WHY WE HELD A ZOOM EVENT IN 2026

Posted In: PR by Annabel Gerrard,
May 1, 2026

I know what you must be thinking. A virtual event in 2026? Lockdown finished a long time ago! 

But don’t judge me yet. For the record, we’re usually the first to push for in-real-life. Getting out of the office to meet journalists, or pitch a project to a client, is genuinely one of our favourite parts of the job. Let me explain why this was not only the right decision for us, but was also a success for our client, and our all-important journalist relationships. 

It is all too easy to focus on the new in PR – there is always something! Growing platforms, emerging trends, fresh ways to connect. But one thing that never changes is the power of strong journalist relationships.  

When our client, ValueLights told us that they wanted to show off the new Spring Summer 2026 collection to journalists on Zoom, we knew it could work.  

The buying team (shoutout Annie and Julia) live and breathe their products, are obsessed with trends, and frankly, the collection is gorgeous, so what’s not to love?! The format wouldn’t matter, the people attending and presenting would.  

We were joined by journalists from leading national, interiors and lifestyle titles, including Ideal Home, HELLO! Magazine and The Times. While the setting was virtual, the connections were anything but. 

In fact, we’ve met 96% of the attendees face-to-face before on several occasions, meaning they could trust an invite from us regardless of the event format. 

That stat matters and was why, for ValueLights, we were confident in this format.  

Because it wasn’t a cold introduction to a brand over a screen – it was a continuation of an ongoing conversation. They had seen product IRL and grown a love for the brand and what it stands for, meaning the event wasn’t just a learning experience for them, but an opportunity to genuinely engage. And they did! The session was filled with questions, requests and praise. The energy in the chat box matched the in-person moments we all know and love. 

From the initial outreach to follow-ups, our approach focused on keeping things personal, relevant and considered. Knowing our contacts meant we could tailor our comms in a way that felt natural, not transactional. 

The ValueLights team brought the collection to life brilliantly. Their passion for the product and trends was infectious (as always), and it’s no surprise that journalists continue to value hearing directly from them, with one even commenting they were looking forward to “Julia’s words of wisdom”. 

That groundwork ensured strong attendance, but more importantly, it set the tone for the session itself: open, engaged and collaborative. 

The feedback from our journalists has been refreshing, and I thank every single one who joined us for the preview.  

A face to face catch-up is overdue to keep this dialogue going… more of this to come soon!