Navigating the Green Claims Code blog

Are you following the Green Claims Code with your comms?

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

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

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

The clampdown on ESG claims

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

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

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

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

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

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

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

Why words matter

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

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

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

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

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

Mistakes to avoid

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

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

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

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

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

The difficulties of the Green Claims Code

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

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

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

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

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

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

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

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

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

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

Reaching for the stars on ESG

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

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

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

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

Ali Dunworth

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Green Claims Code

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

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

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

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

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

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

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

Journalist Enquiry Service overview July 2024

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

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

General Election fallout

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

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

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

Summer holidays and gardening remain popular

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

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

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

Other opportunities for PRs in July and beyond

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

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

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

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

Retail Week event

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

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

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

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

What ESG stories do consumers want to know about?

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

Context on consumer habits – the bad…

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

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

Lisa Byfield-Green, Retail Week

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

‘Price and value still often trump values’.

…and the good

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

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

Put your best people forward

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

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

Stephen Eddie, Retail Week

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

The challenges, alongside the successes

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

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

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

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

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

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

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

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

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

What is Retail Week interested in sharing with its readers?

Unusual stories

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

First movers

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

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

Retailer team-ups

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

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

Contributions for sections outside of the news pages

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

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

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

 

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

Newsrewired panel 2024

The rise of AI in journalism and its impact on PR

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

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

Fact-checking and misinformation

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

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

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

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

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

Winning back time

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

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

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

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

Help with vertical video

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

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

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

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

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

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

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

Second General Election debate 2024

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

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

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

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

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

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

Top mentioned topics

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

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

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

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

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

Lisa Pattern tweet

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

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

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

Jon Jill tweet

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

ITV vs BBC volume comparison

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

But what do the polls say?

 

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

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

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

How to get PR coverage in June 2024 and beyond

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

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

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

Summer season is here

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

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

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

UK General Election takes centre stage

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

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

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

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

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

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

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

Other opportunities for PRs in June and beyond

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

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

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

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

Katherine Hignett Health Journalist

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

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

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

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

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

How the pandemic changed health journalism

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

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

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

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

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

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

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

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

How to work with health journalists today

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

voters queuing outside polling station

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

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By Phoebe-Jane Boyd and Dahye Lee.

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

Read the full transcript of the ITV debate here.

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

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

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

Top mentioned topics in UK General Election 2024 coverage and conversation

National Service stirs engagement

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

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

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

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

Balance of conversation

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

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

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

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

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

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

 

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

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

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

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

Media outlets leading coverage and engagement around the General Election

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

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

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

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

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

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

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

The perception of PR in sustainability communications

The perception of PR in sustainability communications

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The current climate of accountability for those with influence and power means organisations are held to higher standards than ever before.

Now that ESG concerns are an unavoidable responsibility of public relations, how can practitioners ensure they’re communicating on sustainability with full transparency?

Our latest report uses Pulsar and Vuelio to track the sustainability conversation across press, online news sources, and social media between January 2023 to February 2024, uncovering the responsibilities that come with this new reality.

Read ‘The perception of PR in sustainability communications: How to avoid greenwashing and be an advocate for change’ to learn:

  • How PR became inextricably tied up in sustainability discourse and the role of practitioners going forward
  • Which stories grab the attention of the press and public and how to secure positive coverage and engagement
  • Why understanding where and how your audiences and stakeholders share information can help your strategic planning and inspire longer-term loyalty

Download the report by filling in the form below 👇

Society of Editors conference

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

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

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

Credible and reliable sources

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

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

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

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

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

Knowing the audience

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

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

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

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

Differences between the 2019 and 2024 General Elections

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

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

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

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

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

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

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

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

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

gardeners planting seeds

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

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

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

Gardening tips still in demand

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

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

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

Father’s Day interest increasing

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

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

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

Holidays on the horizon

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

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

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

Other opportunities for PRs in May and beyond

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

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

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

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

foreign aid workers

Insights from engagement in Foreign Aid discourse

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Which topics interest which stakeholders

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

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

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

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

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

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

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

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

Engaging your stakeholders with your comms

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

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

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

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

How to elevate your share of voice

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Share of voice is a great way to benchmark yourself against competitors and understand your position in the market, however comparing volumes or potential reach of coverage is just the tip of the iceberg.

Here are some alternative ways to calculate your share of voice and really see how you’re measuring up against your peers.

Target media

It’s important to consider your target media when looking at your share of voice. Whether you’re aiming for coverage in the high-reaching nationals, or niche trade publications, ensure you set a target media list so you can compare yourself to your competitors based on titles you are actually trying to reach. By looking at your exposure in these outlets in comparison to your peers, you can refine it to your own priorities and even take into consideration budgeting by including a smaller, high impact set of titles if resources are low. For example, your competitor might have a greater share of voice based on volume, but if none of these articles are in the key titles, then they aren’t as much of a threat!

Sentiment

Analysing the sentiment of coverage really gives some context to your figures – a high-reaching article may sound great on paper, but if it’s a scandal story or a complaint gone viral, you won’t be too pleased. Firstly, having your coverage manually verified for sentiment ensures that analysis is accurate and that any nuances in language have been accounted for in a way that automation might not. This means that your share of voice by sentiment is as accurate as possible, and you’ll be able to better understand the full picture. Measuring your share of sentiment compared to competitors gives background to your place in the media landscape: maybe your competitors had hundreds more articles this month, but when you delve into the sentiment, they had a huge share of negativity. Moreover, if your peers are achieving a higher proportion of positive sentiment, you can consider how and why they are gaining such favourable mentions, so you can increase your efforts and hopefully follow suit going forward.

Topic

Share of voice can not only be used to look at brand awareness, but it’s also a great way to see how your products, services, or coverage themes are performing in the media compared to competitors. Knowing the number of times your product has been mentioned is great to see, however it’s much more valuable when it’s put into the context of the sector. The value of share of voice by topic is that it can be totally customisable and allows you to see exactly what you’re leading the industry in. Analysing this also enables you to see where you’re coming up short and therefore what you need to proactively increase visibility on in the future. Alternatively, you could look at competitor topic share of voice in a new field you want to branch out in – this way, you understand the media landscape and are totally aware of who to watch out for!

Share of Impact

All of these elevated ways of measuring your share of voice lead to the gold-standard method: share of impact. At Vuelio, this metric combines the factors that are most impactful to you, whether that’s positive sentiment, headline coverage, or a key message mention, and creates a bespoke impact score aligned to you and your strategy. This is the most holistic way to measure your impact in the media, as it truly takes your quantity, quality, and objectives into account, and can be used to measure different aspects of your communications in a singular, easy-to-report metric, from your monthly impact, to the success of a proactive campaign.

Reach out to us to see how our Insights team can help you.

For more on effective benchmarketing and measurement, check out how media analysis can help with your campaign planning and strategy.

Journalist Enquiry Service trends send half of 2024

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

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

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

Get your health pitches in early

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

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

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

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

Interest in AI continues to grow

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

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

Travel plans are being made earlier

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

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

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

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

Trending topics to be ready for in the second quarter

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

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

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

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

Horizon scanning for PRs

How horizon scanning can help with your crisis communications strategy

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

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

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

Understanding, and planning for, risk

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

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

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

Monitoring emerging issues, trends, and opportunities

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

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

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

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

Strategic planning and controlling the narrative

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

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

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

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

Post Office Scandal

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

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

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

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

Read our case study to learn:

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

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

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

Springtime on the Journalist Enquiry Service

Springtime, outdoor activities, and AI: How to get featured in the media in April

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Easter, Mother’s Day, and Valentine’s Day have been and gone, but there are plenty of opportunities for media coverage over the next month to make the most of.

Journalists are constantly looking for information, experts and case studies around topical issues, with hundreds sending requests every week via the ResponseSource Journalist Enquiry Service. We look at what was popular in March and how you can get featured in the media in April.

Springtime gardening and other outdoor pursuits

Last month, ‘Spring’ proved popular with the media, appearing as a keyword in 3% of the total enquiries. This is true of March, too. Requests from journalists covered a range of topics including fashion, beauty, cleaning, recipes, and weddings. Journalists sending these requests write for titles including Ideal Home, Yahoo! Life, Health & Wellbeing, and OK! Magazine.

Another keyword that ties in with Spring is ‘gardening’, and this increased in popularity from February, appearing in 4.5% of all requests last month. Enquiries were primarily for experts and advice on the best plants for garden privacy, rainwater harvesting, and how to use tea bags and eggshells in the garden. The MailOnline, The Sun, BBC Gardeners World Magazine, and House Beautiful all sent requests around gardening.

A new keyword on the Enquiry Service was ‘outdoor’ which appeared in just under 2% of the enquiries in March. Journalists and broadcasters were looking for outdoor dining sets, to outdoor tech and exercise ideas. Titles making these requests included The Daily Express, Grand Designs Magazine, and Homebuilding & Renovating. We expect all three of these keywords to perform well again in April, with scope for getting your experts and info featured in consumer magazines and national press.

AI and tech companies remain in focus

The interest in AI has stayed consistent on the enquiry service for over a year now. That was the case again in March, with just under 3% of requests being about ‘AI’. These are mainly looking for experts to comment,and included ‘What specific roles and skills will be under threat from AI in the near future’ and ‘Seeking AI experts for a piece on the defences you have against deep fakes on the internet’.

Journalists at trade titles such as Verdict, The Register, and IT Pro are regularly looking to cover this topic. However, there are also opportunities with national press outlets too with the Telegraph, Reuters, and the Financial Times sending enquiries last month.

Some of the major tech companies were also in focus in March with ‘Google’ cropping up in over 1% of the enquiries, and ‘Microsoft’ and ‘Apple’ just under 1%. ‘Fintech’ was also starting to crop up and could be a topic that gathers more interest with the media as the year goes on.

Skincare specialists, fitness professionals, and sleep experts

We predicted that ‘sleep’ could be popular in March due to World Sleep Day (19 March) and that turned out to be the case with over 1% of enquiries from journalists containing the keyword. These were mainly for experts, plus some case study requests. Cosmopolitan, Stylist.co.uk, The Independent, and The Guardian all sent enquiries around this topic.

‘Fitness’ was one of the top keywords in January and that happened again in March, as it appeared in just under 3% of the total requests. This might be tied into the London Marathon coming up, with journalists looking to speak to personal trainers, running coaches, and yoga instructors. The Health category benefitted as a result and was the second most selected after Women’s Interest & Beauty. 

Within that top performing category, ‘skincare’ was another topic of interest that we saw regularly in March, with over 1% of the total enquiries containing the keyword. Many were looking for products to use in Spring, as well as skincare experts and dermatologists to comment on specific issues.

Opportunities for PRs in April and beyond

With ‘Spring’ in full bloom now, we expect that it will continue to be a key topic for journalists, alongside the keywords ‘gardening’ and ‘outdoor’. Journalists tend to focus on getting experts in relation to gardening, while Spring and outdoor relate to general information. The UK media are likely to be looking ahead now for advice on what to do over the May bank holidays.

‘Fitness’ could be joined by ‘running’ as a keyword for April, with the London Marathon taking place. This could present an opportunity to PRs with fitness experts and running coaches. We also expect an increase for the Environment & Nature category, with Earth Day on 22 April. Journalists will be looking for climate experts for comment, so be ready to connect them with the relevant people in your roster. ‘Election’ could be a new keyword, too, with the UK local elections taking place in May. Related to what politicians are talking about now –  ‘energy’ could return as a keyword for journalists looking for contributions from PRs via the Journalist Enquiry Service following 1 April’s energy price cap reduction.

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

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

Alexander Larman interview

‘Harmless, but fascinating’: The Spectator World’s book editor Alexander Larman on covering the UK royal family

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Alexander Larman, books editor for The Spectator‘s world edition, has covered the royals for a number of years now, both in his journalism and as an author. He has written about the current turbulent times and issues, as well as approaching the subject from a historical angle, showcased in the final book of the ‘Windsors trilogy’ series, ‘Power and Glory: Elizabeth II and the Rebirth of Royalty’.

We chatted to him about the enduring interest in the royals, the commissioning process at Spectator World, and the benefits of relationship building between journalists and PRs.

Alexander Larman

Having written extensively on the royal family, both as an author and a journalist, what makes them so fascinating to write about?

I’ve never been a royal family obsessive, and in fact, in the introduction to ‘Power and Glory’, I explicitly out myself as a non-monarchist, which I think may ruffle a few feathers. They’re far more interesting to write about if you don’t come at them from the perspective that they have a god-given right to exist, because then you get to ask questions that more respectful chroniclers tend to steer clear of. Why wasn’t the Duke of Windsor interned or jailed during WWII? (He was clearly a traitor by any conventional definition of the term.) Why do we still subsidize the royals with taxpayer money? Why has the recent Kate Middleton story obsessed so many people? 

The answer is because it’s a grand narrative. Unlike politics, which is soap opera but liable to mess up our lives if handled the wrong way by the wrong people, the royals are essentially harmless but fascinating, history writ large. And the fact that they’re useless at concealing their rows and disagreements is hilarious, too.  

What are you looking for content-wise at Spectator World?

A trade secret is that very few working journalists are particularly brilliant writers. This is doubly, even trebly, true in the fields of literary and arts criticism. A lot of people can put together a pithy or witty sentence or two on social media, but to be able to review a book, film or exhibition in an erudite and literate manner, with a genuine understanding of context and history? Nope, that’s a rare skill. 

I have a broad monthly section to fill at the Spectator World, and I am in the fortunate position that because I’m so limited, I only commission the people who can write really well about fascinating subjects. And they do exist, from household name authors to brilliant young women (they’re always women in my experience) in their twenties. I’ve been doing it since 2021 and it’s the thing, apart from my own books, that I’m proudest of professionally.

You also do freelance work as well, what are the pros and cons to working freelance alongside a permanent job?

It’s a necessity. I realised years ago that I needed to earn a certain amount a year in order to enjoy the same kind of lifestyle as my peers – and I’m not talking about holidays in the Maldives or a second home in Cornwall, just being able to go out for the odd meal and keep my wonderful daughter Rose in toys and the occasional treat. And you have to do an awful lot of work in order to make that happen. Journalism isn’t well paid, unless you’re writing for the New Yorker and the like, and this isn’t likely to change any time soon, either.  

I’m relatively lucky these days in that I’m a known quantity thanks to my books and journalism, so I haven’t had to scrape about for work for a few years. But before, say, 2019, times were very tricky. It’s often feast and famine in this industry and I can’t say I relish the prospect of the latter again.

What’s the best way for PRs to get in contact and work with you?

Phone calls never work unless I know you personally – sorry, but that’s the truth in my experience. Email is fine but impersonal, unless again there’s the personal connection, a reply might take a while. Make the effort – ask me out for lunch/coffee/a drink, and come armed with stories, potentially a few writers for those stories. Be professional, engaged, and good company, and we’ll hopefully have a great working relationship. But I’m insanely busy at the moment so we’re looking at June at the earliest (sorry!). 

Connect with Alexander via the Vuelio Media Database, and get pointers on what journalists want from PRs, and more ways Vuelio can help, in this blog post.