Press – White Orchid Insights

Just Peachy Expands Award-Winning Wedgie-Free Girls’ Panty Briefs with New Colors

Sarah Keates — Thu, 10 Jul 2025 14:22:40 +0000

Just Peachy, the brand disrupting the children’s underwear market, is expanding its Junior Design Award-winning Wedgie-Free Girls’ Panty Briefs with new color options, ensuring even more kids can experience the ultimate in comfort, softness and confidence. Designed to solve an age-old problem overlooked by major brands—uncomfortable underwear—this innovative design has quickly become a favourite among parents and kids alike. “We didn’t expect the number of parents who would tell us their kids practically refused to wear underwear – until they tried Just Peachy,” says founder Victoria Chuard. “Comfort shouldn’t be a compromise, especially for kids.” Founder Victoria Chuard created Just Peachy after struggling to find high-quality, comfortable underwear for her kids. Most kids’ briefs are made from cheap fabrics, have rigid elastics that dig into the skin, and offer poorcoverage, leading to constant discomfort and frustration. After countless failed purchases and a growing pile ofrejected underwear, she decided to design a solution: a panty brief that is wedgie-proof, ultra-soft, and perfect for kids with sensitive skin.

Thoughtfully Designed for Maximum Comfort

Just Peachy’s Wedgie-Free Girls’ Panty Briefs feature a unique construction that prioritizes fit, movement, and durability. The innovative design includes:

Extra stretchy, gentle elastics to hold the briefs securely in place without digging
Modified side seams that reposition leg holes to the front, preventing
Wrap-around bum coverage, ensuring a secure, comfortable fit all day

Soft, Skin-Friendly, and Sustainable Materials

The briefs are made with TENCEL™ Micro Modal, the same luxuriously soft fabric used in Just Peachy’s bestselling Feel Good Kids’ Underwear Collection. This fabric is OEKO-TEX® certified, ensuring that it is free from harmful chemicals and safe for even the most sensitive skin. Endorsed by the National Eczema Association, TENCEL™Micro Modal is known for its breathability, moisture-wicking properties, and temperature regulation, making it an excellent choice for children prone to eczema, heat rashes, or tactile sensitivities.

A Sustainable Choice for Families

Just Peachy is committed to sustainability, using one of the most eco-friendly fabrics on the market. TENCEL™Modal is biodegradable and even home compostable, reducing waste at the end of its life cycle. The long-lasting stretch ensures that kids can wear them longer, even through growth spurts, making them a practical and sustainable alternative to conventional underwear.

To reduce fabric waste, Just Peachy offers classic, mix-and-match colors instead of seasonal prints and allows kids to personalize their underwear with iron-on patches—so they can still express their individuality without compromising on sustainability.

More Than Just Underwear

Designed for fuss-free mornings and maximum comfort, the Wedgie-Free Girls’ Panty Briefs eliminate thefrustration of uncomfortable underwear. By prioritizing soft, natural materials and a fully traceable supply chain, Just Peachy ensures that their products are not only better for kids but better for the planet. “I launched Just Peachy because, as a parent, I struggled to find comfortable, sustainable, and skin-safe underwear for my kids,” says Victoria Chuard, Founder of Just Peachy. “There are incredible fabric innovations in adult underwear, so why shouldn’t our children have the same options?”

As part of its ongoing commitment to giving back, Just Peachy donates 1% of all sales through 1% for the Planet to support environmental causes.

Resources for Ethical and Safe Clothing Choices

Sensitive Skin Considerations: Many people with eczema find that wool and synthetic materials, such as polyester and nylon, cause overheating, sweating, and irritation, which set off itching. National Eczema Association.
Toxic Chemicals in Children’s Clothing: Some conventional children’s underwear and pajamas still contain harmful chemicals linked to hormone disruption and long-term health effects. Toxic Free Future.
Eco Soft TENCEL™ Technology: The production process of TENCEL™ Modal uses a high-recoverysystem for process ingredients, generating very low TENCEL.
Environmental Impact of Fast Fashion: Every year, the fashion industry consumes 93 billion cubic meters of water—enough to meet the needs of five million people. Unsustainable Magazine.

About Just Peachy

Founded by Victoria Chuard, Just Peachy is a family essentials brand dedicated to creating high-quality, sustainable, and ultra-soft underwear for kids, teens and adults. The brand’s Feel Good Kids’ UnderwearCollection has gained a loyal following for its TENCEL™ Micro Modal fabric, designed to be gentle on sensitive skin while reducing environmental impact. Just Peachy products are available online at justpeachybasics.com, and they ship worldwide.

For media inquiries, interviews, or further information, please contact: WOI PR info@whiteorchidinsights.com or hello@justpeachybasics.com justpeachybasics.com

Raw Lily Hosts Dear Future Me at 10x Longevity – An Evening Designed to Inspire, Reflect, and Reset

Sarah Keates — Mon, 09 Jun 2025 03:47:27 +0000

HONG KONG, 5 June 2025 — Raw Lily, Hong Kong-based retailer known for its clean, consciously sourced wellness essentials, hosted its inaugural creator and media community event, Dear Future Me, on 5 June, at 10x Longevity, Hong Kong. The intimate gathering brought together a select group of wellness-focused content creators and media professionals for a guided journey through breathwork, visualization, biohacking, and immersive connection.

Created as a celebration of Raw Lily’s growing community and mission, Dear Future Me offered a safe, nurturing space to slow down, breathe deeply, and reconnect with intention. Held at the cutting-edge studio 10x Longevity, a haven for biohacking and restorative longevity therapies, the event featured guided sessions by Raw Lily founder Tina Shum and wellness teacher Rainbow Kwok, followed by journaling, refreshments, and access to Hong Kong’s premier wellness circuit, including infrared sauna, HBOT oxygen therapy, and cold plunge.

“Raw Lily was created to take the guesswork out of wellness – by raising the bar for everyday products and advocating for a healthier way of living.”, said Tina Shum. “This event wasn’t just about celebrating how far we’ve come, it was about creating space for the people who have helped shape who we are – the content creators, media voices, and wellness seekers who care deeply about transparency, wellbeing, and growth”.

Dear Future Me reflects Raw Lily’s belief that wellness should feel good, be rooted in trust, and meet the pace of modern life – without compromise.

About Raw Lily

Raw Lily is a wellness retailer offering a curated selection of clean, safe, and beautifully crafted products for the whole family. Every product is vetted through The Raw Standard™, a proprietary protocol ensuring transparency, efficacy, and safety. Raw Lily exists to make wellness feel trustworthy and joyful again.

Find us Raw Lily

About 10x Longevity

10x Longevity is Hong Kong’s leading biohacking and recovery studio. With a science-backed focus on physical restoration and performance, their offerings include infrared sauna, cold plunge, red light therapy, and HBOT oxygen chambers, all set against sweeping views of Hong Kong’s city skyline.

Find us 10x Longevity

About Rainbow Kwok

Rainbow Kwok is a wellness teacher and energy practitioner who blends ancient wisdom with modern science. She is known for her intuitive, trauma-informed approach to Reiki, meditation, and movement, creating experiences that are both healing and practical.
Find us Rainbow Kwok

BIOS

Tina Shum is the founder of Raw Lily, a wellness retailer rooted in transparency, integrity, and thoughtful curation. A Certified Health Coach through the Institute for Integrative Nutrition, Tina launched Raw Lily after her own frustration with misinformation and greenwashing in the wellness industry. She is the architect of The Raw Standard™ – a protocol that ensures every product is safe, effective, and made to support real lives.

Rainbow Kwok is an international wellness guide integrating Eastern philosophy with modern mindfulness. Certified by Harvard Medical School in Wellness and Lifestyle Coaching, she blends yoga, pranayama, meditation, and Reiki to help clients release trauma, reduce anxiety, and build inner clarity. She leads on wellness programs at Rosewood Hong Kong and has led sessions globally, from Morocco to Mexico to UC Berkeley at Tsz Shan Monastery.

Jill Van Vugt Following a 15 year career as a litigation lawyer, working on complex medical malpractice and personal injury cases, Jill left the safety of the corporate world to start 10x Longevity. Noticing a lack of evidence-based wellness treatments in Hong Kong, Jill saw an opportunity to offer a unique experience in active recovery to Hong Kong’s chronically stressed and overworked population of urban professionals.

Through a partnership with The Upper House and Pacific Place Apartments, 10x Longevity was born into a private and serene oasis. 10x offers personalized wellness solutions for everyone, incorporating infrared sauna, cold plunge, hyperbaric oxygen therapy, red light therapy and skin treatments into customizable sessions that help you feel and look your best.

A creator event by Raw Lily, delivered by WOI.

For media inquiries, please contact info@whiteorchidinsights.com or sarah@whiteorchidinsights.com

HKBAC and Cathay Pacific expand JetLink as “wing-to-wing” transfer service takes off

Sarah Keates — Tue, 01 Apr 2025 17:42:31 +0000

HKBAC and Cathay Pacific expand JetLink as “wing-to-wing” transfer service takes off

Hong Kong’s aviation sector redefines seamless commercial-to-private aviation transfers Hong Kong is transforming the way travellers move between commercial and private aviation. Hong Kong Business Aviation Centre (HKBAC) and Cathay Pacific are proud to strengthen their collaboration on JetLink—a service designed to provide seamless connections for transiting passengers switching between Cathay Pacific’s First and Business class services and private jet travel.

For transiting passengers, JetLink eliminates the inefficiencies of traditional airport transfers by streamlining the standard customs and immigration procedures typically required of inbound and outbound passengers. HKBAC, together with Cathay Pacific, provide a fully escorted, “wing-to-wing” transfer service on the airside, allowing passengers to enjoy an uninterrupted journey across the terminals, saving up to one-third of the transfer time while maintaining privacy, security, and control.

“Wing-to-wing” transfer service: A new way of travel

JetLink merges commercial and private aviation for efficient travel. As “wing-to-wing” transfer service gains popularity, passengers are discovering a new way of travel that provides a premium experience while maintaining flexibility, security, and time efficiency. “JetLink demonstrates how business aviation can complement commercial travel. Our commitment to JetLink aims to reinforce Hong Kong’s status as a leading transit hub for business aviation while providing a personalized journey for our passengers. Leading executives of multinational corporations who have repeatedly used this service expressed satisfaction with their transit experiences in Hong Kong,” said Vivien Lau, CEO of HKBAC.

Cathay Pacific General Manager Airport Service Delivery Cheuk Lo added: “We are continuously exploring ways to further elevate the customer experience as part of our vision to become one of the world’s greatest service brands. We have seen increasing demand for a seamless, time-saving connection service among our premium customers. Through the ‘wing-to-wing’ transfer service offered by JetLink, our customers can experience the highest levels of service with Cathay Pacific and our partner HKBAC throughout their transit journey.”

Hong Kong setting a global benchmark for seamless aviation

Passengers can now enjoy unparalleled convenience and efficiency with JetLink’s new transfer options. For example, business executives flying from London to Hong Kong with Cathay Pacific can transfer directly to a private jet bound for Shanghai or Beijing upon arrival, avoiding unnecessary delays. Similarly, foreign investors arriving in Hong Kong from the Middle East can step directly from a private aircraft to Cathay Pacific’s First class cabin and head for Beijing, Tokyo or Paris, ensuring efficiency and discretion at every stage. With JetLink, passengers can save up to one-third of their transfer time, reducing the process from one hour and 15 minutes to approximately 45 minutes. By working together, HKBAC and Cathay Pacific are reshaping premium travel and setting a new industry standard that reflects the future of seamless “wing-to-wing” transfer service.

Struggling with Mould, Brain Fog & Stale Air? This Device Floods Your Home with Fresh Oxygen!

Sarah Keates — Fri, 14 Feb 2025 02:03:48 +0000

We spend about 90% of our time indoors, yet the air inside our homes and offices is often far more polluted than we realise. From dust and mould spores to volatile organic compounds (VOCs) and airborne toxins, indoor air pollution is an invisible threat impacting sleep, energy levels, and overall health. Enter VAYU—a first-of-its-kind living air purifier harnessing the power of bioengineered plants and algae to transform indoor air quality effortlessly.

A Revolution in Air Purification

VAYU, developed by AlGreen, is now available for pre-order on Kickstarter. Unlike traditional air purifiers that rely on mechanical filtration, VAYU utilises a groundbreaking liquid plant technology, offering the air-cleaning power of 40 plants in a sleek, compact form. More than just a device, it’s a living system that actively cleans the air without the need for soil, watering, or high maintenance.

Why VAYU?

40X the Air-Purifying Power – Traditional houseplants are great, but they aren’t enough. VAYU’s bioengineered technology efficiently removes airborne toxins with unprecedented effectiveness.
Floods Your Home with Oxygen – Increases oxygen levels for clearer thinking, better focus, and reduced brain fog.
Zero Maintenance – Forget watering schedules and soil mess. VAYU requires just a simple, mess-free top-up each month.
Designed for Modern Living – With a compact, discreet design and a soft glow, VAYU integrates seamlessly into any space.
Science-Backed Benefits – Research shows that VAYU can reduce CO2 by 80% and dust by 20% in an average bedroom (150 sq ft), supporting better sleep and cognitive function while minimising the risk of mould-related health issues.

The Founders’ Vision

“Our mission is to redefine how we think about indoor air quality. Houseplants are great, but they’re not enough—VAYU is the next evolution,” says Dhruv Jain, co-founder of AlGreen. “We’ve created a living machine that works effortlessly, so people can breathe cleaner air without the hassle.”

Co-founder Rehaan Lulla adds, “Air pollution isn’t just an outdoor problem—indoor air can be even worse. Every home should have access to a VAYU to make a dramatic difference in their family’s health. This is just the beginning of a new wave of smart, sustainable solutions for indoor wellness.”

Be Part of the Clean Air Revolution

VAYU is available for pre-order now on Kickstarter. Join the movement reshaping indoor air quality and experience the future of home wellness.

Pre-order on Kickstarter: http://kck.st/3WwaOZO

For media inquiries, interviews, or demo requests, contact: sarah@whiteorchidinsights.com

Is It Time to Consider a PR Agency for Your Business

Sarah Keates — Mon, 23 Sep 2024 08:17:00 +0000

Is It Time to Consider a PR Agency for Your Business?

Have you ever wondered why some businesses seem to effortlessly stay in the spotlight, while others—despite having great products or services—struggle to get noticed? In Hong Kong’s saturated market, it’s not just about what you offer but how you communicate it. The right message, delivered at the right time, can be a game changer. But is this something you can handle on your own, or is it time to bring in the experts? Engaging a PR agency could be the strategic move that helps your business stand out in ways you’ve only imagined.

If you’re unsure whether hiring a PR agency is the right move, here are some reasons why it might be one of the most impactful decisions for your brand’s future:

1. Consistent Press Coverage Keeps You in the Spotlight

Maybe you’ve secured a few great media hits here and there, but do you consistently get the visibility your business needs to stay relevant? PR agencies are experts in maintaining steady press coverage. They build relationships with journalists and editors and know how to pitch stories that align with the media’s needs and your brand’s message. Whether it’s securing a feature in industry publications or getting a spot in high-profile outlets, they keep your name in the conversation.

Why it matters: Ongoing media exposure builds trust and recognition. The more often your audience sees your brand mentioned, the more credible and relevant you appear in their eyes.

2. Influencer Marketing Can Expand Your Reach

Influencers have become key players in shaping consumer behavior. But finding the right influencers who align with your brand and managing those relationships can be tricky. A PR agency has the expertise to connect you with influencers whose audience matches your target market. They’ll also manage these collaborations, ensuring they feel authentic and drive real engagement.

Why it matters: Influencer marketing allows your brand to tap into highly engaged communities, creating a direct line to potential customers in a way that feels organic and trustworthy.

3. Events That Attract the Right Kind of Attention

Planning an event—whether it’s a product launch, a business anniversary, or a brand experience—is one thing, but making sure it reaches beyond the room requires the right strategy. A PR agency can not only help you plan and execute the event but also ensure it gains the right attention. From inviting media and influencers to handling follow-up coverage, they maximise the impact of your efforts.

Why it matters: Events are powerful tools for creating lasting memories and associations with your brand. When supported by strong PR, they leave a lasting impression far beyond the day itself.

4. Crisis Management When You Need It

While it’s unlikely you will end up in a PR crisis, issues can arise unexpectedly. How your company responds in those critical moments can make all the difference. A PR agency prepares you for potential crises with a communication plan in place. If something goes wrong, they guide your response to mitigate damage, control the narrative, and protect your reputation.

Why it matters: A quick, well-handled response can turn a crisis into an opportunity to demonstrate your brand’s values and commitment to your customers.

5. Establishing Thought Leadership

You might have a wealth of knowledge and insights about your industry, but how do you share that expertise with the world? PR agencies excel at positioning you or your leadership team as thought leaders. They secure interviews, speaking engagements, and bylined articles that allow you to contribute to industry conversations and shape public perception.

Why it matters: Thought leadership not only builds credibility but also fosters trust. Customers are more likely to engage with and buy from businesses they see as experts in their field.

6. Optimising Your Digital Presence

A PR agency can help boost your digital presence by creating SEO-optimised content, ensuring your press releases, blog posts, and other digital assets rank higher in search results. This drives traffic to your website and ensures potential customers can easily find you when they need your product or service.

Why it matters: A strong digital presence is key to capturing the attention of potential customers, building brand awareness, and driving conversions.

7. Access to Strategic Expertise

You may already have some PR efforts in place, but are they as effective as they could be? A PR agency offers a fresh, strategic perspective on your current communications. They can perform audits of your media coverage, messaging, and social media presence, providing actionable insights on how to improve your approach and make a bigger impact.

Why it matters: Regular strategic input ensures that your PR strategy evolves with your business, allowing you to consistently maximise your communication efforts.

8. Flexibility to Scale with Your Business

One of the key advantages of working with a PR agency is flexibility. Whether you need help with a single product launch or ongoing media relations, PR agencies offer scalable services that can grow with your business. They’re able to adjust their strategies based on your needs and budget, giving you the right level of support at every stage of your business journey.

Why it matters: As your business expands, having a flexible PR partner ensures you can adjust your communications strategy accordingly without overstretching resources.

9. Building a Strong Local Presence

For businesses in markets like Hong Kong, local reputation is key. A PR agency helps you connect with your community through strategic partnerships, cause-related campaigns, and local outreach. By aligning your brand with community values and causes, you can build a loyal customer base and a positive local reputation.

Why it matters: Strong local engagement fosters trust and loyalty, helping you build lasting relationships with customers who feel connected to your brand.

Is a PR Agency Right for Your Business?

Engaging a PR agency is about more than just getting media coverage. It’s about amplifying your brand’s voice, crafting thoughtful narratives, and positioning your business as an industry leader. With the right PR partner, you can expand your visibility, protect your reputation, and accelerate your growth.

If you’re looking to elevate your brand, connect with your target audience, a PR agency could be the strategic ally you need.

Ready to elevate your PR efforts and measure your success with precision? Contact us today sarah@whiteorchidinsights.com to discuss how White Orchid Insights can help you achieve your communication objectives and drive your brand forward.

WOI offers a complimentary 30 minute PR check-up. To book time with Sarah Keates, get in touch at sarah@whiteorchidinsights.com or visit the website.

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Just Peachy Expands Award-Winning Wedgie-Free Girls’ Panty Briefs with New Colors

July 10, 2025 No Comments

Just Peachy, the brand disrupting the children’s underwear market, is expanding its Junior Design Award-winning Wedgie-Free Girls’ Panty Briefs with new color options, ensuring even

This 7,000-Year-Old Health System Just Fixed What My GP Couldn’t

June 26, 2025 No Comments

My Ayurvedic Awakening in Sri Lanka’s Secret Sanctuary by Sarah Keates. Sri Lanka is famous for its tea, temples, and tropical beaches, but I arrived seeking something more profound: Ayurveda, the ancient Indian wellness system known as the “science of life.” Ayurveda takes a holistic approach to health, aiming to balance mind, body, and spirit. At its heart are the three fundamental energies, or doshas: Vata, Pitta, and Kapha. In simple terms, these doshas are like elemental personality types. Vata (air and ether) is the energy of movement – think creativity and spontaneity, but also restlessness. Pitta (fire and water) is the force of transformation – passionate and driven, though prone to intensity. Kapha (earth and water) embodies stability – caring and calm, but sometimes complacent. Each of us is born with a unique mix of these doshas, and if they fall out of balance, Ayurveda says our well-being suffers.

Raw Lily Hosts Dear Future Me at 10x Longevity – An Evening Designed to Inspire, Reflect, and Reset

June 9, 2025 No Comments

Raw Lily, Hong Kong-based retailer known for its clean, consciously sourced wellness essentials, hosted its inaugural creator and media community event, Dear Future Me, on 5 June, at 10x Longevity, Hong Kong. The intimate gathering brought together a select group of wellness-focused content creators and media professionals for a guided journey through breathwork, visualization, biohacking, and immersive connection.

How Emma went from working at McDonalds to becoming a Fashion Investor in Hong Kong

June 5, 2025 No Comments

A fashion enthusiast transitioned from a law firm desk to pursue a career in fashion retail out of passion.

Forget Bali. This Is Where Hong Kong’s Smart Travellers Are Heading in 2025

May 24, 2025 No Comments

Is Sri Lanka the new Bali? Possibly. Standing on the southern coast, looking out over tangled palms and an ocean that doesn’t seem to end, it’s hard not to draw comparisons. I don’t love pitting one destination against another, but there are parallels. Sri Lanka has the beauty, the forestry, the surf and the serenity—just without the brunch queues and Instagram itineraries. It still feels raw, genuine, and blissfully unspoilt.

Can One Voice Really Change Hong Kong’s Social Enterprise Landscape? Anushka Purohit Explains Her Mission

May 7, 2025 No Comments

I’m the only person on the list who at first glance wouldn’t ‘look’ like a Hong Konger, and that’s my power. I want to represent people from different walks of life, especially people like me who truly identify as a Hong Konger but don’t necessarily fit the traditional boxes to be considered as one. I’ve always cared about creating opportunities that don’t exist, so I hope to use this platform to make unheard voices heard.

Measuring the Success of a PR Campaign: Five Key Metrics to Track

Sarah Keates — Tue, 17 Sep 2024 08:58:23 +0000

Measuring the Success of a PR Campaign: Five Key Metrics to Track
Tracking ROI with WOI

Marketing and PR often get lumped together in one task list and although they complement one another, they’re very different in lots of ways. One of these is tracking return on investment. Most marketing campaigns are reasonably easy to measure, but with PR, this process can be more nuanced. But, when budgets are tight, the ability to measure the success of a campaign is essential for understanding its impact and refining future strategies.

Whether you’re launching a product, managing a crisis, or promoting a brand, knowing how to gauge your PR efforts is crucial for achieving your objectives and demonstrating value to stakeholders. Here are five key metrics to measure the success of your PR campaign and ensure you’re on the right track. Here are some of the ways we help our clients track ROI at WOI:

1. Media Coverage and Reach

One of the most straightforward ways to measure PR success is by analysing the media coverage your campaign generates. Track the number of media placements, the quality of the outlets, and the reach of each piece. This includes assessing the number of mentions, the prominence of your brand or product in articles, and whether the coverage appears in top-tier media or niche publications.

To get a comprehensive view, use media monitoring tools to capture data on:

Volume of Coverage: The total number of articles or mentions.
Quality of Coverage: The tone and context in which your brand is mentioned.
Audience Reach: The estimated number of people who have seen your coverage.

High-quality media placements in reputable outlets with significant reach can be a strong indicator of a successful PR campaign.

2. Engagement Metrics

Engagement metrics provide insight into how well your audience is interacting with your content. These metrics are vital for understanding the effectiveness of your messaging and the level of interest it generates. Key engagement indicators include:

Social Media Interactions: Likes, shares, comments, and retweets on platforms like Facebook, Twitter, LinkedIn, and Instagram.
Website Traffic: Changes in website visits and page views following the campaign launch.
Content Shares: The number of times your content is shared or reposted.

High levels of engagement suggest that your content resonates with your audience and effectively encourages interaction.

3. Sentiment Analysis

Sentiment analysis helps gauge the public’s perception of your brand or campaign. By analysing the tone of media coverage, social media comments, and online discussions, you can determine whether the sentiment is positive, negative, or neutral. Tools like sentiment analysis software and social listening platforms can assist in assessing:

Tone of Coverage: Whether the coverage is favourable or unfavourable.
Public Sentiment: Overall feelings and opinions expressed by your audience.

Positive sentiment indicates that your campaign is resonating well, while negative sentiment may highlight areas for improvement.

4. Influence and Credibility

The influence and credibility of the media outlets and influencers who cover your campaign play a significant role in its success. Assess the impact of endorsements from key opinion leaders (KOL) or influencers and the credibility of the publications involved. Key factors to evaluate include:

Influencer Reach: The follower count and engagement rates of influencers promoting your brand.
Publication Authority:The reputation and authority of the media outlets covering your campaign.

Successful PR campaigns often leverage high-profile influencers and reputable media to enhance credibility and influence.

5. Return on Investment (ROI)

Measuring ROI is crucial for understanding the financial effectiveness of your PR campaign. Calculate the ROI by comparing the cost of the campaign with the tangible benefits it delivers. Consider factors such as:

Cost of Campaign: Total expenditure on PR activities, including agency fees, media placements, and event costs.
Value of Coverage: The estimated value of media coverage, often calculated based on advertising rates and reach.
Business Outcomes: Direct impacts on sales, lead generation, or other business objectives.

By evaluating ROI, you can determine whether the financial investment in your PR campaign is yielding the desired results and making a measurable impact.

At White Orchid Insights (WOI), we understand the intricacies of measuring PR success and can help you navigate these metrics to ensure your campaigns are effective and impactful. Our expertise in strategic PR planning and analysis ensures that every campaign is tailored to meet your specific goals and deliver measurable results.

WOI offers a complimentary 30 minute PR check-up. To book time with Sarah Keates, get in touch at sarah@whiteorchidinsights.com or visit the website.

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Just Peachy Expands Award-Winning Wedgie-Free Girls’ Panty Briefs with New Colors

July 10, 2025 No Comments

Just Peachy, the brand disrupting the children’s underwear market, is expanding its Junior Design Award-winning Wedgie-Free Girls’ Panty Briefs with new color options, ensuring even

This 7,000-Year-Old Health System Just Fixed What My GP Couldn’t

June 26, 2025 No Comments

Raw Lily Hosts Dear Future Me at 10x Longevity – An Evening Designed to Inspire, Reflect, and Reset

June 9, 2025 No Comments

How Emma went from working at McDonalds to becoming a Fashion Investor in Hong Kong

June 5, 2025 No Comments

A fashion enthusiast transitioned from a law firm desk to pursue a career in fashion retail out of passion.

Forget Bali. This Is Where Hong Kong’s Smart Travellers Are Heading in 2025

May 24, 2025 No Comments

Can One Voice Really Change Hong Kong’s Social Enterprise Landscape? Anushka Purohit Explains Her Mission

May 7, 2025 No Comments

Understanding the Differences Between Marketing and PR: A Guide by WOI

Sarah Keates — Thu, 29 Aug 2024 10:23:37 +0000

At White Orchid Insights (WOI), we help our clients in Hong Kong and around the world to grow, reach more customers, and drive sales. But it doesn’t stop there. Most brands want to improve how their existing customers see them while reaching new customer groups at the same time.

Small businesses are (usually) juggling their own marketing and public relations (PR) with day-to-day operations. Mid size and larger brands will already be doing a bit of both, and they are often looking to outsource or amplify their in-house activity.

While both marketing and PR are essential to a brand’s success, they serve different purposes and play unique roles in telling your brand story, differentiating you in a competitive market, and managing your reputation. In this WOI Guide, let’s explore these differences.

1. Purpose

– Marketing: Marketing’s primary goal is to promote and sell your products or services. It’s about driving sales, generating leads, and increasing revenue. Marketing efforts are often focused on persuading potential customers to choose your brand over others, making it essential for standing out in a crowded marketplace.

– PR: PR’s main objective is to build and maintain a positive reputation for your brand or organisation. At WOI, we help our clients define and share their company’s values, profile the people behind the brand, and connect with the media and influencers. PR is about managing how your brand is perceived, creating a favourable impression, and building trust with your audience.

2. Target Audience

– Marketing: Marketing targets potential and existing customers with the goal of driving sales. It’s about understanding customer needs and positioning your product or service as then ideal solution.

– PR: PR targets a broader audience, including media outlets, influencers, employees, and the general public. At WOI, we focus on building and maintaining relationships with these key stakeholders, ensuring that your brand’s story resonates with everyone who encounters it.

3. Communication Style

– Marketing: Marketing messages are direct and focused on specific products or services. They’re crafted to persuade and convert, often through promotional offers, advertisements, and calls to action.

– PR: PR communication is more about storytelling and relationship-building. It’s about conveying your brand’s values and vision, and how you stand out in your industry. At WOI, we specialise in crafting narratives that not only engage but also inspire trust and loyalty in your brand. PR activity may be more indirect, for example, via the media or KOLs and influencers. These act as credibility builders for your brand, giving your customers confidence in what you do and can offer them.

4. Channels

– Marketing: Marketing utilises a wide range of channels, including digital advertising, social media, email campaigns, and search engine optimisation (SEO). The aim is to reach customers where they are, using both paid and owned media.

– PR: PR primarily leverages earned media, such as press coverage, interviews, and public events. At WOI, we work closely with the media and influencers to ensure that your brand’s message is heard in the right places and by the right people. We also use social media and content creation to further amplify your brand’s story. Our unique approach to media relations is proven to secure you interesting, organic, useful content in the outlets your customers are reading and engaging in.

5. Measurement of Success

– Marketing: Success in marketing is typically measured through metrics like sales figures, lead generation, and return on investment (ROI). These results are often immediate and directly linked to revenue.

– PR: PR success is measured by factors such as media coverage, brand sentiment, and public perception. At WOI, we understand that while the impact of PR may be less immediate, it is crucial for long-term brand equity and reputation management.

6. Approach and Strategy

– Marketing: Marketing strategies are often short-term and campaign-based, with specific objectives such as launching a new product, service or driving seasonal sales.

– PR: PR takes a more strategic, long-term approach, focusing on maintaining a positive brand image over time. At WOI, we help our clients craft ongoing PR strategies that not only protect but also enhance their brand’s reputation, ensuring they remain relevant and respected in their industries.

A Final Note on Marketing vs PR (for now!)

At WOI, we understand that both marketing and PR are vital to a brand’s success, but they each serve distinct roles. Marketing drives sales and direct customer engagement, while PR builds and sustains your brand’s reputation. By weaving together these elements, we help our clients in Hong Kong and around the world tell their brand story, differentiate themselves in competitive markets, and connect with their audiences in meaningful ways. Whether you’re looking to boost sales, manage your reputation, or simply share your company’s values, WOI is here to guide you every step of the way.

To find out more how we could help you, get in touch with our founder at sarah@whiteorchidinsights.com

WOI offers a complimentary 30 minute PR check-up. To book time with Sarah Keates, get in touch at sarah@whiteorchidinsights.com or visit the website.

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How to Manage a PR Crisis: Easy Step Guide with WOI

Sarah Keates — Tue, 27 Aug 2024 10:54:58 +0000

A PR crisis can emerge unexpectedly, posing serious risks to your brand’s reputation. How you respond in the critical hours and days that follow can determine whether you weather the storm or suffer long-lasting damage. At White Orchid Insights (WOI), we have extensive experience over the past decade of helping our clients in Hong Kong and beyond navigate these challenging situations. Here’s our five-step guide to effectively managing a PR crisis—along with what not to do.

1. Act Quickly, But Don’t Rush

What to Do: The moment a crisis hits, it’s essential to acknowledge the issue quickly. Delays in responding can give the impression that your brand is indifferent or unprepared. Issue a holding statement that acknowledges the situation and assures stakeholders that more information will follow.

What Not to Do: Don’t rush into a full response without understanding the facts. Acting too hastily can lead to misinformation, which can exacerbate the crisis. Take time to gather accurate information before making any detailed statements. Call a meeting with your PR agency, if you have one, and all key personnel. Hold a “war room” style meeting to define a consistent, clear, and thoughtful campaign to move forward.

2. Take Responsibility and Be Transparent

What to Do: If your brand is at fault, take responsibility and communicate transparently. Admitting mistakes and showing empathy can help rebuild trust with your audience. Honesty is key—audiences are more forgiving of brands that are upfront and accountable.

What Not to Do: Don’t downplay the situation or attempt to shift blame. This can come across as evasive and may worsen public perception. Avoiding responsibility can lead to further scrutiny and damage your brand’s credibility.

3. Control the Narrative

What to Do: It’s crucial to control the narrative by communicating clearly and consistently across all channels. Use your social media, website, and press statements to share updates and manage the flow of information. This helps prevent speculation and misinformation from taking over.

What Not to Do: Don’t let others dictate the story. Silence can lead to damaging rumours and assumptions. By not engaging, you allow the narrative to spiral out of control, which can be difficult to recover from.

4. Engage with Key Stakeholders

What to Do: Communicate directly with key stakeholders—this includes your employees, customers, partners, and the media. Keeping them informed and involved ensures they feel valued and reduces the chances of misinformation spreading. Engage with empathy, acknowledging their concerns and providing clear information.

What Not to Do: Don’t isolate or ignore your stakeholders. Failing to keep them in the loop can lead to a loss of trust and loyalty, which is difficult to rebuild once broken. Silence or a lack of communication can lead to more significant issues down the line.

5. Evaluate and Learn

What to Do: Once the crisis has been managed, take time to evaluate the situation. Analyze what happened, how it was handled, and what could be improved. Use these insights to refine your crisis management plan, ensuring your brand is better prepared for the future.

What Not to Do: Don’t move on without reflection. Ignoring the lessons from a crisis can leave your brand vulnerable to making the same mistakes again. Continuous learning is essential for strengthening your brand’s resilience.

WOI: Your Partner in Crisis Management

At White Orchid Insights, we understand the complexities of managing a PR crisis. Our team has extensive experience in helping brands in Hong Kong and around the world navigate these challenging situations with precision and care. From crafting immediate responses to long-term reputation management, WOI provides the expertise and support you need to protect and enhance your brand’s reputation.

Whether you’re facing a crisis or looking to prepare for potential risks, WOI is here to guide you every step of the way. Reach out to us to learn more about how we can support your brand in any situation. If you would like to know more about our crisis PR services, please reach out to Sarah Keates at sarah@whiteorchidinsights.com

WOI offers a complimentary 30 minute PR check-up. To book time with Sarah Keates, get in touch at sarah@whiteorchidinsights.com or visit the website.

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10-Step PR Roadmap: Understanding How PR Works

Sarah Keates — Mon, 26 Aug 2024 15:32:39 +0000

You want to get started with public relations but you’re not sure where to start. Do you need an agency or can you go it alone? In this simple roadmap, we outline a 10-step process for getting started with PR. If you would like support, WOI is here for you. We operate out of Hong Kong and London, serving clients around the world. We hope this guide is useful!

1. Define Your Objectives

– Start by clearly identifying what you want to achieve with your PR efforts. Are you looking to increase brand awareness, manage your reputation, launch a product, or drive sales? Your objectives will guide every step of your PR strategy.

2. Understand Your Audience

– Know who you’re trying to reach. Identify your target audience’s demographics, interests, and media consumption habits. This will help you craft messages that resonate and choose the right channels to reach them.

3. Craft Your Key Messages

– Develop clear and consistent messages that align with your brand’s values and goals. These should communicate your unique selling points and the story you want to share with your audience.

4. Build Relationships with Media and Influencers

– Cultivate strong relationships with journalists, bloggers, and influencers who cover your industry. Personal connections can increase the chances of your story being covered and ensure it’s presented in a favorable light.

5. Develop a Media Plan

– Create a comprehensive plan that outlines which media outlets, social platforms, and other channels you’ll target, and when. This should include traditional media, digital platforms, and social media.

6. Write and Distribute Press Materials

– Draft press releases, pitches, and other materials that are newsworthy and tailored to your audience. Distribute them to your media contacts and follow up to increase the chances of coverage.

7. Monitor Media Coverage

– Track the media coverage you receive to assess the effectiveness of your PR efforts. Monitor mentions of your brand across various platforms, including print, online, and social media.

8. Measure Your Results

– Evaluate the impact of your PR activities by analysing key metrics like media impressions, engagement rates, and website traffic. Assess how well you met your objectives and identify areas for improvement.

9. Adjust Your Strategy

– Based on the results and feedback, tweak your PR strategy to better align with your goals and audience preferences. PR is an ongoing process, and being adaptable is key to long-term success.

10. Maintain Consistent Communication

– PR doesn’t stop after a successful campaign. Continue to engage with your audience and the media regularly to maintain momentum and keep your brand top-of-mind. Consistent communication helps build and sustain your reputation over time.

This 10-step roadmap offers a clear framework for understanding and implementing effective PR strategies, helping you to build your brand, manage your reputation, and connect with your target audience.

WOI offers a complimentary 30 minute PR check-up. To book time with Sarah Keates, get in touch at sarah@whiteorchidinsights.com or visit the website.

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Getting Coverage and Improving Media Presence

Sarah Keates — Wed, 17 Jan 2024 05:00:54 +0000

A Strategic Guide for Hong Kong Businesses

In this WOI blog: Getting media support and coverage in 2024 – how to take the luck and guess work out of your marketing, communications, and public relations strategy, increase leads, sales, and share of conversation.

Creating a well-thought-out media engagement strategy is crucial in markets where news travels swiftly, and public perception can shift rapidly. Here’s a comprehensive guide on how to effectively engage with the media for organic coverage in Hong Kong.

1. Understand the Media Landscape

Unpopular truth – your brand’s PR activity needs to slot into the media’s priorities (not the other way around). The media create and share content based upon the interests and needs of their audiences and advertisers. This seems like an obvious point, but it’s one that’s often forgotten. An example being – brand A has a new product to launch and engages a PR agency to issue a press release.

If this press release is not formulated and pitched in the correct way, content and timing being key, then it will not lead to coverage. Media work to their own content calendar, audience preferences, and commercial priorities. It’s important to be aware of these and work with the media for mutual benefit. With your PR or communications agency, identify key players and comprehend their audience demographics, editorial policies, and preferred communication channels.

2. Build Strong Relationships

Establishing meaningful relationships with journalists and media professionals is fundamental. Attend industry events, networking functions, and press conferences to connect with reporters. Engage in genuine conversations, share valuable insights, and cultivate relationships over time. Building a rapport with key media figures can lead to more favourable coverage. Your PR agency can do this on your behalf, representing the brand and having conversations on your behalf.

3. Craft a Compelling Narrative

Develop a compelling and newsworthy narrative that aligns with your brand values and resonates with the local audience. Whether it’s a product launch, a corporate milestone, or a community initiative, ensure your story is relevant and interesting. Highlight the unique aspects of your business that differentiate you from competitors.

4. Optimise Online Presence

Maintaining a strong, authentic, and consistent online presence is crucial for organic media coverage. Invest in a well-designed website, regularly update your social media channels, and leverage search engine optimisation (SEO) techniques to increase your visibility online. Journalists often turn to online sources for information, so having a strong digital footprint enhances your chances of being discovered.

5. Press Releases and Media Kits

Craft professionally written press releases and media kits that provide comprehensive information about your news or event. Tailor your content to the preferences of different media outlets, ensuring that it aligns with their editorial style and tone. Include high-quality visuals, such as images or infographics, to make your content visually appealing.

6. Utilise Social Media Effectively

Leverage social media platforms to amplify your message and engage with both the public and the media. Share your press releases, updates, and relevant content across various channels. Monitor social media trends and actively participate in conversations to stay relevant and capture the attention of journalists and influencers.

7. Engage in Thought Leadership

Position yourself and your business as thought leaders in your industry. Contribute articles, opinion pieces, or expert insights to reputable publications. By sharing valuable knowledge and insights, you not only enhance your credibility but also increase the likelihood of being approached by the media for expert commentary on relevant topics.

8. Be Responsive and Accessible

Journalists work to tight deadlines, so being responsive and accessible is crucial. Provide a dedicated point of contact for media inquiries, and ensure they have access to the information they need promptly. Being reliable and accommodating establishes a positive relationship with the media.

9. Monitor and Analyse Coverage

Keep a close eye on media coverage related to your business. Use media monitoring tools to track mentions, sentiment, and trends. Analyse the effectiveness of your media engagement strategy and make necessary adjustments based on the feedback and coverage received.

10. Stay Informed and Adaptive

Staying informed about current events, trends, and issues is vital. Be adaptive and adjust your media engagement strategy accordingly. Responding quickly to emerging opportunities or challenges can set your business apart and garner organic coverage.

In conclusion, navigating the media landscape in Hong Kong requires a strategic and holistic approach. By understanding the local media landscape, building strong relationships, crafting compelling narratives, and utilising digital tools effectively, businesses can enhance their chances of securing organic media coverage and ultimately boost their brand presence in this vibrant city.

To find out more, contact us at sarah@whiteorchidinsights.com

We hope you found this blog useful, to find out more about what we do, visit our services page. You may also find this blog interesting: 4 ways to scale your small business in 2024.

Check out the following resources for media listening, news sharing, and content scheduling: Brandwatch, Mailchimp, Meltwater, & Hootsuite.

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