Right Lines Communications

18/03/2026

It's always a pleasure to lead the trail runs at the Outdoor Industries Association Summit. The morning activities on the first day are a great way to remind delegates about why we're working in this industry. I've managed to find a really nice route that explores the Cheshire landscape around Shrigley Hall. Today's run included close encounters with some curious cattle, who allowed us safe passage after a short negotiation.

The weather was glorious and as ever, the company was great!



>Chris.

06/02/2026

PR professionals and photographers will be all too familiar with the challenges that I faced this week, when organising a photocall to promote the forthcoming 2026 English National Cross Country Championships in Sedgefield. The aim was to highlight the great support that has been given to host club Sedgefield Harriers by Kim McGuinness and the North East Combined Authority. Together, we are using the event to encourage more people – especially youngsters – to get active. To that end, we teamed up with Sedgefield Community College and organised for around 40 students to visit the venue for the championships, giving them an insight into the course and the chance to take part in some mini races (with prizes!).

That was all well and good, but the good old British weather was determined to have its say (and perhaps remind everyone that cross country races are not generally known for being held in warm and sunny conditions). It’s been dreich at best all week. We persevered with our plans and gathered in Hardwick East Park yesterday in the cold wind and rain. Despite the weather, there was a lot of energy and plenty of smiles, and with the support of Will Walker of North News and Pictures, we captured some great images of the students, along with Harriers chair Sue Dobson, and Lesley Strickland from the North East CA. Sarah Caldecott also joined us for the muddy fun, for this great piece by the Northern Echo - https://www.thenorthernecho.co.uk/news/25830910.national-cross-country-championships-heads-sedgefield. I hope that everyone has thawed and dried out!

In two weeks, thousands of runners from all over England will be descending on Sedgefield to run up that same hill – it’s going to be spectacular and 'runspirational'!

> Chris.

04/12/2025

So farewell then, Messe Munich.

My first trip to ISPO was in February 1999. I clearly remember the huge scale of the event back then, and the deep snow that was also a visitor that year. I had joined Berghaus the previous November and it was my first experience of a trade show. The brand’s stand was one spoke of many on a big wheel-shaped Pentland Brands booth, with a proper restaurant and meeting area behind the walls that hid its hub – a very impressive set up. Walking the show properly took an age and among the many familiar names, there was also a bewildering array of brands that I’d never heard of before. The crowds, the noise, the buzz – all were a little intoxicating.

As a newcomer to Berghaus, I was very conscious of the senior figures from Pentland and its brands who were present throughout (and I was on my best behaviour of course!). As it turned out, I was also very grateful to one of them - Andy Rubin, who allowed me to jump into his car back to the airport at the end of the show, meaning that I managed to get out of Germany on a flight when many others got stranded by the wintry weather! It was the first of many ‘adventures’ in and around Messe Munich – memorable, valuable business experiences and interactions with peers and colleagues, some of whom have become good friends.

How the industry landscape (and trade fair calendar) has changed since 1999! It was a strange feeling leaving the venue for the final time this week – a mixture of some sadness and nostalgia, but also plenty of anticipation for what the future has in store. So much in our industry has shifted since the turn of the century, and we must all admit that sometimes we’ve struggled to keep up with factors that are at least partly outside of our control, but which have nonetheless made a huge impact on events like trade shows, and at a very rapid pace. The most engaged and enthusiastic visitors who I saw at ISPO this week were those who attended workshops, seminars, presentations on the Sustainability Stage, or who packed out the European Outdoor Group (EOG) General Assembly. I reckon that there was more product on display on the Pentland ‘wheel’ in 1999 than in entire halls in 2025, of which there were far fewer.

During the EOG meeting, we heard from Christian Schneidermeier, Benedetto Sironi, Harald Kirchschlager and Mike Seaman about their visions and plans for the European Outdoor Week and ISPO respectively. There are some genuinely exciting developments in the pipeline for 2026, which I really hope our sector gets behind, to deliver long-term, sustainable and vibrant platforms.

Yes, an awful lot has changed since 1999, but my brief, final visit to the messe this year reminded me of the high value and vital role of in-person events, where we make real connections and can have proper face-to-face conversations, blessedly free of ‘you’re on mute’, avatars, and AI. It is those conversations that spark genuine, deep discourse, and which will help us to develop opportunities and address challenges together. So, while it is indeed farewell to Messe Munich, it’s also ‘hello’ to Riva del Garda and Amsterdam, where we can gather again, refreshed and reinvigorated.

Finally, thank you Munich for the contribution that you’ve made to the growth and development of the outdoor industry and, if I may briefly be self-indulgent, for the role that you’ve played for me throughout most of my own working life.

>Chris.

19/09/2025

These are always great events. We're delighted to team up with Demeter Water Solutions, The Impeccable Pig and Business Durham to stage the next Sedgefield Business Breakfast. If you're in business and In the area, do join us!

SEDGEFIELD BUSINESS BREAKFAST - FRIDAY 10TH OCTOBER - THE IMPECCABLE PIG

As autumn approaches, we're preparing for the next Sedgefield Business Breakfast, and for this, we will be returning to the centre of Sedgefield. We are grateful to the team at The Impeccable Pig, who have agreed to host the event, which will be sponsored by local businesses Demeter Water Solutions and Right Lines Communications, with ongoing support from Business Durham.

Join us for the usual informal and relaxed opportunity to network with other business people from the area, from a wide range of backgrounds and sectors.

During the event, you will:
- Learn more about what the Impeccable Pig can offer to local businesses
- Hear about the work of Sedgefield business Demeter Water Solutions
- Find out about the work of local charity Sedgefield Development Trust
- Enjoy a tasty breakfast!

As usual, the breakfast will be FREE to attend, and we're grateful to our supporters who have made that possible.

Book your place using the QR code in the image with this post or at https://www.eventbrite.co.uk/e/sedgefield-business-breakfast-tickets-1711032196359?aff=oddtdtcreator.

15/09/2025

THE DAY THAT ASPRILLA MET BATTY (NORA)

On Wednesday 17 September 1997, Newcastle United beat Barcelona 3-2 in the Champions League. It was a fairly famous result, and I’m pretty sure that all United fans are aware of it, along with supporters of other teams (like me). I wasn’t there, so I can’t really wallow in nostalgia about the game, the atmosphere, or Faustino Asprilla’s hattrick. However, I do have a story involving Asprilla from the following day that remains one of my favourite professional memories, and as Newcastle prepares for the visit of Barcelona again, now seems like a good time to share it.

In 1997, I worked for Lynne Franks PR in London (the agency that Absolutely Fabulous was very loosely based on). One of my clients was Puma and the company had arranged to film a TV commercial to promote its latest football boot. As was the trend in that era, the advertisement was going to involve various high profile Puma sponsored stars doing something daft but extraordinary in front of a green screen, which would then be edited into some sort of ‘story’. Filming was due to take place at Elstree Studios on Thursday 18 September 1997. Among the stars who had been lined up to take part was Asprilla. Others included the likes of Hristo Stoichkov, Gianluca Pagliuca and Emile Heskey.

As a keen PR executive, I saw an opportunity to set up some interviews with sports journalists while we had all of these players in one place. So I did, and of all of those, the biggy was an exclusive for football glossy Goal Magazine, with a writer called Michael Hodges (I think!). This was all arranged comfortably in advance of the day of the shoot.

So, as planned, I rocked up to Elstree on the Thursday morning and got to work. Some of the other interviews that I had arranged were scheduled first and all went to plan. Then I took a call on the company mobile ’phone (yes, this was a while ago). It was Michael Hodges, who happened to be a Newcastle United fanatic and had been at the Barcelona game. He had planned to get an early train back down to London on the Thursday morning, but had enjoyed the post-match celebrations a little too much and was running late. No matter, Asprilla hadn’t arrived either by this point.

The day continued. All of the other interviews that I had arranged were in the bag. Asprilla had arrived and was on set, and Hodges was inbound. All good.

The set up at Elstree was probably similar to other film sets. There was a series of big studios (like aircraft hangars), lined up in a row. Behind the studios was an open avenue with catering vans and other bits and bobs. And on the other side of the avenue were some other buildings, including offices and dressing rooms. I spent most of the day loitering in the open space, doing what I needed to do. It wasn’t just Puma filming at Elstree that day. The BBC was on site, working on something relating to the latest series of the long-running, much loved sitcom Last of the Summer Wine. So, there was a fair bit going on.

About mid-afternoon, there was a lull in everything and I was standing there alone, still waiting for Michael Hodges to appear. I happened to glance along the avenue and was presented with a sight that I will never forget. Walking towards me in full Newcastle kit was Faustino Asprilla. Heading in the other direction in full Nora Batty kit (head scarf, dowdy cardigan and skirt, wrinkled stockings) was Kathy Staff. Each in their own world, they got closer to each other, until they were about to cross. Asprilla glanced across at Staff, she looked back at him, and they both paused for just a second. Asprilla was heading in my direction, so I saw his absolute look of incomprehension about this lady who had suddenly appeared in his eyeline. I’d love to think that he briefly wondered what role she would play in the Puma commercial, but I suspect that he was too busy reflecting on his three goals from the previous night. Meanwhile, was Kathy Staff pondering whether the script she was filming involved a footballer being pushed down a hill in a wheelbarrow by Compo, Clegg and Foggy? I’m sure that would have boosted the ratings. Then the moment was over. Asprilla and Staff realised that they were from very different worlds and moved on.

Of course, this happened before the rise of the ubiquitous ’phone camera and, sadly, I don’t have a photo to memorialise the meeting. A few minutes later, Michael Hodges arrived and duly sat down with Asprilla for a good long interview. When he finished, as a thank you for setting everything up, he gave me the team sheet that had been handed out to media at St James’ Park the night before, with Asprilla’s signature added to it. Whenever I glance at that, I can bring the sight of Asprilla and Staff to mind very clearly and will always cherish it as a favourite recollection from my formative years in the PR industry. It’s the kind of image that might have gone viral or turned into a meme today, but I sort of like the fact that I was the only witness on the day that Faustino Asprilla met Nora Batty.

>Chris.

10/09/2025

TEENAGE KICKS AT RIGHT LINES COMMUNICATIONS

We’re already flying through September and it’s nice to have been very busy, but in the process, we nearly forgot to celebrate our birthday. Yes, Right Lines is officially a teenager! Don’t worry, we’re not going to suddenly turn sullen and monosyllabic (well, no more than usual), but this is a moment to reflect on how the business has grown and matured since 2012. Right Lines emerged into the world very soon after the London Olympic and Paralympic Games and it felt like we were riding on a national wave of positivity and optimism. The world has changed a lot since then, yet we remain positive and optimistic. We think that we’re justified in that because we continue to work with brilliant clients, great colleagues in the media, and on exciting and excellent projects. Thank you all!

Talking of changes, here at Right Lines we will never rest on our laurels. We remain anchored to the core traditional principles that underpin effective PR and media relations, because in our view they apply as much today as ever (if not more so). However, we will always strive to adapt to the changing marketing communications landscape, staying relevant and up to date, without abandoning what we know works well.

One change that people will start to notice is to our ‘face’. In preparation for entering our teens, we felt that it was time to refresh the Right Lines branding, and we’ve done that with the help of our excellent long-time local design associate Edmundson Design. We’re not going to start a lengthy essay about the deep and multi-faceted thinking behind this work, because the honest explanation is that this is in fact a new coat of paint. But it’s a very nice new coat for our birthday, and what lies beneath it is the same standard of PR and marketing services and advice that we have always delivered, and always will. This teenager is kicking on!

09/09/2025

Amidst all of the Great North Run media attention (and the medal/t-shirt 'kerfuffle'!), we managed to sneak in a photocall with Steve Cram and Paula Radcliffe to reveal that from 2026, the Middlesbrough 10K and Ali Brownlee 5K will join with Paula's Families on Track. Together they will become Middlesbrough Runs, which will take place over two days at the end of August, organised by Events of the North, in partnership with Middlesbrough Council and Everyone Active.

The ambition is to grow the already great 10K and 5K, while adding Families on Track to the mix opens up the opportunity for more participants of all ages to get involved.

It's been good to see strong local press coverage of this already - https://www.gazettelive.co.uk/whats-on/whats-on-news/middlesbrough-runs-2026-council-event-32436921 and https://www.thenorthernecho.co.uk/news/25449769.middlesbrough-10k-ali-brownlee-5k-set-combined/.

> Chris.

21/08/2025

“It’s a dirty job…”

I love working in the outdoor industry, but the reality is that much of that work involves writing or talking about nature, rather than spending time being active in it. So, when Berghaus and The Outward Bound Trust lay on the opportunity to get onto the Lakeland fells, I’ll grasp that with both hands. This week, I had the privilege of joining an event for specialist outdoor retailers at the trust’s Ullswater centre. The team there were fantastic hosts, while the Berghaus sales crew did a great job of delivering a balanced schedule, offering a combination of product insights, on the hill activities and socialising. From what I observed, I think that the retailers present really valued the event.

At the heart of the schedule was a full day on the fells yesterday, with four groups tackling different objectives. I joined a team that headed for the summit of Helvellyn along Striding Edge, and then back down to Glenridding via Nethermost Pike, Dollywagon Pike, Grisedale Tarn and St Sunday Crag. The conversation, the walking and scrambling, the views, the fresh air, the serenity (yes, there was plenty, even on the well-trodden paths) – all were potent reminders of why we work in the outdoor sector and cherish that.

Days like that also ground me. They reinforce the knowledge that I am very fortunate to have those opportunities, and they encourage me to do what I can to help others access them too, while also protecting these precious places. That’s a tricky path to navigate, but I know that the organisations and people who I work with are similarly committed to finding a way.

> Chris.

13/08/2025

It's been a great morning in Grasmere, working with Sir Chris Bonington and ITV and BBC as both stations filmed pieces about a fantastic new exhibition at Heaton Cooper Studio, which opens to the public tomorrow. The exhibition is the first stage of a programme of events to celebrate the 50th anniversary of the expedition to climb the south west face of Everest ('Everest the Hard Way'), led by Sir Chris, which successfully put the first Brits on the summit of the mountain - Doug Scott and Dougal Haston.

Trish Scott and David Nightingale of Community Action Nepal (CAN) were also interviewed. Trish is Doug's widow and has continued the amazing work he did through CAN, while David has lovingly curated the exhibition, which will be free to view. From the sneak preview we got this morning, it's very well worth the visit!

The features will appear on local news tonight - ITV Border at 6:00pm and BBC North West Tonight at 6:30pm. Hopefully, they will hopefully appear online too.

> Chris.

18/06/2025

THE POWER OF BUSINESS AND COMMUNITY WORKING TOGETHER

I count myself very fortunate to a) work in the sports and outdoor industry, and b) run a business that’s based in the community in which I live. Every now and again, the opportunity presents itself to apply what professional skills and experience I possess to a thoroughly wholesome local project (and I don’t mean ‘wholesome’ in a patronising way!). The Parish of the Upper Skerne and Sedgefield Harriers are both celebrating their 20th anniversaries this year and in autumn 2024, Fishburn parish councillor Vivienne Anderson mentioned to me that she wondered whether it would be possible to create some sort of run to mark the milestone. That set a rabbit away and I started pondering whether it would be possible to link all five churches in the parish in one continuous running (or walking) route.

Fast forward to now, and we are about to launch A walk or run around the Parish of the Upper Skerne, with a special open invitation to folk to join us on Sunday for a ‘tour’ of all, or part, of the route, starting and finishing in Sedgefield. I’ve lined up runners and walkers to lead groups and we’ll be sent on our way with a blessing by the parish’s team rector, Revd David Lucas. Parishioners will be in each of the churches, to meet participants and provide refreshments.

The project has been a labour of love and only possible thanks to collaboration with lots of passionate people from our community, whether helping to design a special leaflet (I’m looking at you Kev Stevens), or print and distribute it around the parish (supported by town and parish councils), open up the churches, provide refreshments, test the route, mow a verge near the one short section next to a road, or lead a group on the day.

For me, having access to modern route-setting tech has been invaluable and I’m very glad that I’ve learned how to use that, so that we are able to provide a GPX file and links to the full route free of charge to anyone who wants to try the self-guided round (email [email protected] for more info).

I’ve loved every minute and am really looking forward to helping host a tour of The Five Churches Round on 22nd June. If you’re in the vicinity, you will be most welcome!

In the meantime, thanks to Peter Barron for this great feature in The Northern Echo - https://www.thenorthernecho.co.uk/news/25242072.new-route-linking-five-churches-marks-parish-anniversary/.

>Chris.

21/05/2025

A picture paints a thousand words, and the juxtaposition of two can also illustrate a powerful story. Just a few months ago, the outdoor sector was contemplating the absence on the calendar of the biggest in-person gathering of the year. With OutDoor cancelled for 2025, anyone who happened to be in the vicinity of Messe Munich around this time in May could expect to find an approximation of the scene in the top image. But then the European Outdoor Group (EOG) unveiled plans to hold the first Outdoor Impact Summit in a conference centre on the same site. Seemingly in no time at all, an agenda was developed and contributors committed to the new event. However, at relatively short notice, the question was whether colleagues would sign up to attend.

The bottom image provides the answer to that (we had to bring in more chairs!). The EOG built it, and they came, in greater numbers than had been anticipated, from all over Europe, and further afield. Of course, this didn’t replace OutDoor (I look forward to learning more about plans for that platform in the future), but it was a busy, vibrant and positive tribal gathering, and we really need to sustain its like.

In so many ways, the summit delivered and showcased a model that I think has real legs. From the clear and consistent topic focus and an agenda that delivered practical, applicable sustainability actions to take back home, to the relatively modest duration and the affordability (compared to, for example, the European Outdoor Summit), this first event ticked an awful lot of boxes. The EOG team assembled some excellent speakers and managed the logistics and promotion of the summit with great aplomb.

A big tip of the hat to Christian Schneidermeier, Sophie Offord, Dan Thompson, Katy Stevens, Verity-Gay Hardy and the rest of the executive team. And another to David Ekelund and the EOG Board for backing the project. It was great to be there myself and to work with Pete Webb, who captured some excellent images.

Of course, the real proof of the pudding will only emerge once we start to hear about delegates going back to their organisations and making the impacts that were talked about so passionately this week, but as debuts go, I think that this was very good.

>Chris.