Trends in financial journalism PRs need to know about

Trends in finance journalism PRs need to know about

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Everyone in the UK has been impacted in some way by the cost-of-living crisis that has rumbled on for nearly a year now. From energy bills to mortgage payments to the interest rate; it has all been increasing in price. This has put a massive strain on households and forced people to look more closely at their budget and savings.

It has also, understandably, gained a lot of attention from the media with national newspapers, broadcast media and consumer titles all keen to cover the impact on the general public and give advice on how to cope during these difficult times. We decided to find out what journalists have been researching within this area by looking at requests for the Personal Finance category on the ResponseSource Journalist Enquiry Service over the last few months.

Personal Finance has really increased in popularity. Between October and November, we saw a 27% increase in the number of requests for this category and between December and January, an even bigger rise of 39%. Overall, over 3% of all requests have included the Personal Finance category in the last four months.

It also corresponds with ‘Cost of living’ being a regular top key phrase. Since September, at least 2% of all enquiries on the service each month have included these words within their request. If we look at requests just within the Personal Finance category, then 11% of all enquiries from journalists have included this phrase.

Many requests have looked to get case studies, with several of those coming from broadcast outlets such as 5 News and ITV News. One looking for a single person struggling to pay the bills due to the cost of living and another wanted to find out the impact of the crisis on students. If you have any clients with first-person accounts of how the cost-of-living crisis is affecting their daily lives, then there should be plenty of opportunities to get these featured.

National newspapers like The Sun, The I paper and The Daily Star have also sought to cover this topical issue. These enquiries have been more for general information covering budgeting for a wedding, free fitness activities and what customers can do to help pubs avoid closing early, to name but a few. Meanwhile, trade titles such as HR magazine have wanted more practical advice, like how to avoid payroll issues in the cost-of-living crisis.

Despite ‘cost of living’ being such a popular phrase in the media and on the enquiry service, the top keyword within the Personal Finance requests in the last four months has been ‘finance/financial’ appearing in 21% of all the enquiries.

Requests with these keywords have tended to look more for a spokesperson or expert and covered both consumer and trade titles such as Raconteur, Money Marketing, Closer, Global Finance and Money & Finance magazine. They have looked for finance/CFO expertise, personal finance experts, financial advice and for a money/finance expert. All of these give a great chance to get clients who are experts in their field featured in leading magazines and websites.

One of the words mentioned in those requests above, ‘money’, also performed well in the Personal Finance category between October and February, featuring in 19% of all requests. Again, numerous requests were looking for experts but there was also a focus on getting information about saving money. These varied from saving money on a renovation, saving money when doing laundry plus general requests around saving money over Christmas and in the January sales.

‘Saving/savings’ also performed well as a keyword too, appearing in 7% of all Personal Finance requests. National titles like the Daily Mirror and Daily Express submitted requests with these keywords as well as consumer titles such as Woman’s Own and Real Homes.

Within the cost-of-living crisis, one of the major concerns for people has been the rising energy bills and that has been reflected on the service with ‘energy’ as a keyword in 8% of all Personal Finance requests.

The Express.co.uk looked for an energy bill expert to report on gas boilers possibly being banned while The Daily Mirror wanted a case study of someone that invested in green energy years ago and is now seeing the benefit.

The other issue that has arisen over the last six months or so has been with mortgage rates increasing. ‘Mortgage’ as a keyword was in just over 3.5% of the enquiries between October and February as journalists look to get information on the latest rates as well as expert opinion from mortgage brokers and advisers. Requests came from titles including City A.M., The Daily Telegraph and Property Investor.

There has also been a lot of concern over pensions and the triple lock and with the cost-of-living crisis, some people have been forced to come out of retirement due to financial uncertainty. ‘Pension’ and ‘retirement’ both performed well as keywords at 7% and 2% respectively. Titles including Pensions Expert and The I paper were looking for experts and advice on pensions while Law360 and The Sunday Times asked for case studies of people coming out of retirement.

Keywords such as ‘banking’, ‘insurance’, ‘investment’, ‘inflation’ and ‘interest rate’ were all present in at least 2% or more of all Personal Finance requests. This shows there is plenty of opportunity to get clients featured in prominent outlets, whether they specialise in mortgages or pensions or insurance.

Overall, within the Personal Finance category, 46% of all the requests in this period were looking for a spokesperson or expert. Personal case study was the next most popular choice at 27%, followed by information for an article in third on 24%. The requests were dominated by National Newspaper/Current Affairs outlets with 46% from them and Consumer Media second on 29%. Trade/Business/Professional Media was third on 14% with Radio and Television fourth on 5%.

With energy companies due to hike their prices up in April, the cost-of-living crisis is unlikely to be going away anytime soon. That means journalists will be covering this issue closely, needing advice and experts to comment on what this will mean for consumers. The knock-on-effect is that people will have less money in their budget and will need to make savings, meaning these keywords will continue to appear in requests and provide more chances to get clients out in the media.

To receive relevant requests from the UK media straight to your inbox, find out more about the ResponseSource Journalist Enquiry Service. 

For more, find out why it can be more effective than #JournoRequest and the right way to reply to journalist requests. 

Which energy suppliers are leading the renewable conversation?

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At the start of what appears to be a long road ahead, the extent to which the energy crisis is being caused by net-zero policies has been highly debated across news and social media platforms for almost seven months.

Placing the blame on green levies is considered a ‘conservative’ perspective, shared by the likes of the Institute of Public Affairs (IPA), Nigel Farage’s ‘Power not poverty’ campaign and Jordan Peterson on the latest Joe Rogan podcast.

While The Guardian Australia’s environmental reporter Graham Readfearn has been one of the most prominent oppositional speakers, other UK news sources are taking a more neutral perspective. Rather, climate action is considered one of many root causes in a ‘deeply complex arena’.

Contrary to this international debate, the climate crisis and relative health concerns are pressing as inflation and public support for net-zero remains high. This, alongside the eventual reduction in overall costs, are some of the largest incentives behind why suppliers are choosing to continue investing in renewable solutions.

Key Takeaways

  • The impact of renewable energy is widely debated in the press, but British suppliers are retaining an overall positive reputation as the public continue to favour net-zero policies.
  • Shell was the most prominent in broadcast media, Octopus received the most valuable online coverage and EDF were the favoured supplier across print media.
  • Across all media types, Octopus has received the highest volume and most headline mentions compared to any other supplier.
  • Ecotricity Founder, Dale Vince, received a significant volume of biographical and interview-based coverage across both Europe and North America.

Since COP27 in November, UK media has been highly saturated with net zero energy coverage; climate-action press releases were 56% more likely to be picked up than others released by small and large-scale suppliers.

So, who is leading this conversation and what actions have earned the most valuable visibility?

Which media types are most common?

 

*Data samples were collected from 1 Dec, 2022 – 1 Feb 2022 and represent all UK news and industry publications discussing renewable energy in relation to at least one small or large-scale UK supplier(s).

Among the 2,268 articles measured by the Vuelio Insights team, 78% of coverage was digital, 11.8% was print and 10.2% was broadcast across television and radio.

Shell received the most broadcast coverage overall, with mentions on Countryfile, BBC Radio 4 and 5 live. Sentiment was mixed – the most prominent coverage was primarily negative, with an extended focus on how the company, at the time, had not paid tax in the UK for a number of years ‘in part due to significant investments in the North Sea’ (Countryfile, 18 Dec 2022). However, only a day later, Countryfile passively mentioned Shell’s ‘offshore wind projects’ in a positive light (Countryfile, 19 Dec 2022).

Online, Octopus received the highest volume of coverage due to extensive net zero efforts as an independent company and in collaboration with several other British suppliers, both in and out of ‘The Big Six’.

EDF was the most-mentioned brand in print media and had overall positive sentiment; the most frequent article being a passive mention on its involvement in the ‘demand flexibility service (DFS)’. However, the supplier’s most prominent coverage was in reference to its partnership with Luminous, which will create a ‘solar farm with battery’ in the East Midlands. This coverage reached 82 trade publications and 43 regional/local publications between 9 and 15 Jan 2023.

Who has the most prominent Share of Voice?

Octopus

Across all media types, Octopus has received the highest volume and most headline mentions compared to any other supplier. Its most successful story was both proactive and positive in sentiment: the decision to acquire a solar developer — which was a developing story from 1 Dec 2022 to 13 Jan 2023. Throughout this time, the media demonstrated continuous interest in the decision, the project development and the projected impact.

Ecotricity

Ecotricity’s coverage was much more specific in that the most prominent coverage generated was based on three significant stories, all of which placed a significant focus on the founder, Dale Vince.

Vince’s controversial statement that ‘greenwashing is a good thing’ created international media awareness between 2 and 6 Feb 2022, which came shortly after The Guardian referred to him as a ‘superstar’ that would be the ‘British Elon Musk if he didn’t detest Tesla’. Collectively, biographical and interview-based coverage consumed 75% of Ecotricity’s best-performing coverage, with some national/regional focus on its ‘super farm’ plans to power Gloucestershire, if turbine bans are lifted.

Good Energy

As the smallest supplier in the ranks, Good Energy generated significant local, regional and trade media awareness from 2 Dec to 31 Jan. The core focus was on several awards both nominated and won throughout this period, such as being shortlisted for a ‘Green Business award’ and maintaining its place at the top of the Which? Eco Provider ranking.

The company was also recognised within this coverage for being part of the Science-Based Targets Initiative (SBTi), an environmental accreditation that is rapidly growing across multiple sectors. The Vuelio Insights Team recently found that being part of the net-zero initiative earns respect within scientific journalism and has a direct impact on the likelihood of generating coverage.

SSE

Similar to Ecotricity, SSE’s most prominent, positive and high-reaching coverage featured direct statements from CEO Alistair Phillips-Davies. In an article by the Financial Times, Phillips-Davies warned that the UK is ‘not moving fast enough’ on green economy, outlining specific calls for action to improve planning and consent times for renewables development. Between 17 and 21 Jan, this story was syndicated a further 51 times across regional and trade publications.

EDF 

With the strongest proportion of positive and neutral coverage overall, EDF also generated the widest diversity of coverage, with long and short-term peaks over time. The highest-reaching article with the strongest prominence was the supplier’s decision to build a 100MWh battery at its new Energy Superhub in Bedfordshire.

Much alike to Ecotricity, this localised effort performed well in small and regional news publications between 7 to 12 Dec 2022.

Shell

While Shell faced a high-reaching negative spike in broadcast coverage through the middle of December, this was quickly diluted. Only two days later, coverage peaked for 1.5 weeks as local and national media publications expressed interest in its climate-focused partnership with Octopus.

On 15 Dec, Shell announced plans to supply clean energy from Dogger Bank to Octopus as early as 2024. While Shell did not offer a statement, this could have boosted its positive coverage rate even further given that Matt Bunney, head of energy at Octopus Energy, was quoted in 89% of the 104 total articles. ‘If the energy crisis has taught us anything, it is that we need to move fast to an energy system based on cheap renewables – and Dogger Bank will help to get us there’, said Bunney in a public statement.

Top Stories

Among the top ten stories throughout 1 Dec 2022–1 Feb 2023 (measured by reach and replication), three were proactive and seven were organic. However, proactive coverage performed much better in terms of brand prominence, sentiment and article syndication, which indicates the significant benefits of being vocal rather than silent in an extended crisis.

A clear example of this is Boralex’s acquisition of EDF Renewables’ five wind farms in North America. This story created an international peak between 4 and 8 Jan 2023 following a press release from the Quebec-based energy supplier, which created 89% headline prominence for them but only 10% for EDF, who did not release a statement.

Throughout most of the winter period, the term ‘total darkness’ was a trending term in regional, local and national outlets as some Brits were . While the reasons for energy inflation are debated in the press, 42% of national news sources reported on this as a ‘net zero shift’ rather than a consequence of several causational factors.

Several suppliers were asked to comment on this coverage, but coverage with quotes from Octopus Energy were highest reaching overall.

Better in numbers

More often than not, British energy suppliers are maintaining a positive brand reputation around net zero policies. While Shell received some negative coverage in relation to taxes, this was quickly saturated by its partnership with Octopus Energy — which performed best overall in terms of volume, sentiment and prominence.

Octopus Energy’s decision to produce regular, proactive coverage as well as independent and collaborative climate efforts are tactics worth considering. Both have visibly supported the continuation of media interest and its overall positive reputation throughout the entirety of 2022.

Additionally, Good Energy’s positive media breakthrough is demonstrative of the desire for authentic green strategy in the press, given that coverage was entirely associated with its recent awards and commitments to the Science-Based Targets initiative (SBTi).

Furthermore, while organic and ‘controversial’, Ecotricity’s coverage on why greenwashing can be a good thing is a sign that statements from brand leaders are highly valued and have the potential to generate international awareness — even for a small-scale supplier.

Want to know more about this data or how media insights can support your PR and communications? Find out more.

The risks of social media

The role of social media in PR: Know its risks and how to tackle them

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This is a guest post from Mary Poliakova, PR consultant and co-founder of Drofa Comms.

PR and media professionals know the power of social media, with 93% of public relations professionals following journalists on social platforms and 83% of reporters leveraging Twitter for their professional work.

While social networks are accessible to everyone, they inspire confidence by offering a fast and straightforward channel of communication. However, there is also a flip side of the coin. Exploiting social media’s vulnerabilities can lead to massive disinformation campaigns, the rapid spread of fake news, as well as other dangerous trends.

Mary-Poliakova

Social Media’s role in an individual’s life

Before we dive deep into social media’s risks, it’s important to revisit its role in our lives and its four primary functions.

The first is the mass media function, which includes generating personalized newsfeeds through sophisticated algorithms. Social media is also a news-producing machine that serves as an information source for many.

Secondly, it is a powerful channel that can greatly influence different aspects of our lives. This aspect of social media is what empowers influencers, celebrities, and other well-known people with increased authority over financial markets and the economy. There are many examples of this phenomenon – from the relationship between Donald Trump’s Twitter-heavy days and stock price falls during his presidency to Elon Musk’s market manipulation allegations.

Thirdly, it is a huge book of reviews and suggestions. Thanks to feedback and suggestion functions, users are increasingly turning social media platforms into review platforms of different services, companies, websites, and more. In fact, while 51% of a survey’s respondents stated they trust other consumers more than they do brands, another 40% feel that an influencer’s promotional activity is the most likely way to convince them to purchase a product.

As the fourth function, social media is a communication channel with “powers that be,” as it is the easiest way to stay in touch with your favorite bands, artists, or political figures. Following a person’s pages and commenting on their posts makes you feel connected to someone who doesn’t even know about your existence. There is even a term for these one-way friendships with famous people called parasocial relationships.

Fake news and the algorithm dilemma

Over the 20 years I’ve spent in journalism and PR, I have learned that the power of media can be misused to manipulate others and change public opinion in important matters. Considering the easy accessibility of social media and the massive activity among its use cases, these dangers are even more substantial than for traditional media.

Fake news is a perfect example in this field. From the infamous US presidential election of 2016 and the UK’s Brexit referendum to COVID vaccine hoaxes, false and misleading information can spread like wildfire on social media platforms. And fake news continues circulating among users even in the current geopolitical turmoil.

Misleading information remains a problem despite tech companies like Meta‘s and Google‘s unsuccessful attempts to tackle this challenge. Below, you can find one of Elon Musk’s first statements after becoming Twitter’s new CEO and owner after buying the company for $44 billion. Even after 16 years of market history, combating the spread of fake news remains a core issue of the social media platform.

At the same time, the social media landscape has an algorithm dilemma. While platforms leverage state-of-the-art AI and ML for moderation and recommendation, bad actors can exploit their designs to promote extremist content or amplify one political side at the expense of its opponents.

PR and marketing specialists know firsthand how to manipulate the audience’s minds – targeted ads are a perfect example of that. And this issue is so substantial that many countries have launched their own initiatives to combat manipulation on social media (the EU has proposed one of the most advanced legislations in this field).

Thus, anyone with the necessary resources can control public consciousness, influencing consumer demand. And social media is a massive channel for manipulating consumers’ opinions. But what can be done about it? And who is responsible?

It is our job to combat misinformation

First of all, the one who stands behind a social network is responsible for its operation and all the problems and challenges taking place on the platform. Mark Zuckerberg’s opening statement before a joint Senate Committee in April 2018 serves as an excellent example.

That said, I firmly believe that journalists and PR professionals should also bear responsibility. Simply put, this means that it’s also our job to combat misinformation and fake news in the digital realm.

Every social network has its own rules. Now, the task of Public Relations professionals and journalists is to raise the issue of verification and fact-checking. As social networks are more than a cool PR tool, we need to develop uniform rules and norms.

As the collective consciousness is very easy to be manipulated, it is a task with a huge responsibility. Thus, we must dedicate more time to discussing this problem within our professional community and with our speakers.

Furthermore, we must treat all information critically. Before writing a story based on a Twitter post, review who shared it, when it was published, and under what circumstances. With only a little more work, we can effectively combat fake news, minimizing the spread of misleading information.

Mary Poliakova has more than 10 years of experience executing successful PR campaigns for FinTech companies, and more than 15 years of experience as a journalist.

Four ways to keep up with media evaluation in a fast-paced environment

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When so much of your workload is fixated on promoting the next item on the agenda, it often feels like there is no time to stop and track the performance of your work.

When your performance is seemingly fine, it can feel tempting to put analysis aside —but in doing so, you miss out on essential insights that both improve strategy and demonstrate success to the board, C-Suite and wider business.

Fortunately, there are several ways to execute this process in a quick and efficient manner, without needing to do a deep dive into a random assortment of every possible metric.

Consistency is key — by sticking to a concise and regular set of parameters/metrics in each evaluation, you will have a much better benchmark of what ‘good’ looks like even when there is no other similarity between each campaign or news story.

If your turnover rate is high and time for reflection feels scarce, here is a four-step guide to streamline your media measurement and evaluation:

1. Consider your goals
Reflect on your PR objectives, both from a broader perspective and specific to this content. What are your wider communications goals for the year? Who and what are you looking to draw attention to? How would you like to be portrayed? What publications would you like to target?

2. Consider what is important to the organisation as a whole
Alongside your PR goals, consider what is important and achievable to your organisation as a whole? What does good look like to your stakeholders? What are the relevant pillars you can measure against to prove the value of PR, even in an ever-changing landscape.

3. Build a consistent framework

Using the information you have gathered so far, choose metrics that reflect the broader goals you are aiming to achieve and report on, as well as those specific to each piece of content. This will enable you to build a bigger picture of how the function is performing overall.

Here are just a few examples:

  • Visibility metrics such as volume / reach: if goals are linked to increasing overall media presence
  • Visibility specific to a target audience: if goals are linked with targeting specific audiences through relevant media titles
  • Link to website: if the PR goal is to drive call-to-actions through different campaigns
  • Sentiment: while cumulative improvements in sentiment may be desired, consider your industry and whether neutralising negative sentiment may be just as important as positive sentiment
  • Key Messages: while each campaign / content type might drive its own set of key messages, consider also monitoring overall organisational key messages as a pillar of consistency

The metrics chosen will be the same set you use to measure performance going forward in every evaluation, alongside your specific goals tied to each campaign/news story. By utilising a consistent framework of metrics based on wider goals, you can:

  • Draw a relative benchmark between each report, even if they have no contextual similarities to each other
  • Save time in conducting the analysis by knowing what you are measuring and how long it is going to take you

Tip: If you are new to the process, try picking two or three metrics to begin with. As you get quicker and more comfortable, more can always be added.

4. Ask for help when you need it

If you simply do not have the capacity to fit media evaluation into your schedule, there is still a solution.

The Vuelio Insights team partners with clients to produce bespoke reports that identify risks and opportunities, and demonstrate the value of your PR.

Emerging story reports are quick turnaround reports that we can deliver to support you in a fast-paced environment. Our experts work with you to ensure that you have the insights you need to understand your media performance and report it to your stakeholders, while supporting you to build a measurement framework that supports your overall goals.

Whether you need to understand campaign performance, KPIs, competitor analysis, media impact, crises, strategic decisions or your audiences,

Want to learn more about how media insights can support your PR and communications? Find out more here.

Regulation in the wake of the FTX collapse

Regulation in the wake of the FTX collapse

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In April 2022, John Glen, then Economic Secretary to the Treasury, made a big commitment to make the UK a global hub for crypto business. On the same day, HM Treasury published its response to the consultation on the regulatory approach to cryptoassets and stablecoins. The response outlined the Government’s intention to bring stablecoins, where used as a means of payment, into the regulatory perimeter. The rationale for doing this is that certain stablecoins have the capacity to potentially become a widespread means of payment including by retail customers, driving consumer choice and efficiencies. The Government also confirmed that it will consult on regulating a wider set of cryptoasset activities, in view of their continued growth and uptake worldwide.

The Government also conducted a Call for Evidence on the investment and wholesale uses of distributed ledger technology (DLT) in financial markets.

The Government recognised the substantial benefits and transformative impact that could be delivered by DLT when adopted in Financial Market Infrastructures (FMIs). In April 2022, the Government confirmed it is developing an FMI Sandbox to support firms wanting to innovate.

The Government has also consulted on plans to give the FCA more powers to regulate cryptoasset promotions. In its consultation paper the Government said it intended to act to ensure the appropriate regulation of cryptoasset promotions through secondary legislation.

Recent events since April 2022, in particular the failure of FTX, has lit a fire under the push for tailored rules for the market. Rebecca Driver, Member of the Financial Services Consumer Panel, said that the collapse of FTX reinforced to her the idea that if the product is creating the same sort of risks that you have in other spheres, it should be regulated in the same way or at least in a comparable way.

During a Treasury Committee oral evidence session Andrew Griffith, the Economic Secretary to the Treasury said that given the failure of FTX, part of the future for the crypto asset industry in 2023 is getting regulation right ‘not to have no regulation or to bake it in fully, as if this is already an established market and a fact, but to get that balance right.’

He emphasised there are measures in the Financial Services and Markets (FSM) Bill that will make way for crypto to be regulated in the UK. The Bill brings stablecoins, into the scope of regulation when used as a form of payment, paving their way for use in the UK as a recognised form of payment.

Clauses 21 and 22 and Schedule 6 extend existing payments legislation to include payment systems and service providers that use digital settlement assets, including forms of crypto assets used for payments, such as stablecoin backed by fiat currency. This brings such payment systems within the regulatory remits of the Bank of England and the Payment Systems Regulator.

Clauses 65 and 8 clarify that the Treasury has the necessary powers to regulate crypto asset activities within the existing financial services framework, as extended by this Bill. This will ensure that HM Treasury is equipped to respond to developments in cryptoassets more quickly and ensure that HM Treasury and the regulators can update the cryptoasset regulation as international standards are developed. Moreover, the effect of these two clauses, is that Government has the flexibility to introduce regulation in an agile way using secondary legislation; including appropriate regulation of cryptoasset promotions (Clause 65(2))

To foster innovation, Clauses 13 to 17 and Schedule 4 enable the delivery of financial market infrastructure (FMI) sandboxes, allowing firms to test the use, the applications, of new and potentially transformative technologies.

When asked about FCA’s views on crypto asset regulation, Sarah Pritchard – Executive Director for Markets at Financial Conduct Authority – said the FCA is working to support the introduction of rules on financial promotion. While the FCA has not confirmed the final set of rules for how that will operate, they have said that we can very much expect them to take a similar approach to the new rules they confirmed for high-risk investments back in August 2022.

As mentioned previously, the Government has said it intends to launch a consultation on its regulatory approach to a wider range of cryptoassets. The explanatory notes to the FSM bill as introduced in the House of Lords, state that ‘the Government intends to launch a consultation on its regulatory approach to wider cryptoassets beyond stablecoins used for payments, including those primarily used as a means of investment (such as bitcoin) later in 2022’. In January 2023, Andrew Griffith confirmed that the Government will be coming forward with two consultations in a matter of weeks. One about the general regulatory approach to crypto-assets and the other about a sovereign central bank digital currency. Implicit within that is that the Government are probably not going to be legislating in 2023 on further regulation.

On the FSM Bill, Andrew Griffith noted that he hopes that it will be done by Easter. The FSM Bill was already debated in the House of Commons and had its second reading in the House of Lords in early January.

While the Government proposed a staged and proportionate approach to regulation, one of the main criticisms during second reading of the FSM Bill in the House of Lords was that, while the Bill brings crypto in the regulatory environment and allows for further regulation in the future, it seems like a missed opportunity not to regulate further.

Alison Thewliss similarly thinks the Government is falling behind, mentioning that Europe has recently implemented its markets and crypto assets regulations—MiCA. Responding to her Andrew Griffith said that MiCA covers some but not all the areas they would aspire to cover. He argued that when they will come forward with the consultations they will talk about other activities.

For how the UK media covered the FTX collapse and what it means for the cryptocurrency space, read our report using insight from Vuelio Media Monitoring. 

What impact has TikTok had on food and drink

How has TikTok impacted Food & Drink content and how will it dominate in 2023? 

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This is a guest post from Hatch Group‘s social media lead Jack Moore.  

Jack MooreI’m going to start this piece with an apology. I’m about to use a word that might cause you to roll your eyes, sigh or even shake your head, and for that I’m sorry. The last three years in the Food & Drink industry have been unprecedented. There, I said it.  

You’ll have no doubt seen this written a million and one times since 2020, but it’s an inescapable fact that they have. I’m not going to go into detailed analysis on how and why as they’re well documented, but the landscape has shifted in nearly every facet of the industry. From the very real staffing and supply chain difficulties facing restaurants, bars and manufacturers across the UK, to the more nuanced change in consumer behavior and the social media landscape for marketers working in this space.  

For the latter, the rise of TikTok has presented some incredible opportunities and challenges for Food & Drink, but how has it impacted the industry since its rise in popularity and what can you expect in 2023? 

TikTok’s Impact 

The relationship between Food & Drink and social media is certainly nothing new. When Instagram first grew in popularity the feed was littered with flat lay pictures of the last meal your friends enjoyed or later down the line, boomerangs of you and your friends clinking your cocktails together. TikTok however has added a new dimension to this relationship. 

This isn’t the content you’ll find on TikTok. First and foremost, the channel is an entertainment platform, so content needs to entertain, educate and inspire. This isn’t unique to TikTok by any stretch but it’s certainly the channel where if your content doesn’t do this, you will see the lack of reach or engagement. 

To highlight the impact the platform has had on Food & Drink, let’s focus one specific area; reviews. This isn’t the only genre of content in the sector, but it is one where TikTok’s impact is magnified. 

 

Reviews 

Restaurant, bar or product reviews are nothing new, everyone is a critic. Before TikTok, a Facebook review on your page or an Instagram post about the service at your bar would only reach a limited audience. That doesn’t diminish the importance of a good or bad review on those channels at all, but TikTok’s algorithm works in a slightly different way to these platforms so the potential for your brand to be seen by fresh eyes is even greater. 

TikTok doesn’t necessarily show you content from accounts you follow as a priority, it looks for content it thinks you’ll enjoy. So, if you’re into trying out the latest restaurant or bar experiences, you better believe that TikTok will show you the best video reviews to whet your appetite. 

Keith Lee, a US-based TikTok food reviewer, recently catapulted a floundering Las Vegas pizzeria to stardom with one video sharing his positive review of the food and service at Frankensons. Overnight, the pizzeria’s phonelines were ringing non-stop, and people from as far away as Iowa (a three-hour flight) were visiting for a taste. 

This is an extreme case with a fantastic outcome. Not every TikTok review will help you become a viral sensation, but Keith’s authentic and honest review shows that people put trust in creators on TikTok and their opinions, enough trust that they’d hop on a flight to get a slice. 

But beware, there is a downside. It might be too soon to say if Frankensons will become a mainstay of the Las Vegas food scene, a must-visit attraction for tourists, but my guess will be that once the hype has died down it will be somewhat business as usual for Frankensons. Much like the content trends on TikTok, another restaurant will rise as one fades into the background again. And all this is before we even get into negative reviews, but honestly that’s a whole other piece. Suffice to say, these can be just as impactful as Keith’s Frankensons review, but without the positive outcomes. 

TikTok in 2023 

So, what about this year? How is TikTok going to dominate the food & drink space? And most importantly what can you do? 

TikTok has arrived. It’s no longer an emerging platform and its impact can already be seen both positively and negatively across the industry. I don’t see that changing in 2023 compared to 2022, but as even more people download the app and begin to consume content, you might see that impact intensify. The things that made TikTok a great place for users will still be important and arguably more so as the platform becomes more saturated. Entertainment, education and inspiration. 

So, what can you do? For those creating content for their own channels, be reactive to trends that are suitable for your brand. Not all of them will be so don’t be afraid to skip over some of them. Provide value to your audience. When they watch your video, what is in it for them? Content that focuses on selling your product won’t work here. 

If you’re not creating content for your own channel, there’s still ways to play in this space. There are so many authentic and entertaining content creators on TikTok, 2023 is the year to utilise them. Opening a new venue? Invite creators to the launch and let them capture their experience to share with their audience. Got a new product? How about working with the numerous recipe creators to inspire people to make something with your product. 

TikTok is littered with opportunities for those in the food and drink sector in 2023, the only real question is which ones should you pursue. 

Jack is the social media lead at Hatch Group and has nearly a decade of experience in social media, working with global and national brands to deliver creative and strategic social media strategies. Hatch is a PR, social media and activation agency with offices in Leeds and London. Founded in 2008, it works with clients across food, drink, sport and FMCG. 

In the race to net zero, how is ‘green pharma’ perceived around the world?  

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Following the commencement of COP27 in November 2022, a report by the Office of Health Economics (OHE) declared that immediate action must be taken by health organisations to secure the era of green pharmaceuticals.

Europe, Australasia and North America have collectively committed to net-zero by 2050, meaning sustainability will evolve from an add-on to appease green stakeholders into a ‘business-critical strategy’ to protect operational licences.

The pharmaceutical industry is considered a‘major emitter’ of greenhouse gases, producing 55% more than the automotive sector. Greener mechanisms will need to be rapidly adopted to reduce such large-scale emissions and plastic production, which are ‘most prevalent’ in R&D, operational processes and medicine delivery.

When pharma’s contributions to climate change became a focus point at the COP27 event in Egypt, industry news and health publications began its continued interest into how the biggest players are making their first steps. The risk of ‘greenwashing’ accusations is high across all sectors — pharmaceutical brands must be vigilant in proving they can ‘walk the talk’ once their commitments to sustainability have been publicised.

Key Takeaways

  • Since 2022, ‘green pharma’ has evolved in the press from a public demand to a business-critical strategy
  • Unbranded headlines that outline the collaborative efforts of multiple pharma brands are outperforming those that list specific companies
  • Alongside the general discussion of green pharma growth, the UK produced 10.2% more coverage on brand-focused initiatives than the rest of Europe, North America and Australasia
  • Environmental accreditations like the Science Based Targets initiative (SBTi) can significantly enhance media awareness and legitimacy of sustainability claims

The UK continues to be a leading source of ‘green pharma’ coverage, producing approx. 2,369 articles since 1 Nov 2022. This is only 30% less than Europe’s collective output, where Switzerland is the most active speaker (approx. 940 articles) with Germany close behind (approx. 731 articles). North America has produced around 6,200 articles and just over 2,000 were produced across Australasia.

Most-mentioned brands

 *Data shown above measures all climate-focused pharmaceutical coverage published in national/international news sources and health-related industry publications (approx. 13,700 articles across Europe, N. America & Australasia) between 1 Nov 2022 and 9 Jan 2023.

Across all countries measured by the Vuelio Insights team, the UK produced the most brand-focused content (as opposed to generalised ‘green pharma’ discussion). Approximately 39.7% of all coverage focused on the specific actions of one or more pharmaceutical companies, whereas Europe produced 29.5%, Australasia 26.8% and North America 16.12%.

Collaborative efforts outperform specific brand stories

That being said, the highest-reaching and most prominent coverage on this topic has been that which summarises a collective of pharma efforts, such as ‘Seven pharma CEOs unite to achieve net zero healthcare’ or ‘Japanese drugmakers make greener packaging pledge’.

This overview style of article demonstrated incomparable engagement in all countries measured. As the most successful story of the entire period, the ‘seven CEOs’ piece was repurposed 2,486 times across international news sources and pharma publications.

Although 65% of general news headlines were unbranded, some trade titles opted for branded variations ie PRWeek’s ‘Merck, AstraZeneca, GSK CEOs announce efforts to curb emissions in healthcare’. Although this was a strong source of positive prominence for some companies, unbranded headlines received a 66% higher reach in all publication types. Ultimately, all article variations offered headline and/or significant mentions for all of the listed brands and accounted for approximately 82% of international coverage for GSK, Samsung Biologics, Merck Group and Roche.

Top Stories

*Data shown above defines ‘top story’ as that which has achieved significant national or international media awareness across 200+ news or pharma publications, also offering either headline or significant prominence for one or more pharmaceutical companies. Overall pos. sentiment is calculated as positive + neutral combined.

AstraZeneca 

While AstraZeneca and Samsung Biologics were also part of the ‘seven CEOs’ piece, both brands performed better overall with stories that produced lower volume. For example, across Europe and North America, AstraZeneca’s ‘Ambition Zero Carbon’ initiative has produced 414 articles in 298 news and industry publications. While this is less than the article with the highest volume, 89% of coverage mentioned AstraZeneca in the headline, while quotes from CEO Pascal Soriot’s COP27 speech were featured in 38.6% of this coverage. Overall, positive prominence was much higher and therefore made the ‘accelerating toward net zero’ piece their top story.

Samsung Biologics

The same principle of prominence > volume applies to Samsung Biologics’ top story. Among all coverage on net zero healthcare across the studied regions, the company’s acquisition of the Terra Carta Seal  was the brand’s most positive and prominent piece across major international news publications and pharmaceutical media outlets.

Roche & Merck Group 

As for Roche and Merck, both brands performed best in the ‘seven CEOs’ piece in terms of volume, sentiment & prominence combined. However, Roche outperformed AstraZeneca as one of the most-mentioned pharma brands of those recognised for its ‘science-based targets’ and a ‘clearly-defined pathway’ to reduce emissions in line with the Paris Agreement goals. With over 4,000 businesses following the SBTi initiative since 2015, it has become an established benchmark for success within scientific journalism.

Takeda

Across Australasia, Takeda has benefitted from a similar style of broad and unbranded coverage recognising collaborative environmental efforts. Alongside Astellas, Eisai, Daiichi Sankyo, its collaborative involvement in efforts to reduce pharmaceutical packaging was covered 733 times from 15 Dec 2022 – 5 Jan 2023, which made up 37.2% of the total coverage across the collective regions.

Bayer

On the topic of net zero healthcare, Bayer has been the only pharma company to receive a significant and international volume of negative coverage since COP27 in November. This was driven by one highly prominent story on Jeff Ubben, an environmental activist and prospective Bayer investor who is pushing for an ‘external CEO’ to better support net zero goals within the company.

Media awareness around this discussion peaked between 7 and 23 Jan. The Financial Times reported on this story from multiple angles between 9 and 23 Jan, as part of both general news and in its ’Moral Money’ sections. As a result, the publication produced the highest international readership and engagement on the story.

Ubben was quoted saying that an external hire would be a ‘clean break from the past’, referencing severe litigations taken against Bayer when it acquired Monsanto and its herbicide, Roundup, which is notorious for its lethal impact to environmental and human health.

Urgency from all sides

Over the past few years, media discussion around net zero healthcare has evolved rapidly. As an industry once known as ‘reluctant’ to prioritise sustainability, 2022 was the year of the public call to action for better ESG strategies. Now, as we begin 2023, it has evolved from a demand to an ‘urgent’ necessity — that will have a detrimental operational impact if neglected.

Nick Hoile, senior director of the Health practice at PR agency MHP, made a public statement in November stating that there is a ‘medical education and communications piece’ that needs to be done at all levels, including the conversations sales teams have with individual physicians. Further, Hoile argued that health communicators have a ‘pivotal role’ in shaping the green narrative and would be wise to acquire ‘environmental credentials’ as soon as possible.

As proven by the prominent positive coverage of AstraZeneca, joining the SBTi is a visible example of how such credentials can massively impact net zero brand awareness across international media sources.

In an article titled ‘Will ESG be 2023’s Hottest Business Topic in Bio/Pharma?’, Life Science Leader argued that joining SBTi is also a sure-fire way to prove authenticity and avoid ‘greenwashing’ allegations.

Want to know more about this data or how media insights can support your PR and communications? Find out more.

22 Valentine's Day Social Media Post Examples For Brands

22 Valentine’s Day Social Media Post Examples for Brands

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This is a guest post from Bottle PR‘s lead creative Laura Santillana.

Are you just a brand standing in front of a follower asking them to love you?

With Valentine’s Day just around the corner, love is in the air and chocolate is in the aisles. It’s also the perfect opportunity for brands to get in on the love fest and connect with their audience in a way that’s both creative and heartwarming.

If you’re a brand looking to create a buzz on social media this Valentine’s Day, you’ve come to the right place. Bottle PR have rounded up 22 examples of Valentine’s Day social media posts that’ll make Cupid himself say ‘damn, that’s clever’. From punny graphics to inspirational messages, these examples will give you the spark you need to create posts that’ll make your audience swoon.

Create Valentine’s Day cards

It’s time to spread the love, and what better way to do it than with the sultry tone of your brand? Not only will you be building brand awareness and recognition with content that’s as unique as your brand, but with followers sharing, commenting, and reposting, you’ll also be setting hearts aflutter with increased engagement on social media.

Adobe

Gymshark

Lego

Ikea

Heinz

Host a V-Day giveaway

Social media competitions and giveaways are the ultimate way to get your followers’ hearts racing (and thumbs scrolling), with Valentine’s Day being a great seasonal hook to wrap them around. Encourage them to like, comment, and share, and watch as engagement on your channels soar. Not only will you be boosting your brand’s visibility and reach, but you’ll also be giving your followers a sneak peek at the goods you have on offer. So, let the games begin and may the best follower win.

Ryanair

Greggs

Celebrate self-love

Valentine’s Day is not just for lovers, it’s for self-lovers too. By encouraging your followers to prioritise self-care and wellbeing on this holiday, you empower them to take charge of their own happiness. Not only will this foster a positive association with your brand, but it also opens the door to connecting with a wider, more inclusive audience. Go ahead and give your followers a gift they can truly appreciate – the gift of self-love.

Calm

Marks and Spencer

Treatbox UK

Facetheory

Share a smile

Who says Valentine’s Day has to be all lovey-dovey? Throw a little humour into the mix to humanise your brand. Share a meme, or create some light-hearted Valentine’s Day antics, and suddenly you’re more relatable than a heart-shaped pizza. Just make sure the humor fits your brand’s tone of voice and you include your key brand codes so everyone knows it’s your brand behind the lols when they inevitably share it.

Later Media

Aldi UK

Many Pets

McDonalds

Shareable quotes

Quotable, much? Nothing says ‘we understand you’ like a perfectly curated quote that hits your followers right in the heart. Get your audience feeling all the feels by sharing quotes that strike a chord with them. And don’t just grab any old quote off the internet, make sure it’s tailored to your target audience and fits with your brand’s tone of voice.

Stannah

Penguin Books

Roses are red

Feeling a little lost in the Valentine’s Day shuffle? When in doubt, keep it simple. The colour red is often associated with passion, energy, excitement, and – you guessed it – love. If none of the above feels suitable to your brand or audience, a simple pop of red or pink gives a nod to Valentine’s Day while enabling your brand to continue with its regularly-scheduled content.

Goodyear

Lick

Fortnums

Superdrug

And there you have it, a plethora of Valentine’s Day social media post ideas that will make your brand stand out like a red rose in a field of daisies. Whether you’re punning it up, promoting self-love, sharing memes, or painting the town red, these ideas are sure to make your followers fall head over heels for your brand. So, grab a glass of wine and get to planning, Cupid’s got nothing on you.

For finding the right influencer for your social media campaigns this Valentine’s Day and beyond, check out the Vuelio Media Database (and make sure they are definitely right for your brand with these pointers on picking your brand ambassadors wisely). 

What is coming up for the energy sector?

What is in store for the energy sector this year?

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Mid-2022 was a fraught time for the energy sector as Ofgem demanded companies do more to help customers struggling to pay their bills and keep their homes heated. Energy brands had to do better when it came to honouring their responsibilities to the public and communicating the support available.

With 2023 promising to be another financially-difficult year for many, here is insight on what is to come as well as how to plan and communicate clearly from industry experts Sherwood Power CEO Alex Hunter, SunGift Solar founder Gabriel Wondrausch and Williams Nicolson director Claire Foster.

Will supply/demand issues ease in 2023?

Not likely, says strategic communications and change management consultancy Williams Nicholson’s Claire Foster:

‘The pandemic put pressure on supply chains; logistic disruptions, and soaring energy prices have contributed to shortages and spiralling transport costs. Against this backdrop, the Russian invasion of Ukraine has exacerbated the situation adding additional pressure to the already unpredictable global trade landscape.

‘Globalisation, as we know it, is over. The frequency and severity of climate events persist and demand a survival strategy focused on autonomy, resiliency and risk management. A joined-up plan to cool a hot planet would benefit everyone, but leaders are more focused on their domestic territory right now.’

Sherwood Power is a renewable energy storage company that works with businesses to help them switch to renewable energies – its CEO Alex Hunter agrees that 2023 is going to be incredibly difficult for fuel and energy businesses:

‘The current issues with supply and demand are unlikely to change dramatically in the near future, and these are particularly difficult for fuel or energy-intensive businesses (such as manufacturing, data centres, delivery and logistics, etc.). Amid growing concerns about energy security and the ongoing rise in energy prices, we’re expecting to see more businesses make significant investments into renewable energy in 2023.’

Where things start to look more promising is increased public interest in sustainable and renewable energy… but this also comes with challenges:

‘From our perspective, we’re seeing that supply issues are easing,’ shares SunGift Solar’s Gabriel Wondrausch.

Experiencing an unprecedented surge in enquiries over the last year, the solar, storage and electric vehicle charger installer was hit by the challenges of supply and demand.

‘While certain components remain in short supply, the situation has certainly improved.

‘In fact, we’re currently deploying at our highest levels ever thanks to having an adaptive strategy in light of supply-related challenges.’

What do energy brand communicators need to know now?

‘It’s essential to keep clear lines of communication with customers from the outset, while clearly managing expectations from the first contact,’ advises Gabriel.

‘As a great deal of conflict can be avoided if people are prewarned as much as possible that there may be delays with their product or service.’

Alex advises action: ‘As investment in renewable energy becomes more common practice, companies that are not embracing renewables might find that they have to justify their inaction to their consumers – consumers that are increasingly concerned with both the rising cost of goods associated with fuel prices and the environmental impact of non-renewable energy.

‘We may also see more companies lending their voice to lobbying efforts, calling on Government to make it easier for businesses to invest in renewable energies, for example, by incentivising investment through tax breaks or access to low-cost finance schemes.’

On-going initiatives, incentives and goals are also advised by Claire Foster, co-author of The Williams Nicolson Trend Index:

‘Consider how your business can sustain success amidst a turbulent economy.’

‘Social impact encompasses long-term solutions and the overall longevity of your business. It is not necessary to reinvent the wheel, but a reassessment in production is needed as inflation and supply chain disruptions are expected to continue to rise’.

Key responsibilities for companies communicating change and possible risk to consumers?

Remember what is important to your business, says Gabriel:

‘Ongoing supply and demand issues have led us to go back to our mission statement and values.

‘We’ve remained customer-centric, inviting customers to partake in our survey to get an idea of how best we can improve our service in such challenging circumstances. This feedback has been taken forward and put into good, practical use in terms of improving procedures.

‘A few of the things we’ve prioritised with comms: working on our tone of voice, refining our customer journey, and being clear and concise in our communications. We’ve also established targets for response times to customers, in order to reassure them in the event of their installation being disrupted.’

‘The next two years will be painful so we must all play our part to make it a little less so for each other,’ adds Claire.

‘We don’t know what we don’t know. Companies must ask questions and share the answers.’

For more on the impact of the cost-of-living crisis on PR and communications, download our white paper ‘Communicating the cost-of-living crisis… A guide for charities and the third sector’.

Trust in medical and health comms

How the pandemic changed our trust: what does it mean for health communicators?

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This is a guest post from Helen Fitzhugh, associate director, Healthcare at Kaizo PR.

In the past two years, consumers have been bombarded with public health information on an unprecedented scale. Over the course of the pandemic, we’ve charted consumers’ changing attitudes to sources of health information to understand who they do – and don’t – trust.

Our research reveals a number of important considerations for health comms professionals.

After surveying 500 UK consumers, we found that trust in some sources of health information had dropped significantly since 2020, with independent experts and government health advisors plummeting in the ratings.

Consumers also have shorter attention spans, consume less print and online news from traditional media outlets, and are less likely to question health information – even if it goes against government advice.

Consumers suffering from ‘health messaging fatigue’

Who would have thought, before March 2020, that we’d all become experts in virology? After living through daily updates on transmission rates, mutations, and clinical trial results, it is no surprise that we began to switch off – BARB (Broadcasters Audience Research Board) data shows that people turned to TV channels for news at the start of the pandemic and then turned away as it progressed.

The emotional stress of the pandemic may be to blame. Media consumption affects our mental health – negative news can cause distress and anxiety. People may have been avoiding pandemic news because they felt it was damaging their mental wellbeing.

Our survey found that the biggest health worry for respondents this winter was their mental health, with 39% singling this out as their top concern – ranked above Covid, colds and flu. This is particularly interesting given the headlines on the ‘twindemic’, which – you might assume – would push respiratory viruses to the front of people’s minds.

Consumers may be avoiding health news to protect their own mental wellbeing – or simply because they have had enough of virology lessons. Whatever the reason, it poses a real challenge for health comms professionals who need to engage with a disengaged audience.

Radical redistribution of trust

In 2020, consumers were quick to lose trust in a source of health information – for example, 70% would not trust information that did not come from a qualified healthcare professional. This figure has now dropped to just 51%.

Likewise, two years ago, 44% said that they would lose trust in health information that went against official advice. This has fallen to 23%.

These figures suggest that it is harder to lose consumers’ trust. This may not be as beneficial as it sounds: quite the opposite. If consumers are less likely to question the source of their health information or its accuracy, it is easier for misinformation to proliferate.

Who is in and who is out

As in 2020, healthcare professionals (HCPs) continue to be the most trusted sources of information: almost half (47%) of our respondents said they would rely on their GP, doctor, or nurse to provide them with trustworthy information to make decisions about their health.

However, as it is increasingly difficult for some people to see their GP, new information sources are plugging this gap. In 2020, only 5% of respondents said they would rely on a local pharmacist for health advice – our latest survey showed that this had jumped to 20%. Established healthcare charities and organisations, such as the British Lung Foundation, are also following this trend – with trust in such bodies up at 20%, from 9% two years ago.

The pull of independent scientists and experts has however dropped since 2020 – falling from 49% to just 29%.

So, how can you get your message across?

Revaluate your assumptions about what people will engage with. Mental health is a big concern, for example – so consumers may be more likely to engage with content about mental wellness, compared to physical wellness.

Health information that is presented as alarmist could be a big turn-off – tone matters at a time when people want to protect themselves from sources of anxiety.

Trust has shifted or consolidated. HCPs remain high on the trusted sources list, but with GP availability increasingly a challenge, consumers and patients need an alternative. Trust in pharmacists and the third sector has increased, so think about how you can tap into these sources to tell your story.

Clear, trustworthy health information saves lives and reduces the burden on the NHS – but only if you can get people to pay attention to it.

Read the full report by Kaizo PR here.

For more on trust in the health, medical and pharmaceutical space, read these posts with overviews and advice from Pharmica’s Carolina Goncalves and Lynn’s Shayoni Lynn.

Trends in retail journalism

Trends in UK journalism: what is happening in retail?

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The retail sector, like many during this cost-of-living crisis, has been severely impacted. Christmas retail sales actually held up better than many expected, thanks in part to the World Cup, but analysts are predicting a tricky few months ahead as people look to save the pennies after the festive period.

But how are the media covering the current challenges that the retail sector is facing? From the on-going economic issues to fast fashion and sustainability, journalists are always looking for new angles to cover the important topics within retail. We had a look back over the last few months on the ResponseSource Journalist Enquiry Service to see what has been trending and what is coming up.

Sign up to start receiving requests from the UK media direct to your inbox with the Journalist Enquiry Service.

Since October, the Retail & Fashion category has represented 6% of all requests on the service. This makes it the seventh-best performing category, out of the 25 to choose from, and the second most popular among our users in terms of trade/professional options with only Business & Finance receiving more enquiries. It also saw a boost in the number of requests between September and October, rising by nearly 6%.

Despite being more of a trade category, the journalists selecting Retail & Fashion tend to come from Consumer Media, with 38% from that media type. National newspaper/Current Affairs is next on 22% with the Trade/Business/Professional media back on 9%. Nearly a half (48%) of the journalists submitting an enquiry are staff journos, with freelance journalists back on 18%.

In terms of what they are looking from with their requests, 35% are after review products with 23% looking for information for an article and 16% wanting a spokesperson or expert. The high number here for review products can be attributed to a large amount of Christmas requests in the period we are covering (October to December) and bloggers and consumer journalists often look to cover fashion trends for the festive period and look ahead to the new year.

When we look at the keywords and phrases that have been used within the Retail & Fashion category, ‘cost-of-living’ appears in nearly 3% of all these requests. A number of enquiries come from broadcast media with news providers such as ITV News and 5 News looking for filming locations and retail businesses on how they are coping with the cost-of-living crisis. This provides a great opportunity to get clients featured on national news and highlight how the economic downturn is affecting the retail sector.

Keywords in retail

National newspapers have also been looking along a similar line, wanting to find case studies about the impact on small businesses with requests coming from the Metro, The Daily Express and The Times. Plus, enquiries from trade titles such as The Grocer, including ‘Christmas in a cost of living crisis – impact on grocery/food and drink shopping’.

The cost-of-living crisis is a very immediate trend and concern for the retail sector but one that has been affecting this area in the longer term has been the rise in online retail and retailers. ‘Online’ was our top keyword in the last three months, featuring in 12% of all requests in the Retail & Fashion category.

This figure might be skewed slightly, as many come from online publications. However, we have seen requests from trade and national press titles around this. A journalist at Industry Dive was looking to ‘profile two businesses about online payments’ offering a good opportunity for any case studies. While the Daily Mirror looked for the ‘best boxing day sale offers – online, high street retailers and supermarkets’. This is, of course, more of a seasonal request but does contain another two keywords in ‘sale’ and ‘high street’. The former made up nearly 3% of the Retail & Fashion requests while the latter was in just over 1%. Again, ‘sale’ might appear due to the timing we are looking at with Christmas and then the January sales.

Another couple of time sensitive key phrases were ‘Black Friday’ and ‘Cyber Monday’ which combined appeared in nearly 2% of the total requests. These were mainly looking for products to review and information on the best deals out there. Journalists will often look in advance for this, especially if it is going to be a feature in their publication, so requests can be from September and into October.

Despite the economic downturn, ‘luxury’ was the second most used keyword on the service as it appeared in over 6% of all requests. The majority of these were looking for products to review or to include as competition prizes but that still presents a good chance to promote a client’s brand. There were also a few looking for spokespeople on the luxury retail industry including this one about the ‘present and future of luxury industry’.

Finally, another more recent trend from the retail sector has been sustainability. This applies both to the fashion industry, moving away from the era of fast fashion, and supermarkets and the food industry, trying to reduce single use plastic and encourage recycling. ‘Sustainable’ as a keyword has been in 2% of all requests from October to December.

Requests around this keyword have focused on spokespeople or experts in this field from a variety of consumer, trade and national titles. This has included Natural Health, The Times, PA Media and The Grocer. Several have asked specifically for a sustainability expert and with environmental issues often at the top of the news agenda, there are bound to be more requests of this nature. Therefore, a great opportunity to get coverage in the media.

Topical issues such as the cost-of-living crisis, the rise of online shopping and the focus on less waste and more sustainability within retail look set to continue. While other requests around the retail sector can be seasonal, as seen with Christmas and Black Friday. Notable events such as Valentine’s Day and Mother’s Day are approaching and journalists will be keen to get information and case studies around the impact on retail.

Find more information about the benefits of the Journalist Enquiry Service here and find more tips on connecting with retail journalists in our white paper How to pitch to journalists.

The no-nonsense guide to PR and comms in 2023

The no-nonsense guide to PR and comms in 2023

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This is a guest post from The Media Foundry’s associate director Kat Jackson.

It is still January and we’ve all been inundated by the 2023 predictions; the good and the bad. We’re all braced for impact – but is it helping anyone to really prepare?

So, instead, let’s look at things practically, and with a promise of no overuse of the words ‘tough’ and ‘resilience’. Here is how PR and comms professionals should be approaching the year, avoiding all the hyperbole.

1. Make sure the foundations are solid

Check them regularly. There is a reason why the admin, the structure of PR accounts is (by and large) universal. They are tried and tested tools to keep clients updated on progress and regularly reminded on the value you are adding to their work. You make their lives easier. If you aren’t, check in and ask why, and if something needs to be switched up.

2. Do more, with less

It is a simple, uncomfortable fact. Most businesses will tend toward the frugal. Budgets will be stretched. But there are also instances where comms can be treated like a tick box – release done, coverage in, move on. Not always the best policy. Content concepts can keep coming back, certain themes will have a longer shelf life which can be explored in different ways. Marketing should always ask itself if there is still room for further delivery. Challenge those you think could be trying harder. Push for better. Take a good hard look at the service and see what could be improved. Longstanding work can become somewhat rote to even the most dedicated – but complacency this year is a risky strategy.

3. Ask the right questions

Will this make the boat go faster? I used to have a client who had this hung on the office wall. It is an old adage from Olympic rowing success, and it is a good one. How will this comms strategy help the business to grow, sell, improve performance? If that can’t be explained beyond ‘awareness’ – well, there is your answer. We’re already talking to people who have put a pin in PR because the big creative ideas had woolly success criteria. They won’t be the only ones. The right questions do go further though. What more could we be doing to help the client? Do we know what else is going on within their walls – and can our advice assist?

4. Mess with the bull, get the horns

PR is not always known for its transparency. But obfuscation and vague thinking will get short shrift. This is true at any time, but it is doubly so when the recession is on the horizon. Big thinking and grand creative ideas are great, and there will always be a place for them. But are they really what the brand needs right now? ‘Yes’ is a fine answer. ‘No’ can be equally necessary.

5. Remember the value of what we do

Yes, it might be hard to put a figure on sometimes. But it remains true that effective PR can be one of the most cost-effective ways for companies to market, and one of the biggest gaps to fill if it is lost. For example, there is no business quite as motivated for their comms than one facing an unexpected crisis without advice. There will be cases where a smart SEO push or a mass ad campaign may bring more immediate benefit to a business – that is all in the mix, it is how marketing works. The essence of PR is simple communication; who the client is and what they do. Facilitate a dialogue. You can still bring people together, even when everyone is feeling the crunch. Sometimes that is when it matters most.

For more trends to watch out for this year, check out these 15 trends to plan for in PR and comms in 2023. And need more ideas for effective measurment to prove the value of your work? Here are seven ways to measure your content.

SEO and PR working together

PR and SEO working together: How to dominate search engine results

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Search Engine Optimisation (SEO) is a crucial part of digital marketing, helping drive traffic and generating visibility for brands.

With proven strategies such as keyword research, on-page optimisation, off-page optimisation, and measuring the results, PR professionals can push their content up the search rankings and generate valuable publicity for content.

In this article we will explore the blueprint for PR and SEO working together effectively, so you have the tools to optimise your content and dominate the search engine results.

Keyword research

Importance of keywords

Keyword research is the crucial first step when optimising content for SEO. This is where your strategy is built.

Researching keywords gives you insight into the phrases and terms your target audience is using to find information related to your industry or service.

It uncovers the opportunities for ranking for different keywords. The idea is to find keywords that are relevant to your business with good search volume. But you also want to find keywords which have lower levels of competition, giving your content the better chance of ranking higher.

Your chosen keywords will also be used to optimise meta data. More on that later…

How to find relevant keywords

You can find relevant keywords using dedicated keyword research tools.

You can use Google’s Keyword Planner for free, however paid platforms such as SEMrush and Ahrefs provide better quality data and are usually the best tools for finding keywords to target. These tools also provide insight into competition, telling you how difficult it would be to rank for each specific keyword.

The keywords you choose should have a high enough search volume to generate a significant amount of traffic. But keep in mind that you should also consider targeting long-tail keywords, which are more specific phrases that tend to have lower search volume.

For example, ‘fitness app’ will have thousands of searches per month, but also a huge amount of competition so it would be very hard to rank for. ‘Best fitness app for women’ has far less search volume overall, but it is also less competitive. These long-tail keywords are the foundation of your PR and SEO working together.

You can also use SEMrush and Ahrefs to analyse the keywords that competitor brands are using on their websites and in their content. This could help uncover keywords you may have missed or give you a better idea of what to target.

When selecting keywords, make sure they are relevant to your brand and the content on your website. This helps search engines direct the right kinds of traffic to your site. And also consider the intent behind the keywords. Are users typing them in to find information, or looking to purchase a product or service? Target the keywords that match the goals of your brand.

On-page optimisation

After you have chosen your keywords and written your fine piece of content, it is time to do some on-page optimisation.

These are techniques for optimising individual webpages so they rank higher and earn relevant traffic in search engines.

Here is a checklist for making sure your content is optimised:

Headlines and meta tags

The title and meta description are two vital elements of on-page SEO. They should include your chosen keyword that you want to rank for and accurately describe the content of the page.

Title tags should be no more than 70 characters, while meta descriptions should be no more than 150 characters. This is to ensure that they don’t get cut off in the search engine results page.

Headlines and meta tags should be written in a compelling way, in order to encourage users to click through to the page. Use modifiers such as ‘best’, ‘guide’, ‘review’, etc. in the headlines and meta tags to make them more compelling and increase click-through-rates.

Keywords in the body text

The body text should also include your chosen keyword, but they should be used in a natural way and not over-stuffed. A good rule of thumb is using your keyword no more than once for every 300 words.

The first 100 words of a page are the most important for SEO. By including relevant keywords in this section, you can signal to search engines what the content of the page is about.

Instead of repeating the same keyword multiple times, use variations of the keywords. This will make the content more natural and also can help to avoid keyword stuffing.

You can also add Latent Semantic Indexing (LSI) keywords. These LSI keywords are words and phrases that are related to the main keywords and help to give more context to the content. Using LSI keywords can help to improve the relevance of the content and can also help to avoid keyword stuffing.

Heading tags

These tags (H1s, H2s, etc.) allow you to structure your content in a clear and engaging format. H1 is the primary heading and main title on your page. H2 marks the first sub-heading, H3 is the sub-heading below that, etc. These help search engines understand your content better and improve user experience. We would not recommend going further than a H3 tag to structure your content.

Internal and external links

Your page should include some internal (pointing to other pages on your website) and external (pointing to pages on other websites) links. Ideally you would incorporate keywords into the internal links, which tells search engines what the linked content is about. External links pointing to high authority websites signal to search engines that you’re providing trustworthy content.

High-quality content

Search engines reward websites that provide valuable, informative, and engaging content. Writing high-quality content is crucial for on-page optimisation, and it can also help to attract backlinks from other websites, which is another ranking factor. Therefore, it is important to use keywords in a natural and organic way, avoiding keyword stuffing and making sure that the content is well written and informative.

Optimising images and videos

Images and videos can also be optimized for SEO by adding appropriate alt tags and file names, and compressing the files to reduce their size. Image alt tags should describe the image specifically and succinctly – e.g. ‘Business teacher pointing at computer screen’.

With these on-page techniques, PR professionals can improve their content in the eyes of search engines and give their content a better chance of ranking. Now, time to publish.

Tracking SEO progress

Monitoring your results

After publishing your content you can track your SEO progress. This helps measure your SEO strategy.

One way of measuring results is through keyword position tracking. Again, we recommended tools like Ahrefs or SEMrush here, as they can help you track your rankings for specific keywords over time. This gives you data into how your site is performing in search engine results.

Another important metric to look at is traffic your website receives from search engines. This is done through Google Analytics, which is free to use. Using this tool, you can also keep an eye on bounce rate and time on site. Bounce rate is the percentage of visitors who leave your site after only visiting one page. Time on site is the average amount of time visitors spend on your site. These metrics tell you how engaging your content is.

You can also check your backlink profile to measure SEO progress. Backlinks are when other websites provide a link back to your content, and they’re an important ranking factor. When you get a backlink, search engines consider this a positive ‘vote’ for your content which indicates that you’re providing value. Backlinks from good quality websites will help increase the authority of your site.

Finally, you can track conversions. If your content has been created with the goal of generating specific conversions (sales, form submissions, phone calls, etc.) then you can track these in Google Analytics.

Regularly monitoring your SEO progress helps you identify the areas where your strategy is working and where you can make improvements.

PR and SEO working together

SEO is an important aspect of a PR professional’s work. By using these strategies and monitoring the results, you can increase the visibility of your content across search engines and drive valuable traffic for your brand.

For more on SEO, download our white paper the ‘SEO best practice guide for PR‘. And get even more useful data on the effectiveness of your work with Vuelio Media Monitoring and Stakeholder Management. 

Getting to the truth of the matter on misinformation

Getting to the truth of the matter on misinformation

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‘The way social media platforms are designed and are growing in power is making it easier than ever before to spread misinformation like wildfire,’ believes Shayoni Lynn, CEO and founder of multi-award-winning behavioural science consultancy Lynn.

A Fellow of the Chartered Institute of Public Relations (CIPR) and the Public Relations and Communications Association (PRCA) and Chair of PRCA Cymru, Shayoni was awarded the Mark Mellor Award for Outstanding Contribution to the Industry at PRCA Nationals in 2022 and included in PRovoke Innovator 25 EMEA. She represents Wales at the UK PR Council, is a founding panel member and Vice-Chair of CIPR’s Behavioural Insights Interest Group and a frequent industry awards judge, regularly speaking on the use of data, behavioural science in communications, and measurement and evaluation at conferences internationally.

Shayoni Lynn

Here, Shayoni shares an overview of the misinformation challenge for comms people across politics, public affairs, the media and more – and explains what the sector should be prepared for.

Have you noticed an increase in misinformation in your space over the last few years?

There’s a number of ways of measuring this, and all of them are fraught with difficulty. We’re not academics, we’re practitioners, but we can say a few things with certainty. First, the way social media platforms are designed and are growing in power is making it easier than ever before to spread misinformation like wildfire. Second, a lot of the society-wide factors that increase the spread of misinformation – uncertainty, information overload, crisis – are getting worse. And third, we’re hearing more regularly from our clients that this is an issue which is making it harder to retain their relationships with key audiences.

Are social media platforms doing enough to tackle misinformation?

I think the platforms would be the first to admit that more could be done to tackle misinformation, so that in itself isn’t particularly contentious. Again, there are policymakers and campaigners whose focus is on pressuring the platforms to act more comprehensively, and our job as practitioners is to protect our clients in the world as it is, not as we’d like it to be.

What additional steps should social media be taking?

We’re not in the business of making policy recommendations, but one thing is for sure: transparency is never a bad thing. Transparency about how they are making moderation decisions and transparency about how their algorithms are recommending us content is something that academic researchers have been calling for for quite some time now, and can only help us as a society get to grips with the problem.

What advice would you give to others in your sector for correcting misinformation among the general public?

There are three pieces of advice which should provide a solid foundation for any strategy to fight misinformation.

1) Just because you feel like you need to respond to something doesn’t mean that you should. Social media algorithms are designed to harness our impulses to propel content to the top of more users’ newsfeeds, so in responding to something we might just be exposing more users to it.
2) Just because something is a problem on social media, doesn’t mean it’s a problem with your audience. Social listening tools can be incredibly helpful in detecting potentially harmful information, but it doesn’t necessarily mean that it’s reached our audience or is resonating with them.
3) Finally, it’s not all in your control. Misinformation is spreading because of forces well beyond this current moment – a changing climate, a revolutionised information environment, increasing inequality – and there’s no correction that’s going to fix all of that. By acknowledging this we can focus more of our energy on what we can control, than wasting it worrying about what we can’t.

Are there any particular areas that you feel will likely be the target of misinformation in 2023 PRs should plan for?

One advantage we have on misinformation is that it rarely falls out of the blue – it tends to spike in response to unfolding events. Extreme weather events, global conflicts and public health crises are all areas where misinformation can thrive. We’d recommend keeping an eye on countries that have elections coming up, too.

But the truth is, we know that regardless of the focus of the misinformation, the structure of it will be much the same: it will be pitting in groups against out groups, leveraging social divisions and blaming the world’s ills on a secret cabal of elites pulling the strings behind the scenes.

Does misinformation negatively impact those within the sector as well as the general public?

Absolutely. If your job is to build a relationship between the organisation you work for and your audience, then misinformation should be on your radar. Bad information has the potential to sever this relationship.

For more on misinformation and how the comms industry can help combat the issue, read this interview with Pharmica’s Carolina Goncalves for how it is impacting the pharmaceutical sector.

To help track how your message is received across the media, the political sphere and social media, try Vuelio’s monitoring services.

What went well: what we can learn from the Christmas campaigns of 2022

What went well? Lessons from the campaigns of Christmas past

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Santa’s fizzy drink truck – you know the one – has driven its way back out of town and the broadcast space has put away its tinsel-ified TV ads for another year. How did the big brands do with communicating Christmas 2022 during such a difficult time for their consumer bases?

Excess was out and more mindful messages of personal connection were in – with a tough year ahead for many, 2023 will need the same careful approach. Here is what we can learn from the successes of our recent Christmas past in PR, communications and marketing.

How did the supermarkets do? Nostalgia versus realism

‘I loved the Asda Christmas ad for 2022, but John Lewis really hit the mark and showed that the brand understands people,’ says Aura’s Laura Sutherland of the efforts from UK supermarkets this year.

Asda’s ‘Have Your Elf a Merry Christmas’ provided escapism from the realities of 2022– ‘a moment of joy‘, according to Asda brand communications’ senior director Stephi Brett-Lee – by tapping into fondness for the 2003 Will Ferrell film…

…while John Lewis leaned into reality with ‘The Beginner’, a tale of a foster father hoping to welcome a new addition to his family by learning skateboarding:

‘Asda played on the nostalgic factor and created a highly entertaining and funny ad with Buddy the Elf, but John Lewis got it spot on with another engaging campaign that drew attention to an important cause, started conversation and got the public mood right,’ says Paul McCarthy, general manager at Chantry Place Norwich.

While Asda took note of its consumer base’s wish for a ‘no-compromise’ Christmas with the cheery ad, the campaign at-large did not ignore the situation many were faced with this year. In November 2022, reporting on budgeting for Christmas increased by 486% year on year – adverts, no matter how ‘no-compromise’, had to follow suit. Asda chose to blend fantasy into representations of its real-life stores with expensive SFX, but the campaign also extended out to toy drives in-store and the promise of ‘festive surprises’ for community groups. This added to initiatives the supermarket had already put in place to help the cost-of-living crisis, which have received plenty of positive coverage in the press.

In contrast, the always highly-anticipated John Lewis advert was empty of Asda’s hyper-real bright greens and reds. Instead, it featured concrete skateparks, the odd injury sustained when learning a new hobby and a recognisably-real family living room. A departure from the previous years’ sci-fi-heavy ‘Unexpected Guest‘, the ‘The Beginner’ highlighted human issues instead of ETs, gaining positive write-ups and reaction for its focus on fostering and the UK care system.

2022 was not the year for false-ringing sentimentality or mawkishness – as economic struggles continue for many, 2023 will not be either.

‘Many of the high-street brands that have become synonymous with big-budget Christmas ads took a community/social responsibility approach for 2022 which made sense to me,’ says Robert Bradley, centre manager at Castle Quarter.

‘M&S had the message that by spending with them we were supporting good causes and the John Lewis ad took shopping all together, instead focusing on a foster family storyline. Interestingly though, despite the cost-of-living crisis and more and more people turning to food banks, the food arms of both brands did not shy away from showing large tables heaped with food in their Christmas ads. I personally found the child crying due to missing out on a sausage to be in quite bad taste…’

Another lesson to be learned for comms people – Christmas campaigns can do well outside of television. Eschewing the ‘traditional, multimillion-pound Christmas ad‘ for its 2022 festive effort was Co-op, which instead teamed up with Your Local Pantry and Big Zuu for an Instagram livestream.

Retail – Tales of a ‘Traditional’ Happy Christmas… with some help

Next’s ‘Gifts we know they’ll love’ spot featured standard festive TV ad fare – people opening Christmas gifts (with household name brands inside, naturally) in front of a Christmas tree.

However, its urge to customers to ‘merry everything’ came with the offer of ‘help’ for making Christmas magical. The approach paid off in profits:

‘Retailers like Next did extremely well this Christmas period, reporting “better than anticipated” sales, and great feedback from comms campaigns,’ says Wizz Selvey, Top 100 global retail expert and founder and CEO of Wizz&Co retail strategy consultancy.

‘I always tell my retail clients, whether they are selling D2C or B2B, that the customer and their needs have to be at the centre of EVERY activation. This year customers needed simple solutions to gift giving that weren’t going to cost them dearly. Any retailer who was able to communicate ‘a solution’ to tighter budgets within the cost-of-living rise, would have had brilliant feedback from shoppers. Adding that ‘extra luxury’ element would increase sales revenues even further.’

‘The influx of ‘sadvertising’ this year was a depressing movement, however. As it was such a widespread theme, consumers don’t seem to have really reacted.’

Did shoppers show up for the high street?

Experiential marketing continues to be a safe bet for attracting footfall to physical locations – even when budgets are tighter. East Anglia’s Chantry Place Norwich – home to 90 shops, cafes and restaurants – brought the bright lights from brand ads with reasons for families to visit:

‘In 2022, we had a new Christmas lights scheme at the Centre, with free photo opportunities including a Santa’s sleigh and Trio of Twinkling Trees, plus pop ups returning for the festivities. We worked closely with a local charity Alive UK on a Christmas gift appeal and also had a post box in the Centre, granting wishes for presents as we knew that Christmas would be hard for many.

‘With the recession and cost-of-living crisis, we will continue to offer free events into 2023 for families to enjoy to give them a reason to visit and stay longer with us. We will also continue to be part of our community, working with other businesses and our neighbours at the Centre in a collaborative approach.’

How else can brands and businesses keep the customers coming, for Christmases of the future and throughout the year? As ever – by offering extra.

‘Retail did take a bit hit during the pandemic, but there are certainly sectors that have flourished within that,’ says Wizz.

‘For instance, any brand that has an active omnichannel mix of online, social media and in-store sales. From my perspective, the high street is far from ‘dead’, as so many tabloids are claiming, but there has been an irreversible shift in how consumers research, shop and loyalty following purchase as well. We’re all looking for that something extra!’

For more on purchasing trends during 2022, read our report on which brands were most likely to be gifted second-hand during the festive period. And for trends to plan for in 2023, check out these 15 PR and communications trends.

How to create key messages that actually land with your target audience

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When it comes to measuring your PR performance, numbers alone can – for better or worse – easily distort the real picture. For example, Share of Voice is always one of the first metrics Vuelio clients ask for – but what is the quality of the coverage? Brand A may have 10% more than Brand B, but how valuable is it to the brand? If it is mostly negative or passive commentary, then Brand B may have performed better overall.

Key Message Penetration is a great tool for diving deeper into your coverage to measure brand awareness and assess how well your brand messages are being delivered.

Try this simple five-step guide to get started:

1. Establish your key messages

Create a list of 3-5 key messages that highlight the main point(s) you want to get across. These are the messages you want to come to the minds of your consumers when they think about your brand, so tie them back to your brand strategy or a specific product launch, i.e.:

  • ABC Vets, pioneers in new holistic pet therapy 
  • ABC Vets, the charity for pets in need 
  • ABC Vets, providing affordable animal care to Britain since 1978 

    2. Set parameters 

    Once you have your key messages, decide on the channels that would be most valuable based on your target audience. For example:

  • What are the preferred media types of your target audience(s) i.e. print, broadcast, online news, social media etc?
  • Which publications are your audience(s) reading?
  • Which journalists/authors write these pieces?
  • Do you have a target reach i.e. regional, national, international?

3. Assess your coverage overtime

Now that you know what your messages are and the format(s) in which you would like them to appear, you can begin exploring your coverage results:

  • Establish a timeframe of how often you would like to compare your performance (i.e. monthly, quarterly, yearly).
  • When it is time to conduct your analysis, compile all earned coverage throughout your chosen period and ensure it is differentiated from owned and paid-for coverage.
  • Using your list of key messages, explore each media item for points of reference. In order to get your final penetration percentage, divide the number of key message articles by the total number of articles and times by 100.

Tip: Your coverage does not have to state the exact words in your list of key messages— it can be any earned content that fits into the category of one of your key messages.

For example, if one of your key message targets is to be a thought leader in your field, then a newspaper that cites a statistic or factual quote from your brand would count as message penetration.

4. Evaluate performance – which key messages landed best? Where?

Within your analysis, note down the parameters of when your key messages perform best/worst. For example, which key messages are most mentioned? Which media types/publications/journalists come up the most? What is the reach?

Using this data, compare the types of media that your key messages are performing best/worst in with the media that is most engaged with your target audience. For example, if the publications that are most often driving your key messages are highly engaged with your target audience, you know your brand awareness is performing well in the right places.

Reminder: You can use this type of evaluation (as well as things like sentiment and mention types) to explore the true quality and brand value of the coverage that is measured in your quantitative data.

5. Build out your KPIs

Once you have completed a comprehensive analysis, you should have a clear, qualitative and quantitative understanding of how well your key messages are being delivered to your target audience(s).

With this information, you can create a data-led set of KPIs on:

  • Your realistic and achievable penetration percentage
  • Which target publications, platforms, journalists etc. are delivering your messages
  • Who/what/when/where you would like to generate more awareness

As these analyses begin to accrue over time, you can use the former reports as benchmarks for the next. This way you can see how your key message penetration is progressing month on month, year on year.

Want to know more about this data or how media insights can support your PR and communications? Find out more.

How to stem the flow of medical misinformation

Turning the tide on medical misinformation

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Misinformation is a growing issue of concern across all areas of the media. Whether shared via social or ‘traditional’ mediums, the spread of incorrect information has had far-reaching consequences on individuals and whole communities across the planet.

It can spread fast. And particularly dangerous – also incredibly catchy, unfortunately – is medical misinformation. On the rise since the early panic-filled days of the pandemic, it continues in conversations between family members and friends who may have misheard something; in niche pockets of influence on platforms like TikTok, Twitter and Instagram, and even on mainstream broadcast news, from high-profile public figures.

How can experts ensure the truth is heard and understood above all of the noise – both well-meaning and more nefarious in motive – being communicated? Pharmica‘s superintendent pharmacist Carolina Goncalves explores the rise of the issue from the point-of-view of the medical industry and how the tide of information can be turned back to the truth.

The increase of misinformation

Medical misinformation has been a global issue, becoming much more noticeable since the COVID-19 pandemic began, and has definitely been prevalent within the pharmaceutical industry.

In the early days of the COVID-19 outbreak during March 2020, US President at the time Donald Trump recommended the antimalarial drugs hydroxychloroquine and chloroquine as a preventative treatment against the virus. Health officials quickly advised the public that this was not a suitable treatment and would not offer protection against Covid, however this still led to global shortages of the drug, meaning patients with malaria, lupus and arthritis who required the treatment could not get a hold of it. After Trump’s message, we saw a rise in people searching for hydroxychloroquine, chloroquine and chloroquine phosphate on the Pharmica website, showing the impact of the ex-President’s words had spread globally.

In order for an online or community pharmacy to sell prescription medications in the UK, there are many rigorous standards and regulations from the GPhC (General Pharmaceutical Council) and MHRA (Medicines and Healthcare products Regulatory Agency) that must be met, so only pharmacies that meet those requirements and are registered with these two bodies can sell such medications.

Due to the COVID-19 pandemic, the online pharmacy space has grown hugely over the last few years, of which Pharmica has noticed the sharp increase in the number of illegitimate online pharmacies that have skirted the regulations set by the GPhC and MHRA.

An ITV investigation found there were many websites posing as registered pharmacies that were not only selling medication in different strengths to what they were advertising – meaning patients could easily overdose by taking the wrong strength – but were also selling addictive drugs like Xanax, Valium and Ambien without requiring a prescription, as well as allowing people to bulk-buy these medications.

ITV found that these sites also do not carry out consultations or require patients’ medical history before purchasing treatments, and post medication in plain packaging without necessary patient information leaflets.

The spread of medical misinformation has definitely increased over the last year or two, as social media platforms, health organisations and governments have locked down on fake news and accounts that spread illegitimate health information, but because of how quickly misinformation spreads, there are still ongoing issues.

The social media situation

Since the influx of misinformation that grew from the Covid pandemic, the World Health Organization (WHO) established a series of principles on how to identify reliable sources of information on social media. It also worked with YouTube to build the COVID-19 Misinformation Policy, as well as guidelines for content creators that aimed to inhibit medical misinformation related to the virus from being spread across the platform. According to WHO, 850,000 YouTube videos that contained misleading COVID-19 misinformation were removed between February 2020 and January 2021.

Most social media platforms have developed one or more strategies to address the spread of misinformation, including softer measures such as warning labels on posts, and harder measures such as content removal and account bans.

While it is clear social media platforms are providing some level of defence against misinformation, there is still concern against the rate of misinformation being spread to wider audiences and how this can be tackled while an active push towards ‘free speech’ is being prioritised. We are still yet to see how Twitter, under its new ownership, finds a balance between these two issues.

What more should social media platforms be doing?

Besides continuing with the policies and steps they are currently taking to stop the spread of disinformation on their platforms, social media platforms still have more they can do to reduce the spread of misinformation, including:

• Adjusting algorithms that amplify social media misinformation so its spread is reduced and accounts that encourage conspiracies are de-prioritised
• Prioritise social media misinformation continuously, not just when it falls under public scrutiny
• Make the closure of bot and fake accounts a regular occurrence, encouraging a platform-wide standard, and also showing that social media platforms are responsive to public demand and public safety
• Work with advertising agencies to inhibit the monetisation of misinformation
• Continuing an active push with leading medical professionals to ensure the information they are circulating is up to date and legitimate

What the medical and pharmaceutical sector do to stop the spread

Although witnessing medical misinformation being spread can be frustrating, especially as a healthcare professional, it is important to remain understanding as to why some people may hold irrational beliefs. Mocking them for having these views, or suffocating any conversation around them, can lead to a further level of distrust between the general public and professionals within the pharmaceutical industry, which can further fan the flame of misinformation.

It is important to target misinformation with education and critical thinking – after all, social media regulation will not stop misinformation from being spread in the long-run, as people will find other ways to do this. Changing the way people take in information and educating them on how they can validate information before believing it directly must happen, too.

When it comes to those who are using misinformation to capitalise on people’s fears and ultimately boost their own status, reporting those accounts to social media platforms and correcting the misinformation can prove useful.

It is important for healthcare professionals, including those within the pharmaceutical industry, to acknowledge that the key priority is always patient safety – profits are a secondary motivation and companies using misinformation of any form to further profits are doing so to the detriment of the patient.

Topics at risk of misinformation in 2023

As new variants of COVID-19 continue to cause infection rates to rise globally – as we are currently seeing with the latest Omicron variant XXB.1.5 – misinformation surrounding the strain and vaccine will likely continue to spread.

Major health organisations such as the World Health Organization, who have been posting on social media platforms about the importance of getting vaccinated, still receive thousands of comments from people stating that they will ‘never get the vaccine’, that the WHO are ‘pushing propaganda’ or that ‘vaccines are just a money-making scheme’.

Closer to home, England has seen at least 94 deaths over the last few months caused by Strep A. The UK Health Security Agency (UKHSCA) clarified that around 41% of the deaths were among those aged 75 and over, while 17% of the deaths were from children aged 10 and below. It has been thought that this spike in the bacterial infection is due to a less immunity and a rise in social mixing after the Covid pandemic. It didn’t take long for misinformation around the deaths to circulate, leading to social media posts that firstly implied this was due to the new nasal flu vaccine – and secondly, that Strep A used to be mild but has suddenly become lethal in children. Full Fact, an independent UK fact-checking charity, identified these claims as misinformation.

It is possible that as certain illnesses have resurgences, especially ones that previously had infections peak in times before the prevalence of social media, these may be targets of misinformation.

The fight continues

In the pharmaceutical industry, it is imperative that misinformation is corrected so patients have the right information necessary for making informed decisions about their health, or else it can cost people’s lives.

Misinformation can create further barriers between people getting the necessary medication they need by creating levels of distrust between the public community and pharmacists, making it harder for pharmacists to do their jobs and keep people safe.

For more on the spread of misinformation, download the Vuelio white paper ‘Fact-checking and fast news: Expert lessons for journalists and the media‘ featuring contributions from Channel 4 News FactCheck, FactCheckNI and The Ferret Fact Check Service as well as media academics Professor Charlie Beckett of Polis, LSE and John Murphy, University of Hertfordshire.

EU regulations to prepare for

EU regulations: The updates, rollbacks and rewrites to be ready for

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2023 is fixed to be yet another busy year in UK politics, not just for those in Parliament but for the PR and public affairs people communicating upcoming EU regulation changes to the public.

Here are some of the big updates, rollbacks and regulation rewrites to be prepared for, with pointers from those in the industry on what to expect.

You need to be ready for… Britain’s relaxing of ‘ring-fencing’ banking reforms

What is it: Back in December 2022, plans were announced for the easing of banking rules that had been instituted following the global financial crisis of 2008. Chancellor Jeremy Hunt said at the time of the announcement that the changes will make the UK ‘one of the most open, dynamic and competitive financial services hubs in the world’.

What is on the way: In what Hunt characterised as the use of ‘Brexit freedoms’ to make the UK a more competitive proposition, the proposed package of over 30 changes include a lifting of the bankers’ bonuses cap and the easing of capital requirements for smaller lenders. Regulations holding bankers accountable for their decisions will also be reviewed by the Government, while ‘ringfencing’ rules to keep potentially dicey investment banking from impacting retail operations will be relaxed.

Take note: At the time of announcement, critics warned that the changes could lead to increased risk, while proponents highlighted plenty of opportunity for the financial sector.

You need to be ready for…. requirements of the Digital Service Act (DSA)

What is it: The DSA, originally approved by the EU Council in October 2022, requires large search engines to take responsibility for the content on their websites and servers, with plans for future extensions to large online platforms. Established brands like YouTube and Facebook will be impacted… as will every business and individual that shares content there.

What is on the way: ‘Large digital firms operating in the EU must submit the first set of performance reports to the EU Commission this month as a requirement,’ says Delphine Gatignol, business unit director at Newsback.

‘These companies will face fines if they allow illegal content, misinformation and cyber bullying to go unchecked.’

Take note: ‘As a signatory on the Code of Practice on Disinformation at Newsback, we will be assessing how seriously platforms are fighting disinformation,’ shares Delphine.

‘When it comes to addressing this problem, we recognise that online platforms have their work cut out. The Code was created to provide a framework and set goals to help digital firms fulfil their responsibilities.

‘Our co-signatories, as well as the platforms, include civil society actors, fact-checkers, source-raters and anti-disinformation companies. In the year ahead this smaller group will be holding digital firms accountable and ensuring the Code becomes an effective tool against disinformation.’

You need to be ready for… amendments to the Unfair Commercial Practices Directive

What is it: This directive on unfair commercial practices was put in place in 2005 to boost consumer confidence while making it much easier for businesses to trade across borders. It has since been amended to enable easier enforcement, but more changes are to come.

What is on the way: ‘ESG has been shaping the way both organisations and the communications sector evolve – this is one of the policies centering greenwashing and introducing standardised approaches to ESG reporting this year, addressing unclear language about environmental credentials,’ says Sarah Woodhouse, director of AMBITIOUS PR.

Take note: ‘This has been an EU priority for a few years now, but this will be a big year as we prepare for 2024, when the policies for addressing these issues will enter into full force,’ advises Sarah.

You need to be ready for… the Product Environmental Footprint (PEF)

What is it: This ‘multi-criteria measure of the environmental performance of a good or service throughout its life cycle’ will seek to reduce the negative environmental impacts on account supply chains.

What is on the way: The planned update to the PEF will ‘introduce an improved framework for Life Cycle Assessments, that take into account the footprint of products, including upstream and downstream impacts,’ says Sarah at AMBITIOUS PR.

Take note: If your business has a supply chain of any sort, this impacts you. As Sarah warns: ‘The implications will be felt by businesses outside the EU and within not only product and sustainability but also marketing and communications teams.’

You need to be ready for… the Corporate Sustainability Reporting Directive

What is it: Expanding on the existing EU corporate sustainability initiatives on supply chains, the CSRD is a reporting requirement that will cover big large public and private companies meeting at least two of the following criteria: 250+ employees, €20 million or more in total assets or €40 million or more in turnover.

What is on the way: ‘This has started to be applied already, but will be mandatory next year, warns AMBITIOUS PR’s Sarah.

Take note: ‘Companies listed on regulated markets in the EU will be rapidly getting familiar with the rules and preparing to publish info on issues from environment, employee treatment, carbon emissions and human rights this year’.

You need to be ready for… the Digital Operational Resilience Act (DORA) and the proposed Cyber Resilience Act

What are they: ‘Strengthening the IT security of financial entities such as banks, insurance companies and investment firms’, DORA was put in place to ‘ensure that the financial sector in Europe is able to stay resilient through a severe operational disruption’. The Cyber Resilience Act will aim to boost existing cybersecurity rules to ensure greater security for hardware and software products.

What is on the way: ‘Although it will be a couple of years before mandatory compliance for Digital Operational Resilience Act (DORA), it will eventually put financial organisations in a much stronger position for handling outages, leaks, unauthorised access and data loss,’ advises Jakub Lewandowski, Global Data Governance Officer at Commvault.

‘Within the highly sensitive information that the financial sector holds, this is incredibly important.

‘DORA lays out detailed requirements on every aspect of cybersecurity – technical, organisational and functional. Financial organisations will need to set up necessary resources, communication routes and, for the first time, we are seeing a whole article within a piece of legislation about backup requirements. With the ever-increasing threat of cyber attacks taking key institutions and even whole countries offline, DORA favours on-premises backup, rather than connection-reliant cloud backup options.

Take note: ‘Preparations to comply with this legislation will involve reviewing legacy IT systems to ensure that they meet regulations and potential investment in new software, so it may be costly in the short term,’ says Jakub. ‘Yet, in the long term, the level of cybersecurity will be raised, limiting attacks, reducing downtime and, according to the EU, saving up to €290 billion annually. Any business which has connections to the EU market will have to comply with DORA’s regulations, so I predict that the UK will soon follow suit with similar regulations. These preparations take time, so work should begin now to ensure compliance in plenty of time for the inevitable conformity deadline.

‘It may still be a while until we have to take decisive action to ensure compliance with the Cyber Resilience Act, as it has just entered the initial consultation process. It is likely to be a year or two before it is finalised and then organisations will be given a 24-month transition period to comply. However, it is never too soon to be aware of upcoming changes. Regularly monitoring for updates will ensure that businesses are prepared for the changes in good time.’

You need to be ready for… incoming changes to flexible working regulation

What is it: ‘Employees are to be given greater flexibility from the moment they commence employment with new legislation that will introduce a day one right for them to be able to make up to two flexible working requests in any 12-month period,’ explains Lupton Fawcett’s Glenn Jaques.

‘A flexible working request can be to work from home, job-sharing, flexitime and compressed hours requests.’

What is on the way: ‘This is a significant change from the existing position, which allows employees to make only one request after having worked for their employer for at least 26 weeks. It is not clear when the legislation will come into effect but employers need to be ready for the changes.’

Take note: ‘The proposed changes make no changes to the existing eight reasons that an employer can rely on to refuse a request. The financial penalty for breaching the flexible working rules is up to eight weeks’ pay but the larger risk comes from an unreasonable refusal, which may result in a discrimination claim. To minimise the risk employers should ensure that they give careful consideration as to alternative options to rejecting a request in order to ensure that employees are fully supported where a request cannot be fulfilled,’ advises Glenn.

For more moves in the world of politics, check out Vuelio’s Political Monitoring services. 

How has the FTX collapse impacted media attitudes towards cryptocurrency?

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On 11 November 2022, international crypto-exchange platform FTX filed for Chapter 11 bankruptcy protection in the US. The company owes an estimated $3bn to more than one million creditors, a debt that international newspapers are blaming on a conscious breach of compliance laws.

Three months into investigations, global news coverage has remained consistent on the newest scandals and court updates. As a result, investors appear to be losing ‘trust’ in crypto-focused platforms and are seeking reliable, established alternatives — an opportunity that is being fervently explored by Goldman Sachs, Britannia Financial Group and alike.

Key Takeaways

  • International FTX coverage has peaked four times between 3 Nov – 4 Jan, the highest being Sam Bankman-Fried’s alleged breach of compliance laws
  • While general news sources chose to report on major scandals and the future of cryptocurrency, industry publications chose to focus on the pros/cons of investors losing trust in exchange platforms
  • Binance and Twitter were the most-mentioned brands in relation to FTX’s crash, triggered by several exclusive revelations made by its CEOs
  • ‘Cascading contagion’ has been a trending term since December and is likely to be a continuous point of media interest throughout 2023

Volume over time

*Data shown above analyses all English-language FTX-related articles produced by international, national news and business/finance publications (approx. 13,951) from 3 Nov, 2022 – 4 Jan, 2023.

As news about FTX’s collapse began to decline around Christmas, coverage peaked once again between 22 – 24 Dec when Sam Bankman-Fried (also known as SBF) was released on a $250m bail, ahead of his trial facing eight criminal charges and civil suits filed by the SEC and CFTC. Approximately 2,270 international news and business articles were published over this period, while 63% criticised SBF’s ‘luxurious’ experience while in prison and under house arrest.

While bail-related coverage was short-lived around the holiday season, rthe story peaked again on 3 Jan when 611 articles across 460 international news publications reported on SBF pleading ‘not guilty’ to criminal charges by US District Court claiming he ‘cheated investors’ on his platform, using deposits to ‘support his Alameda Research hedge fund, buy real estate and make political contributions’.

Top Topics

The initial announcement of FTX’s bankruptcy had a similar impact on international news and business/finance publications, both sharing between 20-25% of total coverage. However, regular updates thereafter were more frequent in industry news as SBF’s arrest consumed 10.04% more coverage than in mainstream media.

On the other hand, general news sources produced 13.27% more coverage throughout Nov. and Dec. on how FTX breached multiple compliance laws. The Independent referred to SBF as ‘disgraced’ in 18 of its 32 compliance-related FTX articles, while the BBC focused on fraud and money laundering allegations in 18 of its 22 FTX pieces. Overall, the Financial Times has been the UK’s leading publication on allegations against SBF — producing 145 articles from 11 Nov to 23 Dec. Every piece released by the FT during this time focused on compliancy issues, with 40% of headlines calling SBF a ‘fraud in shorts’ and 15% focusing on the multiple counts of conspiracy against his hedge fund, Alameda research.

When things grew quiet for a short period between Christmas and the new year, international online news sources used the opportunity to discuss what the future of cryptocurrency may look like, though many used the term ‘crisis’ and coverage was 68% negative in sentiment. This attitude was likely impacted by public statements made by Binance CEO Changpeng Zhao and JPMorgan, who both referred to the downfall as having a ‘cascading’ impact on the whole industry.

However, finance/business publications used this brief pause in FTX updates to place more of a focus on how the crash affected investor confidence. While 58% of this coverage was negative in sentiment, such as Fortune’s piece on the loss of Gen Z investors, 42% of this discussion explored who may benefit from shaky grounds. Alongside Goldman Sachs’ interest in using this downfall to become the reliable alternative, Bitcoinist also reported on the companies that will profit from such insecurity — with particular mention of hard wallets like Ledger.

Most-mentioned companies

*Data shown above analyses all English language FTX-related articles produced by international, national news and business/finance publications (approx. 13,951) from 3 Nov, 2022 – 4 Jan, 2023. Excludes FTX and Alameda Research.

As more details of the FTX crash began to surface, Binance was the most-mentioned brand to receive either headline or significant coverage across international, national news and business/finance publications. The brand’s decision to acquire FTX, alongside its later withdrawal following due diligence concerns, was the leading story that created this level of awareness.

What was once an attempt at allyship swiftly became a feud, as Binance CEO Changpeng Zhao went viral following an online Twitter battle, also calling SBF ‘desperate’ and ‘one of the greatest fraudsters in history’.

Twitter

Similar to Binance, more than one story from Twitter resulted in three significant peaks in coverage between 12 Nov and 5 Dec. The first and most prominent was when Elon Musk revealed that SBF tried to back his acquisition of the social platform, which was covered by 1,148 news and finance publications across the UK and North America. Musk, who stated that his ‘b*******t meter was redlining’ when he first met Bankman-Fried, also said something ‘seemed wrong’ about the legitimacy of his funds and predicted the capital would never actually come through.

The second peak in coverage was when Musk publicly criticised the Wall Street Journal for publishing an article that outlined the downfall of SBF’s philanthropic ventures. The Twitter CEO described the coverage as giving a ‘foot massage’ to Sam Bankman-Fried, a comment that made 638 international headlines in the following week:


 

BlockFi, Genesis, Gemini and Digital Currency Group

As much as FTX’s downfall has in itself been a significant point of media interest, so have the brands that have been — sometimes to the point of destruction — harmed by the crash.

Among the financial platforms of those that have suffered major losses, BlockFi, Genesis, Gemini and Digital Currency Group (DCG) have been the most prevalent in both general news and business publications.

When BlockFi declared bankruptcy, over 200 national/regional British headlines placed emphasis on its relation to the FTX crash. However, when crypto broker Genesis and its parent company Digital Currency Group (DCG) suffered similar losses for the same reasons, British news sources opted to focus less on FTX’s involvement and more on how Genesis/DCG are in debt of $900m to Gemini — an exchange platform owned by the renowned Winklevoss twins.

Of the collective 3,425 articles on this story, the Financial Times’ report was syndicated by 326  international outlets like Reuters and MSN.

Quickbooks

Global accounting software QuickBooks had a sudden spike in awareness when John J. Ray III, the new court-appointed CEO of FTX, stated what an ‘unusual’ choice it was for a multi-billion dollar exchange platform. In an expression to the US District Court, Ray referred to QuickBooks as a ‘very nice tool, not for a multibillion dollar company’.

As a result of this, the accounting software was mentioned in 303 international news sources and 426 business/finance publications between 12 and 16 Dec. Over 90% of this coverage was a significant mention, 6% was a headline mention and the rest was a passing mention.

Goldman Sachs

As fatal losses continue across the crypto market, the same goes for investor confidence. Goldman Sachs has been one of the most prominent voices on the call for more regulation, while also exploring the opportunity to become a ‘trusted player’ themselves.

Mathew McDermott, Goldman’s head of digital assets, told Reuters that FTX’s implosion will mean ‘big banks see an opportunity to pick up business’, and that Goldman is ‘doing due diligence on a number of different crypto firms’. Approximately 682 articles mentioned Sachs’ vested interest.

HSBC has been persistently vocal about its distrust of the industry.

‘Cascading contagion’ throughout 2023

With 115 years in prison now on the line, anticipation for SBF’s trial in October is likely to create consistent waves in international FTX coverage throughout the year. Between 11 Nov and 4 Dec, the term ‘cascading contagion’ was used 438 times across 386 national and international news sources, while also being cited by several public figures in the industry. Furthermore, given the deep dive into how Gemini, Genesis and alike have been impacted, the catastrophic effect on other crypto platforms will also continue to be an ongoing point of discussion throughout 2023.

General news sources across the UK have demonstrated a preference for discussion around major scandals and the future of cryptocurrency, meaning national newspapers may not produce significant FTX coverage again until the Autumn trials. However, as the Bank of England ‘throws its weight’ behind Sunak’s plans to become a ‘cryptocurrency superpower’, updates in regulation could potentially create some media interest.

Want to know more about this data or how media insights can support your PR and communications? Find out more.

Trends in health journalism PRs need to know about

Trends in UK health and medical journalism PRs need to know about

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It is now around three years since the British public first heard about a new disease called ‘COVID-19’. While most industries were massively impacted by this in a negative way, health journalism and reporting of the symptoms, cures and variants became the primary focus for most media outlets. In 2023, this focus continues, with news organisations covering diseases such as Monkeypox and Strep A in particular detail as the public seek information.

Health journalism, though, is a broad subject covering everything from disease and illness to dieting, exercise and mental health. Here is a look back over the last few months at topics and trends in this sector, based on what journalists have been requesting via the ResponseSource Journalist Enquiry Service.

Sign up to start receiving requests from the UK media direct to your inbox with the Journalist Enquiry Service.

The first thing to note is that since September 2022, 28% of all enquiries have been either for the Health category or the Medical & Pharmaceutical category, or both. The Health category performed especially well and was the third most selected category out of all 25 over the last three months, underlining the increased importance of health reporting in publishing. The Medical & Pharmaceutical category also saw a 5% increase in requests between September and October and a 13% rise between October and November.

Sender type for health requests

The journalists submitting enquiries for these categories are most often staff journalists (55%) with freelance journalists making up nearly a third (27%). They also tend to be looking more for the consumer angle with 39% of all enquiries coming from Consumer Media and the National Newspaper/Current Affairs media type in second, back on 32%. The national press requests will generally be more focused on consumer health but there is still a significant proportion of trade health journalists using the service, with 11% coming from that media type.

Publications often plan their content months in advance, especially when it comes to features, so content around healthy eating to start the new year and challenges like Veganuary are written up in November and December. ‘Food’ is the top keyword, appearing in 13% of all health and medical requests.

Keywords for health and medical categories

Requests have varied from ‘Food or drink that raises/lowers blood pressure’ to ‘Looking to speak to an expert regarding sharing and displaying food hygiene info’. There have also been requests seeking nutritionists or dieticians for ‘diet trends of 2023’ from the consumer perspective. Meanwhile, on the trade side, we have seen requests for food scientists looking to speak about superfoods.

With food proving such a popular keyword within the health and medical categories, it is perhaps unsurprising that the words ‘diet’ and ‘nutrition’ have also performed well, appearing in 5% and 4% respectively.

Along a similar line, ‘fitness’ was in 9% of all requests between September and December. The UK media often publishes a lot of content in January around fitness goals, trends for the year or ways to lose weight as people make resolutions. The keyword ‘weight’ was also in 3% of enquiries while ‘exercise’ appeared in 4%.

These enquiries have tended to be more consumer-focused coming from magazines such as Cosmopolitan, OK! and Fabulous. The requests are often for a ‘fitness expert’ but we have also seen journalists looking for ‘fitness challenges’, ‘fitness trends’ and ‘fitness fashion and accessories’. This gives plenty of scope to reach out with clients in this field.

The awareness around ‘mental health’ has increased significantly in the last few years and as a key phrase it appeared in 5% of all enquiries across health and medical. The period we are looking at (September to December) includes World Mental Health Day (10 October) so this might be a reason why it was the fourth most popular keyword/phrase.

The split between consumer and trade titles here is much more even with national press also regularly looking into issues around mental health. Newspapers such as The Independent, The Daily Telegraph, The Mirror and MailOnline all made requests with this key phrase.

‘Mental health’ requests were mainly focused on finding experts, which fits in with the general picture when it comes to enquiry types. 40% of all enquiries for health and medical were for a ‘spokesperson’ or ‘expert’. In the three months we covered, journalists were often looking for experts on men’s mental health, which may be due to Movember. However, general advice on how to improve mental health also did crop up regularly.

Finally, many of the common keywords we see in these categories are regarding specific illnesses or diseases. ‘Cancer’ and ‘Covid’ appeared in 3%, ‘menopause’ and ‘cold’ were in 2% and ‘flu’ in 1% of all enquiries. Journalists tend not to look for experts in these keywords but it is more common to see requests for both case studies and general information for an article.

There are also a much greater volume of trade health outlets here with The Carer, Pharmacy Magazine and livescience all covering these keywords. Information on symptoms and signs of various illnesses is also popular in several national press outlets including the Daily Express.

Features may have been filed for a lot of journalists now but the Journalist Enquiry Service will remain populated with Veganuary and Dry January requests throughout the remainder of the month. This means there is still the chance to help health journalists with products recommendations for their readers and the information they will need. Those with useful case studies or illness information also have plenty of scope for connecting with journalists reporting on these topics throughout the Winter months and beyond.

Find more information about the benefits of the Journalist Enquiry Service here and find more tips on connecting with health journalists in our white paper ‘How to pitch to journalists‘. 

Want more on trends for 2023? Check out these 15 PR and communications trends you need to plan for in 2023.