Travel and transport survey

Future of Tourism Marketing and PR Survey Results

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This is a guest post by Frank Marr, co-founder of AM+A Marketing & Media Relations.

This autumn AM+A Marketing and Media Relations conducted a survey targeting decision makers in the transport and tourism sector to learn more about their marketing and PR activities. A total of 45 senior decision makers responded – including national and regional tourist boards, managing directors of transport groups, senior communication leaders and business owners.

Key findings

Our six-question survey focused on marketing in the wake of COVID-19 and aimed to uncover insights into the following:

– Shortfalls and areas for improvement within existing PR and marketing strategies
– Frequent external purchases in relation to marketing and PR
– The importance of marketing and PR during the pandemic
– Key campaign starting periods and areas for investment

Has COVID-19 changed planning dates? How are companies preparing?
Organisations are reimagining strategies in light of the ‘new normal’. The first quarter of 2021 will be an important moment for organisations to decide how to invest and forecast what their sense of purpose for commercial survival will be.

COVID-19 has had a major impact on both short term (monthly) and long term (the next 12 months) marketing/communication strategies.

Key months for campaign planning
In our survey 57% of respondents claimed the biggest period for planning was January to April 2020. After a sluggish winter of trading for many sectors, organisations will be looking to turn 2021 into a sustainable and profitable year. Early investment in campaigns to attract customers will be essential.

The second highest period for PR and marketing campaign planning was between August and October with 28% of respondents considering late summer a good planning period.

Areas for improvement – technology, research, data and content output
In terms of key areas for improvement, our survey indicated a need to combine data findings gained from market research with SEO and online content. The results are a clear indicator of the need to maintain a healthy competitive position online whilst boosting traffic and online engagement.

Our polls suggested the most important area for internal improvement was SEO, followed closely by market research and content with clear calls-to-action. When it comes to marketing spend, Facebook was one of the biggest investment areas for respondents, with over 50% of people investing heavily in the platform.

Summary – the future of tourism marketing
The need for brands to grab attention while maintaining brand awareness and familiarity has never been so important. The pandemic has altered the way humans move and behave – gaining attention from publicity and traction from online activity is increasingly challenging. This is where owned new media such as podcasts and online magazine can help.

Building a social purpose and appealing to consumer desires with beneficial ideas and content is key. It’s important to build your own online following and engage them with positive, feel good messaging.

Researching and understanding how to improve society and the world through your organisational behaviour is a core component of post-COVID marketing. Implementing technology for online commercial activity is also important. Creativity remains key, as does the need to generate publicity that can benefit SEO backlinks alongside quality online marketing content.

The Survey Results and Tips

The optimal time to start new campaigns, shortcomings within PR and marketing, and which three areas of PR and marketing our respondents would choose to invest in.

1. What months do you typically spend the most on marketing and PR?

Summary:
When it comes to knowing the right time to start a new campaign, it is important to monitor when countries will be receiving a COVID vaccine to help ease the risk in investing in marketing activity.

A second factor is the understanding of movement within a country or region, as well as how long this will likely last. For example, the UK has established a tiered regional system which will likely be in place until March 2021. Our survey results clearly indicated that campaign planning and asset building typically begins between January and April.

Tips from our findings:
– Start planning now: Start campaign preparation now to ensure your organisation is on track for recovery by spring/summer 2021
– Find a new sense of purpose: Reposition your organisation and find a renewed sense of purpose. Establish new goals for how you can help society and the environment. If the world is able to start looking beyond COVID in summer 2021, new methods to meet climate change targets and social agendas will be key.

2. Where do you feel you fall short when it comes to marketing & PR?

Summary:
Responses to our survey indicated that many decision makers felt that it was primarily the SEO and market research aspects of their PR and marketing strategies that fell short. Increased market research allows decision makers to fine tune their SEO and increase quality traffic to their websites.

It is also notable that many responses showed an interest in furthering their podcast and new media offerings, which is unsurprising as now 12% of the UK population listen to podcasts weekly.

Tips from our findings:
– Learn more about your customer: Increase market research to learn more about what your customer needs. This will help dictate content messages and your marketing narrative. The Boston Consulting Group recently stated the most successful organisations during the pandemic have been those who have been customer focused.
– Knowledge is power: Use this increased knowledge to update your campaigns and website SEO in line with what customers are looking for. Plan campaigns that can include new media such as podcasts.

3. If you were to invest in three areas of your marketing & PR what would it be?

Summary:
Our survey found that decision makers are most likely to invest in social media, website improvement and SEO.

In the current technological climate, social media is one of the primary ways brands build presence and communicate key messaging effectively. Furthermore, social media platforms breakdown the barriers between provider and consumer. This allows for a more nuanced and immediate understanding of which campaigns are effective.

Tips from our findings:
– Use social media for purpose-led content: brands need to use social media to cut through online noise. Content now needs to focus on how it maintains brand awareness and attention.
– Make web improvements: Integrate your website into your marketing and PR plans – ensure your website has relevant data collecting feeds. Data from cookies and Google analytics can feed into marketing and content campaigns.
– Quality content generates traffic: The better the quality of content on your website, the more likely you’ll increase online bounce rates and session duration. Share ideas and information that will directly benefit your audiences.

Read more from the results of the survey here. 

A Leader Like Me

PR Interview: Advita Patel, A Leader Like Me and CommsRebel

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‘I remember proudly calling myself a comms chameleon and telling people how I can adapt my personality to make others feel comfortable. When I think about it now, I feel sad that I felt like I couldn’t bring my whole self to work,’ says CommsRebel’s Advita Patel who, with Inner Strength Communication Inc’s Priya Bates, created A Leader Like Me to support and mentor other womxn working their way up in the PR and comms industry.

While long-overdue work on improving representation within the public relations and communications sector has been a major focus of 2020, data on diversity shows there is much to be done to welcome and uplift womxn from a variety of backgrounds into the profession. Being able to find professionals who look like you is a good start, believes Advita, who shares why initiatives like A Leader Like Me are so vital.

Advita Patel

How did you and Priya Bates originally connect?

I found Priya on LinkedIn after I read a blog she wrote for IABC and I connected with her. I was thrilled that there was a woman, who worked in the same industry as me and looked like me as sadly it’s still a bit rare to see a South Asian woman working within Internal Communications.

What sparked the idea for A Leader Like Me?
It was after I had a conversation with Priya. I asked her to be my mentor after I launched my own communications consultancy CommsRebel in January 2020. In our first conversation, Priya asked me to talk through my career journey and why I wanted to work for myself. It was during this conversation that we both connected over our shared experience.

I spoke about the years I refused to acknowledge that I was different from the majority of people that I worked with. How I genuinely thought that if I refuse to engage in the fact that I was an Asian woman then no one else will notice. I remember proudly calling myself a comms chameleon and telling people how I can adapt my personality to make others feel comfortable. When I think about it now I feel sad that I felt like I couldn’t bring my whole self to work and that I had to hide parts of my identity – mainly due to fear of being treated differently.

Priya recognised some of this in her experience and we realised that if we had someone who looked like us in a leadership role, around the board table, speaking at industry events, etc. then maybe we wouldn’t have felt the need to adapt our personalities and shrink ourselves to makes others comfortable. It was at this point A Leader Like Me was created.

Priya Bates and Advita Patel

What are the main aims of the community?
Being a minority in a majority workplace can be very lonely. You often don’t want to overstep your mark as you’ll fear that you’re ‘rocking the boat’ and or you’ll convince yourself that ‘you’re lucky’ to have the role that you do, so you stay quiet. You’re being told that you have to work harder to achieve more and prove your worth. You struggle to get the opportunities, and when you do achieve success, you may face resentment from others because they think it was a tick-box exercise, so you work even harder to prove them wrong. It’s a vicious cycle.

Our A Leader Like Community helps to create empowerment, build confidence and give hope. The community encourages our members to step up, step out and find their voice. We want them to believe in their self-worth, recognise their achievement and understand that they are capable of whatever they want to achieve.

Priya and I thought carefully of the modules we wanted to create and the value they will bring to our members. We wanted to give them the tools and techniques to hold courageous conversations, to understand their values and purpose. To get them to think deeper about their leadership skills and how they can negotiate more effectively in the future; the type of skills that are often overlooked in traditional leadership programmes.

Can you tell us about Flight and Nest?
Flight is a 12-week skills and strategy programme, where we meet every week for 45 minutes to discuss core topics. We’ve splits the modules under four key themes which align with the programme values: Build a nest, Nurture growth, Spread your wings and Take flight. We cover topics such as imposter syndrome, personal brand, leadership, productivity, negotiation skills, values, purpose, finance, etc.

The Nest is our community and collaboration space for members. We wanted to create a safe space where people could gather and learn monthly from inspiring experts and from one another. In The Nest, we see many of our Flight programme members continue to network and learn along with new members who may not necessarily need the intense 12-week programme yet still wanted to benefit from the community of like-minded womxn. In order for the womxn on the programme to get to build trust and connect with each other, we only open the doors to The Nest four times a year. This may change in the future but it’s working well so far.

How has the pandemic impacted the work of A Leader Like Me this year?
To be honest, we don’t know. Even though Priya and I started work on A Leader Like Me in January 2020, we actually launched right in the middle of the pandemic so this is the only world we know at the moment. We do think that the pandemic and everything that happened with Black Lives Matters has changed the way people look at inclusion, diversity and equity, which has probably created a greater need in the work that we are doing.

What projects do you have planned for 2021?
We’ve got some big plans for 2021. At the moment the programme is only available to womxn of colour but we are hoping to expand this to other underrepresented groups for 2021. We have our global Diversity in Action conference on 23 March, which is an opportunity for people to learn more about how they can be more inclusive in their workplace. We’re also going to launch our corporate bespoke 12-week programme to help support organizations who are struggling to move things forward in the IDE space.

How did you and Priya get started in PR and comms?

I completed a degree in IT and specialised in web development (I had big ambitions to be the female version of Bill Gates!) but when I graduated the dot.com crash happened and no one was hiring. And if they were, they were not hiring a northern-based Asian woman. After a particularly horrendous experience in my first job, I started to work for a university in an admin role. There, the marketing manager took me under her wing and convinced me to change my Masters in HR to Strategic Marketing. While completing my Masters part-time, I started to apply for marketing jobs and I was offered an opportunity as a marketing officer for a mentoring scheme for the NHS. It turned out that job was more internal communications than marketing and the rest, as they say, is history.

Priya Bates

Priya had a science degree and followed it with a PR Certificate programme at a local college. The first 12 years of her career were in the high-tech industry working in telecoms, distribution and high-tech during the tech boom and bust. It started a career of working with organisations going through transformational change. She eventually led Internal Communication for Canada’s largest public sector employer, Loblaw Companies Limited, before launching her agency, Inner Strength Communication Inc.

How important are mentorship programmes for helping people in their careers?
It’s critical. If I didn’t have mentors or coaches throughout my career, I’m not sure what I would have ended up doing. The idea behind A Leader Like Me is to have a safe space where you can learn from others as well as have time to think about your progression, and what areas you need to develop further. Having someone who is unbiased and has your best interests at heart is important so you can truly explore what you need to succeed.

Did you have mentors/people you looked up to?
Oh, for sure – without these mentors I’d never would have found my voice or confidence to do what I do today. Like I said, it can be lonely being the only woman in a room, then add on the fact you might be South Asian, Asian, Black or an Indigenous woman.

You start questioning your qualifications, your ability and whether you’re worthy of being there. You’re sometimes disregarded or ignored so you have to push yourself to be heard. These mentors gave me the ability to keep pushing and to not let anyone tell me I wasn’t good enough to be there.

I fought hard (and still do) to have my voice heard. It’s exhausting and sometimes you just want to stick to your lane and not raise your head above the parapet. But my mentors never allowed me to do that, they never allowed me to feel inadequate or unworthy – and for that I’ll always be thankful.

Increased diversity in the PR and comms industry is long overdue – have you noticed greater accountability/change during your time in the industry?
To be totally honest, not really. There’s no doubt there are pockets of great work taking place but we still have a way to go before we see a greater change across the industry. People say they want to see change and are keen to learn more, but we need more people to take accountability.

We don’t need another statistical report to tell us what’s wrong – we need tangible actions that will start to make a difference. This slow-paced change is one of the reasons Priya and I decided to host our Diversity in PR conference back in October and why we’re going to host a Diversity in Action conference in March 2021. We want folks to hear first-hand from people who have experienced discrimination of some sort, whether that’s due to race, sexuality, gender, age, ability, etc. When people hear these stories, it seems to resonate more as they can hear exactly the impact some situations have had on individuals. When more stories are shared, it will drive some more change to take place – I hope, anyway.

Registration for cohort two, which starts in January, is now open and more information can be found at www.aleaderlikeme.com. 

PRCA PR and Communications Census

PRCA releases its 2020 PR and Communications Census

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Results from the PRCA’s annual PR and Communications Census show a snapshot of an industry with much to do to protect the mental health of practitioners, close the gender pay gap and become racially equitable – issues that have either stagnated or worsened during the economic struggles of the COVID-19 pandemic.

The 2020 Census, sponsored and undertaken by Norstat, brings together data from March and October and is based on responses from 1,251 public relations practitioners across the UK.

The impact of the global coronavirus pandemic has taken a toll on PR professionals at both home and at work, according to the results. 34% of respondents having suffered from or been diagnosed with mental ill health, and work/life balance has taken a hit since March, with 44% of respondents admitting to sending emails and making calls outside of work hours.

While data gathered in March predicted another year of growth for the industry, with a workforce of 97,300 before the pandemic and a contribution of £15.7bn to the economy, 34% of survey respondents now report organisational redundancies. A widening of the gender pay gap is also a worrying statistic from the report – the 14% gap in 2019 rose to 15% in March 2020. October’s data suggests a further rise to 21%, which, even with the proviso that a larger number of senior respondents took part in the later survey, is startling for a year where equality has been a major discussion across the globe.

On the work being done to welcome more ethnic diversity into the PR industry across all levels, the data shows slow progress. 10% of 2019’s PR workforce identified as Black and ethnically diverse, while 2020’s percentage has risen a miniscule amount, to 12%. Practitioners from these backgrounds are also mainly in junior roles. 88% of managing directors identify as White British, while 54% of account executives identify that way. Class inequality also continues to be a problem – the percentage (21%) of PRs who attended fee-paying schools is three times the national average (7%).

Of the results, PRCA REEB chair Barbara Phillips said: ‘We know we are better than these latest statistics. We are the ones who convince and cajole our client’s customers and audiences to engage with products and services because they identify with a narrative. What narrative do these latest stats tell? Currently the PR and communications narrative in regard to ethnic diversity is one that urgently needs rewriting.

‘We already have a great deal of qualitative information and these latest numbers are shocking. Let’s refresh our industry’s reputation among diverse groups and make the changes that welcomes everyone to an industry that, if you stay, can offer the most amazing experiences.’

PRCA director general Francis Ingham sees an opportunity for change: ‘For too long, our industry has recruited and promoted in its own image. There is no place for unethical cultures that tolerate inequality; next year will see the launch of our new diversity module within the CMS designed to raise standards across the industry. Our industry must do better – empathy and ethics must form the heart of our industry’s recovery from the pandemic.’

Read the full results from the PRCA PR and Communications Census here.

Connecting with OIs winners

6 more tips for connecting with 2020’s Online Influence Awards winners

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The Online Influence Awards 2020 celebrated the best in influence across multiple mediums, taking in blogging, vlogging, Instagramming and campaigning – here are six more tips for working with the best of the best.

1) Best Disruptor and Best UK Influencer – winner Sian Conway, Ethical Hour
‘It’s great to build relationships with PRs that really understand our core values and how we work. We don’t do sponsored content so we’re keen to hear from PRs that think outside the box about how their brands can be represented. Anyone who’s interested in building long-term collaborations, rather than short-term content campaigns. The best thing to do is reach out to our team via email with some initial information about the brands they’re representing and their ethical/sustainable credentials, so we can start a conversation from there.’

2) Best Newcomer – winner Stuart Wilson, Plantastic Mr Fox
‘I am always looking to work with brands and PRs on my account. I think it’s a great way to network, especially during these hard times where people feel lonely and small businesses are suffering. I have worked with quite a few small businesses this year to help expand their audience and, at the same time, expand my ever-growing online friendships.

‘I am more than happy for PRs to reach out via my page or email. I’m always interested in doing something new and different in terms of engaging content so am adaptable to exciting ideas from PRs.’

3) Best LGBTQ+ – winners Sion & Ben, The Globetrotter Guys
‘We love working with brands and PR companies that have the right intentions when it comes to the LGBTQ+ market. We really appreciate it when brands and PR companies either understand or take the time to ask questions about the LGBTQ+ community.’
‘We are always happy to talk so for any PR companies that would like to work with us just drop us an email and we can arrange a chat. We like to get to know the brands and the PR companies we work with as having a good relationship is really important to us. When it comes to content, we like to get creative so are always keen for people to bring ideas to us as well as us sharing our own ideas.’

4) Best Current Affairs – winner Stuart Thomson
‘I’m always happy to listen to ideas but I like coming up with the content and doing the writing myself. Maybe that says something about the level of control I want! So, whether that’s white papers, podcasts, webinars or training, I develop the content. I am never going to simply put my name on something.’

5) Best PR & Comms – winner Ronke Lawal
‘Spend time following me on social media and reading my blog to get to know my style.’

6) Best PR & Comms – highly commended Darren Caveney, comms2point0
‘After 25-years in the industry, I’m very clear on the values and ethos which are important to me – this includes always trying to do the right thing for the right reason, rather than trying to just make a quick buck.

‘I’m open to new collaborations if the products and services are of genuine value to the comms community. And I love a new project and initiative – I love to create new things which can support the industry and the people in it so if you think we have some aligned ambitions and values, then shout me.’

Maria Nedeva The Money Principle

Influencer Insight: Maria Nedeva, The Money Principle

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Blogger Maria Nedeva from The Money Principle has been sharing insight on staying financially healthy since March 2011. Much has changed in the consumer financial world since the blog’s launch, but some things stay the same – read on for how Maria aims to educate and entertain while helping her readers keep healthy finances.

How did you get started with blogging about personal finance?
For most of my life, and I’m in my mid-50s, I ignored money. I should have expected therefore to get in financial trouble. Indeed, in late 2009 we realised that our consumer debt (excluding mortgage) had reached £100,000.

Did I panic? You bet I did. But once I dealt with the panic, despondency and anxiety that hit, I focused on our money. I learned, I experimented and I came up with different and novel ideas about how to make money, how to optimise our spending and how to make our money work for us.

It was a pity not to share with others in our situation. This is how The Money Principle was born in March 2011. Since then I have made it my creed to help as many people as I can reach to solve their money troubles and achieve ‘financial health’.

What’s your favourite thing to post about and why?
This is a good question and very hard for me to answer. You see, my ultimate aim has always been to reach ‘financial health’ – the way I see it, this is much more important, and sustainable, than merely aiming to build wealth. Hence, paying off debt is not a destination, but a stop on the way.

Put simply, I write about paying off debt, making money, investing and money management and I love all of it. There are times when some topics dominate, and that depends on what fascinates me and excites my curiosity at the time. I write posts that educate and entertain (or, this is what I believe).

How did you change your approach and content during lockdown?
I found that my writing shifted to ‘surviving’ rather than ‘thriving’. Also, counter intuitively for a personal finance blog, the message I aimed to get out is that the coronavirus pandemic is not the time to worry about debt – there is time enough, I hope, to be concerned with matters of money when we are sure we have survived.

(On a personal note, I made an effort to get my financial affairs in order, just in case. Things like, made lists of investment accounts with instructions for how to access them for our sons.)

Later on, during lockdown, I started writing about debt again (partially because I am working on a book on how to pay off debt fast and live debt-free).

What do you think the longer-term impacts of the pandemic and lockdown will be on people’s ability to save?
Initially things may look up – people already found that they have more money left at the end of the month because they don’t spend much on entertainment, clothes, etc. I believe, that after that initial advantage, it is likely that the growing un- and under-employment will start biting and the wealth inequality will increase.

Which is not good for the economy, and for our societies generally. It also means that most people won’t be able to save because they will hardly be making enough money to sustain a frugal lifestyle.

Still, it is very difficult to say anything with a level of conviction – there are so many variables that are exceedingly murky at the moment.

Which of your posts would you direct people who are struggling financially to first?
A good one. You know that there is a difference between the posts I think people should read and the ones they choose to read, right?

Instead of falling into the trap of recommending my favourites rather than what my readers find most useful at present, I checked my Google Analytics. Here are the four most read blog posts on The Money Principle in the last five months:

This is What to do When You Have no Money at All
52 Practical Frugal Living Tips You Can Implement Immediately, Save Money, Cut Waste and Still Have Fun
15 Ideas on How to Make £1000 a Month (enough to pay your monthly bills)
Nutmeg Review – is Nutmeg investing a good match for you?

This order lets me believe that in these troubled and uncertain times, most people are looking to get respite from a desperate money situation, slash their spending, increase their earning and invest for the long run. These may be different people, but the sequence looks intuitively appropriate.

What’s the best/worst thing you’ve ever spent money on?
I have to say that in the long run, the best has always been my education. (Okay, this was my father’s money, but my education was his best ever investment.) More recently, I bought a 27-inch iMac and it is an excellent purchase.

What is the worst thing on which I spent money? A Smart-for-Two car about which I later joked that it came from insecurity – I’m so intellectually insecure that my car had to say ‘smart’ on it. More seriously, this thing was useless – couldn’t take my son to his cello lesson for lack of space, cornered like an arthritic old lady and danced from side to side on the motorway. My worse purchase ever.

How do you collaborate with brands, and which kind of brands do you really like working with?
I collaborate with brands in one of the following ways: a) Write about them and publish on The Money Principle; b) Publish guest posts on The Money Principle; c) Very occasionally carry banners; or d) Speak on their events or host workshops for them. My preferred options are a and d.

I love working with online wealth managers, investing platforms and money management apps.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
I prefer email; an open and honest email that doesn’t try to misrepresent the collaboration. When we agree on the type of collaboration, I accept only well written and presented posts that benefit my readers. Yes, I’m very strict with this one.

Which blogs do you regularly check out (whether finance-related or not)?
Naturally, I do check out the sites of other personal finance bloggers in the UK and the US – you know that blogging is a team sport, right? These are too many to mention but just like to say that I see this a key condition for running a successful blog – you must be part of a network and your only way to become better is to support your blogging colleagues to become better.

I also regularly read This is Money and The Motley Fool. (Although all news is so bleak that this may be doing me more harm than good.)

Reach-the-right-influencers-with-the-Vuelio-media-database

Ronke Lawal

PR Interview: Ronke Lawal

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This year’s Online Influence Award winner in the PR & Comms category was Ronke Lawal, who impressed the judging panel with her coverage of important issues, even attracting audiences outside the sector.

Ronke shares what fuels her passion for blogging about PR and communications and her plans for continuing the great work in 2021…

How does it feel to win your category this year?
Absolutely over the moon and unexpected as the category was full of some great contenders. It was the much-needed spark I needed to end 2020.

What started your passion for your subject?
Working PR, I realised that often we speak to each other but we don’t engage external audiences. For me, that means consumers (since the majority of my work is lifestyle and consumer PR) so I am passionate about making people understand the impact of PR in their lives and bringing it to life for wider audiences.

How has the pandemic impacted your work?
I’ve had an increase in work so I have been blessed this year.

What do you love most about blogging?
Not being restricted by any specific guidelines; it’s my blog so I can write what I want, when I want.

How do you like to work with brands and PRs?
Because I am in the industry, I pretty much like working with creative brands. I get sent gifts once in a while based on what a brand has observed me enjoying from my social media activity. I’m happy to share them on my social media, as long as I don’t get pressured.

What plans do you have for 2021?
Rest – I need a break. To continue working at this pace in a pandemic is not something I am advocating for. I’ll definitely take more breaks, even if they’re all at home.

How do you collaborate with brands and which kind of brands do you really like working with?
I’ve done some podcast guestings and panel hosting, which I enjoy – it would be great to do more of this.

For fellow PRs looking to work with you, how would you prefer they approach you and with what kind of content?
They have to spend time following me on social media and reading my blog to get to know my style.

Which other influencers/podcasters do you follow/enjoy?
The people I follow on Twitter are my favourite “influencers” – they amplify utterly fascinating perspectives.

Which other media do you always make time for?
Netflix!!!! Netflix and Netflix. I read a good range of online publications, too.

Topshop SNO Flourish Management

Creating a winning influencer campaign: Flourish Management x Topshop SNO

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The award for Best Influence Campaign at the Online Influence Awards 2020 went to Flourish Management for the team’s work on the Topshop SNO campaign. Working with influencers to showcase the collection, Flourish aimed for authenticity with imagery of the ski wear in use.

Flourish Management’s managing director Aundrea Worsley shares the work that went into the campaign, the challenges her team faced this year and her highlights of 2020.

Congratulations! How did it feel to win in your category?
Thank you so much! We were so thrilled to win Best Influence Campaign for our successful 2019 Topshop SNO campaign. We’ve worked so hard building up this business and it was great to get this recognition in particular during such a tricky year!

What was the original brief for the campaign?
The original brief was to drive online traffic using influencers to promote their new SNO collection. We came up with a really creative, engaging and authentic way of using products on a beautiful Chamonix influencer trip where influencers were able to showcase their outfits in a genuine way.

What most excited you and your team about it?
Topshop had never contracted an external agency to fulfill a brief such as this, so we were excited to be the agency that could take it on!

What do you love most about working on campaigns like this one?
Working with amazing influencers with top brands, creating beautiful imagery in idyllic surroundings, and driving sales!

How important are influencers for campaigns like this?
Influencers are incredibly important for campaigns like these, it’s genuine content that customers can view, engage with and feel as though they’re getting authentic ‘peer-reviewed’ information. Influencers have spent years perfecting their image and their craft and building up a loyal following of people who love what they wear/post/do, so using influencers for a campaign like this is fantastic to drive revenue and awareness.

What have been the main challenges for your team this year?
Not being able to travel or host events. A huge part of what we do as a business is hosting influencer events locally and abroad and this has been a truly difficult time for us. However, being a small business has enabled us to be reactive and nimble to our approach to service offerings which have helped us carry through the year!

What have been your highlights of 2020?
1. Winning this award!
2. Huge wins for our talent roster of influencers
3. A strong, ambitious, driven and motivated team who have banded together when times were looking tough!

The Comprehensive Spending Review 2020 – Vuelio Webinar

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With public debt levels soaring and billions to be paid as a result of nationwide lockdowns and job support schemes – how will the Comprehensive Spending Review affect you?

Watch our webinar to hear Navendu Mishra, MP for Stockport; Ben Greenstone, founder and director at Taso Advisory; Faye Greaves, Head of Policy, Practice and Development at the Centre for Homelessness Impact and Sophie Robinson, External Affairs Officer at the Institute of Development Studies discuss what the Spending Review tells us about the Government’s intentions in 2021 and how it will affect policy engagement activities in the coming months.

You will learn:

• How previous spending commitments such as investment in infrastructure and International Aid are affected
• How the Comprehensive Spending Review will affect policy development
• Who the most important stakeholders for engagement are

Watch the webinar by filling out the form below.

Online Events

8 tips for moving your event online

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Online events and awards ceremonies are the ‘in’ thing this year… mainly due to the fact that we’re all inside socially distancing instead of sipping prosecco and schmoozing. Digital events are hardly a hardship, however – they give opportunities to connect with peers you won’t have seen since March (or longer) and are easy to attend, as long as you have a reliable internet connection.

If you haven’t had a go at your own online event yet and are considering it as an option, here are eight tips to help you, AKA: lessons we learned this year while planning, preparing and presenting our own Online Influence Awards fully online for the first time ever (it went very well – catch up on pics from the big night here).

1) Decide on your purpose
Is your event educational, celebratory or a much-anticipated industry flagship type shindig? Your format will come together quite naturally when you’ve figured out this first part. For example, we wanted the Online Influence Awards 2020 to be a celebration and a ‘coming together’ for people in the influencer space, so made sure each winner would have acceptance speech time to talk about their year with the audience. Does your purpose require lots of different speakers? Or graphics? Does it need to be formal, or more relaxed? Your purpose can inform the format.

2) Do you need special guests?
You might want expert voices from the industry chipping in during the night, or a little glamour from an affordable celebrity speaker who’s willing to introduce segments or award categories – there are various ways you can book a speaker or celeb to either join you as a host or supply a short congratulations video.

3) Decide on the right hosting platform
For the OIs, we used Zoom, but there are many other platforms – some you might have already used for digital family dinners over the weekend, or long-distance drinks with friends. With Zoom, there’s the option to host it as a giant call – but it comes with the risk of having to remind people to mute every few minutes (which might make your special event feel like a regular work meeting). Some other options are Airmeet (which was used by both COVIDComms and CommsHero this year) and Hopin – try things out and see what works for you.

4) Get an A-Team together
For your digital event to work, you’re going to need a team. If you have a problem while introducing a guest, if no one else is around to help, and if you can’t find the right button to switch to the next slide… you won’t be able to do it all yourself (and the A-Team is not available for hire). Make use of the colleagues/associates in your network who’ll have the skills you need and give everyone an assigned job. You’ll need someone on social media, another answering questions on the night, somebody to deal with behind-the-scenes technical issues, maybe a script writer and at least one person who isn’t too shy in front of a camera.

5) Put your assets in place
With your team in place, you’ll also need assets – an outline with timings, maybe a detailed script, clear imagery, a deck of slides, plans for things potentially going wrong. Assets might also include the right clothes, makeup and hair for the big night – top half: definitely. Lower half: completely optional.

6) Keep to virtual meeting rules…
Depending on the workings of the platform you’re using, you’ll need to set down ground rules for the team presenting and pulling it together, as well as guests and the audience, too. Does everyone need to be muted at certain times, or off video? Will there be children or pets that need to be bribed with treats/Disney+ to stay quiet for a few hours? For these issues, do the same as with a work video call, or one with friends that don’t have a lot of patience for loud background noise/participants walking away from the camera to let the cat out mid-convo.

7) … but also remember that people are forgiving
Unlike a glitzy or super-serious industry do at a classy venue, digital doesn’t have to be completely polished. The audience will be accepting of technical issues, because everyone has mistakenly been on mute when it was their time to speak, or have maybe left something embarrassing in view during a video call. For a digital event, you’ll be in the audience’s homes; it’s much more informal because of this, even if everyone is wearing tiaras.

8) Interact with your audience and have fun!
Just because everyone is connected from afar, it doesn’t mean the event has to be a simple presenters talk/viewers listen interaction – encourage engagement on social media with competitions and Q&As before, during and after the event. Relax and have a good time with people you might be missing right now… and make the most of being able to hold up your cat to the camera if there’s time, because when else will you get the opportunity to have that kind of fun at an industry event?

FuturePRoof Five

#FuturePRoof Five covers the impact of COVID-19 on NHS comms

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The fifth #FuturePRoof book launches today, Friday 27 November, and takes the impact of the COVID-19 pandemic on NHS communications as its focus.

Documenting the extreme challenges facing NHS comms professionals this year as a result of the coronavirus are 16 essays telling the story of digital transformations and internal communications. Contributors to #FuturePRoof Five: The impact of COVID-19 on NHS comms include Chris Hopson, John Underwood, Bill Nichols, Adam Brimelow, Daniel Reynolds, Victoria Macdonald, Cassie Zachariou, Amanda Nash, Caroline Latta, Claire Riley, Kirk Millis-Ward, Liz Davies, Mark Flannagan, Paul Dunn, Sarah Rose, Michael Carden, Ross Wigham, Lisa Ward, Adam Shepphard and Ranjeet Kaile.

FuturePRoof Five copy

‘Every NHS communicator working alongside frontline staff, engaging with patients, liasing with the media and working with the Government is a hero,’ said #FuturePRoof founder and editor Sarah Waddington of the latest book’s featured sector.

‘I’m massively grateful to all the amazing contributors in this book who somehow, in the midst of a global pandemic, found the time to write and capture an important stage in the history and evolution of the NHS.’

CIPR President-Elect Mandy Pearce believes the book is a tribute to the important work that has happened this year: ‘The collection of essays from some of the top NHS communicators shows just how well our profession has risen to the challenge of COVID-19. It provides lessons with high applicability for the rest of the public sector and the industry as a whole.’

A chapter of #FuturePRoof Five: The impact of COVID-19 on NHS comms will be shared each day on the FuturePRoof blog and shared on Twitter @weareproofed. The book can also be purchased via Blurb and on Kindle.

As part of Sarah Waddington’s mission to improve social mobility in PR by making best practice more accessible, all design, production and marketing costs for #FuturePRoof are paid by Astute.Work.

Uju Asika Babes About Town

Influencer Insight: Uju Asika, Babes About Town

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While you and your babes might not be able to get out and about in town, Babes About Town London lifestyle blogger Uju Asika can help with ideas for what to do about the house (Big Fish Little Fish kitchen-based dance parties, anyone?).

Uju shares how she’s had to switch things up during both lockdowns this year, what her favourite things about London are and what she’s most looking forward to doing with her own children when the world opens back up again.

How did you get started with blogging about life in London?
I started blogging about London life after I had my two boys. As a new mum, I had wondered about what I could still do around town with a babe in tow. So, I decided to launch Babes About Town, curating cool ideas and experiences for parents in London and beyond. The goal was always to create ‘parent-friendly’ content, so rather than just focusing on baby groups, etc. I made a point of sharing restaurants, theatre, gigs, festivals and other activities that were fun for grownups, too.

Uju Asika

What’s your favourite thing to post about and why?
I’m an arts and culture nut and that was my background as a journalist before blogging. I love posting theatre reviews and film reviews and I enjoy roping my boys in to write their own reviews. They’re both seasoned critics now! We are a foodie family so I’m also a big fan of restaurant reviews, especially if it’s something I haven’t tried or even heard of before.

How did you change your approach and content during lockdown?
For the first lockdown, I made a temporary (and unofficial) ‘rebrand’ to Babes About The House, so I could cover more family activities at home. I spent more time researching what was actually open in London and where people could take their children out safely in this environment. Luckily, there was a ton of really cool stuff happening online, like Big Fish Little Fish kitchen raves for all the family. I’m always dancing in my kitchen anyway, so it gave me a perfect excuse!

Quick recommendations for things for Londoners to do during the pandemic?
Museums! Many of the museums were the first venues to reopen safely and you can have a really enjoyable, socially-distanced visit. Plus, most of them are better without crowds. If you prefer being outdoors, you could head to your nearest park or visit one of London’s many markets when everything is open again. I haven’t been yet but the new Chiswick Flower Market looks very inviting.

What makes London the best city in the world?
The people and the culture. It’s that mix of multicultural backgrounds, flavours and influences that makes London so vibrant. In the book Bringing Up Race: How to Raise a Kind Child in a Prejudiced World, I wrote a chapter inspired by raising kids in London. I talk about the challenges and dangers but also the joys of bringing up my boys in the coolest city on the planet.

What’s the most fun you’ve ever had in London?
That is a difficult question because I’ve had a LOT of fun in London. I mean, I started clubbing in town when I was just 13 (don’t tell the kids). I think the most fun times now are seeing my kids discover the magic of the city. I love stumbling across free events, like years ago in central London where there was a massive free circus festival in the streets. I’ll never forget the look of wonder on my boys’ faces.

What are you most looking forward to doing when the world opens back up again?
Sitting in a darkened theatre or cinema and not having a panic attack if somebody clears their throat.

How do you collaborate with brands, and which kind of brands do you really like working with?
I am very picky about collaborations and I prefer to work with brands whose ethos resonates with my content and audience. I’ve done everything from sponsored posts and social, to brand ambassadorships or branded video content. The more creative I’m allowed to be, the better.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
They can get in touch via my Contact page on the blog, but please read my FAQs first. I am open to ideas but as stated earlier, I’m selective because I only do a handful of blog collaborations.

Which blogs do you regularly check out?
My homegirls Honest Mum, Your DIY Family, Fitness 4 Mamas and Mummy’s Little Monkey. For London blogs, I enjoy I Want You to Know and London On the Inside. And for travel, Oneika The Traveller is simply gorgeous.

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Top Influencers 2020

Top Influencers of 2020

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Get to know this year’s winners of the Online Influence Awards, who joined us for an online ceremony from their living rooms across the UK in bow ties, ball gowns and pyjamas for what we wanted to be our most accessible awards yet.

If you missed the big night on Friday 20 November, read on to find out more about the winners and what makes them so influential among their audiences, peers and, not least, this year’s Online Influence Awards judging panel.

Best influencers by sector

London Theatre Reviews

Arts & Entertainment – London Theatre Reviews
As the coronavirus pandemic has hit the arts industry hard, London Theatre Reviews has been hard at work supporting the theatre industry. This year’s Online Influence Awards judging panel loved the broad range of contributors writing for the blog, which shows a long-term commitment to making the arts accessible for everyone.

makeupbytammi

Beauty – makeupbytammi
For the best in beauty, the judges awarded makeupbytammi, loving the authenticity of her content (both in and out of makeup). A true expert in the field, Tammi has grown her brand to the point of having her own palette.

Stuart Thomson

Current Affairs – Stuart Thomson
When it comes to current affairs, Stuart Thomson was the pick in a crowded category for quality content. With his clear and concise style, Stuart keeps things practical and political-party-neutral, equipping his audience with the information they need on what’s happening around the world.

styleidealist

Fashion – styleidealist
Ideal in the judge’s eyes for fashion was styleidealist founder Karina, who shares engaging and accessible content readers are quick to relate to – with tips that are achievable for all and, very importantly, affordable, too.

Becky Excell

Food & Drink – Becky Excell
What turned out to be the most tempting morsel in this category was Becky Excell’s blog for the gluten and dairy free community (and others who just want something tasty, regardless of ingredients). What made our judges’ mouths water in particular was Becky’s focus and drive to build her own niche in the food and drinks sector.

Keep it simpElle

Health & Fitness – Keep it simpElle
Making fitness accessible for everyone is Elle at Keep it simpElle, who impressed the judges with her light-hearted tone and humour in a time where health can be serious business. Authenticity runs through every post from Elle, who even shares pictures of workouts from her living room (something we can all relate to this year, we’re sure).

Sophie Robinson

Interior Design – Sophie Robinson
For interiors, Sophie Robinson has taken her content outside of the box – sharing ideas across her blog, her podcast with Online Influence Awards Hall of Famer Kate Watson-Smyth from Mad About the House and her inspirational Instagram. What drew the judge’s eye for this year’s best in Interior Design – Sophie’s love of colour and her encouragement of bold design.

The Globetrotter Guys

LGBTQ+ – The Globetrotter Guys
The judges didn’t have to look far to find fantastic LGBTQ+ creators this year – The Globetrotter Guys have been keeping things positive despite the pandemic’s impact on the travel industry and share practical information on travelling when LGBTQ+.

Little Green Shed

Lifestyle – Little Green Shed
Little Green Shed’s Lou was our judges pick for the best in lifestyle influence, having ten years of experience of sharing consistently engaging content. Her clean style and dedication to her followers are particular pluses.

manversusbaby

Parenting – manversusbaby
Matt Coyne started manversusbaby as a Facebook post and is now a bestselling author and internet favourite – the judges’ verdict declared him ‘hilarious’, ‘funny’ and ‘provocative’.

Ronke Lawal

PR & Comms – Ronke Lawal
A public relations-focused platform that also attracts an audience outside of its sector is a special thing indeed, so Ronke Lawal was our judges pick for the winner in the PR & Comms category. Her focus on black-owned businesses and giving previously overlooked people a voice has been a real highlight of this year.

Brogan Abroad

Travel & Leisure – Brogan Abroad
Sustainable travel is what Teresa at Brogan Abroad is all about, and her passion for shopping locally and supporting smaller local businesses impressed our judges (as did her detailed awards entry).

Ethical Hour

Disruptor – Ethical Hour
And disrupting things in the best possible way is Ethical Hour, who beat out others in the hardest category being judged this year. Sharing how to live sustainably with clear advice and actions, Sian is helping her audience lead more ethical lives.

Plantastic Mr Fox

Newcomer – Plantastic Mr Fox
Stuart, also known as the Plantastic Mr Fox, planted himself on social media not that long ago and has already grown himself a healthy crop of followers looking for help with parenting their plants. The judges loved his name, creativity and tips.

Best in UK influence

Best Influence Campaign – Flourish Management – Topshop SNO
Soon able to flourish their award for Best Influence Campaign (which will be in the post shortly) is the team at Flourish Management who worked on the Topshop SNO project. The results of the campaign were impressive, as were the images shared by influencers working on it with them.

Best Cause-Led Influence Campaign – Zero Waste Scotland – Scotland is Stunning – Let’s Keep It That Way
Cross-party recognition (including the First Minister) was achieved by Zero Waste Scotland with its Scotland is Stunning – Let’s Keep It That Way campaign. With stunning imagery and a carefully-executed plan, the campaign also featured influencers including TikTok’s littlestchicken (no small feat).

Best UK Influencer – Ethical Hour
Sian at Ethical Hour also picked up (virtually, anyway) the award for Best UK Influencer, with content committed to a cause important for everyone.

Caroline Hirons

Hall of Fame – Caroline Hirons
The ‘most powerful woman in beauty’ joined the Online Influence Awards’ Hall of Fame this year, which is bound to please her global audience of self-described ‘Skincare Freaks’ – yes, we’re talking about Caroline Hirons, whose influence is undeniable. In a year where self-care became so important, Caroline’s recommendations have been closely followed by her fans, with products she likes selling-out across the world and her book Skincare shooting to the top of the charts. Thank you for helping to keep our skin clear and healthy, Caroline – and thank you to all of our winners for your creativity this year.

In-Focus: Autumn MP Activity

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Which MP has tabled more than twice the number of questions in Parliament than any other? Which region has the most active MPs on Twitter? How much did Marcus Rashford impact politics?

Vuelio’s latest In Focus report with Pulsar examines MP activity and the main themes in Parliament and on social media from 1 September to 27 October 2020.

The report includes demographic analysis alongside topics including Covid-19, Brexit, climate change, the impact of Marcus Rashford and Andy Burnham.

Download the report below.

Sian Gaskell CubanEight

PR Interview: Sian Gaskell, managing director at CubanEight

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CubanEight was founded back in 2009 when the big technology trends included an abundance of apps, book lovers switching over to e-readers and the rise of smartphones. As we increasingly rely on all things digital in 2020, CubanEight was recently recognised by Forrester as one of the top channel-focused firms in the world.

Managing director Sian Gaskell shares how lockdown sparked innovation, the importance of nurturing new talent and the resilience of the tech PR and comms sector.

What are you most proud of when it comes to CubanEight’s approach and aims?
I’m extremely proud of what we have achieved at CubanEight over the years. We are an agency that is committed to doing outstanding PR that makes a difference for our clients. We aren’t here to be the ‘yes’ people or for box ticking, but rather to strategically help businesses engage with their audiences and build their brands. Our approach has always been to develop and implement campaigns that really deliver on business objectives – whether that’s reaching new markets, attracting funding or selling more. I’m also immensely proud of the team at CubanEight; we have an incredibly talented, knowledgeable and expert team that are all on board with the agency’s vision.

Tell us a bit about your career so far and what led you to PR…
I’ve always been interested in technology and how it shapes how we live, work and play. My first taste of PR was as PR manager for Channel 4 Schools, then I really started to get immersed in the world of technology at various agencies and was a founding director at Hotwire for the first five years of its existence.

Having worked through the first dotcom boom and across the tech sectors since then, I have been involved in building globally recognised brands including TomTom, Zendeck, Outbrain and launching BlackBerry across Europe. I started CubanEight in 2009 and took my big agency experience and combined it with an agile and proactive approach of a boutique agency. Combining my knowledge for campaigns with my passion for tech, I knew from the start what clients were looking for with agencies.

You’ve worked in B2B, corporate and on global campaigns – what are the biggest challenges in each of these sectors?
In the world of B2B it’s about helping clients understand how valuable PR is when it comes to the buyer journey. The average B2B buyer reads 3-5 pieces of content before even contacting a vendor, so the results of a PR campaign can help to fill those gaps of knowledge. It is also about generating content that is going to resonate with the audiences you want to engage with and taking a customer-first approach. Start with understanding your customers’ pain points and then generating a campaign that speaks to those challenges. Also, be human: is good to remember that B2B buyers are still consumers.

When working with corporates one of the challenges can be their ability to be responsive and nimble. As a PR partner it is about establishing best way of working so that we can help the in-house comms teams deliver what they need – whether that is getting reactive comments signed off ASAP, or spending time with a CEO or spokesperson to understand what they want to say, so that we can be as self-sufficient when pitching or drafting up thought leadership.

Global campaigns require a lot of co-ordination and clearly communication is key. When you are working with multiple markets but want to ensure a synchronised approach, it’s critical that comms don’t get lost in translation. We always work closely with agency partners to find out what will and won’t work in their markets to ensure consistent results and impact. Also time zones can be interesting to manage when it comes to global news releases, so it’s about working collaboratively and finding solutions (which sometimes include slightly random embargo times).

How did lockdown change the way you work and how CubanEight serves its clients?
As an independent agency focused on technology, agility has always been an integral way of how we work. I’m not saying that it was business as usual, but we were able to quickly move to a remote working model as we were already set up to do that anyway. When the lockdown came, knowing that our team and technology enabled us to seamlessly keep delivering great work for clients with minimal disruption, was a positive in a trying time.

Responding to the changing needs of our clients’ business, we launched a new project offering – CubanEight Project +. This allows clients to outsource immediate needs to an expert, agile and responsive team that understands the pressures they are facing and can proactively deliver a solution. From copywriting to launch announcements, social media and strategic media relations, we have helped clients get the results they need in the short-term.

Do you think the PR industry can ever return to the way things were before the COVID-19 crisis?
Yes and no. I do think the way agencies operate will change for good. We were moving towards a virtual model before COVID-19, but the viability has been proved this year. We are all able to work remotely, and this is a good thing in terms of work life balance, and for client delivery and working as a team. We are recognising that we don’t need to be in the office every day 9- 5pm; this brings tremendous opportunity for building out the team – you don’t need to tick the box of location and can find the right people for the job regardless of where they are based. But also, we need to be mindful of working from home stresses and how we still foster team spirit and togetherness when we are apart. It’s a bit cliched for a communications agency to be saying so, but communication really is key.

At the core, good PR remains the same though – being that bridge between businesses and their audiences. The expert knowledge, understanding and methodology that existed before COVID will continue to be key and in fact communications has risen in importance during this time.

Which particular sectors do you see making the quickest recovery post-pandemic?
We have been fortunate that the technology sector has proved to be resilient – and has grown linked to the fact that it has been technology that has powered the working from home revolution that we are all a part of. E-commerce, customer experience tech and digital marketing are strong sectors – as more of us shop online and brands and retailers want to deliver ways to engage with us as customers. Those businesses that can get close to their customers and really understand their changing needs, are set to survive and thrive.

With so many journalists being furloughed, has contact with the media been harder over the last few months?
Like many businesses, journalists and publications had times where there are doing more with less. Many media outlets are grappling with team challenges – editorial teams have been scaled down, and many journalists are working in different locations and with different working patterns than usual. Journalists you could always count on may not have been as readily available or, if they are, their priorities may have changed.

Good news is still cutting it as a sign of positivity. We have worked on several UK market launches for clients from Denmark, Germany and the US, as well as pushing out news of tech innovations that are fit for purpose right now.

What we are finding is working well is content that is providing real value and insight. Many media outlets still want expert voices and comment from business leaders that share advice and best practice. And the same goes for data – one of our clients has been sharing their e-commerce data and trends weekly during these past months and has really helped to build their brand familiarity.

Different titles have folded, but at the same time others are being reinvented to meet the needs of this changed world that we are now living in. And others are holding on in there but changing how they accept content – some in badly hit sectors like retail have started to charge for inclusion.

The PR industry has a diversity problem – what can agencies do to create diverse teams and promote people from a variety of backgrounds into higher roles?
There has been an increased level of awareness of the issues of diversity in the industry recently but more work needs to be done across the board to tackle the problem. It’s important that we collectively work to continue to highlight and showcase a diverse range of people at all levels. A diverse range of people mean a greater range of voices, ideas and approaches, rather than an echo chamber.

As an agency you want to create an environment for people to succeed regardless of race, gender or ethnicity. It is also about promoting PR as a career at school age and widening that appeal across the board so that we have a diverse mix of people entering the industry. I do think and hope that a move toward flexible working may help some people at early stages of their careers, as the industry will not be so location specific and focused around traditionally expensive places to live. However, on the flip side of this, I think that supporting, mentoring and nurturing new talent is key, and this is something that we will collectively need to figure out as an industry as we build teams that are dispersed rather than centralised.

What have you enjoyed most about your career and what advice would you give to those considering working in the PR industry?
I am passionate about technology and love helping tell good stories, building narratives about how technology impacts and can empower the way we are living our daily lives or running our businesses. I love the innovation within the tech sector as well as the opportunities I have to work with amazing entrepreneurs and founders of businesses.

In terms of advice, learn your craft; read, listen, watch the media; become immersed in what you are doing but don’t forget the bigger picture and the trends that are impacting consumers and businesses. PR as a career can give you so many opportunities – collaborating with amazing clients, journalists and influencers; creative thinking; positive impact on how businesses are perceived; working across borders, and you also get to meet so many interesting and varied people along the way. Go for it!

Connecting with award winners

3 tips for connecting with 2020’s Online Influence Awards winners

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Friday’s Online Influence Awards brought together the best of bloggers, vloggers, instagram campaigns, celeb Cameos and more. Here are three quick bits of advice for getting in touch with the best of the best when it comes to UK Food & Drink, Health & Fitness and Interior Design influencers…

1) Best Food & Drink Blogger – Becky Excell
‘I love collaborating with brands and using their products directly in my recipes – often it’ll help me to come up with new and exciting bakes that I’d never have even considered otherwise.

‘PRs can happily just contact me via the contact form on my website, which will land straight in my inbox.

‘The one caveat I have is that the product has to be gluten-free. I do get emails asking me to collab, then I find out that the product isn’t even gluten-free!
‘I’m passionate about food photography, but I love creating recipe tutorial videos over on my YouTube channel, too. So, either works for me!’

Read more from Becky Excell in our Blogger Spotlight.

2. Best Health & Fitness Blogger – Elle Linton, Keep it simpElle
‘I’ve found longer term collaborations to be much more enjoyable and real. After everything that has gone on in 2020, I’m even more careful about the brands I collaborate with – I’ve always taken a stand for diversity and that won’t change. If I work with a brand, I want to see that they are walking the walk.

‘Email is definitely the best option for getting in touch. And of course, I would expect the PR has done their homework and know enough about me to know if I’m a good fit for the brand. Content wise, I’m open to ideas. I, personally, enjoy creating content on my blog as it has more longevity, but I understand that social media is very popular right now. At the end of the day, I do like to create my own adventures and if a brand wants to come along for the journey, that’s a bonus.’

Read more from Elle Linton in our Blogger Spotlight on Keep it simpElle.

3. Best Interior Design Blogger: Sophie Robinson
‘Be really clear on your campaign objectives and pick a blogger who is in line with those brand ideals. I’ll never forget a PR asking if I’d like to be the face of a new trendy kitchen range they were launching. I said, ‘Sure send me over the images of the kitchen’. Well, it was grey. I thought… don’t you know who I am!’

Read more from Sophie Robinson in this Blogger Spotlight.

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Online Influence Awards 2020

Online Influence Awards 2020: The Winners

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The winners of the Online Influence Awards 2020 were revealed tonight (Friday 20 November) in a virtual event celebrating talent across influencer marketing, blogging, vlogging, podcasting, Instagramming and communications.

We are delighted to reveal 2020’s winners in full:

Best influencers by sector
Arts & Entertainment – London Theatre Reviews
Beauty – makeupbytammi
Current Affairs – Stuart Thomson
Fashion – styleidealist (highly commended – Permanent Style)
Food & Drink – Becky Excell
Health & Fitness – Keep it simpElle
Interior Design – Sophie Robinson (highly commended – Lisa Dawson)
LGBTQ+ – The Globetrotter Guys
Lifestyle – Little Green Shed
Parenting – manversusbaby
PR & Comms – Ronke Lawal (highly commended – comms2point0)
Travel & Leisure – Brogan Abroad
Disruptor – Ethical Hour (highly commended – Maddie Moate)
Newcomer – Plantastic Mr Fox

Best in UK influence
Best Influence Campaign – Flourish Management – Topshop SNO (highly commended – The Lewis Foundation)
Best Cause-Led Influence Campaign – Zero Waste Scotland – Scotland is Stunning – Let’s Keep It That Way

Best UK Influencer
Ethical Hour

Hall of Fame
Caroline Hirons

Thank you to the thousands of entries in this year’s awards – 3,149 nominations in total! – as well as all the guests who joined us this evening.

And a huge congratulations to all of the winners – thank you for helping us all get through such a difficult year so far, and for making Friday such a special night.

We’re starting work on 2021 already – fingers crossed we’ll see everyone in person then!

UK Black Comms Network event: One Step Forward Two Steps Black

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Last night’s UK Black Comms Network One Step Forward Two Steps Black event revealed new research finding that almost half (48%) of Black professionals have never received an internal promotion.

Moderated by the network’s head of PR Addy Frederick, the panel discussing the research and what it means for the communications industry included Opinium Research’s Susan Bello, Black Woman in HR’s Adesse Okojie, Birchwood Knight’s Seri Davies and COLDR’s Kamiqua Pearce, founder and CEO of the UK Black Comms Network.

‘We saw lots of companies speak out against racism this year, relating to the murder of George Floyd,’ said Seri Davies when talking about the work that still needs to be done for PR and comms to be inclusive. ‘Now the lights and cameras are away, what are you doing in your organisation to create an inclusive environment for everyone? A workplace where people feel safe to bring themselves and their opinions to work?’

In the first research of its kind for the PR industry, the report gathered data as well as one-to-one interviews with professionals working across the UK, across a mix of age groups and seniority levels, both agency and in-house level.

Key figures include:
– 73% of communication professionals of Black heritage have received written or verbal praise
– 72% of communication professionals of Black heritage have not received a bonus
– 75% of communication professionals of Black heritage have not received a pay rise
– 79%of communication professionals of Black heritage have not received a promotion

‘I haven’t been promoted in five years despite receiving continuous verbal praise for my contributions,’ answers one survey respondent. ‘I am also every aware of who in the team has been promoted or who has roles created for them. None of them look like me.’

For what senior management, HR and recruitment teams need to do to break down their barriers keeping Black PR and comms professionals from promotion and leadership roles, organisations need to go further than tokenistic ‘Hiring Black’ and make real changes to company culture, believes Kamiqua Pearce.

‘We all talk to each other; the Black community within PR is very small. We know what’s going on. You’ve got to be humble, honest and open. People are much more confident to ask what is in place.’

Seri saw the problems beginning right at the start of the hiring process: ‘Recent PRCA research shows less than 1% in the industry are Black – that in itself is a barrier. There’s likely to only be one Black person on shortlists. Sometimes feedback from interviewers can be ‘this person was too nice’ or ‘they lacked gravitas’ – a feeling that Black people can’t hold senior roles because they don’t look like people within the business, or their stakeholders.’

‘What needs to be transparent are those active measures that are being taken,’ added Adesse Okojie. ‘We need that change now, we need those black faces and voices at the table.’

Founded in July of this year, the UK Black Comms Network is now open for membership, with a mission to increase the number and seniority of PR professionals of African or Caribbean heritage in the UK PR and communications industry and the ambition of providing a space for professionals to make change in the industry. But with all the advice for fellow practitioners from the panel on pushing forward, the onus also remains on the industry and its existing power hierarchies to make change.

‘This has been an interesting year,’ said Kamiqua. ‘More people are aware that racism is a thing that happens. It’s not going to be solved by hiring a chief of diversity. You might have created a culture you think is great, but someone could join and suddenly it’s not a good place for Black people again. It needs to be baked into your overall inclusion plan so the commitment is year-round’.

‘We united in our challenges this year,’ said Addy Frederick of the UK Black Comms Network’s foundation. ‘There is an opportunity here to be united in more positive things, so that more of us are here, and more of us stay in this industry’.

The UK Black Comms Network is now officially open for membership – find out more here on the website.

Online-Influence-Awards-judging

What are the Online Influence Awards judges looking for this year?

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With changes to the nomination and shortlisting processes for this year’s super-safe, socially-distanced and all-virtual Online Influence Awards, the judging process also needed a reshuffle…

As we head towards awards night, this Friday 20 November, 17.00 – 19.00, the judging panel have looked through the shortlist and carefully selected winners across the 17 influencer and campaign categories. While we can’t reveal the winners quite yet, we caught up with a few of our judges to hear more about what they were looking for this year.

Bringing together a mix of experience across social media, PR, comms and journalism, this year’s judges are former winners Jo Middleton (Slummy Single Mummy) and Marcel Klebba (MK), the PRCA’s Koray Camgoz, CIPR’s Cat Morgan as well as Vuelio’s own in-house Influencer Expert, Holly Hodges.

For this celebration of bloggers, vloggers, writers and comms professionals, Vuelio wanted to include more of the influence industry than ever before. As with every industry, the influence and communications sector has faced its own unique challenges and this has, naturally, impacted content and approach.

‘The opinions we share now differ from the pre-pandemic world, but I think this makes the blogosphere richer in the breadth of thought and insight,’ believes Marcel Klebba, who won the best PR, media & communications blog by Vuelio in 2017 and featured in Vuelio’s top 10 PR blogs in 2017, 2018 and 2019.

‘Lockdowns mean we will see new writers and content creators who are exploring their skills. For those who have been doing it for a while, this might mean they now have more time to work on their craft and experiment with the form.’

Multi-award winning parenting and lifestyle blogger Jo Middleton has been particularly impressed by the tenacity of those working through such a difficult time for creativity: ‘2020 has definitely been a tricky year in the blogging sphere – not just in terms of work but generally in managing self-employment alongside the stress and anxiety of such an unprecedented situation.

‘I have masses of admiration for all the bloggers who have maintained a positive and proactive attitude towards work and who have gone the extra mile this year to engage with audiences and continue to create interesting and entertaining content.’

And in such a difficult year, what were the Online Influence Awards judges looking for when it came to the best in each category?

‘Creativity and interesting opinions,’ said Marcel. ‘It’s hard to stand out in the blogosphere. But it’s not impossible to find your niche and thrive in it. With that in mind, I was also excited to see how content creators are adjusting their distribution channels to the current climate and whether the interaction with their audience has changed.’

‘I’m looking for a few different things from nominees this year,’ said Jo. ‘Essentially, I want that magic mix of content that’s informative and engaging, but that also has an authenticity and, perhaps, even a vulnerability to it. For me, a successful blog is one that manages to retain the personal touch – one that enables readers to feel a genuine connection with the writer.’

Authenticity and genuine audience connection is also important to Holly Hodges, who has been involved with judging the awards since their inception.

‘I’ve been working closely with the influencer industry as it’s gone from strength to strength and am amazed at all the creativity that’s continued through 2020,’ said Holly.

‘I wish we could award everyone, to be honest, as the entrants this year have been fantastic. I’m glad we can get together (even virtually) to celebrate all the great things that people have managed to make happen this year.’

Register to attend the virtual Online Influence Awards this Friday 20 November here.

Kate on Conservation

Influencer Insight: Kate on Conservation

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The blogger behind Kate on Conservation began as a campaigner and educator determined to highlight issues not yet receiving mainstream media coverage and encourage others to take an interest in protecting wild flora and fauna.

Providing green news and conservation information to her readers, Kate believes no issue is too big or small when it comes to empowering the public with knowledge – read on for what Kate thought of popular lockdown watch Tiger King as well as three small changes you can make to be more mindful of the world around you.

How did you originally get started with writing about conservation and wildlife?
I started my blog as part of my ‘Web Publishing’ unit during my Journalism degree. The topic or ‘angle’ of wildlife conservation came easy to me as it’s my strongest interest and passion. It was also so heavily rooted in the news and politics of the day, making it perfect for the brief. All these years later, I still look for the news angles in my posts – though I tell stories from a more personal perspective, too.

What’s your favourite thing to post about?
I love to write about the inspiring work of others. The conservation world is absolutely full of amazing people and everyday small successes. It can be easy to be overwhelmed by the large scale destruction of the environment, and the huge species loss we’re hearing about regularly, but it’s worth remembering there are millions of people all over the world doing incredible work on the ground every single day. I love to interview conservationists, storytellers and sometimes even celebrities to gain all manner of perspectives.

How have you had to change your approach during the COVID-19 pandemic?
Obviously, it’s not been possible to interview people in person, so I’ve been on the phone a lot more, and sometimes Zoom. I actually prefer phone calls for interviews, as I think people are a lot more at ease when they can be in comfort – wearing their pyjamas or not having to worry about how their hair looks, etc. A lot of what I’ve been doing has been the same, though; I spend a lot of time on emails and social media, and I was working from home before the pandemic, anyhow.

I suppose the type of content I’m writing has adapted somewhat, as I’ve had to be reactive to what COVID-19 means to the natural world and wildlife conservation and how wildlife organisations are reacting to it. Such as the call for a One Health approach to Wildlife Trade Laws, the End Wildlife Crime initiative to introduce an International Agreement that would help prevent further pandemics and the Global Nature Recovery Investment Initiative.

What are some of the environmental stories/issues happening at the moment that you’d wish more people knew about?
Something I wrote about recently is that burning trees for electricity is actually no better for the climate than burning coal. This has led to calls for an end to biomass burning subsidies, with organisations instead asking for those billions of pounds to be re-directed to fill a ‘critical funding gap’ for other renewable energy solutions like wind and solar. A recent infographic from Cut Carbon Not Forests contrasts the area of forest the Government pledges to plant with trees as part of its ‘Nature for Climate’ fund with the area of forest that will need to be cut down over the same period to supply the UK’s massive demand for wood to burn as fuel for electricity.

I would also love to spread the word about the controversies surrounding the UK’s badger cull. And the positive news of the return of Britain’s largest and most endangered spider; the Great Fox-Spider, rediscovered in the UK after more than 25 years.

For those who are trying to be more mindful about conservation, what are three small changes you would recommend people start with?
1. Feed the birds in your garden, or in the local park if you don’t have a garden. That simple regular contact with nature can show the importance of caring for other creatures and have huge positive impacts on our own mental health.

2. Look after the pollinators; sowing bee-friendly plants, avoiding the use of pesticides, helping out grounded or trapped bees in the Spring/Summer with a little sugar water on a spoon… think of whatever space, garden or windowsill you have as a miniature nature reserve.

3. Try meatless Mondays, or one-week meat-free a month, and aim to build from there. I think by now we all know the impact of animal agriculture on the planet – making even small changes and reductions is a vital step in the right direction.

Do you think the popularity of Tiger King earlier this year has got the public thinking more about the protection of wildlife?
I hope that it inspired people to think more about the way animals are kept in captivity and the problems with roadside zoos, but I suspect that message was lost somewhat to the personalities and eccentricities present within the series. I’ve tried to bridge the gap in my readers’ minds so that they consider that Joe Exotic and his penchant for tigers is not as rare as you may think. An estimated 7,000 tigers could be living in captivity in the United States. Compare that with the roughly 3,900 wild tigers that exist on Earth and you can start to see there is a major problem. The picture is equally concerning in Europe.

Favourite wildlife documentarians/documentaries?
BBC’s Planet Earth and Planet Earth II, Discovery’s Racing Extinction and National Geographic’s Before The Flood. I also love Disneynature’s Elephant, narrated by Meghan Markle.

How do you collaborate with brands and which kind of brands do you really like working with?
I love to work with cruelty-free, vegan brands, wildlife charities and campaigns, and nature-loving/eco-friendly social enterprises. I often work with brands to write features on the blog (sponsored content written by me, or hosting guest posts), or to promote on social media, including Instagram and Facebook giveaways. I have a media pack available here.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
Via my email address. I also have a contact form on my blog site.

What other blogs do you check out regularly (whether conservation-related or not)?
I actually run an initiative called The Wildlife Blogger Crowd, where I bring wildlife bloggers together to share their work, collaborate and support other bloggers. I’m following lots of bloggers from here and keeping in regular contact through the database of wildlife storytellers I’m growing.

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PRCA COVID-19 Taskforce

Globally-crowdsourced comms lessons published by the PRCA COVID-19 Taskforce

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The PRCA’s Global COVID-19 Communications Taskforce has published its report ‘How to recover fast from the pandemic’ featuring crowdsourced insight from 75 industry leaders working across 23 countries.

Today’s virtual event at 1pm, Chaired by PRCA COVID-19 Taskforce Chair Tony Langham and featuring a panel representing four of the featured continents, will introduce the 85-page report’s key themes. Topics include the role of comms in creating a better world, the importance of comms counsel for businesses, the industry’s impact on people and culture as well as best practice for supporting organisations recovering from the pandemic.

‘I am absolutely thrilled this project has turned out so well. Reading contributions from 23 different countries, you’ll be struck by the spirit of positivity that runs through the report – so many of us want to be part of improving the world,’ said Lansons’ chief executive Tony Langham.

‘I found that I learned something from every contribution and I’m deeply grateful to all our colleagues around the world who’ve helped create this fitting legacy for the Taskforce.’

PRCA director general Francis Ingham believes the work of the taskforce embodies the worldwide collaboration happening across the industry throughout the pandemic: ‘This extensive new report is a powerful example of what PR professionals around the world can achieve when they come together to face a common challenge’.

Find out more about the PRCA Global COVID-19 Communications Taskforce report ‘How to recover fast from the pandemic’ on the website.