Sam Schofield
@schofieldcomms.com
PR Consultant and Copywriter | Sheffield, UK | www.schofieldcomms.com
Even on a grey, rainy day like today, I always like the view of Sheffield from the top of Meersbrook Park.
December 6, 2025 at 10:07 AM
Even on a grey, rainy day like today, I always like the view of Sheffield from the top of Meersbrook Park.
Delighted to see @theweek.com Junior publish a full page naming The Knitting Nannas as "Planet Protectors" for producing jumpers for penguins. Honestly, one of my favourite bits of coverage I've ever secured. Can't share the mag but... original story: hillcare.net/press-releas... #PR #Knitting
Saltburn’s Knitting Nannas create jumpers for penguins in Australia
SALTBURN’S “Knitting Nannas” have used their needle skills once again to help animals in need – sending mini jumpers to support a penguin charity in Australia. The knitting group at Hazelgrove Court C...
hillcare.net
December 5, 2025 at 1:47 PM
Delighted to see @theweek.com Junior publish a full page naming The Knitting Nannas as "Planet Protectors" for producing jumpers for penguins. Honestly, one of my favourite bits of coverage I've ever secured. Can't share the mag but... original story: hillcare.net/press-releas... #PR #Knitting
Did a double-take on that headline... excellent work @news.sky.com
Stolen Fabergé pendant passed to police - quite literally
The egg - one of only 50 ever made - was crafted from gold, painted with green enamel and encrusted with 183 diamonds and two sapphires.
news.sky.com
December 5, 2025 at 10:22 AM
Did a double-take on that headline... excellent work @news.sky.com
When I was training as a journalist, my tutor/mentor drilled the importance of "the little black book" into us. It wasn't simply a contacts book but a modus operandi about building and maintaining working relationships. This rings equally true in the #PR world.
December 5, 2025 at 9:51 AM
When I was training as a journalist, my tutor/mentor drilled the importance of "the little black book" into us. It wasn't simply a contacts book but a modus operandi about building and maintaining working relationships. This rings equally true in the #PR world.
Is it just me or is LinkedIn down?
December 5, 2025 at 9:09 AM
Is it just me or is LinkedIn down?
As far as reputational attacks go, Rachael Reeves overstating her chess champion title despite winning the British Women's Chess Association (BWCA) Girls Championship seems rather spurious.
December 4, 2025 at 12:12 PM
As far as reputational attacks go, Rachael Reeves overstating her chess champion title despite winning the British Women's Chess Association (BWCA) Girls Championship seems rather spurious.
Building / shop openings are rarely of interest to journalists... however, a model railway shop opening at #Sheffield station pulled a blinder getting Jools Holland and Pete Waterman to cut the ribbon. Great work!
Pete Waterman and Jools Holland launch shop at Sheffield station
Music moguls Pete Waterman and Jools Holland greeted a special arrival at Sheffield station - a model railway shop.
www.thestar.co.uk
December 1, 2025 at 2:11 PM
Building / shop openings are rarely of interest to journalists... however, a model railway shop opening at #Sheffield station pulled a blinder getting Jools Holland and Pete Waterman to cut the ribbon. Great work!
"YourParty" or "Your Party"? Or "YourParty party" or "Your Party political party"? Or any other baffling combination. Sounds like a birthday party planning company. I've had enough of the word #party already. And we're coming into Christmas party season.
loving the fact that YourParty has voted for a new name and it's YourParty
December 1, 2025 at 9:45 AM
"YourParty" or "Your Party"? Or "YourParty party" or "Your Party political party"? Or any other baffling combination. Sounds like a birthday party planning company. I've had enough of the word #party already. And we're coming into Christmas party season.
It's Black Friday... or so the inbox says. I thought it was last week! Not confined to the big retailers, there's Black Friday offers from digital services, a hotel in Whitby, newspaper subscriptions, stationary, and more. But does it lead to higher sales? Or is it shouting into a retail storm?
November 28, 2025 at 8:51 AM
It's Black Friday... or so the inbox says. I thought it was last week! Not confined to the big retailers, there's Black Friday offers from digital services, a hotel in Whitby, newspaper subscriptions, stationary, and more. But does it lead to higher sales? Or is it shouting into a retail storm?
Fascinating and entertaining film from Google Deepmind and a great piece of #PR for the company. Can you call it a documentary, however, if it clearly lacks impartiality?
The Thinking Game | Full documentary | Tribeca Film Festival official selection
YouTube video by Google DeepMind
youtu.be
November 27, 2025 at 2:11 PM
Fascinating and entertaining film from Google Deepmind and a great piece of #PR for the company. Can you call it a documentary, however, if it clearly lacks impartiality?
Quite the commitment from JP Morgan, with CEO Jamie Dimon saying: “The UK government’s priority of economic growth has been a critical factor in helping us make this decision.” Perfect timing for the Gov’t - Budget Day+1.
November 27, 2025 at 8:23 AM
Quite the commitment from JP Morgan, with CEO Jamie Dimon saying: “The UK government’s priority of economic growth has been a critical factor in helping us make this decision.” Perfect timing for the Gov’t - Budget Day+1.
Such a pantomime every time. But this budget feels especially rowdy. It doesn't help that the Chancellor keeps rolling out the tired blame game of the last Government (regardless of whether it's true or not). Too much party politicking when announcing hugely impactful decisions doesn't reflect well.
November 26, 2025 at 12:51 PM
Such a pantomime every time. But this budget feels especially rowdy. It doesn't help that the Chancellor keeps rolling out the tired blame game of the last Government (regardless of whether it's true or not). Too much party politicking when announcing hugely impactful decisions doesn't reflect well.
“Make or break” budget day for Labour. Higher taxes expected, which are never going to be popular, so I can’t see the party coming out unscathed.
November 26, 2025 at 7:54 AM
“Make or break” budget day for Labour. Higher taxes expected, which are never going to be popular, so I can’t see the party coming out unscathed.
Many moons ago I reviewed @ynotfestival.bsky.social for @creativeboom.com. And next year I shall be returning once again, but this time with family (my son's first live gig!). Yesterday they released their line-up and it looks great. Very excited now. #music #ukmusic
Line Up | Y Not Festival | 30th July - 2nd August 2026 | Pikehall, Derbyshire
Each year the biggest names in indie and rock gather in beautiful Pikehall. Line up for Y Not 2025 coming soon!
ynotfestival.com
November 25, 2025 at 10:33 AM
Many moons ago I reviewed @ynotfestival.bsky.social for @creativeboom.com. And next year I shall be returning once again, but this time with family (my son's first live gig!). Yesterday they released their line-up and it looks great. Very excited now. #music #ukmusic
If approved, "an overwhelming majority of national newspapers in Britain would be owned by just three companies: the Mail, the Murdochs’ News UK and Reach PLC". #news #journalism
Daily Mail owner strikes £500m deal to buy Telegraph titles
Acquisition likely to trigger in-depth investigation by regulator after agreement between DMGT and Redbird IMI
www.theguardian.com
November 25, 2025 at 10:27 AM
If approved, "an overwhelming majority of national newspapers in Britain would be owned by just three companies: the Mail, the Murdochs’ News UK and Reach PLC". #news #journalism
Taffy and Del, both from Zimbabwe, hadn't seen each other since they were kids. Until a chance and completely unexpected encounter at work, over 5,000 miles away at a Teesside care home. Really enjoyed working on this story -> www.itv.com/watch/news/c...
November 25, 2025 at 9:51 AM
Taffy and Del, both from Zimbabwe, hadn't seen each other since they were kids. Until a chance and completely unexpected encounter at work, over 5,000 miles away at a Teesside care home. Really enjoyed working on this story -> www.itv.com/watch/news/c...
One of my most popular blogs, covering the importance of #PR in the "AI search era" -> www.schofieldcomms.com/post/why-ear...
Why PR (and earned media) matters in the AI search era
There has been a lot of talk of Google's demise amid the rise of AI tools. Apparently, we're no longer putting a few keywords into Google's mailbox-like search slot to receive an extensive list of web...
www.schofieldcomms.com
November 24, 2025 at 11:09 AM
One of my most popular blogs, covering the importance of #PR in the "AI search era" -> www.schofieldcomms.com/post/why-ear...
Saw this from @stephencollins.bsky.social in @theguardian.com Weekly and it made me laugh, so I’m glad I can share it: www.theguardian.com/lifeandstyle...
An historic moment - the arrival of the first £10 pint: Stephen Collins cartoon
The Peronis, Madris, Buds are all jealous of my achievement
www.theguardian.com
November 22, 2025 at 6:42 PM
Saw this from @stephencollins.bsky.social in @theguardian.com Weekly and it made me laugh, so I’m glad I can share it: www.theguardian.com/lifeandstyle...
Meanwhile, stories like this make me hopeful for the future of local journalism. Amazing work from the @millmedia.bsky.social / @manchestermill.bsky.social team.
🚨 We've just launched our first ever membership campaign - with six pledges chosen by our readers and a 50,000-copy print edition hitting the streets.
Please share with friends - and join up! New members can choose their price.
manchestermill.co.uk
Please share with friends - and join up! New members can choose their price.
manchestermill.co.uk
November 21, 2025 at 3:37 PM
Meanwhile, stories like this make me hopeful for the future of local journalism. Amazing work from the @millmedia.bsky.social / @manchestermill.bsky.social team.
How depressing.
Metro to cut staff as web traffic declines and focus shifts to social video growth
pressgazette.co.uk/news/metro-t...
pressgazette.co.uk/news/metro-t...
Metro to cut staff as web traffic declines and focus shifts to social video growth
The title will “focus resources in areas with the highest potential for growth”.
pressgazette.co.uk
November 21, 2025 at 3:31 PM
How depressing.
Why is @the-independent.com reporting on this? I hesitated to even share it, it felt that banal, but the degradation of news outlets is a genuine concern.
Trump and Ronaldo play football at White House in bizarre AI video
Trump and Ronaldo play football at White House in bizarre AI video
Trump and Ronaldo play football at White House in bizarre AI video
www.independent.co.uk
November 20, 2025 at 10:04 AM
Why is @the-independent.com reporting on this? I hesitated to even share it, it felt that banal, but the degradation of news outlets is a genuine concern.
"Given the potential of this technology [AI], the excitement is very rational. It's also true, when we go through these investment cycles, there are moments when we overshoot." - Sundar Pichai, Google CEO. Queue #tech stocks shedding billions in value. #AI www.bbc.co.uk/sounds/play/...
Big Boss Interview - #11 Google CEO, Sundar Pichai: AI Will Cause Societal Disruptions - BBC Sounds
Google and Alphabet boss says the impact of AI will be revolutionary and far reaching.
www.bbc.co.uk
November 19, 2025 at 9:40 AM
"Given the potential of this technology [AI], the excitement is very rational. It's also true, when we go through these investment cycles, there are moments when we overshoot." - Sundar Pichai, Google CEO. Queue #tech stocks shedding billions in value. #AI www.bbc.co.uk/sounds/play/...
An interesting interview with Pensions Minister @torstenbell.bsky.social on the Making Money Podcast. youtu.be/dYVXOS-6KRg
Can Labour Fix The UK’s Pension Crisis?
YouTube video by Making Money Podcast
youtu.be
November 18, 2025 at 1:00 PM
An interesting interview with Pensions Minister @torstenbell.bsky.social on the Making Money Podcast. youtu.be/dYVXOS-6KRg
In contrast to the article I shared yesterday on young adult’s financial literacy. So which is it?
Forget the matcha latte myth: Gen Z are swiping into markets, not splurging. In an era of stalled wages and a rope‑climb housing ladder, investing is survival, not swagger, says historian Dr Eliza Filby ⬇️
Disillusioned Gen Z is the most financially literate yet
www.thetimes.com
November 18, 2025 at 8:22 AM
In contrast to the article I shared yesterday on young adult’s financial literacy. So which is it?