Different ways to add value in editorial — and why it matters
Good PR isn’t one-size-fits-all — and this isn’t a guide to every form of it. News releases, media briefings, exclusives: those are conversations for another day.
This is specifically about editorial formats that build authority and demonstrate expertise — the ones that create a presence that feels genuinely useful rather than purely promotional. There are four worth understanding.
Bespoke or solus features
A bespoke feature is a dedicated editorial space negotiated specifically for your brand or story. The editor agrees to give it a page, a spread or more — but it’s still editorial. They may shape the angle, provide questions or steer the direction. That involvement is a feature, not a limitation: it’s precisely what gives the coverage its credibility.
Recent examples
People and company stories make compelling bespoke features when they speak to something the sector cares about. A recent example: Central Foods MD Oli Sampson, marking his first year in post and the company’s 30th anniversary, featured as a full interview in Fry Magazine — three pages covering how the business is supporting the sector. View Example
Sector insights offer an equally natural home for brand expertise. A recent example: a piece for Central Foods in Cafe Life’s Spring sweet treats feature, positioning the brand as an authoritative voice on how cafés are balancing indulgence with dietary inclusion — earning its place through the quality of the insight rather than through advertising. View Example
Box outs
A box-out is a self-contained panel within a wider editorial feature — visually distinct, usually with a coloured background that draws the reader’s eye. Rather than leading with a product, a well-crafted box-out offers a data insight, a trend observation or practical advice: something genuinely useful. The brand association comes from the quality of the contribution, not from advertising.
Recent examples
Timeliness can be a powerful hook. Central Foods in Wholesale Manager’s World Cup feature contributed expert guidance on maximising sales around the tournament — with MD Oli Sampson as the authoritative voice throughout. View Example
Practical how-to content works equally well. La Lorraine Bakery Group in Quick Serve‘s Speciality Breads feature delivered five actionable tips for driving speciality bread sales, each genuinely useful to an operator. View Example
Data and market insight offer a third route. Love Struck in Quick Serve‘s Soft Drinks feature contributed category intelligence on smoothie and water growth trends — positioning the brand as a knowledgeable voice within a conversation already underway. View Example
Case studies
Case studies are among the most persuasive editorial formats because someone else is telling your story. A client, operator or end user speaking to results in their own words carries a credibility that brand-led content can’t replicate. They work best with a clear before-and-after: a problem identified, a solution applied, an outcome worth talking about.
Recent examples include a three-page placement in Sandwich & Food to Go News for La Lorraine Bakery Group, built around their partnership with Heavenly Desserts; A feature for Regale Microwave Oven following Silvios London’s multi-site expansion; and a placement for Pro Foodservice Reps around the kitchen fit-out at JÖRO, Luke French’s Michelin Guide-recommended restaurant in Sheffield.
Reactive feature editorial
Reactive editorial is the chance to contribute to a planned feature — sharing space, with the narrative shaped by the editor rather than you. The reach can be significant, particularly in titles with large circulations, and being selected carries its own implied endorsement. Used as part of a wider programme, it keeps you visible in the conversations your audience is already having — even in months when you don’t have a major story to tell.
Why the mix matters
A bespoke feature tells a big story in depth. A box-out keeps you authoritative between those bigger moments. A case study lets clients validate your work in their own words. Reactive editorial ensures you’re present in conversations already underway.
Together they create a presence that feels consistent, credible and useful — rather than sporadic or purely promotional. If you’d like to talk about how a tailored editorial programme could work for your brand, I’d be happy to think it through.