The scandals of the General Election 2024

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

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

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

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

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

A disastrous D-Day for Sunak

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

Graph showing the spread of the D-Day scandal

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

Camilla Pearce X post

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

Byline Times X post

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

However, Starmer has not been immune from scandal…

Bad bets placed by politicians

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

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

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

How Gambling Gate has evolved over time

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

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

Channel 4 TikTok

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

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

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

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

Sunak and Starmer’s latest responses to the scandals

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

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

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

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

Are all bets off for the Conservatives at the 2024 General Election?

Are all bets off for the Conservatives? Analysis of the General Election conversation and coverage

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

Topics tackled by party leaders during their latest media appearances spanned LGBTQ+ rights, National Service, and the European Court, but one subject in particular has grasped the attention of potential voters…

We analysed the UK General Election 2024 conversation across online and print news, TV, radio, and podcasts as well as Threads, Facebook, blogs, and forums, from 17 June to this morning.

Trends in the General Election conversation by party

The topic that won’t go away for the Conservatives

Troubles for the Tories

Were the press and public focused on the leaders’ latest performances on radio and TV, as figures in the campaign might have hoped? The impact of broadcast appearances has instead been overshadowed by the Conservative gambling scandal.

Thursday 20 June was a bruising day for the party, with the news that two Conservative candidates are being investigated by the Gambling Commission for using inside information to bet on the date of the election. Rishi Sunak told the ‘Question Time’ leaders’ special audience that he was ‘incredibly angry’ to learn of allegations and said anyone found guilty would be ‘booted out’ of the party.

Despite these assertions, the narrative has shifted, which highlights the Tories’ difficulties in addressing internal crises proactively, leading to broader public awareness of the controversies.

This story is unlikely to go away from the public eye this week, as Labour’s National Campaign Coordinator Pat McFadden wrote to the Gambling Commission’s Chief Executive Andrew Rhodes on Sunday evening, calling for the commission to make ‘the widest possible information about how wide the circle spreads’ available.

Senior Conservatives also responded to the news, with the Home Secretary James Cleverly refusing to defend those who placed bets, insisting that it was a ‘small circle.’ Michael Gove, who is standing down at this election, compared the scandal to Partygate. This morning, Tobias Ellwood called for anyone who has broken the law to be removed from the party.

Poor performance from the Conservatives meant potentially good things for one other party in particular…

A boost for Reform UK

Amidst the Conservatives’ scandal, the growing dominance of Reform UK in polls has become a motif in both traditional media and social platforms. Reform UK’s impact on social media is led by their own proponents – going against the stereotype that its base is made up of tech-averse pensioners.

What do the polls say?

A poll from The Telegraph showed that 69% of over 50,000 readers thought Sunak came out on top of Thursday’s TV debate, with Starmer receiving only 17% of readers’ votes.

Despite this, several polls published on Thursday portended catastrophic results for the Conservatives, with a poll for The Telegraph predicting they could retain just 53 seats, and Sunak could become the first sitting Prime Minister in history to lose his seat.

One of the leading topics of conversation among Telegraph readers was the absence of Nigel Farage representing Reform at Thursday’s BBC Question Time, especially as a new poll suggests that voters would prefer him to a Conservative as the leader of the opposition to a future Labour Government. The BBC has since announced it will add another Question Time leaders’ special featuring representatives from Reform UK and the Green Party.

The impact of radio

The impact of radio on Conservative and Labour conversation

Despite the two LBC interviews and an episode of BBC’s Question Time, the highest radio impact was created by the aforementioned Conservative gambling scandal, which generated almost three times the volume of Labour in the General Election conversation.

The top radio shows with the highest engagement turned out to be LBC and The Times, with both generating a reach of 1.1 million and 703,000 on that day, respectively.

While social media drives the Labour conversation, it was radio that made an impact on Reform UK voters, who actively engaged in response to Starmer’s interview and his answers to a voter on LBC.

Social media peaked following Conservative leader Rishi Sunak’s interview with LBC. Poll results seem increasingly influential among Labour supporters, who are using them to bolster voter confidence and sway swing voters across Conservative, Reform, and Liberal Democrats.

Claire Tighe tweet

Is radio time a good investment for General Election hopefuls? With clips being shared on social media, use of the format drives engagement. But will the content of these clips impact voting on 4 July?

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

Retail Week event

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

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

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

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

What ESG stories do consumers want to know about?

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

Context on consumer habits – the bad…

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

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

Lisa Byfield-Green, Retail Week

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

‘Price and value still often trump values’.

…and the good

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

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

Put your best people forward

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

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

Stephen Eddie, Retail Week

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

The challenges, alongside the successes

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

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

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

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

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

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

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

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

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

What is Retail Week interested in sharing with its readers?

Unusual stories

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

First movers

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

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

Retailer team-ups

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

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

Contributions for sections outside of the news pages

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

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

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

 

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

Stormont

What does the reestablishment of Stormont mean for Northern Ireland’s future?

The prolonged period of uncertainty in Northern Irish politics may finally be coming to an end with the restoration of local governance. 

But what exactly does this mean for the future of politics in Northern Ireland, and what comes next? Read on for our overview of the reestablishment of Stormont.

What’s happened over the last few years?

The Brexit vote was the turning point which cast questions over Northern Ireland’s future position within the UK. The issue of Brexit became uniquely challenging for Northern Ireland. It remained inside the EU’s single market for goods (while the rest of the UK left) to allow for free-flowing trade between Northern Ireland and the Republic of Ireland.

Northern Ireland’s Brexit deal, however, was to see the introduction of trade barriers and an ‘Irish Sea Border’. In January 2019, when Theresa May’s Conservative Government was trying to get DUP support for the deal, it published ‘UK government commitments to Northern Ireland and its integral place in the United Kingdom’. The document promised that there would be ‘no divergence in the rules applied in Great Britain and Northern Ireland in areas covered by the protocol’. In other words, the whole of the UK would continue to align with whatever EU rules applied in Northern Ireland, thereby removing the need for what became known as the Brexit sea border.

This compromise was strongly opposed by Northern Ireland unionists (those who are loyal to the idea of ‘the United Kingdom’), with virtually none being happy with the fact Northern Ireland was being drawn closer to the EU. The Democratic Unionist Party (DUP) was opposed to this compromise so much that in February 2022, they abandoned the power-sharing agreement with the Irish republican party Sinn Féin.

Without one party, the power-sharing arrangement fell apart.

Developments over the last few months

In February 2023, Brussels made major concessions in replacing the original Northern Ireland protocol Brexit trading arrangements with the Windsor framework. The main features of the Framework were the creation of a new ‘green lane’, with very reduced checks and formalities for goods ‘not at risk’ of moving into the EU Single Market. It was thought at the time that easing the problems with the initial Brexit deal would end the boycott, but this didn’t happen.

In December, the UK Government offered Northern Ireland a £3.3bn financial package to aid the country’s ‘crumbling’ public services – with the condition that Stormont would be reestablished. Initially, this did not tempt the DUP, but following the largest strikes in more than 50 years in January, the party saw the real need for this injection of cash, and for the return of Stormont.

On 29 January 2024, then-DUP Leader Sir Jeffrey Donaldson met with colleagues to discuss how to get the Northern Ireland Executive back on track. The meeting lasted five hours and, once Sir Donaldson emerged, he confirmed that the party executive had accepted the proposals made by Prime Minister Rishi Sunak on the Irish Sea Border offer, thus ending a boycott that had lasted 726 days.

Two days later, the Secretary of State for Northern Ireland Chris Heaton-Harris unveiled the agreement that the Government had reached with the DUP to allow power sharing to resume in Northern Ireland, with Sinn Féin as the largest party.

The Government followed through on its promise to deliver £3.3 billion, and Sunak also made some tweaks to the Windsor Framework, including the lifting of some routine checks on goods coming into Northern Ireland from Great Britain, therefore reducing checks and paperwork on these goods. By Monday morning (5 February), Stormont was back up and running.

Where are we at now?

After two years of deadlock, Northern Ireland has a functioning government. However, with the deal coming under criticism from some Brexiteers, who argue that the new deal will prevent the UK from diverging further from EU rules, the future appears somewhat uncertain.

The return of Stormont also meant that Michelle O’Neill became the first nationalist First Minister of Northern Ireland. This was touted as a moment of ‘very great significance’ by Sinn Féin Leader Mary Lou McDonald, as this is the first time a nationalist politician has held the role since power-sharing was established after the Good Friday Agreement.

Prime Minister Sunak urged that the return of Stormont ‘is not constitutional change’ but about ‘delivering on the day-to-day things that matter to people’. Then-Irish Prime Minister Leo Varadkar echoed this sentiment, saying that ‘day-to-day concerns of people’ should be the priority of the executive over ‘constitutional questions’.

Mary Lou McDonald has also said that Irish reunification is within ‘touching distance’ and that there will be a referendum on the issue by 2030. The Good Friday Agreement states that the Secretary of State should call a referendum or ‘border poll’, if it appears ‘that a majority of those voting would express a wish that Northern Ireland should cease to be part of the United Kingdom and form part of a united Ireland’. A poll from LucidTalk found that a majority of respondents in Northern Ireland (49%) would be in favour of staying in the UK, with 39% supporting reunification, and 11% unsure. Support for a united Ireland was stronger among younger age groups, with most under-45s preferring reunification.

Depending on performance, Sinn Féin may be able to win over more voters in the Republic of Ireland in the next election. Additionally, if the deal holds up, Northern Ireland will be in a win-win position where it can trade freely with both the UK and the EU. The UK Government, too, want this to work – not just so that devolution returns but also so that the Sunak administration can chalk it up as a win. Sir Donaldson praised Prime Minister Sunak for the deal, saying he had ‘delivered where others haven’t’.

To connect with MPs and keep up to date with the political landscape, find out more about Vuelio’s Political Services

Questions for Sir Keir Starmer

Questions for Labour and Keir Starmer ahead of the 2024 UK General Election

Labour leader Keir Starmer is expected to become the UK’s next Prime Minister – here we look at questions he and the Labour party should be looking to find answers to.

Could the lack of experience in the Shadow Cabinet be an issue?

The Shadow Cabinet currently has 29 MPs in it – only eight of whom were MPs when Labour was last in power; seven have served in Government; and three have held roles as a Secretary of State (or equivalent). Yvette Cooper, Ed Miliband, and Hilary Benn combined have roughly nine and a half years of experience in senior roles in Government. It seems fair to assume that the current Shadow Cabinet will make up the majority of the Cabinet should Labour win the General Election. If we compare the current Labour Shadow Cabinet to David Cameron’s first, there were 16 Conservatives in that Cabinet – even with 13 fewer members, they still have around a year and half more experience of being in Government.

Labour have been out of power for 14 years, so it is not expected that they would have an abundance of ministerial experience to choose from. This is seen as one of the reasons that Sue Gray was hired, granting Labour some nous to get things done and make progress on their priorities quickly. However, should Labour be successful, the ministerial ranks will still be lacking in experience. With public services under pressure and public finances restricted by Labour’s fiscal rules, ministers will need to get creative. Perhaps this means Labour can develop their own version of what Michael Gove brought to his various ministerial positions.

What is the plan with social care?

The Labour party made no funded commitments in its manifesto but they do pledge to create a ‘National Care Service’ with local delivered services and support for people to ‘live independently for as long as possible’. There are commitments to partnership working, high quality care, and ensuring providers behave responsibly. There is also mention of a ‘Fair Pay Agreement in adult social care’. As the Institute for Fiscal Studies points out, these do not have any specific funding set aside for them, either meaning taxes, borrowing goes up, or other services get cut.

The Chief Executive of The King’s Fund Sarah Woolnough puts it rather aptly; saying Labour have put forward what is ‘a plan to come up with a plan’. With the current social care system widely viewed as not working, the Shadow Health Secretary Wes Streeting even said he would have wanted the manifesto to go further on social care. Streeting said that if the economy grows then more money could go towards health spending, but that does nothing for immediate problems.

At present, the Labour Party are able to say they need to see all the information and are inheriting a difficult situation. However, soon all of this could be theirs to own and they will be expected to come up with a plan.

Is the two child benefit cap here to stay?

Scrapping the two child benefit cap would lift nearly 500,000 children out of poverty and would come at a cost of under £4bn a year. It is believed that the consequences on children and families go far beyond the money saved. Starmer has previously said he would not be against scrapping the policy, but he has refused to commit to a timeline for doing so. The Institute for Fiscal Studies estimates that an additional 670,000 children will be impacted by the cap by the end of the next Parliament, so some action is surely called for.

Members of the Shadow Cabinet have previously spoken out in criticism at the policy. Starmer said it was a ‘tough decision’ but Labour had to avoid repeating the mistakes of Liz Truss’s Government. However, taking action to reduce child poverty is likely to be received differently than Truss’s tax cut-laden mini-budget.

Is there room for diversity of thought in the Labour party?

One of the biggest challenges the Labour leadership has faced during this campaign is dealing with the fallout of how they have acted around selections. The Labour leadership have taken a hardline approach in terms of selecting (and deselecting) candidates.

Jeremy Corbyn is running as an Independent candidate in Islington North; Diane Abbott would likely have been running as an Independent if it was not for external pressure. Rosie Duffield has also spoken about a lack of support from the Labour leadership and how it had tempted her to defect.

Perhaps Labour do not want to rock the boat until a victory is sealed, and that will then be the time for diversity of thought. However, recent jibes towards Corbyn and his leadership of the party appear slightly odd considering Starmer was a key figure in Corbyn’s Shadow Cabinet. It is often said that the Labour party is a broad church, but Starmer could be seen to be set on narrowing the ideological view of its Parliamentary membership. Tony Blair and Gordon Brown took no action against a rebellious MP in Corbyn who voted against them 428 times – some expect Starmer to have a similarly large majority, and it will be interesting to see whether he changes his approach.

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.

Reform UK manifesto release

Reform UK releases ‘contract’ manifesto – what was the press and public reaction?

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

After a wave of manifesto releases last week, Reform UK have released their ‘contract’ for the UK General Election.

In rebranding the manifesto as a ‘contract’, and repositioning the vote for country leadership as ‘the immigration election’, have Farage’s efforts to distinguish his party from its competitors, and get people talking, made an impact?

Here is analysis of the UK General Election 2024 conversation across online and print news, TV, radio, and podcasts as well as TikTok, Threads, Facebook, blogs, and forums, from midday 17 June, as we map the media and audience reaction.

What topics cut through the conversation regarding Reform UK’s manifesto?

Reform UK manifesto reactoin

Reform UK’s manifesto/’contract’ has significantly impacted one theme – immigration. As anticipated by anyone paying attention to Farage’s media appearances, the data shows just how much the topic has cut through into the public consciousness – immigration (+15.04%) emerges as a critical topic.

The party’s primary commitment to freeze what it has branded ‘non-essential’ immigration, and deport individuals crossing the Channel in small boats, has dominated the news coverage alongside the switch to the ‘contract’ nomenclature.

Perhaps surprisingly, this narrative has gained momentum on TikTok – the home of Gen Z – through Channel 4’s coverage, amplifying engagement among younger supporters of the Reform UK party.

Reform UK on TikTok

While conversation across other social media platforms has been comparatively quiet in comparison to that of other parties, Labour supporters – particularly vocal pro-Palestinian activists – have passionately engaged with Reform UK’s immigration agenda. This segment of social media users are actively positioning Labour as the antidote to Reform UK’s potential influence on the 2029 election.

Stand up to racism tweet

Energy and sustainability, largely overlooked in Reform UK’s pre-manifesto discussions, have also come into focus with a modest increase (+1.02%). The controversial move to abandon Net Zero goals in favor of bolstering fossil fuels has been extensively covered by the press, including BBC, ITV, LBC, and Sky News, alongside the party’s core policy pledges.

The practicalities of Reform UK’s manifesto – will it help the party’s chances at the voting booths this year?

The ‘contract’ was ambitious and could be considered somewhat scattergun in its policies – perhaps a reflection of Reform UK’s diverse voter base. Reform committed to around £140bn in spending commitments and tax cuts including raising income tax thresholds; abolishing stamp duty; tax relief for independent schools; and abolishing inheritance tax for all estates under £2 million. The party revealed this would be funded through £156 billion in savings in public spending and an assumption of increased tax revenue from higher growth.

These plans have drawn criticism around credibility, with the Institute for Fiscal Studies noting that Reform’s tax cuts and spending commitments would cost more than stated. Meanwhile, the Tax Policy Associates observed that £33bn of Reform’s commitments were found to be uncosted – this amounts to nearly double the unfunded commitments in Liz Truss’s mini-budget.

Concerns around the fiscal credibility of Reform UK’s manifesto are maybe not so important, however. A recent poll by Ipsos revealed that a significant portion of voters do not believe the main parties will be able to fund their own manifesto commitments anyway. The poll showed that 50% did not believe Labour could afford their plans, while 62% thought the Conservatives’ plans were unaffordable. 57% were not confident in the affordability of the Liberal Democrats plans either.

Perhaps this best encapsulates the relative apathy in the UK right now regarding choices at the 2024 General Election: with the UK facing significant economic and political challenges in the forthcoming years, a majority of voters do not believe that the main parties’ manifestos can deliver.

Could Farage’s warning during the 7 June TV debate that change is on the way, with support for Reform UK set to grow, prove true?

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.

2024 manifesto reactions

Ambition, ‘bad ideas’, and pushes to be ‘bolder’: General Election 2024 manifesto reactions among audiences and the media

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

This week represented the midpoint of the General Election campaign and it was a pivotal moment for all parties to pitch to voters.

Manifestos from the main parties were released throughout the week – with the exclusion of Reform UK, due to come on Monday 17 June.

To understand how the releases impacted press coverage and online discussion, here is analysis of the UK General Election 2024 conversation across online and print news, TV, radio, and podcasts as well as TikTok, Threads, Facebook, blogs, and forums, from 11 – 14 June, as well as a deep dive into political stakeholder reaction as the week progressed.

First, a look at the big two – the incumbent Conservatives, and the party expected by many to oust them come 4 July, Labour.

Manifesto coverage and conversation – Conservatives vs Labour

Manifestos 2024: Tories v Labour@2x

Following the passionate clashes during the ITV and BBC debates between Conservative and Labour, the main impact of their manifestos is focused on tax.

Conversation has risen around this topic following Labour’s manifesto pledge to increase taxes, in a potential boost to the Tories.

Did Labour’s manifesto make an impact?

Reaction to the Labour manifesto

As to whether Labour’s manifesto has changed reporting and social media discussion around its policies and promises, analysis of the pre- and post- release shows an impact on the topics of tax (+5.3%) and energy policy (+7.5%).

The increase in coverage and discussion of tax is driven by diverse news narratives surrounding Labour’s related policies. The highest engagement is for ITV‘s focus on Labour’s tax lock, while GBNews highlights voter concerns about Labour’s proposed tax increases.

Why the spike for energy? Labour’s pledge to ban new petrol and diesel cars and ensure ‘certainty to manufacturers’ in energy and sustainability has prompted Conservative communities to generate criticism.

Alan D Miller tweet

Did the Conservative manifesto make a difference?

Reaction to the Conservative Manifesto for 2024

The Conservative manifesto also made an impact on Tax (+8.2%), alongside Housing (+2.3%).

BBC’s coverage of Keir Starmer’s condemnations of Sunak’s National Insurance cuts dominates the tax narrative, as the Tory campaign becomes increasingly embattled. Over on social media, the proposal to scrap National Insurance for the self-employed is provoking negative reaction due to perceived unfairness.

Unsurprisingly, Nigel Farage is enmeshed in discussion of Conservative chances at the election, as the Reform UK leader criticises policies as they are announced – this week’s manifesto included. Gaining traction online now – his comment that a Conservative promise regarding its Rwanda Bill was ‘another lie’.

Political stakeholder reaction – a look back at the week

Monday: Liberal Democrats got ambitious
The week began with the Liberal Democrats releasing their party manifesto. They pledged a £8.35bn NHS and care package – funded by reversing tax cuts for banks and closing tax loopholes – and set out long-term plans for rejoining the EU.

Nuffield Trust Chief Executive Thea Stein responded to the manifesto, calling it highly ambitious. However, she also said the funding proposed appeared ‘insufficient’, and that the sums ‘simply don’t add up’. Additionally, IFS Director Paul Johnson said that the tax measures would not raise the £27bn a year that the party claims, and that some of the tax raising proposals are, economically, a ‘bad idea’.

Tuesday: Conservatives sparked questions regarding costings
Questions about how proposals will be paid for were also raised on Tuesday when the Conservatives released their manifesto and pledged to cut taxes (including entirely scrapping the main rate of self-employed National Insurance) and introduce a new Help to Buy scheme by abolishing stamp duty for first-time buyers (on homes up to £425,000).

Paul Johnson from the Institute for Fiscal Studies said that the manifesto promised £17bn a year of tax cuts, alongside a big hike in defence spending, and questioned how this would be paid for. The Conservatives suggest they will fund some of their commitments by cutting the rising welfare bill, but Johnson questions how achievable this is.

Similarly, Labour leader Keir Starmer said it was a ‘Jeremy Corbyn-style manifesto’, suggesting the Conservatives had not explained how they would pay for their policies. He promised that Labour’s manifesto would be ‘fully costed’ and would only include ‘promises that we can keep and that […] the country can afford’.

Wednesday: Green Party pushed Labour to be bolder
Wednesday marked the release of the Green Party manifesto, pledging to raise taxes on the wealthy to fund more spending on housing, the NHS, and the climate crisis.

The manifesto includes the introduction of a wealth tax and a raising of National Insurance on annual wages above £50,270. Focusing on the four seats which the party believes are winnable, the co-leaders Carla Denyer and Adrian Ramsay said electing Green MPs would ‘push Labour to be bolder’, particularly on net-zero climate change policies, which they accused other parties of ‘running away from’.

Thursday: Was Labour too cautious?
On Thursday, Keir Starmer launched the Labour party’s manifesto, where he pledged to prioritise ‘wealth creation’. As commentators expected, the document was relatively light on policy detail, and didn’t contain any big surprises.

Some commentators have suggested that Labour’s spending plans are more cautious than the Conservatives and the Liberal Democrats. If Labour are firmly committed to not raising taxes, this does raise questions about how they would be able to avoid cuts to public services.

Former Shadow Chancellor Ed Balls warned the manifesto could be a ‘straitjacket’, and make the first year of a Labour Government very difficult. Senior Labour figures have responded to such criticisms by saying they would deliver growth, and therefore expand the total revenue available for public services without having to raise taxes.

Still to come: Reform UK
Ahead of the Reform UK manifesto being released on Monday 17 June, a poll found that Reform UK had overtaken the Conservatives for the first time. Farage has said his party ‘are now the opposition to Labour’, and that a Tory vote would only ‘enable’ Starmer’s party.

Whether the release of Reform manifesto adds solidity and credibility to their challenge, or else sees their recent progress melt away, is something that will be closely monitored by politics watchers.

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.

Newsrewired panel 2024

The rise of AI in journalism and its impact on PR

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

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

Fact-checking and misinformation

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

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

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

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

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

Winning back time

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

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

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

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

Help with vertical video

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

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

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

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

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

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

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

Second General Election debate 2024

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

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

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

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

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

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

Top mentioned topics

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

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

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

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

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

Lisa Pattern tweet

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

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

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

Jon Jill tweet

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

ITV vs BBC volume comparison

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

But what do the polls say?

 

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

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

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

How to get PR coverage in June 2024 and beyond

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

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

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

Summer season is here

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

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

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

UK General Election takes centre stage

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

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

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

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

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

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

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

Other opportunities for PRs in June and beyond

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

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

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

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

Katherine Hignett Health Journalist

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

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

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

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

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

How the pandemic changed health journalism

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

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

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

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

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

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

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

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

How to work with health journalists today

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

voters queuing outside polling station

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

By Phoebe-Jane Boyd and Dahye Lee.

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

Read the full transcript of the ITV debate here.

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

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

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

Top mentioned topics in UK General Election 2024 coverage and conversation

National Service stirs engagement

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

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

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

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

Balance of conversation

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

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

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

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

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

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

 

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

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

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

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

Media outlets leading coverage and engagement around the General Election

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

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

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

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

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

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

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

Society of Editors conference

Politics and the press: What the media needs from PRs in the run up to a General Election

With a UK General Election just announced, political journalists are readying for a busy time ahead. But what do reporters in this field want from PRs and comms professionals?

In a recent panel at the Society of Editors Conference, Politico UK editor Jack Blanchard, The Guardian’s political editor Pippa Crerar, The Sun on Sunday’s political editor Kate Ferguson, and Newsquest North regional editor Gavin Foster discussed the current relationship between politics and the press. Read on for the effect this will have on PRs, and what journalists working in the political media want from you.

Credible and reliable sources

Political journalism, like many sectors of the media, has lost audience trust over the last few years. One of the ways journalists are combatting this is with credible and reliable sources.

‘We have to do a daily sense check on the sourcing of our facts and make sure that they’re credible,’ said Pippa Crerar at The Guardian.

‘Whether that’s something we pick up on social media, whether it’s research which has been emailed, or a rumour that has been passed on’.

Any information you send to political journalists as a PR must be backed up with strong sources. At The Sun on Sunday, Kate Ferguson is now ‘double sourcing’ to ensure reliability. This is also vital at trade publications like Politico, as Jack Blanchard explained:

‘Politico has a very specific audience. It’s read by people who work in politics and people in the media that rely on what we do. We do feel like we have a very high bar to get things right because people will literally be planning their days around our morning email. Fact checking is extremely important to us’.

Knowing the audience

Before contacting journalists, understand the audience they are writing for. Politico, as mentioned above, has a very specific audience – general press releases, or information that is widely available, is unlikely to be used. The time you send is also important – the brand’s London Playbook email goes out by 8am, for example.

There are ‘still quite a hardcore of people that are obsessed with politics’, says Jack. But the key to grabbing their interest is in ‘how we pitch’.

Also important for both national and regional media – tone. Pippa shared that journalists at The Guardian focus on ‘politics from the prism of the country-in, rather than Westminster-out’. Content must be accessible for everyone across the country.

On a regional and local level, Gavin stressed the importance of ‘cutting through the noise to get to what really matters’. When reaching out to media outlets in this area, be clear what the importance is to readers if you want to get coverage.

Differences between the 2019 and 2024 General Elections

The General Election coming up in July this year will be very different to the last.

‘2019 was the “Brexit election”, with Jeremy Corbyn and Boris Johnson. Boris was a personality. He sold: Boris sells politics and sells papers,’ said Kate.

‘Now we have Rishi Sunak and Sir Keir Starmer. These are less extreme personalities, less engaging, and in some ways, less polarising as well.’

The media will be searching for different angles. Pippa at The Guardian is keen to get away from ‘just turning up in towns and doing vox pops, but having proper relationships with different parts of the country’.

While young people are ‘switching off party politics’ according to Pippa, she believes this audience is ‘incredibly engaged when it comes to issues like climate’. This gives media coverage opportunities to areas adjacent to the usual political coverage.

Jack said he would ‘like to see a media company start off trying to make videos as their primary way for delivering serious impartial political thinking’. Social media, especially TikTok, is regularly used by the younger demographic as a way to consume news. Media organisations will, as a result, be using these platforms a lot more than they were in 2019.

Not sure how to go about contributing for video? Jack stressed the importance of ‘engaging, interesting, and well-edited’ content. Any press materials must be adaptable and able to be packaged in various formats to suit the needs of the media, and the audiences they engage.

Want to get in touch with political journalists and editors ahead of the election? Connect with them with what they need via Vuelio Media Database.

Interested in reaching out to political stakeholders? Try the Vuelio political database.

commuters working in the city

Northern Rock: The 2024 local elections

Towards the end of 2004, the North East of England voted to reject plans to give the region an elected chamber of 25 representatives. To be more blunt, New Labour’s proposal was completely quashed with 77% of voters rejecting it. This spurred then Deputy Prime Minister John Prescott to comedically hide away from the main vote count in Sunderland.

The referendum’s impact went beyond the borders of County Durham and Northumberland as the emphatic result led to similar proposed referenda proposed in the North West and Yorkshire and Humber being scrapped.

Nonetheless, 20 years on perhaps the political appetite has changed. The most recent set of local elections represented an interesting marking point for northern devolution. It marked the third Tees Valley Mayoral election and the consolidation of the existing North of Tyne Mayoralty into a new North East Mayoralty. This, coupled with the first election of a Mayor for York and North Yorkshire, could indicate that, in some sense, Prescott’s personal mission for northern political devolution was achieved.

The North East perhaps represents the archetypal example of where political devolution is needed. The region lags massively behind its southern counterparts in terms of wages, living standards, education outcomes, health outcomes, and macro economic output – all of which have lasting impact on an individual’s well being. Moreover, a recent report by the IPPR found the North East has the lowest overall and average level of wealth in the country.

Logic dictates that devolving political power to the North will bring economic change through establishing centres of powers which will alleviate economic inequalities. This logic has been furthered by Labour Leader Keir Starmer in his discourse around his proposed Take Back Control Bill.

However, while the 2024 Local Elections may have revealed much in terms of progress towards this mission, it also illustrated the gaps and challenges that still face such political change, some of which may be similar in character to those present in the 2004 referendum.

Houchen’s cult of personality

Moving into the local elections, Prime Minister Rishi Sunak’s political fate seemingly partly rested on the Tees Valley mayoral election, but this contest is significant for reasons beyond national party politics.

Ben Houchen was re-elected in spite of a 16.5% swing to Labour in the election, with commentators noting that Houchen bucked the trend of Conservative casualties across the country. Houchen’s re-election perhaps cements his standing as Mayor, a position he has held since 2017 as he enters his third term.

Such longevity has allowed Houchen to establish his own cult of personality and shape the Tees Valley mayoralty in his image, and this name recognition most definitely helped him in his reelection. Moreover, Houchen’s synonymity with the Tees Valley Combined Authority may lead to similar comparisons to prior London Mayors, such as Sadiq Khan, Ken Livingstone, and Boris Johnson, who also cemented their personal and political attachment with the role.

This has allowed Houchen to add gravitas to the mayoralty and emphasise his own policy priorities. For instance, despite the controversy surrounding Teesworks, Houchen has successfully ploughed public money into Teesside Airport to reacquire and expand it. His re-election will also allow him to pursue his promise of £1 bus fares for under-21s.

Teesside Airport and the action on bus fares encapsulate archetypal examples of devolution in action in the North. This and Houchen’s re-election may suggest where devolution has worked through the cultivation of local policy priorities so the north is not so dependent on national policy movements.

The first steps for the North East Combined Authority

As mentioned prior, the recent local elections also amounted to the first mayoralty election for the new North East Combined Authority. This combined the existing North East Combined Authority and North of Tyne Combined Authority 20 years on from the referendum and nearly 40 years after Tyne and Wear County Council was abolished.

The challenge is huge, with the region lagging behind the South of England in all sorts of life outcome metrics. Despite this, if the wider North East region is to fully grapple issues such as the digital and net zero transition then this is also a beacon of opportunity, with Newcastle representing one of the largest urban centres in the North of England and the wider region hosting a series of large industries who will play a vital role.

It is on Labour’s Kim McGuiness to grapple this challenge after she beat the previous North of Tyne Mayor Jamie Discroll in a semi-competitive election. Discroll was removed from the Labour selection process for the North East Mayor after the central party detailed that they just wanted to secure ‘the highest quality candidates’ – a move criticised by Unite, Andy Burnham and Steve Rotheram. Driscoll then stood as an Independent and received 28% of the vote. Discroll’s support sees a parallel to Houchen as his experience of devolution allowed him to partly move beyond party political dogmas and cleavages through cultivating his own political brand. This may speak to the success of existing devolution through allowing the North East to develop its own body politic not contingent on Westminster.

Nonetheless, McGuiness’ victory on 41.3% only represents the start of her journey. The question remains whether she will fully overcome the challenge that Discroll encapsulated: the idea that the Labour Party under Keir Starmer has become too far removed from Corbynism. This is a challenge worsened by McGuinness’ characterisation as a safe pair of hands and her perceived association with Starmerism.

If McGuiness is to succeed, she may do well to carve her own identity and priorities in the spirit of devolution and to remedy the economic inequalities felt in the North. Her innovative ideas to implement North East Careers Hubs in villages, towns, and cities, and free travel for those in education and training may be some means of cementing herself as Houchen has done, while showing that devolution can work for everyone.

Mystery man David Skaith

The recent local elections represented the first Mayoral Election for the new Mayor of York and North Yorkshire, with Labour’s David Skaith winning on 35% of the vote, while the Conservative candidate received 27% and the Liberal Democrat candidate 16%.

Beyond his prior experience of being a small business owner in York, relatively little is known about Skaith specifically. This may be due to the little media attention on this contest with the Westminster bubble more focused on the implications of West Midlands and Tees Valley for Sunak, with few putting their money on Skaith to win in Sunak’s backyard. Given the broken-up nature of the vote, with Skaith winning on only 35%, his first challenge may be out of electoral necessity as he will have to quickly cement himself publicly.

Skaith’s challenge is made harder by the unique composition of the York and North Yorkshire mayoralty. Specifically, the urban-rural divide is stark between the large urban areas of Harrogate and York and the contrasting rolling green hills and farms and smaller towns of Richmond, Leyburn, Thirsk, Northallerton, and Bedale further north. This is compounded by Skaith was carried to victory through 54% of the vote in the York region but only receiving 28% in the more rural North Yorkshire region. Skaith has to ensure that political and economic devolution works for both of these communities, which may make addressing significant issues, such as the green and digital transition, infinitely more tricky to navigate.

Fragile devolution?

Upon the release of the 2004 referendum result, John Tomeney, chairman of the Yes 4 The North East, suggested to The Guardian that the result spoke to something bigger than a regional parliament. He indicated that it represented the ‘growing breakdown in the belief that political institutions can affect people’s lives for the better.’

That referendum and comment came only 20 years ago. Therefore, it is worth remembering that devolution through Combined Authorities and Mayors is fragile and perhaps even embryonic, with the idea only rising in prominence over the last 15 years. This is best exemplified by the minnow levels of turnout, with 29% in the York and North Yorkshire contest, 30% in the Tees Valley, and 31% in the North East election. While this may not be particularly significant in the grand scheme of the national turnout, it still suggests there is wider work to be done to imprint devolution permanently.

In this regard, while the 2024 local elections are a marking point for northern devolution, they are also a starting point. Therefore, the best means to cement northern devolution might be for the current crop of metro mayors to deliver local policy priorities on the range of cross-cutting issues facing the region to guard against the very breakdown that John Tomeney warned of.

 

For more on UK politics as the race to the General Election heats up, sign up for the Vuelio General Election Bulletin as well as our weekly Point of Order newsletter.

man on phone outside houses of parliament

Rishi Sunak announces a General Election

Following a day of mounting speculation, Prime Minister Rishi Sunak confirmed yesterday that he was taking the country to the polls for the first summer election since 1945. Westminster circles were alerted by a series of movements from senior Cabinet members, such as Chancellor Jeremy Hunt cancelling his ITV appearance for later yesterday evening and Foreign Secretary Lord Cameron’s cancelling a trip to Albania. Initially there was speculation of a Cabinet reshuffle, or Hunt even standing down as Chancellor in a wholesale Government refresh. However, the worst fears of marginal Conservative MPs were confirmed by midday, when accredited journalists such as ITV’s Robert Peston started cautiously reporting that the Government planned to call an election.

In an age of social media and the prevalence of media leaks, some suggested that the Government did well to keep the General Election under wraps and away from the media for so long. However, after the unveiling of the infamous podium in front of 10 Downing Street, which has previously hosted impromptu political developments such as Liz Truss and Lord Cameron’s resignations as Prime Minister, everyone’s suspicions were confirmed.

The Government draw their battle lines

Sunak declared that now was the moment for Britain to ‘choose its future.’ In his speech, Sunak’s focus was almost presidential as he initially drew upon his first major political action when he was Chancellor: introducing the furlough scheme during the Covid-19 pandemic, emphasising his prior experience and decisiveness. Sunak argued that the Government is successfully taking action on the economy, pointing to the latest ONS figures which show inflation has declined to 2.3% – its lowest level in almost three years.

Sunak’s speech echoed his address at a Policy Exchange event last week, which drew on the same themes of rising global instability and the need for strong leadership on security issues. The same battle lines were drawn as Sunak warned that the UK faces increasing threat from ‘the axis of authoritarian states’ such as North Korea, Russia, Iran and China. He also spoke about the threat and opportunity posed by emerging technologies like artificial intelligence.

Sunak accused Starmer of hypocrisy for serving under Jeremy Corbyn yet allowing former Conservative MP Natalie Elphicke into his party. Moreover, he ridiculed Labour’s plans to ‘depress’ their way to victory as he noted Britain’s alleged inherent optimism. Meanwhile, consistent emphasis on the need to ‘stick with the plan’ against going back to square one made notions of message discipline look infantile.

Labour gearing up for a fight

Speaking shortly after the Prime Minister’s announcement, Labour leader Sir Keir Starmer told voters that the country’s future is in ‘your hands’, with the simple single-word slogan of ‘change’ written across his podium – a word he repeated several times throughout his short speech. Labour had a chance to refine their election offering at an event last week in Essex, where Starmer unveiled a Blair-style pledge card containing six ‘first steps’ for a Labour Government. The event featured short speeches from the Shadow Cabinet outlining Labour’s commitment to stabilise the economy, cut NHS waiting times, set up Great British Energy, crack down on antisocial behaviour, recruit 6,500 more teachers, and set up a new Border Security Command. During the event, some journalists put to Starmer that his ‘first steps’ seemed a watering down of his original five missions’, launched back in early 2023. Starmer responded that his missions still stand, but the first steps are a ‘down payment’ on what Labour would do in its first 100 days of government. This move indicates that Starmer will be heading into this General Election with his characteristic caution, focusing on modest promises which are deliverable within the immediate future.

Meanwhile, Labour still has around 100 election candidates left to announce, and with just six weeks to go, the party will need to turbo-charge its selection process to get candidates out knocking on doors as soon as possible. Over the coming days, a few more sitting Labour MPs are expected to announce they will not be re-standing, meaning the party will have to find candidates for these seats as well, although this will likely be in Labour ‘safe seats’. The party’s top down selection of candidates, as well as the delay in selecting candidates for ‘non-battleground’ seats, has sparked anger from some Labour members.

The SNP manage expectations in their reaction

The General Election will not just be a top-level political battle between Sunak and Starmer, but also a vital junction for the UK’s smaller parties. North of the border, the election provides the first test for the SNP’s new leader, Scottish First Minister John Swinney. A veteran of the SNP, Swinney will have to draw on his wide ranging experience as his party faces a tough electoral challenge with recent polling suggesting they could lose as many as 37 seats. This perfectly illustrates the challenge facing the SNP with their 17 years of Government perhaps making them seem tired and old in the face of opposing parties. The contest in Scotland will provide a useful read into the prospects of the wider Labour party with their re-election hopes dependent on significant increases to their current MP count of 2 in Scotland.

The timings could not be worse for the SNP following the recent collapse of Hamza Yousaf’s leadership and the controversy of readmitting right winger Kate Forbes into the Cabinet. As mentioned prior, Swinney will not have to assert himself personally to the Scottish electorate given his varied and significant experience, however he will have to quickly create a coherent policy platform to take on opposing parties – this may be harder to navigate given recent internal turmoil within the party. Nonetheless, yesterday Swinney addressed the Scottish Parliament as he detailed that his main priority of Government was to eradicate child poverty.

In response to the initial announcement, Swinney interestingly argued that the timing was ‘unfair’ and ‘disrespectful’ with the date coming in the middle of Scottish school holidays. In a more detailed reaction today, Swinney took a measured and cautious approach, perhaps a reflection of the SNP’s fragility, as he stressed that he will ‘speak up for Scotland’ while also noting that he has reunited the SNP after a ‘tough time.’

Reform start their campaign but Farage is absent

The Conservatives’ fate at the upcoming General Election will also be contingent on the success of Reform UK. The party’s recent rise in the opinion polls illustrates the squeeze that the Conservatives face from the right of the political spectrum – this follows Reform nearly pushing the Conservatives into 3rd place in the Blackpool South by-election.

In response to the Conservatives’ announcement, Reform held a press conference this morning which had initially been signposted as a reaction to the ONS’ latest immigration data. In the press conference, Leader Richard Tice derided the high immigration as he also noted that the Conservatives cannot be trusted to cut immigration and that Labour seeks mass immigration. Reform’s focus on immigration and border security went beyond political opportunist semantics as Tice was placed in front of a banner titled ‘The Immigration Election’ as they clearly set their stall. Moreover, following this announcement, Tice detailed that he would stand for election in the constituency of Boston and Skegness as he hopes to become Reform’s second MP following Lee Anderson. Interestingly, YouGov later revealed that according to their latest MRP poll, Reform were polling at 25% in the constituency, only 11 points behind the Conservatives.

Nevertheless, Reform’s hopes may be impeded by Nigel Farage’s announcement that he would not stand at the upcoming general election but instead focus his efforts on the US Presidential Election campaign. Former 10 Downing Street pollster James Johnson had observed that a Farage comeback could have scuppered the Conservatives’ General Election hopes. However, in a confusing attempt to save face, Tice revealed to the media today that Farage would come back to help the campaign despite not standing – whether this proves to be electorally significant remains a different issue.

The Liberal Democrats launch their ‘revival’

After their success in the local elections less than a month ago, when they finished second and ahead of the Conservatives, the Lib Dems have launched their campaign with a bold message to ‘smash the blue wall and kick out the Conservatives’. Leader Ed Davey argued ‘we need to get rid of this divided Conservative party who are incapable of governing’ at the campaign launch in Surrey earlier today.

The 2019 general election saw the Lib Dems win 11 seats, and the party has gained an additional four in subsequent by-elections. The party is now targeting 80 key Conservative seats in what is their strategy to oust the Government. The list includes the constituencies of Jeremy Hunt, Michael Gove, and Justice Secretary Alex Chalk.

While he has ruled out a coalition deal with the Conservatives, Davey has not done the same for Labour, reviving rumours that started circulating when Starmer clearly stated to Beth Rigby that he would not make a deal with the SNP while refusing to say the same about the Lib Dems.

Parliament prorogued and the wash up begins

With the announcement of a General Election also comes the prorogation of Parliament tomorrow and its full dissolution next Friday. This holds significant implications for the progress of vital Bills with some entering the ‘wash up’ process – where bills are either lost with the dissolution of Parliament or quickly passed through if they have the required support.

In the House of Commons today, the Government’s Leader of the House Penny Mordaunt noted that the Digital Markets, Competition and Consumer Bill, the Post Office Horizon Bill, the Finance Bill, and the Victims and Prisoners Bill would be included. This leaves notable Bills such as the Media Bill, the Football Governance Bill, and the Tobacco and Vapes Bill with the prospect of abandonment despite the Tobacco and Vapes Bill featuring in the Prime Minister’s address to the nation yesterday. Whether these bills are picked up by Labour is a separate question for their manifesto as their support of the bills may not guarantee their inclusion in a future manifesto.

gardeners planting seeds

Gardening tips, holidays and Father’s Day: How to get PR coverage in May

Want to get featured in the media? The ResponseSource Journalist Enquiry Service is used every day by journalists who are looking for expert comment, case studies and information for articles.

Check out what topics staff reporters and freelancers have been covering throughout April, plus what areas we expect to remain popular in May and beyond.

Gardening tips still in demand

Since the onset of Spring, ‘gardening’ has been a trending topic for media professionals using the Journalist Enquiry Service to connect with PRs. April was no different, with over 4.5% of all requests being for ‘gardening’ content.

Journalists were looking for everything from the best roses for a small garden, to home and garden products for the summer, and experts to share advice on what common pests should be expected in the garden this year.

Going forward? With events like the Chelsea Flower Show taking place later in May, gardening will remain a popular topic for journalists. The Home & Garden category saw a 2% rise in use from March to April, and the requests will likely increase again in May. Outlets such as Ideal Home, The Sun, This Morning, The Guardian and Grand Designs magazine all sent gardening-related requests to PRs through the Journalist Enquiry Service in April. This offers great opportunities for experts and products to get featured in national newspapers, magazines, and on television.

Father’s Day interest increasing

Holidays or celebrations are always popular journalist request topics and ‘Father’s Day’ is no different; 3% of the total enquiries in April were for this key phrase. Journalists are keen to get coverage earlier this year with a 16% increase in the number of requests compared to April 2023 – so submit your related contributions early.

The Men’s Interest category has seen a boost as well, with 14% more enquiries in April than in March. The increase from last year has also been significant, with 16% more requests than in April 2023.

Going forward? May is typically the month when we see the most Father’s Day related requests. These tend to focus on gifts to give Dad for the special day. If you are a PR with products to review and want them featured in media outlets such as Bella, Dadsnet, Living360 and Heart London, then there will be plenty of opportunities throughout the month, ahead of Father’s Day on June 16.

Holidays on the horizon

With bank holidays this month, ‘holiday’ is a hot topic on the Journalist Enquiry Service right now. It appeared in just over 2% of the total requests for April and also meant a modest 3% rise in the Travel category as well.

Journalists in April were looking for London events happening over the bank holiday weekend, family-friendly holidays and days out, and holiday and summer essentials. These requests came from The Daily Telegraph, The Sunday Times, The Week, Yahoo! Life and The i paper.

Going forward? ‘Holiday’ as a keyword appeared in over 3% of the enquiries in May 2023 and we expect that to be a similar level this year. Journalists tend to look for information on destinations but case studies, travel experts, and holiday related products are all requested regularly as well. This gives lots of scope to get your clients featured in the first of two busy months for journalists writing about travel.

Other opportunities for PRs in May and beyond

We have seen a rise in outdoor activity related requests on the Journalist Enquiry Service over the last couple of months. Therefore, look out for ‘walking’ related opportunities as May is National Walking Month. This could also see a boost for the Leisure & Hobbies category. ‘Mental health’ is likely to be popular with journalists in May because of Mental Health Awareness Week. Last year, over 2% of requests in May were around mental health – experts around this topic are likely to be in high demand again this year.

The festival season is ahead of us with both Download (14-16 June) and Glastonbury (26-30 June) taking place in June. We expect journalists to request information on what items to take along while camping, and possibly music experts, too, throughout May. Euro 2024 will also kick off in June which should mean plenty of requests for PRs from sports journalists – they’ll likely start sending requests on the best places to watch, giving a chance to get pubs and venues featured in the 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.

foreign aid workers

Insights from engagement in Foreign Aid discourse

Having a full view of your wider stakeholder conversations across media, online, and social media gives you an advantage when shaping your comms strategy. Access to data across multiple channels can help you detect emerging trends and crises, and provide insights into public opinion, identify misinformation, and present opportunities to educate where needed.

For insight into the media and online landscape when it comes to conflict, we took the topic of foreign aid and tracked the conversation between 1 November 2022 – 31 October 2023 with our sister platform Pulsar.

Read on for how stakeholder insight can help you tailor your comms strategy.

Trends dominating the foreign aid discussion from November 2022 – October 2023

Volumes of the Foreign Aid conversation on X between 1 November 2022 and 31 October 2023. Source: Pulsar TRAC

Mentions of different themes in the Foreign Aid conversation between 1 November 2022 – 31 October 2023. Source: Pulsar TRAC

As global conflict unfolded throughout 1 November 2022 to 31 October 2023, related media coverage naturally grew to keep the public informed. But which topics took up the most attention when it came to foreign aid?

Tracking sharing of, and engagement with, posts on X during this period uncovered obvious subjects peaking the discussion. These included countries involved in geo-political crisis – ‘Ukraine’ and ‘Israel’ – as well as where displaced members of their population would go for safety (‘immigration’).

Alongside these aforementioned trends was a significant engagement with the topics of the domestic need for money and corruption – two issues that often go hand-in-hand with the costly realities of conflict and aid.

News sources dominating the conversation of foreign aid between Nov 22 – Oct 23

Volume of Outlet by Credibility on X in the Foreign Aid conversation between Nov 1 2022 – Oct 31 2023. Source: Pulsar TRAC

When looking at media outlets across the world, expected long-established news sources including The Guardian, the Express, and BBC News produced plenty of coverage and engagement during the year of analysis. Outlets considered non-credible by Pulsar’s misinformation detection – including the US-based right-wing brand Breitbart – also feature. But at the top is a relative newcomer to the press landscape – GB News.

Launched in 2021, GB News’ right-leaning political slant has attracted an audience with a matching right-wing mindset. UK politicians regularly feature in GB News programming (to some controversy), clips are shared across social platforms, and other news outlets regularly cover its fluctuating fortunes. Despite questions around impartiality and audience numbers, its influence online grows.

How do political leanings impact which topics attract the most engagement from stakeholders, and how can you attract attention with your own comms?

Which topics interest which stakeholders

Share of Narratives by Community in the Foreign Aid conversation between Nov 1 2022 – Oct 31 2023. Normalized to 100. Source: Pulsar TRAC

An analysis of stakeholders grouped by their political affiliations (as identified by their online affinities and behaviours) shows their differing preoccupations and interests, as well as different styles of interaction with messaging.

A comparison of UK-based Conservatives, UK Republicans, and Left-leaning audiences engaging in the online foreign aid conversation unearths high engagement for ‘immigration’ topics from right-wingers in the United Kingdom, with less engagement for ‘Israel’ and the ‘Domestic Need for Money’.

Left-wingers are equally engaged in the four of these trending topics tracked, while US right-wingers engaging in these topics were most invested in Ukraine and Corruption-focused reporting.

What does this show us? US and UK right-wing stakeholders engaged in singular discussions, with broader narratives taking the attention of global left-wingers.

Volume, visibility & impressions for communities on X between Nov 1 2022 – Oct 31 2023. Normalized to 100. Source: Pulsar TRAC

Analysing impressions (how many people see the content) versus visibility (a bespoke Pulsar metric that reflects how how much impact a piece of content has) also uncovers a clear difference – right-wing content between November 2022 and October 2023 gained viral traction in specific communities, where left-leaning content resonated more widely.

What does this mean when seeking meaningful engagement with all groups, regardless of political affiliation?

Engaging your stakeholders with your comms

Tailoring your strategy and communications for each audience online is how to hit each of your stakeholder segments. Considering where each of these gets their information and how they share it with their own communities provides a map for reaching them.

This could mean making Facebook groups or podcasts a part of your outreach strategy alongside the news channels your stakeholders watch daily with your messaging, or creating short-form content for specific social media platforms designed to be shared quickly and widely.

Engaging with global conversations of conflict is complicated, but an understanding of your stakeholders, where to find them, what they interact with, and how, provides a clearer direction for your comms strategy going forward.

For more on planning your strategy in times of crisis, find out about Vuelio’s horizon scanning solutions.

Journalist Enquiry Service trends send half of 2024

When to get in touch with journalists with your PR contributions throughout the year

Want to know what journalists need for their news and features? The ResponseSource Journalist Enquiry Service is a solid indicator of what is trending in the media as hundreds of journalists use it each month to get information for articles, expert comment, and much more.

We reflect on what has been popular on the Journalist Enquiry Service this year so far, and predict what will be high on the agenda for journalists during the second quarter and where you can gain media coverage.

Get your health pitches in early

The start of a new year means a focus on healthy living for many, and the word ‘healthy’ was the most popular with journalists sending enquiries to PRs. It appeared in 10% of the total requests throughout January, February, and March, and has seen a 6% increase in use this year.

Titles such as Women’s Fitness, Top Sante, the Daily Mail, GB News and BBC Good Food all sent enquiries during the first quarter of the year. Fitness, diet, weight loss, recipes, workouts and skincare were all included in these requests around healthy living.

The Health category as a result was the second most used by media professionals using the Journalist Enquiry Service, after Women’s Interest & Beauty.

Now? Health features may be a big part of New Year write-ups, but it’s a popular topic throughout the year – plenty of opportunities to get experts featured in national press and big consumer magazines.

Interest in AI continues to grow

The media’s interest in AI and the ways it will impact our lives has grown consistently for around the last eighteen months. ‘AI’ featured as a keyword in over 3% of all requests between January and March. It’s also seen a big increase compared to the first quarter of last year, with a rise of 51%.

Now? The interest in writing articles around AI has remained consistent – enquiries tend to focus on getting experts in AI to comment on issues and new developments, varying from AI therapists, to AI in business,to bringing AI into mining metals. You could get experts featured in titles such as IT Pro, The Next Web, Yahoo! News, Verdict, and The Financial Times.

Travel plans are being made earlier

Easter fell earlier in the calendar year for 2024 which might explain why ‘travel’ has been popular as a keyword in the first quarter, with journalists looking to cover places for people to get away in the school holidays. Over 5% of the total requests were for ‘travel’ and 2% were for ‘holiday’.

‘Travel’ did perform well as a keyword last year too, but this year we have seen an 11% increase. There has also been a 14% rise for ‘holiday’ as a keyword and the Travel category as a whole has received 5% more requests than this time last year.

Now? Requests regularly centre on information around holiday destinations or hotels to stay at but also experts to provide comment and case studies on travel nightmares.

Journalists from outlets such as PA Media, Sky News, The Daily Star, Bella, and BBC Travel have all sent enquiries. The Travel category and these keywords will only grow more popular as we head towards the summer, meaning lots of media opportunities to get your hotel featured or travel guide providing comment.

Trending topics to be ready for in the second quarter

Holidays and celebrations such as Valentine’s Day and Mother’s Day always generate a high volume of requests on the Journalist Enquiry Service. We expect ‘Father’s Day’ to be a key phrase throughout April and May, ahead of 16 June. In fact, we have already seen requests for it in the first quarter and this has led to a 8.5% increase for the Men’s Interest category compared to last year. Enquiries around Father’s Day are usually looking for products to review or gifts or experiences that Dads can enjoy.

‘Summer’ was the top keyword for the second quarter last year and is likely to perform well again this year. This can vary from summer fashion to summer drinks to summer holidays. Travel, as we already mentioned, will receive a lot of requests as a category but Arts and Entertainment should do well as we hit festival season with events like Glastonbury and Download festival. Food & Drink also performs well as a category from April until June, with journalists looking for information around days such as National BBQ day (16 May), National Cheese Day (4 June) and World Gin Day (10 June), plus experts within this sector too.

Finally, we are expecting quite a big rise in the amount of requests for the Sport category. The Euro’s kick off in Germany in June and Wimbledon will take place at the beginning of July. This is then followed, of course, by the Olympics in Paris. Expect requests from journalists looking for places to go to watch these sporting events, as well as experts or coaches with advice on taking up featured sports.

Find out more about what journalists want from PRs, and how Vuelio can help.

Horizon scanning for PRs

How horizon scanning can help with your crisis communications strategy

As shown by high-profile scandals that have hit the headlines recently – from the Post Office Horizon case, to the Boeing blow out – no brand is immune to crisis.

In our constantly connected world, a crisis could emerge from external factors like supply chain problems, misinformation, and data breaches, or from internal issues like information leaks, or staff misconduct.

With the right skill set and tools to prepare for all possible scenarios, PRs have a clear starting point on how to handle each type of risk.

Understanding, and planning for, risk

Horizon scanning tools offer a look ahead at potential problems, including what’s happening in the media, in politics, and what is on the minds of the public, seen through their online actions and reactions.

‘No tool offers a crystal ball, but asking the right questions helps you understand internal and external risk issues and how you may need to respond,’ believes management consultant and professional advisor Sarah Waddington CBE.

Media monitoring and social listening tools allow PRs and comms professionals to track their organisational reputation, competitors, as well as issues facing the industry. These tools empower you to pinpoint early signs of risk, as well as where your organisation fits within the unfolding stories.

Monitoring emerging issues, trends, and opportunities

For effective planning amid the 24-hour news (and social media) cycle, Vuelio’s unique media monitoring technology identifies risks, trends, and opportunities across your sector.

Monitoring your brand’s presence in the stakeholder environment helps you understand the immediate impact of any news story, and how events spread across mainstream news, online, and social media.

And as media topics can quickly spread to the halls of Government and diaries of legislators, Vuelio also provides weekly sector specific horizon scans and consultation updates for identifying upcoming events, as well as important discussions in Parliament.

These solutions uncover important signals among the static, helping you find relevant coverage and conversations relevant to your organisation and your stakeholders.

Strategic planning and controlling the narrative

Keeping an eye on real-time stakeholder conversations gives you the opportunity to answer quickly.

As research into the controversy surrounding brands involved with the 2022 FIFA World Cup shows, organisations linked to negative coverage need to react quickly. Leaving the story to play out – with hopes it will die down – risks other voices taking over.

For extra support with your reputation management strategy, our Insights team is also on hand to prove the value of your comms and help you understand the immediate impact of a crisis. They’ll also provide you with recommendations to support your future plan and strategy, including risks, threats, and opportunities.

Find out more about Vuelio Insights as well as our PR software for media monitoring.

Post Office Scandal

What PR lessons can be learned from the Post Office Horizon scandal?

The Post Office Horizon scandal continues to take up column inches and spark political debate.

What lessons can be learned from the ongoing PR crisis? And how did the story explode so quickly across ​multiple platforms?

We analysed media coverage, Parliamentary events, and online mentions of ‘Post Office scandal’ between December 2023 to March 2024 to better understand how the story evolved from an under-reported legal issue, to prime time TV fodder and social virality, to a topic debated in Parliament.

Read our case study to learn:

– How brand controversies move from platform to platform when left unchecked
– How a crisis strategy can mitigate the risks of growing controversy
– How horizon-scanning can help prepare for what lies ahead
– Why staying on top of both media and political conversations will help you identify the right stakeholders

Download ‘From TV, to headline news, to Parliament: How an ITV drama brought the Post Office scandal back into the spotlight’​.

Want to track your own media coverage and brand reputation? Check out Vuelio Media Monitoring and Insights