Paras PR podium

Winning comms: Who made the Paralympics PR podium?

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

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

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.

Labour plans for unemployment

New Government: What are Labour’s plans for unemployment?

Was getting unemployed people into employment a key priority for the Conservative Government? Attempts included the New Back to Work Plan, former Prime Minister Rishi Sunak’s promise to tackle what he called ‘sick-note culture’, and choices for the Spring Budget in 2023, with the announcement of a £7 billion Employment package. However, despite policy initiatives, unemployment levels in the UK continue to be high.

Why is the employment ‘epidemic’ a growing problem, despite such initiatives?

According to the Office for National Statistics (ONS), 4.4% of people were unemployed between February and April 2024, equivalent to 1.44m people. Issues many unemployed are up against – long-term sickness, mental health problems, and early retirement, or caring responsibilities, inabilitities to find and retain jobs due to labour market demands, or gaps in skills and experiences required.

The problem of unemployment is growing. In most of the public sectors, such as health, social care, education, and the police force, there is a shortage of staff. Meanwhile, the Confederation of British Industry found that 38% of businesses reported that labour shortages were holding back their ability to invest and grow.

A look back at Conservative Government actions on unemployment

The New Back to Work Plan included a promise to implement tougher benefit sanctions for those not actively looking for work, trial possible reforms for the fit note process to make it easier and quicker for people to get specialised work and health support, and the launching of the WorkWell service.

Additionally, in April 2024, former Prime Minister Sunak gave a speech at the Centre for Social Justice (CSJ) on eliminating ‘sick note culture’, claiming it as a ‘lifestyle choice’ for those capable of working. Sunak’s intention to strip away the power GPs had to give sick notes sparked outrage within the charity and welfare sector, with the British Psychological Society stating that ‘the Prime Minister is taking the approach of attempting to minimise the mental health challenges […] The government should be prepared to invest the proper funds into mental health services.’

Labour’s plans to tackle the unemployment issue

With a new Labour Government established, with a different vision and different priorities, what is being said in regard to the unemployment epidemic? During the Labour campaigning period, the party promised a major programme of reform to support more people into work and bring the benefits bill down. In their manifesto, Labour has made ambitious promises, including reforming employment support with a system underpinned by rights and responsibilities. Furthermore, they have also stressed the importance of bringing Jobcentre Plus and the National Careers Service together to provide a national jobs and careers service.

In addition, Labour has made promises to help those with illnesses and disability into work, as they are more likely to face discrimination and structural barriers. Labour has promised to devolve funding so local areas can shape a joined-up work, health, and skills offer for local people. Moreover, parallel to the Conservative Government, Labour also proposed a Back to Work Plan within their first week of being in office. They plan to create new national jobs and career services; develop new work, health, and skills plans for the economically inactive, led by Mayors and local areas; and to introduce a Youth Guarantee to create more opportunities for training, apprenticeships, or help to find work for all young people aged 18-21 years old.

This growing epidemic needs to be at the heart of the welfare agenda for the new Government, given the pressures it is putting on public sector workers. Whether the initiatives announced so far can bring down the number of unemployed people, we are yet to discover.

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.

Yara Silva

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

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

King's Speech 2024 overview

Employment Rights Bill: What’s next?

During the King’s Speech, an Employment Rights Bill was promised by the Labour Government. The Bill aims to deliver on policies set out in the Plan to Make Work Pay. Commitments in the plan include banning exploitative zero-hour contracts; ending fire and rehire; strengthening statutory sick pay; making parental leave, sick pay, and protection from unfair dismissal available from day one for all workers; and making flexible working the default from day one.

The Bill has not been introduced yet, but Labour have promised to introduce it within 100 days of entering Government. Ahead of that, this week, the Deputy Prime Minister Angela Rayner and Business Secretary Jonathan Reynolds convened a meeting with trade unions and business leaders to discuss the plans.

Looking at the attendance list, it appears that Ministers have tried to balance the competing interests of unions and businesses. Attendees included the Trades Union Congress, Unite, UNISON, Unite, and the GMB, along with business groups such as the CBI, the British Chambers of Commerce, the Federation of Small Businesses, and the Institute of Directors.

Trade unions welcomed the proposed changes, viewing them as a chance to improve pay and job security. The TUC General Secretary Paul Nowak welcomed the meeting as ‘an important chance for unions and businesses to discuss the shared gains that the government’s reforms will bring’.

However, business groups were more cautious and asked the Government not to rush without consultation on the specifics of the Bill. FSB’s Tina McKenzie, said she hopes they will ‘soon start a proper, meaningful and constructive engagement process as it moves from campaigning into practical policy making’. She also hopes ‘the Government starts to demonstrate it is prepared to try and reduce harm to employment, small business, and the economy from any and every negative impact of these proposals’. Similarly, CBI’s and IoD’s representatives also said further consultation would be crucial.

Finding a balance between competing interests will be a challenge for Labour to tackle in the next few months. According to a Government press release, ‘trade union and business representatives will be invited to continue engagement on the Plan to Make Work Pay via similar meetings, as well as share vital insights via the upcoming consultations’.

All of the proposals represent a considerable departure from current practices, and officials will have to think carefully about the detail, what exceptions may apply, how the reforms will work in practice, and how they will be implemented.

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.

PR winners at the Paris Olympics

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

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.

Equalities Outlook

New Government: Outlook for equalities

In attempts to highlight its importance, Labour dedicated two pages of its manifesto to equalities in a section entitled ‘Respect and opportunity for all’. Here, they promised to ‘ensure [that] no matter whatever your background, you can thrive’. The King’s Speech proceeded to mention two bills relating to equalities; the Draft Equality (Race and Disability) Bill and the Draft Conversion Practices Bill.

The Draft Equality Bill aims to enshrine in law the full right to equal pay for disabled people and ethnic minorities. It will also introduce mandatory ethnicity and disability pay reporting for employers with over 250 employees. With the Draft Conversion Practices Bill, Labour have committed to extending the scope of the conversion therapy ban introduced by the last Government to make it trans-inclusive. The bill will work to introduce new criminal offences to target acts of conversion which are not covered by existing legislation.

The details of this have been quite vague so far – presumably because this issue remains controversial, and the party divided on transgender rights. Labour have said the ban would not extend to ‘legitimate psychological support, treatment, or non-directive counselling’, but it remains to be seen exactly how the Government plans on defining conversion therapy in the draft legislation.

Both of these bills build on promises that were laid out in the Labour manifesto, but there are areas in which the new Government has failed to deliver yet. One criticism being faced by the party is that despite having had Vicky Foxcroft as the Shadow Minister for Disabled People, Labour did not reserve this role for their new Government, instead splitting the remit into various departments. As such, Sir Stephen Timms was made Minister of State for Social Security and Disability in DWP and Stephen Kinnock is now Minister of State for Care (with responsibilities for overseeing disabilities and SEND) in DHSC. This also comes after Foxcroft publicly criticised the former government for not appointing a Minister to this role.

Fazilet Hadi, Head of Policy at Disability Rights UK, said that this approach ‘is problematic on so many levels’. Further to this, Hadi said that simply adding equality briefs to ministers who already have major operational duties signals that tackling inequality for those with protected characteristics is not central to Labour’s vision of a changed society.

Similarly, Labour has also failed, so far, to deliver on its promise to create a Department solely dedicated to Women and Equalities. At the 2023 Labour Conference, former Shadow Secretary of State for Women and Equalities Anneliese Dodds said: ‘If Labour wins the next election, I will become the UK’s first ever Secretary of State for Women and Equalities, with a seat at the top table, dedicated to advocating for women in all their diversity in every Cabinet conversation.’

Having held this position for nearly three years, many were baffled by the secrecy and the delay of the announcement – only to find out this role was abolished and the remit was split between Dodds and Bridget Phillipson – who both, again, have other ministerial responsibilities. According to i News, a Downing Street spokesperson denied that the role had been downgraded, and additionally the Fawcett Society, a high-profile charity for women, praised Starmer for appointing not just one, but two Ministers to the role.

With summer recess to soon draw to a close, the resumption of Parliament in the autumn will come as the true test for Starmer and his cabinet. It is to be seen how the opposition party may confront the redrafted Equality Bill, or may criticise the Government’s overall approach to tackling the issue of equalities.

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.

Foreign policy

New Government: What’s on the agenda for international development?

When speaking prior to July 2024’s General Election, the then-Shadow Foreign Secretary David Lammy described Labour’s foreign policy as ‘progressive realism’ which ‘advocates using realist means to pursue progressive ends’. In practice, he said this would include being realistic about the threats that Russia and China pose to our national security, and to that of other countries.

This was reflected in the Labour manifesto as it said, on the topic of Ukraine, a Labour government would work with international partners to enable the seizure and repurposing of frozen Russian state assets to finance support for Ukraine. They also promised to back calls for a Special Tribunal for the Crime of Aggression against Putin, and to help Ukraine to become a member of NATO.

Lammy previously committed to visiting Ukraine within the first 100 days of a Labour Government, but this was not stated in the manifesto, nor has there been a mention of any plans of this. In Labour’s first few days in Government, however, Lammy visited Germany, Poland, and Sweden, emphasising the UK’s continued backing for Ukraine. Defence Secretary John Healey also headed to Odesa to meet with President Volodymyr Zelenskyy. After the meeting, Healey announced that the UK would provide a new package of support to Ukraine. At the NATO summit in Washington last month, Prime Minister Keir Starmer confirmed that the UK would commit to a military aid package for Ukraine which would deliver £3bn every year until at least 2030/31.

When it comes to international development, there were previously some suggestions that Labour would reinstate the Department for International Development (DfID), however, Lammy previously showed opposition to the idea and there was no mention of this in their manifesto. The British Foreign Policy Group said that, because of this, we can expect ‘a lot of continuity’ from the last government – also highlighting that there is little to suggest that Labour will accelerate the pace at which the UK returns to spending 0.7% of gross national income (GNI) on international development.

Labour committed in their manifesto that international development spending would return to 0.7% of GNI ‘as soon as the fiscal situation allows’. Just before Parliament rose for summer recess, Development Minister Anneliese Dodds reaffirmed this target in a written statement. The Center for Global Development said that this target is just one of the seven steps that were laid out by the former Shadow Minister for International Development Lisa Nandy, and the other six should remain priorities for the new Foreign Office- calling them ‘a sound basis for reform’.

Since the Government has been in recess, Dodds has continued Lammy’s globetrotting mission as Labour seek to be active on the international scene. Just this past week, she was in Jordan, where she announced a new UK aid package for Gaza. Dodds also announced £6m in funding to support UNICEF’s work in helping vulnerable families in Gaza. Additionally, following calls from the UNHCR, the Government announced that it is allocating £14m to support Syrian refugees living in the Zaatari refugee camp on Jordan’s border with Syria. The funding will be delivered in September, with £7m going to the UNHCR and another £7m to the World Food Programme.

Israel and Palestine has long been a challenging subject for Labour. The Labour manifesto said the party would continue to push for an immediate ceasefire, the release of all hostages, and the increase of aid into Gaza. Starmer’s Labour, unlike during Jeremy Corbyn’s leadership, did not commit themselves to recognising a Palestinian state on day one of their Government, but instead said it will recognise the Palestinian state as a contribution to a renewed peace process which results in a two-state solution.

Starmer may find that – with such a large majority – some incoming MPs will want Labour to take a more actively pro-Palestine approach, especially as concerns grow about the worsening humanitarian crisis. Such a shift, however, would strain the UK’s relations with key allies, as well as cause challenges to maintaining party unity on the issue – which is already proving difficult, as Starmer suspended seven Labour MPs on a separate issue.

Lammy also previously said that a Labour government would start talks on the creation of a new international contact group to coordinate with Western and Arab partners over Middle East peace, but there was no mention of this in the manifesto or since – but this may be something to look out for in the near future.

Despite conflict in the Middle East receiving mention during the King’s Speech, only one Bill led on by the Foreign Office was announced: the Commonwealth Parliamentary Association (CPA) and International Committee of the Red Cross (ICRC) (Status) Bill. It was initially a Private Members’ Bill during the 2023/24 parliamentary year, and essentially means that the UK Government can treat the CPA and the ICRC similar to international Organisations the UK is a member of.

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.

What journalists want from PRs in August 2024

Back-to-school essentials, Christmas gifts, and keeping cool: What the media are looking for in August

What will the media be covering in August? The news cycle may be ever-changing and unpredictable at times, but the ResponseSource Journalist Enquiry Service is a good indicator of what is popular.

From how to stay cool in a heatwave, to what to expect from the new Labour Government, below we look at what journalists were sending requests for in July and predict what their focus will be for this month.

Summer is starting to heat up

The UK is finally enjoying some good weather and as a result we saw a new keyword last month, with ‘heat’ featuring in just under 2% of all enquiries. Journalists were looking for ways people can stay cool in the heat, how to keep pets safe in the warmer weather, and how often to water the garden.

‘Summer’ stayed as the top keyword in July, with just under 6% of the total enquiries. This is a 20% increase compared to July 2023. ‘Gardening’ also remains very popular, appearing in 5% of requests. This is a 40% increase in comparison to last year.

Going forward? With the weather set to remain hot throughout August, there are likely to be more enquiries on how to cope with the heat. Have experts ready to provide comment and products for keeping cool, ready to review. Travel advice and holiday destinations will stay in demand throughout August too, so be prepared with experts and information.

What are UK journalists using the Journalist Enquiry Service for?

Back to school

Schools have only just broken up for the summer, but journalists are getting ahead with their articles and features. ‘School’ featured as a keyword in over 2% of last month’s requests, with around half specifically being about ‘back to school’.

This included enquiries for back to school essentials (new pencil cases and bags), the cost of school holiday childcare, and back to school lunch box recipes. The ‘Education’ category saw a 56% rise in the amount of requests between June and July as a result.

Going forward? Requests around ‘school’ and ‘university’ made up over 4% of enquiries in August 2023, and we would predict similar numbers this year. Review products are usually the most in demand, but there will likely be requests for education experts and teachers to provide comment, as well.

Which media sectors are using the Journalist Enquiry Service to connect with PRs?

 

Christmas in July

Despite the fact that Christmas is over four months away, we have already seen our first flurry of festive requests. ‘Christmas’ appeared in nearly 2.5% of enquiries from journalists to PRs throughout July.

As ever, journalists are looking to plan their Christmas features and product round-ups far in advance. Requests varied from travel packages for breaks over Christmas, to top new board games, and eco friendly/sustainable gifts.

Going forward? The number of Christmas requests will steadily increase over the next few months. In August 2023, 6% of enquiries featured the keyword. Journalists at Red magazine, House Beautiful, woman & home, and Good Housekeeping all sent requests in July, meaning lots of opportunities are likely to be featured in consumer magazines in the coming month.

Other opportunities for PRs in August and beyond

‘Christmas’ is likely to take over the Journalist Enquiry Service, alongside with ‘school’ and ‘summer’. But be ready with experts, statistics, and case studies on other subjects – at the end of the month, there is Notting Hill Carnival (25 August) and the summer bank holiday. Journalists will be looking for ways to celebrate the carnival and activities and days out for the bank holiday weekend, so have information ready for both occasions.

Festival season draws to a close with Reading and Leeds (21 – 25 August). Journalists often send enquiries for ‘festival essentials’, which means a good opportunity to get products featured in the media. The Food & Drink category should see more interest from journalists with National Prosecco Day (13 August), National Rum Day (16 August) and National Burger Day (29 August) all taking place this month. If you’re a PR who specialises in food and drink/FMCG, there is plenty of opportunity to get press coverage this month.

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.

What are the plans for rail?

New Government: What are the plans for rail?

The Passenger Railway Services (Public Ownership) Bill was the first introduced by the new Labour Government in Parliament. This Bill is meant to deliver on Labour’s manifesto commitment to reform the railways and bring them into public ownership when existing contracts with private sector operators end, or when operators fail to deliver. Just before summer recess, MPs voted 351 to 84 to give the Bill a second reading. The Bill will have its report stage and third reading on 3 September before moving on to the House of Lords.

Bringing the railways back into public ownership is just one of the Government’s plans. In fact, Rail Partners chief executive Andy Bagnall, said ‘Train companies agree that change is needed but it is disappointing to see Government legislating to ban the use of contracted train companies, without first setting out the detail of how its wider rail reform bill will deliver improvements for passengers and freight customers’.

In their manifesto, Labour pledged to establish Great British Railways (GBR), which would create a unified and simplified governance structure. This plan was confirmed during the King’s Speech, as the Government announced its intention to introduce a Railways Bill. However, the legislation to create GBR is likely to take time, so to offset this Labour will be setting up a ‘shadow GBR’ over the coming months, which will unite key industry bodies.

In its plan for rail, Labour also pledged it would set up a new passenger watchdog, the Passenger Standards Authority, which would have the power to require service improvement plans, inspect the performance of GBR, and assess its performance. The Railways Bill will also establish GBR’s role in ticketing reform and set out a statutory duty on GBR to promote rail freight.

The King’s Speech also confirmed the Government’s position on HS2, with no plans to revive Phase 2. The Government will be continuing to repurpose the High Speed Rail (Crewe to Manchester) Bill for ‘connecting regional centres in the north’.

However, there is still the unanswered question of Euston. Despite speculation that the future of the station hangs in the balance, Chancellor Rachel Reeves did not mention it in her list of spending cuts on Monday this week. However, in her speech, she did announce that the Restoring Your Railway fund has been canceled, which the Campaign for Better Transport is urging the Government to reconsider.

Following the Chancellor’s speech, the Secretary of State for Transport Louise Haigh confirmed she will commission an internal review of the department’s capital spend portfolio. The review will also make recommendations about current and future schemes. This review is expected to also support the development of the long-term strategy for transport, as Labour pledged to develop in their manifesto.

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.

One month on from the 2024 UK General Election

One month on from the 2024 UK General Election: What have we learned?

Written by Helen Stott and Michael Kane.

It was nearly a month ago that the United Kingdom voted to deliver Labour to their first electoral majority since 2005, leaving the Conservatives with a measly 121 seats.

The democratic repercussions of this result are potentially seismic, with Labour propelled to over 400 seats on a 33.7% share of the UK wide vote. Yet, research from the IPPR showed that only 52.4% of adults voted. The Conservatives and Labour – two parties who have come to dominate UK politics over the last 100 years – only received just over 55% of the vote share combined.

How have the parties responded to this? What have we learned one month on from the General Election?

Labour’s first few days: the formation of the Government

The day after Labour achieved its landslide victory, Starmer’s senior team will have been well aware of the need to hit the ground running. There was no time to waste on last minute reshuffles, so Starmer’s Government for the most part mirrors the makeup of his Shadow Cabinet when they were Opposition. There are a few notable exceptions, however. Starmer was forced to find alternatives when former Shadow Cabinet members Thangham Debbonaire and Jonathan Ashworth both lost their seats. More surprisingly, Emily Thornberry was snubbed for Attorney General after shadowing the role for over three years. Starmer instead appointed Lord Hermer, who has more extensive legal experience and, interestingly, was a key signatory of a letter which espoused that Israel must be guided by international law. This perhaps signals that Starmer has heard the concerns of voters who rejected Labour over its position on Israel, and is prepared to shift to a more critical stance.

Labour set their priorities and agenda

Later in the month, Labour used the King’s Speech to set out their immediate priorities for Government, launching a jam-packed legislative agenda, with almost 40 new Bills introduced. The speech focused on Labour’s economic growth mission, with measures announced to reform planning laws, renationalise railways, and create a new publicly-owned clean energy company in Great British Energy.

However, Starmer has faced his first rebellion, as seven Labour MPs broke the party whip to vote for an SNP tabled amendment calling to end the two-child benefit cap. There had been speculation that the Government would compromise on this due to external pressure, but instead Starmer responded by suspending the rebels – including former Shadow Chancellor John McDonnell. These strong arm tactics send a clear message to the new intake of MPs that Starmer expects absolute loyalty, but will his refusal to abolish this much derided policy backfire?

The Labour leadership have signalled that they would be open to ending the two-child limit in the future, but at the moment they are standing firm that public finances are not in the place for immediate action. Backbench MPs will be appeased by Starmer’s commitment to setting up a child poverty task force, but if this does not start delivering change soon, we may see more significant rebellions in future.

Throughout Labour’s first few weeks in Government, senior Cabinet members have had their own individual moments in the sun to help Labour set the policy and political agenda in their favour. On 11 July, Secretary of State for Health and Social Care Wes Streeting announced an investigation into the NHS, also resuming talks with junior doctors regarding industrial action.

Minister for Women and Equalities Bridget Phillipson continued this reset sentiment as she conducted a question and answer session on 16 July, noting that her priority was to ‘reset the relationship between the Department and the education sector.’ Phillipson also launched a curriculum and assessment review on 19 July. On 22 July, testament to its importance to Labour’s agenda, Starmer himself spoke on Labour’s plans to establish Skills England and reform the ‘broken’ skills system, which he argued had failed young people. A day later, and Secretary of State for Work and Pensions Liz Kendall reasserted the focus on employment and training as she unveiled the Government’s plans to tackle economic inactivity among young people.

In a similar vein, earlier this week, Chancellor Rachel Reeves gave a statement to the Commons, where she said public finances were in an even worse state than they had believed prior to the election. Reeves claims that Labour have inherited a ‘black hole’ of £22bn of unfunded spending promises, announcing the cancellation of various infrastructure projects committed to by the previous Government, and means testing the pensioners’ winter fuel payment in order to fill the gap. Part of the ‘black hole’ Reeves mentioned is from the cost of giving public sector workers a 5.5% pay rise – something which the previous Government avoided doing. Shadow Chancellor Jeremy Hunt strongly repudiated Reeves’ claims and accused her of ‘laying the ground for tax rises’.

Reeves has since confirmed tax rises will be announced as part of October’s Budget, although she reaffirmed that Labour would stick to its manifesto promise not to hike national insurance, VAT, or income tax. Whether tax hikes will be accompanied by further spending cuts remains to be seen.

Is Vaughan Gething’s resignation Keir Starmer’s first hiccup as Prime Minister?

With the drama of the General Election, attention had been pulled away from devolved politics. Then Vaughan Gething announced he will be stepping down as First Minister of Wales after just 78 days in office. Gething’s premiership was plagued by scandal from the very beginning, as he faced questions over his election campaign donations, and the sacking of ministers over leaked text conversations. This led Plaid Cymru to pull out of their cooperation agreement with Welsh Labour, and Gething was forced to resign after facing a no confidence vote and numerous cabinet resignations.

Cabinet Secretary for Health Eluned Morgan looks set to become the next First Minister, as she was elected unopposed as Welsh Labour’s first female leader. Writing for Labourlist, former Welsh Cabinet Minister Lee Waters said there needed to be ‘honest debate’ about the future of Welsh Labour, cautioning that it could go the same way as Scottish Labour in the 2010s. Waters also pointed out that while First Past the Post served Labour very well during the most recent Westminster elections, the Welsh Parliament will be moving to a new proportional system in 2026, which may leave Welsh Labour in trouble if their polling doesn’t go up.

For Starmer, this debacle over the Welsh leadership may draw an unwelcome comparison to former Prime Minister Tony Blair’s struggles with the devolved Governments upon the establishment of Holyrood and Senedd in the 1990s. Blair had famously struggled initially to get his preferred candidate as either Welsh or Scottish First Minister. Whether the Welsh Government proves to be a hiccup for Starmer is yet to be seen.

Conservative leadership race begins in a surprisingly low key fashion

Conservative leadership battles are often seismic in both their political significance and their domination of political debate. Testament to this: the ousting of Margaret Thatcher in 1990; John Major standing down, only recapture the leadership against John Redwood in 1995; and David Cameron’s ‘no notes’ victory against then favourite David Davis. Yet, the current leadership contest seems far removed from previous Conservative leadership battles. Perhaps this is a reflection of the Conservatives’ sidelined position against a Labour Government, who control the Commons so emphatically.

As we stand, the Conservatives will continue with ousted Prime Minister Rishi Sunak as the Leader of the Opposition (LOTO) until their new leader is elected on the 2 November. Nominations were formally declared earlier this week for Tom Tugendhat; Mel Stride; James Cleverly; Kemi Badenoch; Robert Jenrick; and Priti Patel (read more about the leadership candidates and their backgrounds here).

This should be a significant Conservative leadership race, with the winner required to guide the party through a potentially fragile five years, squeezed from the left (the Liberal Democrats) and the right (Reform UK). The Conservatives must also negotiate their identity in the face of a post-Brexit UK, as the party has not won an outright majority in the Commons since the 1992 General Election without a major electoral promise on Europe. While this observation may be unwelcome to some it signifies the wider identity crisis that the future leader must confront and address to unite the party and challenge Labour at the next election.

What to expect in the months ahead

As Parliament heads into recess, the Government will be looking to prepare as much as possible for what will inevitably be a packed Parliamentary schedule in Autumn. Parliament will return in September for a brief session before adjourning again for party conference season. We can expect the mood at the Labour party conference to be triumphant, although the leadership may also face pushback on the two-child benefit from a disgruntled membership.

Meanwhile, at the Conservative party conference, there will be a debate between the four remaining leadership candidates – a key moment in determining the future of the party.

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.

Interactive content to boost coverage

How the creation of interactive content can help you gain coverage

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.

King's Speech 2024 overview

Labour’s King’s Speech: an interventionist streak but more to come

Written by Michael Kane and Helen Stott. 

With the King’s Speech, Labour may have hoped to represent an emancipatory moment after almost a generation in what seemed to be perennial opposition. However, it was instead borne out of the political, economic, and democratic challenges that riddle the UK right now.

It’s 15 years since Labour’s last State Opening of Parliament, where Gordon Brown’s Government’s final legislative programme was influenced by external factors. Specifically, one key proposal focused on strengthening the governance of financial services amid the backdrop of increasing negative sentiment towards bankers and a global financial crisis. Prime Minister Keir Starmer’s first legislative programme may also be shaped, and perhaps constrained, by significant external factors.

Labour are facing what Chancellor Rachel Reeves has called the worst fiscal inheritance since 1945, with a ballooning tax burden and national debt, mixed in with struggling public services, alongside a wider feeling of political apathy. For instance, the 2024 British Social Attitudes revealed that 79% of participants were dissatisfied with the way the UK is governed. Meanwhile, University College London’s ‘Policy Lab’ report found 74% of the public now believe that Britain is rigged to serve the rich and influential.

This feeling arguably manifested in the 2024 General Election, with only 52% of adults in the UK voting, according to the Institute for Public Policy Research. Interestingly, this is the lowest figure since universal suffrage for those over 21 years old was granted in 1928. This is complemented by a sentiment of democratic deficit around Labour, with their 170 seat majority being propelled by a meagre 34% of the vote. To add to this, the election highlighted the relative fragility of Labour’s electoral coalition, with the Greens doing well in more cosmopolitan urban areas, and Reform UK finishing second in a significant number of Labour’s traditional ‘red wall’ heartlands.

In this sense, Starmer’s legislative programme comes at a time of immense challenges for the country where few actually believe political institutions can address them.

Economic growth and interventionism

Prior to the election, many would have been forgiven for tuning out of Labour’s economic message for how repetitive it was – the central tenet being that the UK must return to economic growth. It formed the first mission of Labour’s five: to make the UK the fastest growing economy in the G7. Only four days into Government, and Reeves reminded us that striving for economic growth would dictate HM’s Treasury activity. This focus on economic growth stems from two places – Labour’s repudiation of the UK’s economic stagnation under the previous government, and the practical necessity of funding their plans for public services, housing, and the impending net zero and digital transition. Chief Secretary to the Treasury Darren Jones admitted to Channel 4 that the only way to ‘find more money to spend on public services is by growing the economy’.

The pre-eminence of growth is also evident in King Charles’ remarks, which were composed by the Government. In an age of 24-hour news, most people’s exposure to the King’s Speech comes through brief coverage of the King’s remarks, rather than the Bills themselves. Therefore, it’s significant that King Charles opened his speech by detailing the Government’s mission to secure economic growth before detailing the means that Labour will employ to achieve this: 1) planning reform; 2) GB Energy; and 3) Skills England.

All three of these tenets arguably represent a shift to a more interventionist approach from Labour. Their proposals on planning reform would represent a sudden departure from the Conservatives’ inaction through the implementation of new compulsory purchase compensation rules and mandatory housing targets. Whether this proves to be morally contradictory with Labour’s desire to devolve decision making to local communities (the English Devolution Bill) remains to be seen.

Likewise, the legislation to create GB Energy clarified that it will not just serve as an investment vehicle but will ‘own, manage, and operate clean power projects’ – a radical shift, perhaps, from the implication by Cabinet Minister Pat McFadden that it may only serve as a funnel for private investment. Skills England is the proposal that ties these measures together. The new national skills body would develop a ‘national and local picture’ of skills shortages through working with the ‘Migration Advisory Committee, unions and the Industrial Strategy Council’. Such a proposal is a direct attempt to remedy skills gaps and labour shortages – as illustrated by the New Economics Foundation. These gaps, along with low productivity, impeded the prior Government’s pursuit of growth and limited its ability to address the housing crisis or the impending net zero transition.

These three proposals under the overarching vision of economic growth may indeed illustrate a more interventionist approach than initially suspected – however, only once the Government’s tax and spending plans are elucidated in the forthcoming Budget can this be confirmed.

Interventionism continued through the New Deal for Working People

Years winning the 2024 General Election, Labour had been clear that their plans for economic growth would go hand-in-hand with those to strengthen workers’ rights. The Government used the King’s Speech to introduce the Employment Rights Bill, which the party says will deliver on the policies set out in its New Deal for Working People. This includes requiring that employers accommodate flexible working ‘as far as reasonable’; banning zero hour contracts; ending ‘fire and rehire’ practices; removing ‘unnecessary restrictions’ on trade unions; and strengthening other employment rights, such as parental leave, sick pay, and protection from unfair dismissal. Alongside the Bill, Labour said that they will introduce a ‘genuine living wage’ and get rid of age bands for pay.

The last Government had somewhat adversarial relationships with the trade unions, and as Labour come into power we will see this relationship shift drastically. However, that doesn’t mean it will all be plain sailing. It is true that Labour has a structural link with the trade union movement going back to the party’s creation, and unions like Unite remain some of Labour’s biggest donors. However, Starmer and Reeves have repeatedly stressed that they want Labour to be the ‘natural party of business’, and under Starmer’s leadership the proportion of party funding received from companies and individuals has dwarfed the contribution of unions. Sharon Graham, who won the election to become General Secretary of Unite in 2021, has taken quite a pragmatic stance towards Starmer’s Labour party – she has not threatened dis-affiliation, but has been very clear that her unions’ continued financial support comes with strings attached. Prior to the General Election, she refused to give the union’s endorsement to Labour’s manifesto, and there has been protracted conflict between the Labour leadership and the unions over what some see as a watering down of the original commitments on workers’ rights.

The contents of the Bill announced during the King’s Speech last week will likely please the unions, but the legislation will have to go through debate in Parliament, and business will be lobbying to make sure the new regulations don’t impact their bottom line too much. Business leaders have already voiced their concern about some of the proposals. Earlier this year the President of the Confederation for British Industry said the UK needed to avoid a ‘European model’ of excessive regulation, warning of the ‘unintended consequences’ of Labour’s plans. The difficulties Labour will have in implementing this legislation are symptomatic of the fragile coalition they need to hold together should they survive another term in government.

What’s missing and what’s next?

While the King’s Speech proved to be a comprehensive legislative programme with over 35 Bills, it is equally important to pay attention to what was omitted. King Charles’ speech made reference to the Government’s intention to regulate AI and reform the apprenticeship levy, but there weren’t any Bills introduced on these topics. This indicates that they may be on the Government’s future legislative agenda, but are not an immediate priority.

Ending the VAT tax break for private schools was also mentioned, and this will likely be in the forthcoming budget. Meanwhile, legal migration and the two child benefit limit were not explicitly mentioned. This is interesting, considering how pervasive these issues have been and how they encapsulate some of the electoral challenges Labour face; from the left with the Greens and new intake of Independents, and from the right with Reform UK.

However, since the King’s Speech, there has been some mention of these issues, with Education Secretary Bridget Phillipson admitting on the morning of the 22 July that the Government would consider ending the two child benefit cap – a stance that Starmer later endorsed. On the same day, Starmer’s speech on plans to establish Skills England posited the reforms through the lens of migration, as he condemned the UK’s overreliance on foreign labour.

While the King’s Speech elucidates how Labour will begin to address the political, economic, and democratic challenges that riddle the UK right now, it is not a comprehensive guide to Labour’s plans. Further clarity will likely come in Labour’s forthcoming Budget and their plans to address the important issues yet to be tackled.

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.

Navigating the Green Claims Code blog

Are you following the Green Claims Code with your comms?

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’.

Ali Dunworth

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

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

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

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?

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

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.