Paras PR podium

Winning comms: Who made the Paralympics PR podium?

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This year’s Olympic comms efforts got plenty of positive reaction from the PR industry and the public, but how did PR teams at the big brands do at the 2024 Paralympics?

Here are thoughts from PR pros who were watching (and taking notes) at home.

Making the podium for gold-medal-tier comms…

…Channel 4 dropping its ‘Super. Human’ theme from the previous Games for its ‘Considering What?’ campaign. The move was considered a major win for many of those watching at home, and across the PR industry.

Where the Tokyo 2020 campaign (which had won industry awards and accolades at the time, including the Cannes Lions Grand Prix) had been construed by critics as patronising, 2024’s effort was instead direct, hard-hitting, and propulsive.

‘It’s hard to look past the “Considering What?” campaign, which in my opinion really hit the mark, rightly positioning Paralympians as world-class athletes, rather than people ‘overcoming’ their disabilities,’ believes Matt Peden, managing partner at sport specialist creative comms agency Hatch.

‘Dropping the previous creative was a big move, but I think it paid off.’

For a mix of competition with cosy nostalgia was the International Paralympic Committee’s spot We All Stand Together, which utilised the 1984 children’s song from Paul McCartney. A big hit with many school children at the time, it was a canny pick for getting the attention of the older Millennials out there.

‘I was really impressed with how the IPC launched their central theme for the Games, which showcased the competitive nature of the Paralympics,’ added Matt.

‘TikTok have also done fantastic work pre and during the Paralympics, really demonstrating the uniqueness of their platform and embodying the spirit of the Games really well.

‘I don’t think there are many examples of campaigns that have missed the mark, more of brands not giving the right amount of attention to the Paralympics. Adidas, for example, in my opinion have been relatively quiet when it came to the launch of the Paralympics. If you look through the partners of ParalympicsGB (such as John West and Dreams), all have been very active in their own space, which was great to see.’

For other big brands associated with the Games, Nike won plaudits in many PR industry publications. For good reason, believes Tristan Van Den Berg, account manager at Spa Communications:

‘I found ‘Winning is Winning’ very compelling, as it focused on athlete empowerment and challenged perceptions of ability. The success primarily lies in authentic storytelling, using athletes’ voices to drive the narrative.

‘On the other hand, campaigns that rely solely on tokenistic representation, without offering depth or engagement, often miss the mark – they fail to create a lasting impact because the focus feels superficial.’

And could do better in future goes to… the lack of hype around the Paras compared to the Olympics

‘We have made significant progress since the Paralympics first began, and it is encouraging to see daily coverage of the games. However, we are still far from achieving the same level of visibility and excitement for the Paralympics that the Olympics receive,’ says Kully Dhadda, founder and CEO of digital communications agency Flame.

‘Similar to the growth of women’s football, the Paralympics requires consistent prime-time exposure both on the TV and in the mass media to reach a wider audience.’

Could a lack of hype for the Paras simply be related to scheduling? Perhaps, believes Matt.

‘The fact the Paralympics is post-Olympics will always be a slight deterrent – it can feel like it’s an afterthought which goes against messages from governing bodies and brands. If it was switched, with the Paralympics taking place first, then the natural comparisons made throughout might not be as strong.’

However the Paraympics is scheduled, there is clearly an existing problem with visibility in adland when it comes to disability. Drawing attention to this during the Paras was a short film from Channel 4 and Bupa, produced with Purple Goat and Sassy+, which asked: ‘Where are all the disabled people in ads?’

Inclusion for disabled people, including those that will be competing in future sporting events, needs to be a year-long priority for PR, marketing, and ad teams:

‘To give the Paralympics equal coverage in future, brands need to invest more in year-round visibility for Para-athletes and collaborate with media to keep the conversation alive outside of event cycles,’ believes Tristan.

For what kind of PR campaigns could help boost attention for the Paras in future years, Kully recommends the reliable comms tool of human-led stories:

‘Efforts should be made to create compelling stories around the athletes and events, engaging audiences through human interest stories, behind-the-scenes content, and interactive social media campaigns – sometimes an athlete’s journey is just as interesting as the sport itself.

‘Broadcasting organisations and sponsors could collaborate to ensure the Paralympics are marketed just as heavily as the Olympics, creating equal anticipation and hype – I can personally see a huge gap for someone to own the games the same way as how Nike unofficially took control of the 1996 Atlanta games.

‘By showcasing the full spectrum of what the Paralympics have to offer, we not only draw in new viewers, but also inspire future athletes for both games.’

Want to connect with journalists who’ll be reporting from upcoming sporting events, and track your coverage? Try Vuelio’s Media Database and Media Monitoring.

What trade can learn from brands

What trade can learn from brands: How to raise your media profile through media evaluation

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Vuelio was a proud sponsor of the Trade Association Forum’s Best Practice Exchange 2024, a space for professionals across UK trade associations to share sector insights and predictions for what lies ahead.

Want to raise the profile of your organisation or association in the UK media? Check out advice shared during the Vuelio masterclass on what can be learned from big brands, including client stories to illustrate use cases adoptable for trade associations

Why learn from brands?

Sharing her expertise on how brands can amplify their message in such a saturated media landscape was Vuelio’s head of account management Katharine Feltwell, who talked tactics for cutting through the noise.

Raising your media profile masterclass

‘There are clear similarities between brands and trade associations,’ said Katharine.

‘Where the customers drive the revenue for brands, members drive the revenue for trade associations.

‘Where the brands make their money through customers purchasing their consumer products, trade associations make their money through members buying into things such as training and events.

‘Brands strive for a clear brand identity against their competitors, and trade associations strive to develop a brand identity which is industry linked.’

Key differences to consider:

‘Brands are usually the most well-off organisations. They tend to have the most financial freedom to be seen as early adopters of new tech and trends. As they are consumer facing, they generally have more competition and can have to try harder to be the loudest voice in the room to have the most commercial or b2b impact.’

The key challenges of amplifying your voice?

Katharine shared challenges frequently faced by industry clients who want to amplify their voice in the media, highlighting:

– Difficulties in ensuring messaging is both cohesive and concise
– A lack of audience consideration and understanding
– Struggles with rebuilding trust once it has been lost.

In light of these, how can trade associations facing the same issues overcome them?

Understanding your audience and where to aim your comms

Katharine shared two case studies from her experiences aiding clients in getting their messages out to the world, the first being a top 100 charity based in the UK who successfully reached its target audience with its comms.

Starting right at the ideation stage, the charity didn’t know who to contact with its story, or which publications should be in its target outlet list for coverage.

‘Ensuring a not-for-profit budget is channelled in the best direction, with the best return, is of utmost importance,’ said Katharine.

‘This charity wanted to work smarter not harder, and put its effort into reaching specific key audiences rather than just shooting wide and hoping for the best. This particular charity had five different audiences of financial donors that it wanted to reach, spanning from so-called “traditional wealth” to “concerned neighbour”.

‘We focused on something the charity already knew – its own donor personas.’

By enhancing Vuelio’s own analysis with the audience intelligence of sister company Pulsar, it was possible to understand which media and social profiles these personas would engage with – and the ‘traditional’ publications they may read – resulting in a robust list of media to target with messaging.

‘Every month, our team of analysts work together to create a report for this charity. These reports delve into what topics resonate best with each target audience. I.e. Do fundraising case studies appear more commonly in the types of publications that “concerned neighbours” read rather than “traditional wealth”? Is the “traditional wealth” demographic is mostly interested in the policy change stories?

‘If you are starting from the very beginning of your strategy and are not sure where to start – begin with something that you already know, or expertise you already have, and work backwards to your end goal.

‘As a trade association, you will have incredible amounts of industry data from your members. This is powerful information that can help shape your media activities.’

How to cut through the noise with your comms

Want to be seen as a leader in your industry sector? Learn from the story of an international bank that wanted to share its ESG credentials in the media, without incurring greenwashing accusations (a pitfall many brands have fallen foul of over the last few years).

‘What we did for this client was to provide a status quo report,’ said Katharine.

‘Our team of analysts examined a group of six international banks (themselves included) and the tactics used when talking about each element of ESG; which ones resulted in a positive and neutral result versus negative coverage, and where the reach was the highest.

‘We created an eight-page report filled with charts, graphs, and written analysis, finding that banks that relied heavily on press releases, blog content, and quotes from CEOs did not see the largest volume of high quality, high reaching positive/neutral coverage.

‘Instead, those who focused on press announcements of actionable changes made the most splash. Actions speak louder than words when it comes to creating a credible ESG profile as a bank – sweeping statements do not work.’

The client pivoted to communicating actions, and has gone on to win multiple sustainability awards.

‘Learn from other people’s mistakes and victories and craft your plan based on what has already happened in the story so far,’ said Katharine.

Key takeaways to remember when elevating your voice

– Simplicity is key when it comes to working smarter not harder
– Look around you and think about the voices that are already loud on your chosen topic – what is and isn’t working for them?
– Create your ideal audience from information you already hold, analysis of external channels, and the right support
– Once you have decided what ‘good’ looks like for you, consistent tracking of your performance against goals will ensure lasting success

‘Doing these four things will allow you to create your own bespoke playbook for managing your own reputation,’ advised Katharine.

‘This ultimately will enable you to take this strategy whatever may come your way – be it a curve ball from the Government where you have to amplify your external voice at pace, or a positive opportunity for change.’

Learn more about Vuelio’s Media Monitoring and Insights solutions, and Pulsar’s audience intelligence tools, for sharing your organisation’s story and successes.

What journalists want this Autumn

What the UK media are looking for in September and beyond

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Looking for insight on what journalists will be covering in September? What will make the news isn’t always predictable, but the ResponseSource Journalist Enquiry Service can give a strong indication of what will be trending and popular with the press.

Below, we analyse what journalists have been requesting from PRs during August and shed light on what we expect them to be sending enquiries for this month and beyond.

Christmas content in demand

In July, we saw the first flurry of ‘Christmas’ requests. August saw a more substantial covering as over 6.5% of requests contained the word last month.

The majority of enquiries in August were focused on gift guides. This meant lots of requests for review products. However, we also saw journalists looking for Christmas decorations, throwing a successful Christmas party and festive events taking place around the UK.

Going forward? September 2023 saw the amount of Christmas requests double from the August number and we would expect similar numbers again this year. Gift guides and advent calendars will likely be the most in demand. Journalists from The Independent, PA Media, Country Living and Prima all sent enquiries last month, presenting opportunities to get featured in high profile media titles.

Summer season falls into Autumn

A lot of media professionals use the Journalist Enquiry Service to source seasonal content and August saw a shift from requests for ‘Summer’ towards ‘Autumn’. 2.5% of the total enquiries last month were for ‘Summer’ but this was surpassed by ‘Autumn’ which appeared in just over 3% of journo asks.

These encompass all sorts of topics and angles, and included health and wellbeing, fashion, home decor, fitness, and recipes. Journalists from The Daily Express, Good Homes, Bella, The i Paper and Sunday Brunch all sent requests last month.

Going forward? Topics such as getting your garden ready for Autumn, changing your wardrobe for the new season, and health concerns as we head into the colder months are all common requests around this time. Make sure you have gardening and fashion experts ready and doctors and health professionals to comment on these areas.

Four day work week, winter fuel payment, and AI

UK politics is always a focus for the media, even more now with the change of government. Topical issues like the proposed four day working week, the cuts to the winter fuel payment, and changes to pensions have all been the subject of enquiries by journalists during August.

‘Work’ proved popular as a keyword, appearing in over 3% of enquiries, and ‘pension’ cropped up in over 1%. ‘AI’ also regularly performs well on the service and in August even more than usual as 5% of the total requests included the topic. That could be in part due to the Government’s plans to scrap funding for an AI project.

Going forward? September in the UK is annual Party Conference season and journalists will be keen to cover the major policies and announcements. If you have political commentators as clients then have them ready to provide comment – you could get coverage in titles such as The Times, Metro and Reuters. Information and experts on AI are also likely to get write-ups, as it remains a popular topic to cover in the media.

Other opportunities for PRs in September and beyond

Halloween is just over six weeks away and journalists are always keen to cover it. Requests are usually for products to review such as costumes or party decorations. This presents a good opportunity to get items featured.

Fashion experts are likely to be in demand with London Fashion Week (12-17 September). Fitness proved popular in September 2023 with nearly 3% of requests containing the keyword, likely linked to National Fitness Day, coming up on 25 September this year. We also expect the Food & Drink category to get lots of enquiries, with many towns and cities holding events for Oktoberfest. If you have experts or information about this, relevant journalists will want to hear about it.

To connect with the media on these topics, and much more, check out the Journalist Enquiry Service and the Vuelio Media Database.

Find out more about how Vuelio can help you gain and track your coverage in the media here.

Yara Silva

‘We love creating content around talent’ – Media interview with head of content at Reach Studio, Yara Silva

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Social media has been an important tool for both journalists and PRs for well over a decade already, but the rapid rise of TikTok has meant an increased focus on vertical video to reach new audiences. Want to get your brand featured in a publisher’s video creation?

Yara Silva has recently been appointed as head of content at Reach Studio – here, she sheds light on how PRs can collaborate with the media to create content in this increasingly popular format.

‘If you’re trying to get a journalist’s attention and you have talent on board working with you – that’s always a big draw.’

What does a typical working day/week look like for you at the Reach Studio?

I’m not sure there is such a thing as a typical day. I have a lot of meetings, because my role involves liaising with lots of different parts and lots of different people within the company, internally and externally. I head up the content part of Studio, which is wide-ranging. We have the branded content team, our social video experts, and we have the site video team. We have an ideation team as well, and they come up with the big ideas, so it’s fun to work with them.

Our Mirror Gaming brand and our youth brands, Curiously and Hear Me Out are also a big part of what we do. They are brands for young people, run by young people. It’s been brilliant to work with them, as I’ve not had the opportunity before. They’re so talented and they’re content creators who are just real digital natives. Bringing them closer in with the rest of the teams working on video has been brilliant, because we’re learning from them and they’re learning from the wider teams too

Vertical video is becoming a big focus for many media organisations – how can PRs help journalists with this form of content creation?

I think the best stuff that we’ve got through PRs has always been around the talent that they have on board working with them. Media organisations and people working in video love creating content around talent. If you have a sports star associated with your brand, offer us your sports star. We would love to go and create content around that. If you’re trying to get a journalist’s attention and you have someone on board working with you, I’d say that’s always a big draw.

How can PRs make the most of social media – both engaging with journalists and promoting their brand?

I think social media is an easy way to engage with journalists, because they’re often on there, looking for products or for people to speak to. Keeping an eye out for journalists making journo requests is quite a simple way of making the most of social media.

In terms of promoting brands, jumping on trends is a good way of keeping your brand relevant; also using humour. The current Marks and Spencers social video campaign – featuring Spencer Matthews and Mark Wright (Mark and Spencer) – they’re all very funny and quite simple, but it’s led to lots of other brands jumping on the bandwagon.

Journalists are increasingly making use of social media as research tools – what are the pros and cons of this?

I think there’s a lot more pros than there are cons. Social media gives you access and opens your eyes to different people and different ways of thinking that you might not be exposed to if you’re not on social media. Obviously, that’s a cornerstone of journalism – opening people’s eyes to things that they don’t necessarily always get to see.

A big con, though, is fake news. Misinformation is huge on social media, but I think journalists are pretty savvy about that. At Reach, we have a lot of training around it, and I think other publishers do, too. I think we just need to make sure that we’re always informing the audience about it too, so that they don’t get misled.

What is your opinion of the use of AI in journalism?

I think there are places where it can be really useful. Any tool that can help journalists save time, or just help a journalist do their job, shouldn’t be disregarded. We’re all so busy and there are a lot of repetitive tasks that do take up a lot of time. That bit could be made easier with AI.

Anything that we do with AI needs to be constantly re-evaluated. We don’t ever want AI to be taking journalists’ jobs. We want it to be helping journalists make the most of their time. There are massive risks involved but there are time saving and really helpful uses for it.

Within Reach, we have an AI tool which we created called Guten. It’s more for articles though, so it’s not really for video, but it helps us to make sure that we’re getting content across different titles in the most effective way possible. The journalists use that a lot. However, we’re being incredibly cautious of how we’re using it and everything that we use goes through a very rigorous testing.

What contributions do you find most useful from PRs, and how/when should they contact you, or your team?

Email rather than phone. I think the most useful thing, like I said before, is access to talent. We’re always looking for stuff like that, or invites to events where we can make content. We’ve got so many titles. There are 120 brands within Reach, and the Reach Studio makes content for all of them. So we need content, and we can create content that gets shared very widely and goes to a lot of people. Therefore, if we can get invites to events where we can create really good content that we think our audiences would like, or access to talent, then that is super useful.

To connect with journalists across publishing, broadcast, and more, check out the Vuelio Media Database and the ResponseSource Journalist Enquiry Service. 

PR winners at the Paris Olympics

Winners and losers: Who placed on the PR podium for the 2024 Olympics?

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There are no medals for PR at the Olympics (yet), but comms teams across the world were busy bigging-up sponsorships and superstar athletes throughout the 2024 event in Paris. Which PR campaigns were successful and deserving of plaudits, and which could have done better?

With the Paralympics (and a whole new load of PR moments) on the way, here is our overview of what worked, and what didn’t, at this year’s Olympics…

Our gold medal goes to… cheese

Probably an unsurprising choice (if you’ve been online at all throughout the games) is Italian gymnast Giorgia Villa’s partnership with cheese brand Parmigiano Reggiano. Sponsored by the cheese since 2021, Villa’s past photoshoot with wheels of the good stuff was rediscovered by X users at the end of July, to widespread joy and social virality.

X post about Giorgia Villa sponsorship

As said by one X user: ‘Dunno how much the Parmigiano-Reggiano Cheese Consortium has been paying Giorgia Villa since this deal was arranged in 2021 but they’re certainly getting their money’s worth this week’.

Will Villa further build her own brand with other tie-ins, like Usain Bolt, George Forman, and Mo Farah have in recent years? It’s a solid PR strategy for sportspeople, and the brands they work with, for getting attention online and press coverage.

Silver goes to… Mongolia’s opening ceremony uniform

Way before the serious sporting even started for this year’s Olympics games, competition was rife among the countries taking part… around the release of their uniforms.

While Team USA had tagged in fashion heavy-hitter Ralph Lauren to clothe their competing athletes, it was Mongolia’s uniform that received the majority of attention online, as shown by analysis of social and news platforms using Pulsar.

Olympic uniforms in the spotlight

A common feeling among the takes on Mongolia’s uniform – positivity for the nods to tradition, careful crafting, and textile choices.

X post about Mongolia's Olympic's uniform for 2024

Reaction to the US’s uniform – perceived laziness for the choice of ‘dated’ brand Ralph Lauren.

X post comparing Olympic uniforms

Mongolia’s uniform got the public talking, with pleasant surprise. All this, despite the lack of a big PR and comms function behind the team.

When looking at brands involved in the Paris Olympics, Ralph Lauren received plenty of mentions on social and news write-ups – both prior to and post-competition – much of it negative.

Brand buzz before and after the Olympic opening ceremony

There’s a lesson here for those tasked with tie-ins and team-ups for the upcoming 2028 Olympics: find out what your intended audience actually wants to see by researching their interests. Integrating cultural relevance into branding was effective in this case. Well-researched choices can spark those watching at home – an average of 30.6 million people watched coverage of the Paris Olympics on Comcast Corp.’s US media outlets, by the way – to dive into the conversation.

Bronze goes to…Snoop Dogg and Flavor Flav

Bringing ‘delight to the games’, as reported by The Guardian, was superstar Snoop Dogg, who served as a special correspondent for NBC’s Olympics programming.

Plenty of celebrities featured at the Paris Olympics – including, confusingly, the Minions during the opening ceremony – but none got quite the same level of fondness in their press write-ups. Apart from Flavor Flav.

Fellow musician and memetic star Flav’s signing of a five-year sponsorship deal with the US women’s and men’s water polo teams, and help with landing sportspeople brand deals, has strengthened his profile. AND, more importantly, is sure to help more people of colour into the sport – a hope he shared during an interview with NPR.

And the ‘better luck next time’ award goes to… a well-intentioned misstep in memeing

Shout-out to the PRs who flagged this one – a brand post aimed at highlighting inspirational female athletes… with subtitles related to relationships.

‘I mean, it’s 2024, right? […] It’s sad to see this stereotype being used yet again. Are we not past the point of thinking women are only interested in men and relationships?’ was one take on LinkedIn. The company later deleted their Instagram post – a wise strategy when a piece of PR isn’t winning over the audience.

Want to connect with journalists who’ll be reporting from upcoming sporting events, and track your coverage? Try Vuelio’s Media Database and Media Monitoring.

Interactive content to boost coverage

How the creation of interactive content can help you gain coverage

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This is a guest post from Anna Morrish, director of Quibble. 

Whether you’re a startup or an established company, interactive content can provide substantial benefits and it’s not just for big brands to utilise and benefit from.

Understanding interactive content

Interactive content is any digital content that requires user participation. It includes quizzes, polls, surveys, calculators, games, assessments, and even AR (Augmented Reality) or VR (Virtual reality) experiences. The key is that it actively engages users, creating a memorable and personalised experience.

Why should your business invest in interactive content?

1. Enhances user engagement: Interactive content typically sees higher engagement rates than static content, on average 2x more conversions and 4-5x more pageviews than passive content, making it more likely to capture and hold your audience’s attention.
2. Builds trust and loyalty: By engaging users directly, interactive content fosters a sense of connection and investment, which can build trust and loyalty.
3. Improves SEO and PR: High engagement can lead to increased sharing and backlinking, boosting your SEO and attracting PR coverage.
4. Gathers valuable data: Interactive content can collect data on user preferences and behaviours, providing insights that can inform your marketing strategies.

Interactive content and digital PR

Digital PR in general is all about collaboration and building relationships. When diverse minds come together and share ideas, they create powerful stories that resonate and forge genuine connections in the digital world.

This approach is especially important when creating interactive content, as it allows a gathering of a wider range of thoughts and ideas from those with different skills and mindsets, including further insight into the technical considerations required when developing interactive content pieces.

Successful examples of interactive content

Let’s look at some real-world examples of how UK businesses are successfully using interactive content:

1.Gamification and Duolingo: Gamification is a powerful form of interactive marketing. It involves incorporating game elements and mechanics into non-game contexts to make them more engaging. The goal is to increase participation, interaction with the brand, and actions that achieve specific marketing objectives.

A prime example is Duolingo, a language eLearning tool that uses gamification to boost user engagement. Users build streaks, earn achievement badges and crowns, and climb higher on the leaderboard. The drive to compete and maintain an impressive streak are key motivators, demonstrating how gamification can effectively captivate and retain users.

2.USB Makers Data Transfer Speed Calculator: USB Makers develop customised USB drives, integrating unique designs and personalised branding to meet client needs. To promote their product they needed an engaging PR tool. Implementing an interactive calculator on their website, allowed users to easily estimate costs and select options, which significantly boosted user engagement and streamlined the ordering process. Over three months this calculator helped increase organic traffic by 50%, gain 250 new links and 700 new keywords.

3. Tesco’s ‘Food Love Stories’ Recipe Hub: Interactive content can be a game-changer for businesses looking to enhance their visibility and engage audiences, as demonstrated by Tesco’s award-winning ‘Food Love Stories’ campaign. This campaign, which earned the Cannes Lions award for media planning, stands as Tesco’s most effective effort to date, achieving a remarkable 38% year-over-year sales uplift and generating an additional £231 million in sales. The success was also reflected in an 18% increase in YouGov quality scores, with 75% of this improvement directly attributed to the campaign. By leveraging engaging and relatable stories, Tesco not only captured the attention of consumers but also drove significant commercial results, proving that interactive content can substantially elevate a brand’s presence and impact.

4.Thomas Cook and virtual reality: Thomas Cook revolutionised the travel booking experience with its ‘Try Before You Fly’ campaign, allowing users to virtually explore destinations such as the US, Greece, Singapore, and Egypt using Samsung Gear VR. Customers could virtually snorkel in Sharm-el-Sheikh, visit the pyramids in Egypt, or take a helicopter tour of Manhattan. This innovative campaign made Thomas Cook the first travel company globally to offer in-store virtual reality experiences. The results were impressive, with a 180% increase in NYC bookings, 500,000 YouTube views, an 11% increase in followers, and 22,000 competition entries, significantly boosting engagement and conversion rates.

5. Rebel Therapies and LinkedIn poll: Even smaller organisations can harness the power of interactive marketing. For instance, Rebel Therapies utilised a straightforward LinkedIn poll to foster engagement and raise awareness. Through this simple yet effective tactic, they not only garnered increased interaction but also gained valuable new contacts in the process. This demonstrates that interactive marketing strategies can be accessible and impactful for businesses of all sizes.

Boosting engagement through newsjacking in interactive content

Incorporating newsjacking strategies into your interactive content endeavours can further enhance engagement and relevance. By leveraging current events, trends, or breaking news in your interactive content, you can capture the attention of your audience and capitalise on the buzz surrounding these topics. For example, if there’s a viral challenge circulating on social media, you can create an interactive quiz or game that ties into the theme of the challenge. This not only increases the likelihood of your content being shared but also positions your brand as timely and in touch with the latest trends. Additionally, newsjacking allows you to inject personality and creativity into your interactive content, making it more memorable and impactful.

Creating interactive content on a budget

You don’t need a massive budget to create impactful interactive content. Here are some cost-effective ideas:

Social media contests: Host simple contests on platforms like Instagram or Facebook. Ask followers to share your post or tag friends to enter. This can increase engagement and grow your online community.

Quizzes and polls: Use tools like Typeform, Google Forms, or SurveyMonkey to create engaging quizzes or polls. These can provide valuable insights into your audience while entertaining them.

Calculators: Create useful calculators relevant to your industry. For instance, a mortgage calculator for real estate businesses or a calorie calculator for a fitness brand. Online tools and templates can help you build these with minimal investment.

Intermediate interactive content ideas

If you have a bit more budget, consider these options:

Interactive infographics: Combine data and design to create infographics that users can interact with. Platforms like Canva or Piktochart can help you design these affordably.

Interactive videos: Tools like Wistia or Vidyard allow you to create videos with clickable elements, branching narratives, or embedded quizzes. These can increase engagement and provide a more immersive experience.

Virtual try-ons: For fashion or beauty brands, virtual try-ons can be a game-changer. Use tools like ModiFace or YouCam Makeup to let customers try products virtually before they buy.

Advanced interactive content for bigger budgets

For those with more resources, consider these advanced interactive content types:

Custom games: Develop simple yet engaging games related to your brand. This can be a fun way to educate users about your products and encourage them to spend more time on your site.

Interactive storytelling: Create a narrative experience where users can choose their path. Tools like Twine or Unity can help you develop these interactive stories.

Augmented reality (AR) and virtual reality (VR): Invest in AR or VR experiences that allow users to interact with your products in a virtual space. This can be particularly effective for industries like real estate, automotive, or retail.

Tips for creating effective interactive content

1. Start with clear goals: Understand what you want to achieve with your interactive content. Is it increased engagement, data collection, or brand awareness?

2. Keep it user-friendly: Ensure your interactive content is easy to use and accessible to your audience.

3. Promote your content: Share your interactive content across all your channels, including social media, email newsletters, and your website. Reach out to journalists and influencers who might be interested in sharing your content.

4. Measure success: Track engagement metrics and gather feedback to understand how your content is performing and where you can improve.

Conclusion

Interactive content stands as a formidable asset for any business seeking to expand its reach, foster engagement, and cultivate customer loyalty. Whether operating on a shoestring budget or with ample resources at hand, there exists a multitude of avenues to craft and capitalise on interactive content to great effect. Embark on your journey of exploration today and witness firsthand how interactive content can revolutionise your online presence.

Navigating the Green Claims Code blog

Are you following the Green Claims Code with your comms?

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A growing awareness of the impacts of climate change has meant greater accountability for PRs communicating company ESG credentials.

Alongside the potential for bad press if you’re doing it wrong are the dangers of falling foul of legislation – the Competition and Markets Authority (CMA)’s Green Claims Code, this Autumn’s DMCC, and incoming EU regulations being just three possible pitfalls.

In our latest webinar ‘Navigating the Green Claims Code: How to avoid the pitfalls of greenwashing’, The Grocer’s editor-in-chief Adam Leyland explained the clampdowns, why your words matter, and how to communicate your credentials to the media.

The clampdown on ESG claims

‘Greenwashing has been going on for a long time – it’s rampant,’ said Adam.

‘In the FMCG space, sustainability-related terms are used liberally – words like ‘eco’, ‘green’, and ‘sustainable’ are scattered into comms. Sometimes this is innocent and well-meaning – linked to positive initiatives to minimise the impact on the environment. Sometimes it’s cynical and glib – and PRs are among the worst offenders.’

Is PR all bad, then? No, explained Adam.

‘The point is this is all relative. Using different packaging doesn’t make a product ‘green’. To make that claim now, you have to undertake some onerous lifecycle analysis of all aspects of the supply chain – packaging, sourcing, catching, energy, water, and what happens to it at the end of the cycle. It’s a difficult thing to make these claims when you have to be so exhaustive.’

While there have been rules set in place on sustainability to be aware of already – Trading Standards and International Standard ISO 14021, for example, Adam warned that ‘it’s only getting more onerous’.

‘The Green Claims Code was established in 2021; Autumn’s Digital Markets, Competition and Consumers Act (DMCC) could mean great whacking fines – the pressure is on,’ said Adam.

‘The market is saying enough is enough. It’s unfair to claim you’re green and gain an economic advantage if you’re really not that green, or you’re being highly selective about it.

Why words matter

‘The reason I said that PRs are the worst offenders for greenwashing is because of the frequency of the stuff you’re putting out,’ explained Adam.

‘All brand marketers are looking for ways to make claims. But when you’re producing that many words, that frequently, things can slip out. It’s different with ads, which have to be ratified by the Advertising Standards Authority (ASA) – they’re going through a level of scrutiny before they go out.

‘With PR, you’ll see certain words everywhere – people pick journos up when we use these words, too.

‘“Ethical” is contentious, even words like “responsibility” come with difficulty. This also applies to images – leaves, skies, all these things that suggest a perfect world are under scrutiny.

‘Phrases like “saving the planet” – remember, the planet is going to be fine. It is lifeforms that are in danger from climate change. The planet will still be there, even if it’s a nuclear wasteland. We need to be careful with the words we use.’

Mistakes to avoid

On what not to do, Adam shared what the team see at The Grocer:

‘Setting targets, and then backtracking is incredibly embarrassing. You’ve traded on something you will do, rather than something you have done. That gives a halo that may not be warranted.’

‘Another issue is dressing up simply following rules and regulations, and putting out press releases about it.

‘Hyperbole isn’t good and neither is hypocrisy. Or glibness. But there are degrees of seriousness, and as much as I’ve been critical, there are worse things than trying to do something good, to reach for the stars and not be able to get there. There’s lying, there are cover-ups, and avoiding the truth – that is the worst form of PR, burying the truth.’

‘Sometimes brands get away with it, and sometimes they don’t.’

The difficulties of the Green Claims Code

‘While the principles of the code sound really simple, the truth is that practicing these principles is actually really difficult,’ said Adam.

‘There are those who don’t know where they’re going wrong. You have to avoid technical jargon while being clear and meaningful. It’s not that straightforward.’

What do journalists want from PRs on ‘green’ topics?

‘The first thing I’d say is honesty’ said Adam, highlighting an example of Abel & Cole rectifying a claim around recyclable packaging in an ad that ran in The Grocer.

‘This is where PR can disarm criticism – admitting that something you did was wrong’.

Abel & Cole went on to win a Grocer Gold Award for Sustainability Initiative of the Year.

‘There’s huge amounts of data needed, and PRs need access to toolkits, and business insights. Start with the data and then make your claim, not the other way around.’

‘Seemingly small things are interesting – we wrote about Quality Street changing their wrapping. We also wrote about British Snack Co working with Aquapak to produce recyclable packaging. You don’t have to make major claims.

‘There are marginal gains, little changes, that chime with the consumer.’

But be careful – as highlighted by Adam, even something as ‘small’ as teabags can come with greenwashing dangers. Moving from plastic? Claiming a teabag is sustainable also means double-checking the tea’s own lifecycle.

Reaching for the stars on ESG

‘I do have a concern for the future in terms of comms. And a concern for a lack of progress towards sustainable development goals. I worry that people will only change because of legislation,’ said Adam.

‘But I think there is a competitive advantage in reaching for the stars with comms. It requires you to do the work on transparency, on data, because without that you can’t take action.

‘If you stop communicating with shoppers, it makes it harder for them to know what’s more sustainable. Those who do the right thing, try to lessen their impact on the environment, and communicate what they’re doing clearly, honestly, and carefully, will be those that flourish.’

For more on PR’s part in ESG, download the Vuelio white paper ‘The perception of PR in sustainability communications: How to avoid greenwashing and be an advocate for change’.

Navigating the Green Claims Code: How to avoid the pitfalls of greenwashing

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How do you ensure your sustainability messaging is compliant? 

As modern consumers have become more eco-conscious and ethically aware, journalists are prepared to uncover any misalignment between company claims and ESG credentials.

In this climate of increased accountability for corporate and brand communications, how can PR teams guarantee all claims are completely above-board?

Watch our webinar to hear The Grocer’s editor-in-chief Adam Leyland discuss this from the point of view of the media.

The session covers:

  • Current and incoming regulations from groups including the CMA that comms teams need to know about
  • How to avoid greenwashing and green-hushing missteps
  • Ways to highlight company ESG profiles in the media and with audiences
Ali Dunworth

‘We need to give more coverage to lesser-known businesses, chefs, and cuisines’: Food & drink freelance journalist Ali Dunworth

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Looking to secure media coverage for your food and drink brand or clients? Freelance journalist Ali Dunworth has 20 years of work experience in the hospitality industry, and has spent the last decade writing freelance for titles such as the Irish Times and Sunday Times Ireland.

Read on for insight from Ali on how the food and drink scene has changed and what journalists in the sector need from PRs now, what the typical day for a freelance journalist looks like and what PRs should be doing (and not doing) when getting in contact.

The life of a freelance writer can be varied, what does a typical day or week look like for you?

It’s different every day but usually, I divide it into two. Mornings are when I’m focused, so I start with a quick walk to wake up and then straight into a few hours of concentrated writing with plenty of cups of tea. In the afternoon, I’m more easily distracted so that’s a time for lists, emails, phone calls and research.

What are the current challenges facing the food & drink industry?

The food and drink scene in Ireland has changed so much over the last few decades, particularly in Dublin, where it has become much more multicultural. However, this diversity is often not reflected in our media and food writing.

Non-European cuisines feel marginalised, they are not featured as prominently in lists or reviews. They are not given the same recognition or written about in the same way as those more familiar to us, and I’ve been guilty of this myself. I do think the tide is turning on this slowly but I believe as food writers, we need to make a concerted effort to broaden our horizons and give more coverage to lesser-known businesses, chefs, and cuisines.

Misinformation is on the rise – what can journalists and PRs do to stop this?

I think a lot of misinformation comes from lazy cut-and-paste situations. Picking up the phone or contacting someone directly via DM to double-check stuff should be the standard, not just replicating information found online.

Which parts of your work can PRs help you with, and how do you prefer for them to contact you?

Email is always preferred. It’s frustrating to get DMs on social media from PRs when my email is linked in my bio, or easy to find with a quick Google. Also, PRs should keep up-to-date on where you are writing. Some still contact me about a website I haven’t written for in years or maybe they don’t know about my Substack.

Ali’s first book ‘A Compendium of Irish Pints’ has been published by Nine Bean Rows.

Connect with Ali, and other UK and international journalists, via the Vuelio Media Database.

Green Claims Code

Webinar – Navigating the Green Claims Code: How to avoid the pitfalls of greenwashing

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As modern consumers have become more eco-conscious and ethically aware, journalists are prepared to uncover any misalignment between company claims and ESG credentials.

In this climate of increased accountability for company communications, how can PR teams ensure their sustainability messaging is compliant and that all claims are completely above-board?

Join our next webinar ‘Navigating the Green Claims Code: How to avoid the pitfalls of greenwashing‘ at 2pm on 17 July to hear The Grocer’s editor-in-chief Adam Leyland discuss this from the point of view of the media.

The session will cover:
– Current and incoming regulations from groups including the CMA that comms teams need to know about
– How to avoid greenwashing and greenhushing missteps
– Ways to highlight company ESG profiles in the media and with audiences

Can’t join us live? Register here and we’ll send you the recording.

Want more on the responsibilities of PR and comms when it comes to sustainability messaging? Download our Vuelio white paper ‘The perception of PR in sustainability communications: How to avoid greenwashing and be an advocate for change‘.

Journalist Enquiry Service overview July 2024

Political commentators, destination experts, and sports professionals: What the media are looking for in July

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Want to get your clients featured in the media in July? While the General Election has been the media’s focus for the last six weeks – and will be a priority for a while yet – there are plenty of other opportunities for coverage, and the ResponseSource Journalist Enquiry Service is a good gauge for what is trending. Here is what journalists have been requesting throughout June, and what we predict their focus will be in July.

General Election fallout

Unsurprisingly, ‘election’ became a popular keyword on the Journalist Enquiry Service, appearing in 2% of all enquiries in May, growing to 2.5% in June.

Journalists focused on gathering interviews, and the viewpoints of CEOs and leaders from different sectors, including technology, retail, and business. There have also been requests for information on tactical voting, analysis of the manifestos, and for an expert to comment on election marketing and advertising.

Going forward? Journalists will most likely be looking for expert comment on what to expect from the new Government, the impact on the public, and the economy. The Times, The Independent, Reuters, and ITV News all sent requests concerning the election in June, giving an opportunity to feature you or your client in the national news now.

Summer holidays and gardening remain popular

‘Summer’ was the top keyword on the Journalist Enquiry Service for a second month in a row, as it featured in 9.5% of all requests. This is also an 8% increase compared to this time last year, maybe a sign that we’re in for some better weather as well? ‘Holidays’ cropped up in just over 3% of the enquiries in June this year. ‘Gardening’ proved even more popular as it appeared in 5.5%, and this is a 51% increase compared to June 2023.

Requests around ‘summer’ varied widely last month with everything from fashion to health to skincare to food and drink. The enquiries about ‘holidays’ tended to look more for travel experts and information on places or activities for the school summer holidays. Journalists sending requests about ‘gardening’ were primarily looking for experts to give tips and advice.

Going forward? Journalists will be looking for gardening experts and travel experts/information on destinations, so have these clients ready to engage with these media coverage opportunities.The nature of summer requests are harder to predict, but fashion experts could be needed to comment on the best clothing to wear and health advice/information on what to do to stay cool during warmer temperatures. Journalists from The Guardian, The Sun, The Daily Telegraph, Homes & Gardens, and Woman’s Own all sent requests on these three topics last month.

Other opportunities for PRs in July and beyond

It’s just a couple of weeks until the Olympics starts in Paris and in June, just under 1% of all enquiries featured ‘Olympics’. This will receive a lot more traction this month as we approach the games, with journalists looking for former athletes and sports professionals to interview. ‘Euro’s’ has also featured as a keyword and if England continue to progress in the tournament, journalists will likely look for information on the best places to watch the matches, as well as the impact it could have on the economy. Both of these events, plus Wimbledon as well, means sports spokespeople will be in high demand from journalists.

There are several food and drink related days this month including World Chocolate Day (7 July), National Hot Dog Day (19 July) and the whole of July is National Ice Cream Month. Journalists could be looking for food experts to give related recipes and advice. Finally, while school will only just be finishing, the media will begin in July to look for information on back to school items. This could be for uniform, stationery, lunch boxes, and more. This will gain in popularity throughout July and into August, so have the information you need prepared to send to journalists and get media coverage in both national press and consumer media.

To connect with the media on these topics, and much more, check out the Journalist Enquiry Service and the Vuelio Media Database.

Find out more how Vuelio can help you gain and track your coverage in the media here.

2024 manifesto reactions

Will a Liberal Democrat revival be impeded by perceived ideological ambivalence?

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Just over 40 years ago, Liberal Democrats forerunner the SDP-Liberal Alliance returned their best collective election result in 1983 as they finished third – only 2% below the Labour party. While the party might have hoped that the 1983 election would serve as the turning point in their bid to remodel British politics, this wasn’t to be. Aside from 2005 and 2010 – where the party achieved over 50 MPs and over 20% of the vote – 1983 was the high-water mark.

Today, the Liberal Democrats face a different challenge. Since 2015, they have been pushed into the fourth-largest party spot in the Commons, and have often battled to remain politically relevant rather than politically significant. Nonetheless, a multi-pronged strategy has seen them return to electoral relevance, while being significantly helped by anti-Conservative sentiment across the country.

On the one hand, Liberal Democrat leader Sir Ed Davey has pursued an occasionally bordering-on-ridiculous campaign with attention-grabbing stunts serving to highlight significant issues – paddleboarding in Lake Windermere as an example. Meanwhile, campaigning has focused less on being a viable alternative government, instead targeting disaffected Conservative voters in the Home Counties in a bid to increase their seats. The focus has been less on macro campaigns, such as Jo Swinson’s emphasis on Brexit, but instead on seemingly under-discussed issues that cut through to the very voters they need to target: adult social care and sewage pollution.

This, coupled with an election broadcast that focused on Davey’s relationship with his disabled son, has seen the Liberal Democrats rise as high as 15% in YouGov’s voting intention tracker. Moreover, because of their targeted campaigning in the Home Counties, their relative support translates well into the first past the post system, with some MRPs putting them as high as 67 seats.

Ideological clarity

If the Liberal Democrats are to increase their seat share in the House of Commons as significantly as the MRP polls suggest, this will bring greater media and political attention and scrutiny of their policy platform. This has already begun, with Davey being questioned on BBC 5Live on his seemingly contradictory support for the proposed phased smoking ban and a regulated market for cannabis. Interestingly, Davey had previously voted against the proposed ban on smoking indoors in pubs.

This perhaps reflects a wider fissure within the modern Liberal Democrat movement. This has previously dogged the party and turned some voters away, with tuition fees as a key example, but there are also wider divisions between the Beveridge and Orange Book wings of the party. A concern, perhaps – exposure of any ideological ambivalence should they return to the political prominence that would come with more seats in the Commons.

The Brexit cloud

Against a backdrop of a potential no-deal outcome coupled with the Labour party’s triangulation, former Liberal Democrat leader Jo Swinson sought to establish the party as a vehicle to stop Brexit. The party was subsequently burned for such an overt stance as Swinson lost her seat. Contrastingly, their 2024 manifesto only mentioned Brexit twice. At the manifesto launch, when pushed, Davey committed to rejoining the EU, but noted that it was a long-term ambition.

This strategy of careful vagueness has brought them comparative joy, bringing the ability to target disgruntled Conservative voters in the Home Counties. Many of whom are leave voters, with both the South East and South West voting leave in the referendum. However, with Labour set to move into Government, seeking to resettle the UK’s relationship with the EU, the Liberal Democrats will not be able to avoid the issue for much longer, nor should they wish to.

Perhaps this Brexit cloud instead represents an opportunity for the Liberal Democrats. Specifically, they could use the agenda shift to carve out a genuine dividing line with Labour by pushing their competitor party on membership of the customs union or single market while simultaneously appeasing their pro-european core vote.

While their manifesto quietly pledged to rejoin the single market, they will need to overtly take on the wider European issue. Whether the Liberal Democrats face their reckoning with their stance on the EU out of necessity or desire, it may help them oppose a future Labour Government.

Devolution

Regional devolution should be a hallmark for a Liberal Democrat manifesto given their long-standing commitment to constitutional reform and political and economic decentralisation. Yet their manifesto seems to step back from any regional devolution. The absence of detail on how they would end top-heavy councils or pursue alternative forms of devolution should communities reject elected mayors is thought provoking. The lack of a clear vision on local government reorganisation could be seen as disappointing for a party whose bread and butter should be innovative ideas around the devolution of power.

Criminal justice

Criminal justice reform has often served as a key distinguisher for the Liberal Democrats against Labour and the Conservatives, with former leader Charles Kennedy successfully rallying against New Labour’s proposed counter terrorism bills in the 2000s. Yet as the Institute for Fiscal Studies notes, under Lib Dem manifesto spending plans, prisons would still suffer billions in cuts. In the face of Conservative commitments to expanding whole life sentences, increasing scrutiny of IPP sentences and Labour’s reluctance to remove IPPs and the immense pressure faced by prisons, there might be space for the Liberal Democrats to speak to their liberal and reformist ideological convictions. Their pledges are largely restricted to vague proposals to end prison overcrowding, recruit and retain more prison staff or improve the provision of training, education and work opportunities in prisons –  but the money is not there in their funding proposals.

Housing

In a recent interview with The BBC, Nick Robinson exposed the Liberal Democrats’ ambiguity over housing policy. Robinson raised the example of the Liberal Democrat-run councils that had opposed plans to build 3,000 homes on an airfield in Oxfordshire, coupling this with a repeat of Davey’s criticism of housing targets in Surrey.

In some sense, this seems to at least symbolically contradict the Liberal Democrat manifesto plans to a year target of 380,000 new homes and within that 150,000 new social housing. This perhaps shows that the Liberal Democrats divergent local and national political strategy may not hold should it come under increased scrutiny. Historically, the Liberal Democrats have looked to campaign on separate local issues compared to their national campaign as they targeted disgruntled voters. While a repeat of this strategy may have helped them in the Conservative blue wall, they may have to revisit their housing policy – especially with Labour so forthright on their plans to alter environmental regulations on the green belt.

Why not Labour?

The biggest challenge that faces the Liberal Democrats, and the one that perhaps encapsulates all of the above, is the very change that will likely result from the upcoming General Election: a Labour Government. This is important, as the very political context – large swathes of frustration at the Conservative Government – that sparked their resurgence is removed and they will have to pivot their attention to a new focus. With this will come new questions for the Liberal Democrats to propose, and dividing lines to draw against Labour. This will bring new challenges but also opportunities for the Liberal Democrats – they will be forced to answer the question many voters will be asking themselves: why vote for the Liberal Democrats, and not Labour?

When Tony Blair became Labour leader, some predicted that it could signal the end of the Liberal Democrats, with them being ideologically crowded out. Yet the party increased their vote share in 2001, 2005, and 2010. A Starmer Government may represent a similar opportunity for the party to squeeze Labour. The Lib Dems already have a strong basis for this with their ambitious social care plan and their proposal to scrap the two child benefit cap. Should they solve their issues around ideological clarity, this would be an interesting development to keep an eye on.

For regular updates on what is happening in UK politics and public affairs, sign up to our weekly Point of Order newsletter, going out every Friday morning.

How the General Election conversation has evolved

How the General Election 2024 conversation evolved from the announcement to voting week

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By Phoebe-Jane Boyd, Michael Kane, and Dahye Lee.

Despite the General Election announcement by the Government on a rain-soaked Wednesday evening coming as a complete surprise, the themes and dividing lines that have defined the Conservatives and Labour’s campaigns have not.

While the Conservatives have faced ridicule for their 14-year record, fueling significant anti-Conservative rhetoric across the country, Labour have consistently been questioned on their alleged opaque plans for Government, and what they envision for the future of the country should they take power.

But how has the wider online conversation and press coverage evolved since the first week of campaigning to today? What topics captured the interest of political reporters and the voting public, and which media platforms shaped the narratives?

We analysed the UK General Election 2024 conversation across online and print news, TV, radio, and podcasts as well as X, Threads, Facebook, blogs, and forums, from 23 May – 1 July to examine these fluctuations as we head towards an historic decision for the UK.

Which topics have preoccupied the press and public, now and then?

Most mentioned topics

When laying out the top-mentioned topics during this last week against that of 23 – 29 May, conversation around the top ranked has intensified, while the remaining topics have not experienced dramatic changes since the initial General Election announcement.

NHS/Health remains a key consideration, making up 12.6% of discussion over the last week. Natural, perhaps, following major party pledges and public concerns surrounding the state of healthcare following the election.

A topic that started off top of the agenda in the press and on social media and has since fallen out of conversation drastically? Sunak’s National Service idea, which fell by 60%. Controversy has stayed with Sunak, however, with mentions of Sleaze jumping by 80% due to recent gambling scandals. This scandal has also spread to Labour.

While the first leadership debate, hosted by ITV on the 4 June, saw Sunak consistently stressing the ambiguity in Labour’s plans for tax, the junior doctors strikes, and curbing illegal immigration, Starmer focused on a need for Sunak to be ‘ashamed of the last 14 years.’

Flash forward to the last leadership debate hosted by the BBC just last week and the underlying messages remained the same. Sunak ramped up the rhetoric as he urged voters to ‘not surrender’ their pensions, taxes, or borders to Labour. Starmer, again, sought to associate Sunak with the last 14 years of Conservative Government, condemning him as ‘Liz Truss Mark II.’

Labour has managed to hold its lead over the Conservatives in polling, at around 20%, showing the party’s defensive strategy has paid off.

What topics are Labour and the Conservatives each associated with?

What topics are associated with each political party

Each party’s associations are shaped by their core political priorities, as shown in the above breakdown of conversation by Conservative and Labour. Conservatives prioritise National Service and Foreign Affairs, consistently scoring above 70, which is partly weighted by public criticism.

Labour has seen an uptick when it comes to housing, with mentions coming from a mixture of audiences – Labour candidates, and supporters of other parties. Yet, these mentions are still less than those from anti-Tory audiences.

Have the media and public been aligned on what matters?

Social vs News

Social and news data breakdown signals how the public and media (mis)aligned on what matters to them.

News coverage has focused on Tax, NHS, and immigration – issues that highlight contentious aspects of major party pledges, from Sunak’s proposed tax hike, to Reform UK’s immigration policies, and Labour’s latest NHS plans.

In contrast, the public’s interest, shown on social media, has focused on Foreign Affairs, Sleaze and the NHS, featuring speculation on Sunak’s early election call, and the growing calls for action from the Government.

Online conversations on the General Election today continue to lean towards news and political events. Channel 4’s TikTok dominance, particularly among young people, highlights its influence.

TikTok screengrab

With UK party leaders showing less visibility on TikTok compared to figures like France’s Jordan Bardella – who boasts 1.7M followers – it could be argued that there is less emphasis on populist styles of leadership for the majority of UK political parties.

Where this is markedly different – Reform UK. The party’s burgeoning impact in TikTok dialogues has challenged the traditional discourse dominated by major parties.

In fact, the return of Nigel Farage as leader of Reform UK, alongside Liberal Democrat leader Sir Ed Davey’s campaign stunts and serious focus on social care, has squeezed the incumbent Conservatives from both the left and the right throughout the 2024 General Election campaign.

This has the potential to redraw political boundaries as Farage may finally be elected as an MP in Clacton and the Liberal Democrats may return to become the third largest party in the Commons, removing many Conservatives from the blue wall.

Personality-focused campaigns can project messaging further into new audiences, providing beneficial, and unforeseen, impacts (if not on votes, as Farage has found in previous years, with no election to office).

Which outlets are leading the conversation and coverage now?

Most shared media outlets

The Guardian and the Mirror emerge as the top-shared media sources among the public – both left-leaning outlets. Notably, people frequently share articles from The Guardian to substantiate their opinions, often using them as evidence in debates.

The most engaged articles focus on questions around the timing of the General Election, and scrutinisation of Sunak’s representation throughout his campaign.

Tweet from Edwin Hayward

Meanwhile, right-leaning publications such as The Telegraph and GB News, previously outside the top ranks, have also emerged among the top credible sources. This is largely due to the growing social sharing by ex-Tories and Brexiteers who are keenly watching Reform UK’s rising influence.

Dr David Bull tweet

It was only October 2022 that Sunak promised to deliver ‘integrity, professionalism and accountability’ in Government while Starmer has consistently emphasised the importance of returning politics to the ‘service’ of working people. Whether these aspirations materialise after the election is a different question but no one can doubt the importance of this with the last few weeks, and years, in mind.

For regular updates on what is happening in UK politics and public affairs, sign up to our weekly Point of Order newsletter, going out every Friday morning.

The scandals of the General Election 2024

The scandals of General Election 2024: How the D-Day and gambling controversies spread among audiences

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By Phoebe-Jane Boyd, Dahye Lee, and Ingrid Marin. 

While political experts predict a lack of enthusiasm from the public when it comes to voting on 4 July, there has been growing interest in the scandals of the UK 2024 General Election across the press and social media.

The big two controversies providing catalysts for column inches and social snarking? Prime Minister Rishi Sunak’s early departure from this year’s D-Day celebrations, and the numerous political figures currently under investigation for gambling on the election date.

With no two scandals quite the same, we explore how each story reached audiences on different platforms and grew, analysing the UK General Election 2024 conversation across online and print news, TV, radio, and podcasts as well as X, Threads, Facebook, blogs, and forums, from 27 May – 27 June.

A disastrous D-Day for Sunak

Right at the beginning of the General Election campaign, Sunak walked out of D-Day celebrations in France to appear on ITV News. Despite the apology from the PM, this story hasn’t gone away, earning another mention during last night’s final Sunak vs Starmer BBC debate. But how did the story originally grasp the attention of reporters and potential voters?

Graph showing the spread of the D-Day scandal

Breaking down the D-Day conversation across different platforms shows that it was reporting from broadcast media that initially sparked interest in the D-Day scandal, with social media picking up the story and amplifying it to new audiences. Early broadcast clips proved perfect fodder for panels criticising Sunak, and for people to share on their social channels.

Camilla Pearce X post

While the D-Day scandal went quiet from 11 June across broadcast, press, and social media, it made a comeback on 21 June, propelled by Byline Times’ decision to circle back to the issue as part of its reporting on the use of veteran ID cards for voting.

Byline Times X post

Given the prominence issues like defence and security have had so far in this election campaign, Sunak’s mistake has ultimately been a gift to his rivals, leaving the stage clear for Keir Starmer to show leadership and patriotism.

However, Starmer has not been immune from scandal…

Bad bets placed by politicians

The betting scandal has dominated election campaigns as the run-up to the General Election rumbles into its final week.

Some quick context to the latest controversy: reporting started prior to last weekend, with parliamentary candidates Craig Williams and Laura Saunders, an unnamed Metropolitan police officer, and the Conservatives’ Director of Campaigns Tony Lee first implicated in the betting crisis. Nick Mason, the Conservative’s Chief Data Officer, was subsequently revealed to be under investigation by the Gambling Commission. According to a BBC report, 15 Conservative candidates and officials are now being investigated by the commission.

Nevertheless, the betting scandal is not contained to the Conservative party, as Labour revealed the suspension of Central Suffolk and North Ipswich candidate Kevin Craig following his admittance of betting against himself.

How Gambling Gate has evolved over time

In contrast to the D-Day scandal, the spread of this story shows the crucial role of social media in shaping a scandal’s narrative from its early stages, well before it gains mainstream attention.

Behind the early social peak on 12 June – a Channel 4 TikTok video breaking the news of the MP Craig Williams inquiry going viral (102k views to date).

Channel 4 TikTok

On June 19, social media swiftly circulated news of Williams’ alleged arrest on betting allegations, which was then backed by BBC coverage.

The revelations of additional Conservatives’ betting activities, coupled with Craig’s suspension from Labour on 25 June, furthered the narrative – gaining the attention of political journalists, and propelling the story into mainstream media outlets.

Over time, the scandal has captured the attention of both press news outlets and broadcast channels, both mirroring the narrative arc of the discourse happening on social media.

A lesson for the comms teams for each of the political parties vying for power at the 2024 General Election, perhaps: in the modern climate of interconnected media, crisis management has to start early in the cycle of a story, and across all platforms, before a scandal can spread.

Sunak and Starmer’s latest responses to the scandals

Last night, Sunak and Starmer drew the curtain on five weeks of intense campaigning in their final head-to-head television debate.

The D-Day and gambling scandals got early mentions, but weren’t the only controversies to feature in the latest clash.

Both Partygate and ‘Covid contracts’ were brought back into debate by Starmer – showing that while scandals can fall out of the public eye and press columns for a time, there’s always the possibility they will be weaponised at the most inopportune moments for those involved or implicated.

For regular updates on what is happening in UK politics and public affairs, sign up to our weekly Point of Order newsletter, going out every Friday morning.

Retail Week event

How to raise your ESG profile to reporters and consumers in the retail sector

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A strong ESG strategy can strengthen your stakeholder relationships across all audiences, from consumers, to the media. But which sustainability stories will grab the attention of journalists, their readers, and secure customer loyalty for your brand?

Retail Week managing editor Stephen Eddie and data and insights director Lisa Byfield-Green led Vuelio event ‘Raising your ESG profile: Insights and strategies for success’ on Wednesday evening, 20 June, at Vinoteca City.

Topics covered during the session included which stories the public are more likely to engage with when it comes to ESG; what journalists want to write about; and exactly how much of an impact personal values have on purchasing decisions and brand buy-in.

What ESG stories do consumers want to know about?

To provide context on what content audiences want to see on sustainability, Stephen and Lisa pointed out the importance of first understanding their buying habits. In 2024, it’s complicated:

Context on consumer habits – the bad…

Are consumers’ own ethics as solid as those they demand from retailers? Not quite.

‘We might want to do the right thing as consumers, but affordability is an unavoidable issue,’ said Lisa. ‘Due to the cost-of-living crisis, price takes precedence.’

Lisa Byfield-Green, Retail Week

Stephen also highlighted the ‘say/do’ disconnect in consumer behaviour. Vinted and Shein – two companies at different ends of the sustainability scale – are both incredibly popular with consumers. Strange, considering the modern focus on climate change? Not so much, said Stephen:

‘Price and value still often trump values’.

…and the good

While financial insecurity has pushed the popularity of fast fashion chains up over the last few years, it has also had positive impacts on carbon-reducing consumer behaviour:

‘The cost-of-living crisis has made us more sustainable, with the rise of capsule wardrobes, buying accessories instead of a whole new outfit, shopping on Vinted. Consumers are thinking more about the lifecycle of products now,’ said Lisa.

Put your best people forward

‘Authenticity is vital, and consumers – and reporters – have a nose for when something is inauthentic,’ said Stephen.

‘People like people – offer media interviews. They do well for Retail Week, and on social media. Who in your business can tell your story well? Put them forward for articles, and awards.’

Stephen Eddie, Retail Week

‘Your colleagues and customers will be more engaging to the audience than announcements about your policies. Have spokespeople ready who can cut through the jargon.’

The challenges, alongside the successes

‘There is complexity around how to measure ESG KPIs,’ said Lisa.

‘A lot of businesses are still in that journey. If you are – communicate that to customers; they’ll want to know about it.’

While retailers proudly announce their achievement of B Corp status – brands who have this include Fat Face, Aesop, and The White Company – few admit failing to secure it. Stephen posed that this would be an interesting story for readers – what will the retailer do next to secure the certification?

‘It’s powerful to know what progress is being made,’ added Lisa. ‘People want to hear about it. Don’t wait until you have all the answers – share the little steps.’

Other stories the public will want to read about… but you won’t want to share…

‘Greenwashing has made retailers nervous to make commitments,’ shared Lisa.

A consequence of the rise of greenwash-shaming in the press and from consumers is an accompanying rise in greenhushing – retailers quietly deleting ESG promises from their websites when goals haven’t been met.

Transparency is how to secure loyalty and trust – Lisa highlighted Nobody’s Child’s canny choice to share sourcing and supply chain details for its products:

‘The brand is already ahead of incoming legislation around this. It will drive loyalty, that it’s a sustainable business. It’s good marketing’.

What is Retail Week interested in sharing with its readers?

Unusual stories

An example from Stephen – House of Hackney’s decision to legally appoint ‘Mother Nature’ and ‘Future Generations’ to its board of directors secured the brand a Q&A in Retail Week. The unusual and unexpected will grab the attention of reporters, and their readers.

First movers

‘As ever, the newer something is, the more newsworthy it is,’ said Stephen.

‘Being a first mover means getting a reputation for being a leader in the industry. Reporters will want to follow the next step you take.’

Retailer team-ups

‘Establish partnerships if you share suppliers already – no one is competing when it comes to global warming,’ Lisa said, using the June 2023 teaming of B&Q, Screwfix, Bunnings, and The Home Depot to reduce Scope 3 emissions as an example of an interesting story, and an important collaboration.

‘If you can’t do it yourself, be part of a team – it will have more impact,’ added Stephen.

Contributions for sections outside of the news pages

‘It’s not just about the news,’ said Stephen.

‘Contribute to columns – but don’t be too salesy. Offer interviews, chances for us to sit down with a CEO – don’t gate-keep the talent.’

‘Case studies, reports, and people lists are other great ways to tell your story, and they have a great tail – readers will go back to them.’

 

Get in touch to learn how the Vuelio Media Database and ResponseSource Journalist Enquiry Service can help you connect with retail journalists across broadcast, national and regional press, as well as consumer and trade publications.

Newsrewired panel 2024

The rise of AI in journalism and its impact on PR

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Could the use of AI have an impact on the relationship between journalists and PRs?

This year’s Newsrewired conference featured several panels discussing AI and the benefits it can bring to journalism. Here is how journalists are using AI already, and what this could mean for PR.

Fact-checking and misinformation

The rise of misinformation is a continuing problem for journalists to contend with. Charlotte Maher, social media editor at Bellingcat, explained its impact on politics:

‘In regards to deep fakes in election periods, something that we’ve seen – which is a very worrying trend – is the rise in deep fake audio. Video and imagery – there’s a lot of tools out there and more data to analyse in the video and images. With audio, it’s a lot harder.’

To combat this, various AI tools and programmes have been and continue to be developed to aid journalists fact-checking information and identifying manipulated images or repurposed content. Charlotte Maher recommended GitHub as a platform, full of open source, easy to access tools.

Impact on PRs: Journalists are now more cautious when putting content into print or online. To be seen as trustworthy and reliable to the media, be ready to back up sources or statistics included in press releases to set yourself apart.

Being able to give journalists an exclusive case study or information will be more likely to result in coverage. Repurposed or recycled material is not as useful to journalists, as it can include misinformation.

Winning back time

Regional publisher Newsquest has developed an in-house tool to draft articles based on trusted information from verified sources. However, there is always a human at the beginning and end of the news cycle. Jody Doherty-Cove, head of editorial AI at Newsquest, spoke about how this benefits the editorial process:

‘Around 3,500 AI assisted news articles are published across Newsquest each month, and we’re reinvesting that won-back time into our newsrooms, allowing journalists to get back out into their communities and focusing on specialisms, like getting back into court’.

Impact on PRs: Regional and local editorial teams have been getting smaller and smaller in the past few years. Journalists at this level have less time to engage with PRs as a result.

If other publishers follow Newsquest’s example, and win back more time for reporters to get out to cover stories, this could mean more engagement with PRs, and an increase in coverage of community news initiatives, as well as local projects and events.

Help with vertical video

Platforms like Instagram and TikTok are becoming increasingly popular with younger audiences as a way to consume news. However, there are still comparatively few journalists using these social media sites as a way to promote their journalism.

Sophia Smith-Galer, a freelance journalist who has previously worked for the BBC and Vice, is a pioneer of TikTok journalism, with over 500,000 followers on the platform, plus over 250,000 on Instagram. Using this expertise, Sophie trained an AI tool (called Sophina) to help write viral video scripts for journalists:

‘Current AI tools don’t do what we want them to do. We don’t know the training data, for example, on ChatGPT. I wanted to build an ethical tool where you knew the knowledge base was being used consensually.’

Impact on PRs: An increasing number of journalists will be using TikTok and Instagram in the future and will need press materials to work in a vertical video format.

Make sure what you’re offering journalists is adaptable to fit into various formats. As well as how it could work in print and online, think how it could appear in a TikTok video or an Instagram reel. This is particularly important for product placement or general product review articles you’re aiming to feature in.

Connect with journalists directly via the ResponseSource Journalist Enquiry Service and Vuelio Media Database.

Want to know more about pitching to the media? Download the Vuelio white paper ‘How to pitch to journalists’, covering national press, consumer media, trade outlets, and freelancers.

Second General Election debate 2024

From Mordaunt vs Rayner clash to Farage winning popularity poll: Impact of the second TV debate

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By Phoebe-Jane Boyd, Dahye Lee, and Ingrid Marin. 

Representatives from seven parties took to the stage for Friday 7 June’s BBC Election Debate 2024. Following on from ITV’s broadcast of Sunak vs Starmer’s debate the previous week, which topics grabbed the attention of the viewers and sparked political media reports this time around?

We analysed social and news in the UK General Election 2024 conversation across X, TikTok, Threads, Facebook, blogs, forums, online news, print news, TV, radio, and podcasts, from Friday 7 June 7:30pm, to Monday 10 June.

Did the Conservative’s Penny Mordaunt, Labour’s Angela Rayner, Liberal Democrats’ Daisy Cooper, Scottish National Party’s Stephen Flynn, Green Party’s Carla Denyer, Plaid Cymru’s Rhun ap Iorwerth, and Reform UK’s Nigel Farage’s time on TV shift the needle on the conversation?

Tax, health and foreign affairs – Most popular topics before and after Friday’s debate

Top mentioned topics

Taking the spotlight for many write-ups in the press and reaction on social media following the debate were the clashes between deputy Labour leader Angela Rayner and Commons leader Penny Mordaunt, who had been placed in close proximity.

Key moments from Friday: The clash over Mordaunt’s choice to repeat Conservative claims that Labour would raise taxes by £2,000; Mordaunt’s repeated apologies for Prime Minister Rishi Sunak’s early departure from the D-Day ceremony; and Reform leader Nigel Farage’s strong criticism of Sunak, branding him ‘unpatriotic’ and a ‘complete and utter disgrace’. Farage himself did not escape harsh words, being described as a ‘clown personality’ by Rayner.

Overall, the BBC debate didn’t make a significant splash when it comes to pushing the directions of press coverage and online conversations. The main difference in trending topics across both when looking at pre- and post- Friday’s debate is for discussion of tax.

Tax saw the highest increase (+7.5%) among the topics we tracked compared to share of voice before Friday’s televised debate.

Mordaunt was criticised by many across social media for returning to the well of that controversial £2k tax claim that Sunak had dug in the first debate:

Lisa Pattern tweet

Reports from Sky News, BBC, and The Guardian concerning Labour’s mention of ‘no tax hikes’  were highly shared.

Another conversation that increased following the second debate – the topic of the NHS.

Analysis shows this was driven by Farage’s statement during the debate that the NHS should be scrapped in its current form. This comment continues to drive discussion in the press and online, as it faces criticism from left-leaning audiences:

Jon Jill tweet

Which of the two TV debates so far has driven the most coverage and conversation?

ITV vs BBC volume comparison

Analysis of the 24-hour periods following each debate shows that it was 6 June’s ITV broadcast that has had the most impact on the conversation and coverage, driving reports and shares. The reason for this could be two-fold – the first debate of its kind for this General Election drew more curiosity, and featured the only two party leaders realistically positioned to be UK Prime Minister post election.

But what do the polls say?

 

Following the BBC debate, a poll from More in Common found that Farage possibly came out on top; with 25% thinking the Reform leader had won the debate; 19% saying Angela Rayner; 14% saying none of the above; 11% for the Green Party’s Carla Denyer; 10% for the Scottish Nationalist Party’s Stephen Flynn; 7% for Penny Mordaunt; 5% for the Liberal Democrat’s Daisy Cooper; and 2% for Plaid Cymru’s Rhun ap Iorwerth.

As the media, and voters, await the release of each party’s manifestos this week – much mooted by each speaker throughout both TV tussles – debate as fierce as those televised so far continues online and in the press.

For regular updates on what is happening in UK politics and public affairs, sign up to our weekly Point of Order newsletter, going out every Friday morning.

How to get PR coverage in June 2024 and beyond

Travel experts, election comment and festival essentials: How to get coverage in the press in June

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Want to get media coverage in June? The next month will be a busy one for journalists, with General Election build up, Glastonbury, Wimbledon, the Euros to cover.

The ResponseSource Journalist Enquiry Service gives a good indicator of what topics and areas the media are particularly interested in and what they will need from PRs. Here are trends from May, and what we expect to be popular in June and beyond.

Summer season is here

While it isn’t officially summer yet, journalists have been keen to cover it with over 8% of the total requests last month containing the word ‘summer’. The enquiries have varied quite widely in topic but many have been around ‘holidays’, with that also appearing in 3% of requests in May.

‘BBQ’ has proved popular, too, with the word appearing in 2% of enquiries. The start of summer also marks ‘festival’ season with 1.5% of requests in May looking for information and essential products to take camping.

Going forward? While ‘Summer’ is broad as a keyword, we know that ‘holidays’ will continue to perform well as the Travel category peaks for requests in June. Journalists will want comments from travel experts. Summer fashion, beauty and health will also prove popular, so get information or experts ready and you could feature in The Guardian, Women’s Fitness, Fabulous, The i paper, Ideal Home, Pick Me Up! and the MailOnline.

UK General Election takes centre stage

While much of the UK press were expecting an Autumn election, the surprise announcement in May didn’t stop journalists sending requests to PRs related to the news –  ‘Election’ appeared in 2% of the total enquiries last month.

Initial journalist requests sought ‘business leaders’ thoughts on the UK election’ and ‘comment from logistics expert on how the General Election could impact the UK logistics and supply chain sector’.

Going forward? With less than a month until the General Election, journalists will increasingly use the service to get comments from different sectors for how it will impact them. This represents a great opportunity to get CEOs or industry leaders featured in the media. The Times, Sunday Mirror, The Independent, and Reuters have all had journalists send requests around the election already.

Interest in gardening and AI still high as sport gains more traction

‘Gardening’ and ‘AI’ have both been consistently popular on the Journalist Enquiry Service for several months now and that didn’t change in May. ‘Gardening’ appeared in 5% of the total requests last month and ‘AI’ occurred in just over 3%.

With a big summer of sport ahead, including the Euros, Wimbledon and the Olympics, the category increased in use by journalists by 12% compared to April. ‘Euros’ and ‘football’ combined appeared in 1% of the requests last month.

Going forward? Garden requests are likely to remain high in June with the more summery weather (we hope) the Home & Garden category received 7% more requests in May this year compared to 2023. AI has seen an even bigger increase, with 17% more enquiries last month than this time last year. Journalists are looking to connect with experts in both of these areas. In regards to sport, requests tend to be for places to watch sporting events, or products to work alongside it.

Other opportunities for PRs in June and beyond

As June is Pride month in the UK, journalists will likely be looking for events and what’s on in certain cities to celebrate. Expect ‘LGBTQ’ to crop up in a lot of requests from the media, too. Aside from the two big music festivals in June, Taylor Swift is also coming to the UK and journalists have already been sending requests around this, mainly for personal case studies.

It’s Men’s Health Week from 14-20 June, so get ready for the opportunities to get health and medical experts featured in the media. There is also Clean Air Day on 20 June, providing a chance to get environmental experts quoted in the press.

To connect with the media on these topics, and much more, check out the Journalist Enquiry Service and the Vuelio Media Database.

Find out more how Vuelio can help you gain and track your coverage in the media here.

Katherine Hignett Health Journalist

How to connect with health journalists in the post-pandemic era 

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Just as the healthcare sector was forever changed by the impacts of the COVID-19 pandemic, so too was how the media reports on the topics of health, medicine, and treatment.

What does this mean for PRs aiming to connect with health journalists now?

Forbes.com senior contributor Katherine Hignett led Vuelio event ‘Truth and impact: Health journalism in the post-pandemic era’ on Wednesday evening, 29 May, at Vinoteca City to share her experiences and insight.

Topics covered – how health journalists became a vital force in newsrooms across the world; the challenges of sourcing trustworthy experts; and the long-term impacts still being felt in the media today.

How the pandemic changed health journalism

Extra pressures
Health journalism already comes with unique demands – ‘It’s very technical, and has regulatory frameworks other sectors don’t,’ Katherine explained – but the start of COVID-19 only brought more challenges…

Culture wars
‘Disinformation is a huge issue on social media now, and it gave us more work to do during the pandemic – debunking and extra fact-checking as part of every report. Topics that were politically inert were now potentially culturally sensitive.’

Katherine explained the impact of the rise in anti-vax sentiment, conspiracy theories, and misinformation on medications that could supposedly stop the spread.

‘When fact-checking stories, we had to personally deal with conspiracy theorists and anti-science sentiment. We got some nasty stuff from strangers over the internet. Some of these things are still with us today’.

Increased responsibility
‘Before the pandemic, the closer a story was to politics, political journalists would pick up the story. But suddenly, the expertise we had as health journalists was really important to those stories. We were suddenly among the most important journalists in the room’.

New sources
With all of the bad, came some good:

‘It was suddenly easier to get information from sources. NHS workers weren’t so open to talk to journalists before, but then, even though managers would try to stop sources in back offices from leaking information, people did it.

‘We were given amazing data on staff levels, PPE. We didn’t have capacity to cover it all.’

How to work with health journalists today

‘Covid is still something we cover everyday, even if it’s indirectly covered,’ said Katherine.

The legacy of the pandemic is also felt in how journalists source, fact-check, write, and share stories. This also impacts how they work with PRs.

Do extra checks on your experts
‘It’s more difficult to figure out who to trust when it comes to experts now,’ explained Katherine.

‘The pandemic was really good training for journalists on how to work with experts. Just because someone wears a white coat, doesn’t mean they know what they’re talking about.’

‘We often speak to them about research, and for commentary for articles. Sometimes the press can over-egg and oversell scientific findings, so genuine experts are really important.’

What is a sign of a trustworthy expert for health journalists? University affiliations. Katherine also pointed out pHd research as an interesting starting point for stories, and a way to find and connect with new experts.

Provide sources for stories
As people the world over have made efforts to return to some form of normality, so too has the status quo on sources:

‘Sadly, the sources and tips have gone back to “normal” now; it’s more tricky,’ shared Katherine.

While Katherine herself has a consumer and national focus in her work, she highlighted trade journalism’s deep connections with useful sources:

‘The trade press are really good at finding stories we wouldn’t find in consumer and on national titles, because they have access to contacts we don’t.

‘Journalists working on consumer media rely a lot on trade press, but also on releases and contacts from charities.’

What Katherine is interested in for her own reporting – drug shortages on a national scale, and health stories that reveal information that could impact society.

‘As a country, we are sicker than we were before Covid. It had a big impact on drug shortages, and exacerbated existing global issues. Many are still waiting for care that was cancelled during the pandemic. People are getting sicker and relying on medication – more pain, and more drugs, while waiting for surgery.

‘For journalists, this means there are more opportunities to hold people to account. It’s an important and fascinating area.’

Katherine Hignett is a senior contributor to Forbes.com on healthcare and health policy, and freelance journalist for titles such as Metro.co.uk and Newsweek. Katherine is a former correspondent for award-winning health policy publication the Health Service Journal, and was recognised by PressGazette for her investigative work exposing PPE shortages in hospitals during the pandemic.

To connect with health journalists working across broadcast, national and regional press, consumer and trade publications, the Vuelio Media Database and ResponseSource Journalist Enquiry Service can help. 

voters queuing outside polling station

UK General Election 2024: What was the state of the public conversation leading into the first debate?

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By Phoebe-Jane Boyd and Dahye Lee.

The first television debate between party leaders took place on Tuesday 4 June, coming at the culmination of two weeks campaigning in which both Rishi Sunak and Sir Keir Starmer set out their stalls for the country. But, as the studio lights went up on Tuesday evening, which policies and points of view had already cut through into public consciousness?

Read the full transcript of the ITV debate here.

Using Pulsar TRAC, we analysed social and news mentions of themes in the UK General Election 2024 conversation across X, TikTok, Threads, Facebook, blogs, forums, online news, print news, TV, radio, and podcasts between 23 May – 5 June 2024.

Here is what is capturing the attention of the media and the public.

As the UK prepares for the upcoming General Election, stay informed with the latest news by signing up to our Vuelio General Election Updates.

Top mentioned topics in UK General Election 2024 coverage and conversation

National Service stirs engagement

Coverage in the press, and engagement across social media, gave early indicators of what would be covered within the debate.

NHS, foreign affairs, and education featured highly in coverage and conversation between 23 May – 5 June, due to uproar around the prospect of the return of National Service – what Starmer called ‘Teenage Dad’s Army’, and Sunak described as ‘bold action’ during the debate.

While audible laughs from the in-studio audience met Sunak’s words on the topic on Tuesday night, coverage of the proposal has received serious and significant engagement, particularly from BBC News.

The audience most engaged with the topic? Young people, and many parents, who would be impacted the most should Sunak’s plan come to fruition. Channel 4’s TikTok on this was most shared by the younger generation.

Balance of conversation

Tax was always going to be a significant part of the first TV debate for this year’s election, but Sunak’s numerous accusations regarding a supposed (since disputed) ‘extra £2,000 tax’ from Labour took up a significant portion of TV time last night.

However, it’s the Conservatives who have over-indexed for mentions of tax since the start of the party’s campaign.

In the lead up to the TV debate, this was partially due to Reform outflanking them on income tax pledges while, after the debate, numerous journalists and influencers factchecked Sunak’s £2,000 tax allegation.

Labour vs Conservatives: Who’s dominating discussion around specific topics?

Analysis of these key topics broken down by mentions of each party shows a mostly equal split of coverage and conversation for Labour and Conservative… with the expected outlier of National Service. The Tory proposal has been further amplified by ITV’s coverage.

As of today, a major focus of mentions for Labour are foreign affairs, NHS/health, and energy & sustainability, and this was driven by Tuesday’s debate directly. An X post from MP David Lammy regarding the NHS triggered intense engagement online, as did his commentary on bombing in Gaza.

 

News vs social media: Where are people talking and engaging?

While both social media and news outlets focus on the NHS, the narratives unfolding on each platform differ.

News coverage centres on questions regarding how national service can support NHS issues, while social media users urge support of the NHS and junior doctor strikes.

Immigration is the second highest topic in news coverage. Tackled by Sunak and Starmer during the debate, the resulting high number of mentions is largely driven by write-ups in right-wing outlets. Their focus? Reports regarding migrant channel crossings.

Media outlets leading coverage and engagement around the General Election

Which media outlets are leading coverage of the 2024 UK General Election so far, and sparking shares on social media?

The Mirror’s reporting of Sunak’s interactions with Russian associates – not covered in Tuesdsay’s debate – has received considerable traction among left-leaning readers, who have expressed concern over his affiliations with Russia.

While BBC’s coverage of Sunak’s National Service plan maintains broader audience interest, the Scottish Daily Express has sparked controversy, and engagement, with its reporting of alleged ‘outright lies’ in the Scottish National Party’s campaigning.

While Tuesday’s debate did not necessarily introduce anything new into the fabric of discussion, with both leaders returning to topics and talking points that they know to be important to their audiences and stakeholders, it did re-entrench battle lines. Tax is now more central to the overall discussion, which had previously not attained much prominence, or airtime.

Whether it’s Sunak’s £2,000 tax attack line, or the subsequent debunking of the figure the next day, which sticks in voter’s minds, the subsequent weeks will reveal.

For extra on the UK political landscape, sign up to the weekly Vuelio Point of Order newsletter.

Find out more about Vuelio’s solutions for public affairs and politics.