Starting your own comms agency

5 tips for starting your own comms agency

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This is a guest post from John Ashton, director of Write Arm.

If you’ve spent the last four months at home wondering what the future holds, it’s possible that you’ve thought about starting your own comms agency.

Then you probably thought, what’s the point? We’re heading into a major recession and comms budgets will be slashed, so new agencies will never get off the ground, right?

Wrong. In fact, there’s no better time to start your own agency. Why? Because if you do it the right way – more of which in a moment – you can successfully compete with some of the larger players and create a really attractive proposition for clients.

So, what is the right way? Here are my five essential tips.

1. Make it a kitchen table agency

The clue is in the name, although the truth is that kitchen table agencies can be run from back bedrooms, garden sheds and attics, as well as from kitchen tables. What they all have in common is a flexible working model based around remote-working freelancers rather than staff.

Kitchen table agencies have been proliferating for a few years now, but the COVID-19 crisis has supercharged the trend.

You may have noticed a lot of people are working from home at the moment. And you may also have noticed that 99% of organisations are cool with it. That includes your potential clients.

Don’t hide the fact that you have a kitchen table agency – make a virtue of it. It means you’re lean, flexible and price-competitive. What’s not for clients to like, especially in the age of reduced budgets.

2. Think about culture

It’s a fact – companies with strong, authentic cultures do best. Even if your agency starts life as a one-man band, you should give culture serious thought. Culture isn’t about having a beer fridge and a foosball table. It’s about having values and purpose and living those in everything you do. Your starting point should be your own needs, desires and values.

When I started my agency, Write Arm, I needed maximum flexibility as I had a young family. I also set great store by treating people fairly and in the quality of human relations. So, flexibility, fairness and friendliness were at the core of everything we said and did. It became a central part of our offer, rather than gratuitous waffle on our website. Clients loved it and so too did the freelancers who worked for us.

Don’t view culture as a nice-to-have optional extra. See it rather as the soil from which your agency grows. Believe me, it will make a huge difference.

3. Embrace your competitors

One of my mantras is ‘There’s no such thing is competition’. ‘Oh yes there is!’ I hear you say. But really, there isn’t, at least not for kitchen table agencies. When you scratch beneath the surface, no two agencies do exactly the same thing. And that opens up a lot of scope for co-operation.

Say you’re a tech industry specialist and one of your clients asks whether you have any expertise in financial services. If you have a good network of small agencies then you should be able to deliver someone suitable and make a margin on their work. And, of course, those agencies can hire you in when one of their clients requires your specialism.

Make the effort to grow your network. Talk to all the agencies you can find, even if you’re never likely to work together, because the more people you know, the more doors will open. A few years ago I had a coffee with the owner of a large web development agency, even though it was clear that he was never likely to hire my agency. We got on well and at the end of the meeting he offered to introduce me to a few marketing agencies that he knew. He was as good as his word and within a couple of weeks, one of them had become a regular client. To date, that cappuccino has been worth over £75,000.

4. Get over your fear

If you work in the comms industry, the chances are you’re not very business-savvy. After all, the industry is mainly populated by creative people, who are full of bright ideas, but tend not to be great with spreadsheets and admin.

That was me when I started my agency eight years ago. I wasn’t only clueless about how to run a business, I was also cashless and clientless. Had I listened to my fears, the company would never have got off the ground. Instead I just took the plunge and, what do you know, it worked out. Within a few years the agency was turning over half a million a year.

Believe me, I’m no genius and neither am I an ultra-ambitious succeed-at-all-costs type. In fact, I’m naturally cautious. There’s no real secret to my success. I simply learned on the job. I’m still not great with numbers, admin and numerous other aspects of running a business, but I know enough to get by.

So, if you think you don’t have what it takes to start an agency, I simply say this: ‘If this idiot can do it, then so can you’.

5. Join The KitchenTable Community

Blatant plug alert. If you’d like to explore starting your own comms agency, then I have a suggestion to make: join The KitchenTable Community. It’s a peer-to-peer support group and marketplace that I recently launched for small creative agencies. It’s based on my firm belief in the power of the network and the hive mind.

You get loads of content that will help you to build a successful agency a lot quicker than I did, including a book, a course and document templates. It’s currently free for six months and there’s no obligation to stick around once the very modest monthly charges kick in.

Now get to work on starting that agency!

Find out more about The Kitchen Table Community on the website.

Jane Dunn

A Tasty Baking Blogger Spotlight: Jane Dunn, Jane’s Patisserie

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If you’re already missing the expert baking on display during the course of this year’s Bake Off: The Professionals, don’t despair – Jane Dunn is here with more treats at Jane’s Patisserie. Whether or not the delights of Dalgona coffee and banana bread have drawn you in during lockdown, this blogger has something you’re bound to like – check out her advice for getting a cake-making kit together, her top-tasting recipes and the best things about being a baking blogger.

What keeps you passionate about baking and blogging about it?
Every day I get sent emails, tagged in photos on social media and so on of people baking my recipes with their family, children, friends and more. It’s magical to see people enjoy something together, and if my blog helps that then it’s even better. I am always here to help people with their baking queries, and the good that comes from it is amazing.

Jane Dunn and cake

How have you had to change your approach to blogging, or your content, during the COVID-19 crisis?
As more and more people started baking, there were more questions around recipes to answer – substituting ingredients due to shortages, recipes for people with little equipment as they are new to it, easier recipes for kids to get involved with and more. I’ve reduced the recipes I am producing to focus more on engaging with followers to help them out!

Have you tried any of the recipes that have gone viral during lockdown?
I think one of the only ones I have tried is the Dalgona Coffee trend as my husband LOVES coffee and I wanted to see what I could do with it. It’s so tasty!

What the worst bake you’ve ever attempted to make?
Probably the worst thing I have ever baked was my first attempt at a vegan meringue – it was absolutely inedible! I’ve cracked it now, but it took it’s time.

Best tasting thing you’ve ever made?
My NYC Chocolate Chip cookies are by far my favourite recipe I’ve ever made – they have been SO popular since posting, and I have made them countless times as I just love them so much!

For those who haven’t yet started baking, which basic tools would you suggest they stock the kitchen up with?
Weighing scales, cake tins, and basic tools such as spatula/whisk – and if they can, even the cheapest electric mixer can make things so much easier.

Favourite TV chefs?
I love so many but Nadiya Hussain, Juliet Sear, Tom Kerridge and Mary Berry are favourites, of course!

How do you collaborate with brands and which kind of brands do you really like working with?
I love to collaborate with brands that I genuinely love and adore. I don’t do it that often, but I love creating recipes with the brands I use in my daily baking anyway. Whether it’s just social media work, or a full recipe post, I love it to be authentic!

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
I personally find email the best way to contact me 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 they have 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!

What other blogs do you check out regularly (whether baking-related or not)?
I love Alice Fevronia, My Kitchen Drawer, Biscuit Bases and SO many more!!

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

Engagement with healt comms through COVID 19

Engagement with health comms through COVID-19

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Engagement with healt comms through COVID 19

 

Throughout COVID-19, every aspect of public health has had to respond and adjust to new responsibilities. Communicators have been thrust into the spotlight, absorbing extraordinary pressure to manage a huge variety of stakeholders while navigating a ceaselessly changing media, policy and care landscape. 

In Engagement with health comms through COVID-19, we analyse how audiences responded to official NHS feeds on social media, how conversations shifted during different stages of the pandemic and the media’s reaction to the developing crisis.

Information and data is presented from Vuelio, ResponseSource and Pulsar to give a complete view of the excellent work carried out by health communicators in a tumultuous 2020.

We also picked up five lessons that you can apply for planning healthcare communications moving forward. We hope you find it useful.

PRCA Board of Directors 2020

PRCA makes updates to its board of directors

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The PRCA has revealed changes to its Board of Directors following last week’s announcement of amendments to its governance structure.

Joining the board are Kamiqua Pearce, Rimmi Shah, Ondine Whittington and Hugh Taggart MPRCA. Barbara Phillips joined last week following her announcement as Race and Ethnicity Equity Board Chair. Standing down from the board are Tony Langham, Jon Hughes, David Gallagher and Ed Williams.

‘I am deeply grateful for the vast contributions Tony, Jon, David and Ed have made as PRCA Board members,’ said PRCA director general Francis Ingham of the departing board members.

‘Their desire to inspire and fast-track the next generation of leaders has never been more evident. I’m delighted to welcome Barbara, who joined last week, and Kam, Rimmi, Ondine and Hugh, who all have a proven track record in championing the aspirations we hold as a Board.’

Those joining the board bring a wealth of industry experience. Rimmi Shah is partner and board director at Lansons, advising senior teams and boards on corporate comms, public policy and stakeholder engagement. She also serves as an Advisory Board member of the Lloyds Bank National Business Awards.

Kamiqua Pearce is a senior PR and communications consultant, a BME PR PRO mentor and the founder and CEO of Coldr and the UK Black Comms Network.

Golin and Virgo Health group managing director Ondine Whittington brings experience across pharmaceutical, OTC and the public sector.

Hugh Taggart is global crisis practice chair for Edelman and leads London’s Corporate Affairs practice, spanning its Corporate Reputation, Public Affairs and Financial Communications teams.

Barbara Phillips brings over 20 years of experience in strategic communications and is a certified NLP (neuro linguistic programming) coach, as well as an accredited Mediator and a director of a specialised teambuilding and leadership organisation. Barbara also sits on the advisory board of an education social enterprise teaching Black British History in schools and corporate settings and is current sitting Magistrate.

‘All of the changes underway are essential to delivering on the commitments we made and to set the example for the wider industry,’ added PRCA chairman Jim Donaldson.

‘I am thrilled to welcome Barbara, Ondine, Hugh, Kam and Rimmi. All of them bring exceptional expertise and leadership as we continue to navigate through the COVID-era and all of the challenges of the last few months. It is vital for the industry to have strong and diverse perspectives on the Board to tackle these critical issues and to lead from the front.’

Read more about changes to the PRCA Board of Directors here and our interview with Race and Ethnicity Equity Board chair Barbara Phillips.

Jane Austin

PR Spotlight on Jane Austin, founder of Persuasion Communications

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Our idea of good company is ‘the company of clever, well-informed people, who have a great deal of conversation’ – hence today’s Spotlight on Jane Austin, founder of Persuasion Communications.

Jane launched her comms company consultancy 12 years ago, after time in the journalism industry working across media, design and advertising publications. Much has changed since then, across both the media and PR (particularly over the last three months), but for Jane, some things stay the same: ‘if a journalist doesn’t reply to an email, don’t nag them’. Also: the gift of a Shewee doesn’t tend to get the same reaction as a takeaway coffee.

Tell us a bit about your career and what led to the launch of Persuasion
Before founding Persuasion 12 years ago, I was an editor and journalist on advertising, media and design titles and I launched my own company to pay the bills after over a decade of being a single mum on a journalist salary. But I was able to turn it into an editorially focused content comms agency and something I really love doing.

What advantages do a background in journalism bring to your PR work?
It means I understand what journalists have to deal with every day and the pressures they are under – if a journalist doesn’t reply to an email, don’t nag them. I can also more easily pre-empt what they might need or look for in terms of ideas, news, stories, features, opinion and content, which certainly helps.

Are you working from home at the moment, and what are the plans for returning to the office?
Yes, I am holed up in my flat in Stoke Newington on non-stop Zoom calls. I’ve done a couple of meetings in parks with clients, giving my female clients and journalists Shewees as well as takeaway coffee. Bit of a mixed reaction, to be honest. It’s too early to contemplate a full return to the office, although we’re working on a plan involving personalised care packages for those who want to return. There’s no pressure on those who don’t.

Which pieces of tech have really been helping you work through the current crisis?
It’s been a good time to familiarise myself with the Hoover. I’ve also been mending things round the house, rather my neighbour has, like lamps, and dusting off gadgets bought years ago that I’ve never used, including a foot spa, an onion spiraliser and a posture corrector which sends an electric shock through your spine when you slouch your back. My flat looks like a Ronco commercial.

Do you think the industry can return to the way things were before?
Realistically and unfortunately, I don’t think much will change. There’s plenty of talk about being kinder to each other and sustainability moving to the top of peoples’ agenda but if recent events have taught us anything it’s that people don’t learn from history. We saw the queues outside Primark and JD Sports the minute the lockdown on essential shops was lifted and now everyone is back in their cars and pollution levels are going back up. This pandemic has exposed just how unequal our society is and nothing’s being done to fix that. My big hope is that the momentum behind the Black Lives Matter movement is sustained and we finally see some actual change when it comes to racial injustice and the dominance of privilege.

The PR industry has a diversity problem – what can agencies do to create diverse teams and support colleagues into higher positions?
Do exactly that, hire ethnically diverse people and promote them into top positions. I am all in favour of positive discrimination to make this happen. No company can call itself a success unless it truly mirrors society in its staff at all levels.

Which particular sectors among your client base do you see making the quickest recovery post-pandemic?
I fear it’s too early to be able to predict who will make the quickest recovery – I’m worried I’m sounding so negative here so far – but those that adopt new ways of thinking or are able to pivot themselves and expand into new areas will have the advantage. For example, a client of mine, content and experience agency The Creative Engagement Group, recently expanded into e-learning.

Cumbersome and excessive processes, along with monstrous narcissism, thankfully have no place in the work environment we currently find ourselves in. We’re all just trying to survive, look after our people, collaborate and do good work.

What do you love most about working in the PR industry, and would you recommend this as a career?
My favourite part is getting to work with my mates. It’s a tricky time to be recommending PR as a career, because it’s not fun to be running a business in this industry right now. Also, we’re not a PR company in the conventional sense. Persuasion is a comms company and strategic consultancy with network of journalists, writers, consultants and media experts working with clients to generate thought leadership and execute ideas around everything from podcasts to documentaries. This approach makes things more interesting and satisfying for everyone who works with us. I hope.

And, we have to ask, is Persuasion your favourite Jane Austen novel, and do you have a favourite Jane Austen character?
I normally get asked if I’ve written any good books lately or if I know Colin Firth. Personally, I prefer the Brontës. Mr Rochester over Mr Darcy any day, although I would concur that the mad ex-wife in the attic is problematic. But my all-time favourite Jane Austen character is Elinor Dashwood in Sense & Sensibility, who conceals her emotions so well that the people around her only get the occasional glimpse of just how agonising it is to have to be the practical one all the time. I just want to give her a hug.

Find out more about Persuasion Communications on the website and follow Jane Austin @JaneAus.

Business stress

Over half of leaders are stressed about their business

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56% of business leaders describe themselves as ‘extremely’ or ‘very’ stressed when it comes to their business or organisation, according to a Pulse Check from engagement consultancy Question & Retain.

The survey of 1,094 C-suite executives, 50% of which were from SMEs, between 14-27 July asked: ‘How stressed do you feel about your business/organisation at present’.

The findings are unsurprising, considering the difficulties facing all industries in the wake of COVID-19 and the build up to the UK’s exit from the European Union – summarised by one respondent as ‘the greatest time of uncertainty in 21 years of business’. Answering how stressed they were:

• 8% responded extremely
• 48% very
• 12% fairly
• 24% a little
• 8% not at all

For what the respondents are most worried about, the majority cited the possibility of a recession. Encouragingly for the wider market, none of those taking part in the poll were worried about their own position:

• 61% were most worried about a recession
• 9% Brexit/trading problems
• 22% Second wave/local lockdowns
• 4% Debts/bankruptcy
• 0% Your own job
• 4% Other

‘It’s the lack of any visibility that worries me the most,’ said another respondent to the survey. ‘The fluctuating pressures on our clients’ own businesses mean it’s hard to plan too far ahead. This needs a more agile approach and not being afraid to change course mid-stream. So far, our client base has been stable(ish), but who knows what September will look like.’

‘Clearly business leaders have had to dig deep adapting to a myriad of circumstances that none of us could have imagined just six months ago,’ said Question & Retain CEO and founder Annabel Dunstan of the results.

‘As we emerge from the first lockdown, C-Suite must now shift focus from reactive actions to planning for scenarios and keeping an eye on the longer term strategy. With stress levels running so high, a focus on mental health and wellbeing will be key to ensure leaders do not burn out. With nearly two thirds of leaders most worried about a recession, energies need to be directed at really understanding the market and what customers need and want. No mean feat, but more than ever, listening and gauging sentiment is critical.’

Find out more about Question & Retain on the website.

CIPR Influencer Marketing Panel

CIPR releases influencer marketing panel guides

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CIPR’s Influencer Marketing Panel has released three skill guides with updated regulations to help PRs practice influencer marketing ethically, legally and in line with the association’s Code of Conduct.

Compiled in consultation with the Advertising Standards Authority (ASA) and Competition and Markets Authority (CMA), ‘Introduction to Influencer Marketing’, ‘PR and Influencer Marketing – the rules and regulators’ and ‘PRs as Influencers – how to ethically disclose your relationships with clients and causes without misleading your online audience’ can be downloaded as PDFs.

The guides’ updated regulations include detail on why #client doesn’t provide enough disclosure without the addition of #ad and how important transparency is for legalities as well as honesty. Further clarification and outlining of requirements when sharing influencer content as an agency or in-house team will continue to be shared by the CIPR and Influencer Marketing Panel to encourage best practice.

‘One-in-three PR practitioners undertake influencer marketing activities, yet most lack confidence in relevant skills and experience,’ CIPR Influencer Marketing Panel co-chair Scott Guthrie said of the need for updated skill guides on the subject.

For co-chair Deb Sharratt, trust from clients is as important as confidence: ‘Knowing the rules and regulations regarding disclosure is paramount to this so that we can be the trusted PR advisors that our employers and clients need us to be.’

‘In the eyes of the law we’re all influencers now and have the ability to influence others,’ believes co-chair Anne-Marie Lacey. ‘We must all abide by the same rules around disclosure.’

Download the three skill guides on influencer marketing on the CIPR website.

Barbara Phillips

Spotlight on Barbara Phillips, chair for the PRCA Race and Ethnicity Equity Board

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‘Black and Brown people currently working in the PR and communications industry have a rod running up our spines made of some otherworldly material,’ says Barbara Phillips, Chair of the PRCA’s newly launched Race and Ethnicity Equity Board (REEB).

Aiming to reform an industry that has been too slow to undo the status-quo of non-inclusive boardrooms and leadership teams that harm practitioners with microaggressions, prejudicial hiring practices and unfair promotional decisions, the board has set out its terms of reference for making long-overdue changes. As Chair, Barbara shares how the board’s work has begun, how lockdown triggered some much-needed reflection within the PR and communications sector and what it would take for her to recommend public relations as a career to young people in 2020.

What are you most looking forward to getting started on in the role?
As a board we published a terms of reference document that covers a number of pressing issues within PR and comms. So, I am most looking forward to there being a time when full access to senior leadership industry opportunities does not stop dead (for the most part) when it comes to Black, Brown and ethnically diverse practitioners. It doesn’t seem to matter how talented or qualified we may be or how much we contort ourselves in an effort to ‘fit in’.

What do you see as the main challenges to REEB’s aims and how will the board tackle them?
The main overall challenge is a complete lack of desire to even have a conversation about race much less tackle the devastating effect it has on different communities and the industry. We have several strategies to tackle them including partnering with organisations already adopting best practices, and using the influence and reach of the PRCA.

Tell us a bit about the other board members you’re working with and what they’ll be bringing to the team?
We are all equal in our passion, dedication, commitment and determination to deliver at least the beginnings of racial equity across the PR and communications industry. We are all agreed that the current status quo of ‘all white leadership and decision makers’ is unsustainable and we refuse to let future talented PR and comms professionals enter our industry with close to nil chance of succeeding to its highest echelons because of their race. I am just the mouthpiece!

In the launch for REEB, you mentioned the need to step away from using ‘BAME’ as a descriptor – why should other industry bodies consider taking the same step?
I think that is for each organisation to decide. But it is worth mentioning that many leaders, individuals, and influencers have voiced their deep displeasure at being referred to as BAME. As we mentioned at our launch, it rather clumsily lumps together whole communities, whose lived experiences are vastly different, especially around race. It essentially means other than white; white being the centre. Best practice dictates you listen to your audience/client/customer. We are all those things – that is why the decision lies with each organisation.

How did you originally get started in public relations/communications?
I worked on events within the Black community including the Notting Hill Carnival, and Afro Hair & Beauty. I then studied for my Masters in Communications Management, ran my own small Diversity/integrated comms consultancy for a few years, then went in-house as head of comms in the City.

COVID-19 has had a huge impact on the PR industry – how has it impacted your work, personally?
For many independent consultants, it stopped the flow of work dead in its tracks. Lots of people did lots of different things. I started volunteering at an education social enterprise, helping with their corporate strategy. I now sit on their advisory board. Having more time meant I was able to help set up the REEB and accept the role of Chair.

Do you think the industry can return to the way things were before the pandemic?
It can quite easily but I doubt there is much appetite for that to happen. Flexible working, soft skills, and huge doses of humility because of the stark experience of lockdown, have forever (I hope) changed the communications industry for the better.

What are some of the projects you’ve been a part of during your career that you’re most proud of?
All of the Black organisations that gave me their account when I had my own consultancy. Getting PR coverage for Black organisations in the late 90s was challenging, to put it mildly! I did a stint at the NHS that was good for the soul. But if I am honest, I am most proud of being involved in REEB and being part of the long, long, long overdue change. Nothing beats that.

How has the working relationship between PRs and journalists changed during your time in the industry?
Honestly, I have worked more on culture change and transformation inside organisations for some time. Most comms teams are now integrated so I would provide content, messages and news from the inside, but my colleagues would place it externally. I do shudder when I think about my past experience of dealing with journalists. I found it a grim experience, even when I worked on some well-known brands. I think it’s better now.

What do you love most about working in the PR and communications industry, and would you still recommend this as a career?
I think I was always destined for communications. English was my best subject at school, I studied media and linguistics at university, I used to write lyrics for a band (don’t ask) and I love to tell a funny story. I love being around people and hearing their stories and their view of the world that is no doubt different to mine. I suppose it’s the human stories I love the most and being able to retell them in a way that audiences can feel a part of.

Being brutally honest, I cannot in good faith currently recommend this industry to young joyful fresh-faced enthusiastic hopefuls unless they are white. Black and Brown faces will endure an uphill struggle for recognition, experience death by a thousand cuts (microaggressions), and be paid less than their counterparts because of their race, all of which may lead to mental wellbeing issues that affect their performance that, in turn, is weaponised against them through toxic workplace policies. Sound inviting? Know that as Black and Brown people currently working in the PR and communications industry, we have a rod running up our spines made of some otherworldly material. But the REEB are fully aware of the current environment and we plan to be on hand to mentor and support practitioners currently in the industry and the next/future generations coming through.

Find out more about the work of the Race & Ethnicity Board here on the PRCA website.

Travel journalists

How to pitch to travel journalists

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One industry heavily impacted by the COVID-19 pandemic has undoubtedly been travel, and by extension, the media that reports on it. While the next Travel Media Awards have been pushed back to January 2021, travel journalists have continued to write about the changing fortunes of the holiday industry during lockdown, and are now busy putting together alternatives to the usual summer features on luxury long-haul trips.

Read on for suggestions and requests from seven travel journalists working across trade, consumer and national press titles on how you can help them keep upcoming features and round-ups packed with useful ideas and inspiration.

1. Start with a story – classic, or with a spin
‘Even in these surreal times the basic principles still apply. There’s got to be a story. And it’s got to be relevant to our audience.

‘So, the fact that somewhere, whether a destination or a hotel, is reopening is not a story in itself. But a spin on that regarding, for instance, the impact lockdown had on people or nature may be of interest. And the classic hooks of ‘new’ routes, new immersive experiences, a secret corner, or a fresh way of doing things will always be what we are really looking for.

‘While domestic tourism will be the big winner this year, magazines plan well ahead, so I am already looking at stories well into 2021 and beyond. Don’t just think in the short-term.’

Lyn Hughes, editor-in-chief of Wanderlust

2. Get in touch to give journos a choice of what to cover
‘Most things are useful. We’d rather hear than not. That way we can pick through and decide what we want to follow up on – or not.’

Jane Memmler, deputy travel editor at Reach plc outlets including the Daily Express, Daily Star and Daily Mirror

3. Think about how you can be relevant right now
‘The world – and travellers’ views of it – has changed since lockdown and content must be sensitive to the shifts. Travellers have lost confidence, which means they are looking for a different kind of travel information (content about safety and hygiene is as important as inspiration right now). Travellers have developed more of a conscience (seeing the world heal before our eyes and having our carbon footprints reduced on our behalf has made us all think about the impact our travel plans have on the planet) and they want to see content that helps them make more sustainable decisions. Travellers are thinking more about why they travel and what role travel plays in their wellbeing, so the content produced needs to reflect that change in mindset, recognising that travel is a gift and a privilege.

‘Think about your angle: Is now the time to pitch the big hitters (at risk of overcrowding and overtourism prior to COVID) or a new angle? How can your ideas encourage dispersal and off-season travel? How can you help travellers see the world through beginners’ eyes? With smaller teams and smaller issue sizes (in print), your content needs to champion the alternative. There is no room for generic right now.’

Jackie Scully, executive director of Think Travel

4. Target appropriately with B2B or B2C travel content
‘TOPHOTELNEWS covers global hotel design, development, construction, openings and industry news so I’d welcome press releases and comment on these topics, and I work for a B2B publication so wouldn’t be interested in the ‘softer’ B2C side of hospitality. I work remotely, so emails are the best way to get in touch. Plus, I receive so many pitches that I can’t respond to everyone I’m afraid, but there’s no need to follow up – if I like it, rest assured we’ll run something eventually.

Having said all that, I’d like to finish by pointing out that we actively encourage contributions from PRs – TOPHOTELNEWS wouldn’t be nearly as popular without them! If you’ve got a story that might work, please drop me a line.’

Richard Frost, editor in chief of TOPHOTELNEWS

5. Unusual angles are timeless
‘Please get an idea of what I write about and who for – and never ever phone me! Other than that, I’m interested in pretty much any topic that might illustrate a genuine trend or provide an unusual angle on a topic – so long as it’s not in need of very quick coverage.’

Norman Miller, freelance journalist covering travel alongside food and drink, education and science

6. Remember the images
‘Your Holiday & Cruise Magazine is available in glossy print and online versions via our websites. We are also very active on our social media channels with our social media manager Steve Newman posting daily.

‘We continue to welcome press releases for the travel industry, both holidays and cruises. Press releases should fit with our publication and we would appreciate three images, with links to them, or the PR can invite contact to send the hi-res versions.’

David Powell, editor of Your Holiday & Cruise Magazine

7. Email is better than phone for contact, wherever the writer is based
‘It’s always great when PRs approach me – usually via email is the easiest. Then we can work out the best way to work together. It’s always good to meet face to face if possible, but as I often work with UK PRs and live in Australia, that isn’t always an option, (especially right now!)’

Hayley Lewis, blogger at A Lovely Planet

Find travel journalists writing all over the globe with the Vuelio Media Database.

Our Transitional Life

LGBTQ+ Blogger Spotlight: Kelly and Zoey, Our Transitional Life

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‘We can’t speak for the LGBTQ+ community, but we believe allyship is all about standing up for those people who need you, even when they’re not around’ – today’s Spotlight is on Kelly and Zoey of Our Transitional Life, a blog aiming to ‘challenge society’s misconceptions, one day at a time’.

Sharing life as a transgender family, Kelly and Zoey don’t shy away from the bigger issues happening in the LGBTQ+ community – read on for what they’re doing to support the BLM movement, what they love most about blogging, and their take on some of the viewpoints recently shared by a certain author of popular children’s books…

How did you originally get started with writing about LGBTQ+ issues?
When Zoey came out in 2019, we didn’t plan on talking about it on the blog that Kelly was running back then. But as time passed, we realised two things. One, there weren’t many positive stories out there about trans relationships, and two, we wanted to own who we were as a couple and family. Soon after this ‘epiphany’, we started Our Transitional Life, a name that was inspired by Zoey describing her transition as ‘our transition’.

What’s your favourite thing to post about (updates, reviews, advice pieces) and why?
Our favourite things has to be events! We love meeting other people, and it’s always such a joy to meet people face to face. Blogging can be solitary, so hanging out with people at blogger events/theatre/launches, etc. is one of our favourite things to do.

How have you had to change your approach to blogging, or your content, during the COVID-19 crisis?
We have spent a lot more time online doing lives and chatting to people compared to writing blog posts, and that’s been a lot of fun. We’ve had more time to really get to know our online community, and for that, we’re very grateful.

Have you been covering the intersection of race and LGBTQ+ issues on your blog?
As we’ve said, actual blogging has been quite quiet, while we spend time on social, and also educating ourselves and our children more about the BLM Movement. With regards to ‘coverage’, we took part in #AmplifyMelanatedVoices, sharing content from black creators for a week, and not sharing our content at all. We continuously strive to share important information, and we did have our say on the ‘she who shall not be named’ issues surrounding trans rights. We’ve also started a new business, KelZo Jewellery, and we have a PRIDE range with 20% of profits going to LGBTQ charities.

What is one thing you wish straight cis people would take on in their day to day lives to be better allies to LGBTQ+ people?
A lot of the straight cis folk we know do everything they can to help support the trans communities, in fact, we’d go as far to say that it’s the people that don’t want to learn or change that are the problem. Our focus is to educate and support, but we’re always learning too. We can’t speak for the LGBTQ+ community, but we believe allyship is all about standing up for those people who need you, even when they’re not around.

Do you think people should boycott Harry Potter books in light of JK Rowling’s recent comments on social media?
That’s a tough one, and we recently recorded a vlog about supporting the work of disgraced celebs, from JK to Weinstein and beyond. We didn’t really come to a conclusion as a couple, but our followers had a lot to say, and it was a super important topic to talk about, and keep talking about. I do think buying her books now would be off the cards for us, as well as promoting anything to do with anything she is part of, but that’s our decision, and you have to be comfortable with yours.

Our Transitional Life 1

How do you collaborate with brands and which kind of brands do you really like working with?
We have a weird time with brands. We don’t fit the ‘normal’ family stereotype, and some brands want a cis, white, straight family, end of. So, when brands reach out to us, we can’t help but feel lifted up and seen by them, and I know the LGBTQ+ blogger community get excited when brands work with other LGBTQ+ bloggers!

We offer lots when it comes to brand work, from video to written content, as well as social sharing. We go above and beyond for each brand, because we are super proud of our work, but we’re also super honest about products or events. We love working with brands who appreciate how hard we work, and who champion the LGBTQ+ community all year round, not just for Pride.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
We tend to focus on email because messages on social media can get easily lost. We’re happy to work with most brands, depending on their ethos and moral standing. We also like longstanding relationships with brands, and love to come up with fun and exciting ways to promote products!

What other blogs do you check out regularly?
Ohhh, we love LesBeMums, Home & Horizon, and any blogs that say it like it is!

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PRCA REEB

Race & Ethnicity Equity Board launched by the PRCA

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Following on from its commitment last month to help accelerate the progression of Black and ethnic minority professionals within the PR industry, the PRCA has launched its Race and Ethnicity Equity Board (REEB).

Originally named the BAME Advisory Board, REEB is made up of 13 founding members including Rax Lakhani, chairman of the PRCA Diversity Network, and is led by new member of the PRCA Board of Directors, strategic communications consultant Barbara Phillips.

REEB has Standing Committee status within the PRCA governance structure following a vote of the organisation’s Board of Directors last month, ensuring that equality will now be a point of focus at every PRCA meeting.

A Term of Reference document has been launched outlining the REEB vision for the public relations industry at large as well as within the PRCA. The board will oversee updates to the CMS Accreditation scheme’s diversity module and work with the association to reflect its diverse audience in the panelists invited to speak at its events.

Barbara Phillips

‘As founding Board members, our mission is to achieve both immediate and long-term proportional racial equity within the PR and communications industry,’ said Barbara Phillips of the aims of REEB.

‘We appreciate and support the work being completed in our industry around diversity but feel our work is best focused on race. This is where there is sustained damage and this is the aspect of our profession that needs singular attention, if every Black and racially diverse person who enters into the PR and communications industry is to enjoy an equitable opportunity to thrive and succeed unhindered.’

Of further changes to the PRCA Board of Directors planned prior to its AGM in September, director general Francis Ingham added: ‘We have spent the past few weeks listening to colleagues and hearing directly about the unacceptable levels of discrimination faced by Black and ethnic minority professionals in our industry. The truth is our Board of Directors has, until now, reflected the composition of our industry rather than our aspirations for it. I am grateful to Barbara and the founding members of REEB for their commitment to helping us achieve long-lasting and overdue cultural change in our industry.’

More about the Race & Ethnicity Equity Board can be found here on the PRCA website. You can also follow @PRCA_Diversity on Twitter for updates from the organisation.

Philip Lymbery Pow Wow Blog

Green Blogger Spotlight: Philip Lymbery, Pow Wow Blog

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Passionate about animals and nature since joining the RSPB’s Young Ornithologists Club 40 years ago, Philip Lymbery shares eye-opening updates from across the world on the treatment of animals and the environment on the Pow Wow Blog.

As conversations concerning pollution, fast fashion and the meat industry got louder while the outside world became quieter during lockdown, Philip has been contributing to the #BuildBackBetter movement with his blogging. Read on for issues Philip thinks we should all be more aware of and the importance of working together to ‘put the birds back in our skies, the insect noise in our fields and the life in our soils.’

How did you originally get started with writing about green issues?
40 years ago, as an avid member of the RSPB’s Young Ornithologist’s Club (YOC), I took part in a project to find Britain’s most common garden bird. I’ve written and been passionate about nature and the environment, ever since. Those early birds shaped my life, taught me to appreciate the natural world and that’s how I came to realise that the plight of wild birds, farm animals and our own well-being, are all intertwined. My formal Pow Wow Blog started in 2017 with my website and I am hugely grateful that Vuelio has ranked it as a top 10 Green Blog for the last three years.

What’s your favourite thing to post about why?
Without doubt, it is to make the world aware of the environmental impact of meat and dairy, particularly from factory farms. Factory farmed meat and dairy is responsible for devouring nearly half the world’s grain harvest and nearly all its soya – it comes with a huge cost. Deforestation, pollution, climate change and destruction of wildlife. All of that grain, which gives back a fraction of the calories and protein in meat, milk and eggs, could have fed more than four billion people. We must end our broken food system and the industrial farming of animals. It is the greatest form of animal abuse on the planet; it destroys the natural world and it’s also a breeding ground for disease.

Philip Lymbery and pigs

Have you had to change your approach to blogging, or your content, during the COVID-19 crisis?
Yes. I found that there has been a real appetite for COVID-19 related news and blogs. During lockdown, everyone was more active online and I published a series of pandemic blogs and video diaries covering every aspect of the story – from the wet wildlife market in Wuhan, to the need to #BuildBackBetter and renew a stronger relationship with nature and our environment. In addition, I was able to draw the important parallel between the caging and confinement of wildlife as a source of new viruses, with the cruel practice of factory farming.

What are some of the environmental stories/issues happening at the moment that you’d wish more people knew about?
We know the solution to so many of the challenges facing us are to be found in nature. We need to work together towards a better future for our environment and put back the birds in our skies, the insect noise in our fields and the life in our soils.

For those who are just getting into greener living, what are three small changes you would recommend people start with?
It’s not difficult because we can all make a difference through our food choices, three times a day on our plate. And that’s by eating more plants and choosing meat, dairy and eggs from pasture fed, organic and free-range farms. We urgently need to replace factory farming with a food system that respects animals, nurtures our planet, and reduces the risk of pandemics.

Philip Lymbery and sheep

Will the growth of veganism continue?
Yes. Food culture and the place of meat within it is changing. We now have a wide choice of vegetable-based alternatives for traditional meat, and the dominance of dairy, too, is being challenged by plant-based competitors with ‘milks’ made from oat, almond, soya or coconut. Whatever dairy could do, plant-milks now do too and seem to be elbowing their way to ever more shelf space.

The reasons however, that people may be moving to a vegan diet may differ. It may be for environmental reasons, or because they care passionately about the welfare and sentience of animals, or indeed for their own health benefits.

What advice do you give to other bloggers about the ways to keep an audience engaged, despite sometimes having to share upsetting news and facts?
I have found that it is absolutely key to have a good blog title and main image to attract attention and encourage the reader to click through to the main blog story. Likewise, content must be relevant and topical for the audience to keep them engaged e.g. during the pandemic lockdown, COVID-19 articles were highly popular for obvious reasons, almost to the exclusion of everything else. However, not everyone wishes to see pictures of suffering, be it human or animal, so I have always tried to show images that don’t offend but help add some drama and depth, to the overall blog story. I have also found it helpful to peg to certain ‘special days’ in the year.

What are the most important things you wish your audience to take away from your green blogs?
To understand that each and every one of us has the power to make a difference on this planet. It may be small, but by working together we can make a real impact. This could be an individual behavioural change, such as eating more plant-based foods, or signing a petition.

Last Autumn, I was thrilled to be in Brussels along with other NGO leaders, supporters and MEPs to celebrate achieving a record-breaking European Citizens’ Initiative (ECI) petition and inspiring a continent to stand up for an end to cages. We amassed 1.6 million signatures on the petition, sending a resounding message to the European Commission that cage cruelty must stop. It was a landmark event only made possible by single individuals taking action and signing the petition.

What other writers do you check out regularly (whether green-related or not)?
I tend to check those opinion leaders in the environment sector, like George Monbiot at The Guardian and others who have a powerful voice for the need for a new regenerative food system and for nature, like Chris Packham, Inger Anderson (executive director of the United Nations Environment Programme) and Gunhild Storladen of the EAT Foundation.

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Kirsty Maxey

How the financial services sector has had to adapt in reaction to COVID-19

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This is a guest post from Kirsty Maxey, CEO of Teamspirit.

An industry that has needed to flex incredibly quickly during the COVID-19 outbreak is the financial services sector. Many people are living on a reduced income or, in some cases, people have seen their monthly income drop completely. Banks, lenders, financial advice firms and investment companies have had to pivot quickly and efficiently to support the needs of the customers dealing with this significant change in personal circumstance.

Practical measures like mortgage and credit card holidays, extended overdrafts and emergency small business loans have all been introduced and are crucial in helping people.

But, it’s not just the product offering and support systems that financial services companies have had to quickly adapt. Throughout a crisis, communication is not only crucial for brands in maintaining contact with customers but can be transformative. It is vital for cementing the most important relationships – from employees to customers, suppliers, creditors, investors and the wider community.

During the coronavirus crisis the focus of FS brands has, rightly, turned to the needs of the customer with a move to humanise content – something we have seen across multiple industries. I bet you all have an email in your inbox which is titled ‘A message from our CEO’. This move is no flash in the pan and will continue for years to come.

As the messages delivered by brands rightly evolve it is key that marketing and PR spend isn’t one of the first things to be cut, especially when competitors might be doing just that.

In the FS sector, brands that have handled their messaging well include Moneyhub, which in response to the pandemic offered a six-month free trial for users and shared content that signposts where help and advice can be found. And then there are brands like Fidelity and Charles Stanley, who have used the opportunity to grow their share of voice while the rest of the market has reduced their spend.

Businesses that continue to maintain share of voice and share of market are proven to see increases in profitability that outweigh short-term savings.

Adapting comms strategy

4 tips on adapting comms strategies in the wake of COVID-19

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This guest post is by Kirsty Maxey, CEO of Teamspirit.

We’ve all experienced change recently. Change to our daily routines, personal lives and working lives – in fact almost every aspect of our lives has changed. Just as we have had to adapt to this new way of life, so have the companies that we interact with every single day. Their success relies on their ability to meet our ever-changing needs.

As we support clients adapting their communications strategy into the new world of normal, here are some key things to consider with them.

1. Customer – first and foremost
Understand how your customer is redefining value – and respond. What are their needs now? How can you meet them? What channels are most efficient in reaching them? Online video, broadcast and TV streaming take the top spots overall for increased media consumption, proving popular across all generations. Millennials are driving the increased usage of radio, podcasts and audio streaming; how can you update your strategy to meet this?

2. Consistency
History shows that maintaining spend can improve market share, whether competitors are cutting back or not, and customers will value the reassurance of recognising known brands. Brands that advertised during the 2008 financial crash saw nine times faster recovery in their stock market value, and people haven’t forgotten this.

Research from this year’s BrandZ data shows that 78% of people believe that brands should help them in their daily lives, highlighting your consumers, employers and stakeholders want to keep hearing from you.

3. Cost
Customers will be cost conscious and keen to get the best deal. The key is to remain competitive and reward loyalty.

4. Core values
Highlight what you stand for as a business to both employees and loyal customers and how these values translate into the current context.
As we emerge from this crisis, not only do financial services have a structural opportunity to be the engine of recovery, helping businesses and customers to emerge resilient, they have a greater opportunity, through adept communication, to transform both people’s lives and our world for the better.

Looking for ways to recovery post COVID-19? Check out the Vuelio Recovery Hub, with exclusive offers for products and services.

Becky Excell

Baking Blogger Spotlight: Becky Excell

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Reuniting people with the cakes and cookies they may not have been able to eat in years is just one of the things gluten-free baker Becky Excell loves most about being a blogger. Read on for some of her favourite recipes shared over the years and one she’s still yet to fully master…

What keeps you passionate about baking and blogging about it?
I would love to say it’s because I’m so incredibly self-motivated, but in reality, I’m definitely not! It’s actually all the wonderful comments that my followers leave me that keeps me motivated, but most of all it’s when they tag me in photos of what they’ve baked using my recipes. That undoubtedly keeps me infinitely passionate and motivated! Plus, as I’m a gluten-free baker, it makes me so happy to know that I’m reuniting people with bakes they may not have otherwise eaten in literally years.

How have you had to change your approach to blogging, or your content, during the COVID-19 crisis?
It was definitely a change that I had to react quite quickly to. Much like with regular flour, gluten-free flour was incredibly hard to come by for at least a solid month or more. So instead of the usual sponge cake, cookies and brownie-based recipes, I had to get my thinking cap on and try to make as many ‘flour-free’ recipes as I could. Fortunately, recipes like no-bake cheesecakes only require gluten-free biscuits which you can bash up for the base and then the filling is pretty simple. I felt like baking became a lot of people’s escape from the madness (and boredom) of the COVID-19 lockdown, so I tried really hard to create and post recipes that were simple, quick and omitted ingredients that were hard to come by.

Funnily enough, I think most people preferred the easy, quick recipes anyway!

Have you tried any of the recipes that have gone viral/been popular during lockdown?
For a few solid weeks, the entire world seemed to be making banana bread, so naturally, I had to whip up one or two (or seven) loaves of my own! I’m not entirely sure why banana bread became the official cake of lockdown, but it is one of those comforting, wholesome bakes that you absolutely cannot go wrong with. I didn’t try the Dalgona coffee, that everyone seemed to love, though… as I don’t like coffee!

What’s the worst bake you’ve ever attempted to make?
How long have you got?! I’m honoured that I’ve been lucky enough to be featured in Vuelio’s best baking blogs, as I’m a bonafide amateur baker who never learned anything past food tech at secondary school! And while I’m super proud of all the content I post that appears to be perfect, behind it all is a lot of failure mixed with trial and error to get to that perfect bake.

So, my worst bake is actually one of my own recipes! There was an embarrassing period where everyone was making my ‘Bruce Bogtrotter’ chocolate cake really successfully, so I thought I’d bake it and update the photos on the blog post. But I just kept messing it up! It was totally sunk in the middle every time and I just couldn’t work out what I was doing wrong. I eventually got there in the end, but there was a period where I said to Mark, ‘I can’t even make my own recipes anymore!!’

Snickers caramel tart

Best-tasting thing you’ve ever made?
It’s got to be my no-bake Snickers caramel tart that I posted a few weeks ago – it’s probably the most indulgent, sweet, nutty and creamiest thing I’ve ever made, all in a single slice. It has a buttery biscuit base, topped with a caramel that’s packed with chopped, roasted nuts. Then, pour on a chocolate ganache mixed with peanut butter and top with chopped Snickers bars. Pure heaven! Best of all, it’s totally no-bake, so that means no gluten-free flour or oven required.

For those who haven’t yet started baking, which basic tools would you suggest they stock the kitchen up with?
For me, an electric hand mixer is probably the one thing I’d always recommend that any aspiring baker should start with. It can make baking so much quicker, easier and they can be relatively inexpensive too. Without one, baking can seem like really hard work, especially when it comes to whipping up buttercream icing or meringue.

Failing that, a silicone spatula is priceless too. Unlike a wooden spoon, you can use it to properly scrape down the sides of your mixing bowls to ensure that you mix evenly and don’t waste a drop.

Favourite TV chefs?
This is probably really boring, but Jamie Oliver is the first TV chef that springs to mind (not that he is boring!). Purely because he could be making the most convoluted, complicated thing in the world, yet you still turn the telly off thinking ‘yeah, I’m definitely now capable of making fresh pasta from scratch’ – even though I definitely can’t!

Otherwise, I’ve always loved Ching He Huang – her happiness is infectious and she makes a lot of really quick dishes from scratch, using simple, fresh ingredients. I think that’s actually really hard to do!

Oh and of course, the Queen herself, Mary Berry. Who doesn’t love her?!

How do you collaborate with brands and which kind of brands do you really like working with?
I usually collaborate with brands through Instagram, YouTube and on my blog by creating sponsored recipes. I love collaborating with brands and using their products directly in my recipes – often it’ll help me to come up with new and exciting bakes that I’d never have even considered otherwise.

But beyond using products as literal ingredients in my recipes, I always enjoy teaming up with brands who ask me to showcase their appliances. I’ve worked with Panasonic showcasing how to make fresh gluten-free bread in their breadmaker; something that my audience was already genuinely interested in and always asked me about. I also worked with Tefal to demonstrate how to make gluten-free cakes in their quirky Cake Factory machine. It always presents a new challenge and more often than not, it’s an appliance than can take the stress out of baking, which is never a bad thing!

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
They can happily just contact me via the contact form on my website, which will land straight in my inbox. As I said, nine times out of ten, I create sponsored recipe posts on my blog or on social media, using a product to create something that I know my followers will love.

Of course, the one caveat is that the product has to be gluten-free. I do get emails asking me to collab, then I find out that the product isn’t even gluten-free! I’m passionate about food photography, but I love creating recipe tutorial videos over on my YouTube channel, too. So either works for me!

What other blogs do you check out regularly (whether baking-related or not)?

I love reading Carrot & Crumb which is a baking blog (not gluten-free) by Benjamini Ebuehi from The Great British Bake Off. All the photography is beautiful and the cakes aren’t the average bog-standard bakes that you might expect. She definitely knows how to experiment with unique ingredients and creative flavour combos to create something totally new.

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Time to change or why accessmatters

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Whether it was prompted by the Black Lives Matter movement or #metoo, gender pay gap reporting or homophobic attacks, there have been (many) moments in the last years where it has felt clear that essential changes in society are not happening at the rate needed.

Even with evidence that a diverse workforce benefits not only the individual but contributes to business financial success, the PR and Communications industries remain unrepresentative with implications on every aspect of how we work – from hiring to retention, spokesperson strategy to campaign creative.

This is reinforced by this year’s CIPR State of the Profession report, which reveals an industry that is still overwhelmingly heterosexual, white and middle class. This is stark when you benchmark the industry to the UK working population average: 87% classifying themselves as white compared to a higher percentage of 91% in the PR industry and 76% of PR practitioners having a degree compared to 35% of the general population. The only area PR is more diverse is around sexuality, with 86% of professionals classifying themselves as heterosexual compared to 95% of the UK population.

In the last months, we’ve seen many agencies, organisations and individuals take action but what’s clear is that it must be done over a sustained period of time if we are to realise lasting improvements in diversity and inclusion. We want to help. So, we’re launching accessmatters, a platform designed to encourage listening, sharing of experience, learning from best practice, and collaboration on the actions that will have greatest positive impact.

We recognise that tackling industry diversity begins with us reviewing our approach so, in tandem with launching accessmatters, we’ve kicked off a cross-organisational working group to audit, review and identify the changes we must take. As an immediate step, this means us putting in place criteria to ensure any event we host, sponsor or speak at is representative of a range of communities.

True change relies on us as an industry being transparent, open to learn and collaborate so together we improve our diversity and how inclusive we are of difference. Over the coming weeks and months, we hope accessmatters will help – we look forward to hearing what you think.

CIPR State of the Profession 2020

State of the Profession in 2020? There’s still a way to go with diversity

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Findings from CIPR’s State of the Profession 2020 show just how far the PR industry has to go when it comes to reflecting the same values as its audience and clientele and improving on the diversity of its workforce.

Class continues to be an issue in 2020, with the disconnect in views between those working in PR and the general public particularly obvious. 40% of PRs believe a person’s background has no impact on where they end up in life, where 60% of the public hold this view.

Especially interesting from the results are disconnects within PR teams themselves: the higher the salary of a PR, the less likely they are to believe background is what will determine success – instead, believing that hard work and talent gives everybody a fair chance. Those who earn less, however, are less likely to believe in fair chances, seeing background as far more powerful when it comes to career advancement.

This is particularly concerning because change needed to increase the diversity of the sector needs to come from those with higher salaries. For that to happen, first and foremost the issues need to be acknowledged and accepted.

On gender, results are mixed. The gender pay gap has lowered by 46% since 2018 (the gap between men and women now standing at £3,658), and among those with four years of experience, women are, on average, earning £1,687 more than men. However, with experience, this changes: female directors, partners, and managing directors earn over £19,000 less than their male counterparts.

Unsurprisingly, inclusivity when it comes to race and sexuality continues to be a glaring problem in the profession. More than nine in ten practitioners are white – according to the report, the PR industry is continuing to fail with making substantial progress on improving ethnic diversity on teams and in boardrooms. 86% of practitioners this year identified as heterosexual, and fewer than one in ten identifying as lesbian, gay, bisexual or asexual.

‘This year’s State of the Profession survey reveals little or slow progress in many of the challenges that have long been identified – most notably in the lack of diversity within the profession – but some positive developments in other areas,’ said CIPR’s 2020 president Jenni Field of the results.

‘We’re not there yet, and there is still much to be done.’

Read more from CIPR’s State of the Profession 2020 here.

State of the Profession 2020

Statistics from CIPR’s State of the Profession 2020

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A decade of State of the Profession surveys from the CIPR continues with the 2020 report, released today, which focuses on social mobility, public relations as a professional community and how the views of those in the industry compare to those of the general public it seeks to engage.

Working with research specialists Chalkstream, the CIPR surveyed 1,298 people between 18 November 2019 and 27 January 2020. Results show an industry with work to do on its inclusivity, concerns on how it is viewed and shifting preoccupations and challenges. Here is a snapshot of some of this year’s overview of the industry…

1) Education: PRs are more likely to have completed a degree (76%) in comparison to the general public (35%). They’re also more likely to come from a background where their parents are also in possession of higher education – twice as many PRs (43%) say their parents or guardians completed a university degree (or an equivalent) than the 21% who received income support or free school means during their school years.

2) Professional community: 66% of those polled believe they are part of a professional community. And it’s a social one – only 7% don’t take part in any networking. But this isn’t due to anything antisocial – a lack of time was cited as the biggest issue.

3) Demographics: The majority of PRs polled were in the 35 to 44 age group (37%), with 4% 16 to 24, and only 1% over 64. 66% identified as female, 22% had racked up over 21 years of experience in PR, and 45% had come from a background in media (journalism) and publishing.

4) Organisational sectors: Respondents were split fairly evenly between in-house (private, public, not-for-profit), independent and agency practitioners. The top five sectors for in-house PRs were unchanged from those in the last three years of results: health, local/central government, education, charity/voluntary, and financial/insurance services. On the agency/consultancy side, the top five sectors were different, with the number one being charity/voluntary, followed by health, education, law and manufacturing.

5) Diversity: With social mobility being a focus of this year’s report, inclusivity and diversity within public relations was explored. The results: not great (read more on this aspect of 2020’s report in our upcoming post).

6) Challenges: Backing up those numbers, a lack of diversity was cited as one of the biggest challenges for PR this year, alongside the under-representation of public relations practitioners at board level (at number one), the emergence of fake news and unethical public relations practices.

Want more of the results from CIPR’s State of the Profession 2020? Find it on the CIPR website.

Freelance PR recovery

While the agency market suffers, PR freelancers are seeing recovery

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This is a guest post from founder of PR freelancer matchmaking service The PR Cavalry Nigel Sarbutts, who sees good reasons for freelancers to feel optimistic.

A lot of people in the agency world were shocked last week by Francis Ingham’s bleak analysis of the PR agency market. But does that grim outlook apply to the freelance PR market as well? We think not.

Let’s look at some data which suggests that the freelance PR market has reasons to be optimistic…

Firstly, there is an enormous bubble in the employment market that is likely to need freelance support to solve it. The Wall Street Journal reported a study of 3000 companies showing holiday requests are half what they were last year. That’s a huge backlog of holiday that people are going to be squeezing into the back half of the year, just as companies will be hoping to feel their way back to normality.

We are hearing, anecdotally, of some companies planning for sickness rates of around 20% in the coming 12 months, which is about three times the norm. Again, a lot of empty chairs and resource that will need filling.

Then there is the hard data from Google. Between March and June, search volumes for a collection of phrases relating to freelance PR increased 25%,  indicating strong market interest.

This is not a time to hang out the bunting (although, we have already re-started our advertising campaign) and from our research, the feeling among freelancers themselves is mixed.

The PR Cavalry sponsors the biggest Freelance PR Group on Facebook with around 3000 members. A poll we ran in the group last week on how work capacity is looking got about 150 replies. Of these, 51% reported that work had already recovered to levels at or beyond where they were at lockdown while 31% said that some work had replaced their losses since lockdown but they were not yet back to where they were.

Only 11% reported that work hadn’t returned to the losses sustained when lockdown hit.

The study we carried out in March showed that the impact on freelancers had been swift and brutal, with some 60% saying they had lost upwards of 75% of their income.

PR freelancers are agile and resourceful and with the economy feeling its way back with baby steps, the advantages of flexible freelance talent are going to be in demand.

Inclusive campaigns

6 tips for talking to your clients about inclusivity in campaigns

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PR and communications has undeniable issues when it comes to race, class and gender. Numerous studies and campaigns have shown that the workforce is primarily made up of those from white, middle-class backgrounds. As the industry works to welcome and then bolster the career paths of those who come from outside privileged bubbles, conversations have to be had with clients who come from white, middle-class backgrounds themselves and automatically see – and then show – a world in their own image.

On The PR Show podcast last week, Manifest brand strategy director Julian Obubo discussed how this element of unconscious bias in clients impacts campaigns, and how PR agencies need to challenge the ‘cultural whitewashing blind spot’. Below are just five of those in the PR working to do better on this, and how they’re talking to clients about inclusivity.

1. Ensure your own team is diverse first
‘I have a mantra: you can’t represent who you don’t represent. If clients can’t identify with you, then they won’t instruct you. Sometimes, you lose work because of a lack of “chemistry”. Well, imagine that, but for all the clients who don’t even invite you to pitch for the work as they can’t see anyone at your organisation who looks like they have their shared values and interests at heart. Convincing clients to be more diverse is simple economics and good business sense because the more diverse your personnel, the greater chance you have of a piece of work or a new client.

‘If the PR profession was more diverse, we’d be selling fewer stale, pale and male stories to the media who, in turn, would cover more of those differing voices. Think back to when BBC News was based in White City – how representative of the north was it then? Nowadays, you’re just as likely to see talking heads from Leeds and Manchester on the 10 o’clock news as you are from Hackney.’

Simon Marshall, founder of TBD Marketing Ltd

2. Don’t tiptoe around the issue
‘A lot of our clients are in the social enterprise, charity or social movement space, but even so it’s surprising how often we have to point out simple things like every photo in a brochure is of a white person, or that every proposed speaker or panellist at a planned event is male.

‘In my experience, a lack of thinking about diversity and inclusion is often because of who is sitting around the table. People at work fall back on their own life experience and knowledge. Thinking about diversity isn’t always front of mind for all clients – even though it should be.

‘My view is you wouldn’t be doing your job properly if you didn’t speak up. I wouldn’t beat around the bush or treat it as a sensitive issue to tiptoe around. If it’s not been thought of, you’re being helpful pointing it out.’

Helen Furnivall, managing director of High-Rise Communications

3. Remind the client the discussion isn’t criticism, but a necessity
‘Ours is a relationship business, but what we too-often overlook is our relationship with the public. Gone are the days where brands can get away with selling a white-washed, rose-tinted pipe dream – the public crave authenticity. With the cries for racial justice resonating across the world in recent weeks, inclusivity has never been more important, especially in PR.

‘If your team reflects your audience then chances are, you’ll connect with them better – and what client could argue with that? A diverse and inclusive team is more likely to make magic and capture the attention of the audience, so start by showing your client that connection. Present it as a win-win for all involved, and make the business case for having an inclusive team. Now, some clients will be more au fait with these issues than others, so remember to stress that it’s not a criticism. It’s simply another way we add value for our clients – by reminding them that if a brand’s not staying relevant, then its days are numbered.’

Cai Wilshaw, ‘Dragon Angel’ at The Fourth Angel

4. Prepare genuine reasoning
‘With all advice we give to clients, the way it is received depends on the relationship with the client and how you’ve previously managed their expectations.

‘What I tend to do when talking to clients about sensitive subjects such as inclusivity is firstly find a news article or public issue that relates to the topic and ask them how they feel about it. This then gives me an opportunity to present my ideas about how we could amend a specific campaign or project. It’s vital to prepare reasoning before having the conversation to ensure that the client can understand why you may be making these suggestions. Talk to them about the audience and how it could be perceived, and go on to make reference to any competitor examples.

‘Another effective method is asking the client about their long-term goals for inclusivity and whether they feel that this specific campaign/project will help them achieve those goals.

‘Inclusivity must be genuine. Releasing public material that portrays a firm as inclusive when in fact they aren’t, will do more damage than good and lead to a bad brand image. As PR professionals, it’s our role to ensure that all communications are genuine and in the best interest of both the client and the reader. Lots of firms jumped on the back of the Black Lives Matter campaign by sharing a black square, yet their brands don’t resemble that of an inclusive brand.’

Gemma Birbeck, PR consultant and founder of Leuly Photography and PR

5. Don’t ignore the challenge
‘While discussing your plans with your client, make them hold up an imaginary mirror. Let them see campaign ideas through a different lens. If they cannot see that their projects/briefs are not inclusive on race, disability, sexuality, gender expression, etc. ask, “does this match with your company values?” Hopefully at this stage they can put themselves in someone else’s shoes and see the light. If inclusive values are not part of their organisation’s culture, then as a PR you have an even bigger challenge on your hands, but a challenge you must never ignore.’

Hilary Collins, managing director and founder at Big Wave PR

6. Acknowledge where you haven’t done enough yet, and then do better
‘It’s important to be part of a conversation on diversity not just because it’s newsworthy but because it’s the right thing to do. PR isn’t just about reflecting an organisation as it is. It’s also about shining a light on them and in doing so, hopefully helping to improve it.

‘We see synopses covering what journalists are writing about, plus are constantly looking at published pieces, and so it’s our job to tell clients what current comment themes are. With diversity being at the forefront, it’s important that people we work with are prepared to answer questions on diversity and diversity initiatives. And there’s no point having a tokenistic approach – everyone can see through this.

‘I was asked the question earlier today “is it too late to get involved in diversity at this stage?” – I said no. It’s a really good time. It’s not a knee-jerk response at this stage – it’s a considered approach, and by now, you should have actions and plans to back up your comments. It’s fine to say, “we haven’t done enough,” provided you follow that up with what you’re planning to do next.’

Jessica Morgan, business owner at Carnsight Communications