and start seeing them. It’s amazing what clarity emerges when you’re not knee-deep in the daily grind, desperately trying to be “on it” all the time. But before I jetted off, something else happened — something far more familiar and, frankly, a bit dangerous. I became wildly productive. There’s something about the final week before a holiday that turns even the most seasoned procrastinators into a hybrid of Tony Robbins and Marie Kondo. Meetings get scheduled, content gets drafted, inboxes get blitzed. You suddenly find the time and energy for those tasks you’ve been putting off since Easter. It’s a productivity miracle… until it isn’t. Because among all that ticking off and tying up, people start chucking out press releases. They panic. They scramble. They think, “Oh, I must get this out before I go!” And so begins a flurry of media activity with no real follow-through. A story gets emailed. A press release lands. And then… silence. No follow-up. No interview availability. No further comment. Just a big shiny story-shaped void that no journalist is going to chase while you’re off sipping something neon with a paper umbrella in it. So here’s the big PR lesson from my little break: don’t confuse getting something “off your desk” with getting it “out there” properly. Journalists aren’t waiting around for your announcement. If you’re lucky enough to pique their interest, you must be ready to respond. That means being able to answer a call, clarify a quote, or jump on a Zoom if they want more depth. If you can’t? Wait until you can. PR is a long game. It’s a conversation, not a broadcast. You’re not just sending messages into the void — you’re (hopefully) inviting dialogue. That means showing up. That means being present — even if it’s just for five minutes between meetings. Or after your holiday. And that’s the irony. While I was away, sipping sangria and minding my own business, I started really thinking about stories. Not my stories, but the ones I help clients tell — the angles we miss when we’re too busy to stop and spot them. There’s perspective in the pause. The gap between calls. The silence that lets your own voice come through a bit louder — and helps you remember what’s actually worth shouting about. So here’s your holiday homework (whether you’re going away or just wishing you were):

• Don’t rush your PR just to clear your desk.
• Don’t send a story unless you’re genuinely ready to follow through.
• Don’t assume that journalists will wait until you’re back and tanned to chase you.
• And please, do take a break. You’ll be amazed how many great stories find you when you’re not looking.

Me? I’ll be back by now. A little lighter, a little brighter, and a lot more certain that good PR is like a good holiday — planned with intention, delivered with purpose, and never just thrown together last-minute. Wish you were here, Greg   A former business journalist, Greg Simpson is the author of The Small Business Guide to PR and has been recognised as one of the UK’s top 5 PR consultants, having set up Press For Attention PR in 2008. He has worked for FTSE 100 firms, charities and start-ups and conducted press conferences with Sir Richard Branson and James Caan. His background ensures a deep understanding of every facet of a successful PR campaign – from a journalist’s, client’s, and consultant’s perspective.

With entries closing next month for Business Link’s prestigious East Midlands Bricks Awards 2025, there’s also a grand prize worth £20,000 up for grabs at the celebration of the region’s property and construction industry – going to the event’s Overall Winner. While this award cannot be entered, the Overall Winner will be selected from those nominated for the occasion’s 10 other categories and will receive a year of marketing/publicity worth £20,000, with the opportunity to split or gift the marketing to a charity of your choice. Speaking with Business Link, Gary Pearce, Managing Director at SEV, the sponsor of Overall Winner, shared: “We’re proud to be sponsoring the East Midlands Bricks Awards 2025. As a company committed to supporting sustainable growth and delivering innovative energy and infrastructure solutions, SEV is excited to celebrate the organisations and individuals shaping the future of the East Midlands’ built environment. “The Bricks Awards are a fantastic platform to recognise the remarkable work happening across the region — from transformative developments to outstanding community projects. We’re particularly looking forward to connecting with like-minded professionals and celebrating the ingenuity and impact of this year’s finalists. “We encourage businesses of all sizes to enter and showcase their achievements. Whether you’re driving regeneration, delivering infrastructure, or pioneering sustainability, this is your moment to be recognised.” Nominations for the event are open, and now is the perfect time to make your submissions, ahead of the deadline (Friday 15th August). Better yet, it’s completely free to enter and making the top three finalists in your category also wins you free tickets to the event, where you’ll be in the running for one of our coveted awards. To nominate your (or another) business/development for one of our awards, please click on a category link below or visit this page. Categories include:

• Contractor of the Year
• Developer of the Year
• Architects of the Year
• Most Active Agent
• Deal of the Year
• Residential Development of the Year
• Sustainable Development of the Year
• Commercial Development of the Year
• Excellence in Design
• Responsible Business of the Year
• Overall Winner (this award cannot be entered, with all finalists having the chance to take home the Overall Winner award)

Nominations will close on Friday 15th August.

A highlight in the business calendar, winners will be revealed at the East Midlands Bricks Awards’ 10th annual awards ceremony on Thursday 2nd October, at the Trent Bridge Cricket Ground – an evening of celebration and networking with property and construction professionals from across the East Midlands. Attendees will also hear from Councillor Nadine Peatfield – Leader of Derby City Council, Cabinet Member for City Centre, Regeneration, Strategy and Policy, and Deputy Mayor of the East Midlands – our keynote speaker.

Tickets can now be booked for the East Midlands Bricks Awards 2025, click here to secure yours.

Connect with local decision makers over nibbles and complimentary drinks while applauding the outstanding companies and projects in our region.

New for this year, all entrants will also have the opportunity to be featured on our dedicated nominee showcase on the East Midlands Business Link website, providing space for marketing your achievements.

The East Midlands Bricks Awards 2025

What: The East Midlands Bricks Awards 2025 When: Thursday 2nd October (4.30pm – 7.30pm) Where: Derek Randall Suite, Trent Bridge Cricket Ground, Nottingham Keynote speaker: Councillor Nadine Peatfield – Leader of Derby City Council, Cabinet Member for City Centre, Regeneration, Strategy and Policy, and Deputy Mayor of the East Midlands Tickets: Available here Dress code: Standard business attire Thanks to our sponsors:                                                                        

To be held at:

Mayor Claire Ward of the East Midlands is spearheading a regional push to drive inclusive economic growth. Her latest initiative includes a series of events across Chesterfield, Derby, and Nottingham in late July, aimed at engaging local businesses, residents, and public sector leaders.

The mayor has secured £4 billion in government funding, which will support major infrastructure projects, transport improvements, housing developments, and business expansion. Ward is also collaborating with experts to develop a strategy that ensures the benefits of growth are accessible to all communities across the region.

A key component of this initiative is the Inclusive Growth Commission, which is collaborating with local stakeholders to develop a plan that promotes equitable prosperity. The commission’s final recommendations will be released in September, just before the East Midlands Combined County Authority’s Local Growth Plan is unveiled. This plan will outline how the region’s growth aligns with the UK’s broader economic objectives.

The upcoming events will allow residents and business leaders to provide input on the region’s investment strategy, ensuring the planned developments align with local needs. The mayor is committed to building a future where everyone in the region can thrive, with growth that delivers meaningful jobs and sustainable development.