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How to find award-winning influencers

December 2, 2019/0 Comments/in PR Pulse, PR, PR Club, Influencers Media Database, PR, Blogger Database Blog Posts /by Phoebe-Jane Boyd

Following the success of the Online Influence Awards, a number of PR contacts have asked how they can source the very best influencers for their organisation and clients. With Vuelio, you can identify the most influential people talking about the subjects that matter to you and your campaigns.

Vuelio Influence Score
Using over 40 different factors such as audience reach, circulation, followers and domain authority, the Vuelio Influence Score ranks media and influencers on a scale of 1-100 to help you see who is most influential on any given topic.

Increasing your influencer network
Every day we add and update the market-leading influencer and journalist database, which includes profiles for the top podcasts, vlogs, Instagrammers and Facebook groups helping you reach your audience and those who influence them.

Insight from Vuelio’s community of influencers
As well as great data, profiles and scores, we also work with our influencer community to give you insights into best practice with top tips on how to collaborate on campaigns in our interviews and spotlights.

Influencer Search
Finding the influencers, journalists and broadcasters who matter to your audience is simple with Vuelio Influencer Search.

Enter a keyword in the search box:
The search will return the top influencers listed in the Media Database that are talking about your topic. Results are ordered by Vuelio Influence Score.
Select the relevant contacts to add them to your lists and groups. From there you can send releases and track your activities.

Find out how the influencer database can provide you with all the information you need to better understand and connect with the people that matter to your story, topic or campaign.

PRCA SEA takes a closer look at Asia-Pacific PR practice

November 29, 2019/0 Comments/in PR Pulse, PR, PR News Media Database, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

Do you consider PR an industry or a profession? Research from PRCA SEA shows that two-thirds of those working in PR in the Asia-Pacific region consider their public relations calling a profession, and practitioners spend nearly a whole extra day above their contracted hours doing it.

The first PR Asia-Pacific PR and Communications Census published by the PRCA this week is based on more than 500 responses to a survey sent out earlier this year. Following the launch of PRCA Southeast Asia [SEA] in September 2018, the study shows some differences in attitude and approach as well as worldwide similarities across the profession (or industry, depending on how you see it).

Overwork and stress are issues in the Asia-Pacific, just as in Europe – PRs in the region are contracted to work an average of 39 hours a week, but often work seven hours longer than that. 31% of those surveyed make work-related calls and emails outside of office hours. Unsurprisingly, mental health is another area flagged in the survey – among those under 35-years-old, 11% have been diagnosed with a mental health condition; 55% have applied for flexible working; and in-house practitioners are more likely to get health checks or stress management workshops to help with their health.

Despite the region’s PR sphere being mostly female (61%) and young (median age of 35), women are likely to earn less than men and receive fewer bonuses for their work (even though pay rises are more common for younger professionals).

More than half surveyed speak at least one language in addition to English, and 94% had been to university – 24% of those had studied PR. Those taking part in the survey saw online communication and digital and social media as the most important parts of their work, taking over from sales promotion and general media relations. AVEs are still used, though communications strategy development is the main function of PRs in the Asia-Pacific PR profession.

Management of hours, mental support and equality across PR – industry or profession – are issues workers are experiencing across the globe. For International Communications Consultancy Organisation president Nitin Mantri, the world of PR needs to tackle these problems: ‘Workplace mental health policies should become a norm. Sustained efforts should be taken to encourage conversations around mental health because awareness and sensitivity will play a crucial role in bringing meaningful change.’

As for how to bring change in the profession, JLL executive director (communications) Eva Sogbanmu had some thoughts on how to use the findings from this first survey to change PR in the future: ‘I personally would like to see more diversity in background, ethnicity and gender at all levels of the profession – I also think that we need to work hard to demonstrate that PR is a rewarding career to consider.’

The full report from PRCA SEA can be read here.

Top 25 Influencers of 2019

November 27, 2019/0 Comments/in PR Pulse, PR, Blogger, Blogger Spotlight Media Database, PR, Press and Bloggers Blog Posts /by Rebecca Potts

The Online Influence Awards took place on 22 November 2019. Find out more about all the winners below.

Best UK blogs by sector

Beauty & Best UK Blog – Caroline Hirons

A true beauty superstar Caroline Hirons takes home prize for Best Beauty Blog for the second year running. Caroline has had a brilliant 2019 and it doesn’t look like it’s about to slow down any time soon! With a book out early next year, Caroline is taking her beauty expertise to the people.

Describing Caroline as the gold standard for influencers, our judges were blown away by her content and tone of voice. Whether it’s Caroline’s video tutorials or her famous cheat sheets, it’s clear why the queen of beauty has such a loyal following behind her.

Taking home the award for Best UK Blog, Caroline was a clear winner and the judges loved her no-nonsense approach, speaking directly to her audience with a clarity and honesty that is refreshing.

Dad – Dad Blog UK

John started Dad Blog UK after he left his job in government communications to become the main carer for his children, sharing his experiences as a ‘school run dad’

Writing about the highs and lows of being a parent, John also tackles the bigger issues from talking about health with kids to the rise of gender reveal parties. The judges praised his tone of voice which is always useful without being preachy.

Passionate about creating the best future possible for children, John is a superhero dad! Plus, he’s always got plenty of dad jokes at the ready.

Education – @TeacherToolKit

Top of the class and receiving more than a gold star is the founder of TeacherToolkit, Ross. What originally started as a Twitter account today has a worldwide following that provides a professional platform for teachers and fantastic free resources.

This includes the globally famous five minute lesson plan which received a big thumbs up from the Department of Education for helping to reduce teacher workload.

Food & Drink – My Fussy Eater

Blog Award winner in 2017, Ciara has taken the top prize again with her fabulous blog, My Fussy Eater. Answering the call of parents everywhere, Ciara shares her tips and tricks on how to get kids to try new foods and expand their culinary horizons. If you’re looking for ways to get your little ones eating more veggies or perhaps your partner prefers biscuits over broccoli, Ciara has got plenty of advice to turn a fussy eater into a foodie!

Health & Fitness – The Runner Beans

Marathon runner, award winner and creator of The Runner Beans, Charlie is incredibly talented. She originally started her blog to share her experience of training for her first ever marathon which expanded as she became bitten by the running bug.

Whether you’re thinking about tackling your first marathon or just want to discover more about running, The Runner Beans has plenty of tips and advice on how to find motivation to get out there.

Interior Design – Sophie Robinson

Sophie’s love of interior design started at university and has led to a hugely successful 20 year career. Most recently, Sophie graced our screens as a judge on The BBC Two programme, the Great Interior Design Challenge.

Not content with being a TV star, Sophie also co-hosts the podcast, The Great Indoors, with fellow interior design blogger, Kate Watson-Smyth sharing inspiration wherever you are!

LGBT+ – LesBeMums

Kate and her wife Sharon started LesBeMums back in 2012 when they started their journey to have a child. In 2015, their family of two became three with the arrival of T and their lives have never been the same since.

Sharing their experiences of what it’s like to be a same-sex family and the issues they face, Kate and Sharon provide great advice and inspiration – for the LGBT+ community and their allies.

The judges felt that the mums gave this category a real voice and authenticity, shaping our understanding of modern families today.

Men’s Fashion – Man For Himself

Robin James’ Man for Himself proves that fashion is so much more than wearing the right threads, with expert grooming advice and men’s lifestyle creating the whole package.

Robin started in 2012 while working in digital marketing before success in style made it his full time job in 2016.

Man for Himself was considered a worthy winner by our judges for his quality content and strong audience engagement on crucial topics such as finding the best haircut to men’s grooming essentials.

Motoring – Car Throttle

Taking the winners’ flag in the motoring category is Adnan Ebrahim’s Car Throttle.

Considered the ‘Buzzfeed for cars’, this blog has sped along to build a dedicated audience influencing car enthusiasts for over a decade.

‘This feels like what influencer content should be’ according to our judges – authentic, useful and designed with the audience in mind.

Mum – Mum In The Madhouse

The Mum behind Mum In The Madhouse is Jen Walshaw who writes about a huge breadth of topics from cooking to arts and crafts at home.

Useful for all of us with our own family-filled madhouses, Jen also covers the bigger issues that come up when raising a family and has many insightful tips for parents.

Political – ConservativeHome

Despite their political affiliations, the judges’s gave their vote in the politics category to Tim Montgomerie’s blog ConservativeHome. Created in 2005 for grassroots party members looking for round-ups of news and analysis of events in the Tory Diary, Tim encourages conversation and reasoned debate, which has never been more important.

The judges picked out this blog from a category full of heavy weight authorities for its broad range of great columnists and highly regarded content.

PR & Comms – Stephen Waddington

No stranger to anyone working in the PR and communications industry, Stephen Waddington brings his experience in the field to his work, covering industry trends, tips for practitioners and hot topic posts.

Understanding his audience and knowing what they need is what makes this blog particularly useful for those in the industry, whether the focus is corporate, PR, marketing or social.

Travel & Leisure – Global Grasshopper

Conquering the world of travel blogging, Becky Moore creates beautiful, impactful and wide ranging content on the Global Grasshopper.

Featuring a collective of travel writers sharing their adventures around the globe, this blog hops from luxury hotels in the British countryside to under-the-radar destinations in cities across the world. Global Grasshopper is worth packing in your suitcase, wherever you’re going.

Women’s Fashion – That’s Not My Age

Alyson Walsh started That’s Not My Age in 2008 to address the glaring gap in fashion advice for women whatever their age.

Her brilliant content is created to keep readers ahead of trends, able to find must have brands or latest seasonal items. Alyson’s clear tone of voice has carved out a distinct space in the fashion scene, and is a worthy winner of Best Women’s Fashion Blog.

Best UK podcasts by sector

Current Affairs – Brexitcast

This team set themselves the unenviable task of deciphering a topic no one understands. Brexitcast makes the topic of Brexit less intimidating for listeners – and for our judges, they managed it, balancing humour with much-needed information.

Throwing the BBC rule book out of the window, this essential guide to Brexit is a must-listen for anyone confused by the intricacies of Brexit. And by that we mean: probably everyone.

Business – Ctrl Alt Delete

Emma Gannon is the brilliant brain behind Ctrl Alt Delete, a best-selling author of The Multi-Hyphen Method and a well known broadcaster and columnist. She has been rightly described as the spokesperson for the internet generation.

Over five million people have listened to Ctrl Alt Delete to hear Emma chat with experts, thought-leaders, writers and creatives about the internet, their careers and everything else in between. Guests represent the rich mix of UK culture and have included Mrs Hinch, Jameela Jamil, Emma Barnett, Alain de Botton, Poorna Bell, Ellen Page, June Sarpong and Fearne Cotton.

Judges were impressed with the impact this podcast has had – even referencing the number of millennials who have launched careers off the back of its advice. They found Ctrl Alt Delete empowering and timely, providing the support the industry needs in fast changing times.

Best UK Podcast – Off Menu with Ed Gamble and James Acaster

Making dreams come true, Ed Gamble and James Acaster invite special guests to choose their favourite meals for a slap-up dining experience in their magical restaurant for the Off Menu podcast.

The judges ordered Off Menu as their Best Podcast choice for its ‘funny, frivolous and compelling’ ingredients as well as the quality of servings. The pair surprise listeners with their insight into London’s restaurant scene and have reshaped our perception of one of the world’s busiest dining scenes.

Best in UK influence

Vlog – Patricia Bright

Coming first in a crowded space is Patricia Bright, who originally started her YouTube channel in secret whispering to her camera in the bathroom. Good things should always be shared, and now, nine years on, Patricia reaches over two million subscribers with her honest videos and tutorials on female fashion, beauty and hair.

Our judges particularly loved her honesty, as well as the distinctive and strong personality that comes through.

Instagrammer – @bodyposipanda

Megan Jayne Crabbe is the body positive feminist who instagrams as bodyposipanda. Our judges, and her followers, love her for her refreshing and relatable views on body issues. She is truly redefining this category and setting the standard for influencers across social media.

Kicking butt online and in life, the positivity and bravery Megan brings to Instagram is as stand out as the colours in her hair.

Newcomer – Our Transitional Life

In one of the most hard fought categories, Kelly and Zoey stood out for the quality of their content and heart felt understanding of their audience. They started their blog, Our Transitional Life in February this year after Zoey came out as transgender. Living a life of positivity and acceptance, Kelly and Zoey aim to challenge society’s misconceptions one day at a time – and in doing so, help society to new levels of understanding.

Over the past 9 months Our Transitional Life has gained quite the following across social media and Kelly and Zoey have made the headlines and had their tv debut, appearing on This Morning in September.

Described as truly inspirational by the judges, Kelly and Zoey tackle a sensitive issue in an honest and delicate way – demonstrating what positive impact influencers truly can have.

Best in UK PR and communications

Content Agency – Kairos Media

Kairos Media impressed the judges with the growth of their business from university dorm to a growing team of over 50 staff in just 4 years.

Founded by Mike, a former YouTube content creator with over 300 thousand subscribers and Chris, a former director at Machinima they set out to bring solutions to brands looking to market through social media and reach new audiences online.

Kairos Media are always looking for new ways to innovate and provide more value to their clients by disrupting traditional media, sports and the creative industries.

Influence Campaign – Adobe Lightroom’s Vamp

With a wide variety of campaigns in this category the judges had a tough job on their hands but Vamp’s Adobe Lightroom campaign stood out from the crowd.

Vamp made sure that the campaign was consistent with Adobe’s brand values and spoke directly to their target audience, using influencers and social content creators to act as authentic advocates for Adobe Lightroom.

Vamp understand the value of working with the right influencers and the results and longevity of the campaign show that they were spot on with their decisions.

Cause-Led Campaign – Ministry of Justice’s #UpskirtingLaw

Described as the stand-out winner, the judges had one word for this campaign – exceptional.

The Ministry of Justice supported Gina Martin’s campaign to change the law on upskirting, with the law officially being passed in February this year. This is an extraordinary result which demonstrates the power of influencers in mobilising people to realise change.

Crucial to the campaign was Gina Martin who worked with the Ministry of Justice to make this happen. Empowering people to understand their rights and take an active role in politics, Gina proved her role as a trusted and authentic influencer who used her profile to make positive change happen on an issue that had been damaging to women across the UK.

Hall of Fame

This year, five very special influencers entered the hallowed Vuelio Hall of Online Influencer Fame. They are those who have truly transformed the industry, setting new standards and inspiring people around the world.

These five influencers are worthy winners of the hall of fame title and have been integral in transforming the blogosphere. With a whopping 16 awards between them, this group have kept top spot in their category time and time again.

Inthefrow and Menswear Style continue to lead the way in fashion, making sure their followers know about the latest trends to hit the high street. Mad About The House is the only blog you need to read if you fancy a spot of decorating or you have a house renovation project on the go. We’ve been on the journey with Slummy Single Mummy as she’s brought her fabulous daughters up and recently became a granny. And Guido Fawkes continues to be the most feared man in Westminster.

Weber Shandwick’s Rachel Friend Elected PRCA 2020-2022 Chairman

November 27, 2019/0 Comments/in PR Pulse, PR PR, Comms Blog Posts /by Phoebe-Jane Boyd

The Public Relations and Communications Association (PRCA) has elected Rachel Friend, CEO of UK & Ireland, Weber Shandwick, as its 2020-2022 Chairman, following a vote at the AGM.

Friend is responsible for Weber Shandwick’s network of offices across the UK. With over 20 years’ experience in the industry, she has spearheaded marketing and communications campaigns some of the world’s leading brands.

Friend will succeed Jim Donaldson when his term as Chairman concludes Autumn 2020.

Francis Ingham, Director-General of the PRCA said: ‘It’s a sign of the PRCA’s strength and size that someone of Rachel’s global standing will become our Chairman in 2020. In following Jim Donaldson, she will oversee the next phase of the PRCA’s story, as we build on our status as by far the world’s largest and most dynamic PR association.’

Rachel Friend said: ‘I am pleased to take on the role of Chairman of the PRCA. We are living through a period of unprecedented change; politics, sustainability, diversity, technology. Our industry must continue to evolve at a rapid pace to engage audiences. I’m very much looking forward to working with the PRCA to fuel the change.’

Producing successful PR campaigns on shoestring budgets

November 26, 2019/0 Comments/in PR Pulse, PR, PR Club Media Database, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

Got big ideas, but a small budget? Getting a campaign to go viral or grabbing sign-ups for your service doesn’t necessarily have to come at substantial cost (though it certainly helps).

Some solid strategies for how to get your message out when money is tight were shared during the CIPR National Conference session ‘Digital Communications on a shoestring’ – experts Helen Reynolds (Comms Creatives), Katie Lawson (Tiny Tickers) and Leanne Manchester (The Wildlife Trusts) talked making something good out of nothing and how fellow budget-poor people in PR can do the same.

For getting engagement without a sizeable budget (it’s often close to zero for Tiny Tickers, Katie shared), all speakers admitted that having goodwill from your potential audience is a good start, and they have that. Tiny Tickers is a charity for children with heart defects and works with a community of families looking for support. The Wildlife Trusts describes itself as a ‘grassroots movement’ of people with an interest in making a positive difference to wildlife, and future generations of wildlife lovers. The tools Helen, Katie and Leanne use, however, can be utilized by agencies and brands outside of the charity sector that don’t have a public ready and willing to listen to them.

For each of the speakers, time rather than money is the most important investment you can make when putting a plan together.

‘All it took was time,’ said Leanne of their Random Acts of Wildness campaign – a bid to get more people out and engaging with nature through information packs and social media sharing. ‘We don’t have budget to do fancy insight,’ said Katie, who spoke about the Twinkle Twinkle Tiny Heart takeover of the Seven Dials Christmas lights. Putting time aside to go through social media channels and see what audiences had engaged with previously was what really worked. Katie said: ‘It’s spending that time – and then reviewing.’

Posting times on social?

Not important, according to Helen, who advised that quality content will find its audience whichever time of day it’s posted. An authentic voice also helps. ‘There is always a personality behind your brand,’ said Helen when asked by those taking part in the panel how to engage when your brand isn’t necessarily one your intended audience wants to hear from. ‘There’s fear to put things out. It’s worth building up resilience on your team.’

And when things go wrong?

‘It’s not a reputational failure to give your audience an opportunity to complain, either’.

If you want eyes on your campaign, celebrity spokespeople are going to attract them. For those that can’t afford the top-tier influence elite like Zoella, the Pauls or a Kardashian (that’s most of us), Helen, Katie and Leanne advised getting in touch with micro and macro influencers you already know have an interest in your focus and people you already follow (‘I just DMed load of people on Instagram,’ said Leanne).
For Katie, the collaboration has to be heartfelt – ‘if we have to pay for an influencer, then it’s not the right fit’. Social media takeovers have worked for The Wildlife Trusts, and video (recorded on a colleague’s phone) was an important tool for both, especially for getting complicated ideas across that won’t be as sharable in a slab of text.

Keeping things cheap has been made infinitely more possible with the evolution of social media and digital tools (Facebook was a major convertor to sign-ups for The Wildlife Trusts’ Random Acts of Wildness campaign, and a message through LinkedIn was what sparked Twinkle Twinkle Little Heart for Tiny Tickers). It’s where the right communities and affordable tools can be found for wrangling your content together or organising your team (Katie’s workforce of six swear by Canva and Slack, for example).

As communications and PR professionals, wanting more money for campaigns is a given – but the importance of the actual work is what speakers at the CIPR session argued for. A lack of budget means an opportunity to experiment – with borrowing and pro bono help (works for Leanne) or a liberal use of memes (works for Katie, and best of all – they’re free)

4 tips for connecting with this year’s Online Influence Awards winners

November 25, 2019/0 Comments/in PR Pulse, The Online Influence Awards, Online Influence Awards, Blogger, PR Club Media Database, PR, Blogger Database, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

If last Friday’s Online Influence Awards have got you itching to get in touch with the winners for future campaigns and collaborations, look no further. Here are four quick tips for working with the champs:

1. Best UK Dad Blog – Dad Blog UK
‘I am always happy to hear from PR representatives and brands. If you are inviting me to an event, I need as much notice as possible (us mummy and daddy bloggers often have to arrange childcare).’

2. Best UK Health & Fitness Blog – The Runner Beans
‘Don’t send blanket emails – engage with the blogger and target them with the right product for them. Understand how they work and it will create a more symbiotic relationship for everyone.’

To understand how Charlie Watson works, check out the full interview.

3. Best UK Interior Design Blog – Sophie Robinson
‘Be really clear on your campaign objectives and pick a blogger who is in line with those brand ideals. I’ll never forget a PR asking if I’d like to be the face of a new trendy kitchen range they were launching. I said, ‘Sure, send me over the images of the kitchen’. Well, it was grey. I thought… don’t you know who I am?!’

Get to know Sophie Robinson better here.

4. Best UK LGBT+ Blog – LesBeMums
‘Don’t just include or invite us because you feel you have to; include us because you want to. We get a lot of emails – especially during Pride season – asking us to promote XYZ or be a part of a Pride-related promotion, but we are quick to realise when we’re being used as their token diverse family, because we’re quite often the only diverse family invited or there’s radio silence from that PR the rest of the year!

I’d love to one day be part of a team or ambassadorship where families like mine or those of different colour are the MAJORITY!’

Find out more about Kate Everall and her wife Sharon’s work in our interview.

See the rest of the winners from this year’s Online Influence Awards here and learn more about them (and how they like to work with PRs) with the Vuelio Media Database.

The Online Influence Awards 2019: The Winners

November 23, 2019/0 Comments/in PR Pulse, PR, Blogger, Blogger Spotlight PR, Press and Bloggers, Media Database Blog Posts /by Phoebe-Jane Boyd

The Winners have been revealed for the Online Influence Awards 2019. This year’s event has evolved from the Vuelio Blog Awards to celebrate talent from across the world of influencer marketing, recognising the biggest names in blogging, vlogging, podcasting, Instagramming and communications.

The celebration brought together content creators from a variety of categories across the influencer industry. If you’re looking to collaborate with top influencers, check out the Vuelio Influencer Database.

We are delighted to reveal 2019’s winners in full:

Best UK blogs by sector

Beauty – Caroline Hirons

Dad – Dad Blog UK

Food & Drink – My Fussy Eater

Education – @TeacherToolKit

Health & Fitness – The Runner Beans

Interior Design – Sophie Robinson

LGBT+ – LesBeMums

Men’s Fashion – Man For Himself

Motoring – Car Throttle

Mum – Mum In The Madhouse

Political – Conservativehome

PR & Comms – Stephen Waddington

Travel & Leisure – Global Grasshopper

Women’s Fashion – That’s Not My Age

The overall 2019 Best UK Blog is Caroline Hirons
For the judges, Caroline continues to set the gold standard for influencers across all sectors with her no-nonsense approach to beauty, writing exactly what her audience needs with a refreshing clarity and honesty – congratulations to Caroline!

Best UK podcasts by sector

Current Affairs – Brexitcast

Business – Ctrl Alt Delete

This year’s winner of the Best UK Podcast is Off Menu with Ed Gamble and James Acaster.
The judges loved this podcast, deeming it compelling listening alongside the frivolity and humour. All the food choices from its celebrity guests including Kumail Nanjiani, Cerys Matthews and Grace Dent didn’t hurt, either. Congratulations, Off Menu!

Best in UK influence

Vlog – Patricia Bright

Instagrammer – @bodyposipanda

Newcomer – Our Transitional Life

Best in UK PR and communications

Content Agency – Kairos Media

Influence Campaign – Adobe Lightroom’s Vamp

Cause-Led Campaign – Ministry of Justice’s #UpskirtingLaw

Thanks to our sponsors who have helped make the Online Influence Awards 2019 the best awards yet: A Gay And A Nongay, Bonne Maman, CALM, EMDUK, Gleam Futures, Kahicool, Ossa, OTTY, PRCA, Prospect, Prova, Pulsar, Splento, Splitcha, Topps Tiles and Top Trumps.

And huge congratulations to all of the winners this evening across blogging, social media and PR – thank you all for making it such a special night.

Influencer talent will soon lead campaigns across the whole marketing mix

November 21, 2019/0 Comments/in PR Pulse, Influencers PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

This is a guest post from Online Influence Awards 2019 sponsor Gleam Futures, which manages digital-first talent: fantastic creators, entertainers and entrepreneurs who have emerged from digital platforms. It represents individuals who have established loyal audiences while creating highly engaging content online, and helps elevate them to the next level, as talent.

The agency only manages quality talent who are among the top creators in the world; dedicated and passionate individuals who are determined to be professional and accountable while exploring their potential in all areas of media, merchandising and business development. It is strategic in its approach to management and works with talent to shape and maintain long-term careers.

Earlier this year it also launched Gleam Solutions, a consultancy that provides brands with a single route to creating and delivering quality, innovative, effective talent-led marketing campaigns which have creativity and authenticity at the heart and deliver results that matter.

The industry is still in its relative infancy, so we are seeing big changes all the time.

The biggest change, and one which has had a number of knock-on effects, is the increase in the number of creators. Whereas ten years ago there were roughly 15,000 creators globally, there are now more than 50 million – this has dramatically changed the media landscape and the way that audiences interact with each other and with brands.

While this is fantastic because we’re seeing a number of extremely talented creators come to the fore and a more authentic and targeted way for brands to reach and engage with audiences, it has unfortunately led to an overuse of the term ‘influencer’. This label lumps every creator into a homogenous mass of people and doesn’t distinguish the ‘talent’; creators who have an expertise to share, produce high quality content, form purpose in what they do and maintain a deep connection and dialogue with their trusting community.

It has also led to an obsession with data where the industry is attributing value to ‘influencers’ based on numbers alone, causing many creators to buy fake followers or engagement in an effort to be discovered and seek success. And this in turn has driven the commoditisation of content, where talent and the content they produce is viewed as a media product first and foremost, often driven by data. This lens can lead to a lack of creativity and authenticity, and a lower quality of content.

As a result of all the challenges the industry has faced over the years, brands and marketeers are becoming savvier and more strategic in their approach to ‘influence’, understanding the true meaning of talent and what makes high quality content – it’s an exciting time. They are seeing ‘influence’ as a legitimate channel within the overall marketing mix and in many cases taking a talent-led approach so that talent are not only creating organic content on their own social media channels, but are also present within the rest of the mix, from out-of-home to point of sale.

Aside from the marketing aspect, being a content creator has become a legitimate career with many who are super talented becoming entrepreneurs with multiple businesses, branching out into traditional media and building their own brands – this is a huge change not only in perception but also in opportunity.

Evolution
The industry will continuously evolve as it has done for the past ten years – marketeers will make savvier choices when it comes to the talent they partner with, the approach they take and the way they distribute content, always with wider business objectives in mind and as such better measurement solutions will be realised. More and more we will see talent leading campaigns across the whole marketing mix with authenticity and creativity playing a crucial role.

There is a real movement right now towards purpose-led creators who have a cause to champion or those who have real expertise as these are huge differentiators amongst the millions of creators out there. It provides brands with the opportunity to find common ground with both the talent they partner with and the audience they reach, meaning that they can have a more interesting dialogue and engage in more meaningful ways.

It will be interesting to see brands tackle the Gen Z audience and how much platforms like TikTok will play a part in this – the platform is doing interesting things when it comes to brand marketing and collaborating with creators.

Online Influence Awards
We are thrilled to be sponsoring this year’s Online Influence Awards which has always recognised truly talented creators. With so many new creators coming to digital and social media platforms to share their creativity and expertise, online talent spotting is a lot harder than it was ten years ago. We’re always on the lookout for creators who are making waves so we’re excited to be sponsoring the Best Newcomer category this year.

Pet Blogger Spotlight: Stephanie Walton, Steph and the Spaniels

November 21, 2019/0 Comments/in PR Pulse, Blogger Spotlight Media Database, PR, Press and Bloggers Blog Posts /by Holly Hodges

Meet Stephanie Walton, Sev and Lily – a human and her two dogs blogging about ‘human and hound style and adventure’ at Steph and the Spaniels. Stephanie shares what she loves about the pet blogging community and what keeps her passionate about posting (Sev and Lily were busy).

How did you get started with blogging about pets?
My blog has slowly grown into a pet-friendly lifestyle blog, as my life has been more revolved around my dogs. Sev and Lily play a massive part in my life, and everything in it, so it was natural to start including them more and more. It became something I adored blogging about and the passion makes it easy to share posts and keep blogging.

What’s your favourite thing to post about – reviews, things to do, etc.?
Dog-friendly travel is certainly what we love, sharing the places we visit and things we do. Showing that you never have to leave your dog behind.

What are the best things about the pet blogging community that other blogging sectors might not have?
I love how supportive and loving the pet community is. It feels like there’s less competition and that’s really important when you’re online so much. I honestly love reading and seeing others’ posts and photos and I think many people think that within the community.

What are your thoughts on pets/animals becoming celebrities through blogging and featuring on social media?
I think there certainly are some, but very few actually have that status. I think it’s great for the pet and the owner to deal with it in the right way, and show good and do good with it. I think it’s wrong to get into blogging if you want that, though. Sev and Lily are far from it, and will never be. Whatever we do – from events to press trips – I need to make sure we’re doing it because we will all love it and it’s good for them as dogs.

Is there something you would never feature on your blog?
I tend to stick with lifestyle and travel, but if it revolves around my life with dogs, then usually I would feature it. I think there are lots of taboo subjects in any topic, and it would always depend on why and how we showcase them if it’s something that is good to speak about.

Do you think it’s necessary to have pets of your own to blog about pets/animals?
I would think yes, as you’re more submersed into it. There are things only a pet owner would know, want to know or understand. However, that’s personal to my blog, as it’s very much revolving around our spaniel life and spaniel travels – that wouldn’t be something I’d even have the passion to share if Sev and Lily weren’t part of it.

Which are really better, cats or dogs?
Dogs!

How do you work with PRs and brands – are review products and new launches useful?
My main work with brands is through campaigns and press trips, because that works with my blog and what I share with my followers and readers. I think sometimes product reviews are great, if they’re not overdone but shown in a personal way. Creating content for brands is something I really enjoy doing and would always be keen if it fits our blog. I am also always very supportive of others in the community that do, too.

For PRs looking to work with you and your blog, how would you prefer they approach you?
I love hearing from brands and PRs. Usually email is best but we’re also on Instagram a lot. I really enjoy working with brands – it’s a great way to really get into something that you love and make content together.

What other blogs do you read (whether pet-related or not)?
I really enjoy reading blogs – I love The Cornish Life, The Londoner and From Roses.

Cut for time: extra answers from the We are all influencers now webinar

November 20, 2019/0 Comments/in PR Pulse, PR, Influencers Media Database, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

Our We are all influencers now webinar with Sarah Waddington, Stephen Waddington and Andrew Terry covered topics included in the #FuturePRoof guide to influencer marketing, but the parameters of ASA rules on promotional content and the ethics of influencer marketing are likely to raise yet more questions as the industry works towards defined and indisputable boundaries.

Here, Stephen and Sarah Waddington answer five such questions we didn’t have time for during the webinar – read on for more insight on #ads, keeping to the rules and where PR comes in…

If an influencer breaks the ASA rules, will we get in trouble as their collaborator? Is there anything we can do about this?
ASA rulings in the case of a breach of advertising practice are typically made against a brand and an influencer. There’s a collective responsibility for everyone involved in a campaign to ensure good governance. This includes an agency working as an intermediary.

Are there any best practice for promotional content in an influencer’s story rather than a regular post?
A paid-for relationship should be disclosed in the story using the tag #ad or #advertising. Platforms such as Instagram have been trialling meta tags as a means of creators disclosing a paid relationship but these have not been formalised.

If marketing currently owns influencer marketing in our organisation, how can PR get involved in the process?
Our view is that good influencer marketing should be based on working with an influencer as an individual and not a form of media. That’s the role of PR.

I have a question around inviting influencers to review an event, space or product. If they are provided with free access/free product but are asked to offer a genuine ‘warts and all’ review, does that still require an #ad?
This is a grey area. Strictly speaking any payment or payment in kind should be disclosed using the hashtag #advertising.

Is #ad exclusive to Instagram or would an influencer need to write this in their blog (where typically they’d add a disclaimer that they were invited)?
The nature of a relationship between a brand and an influencer should always be disclosed in the case of a paid relationship. A blog post provides the opportunity to do this in greater detail and disclaimers are appropriate in this instance.

Listen to the webinar and read the #FuturePRoof guide for more on best practice in the influencer sphere.

Industry bodies respond to CCHQ’s factcheckUK stunt

November 20, 2019/0 Comments/in PR Pulse, PR Media Database, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

An attempt to mislead the public during a time for big decisions, or a light-hearted but badly thought out PR stunt? Whatever your opinion on the Conservative Party’s rebranding of its @CCHQPress account to factcheckUK for yesterday’s live TV debate between Jeremy Corbyn and Boris Johnson, ramifications are likely to be felt through the political realm as well as in PR teams and social media spaces across the country.

Twitter hasn’t yet appeared to have taken any action over the incident but has vowed to take ‘decisive corrective action’ if something similar happens in future using its platform.

‘Twitter is committed to facilitating healthy debate throughout the UK general election,’ a spokesperson for Twitter said. ‘We have global rules in place that prohibit behaviour that can mislead people, including those with verified accounts. Any further attempts to mislead people by editing verified profile information – in a manner seen during the UK Election Debate – will result in decisive corrective action.’

Placing responsibility for the factcheckUK name change on a party digital team within his remit, Conservative Party chairman James Cleverly has defended the rebrand. This hasn’t curtailed concern from the PR industry.

Koray Camgoz, head of communications and marketing at the PRCA said: ‘PR professionals have a duty to fight disinformation, not purvey it. The PRCA Code of Conduct, to which all members are bound, is explicit in this regard.
‘PR professionals must not disseminate false or misleading information. Doing so damages trust in our industry and in this case – the political process. We urge communications professionals to be mindful of their ethical responsibilities, particularly during a period of national importance.’

The CIPR also has concerns for the ethics involved in the stunt, with its chief executive Alastair McCapra urging honesty and fairness as a basic professional standard from the industry: ‘This sort of action damages trust, not only in the organisation which carries it out, but potentially in the election itself. Any CIPR members involved in this kind of misleading behaviour face potential disciplinary action under our Code of Conduct.

‘It was extremely disappointing to see the Chairman of the Conservative Party, the Rt. Hon. James Cleverly MP defending it on television after the debate. I have written to Mr Cleverly today to make this point.’

PRCA 2019 Digital PR and Communications Report

PRCA 2019 Digital Report: industry investment in social media is up

November 19, 2019/0 Comments/in PR Pulse, PR PR, Press and Bloggers, Media Database Blog Posts /by Phoebe-Jane Boyd

Social is still successful and attracting big budgets, according to the PRCA’s 2019 Digital PR and Communications Report.

Produced in partnership with Ginger Research, PRCA’s digital report shows increased industry investment in social media and digital. The survey of 408 PR professionals across sectors including technology, NGOs, government, and finance and banking found growth in budget assignment for digital tools and tactics as well as a greater confidence in measuring its success for campaigns.

Reasons for keeping up a social media presence for brands has stayed the same as last year – to increase awareness of what they do (86%), drive audience reach (71%) and brand awareness (65%). Spending on digital and social is up this year, with over half of respondents saying their budget has increased over the last 12 months. For future spending, budgets will grow even further for almost half of those surveyed, with 49% say their assigned budget will increase and only 2% predicting less.

Where the budget goes shows what’s working and what isn’t – Search Engine Optimisation (SEO) spend is down (by 10%), while more money is going towards video-based content, up by 4% (text-based is down by 9%).

What clients expect from their PR services shows a different motive, however – 51% expect online press release distribution, 49% digital crisis management, 46% image-based content and 43% social influencer outreach. That importance is being placed in different areas by those providing PR services and those paying for them – one looking to digital engagement, and the other to the more traditional PR tool of press releases – could signal a need for greater communication between client and agency on what is possible when embarking on a campaign (and digital provides many opportunities the press release can’t).

Those still catching up to the potential of digital and social media in-house cited lack of time, staff, education and budget as blocks rather than lack of interest or want. And which social platforms are most popular for those making full use of them in campaigns is probably unsurprising – Twitter comes out on top as most popular for in-house (90%), closely followed by Facebook (81%). Agencies place similar importance on Twitter as a platform (85%) but consider LinkedIn (84%) more useful than Facebook (80%). The popularity of Instagram as a social platform for PR is lowest out of the big four – 67% for agencies and 63% in-house.
Tweeting and Facebooking is second nature for campaigns, but where PR is looking for the future of engagement goes one step beyond to augmented/virtual reality. 32% would like more education on it, 25% on voice/search aps and 24% on chatbots.

Whichever particular digital platforms PR budgets will focus on for campaigns in the coming year, social media is where stories will continue to flourish: ‘No one can argue that digitally relevant content should be the cornerstone of every PR campaign,’ said Ginger Research creative director Ellie Glason of the report findings. ‘It will be fascinating to see how modern digital mediums will evolve, and what new platforms for storytelling will be at our disposal in the near future.’

PRCA Digital Group chairman and Play and Shiny Red managing director Danny Whatmough also sees excitement in where PR will go next with digital: ‘While things move pretty fast in the digital arena, our study has shown year on year that PR professionals across the UK are evolving and developing their skillsets to match changing consumer behaviours, uncovering new opportunities to reach and engage diverse audiences.’

The full report from PRCA and Ginger Research can be found here.

How to become an independent consultant: an interview with Kate Fielding, Fielding Communications

November 19, 2019/0 Comments/in PR Pulse, PR, PR Spotlight PR, Comms Blog Posts /by Phoebe-Jane Boyd

Kate Fielding is the founder of Fielding Communications, a new strategic consultancy that helps organisations achieve profile, positioning and impact through effective brand and communications strategies. Formerly head of strategic communications at the Natural History Museum, Kate’s background is in-house at well-known organisations.

We caught up with Kate to find out how she decided to make the switch and go independent, the benefits of freedom and her top advice for anyone thinking of becoming independent.

How did you make the decision to become independent?
It’s a seed that’s been germinating for a long time. I was at a School of Life event seven years ago about finding fulfilling work. The central idea was finding the place where your values and your talents cross – the thing that you do well that makes the most difference to the world around you. When you advance in lots of careers you can end up moving away from a lot of what you enjoy doing and what you’re good at. Becoming independent was about going back to my roots in many ways and finding that sweet spot.

When I started out my plan was to be an actress, then I did two literature degrees and somehow found myself doing comms roles for scientific organisations. I spent a lot of time trying to mould myself to fit what I thought I should be in those roles. But more recently I’ve come to realise that the quirks in my background are actually an excellent combination to help my clients: a bit of drama, great copywriting, knowing how to tell their story and communicate it in an engaging way. The strength I bring is in combining incongruous skills and abilities that can unlock a fresh perspective.

What were the biggest challenges you faced/are facing?
You could always be more prepared and have more plans in place before you make the switch but there may never be a point when it feels like it’s enough. Some of the biggest challenges, especially as I’ve always worked in-house for fairly large organisations, is dealing with a lot of tasks that are business critical but that other teams have always taken care of. Suddenly I’m not just the comms person, but the finance, IT, admin and design person. I’ve been lucky to get loads of help and advice from my network, but it’s also worth thinking about what you can outsource if it’s not your area of expertise.

Time management is a challenge now because I use the Eisenhower matrix, but there’s no one to delegate the ‘not urgent or important’ stuff to! It forces you to be clearer up front about how you’re going to allocate your time – so I’ll spend a certain percentage on contacting my network, on marketing and on writing etc, where in a bigger organisation this all happens at the same time across different teams.

What’s the best thing about being independent?
Freedom. Obviously you’re constrained by the need to make money and you can’t sit on the sofa all day watching Cash in the Attic, but freedom in the sense of being able to steer a course and set my own standards – I’m now the arbiter of that. I have a very clear sense of what I can do and what I can achieve at any time.

I’ve also loved having the opportunity to reconnect with a lot of my network and spend my time in ways I previously wasn’t able. Yes, there’s an element that you’re hoping it will eventually turn into a future project or work somewhere, but these are people I know and like, and they have loads of interesting ideas and perspectives, so it has enormous value in its own right.

What’s the dream long term plan?
I’m not sure I know yet. The short-term plan is to prove I’ve got a viable business within the next 12 months – so it’s very much about hitting my financial targets each month. Beyond that, I’d like to get to the point where I can make choices about what I take on, so that I’m really honing in on that point where I’m using my skills and talents to make the world a better place.

What advice would you give others thinking of going independent?
I got lots of excellent practical and philosophical advice from other people who had made the leap, particularly Paul Sweetman of SweetComms who told me about the ‘rule of 3s’ – so as soon as you finish one task, contact three people you’ve not been in touch with for a while. Otherwise I guess the big piece of advice I’d give is – just do it! You can wait for years for the perfect time, or to get one more job under your belt, but sooner or later you’ve just got to take a leap into the unknown. I’ll let you know how it works out in about 12 months…

We Are All Influencers Now

November 19, 2019/in PR, Press and Bloggers /by Pierce Johnson

The #FuturePRoof guide to influencer marketing addresses the need for influencer marketing governance in public relations. We’re all influencers now aims to educate practitioners about influencer relations campaigns, highlighting best practice for brands, agencies and influencers.

According to Markets & Markets the global influencer market is currently estimated at £4.5 billion and it’s a challenging area of practice that sits between marketing and PR, and earned and paid media.

We are delighted that the founder and editor of #FuturePRoof and MD of Astute.Work, Sarah Waddington will be joining our exclusive webinar with the co-author of the publication and MD of Metia, Stephen Waddington. They will be joined by media and IP law specialist and Partner at Evershed Sutherland, Andrew Terry to discuss why PR is in best position to take ownership of influencer marketing, how to stay compliant and why everyone involved in a campaign has a responsibility to adhere to relevant advertising and media law.

Pet Blogger Spotlight: Mark Sanders, Adventures of Monty Dogge

November 19, 2019/0 Comments/in PR Pulse, Blogger, Blogger Spotlight Media Database, PR, Press and Bloggers Blog Posts /by Holly Hodges

Joining the ranks of famous and talented dogs like Lassie, Hooch and K9, Monty Dogge trades in quality blogging and children’s books – but he couldn’t do it without his human (and owner of opposable thumbs/a faster typing rate) Mark Sanders.

We talk to Mark about his work with Monty on the Adventures of Monty Dogge and why he thinks the pet blogging community is so supportive.

How did you get started with blogging about pets?
It was a total accident, to be honest. When Monty was a puppy he was so naughty I started a Facebook page ‘Life according to Monty Dogge’ and began writing silly stories about his exploits through his eyes. It took off and I soon had followers all over the world and we got invited to blog from Crufts. The Facebook followers suggested I should write a book and up to now Monty and the gang have featured in five children’s books.

What’s your favourite thing to post about – reviews, things to do, etc.?
I really prefer to post about things that are really helpful to other pet owners. Cookie ruptured her cruciate ligament last December and I did a blog about the whole process from diagnosis to the operation and subsequent recovery. I featured products that helped such as a harness and snuffle mat to ease the boredom. I also wrote about the insurance company and how they were to deal with. It was something positive that came out of a horrible experience and will hopefully help others.

What are the best things about the pet blogging community that other blogging sectors might not have?
I’m not sure about other blogging sectors but the pet blogging community is really supportive. I think it comes from people blogging about living breathing family members rather than a hobby or pastime.

What are your thoughts on pets/animals becoming celebrities through blogging and featuring on social media?
I actually hate pets and animals becoming celebrities just by being dressed up and pictures posted daily. I think it’s the horrible side of social media where a dog can be followed by 30,000 people just by wearing silly clothes. If there is content, then why not? Pets and animals have been celebrities for years, just think of Lassie as an example.

Is there something you would never feature/write about on your blog?
There are actually many things. I have to think it is ethical and actually something our readers would find interesting or useful. It has taken a long time to build the following we have and I won’t just throw product after product at them.

Do you think it’s necessary to have pets of your own to blog about pets/animals?
Not sure it’s necessary but I’m sure it helps. I think somebody who has experience of pets/animals could still write an excellent blog.

Very important question here – which are really better, cats or dogs?
If I were a politician I’d say that each pet has their own strengths and weaknesses and each bring something special to the owner pet relationship… but I’m not, so it’s dogs.

How do you work with PRs and brands – are review products and new launches useful?
Again, going back to a previous answer it’s all down to the product for me and I prefer to build a long-term relationship. I very rarely do food reviews as it means changing the dog’s diet and I’m not really prepared to do that unless it’s a superior product. Monty is perfect for brand ambassador roles and that’s something I’m always keen on.

For PRs looking to work with you and your blog, how would you prefer they approach you?
I really dislike fishing emails that don’t actually contain any sort of proposal and those usually just get overlooked, to be honest. I’d much prefer an email that lays out their vision/ideas for the relationship.

What other blogs do you read (whether pet-related or not)?
I am a big follower of the Paw Post who has become a good social media friend. I tend to read book review blogs such as Whispering Stories, Mrs Cooke’s Books and anything with conservation content that takes my fancy.

Integration, responsibility and cake: 7 lessons from the CIPR National Conference

November 18, 2019/0 Comments/in PR Pulse, PR Media Database, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

This year’s CIPR National Conference ‘Preparing for the Digital Future’ focused on getting attendees ready for the challenges the industry will face over the next few years. Big issues highlighted at the conference that are already impacting PR and comms included mental health issues within the workplace, irresponsible use of data and CEOs resistant to necessary change.

What can we do to get ready for what’s coming, and what’s already here?

Check out the main takeaways from the speakers this year and where they believe time, energy and resources should be spent (the first is definitely the most doable…).

1. ‘Cake always wins’
Katie Lawson, head of fundraising and communications at Tiny Tickers
Lack of budget and goodwill came up in questions to speakers a lot during the conference – naturally, not every team or corporation is going to have both. During the CIPR Not-for-profit Group Session ‘Digital communications on a shoestring’, Katie Lawson from charity Tiny Tickers talked about balancing the goodwill of her audience with a lack of funds. Want attention on social media? Office cake is the answer. Katie’s advice: take photos of any cake that shows up in the office and post on Twitter – this also goes for dogs.

2. ‘Spending money on content that isn’t engaging is money down the drain… what you’re doing is boring more people’
Helen Reynolds, communications and social media trainer at Comms Creatives
And on the subject of what works on social, Helen ‘The old lady of social media’ Reynolds also had advice during the panel on working with tiny budgets. Everyone wants more money for what they’re planning, but for Helen ‘the work is what’s important’. As discussed during this talk (which also featured thoughts from Leanne Manchester from The Wildlife Trust), no amount of budget is going to make content that’s lacklustre more interesting – it’ll just be much more expensive.

3. ‘Focus on the human aspect of work – if we’re not more open and transparent, I think we’re going to be forced to’
Peter Cheese, CIPD
‘So, I’m the HR guy’ is how Peter Cheese started his talk ‘Rebuilding trust from the inside out’. Peter made the point that companies are part of communities and society, and therefore important stakeholders to be considered. Moves to sustainability within offices (the increasing popularity of recycling initiatives and paperless working) and the adoption of workplace charities shows that a greater focus on the human side of big business is already happening. But it can’t merely be lip service. Like the RSC dropping BP as a sponsor, genuine steps must be taken for the wider community to see legitimate considerations for the future. Full accountability for bigger brands and high-profile people (Amazon was mentioned a lot during the conference, as well as a certain US president) might not be the reality yet, but it’s coming and is worth planning for now. Communities demand, and deserve, better from the corporations that serve and sell to them.

4. ‘Reputation management needs to be holistic and integrated. It’s vital and necessary to speak out on the big issues of the day’
Tony Langham (CEO, Lansons)
In ‘Reputation on the line’, Tony Langham highlighted a growing area of the PR and comms industry being within organisations. Employee engagement is where PR is heading, and employees need to be able to trust their companies and those higher-up on the food chain. And this is possible even when it’s not necessarily deserved; according to Tony: ‘People will forgive anyone if they like them’. So, be trustworthy to your employees, if you have them. Or if you can’t quite do that, be likeable.

5. ‘If you don’t take a stand on technology ethics, you’re still taking a stand. There is no neutrality in this space’
Dr Stephanie Hare, researcher and broadcaster
During one of the most passionate talks of the day, Dr Stephanie Hare (in Ethics of Our New Technologies) urged those in the audience to take forward a greater understanding of how to use their influence and skillset. Particularly when it comes to GDPR. For her, ‘the way that we are treating data isn’t working’ and the technology we use isn’t without discrimination or potential harm. Having penned an op-ed on the subject for The Observer the weekend prior, and citing the recent controversy with Apple Pay’s gender discrimination during her talk, Dr Stephanie made the case that ‘building better tech is about building a better world – you’ll have a better PR story if you get on the right side of history’.

6. ‘The same way that companies can track us, we can track them and what they’re doing – corporate digital responsibility needs to be applied in-house’
Dr Lawrence Ampofo, Digital Mindfulness
Also advocating for greater responsibility in the tech space, Dr Lawrence Ampofo argued for greater human interaction in the development of technologies and services, as well as with customers. Technology, services and products need to have the ‘friction’ of humanity alongside the benefits of AI (also a big topic during the conference, unsurprisingly). What humans can bring that AI can’t (yet) is responsibility to employees and clients – that’s only going to get more important, going by how many times it was talked about by the speakers and in audience questions.

7. ‘Get your boss involved in decisions to be part-owner of solutions. Ask ‘what do you think?’ Take them on the journey’
Joanna Blackburn, Government Digital Service
Moving away from pure profit considerations and towards a more mindful approach for the wider community we serve and the colleagues we work with has to come with CEO approval. What do you do when you don’t make all the big decisions at your company, and have a particularly resistant person in charge? Bring them on the journey with you, said Joanna Blackburn when talking through her successes with bringing about change at the Government Digital Service. And for those holding the power in organisations, her warning was that job titles don’t guarantee respect anymore and that workplaces are filled with intelligent people quick with questions for those in charge.

To be ready for the future of PR – wherever you are in your company hierarchy, or whatever your budget – the lessons from this year’s CIPR National Conference speakers was to be open, ethical and considerate. But also, to help get that started, bring more cake into the workplace. Also, dogs.

5 steps to stronger video content marketing

November 18, 2019/0 Comments/in PR Pulse, PR, PR Club PR, Comms Blog Posts /by Phoebe-Jane Boyd

This is a guest post by Chris Shields, CCO and Co-founder, Binumi Pro.

From Fake News to Fyre Festival, a growing culture of scepticism has meant PR professionals are under pressure to change the way they create and distribute content. With online video expected to make up more than 82% of all consumer internet traffic by 2022, it is the most effective medium to reach audiences – yet over a quarter of PR and in-house agencies are struggling to make it work.

A recent study from The Pulse Business and PRCA, in partnership with video platform Binumi Pro, showed that 26% of PR agency bosses and in-house comms leaders are aware of the value of video, but have yet to find a way to make it work to their advantage.

Common pain points like high agency fees and a lack of understanding mean that, although 65% of agencies regularly include video in their marcomms activity, they are often disappointed with the results.

With that in mind, we have identified five key elements that will ensure your video content is strong enough to succeed.

1. Be authentic
Consumer trust is at an all time low. Research from Ipsos Connect showed that almost 70% of consumers distrust advertising, while 42% are sceptical of brands. The key to authenticity is letting your story be told by others. And who are the truest ambassadors of your brand? Your employees.

More often than not, these are the people that understand the connection between your message and your audience, and embody your values and ideals in a way that is relatable. Empowering your employees to define a narrative that is open and honest gives consumers a reason to believe in what you have to say.

2. Speak the language
Talk to your audience in a way they understand — and we don’t mean by scraping Urban Dictionary for slang. Identify their concerns, wants and needs, and the topics that spark conversation. When you speak to your audience on an emotional personal level, your message will resonate.

3. Snackable content
Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. As 45% of consumers stop watching after 45 seconds, keeping video short and sweet is a must.

‘Bitesize’ content between 15-35 seconds is easily digestible, making for a higher view rate, and a more engaged audience. To ensure your video can land its message with or without sound, include responsive subtitles and hard coded text.

4. Stand out creatively
Differentiate yourself from the sea of sameness. With video, visuals are everything; the first three seconds of any video are the most important to capture the attention of your audience.

By employing eye catching visuals, dynamic text and effects, you create a ‘thumbstopper’ moment that elicits active engagement. Don’t underestimate the importance of a great thumbnail image either — autoplay isn’t a given.

5. Be nimble
The 24-hour news cycle means that timing is more important than ever, but the costs associated with using video production companies are still prohibitive for many, and the timeliness means they often miss out on what they set out to achieve.

Be smart about your approach to video content production and streamline your process for faster turnaround. Utilise user and employee generated content, create branded templates and frames, and develop a repository of clips to dip into as and when needed to captialise on trending stories and moments.

If you invest in the process, not just the product, you will find that video can become a high-performing element of any successful content marketing strategy.

Binumi Pro offers businesses a scalable way to take control of their video communications – at a fraction of the cost of traditional video production. Their unique offering enables your employees to shoot high-quality video content from a smartphone, edited to professional standard by their in-house team. The cloud-based platform offer comprehensive levels of client administration, and integrations for centralised corporate control to ensure Brand compliance.

What, how and when to pitch journalists by industry

November 15, 2019/0 Comments/in PR Pulse, PR, PR Club Press and Bloggers, Media Database, PR Blog Posts /by Phoebe-Jane Boyd

A guest post written by Laura Crimmons, Founder of the Silverthorn Agency

BuzzStream, one of a range of PR tools, has conducted research analysing over 200,000 articles to uncover trends in when, how and what journalists are writing about to help PRs in securing coverage.

Five verticals were chosen for the study (Tech, Travel, Health, Entertainment and Personal Finance) with 20 publishers then analysed within each vertical taking the most recent 1,000 articles from each as well as the most shared 1,000 articles.

The research is broken down by each vertical with articles analysed to answer questions such as:

• What topics, companies and people are journalists writing about most frequently?
• What assets and formats, e.g. video, research, experts or photography, are covered most frequently within each vertical?
• Which publishers are most frequently linked to and most frequently link out?
• How many articles are journalists having to write each day and how does this vary by vertical and/or publication?
• Is there a ‘best day to pitch’ for each publication and/or vertical?

Alongside the quantitative analysis, the report also features supporting commentary from various journalists and PRs to add perspectives to the data.

BuzzStream chief growth officer Stephen Panico said of the motivations for commissioning the study: ‘We’ve known for a long time that the best performing teams get outstanding results by tailoring their pitches and content to the journalists they want coverage from. However, it’s always been frustrating for people who hear this advice because it’s always seemed to be more of an art than a science, something that a team either has or they don’t. We wanted to go beyond anecdotal evidence and platitudes and figure out exactly what the data actually says about what works and what doesn’t – based on what’s actually getting published. Admittedly, you can’t remove all of the personal skill from outreach, but this study will give much more clarity on what journalists in a given publication or vertical actually want.’

In addition to the detailed vertical analysis, the research also looked at any interesting comparisons across the verticals including which tend to attract the most social shares. As the table below shows, Entertainment articles generate 13X more shares on average than Personal Finance:

The study also shows the publishers within each vertical that have the most shared and engaged with articles:

The whitepaper is available to download for free here from BuzzStream.

Pitch to the right journalists at the right time with the Vuelio Media Database and get their requests directly with the Journalist Enquiry Service.

Personal Finance Blogger Spotlight: Jonathan Gutteridge, The Money Shed

November 15, 2019/0 Comments/in PR Pulse, Blogger, Blogger Spotlight Media Database, PR, Press and Bloggers Blog Posts /by Holly Hodges

Want to save money? You don’t have to ‘just be super thrifty’ or compromise the life you’re living, according to Jonathan Gutteridge. Through The Money Shed, valuable ideas for making money from home and paying off debts can be found on the blog, the forum, the newsletter and shared across social.

We talk guilty pleasure purchases with Jonathan and how to cut down on what you don’t need to be able to afford what you do (do fancy holidays count as a ‘need’?).

How did you get started with blogging about personal finance?
I sort of fell into it. My background was in earning money from home and I had spent years doing the likes of focus groups, mystery shopping and flipping on eBay. Anything and everything really! From that I then created The Money Shed to give others the chance to talk about their experiences with earning money on the side and it all sort of grew from there.

What’s your favourite thing to post about on your blog?
Money-making content. Without a doubt. So many people have changed their families’ lives by using the advice on the site to find new ways to make money from home that they didn’t even think was possible. People have had holidays, new cars, paid off debts – all sorts! All of which has been done without them having to compromise the lives they are living financially like they would if they went down the ‘just be super thrifty’ route.

How do you deal with people getting in touch with you directly for advice on their money issues?
Sometimes it can be a bit overwhelming as I am very much a one-man band. The Money Shed is more than just a blog. It’s a forum with thousands of UK users and over 155,000 posts! It’s a newsletter that goes out to thousands of people and a blog with regular new content appearing each week. Not to mention all the social media promotion as well, so a lot of people will contact me from all angles wanting help or advice! If the question is about earning money from home then I’m easily able to help. If it’s about something a bit more serious like investments then I tend to point them towards other money bloggers who cover that topic.

What would you say is the most common area where people overspend/can cut down on their spending?
The first thing that seems to go is where they shop. You will see people drop Tesco or Asda and instead shop at Aldi. Which people don’t tend to talk about is that this can create a bit of a false economy as your local Aldi store doesn’t have the range of products that your major supermarkets do so you, in fact, end up doing two separate shops a week to get everything covered.

As someone who advises people on being savvier with their money, is there a guilty pleasure you struggle not to spend too much on yourself?
Holidays. When you are self-employed, giving yourself time off is ten times harder than if you were in regular employment because of the guilt associated with taking time off. Because of this, when I do go away I like to stay in nice places or fly in upper class so that it is a million miles away from my day-to-day life.

Top deal you’ve found recently?
I’ve recently got an Apple TV 4K box and so have been buying a LOT of 4K films and it’s amazing just how cheap the digital versions are compared to the physical ones. I’ve been buying a lot via TopCashBack on the iTunes stores! Not all deals are as good as they appear online, though. I was recently led down the garden path via a VERY popular HotUKDeals posting about £50 Dysons from Sainsbury’s which never materialised!

Do you have any advice for families who may struggle during the upcoming festive season?
Earn as much as you can online! Christmas is just the hardest time to save money with everything going on. I would say instead of trying to cut corners, look at ways you can increase your income in ways you may not even have known about!

How do you work with PRs and brands?
Week in, week out. You have to in this game; bloggers have bills to pay just like everyone else! I think what a lot of brands enjoy about The Money Shed is the fact that it is FAR more than just a blog and with the HUGE forum attached to the site they are able to tap into that community as well when they work with us!

What other blogs do you read (whether finance-related or not)?
I have friends whose blogs I enjoy reading. Sometimes for content, more often for the tone as some of the ‘money blogger’ stuff can be so super-dooper serious all the time it ends up quite dry. But the likes of Katykicker.com and Lottyearns.co.uk know how to write good content that is engaging, funny and relatable!

Baking Blogger Spotlight: Jane Dunn, Jane’s Patisserie

November 15, 2019/0 Comments/in PR Pulse, Blogger, Blogger Spotlight Media Database, PR, Press and Bloggers Blog Posts /by Holly Hodges

Jane Dunn started Jane’s Patisserie after discovering a love for creating sweet treats at cookery school back in 2014. Now blogging new recipes every week, Jane likes to provide ideas for skilled bakers as well as beginners, especially if they’re millionaire’s shortbread-themed.

Bakery blogging is a passion for Jane, but there’s also lots of hard work that goes into making it a success – PRs please note: bloggers like to be paid for their work, and not in baked goods…

How did you get started with baking and blogging about it?
In 2014 I decided to go to cookery school instead of university as I wanted to learn all things about food. I loved all areas of what I learned, but I excelled so much more in the patisserie section so decided to start a blog on all things sweet!

What’s your favourite type of post or regular content?
I post one or two new recipes on my blog every week and they’re always something I love. My most popular bakes are cheesecakes, and anything millionaire’s shortbread-themed!

Are there particular bakes you don’t like attempting/writing about, and why?
I tend to try and focus on bakes that anyone can do of any skill level – they’re bakes that kids can get involved with, or someone who is skilled but fancies something delicious! It means I struggle to write about anything that is more serious patisserie work, that would be in a high-end bakery for example! I find videos are easier for those as you can show what to do!

Savoury or sweet?
I work with sweet, but I secretly MUCH prefer savoury. I love a bit of savoury pastry.

We have to ask about the Great British Bake Off – did you watch it? Who did you think was going to win?
YES, I watch Bake Off! I have since the beginning, and utterly love it! I thought Steph would win as she got star baker four times, but any of the finalists were worthy winners!

Have you noticed baking becoming a more popular/mainstream hobby as the popularity of the show has grown?
I would definitely say it’s grown as a hobby! So many people say they watch the show when they bake my recipes, and whenever I post about GBBO on social media it always gets a response! The rise of baking equipment in shops shows it, too!

With television shows, YouTube tutorials, and recipe books being a great source of learning for new bakers, what are the plus points for baking blogs as a medium?
I believe blogs are great, because there’s a more personal side to it. Some people just want to have the recipe and get on with it which is where books are so good, but a large percentage of my readers love to read about the recipe, before they bake it, from my perspective!

Do you have a particular recipe book (or books) that you frequently rely on?
I love any of Mary Berry’s books, or Nigella’s. They’re classics that you can always rely on!

How do you work with PRs and brands – are review products and new launches useful?
I work with PRs in all different sorts of ways – I love using brand’s products in my bakes that I truly love and believe in! I don’t often do product reviews anymore, but it’s something I will still happily do!

For PRs looking to work with you, do you have any advice for how they should approach you?
I think PRs need to respect that no matter how big or small a blog is, the person you are contacting needs to be paid for their time. It’s a shame that some don’t understand how much time and work goes into a post, but others can really get it and are a dream to work with! It’s always best for the PR to look into what you do on your blog first, to know if it’s the right area for you!

What other blogs do you read (whether in your sector or outside of it)?
I love to read blogs, but there are so, so many! Lifestyle, food or home decor!

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The #FuturePRoof guide to influencer marketing addresses the need for influencer marketing governance in public relations. We’re all influencers now aims to educate practitioners about influencer relations campaigns, highlighting best practice for brands, agencies and influencers.

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