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Running Blogger Spotlight: Emma Neachell, The PhD Runner

October 22, 2020/0 Comments/in PR Pulse, Blogger, Blogger Spotlight Media Database, PR, Press and Bloggers Blog Posts /by Holly Hodges

Don’t have a PhD in running quite yet? No problem – check out today’s Blogger Spotlight with The PhD Runner’s Emma Neachell for the best routes, the best fuel to keep you going and the best things about running a running-related blog.

What got you into running as a hobby and what keeps you passionate about it as a way to keep fit?
I’ve always loved running and joined my local athletics club as soon as I was old enough. While most of my school friends hated running, I thought that cross country running and athletics sessions were the highlight of the school week. I’ve tried a range of other sports including cycling, climbing, walking, tennis, and hockey as a way of keeping fit but running will always remain my passion as I love the post-run endorphins and runners high.

What’s your favourite thing to post about and why?
I have two favourite things to post about. I love writing product reviews and my regular rants and raves posts. Product reviews because I love getting to thoroughly test out and review running-related products. Some of the products I’ve been sent to review have been amazing and have enhanced my running. My rants and raves posts, too, because I find writing a great way of relieving stress when I’m unable to run.

Did you take part London Marathon this year?
Yes, I took part in the virtual London Marathon. I was unsuccessful in the original ballot so when I saw that entries to the virtual London Marathon were open, I happily parted with the £20 entry fee. I didn’t manage to complete the marathon distance as I stopped when I’d reached 17 miles. I could blame the wet and windy weather conditions but I think the reality is I that hadn’t trained enough due to my knee injury.

Do you think the different format of the Marathon, in light of the COVID-19 pandemic, was a good idea?
I know that a lot of runners don’t agree, but I think the different format of the Marathon was a great idea. Holding an event just for elite runners in the centre of London meant that the elite runners got the opportunity to race and to achieve Olympic qualifying standards. Holding a virtual event for everyone else meant that runners who had raised money for charity got the opportunity to complete their own version of the London Marathon. I hope that the London Marathon organisers do something similar for runners who were unsuccessful in the ballot in future years.

How did you change your approach and content during lockdown?
At the start of lockdown, I didn’t feel like blogging as I was focusing all my energy on trying to adapt to the new ‘normal’ and on my full-time job. I was acutely aware of how fortunate I was (and still am) to have a secure job working for an organisation that encourages working from home. I wasn’t running so I didn’t feel like I had anything to write about. About a month into lockdown I started following the Couch to 5k so I decided to share my progress on my blog.

What’s the best route you’ve ever taken for a run?
Now, this is a really tricky question to answer. I think my all-time favourite has to be the route of the Cathedral to Castle 10-mile race. The race starts in Lichfield and ends in Tamworth and incorporates some amazing scenery and challenging trials.

Best snacks/drinks to take along for a race?
I tend to stick to eating a banana and drinking a bottle of chocolate milkshake.

What advice would you give to someone who’s never been into running but would like to start?
I would say don’t rush out and spend a fortune on running clothes and trainers until you know that you enjoy running. I would also recommend starting with the Couch to 5k; it really does work. Also, remember to have fun and to enjoy yourself.

How do you collaborate with brands, and which kind of brands do you really like working with?
I’ve rarely collaborated with brands. I don’t like promoting myself as I’m aware there are more professional, full-time running bloggers out there. Living outside of London puts me at a disadvantage as a blogger; I’ve been invited to events in London but haven’t been able to attend due to work and financial constraints. When I have collaborated with brands, the brand has always contacted me first either through my running blog or email. I really like working with brands that value my time as a blogger and are prepared to offer some form of compensation. I also prefer working with brands who give me plenty of time to try out and to test the product I’m reviewing.

For PRs looking to work with you and your blog/website, how would you prefer they approach you?
I prefer that they approach me by email. I work full-time and don’t tend to answer my personal mobile when I’m at work.

What other blogs do you check out regularly?
I have a selection of blogs I check out regularly, some were included in the Top 10 UK Running Blogs. My favourites at the moment are Lazy Girl Running, Maria Runs, Anna the Apple, A Healthier Moo, Rula Runs and This Bunny Runs.

Brands and politicians taking a trip to Animal Crossing: New Horizons

October 22, 2020/0 Comments/in PR Pulse, PR, Marketing, Online Marketing, Technology, Media and Entertainment, Communications, Media Press and Bloggers, Media Database, PR Blog Posts /by Phoebe-Jane Boyd

‘Anyone want to play Among Us with me on Twitch to get out the vote?’ – US House candidate Alexandria Ocasio-Cortez’s bid to get more people voting blue by playing game-of-the-moment Among Us with potential voters grabbed the attention of 439,000 viewers this week, according to the BBC. It was a canny move from the politician, creating a platform to engage the public during the pandemic without coming across as a ‘How do you do, fellow kids’ kind of ploy.

If you haven’t played Among Us yourself while in Tiers 1-3, the basic premise might sound familiar – stuck in a contained space, completing repetitive tasks, a building sense of suspicion towards those around you, and the risk of being exposed to unknown dangers…

But before the Among Us post-lockdown paranoia era hit, there were the early days of Tiger King/Animal Crossing: New Horizons [ACNH] lockdown. More innocent times of getting sucked into a world of morally questionable zoo owners and building up friendships with digital squirrels on pastel-coloured Switch Lites. For some, including Presidential Candidate Joe Biden’s campaign team, the latter is still very much part of pandemic life.

If Animal Crossing hasn’t been a part of your own experience this year ~~1) why not and 2)~~ you will likely have seen a sample of the phenomenon on social media – as of August, 22 million units of ACNH had been sold worldwide. And as with anything that has mainstream, worldwide popularity (and as covered by publications including PR Week) there were brands, politicians and social movements that saw an opportunity to engage with a public stuck inside, busy streaming and playing to block out the real world as much as possible.

From someone who has invested too much time in befriending digital squirrels since the end of March…

…here’s a look at the best Animal Crossing tie-ins and team-ups that might benefit those of you considering some gaming engagement.

No Malarkey on Biden HQ

The Biden Campaign is fully onboard with engaging its demographic IRL and in-game, releasing a code for players to visit the Biden HQ island. In-game P-J can confirm that in-game Joe is very personable (pictured), the Biden/Harris merch available for download is pretty good, the support from inhabiting villagers is impressive, the digital White House is gorgeous but the polling station, in particular, could do with a clean-up. Also, major points to the team that put this together: Biden HQ has Raymond as a villager, one of the most popular among players (even though Marshal is actually far superior).

IKEA x Nook’s Cranny

For those who managed to escape the allure of building up your own Animal Crossing island, paying off a mortgage to a racoon and buying Mona Lisa fakes from a dodgy fox – one aspect of ACNH is amassing furniture to deck out a property you most likely wouldn’t be able to afford in real life. The equivalent of IKEA in ACNH is Nook’s Cranny – a shop with a variety of furniture, priced low to high. IKEA Taiwan recognised the similarities between perusing its real-life catalogue and pining over wardrobes you can’t afford in the in-game store, and created an ACNHxIKEA hybrid for its Facebook page to much fan delight. Only drawback to this – you don’t get meatball shopping breaks on the Nintendo Switch.

Hellmann’s Island, Canada

In August, Hellmann’s Canada set itself a goal to donate 25,000 meals to food charity Second Harvest and invited ACNH players to help them by donating virtual food waste (spoiled turnips – potentially worth a lot in-game when they’re fresh). From 17-22 August, players were able to visit Hellmann’s Island, which featured in-game Hellmann’s merch including downloadable clothing as well as tips to reduce food waste on its bulletin board. Edelman Canada supported the brand with its mayo-themed endeavour and helped to make real-world change (as well as somewhere to visit that’s more reliably stocked than some real-world supermarkets).

KFC Island opens for business in the Philippines

Bitter-sweet (or, um, finger-licking good) for players with chicken villagers on their islands was the grand opening of KFC Island by KFC Philippines in June. Hungry Philippines-based fans wanting to visit had to wait for an invite link on the KFC Philippines Facebook page before taking the trip via Dodo Airlines, and even then, the in-game Colonel Sanders wasn’t always easy to find. If found, however, the posting of a screenshot with him on social media with the company tagged could bag players the prize of free chicken to eat outside of the game (hopefully without their villagers ever finding out).

Now, after all that COVID-secure island hopping, it’s time for ACNH P-J to take a nap – if you’ll excuse me…

‘We want to level the playing field’: accessmatters with Taylor Bennett Foundation’s Melissa Lawrence

October 21, 2020/0 Comments/in PR Pulse, accessmatters, PR, Communications Media Database, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

Our latest accessmatters session was with Taylor Bennett Foundation chief executive Melissa Lawrence, who joined us to share the important work the charity does to encourage more BAME people into the PR and communications industry as well as the challenges of continuing to train and mentor future PR practitioners during the COVID-19 pandemic.

The session started with some shocking statistics underlining just how vital the work of the Taylor Bennett Foundation is – in 2008 (the year of the charity’s launch), CIPR data found that 6.3% of the PR practitioner population were from a BAME background. In 2020, it’s 9% – still ‘woefully low,’ said Melissa, who pinpointed the many ways in which candidates are still held back from potential careers in comms.

‘It could be parental, peer or teacher pressure for young people to go into ‘professions’, like law, engineering, etc. They might not know anyone in the industry. They might not know the myriad of job roles in the profession; they may know about working with influencers, or corporate communications, but it’s so much broader than that. They might not know where to look for the roles – it could be that not seeing people like them in senior leadership positions is an issue.’

‘I want to make clear, there is not a supply issue when it comes to BAME talent,’ added Melissa. ‘Sometimes employers just don’t put much effort into diversity recruitment, and they don’t look in the right places. There can be a lack of transparency about where they advertise their vacancies. The Foundation wants to level this playing field – all of our programmes are designed to create a talent pipeline into the industry’.

Despite the restrictions of the pandemic – including the little issue of Melissa herself being put on furlough for a month, and two months for the Foundation’s programme manager – the foundation has pushed forward with its programmes this year, including PR training (‘On average 97% of the grads who complete the programme go onto a career in the industry, and last year 100% went into employment. Though it’s very tough, we get results’), PR mentoring and its Summer Stars internship programme.

‘I mentioned that there is not a supply issue for BAME talent – we are oversubscribed for all of our programmes. This year, we had over 200 apply for Summers Stars. Last year, we worked with over 110 businesses and over 400 volunteers,’ said Melissa. And the necessary move to this year’s all-virtual format for Summer Stars worked: ‘Out of the nine trainees taken on, four have been offered a job and the others are all interviewing. We had 16 internships for the year, all virtual. We’re really grateful for the employers in the network that helped’.

Melissa also shared the highs and lows that have come for herself and for the Foundation in light of the BLM movement – more donations for the TBF this year, more awareness, but also more upsetting stories of racism on Melissa’s social media timeline, more examples of discrimination sent to her inbox.

‘I think 2020 has been an exceptional year, bringing D&I to the attention of the world. But next year, will everyone be working as hard to bring inclusivity? I hope so. I’m going to give you an example. An alumni of the TBF, at a recent interview, was asked within the first three questions: ‘how do you pronounce your name?’, ‘what is the meaning of your name?’ and ‘were you born in this country?’. She was offered the role. She turned them down. These should not be the opening questions in 2020 for an interview – this happened three weeks ago. There is still so much to be done.’

For futures initiatives coming up from the Taylor Bennett Foundation, Melissa shared a little info on what watch out for. But for helping them with the work of welcoming more people from BAME backgrounds into PR and comms now, the foundation is looking for more mentors. Could you help?

‘We’re looking for people across all levels and all backgrounds. What we really want is our mentors to be on board with our vision. If you can offer guidance and support – that’s it.’

Watch this accessmatters session with Melissa Lawrence here on the Access Intelligence accessmatters hub. For more from Melissa, read our previous PR Spotlight interview.

Running Blogger Spotlight: John Kynaston, John Kynaston’s ultra running diary

October 19, 2020/0 Comments/in PR Pulse, Blogger, Blogger Spotlight PR, Press and Bloggers, Media Database Blog Posts /by Holly Hodges

With 51 ultra-races under his belt, 61-year-old running enthusiast John Kynaston knows what it takes to stay motivated. Read today’s Spotlight interview for his favourite running routes and the best snacks to pack next time you head out.

What got you into running as a hobby and what keeps you passionate about it as a way to keep fit?
As long I can remember I have always enjoyed running. In school, I was one of the children who loved the cross-country season and athletics in the summer.
Throughout my life I have always run, and at 61 I continue to enjoy it. In 2006 I discovered ultra-running, as it combined my love of the mountains and running, and I’ve not looked back. I have now completed 51 ultras.

What’s your favourite thing to post about and why?
I love to write up race reports as it gives me a chance to reflect on the race and share my thoughts on what went well and what didn’t. This gives me a chance to learn for future races.

Did you take part in the London Marathon this year?
I’ve never run the London Marathon as I prefer the trails over road and smaller fields rather than mass events.

Do you think the different format of the Marathon, in light of the COVID-19 pandemic, was a good idea?
I think anything that helps to motivate people to run is a good thing. It has obviously been difficult this year with so many races cancelled so all the virtual races that have been going on have been really good.

How did you change your approach and content during lockdown?
I decided to try and keep ticking over and maintain my fitness so I ran five times a week as normal but my longer runs were shortened from around 25 to 15 miles.

What’s the best route you’ve ever taken for a run?
My favourite has to be on the West Highland Way. This race is the one that introduced me to ultra-running and I love the various sections and the variety.
Having said that, I have many close seconds from the Lake District, to the Cleveland Way, to Wainwright’s Coast to Coast, the Dragon’s Back route, etc, etc!

Best snacks/drinks to take along for a race?
Chia Charge bars …. But I’m slightly biased as they sponsor the podcast I host every week called ‘Run to the Hills’.

What advice would you give to someone who’s never been into running but would like to start?
Find someone to run with and learn from them. When you start it can be quite hard going so having a friend to run with who can help motivate can make the difference to whether you stick at it.

How do you collaborate with brands, and which kind of brands do you really like working with?
The main one is Chia Charge, who make flapjacks using chia seeds.

Ultramarathonrunningstore.com also provides prizes for my ‘Guess My Time’ competitions I run where friends try to guess how long I will take in a race. I started this for my first ultra in 2007 and it has been a tradition ever since!

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
Email is the best way (regarding content anything to do with running in general and ultra running in particular).

What other blogs do you check out regularly?
I have a number of running blogs I read regularly and enjoy.

How a ‘purpose-first’ approach wins in healthtech PR

October 19, 2020/0 Comments/in PR Pulse, PR, Health, PR Club Media Database, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

This is a guest post from health PR and communications consultancy Evergreen PR’s director Leigh Greenwood.

COVID-19 has forced rapid adoption of healthtech solutions across the NHS, corporate and consumer spheres. There is now a peak in opportunity for healthtech companies to use their innovations to achieve important business and health outcomes.

However, in an increasingly competitive space, as new startups launch and bigger tech companies pivot into the health market, so much depends on the effective communication of purpose and credibility if you are to bring your target customers on-board for the long-term.

1) Communicating your Why

Simon Sinek’s ‘Golden Circle’ is one of the most effective models for purpose-driven organisations and something I use all the time as a health PR specialist.

Most healthtech communicators talk about what their innovation does, some talk about how it is different from competitors and a stand-out few talk about why their innovation exists. In other words, their purpose.

Sinek says that ‘people don’t buy what you do, they buy why you do it’ and so starting with ‘The Why’ is a great way to get to the nub of the contribution that your healthtech innovation is making to the world and who you are helping.

For healthtech innovators, this approach can require great discipline. Having developed a technology that moves things forward, it is natural to want to position its technical workings as the lead item in your company narrative. Yet, while the innovation message must be a central component of any healthtech brand story, it is by embedding it within your communication of The Why that will inspire, motivate and attract people to join you on your mission, whether as an employee, partner or customer.

2) Demonstrating credibility

Studies show that health – our own and the health of those we care about – is typically regarded as the most important thing in our life, after relationships with family or relatives. So it stands to reason that the companies we choose to do business with in this sector must demonstrate that we can trust them to deliver on their promises.

Powerful ‘trust signals’ in the world of healthtech include robust studies demonstrating evidence of effectiveness, regulatory approvals, successful funding rounds, partnerships or pilots with the NHS or leading private healthcare companies, the involvement of senior leaders with a track record in the space, customer case studies and testimonials and a clear voice on important topical issues including – but certainly not limited to – data privacy, interoperability and patient-centricity.

The great thing about all of these trust signals is that they also provide excellent ongoing communications opportunities that can further enhance credibility. In recent months the Evergreen PR team – specialists in health PR – has placed client stories with a huge number of top tier media, including the BBC, The Guardian, Forbes, Business Insider, MobiHealthNews, Care Home Professional, Medical Device Network and Techradar Pro. Every article has further enhanced the credibility of our clients with specific target audience groups and, alongside a powerful purpose, has helped open doors for them with CCGs, corporate partners and major technology groups.

3) Building momentum through a purposeful narrative

A final great thing about having a clear purpose is that your communications strategy can be built around proving your ability to deliver on that purpose – which, when done consistently, can build momentum.

I love the work of Binet and Field in illustrating how brand-building marketing activity that communicates your Why enables businesses to benefit from the cumulative effect of multiple campaigns that reinforce a central message. This kind of activity builds momentum in a way that short-term sales activation work simply doesn’t.

The exciting thing for healthtech brands is that if your purpose is to use your innovation and expertise to improve people’s health, then every new tech development, every piece of new evidence, every new customer, every new patient and every insightful opinion-piece will provide another opportunity for you to tell the story of your purpose. By living and breathing your purpose and making your story about building trust in your ability to deliver it, you will reach your target audience time-and-time again and with a message that speaks directly to them and the purpose they share with you.

Running Blogger Spotlight: Elle Linton, Keep it simpElle

October 16, 2020/0 Comments/in PR Pulse, Blogger, Blogger Spotlight Media Database, PR, Press and Bloggers Blog Posts /by Holly Hodges

Running right into our 2020 UK Top Ten Running Blogs ranking, after also placing in our Fitness Top Ten earlier this year, is Elle Linton of Keep it simpElle, a multi-skilled fan of multi-format fitness.

This self-confessed running restarter shares realistic and relatable journeys, tips and tracks to try – read on for how to keep it simple and fun when out pounding the pavement.

What got you into running as a hobby and what keeps you passionate about it as a way to keep fit?

I got into running during my first job after my Undergrad degree when I met a colleague, now friend, who was an avid runner. I’d not run since childhood, when I was a talented sprinter. Running distances more than 400m seemed mad to me! But I started training for a 5km, then a 10km and even a half marathon, eventually. As a fitness professional, I’ve always known how beneficial running can be for health, but there is so much more to it – it’s the community that has kept me passionate. I’ve met so many amazing people and had some great experiences all through running. The keep fit benefits have become a bonus to everything else!

What’s your favourite thing to post about and why?

I enjoy sharing my running journey as it’s by no means linear. I’m a self-confessed restarter and I think a lot of people can relate to that. Sometimes life gets in the way and things don’t go to plan; starting again with running can be difficult. Whenever I do share about my own journey, I also like to include as many practical tips for others as I can. Some of the most popular running posts on my blog include a 10k training plan for busy (or slack) runners, posts with tips on common running injuries such as plantar fasciitis (written in collaboration with my partner who is a Sports Therapist and MSc Osteopathy Student) and, most recently, posts on how to take part in virtual running challenges.

I do personally enjoy testing out technology like smart watches, the latest in footwear and other products that support a runner’s lifestyle. After taking part in an immersion week with Red Bull where I got to train with Ultra Athlete Tom Evans, I really learned how much goes into being a professional athlete and how non-professional athletes like myself can implement ways to improve and enjoy the running journey even more.

Did you take part in the London Marathon this year?

I’m a massive fan of the London Marathon and usually you find me at about mile 23.6 searching for faces I recognise as well as cheering on strangers alike but to this date I’ve vowed not to run a marathon! I know I should never say never, but up to now, I know I would not have been able to commit to the training in order to enjoy the experience of running the full 26.2 miles. If or when the opportunity comes up that I can run an event, and have the support I would need in place to get through the training successfully… well, I might just consider it!

How did you change your approach and content during lockdown?

I saw lockdown as an opportunity to stop and re-evaluate, maybe even start again, which applied to my running journey and my blog itself. It gave me a chance to reflect on who I am, what I stand for and the kind of content I want to produce. With running, I personally started Couch to 5k and shared this journey to support the many others who were doing the same. I focused heavily on building my community – they were my support network when we weren’t able take part in our usual routines.

During lockdown, I also went through a rebrand process, which will be launching very soon!

What’s the best route you’ve ever taken for a run?

One of the best routes I’ve run was the Devil’s Punch Bowl in Surrey. It was so beautiful being there and its beauty also translated to photographs taken on the day. Sometimes it’s great to get off road, stop watching the clock and just take in the views.

Best snacks/drinks to take along for a race?

I’m a huge fan of Shot Bloks… I kinda feel like I’m eating sweets! They have options with and without caffeine and work really well on the bike, too. Over the last few years, I’ve not run distances over 10km, so nutrition hasn’t been a pressing thing to consider. I do enjoy raiding the goody bag after to see what snacks are in there!

What advice would you give to someone who’s never been into running but would like to start?

I would advise them to just get stuck in! You don’t have to run 10k from day one – something like the Couch to 5k app is a great way to get started with a plan that is designed to increase your fitness and reduce the risk of doing too much too soon and becoming injured. If you can rope in a friend to start with or support you with your running, even better! Running with other people can help to push you a little, especially if you’re looking to improve your speed. Then check out your local parkrun route – although they’re not currently running, the route will still be a good distance to try out and get you prepared for when the events do return. 5km is a good distance to test your fitness and work on.

How do you collaborate with brands, and which kind of brands do you really like working with?

I’ve been lucky enough to collaborate with various brands to create running content – from joining a run club to follow my journey back into running to train for a 10km race, doing IG takeovers sharing my fave routes, to testing out products. I’ve found longer term collaborations to be much more enjoyable and real. After everything that has gone on in 2020, I’m even more careful about the brands I collaborate with – I’ve always taken a stand for diversity and that won’t change. If I work with a brand, I want to see that they are walking the walk.

I think I’ve also come to realise that with running, it’s more of a lifestyle for me. I’m never going to be 100% a runner, but that still has a place, if not a bigger place, in the market.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?

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

What other blogs do you check out regularly?

The Runner Beans by Charlie and Paddle Pedal Pace by Lucy.

Fashion Blogger Spotlight: Catherine Summers, Not Dressed As Lamb

October 15, 2020/0 Comments/in PR Pulse, Blogger, Blogger Spotlight, Influencers Press and Bloggers, Media Database, PR Blog Posts /by Holly Hodges

‘I’m hoping that all bloggers will get on board with putting pressure on ALL brands to ensure they’re doing everything they can to represent a diverse range of people,’ says Not Dressed As Lamb’s Catherine Summers, who made a pledge a year ago to only work with brands committed to inclusivity.

Read on for more on whether Catherine believes the fashion industry is making enough progress when it comes to representation, her thoughts on fast fashion and her tips for dressing up tired outfits (little spoiler: ACCESSORIES).

What initially drew you to blogging about fashion and what keeps your interest?
I’d been following fashion blogs for about a year before I decided to start one of my own – I studied photography for my degree in the early 90s and I’d originally thought about becoming a fashion photographer. I’d also loved writing since I was a kid so starting a blog seemed like the perfect way to combine (and utilise!) my three passions. I decided to document my style for a year in the run up to my 40th birthday but decided to carry on the blog after gaining a really loyal following. I’ve never, ever wanted to give up blogging at any time, and my desire to improve and grow has never waned. The fact that I’ve been lucky enough to have brands wanting to work with me and that I’ve made it my career has been a welcome side-effect and a massive bonus.

How have you had to change your approach to blogging, or your content, during the COVID-19 crisis?
I didn’t put pressure on myself to do anything differently – in fact, I took a bit of a step back and reassessed what I was doing. In the end, the change I made was to the regimented schedule I had for producing content. I think in recent years I’d lost some of the love I had for the basic outfit posts of my early days of blogging (I started in 2011) and I got too caught up in getting everything out ‘on time’. I thought I’d take advantage of everyone else’s schedules also being turned upside down and be a lot less structured until such time as I’m/we’re back to more of a routine.

Do you think the move away from ‘fast fashion’ will continue post-lockdown?
I really hope so. I think it’s really disappointing that bloggers who are lucky enough to be able to afford, for example, Gucci belts and Chanel handbags still shop for fast fashion at H&M and Primark. I do understand that fast fashion is the only thing that can be afforded by some of the younger generation, but ‘fast fashion hauls’ or endless Primark pieces (by those who should know better) do tend to turn me off. I’m hoping followers will call out those who are unnecessarily shopping for fast fashion and make them more accountable. I’m much more interested in seeing more re-wears, vintage and charity shopping and ‘shopping your own wardrobe’ posts.

If you had to pick a character from film/TV/literature who embodies your style, who would it be?
It’s not exactly a well-known film, but if you’ve seen Anne Hathaway in The Hustle (with Rebel Wilson) you’ll know that her wardrobe was TO DIE FOR. The movie wasn’t exactly the best but her outfits – all that tailoring, bold colours and incredible accessories – had me drooling. Her character was probably dressed the closest style-wise to my ideal self, that is, if I had the chance (or a reason) to dress up every single day. If you haven’t seen The Hustle, watch it just for the clothes.

What’s the least you’ve spent on an item of clothing/an accessory that you love?
Any number of bargain sale items I’ve bought – I rarely buy anything full price! I often end up with the things that most people wouldn’t touch, like my Office coral brogues bought in the sale about ten years ago. So, not the least I’ve spent on one item by a long way, but £25 for real leather shoes I still wear often was a total bargain.

Top tips for updating/bringing new life to an old outfit?
Accessories, accessories, accessories! Adding bold accessories will brighten and modernise any classic or plain outfit. I like to have scarves, shoes, belts, jewellery, bags and hair accessories in every colour and pattern under the sun. They can make the plainest or most casual outfit more exciting.

Is the fashion industry doing enough to be more inclusive?
I think it’s getting better, and some brands are great about addressing this. When I started blogging I was very much aware of the lack of representation of older women (being one myself in comparison to most other bloggers at the time) and, as time has gone on, I’m also now aware of the need for greater diversity in shape, size, colour, ability AND age. I made a pledge a year ago to only work with brands who could ensure me that their blogging and advertising campaigns are diverse and I pledged to only go to events that would have a diverse range of bloggers attending.

I’m hoping that all bloggers will get on board with putting pressure on ALL brands to ensure they’re doing everything they can to represent a diverse range of people. We still have a long way to go but I’m hoping that the rise to prominence of the BLM movement this year has made it no longer acceptable to only show young, white, slim women in campaigns. Thankfully this is something that can be championed by bloggers and non-bloggers (as consumers) alike, and brands who aren’t doing this need to be challenged.

How do you collaborate with brands and which kind of brands do you really like working with?
As already mentioned, I now only work with brands who are committed to being inclusive. I choose to work with those that understand that their product/service will appeal to my readership and who think I’m the right fit and personality for their brand. There’s nothing worse than a glaring mismatch between a blogger’s everyday content and what they’ve decided to promote on their channels. I only ever publish my own, original content for brands and very much prefer to produce blog content which is evergreen and searchable (I don’t understand why so many brands only ever want the instant fix of Instagram)! I’m more than happy to produce IG content but always try and push for blog content as well because my readership is very loyal and engaged and ROI is much higher. Otherwise, I enjoy styling presentations or video and photo shoots with brands to produce their own content – it gets me out of the house and working face-to-face with a bunch of new and interesting people, which I love!

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
Email is definitely the way to go – Instagram DMs unfortunately get lost among personal messages. I always warm to a personalised proposal more than a blanket email, and if the brand is a good fit for my readership (as mentioned earlier) and they get straight to the point with what they’re proposing, then I’m all ears. Oh, and be upfront about fees – say straight away whether there’s budget or not. There’s nothing worse than emails going backwards and forwards only to eventually find out you’re being given a detailed brief with a huge list of demands and there’s no intention of paying you.

What other blogs do you check out regularly (whether fashion-related or not)?
My ‘measure’ of the blogs I read regularly are those I subscribe to by email so I never miss a post. My favourites are Atlantic Pacific, Fashion Foie Gras, Grown and Curvy Woman and The Sequinist for fashion; Hayley Hall for beauty; Swoonworthy for interiors; Don’t Go Bacon My Heart for (naughty!) food and Forever Amber for lifestyle and brilliant writing. Though there are many, many more – too many to list here. I’ll always champion (and prefer) blogs over Instagram… they’re so much more meaty and satisfying!

Cut for time: extra answers from our accessmatters session with Manifest’s Julian Obubo

October 13, 2020/0 Comments/in PR Pulse, accessmatters, PR, Marketing, Communications Media Database, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

Our recent accessmatters session with Manifest Brand Strategy Director and Head of Diversity & Inclusion Julian Obubo centred on the importance of developing diverse agencies and how everyone can be anti-racist.

Watch the full accessmatters session with Julian Obubo here.

Talking through the possibility of working with clients who use racist language, or who don’t even realise their own prejudices, Julian shared how vital it is for all of us to educate ourselves on systemic racism to create a better environment for everyone working in the public relations industry.

We ran out of time to answer all of the questions that came in during the session, so Julian has very kindly answered the additional questions regarding Blueprint status and getting clients – and colleagues – onboard with diverse representation…

How should agencies talk to clients about ensuring diversity in campaigns – particularly when expecting potential defensiveness/hostility?
Making the case to clients is getting easier as they can see examples of brands that have been called out for failing to recognise diversity. However, while shame can be a great catalyst to change, it is not as sustainable as getting your clients on board with a basic understanding and appreciation for diversity. That starts with being equipped to make the case beyond the ‘everyone is doing it’ argument. It involves being conversant with articulating the causative factors for the lack of diversity in campaigns – i.e. racism.

These conversations need to be constructive in order to be productive. No one responds well if they feel singled out, but at the same time, change cannot happen if defensiveness isn’t challenged.

For The Blueprint status, how often is it checked to ensure you’re still following the guidelines?
Agencies have to reapply every two years.

What happens if a comms team is passionate about improving diversity and inclusion, but the org’s leadership (C-suite/board) isn’t?
That’s usually a recipe for disaster. For diversity and inclusion to be taken seriously, there has to be support and accountability from the very top. If there’s intransigence but not resistance from leadership, the comms team can move ahead with implementing some D&I initiatives, prove they work, get buy-in from the wider team and then take that success to leadership as proof that more needs to be done.

If an agency’s motto is ‘we lead with diversity’ what should we expect to see from them?
A diverse team, first of all, and client work that shows the agency values diversity.

Watch the accessmatters session with Manifest’s Julian Obubo as well as our previous session with InFusion Comms’ Sara Hawthorn on the Access Intelligence accessmatters hub. Our next session is on Wednesday 14 October from 11am and will be with Melissa Lawrence from the Taylor Bennett Foundation – register to join us tomorrow.

Beauty Blogger Spotlight: Ronke Adeyemi, Brown Beauty Talk

October 12, 2020/0 Comments/in PR Pulse, Blogger, Blogger Spotlight Media Database, PR, Press and Bloggers Blog Posts /by Holly Hodges

We talk beauty with Brown Beauty Talk’s Ronke Adeyemi, whose love of reading magazines led to a passion for writing, a career in marketing and PR and creating what is now one of our top ten beauty blogs in the UK.

Ronke shares the formation of Brown Beauty Talk, what it was like to relaunch during lockdown and the importance of brands appreciating their Black female audience.

What attracted you to beauty/grooming blogging and what keeps you passionate about it?
I have always been interested in beauty as a teenager and used to get my fix from reading magazines. I was a mag addict. Also, writing was always my passion and after doing a PG in mag journalism I actually went into marketing and PR, which is where I remained. I started blogging back in 2008 in the early days but the topics I covered were a mix of lifestyle and pop culture. I was very active on Twitter and Instagram and saw a gap in the market on Twitter for a discussion for Black and Asian women to talk about beauty topics. So, in 2013 we launched the first Twitter chat about beauty from a Black and Asian perspective. It was called brown beauty talk and the rest is history.

I love newness so anything that is breaking news gets me interested. Plus, I love story telling – add that to the instant gratification and total control you get from pressing the ‘publish’. I love the idea that I can write what I like when I like (within moderation, of course).

What’s your favourite thing to post about and why?
Anything that my readers can relate to and that they can engage with really excites me. I also like writing about the experiences my readers face when it comes to purchasing beauty products, the way they are treated as consumers. Posts such as whether Black Lives Matter is a movement or moment and our post about the way Black female consumers are treated over the beauty counter were really exciting to share. I also love featuring the wonderful Black-owned brands that are out there and seeing the excitement I get from readers who have never come across these brands before.

How did you change your approach and content during lockdown?
Well, we relaunched on 1 June (after a nine-month hiatus) smack in the middle of lockdown and right after Black Lives Matter exploded so not only was it great timing but our content was more relevant than ever. Everyone was keen to find out about Black-owned beauty brands and while the publications were featuring them, they were focusing on US brands. So, we made an effort to look for UK Black-owned beauty brands. That was what made us stand out.

What selfcare/beauty/grooming advice would you give people who are unable to get out and access the new releases?
No need to worry – it’s all online! If you are an influencer, the PRs and brands are all hosting virtual press days and launches. If you are a consumer, there are some amazing websites (such as Hair Pops, Spring London and Detangled Hair) who stock beauty brands and also great apps (such as SLAPP) where you can virtually test and try products. Also, if you shop with a small brand, the brand owner will be able to give advice about the right products to use.

What tips do you have for looking good on cam during video chats for work and keeping up with friends?
I make sure my skin is in good condition by following my skin regime which is cleanse, tone and moisturise with a facial scrub once a week, and a face mask on weekends. For videos, I will put on mascara, blush and a bold lip.

Do you think the big beauty/grooming brands are open enough about their cruelty-free status?
I think brands have become more forthcoming recently but there is still a lot of work to be done.

What have been some of the worst ‘gimmick’ products or trends over the last few years in the sector?
Anti-ageing. The whole concept is just wrong. How can you stop ageing? And why would you want to? Women need to be encouraged to grow old gracefully, not to be ashamed of it. Brands should empower women by advising them of the right tools to use that will help them to make the most of themselves, not shame them into trying to look younger.

How do you collaborate with brands, and which kind of brands do you really like working with?
Recently, we launched the first beauty directory for Black-owned brands. It lists haircare, skincare and makeup products along with beauty boxes, candles and diffusers. This can be downloaded for free from our website.

We also work with brands on a consultancy basis where we provide consultations, market research, focus groups and blogger outreach. Prior to lockdown, we used to host lots of events – we have worked with Bobbi Brown, NARS, Urban Decay and MDMflow but now, that is all online.

We place sponsored posts on our Instagram platform and website as well as adverts.

I enjoy working with brands who appreciate Black female consumers; they do not need to be experts when it comes to Black women as long as they are happy to listen and take our comments onboard.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
An email with a press release detailing the brand, product or service always works well. Just keep it simple. What I am after is a really good story that I can sell to my audience. So, anything that has up to date stats on Black female beauty consumers, trends and insights would be great to hear about.

What other blogs do you check out regularly?
I enjoy reading Into the Gloss and Get the Gloss.

Tips on investing in and getting the most out of analyst relations

October 12, 2020/0 Comments/in PR Pulse, PR, PR Club Media Database, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

This is a guest post from Erin Lovett, senior account manager at Missive.

Analyst relation programmes are an important part of most large business’ media strategies but are often overlooked by growing companies. It’s easy to understand why – there are no quick wins, and usually, no editorial coverage secured.

This begs the question: Why do large technology companies place such importance on their relationships with industry analysts? Is it really worth the investment?

The short answer is yes. For the long answer, keep reading.

What are analyst relations programmes?
Fundamentally, they are programmes of regular communication with industry analysts that work for independent consulting and research firms. Some of these companies, such as Gartner and Forrester, you have probably already heard of. These are large consultancies, with analysts across a wide range of sectors based all over the world. There are also small analyst firms with a niche focus – such as Beecham Research, that specialises in the internet of things (IoT), and Goode Intelligence, that reports on digital identity, authentication and biometrics.

Analysts within these companies usually have a specific technological/sector remit, and two primary responsibilities:
1. Writing reports investigating the state of their market and the players within it, including analysing financial data to track market share.
2. Providing bespoke consultancy to their clients, from go-to-market strategies to selecting technology vendors.
As such, positive relationships with industry analysts can have a variety of benefits for technology companies.

Inclusion in analyst research reports

Large companies that have commercial relationships with analyst firms can access their reports and use them for guidance on the best approaches to take and technology providers to work with.

Being included in an analyst report, such as this Gartner report, made available for free download by Rancher, gives your business credibility. It shows that, after intensive research and due diligence by real experts in the space, your company has been recognised as a key player.

Being referenced in bespoke consultancy

Large businesses often work with one or more analyst firms on a commercial basis, paying a significant annual fee for not only access to reports, but direct access to the analysts themselves. This enables analysts to elevate the guidance provided to individual businesses, from industry best practices, which are included in analyst reports, to ‘What is the best solution for our specific problem?’

The pinnacle of analyst relations is for your tech company to have a strong relationship with the analysts providing this consultancy. Analysts are true experts in their area, usually with a relevant technical or academic background and, as such, are well-respected by their clients. If a Gartner analyst recommends a particular tech provider to an enterprise-scale company, the likelihood is that the company will heed their advice

Impact on media footprint

Journalists often use analysts as a resource for long form articles and feature pieces. Although most publications do not have the budget to purchase analyst reports, analysts are happy to be quoted in the media, as this elevates their reputation and that of their employer.

Similarly, analysts are often invited on to conference agendas, as they are the ultimate experts in their sector.

If you have a strong relationship with an industry analyst that knows your business well, they may use it as a case study when speaking with journalists or on the speaking circuit. This raises your company’s profile and earmarks it as an industry leader.

Between report inclusion, bespoke consultancy and media impact, successful analyst relations programmes increase brand awareness, your company’s credibility in the market, and ultimately, sales.

5 ways to make your workplace more inclusive for dyslexic individuals

October 9, 2020/0 Comments/in PR Pulse, accessmatters, PR, Marketing, Communications Press and Bloggers, Media Database, PR Blog Posts /by Rebecca Potts

This week (5-11 October) is Dyslexia Awareness Week and with it estimated that 1 in 10 people have dyslexia it’s important to understand that it is displayed differently person to person. Often perceived as having trouble with reading and writing, dyslexia can also cause problems with short-term memory and speed of processing information. As we work towards a more inclusive workplace it is easy to overlook those with dyslexia as it is a ‘hidden condition’. However, there’s simple adjustments you can make to your workplace, meetings and recruitment style which will help your dyslexic colleagues.

1) Use a shared calendar
Having a clear view of the work and projects the team is working on is useful to everyone but it especially helps those with dyslexia to manage deadlines and visually highlight meetings, specific activities and differentiate between functions in a team. As working from home becomes more common across businesses using shared calendars such as Asana can help keep all activities for a team in one place that is accessible for all.

2) Quiet working areas
Open plan offices have many benefits and encourage collaborative working, however, for those with dyslexia, and other neurodivergent conditions, they can have a negative impact on their productivity and ability to concentrate due to the sensory environment such as background noise and distractions. Providing quiet spaces for individuals to work benefits all staff and with the increase in home working offering work from home days can also help.

3) Access to both printed and digital materials
Although it may be difficult to provide the majority of work-related materials in a printed format ensuring you can provide the option is important. This may take the form of printing meeting notes or for new starters, offering a printed version of an employee handbook as well as a digital copy.

4) Team profiles
Help new starters to your team by providing a short bio of each team member covering their job responsibilities so they can refer to this when asking for help or guidance. Individuals with dyslexia often exhibit poor short-term memory so providing a printed chart of the team helps combat this.

5) Inclusive language on job adverts
Ensuring your recruitment process is inclusive is vital and this starts with the job advert. Make sure that you only list skills which are required for the role, dyslexic individuals could be put off if a role requires ‘excellent attention to detail’. The same rule applies for job titles, try and avoid using words such as ‘guru’ or ‘advocate’ as these can be seen as vague and do not necessarily describe the role which is on offer.

World Mental Health Day 2020: PR events and initiatives round-up

October 9, 2020/0 Comments/in PR Pulse, PR Media Database, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

This year’s World Mental Health Day (Saturday 10 October) couldn’t come at a better time considering the battering 2020 has given us all so far. And those working in the PR industry are particularly feeling the pressures – according to data from PRCA and Opinium released this week, more than a quarter of (26%) of those working in PR find their job extremely stressful, compared to 18% of the general public.

Despite this, teams across the public relations industry are supporting their colleagues, clients and friends this World Mental Health Day with their time, expertise and – on one team – paddle boarding. Here are some of the initiatives being put in place across the PR and comms community…

Considerations for colleagues
Plenty of agencies are giving employees the gift of extra relaxation time and new methods for chilling out and coping…

– The Liberty team have got off to a good start: ‘Today the team are turning their comms and emails off for the day if desired, so that they can focus on their tasks and work without having any disturbances,’ says Emma Hull. ‘Personally, I get so distracted by instant messenger – now we’re work from home – and then when ‘small’ tasks come through via email, I always stop what I’m doing to crack on with them, leaving me to stress over the major task that I was in the middle of. I think this is a great idea and something that should be done going forward. I love speaking to my colleagues but sometimes, there’s too much going on and their comments and small tasks can really interfere with a day’s work – sorry guys!’

– Shout out to the Happy team, who should be busy (or, rather, not busy) enjoying a paid day off today (take it nice and easy, Happy team).

– Sunny Side Up has launched ‘winter lunchtimes’ for its staff, taking proper breaks and getting outside and/or doing some exercise during daylight.

‘We’ve seen people get sucked into living-at-work rather than working-from-home and we have to make it really clear to everyone, that that’s not how to manage this situation,’ says managing director Zoe Ward-Waring.

– Big Wave PR has some big plans for this weekend: ‘We’re committed to supporting our employees’ wellbeing and have implemented a wide-ranging mental wellness programme, which has been vital for all during the pandemic,’ says MD Hilary Collins. ‘We’ve also introduced online mental education support for the team and this Saturday, a few of us are meeting up for a socially-distanced paddleboard! There’s nothing like fresh air, exercise and team spirit to lift our mood.’ Good luck out on the waves, Big Wave PR team.

– Hallam has a Mental Health First Aider programme in place, with four colleagues fully trained by the Samaritans to offer confidential chats to team members who may be struggling.

‘Being part of Hallam’s wellbeing committee and mental health first aider program has been incredibly rewarding, says Beth Pigott, one of the Mental Health First Aiders. ‘We have had a really positive response to the program, especially during lockdown, where it has been vital for all of the Hallam staff’s wellbeing to be prioritised during these challenging and isolating times.’

– MRM has just started an eight-week fitness and mobility programme with pro fitness, mobility and nutritional specialist Kevin Coulter to help support overall mental and physical wellness while working from home. Kevin’s looking forward to keeping the peeps motivated with ‘home workout ideas, mobility programmes and an evidence-based approach to good nutrition’.

– Political Lobbying and Media Relations (PLMR) will be holding a group coaching workshop around the theme of building resilience and promoting positive wellbeing to get the team ready for the incoming darker winter months. The team are also supported year-round by HR Manager and Mental Health First Aider Magda Lobodziec who’s always on hand to listen. Staff are also given extended days off during Christmas and Early Friday Finishes through the summer. This care extends to nutrition, too – PLMR held a lunch and learn session on ‘good mood foods’ and healthy snacking with a nutritionist and the team have had access to weekly yoga sessions for staff and their family over the last year. Oh, and the gym membership and flexi-working sounds pretty great, too.

– The Hotwire team has wellbeing allowances, free access to the Headspace app, and has trained seven Mental Health First aiders to help anyone who might be struggling with their mental wellbeing.

‘Our philosophy centres around a preventative culture – rather than reacting when people need support, we do our part to stop people ending up in that situation in the first place. This means encouraging people to be open about their mental health without any stigma, but also that work itself is not a cause of stress,’ says Hotwire’s head of people and culture Kam White.

– Stand Agency already offers wellbeing perks for its team, including weekly yoga, a wellness bounty, one day volunteering leave, two half day’s leave for creative thinking and days of leave for birthdays. To add to that, they’ve also committed to the Time to Change Employer Pledge, producing an Employer Action Plan centred on mental wellbeing, enabling employees to feel safe in sharing their thoughts and experiences with mental illness and creating a positive and open work environment.

‘A happy and supported team helps create a successful agency, and at Stand we have always encouraged people to be open and talk about the stresses and strains of life, especially at a challenging time like now’, says founder and MD Laura Oliphant. ‘Committing to the Time to Change Employer Pledge was a natural step in our commitment to normalise talking about mental health at work and support wellbeing with actions, not just words.’

– The Smoking Gun PR team are hopefully taking it easy today. ‘This week we’ve invited our team to clock-off early and take an hour to do something entirely for themselves – whether it’s going for a walk, taking a bath, slobbing out on the sofa or calling a friend. Whatever helps them to unwind,’ says senior account director Rose Alleston.

– And check out Fiona Scott, of Scott Media, on personal responsibility to be mindful of mental health issues, here.

Supporting on client and charitable initiatives
And here are just some of the campaigns the PR community are working on with clients, or for free/lower rates, right now…

– Mental health is Onyx Media and Communications Ltd’s charitable cause this year, and the team will be giving their time to promote MyCognition, Minds Anonymous and My Trauma Therapy.

‘Most of us have been affected by poor mental health, either our own or that of family or friends,’ said Onyx’s founder and MD Anne Cantelo. ‘My own family have been particularly badly affected, including one suicide. All these fledgling initiatives could make a significant impact, if enough people hear about them. My wider team, including our media trainer and content producer, have all given their time for free or at a very reduced rate. Good PR can sometimes change the world. This is one of those times’.

– Big Wave PR (the paddleboarding team) will be running a campaign for Headucate on mental health education.

– Louise Harris PR is helping out with the release of Rock Choir’s Christmas charity single Keeping The Dream Alive to support the Mental Health Foundation and help raise awareness of mental health.

– Kara Rose at KRPR is working with not-for-profit organisation Breathe Therapies, which offers treatment for those with mental health issues and has just invested in VR technology to reach those currently shielding.

‘There is still a stigma associated with mental health conditions that we need to dispel,’ says Kara. ‘Reaching out and supporting those in need is imperative, especially right now as the COVID-19 crisis continues to sweep the country. I would urge everyone to keep talking and to keep checking in with friends, colleagues and, of course, family’.

– The Media Snug is working with GoVox, a tech solution recently approved as a support tool for the mental health and wellbeing of NHS staff and MIND teams.

– Prestigious PR is helping out Scentered, who has partnered with PassionFit’s Reena for an Instagram Live takeover on the day and a giveaway. The Scentered team will also be doing a Q&A on coping mechanisms for dealing with difficult times.

– Emerge has launched the image-led ‘The New Face Value – dig a little deeper’ campaign with men’s wellness platform Manual, aiming to raise awareness of men’s mental health struggles and encourage sharing.

Wedding Blogger Spotlight: Claire Gould, The English Wedding Blog

October 8, 2020/0 Comments/in PR Pulse, Blogger, Blogger Spotlight Media Database, PR, Press and Bloggers Blog Posts /by Holly Hodges

Since the fateful November morning when wedding calligrapher Claire Gould found herself with some free time and decided to buy a domain name, The English Wedding Blog has found faithful readers and supportive photographers and vendors across the wedding scene.

In love with the happiness of the industry, Claire is devoted to helping couples plan their dream wedding. As big days were delayed by the pandemic this year, the blogger shares what advice she’d give to those who’ve had to rethink and reorganise their upcoming nuptials and whether she believes marriage will continue to be a constant in the future.

What keeps you passionate about wedding blogging?
There’s a lot of love in weddings (obvs!) and it spills over into my life, I think! I love the happiness of it all, and I’m fiercely proud of the UK wedding industry. I love my role of matchmaking couples with their dream wedding suppliers, and that’s the best thing about this job. Right now, with weddings being postponed and the industry suffering so badly, it’s even more important to me to keep blogging and support everyone as much as I possibly can – and in a positive and uplifting way!

What originally got you into writing about it?
I have my own wedding business: I write calligraphy when I’m not blogging. So, one November morning when I had no wedding orders to write with my dippy ink pens, I decided to buy a domain name. Things snowballed from there! The support I’ve had from the very beginning from photographers and other vendors has been amazing. My blog has a life of its own now!

How have you had to change your approach to blogging, or your content, during the COVID-19 crisis?
I’ve had to plan way in advance, with the knowledge that there won’t be many weddings this year, so finding content isn’t going to be easy. I’ve been filling my editorial calendar like a demon (we’ve daily posts scheduled now until October, already!) and I now consider my main job role to be ‘emailer’.

What are the main pieces of advice you’d give to couples whose big day has been delayed by lockdown?
I’d just give them a hug. It must be the worst thing, to have such a big, happy (and expensive) event postponed. But that’s the key: postpone, don’t cancel. Think what’s important to you: getting married as soon as you can, or having everyone there to see you get married. A wedding is a party: it’s perfectly fine to get married quietly with a couple of witnesses, and celebrate with a massive wedding (if that’s your thing) months later.

Weirdest/coolest/most unusual wedding theme you’ve seen?
Surprise weddings are my favourite. I’ve featured a few which started out as christenings, then the bride nipped out for a moment and came back into the church with a bunch of flowers and a new dress. The reactions are AMAZING. One time the groom stayed in jeans, and he still looked cool as anything. I love intimate weddings, with close family – the atmosphere just has a zing you don’t see in massive celebrations. Having said that – the Asian weddings we’ve featured, and the Jewish weddings, have the most incredible party atmosphere every single time. It’s all about the joy, and no matter what ’theme’ you choose, ultimately it comes down to off-the-scale happiness, captured beautifully by brilliant photographers!

What’s the most you’ve seen someone spend on their wedding day, and the least?
I don’t like to ask for specifics when it comes to wedding budgets. We’ve featured village hall celebrations, and massive country estate weddings. One had a helicopter – I remember, because a photographer who’s a friend was so excited he got to ride in it with the bride and groom! Creativity is more important than budget for me – and being yourselves. We’ve featured some super stylish registry office and pub weddings which are easily as perfect as the big country hotel ones!

Have you noticed interest in getting married waning or becoming more popular with couples again since you started blogging?
It’s a constant. People will always want to get married – it’s the hows and wheres that change. We see more elopements now (which I love!) and lots of barn weddings. Styles change but folks will always fall in love and want to share it with the world. And weddings are super happy occasions full of fun and love and laughter – they look brilliant and make for amazing blog content!

How do you collaborate with brands and which kind of brands do you really like working with?
I work with UK wedding photographers, planners and stylists, florists, venues, cake designers and stationers… all wedding brands and small businesses. It’s those little independent business owners I love working with most: they’re absolutely passionate about what they do, and it’s really exciting to work together. They’re also really lovely humans and creative souls. I’d rather work with small brands for a smaller advertising fee than with corporates for big money – my heart and soul is with the little guys!

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
Our content has to be unique, inspiring and visually powerful. Wedding blogs are driven by beautiful imagery: that’s key to any feature we publish. And rather than focusing on products, we have a lifestyle focus: so, collaborations with a bunch of wedding businesses (photoshoots for example) are a great way to start! I’m easily swayed by gorgeous photography, though – send me photos of amazing bouquets or modern wedding cake designs and I’m all yours!

What other blogs do you check out regularly (whether wedding-related or not)?
I have quite eclectic taste! So – I’ve been a blogger for a LONG time and I’ve always loved reading Wonky Words – Scarlet’s posts are genius. I love the Calligraphy Masters vlog as well. Oh, and Master of Malt (I’m a whisky girl). Rebel Recipes is another fave. Most of the people I follow are wedding photographers, and I read too many of their blogs to name! The best are sprinkled with personal stories as well as work stuff – my favourite thing is finding out people’s weird habits and guilty pleasures. Oh, and seeing photos of their cats!

From sports stars and shirts to supermarkets: when brands take a stand

October 7, 2020/0 Comments/in PR Pulse, accessmatters, PR, Marketing, Communications Press and Bloggers, Media Database, PR Blog Posts /by Phoebe-Jane Boyd

‘Go woke, go broke,’ is how a spokesperson from the Laurence Fox-launched Reclaim Party chose to summarise the social media dust-up that followed Sainsbury’s tweet on inclusivity last week. With the reminder to shoppers of their opportunity to shop elsewhere if they so wish, the #BoycottSainsburys hashtag got a lot of use by those happy (though, many don’t sound particularly happy…) to take the store up on its offer. But will the company’s stand on diversity really result in fewer sales?

Whether taking a stand on politics, social justice or who you welcome as customers is too risky a choice, or a good investment for longer-term loyalty, is a decision every brand, big or small, has to make in 2020. While brands wading in on politics may be a step too far for some – 56% of consumers prefer their brands not to, according to the 2019 Edelman Trust Barometer – accountability is increasingly being demanded from businesses and politicians, just as it is from family and friends. Accenture’s 2018 Global Consumer Pulse Research tells us that 62% want companies to take a stand on issues they are passionate about. Edelman’s 2018 Earned Brand Study also found that 64% of consumers choose to avoid or boycott brands based on their stance on societal issues that are important to them.

In this climate of accountability, big brands are taking the gamble of going beyond cause-related marketing mainstays like teaming up with favoured charities, and making major business decisions centred on ethics. The Fred Perry clothing brand recently made it very clear that its ‘association’ with the far-right Proud Boys group in the US is a ‘frustrating’ one, asserting that its laurel wreath instead represents ‘inclusivity, diversity and independence’. Ben & Jerry’s has been successfully taking public stances on political and social issues for years, well-known for its long history of social activism and ice-cream flavour launches with celebrity (and, on film, a superhero) namesakes for charitable causes.

Even brands not known for their politics or moral stances are taking the step towards matters of social justice – Gillette’s The Best Men Can Be advert took the harms of toxic masculinity as its focus instead of the effectiveness of its blades, and went viral at the start of the year. Nike’s gamble on its ‘Believe in something’ ad campaign with former NFL player Colin Kaepernick reportedly made the company $6 billion since its launch in 2018.

For Nike co-founder Phil Knight, the threats of boycott that followed the advert from certain sections of the public wasn’t enough for the company to rethink – taking a stand is more important than that: ‘It doesn’t matter how many people hate your brand as long as enough people love it. You can’t be afraid of offending people. You can’t try and go down the middle of the road. You have to take a stand on something.’

And there’s no going back now – brands making their stance on politics and societal issues is more and more important for consumers, particularly among younger demographics. 83% of Millennials (who, arguably, maybe aren’t so young anymore…) say it’s important for the companies they buy from to align with their beliefs and values, according to the 5WPR 2020 Consumer Culture Report. And 76% of actual young people answering the DoSomething Strategic’s 2018 Survey of Young People and Social Change said they have purchased or would consider purchasing a brand or product to show support for the issues it aligns itself with.

Wherever you’ll be choosing to shop for the foreseeable, the ice-cream, shirts, razors and sports stuff you buy have certain values assigned to them now. So, which values do you want your brand to be known for?

How to pitch to food and drink writers

October 5, 2020/0 Comments/in PR Pulse, How to pitch to..., journalism, PR, PR Club PR, Press and Bloggers, Media Database Blog Posts /by Phoebe-Jane Boyd

Not just for Christmas (though the lead-up to Christmas feasting is a very busy time for them), food and drink journalists are snowed under all year round with restaurant launches and closures, introducing their audience to emerging food trends, typing up recipes for their readers to try and recommending seasonal ingredients and produce for meals, snacks and all-round sustenance.

Over the last month alone, almost a thousand journalists from national and regional newspapers, consumer and trade magazines, websites and blogs have sent out food and drink-related requests to PRs via the ResponseSource Journalist Enquiry Service. With certain produce hard to get hold of in lockdown, and restaurants under extreme pressure to survive, writers in the sector have had to switch their focus and find new ways to feature food and tempt in their readers.

Here are five recommendations and requests from food and drink writers for how you can help keep them fed with relevant contributions.

1. News of reopenings and seasonal pitches should always be on the menu
‘With everything still a bit up in the air at the moment, I’m very interested to hear about stories of restaurants re-opening/doing different things, ultimately continuing to thrive against all odds. Or at least trying to. The same goes for brands.

‘Given the nature of most of my work being online, I don’t tend to even start thinking about Christmas content until at least mid-October, unless it’s very time crucial, or for a feature that requires lots of planning.’

Jonathan Hatchman is the food and drink editor at The London Economic and covers topics including restaurants openings, reviews, food news and trends.

2. Pitches should be seasoned to individual taste
‘Tailor your approach to each journalist and give up scattergun press releases (unless you’ve got a product launch or similar). I know it’s time consuming, but it’s worth it. 99% of approaches I get are generic emails written by someone who has no idea what I write about. So, for example, I write a lot for The Telegraph, which has a clearly defined demographic and very specific sections – you have to do your research and suggest an idea that might work for one of those sections. Time invested in this is well worth it – and aim it at me. Newspapers love to know they’re the only ones who will have that angle – if I say no, move on.

‘I need a story not a topic. “Woman runs sourdough baking classes” (a press release I received recently) isn’t a story. There has to be an angle, something fresh and ideally newsworthy; why is she interesting? What makes her perfect for my publication? What makes her different to other people giving baking classes?

‘Consider pitching the product/person as part of a broader trend piece and again, do some research. I once wrote a great piece for The Guardian about plant milks (at the time, they were quite new) and their booming popularity. The PR backed up her pitch with statistics, examples of plant milks, and suggested using the person behind ‘her’ brand as an expert commentator for the piece. This pitch worked really well, and gave her brand exposure when they would never have commanded a piece purely devoted to them.’

Sue Quinn is a food writer and journalist regularly contributing to publications including The Daily Telegraph’s Saturday supplement, The Guardian, delicious. and The Washington Post. Find out more about her work on her website penandspoon.com.

3. Emailing first is still a recipe for success
‘I personally find email the best way method of contact, as you can get all the info in one place and it’s much better – DMing on social media is an easy way for me to miss it, which is unfortunate. If a PR has a great idea that they need inspiration for, or they know what they want already, I am up for having a chat to see if it will work!’

Jane Dunn blogs about baking at Jane’s Patisserie – read more about her work in this Blogger Spotlight interview.

4. Like good food, good pitches need time
‘Unless it’s completely irrelevant, I’m open to hearing about most things, but please do bear in mind that journalists receive a huge amount of emails. I do try to reply to all pitches (even those “Hi XXXX/[insert first name]” emails), but it takes time. Unless it’s super urgent, please don’t chase me within 24 hours or so of sending the initial email. Everybody has a different system, but I work backwards[?] so a quick follow up will just push the original email to the back of the queue.

‘Also, quite importantly: on behalf of all journalists and editors, please, please, please refrain from sending passive-aggressive ALL CAPS FOLLOW UPS. It won’t make us reply any quicker. I promise.’

Jonathan Hatchman

5. Ensure your ingredients are right (does this serving need to be vegan, gluten-free, etc.?)
‘PRs can happily contact me via the contact form on my website, which will land straight in my inbox. Of course, the one caveat is that the product has to be gluten-free. I do get emails asking me to collaborate, then I find out that the product isn’t right for me.

‘I’m passionate about food photography, but I love creating recipe tutorial videos over on my YouTube channel, too. So, either works for me!’

Becky Excell is a baking blogger sharing gluten-free food ideas and photography. Read more in her Blogger Spotlight.

Blogger Spotlight: Louise Baltruschat Hollis, Whimsical Wonderland Weddings

October 1, 2020/0 Comments/in PR Pulse, Blogger, Blogger Spotlight, Influencers Media Database, PR, Press and Bloggers Blog Posts /by Holly Hodges

Louise Baltruschat Hollis started Whimsical Wonderland Weddings after becoming ‘hooked’ on the industry, the community ‘and all the loveliness’ ten years ago and her relationship with blogging is still going strong.

Getting to tell the stories of couples planning their big day and beginning their married lives together is a privilege this blogger loves – read on for her advice to couples who’ve had to delay their day and ideas for whimsical and wonderful wedding themes.

What keeps you passionate about wedding blogging?
The stories. I am such a romantic at heart and love hearing how couples create the beginning of their marriage together by celebrating their wedding. There are always so many personal ideas and heartfelt touches that constantly inspire. The best part has to be when I get to feature WWW reader weddings and they say how the blog has helped them to shape their day. It’s an awesome feeling.

What originally got you into writing about it?
I started WWW ten years ago now, when I was planning my own wedding. I became hooked on the wedding industry, the community and totally fell in love with all the loveliness.

How have you had to change your approach to blogging, or your content, during the COVID-19 crisis?
I had to take a three-month schedule reduction to manage home schooling my little boys. I offered all of our current sponsors free advertising during this time to help support them as many of them are small businesses, too. It’s been tough and I hope that the wedding industry will recover well when the pandemic is over. I have done a few helpful blog features for our readers surrounding COVID-19 and weddings as well as a live Instagram Q+A session, which is now on IGTV, too.

What are the main pieces of advice you’d give to couples whose big day was delayed by lockdown?
Hang on in there and don’t panic. Your wedding will happen, it just may be delayed, but boy will the wait be worth it. Contact all of your suppliers individually to discuss, also contact your insurer directly to see if you are covered, and how, financially. Also consider having a 30-person ceremony now and partying later; we did something similar for our own wedding and it was magical.

Weirdest/coolest/most unusual wedding theme you’ve seen?
Oh, this is a tough question! I have featured over 3000 real wedding features on our site – I adore each and every one of them and they are all so unique. I always love a Harry Potter-themed wedding, which I have shared a few of (I am a big fan of the books, myself). Oh, and rainbow, colourful celebrations too, with lots of DIY decorations!

Have you noticed interest in getting married waning or becoming more popular with couples again since you started blogging?
To be honest, I don’t think I have noticed any change here, BUT I have definitely noticed how different weddings have become. In 2010, unusual, unique and creative weddings were few and far between. They were much more tradition led. Now, so many more couples are ditching the rule book and making their day personal to them, whether that’s getting married outdoors or eloping. Anything really does go.

How do you collaborate with brands and which kind of brands do you really like working with?
I have collaborated with some amazing sponsors, who I have been so lucky to work with. From small UK indie artisans to large worldwide brands, and they all bring so many different products or services to the wedding industry. I always work with brands who make my heart sing and who I know will resonate with my readers.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
Email is the best way to reach me. Send over your website link, social channel links and your reviews page – if I feel we are a fit to work together, I can send over my media pack and rates card.

What other blogs do you check out regularly (whether wedding-related or not)?
I follow hundreds of photography blogs, most of which are wedding photographers. I also follow some pro wedding blogs which have great tips for bloggers.

Fashion Blogger Spotlight: Lorna Burford, Raindrops of Sapphire

September 30, 2020/0 Comments/in Blogger, Blogger Spotlight, Influencers Media Database, PR, Press and Bloggers Blog Posts /by Holly Hodges

Finding happiness and an interest in fashion is what spurred Lorna Burford to start blogging around ten years ago and what keeps her passionate about the subject. Much has changed in the sector since the launch of Raindrops of Sapphire, way beyond the materials, colours and cuts of clothes – Lorna shares how she had to adapt her approach this year, what she thinks of the rise of sustainable fashion and whether the fashion industry is doing enough to be inclusive.

What initially drew you to blogging about fashion and what keeps your interest?
In all honesty, it was my passion and something I found happiness and interest in. It became something I obsessed over and I figured having an online personal space to share that passion with other like-minded people was a good idea. That was ten years ago now! It started more as a personal fashion journal and it grew from there.

How have you had to change your approach to blogging, or your content, during the COVID-19 crisis?
It’s been really tough. I actually took a lot of time off from it during the pandemic due to personal reasons too, but I lost a lot of work and wasn’t able to model, so adapting content was tougher. Throwbacks and roundups, and personal entries became more prominent.

Do you think the move away from ‘fast fashion’ will continue post-lockdown?
Yeah, I do. I actually think it will continue long into the future and be a thing that’s standard in years to come. More sustainable pieces. But it’s tricky because everyone loves a trend and a bargain.

If you had to pick a character from film/TV/literature who embodies your style, who would it be?
Maybe Ashley Benson in Pretty Little Liars. Or Hilary Duff in Younger.

What’s the least you’ve spent on an item of clothing/an accessory that you love?
I think it might be my western faux leather belt that I got from ASOS for about £12! I wear that a lot!

Top tips for updating/bringing new life to an old outfit?
This can always be tough, so I find it’s usually all about the accessories. A different belt, some jewellery, different bag, etc. and it looks like a brand new outfit! Accessories are key to reviving and giving life to outfits.

Is the fashion industry doing enough to be more inclusive?
Absolutely; I think it’s actually one of the leaders, compared to any other industry.

How do you collaborate with brands and which kind of brands do you really like working with?
I love to work with brands that are close to my style and ethics, as well as brands that are a household name. I enjoy mostly doing modelling collaborations and styling, however, I really enjoy other opportunities, like the Clark’s Village trip I did.
For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
Personalised emails are usually my favourite. The PR needs knowledge on who they’re contacting (blanket emails are cold) and need to show a genuine interest in your work for a relationship to build.

What other blogs do you check out regularly (whether fashion-related or not)?
Brooklyn Blonde, and I used to check Cupcakes & Cashmere, but the content there changed a lot and went more political, so I’m not as interested. I also like Mariannan, but she rarely posts these days, unfortunately. I don’t tend to follow a lot of bloggers anymore as I’ve found a lot focus mostly on social media and instant content, more than planned blog content.

PRCA UK National Conference 2020: solving the PR industry’s ‘R word’ problem

September 29, 2020/0 Comments/in PR Pulse, accessmatters, PR, Communications Media Database, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

This year’s PRCA UK National Conference took place last Thursday as a virtual event and explored topics including Ethnic Equality and Inclusion, Brands Doing Good, and Thrive and Survive – all part of its PR as a Force for Positive Change theme.

PR’s history (and continuing issues) with inequality when it comes to who gets to the top of agency hierarchies, and who makes up the majority of its workforce, was the focus of the panel ‘The “R” Word. Finally, time to tackle racism in PR and Communications’. Chaired by PRCA Race & Ethnicity Equity Chair and Director of Brownstone Communications’ Barbara Phillips, the discussion featured advice for best practice from ENGINE’s Ete Davies, Kantar’s Mandy Rico, John Doe’s Magin Trewhella and BAME Recruitment’s Cynthia Davis. Recent Board of Directors’ appointee Rax Lakhani also followed the panel with a brief update from the PRCA Diversity Network.

‘We know that we can’t tackle the whole thing with one panel. But we can break it down,’ is how Barbara opened the discussion, with data highlighted as a starting point for pinpointing problems and creating benchmarks.

Ete Davies shared how data is only the start of the journey to true inclusion: ‘In truth, we’re still on a journey to be representative within ENGINE. The last seven months, particularly after the exposure the media gave to the systemic issues that ethnic minorities are experiencing, highlighted for us that the data we had wasn’t doing enough. I think there’s a lot more work to do – actually using the data to inform decisions. Driving actions, rather than just monitoring.’

On making meaningful change, Magin Trewhella explained the catalyst for inclusion commitments being made at John Doe: ‘I’ve been frustrated by a lack of diversity for a long time, practically my whole career, so one of the drivers has been to build an agency truly representative of the city where it’s based.

‘We put out a number of commitments, on recruitment, supply chains and representation in campaigns, with numbers behind them so we’re actually accountable to something. That led to us auditing everything we did. It’s provoked cultural change within the business, and that’s the work that needs to be done for something genuinely proactive and sustainable.’

‘It’s going beyond performative allyship,’ agreed Ete. ‘It’s holding yourself publicly accountable. What are you doing about your supply chain, for example? We need more of that.’

‘There’s always a challenge you have as a minority in a position of leadership, an implicit impression people can have that you got the role because of your identity, a diversity agenda, instead of your achievements,’ continued Ete regarding his role and responsibility as CEO of ENGINE.

‘There can be an impression that when you’re trying to drive change, that agenda is tied very much to your identity. Which it is, but in our industry, if we don’t have representation in our companies, we can’t do our jobs, we can’t service our clients or understand our audiences and the communities that we’re supposed to be engaging with. It’s not a political choice, it’s not even a personal choice – it’s a business decision that CEOs should be leaning into. Everyone needs to be onboard with it; it’s a strategic priority.’

BAME Recruitment’s Cynthia Davis was upfront about why she decided to start her own recruitment business: ‘I was so fed up of hearing that excuse, that “we can’t find black talent” or “there aren’t qualified people from ethnic minority backgrounds”. In this day and age, that’s lazy, and an easy excuse to not hold yourself accountable for driving change.

‘For me, the question is “why?” We have to look at the processes and systems that are in place. When people don’t see themselves represented in certain sectors or certain roles, they see it as unattainable and don’t even bother. It’s not a level playing field. This has to go further than targets and to accountability. If you’re bringing talent in, what are you doing to promote them and move them up?’

‘The “pipeline challenge” argument is one I always smile at,’ added Ete. ‘Recruiters are specifically paid to solve recruitment challenges, for businesses. This is the brief that’s given to you; it’s not good enough to come back and say, “we can’t find the people”. Look harder, or don’t claim to have the expertise. If it’s business-critical, you’ll find a way to solve it.’

On tackling systematic racism in hiring, retaining and developing talent, Ete advocated for ‘putting well-established best practice processes on recruitment and benchmarking in place. Setting representation targets that the leadership team are held accountable on. And modelling and demonstrating your values – from meetings, ways of working, and how we recognise and reward each other.’

Barbara finished the panel with a question for the PR industry: ‘Everything we’ve discussed today is valuable, but for me, the one core theme is desire – whether or not organisations want to take the step to be inclusive. You have to have a moment of introspection and think “what’s stopping me from making this work?”.’

Catch up with more from this year’s PRCA UK National Conference on the PRCA website.

PRCA welcomes Tanya Joseph and Rax Lakhani onto its Board of Directors

September 28, 2020/0 Comments/in PR Pulse, PR, Communications Media Database, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

The PRCA has appointed Hill+Knowlton Strategies managing director Tanya Joseph and digital strategist Rax Lakhani to its Board of Directors.

Tanya brings experience from sectors including policy, public affairs and NGO and has previously served as director of campaigns and public policy for Nationwide as well as spending five years with Sport England leading campaigns including its ‘This Girl Can’ project.

‘I am delighted to be joining the PRCA board at this crucial time for our sector,’ said Tanya of her appointment to the Board. ‘I look forward to working with colleagues to demonstrate how our creativity and ingenuity can play an important role as we recover from the impact of COVID-19. I will also continue to push for our sector to be more representative of the rich diversity of British society where talented people from different backgrounds feel they belong and can thrive.’

Rax has over seventeen years of experience in social media marketing and engaging online audiences, and supports agencies, public sector companies as well as consumer and b2b brands with their digital marketing strategies. He is also the chair of the PRCA Diversity Network.

‘I am thrilled to be joining the PRCA’s Board of Directors at a time when there are so many exciting opportunities for growth in our industry,’ said Rax. ‘The PRCA has been a supportive and guiding beacon to me throughout my career and I feel honoured to sit alongside such formidable members on its Board.’

These latest additions to the PRCA Board follow changes announced in July of this year, where Kamiqua Pearce, Rimmi Shah, Ondine Whittington, Hugh Taggart and Barbara Phillips were officially appointed.

Read more about updates to the PRCA Board of Directors and our Spotlight interview with Board member Barbara Phillips.

3 ways the office space will be reinvented in the age of COVID-19

September 28, 2020/0 Comments/in PR Pulse, PR, Communications, PR Club Media Database, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

This is a guest post by Adam Smith, managing Director of Teamspirit.

Our lives have changed dramatically in the last few months as COVID-19 shook up our personal and working lives. For so many office workers, the home has become the office, the kitchen table the desk, the garden the new meeting room, and the five steps to the living room replacing the daily commute. While we all assumed this would be a temporary change to our lifestyles, as the days turned into weeks and the weeks turned into months, we realised that our working lives may have pivoted for good.

While we all might be tired of hearing the phrase ‘the new normal’, it is the shift in our working patterns which is predicted to be one of the most significant changes. As the Government is now encouraging people to continue working from home where possible through the upcoming winter months, we won’t be returning to normality just yet. Now that we have acclimatised to successfully working from home, the office space has transformed, taking on a new meaning and purpose in an increasingly digital world.

What will the office look like for comms and creative professionals when it’s okay to return to the workplace? This is how we at Teamspirit expect the workplace to be reinvented…

1) Safety will come first, but efficiency is a close second
From the very start, the most important thing has been the safety of employees. This is why the workplace will look very different to what we are all used to, in order to minimise the risk of transmission and keep everyone feeling safe. Smart technology means that offices are able to better control the virus; from scanning QR codes to register when you enter the office, to temperature checks at the door. Keeping the workplace clean and clutter-free will take on a new importance. But the while the new processes may take some getting used to, it won’t compromise efficiency thanks to clever technology and clear rules.

2) Collaboration will be king
An overwhelming lesson from recent months is that, by and large, we can all get our work done efficiently and successfully from home, provided we have the right technology to support. But one of the biggest holes left from the mass exodus from the office is collaboration, which underpins everything we do. We’ve set up a group on Teams to replicate our group brainstorms, and we regularly share ideas over Zoom meetings, but it’s not quite the same as being shoulder to shoulder with peers.

Recent months have emphasised how important collaboration is in the comms and creative industry. When eventually returning to the office, we can expect to see more ‘break out’ spaces and meetings away from the desk to encourage working together more effectively when we’re in the same room. We’ll once again be able to bounce ideas off each other without dodgy WiFi and building work upsetting the flow.

3) The office will be a hub of creativity
For many of us, the kitchen table might not inspire the same creativity as being around colleagues in a busy office, despite the growing collection of house plants to keep you inspired. For the PR team, being in a newsroom means sharing headlines and jumping on opportunities the minute they’re hot off the press. When we are back in the office, this atmosphere should be cultivated with regular newspaper meetings, brainstorms and discussions to inspire work and keep us thinking imaginatively on the days that we are at home.

Concerned about an eventual move away from home working? Check out our previous post 11 ways to mentally prepare for an eventual return to the office.

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Wedding Blogger Spotlight: Claire Gould, The English Wedding Blog

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How to pitch to food and drink writers

Blogger Spotlight: Louise Baltruschat Hollis, Whimsical Wonderland Weddings

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PRCA UK National Conference 2020: solving the PR industry’s ‘R word’ problem

PRCA welcomes Tanya Joseph and Rax Lakhani onto its Board of Directors

3 ways the office space will be reinvented in the age of COVID-19

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