What has the UK media been requesting from PRs

How are national press and broadcast news using the Journalist Enquiry Service?

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The headlines across national newspapers and news broadcasts have been dominated in recent months by the cost-of-living crisis, numerous strikes in different sectors, the Russia/Ukraine war and the fallout from Prince Harry’s book ‘Spare’. However, plenty of other stories have made their way into the UK news cycle, and many start with a request sent by a writer via the ResponseSource Journalist Enquiry Service.

What exactly have national press and broadcast journos been looking for recently? Below we take a deep dive into the main categories that our users have been interested in and the keywords that we are seeing most frequently. Read on to see how you can get your expert coverage or the best place to get that case study out.

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

Firstly, we will have a look into national newspapers as journalists from these titles use the service more frequently than broadcast – 26% of all requests in 2022 came from national press. Outlets like The Daily Express, PA Media and The Daily Telegraph also regularly feature in our top ten outlets sending requests from month to month.

We looked at all the requests sent from the start of November until today and the category with the most enquiries was Women’s Interest & Beauty, representing 11% of all national press requests. This proves particularly popular with the tabloid papers as The Sun, The Daily Express and The Daily Mail all feature in the top five outlets sending requests for this category.

National press enquiry types

In terms of what they are looking for within this category, it tends to be for products to review or feature on their website. This varies from lipsticks and eyeliners to new beauty treatments and jewellery and fashion accessories. There are also requests around men’s beauty and grooming including requests for face creams and beard shavers. This presents a great opportunity to get client products featured in national newspapers or on their websites.

Often picked alongside the Women’s Interest & Beauty category is the Health category, which was the second most popular and made up 10% of the total requests from national newspapers. The Daily Express was again among the top senders with journalists from The i paper and Metro also sending numerous requests for health stories.

The trend here is more for spokespeople and experts and for case studies. A lot of requests are for doctors and GPs to give medical advice on certain conditions and there are frequent requests as well looking for case studies for people with certain conditions or illnesses. Both provide avenues to get clients and experts national press coverage.

The Health category also features several strongly performing keywords with ‘fitness’ appearing in 4% of all national press requests, ‘diet’ in 2% and ‘wellbeing’ in just over 1%. Again, this is often linked to enquiries for experts such as nutritionists, psychologists, mental health experts and sleep experts. This also links to the strong performance of both the Food & Drink and Leisure & Hobbies categories as they both received around 6% of the total national press requests.

Men’s Interest finished as the third most popular category. As we touched upon earlier, men’s grooming and beauty were part of these requests along with many around men’s health and also fashion too. This also links into the strong performance of ‘fitness’ as a keyword with requests for personal trainers and male gym instructors.

Fourth on the list for national press categories is Personal Finance which links into another key phrase that we have mentioned often in our monthly reports, which is the ‘cost of living’. This appeared in just over 3.5% of all national press requests with associated words like ‘energy’ on 3%, ‘bills’ on 2% and ‘mortgage’ on 1%.

This category attracted different national press outlets with both The Daily Telegraph and The Times featuring in the top ten. The type of enquiry did vary but a lot were looking for finance experts to give advice on ways to make savings during the cost-of-living crisis. There we are also enquiries for energy experts to provide analysis of the rising gas and electricity bills. Plus, mortgage experts to provide suggestions for what first-time buyers should do and those looking to renew their mortgage during increasing interest rates.

There has also been requests from the national press looking for case studies to find out how families are coping during the tough economic times and also to provide information on what businesses can do. This gives lots of scope to push out information and experts around personal finance.

The bigger news stories over the last few months have created a bit of traction on the Journalist Enquiry Service. ‘Strikes’ appeared as a keyword in 1% of all national press requests as papers like The Independent and Daily Mirror looked to cover the issue by getting case studies. ‘Royal’ was in around 3% with The Daily Express and The Guardian among others looking for royal experts to cover news around Prince Harry and Meghan and the Royal family in general. However, there have only been a handful of requests around the Russia/Ukraine war.

The focus for broadcast journalists using the service has been quite different with the most requests going to the Business & Finance category. 7% of the total requests from broadcast were for this category with 5 News and ITV News sending the majority.

These have tended to be for case studies and most often looking to speak with businesses that have been affected by the cost-of-living crisis. Just over 8% of the total requests in broadcast included the key phrase ‘cost of living’ and over 7% were for ‘energy’. This shows a much greater need from broadcast outlets to cover this issue and a great chance to get your clients featured on television, speaking about how their business has been impacted – especially in regard to rising energy bills.

Broadcast media enquiry types

They have also dedicated more coverage to the strikes as well and ‘strikes’ as a keyword appears in 9% of the total requests from broadcast. This also links into the strong performance of the Public Sector, Third Sector & Legal category which was the fifth most popular for broadcast journalists. All three of the big broadcasters (BBC, Sky and ITV) appear in the top five outlets here.

These enquiries were again focused mainly on getting personal case studies and seeing how businesses and people were being affected. The majority of requests were for the rail strikes but broadcast contacts were also covering the nurses strike, the teachers, Royal Mail, ambulances and buses. With more strike action likely in the coming months then this should present more opportunities for television coverage.

The more consumer related categories of Food & Drink and Women’s Interest & Beauty both received 6% of the total broadcast requests, placing them second and third overall. The Food & Drink category was used quite frequently for Steph’s Packed Lunch, whereas the Women’s Interest & Beauty category had several enquiries from This Morning.

Again, several requests were for case studies, providing opportunities for people to feature on the show. However, we saw more enquiries looking for products. This varied from health and fitness gadgets to make up and fashion items to new chocolate and sweet brands. A good chance to get products featured on two well established daytime shows.

The Health category had around 6% of all the broadcast requests and finished as the fourth most selected. ITV and 5 News were again sending regular requests in this category along with GB News and BBC Radio 4.

Personal case studies were the main focus of requests looking to cover issues around social care and also around illnesses such as Strep-A. There were also several requests for experts as well, looking for medical experts to give advice and information.

Overall, while the media coverage may seem to focus on certain issues, there is room and opportunities for products, experts and case studies to get coverage on both national press and broadcast media for a variety of topics and matters. The news cycle is difficult to predict but the cost-of-living crisis looks set to rumble on, along with strike action. We are also starting to see more requests around ‘TikTok’ which as a keyword appeared in 1% of all national press requests and just over 1% of broadcast requests. Therefore, any experts or info around the media app could be vital to journalists in the coming months.

For more on how the ResponseSource Journalist Enquiry Service can help with getting your stories into the UK media, read our previous how-tos: 

No PR budget? No problem – using the Journalist Enquiry Service to gain coverage as a small business

How to tackle vague requests from journalists

6 reasons to stop searching #JournoRequest and try the Journalist Enquiry Service

 

How to take advantage of awareness days for your PR

Which awareness days should you take advantage of for your PR?

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This is a guest post from Niamh Boylan, junior PR account manager at Hatch.

There is an industry term that has been known to divide opinion amongst PR and social professionals: awareness days. While some view them as a less creative approach to generating media coverage, it cannot be denied that awareness days are an incredibly useful newsjacking tool for PRs and a great way to leverage seasonality.

Not only do they serve a great purpose in drawing attention to important calendar events and charitable causes but awareness days offer an opportunity to give your PR campaigns, stunts or social content a relevant news hook. By jumping onto a topic or event that’s already got some newsworthy attention, it is an effective way of gaining brand exposure, positioning your client as a thought-leader in its specific sector, and driving all-important engagement for your campaign.

Whether it is food, drink, sport or leisure, there is an awareness day for absolutely everything.

What 2023 awareness days and events should you make note of

We can break down our newsjacking into three key areas: recurring annual holidays, 2023-specific events and hero awareness days. All three of these are easy to plan for, so long as you have the right strategy.

Annual Holidays

First and foremost, we have our recurring holiday dates that everyone should have marked in their calendars. These are usually centred around seasonal celebrations; think Pancake Day, Easter, Mother’s Day, Halloween and Christmas – you know the drill. All of these holidays offer a wealth of opportunities for PRs to create campaigns. While the media is heavily saturated around these occasions, they are simple to prepare for as we know what they are all about and we know when the journalist requests start to come through.

To get ahead of the game, the best thing to do is to start planning your campaigns well in advance and try to think outside of the box to ensure cut through in the highly saturated media landscape. For example, if you have a foodie client, avoid just reworking last year’s lamb roast recipe in the lead up to Easter. Why not work with an acclaimed sommelier to curate the best wine pairings to go with your Easter roast dinner? Or work with an expert tablescaper to share top tips on the best table layout for first-time hosts? There are endless angles that you can explore to really position your brand as a thought-leader on the subject matter.

Some key 2023 annual holidays for the diary:
• Easter Sunday – 9 April
• Father’s Day – 18 June
• Halloween – 31 October
• Bonfire Night – 5 November
• Thanksgiving – 23 November
• Christmas – 25 December

2023-specific holidays

Next up, we have our 2023-specific holidays. As PR professionals, it is our job to predict what key events are going to be most-talked about in the press, identifying what is relevant to our clients and how we can take advantage of these occasions for campaigns.

These events are typically highly-anticipated national events, usually around sporting occasions, big anniversaries or anything to do with the state and the royals. For example, this year marks HRH King Charles III’s Coronation, which we know already will be a huge focus for the press. To get ahead of the curve, think about whether or not your clients’ offerings have something to say about this occasion. Perhaps you represent a sparkling wine brand that can offer some predictions on what the royal family may be drinking to toast the occasion? Or maybe you have a party decor company that can launch a new range of street party decks in honour of the big day? There are many ways in which you can take one big event and royally impress the media…

Some key 2023-specific holidays for the diary:
• HRH King Charles III’s Coronation, London UK – 6 May
• Eurovision Song Contest Grand Final, Liverpool UK – 13 May
• FIFA Women’s World Cup, Australia & New Zealand – 20 July-20 August
• Netball World Cup, South Africa, July 28–6 August
• Rugby World Cup, France – 8 September–28 October
• Ryder Cup 2023, Italy – 29 September–1 October
• ICC Men’s Cricket World Cup, India – October-November

Awareness Days

Finally, we have our classic Awareness Days. These are a little trickier to plan for but we can easily prep content in advance once we have identified the right awareness day for the job. One thing to keep in mind is that there are now endless awareness days, some of them so niche that the media may not have heard of them, never mind the end-consumer. This can make things trickier to land coverage, but on the flipside, the more niche the awareness day, the more opportunity there is for your client to really ‘own’ the space that they are an expert in.

Cornish Pasty Week, you say? Time for the Cornish Pasty Co. to launch their latest perfect bake. Zero Waste week? Perfect opportunity for your makeup brand to shout about their zero-plastic packaging credentials. Awareness days are one of the best ways to really take a niche corner of an industry and give your press releases an added layer of authority and relevance for the press.

Some awareness days to expect in 2023:
• Earth Day – 22 April
• Pride Month – June
• National BBQ Week – 29 May-4 June
• World Environment Day – 5 June
• Clean Beaches Week – 1-7 July
• Great British Pea Week – 3-9 July
• Breast Cancer Awareness Month – October
• Black History Month – October
• Yorkshire Pudding Day – 13 October
• Cheese Toastie Day – 27 October
• World Television Day – 21 November
• Pigs in Blankets Day – 5 December

Top tip for using awareness days: Be authentic

The key to successful newsjacking with awareness days is ensuring that you are always being authentic. Avoid jumping on the bandwagon of an awareness day because it loosely links to your brand. It must be relevant, it must make sense that you are using this particular day as a hook, and above all else, you must be adding something to the conversation. If your brand does not feel authentic, consumers will see right through it and you could be doing more damage than good. Always remember, your authenticity is your USP.

Good luck with your newsjacking and I’ll reshare this blog on National Awareness Days Day. Or perhaps not…

For more information on making the most of awareness days throughout the year, check out this previous guest post from Bottle PR’s Jamie Wilson on nailing your PR story to an awareness day. 

Want to track how your story is being reported in the press, or looking for an easy way to receive requests from journalists directly? Try Vuelio Media Monitoring and the ResponseSource Journalist Enquiry Service. 

How women can achieve the PR career of their dreams

How women in PR can create the career of their dreams

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This is a guest post by Ariatu PR founder Ronke Lawal, who specialises in PR and communications for clients in a range of B2C industries; including lifestyle, consumer goods and the creative enterprise sector, with a particular focus on reaching Black audiences and engaging with African and Caribbean diaspora communities.

To be a woman in PR is to sometimes be erased, under-appreciated and undervalued. According to statistics shared by Women in PR, the PR and communications industry is female-dominated (67%) overall, yet at senior levels it becomes male-dominated, with only a third of boardroom positions filled by women.

Despite this, PR can also be a phenomenally rewarding career path for women, particularly Black women. In an industry in which PR professionals often stay ‘behind the scenes’, I wanted to take the time to shine a spotlight on the work of some phenomenal women. This industry is as diverse as the people who work within it, so here are a few life lessons from Addy Frederick, Kamiqua Lake, Ebony Gayle and Karen Campbell to celebrate Women’s Month.

Success is very much subjective. Some would argue that in our industry it is tied to client outcomes, financial goals or awards won. I wanted to know what these women think makes a successful PR professional.

‘You have to be as good at listening as you are at speaking or writing’

Addy Frederick

For Addy Frederick – Admiral’s head of group communications – listening is an essential part of success:

‘To fully appreciate what is relevant to your internal and external stakeholders, you need to hear what they want or need, be able to read between the lines – then you can offer a solution.

‘You also need to have a sense of perspective, especially when things don’t pan out, which is easier said than done. You have to be able to prioritise and reprioritise as the day progresses and your early morning to-do list becomes a wish list…and it then graduates to be a page that you occasionally glance at as you do the big task of the day or week that hadn’t even featured.

‘You have to be curious (and sometimes creative) as to how emerging trends, issues and channels could provide opportunities for you to deliver against your current objectives.’

‘You have to actually want to do a good job’

Karen Campbell

‘I’d say a strong contacts book, great sense of what makes a good story and excellent relationship building skills is important,’ believes Shiloh PR co-founder Karen Campbell.

For Kamiqua Lake, founder and CEO of the UK Black Comms Network and Coldr, being discerning, adept at problem-solving, a good listener and fearless about asking the right questions, are invaluable.

Kamiqua Lake

Ebony Gayle, independent consultant and founder of Ebony Communications, agrees with Addy that communication and creative thinking are important:

‘You need to have a passion about your work and enjoy finding new and creative ways to tell your clients stories that hit home. Staying on top of new trends and developing compelling messaging that resonate with your target audience. You also need to be comfortable being uncomfortable. Having a thick skin is needed for working in PR as we often are dealing with demanding clients and deadlines. It’s very important to be able to challenge your client where necessary, leaning on your skills and experience and not be afraid to speak up on ethical issues.’

Ebony Gayle

‘Heritage and identity have been important parts of my journey’

As a British Nigerian woman born in Hackney, heritage and identity have been important parts of my journey. I asked these women if they felt the same way and whether their backgrounds empowered them at all throughout the course of their careers.

Karen believes that having a strong connection with, and understanding of her heritage and identity has given her a certain level of security and assurance in herself:

‘Throughout my journey, it has not only kept me centred, but also empowered me to see value in my lived experience.’

Ebony is South London born and raised, with Caribbean heritage:

‘I feel my background has helped to empower me to go for what I want and embrace stepping outside of my comfort zone. It also encouraged me to find my voice, and to not be afraid to challenge and speak up for myself, which is an important skill to have working in the PR industry. ‘

Addy takes a slightly different view:

‘I’ve only ever been me, so without any ‘Sliding Doors’ scenes, we’ll never know what my career would look like if any part of my identity changed. However, I think there are several experiences that have shaped me and my approach to all aspects of my life: having parents that supported all of my ever-changing dreams (you can do anything you want); going to an all-girls’ school (your gender doesn’t limit you); being an army cadet (don’t underestimate the power of focus and discipline); and playing rugby (it may hurt but it probably won’t kill you – so do it).’

For Kamiqua, family has shaped who she is today:
‘More and more I can see that I am a blend of my mum, dad and Nonna (my gran fell in love with Italy and used to spend lots of time there). I got creativity from my mum who is a fine artist, and consistency from my dad who always used to say, ‘find something you are good at and stick to it’. My gran loved to see the world and she inspired my curiosity about life, the world we live in, and my love for travel.’

‘I can be too helpful’

Throughout my business career I have faced challenges, which at the time felt like they would break me. However, I always managed to overcome them and ultimately come out on the other side wiser. I wanted to know how these women dealt with challenges in their own lives.

Dedication to work for herself opened up challenges for Ebony:

‘Making the transition not only in terms of setting up a business and attracting and securing clients, but also the mental adjustment of going from an employee to business owner. In terms of overcoming it, I really just embraced it and took the opportunity to design my work style, including the types of clients I wanted to work with. As an independent consultant I can choose who I want to work with, which is very empowering.

Addy was candid: ‘It sounds like a cliché interview answer, but I can be too helpful. That’s not actually a positive especially if you’re looking for that work/life balance. I constantly have to remind myself to consider the best and most effective ways I can deliver meaningful results and add true value – and crucially allow others to grow.’

‘One of the things I now do when people come to me with an issue is ask what they think a good solution would be. When people start to realise that they’re just as likely as you to have an answer, many of the “problems” disappear and they grow in confidence.’

For Karen, the biggest challenge has been feeling underrepresented in the PR industry:

‘Less so as a woman – as it feels like there have been significant strides in the numbers of women, but the diversity seems to end there. My experience has often been that there’s very little racial diversity and very few from working class backgrounds, so there’s the challenge of feeling a sense of belonging or even having access to certain environments. Honestly, it is not something I’d say I’ve necessarily overcome (it’s a long-standing industry challenge), but one of the main drivers of what we do at Shiloh PR is to help bring more diversity, not just tokenism, to do our part to change things.’

For Kamiqua, being an outsider has been her challenge:

‘Whether that was not being cool or connected enough when I was studying for my Fashion PR and journalism degree, being stereotyped as a younger mum in my 20s or just generally underrated during my career.’

‘I’ve very much learned to embrace the difference I bring to the table to the point that I’ve established two businesses, Coldr and the UK Black Comms Network, that show the value of thinking, feeling and being different.’

‘I believe that the lessons we learn from our past offer us teachable moments’

I don’t have regrets. I believe that the lessons we learn from our past offer us “teachable moments”, moments which we can use to help ourselves and others. I asked these accomplished women what advice they would give themselves based on their own lessons.

‘I’d definitely say to trust your gut more and be confident in your skills and abilities,’ says Karen.

‘Also, ‘go where you’re celebrated’. It took me longer than I’d like to admit to get to that point, so if I went back in time, I’d like to get that advice much sooner.’

Don’t downplay your achievements, advises Addy:

‘This is a cheat, as it is advice I was actually given by an MD when I was first heading up a team: Don’t use “we” when it should be “me” and don’t downplay your achievements. In life you may come across people who want to diminish what you do for various reasons, and you cannot be one of them. A decade later and he probably doesn’t remember saying it, but I think about that moment often.’

Embrace challenge, says Ebony:

‘If I could go back in time I would say, ‘You are amazing and can do anything you put your mind to’. Don’t get trapped in your comfort zone, step outside and embrace any challenges and be the best version of you.’

Keep learning, says Kamiqua:

‘You’ll learn from every past mistake, there is no need to stress so much about the future, live more in the present.’

PR is a worthy industry to work in and we need more women to ultimately see it as an industry that deserves their time.

Here are some final pieces of advice for aspiring women in PR:

‘Do what makes you scared and makes your brain hurt. No one develops from a place of comfort and fear has a crazy way of sharpening your performance. But don’t take on a task simply because no one else will. If it doesn’t serve you, embrace the silence, sit on your hands – don’t volunteer.’ – Addy Frederick

‘Build relationships and don’t feel like you always have to go it alone. Collaboration, supporting each other and working together makes us so much stronger.’ – Karen Campbell

‘Go for it, PR can be a fun and rewarding career so take the leap of faith and bet on yourself. Make connections, join networks and also consider getting a mentor.’ – Ebony Gayle

‘Don’t shrink yourself to fit in and build your professional circle – those who will celebrate your wins, and provide much-needed levity, advice or support when you need it most!’ – Kamiqua Lake

For more on the challenges women in PR face, check out our International Women’s Day piece for 2023 – How can the PR industry evolve for the better?

Taylor Bennett Foundation report results

PRs from ethnically diverse backgrounds feel discriminated against at work, finds new research

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A large number of ethnic and minority professionals working in the communications industry are regularly made to feel uncomfortable at work due to their background, according to research from the Taylor Bennett Foundation (TBF) and IPSOS Mori.

How can PR and comms teams make recruitment fair?

This landmark research report from the diversity charity supporting ethnically diverse young people to pursue careers in communications and market research company IPSOS Mori makes for stark reading. A high percentage of the 218 report participants from diverse backgrounds shared that they feel both excluded and discriminated against at work:

Working environment

80% of graduates from an ethnically diverse background shared that they had been made to feel uncomfortable in the workplace at some point during their careers.

75% of respondents had experienced demeaning language or hurtful comments related to their ethnic background. Over half (54%) of respondents said their company had provided no provisions for cultural or religious needs, such as accommodating religious holidays or prayer rooms.

Career progression

71% of respondents felt their ability to progress within their organisation had been limited by issues related to ethnic background and gender.

Discrimination

65% of respondents said they had experienced snubs at work due to their ethnic background.

Staff retention

Over half (54%) of respondents did not feel comfortable or trust HR processes to raise their concerns. 50% of respondents have considered leaving their jobs as a result of prejudice.

Taylor Bennett Foundation chair Sarah Pinch commented on the ‘deeply troubling’ results:

‘No one should be made to feel awkward and uncomfortable at work, and especially not due to their ethnicity or religious beliefs. There is a huge amount of work still to be done and we call on everyone in the PR and communications industry to take these findings seriously.

‘TBF has been supporting organisations and individuals for 15 years and our mission is to create a diverse and inclusive communications industry. TBF offers practical support to help organisations wishing to evaluate how they can attract and better serve employees.

‘Studies have shown that when organisations embrace diversity it leads to a 20% increase in innovation and a 35% increase in performance compared to their competitor. In addition to the commercial benefits of creating a more inclusive work environment, there is also a moral imperative to provide a safe and welcoming workplace for every professional, regardless of their background. I am proud to have worked in this industry for more than 20 years, but I am embarrassed by this research. It is deeply troubling that the lived experience of our colleagues is so very poor. We must do a lot more to improve, attract and retain diverse talent.’

Sparked by these findings, the Taylor Bennett Foundation will produce a full review and publish recommendations for adoption by the PR industry on improving diversity as well as supporting the wellbeing, prospects and job satisfaction of those from minority groups.

Read more about the research here on the Taylor Bennett Foundation website. 

For more on the work of the Taylor Bennett Foundation, watch our accessmatters session with Melissa Lawrence here and read our previous Spotlight interview.

Are delivery companies seen as ‘green’ in the press?

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Alongside many other major industries, such as pharma and public transport, delivery and logistics companies are having to amend the structure of their operations in the face of the climate crisis.

British news outlets have recently started looking into the green strategies of established companies like Evri, while newer and more sustainable companies such as CitySprint are emerging in response to the call for action. 

Over the past few months, several new service developments have launched across the delivery and logistics sector that demonstrate clear, target-based initiatives in support of climate action.

National media sources have expressed continued interest in reporting on the sustainability efforts of well-known companies, while recently picking up stories from smaller start-ups too.

Key Takeaways

  • Deutsche Post DHL group have produced the highest volume of positive coverage throughout Q1, while coverage for Freightliner and Ocean Network Express (ONE).
  • P&O Ferries had the second-highest Share of Voice, but several negative stories made national news and ultimately diluted positive coverage.
  • Two leading delivery and logistics companies reaped the benefits of partnering with Sky Media.
  • Alike to the pharma industry, companies with additional environmental accreditations and awards are proving to have more of a positive relationship with the press than otherwise.

Which companies are getting the most climate-related coverage?

*Data samples were collected from 1 Jan – 14 Mar 2022. Coverage represents all national/regional online news and trade-related publications discussing climate action from delivery/logistics companies functioning in the UK (663 articles in total).

Throughout the first quarter of 2023, Deutsche Post DHL Group received the strongest share of voice overall in relation to sustainability coverage. This was due to several national headlines in relation to climate efforts, which often cited the ‘record sum’ that the business invested in digitisation and sustainability.

ESG targets were heavily praised in 46% of its coverage, with some headlines claiming they ‘walk the talk’ in green-focused growth. The group has also been significantly mentioned within the conversation about CO2 parcel labels, a net zero initiative in Germany that the UK is considering adopting.

Significant highs and lows for P&O Ferries

Whereas Deutsche Post DHL group coverage was over 80% positive, P&O Ferries have had much more significant highs and lows.

Between 10-14 January, the company’s press release about saving ‘85,00 tons of carbon emissions’ performed well across trade-specific publications.

In March, the company were left ‘red-faced’ when they discovered hybrid ships could not be plugged in at Dover or Calais ports. This was the most prominent and high-reaching story for P&O Ferries, leaving their reputation in a much more vulnerable state than its competitors.

Industry partnerships with Sky

Between 28 February and 8 March, Royal Mail and Unipart Logistics both reaped the benefits of climate-related work with Sky Media.

On 1 March, Sky announced the purchase of 11 new Mercedes-Benz eVito electric panel vans, as part of its net zero 2030 drive. As a repair and customer service partner for the company, Unipart Logistics’ Head of Fleet Rob Hannam was quoted in 62% this coverage – which mostly spanned across auto and other trade publications. Even though Unipart were not the core focus of the coverage, this has been its highest quality brand coverage in relation to climate efforts this year.

On the other hand, Royal Mail recently gained coverage around its ‘Footprints’ campaign encouraging UK consumers to send parcels in greener ways. The advert was a product of winning £250,000 in broadcast coverage as part of Sky’s Zero Footprint Fund. Sonia Sudhakar, MD of Marketing and Digital at Royal Mail, was cited in 38% of this coverage stating how they’ll continue to ‘campaign for the entire industry to empower customers and help tackle climate change’.

While Royal Mail have launched several green initiatives this year alone, coverage appears to fall short. Compared to other organisations in this sector, the service has published less sustainability-focused press releases to the public; which could be a contributing factor towards its smaller media presence than competitors.

Growth of ESG discussion in general news sources

References to ESG in news sources has grown rapidly since the pandemic, which in turn speaks to the growing interest in this term from the wider public, as shown in the Google search data — as web searches grow, so have media mentions and vice versa. We have seen this in the pharma industry, where the public demand for better sustainability comms has been widely discussed over the past three years.

Last week, WSJ reported that companies working to promote ESG in the workplace have proven to outperform their peers through improved innovation, higher sales growth and profitability, while those that are slow to adapt will face increasing regulatory and reputational risks.

Top Stories and Sentiment 

*Data samples were collected from 1 January – 14 Mar 2022. Coverage represents all national/regional online news and trade-related publications discussing climate action from delivery/logistics companies functioning in the UK. Sentiment figures represent all coverage generated in relation to the relevant brands.

While Deutsche Post DHL Group maintained the strongest share of voice, Freightliner and Ocean Network Express (ONE) achieved the strongest ratio of positive coverage overall. This was due to a partnership between the two companies that allows Freightliner to travel using biodegradable oil, purchased by ONE.

This headline was widely distributed across national news publications from 22 to 28 February, while 68% of trade publications cited ONE Director Simon Parsons as ‘hopeful’ to further expand green networks throughout the UK moving forward.

Over 90% of coverage was due to the release of research detailing opportunity in the UK to electrify 95% of rail freight operations by the 2040s. While volumes were low against competitors, CILT received the most prominent media mentions; mostly discussed across transport-specific publications, CILT was mentioned in 96% of headlines.

Despite being one of the biggest public delivery services in the UK, Evri has had the least positive coverage in relation to climate efforts. The company has been active in its sustainable initiatives, such as e-cargo bike deliveries, but overall media interest has been low. This is likely due to the onslaught of negative coverage that emerged at the same time in other areas of the business. During this analysis period, media attention was focused on concerns around labour rights; which massively overshadowed positive initiatives.

The company has shared several climate-related press releases, but were released during or after negative news emerged. When enduring a PR crisis, our research suggests that timing is key — the media are much less likely to pick up positive stories following a negative spike.

Sustainability is no longer an optional investment

Overall, it seems that the media consensus is that sustainability is no longer secondary to profitability across delivery and logistics. Rather, it is ‘viewed as a driver of future growth’ as cleaner transport options are being taken ever more seriously.

Nancy Hobhouse, Head of ESG at Evri, reported to the press that ‘businesses who have a sustainable purpose, or a robust sustainability strategy, are outperforming competitors’, while Richard Cook, Fleet Director at DHL added that “customers are increasingly environmentally conscious and will hold businesses to high standards of sustainability, making it a critical focus”.

Media interest around net zero targets are not going away any time soon and journalists are particularly interested in reliable claims. Deutsche Post DHL Group, which has outperformed competitors in the way of sustainability coverage, has recently joined the Science-Based Targets initiative (SBTi) which helps companies to make clear and actionable climate strategies.

Across Vuelio Insights’ wider crisis research, we have found that companies who have additional accreditations, awards and initiatives (i.e., SBTi) are more likely to maintain positive media interest than those who have not, all the while reducing the risk of greenwashing allegations.

In recent years, sustainability has become a necessary investment that could greatly impact shareholder prices if neglected. From e-scooters to hybrid ships, efforts across the sector are clear and are more abundant than ever.

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

Access Intelligence

FT names Access Intelligence one of Europe’s fastest growing companies

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Vuelio parent company Access Intelligence has been recognised as one of Europe’s fastest growing companies in the FT 1000, a yearly ranking by the Financial Times and German data platform Statista. The FT 1000, now in its 7th edition, ranks the 1,000 companies in Europe that have achieved the highest percentage growth in revenues.

Access Intelligence is an AIM-listed tech innovator, delivering high quality SaaS products that address the fundamental business needs of clients in the marketing and communications industries.

‘Understanding audiences has become essential for organisations across industries and geographies: we’re seeing that need grow every day, as more and more of our clients put media insights, reputation and audience intelligence at the center of their strategy,’ said Joanna Arnold, CEO of Access Intelligence.

The group powers the world’s most relevant brands across regions and industries: with over 6,000 clients worldwide, Access Intelligence helps clients like Apple, Coca-Cola, Pfizer, the UK House of Commons, HSBC, Twitter, and the Australian Government understand their audiences and monitor the media landscape.

The evolving Access Intelligence portfolio includes Isentia, the market-leading media monitoring, intelligence and insights solution provider; Pulsar, the audience intelligence and social listening platform; Vuelio, which provides monitoring, insight, engagement and evaluation tools for politics, editorial and social media in one place; and ResponseSource, the network that connects journalists and influencers to the PR and communications industry.

Speak Up or Shut Down: The Value of Proactive PR in a Crisis

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When crisis strikes, do you believe that the best PR is to be invisible?

Choosing discretion in a crisis can be highly damaging to your brand. In fact, our research shows that those who choose to maintain regular, proactive media outreach throughout the year demonstrate much higher control over negative coverage if, or when, things take a turn for the worse.

In this webinar,Speak Up or Shut Down: The Value of Proactive PR in a Crisis,we explored how companies across different industries have responded to short, mid and long-term crises over the past three years. Watch the recording to hear Vuelio Insights Lead Hollie Parry explain why choosing to stay silent in times of crisis can be highly damaging for your brand.

Fill in the form below to check out our webinar 👇

PR Club

Should you speak up or shut down in a PR crisis?

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A reputational crisis is on the horizon for your brand or client – what do you do next? Should you set up a press conference to get ahead of any criticism heading your way, or wait for things to blow over? Should you address the matter at hand, or draw attention elsewhere?

In the Vuelio webinar ‘Speak Up or Shut Down: The Value of Proactive PR in a Crisis’, we explored three examples of short, medium and long-term crisis to uncover PR approaches that are proven to work.

Watch the full webinar here. 

Read on for insight on why timing is pivotal in a crisis, the necessity of being proactive over reactive and data on what worked for brands including FIFA, Coca-Cola, Hyundai/Kia, British Airways, Virgin Atlantic and Samsung Biologics.

Approaches to short-term crisis: 2022 FIFA World Cup

A recent much-reported crisis was the Qatar-based FIFA World Cup of 2022, which was surrounded by political controversy and human rights concerns. As a result, brands and public figures who chose to participate in the event were met with widespread disapproval from the public and even boycotting of products and services.

To measure this, Vuelio Insights compared how each partner for the event handled the evolving crisis and their overall performance in the media throughout November and December of 2022.

FIFA World Cup 2022 brand coverage

This Share of Voice chart for the FIFA partners shows how proactive each was with their write-ups in the UK media.

Throughout the event, Adidas, Hyundai/Kia and Visa were the most proactive, utilising a diverse range of messaging tactics. While they addressed human rights in public statements, they drove more awareness towards positive ESG actions that were unrelated to the event.

Hyundai/Kia’s ‘Goal of the Century’ campaign focused on sustainability, becoming one of their strongest sources of coverage throughout the event. Why this worked so well – this was also the time of COP27 and tied in to positive ESG efforts.

Not quite as successful was Coca-Cola, which released its ‘Believing is Magic’ campaign very early on, only vaguely referencing social solidarity and human rights. This did not make any significant reference to the crisis itself and therefore resulted in much stronger negative sentiment in related reporting.

Timing is key with proactive outreach – Coca-Cola’s messaging was released so early that related media interest died down by the time the company started to receive event-related criticism.

Qatar Airways, Wanda Group and QatarEnergy were almost silent throughout the entire period and it shows in their volume of coverage. Not only is their Share of Voice lowest, the reporting that did focus on them mostly consisted of passive criticisms on who they are and what their ethics may be.

Wanda Group’s approach was interesting. The brand had previously released a successful ‘Women First’ campaign for the 2018 World Cup. For 2022, in contrast, it released nothing, and positive sentiment for the brand dropped by 56%. Coverage this time around was ‘who are Wanda Group and do they even care about human rights’, without any public statements to mitigate negativity.

Staying silent will not always reduce media awareness of problematic issues and can mean less control for a brand when crisis arises.

A diversity of brand positive messages, addressing the crisis and perhaps other ESG concerns, can be a powerful tool for diluting negative press.

Approaches to medium-term crisis: 2022’s UK airline strikes

The airline industry took a hit last year due to strikes, cancellations, oil prices and the war in Ukraine.
From January to June 2022, the Vuelio team explored how UK airlines responded to the extended criticism across print, online and broadcast media. Here are the common threads among those who performed well in the press:

Airline crisis coverage in 2022

This chart demonstrates the peaks in coverage for travel brands throughout this period – BA and Ryanair, who were the least proactive and most reactive, had the least control over negative peaks in coverage.
Similar to Coca-Cola during the World Cup, TUI demonstrated mid-range control over negative coverage by pushing proactive statements from its executive Fritz Joussen, but were otherwise less vocal when it came to press releases and social messaging.

While most brands here faced significant peaks and falls in crisis coverage, Virgin Atlantic maintained a ‘low and controlled’ approach throughout – despite being equally effected by all of the same issues.

Virgin Atlantic successfully navigated this crisis with regular, proactive campaigns and diverse messaging tactics and it shows in the resulting consistently low and controlled coverage.

Lessons from this: time your press releases and ensure their messages are diverse, and do not rely on reactivity – the media are much less likely to pick up on positive efforts after negative news has surfaced.

Approaches to long-term crisis: Pharma and net zero targets

Net Zero targets within the pharmaceutical industry are a long-term crisis in the making. At COP27 in November 2022, pharma companies were tasked with putting visible and actionable climate strategies in place or risk their operational licences.

The Vuelio Insights team measured all international climate-related pharma coverage between 1 Nov 2022 – 9 Jan 2023 (approx. 13,700 articles) – here are the commonalities in in coverage among the most prominent companies.

Pharma net zero coverage

These Share of Voice charts show that the UK produced the strongest volume of coverage throughout this period.

Due to such a large event, most brands were generating international media interest as journalists sought out their climate strategies leading up to and following COP27. The reality of pharma-related carbon footprints was a huge discussion in the media, which created urgency throughout the industry to begin communicating green initiatives.

The top stories and sentiment were largely positive among the majority of the most prominent brands – most of their top stories are positive or neutral.

Pharma net zero coverage

While 13,700 articles surfaced throughout our study period, one specific headline emerged again and again as a top headline – ‘Seven CEOs announce effort to curb emissions in healthcare’. This emphasises the benefits of partnering up with other brands who may be suffering under the same crisis. This approach served the seven pharma brands involved in diluting negative coverage about pharma’s carbon footprint.

Showing just how impactful accreditations can be for brands also was Samsung Biologics – its top story during this period was its Terra Carta seal of approval for sustainability. This displayed a tangible and reliable effort backed up by external recognition – negating any possible accusations of ‘greenwashing’ or ‘wokewashing’.

Doing research on how you can enhance your reliability as a trusted brand – be it via awards or accreditations – is really worthwhile for boosting media awareness in a crisis.

Want to know more about Vuelio Insights and media monitoring? Find out more here and here. 

Getting ready for Web3

Getting ready for Web3: Interview with Citizen Relations’ deputy managing director Jules Day

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Web3, ChatGPT and all-things AI-assisted and generated are big news in the communications and creative industries right now, and the Citizen Relations team has been paying attention to changing needs in the sector:

‘The volume of work that we’ve been doing in influencer marketing, community building and management and SEO has been growing exponentially,’ says deputy managing director Jules Day on the launch of the agency’s new ‘dComm3’ digital practice.

‘Our clients have experienced the power of integrated digital solutions and there’s a growing appetite to respond to, and prepare for, evolving consumer behaviours’.

Ready to reach the next step of PR and comms evolution? Read on for why brands need to be ready for the metaverse and which companies are already making the most of the opportunities it offers.

Why do brands need to be ready for Web3?

Simply, brands want to be where their consumers are. We’re in the business of helping them create awareness and consideration and, of course, generating and harnessing advocacy. Increasingly, we also play a role in driving people to purchase.

We see three consumer behaviour shifts that brands should be preparing for:
● The dynamics of communities will change as they shift to more niche, topical and emerging community platforms.
● Web3-forward digital experiences will include extended reality and modern AI integration.
● The dynamics of value exchange are changing and we’re helping brands understand how to work better with the next generation of creators, commerce and exchange online.

How will the international team be working together?

It is a straightforward model – a centralised, specialist function. The 15-plus team comprises digital comms experts in performance content, technology, analytics and experiences. Our account teams will continue to lead their integrated programmes, drawing in specialist support where relevant. We’ve been working closely together for some weeks now, and the beauty of today’s heavy reliance on video conferencing is that we’ve built strong working relationships very quickly.

Why is Web3 more than just a flash in the pan for comms?

I remember launching mobile video technology at Mobile World Congress about a million years ago and the spokespeople working so hard to convince people that we really would watch TV on-demand on our mobile devices. How we humans do things evolves – we’ve already had two iterations of the internet and you can be confident that our expectations of what the internet can deliver, and our role within it, will continue to advance.

From a Citizen perspective, our team sees Web3 shifts in AI, XR and anonymity as substantial drivers of new opportunities for brands.

Which big brands are already doing well with their Web3 strategy?

High fashion and luxury brands have jumped in head-first and generated a slew of programmes. They’re largely in testing mode but are succeeding in earning impressions and buzz.

Our team are huge fans of Nike’s acquisition and partnership with RTFKT in the creation of really interesting and meaningful ‘phygital’ activations. What works so well with their partnership is that it is already well-suited for the category, and plays into existing human behaviour, creating new ways to own Nike coveted products.

I’ve been watching H&M with interest for a while – since spotting my daughter dressing her avatar in H&M in Toca Life, the digital collection landed just ahead of the physical collection and really captured both of our imaginations. H&M has also partnered with Animal Crossing and Roblox, experimenting with virtual garments and, now, using the integrations to focus its comms on sustainability. I’m interested to see what comes next.

Which campaigns haven’t done so well with this so far?

It is hard to judge without knowing brand or campaign objectives – and we wouldn’t like to.

We’ve seen brands creating storefronts in the metaverse, launching Discord servers and adding augmented reality shopping experiences to retail, in many cases they’ve driven plenty of noise but it is difficult to tell if they answered customers’ needs or brought the brands into new demographics in any substantial way. Of course, if those campaign objectives were to test and learn, then the brands may well have found value in them.

How would you advise brands to start with Web3 and determining how it could work for them?

We’d advise brands to start by looking at their consumers’ behaviours to better understand where unmet needs exist. For example, doing a conversation map to show where people are looking for solutions online, or evaluating user intent in search to help determine where we could better show up based on new behaviours. From there, we’d suggest evaluating the wide array of new communities, tech and offerings to help test modern digital solutions to user challenges. Web-next ideas have what all great ideas provide, something of value to real citizens. That remains unchanged.

Metrics and measuring success can already be difficult in comms – how can success be measured with Web3-centred campaigns?

Some examples of the different impact models we’ve been building and leveraging:

● Content effectiveness: if you make no other change this year, start measuring the effectiveness of content by variable. If your influencer content includes a product or a CTA does it perform better? If we include a real person does it change the outcomes? Citizen’s dComm3 practice has built a content effectiveness algorithm that allows us to do better briefing, track outcomes and shift campaign results in a programmatic way.
● Earned SEO: search behaviours are changing for the first time in decades. Gen Zers leverage platforms like TikTok and Instagram for search more than Google. A weight of product searches originate in Amazon. Voice search has become something our kids do. Earned off-page search can drive significant value for a brand capturing share of search and driving inbound links. Start by getting a baseline of search performance and measure against it in earned.
● Earned attribution and econometrics: buzzy, earned-led campaigns don’t just drive headlines and impressions; they can drive demand. The dComm3 team is briefing in against demand and building tagging infrastructures to show the value of earned well beyond standard attribution.

What do you find particularly exciting about the Web3 space?

The possibilities. What will humans adopt versus reject? How will people evolve around the tech versus how the tech will evolve to human behaviour? This is perhaps the most exciting time in the history of the web and we are ready for the opportunities it poses. Tactically, we’re bullish on community evolution. People are going back to anonymous, topical-centred conversations and things like organic community are returning in a way that is truly exciting for communicators and brands.

For more on Web3, read our previous posts on the topic: ‘How to communicate in the metaverse… also, what is the metaverse?‘ and ‘Three reasons to get started with Web 3.0‘.

International Women's Day 2023

International Women’s Day 2023 – How can the PR industry evolve for the better?

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Does the world really still need International Women’s Day? For all those asking this question, the answer is very much ‘yes’. Gender inequality continues to thrive in 2023 – especially when it intersects with racism, homophobia, transphobia, classism, ableism – the list goes on.

And despite being made up of a workforce filled with women – a 67% majority, apparently – PR has a gender problem.

Here are takes from women working in comms on how the industry can evolve and why International Women’s Day should be circled on the calendar:

‘When misogyny is still allowed to breed in our society, at the highest levels and most trusted ranks, we need counter pressures to dismantle toxic views which seek to constrain and harm women – be that at work, at home, or in society at large,’ believes Ketchum’s Alicia Solanki.

‘For that reason, IWD is critical and absolutely has a place in 2023. The dialogue must not stop once IWD has passed, but it is fine if on this day specifically, we crank up the volume’.

Break up bias in the boardroom

‘We have to address the fact that women and ethnic minorities are still not being represented enough in companies. 2022 stats show us that in the UK only 19.7% of employees on boards are women – why is this? Because patriarchy is rife on company boards. Also in the UK, the employment rate in every ethnic group was higher for men than women.

‘My experience working in PR and as the owner of a PR agency, is that when dealing with some male clients, I’m not taken seriously. Despite running our own business and managing their brand and reputation, we see a lot of mansplaining. This isn’t across the board, and things are improving but we still feel we’re working hard to have a seat at a very male table.’
Sophie Kermani, director at In The Bag PR

‘As ever, there are benefits to having PR people more closely represent the societies in which we live. As PR practitioners, we aim to communicate messages effectively to various audiences. Having a diverse team that reflects the demographics of those audiences can help ensure that messages are communicated in a way that resonates with them as well as results in more creative and innovative solutions to communication challenges. Overall, ethnic diversity in the PR industry can lead to better communication, increased innovation, and more inclusive and respectful messaging.’
Hanisha Ganwani, senior PR manager for Global University Systems

‘Like many industries, women still have to choose between a career and a family. Hopefully, now more men are taking paternity leave, we might start seeing the balance change.’
Claire Powell, managing director of The CAN Group

Drop the tokenism

‘While the workplace has become a lot more accommodating for women, there’s still a lot of headway to be made.

‘A lot of LGBTQ+ people often get put into a separate box or seen as the ‘token diverse person’ that companies can use to promote during Pride month. In reality, I don’t want to be seen as any different, which is why a lot of people don’t even express labels when at work.

‘In a PR agency, you’re often in communication with an in-house representative that’s older and typically male, so you definitely get the odd person speaking over you and subtly treating you differently. It’s especially hard when you’re at the start of your career and trying to gain more confidence in a new industry’.
Stacie Plast, Senior account executive at Stone Junction

Drop the ageism

‘I think that there are still divides when it comes to women in PR and ageism is one of those.

‘In many circles, PR is seen as a young person’s industry and when women go on maternity leave this can mark a dramatic change in their career. Being able to come back on a flexible or part-time basis can be hard and I believe that we often lose women who hold huge value and experience because making it work is just too hard.’
Natalie Trice, PR author, PR coach, PR trainer, Devon Trice Public Relations

‘There has been a huge issue around ageism in PR; a typical PR worker would be cited as a female in her 20s. Women in PR’s recent survey showed over 34% of women working in comms have experienced ageism in the workplace. However, businesses are now waking up to the wealth of experience and knowledge that those of us who have been around for longer can bring.’
Sara Mak, PR & external communications manager for Verastar

No ‘gender-washing’

‘Say no to gender-washing BS. Businesses need to set themselves real goals to deliver on inclusion, equality and equity. Transparency, accountability and measurement are critical to track real progress. How can we assess progress if we don’t know what it is we’re measuring? In the data economy, the PR industry needs to get better at using data insights to inform the right strategy, create the right vision and achieve.’
Claire Williamson, founder and managing director of Resonance, current PRCA Council Chair, and co-chair of the PRCA AR Group

Be transparent on pay

‘I think businesses in the private sector need to be transparent about salaries. But I think the real changes can then only come from individuals. Bias needs to be called out, whether it’s racism, sexism or transphobia – those who see it happening and let it slide are just as complicit.’
Jessica McDonnell, account manager for Source PR

‘As a Black woman working in PR, I think in order to address all the intersectionalities of gender, sexuality and race within pay and promotions, there needs to be honest and transparent conversations within the workplace. This would create transparency for marginalised groups to see how they compare with other counterparts (males, white people, cis people, etc). If we are transparent about pay scales and the reasons behind it, then there is no room for gaps. This gives everyone a level playing field to progress in comparison to others.’
Buce Satimburwa, account executive at Full Fat

‘We need to stop making excuses for the reasons things happen in the workplace. If you’re struggling to attract diverse talent, check your company culture, policies and external comms. If you are attracting diverse talent but seeing them check out, lift the lid on your employee experience and career development touchpoints. Do more to promote and champion diverse talent into the board – you can’t be what you can’t see which will continue to inflame the promotion and pay gap across gender, race or sexuality.’
Alicia Solanki, chief client and innovation officer at Ketchum UK

Don’t be part of the problem

‘PR and the press in general is, crucially, part of the problem. One scan of articles focus in on women’s marital status, weight and whatever else women are spoon-fed on a daily basis to erode their joy. While countless aggressive murders, crimes and violence committed by men, are simply reported as ‘genderless’ crimes. Oh, unless it’s a debate on transgender women in prison… yikes.

‘There is a huge disconnect between the women working in PR and the output of commentary through journalism. This is because it is still male voices that dominate the actual news. Men occupy the vast majority of management and a majority of the jobs in journalism, which means that their narrative is the one represented. There’s still very much a double-standard in the PR industry, too.’
Faye Lewis, head of comms at Viva!

‘I personally still believe there is a lack of education of what Public Relations is, even in today’s world of 2023 (though I feel it’s getting there, we are not there yet). Many still think PR is some form of advertising, marketing or just going out to fancy events.

‘Because of the lack of knowledge, I believe it’s not deemed as important compared to other industries, which is why I believe women are not taken as seriously. This reflects on how women are perceived.

‘Education is needed for PR to be taken more seriously and it should rank among the top of the industry sectors – this would change the dynamic of any issues.’
Am Golhar, media voice and founder of Abstract PR

Set tangible targets for improvement

‘Companies and organisations should commit to creating tangible and achievable targets to close the gender/race/sexuality pay and promotion gaps. This should include setting specific goals for hiring more women, people of colour and members of the LGBTQ+ community, and creating transparent processes for evaluating and promoting them.’
Alana Panton, founder of AP Comms

Show up

‘I think that newer generations reaching the PR industry won’t stand for disparities in gender, race, pay or the like, and rightly so. Some businesses naturally adopt best practice in these areas, but with talent shortages being felt across the industry, it’s going to force all business leaders to show up for this generation – they want to see people doing the right thing or they’ll disengage entirely.

‘There needs to be firm action taken when sexism, racism, ageism or any other form of discrimination is experienced. We have brought contracts to a close that haven’t afforded members of my team the respect they deserve, and I will continue to put people over profits when it comes to addressing behaviours that are not welcome in 2023.’
Alia Al-Doori, Managing Director at Pearl Comms

Provide time for personal development

‘In 2023, there are so many amazing opportunities for women in PR, from leadership courses to workshops and panel discussions – I think it’s imperative that agencies not only encourage their employees to take these opportunities but ensure that they are given the time and support to be able to do so.

‘There are many PR agencies whose lack of diversity is a huge issue that they are just ignoring, and, with so many talented people in the PR world, there’s just no excuse for it!’
Maisie Bamford, PR account director at Tank

Remember why International Women’s Day is still necessary

‘IWD is still important in 2023 because the challenges women face haven’t gone away. It’s the obvious things like the gender pay gap, yes, but it’s also the way every woman I know insists on a text to make sure their friend got home safe and refuses to walk alone at night.

‘It’s the ‘someone’s on their monthly’ comments and the way that I still have to explain to the men I love why I don’t feel as safe or as seen or as heard as they do. It’s how being sexually harassed is literally just a given and my friends and I have unspoken methodologies to protect ourselves and others when we go out for drinks. It’s how music, art and activities enjoyed and/or created primarily by women are belittled and dismissed. How the media would rather discuss female politicians and celebrities weight gain and fashion choices than their policies and actions. How men can get away with saying and doing and being things that women cannot.

‘It’s all the tiny little things I have to take into account, the self-defensive thoughts and actions that have become habit, that I’ve been told by men is ‘a bit paranoid’ or ‘a bit much’. The little things are the hardest to fix – it’s not something that can change overnight – but IWD is about giving women of all races, nationalities, religions and experiences the space and the platform to make their voices heard.’
Leigh-Ann Hewer, account manager at Carnsight Communications

‘Although gender equality is widely understood in many societies, far too many individuals still believe ‘feminism has gone far enough’, some men and women are still reluctant to use the label ‘feminist’, and the popularity of misogynists like Andrew Tate evidences that women’s rights and opportunities are still not guaranteed. Marking International Women’s Day reminds us that there are many different ways to ‘be’ a woman, that womanhood is intersectional with ethnic, racial, LGTBQ+ and disability status complementing our identities and presenting new challenges and opportunities, and that every woman has a different story to tell and something unique to offer the world.’
Aimee Treasure, marketing director at Templeton and Partners

For more on the experiences of women throughout the creative industries in the UK, check out our accessmatters series, including The Social Mobility Foundation’s Sarah Atkinson, the Taylor Bennett Foundation’s Melissa Lawrence and InFusion Comms’ Sara Hawthorn. 

Interview with The CAN Group's Claire Powell on entertainment PR

‘Brief, brief, brief!’ – The CAN Group’s Claire Powell on providing premier PR for the entertainment industry

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‘I never set out with the desire to be in the industry,’ says media, PR and events expert Claire Powell, founder of The CAN Group.

Claire Powell

‘I started working with an events company, undertaking their marketing, when I was approached to work on a new group that were just starting off called Take That.’

At the forefront of the creative industries for almost three decades, Claire’s start with an 18-month tour with Gary, Mark, Robbie, Jason and Howard led to a series of magazine roadshow tours that gave bands like Boyzone, West Life, Ant & Dec and Peter Andre their big breaks.

‘I’ve had so many amazing moments over the years, and worked with many incredible people and businesses, but what continues to drive me is helping people achieve their dreams. My team and I sit with our clients regularly to discuss their ambitions and wishes, and we create plans to make this happen’.

Read on for Claire’s experiences in entertainment PR, the impact of social media on the industry and her thoughts on 2023’s awards season controversies.

How has the entertainment PR industry changed throughout your career?

To use the word ‘massively’ would be an understatement. Long gone are the days when you would create a plan with the media, because there are so many different platforms and outlets now – covering all is a huge task. Previously, you could make major announcements in special agreements with publications, but with mobile phones and social media, pictures can go all over the world in a matter of minutes which makes it difficult to control and secure an exclusive deal.

How has the growth of social media changed ‘traditional’ PR?

There will always be a need for some of the conventional functions that PR has always offered. Even with more digital approaches, traditional methods will be at the crux of the campaigns and keeping good working relationships with journalists is a must. These are the tools of our trade.

However, there has been change particularly with social media and the rise of influencers, and the general decline in readership of magazines and newspapers. So much news is readily available now at our fingertips, which is really sad for journalists and publishers as we see more and more conventional sources of information fold.

You also work in the beauty space – what are the big differences between the entertainment and beauty spheres, and what are the crossovers?

Entertainment is about creating big story lines and it is very picture-based, while beauty is about the products, the people behind the brand and finding a unique point of difference from your competitors. Both require forward-planning, creative strategy, and thinking outside the box to maximise opportunities and get the best coverage for your client – no matter the industry they are in.

It is never a ‘one size fits all’ approach. We work with our clients to create bespoke campaigns that are right for them, and their end goals.

Crisis comms is becoming even more important – what advice would you give to fellow PRs with clients in reputational trouble?

Brief, brief, brief! Be sure to research what they are walking into and only go to a journalist that understands the client you are talking about. It is about protection. Keep to the truth, the facts and guide your client though this critical stage. So many PR and management companies don’t do this in a carefully controlled way which can lead to more damaging situations later down the line.

What is your take on the controversy surrounding this year’s Oscars nominations – does the PR process for performers during Awards season need to change?

I’ve read about the celebrity guerrilla campaign to endorse Andrea Riseborough’s Best Actress nomination. The film didn’t perform well at the box office, but in the final weeks of voting for the 2023 Oscar nominees, it received endorsement from Charlize Theron, Jennifer Aniston and Kate Winslet praising the performance.

It is a difficult one to comment about as nobody knows what happens behind the scenes – maybe these celebrities watched the film and really liked it! But with any award seasons, the nominees will campaign and appear on popular talk shows to discuss their excitement for the upcoming events. Personally, I wouldn’t be surprised if this activity is taking place prior to the nomination announcement.

However, I strongly believe awards should be given upon merit and would like to believe a good performance will prosper, and the award will be given to the rightful winner on the night.

What are the big trends the PR industry should be prepared for over the next few years?

I think the cost-of-living crisis will continue to be an important consideration for everyone.

Customers will be making more considered purchase decisions, and brand or spokesperson communications should be aware of this. You often see a lot of brands and celebrities making tone deaf comments with long-standing consequences to their reputation, often beyond the point of repair.

While agencies need to ensure that their PR strategies reflect their client’s business need, all PR plans need to be flexible and responsive to the client’s market. The past has shown all of us that things can change overnight, so you need to be willing to adapt too.

For more on responsive PR, check out our previous piece ‘Reactive PR: Turning something out of nothing‘. Want to connect with entertainment media? Find out more about the Vuelio Media Database here. 

Newsjacking

Tips for spotting the best newsjacking opportunities

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This is a guest post from Alice James, a strategic and creative freelance digital PR, specialising in reactive approaches.

What is newsjacking? Newsjacking is often described as a brand marketing tactic where a brand responds to news or social media trends. Think Ryanair’s witty responses to the wider news agenda.

Tweet from Ryanair

In the PR world, however, newsjacking is a complimentary link building tactic used by digital PRs to gain coverage for a brand and their website. In a nutshell, a Digital PR professional will monitor the media and news to find opportunities for brands to be centerstage with expert insight and exclusive commentary.

It is fast paced, and extremely reactive, but a solid way to earn valuable media coverage. When newsjacking is used as part of a wider PR strategy, it can accelerate expertise, authority, and trustworthiness of a brand – all key markers that Google considers when evaluating your content and website.

So, if you’re looking for a budget friendly way to earn coverage (which could lead to better rankings!), this article will teach you how to spot the best newsjacking opportunities.

How to Spot the Best Newsjacking Opportunities

Utilise Twitter

PR and Media professionals have a strong community on this social media platform. But if you’re keen to capitalise on newsjacking opportunities, you can search through the popular ‘journorequest’ hashtag. Here, you’ll find journalists from all sorts of publications or freelancing who are looking for products to review, expert insights for their articles, or for case studies to include in write ups.

If you’ve got a good list of associated keywords for your services or products, you can use this as part of your search to refine the opportunities available to you. For example: ‘#JournoRequest marketing’

More often than not, a journalist will include their email either in the request, on their profile, or ask you to DM them with a response if you fit the bill.

As Twitter is a public forum, it goes without saying that you need to act fast on these requests. Many other PRs or even brands and businesses themselves will be looking for the same opportunities.

For more on connecting with journalists, read our previous piece ‘6 reasons to stop using #JournoRequest and start using the Journalist Enquiry Service‘. 

Connect with people on forums

Forums are a great place to connect with prospective customers, and to understand the nuances of their ‘pain points’.

Popular forums such as Reddit and Quora are a great place to find trending niche topics, and can give you a unique opportunity to draft some exclusive commentary before pitching to journalists in the field.

While this treasure trove might not have direct opportunities to earn some coverage, it will give you a view on what your prospective audience wants to talk about.

Immerse yourself in the news cycle

In this day and age, with push notifications and the urgency of social media, it is hard to avoid the news. I recommend taking the time to curate your read list and get to know exactly what the press reports on in your industry (and beyond!).

Staying on the pulse of relevant news will give you real-time insight into what your target audience is digesting.

Get ahead of the news

Being immersed is a good place to start, but if you’re able to get ahead of the news, it can be in your favour for a truly reactive approach to PR. I recommend following popular reporting bodies, such as YouGov or ONS, to access exclusive data before it gets reported on by the media.

The ONS event calendar also details upcoming releases which can be searched by keyword. This means you can prepare some reactive content ahead of time and update it when the data is released, before pitching to journalists at exactly the right time.

Follow journalists in your industry

If you are an active Twitter user, consider following journalists in your business or industry. Not only will this create an additional touch point for any instance where you do want to speak to them, but it will also give you insight into the kinds of topics they specifically report on, and the content which does well with your target press.

Being selective in your reactive outreach may seem counterintuitive if your goal is to gain volume coverage. But without pitching to the right people, your carefully put together insight won’t get the pick up it deserves!

Check out more advice on reaching out to the media: ‘How to start your media outreach to gain coverage… without annoying journalists’. 

In summary:

• When it comes to successful newsjacking, it pays to be quick and have your finger on the pulse of your industry.
• Connecting with the press is key. Whether it is with journalists themselves, or simply following your ‘dream publications’ – follow and network with them to understand the kind of content which does well with your audience.
• Although newsjacking is a reactive approach, there’s a lot of preparation you can do ahead of time to improve success rates by preparing comments and insight and adjusting details when the news breaks.

For alternatives to #JournoResources, see how the ResponseSource Journalist Enquiry Service can connect you with journalists writing about your niches directly. 

Want to find journalists in your sector and start building relationships? Try the Vuelio Media Database. 

What is happening in finance

Communicating with finance clients and consumers: Tank’s head of PR Martyn Gettings

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Financial services is heavy in responsibility and regulation – particularly in 2023, as the cost-of-living crisis continues to stretch budgets to breaking point and regulation changes hover on the horizon.

With experience working across the finance services sector – on behalf of mortgage brokers, financial advisers, crypto experts or debt advice specialists – award-winning PR and digital marketing agency Tank is preparing its financial clients for what is on the way.

Just a few of the challenges for this year – the Financial Conduct Authority (FCA)’s new Consumer Duty, the boom of cryptofinance and the consequences of Brexit. Tank’s head of PR Martyn Gettings shares his insight on these concerns and how the industry should be communicating them.

How much has cryptofinance factored into your planning and work this year?

Martyn Gettings, Tank PR

The crypto market offers a real opportunity for PR and communications agencies, with market experts anticipating significant growth over the course of this year and beyond. With regulation on the way as well, crypto is likely to continue its emergence into the mainstream as governments, regulators and more investors get involved.

Tank is already working with businesses in this market, but as it continues to mature, there will be plenty of opportunities with crypto-focused organisations. Crypto is never dull – with so many creative businesses in the sector, it offers some really exciting prospects for agencies.

How are you ensuring your company and your finance clients are prepared for the FCA’s new Consumer Duty?

The new Consumer Duty adds extra considerations to existing rules and principles around treating consumers fairly – but for finance-focused PRs, the key message is that the principles of good, ethical communications remain unchanged. The sector must continue to encourage the highest quality support and guidance for consumers.

In the context of the cost-of-living crisis, it has never been more important for those operating across all aspects of the financial services sector to ensure that their customers are protected. This involves sharing accurate, reliable and useful information in a timely manner.

What will be the biggest potential blocks for companies working towards this, in your opinion?

As with all regulatory changes, the devil is often in the detail, so companies will need to ensure that they are keeping a close eye on updates to the new regulations as it develops through the various stages of consultation.

There is also an additional challenge of multiple regulators operating across similar sectors, which leaves space that could be exploited by inaccurate and misleading information, where firms are not bound by FCA regulations.

Another key consideration in the short-term is the cost-of-living crisis, which has only increased the importance of building trust with consumers – as well as heightening the risks of harmful practices or misleading information.

How can finance-focused organisations engage with audiences worried about their own finances in the current climate?

The key message to our clients is to show that they understand the challenges their customers are facing and make sure that their messaging and tone is building trust and integrity.

We have seen some high-profile examples of companies being exposed by failing to get their language and content right in campaigns about the cost-of-living, but the brands that can educate and inform consumers with relevant and helpful information will be the ones that come out of the current crisis with the most trust and integrity.

This is where clarity on brand strategy as a whole is vital – are the values and key messages at the heart of your brand still relevant in current market and audience expectations? The most effective PR campaigns are those that resonate clearly with your brand voice, so look at the source of the language and messages you are sharing in the media.

Which financial organisations have been doing a good job with their comms recently, in your opinion?

Neobanks is a great place to look for strong comms and the likes of Monzo are changing the game for the finance sector – with some of the more established players starting to adapt and modernise their comms strategies.

What big changes have you noticed in what is being asked for by your finance clients since your time in the industry?

Over the last few years, the rise of SEO-focused digital PR campaigns has become increasingly important for consumer-facing finance companies. Organic search will always be competitive, but digital PR campaigns are great opportunities for companies to build wider consumer awareness and increase engagement on a brand value level too.

We are also seeing more demand for awareness of changing regulations. This is becoming increasingly complex and Brexit has only added to these challenges for multinational organisations.

What are your go-to publications and journalists for keeping informed about changes in your sector?

It goes without saying that a broad reading list is the best way to keep on top of changes in the sector, as well as staying on top of consumer trends. The target publications of our finance clients range from broadsheets and broadcast media, to tabloids and lifestyle publications, as well as their key trade media as well.

It is also important to keep track of wider industry commentary and regulatory changes, from FCA and UK Finance reports and whitepapers, to The Conversation, which helps to distil the latest academic research into more digestible articles.

For more on emerging trends in financial services, download the Vuelio white paper ‘Communicating the new immediacy of finance’, featuring insight from industry experts on now brands can realise the potential of technology to build strong relationships with investors and consumers.

Want to connect with UK financial media? read our previous piece on how to pitch to finance journalists, find relevant reporters via the Vuelio Media Database and monitor your campaigns in the press with Vuelio Media Monitoring.

The fight against misinformation is just beginning

The fight against misinformation, disinformation and fake news is just beginning: Interview with Polis founder Thomas Barton

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‘It is the long-term threats that we need to be most concerned about – every day, we are feeling the corrosive impacts of misinformation, but its effect on society and democracy will only fully show in the longer term,’ believes Polis founder Thomas Barton.

Having founded Polis to empower people with awareness and fact-based knowledge of global politics, Thomas believes there is real opportunity in the fight against misinformation this year. As part of the Online Safety Bill, protections against the damages of untruths presented as fact will be put in place in law, but will the legislation be enough?

Why are efforts to fight misinformation so important this year in particular?

Research from Eurasia Group’s Top Risks forecast for 2023 found that disinformation is going to become even more pervasive due to disruptive technological developments, like ChatGPT. We have got to take action now to mitigate that threat.

From a public health perspective, while we are coming out of Covid, we have got to be ready for future pandemics. As part of building resilience, we need to be tackling disinformation and misinformation around vaccines – data shows that false information being spread online on vaccines has had a negative impact on uptake among young people. At the start of the pandemic hesitancy stood at 14% for younger age groups, falling drastically to 5% for over 30s.

If we want to be better prepared, we need to use 2023 to actually learn the lessons of the past and protect ourselves for the future.

Alongside threats to health, a US global trends report found that the biggest threat to social trust over the next 20 years will be an inability to agree on what the facts are – we will become more polarized as a society. How can we have a conversation if we can’t agree on what constitutes the truth?

There is real opportunity now because of the Online Safety Bill. This is the first time the UK Government has tried to introduce regulation in the online space.

What initiatives have Polis been working on?

Polis has taken a two-step approach to the campaign we are running on misinformation and disinformation.

The first is to raise awareness. Even though this issue poses huge threats to our democracy – Russia has used disinformation in Ukraine with deep fake technology, for example – it is not high on the political agenda. Rightly, people are focused on the war in Ukraine and the cost-of-living crisis here in the UK, but misinformation poses systemic challenges to our society.

We are also promoting solutions for tackling misinformation. Alongside talking at universities to engage young people in the conversation, I’ve been meeting with members of Parliament and the House of Lords with amendments to improve the Bill. We will be delivering briefings, policy papers and our own research to political stakeholders.

We have had encouraging results – Polis was one of the only contributors to the Online Safety Bill pre-legislation scrutiny committee that spoke about this issue and we made an impact. 66 of the committee’s recommendation made it into the Bill.

But the Government did not adopt all of our recommendations – there is far more work to be done.

Will the Online Safety Bill do enough?

The short answer is no. This is clearly a landmark legislation and there is opportunity to be more ambitious.

We believe that online platforms should be bound by similar conditions to ‘traditional’ broadcasters – the licensing terms of the Broadcasting Act around impartiality and ensuring factual information is put forward. If we can do it for the BBC, we should be able to copy and paste that model and apply it to the online space.

The Online Safety Bill is at an advanced stage in Parliament, so we have got one window of opportunity for someone in the Lords to table those amendments and make sure they get debated in the House of Commons, at which point we are hoping that MPs we have briefed agree that they need to be passed. Right now, the Bill is pretty lackluster when it comes to fighting disinformation.

What do PR and comms people need to be aware of?

Obviously, the job of a PR is to protect the reputation of their organisation, or the organisations that they work with – corporations are not going to be immune from the onslaught of misinformation.

We cannot escape conversations around ChatGPT at the moment – any activist or online troll could use that technology to spread all sorts of content on social media to trash the reputation of a corporation. If you are a bit more sophisticated, you could use deep fakes to impersonate senior figures in business to create a PR disaster. For a listed company, bad actors could move their share price.

And I am not making this up. The Eurasia Group has forecast this as a possibility in 2023. PRs must be aware of the reputational challenges posed by actors harnessing tech for malicious ends. Misinformation touches everyone.

How much responsibility falls on social media platforms and publishers?

We have been relying on voluntary action from social media companies so far, and look where we are.

According to Full Fact, only 1/5 of social media users who encounter misinformation on their feeds actually do something about it. Our civic duty means that those of us who have the necessary digital literacy skills to identify mis and disinformation online should actively take action and report the content to protect others.

I remember Mark Zuckerberg saying Facebook wouldn’t be ‘arbiters of truth’ – this is not what we are asking. We are asking for information to be taken down when it is blatantly fake and is causing damage to society, and that you have a responsibility when you have unleashed the floodgates and have given billions the opportunity to freely publish.

And ‘publishers’ can be individuals. Anyone can be a publisher if they have a social media account. We have a civic duty, in my view, to make sure that before we share content online, that we have read the content first, that we understand it, that we have looked into the source, that we do not just publish something on our feeds before we even engage with the content.

Along with regulations and legislation that comes from the ‘top-down’, you also need individuals – from the bottom-up – to take responsibility.

What is coming up over the next year for Polis?

At the moment, we’re in the weeds on the Online Safety Bill, but we need to think about life beyond it.

The EU’s Digital Services Act is robust, but there is nothing it, or the Government, can do about misinformation being shared on WhatsApp.

However, if the person receiving false information there has the media literacy and critical thinking skills to question what is coming through – to look at the validity of the source and whether it has been produced with malicious intent to mislead, or is accidentally misleading – we can inoculate against misinformation and disinformation; people can protect themselves.

The situation with education on this is dire. A report on the digital literacy of school children found that only 2% can tell fake news from legitimate news online. The next generation is not equipped with the skills they need to protect themselves.

We will be campaigning for major changes to the curriculum in schools – young people are not getting their news by watching the BBC, they aren’t picking up a copy of The Times or The Guardian on the way to school. The sources of information young people use the most for news are Instagram, Facebook, TikTok and Twitter. If that is where they are getting their news, they need the skill set to use them.

I don’t want to live in a society where we can’t agree on what basic facts are.

For more on the Online Safety Bill, the Digital Services Act and other UK and EU regulation changes to be aware of this year, click here. You can also download the Vuelio white paper ‘Medical misinformation: How PR can stop the spread‘ for a closer look at the situation within the health sector. 

Trends in food and drink for 2023

Food & drink forecast: 2023’s biggest trends

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This is a guest post from Hatch Group’s senior account manager Emily Boswell.

At the start of a new year brands, marketeers and other industry professionals all start to look towards what lies ahead. At Hatch, we have already seen a whole host of predictions for 2023 trends focused on AI, the economy and across different sectors and the food and drink industry is a sector with plenty of opportunity to adapt, change and grow in 2023.

Unfortunately, as we enter a predicted recession, the cost-of-living crisis looks set to have a huge impact and specifically upon the Food & Drink sector, with rising costs and less disposable income to treat ourselves. With this in mind, we can expect this to underpin many of the trends across all industries. Consumers will not only be looking to save money, but with the climate crisis ever at the forefront of the news, they will also be considering more and more the impact that their choices have on the planet.

As experts in the food and drink sector, Hatch is here to forecast some of the key trends we expect will shake up the food and drink industry this year.

Value for Money

With the cost-of-living crisis going nowhere fast, value for money is key in 2023. We anticipate that people will be eating out less, and instead opting for homecooked meals.

Therefore, we expect to see people prioritising more affordable meals and ingredients, as they look for ways to reduce the cost of their shopping basket.

It doesn’t stop there though, through our work within the consumer tech sector we’re seeing that consumers are increasingly looking at their cooking products too and considering how they can save money on their ever-increasing energy bills. For example, slow cookers and air fryers are flying off the shelves thanks to their low energy usage credentials.

The tinned fish revolution

Yes, really. With the cost of living making consumers rethink their usual habits, shoppers will be constantly looking for ways to spend less on their weekly shop. One of the most expensive items in consumers’ shopping trollies is protein, meaning shoppers will likely start to look for cheaper alternatives. The answer? Tinned fish.

This is a trend that is also being driven by TikTok. In 2022, we saw an increasing number of videos going viral on the platform, showing aesthetically-pleasing fish charcuterie boards, which many are recreating at home. In fact, sales of canned seafood shot up by 10% in the US last year – something we expect to see here in the UK this year.

Conscious choices

Consumers are moving more and more towards planet conscious and sustainable choices and we’ll see a greater focus placed on plant-based and environmentally-friendly options in the coming months

At Hatch we work with food and drink producers across a range of different products from frozen peas and cheese, to wine and rum and we’re seeing lots of consumers making changes with their diets, to opt for products that have lower carbon footprints that are better for the environment. For example, smashed peas on toast has become a popular alternative to the traditional smashed avocado, as consumers have become more aware of the impact avocados have on the environment.

With this shift we will continue to see more plant-based food alternatives on the shelf. However, these won’t be confined to just supermarket shelves – we’re seeing an increase in the number of plant-based fine dining restaurants, and an increase in Michelin stars being awarded to restaurants for their plant-based meal innovation.

New alternatives for non-dairy milks

Following on from these conscious choices comes a new wave of non-dairy milks.

Non-dairy milks such as almond milk and oat milk have been soaring in popularity in recent years. However, with consumers awareness around the massive environmental impact of almond milk, we’re likely to see more non-dairy alternatives becoming popular in 2023.

In fact, we’ve already seen new milks such as sesame milk and pistachio milk becoming popular. Pistachios require half the amount of water to grow than almonds, and sesame milk requires an astounding 95% less water – the perfect alternative for environmentally-conscious shoppers!

A nod to nostalgia

90s fashion isn’t the only thing set to make a return. With consumers facing challenging times currently, there’s going to be a greater demand this year for nostalgic foods that consumers can find comfort in. We constantly see posts on social media clamouring for the return of chocolate bars that are no more (R.I.P. Mars Delight) and original recipe Sunny-D and it looks as though brands are starting to pay attention.

Think back to the favourite foods from your childhood, such as hot dogs, old-school cereals, or pick and mix sweets – these are the types of foods we expect to see returning to supermarket shelves this year.

And over in the US, we’re even seeing the likes of McDonalds introducing Adult Happy Meals, to cater to this nostalgic consumer.

English wines

English wines have been soaring in popularity recently, with sales doubling in the last two years alone and English wines starting to be recognised at wine producer prestigious award ceremonies.

At first, it’s all been about English sparkling wines, however now that people are trusting that we Brits do in fact know how to make good wine, we’ll see more demand for English still wines too.

This year in particular is likely to see an increase in English red wines. 2022 saw England’s joint hottest summer in records going back to 1884, leading to an excellent harvest for Pinot Noir, and generally creating excitement from many winemakers across the country.

Plant-powered pasta

Pasta is universally loved, and a staple for many home-cooked dishes. However, as consumers look to make healthier choices with their diet, we’re likely to see shoppers exploring healthier pasta alternatives. Enter, plant-based pastas.

The perfect option to increase our vegetable intake, plant powered pasta is expected to be a big trend in 2023, and while everyone’s heard of courgetti, expect to see the likes of sweet potato pasta, spaghetti squash, chickpea fusilli and even yellow pea penne becoming popular this year.

Paper drinks bottles

As consumers look for more sustainable products, they’re holding brands to a higher standard than ever before.

The environmental impact of glass bottles is coming more into focus for consumers, and brands are having to respond. Thankfully, some drinks brands, such as Greenall’s Original London Dry Gin, Green Man Wildwood Vodka, Gyre & Gimble Coastal Gin and Avallen Calvados, have found the answer in paper bottles. Usually made from recycled paper, these bottles have a considerably lower carbon footprint compared to their glass equivalents.

Emily Boswell is a senior account manager at Hatch Group, with over six years’ experience working across a number of food, drink and FMCG brands. Experienced in both B2B and B2C press office, social media, and activations, Emily’s client portfolio has included brands such as Fentimans, Black Sheep Brewery, Puerto de Indias gin and Yes Peas!.

For more from the Food & Drink sector, read our previous posts on how the big six UK supermarkets are faring with their cost-of-living messaging in the media, as well as how to pitch to journalists writing about food and drink with related stories and information. 

6 tips on fighting medical misinformation

6 pointers for PR professionals tackling misinformation on the front lines

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Misinformation, disinformation and fake news is highly contagious and harmful, especially in the field of health. Effective PR and communications can help fight the spread and protect the public from its impacts.

Our latest white paper ‘Medical misinformation: How PR can stop the spread’ features guidance for comms professionals tasked with educating and informing, with advice from medical, healthcare and pharmaceutical practitioners working in-house, agency-side and within the media.

Take note of these six pointers from the paper, and download the full report here.

1. Be vigilant with AI tools

‘A key challenge this year will be the threat of generative AI and combatting misinformation, particularly online. However, it is an area for opportunity and growth – the harnessing of tech to provide data rich intelligence that can underpin PR activity.’

Matt Wilson, media and public affairs manager for the Advertising Standards Authority (ASA)

2. Stay transparent

‘Transparency of production, transparency of bias, transparency of any kind that goes into news organisations’ production or production values should be better communicated with consumers.

‘When you go into a shop, you pick up a piece of food and it has the nutritional information on the back so that you can decide whether or not you want to eat it. If we had better signposting within news organisations to help us understand how the piece was created and why it was created, it would help us better pick quality content as consumers.’

Jodie Jackson, founder of the News Literacy Network (find out more about the network in this ResponseSource interview)

3. Allow open conversation to avoid mistrust

‘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.’

Carolina Goncalves, superintendent pharmacist at UK pharmacist Pharmica

4. Pay close attention to inequalities and bias still within the health sector itself

‘As a health journalist, I’ve become increasingly interested over the last five or so years in issues around health inequalities, gender bias and medical misogyny.

‘In 2018 I started my blog Hysterical Women to bring together women’s stories and experiences in one place. It particularly explores some of the dismissive and disbelieving attitudes that women can encounter when seeking healthcare – the idea that we’re being “hysterical” or “hormonal”, or that our symptoms are “all in our heads”.

‘I hope to move that conversation forwards – beyond simply curating experiences to actually looking at the underlying reasons, highlighting some of the campaigns around the gender health gap and exploring what the solutions might be.’

Sarah Graham, writer and author of ‘Rebel Bodies: A guide to the gender health gap revolution’ (read more about Sarah and her work in this interview)

5. Go beyond the physical to gain and retain the attention of your audience

‘Re-evaluate 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.’

Helen Fitzhugh, associate director, Healthcare at Kaizo PR

6. Be responsive to international events to fight fake news

‘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.’

Shayoni Lynn, founder and CEO of Lynn

Download ‘Medical misinformation: How PR can stop the spread’ here.

 

10 ways energy suppliers can enhance their crisis comms

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The causes of the energy crisis have been an international debate for almost a year, though gas and electricity suppliers are often first in line to carry the weight of public outrage – which was only exacerbated when claims of profiteering began to surface in 2022.

With several independent/large scale suppliers  set to reveal ‘bumper’ results in the coming weeks, comms teams need to be prepared for any potential onslaught.

Since 1 Feb, 102 national news sources have commented on the projected elevation of PR crises for energy suppliers. Speaking on one of the biggest profit scandals of the past year, Investec analyst, Martin Young said comms in this sector has ‘arguably gotten harder’.

Similarly, a former business analyst at E.ON was quoted extensively in an FT article earlier this week, stating that suppliers actually lose money through household energy and that the  ‘limelight should be on the producers’ instead.

Now more than ever, it is vital for suppliers to be closely monitoring industry news and measuring media presence, building preventative and reactive strategies based on the results.

Here are 10 tips to enhance your crisis comms process:

1. Measure regularly and efficiently

Whether internal or external, the diversity of crises in the energy sector is high and the ability to reflect on performance can feel limited. Making an effort to monitor your media presence comes with high rewards, primarily the ability to refine and target your strategic goals.

Fortunately, there are several ways to achieve these results with a quick and high-level analysis.  Check out our four-step guide to learn more.

2. Define your key messages

Sentiment alone isn’t enough to ensure that you have successfully diverted a PR crisis. When the entire industry is affected, you need to know that the value of your positive/neutral coverage is stronger than your competitors.

While there are a few ways to do this, a strong set of key messages is one of the most effective ways to ensure that you are delivering highly relevant and reactive attitudes.

Key messages also allow you to measure your brand reputation against competitors within the specific crisis at hand. To get started, try the following:

  • Establish 3-5 key messages – what do you want to say?
  • Set your parameters – where do you want it to be heard?
  • Assess your coverage – what messages landed best? How did competitors perform?
  • Build out KPIs – how can you improve on messages that were not received well OR performed poorly?

Check out this five-step guide to learn more about creating key messages that actually land with your target audience.

3. Prioritise personability

Key messages in a crisis are as crucial as the tone set within them. Suppliers who maintain an approachable attitude with their customers maintain a much stronger ratio of prominent and positive coverage than those who do not — Octopus energy is a leading example of an energy company that holds a consistently strong relationship with the British media.

That being said, knowing your audience is key for drawing the line between personability and ignorance. OVO has been applauded for lessening its corporate tone across PR publications, but has also previously been called out for diluting the severity of the energy crisis by advising Brits to ‘cuddle pets’ to stay warm.

4. Produce more content

Among the ‘Big Six’ energy suppliers, better owned content equates to better earned content. In other words, those who publish regular blogs, newsletters and press releases have a much more valuable media presence than those who do not.

Another huge benefit of having a strong owned-media readership is that it presents an open opportunity to plug key messages and drive the brand attitude towards current crises.

5. Know how to apologise

When Shell was called out across international press for purchasing Russian oil in March last year, it rapidly resurrected some respect by following what Pink Elephant Comms refer to as the ‘Three R’s’ – Regret, Reason and Remedy.

While the story peaked around the world between 6 and 15 March 2022, the supplier’s negative sentiment rate dropped from 89% to 68% after it released an extended apology on 8 March 2022.

6. Prevention over cure

When the entire industry is baring the impact of an extended crisis, the biggest names are likely going to be in the media spotlight on more than one occasion.

In preparation for this, building early-onset preventative strategies is a much stronger method than trying to dilute a negative peak in coverage. For example, Octopus Energy’s electric blanket campaign is an ongoing success that has leveraged nationwide positive coverage throughout Winter over the past couple of years.

7. Don’t go silent

In a world where activism and ethics are at the forefront of consumer interest, the adage that ‘the best PR is invisible PR’ has become a risky perspective.

Throughout the 2022 World Cup, FIFA partners who promoted messaging in favour of human rights a few weeks ahead of the event demonstrated much more control over negative coverage throughout the competition than those who said nothing at all.

8. Explore the meaning of authenticity

Greenwashing, woke-washing and alike are some of many ways in which the media are capable of fishing out those who are authentic in their actions versus those who are not.

Fortunately, with some research, there are several visible ways to enhance legitimacy in a way that also generates media interest. For example, since COP27 in November, STEM companies that are part of the Science-Based Targets initiative (SBTi) have seen a stronger positive Share of Voice in relation to net zero coverage than those who are not.

9. Internal alignment

Among the UK-based PR publications talking about crisis comms over the past month, approximately 62% mention the importance of internal alignment between comms, public affairs and legal teams.

A crisis comms committee with executives and key members of each department is an effective way to achieve this from a top-down level.

10. Managing misinformation

Since the start of the energy crisis, PR publications have demonstrated consistent interest in which suppliers are working with external agencies. While this coverage in itself is relatively neutral, it falls in line with ongoing accusations that PR agencies are to blame for promoting misinformation for energy clients.

Once again, prevention is the best method here – work closely with your crisis committee and agency to ensure total alignment and authenticity. Agencies are now much more cautious of how they choose to support energy suppliers, as their reputation is at stake too; total transparency from the start is the best way to mitigate any media allegations for all parties involved.

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

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. 

The future of work

How to be flexible: 4 ways to rework work

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The last UK lockdowns are long past, so what happens now when it comes to how we work? Firms like Goldman Sachs called staff back into the office, while other organisations are fully embracing hybrid patterns for their workforce.

With Government-enforced at-home working behind us, now is when employers and employees have the opportunity to take stock and rework how they work for healthier, happier and more effective outcomes.

For the Vuelio webinar ‘Work, Life and Balance: The PR challenge of 2023’, Hera Comms founder and managing director Anna Geffert, Atom Bank’s head of PR and communications Robbie Steel and Natwest Group’s assistant director, communications and engagement Sarah Beber shared the choices being made in their own companies and what is working for them.

‘Like many organisations, we’re still finding our feet,’ says Sarah.

Read on for ideas on what could work for you:

1) Take time to rethink how you work

‘The pandemic changed the way we think about flexible working,’ shared Sarah Beber about the changes that had to happen at Natwest Group.

‘Prior to COVID-19 there were a number of us who worked flexibly, but there were areas and teams where it would not be seen to be the “done thing”. Then COVID forced it on us. There were definitely people who had never considered it, who were suddenly doing it and loving it. We are still finding our feet; finding what works and what doesn’t.’

2) Find new ways to connect with your colleagues

‘There are lots of conversations about how to make the most of the time in the office and how people can stay connected,’ shared Sarah.

‘Our team at Natwest are spread out – if I’m in the office, a lot of them aren’t. We’re still trying to work out what is best for us and how to stay engaged. All the tried-and-tested channels are no longer tried-and-tested, not when you’re physically and mentally in different places – it’s an added layer of complexity and I imagine it is the same for many people.’

3) Evolve corporate culture to fit

‘I’m not sure the four-day week would have happened had COVID-19 not happened,’ admitted Robbie Steel, who shared how Atom Bank moved to a four-day working pattern successfully. Could a four-day week work for other organisations now the world of work is changing?

‘There are so many companies offering this now,’ said Robbie. ‘One challenge is the culture piece – you lose a lot of togetherness and the social part of work. At Atom, people mentioned that it wasn’t the same after the height of the pandemic. That is one area we’re trying to get back into the office culture.’

4) Like working from home? Just don’t forget the benefits of face-to-face office time

‘Now we’re seeing what flexible working can really do – what the pitfalls, dangers and benefits are,’ said Anna Geffert.

‘Junior people, just out of university, can really struggle teaching themselves to do their job while working from home – it is very difficult to teach newly-graduated people through osmosis; you learn so much being in-office. I’ve seen this from other agencies, also – there is a huge skills gap at the moment. Some new employees are not as developed in skill set as you would expect from someone three years qualified.

‘There has to be a happy medium. I’m in office three days a week – what is called a ‘TWAT’, I think! I haven’t heard of anyone doing full-time in-office, or purely flex.

‘I think it is dependent on sector, on business culture, and if you can physically do that. In finance, you can’t have the tech at home; there are sensitivity and privacy regulations – I get that. But there has to be a conversation. And that conversation will become tricky. People could start losing out on promotions if they aren’t in-office. How can you make sure people aren’t unfairly treated just because they weren’t there? They miss the boss saying “Do you want to go for lunch?” or when clients are in.

‘That’s the danger we are now seeing and need to be aware of.’

Watch the full webinar ‘Work, Life and Balance: The PR challenge of 2023‘ for more on the future of work and the impact of the last few years on the PR and communications industry.

Quite like working from home, either full-time or flexibly? Remember to keep it professional on work calls – here are pointers on video call etiquette, with warning stories of high-profile inappropriate video call filters and childminding fails from the early days of the pandemic.

Food waste

Waste Not, Want Not – How brands can help combat food waste with effective PR and social media campaigns

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This is a guest post from Alex Halls, account director at Hatch.

Food waste is a huge issue in the UK, with an estimated 10.2 million tonnes of food ending up in the bin every single year. That’s enough food to feed the entire population of London for a whole year. Of this, it is estimated that 7.3 million tonnes are ‘avoidable’, meaning it could have been consumed had it been managed better and let’s be honest, we’re all guilty of it.

It’s not just a waste of perfectly good food, it is also a drain on resources and terrible for the environment. It is estimated that the carbon footprint of food waste in the UK is equivalent to that of 18 million cars on the road. According to the United Nations, if food waste were a country, it would be the third largest emitter of greenhouse gases after China and the United States.

With an increasing number of environmentally-conscious consumers and an ever-worsening food waste problem, it is important that brands use their platforms to step in and help combat the issue. One of the most effective ways to do this is through PR and social media campaigns. These campaigns can be used to raise awareness about the issue, share information about the impact of food waste on the environment, educate and encourage consumers to make changes in their own lives.

Education

The key to any change is through education and it is no different in the fight against food waste. According to a report by WRAP, households are responsible for 60% of the UK’s food waste, so it is clear there is an issue that starts at home.

An effective way to combat food waste is by utilising recipes that incorporate leftovers and help people make the most of food they have in the fridge by providing inspiration and techniques to use up and preserve food.

The rise of subscription services like Hello Fresh and Mindful Chef have meant that people are only getting the amount of food they need in, and menu planning is a great way to reduce food waste. But we’ve all been in the shop when we’re hungry and bought far too much.

In a cost-of-living crisis, it is even more important that we plan meals, and brands have a real opportunity to create inspirational content that can help give people the tools and techniques they need to fix the issue at home.

We’ve seen over the last few years the sheer amount of food-related content on social media and that’s growing even more with the rise of TikTok – so my number one tip, if you’re a brand in this sector and you want to do something to combat food waste, is to get your apron on and start inspiring your consumers with tasty, easy-to-follow and engaging recipe content. If you wanted to take this on the road, you could look at doing a zero-waste street food van or pop up café to get your tasty dishes in the hands of potential customers and engage directly with your target audience. There are loads of ways you can expand on it, but at the heart it is about education and inspiration.

At Hatch, we work with the British Growers Association on the Yes Peas! Campaign to promote the benefits of frozen peas and shine a light on the industry. It’s tempting to just whack peas on the side of your plate and have done with it, but what Yes Peas! does so brilliantly is hero the ingredient and make it the star of the show through recipes. It’s needed as well, as the average person eats around 9,000 peas every year.

Yes Peas! also educates consumers on the wider environmental benefits. Peas are by far the most environmentally-friendly veg in the UK; we’re 90% self-sufficient as a nation, there’s little to no waste as the pods are utilised in different ways and any that don’t fit the grade are used in animal feed. Peas go from field to frozen in around 150-minutes, meaning little supply chain wastage.

But it’s not just recipes that help to educate the consumer. Research, white papers and other helpful content e.g. downloadable meal planners and weekly menus can also play a huge role. Simple tactics like this can be an incredibly cost-effective way to make a difference.

Shock Tactics

A tried and tested strategy when it comes to affecting real change through marketing strategies is the implementation of shock tactics. By highlighting the staggering statistics of food waste and the impact it has on the environment and global food security, brands can create a sense of urgency and use it to motivate consumers to take action.

Images of overflowing landfills and the devastating effects on the planet can be a powerful way to get people talking about the issue.

You may remember a campaign a few years ago when WRAP showed how much food a household wastes in a year:

Jonathan Hordle/PA WRAP campaign on food waste

This has worked in the past for other environmental causes like littering, plastic waste, ocean pollution and so on. People find it hard to visualise numbers and figures in their head, so showing them in a simple way can make a big impression and make for a great impactful stunt (the only issue is make sure all the food doesn’t go to waste just for the sake of your own stunt, or you’re just adding to the problem).

Partnerships

Another way brands can look to target food waste through their PR and social media activity is by partnering with like-minded charities, organisations and people. This not only helps to support a good cause but builds a positive reputation for the brand. Food waste charities redistribute nearly 50,000 tonnes of food each year, making them a crucial ingredient in the fight against food waste, and well-known chefs and food writers have been campaigning for years on the issue.

A fantastic example of this in the UK is the food waste reduction campaign ‘Too Good To Go’, which is supported by major supermarkets, restaurant chains and independents. This campaign focuses on reducing food waste by making surplus food available to consumers at reduced prices through an app, and has helped to divert tonnes of food that would have otherwise been heading to landfill.

Partnering with influencers and celebrities who have a vested interest can also help elevate your PR and social campaigns. However, it is important that you remain authentic and seek out partners who genuinely care. At Hatch we often say consumers have the best bulls**t detectors around and with growing skepticism around influencers, you don’t want to get it wrong.

People like Hugh Fearnley-Whittingstall, who has been a prominent campaigner against food waste for many years, would be the perfect face of a food waste campaign for a brand looking to gain additional cut through, utilising his name, expertise and genuine passion for the cause would prove a beneficial strategy.

Sustainable Practices

That said, it is not just about raising awareness and educating consumers, it’s also about encouraging them to take action themselves. One way brands can do this is by using their own supply chain to reduce food waste. According to a report by the Carbon Trust, food waste in the supply chain accounts for 33% of all food waste in the UK.

By implementing sustainable practices such as composting, reducing packaging, and using more efficient production methods, brands can help to combat food waste at the source and set an example for others in the industry to follow.

Setting sustainability targets and committing to achievable goals is a great way to lead by example and can form the basis of any key messages and strategy when launching a marketing campaign to combat food waste. A strong proactive and reactive press office function, which shares these key messages and utilises expert stakeholders to comment on these issues, is a brilliant way of raising awareness of your brand and its commitment to combating food waste.

After all, you have to get your own house in order and practice what you preach to be taken seriously. We’ve seen so many people accused of greenwashing or offering empty promises, so with any activity of this nature, it’s important it’s authentic.

Conclusion

A successful PR and social media campaign can have a huge impact, helping to raise awareness about the issue, educate consumers on how to reduce food waste at home, and encourage people to make changes in their own lives. By utilising data and insight, brands can make changes in their own supply chain that can reduce food waste and improve sustainability. There are loads more tactics brands could use as part of their strategy, but hopefully this sparks some inspiration and helps you in the fight against food waste.

Alex has over six years’ experience in PR working across a range of B2B and B2C clients in FCMG, Food & Drink, Sport and Lifestyle sectors.