Hat’s off to you!


We’d love it if you could join us on a Team or Zoom call between 22nd to 26th March, because for every person who spots one of the Twelve team wearing a hat, we’re donating £12 to charity. 

March is Brain Tumour Awareness month and Friday 26th March is Wear A Hat Day but we know how busy our clients and colleagues are. So we’re not limiting the fun to Friday, any day during that week if you say hi over a Team or Zoom call and see one of us wearing a hat we’ll donate to this great cause. 

This has got to be the easiest ways to support really important charity – did you know brain tumours are the biggest cancer killer of children and young adults under 40, more than any other? Just book a quick chat with any of the Twelve PR team and we’ll greet you with a smile and a hat and the donation is done! 

Hope to see you soon and don’t forget to email me at nicky@twelvepr.co.uk to book your call! 

The United Brain Tumour Campaign is a partnership of UK brain tumour charities working together to achieve a common goal to raise funds for research into the prevention and treatment of brain tumours, as well as ultimately finding a cure. 

Wear A Hat Day is the charities’ flagship fundraising campaign and March is Brain Tumour Awareness month.  

Brain Tumour Research  www.braintumourresearch.org 

Registered charity number 1153487 (England and Wales) SC046840 (Scotland). Company limited by guarantee number 08570737  

Twelve Comms will donate £12 for every person who sees them wearing a hat in an online meeting during the week of 22- 26 March  2021up to maximum of £500.00 


The art of storytelling – Gazza + Sindy

“No story lives unless someone wants to listen,” said bestselling author JK Rowling who then went on to say: “The stories we love best do live in us forever.”

This was said, of course, in the context of Harry Potter and Hogwarts. But it does make you think, as a PR, of the stories you’ve been involved in that you remember most.

I remember, a good few years ago now, a photocall at The Toy Fair in London. We were launching ‘Gazza – The Game’ – a board game created for England striker, Paul Gascoigne – remember him? At the same event we were also relaunching Sindy – the classic, ageless doll that could be dressed in numerous different glamorous outfits. Both ‘toys’ were made by the same company, Hasbro.

G6HDMD Soccer – Paul Gascoigne – Toy and Hobby Fair – Earl’s Court, London

Hasbro had a real-life model, Kate Burt, employed to be Sindy who also appeared in TV ads. Gazza, of course, came as himself. At the launch the pair emerged together onto the stage, arm in arm, and then Gazza gave Sindy a big kiss on the cheek.

To be honest I remember it less for the two stars and more for the blinding flash of photographers’ cameras, the like of which I’d never witnessed before. The picture made the front page of most tabloids the following day. Job done.

The star of the show was Gazza. Still in his prime he could dazzle at will and was revered as a top footballer with a boy-next-door personality. He had a vulnerable streak too which added to his appeal. He was perhaps most famous for crying when sent off in World Cup match. The event was though, for me, an early a lesson in PR storytelling – a comic book romance between a fictitious, much loved beauty, and Roy of the Rovers.

Stories aside, I remember great headings too. For drain clearance company, Dyno Rod – our press release was headed “Take a Drain Check”. It captured the imagination and generated literally hundreds of cuttings. At that particular time I shared an office with a former Daily Mirror journalist and boy could she churn the headlines out. It’s all in the training!

It’s immensely satisfying when forces converge to create a good story but it’s rarely down to luck. Success is generally down to clear and concise copywriting for a very specific target audience. Proper placement too – we didn’t invite the FT to the Gazza photocall! Finding a good news angle (Gazza’s dating Sindy!) is key. And keeping it short, sharp and to the point.

The rules are the same what or whoever you’re writing for. As much for a new toy as a tin can, a zero emission zone, or a lithium car battery, all of which I have covered over the past few days.

The skill is to tell a compelling story. JK Rowling knows a thing or two about that!

If you’d like to find out more about how we can help tell your story, get in touch – graham@twelvepr.co.uk.

January: Top 4 Coverage Roundup  

Sometimes January felt like the longest of months especially whilst we’re all in a state of winter hibernation, but for Twelve PR it was peppered with four of our favourite coverage pieces.  

Here is our January roundup 

Hydraulics & Pneumatics – Zero tolerance towards hose re-ending  

Last Autumn we worked with the British Fluid Power Association on the launch of their important ‘Choose Q for Quality’ campaign which highlighted the BFPA Approved Hose Assemblies Scheme and the associated Q ‘Quality’ Logo. The scheme sets best practice guidelines for hose manufacturing, distribution and fitting. Members who sell and fit hoses in the scheme must meet strict criteria to carry the Q Mark, a sign of guaranteed quality, and to never practice hose reending which can be incredibly dangerous.  

Read the whole piece here:  Zero tolerance towards hose re-ending 

Campaign sign for BFPA which says it only takes 100 psi to puncture the skin

The Metal Pack Podcast – Episode 1 Robert Fell  

The new Metal Pack Podcast launched this January by host Alex Fordham, editor of The Metal Packager. The inaugural episode featured Robert Fell, chief executive and director of the Metal Packaging Manufacturers Association and the pair discussed the Covid-19 pandemic on the can making industry, and other pertinent topics including food waste, carbon footprint and growing the metal packaging industry. 

Listen to the podcast here: Podcast Episode 1: Robert Fell  

Front cover for the metal pack podcast

The Canmaker – Dutch Michelin-starred chef launches gourmet meals in cans  

Tata Steel’s Packaging division recently released a new case study featuring Dutch Michelin-starred chef, Joris Bijdendijk, who has launched a new canned food brand called SNERT.  Joris runs the award-winning kitchen at RIJKS restaurant and is a true champion of food from the low countries.  The brand is inspired by the classic Dutch winter favourite – snert, a pea soup.  Tata Steel and Trivium Packaging have also helped Joris promote the sustainability of metal packaging to a new audience  

Business development manager at Tata Steel Marnix Böggemann added: “It’s great to work with these guys, to feel their energy and share their passion for delicious food in cans. This initiative raises the profile of canned food and I hope rightfully confirms its place at eye-level on the supermarket shelves.” 

Read the full story hereDutch Michelin-starred chef launches gourmet meals in cans  

A photo of a pink tin showing new brand Snert in rainbow letters

 Mushroom, Lentil and Spinach Wellington – People’s Friend  

And continuing on a canned food theme, one of our favourite vegan recipes created by Masterchef finalists, Billy Wright and Jack Layer, appeared in People’s Friend. This mushroom, lentil and spinach wellington from Canned Food UK makes a great Sunday roast alternative and can be made with leftovers and store cupboard staples.  

Find the recipe here: Mushroom, Lentil and Spinach Wellington