Consistency-in-a-crisis

Consistency in a crisis

The disruption caused by COVID-19 is extreme and creating an intense challenge for every business and the PR and Communications teams who must keep stakeholders up to date with a constantly changing news agenda when working arrangements might have to change.

We’re here to support you in maintaining the effectiveness of communications even if you may have to work remotely. The Vuelio platform provides monitoring, messaging and engagement accessible from a single, secure cloud-based platform which means multiple users can work from, and coordinate all they do, wherever they might be working.

We have comprehensive systems in place to provide service continuity at all times, including in this instance to manage the potential effects of the COVID-19 outbreak. As part of this, we regularly review all business operations from supply chain, IT to personnel with robust contingency measures in place that avoid interruption to service. This has included testing our systems to evaluate potential risk and impact to our people.

Our software and the databases they rely on are cloud-based, meaning they can be accessed securely from remote locations. Our team can also access and provide customer and maintenance support remotely, while a system of on-call rotations ensures support is sustained should some of the team fall ill and allows for uninterrupted service while allowing team members time to recover.

If you have any concerns, please don’t hesitate to get in touch with the team.

Hannah Bardell MP: Good and proper healthcare must be available for everybody in the LGBT community

Scottish National Party MP Hannah Bardell writes following her House of Commons debate on lesbian, bisexual and trans women’s health inequalities.

I came out literally as I was being elected, initially to myself, then later to my family and friends and publicly sometime after that, and that was challenging. It is fair to say that the impact on my mental health was profound.

For me, and for many other people coming out later in life, there is an element of regret and, in fact, mourning for a life not lived as my authentic self and it is hard to describe what that feels like. I try very hard to look forward – to make the most of what is in front of me, not to look back and have regrets that I was not living my life as my true self. There are many reasons why people come out later in life, and there is also much research around the profound impact that that has on people’s mental and physical health.

Coming out as lesbian, gay or bisexual can be a very different experience from coming out as trans. I cannot imagine how incredibly difficult that is, particularly in the current climate. We owe it to our trans and non-binary citizens to support them and ensure that discussion around changes in legislation or any matters relating to their lives and healthcare is conducted in a respectful and decent way.

We know the LGBT community, including lesbian, bi and trans women, experience significant health inequalities and specific barriers to services and support, and are sadly at a higher risk of experiencing common mental health problems than the general population.

The Science and Technology Committee report states that there is ’emerging evidence demonstrates that lesbian, gay, bisexual and trans (LGBT+) people experience significant health inequalities across their lifespan, often starting at a young age.’

Stonewall Scotland’s survey of LGBT people in Scotland found that half had experienced depression in the past year, including seven in 10 trans people, and that more than half of trans people have thought of taking their own life in the past year.

Stonewall Scotland’s survey of LGBT people in Scotland found that:

  • Half of LGBT people (49 per cent) have experienced depression in the last year, including seven in ten trans people (72 per cent).
  • More than half of trans people (52 per cent) have thought of taking their own life in the last year.
  • One in six LGBT people (16 per cent) have deliberately harmed themselves in the last year.
  • One in four LGBT people (24 per cent) have witnessed discriminatory or negative remarks against LGBT people by healthcare staff.
  • One in eight LGBT people (13 per cent) have received unequal treatment from healthcare staff because of their sexual orientation or gender identity.
  • Almost two in five trans people (37 per cent) have avoided healthcare treatment for fear of discrimination.
  • One in four LGBT people (27 per cent) have experienced healthcare staff having a lack of understanding of specific lesbian, gay and bi health needs.
  • Nearly three in five trans people (59 per cent) have experienced healthcare staff having a lack of understanding of specific trans health needs.

I understand that some of these matters are very technical. They are challenging and they require a level of expertise. That is why education, open discussion and proper resourcing in Scotland and across the UK is absolutely vital. We know how incredibly hard staff in the NHS work in all countries and parts of the UK. We salute them. However, the studies show that there is a bit more work to be done.

In 2013, a study in the USA said, unsurprisingly, that legalising gay marriage might improve health and reduce healthcare costs. Another similar study last year found that legalising equal marriage could improve the mental health of same-sex couples. Wow — what a revelation! You can marry the person you love and live the life you want as the person you are, and it might actually make you happy and reduce the burden on the healthcare system.

We know that legislative change does not in itself necessarily change culture or fix the problem, but it is an important step.

The specific health needs of disabled people who are also LGBT are often overlooked by healthcare professionals. According to Stonewall, which has produced some compelling briefings on the subject, disabled people in the LGBT community can be left with a lack of trust in their healthcare providers. Multiple needs are often not taken into account, which affects some of the most vulnerable people. LGBT people are not necessarily open about their sexual orientation and/or gender identity when seeking medical help, because of a fear of unfair treatment and invasive questioning.

Stonewall goes on to talk specifically about issues around PIP assessments and it has said that one in five non-binary people and LGBT disabled people have experienced discrimination. Similarly, one in five black, Asian and minority ethnic LGBT people, including 24% of Asian LGBT people, have experienced it.

There is still a long way to go and debates such as this one are part of the picture of making sure that good and proper healthcare is available for everybody in the LGBT community. We as MPs must do everything we can to make sure that no one suffers from poor mental or physical health just because of their gender, sexuality or gender identity.

We are all equal. At the end of the day, we are all human.

 

Hannah Bardell is a member of the SNP’s Shadow Foreign Affairs and International Development teams and the MP for Livingston.

This blog post is part of a cross-party series on Vuelio’s political blog Point of Order, which publishes insight and opinion to help public affairs, policy and comms professionals stay ahead of political change and connect with those who campaign on the issues they care about. To find out more or contribute, get in touch with Vuelio Politics.

Women-in-PR-in-2020

Women in PR in 2020

This year’s International Women’s Day is just behind us and PR can count itself as a profession particularly welcoming to women. CIPR’s 2019 State of the Profession survey showed that two thirds (67%) of the industry identify as female, putting us in the majority. However, that very same survey showed that women in public relations are still paid less than men for the same work, with a gender pay gap of £5202.

‘There are more women at Board level and running agencies and in house departments, but a sad counter to that is that many find that working freelance is the only way to balance work and life, especially if they have caring responsibilities,’ says Professor Anne Gregory of the other struggles women in PR continue to face. ‘It is still the case that long hours characterize the industry and there is plenty of anecdotal evidence that the ‘always on’ nature of the work is immensely destructive of well-being and family life.’

We put the call out to women in PR to share how they’ve noticed the industry getting better when it comes to gender and what still needs to be done.

‘When I first started out in PR 20 years ago, it was frowned upon to be in the office less than 12 hours a day. No-one wanted to be last to their desk in the morning, or first to leave at the end of the day. There was a lack of trust if you weren’t visibly there, so working from home was almost unheard of – if you weren’t in the office you weren’t working. We have created an agile world where we can now fulfil career ambitions, while raising a family and even have time for hobbies too. It’s now customary to have a healthy work-life balance and that’s a real cause for celebration.’

Agatha Chapman-Poole, managing director of Chapman Poole

Sara Wheater

‘Having been a undergraduate on one of the first PR degrees in the country back in the 1990s when it was still very much dominated by the ‘Max Hastings’ of the PR world, it has been a journey of incredible courage, creativity and resilience.

In my first role at a rural PR agency I was told it was a rite of passage to sleep with the boss. Needless to say, I didn’t. I took myself off to work for a female boss in the city who was not only inspirational, she was whipping the men’s derrieres with her steely approach and getting the right message out in the media. Diversity in the workplace breeds creativity beyond stereotypes and I’m proud that many agencies today are truly reflecting the needs of the societies that they serve.’

Sara Wheater, public relations account director at Calvin

Rose Allerston‘I’m lucky to be surrounded by women who genuinely inspire me every day at work – strong, intelligent women who don’t apologise for their place at the table and have encouraged and supported me to do the same. Our business is also based in Manchester – the birthplace of many women who have paved the way for freedom and radical thinking – so we’re following in their footsteps every day.

The days of long mahogany boardroom tables flanked by men in suits are (slowly!) dying out and I think generally these days you can be respected for your opinion and ideas regardless of what you wear or how you look.’

Rose Allerston, senior account director at Smoking Gun PR

Jane-Cook

‘Sadly, my personal experience has been that the old systems of power and patriarchy are still holding fast in a lot of places. Over the last ten years or so I’ve watched many women get pushed out of companies and positions of power, seen them branded as over-emotional or somehow not fit for the job, I’ve overheard men at the top complaining about maternity leave and flexible working, and I’ve sat around tables with men with less experience and expertise than their female colleagues, and grimaced as they still shout them down. It can be depressing, and I think it’s a big part of the reason why so many women seem to be moving towards the freelance/independent route.

I’m hugely supportive of other women who strike out on their own, and am also lucky enough to be hugely supported by the women I have worked for and with over the years. They keep me sane!’

Jane Cook, ‘indy PR bod’ (@JaneChicoMendes)

Natalie Orringe‘IWD 2020 is a chance to reflect on how much has been achieved but also how much more has to be done to realise gender parity. Issues such as #MeToo to Weinstein remind us how important it is to celebrate and recognise women.

Things have definitely improved in PR and marketing since I started over 17 years ago. We are much more aware now of appropriate behaviour and being open to flexible ways of working. These are both essential to women being able to achieve their potential.’

Natalie Orringe, chief marketing officer at Access Intelligence

 

Martina Mercer

‘When I started my career in 2008 I did a little cheeky test. Even 12 years ago women were considered to be somewhat inferior to men, not as successful, not as driven. I spent one day signing all my emails with the name Martin instead of Martina. I got a lot more results and responses as Martin, while respondents were altogether more friendly (even the women). I was a copywriter and marketer at the time, freelance, and I even kept the moniker Martin for the short duration of a couple of projects as the client seemed to feel much more secure dealing with a man rather than a woman. It could have been a coincidence…’

Martina Mercer, freelance PR and marketing consultant

Jessica Pardoe‘I’m fairly new into the world of work after only graduating in 2018, but I’ve noticed that in PR there’s a lot of bringing people up and supporting one another, even when we’re competitors.

There are so many women I look up to in the industry and who I know are always there to support me if I need help in any way, to name a few: Carrie Rose, Ella Minty, Amanda Coleman, Evie Shaw, Janet Hare… Though I haven’t seen anything change, per se, I’ve definitely seen a lot of backing of each other from the women in PR.’

Jessica Pardoe, PR and digital executive at Source PR 

 

Rebecca Oatley

‘It’s important to remember the struggles that women have endured to be considered equal in our society and best in class in our companies, in our government, in our public institutions and in our homes. It’s a day when we can learn from their strength and recognise their achievements. Yet it’s even more important to recognise and put pressure on those countries and societies where women are still struggling against institutional bias. Remind yourself that you too can make a positive change.’

Rebecca Oatley, managing director of Cherish PR

 

 

‘We must remember the terrible sacrifices women have made to secure the rights we take for granted now, plus think of those fighting all over the world today to save others and achieve a fairer, more just future.

We reflect on what has been achieved, as well as what is still left to be done – the current state of women’s rights, how to build more inclusive societies and guarantee equal standards of living for everybody. To quote Malala Yousafzai: “We cannot succeed when half of us are held back.”’

PR executive Lucia Schweigert and PR & content executive Manon Thomas at Life Size

 

Rebecca Mulgrave

‘I owe my career to a whole host of women that showed me the ropes as a junior, who taught, mentored and coached me, who encouraged and pushed me forward – and in many respects, still do today. To be able to offer the same support and guidance to other women has been a hugely rewarding part of my career.

At Branch Road, we’re empowered to achieve what we want (both personally and professionally); to mentor; to learn; to lead teams and take charge! And at the end of the day it’s not just our people that benefit – our clients and our company benefits too.

Rebecca Mulgrave, head of PR at Branch Road

 

Lauren-Lunn-Farrow‘There are a lot of fantastic females working in PR and media and over my 15 year career I have seen a rise in this, particularly women setting up on their own and running businesses, which is great to see.

A lot of former colleagues I have worked with and women that I have employed are now running big comms divisions or have set up their own businesses that are flourishing, and it is brilliant to see their visions continuously going from strength to strength.’

Lauren Lunn Farrow, managing director of The Expert Agency

 

Carie-Barkhuizen‘I talk to media about inequality every day. Everything from ignorance of the impact of menopause at work, to the fact that young girls STILL think technical jobs are ‘for boys’. But my ideals about progress shattered on becoming a mother. My NCT peers struggled to get rehired. Some went back to different roles than they had left; and I have been constantly asked if I’ll be able to cope with my business and a baby. The fact that IWD is still so needed makes me very, very mad. I look forward to a time when we can celebrate achievement everyday regardless of gender.’

Carie Barkhuizen, managing director of Seymour PR

 

Fiona-Kirwan-and-Lisa-French‘We have a number of clients who operate in traditionally male dominated sectors, but we will be working with them to challenge stereotypes in order to help attract more women into typically perceived male roles.

We’ll also continue to applaud my female industry counterparts for standing up, leading the charge and being seen.’

Fiona Kirwan and Lisa French, managing partners at Truth PR

 

 

Rebecca Sweeney‘I believe, if women are to ever achieve complete equality, we must continue to empower one another. It’s incredible to be surrounded by so many exciting, creative women (and the men are alright too!) who inspire me every day to become a better PR manager, colleague and friend.

It sounds cliché, but when we come together, awesome things happen.’

Rebecca Sweeney, account manager at No Brainer

 

 

Ali Cort

‘As a PR youngster, working in mostly female-biased agencies, I used to be rather shocked at what appeared to be the industry’s senior men crawling out of the woodwork at award ceremonies. I’m pleased to see that women are making advances in this area with more taking senior leadership roles and C-suite positions.

I still think more needs to be done as if it can’t be achieved in a field where women comprise the majority of the workforce, then where can it?’

Ali Cort, client services director at Browser Media

Sarah Waddington

PR Blogger Spotlight with Sarah Waddington, Astute.Work

‘I try really hard to practice what I preach’ – FuturePRoof founder, podcaster and former CIPR president Sarah Waddington shares her knowledge of the PR industry with future clients as well as her peers at Astute.Work.

Read on for her thoughts on how the industry needs to do more when it comes to wellbeing, hiring practices and which other public relations-related blogs are worth checking out (you may recognise a few…)

How did you originally get started with writing about PR, marketing and comms?
It’s about the say/do gap. You can’t advise clients or up and coming talent that they need to be blogging about business and industry without doing the same. I try really hard to practice what I preach. I’m an infrequent blogger but am passionate about what I write.

What’s your favourite thing to post about and why?
At Astute.Work we’ve developed a management consultancy which sits alongside our PR and marketing offer. Having just completed a course at Oxford Saïd on this subject, I guess I’m most enjoying writing about leadership.

What are some of the recent campaigns you’ve written about that you really liked and why were they special?
Astute.Work helps management teams to drive ethical and sustainable growth over the long-term and manage market volatility. As such the campaigns I’m drawn to are those where there is a visible attempt by the company to build social capital over the longer-term.

That said I’m going to mention a #FuturePRoof initiative on influencer relations. Two of your other Top 10 bloggers, Scott Guthrie and Stephen Waddington, wrote a brilliant guide to influencer marketing governance with Vuelio’s support. It’s very of the moment and everyone should keep a copy bookmarked.

With mental wellbeing being a big issue in the industry at the moment, what do you think agencies can do to support their employees?
*Soapbox klaxon* Here’s one I wrote earlier with the now President of the CIPR, Jenni Field. Sort your governance out please, PR bosses! This is about good business, nothing else.

How can the PR industry work on its diversity problem?
Simply, by stopping recruiting in its own image and being more open minded than asking for a 2:1 or above from a Russell Group University. We love to make it harder than it is. Hugely talented people are out there if you can be bothered to look outside your own networks.

How has the relationship between the media and public relations changed during your time in PR?
Not sure it has, there remains the age old tension between what they want and we need.

The difference is public relations now employs the PESO model and we invest most heavily in owned media, making earned less relevant (although still important). There has most definitely been a shift in power. I wrote about it here.

Do you think calling to pitch stories to journalists can ever be a good move?
Journalists and PR professionals have a symbiotic relationship. We need each other. So yes, but only when you’ve done your research and you feel confident you’re pitching something that fits the target title and is fresh.

What are the pros of working with influencers versus ‘traditional’ media?
Co-creation of content, by a long way. Plus, greater creativity of thought and new ways of working.

Do you work with other PRs on your blog? How would you prefer they approach you and with what kind of content?
I’m always happy to consider Q&As or first person articles from other business leaders pitched by a fellow PR. The best interviews are housed on Astute.Work’s My Friends In The North podcast.

What other blogs do you check out regularly?
I’d better mention my husband’s, but I regularly read Influence from the CIPR, as it curates lots of interesting blogger content – as does Vuelio, for that matter!

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

Dr Rosena Allin-Khan MP: I’ve been the underdog all my life, but I have the ideas and the energy to take Labour forward

When I saw the results of the last election, it broke my heart. I saw a door close on a whole generation of children growing up in difficult circumstances, just as I did, but who’ll never get the same life chances that I eventually enjoyed under a Labour Government. It also lit a fire in the pit of my belly to do something about it. That’s why I decided to run for Deputy Leader. The door I saw close doesn’t have to stay shut forever, but to re-open it, we need a Labour Government.

Working as an A&E doctor on the front line of our NHS, means I see a snapshot of our society in technicolour. Here, everything is on show and it’s clear to me how people are suffering. Growing up poor and cold while my single mum worked three jobs to support me and my brother, taught me the reality of daily life for people across the UK. My mother always told me that there were people worse off than us. I have never forgotten that; it drove me to fight to become a doctor, despite failing my A-Levels first time around because things were difficult at home, and it spurred me on to work as a humanitarian doctor in conflict zones across the world.

The Labour Party changed my life and the lives of so many others. It’s incredibly sad then to see the party in a critical condition. This is no accident, but the result of a chronic failure to address symptoms that were visible for all to see. We shouldn’t have ignored the warning signs in Scotland, and now we’ve paid the price in northern England, across the midlands and in Wales. The Labour Party has to start listening, with humility, not put words into people’s mouths. Only by listening can we begin to heal.

I truly believe I’m the candidate for Deputy Leader with the best ideas to take Labour forward. I have listened to our local Councillors, candidates and activists and, based on their feedback, I’ve put together my ‘Grassroots Revival’ plan to suggest ways we could campaign more effectively, to win. I’ve talked about my ideas to overhaul our broken social care system, based on my own experiences both as a doctor and as a daughter with a father found bruised, bloodied and unconscious in a care home. I’ve signed up to the Board of Deputies of British Jews’ Ten Pledges for dealing with antisemitism within Labour, and I’ve published my own pledges as well to ensure our response to this awful stain on our party is as robust as possible. As a humanitarian doctor, I’m committed to internationalism and the relationship the UK has with the rest of the world – this must lead our policy making going forward, during these uncertain times. I’ve also committed to making myself fully accountable to the membership, by pledging to hold a confidence vote in myself after one year of being Deputy Leader, so the membership can decide whether they’re happy that I’m fulfilling my promises to them.

Those ideas are connecting with the membership of our Labour Party, which is why polls show support for me growing faster than all the other candidates. I know I’m the underdog in this campaign, I have been all my life, but I believe I have the ideas and the energy to take Labour forward together with our members – that’s why I’m standing to be the next Deputy Leader.

Doctor Rosena Allin-Khan is a candidate for Deputy Leader of the Labour Party and MP for Tooting.

Rob Skinner

PR is the missing piece of the smarketing puzzle

This is a guest post from Rob Skinner, managing director at Skout.

Marketing and sales have a complicated relationship. In theory, the two should go hand in hand but it’s not quite as simple as that. Skout recently conducted research among 100 marketing professionals which demonstrates the problematic sales and marketing gap many companies are facing. In fact, a whopping 73% are yet to successfully integrate these two closely related teams – making it clear that there is an overwhelming need for businesses to adjust their strategies in order to achieve a more harmonious union.

Despite the obvious advantages of what has now been coined as ‘smarketing’, the benefits are still unrecognised by 60% of respondents, who claim they do not see the value in breaking down these barriers. There is already a wealth of information, sharing tips on how to marry up sales and marketing but there seems to be a missing piece to this advice – and that is the relationship between PR and sales. These two disciplines can often feel like polar opposites, but they shouldn’t.

Having worked in PR for 25 years, I know how aligning these teams can be a real struggle and the impact it can have, not only on sales and marketing but also on PR when it comes to doing an effective job. In many ways PR and sales fall at opposite ends of the marketing spectrum. PR is very much about generating brand awareness, with outcomes that are often difficult to measure from an ROI perspective. In contrast, sales are all about closing the deal and meeting the targets. You can appreciate how and why these two roles may feel disconnected, but equally if this is the case, major opportunities can be missed.

In today’s digital world where B2B buyers and decision makers have access to unlimited information at their fingertips, sales is actually more reliant than ever on PR activities to gain interest, build brand awareness and offer support at each stage of the sales cycle.

It has been proven in research conducted by Forrester, that showed between 70% and 90% of a buyer’s journey is complete before engaging with a salesperson either through online reviews or PR activity including thought leadership articles, blog posts and informative resources such as whitepapers and e-guides. All of these factors play a huge part in the buyer journey. In fact, it is estimated that buyers now view 11.4 items of content during this journey and it’s often the PR team’s job to make this happen.

Implementation advice
It is vital that PR pushes sales to get the conversation going in order to help them better understand the sector and its challenges, as well as the successes that the company has achieved, so this can be communicated to the target market. I know how difficult this can be but there are methods that can help businesses to implement it smoothly and successfully:

More face to face time
It’s all about building relationships and what better way to do this than getting off emails and apps and instead meeting face to face? Using the method of story foraging can yield brilliant results. PRs should meet with a rage of important figures within the business, including sales, to ask them about the role they play within the company. This information can then be used to build a better picture of the day-to-day business activities and find newsworthy angles that can be transformed into informative and captivating content.

More flows of information
Communication should not just be left to initial story foraging meetings – keeping flows of information going on a regular basis helps to keep everyone involved on track to meet their collective targets. Adding sales to project tracking and collaboration tools used by the marketing and PR teams helps to keep them in the loop with what content is being sent out so that they can utilise this content and media coverage to nurture prospects into customers.

More formal involvement
Once the information from initial meetings and story foraging days has been processed and broken down into possible storylines, PR teams should work to keep sales involved by using their industry expertise to add value to the content. Ways of doing this can involve; working with salespeople to author blogs and articles, encouraging salespeople to contribute to and engage in social media activity and even sourcing opportunities with podcasts or broadcasting that can feature leaders in the sales team.

More focus on the sales cycle
All businesses should be delivering against a fully optimised sales cycle. This should be understood internally, allowing PR teams to respond strategically by creating relevant communications in line with the lifecycle of the company’s customer from ‘lead to loyalty’. Content should be created with the view of nudging leads ever forward in the cycle – creating a transition from prospect to a paying customer.

It is clear that there is an overwhelming need to close the gap between sales and marketing. PR teams have a vital part to play in this. Although there seems to be pushback by businesses at this moment, there will come a point where this simply cannot be avoided. Businesses should take note from those leading the way and be open to asking questions about best practice and recognising the wealth of benefits that are available to them if they put these processes in place.

Find out more about Skout PR’s research into ‘Smarketing’ by downloading the e-guide.

IWD2020 round up

International Women’s Day events and initiatives round-up

With International Women’s Day approaching on 8 March, the PR industry is gearing up to celebrate the success of women in the sector and to reflect on what still needs to be done to improve the lives of women in public relations and beyond. Here are a few of the initiatives launching in time for Sunday.

The Future (of PR) is female
Red Lorry Yellow Lorry has teamed up with non-profit organisation I Can Be to introduce seven and eight-year-old girls to the possibilities of a future career in PR. I Can Be’s work focuses on introducing girls to opportunities in the workplace as well as the women already working there, and will be collaborating with the Red Lorry Yellow Lorry UK director Hannah Patel for a three-month series of interactive workshops with girls from London schools.

‘To tackle the diversity issues that are rife across all areas of corporate life we have to do whatever we can to encourage the next generation of female minds,’ says Hannah of the initiative. ‘We need to invest time in early-stage education to really make a long-term change. The future is definitely equal, and if we all make a little more effort we’ll be there a lot faster.’
Shattering stereotypes

Finn Partners is also hoping to help open up a world of opportunities for girls in its work with Modern Muse, a charity connecting children with successful female role models – the ‘Muses’ – across a range of jobs. Sharing stories from their education and careers, the women that take part encourage girls to fully explore the career options available to them.

‘To me, International Women’s Day is a timely reminder to think about all the great women I’ve been lucky enough to work with – as well as those I don’t know but are doing amazing things in the world,’ says Finn Partners managing partner Flora Haslam.

‘As the parent of a preschool girl, it also makes me reflect on how far we’ve come as women in recent years, yet how far we still have to go. In 2020 I am amazed how much gender stereotyping there is for young children in terms of toys and clothes. It’s my hope that the next decade will see a shift.’

Sharing what it takes to be successful
The PR people over at Fizzbox have created an interactive graphic for International Women’s Day, highlighting the daily routines of ten successful women including celebrity stylist Marian Kwei, MUHU founder Sally Wynter, award-winning author Jini Reddy and Rich Visions’ Mavis Amankwah. What becomes clear when looking at each time-line is that balancing wellbeing and a healthy work/life ethic is more than just a full day’s work (and it takes getting up at around 6am every morning).

Advocating for flexibility
Committed to the cause of supporting women working in PR all year round, Women in PR is focusing its efforts on flexible working campaign ‘What the F?’ and has launched a survey with Opinium to find out what flexible working looks like in the industry. It is open to men and women, takes only five minutes to complete and is open until 13 March – take part here.

‘Women in PR’s mission is to increase the number and diversity of women in leadership roles in our industry,’ says committee member Natalie Trice. ‘Over the past couple of years as a committee we have made every effort to show that Women in PR welcomes everyone, including men, to join our network and support our work in sharing expertise and encouraging more women, of all backgrounds, to reach their full potential.
With 87% of the UK’s full-time workforce wanting access to flexible working, the PR industry desperately needs to change its attitude towards flexible working provision. The younger generation expect flexible working to be a given and to be treated equally. To retain the best and the brightest talent, organisations, PR or otherwise, need to be alert to the changing needs of the workforce.’

Breaking the glass ceiling
This week saw the PRCA B2B Group event Finding and addressing the glass ceiling in PR, where panellists including The Inner Circle’s Crystal Cansdale, business coach Maria Darby-Walker and president of Women in PR Bibi Hilton discussed how a more inclusive environment can be created in PR and why women start to disappear from the line-up when it comes to positions of seniority.

Fighting for more F(emales) in Fintech
Hotwire has plenty of initiatives in place to help its employees thrive, including a ‘thoughtful working’ policy that recognizes the flexibility needed to maintain a healthy work life. Diversity initiatives at the agency also extend out to industry specific groups with F in Fintech, championing the women leading in the sector in an effort to welcome more workers from minority groups.

‘Our sheer numbers alone give us so much power,’ says Hotwire global CEO Barbara Bates. ‘If more women backed women, we’d be unstoppable.’

What to expect from Rishi Sunak’s first Budget?

The first Budget for 16 months will be delivered on Wednesday 11 March by Chancellor Rishi Sunak, who has only been in the post for three weeks. Sunak’s appointment swiftly followed the resignation from Government of Sajid Javid in the recent reshuffle, when he chose to walk away rather than sign up to a new joint Number 10 and Number 11 Downing Street team, which would have involved firing his team of advisers.

With a previous Budget set for November 2019 cancelled due to the parliamentary hiatus over Brexit and the subsequent General Election, this Budget, as well as being delivered by a newly appointed Chancellor, is also set to be dominated by the COVID-19 Coronavirus outbreak, which is predicted to escalate into a global pandemic.

Civil Service World reported that the Chancellor was ‘being forced to rewrite next week’s Budget to take account of the likely economic effect of the Covid-19 outbreak.’ This is expected to include additional cash for the NHS and other public services. It might also include a tax holiday for businesses that will be widely affected by any economic downturn due to the virus.

Travel and commuting restrictions, reduced imports from overseas, including the far east where the virus originated, and a self-exclusion plan that might have to come into force, would all have a significant effect on the UK economy and the Treasury is being asked to step up and make guarantees to businesses and citizens.

The Budget is also expected to formalise the Conservative manifesto pledge to raise the threshold at which people start paying National Insurance Contributions (NICs) by more than 10% to £9,500. If confirmed at this rate, a typical employee will save around £104 in 2020/21, while self-employed individuals, who pay a lower rate, will have £78 cut from their bill, according to Government figures.

A key aim of this Government’s mission is to ‘level up’ spending across Britain and to reduce regional disparity through increased spending and better infrastructure, not least in the former Labour heartland seats that the Conservatives won in 2019 and now seek to retain at the next election.

One likely way to find extra cash is to scrap Entrepreneurs’ relief. This tax relief brought in by Labour in 2008 and subsequently extended by George Osborne, allows business owners when they sell their company to pay capital gains tax at a reduced rate of 10% rather than the usual rate of 20%, which applies to gains up to £10m.

The Sun reports that this could have serious effects on SMEs including retailers selling a shop for £150,000 who would lose £15,000 if the plans go ahead. The proposal is apparently unpopular with some backbench MPs and The Sun quotes national chairman of the Federation of Small Businesses (FSB) Mike Cherry, who said: ‘Scrapping entrepreneurs’ relief would destroy the retirements of thousands of business owners. The Conservative manifesto committed this Government to reviewing and reforming this incentive, not scrapping it entirely. The Conservatives should keep their promises – it’s a question of trust.’

The FSB spokesperson suggests a compromise: ‘Keep the relief for the first £1m of a business sale and scale it back at the top end. Doing so would save the Treasury more than £1bn and maintain a vital incentive which encourages entrepreneurs to start up, hire and invest.’

In a dig at the authors of the likely policy to scrap the relief entirely he adds: ‘A lot of entrepreneurs see their business as their retirement plan. They don’t have the gold-plated pensions enjoyed by Treasury civil servants.’

Mike Cherry also said that small business confidence has already suffered a slump over the past 18 months and this proposal risks making a bad situation worse for small businesses, and risks losing them to other more welcoming tax jurisdictions.

The Financial Times reports (£) that Sunak could use the Budget to end the freeze on fuel duty which has been in place since 2010 or at least start by removing the £2.4bn subsidy for ‘red diesel’. This is used by off-road vehicles and machinery and would demonstrate that the Treasury is prepared to use the tax system to encourage a move away from fossil fuels.

A Daily Telegraph pre-Budget analysis predicts that ‘Changes to tax, pensions, housing and social care’ are all set to be included. It also speculates that additional funding for adult social care could be included as well as measures to increase the roll out of high-speed broadband and reduce single-use plastics.

Changes to pension contributions have been suggested as an idea alongside a wealth or ‘mansion tax’, but it is understood that Rishi Sunak took these proposals off the table when he became Chancellor. A scheme to cut the cost of buying a home for key workers and first-time buyers would perhaps prove more popular nationally to ensure that renters can buy a home in their area at a reduced rate.

As with many across the country and especially public affairs professionals, we will watch with interest on Wednesday as with previous Budgets, to see if this newbie Chancellor has a rabbit to pull out of his hat in terms of a key announcement that will get everyone talking and, unlike the pasty tax or caravan tax of the George Osborne era, won’t unravel as soon as the journalists and financial experts crunch the numbers in detail.


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The Vuelio Political team will be summarising the Budget and stakeholder reaction to all of the key announcements and measures.

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Ella Minty

PR Blogger Spotlight with Ella Minty, Power & Influence

‘This expectation that we all have to sing and dance, go to the pub and be merry and joyful when that is not how you really feel can take an immense toll’ – today’s spotlight falls on PR pro and Power & Influence blogger Ella Minty, who knows the unique pressures of working in public relations as well as the highs (creativity and stereotype shattering) that go with the occasional lows (long hours and stress).

Encouraging knowledge sharing in her popular #PowerAndInfluence Twitter discussions as well as on the Power & Influence blog, Ella shares extra wisdom with us on how important deeper thinking and diversity is for happiness in the office environment and making more meaningful work.

How did you originally get started with writing about PR, marketing and comms?
I wanted to share what I know and provide a different take on some of the aspects we don’t come across that often but, when we do, they become crucially important to get right from the start.

What’s your favourite thing to post about and why?
It has to be business, through the lens of a PR practitioner and vice versa. I am bemused by how much time we spend looking through a magnifying glass at ourselves (naval gazing) as opposed to really understanding what those who need our services – besides a campaign for a toothpick – are really looking for.

What are some of the recent campaigns you’ve written about that you really liked and why were they special?
I haven’t written anything about campaigns because I haven’t found any to be ground-breaking and really soul-searching. What I can tell you though, after having judged three PRCA MENA’s 2020 Awards categories (and here I’m only referring to the Best PR Campaign: Digital category) I was really blown away by Golin MENA’s ingenious and innovative approach to making a boring and rather bland product such as paint really stand out. Their Jotashield campaign for Jotun Paints was really something else.

With mental wellbeing being a big issue in the industry at the moment, what do you think agencies can do to support their employees?
Listen – like, really listen and observe. This expectation that we all have to sing and dance, go to the pub and be merry and joyful when that is not how you really feel takes an immense toll. Allow people to be themselves and express their feelings; if all agencies did that to begin with it would be a massive step forward. Encourage authenticity and self-reflection.

How can the PR industry work on its diversity problem?
We should understand that diversity has two main forms of manifestation: one is physical and the other is mental. The former is ‘people like us’ and the latter is ‘no more nodding heads’. This reminds me of that splendid Procter & Gamble campaign aimed to shatter stereotypes ‘Like A Girl’, and of how far we are to even comprehending that another view, someone else’s experience and take on issues may, actually, help us become better.

We often stop at skin colour and gender and we shouldn’t; innovation, forward thinking, competitive advantage and so on, all these imperatives for business growth are in the mind, not in the body. When you submit a proposal, are brought in to sort an issue or help in a crisis, it is your mind that will make all the difference, not the way you look or dress. The quotas on diversity need to be very carefully considered, especially when it comes to gender diversity – bring a woman in because she is the best at that job, not because she is a woman.

How has the relationship between the media and public relations changed during your time in PR?
It has changed dramatically. When I started, almost 20 years ago, the journalists were the authors and the keepers of the ‘Bible’. There was a very clear demarcation line: they asked, you answered, then you could only hope they understood. Today, the lines are blurry and I am quite sad to see that some journalists forget that they are supposed to be neutral, ethical and professional. Equally, it never ceases to amaze me that we still have PR practitioners who treat journalists like the fish in a pond: throw something in and see how many fish you can catch.

Do you think calling to pitch stories to journalists can ever be a good move?
It can, providing the right story is pitched to the right journalist. A journalist cannot be expected to be everywhere, read everything and know what is happening in their sector 24/7. If we can provide them with something that is of real interest to them, we should. This is how many professional and long-lasting relationships start: as transactional.

What are the pros of working with influencers versus ‘traditional’ media?
I have very strong views on this, and often my views are rather strong, one might argue. Influencers to me are pretty much as ‘influencing’ as the answer to the question: ‘how long is piece of string?’. Celebrities are still good at raising awareness when it comes to products – credible they are not, for the most part. Social media influencers, and I cannot help mentioning the case of the ‘over four million followers’ ‘social media star’ who couldn’t make it through one of the dance-offs of Strictly Come Dancing last year; how ‘influencing’ was that influencer? I’ve written quite a lot about this subject and I would always urge caution. If treated strictly as a paid-for transactional relationship, the contractual terms must be very strict to ensure both parties are clear on what their obligations, liabilities and expectations are.

The ‘pros’ of influencer marketing are reach, awareness and, potentially, sales impact – but the last point needs to be very carefully tied back to the actual influence of that person. And I’ll give you an example of a perfect influencer in my book: Stephen Waddington. Before I created my blog, I used to write a lot for CIPR’s Influence (online version) without even thinking to go through the effort and trouble of creating my own blog – between ‘Influence’ and LinkedIn’s Article feature, I was ok. But then Stephen wrote something and urged us to create our own platforms – after all, I can be as hard as I want on one topic or another in my own blog as opposed to someone else’s. Then, it was also Stephen who, when I complained about something to do with our practice a several years ago, when he was the President of CIPR, he turned to me and said just this: ‘and what are you doing about it?’. The penny dropped and I thought to myself ‘I’d better do something about it’ – and I did.

So what I am trying to say here is that an influencer’s ‘influence’ can only be measured, realistically, in their ability to influence someone to do something: change, use, buy, etc.

Do you work with other PRs on your blog? How would you prefer they approach you and with what kind of content?
No, I don’t – never had the chance to because, although I’ve been sent numerous press releases, those I found really interesting to have a constructive dialogue with were only interested in ‘broadcast’, not in anything else. I’m happy to be approached by anyone who has a very interesting story to tell, particularly in our line of work, and is ready to answer my questions – some I’ve even invited to host a #PowerAndInfluence chat but, when they learned that the chat is a conversation and not a prescriptive Q&A or a chest-beating opportunity, never came back to me.

If I like what I read, then I’ll approach the sender – I will never ask to be paid for my writing about them or doing a #PowerAndInfluence together; I have a blog because I am passionate about what I do/write – it’s not a means of income for me and it will never be; this is why I don’t accept any advertisements etc. My blog is very personal and special to me, so any co-operation with any other PR professionals will be based on that premise.

What other blogs do you check out regularly?
I read Stephen Waddington, Scott Guthrie and Jessica Pardoe quite regularly, as well as Sarah Waddington’s FutureProof – I like learning something new every day and look for ‘wow, I didn’t know that’ or ‘I never thought about that’ kind of content. But I read many others, too, depending on the topic/subject. The blog articles I loathe are those who invite you in (clickbait style) and bore you to death in the first five minutes with their services on the topic, how you can work with them, etc. I appreciate that some or many make money from writing blogs, and that is fine with me – but it would be great if they could wow the reader with their knowledge on that topic first and, right at the very end of the article, promote what they do and how they do it.

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

Cut for time charity brand webinar

Cut for time: extra answers from the How to build a charity brand webinar

Our recent webinar How to build a charity brand included discussion on communicating with stakeholders while building relationships with supporters. Expertise came from Scouts’ director of communications and marketing David Hamilton and brand and ambassador manager Chris James, as well as Shape History’s co-managing director Lauren Kay-Lambert.

Watch the full webinar here.

We ran out of time to answer all of the questions that came in during our chat with the experts – but Lauren and Chris have very kindly answered the additional questions regarding research, best practice and rebranding for further reach, below.

How much research has to be done to get branding right? Is it possible to use only data and information we already have?
Lauren Kay-Lambert: It’s important you gain a good understanding and honest insight from multiple stakeholders, both internally and externally from beneficiaries/donors. Existing data, especially around user journeys/Google analytics to see where traffic is coming from will definitely be beneficial.

Chris James: This depends entirely on what data you already have. We’d recommend that you consult widely with internal and external stakeholders and give people scope to give you frank and honest opinions.

How could a volunteer-run community group use this best practice to increase its impact on people and its reach on social media?
Lauren: The key is to get your volunteers and end beneficiaries involved – speak to the people you’re trying to reach on social media and ask them what type of content they’d like to see. Also, don’t feel as though you need to be present on every single social media platform – assess what brings you the best return and engagement.
Chris: The key is understanding your audiences and what they need from you. Test different ideas and approaches and then use these insights to increase your engagement and reach.

How can a smaller charity without the reach and recognition of a big charity undertake a full rebrand to improve its effectiveness?
Lauren: Still use the same process, but don’t spend a huge budget on an agency to do the design work. I suggest hiring a freelance designer (go onto The Dots/use Major Players, etc.) to find someone who will be cheaper. I’d suggest focusing on the ‘Understand’ phase and nailing down your verbal identity.

Chris: You don’t need a huge budget for a rebrand. However, you do need huge buy in. Start by building the case for a rebrand – why do you need to do it? What’s not working? Who are you not reaching? It may be that you need a refresh rather than a full rebrand. Before looking at colours, fonts and logos, the key is identifying your key benefit – answering the question ‘why do we exist?’ Run some informal workshops where stakeholders get a chance to answer these questions. The key is taking people with you – a rebrand that is foisted on an organisation, charity or company will not succeed.

How do you measure your relevance?
Chris: We regularly track our perception across a range of key audiences – across relevance, trust and other factors. We work with research partners to do this.

Can you explain more about ‘self-service culture’?
Chris: Self-service is simply about providing your members or customers with the tools and resources to speak confidently about your brand, whether online, in print or in person. We provide a free online hub with templates, videos and other assets members can use with minimum expenses and expertise.

When you establish a charity, how do you choose right types (trustee, foundation… etc.)?
Chris: We’d recommend seeking specialist advice and research widely on this, as it depends on what you’re setting out to achieve.

How much did the Scouts rebrand cost from start to finish (budgets are always tight in our sector, and so often we see these great examples of what can be done, but they are way out of our reach)?
Chris: We were fortunate in that a number of partners were willing to work with us at significantly reduced rates or free of charge. For that reason we agreed that we would keep the arrangement confidential so it would not affect their wider business. We recommend that you have honest and open conversation with potential partners and you also have the option of doing this in house – although external perspectives are invaluable.

Watch the How to build a charity webinar here. Want more expertise from charity brands? Check out advice from Tiny Tickers and The Wildlife Trusts on creating successful PR campaigns on shoestring budgets.

2020: An exciting time to be in Public Affairs

Dr Stuart Thomson is head of public affairs at BDB Pitmans. Following our recent event, where Stuart was a panelist, he has written his thoughts on the new political landscape.

The Conservative Party’s significant win in the General Election has changed the political landscape. With this change should come a reassessment of Public Affairs activity. What should those in Public Affairs now be thinking about?

With a majority now in place, the normal business of Government can resume. Instead of being utterly fixated on Brexit, new policies can be developed that consider the challenges facing the country. Public Affairs can help engage with Government in the development of these new policies.

Getting organisations and people involved is important but critically across Public Affairs we have to keep a watch on what the Government wants to achieve. The current priorities for this Government are ‘levelling-up’, addressing climate change (through COP 26) and preparing for life outside the EU.

But we also need to keep an eye on the delivery aspects for voters. Why?  Because timescales become critically important. The Government really needs to show what it has achieved by the time of the next election. Of course, all governments have that requirement, but Boris really believes in infrastructure and that can take a long time to deliver. So how do they show what they have achieved if the infrastructure hasn’t yet been built? How do they ensure that the ‘red wall’ of former Labour seats in the North remains nothing more than a memory?

If Boris is to keep those seats in former Labour voting areas, then the Government also needs to continue to speak about those issues that have traditionally been seen as Labour strengths – such as the NHS and education. But also maintain their strength in their own core areas – Brexit and the economy. The paper by the British Psychological Society on making better policy provided some useful insight into these issues.

I can also hear echoes of Tony Blair here as well. He went onto areas of Conservative strength and owned them for Labour. ‘Tough on crime, tough on the causes of crime’ was a direct play for the traditionally Conservative area of law and order.

Labour’s great failure this time, apart from its leadership, was to take their own ‘core’ issues for granted.

So it is all very good tracking, as Labour and Corbyn did in the Pulsar survey, really well on social media but it did not turn into votes. Again, the same survey showed an association between each party and particular issues. The Conservatives made sure they controlled the agenda on the top issues – Brexit, the NHS (increased spending to neutralise Labour) and the economy.

Therefore, our Public Affairs work has to reflect the reality of a majority Government and, as I blogged about recently, that means everything from taking the House of Lords seriously to looking at developing long-term relationships and champions, thinking about public campaigns and, of course, the new No 10/No 11 super department. That also means being aware of how best to engage with our audiences and not relying just on any exciting social media channels. As the Vuelio report, The Politics of Social Media, confirmed, there remains a key role for face-to-face meetings with MPs.

It’s an exciting time to be in Public Affairs!

You can read Dr Stuart Thomson’s blog here. He tweets @redpolitics. More information about his new book on reputation management can be seen here.

Marketing Island

Top tips for finding an effective tone of voice for your online brand

This is a guest post by Marketing Island.

Tone of voice isn’t the words we say but how we say them. It is the language we choose, and the personality behind the screen. Brands often rely so heavily on graphics, colour pallets and typefaces, but having a distinct tone of voice is just as important for building brand affinity and familiarity.

In the wise words of Maya Angelou, ‘People won’t always remember what you said, but they will remember how you made them feel’. Mastering your own tone of voice is crucial, it’s a major part of what makes you unique. A consistent tone of voice ensures you are easily recognisable and can resonate with your customers.

When we speak face to face, we are not solely relying on the words leaving our mouths as we have the assistance of non-verbal communication. Using facial expressions, gestures and different pitches allow us to correctly communicate what we are trying to say to others. A carefully considered tone of voice is vital for the representation of a brand online, as we lose all these additional factors. Online marketing such as email and social allow you to build strong relationships with your consumers through one to one conversations. Therefore, portraying the correct tone of voice can help you stand out against competitors and communicate authentically and honestly.

‘If you’re looking for your voice, tap into how you write and talk to your best friends – when you’re not trying to impress or be someone else, but just telling your stories. That’s the quickest way to find it.’ – Jess Pan

Since establishing Marketing Island in 2017, our tone of voice has always been an important factor in our overall branding. Marketing Island was created with a specific audience in mind and this enabled us to quickly establish who we were talking to and how to talk to them – women like us!

Being human has always been the most important thing for us, we have always prided ourselves on being genuine and passionate about the topics we share. We have found this vital to our engagement; it allows us to build connections and bonds with our readers.

Our Top Tips:

Understand your values and personality
Your tone of voice should express your brand’s personality and values. Figure out if you want to be humorous, empathetic or serious (but always ensure you’re relatable!). Your customers are only human (like you), so be approachable and break down that fourth wall – you are not a robot!

Know your target audience
Who will you be talking to? As with all marketing, understanding your audience and their needs is vital. Ensuring your tone of voice aligns with their purpose and ethos as well as your product or service is extremely important.

Write down guidelines
Once you’ve nailed your tone of voice then document it, this can be a part of your overall brand guidelines. Having documentation in place informing of your tone of voice is extremely important to ensuring everyone in the organisation is on the same page.

Be consistent
Through finding your authentic tone of voice your audience will learn to understand your brand and expect a certain experience from you. They will begin to recognise you and build a trusting relationship. Consistency is key here, they need to have the same experience with you 24/7, 365 days a year.

Continue to check that your tone is relevant to your brand. Over time, external and cultural factors can influence organisational change. As important as it is to keep a consistent tone of voice, it’s just as important to be mindful when things may need to be adapted.

Marketing Island is an award-winning online marketing magazine set to inspire women in the digital industry. Find out more here, and follow them on Twitter and Instagram.

Wera Hobhouse MP: Heathrow decision was a landmark victory for climate campaigners

Yesterday was a historic day for the climate campaigners.

The Court of Appeal has taken the climate emergency into account and made it a key part of its decision to stop the expansion of Heathrow.

The Government now has a choice: they can continue with business as usual, appealing the Court of Appeal decision and continuing to push for infrastructure that will ultimately stop them reaching their climate targets; or they could use this as a wake-up call and start legislating for climate action now.

Achieving net-zero involves cutting emissions across all sectors to almost zero and offsetting the remaining emissions by planting forests and investing in carbon capture technology.

This is a daunting task and the sooner we start the better chance we have of avoiding widespread environmental chaos that will define the lives of future generations.

We are living through a climate emergency.

Yesterday’s decision, against the expansion of Heathrow Airport, is a victory.

Now is the time to be cutting our emissions, not adding infrastructure that will cause them to skyrocket.

It is a victory for the thousands of local campaigners who have spent years protesting the expansion. It shows communities, across the country, that people power can make the difference. The Liberal Democrats has been backing these campaigns from the very beginning, supporting grassroots action to make today’s decision possible.

For far too long the Government has been committed to Heathrow expansion, with no consideration of the impact on our carbon footprint and the local environment.

This Government’s own target – to reach a net zero by 2050 – is not compatible with airport expansion. Whether that be expansion of Heathrow Airport or Bristol.

Flying long haul, in 2020, requires fossil fuels. As a result, flying always comes with a carbon cost. Research into cleaner fuels is important and yet green alternatives will not be replacing oil-based aviation fuel anytime soon.

Flying is a positive part of life in a globalised world, but we have an obligation to not to expand an industry that is contributing to the climate crisis.

And it is because of this that my party opposes airport expansion.

If Boris Johnson makes the wrong choice now, he may well have to lie down in front of the bulldozers and the wider impact on our climate will be catastrophic.

I will be urging the Government to respect the Court of Appeal decision and to use this moment as a turning point, investing in substantive climate action now.

We can help – The Liberal Democrats are the only party to have a detailed plan to reach net zero, including a sector by sector roadmap.

This decision was a landmark victory for climate campaigners. For the sake of future generations, let’s make tomorrow an even better one.

Wera Hobhouse is the Liberal Democrat Spokesperson for the Climate Emergency, Energy and the Environment & MP for Bath.

This blog post is part of a cross-party series on Vuelio’s political blog Point of Order, which publishes insight and opinion to help public affairs, policy and comms professionals stay ahead of political change and connect with those who campaign on the issues they care about. To find out more or contribute, get in touch with Vuelio Politics.

 

2020: The new political landscape

Vuelio’s first political event of 2020 was attended by 60 public affairs and comms professionals and saw a insightful discussion of the current political landscape, following the recent general election victory that saw the Conservatives rewarded with the largest House of Commons majority since Margaret Thatcher in 1987.

Gavin Freeguard, programme director for digital, data and transparency at the Institute for Government, reflected that 2019 was a significant year in British politics with more MPs changing their party allegiance than any time since 1886 as well as a change in Prime Minister in July as Theresa May was succeeded by Boris Johnson and numerous lost Brexit votes, prorogation of parliament overturned by the Supreme Court and then the General Election itself after MPs eventually agreed to support one by the two thirds majority still required under the Fixed-term Parliaments Act.

Gavin added that a more settled political landscape would be widely seen as a positive change following a tumultuous few years. He said that the importance of data would be significant in the years ahead and public perception of this would vary depending if it was for public benefit to society or whether personal data was being used to target messaging to voters, which is likely to be far less popular.

Giles Kenningham, a former head of Press at Number 10 Downing Street and the founder of Trafalgar Strategy, explained that the circumstances of the 2019 election were not going to be repeated so it was a one-off election that Boris Johnson’s campaign team used to great effect. A significant public desire to ‘get Brexit done’ was crucial but will be settled by the next election and the substantial anti Jeremy Corbyn sentiment in much of the country including in Labour’s heartlands will also not be repeated once Labour elects its new leader. Giles acknowledged the front runner, Keir Starmer, could have a ‘Kinnock effect’ on the Labour party, not winning power outright but getting the party in a better shape to be able to win in 10 years’ time

He described 2020 as a ‘brave new world’ and added that the Government has a brief window now that it doesn’t need to let the 24-hour news media dictate the pace of political events. He added that if the PM failed to agree an EU trade deal by the end of 2020 and left the transition period on WTO rules, that it would be ‘problematic’ for the Government and for Boris Johnson himself: ‘there are reputational issues there’.

Dr Stuart Thomson, head of public affairs at BDB Pitmans said it was reassuring for the public affairs sector that the UK now has a Government ‘that can-do stuff’. He argued that despite claims that the election winning Conservative manifesto was light on policy detail, he said there was actually a significant amount for the Government to deliver on given the tight timeframes on things like infrastructure before the Government will need to head back to the polls in 2024.

Saskia Perriard-Abdoh, psychological government programme lead at the British Psychological Society said that a lot of assumptions held by individual voters about why they vote the way they do were challenged in the 2019 election, which saw the political chess board completely reset. She urged campaigners to engage with policymakers as people, given how much people move from role to role within Government. She also added that the Government has a very short window of three to four years before voters will revert to being less engaged and ‘go back to thinking politics and policy is not for them’.

Speakers also engaged in a lively Q&A with the audience, covering social media, campaigning and the change in representation of the ‘red wall’ of northern, midlands and Welsh constituencies, which largely fell to the Conservatives in the General election.

Baroness Bennett: The plastics pollution crisis is pushing our fragile planet to the limit

We are – finally – recognising that there is no such thing as throwing something ‘away’ on our poor choked planet. Every bit of waste has to go somewhere.

Globally, most of the eight billion tonnes of plastic produced since the 1950s is still in existence – in our drinking water, our soils, our animals and our air. Even in our beer.

Last year in the UK, a group of supermarkets and other stores announced with much fanfare that within the next seven years they are planning to cut out non-recyclable plastic packaging.

That is seven more years of producing something that won’t ever disappear, but this was far more positive than the Government proclaiming that it will ban unnecessary single-use plastic by 2042.

There’s a crucial point to make about both the voluntary ban and the Government announcement: ‘recyclable’ doesn’t mean an object is going to be recycled and who defines what is and isn’t ‘necessary’?

Our plastics recycling facilities are already groaning with over-supply of recyclables from the impact of the Chinese decision to stop importing most plastic waste for recycling there.

At the consumer end, households are struggling with a hugely variety of different schemes with different rules: if you move house there’s a good chance you’ll have to learn a new system. Live in a flat in Wandsworth and you are expected to put your recycling into a large single-use plastic bag. Really?

How much better if an unnecessary item isn’t produced at all. That more than 40 per cent of the plastic produced goes into single-use packaging is shocking, even before you consider the fact that the world total is more than 300 million tonnes each year.

After massive public pressure, the Government is supposed to be introducing a bottle deposit scheme, for plastic and other bottles, although we’re still waiting for actual action, and there’s always going to be significant numbers that escape the net.

Pub and café chains are rushing to promise to get rid of plastic straws, and there’s now some decent discounts on coffee in some places if you bring your own cup. Some are also calling for a ban on single-use sachets – sauce, vinegar, sugar etc.

I will happily applaud all of this, but huge amounts of parliamentary time could be taken up passing limited, fiddly legislation that has to define and restrict specific categories of table condiments, or focus on plastic straws or stirrers, a tiny fraction of our plastics pollution.

The logical way to approach this is to start at the other end. Let’s begin with a ban on all single-use plastic – that would cover everything you could think of and then some – single-use cups, sandwich wrappers and those really annoying almost unopenable hard plastic frames around toothbrushes.

Then you could make exceptions for items that are actually necessary – wrappings to keep medical equipment sterile, maybe some packaging for meat products, wherever a genuine case of need could be made.

This could be a model for further action. The plastics pollution crisis is just one of the ways in which we are butting up against the limits of this fragile planet.

Ensuring that resources are used only sparingly, and well, is a model that we need in all aspects of our economy.

Baroness Bennett of Manor Castle (Natalie Bennett) was leader of the Green Party of England and Wales from 2012 to 2016.

This blog post is part of a cross-party series on Vuelio’s political blog Point of Order, which publishes insight and opinion to help public affairs, policy and comms professionals stay ahead of political change and connect with those who campaign on the issues they care about. To find out more or contribute, get in touch with Vuelio Politics.

PRFest 2020

PRFest 2020 launches with a new format and keynote

June’s PRFest 2020, taking place in Edinburgh, is launching with a refreshed format focused on individuals, participation and evolution with the theme Purpose Over Profit.

The first keynote confirmed for the event is Manifest CEO and founder Alex Myers, who brings experience from agency’s work in offices across London, New York, Stockholm and Manchester as well as creative comms work with brands including Virgin, Help for Refugees. He will be sharing expertise on ‘Building a creative process fit for the purpose economy’, detailing how Manifest ensure that purpose is at the centre of each client’s strategy.

Other conversations already announced for this year’s PRFest include:

– Waging ethics battles for positive outcomes with senior strategist and MPRCA Mary Beth West
– How can PR influence organisations and their sustainability plans? With Good Will Studios’ creative consultant and designer Will Saunders
– Three is the magic number – How to manage your time more effectively so you can be successful in life with mindfulness coach and former PR professional Sarah Lloyd

Further conversations, and their hosts, will be revealed when the ‘Organised People’ tickets are released on 13 March. The first tranche of tickets, for ‘Super Organised People’, are available from today.

The PRCA continues to support PRFest. Director general Francis Ingham said: ‘We’re excited to return to Edinburgh for PRFest in June. It offers communication professionals the perfect opportunity to get away from London and other cities, and network with colleagues from across the UK. Its fresh approach to out-of-office learning has a richly deserved reputation for sharing intelligent thinking on the latest PR trends.’

PRFest was originally launched by Aura PR’s Laura Sutherland as a two-day public relations festival and now boasts attendees from across the world.

More information about the PRFest 2020 launch, this year’s programme, the speakers and how to sign up for tickets can be found on the PRFest website.

Mark Millar

Music Blogger Spotlight with Mark Millar, XS Noize

‘I pinch myself when I think I have interviewed people like Jim Kerr from Simple Minds, the guitar legend Johnny Marr and many more.’ Music blogger Mark Millar of XS Noize has met many music monoliths since starting his blog back in 2014, but also loves giving new bands and artists a platform for their music to be heard.

Writing about music has changed a lot since the days of Smash Hits magazine – read on for what Mark counts as the pros of digital publishing and which platforms for new musicians aren’t the best route to take if you want longevity in the charts and music collections.

How did you get started with writing about music?
I have loved music for as long as I can remember. My aunt made me sing along to Bye Bye Baby by the Bay City Rollers when I was three. So I suppose I was hooked from then! My parents played everything from Meatloaf to Simon & Garfunkel around the house growing up so I was exposed to loads of great stuff. Then I started buying my own records and tapes as I got older. I read all the music magazines like Smash Hits, Number One and NME from cover to cover.

I did an HNC in Interactive Multimedia. I planned to get into web design, but that didn’t work out. So I decided to marry my knowledge of web design and my passion for music and created XS Noize in 2014. It started as a hobby and now XS Noize is recognised as an authority in music, which is amazing.

What’s your favourite thing to post about?
I like to feature new bands and artists to give them a platform for their music. Also, I love to interview musicians who I admire and have been a fan of. It’s always interesting to hear about their process. I pinch myself when I think I have interviewed people like Jim Kerr from Simple Minds, the guitar legend Johnny Marr and many more.

Mark Millar 2

What makes the music blogging community different (and better!) than others?
People love listening to music either on radio, streaming or by playing records and CDs, so it’s a real pleasure to be able to inform those people about new music. To do that I have to have my finger on the pulse by regularly checking my emails throughout the day because I never know when I’ll receive news about the next big release or confirmation about a band or artist I will be interviewing. My laptop is with me everywhere I go (even on holiday) to enable me to publish on XS Noize immediately. XS Noize is a team effort – we have contributors worldwide who are passionate about music and what they do, and it’s a real pleasure to work with them all.

Do you think shows like The Voice and Britain’s Got Talent are still a good route into the music industry for wannabe musicians?
No, not really – they are only entertainment shows. If you want 15 minutes of fame then go for it but today no one remembers who wins these shows. I don’t think any winner of The Voice has ever been successful. I suppose it’s a foot in the door for the acts, but ultimately those shows are about the judges. The best route for musicians is to play the circuit to as many people as they can and write loads of songs.

Do you see the increase in the intersection of tech with music (VR shows/holograms) as a good thing?
I have no problem with it – it’s novelty and fun, but it’s not the kind of show I would go and see. I would rather see the real thing.

What was the first song/album you bought and would you still listen to it?
The first single I bought with my own money was Wide Boy by Nik Kershaw. And yes, I would stick on his greatest hits now and again.

Favourite song lyric of all time?
‘Life’s a bag of Revels/And I’m looking for the orange one/She’s gone’ – Polar Bear by The Charlatans.

How do you work with PRs and brands?
Working with PRs is the lifeblood of XS Noize. I have built amazing relationships over the past six years with PRs. We work closely every minute of the working day on new content by arranging interviews, gig passes, photo passes, reviews and loads more. With brands, we have sponsored live events and organised competitions.

For PRs looking to work with you and your blog/website, how would you prefer they approach you?
PRs can get in touch with me mainly via email, but sometimes they get hold of my phone number and call me directly – I don’t mind either way. I get sent hundreds of emails daily from PRs and it’s impossible to go through them all, which I feel terrible about.

What other blogs do you read (whether music-related or not)?
I like The Quietus, it’s great! And Chordblossom and The Thin Air. The latter two are also based in Northern Ireland, and I like Nialler9, who is based in Dublin. They write fantastic coverage of the local music scenes and beyond, so check them out.

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Jessica Pardoe

PR Blogger Spotlight: Jessica Pardoe

Want a fresh take on the high-profile PR campaigns hitting the headlines? Jessica Pardoe, PR and digital media executive for The Source PR, may still be at a relatively early stage of her career, but knows good (and less-good) work when she sees it: ‘I could write about campaigns all day, every day – I find so much joy in dissecting PR stunts and praising their successes.’

Blogging about big news in public relations has grown from a project started during university into a genuine passion for Jessica as she makes her way in the industry. Read on for more on what makes jessicapardoe.com one of our top ten PR blogs in the UK.

How did you originally get started with writing about PR, marketing and comms?
We were advised in my second year of university to start a blog for an online PR module. Me and a couple of my course mates accepted the challenge. It later transpired that we didn’t actually need to create a blog – in fact, it was never brought up again. I’d spent a fair bit of time on it though and didn’t want to see it go to waste so I carried on writing blogs for a little while.

I started out with two-three views on each post, but I powered through as I was finding that I was really enjoying writing about PR – particularly exciting campaigns I’ve seen recently – and then things kind of just escalated from there. I’ve been blogging for over three years now, and though my blog has seen a fair few different names in its lifetime, it’s now firmly jessicapardoe.com.

What’s your favourite thing to post about and why?
Oh easy – campaigns. I could write about them all day, every day if my life permitted. I find so much joy in dissecting PR stunts and praising their successes. One day I’d really love to be involved in, or even heading up, a team that pulls off big marketing campaigns for well-known brands. But for now, I’m still finding my footing in PR and am learning more about reputation management and targeted marketing – and I’m loving that at the moment!

Jessica Pardoe 2

What are some of the recent campaigns you’ve written about that you really liked and why were they special?
It’s not that recent, but without a doubt one of my favourite ever campaigns is the vegan sausage roll by Greggs. It’s literally paved the way for a vegan fast food revolution and is undoubtably in my mind one of the best product launches of recent years. More recently, I’m loving KFC’s collaborative Valentine’s Day campaigns, and the ‘free Costa Coffee’ campaign that was released late last year.

With mental wellbeing being a big issue in the industry at the moment, what do you think agencies can do to support their employees?
Understanding work life balance is fundamentally important. I’ve been in jobs previously that didn’t value that, and it very nearly caused me to burn out completely. Now, I’m with a PR agency, The Source PR, that really respects our mental health, praises us for our work and understands the concept of balance. That kind of attitude only helps me to be more creative and productive, I feel. PR is largely a stressful job, it does require employees to be switched on and it definitely isn’t always easy; understanding that, but also understanding you have to take care of your mental health outside of your job is the key, I think. It’s okay to switch off your phone, take off your thinking caps and take some time to yourself when you need to. Any good agency should encourage their employees to adopt this attitude.

How can the PR industry work on its diversity problem?
Something I’ve spoken a lot about is how PR has a PR problem. It’s not widely taught in school curriculums, and honestly, we get a lot of bad rep as an industry. To some people, PR is perceived as a deceitful and sometimes seedy career. That isn’t the case at all. Too many age-old stereotypes have seen some people presuming that PR is spinning the news and mastering coverups. That might have been true in the past, but it certainly isn’t any more. These negative perceptions could potentially be deterring people and could be causing diversity issues within the realm of public relations. To work on this, I think we need to see PR integrated into school curriculums, more A-Level courses and more emphasis placed on opting to study PR and marketing at university, or undertaking a relevant apprenticeship. After all, we need to focus on encouraging young, talented and diverse minds into the sector.

How has the relationship between the media and public relations changed during your time in PR?
Well, I haven’t actually been in PR that long. I started studying Business & Public Relations at LJMU in 2015, and have worked in PR since 2018, just coming up to two years now. I don’t think the climate has changed dramatically since my career really started, but I do think now that we’re thinking more about reputations and less about media relations. Meaning that there’s less of an emphasis in getting brand coverage here there and everywhere, but more getting great exposure for your clients in areas that are really relevant to them. I’ve also noticed a massive shift in influencer marketing over the past couple of years, and I think that despite its flaws, influencer marketing is absolutely here to stay.

Do you think calling to pitch stories to journalists can ever be a good move?
Calling to pitch, no. Follow-up calls after an email pitch, it depends. So long as your story is relevant to the journalist you’re contacting, I think it’s fine – however I do have some conditions. When working with national press, I’ll very seldom phone up journalists as not only are they super busy, but I find many prefer talking over email. With regional newspapers though, phone call follow-ups almost always result in positive outcomes for my clients. Just make sure you’re pitching the right kind of story to the right journalist.

What are the pros of working with influencers versus ‘traditional’ media?
Influencer marketing is an incredible new branch to the PR and communications sector. Media coverage is fantastic, but you can’t always see its value (let’s not open that can of worms about measuring ROI in PR). With influencer marketing however, you’re opened to this whole new world of social engagement. Some of our most successful campaigns in recent times have been with influencers, and from well-known people interacting with our clients; we’ve seen engagements, impressions and even follows fly through the roof. I think probably the biggest advantage of working with influencers is you can target those who fit your brand like a glove, and it’s very easy to see if they have an engaged and tuned-in audience who will actually be interested in your brand if the said influencer is promoting it. Though media coverage is always fantastic, that’s an insight you can’t always get with traditional papers.

Do you work with other PRs on your blog?
I used to, I don’t do it as much as I should now (oops!). I’ve had a few guest posts in the past, and in the early days of my blog I used to do a ‘meet the PR blogger’ series which was really popular. I’m always open to hearing ideas for topical guest posts about the PR, marketing or advertising space, so feel free to contact me if you’d like to chat.

What other blogs do you check out regularly?
Oh, I could be here absolutely all day, so let me tell you the top ten I read religiously: MK, Orlagh Claire, Wadds, Famous Campaigns, PR Academy, Power & Influence, Ulster PR Student, Arianne Online, Scott Guthrie, and Rise At Seven.

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Measurement and reporting

3 tips to improve your PR measurement and reporting

As part of Vuelio’s Customer Voice series, we host regular focus groups to hear from our clients, track the latest sector trends and make sure we’re delivering what the industry needs.

Our most recent session focused on measurement and reporting, and the impact of PR campaigns on your organisation’s goals. A few clear challenges came out of the discussions along with practical advice to improve best practice.

1. Coverage quality vs coverage quantity
Reach is a common way of reporting on the potential number of people who could have seen your coverage. While reach figures look impressive to the board, on their own they provide little indication of the quality of coverage. For example, while the BBC might have a reach of 500 million, this doesn’t reflect how many of your target audience your coverage actually reached.

Providing context to the success of PR activity is a real challenge. Part of the problem is educating the board how a piece of coverage from an online influencer can be just as impactful as a piece in a national newspaper. The reach figure maybe vastly different but the reach of an influencer/blogger is much more targeted.

Pivoting from quantitative to qualitative reporting means moving away from numbers such as reach and circulation.

2. (Un)Integrated measurement
While PR teams are working closer with marketing and social media teams, when it comes to planning integrated campaigns they are all still reporting separately.

One option is to align PR KPIs with the marketing funnel to demonstrate that what they do helps fill up the top of the funnel and provides marketing with an engaged audience. Another option is to create KPIs together with all related departments to ensure you’re reporting on the same tactics in the same way.

3. Frameworks? Give us practical advice!
The approaches our group took to reporting were similar and everyone had a real appetite for practical best practice advice on measurement and reporting. With all the talk of how to tackle the challenge of evaluating PR in a meaningful way, there appears to be a knowledge gap between those leading the measurement conversation and those on the ground looking for credible methods to demonstrate how PR impacts on organisational goals.

This means if you’re involved in measurement in your organisation or in the wider industry, you need to do more to bring your colleagues, who are often at the coalface, into the conversation. It’s something we’re focusing on at Vuelio and we’d love to hear your thoughts on how we can all improve this process. Get in touch and let us know.

Are you a Vuelio client? We’d love to hear from you – get involved in our Customer Voice series.

Jess Hawkes

PR Spotlight with Jess Hawkes, host of PR podcast OutSpeech

Last month digital marketing agency Impression launched monthly podcast OutSpeech for PRs, marketers and SEOs who want to build links effectively. Its host is digital PR specialist Jess Hawkes, who will be addressing the evolving discipline of digital PR, the latest trends and challenges.

‘There’s so much chat about digital PR across the internet already, particularly on Twitter, and sometimes it feels like it’s the ones who shout the loudest that get the most attention. I wanted to create a platform for everyone to have a say and a podcast is such an accessible format to do that.’ Read more to find out how Jess hopes the podcast will allow more opinions from the digital PR industry to be heard, without shouting about it.

How did you enter the world of PR?
From a young age I’ve always obsessed with language, in particular the power it can hold in shaping ideals and changing minds. I realised very quickly that it was easier to talk my way out of something by using language effectively, and this level of influence fascinated me. Naturally, this led me straight into the world of PR and marketing.

Why do you think a podcast will be a good vehicle to use to discuss the digital PR industry?
There’s so much chat about digital PR across the internet already, particularly on Twitter, and sometimes it feels like it’s the ones who shout the loudest that get the most attention. The digital PR industry is broad though, and I wanted to create a platform for everyone to have a say – a podcast is such an accessible format to do that. You don’t have the sometimes toxic Instagram culture that comes from social media, and you don’t have to spend hours reading through blogs and articles – it’s something anyone can stick on in the car or on the train.

What are you hoping that the podcast can achieve that perhaps hasn’t been done before?
There are already several PR and SEO podcasts, but nothing specific exists for digital PR, which is such an evolving discipline. I wanted to be able to create something that would really be able to shape our malleable industry in a way that represents everyone.

Are there any other podcasts that you will draw inspiration from?
Professionally, I think PR in a Car is a really great resource for broader traditional PR topics. In my spare time, I like to listen to Guilty Feminist, and I’ve long been a fan of the Joe Rogan casual style of interview whereby you just encourage the guest to speak their mind in a relaxed environment.

Which trends do you expect will increasingly come up in your discussions?
Digital PR is changing all the time, so there’s always discussions about where it is going and what will be the ‘next big trend’. We have set topics for the year, which includes measurement, link buying, influencers and the rise of the affiliate.

What would you say are the biggest misconceptions of the digital PR industry?
A lot of people who speak to me from traditional PR seem to think digital PR is simply an online version of PR, and completely miss the link building side of it. Digital PR is entirely different to ‘doing PR online’. It’s a discipline built from SEO and fundamentally differentiates itself from traditional as it is measurable, and can tangibly prove the value and ROI to clients through organic search benefits, rather than ‘awareness’.

How do you expect the shape of digital PR to change in 2020?
I think this year in particular there will be a lot of chatter around relevance, and how that will play a broader role in the style of link building activity that is happening; whether it will still be applicable to create news that sits on an orphan page off the main domain and has little bearing on the actual user journey, or whether we’re going to have to start being far more integrated with our marketing and digital PR efforts.

Is discussion of mental wellbeing in the PR industry overdue?
PR is a discipline which, no matter how it is managed, will always have some level of uncertainty or lack of control, and I believe this has multiple repercussions on mental wellbeing. In so many jobs the outcome of your work directly reflects what you put in, but this isn’t always true in PR since there are so many variables to getting a result. You can put a load of physical and emotional resource into a campaign and get very little in return, as success hinges on a whole host of wild variables, sometimes including the weather or the mood of a journalist!

This is only heightened in digital PR, as there are so many more variables to consider. Even if you get a result and a journalist features your piece, digital results can always be better; they need to include a link, it needs to be followed, from better domains, more optimised anchor text or going to deeper, more targeted areas of the site, to name a few. It leaves digital PRs potentially feeling that no matter what they do, they could always be doing better. That can be a positive motivation, but on the other hand, you can understand why this mentality might wear people out and be a detriment to mental wellbeing if it isn’t addressed.

Who would be your dream guest to interview, from the world of digital PR or otherwise?
Hands down: Edward Snowdon. For me he represents the often lost, true integrity of the media.

Listen to Jess Hawkes on the OutSpeech podcast here