April 25 is a special day for us here at Penguin PR – it’s World Penguin Day, writes Kirsty Green.
While it may mark the annual migration of these charming birds to their breeding grounds, for us, it also serves as a fitting metaphor for what we do every day: help our clients’ stories migrate, land, and thrive far beyond where they started.
As an agency proudly bearing the Penguin name, we’ve always believed that good stories travel – and they travel far. From Australia to Argentina, Canada to Cape Town, we’ve helped stories take flight across borders, time zones, and cultures.
But how do we do it?
It starts with something many businesses overlook: the power of place.
In a previous blog, our very own Penguin, Lucy Stephens, reflected on how people often underestimate the impact of their “where.” Lucy’s deep connection to her hometown – Melbourne, Derbyshire – unexpectedly opened doors to a regular contributor slot on a major radio station in Melbourne, Australia.
That’s no coincidence. It’s a powerful example of how authentic local connection can spark global opportunity.
Whether it’s where you grew up, where your business is based, or where your heart lies – tapping into that connection helps us place your message where it matters. Place isn’t just a setting – it’s a signal that resonates with media, readers, and listeners alike.
But not all stories are rooted in geography. Some travel purely because of who they’re about.
Take the inspiring story of Olivia Thompson. At just 16, Olivia became the UK’s youngest-ever female to earn her Private Pilot’s Licence for helicopters. She hadn’t even travelled to half the places her story reached – yet her determination, courage, and uniqueness struck a chord across continents.
Why?
Because her story disrupted expectations. People don’t expect 16-year-old girls to be flying helicopters after school. That’s what news does – it interrupts the familiar, sparks curiosity, and challenges assumptions. Humans are wired to notice what’s different – and that’s what makes stories like Olivia’s irresistible.
The quirky can also hold universal appeal. Take the light-hearted story of one of our former clients selling off beds and furniture from the London Olympics. It caught the attention of national papers in the UK – and even made headlines in Australia.
Then there’s the emotional – the most universal connector of all.
One example is Izak Lewis, who paid tribute to his late father in the most remarkable way: by unicycling over 250 miles to raise money for mental health. Yes, the act was unique. But what truly resonated with readers – including many in the US – was the way Izak bravely opened up about his father’s suicide. He wasn’t just raising money, he was raising awareness.
It’s a reminder that great PR doesn’t just promote – it provokes. It starts conversations, shifts perceptions, and connects people emotionally.
At its heart, PR is about people.
And business? That’s about people too.
And stories? They’re the bridge between the two.
Whether it’s your clients, customers, investors, or partners – they’re all people. And to connect with them, your brand needs to show its human side: the personal triumphs, the behind-the-scenes moments, the inspiration, and the journey.
That’s where we come in.
At Penguin PR, we help you uncover your story, shape it, and share it in a way that’s seen, heard, and understood – whether that’s by the local paper, a global outlet, or your dream client.
So today, on World Penguin Day, we’re not just raising a flipper (or a coffee cup) to our feathered namesakes. We’re celebrating the power of stories that move – stories that travel, connect, and inspire.
🐧 Happy World Penguin Day – may your story travel far.
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