Faya Nilsson - Fitness on Toast

Fitness blog spotlight: Fitness on Toast

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Faya Nilsson created Fitness on Toast in 2013 to share great recipes and advice with her personal training clients. The site has since evolved into a one-stop shop for everything fitness, from active escapes to fashion and tech. Accompanied by beautiful imagery, Faya uses her knowledge and expertise to inform readers about how to stay fit and happy throughout the year.

We spoke to Faya after she was named in the Top 10 Fitness & Exercise blogs to find out what she likes best about working with brands, why an 80/20 split helps to keep on top of fitness, and the importance of Instagram for immediate feedback.

What are your plans for the blog this year?
I’m working as a PT daily which I love alongside creating blog content. I’m looking forward to doing some active travel for the blog – including Mauritius in March. I’m also working on a few bigger exciting projects which I hope to talk about and have ready for summer.

How important is the new year to your content?
Working in the fitness industry, you observe these seasonal trends – ‘new year, new you’ being one of them. I don’t subscribe to the January frenzy; instead I believe healthy is a lifestyle choice all year round. Having said that I do like the idea of new beginnings, marking a point in time and re-setting, checking in with yourself and for that reason it’s a conversation I like to be participating in, albeit with a slightly different perspective.

What advice would you give people who want to stay fit and healthy all year?
I personally go by the 80/20 rule. Be healthy, eat well, train well, sleep well – 80% of the time and 20 percent of the time you can be ‘unhealthy’, socialise with friends in less healthy restaurants, go for a cocktail or dessert. This is realistic, sustainable in the long term and you’ll enjoy training more – it should be fun and varied. If you go 100% all-in chances are you’ll feel deprived and you may come to resent all that ‘healthy’ represents.

The added advantage of 80/20 is that you’ll never need to panic ahead of a beach holiday or a hike you want to sign up to (or whatever it may be); you’re in a good place already, and with a bit more of a push, you’re good to go!

This, in practice, means being consistent throughout the year – training on a regular basis, moving on a daily basis, eating well, drinking plenty of water, and investing in your sleep.

What’s the best activity to get into if you’re new to fitness?
If you’re completely new to fitness I would suggest trying a few different things as the only way you’ll ever stick to something is if you enjoy it. There are countless fitness studios and classes to try these days – the world really is a veritable fitness oyster!

I’m a huge fan of weight training – it builds strength, increases metabolism at rest (meaning you’re burning more calories throughout the day), to name but a few benefits. However, if it’s your first time in the gym I’d suggest booking in a couple of sessions with a trainer. The last thing you want to do is train incorrectly. It can be quite pricey but perhaps see if you have a couple of friends who are in a similar situation and you can train in a group and that way decreasing the overall cost per person.

Generally speaking, people who decide to get into training as a New Years resolution go too hard too quickly. Be realistic – if like me, you love chocolate, then the likelihood is ZERO that you’ll one day wake up and decide never to have chocolate again, and stick to it. Equally, if you haven’t trained for years gradually get back into it. You’ll do your body more harm than good by not allowing it to properly recover between sessions.

Faya Nilsson - Fitness on Toast

How much exercise should we be doing each week?
This is highly individual – it depends on a bunch of things – what your starting point is, your preferences, your routine, what you’re doing etc. Recovery is super important so as a general rule of thumb if (for example) you’ve trained your legs on a Monday and on Tuesday you have DOMS (delayed onset muscle soreness) wait until it’s passed and you’re ready to train legs again.

How important are your social channels compared with your blog?
I love writing quite lengthy in-depth posts and always end up chopping away a lot. Equally I love photography so for that reason personally the blog has always been my favourite platform. What I like about Instagram though is how it’s so instant. You get immediate feedback as to whether people appreciate a post or not.

What are the best PR campaigns you’ve collaborated on?
I’ve been blogging for six years so it’s quite a list of fun and varied brands but all under the health umbrella in some capacity. One of my stand out favourite campaigns was going to the Olympics with Adidas as their global ambassador. I also loved working to create the Westin Hotel Group’s signature Wellness programs as their Wellbeing ambassador as well as Garnier to name but a varied selection of great long-term partnerships. The commonality is the professionalism and ambition of the activations, which weren’t one-off in nature but were connected as part of a longer-term brand storyline. Anything that focuses on the awareness part of the consumer funnel is very much a favourite of mine as you can get quite creative and broad that way, as a blogger!

Do you accept press releases?
Yes, they’re always welcome in my inbox. Press awareness is another part of the ‘shadow purchase funnel’ so even if I just skim the mail, it’s good to have unconsciously paid attention to it. In order to preserve the integrity of my blog, however, I only ever write reviews (and that sort of thing) if I’ve tried tested and love the product myself. So, for that reason I don’t accept guest posts or product placement messages.

What one thing should PRs know about you?
I’m remarkably easy to work with and I love mucking in alongside PR agencies to get a great result!

What other blogs do you read?
The Blonde Salad, A Blog To Watch, Sheerluxe blog, The Food Effect, AJ Odudu’s blog.

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Fyre Festival

5 PR lessons from the Fyre Festival

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The Fyre Festival, the botched attempt to run the most luxurious and Instafriendly festival ever, was already famous thanks to several viral posts highlighting failings at the time in April 2017. 

However, two documentaries, on Netflix and Hulu, have shed new light on the fiasco and brought the event back into the spotlight. The documentaries have also inadvertently provided simple lessons (the good, the bad and the ugly) for anyone working in PR and comms.

1. Influencer marketing works – but needs strategy
How do you make an event super famous? Get the most famous people on Instagram to promote it for you. Fyre Festival had a simple plan, pay a fortune to social media influencers – from Bella Hadid to Kendall Jenner – to promote the event and create a ‘big buzz’.

As evidenced in the documentaries, the budgeting was way off and the cost of the influencers unsustainable, but to make matters worse, the promotion wasn’t clearly labelled by many of the influencers, and the wording suggested all the stars would be in attendance, potentially misleading the audience of ticket buyers. After the event, the rules around disclosure tightened in the US as a result of this lack of clarity.

Yes, influencer marketing works, but it needs to have a clear strategy, be affordable and be ethical.

2. Communication, communication, communication
Seems like a given in a PR post but if the documentaries taught us anything, it was how important it is to have good comms. There were a number of occasions communications let down the event – at the beginning, middle and end – but perhaps one of the most obvious, particularly highlighted in Netflix’s documentary, was when they failed to alert guests to the fact that the festival was not going to take place.

This is crisis management 101 – be transparent and honest before things get worse. The lack of communication led to a number of guests arriving and sharing the chaos (and cheese sandwiches) on social media. It also led to a number of them becoming stranded and was when the story became the viral sensation it didn’t want to be.

3. Never lose sight of the purpose of an event
How many people knew Fyre Festival was intended to promote a celebrity booking app? The event became the company’s sole focus to the detriment of the app it was intending to promote.

Sometimes publicity can seem like the greatest goal but if no one knows what you’re publicising, a great stunt is a spectacle and nothing more.

4. Make sure you’re consistent
The event filmed a glamorous promo promising an experience on an island that wasn’t the one used for the actual event. From start to finish you have to be consistent with your message and if circumstances change outside of your control, then communicate them professionally and clearly – see point 2.

5. Big campaigns need an integrated strategy
It’s hard to say if traditional media outreach was part of the Fyre Festival PR plan but there’s little evidence of it in the documentaries. That means when the only news about the event was from the disgruntled guests on social media, knee deep in mayhem, there was no official channel of communication and the press could only report the news they were presented with: basic cheese sandwiches and soaking wet mattresses.

Big campaigns, the kind of campaigns that intend to support the greatest festival event ever, need to be fully integrated and consider every type of media, relationship and channel.

Did you spot any PR lessons in the Fyre Festival documentary? Let us know on Twitter. 

Want to create integrated campaigns, work with influencers in the right way and manage all of your relationships in one place? You need Vuelio.

A and R Factory, Stefan Toren

Music blog spotlight: A&R Factory

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A&R Factory was launched in 2012 by Stefan Toren and has grown to become one of the most respected artist and repertoire (A&R) blogs. With a hugely influential readership made up of record labels and radio stations, A&R Factory is the place to come to discover new music and sign the hottest acts. Alongside new artists, A&R Factory has interviews and reviews spanning all genres of music, from R&B to Punk. We spoke to Stefan to find out the plans for the blog this year, who’s going to be hot this year and how brands can get involved.

What are your plans for the blog in 2019?
We have big plans for 2019 including working and growing or sync music platform launching later in the year which will help musicians gain exposure through TV/film/game placements.

How is music changing and does this affect your content?
Music is ever growing with technology, our writers need to stay ahead of the curve to ensure we are posting relevant hit content!

Who’s your favourite band/artist?
Always a hard one to answer, recently we have been more into hip hop action, Bronson, L’Orange to name a few, but we have also recently shown a lot of love to Blossoms, BLOXX and Lion.

Who’s going to be hot in 2019?
So many artists are doing well right we featured Ari B on our website some time ago who has just signed a deal. And of course, the amazing Yebba who we featured back in 2017 this will be a big year for her.

Do you play any instruments?
Drums, guitar, bass and GarageBand.

What’s the best song ever?
One Direction – Best Song Ever, but more seriously, Queen’s Bohemian Rhapsody.

How do you work with PRs/brands on content?
Typically we work with influencers and build relationships with PR agencies to share content.

What one thing should they know before contacting you?
Submit via our website here, it is the best way to ensure we get the tracks to the right journalists that work for us.

Do you accept press releases?
Yes, you can submit them on our website

What other blogs do you read?
Music Business Worldwide is our go-to blog at the moment!

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Celebrities to disclose ads blog post

Celebrities pledge to disclose ads

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Following an investigation by the Competition and Markets Authority (CMA), 16 celebrities including Ellie Goulding and Rita Ora have agreed to make it clear when they have received gifts or payment to endorse products online.

The CMA, alongside the Advertising Standards Agency (ASA), is responsible for enforcing laws for sponsored posts. The ASA deals with complaints over individual adverts, while the CMA takes action on the people involved.

Other celebrities that have committed to declaring ads are:

  • Actress Michelle Keegan
  • Writer and model Alexa Chung
  • Designer and model Rosie Huntington-Whiteley
  • Vlogger Zoella
  • Mario Falcone from The Only Way Is Essex
  • Alexandra ‘Binky’ Felstead from Made In Chelsea
  • Holly Hagan from Geordie Shore
  • Model Iskra Lawrence
  • Camilla ‘Milly’ Macintosh from Made In Chelsea
  • Reality TV personality Megan McKenna
  • Chloe Sims from The Only Way Is Essex
  • Louise Thompson from Made In Chelsea
  • Fashion vlogger Jim Chapman
  • Fashion blogger Dina Torkia

The CMA has not mentioned whether the named celebrities have breached the law, but following an investigation they have all volunteered to be more transparent with their social media sponsorship.

By agreeing to be clearer when posting ads, the stars have avoided court action, however the CMA says its investigation is still in progress.

Andrea Coscelli, Chief Executive of the CMA, said: ‘Influencers can have a huge impact on what their fans decide to buy. People could, quite rightly, feel misled if what they thought was a recommendation from someone they admired turns out to be a marketing ploy.

‘You should be able to tell as soon as you look at a post if there is some form of payment or reward involved, so you can decide whether something is really worth spending your hard-earned money on.

‘The enforcement action taken by the CMA has seen a number of social media stars pledge to be more transparent when posting online. It also sends a clear message to all influencers, brands and businesses that they must be open and clear with their followers. We will also continue our work to secure more improvement in this space.’

Many influencers, bloggers and content creators have seen celebrities posting sponsored content without following CMA guidelines and are left wondering how they get away with not following the rules that the rest of the community must stick to.

John Adams, writer of fatherhood and parenting blog Dadbloguk.com said: ‘For some time now, there has been quite a bit of discussion among content creators. Many of us know the rules regarding sponsored content and adhere to them, but have had to watch from the sidelines as various celebrities have either posted undeclared, sponsored content or used unclear language. It has felt like there have been two systems in place: One for the celebrities and one for the rest of us.

‘I welcome the CMA’s actions. I think it’s sent a very clear message that content creators are being monitored and enforcement action is a real possibility. I hope it leads to us all playing on a level field and an improvement in standards all round.’

Setting clear industry standards and ensuring audiences are able to trust content creators is one of the reasons Deb Sharratt of DebSharratt Communications and My Boys Club welcomes the cut down on undisclosed ads. Deb said: ‘I’m really pleased to see best practice in influencer PR and marketing being promoted and actively encouraged by the CMA. As a CIPR member, PR professional and a blogger, it is important to me that our audiences can trust our views, believe us to be authentic and know they can count on the industry to let them know when payment or payment in kind has encouraged online support and endorsement for a brand.

‘It can only benefit the future of influencer marketing and hopefully encourage other influencers to always fully disclose too.’

Anne-Marie Lacey, managing director of Filament PR, a creative communications agency specialising in influencer marketing campaigns while training its clients to work ethically and effectively with social media stars, said: ‘The news from the CMA today is most certainly welcome and not before time. We applaud these celebrities for agreeing to change the way they disclose paid-for content with brands across their channels. Often, breaking the rules isn’t done on purpose, it’s because brands, bloggers and PR practitioners don’t know the guidelines themselves, and better education is needed for all.

‘The fact is, influencers have masses of clout over consumers, and without clear and concise legal and ethical guidelines in place, that everyone is following in a bid to be transparent and not potentially mis-sell to an online audience – that includes brands, bloggers and PRs – then we aren’t going to see an effective change any time soon.

‘That said, this is certainly a step in the right direction, and we’ll be watching the findings of the CMA’s ongoing investigations with great interest.’

If you’re looking to work with the right influencers in the right way, you need the Vuelio Influencer Database.

 

Reuters media trends report

Reuters media predictions for 2019

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Reuters Institute has released its annual Journalism, Media, and Technology Trends and Predictions report for 2019.

It surveyed 200 editors, CEOs and digital leaders, one-third from the UK, the rest across 29 countries including Germany, USA and Australia.

The key findings from the report:

  1. Over half (52%) of editors will focus on subscription and membership, expecting it to be the main revenue focus in 2019.
  2. Almost two thirds (61%) are concerned or extremely concerned about staff burnout.
  3. Over three-quarters (78%) think it is important to invest more in Artificial Intelligence (AI) to help secure the future of journalism – but not as an alternative to employing more editors.

For PRs, nothing above should seem too outrageous. The need to grow revenue to support publications, the worry of staff being overloaded in the ‘constant news’ society, and the hopes that AI can provide time-saving alternatives to basic tasks, are common across the media industry.

Other findings from the report include:

  • Less than half of respondents (43%) say Facebook is likely to be important or extremely important this year, a similar number to Apple News and YouTube – but far less than for Google (87%).
  • Over half of those surveyed (56%) are concerned about current newsroom diversity.
  • Platforms are increasing their focus on tackling misinformation and disinformation, however as this moves further towards dark social it becomes a harder task.
  • Trust indicators will be increased so readers have more information to decide who to trust.
  • With many publishers launching daily news podcasts, it’s not surprising that the majority (75%) think audio will become a more important content type. A similar proportion (78%) think that voice-activated technologies, like Amazon Alexa and Google Assistant will have a significant impact on how audiences access content over the next few years.
  • With consumers increasingly conscious of the time they are wasting online, more people are likely to be leaving social networks, more tools will emerge for digital detox, and there will be a greater focus on ‘meaningful’ content.
  • With more platforms using paywalls, people are being shut out from quality news. Consumer irritation will build this year, leading to a combination of news avoidance and the increased use of ‘paywall-blocking’ software.

A key point from the report is how newsrooms are going to cope with tackling misinformation across dark social, battling paywall-blocking software, and how publications can grow their audiences when all focuses are on distribution across Google.

For PRs there’s clearly an opportunity for meaningful, voice-assistant-friendly content and audio, as well as having valid credentials and ethical practices. Quality content is just one piece of the jigsaw though – PRs also need to rely on traditional strengths, like relationship building and media outreach, to ensure they’re supporting these editors and their publications so that everyone’s a winner.

Chris Evans Virgin Radio

Chris Evans is back on Virgin Radio

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Chris Evans is back on Virgin Radio presenting the breakfast show, nearly 18 years after he left.

The Virgin Radio Evans has joined is different to the one he was dismissed from, as that version became Absolute Radio in 2008. This Virgin Radio is owned by Wireless Group, which in turn is owned by Murdoch’s News Corp, parent company of News UK (publisher of The Sun and The Times).

As Chris Evans joins the show, something else is removed – adverts. Evans’ show is sponsored by Sky, so he’ll discuss Sky programming but otherwise it’s the first commercial radio breakfast show without conventional adverts.

Monday’s show featured live performance from The Verve’s Richard Ashcroft, as well as guests Fay Ripley, Paul Whitehouse, Romesh Ranganathan and Rob Beckett. To introduce Ashcroft to the show Evans said: ‘There’s been a lot of talk about the first song I’m going to play, but I press buttons, I don’t play songs, musicians play songs. Why don’t we get a musician to play a song live? How about Richard Ashcroft?’

Ashcroft played Lucky Man.

After nine years presenting on BBC Radio 2, Evans said he was pleased to be back at Virgin Radio: ‘It’s so great to be back at Virgin and I have to say it’s a real treat. I feel blessed and we couldn’t be more grateful.’

Evans is now up against Zoe Ball, who took over the Radio 2 Breakfast Show last week. Coincidentally, Evans’ first breakfast show on the original Virgin Radio in 1997 started on the same day as Zoe Ball’s Radio 1 Breakfast Show.

News UK’s publications were positive in their reviews – The Sun focused on the reaction from the fans, writing that Evans was ‘praised by fans and celebs’; while The Times gave the show four stars, writing: ‘Flash Chris is still full of himself, but there were glimpses of a humble, new age Chris, a parent who gives some thought to how radio can be a form of positive energy’.

The Telegraph gave the show three stars, writing: ‘The energy, one of the most successful parts of Evans’ breakfast show experience, was identical: optimistic, loud, and greeting the day with full-beam sunshine.’

The Guardian also gave him three stars, Mark Lawson – who last week gave Zoe Ball four stars – said: ‘Success of his Virgin venture will depend on whether listeners are more irritated by the disguised advertising of Murdoch interests than of a public service broadcaster.’

The Daily Mail highlighted the similarities the show had to his old Radio 2 slot: ‘As part of his exit deal it appears that Evans has been able to bring over many of his old jingles. The programme also features the return of items that were a staple on his BBC show, such as Big Screen Belter, Golden Oldie and Gobsmackers.’

Lots of reactions on Twitter were positive:

Though clearly not everyone was impressed:

 

Keep up to date with all the latest moves and changes on the radio and in the media with the Vuelio Media Database. 

Instagram egg

Is this the beginning of the end for influencer marketing?

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In the latest influencer marketing twist, an egg is now more Instafamous than Kylie Jenner. This may seem trivial, but are the cracks already showing for influencer marketing?

Scott Guthrie, lead analyst at Luxmoore Consulting and all-round influencer marketing expert, led an insightful panel session covering influencer marketing at the PRCA’s recent 2019: The Year of… event.

Though the term influencer is increasingly harder to define, it appears that this hasn’t stopped people trying to get involved; the search term ‘influencer marketing’ was more popular on Google than ‘social media marketing’ in 2018. This is an industry worth $10 billion, but can influencer marketing come back after the accusations of buying fake followers and engagement, lost ad revenue and the ethics of influencer marketing being called into question?

While some influencer campaigns get it spot on, it is the campaigns that miss the mark that make the news for all the wrong reasons. Guthrie said that the importance of authenticity and ethics needs to be at the heart of influencer marketing because people are switched on to how influencer marketing works and can tell when a brand and an influencer don’t fit.

Joining Guthrie and adding their insight on the panel were: Candace Kuss, director of social media at H+K Strategies; Will Cooke, executive director, strategy and innovation at Golin; and Andrew Jennings, an independent consultant.

If influencer marketing is to survive and retain credibility, both agencies and influencers need to take responsibility for the message they’re putting out. Cooke said that agencies need to invest more in the vetting process for influencers and make sure that they’re the right fit for the brand. This means we need to look for who has influence that fits the campaign and brand, not just for people who call themselves ‘influencer’.

Another area of consideration is reputation, which is at the heart of all PR campaigns. Jennings suggested that we need to look for, and be aware of, the potential downfall if the brand and ethics are not aligned. Guthrie also pressed the importance of building relationships with influencers and keeping in regular contact, this way if their tone of voice changes or there’s a possibility of the brand being at risk, you can act quickly.

The theme of humanity also ran through the event and Kuss said we need to remember that influencers are not just Instagrammers and YouTubers, they are subject matter experts and we need to recognise them as such.

So, is this the end for influencer marketing? No. However, Guthrie has predicted that it could be the end for influencers who post with #ad and little consideration, because influencers need to post content that matters to their audience and is authentic to them.

What this means for world_record_egg – which has started hatching – remains to be seen.

Want to build relationships with the right influencers? Whether it’s bloggers, vloggers and Instagram stars or journalists, editors and broadcasters, the Vuelio Influencer Database lists thousands of contacts who have detailed profiles and genuine influence to help you reach the right audience.

Sam Ajilore and Mariah Carey

Music blog spotlight: That Grape Juice

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That Grape Juice is the number one music blog created by Sam Ajilore. Now over a decade old, That Grape Juice continues to be at the forefront of urban music and culture, with bases in London and LA. We caught up with Sam to find out what’s on the agenda for 2019, who are the greatest artists of all time and how the blog works with PR.

What are your plans for the blog in 2019?
Growth! If there’s one thing that’s a guarantee in the digital landscape it’s change. Thankfully, I’ve long approached That Grape Juice as being a ‘voice’ that can permeate a multitude of platforms. Hence, moving forward, the plan is to make the site’s ‘voice’ as accessible and omnipresent as possible – via the web, podcasts, and streaming services.

How is music changing and does this affect your content?
The music industry is most definitely in the midst of one its most pronounced eras of change thanks to streaming, which is now the primary means of consumption.

Because of this, the traditional rulebook has been tossed out of the window and artists have been gifted much more agency over what they release and when they release it.

This, in turn, has de-emphasised the immediate importance of ‘the single’ and ‘the album’ as well as the rigid promo schedules that used to define both. It’s made for a much more interesting arena, one where artists are now framing releases as they choose, which is evidenced by the surge in mixtapes, EPs and songs rolled out simply to feed fans.

As a music news and review platform, it’s resulted in much more content to cover – with some acts working multiple tracks at the same time. It’s really exciting.

Who’s your favourite band/artist?
I’ve always loved spectacle and performance as much as I have music itself. So, the genesis for me will always be Michael Jackson. More contemporarily though, I’d say Beyoncé. She pretty much carries the MJ baton for me personally.

Who’s going to be hot in 2019?
It’s always tough to call and there’s so many variables. I will say that I’m super excited about Normani (formerly of Fifth Harmony). She’s a dynamite performer and is navigating the solo landscape exquisitely so far. She’s making all the right moves and musically has ample potential.

On home soil, I’m really enjoying what I’m hearing from rapper Dave. He has a unique perspective and articulates it in a super compelling way.

Do you play any instruments?
I wish!

Humbly speaking, I feel I have a fairly good ear for melody. As such, I really hope (at some point in this life!) I can parlay that towards learning the piano.

What’s the best song ever?
Wow, this is so hard! And for that reason, I have to list at least three. In no particular order:

  • Billie Jean by Michael Jackson
  • We Belong Together by Mariah Carey
  • I Will Always Love You by Whitney Houston

I have a thing for songs that are lyric/story driven while still being easy on the ear. Traits each of these tracks possess.

How do you work with PRs/brands on content?
There’s the standard influx of press releases – of which we receive up to 100… per day!

At a more involved level, we routinely collaborate with PRs on artist interviews, live show reviews, robust features and campaign-long story-telling.

What one thing should they know before contacting you?
A personal approach is often the best approach! We’re pleasant music-lovers who are dually committed to serving our audience the freshest content, while working with PRs, brands, and similar to achieve their campaign goals too.

As such, while mass targeted press releases are sometimes a necessity, it’s so much more impactful when we receive emails from folk who understand the platform they’re reaching out to and have a clear goal in mind when touching base.

It’s surprising to still see generic emails filled with all-encompassing verbiage such as ‘Dear Sir/Madam’ and ‘your blog’ instead of the blog’s actual name.

Put simply, the more personalised the better.

Do you accept press releases?
Yes! From all regions. Music is so universal these days, with the internet being a ‘global village’. So, we’re happy to receive content from everywhere.

What other blogs do you read?
Far too many to name! I will say, though, that I really enjoy reading personal blogs.

My field (music) is rooted in fantasy, spectacle, and escapism, whereas such blogs are anchored in the real, the here, and the now. All of which speaks to me outside of my ‘professional self’.

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Bionic Basil

Pet Blog Spotlight: Bionic Basil

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The Bionic Basil pet blog was created by Cathrine Garnell and inspired by Basil, the cat. Ranked in the Top 10 UK Pet Blogs, Basil and the ‘B’ Team of feisty felines share humour, brain training, mindfulness and cuteness. In this spotlight, Cathrine shares how she portrays each cats’ unique personality, why cats rule, and which kitty is most likely to endure a costume photo shoot.

How has your blog changed from when you first started? 
Where the blog began and where it is today is a lot different; it started out as just Basil’s blog but as it progressed the rest of The B Team joined in, and as time passed they each got an exclusive post which suits their personalities, sharing lots of really fun things to keep any cat fancier entertained on a weekly basis.

What’s the best thing about being a pet blogger? 
Crafting with Cats, Colouring with Cats, Gardening with Cats, Brain Training with Cats, Fashion with Felines, Feline Fiction etc… did I mention cats!

How conscious are you of the animal’s personality as opposed to your own when writing? 
Basil, Amber, Smooch, Parsley, Pandora and Fudge, aka The B Team, each have their own personalities, expressions and voice. They are all completely different individuals so when writing their posts, it’s all about them and what they’re doing at that moment.

Bionic Basil, the B team

What are better cats or dogs?
Oh now there’s a tough question, obviously I have many cats, but I love dogs too, though sadly don’t have the time to have another at this point. So at BBHQ, cats rule supreme at the moment.

Did you have a pet growing up? 
I had lots of pets, mainly dogs, though I also had ponies, donkeys, and my father used to keep rare breeds cattle, so from an early age I’ve been surrounded by all kinds of animals, hence the reason I have my own little cat-herd today.

What’s the best top tip you have for pet owners? 
If you can, do get pet insurance.

How do you work with PRs and brands?  
Most of the time, agencies, publishers and PRs will contact us via email and we simply take it from that point forward. Assessing the brand’s needs along with how we can best present their product/idea in the style of our blog.

What are the best collaborations you’ve worked on?  
A couple of the best collaborations we have done recently are with Miaustore and Catit. Both are such great companies and produce such innovative products for feline enrichment.

Do bloggers need their own industry association? 
A dedicated Pet Blogger association/platform would be great in the UK. Our American friends have Blogpaws, so a UK counterpart would be great, and would help address questions and issues for new and seasoned pet bloggers alike.

What other blogs do you read?  
We read lots every week. On our blog we have a page dedicated to pet blogs, a directory of sorts and we visit most of those regularly. Though our favourite UK pet blogs in no order are:  Erin the Cat Princess, Katzenworld, Memories of Eric and Flynn, Speedy the Cheeky House Bunny and Athena, Cat Goddess.

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Zoe Ball

Zoe Ball takes on Radio 2 breakfast show as first female presenter

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Yesterday, Zoe Ball presented her first Radio 2 breakfast show after taking over from Chris Evans. From next week, Ball will be up against Evans – presenter of the show for nine years – when he starts presenting a rival show on Virgin Radio.

Ball said: ‘It’s going to be interesting times, I’m going to be up against Chris, I’m up against Jamie Theakston [on Heart], my old telly husband. But I feel generally it’s a really exciting time for radio, and I hope we can make a success of it.’

Ball isn’t the only new presenter for the channel, as Sara Cox launches her drivetime show, Jo Whiley begins a new evening solo slot, and Trevor Nelson brings his Rhythm Nation to late nights.

Ball told BBC news: ‘The thing we really wanna do is bring lots of music, lots of energy, not too much chat – but enough, and we want people to have learned something by the end of the show.’

The Telegraph said that Ball and the team began the show ‘fast-talking and jumpy, clearly excited to be there, if wary of the reaction’.

It continued: ‘The programme that unfurled after the first hour or so was warm and bright.

‘The really good news is that Ball was sparky and friendly, and not at all cheesy, braggy or shouty.’

The Guardian’s Mark Lawson gave the show four stars and said the first show was helped by celebrity guest John Cleese: ‘Cleese has helped start a dawn format that feels built to last’.

Ex-BBC boss Roger Mosey, writing for the Mail, was less impressed with the ‘underwhelming’ guests but is generally positive about the new breakfast show. He said: ‘This is an amiable programme with decent music, and Ball is warm and lively as a breakfast companion. I predict most of the audience will stay with Radio 2, and she’ll beat Evans’ digital-only offering by many multiples.

‘Whether it will be as compelling a listen as Evans at his best, I doubt, but the reduction in egotism is refreshing. I think the BBC can be optimistic that Radio 2 will at least stay afloat in these choppy waters.’

The Times’s Clive Lewis only gave the show two stars, as it was ‘too frantic’. He said: ‘At its best, Radio 2 manages to hold together an enormous, disparate audience by making the various shifts in tone seem unforced and perfectly natural. Ball, on the other hand, sounds as if she is still working her way through a recipe on how to bake a new personality.’

BBC director-general Tony Hall, who was at Radio 2, told the Press Association that Ball was ‘brilliant, absolutely brilliant’.

On Twitter, the reaction was generally positive:

 

 

 

However, some listeners were still wary about Ball presenting the show:

 

 

On The Radio urged listeners to give the show some time: ‘It isn’t fair to make a judgement on the first day. Any new breakfast show takes time to sound right to listeners as they get used to a new routine first thing in the morning, but Zoe and her team got off to a flying start. They’ve probably put in a lot of time doing “dry-runs” for the show and it certainly paid off.’

Zoe Ball and BBC Radio 2 are both listed on the Vuelio Media Database, along with thousands of other presenters, journalists, programmes and PR opportunities.

Fiona Bruce

Praise for Fiona Bruce’s first Question Time

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The reviews are in for Fiona Bruce’s first episode of Question Time, which aired last week.

Fiona Bruce took over from David Dimbleby following his departure at the end of 2018 after 25 years of presenting the show. Question Time has aired almost 1,400 episodes and still pulls in around two million viewers for each.

There were rumours that the BBC were choosing Bruce to give a ‘softer feel’ to Question Time, but before the show Bruce said: ‘They’d have the wrong person if they were.

‘The person I am in the newsroom, which you won’t particularly see on air because you’re so sublimated in a studio, is opinionated, feisty, argumentative.

‘That’s what I’m known for there. I think you’ll see more of that.’

Her debut was considered a success with positive reviews in the press and online.

Thursday’s show had a panel comprised of the Conservative deputy chairman, James Cleverly, the shadow foreign secretary, Emily Thornberry, columnist Melanie Phillips, comedian Nish Kumar and Jo Swinson, the deputy leader of the Liberal Democrats.

The Telegraph said: ‘She brought calmness, clarity and even some dry wit to her impressive debut’.

The Guardian said Bruce ‘felt fresh and effective’, however, it felt that perhaps ‘the BBC should have taken advantage of the succession to shake up the structure as well’.

Following the show, Press Gazette asked its audience what they thought – with 78% saying she ‘Smashed it’.

Some viewers said that Bruce needed to speak louder, but general feedback was very good.

Fiona Bruce and Question Time are both listed on the Vuelio Media Database, along with thousands of other presenters, journalists, programmes and PR opportunities.

Carly Rowena

Fitness Blogger Spotlight: Carly Rowena

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The number one fitness blog, Carly Rowena, is celebrating a triple victory after the birth of her baby and also picking up the Best Health and Fitness Blog at the Vuelio Blog Awards 2018. In the busiest time of the year for fitness, we caught up with Carly to find out what’s in store for 2019, how anyone can get into exercise and what advice she has when working with PRs.

Carly RowenaWhat are you plans for the blog this year?
I adore writing my blog and in all honesty never know what direction it’s going to take; all my posts are from the heart and are inspired by things happening in my life or issues that my clients or followers are talking to me about. This year you can expect more travel, fun and innovative workout challenges but also parenting honestly: the good, the bad and the bullshit.

How important is the new year to your content?
This year it took a little backseat as we had our little girl on the 9 December however I love a big spring clean in January and that includes my blog – it’s a brand new chance to analyse, rethink and refresh.

What advice would you give people who want to stay fit and healthy all year?
Sticking to a health goal is all about mindset and time, instead of denying yourself everything you love, how about adding new ingredients, recipes and meals into your day. When it comes to time, I want you to think long term, not just for that holiday you’ve booked. Too often we think short term and that’s why we end up crashing. If you focus on the future and plan to always have exercise in your life, you are far more likely to succeed and make huge changes.

What’s the best activity to get into if you’re new to fitness?
The best fitness activity is to do something you actually enjoy. Whenever I speak to a new client my first question is how they like to move because fitness is simply moving – so that can be dancing, walking, running, climbing, skating, bouldering, anything you like and if you like it, you’re far more likely to stick with it.

How much exercise should we be doing each week?
Personally, I feel everyone should be able to find 30 minutes a day to move, that can be walking to work or walking to go and get your food at lunch or simply following a routine at home or in the gym.

How important are your social channels compared with your blog?
Social channels are incredibly important, each channel shows a different side of you and attracts different people who may then fall in love with your blog.

What are the best PR campaigns you’ve collaborated on?
Oh there’s been so many but I have to say I loved being a part of Reeboks Girl Squad, it was incredibly empowering and I got to meet so many wonderful people, plus my face was on the side of a bus – I felt like a girl band!

Carly Rowena Do you accept press releases?
Unfortunately not, I prefer that all of my posts are written by me as they’re all so close to my heart.

What one thing should PRs know about you?
I appreciate that PRs have a huge task ahead of them, especially as there are so many platforms and bloggers to speak to, however, I think it’s really important to do your research before you email. Too often I get messages calling me by a different name and offering work with brands that have no relevance to my audience.

What other blogs do you read?
I love nothing more than to curl up at the end of the day and catchup with my favourite blogs, currently I am loving: The Adventures of Us and Sorelle Amore.

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Ben Hunte

BBC News appoints first LGBT correspondent

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The BBC has appointed Ben Hunte as the first LGBT correspondent in its history.

Ben will report on the stories, issues and debates surrounding sexuality and gender, and focus on providing insight and analysis on matters affecting the LGBT community in the UK.

Ben played a key role during the coverage of the BBC’s Gay Britannia season, and presented his own series of LGBT-themed programmes on BBC Radio 4 and 4 Extra called The Ben Hunte Interviews.

Dedicated roles that are focused on highlighting underrepresented communities provide more diverse views, and richer information for UK news.

Across the media, outlets including Buzzfeed and Thomson Reuters Foundation have added positions such as LGBT editor and LGBT correspondent.

Job titles that feature the patch a journalist covers make it easier for PRs to know what to pitch to a specific contact. For PRs with news relevant to the LGBT community, this increase in focused positions provides access to the right contacts, and in turn helps keep audiences informed with the issues that matter to them. It’s a win-win.

Ben Hunte is listed alongside thousands of other journalists, editors and influencers in the Vuelio Media Database.

Shortlist website

Shortlist Media rebrands as the Stylist Group

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Shortlist Media has rebranded as the Stylist Group following the closure of Shortlist magazine at the end of last year. Stylist will continue to be published, while the Shortlist website will live on as a ‘product recommender’.

After 552 issues and 11 years, Shortlist magazine released its final issue on 20 December 2018. Signing off with, ‘Bye, then’, Shortlist staff photos and names were displayed on the final page, marking its end with a short, sharp farewell.

A Shortlist writer told the Press Gazette that staff had been ‘under the impression that the magazine was essentially bulletproof’ before it closed.

Joe Mackertich, editor of the title, explained the appeal of a print product like Shortlist: ‘Magazines, with their beginnings, middles and ends, are a soothing counter agent to the internet’s infinite hall of shrieking mirrors.

‘A good publication flatters you with grown-up language and smart references. The amount of thought, care and attention that went into Shortlist was testament to the respect we had for you.

‘This counts for a lot in a world in which we’re all constantly subjected to a horrifying torrent of hyperbolic, dumb-by-design headlines.’

Shortlist is, for now, still publishing news online with a regular output of stories. It has followed a similar path to The Independent – the first national newspaper to become digital-only.

The benefits of digital publications have been known to PRs for years, though there is still a strong desire at both an agency and in-house level for the prestige of a printed product.  While print is by no means dead, the rise of digital – often at the detriment of printed publications – continues.

All the latest moves and changes in the media are updated in the Vuelio Media Database. 

Top 50 political influencers

Coming January 2019: the UK’s Top 50 Political Influencers

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Vuelio is renowned for its rankings, with the top blog rankings, compiled by our in-house media research team, famous the world over. To prepare for what could possibly be the most tumultuous year in politics, we’ve now turned our attention to political influencers from the world of media including broadcasters, editors, columnists, journalists and bloggers.

Launching in January, the Top 50 Political Influencers is being compiled using automated metrics as well as human intelligence. It will be the most comprehensive guide to media commentators, and those with the power of persuasion, ever produced.

Each entry in the ranking will be profiled, making it the who’s who of political media influencers of 2019.

Make sure you don’t miss out on the Top 50 Political Influencers – sign up to Vuelio political updates here.

Vuelio specialises in both media and political communications software, allowing a truly integrated approach to both stakeholder and reputation management. There’s an increasing expectation on many PR teams to also understand the political landscape, and those in public affairs to also understand the media.

Find out more about identifying, understanding and engaging with both media and political influencers.

PRCA

Jessica Ozdemir elected vice chair of the PR and Communications Council 2019

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Jessica Ozdemir, senior marketing manager, international at WE communications, has been elected as the vice-chairman of the PRCA’s PR and Communications Council 2019.

The PR and Communications Council provides a formal mechanism to consult with the industry’s most senior practitioners on the issues PR and communications faces, it acts as a think-tank for the industry, informs the PRCA’s strategic priorities and produces helpful commentary, advice, and best-practice guidance for professionals.

Jessica was elected by the 2019 Council members, who were themselves elected in November. She will take on the role in January 2019, at the same time Amanda Coleman, head of corporate communication at Greater Manchester Police, becomes PR and Communications Council chairman. Jessica will then succeed Amanda as chairman of the Council in January 2020.

At WE communications, Jessica is responsible for leading a cross-functional team of marketing specialists across the entire marketing mix: increasing brand awareness, driving demand for WE services and converting demand into business opportunities.

Jessica said: ‘I am thrilled to be elected as vice-chairman at such a pivotal time for the PR industry. There is much to do to help solidify our industry’s stance, particularly around diversity and inclusion, and I’m really looking forward to working with Amanda and the terrific team at PRCA to help make a difference.’

Easy Cheesy vegetarian

Foodie blog spotlight: Amuse Your Bouche

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Amuse Your Bouche began as a hobby but Becca Heyes quickly found success with her food content and recipes and has turned the blog into a huge success. Aside from Becca’s love of cheesy pasta bakes, she shares a great range of useful and tasty vegetarian food content that her readers love. By creating multiple recipes using single products, Becca enjoys showing the versatility of the brands she works with.

How has your blog changed over time?
I started my blog in 2011 after I graduated from uni, to give me something to do while I was searching for a job. It was originally only intended to be a hobby – I never even considered that it could turn into what it has (my full-time job!). At first, I talked about my daily life, and posted whatever I felt like, with no real thought for what my readers would actually find useful. As the blog has evolved, I’ve tried to think a lot more about what my readers will actually want to see, and now I try to make my blog posts as valuable as I can. It’s definitely more of a food resource now, rather than functioning as my personal diary.

Amuse Your BoucheHow much does your audience influence your content?
I always try to think about my readers when I’m creating recipes. I only post recipes that I truly enjoyed, but I do try to produce a wide variety of content that will keep my readers engaged –  otherwise it’d be cheesy pasta bakes day after day! My readers make it possible for me to run my blog as my job, so if they’re not happy, I’m not happy either.

What are the best channels for promoting your content?
It’s getting harder and harder to get noticed on social media, with Facebook’s constantly changing algorithms, and new food blogs being started every minute of the day. At the moment I’m really enjoying my private Facebook group, Easy Vegetarian Dinners. I’ve built a community of over 1,700 people who love interacting every single day – it’s a big community but feels intimate. It’s so nice to get real feedback on the posts I publish there – on my public Facebook page, it sometimes feels like I’m shouting into a black hole!

What’s your favourite ingredient?
I’m known for my love of cheese! I have to consciously rein myself in and publish non-cheesy recipes every now and then, as I know not everyone is as much of a cheese fiend as I am. Most things are improved by cheese!

What’s the best restaurant you’ve ever eaten in?
Honestly, I’m not one for fancy restaurants (especially now I have a toddler; a noisy baby and a posh restaurant aren’t a good mix!). I prefer a casual, family-friendly place with decent food – to me, a relaxed atmosphere and nice meal is much more attractive than going somewhere posher, even if it serves outstanding food.

What’s your favourite dish to make?
Apart from cheesy pasta bakes?! I do love making a good curry, with plenty of veggies – it can be perfectly healthy, but still feels like a real treat. Especially with onion bhajis on the side!

What one thing should PRs and brands know about you?
I LOVE what I do, and I truly care about my blog and my readers. This is more than just a job to me – I love nothing more than truly connecting with my readers and helping them to discover new brands and products that can make their life easier (and tastier!). It genuinely makes my day when a reader messages me to tell me they loved one of my recipes, and discovered a new product because of something I’ve posted.

Amuse Your BoucheDo you like being sent food by PRs and brands?
Who doesn’t love being sent food?! I don’t generally accept free samples of food, as I never used to have the hours in the day to promote everything I was sent, but if I’m working with a brand on some recipe development, it’s always fun to receive a parcel. I love to experiment with a product for a week or so before coming up with a recipe, so I can really think about how it can best be shown off.

What are the best collaborations you’ve worked on?
I prefer long-term collaborations with brands, where I can show off their products in multiple recipes. It helps to show the versatility of a product, and I’m sure it feels more genuine for my readers to see how I’ve used a product many times, rather than just mentioning it once. This autumn I worked on a three-recipe campaign with St Helen’s Farm, who make gorgeous goat’s milk products, and it was really fun to be able to show off several different ways that their products could be used.

Do bloggers need their own industry association?
Luckily, we bloggers are an awesome bunch, and most of us are always happy to support others if it’s ever needed. Nobody ever feels alone in this industry. I’m sure if there was an official bloggers’ association, though, it could only be a good thing! Blogging is a relatively new industry, but it’s growing quickly, and is finally starting to be viewed as a viable career option – an official association would help to confirm its legitimacy.

What other blogs do you read?
With a toddler to look after and a business to run, I don’t get as much time to relax and read blogs as I used to, but I always try to make time for some of my favourites – especially those written by my good blogging friends. I love Happy Veggie Kitchen, Hungry Healthy Happy, Supergolden Bakes, and Kitchen Sanctuary. Sometimes I just sit and ogle their incredible photos!

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Rachel Spencer the paw post

Pet blog spotlight: Rachel Spencer, The Paw Post

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Rachel Spencer started The Paw Post in 2017 to talk about everything pet related with her dog Daisy. Sadly, Daisy passed away earlier this year. Here, Rachel has opened up about the loss of her beloved pet, how the blogging community supported her and how The Paw Post has carried on in Daisy’s memory and also now features Patch.

Rachel spencer with DaisyCould you tell us how things have changed recently?
We lost our dog Daisy [pictured with Rachel, right] in April this year. She was a senior dog at 13 but was always so young. In October last year she had pancreatitis and was very poorly but recovered. Then in December we started noticing changes in her. She lost her depth perception, became restless at night and started growling at sudden movements. It was out of character and she had a few accidents in the house.

When we learned she had dementia, it really hit home she was getting old. But I did lots of research and had amazing support from her vets, and we were positive about the future.

But after a few months she deteriorated, becoming anxious and started vocalising, one of the advanced dementia symptoms. We became worried about her vision as she couldn’t see her favourite blue ball and kept walking into things.

The vet checked her visual field and confirmed our fears. She suspected a tumour was pressing on her optic nerve. We took some time to consider having an MRI scan to see what was there but she went downhill so quickly and we knew around the corner would be a seizure or haemorrhage which would have been terrifying and painful. We wanted her to go peacefully and in April we made the decision to put her to sleep.

What’s it like having to deal with a loss so publicly?
I didn’t tell anyone apart from people we knew in real life or who had grown close to on social media and in the pet world for the first couple of weeks. But I knew I had to publicly share it and it took a lot of strength to write the post saying goodbye.

Although she was old, it was a shock. Daisy was so young at heart and was still chasing sheep and squirrels just a few weeks before we lost her. Like all dog owners, I expect them to live forever.

Things escalated really quickly – she went from playing with her ball on the beach to being scared of the outside world because she could no longer see and was in pain in the space of a week.

What happened afterwards was amazing. People were so lovely and supportive and sent cards, flowers and gifts. It completely blew me away and it totally opened my eyes to the lovely community the pet blogging world is. I felt really grateful because had I not done the blog I never would have had that.

What did you think you’d do with the blog after Daisy died?
I didn’t know what to do with myself at the time but after the lovely response I had, I decided to carry it on in her memory. She is still on my profile on all our social media channels – I can’t bring myself to change it yet. And I decided that I’d continue to write about the things that affected Daisy, how to cope with a senior dog and how to cope with loss. I’ve tried to use our experience to help others.

What advice would you give anyone who loses a pet?
Nothing can prepare you for how you feel but the main thing is to give yourself time and be kind to yourself. It’s ok to grieve for a pet and I even spoke to a bereavement counsellor to find out the best ways to cope, how to handle telling my partner Tommy’s young daughters and things like that. I know some people might feel like it sounds a little over the top but it helped me.

Can you tell us about getting Patch?
We knew we wanted to adopt another dog rather than get a puppy. I felt we were in a situation where we could adopt – we didn’t have small children and were fairly experienced with having had Daisy – so that’s what we did.

We found Patch on a rehoming page for Patterdale Terriers on Facebook. I knew straight away he was the one. His family were rehoming him as his owner had died. We stay in touch with them and we’re so glad to have found such a lovely dog.

The Paw Post Patch

Are you conscious of Patch filling in on the blog where Daisy did before?
Yes, he’s a different dog, he’s only two whereas Daisy was a senior dog, so I write about him and try to put his personality across. He’s in training so we’re doing his training diaries, and we’re looking forward to writing about his holidays, new things he’s tried out and what life is like with a young dog.

But I also still write about issues affecting dogs of all ages, like anxiety and the importance of dogs being trained and well mannered. I feature Daisy whenever I can too.

Do you still work with PRs/brands in the same way?
Yes, I have a lot of PRs who come to me as a journalist first then that leads to content for my blog.

Because I have a younger dog, I can do things like ‘running for dogs’ and other activities that might not have been possible or appropriate for a senior dog.

I ensure my posts are well researched, produce informative posts that aim to be helpful to my readers and always meet deadlines.

I would love more PRs to approach me as a blogger – I only write about things I (or someone I know well and trust) have tried and tested and I don’t use guest posts but other than that, I’m open to all kinds of ideas.

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6 tips from the top

Working with bloggers: 6 tips from the top

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The Vuelio Blog Awards annually recognise the best bloggers in the UK, but how do these champions work with PRs and brands?

This year’s winners have all appeared in one of our renowned Top 10 Blog Rankings and many have taking part in interviews. We know how they like to work with PRs and brands because they’ve shared best practice advice for collaborations.

Here’s top advice from six 2018 winners, including the Best UK Blog and Women’s Fashion Blog, Inthefrow [pictured]; Best Travel Blog, Hand Luggage Only; Best Interior Design Blog, Mad About The House; Best Mummy Blog, Slummy Single Mummy; Best Daddy Blog, The DADventurer; and Best Pet Blog, Steph and the Spaniels.

VBA 2018 Inthefrow

Victoria Magrath, Inthefrow
I like to be straightforward wherever possible. It’s great to get a friendly introductory email where you can discover a new agency, brand or designer but there’s nothing that stands out more to me, than someone who is professional and forthcoming with how they can see us working together and what the both of us can gain from partnering. That way, as a team, we can instantly work out if our brands are well suited and if working together successfully is a possibility for all parties. Efficiency is a big priority for me, and most important with everyone’s schedules being so hectic.

Lloyd and Yaya, Hand Luggage Only
I guess that we are pretty openminded and always flexible in how we work with people. No two destinations or brands are exactly the same, no two people are and so it would be unrealistic to expect two projects to be. We always see collaborations as a two-way conversation (not just one party telling the other what to do or not do), which always helps when working with brands.

Kate Watson-Smyth, Mad About The House
I like them to get my name right – the emails addressed to ‘Mad’ tend not to get opened! There are so many blogs now that I really appreciate when a PR has taken the time to read the blog and work out if I really am the right person for their idea. These days I think it’s much more about focused collaboration and I tend not to work on huge campaigns that everyone else is doing if at all possible.

Jo Middleton, Slummy Single Mummy
I’m pretty open to any kind of approach as long as it’s well researched, friendly and honest. I’m not saying I end up working with everyone who gets in touch, but I try to read most things. I like it best when I’m given plenty of rein creatively, but with clear goals too – I want the brand to be able to measure whether or not they’ve got what they want from working with me, so they come back!

Dave Hornby, The DADventurer
My blog is a business and that this is my job. Blogging as a career is still pretty new and some brands/PRs haven’t fully grasped that this means it should be viewed as business-to-business. On the whole, the majority of brands I work with get this and value what a blogger brings to the table – some are still learning though. They wouldn’t be happy having to continually chase late payments, having briefs changed with no warning or being asked to work for free – neither should bloggers.

Stephanie Walton, Steph and the Spaniels
In many ways, we really love campaigns with substance and that can really get us creating fun and interesting content. We love being able to collaborate with pet brands, as well as lifestyle brands that we can bring a dog aspect into, as it shows how important pets really are to everyone.

Want to work with bloggers? Need to improve your influencer outreach? Find out how Vuelio can help. 

Becky Bowden

Blog spotlight: Becky Bowden, LifeStyleLinked

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LifeStyleLinked is the fashion, travel, food, beauty and lifestyle blog that author Becky Bowden started 16 years ago. With everything from product reviews and tasting notes to car-buying advice and interiors tips, LifeStyleLinked is a one-stop-shop for lifestyle content. Becky spoke to us about Christmas, planning content, getting creative with brands and the joy of homecooking.

Why did you start your blog?
I started my blog when my (now 16-year-old) daughter was born. My Dad actually suggested it and even paid for my very first theme and registered the domain name. I have always loved writing and it felt like a great way to share my thoughts and meet other likeminded people online. I knew nothing about the ability to earn from a blog at that stage or how to work with brands and PRs so it really always has been a labour of love!

How has your blog changed over time?
I think as with all bloggers mine has gone through a number of different changes. I found that I wanted to cover many more topics than I initially planned and as the years went by there were so many amazing WordPress themes available that it made designing the blog itself so much easier and effective to navigate.

How do you plan content around such a broad topic base?
I spend a lot of time researching the different trends in all areas that LifeStyleLinked covers. I’ve been lucky enough to build up some amazing contacts with brands and PRs over the years and I do find that it really helps to be on their radar when it comes to new launches and news. These will very often spark an idea for a feature series or a product review that I think my readers would like. I also keep a pretty tight editorial calendar on my PC and a huge notebook of ideas, schedules and daily to-do lists. I’m a bit of a workaholic deep down but I think that comes when you are really passionate about your industry!

What’s your favourite restaurant?
I’m a bit of a home-bird so I love to cook or order in and curl up with the family. If we go for day trips I love finding sweet little country pubs with a cosy vibe. Or just point me in the direction of anywhere that sells amazing pizza and pasta and I’m happy!

How important is Christmas to your blog?
Christmas is such an exciting time of the year for me. I absolutely love planning our yearly gift guides and readers really seem to enjoy those along with all of the festive features. I think there’s such scope at this time of the year to really get creative with your content and write everything from personal blogs about how you celebrate, to image-driven features and gift guides with inspiration and shoppable links.

How do your social channels feed into your blog? Which one is the most important?
I think social obviously still plays a big part in how we promote content and it is great for keeping that line of communication open with everyone. I know Instagram has its ups and downs but I do think it’s still my favourite social platform. I love how interactive the ‘stories’ aspect of Instagram allow me to be and although I don’t shoot the beautifully edited ‘selfie’ type shots that seem to get the big hits on Instagram these days, I do still love giving sneak peeks of products and features that are going out and putting my own spin on things.

What’s going to be the big topic for you in 2019?
Home decor, for sure! We have just bought our first family home here in Somerset and we’re really excited about renovating it. I’m a huge fan of home decor blogs myself so I’m really excited to create blog content around any work that we do to the house over the next few years as well as how we eventually style it. It is such a beautiful Victorian house that there’s going to be some real scope to get creative.

What one thing should PRs and brands know about you?
That I’m always open to new and exciting ways to create content online. I really want to push boundaries with blog content going forward and think that online editorial and exciting copy is still such a solid way to share our passions.

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What are the best collaborations you’ve worked on?
I absolutely loved working with Thatchers cider in the summer. Not just because I got to sample a lot of cider-based drinks (honest!) but because they let me be so creative with the campaign. I came up with a summer cocktail using Thatchers and the brand loved my finished drink so much that they ended up taking it one step further and commissioning it for their official website! I really enjoyed styling and shooting the imagery for this one too.

Tesco Jersey Royals was an amazing campaign to work on and once again really allowed me to get creative. I was cooking, shooting and styling content to show some delicious ways to use the potatoes in your summer meals.

I also love beauty and fragrance collaborations. One recent campaign that was really fun to work on was with Nivea. I was challenged to shoot and style an Instagram post for a shower gel release and I really enjoyed using Instagram stories alongside this to explain a bit about why I chose a specific family photo alongside this and what the inspiration behind the finished image really was.

Essentially, I just really love when brands communicate to you the basic elements of what they want from the campaign but allow you that creativity to really put your own spin on the finished coverage.

What other blogs do you read?
I read a lot of renovation blogs at the moment for obvious reasons and I’m loving seeing what other people have done to their homes. I’ll also always have a love of beauty blogs and lifestyle blogs as there’s always something exciting to read about in these topics!