Changing the world, one story at a time

Changing the world, one story at a time

There are people in the world who think of PR as ‘spin’ and in the corridors of Whitehall there may be some truth in that.  But this is not the case working in technology PR.

The work we do to raise the profile of companies, individuals and innovations helps shine a light on important issues and campaigns. Whether that is how medical technology can alleviate the growing burden on the NHS, how haptic technology is making laptops and mobile phones more accessible, or – in the case of our most recent campaign with Pexco Aerospace – how technology can protect passengers on planes from airborne germs.  Without high-profile PR, many of these pioneering ideas never get the attention they deserve.

AirShield takes off

Take our work with Pexco on its new AirShield technology. AirShield is a cabin air management system that creates protective air barriers between every passenger to restrict unwanted germs and odours from entering their personal space.

Working in harmony with existing air filtration systems, AirShield enhances passenger wellbeing onboard by reducing shared air by 76 percent, doubling the rate at which particles are expelled from the cabin and replaced by purified air.

If you work in the aviation industry (or are a plane lover like many of us here at XL) you might think this is very cool. Who would not want to be protected from airborne viruses and horrible smells while flying?

But many have no interest in knowing how airflow works in the cabin: “flying is all about the destination”.

Our job as PR consultants is to make you care, to capture your attention, to tell one of your friends about this cool new technology you have seen which will stop them arriving at their favourite holiday destination with a cold.

The science of storytelling

We do that by creating stories, stories that journalists love to hear and want to write about; stories that you enjoy reading; stories that can help change the world for the better.

For decades scientists have studied how the human brain reacts to being told a story, the physical changes it evokes, and how we connect them to our own personal experiences. Every time we scroll through our social feeds, read a newspaper, or speak to our friends, stories are what we see and hear – they are the fabric of how we communicate.

With the AirShield campaign in full swing, more than 30 million people have read our story (at the time of writing) and this is increasing by the day. Thousands of people have been talking about it on social media. And that will hopefully lead decision makers at the world’s biggest airlines to say, “Yes, our passengers need AirShield”.

Want to know more about our work in aviation? Check out this blog on our recent campaign with Teague on a radical new cabin concept that uses floating furniture to revolutionise the flying experience.

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