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What is Search Engine Optimisation?

May 17, 2018/0 Comments/in PR Pulse, PR, SEO, PR News PR Blog Posts /by Phoebe-Jane Boyd

Search Engine Optimisation (SEO) is often seen as the topic of unwanted emails, confusing code speak and consultancy advice. This guest post from Art Raifi, founder and owner of Black Bird Marketing, aims to clarify what SEO is, why it’s important and what you can do to improve yours.

According to Search Engine Land, ‘SEO is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines’. Accordingly, we can say that SEO optimises a point of contact (i.e. website) for search engines (i.e. Google and Bing).

If you are new to the topic than you might ask, ‘Why would I want to optimise my professional website for search engines?’

A great SEO strategy takes into account optimisation based on relevancy because search engines evaluate the content of a website.

How to Optimise for Search Engines
To optimise user-experiences, search engines have developed complex algorithms that evaluate the composition of a website based on certain criteria. These criteria include, but are not limited to:

Quality of the content
On-page and off-page optimisation
Meta tags
Loading speed of the website
Relevance
Authority and more

Based on these criteria, the algorithm can detect which websites are optimised and which aren’t. In turn determining which sites to rank in its search results.

Google and Bing’s mission are to offer users the information that they are looking for instantly. For example, if you are searching for a keyword, such as ‘Dogs’ the search engine will prompt you with numerous links of dog related pages. The links are ranked from the most optimised, relevant and authoritative pages to the least.

However, gaining the trust of Google and ranking for specific keywords (in our case ‘Dogs’) is not an easy task. SEO is an ongoing process that needs to be supported by a long-term strategy. There are two factors that have to be taken into consideration when deciding whether to engage in SEO efforts, which are time and competition.

The Time Factor
Time is a valuable resource in the SEO world. Search Engines like to rank authoritative websites. But what gives a site authority?

In SEO, authority is defined by many sub factors, including the age of the website, the number of referrals that link back to the website (i.e. social sharing, hyperlinks across other pages) and the quality of the content (is it reliable?).

Experts claim that SEO efforts take a minimum of six to 12 months to show any results. This is largely due to the fact that search engines are continuously crawling (looking into) thousands of websites.

The Competition Factor
In addition to the time factor, there is also competition. SEO keywords are defined as specific phrases that a user searches for in Google or Bing.

On one hand, there are competitive keywords that drive tons of traffic to sites ranked for that specific keyword; and on the other hand, there are less competitive keywords that generate significantly less traffic.

The goal of SEO experts is to find keywords that are not too competitive, but they carry the potential to generate relevant organic traffic. The process of finding a keyword is known as keyword research, and it involves the use of various tools that help us understand the competitiveness and relevance of various keywords.

Tools such as SEMrush, seoMOZ, Wordtracker, and Google Keyword Planner provide the information necessary to find relevant keywords for which you can rank.

Relevancy and Authority
Up until this point, we have talked about the importance of optimisation and its impact on SEO. However, SEO is much more than entering a few code snippets to the website or changing header titles and descriptions. While optimising is extremely important, one must also consider the relevance of the content and the perception that the website has in the eyes of the search engines.

Relevancy
Relevancy, in SEO, is defined by the relationship between a particular keyword and the content of the website.

To illustrate let’s return to the ‘Dog’ keyword example. A page that talks about Cars will never rank for a keyword such as ‘dog videos’ – irrespective of the links that it has generated. That’s because search engines have grown to become smart machines that can’t be fooled.

Their advanced algorithms do not rank pages, unless the selected keywords have a strong relationship with the content found on the page.

When optimising your pages, take into account the relationship between the content of that page and the keyword.

Authority
We have already defined authority in relation to time. In reality, search engines use hundreds of factors when evaluating the authority of the page.

Active websites are expected to generate external links that the search engines use as signals to give the site the authority it deserves.

External links, otherwise known as backlinks, are one of the many important factors on which the rank of your page depends. Various updates and patches have rendered many factors irrelevant, but backlinks have successfully survived the test of time.

Of course, backlinks – similar to keywords – have to be relevant to the content of the page.

NOTE: Be mindful of those trying to sell you backlinks. It’s the easiest way for you to get blacklisted by Google and other search engines.

Lastly, in SEO, quality will always beat quantity; 1,000 links from sites that do not rank, are irrelevant and untrusted by search engines, does not compare to one quality link from The Economist.

Final Words
In the last decade, Search Engine Optimisation has grown to become a vehicle that drives the growth of local, internet and international businesses.

At the same time, SEO has shifted the way businesses function and compete. In turn, this has prompted many to engage in SEO efforts, in an attempt to stay ahead of competition.

When optimizing your website for search engines, you should take into consideration relevancy and authority. Make sure your content is relevant to the queries or keywords and keep building links over time to increase the authority of your site.

Accomplishing these steps will take time, effort and money – factors which have traditionally discouraged businesses to jump into SEO.

Yet, those who neglect it are missing out on a unique opportunity to take their businesses to the next level. Businesses are now being forced into SEO or risk losing out to the competition.

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No influencers allowed – the Vuelio Blog Awards 2018

May 16, 2018/11 Comments/in PR Pulse, PR, Blogger, Blog Awards PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

The Vuelio Blog Awards are the biggest celebration of bloggers in the UK. Taking place on 30 November 2018 at the Bloomsbury Big Top in London, this year’s event promises to be even bigger and better than ever before, and there’s only one rule – no influencers.

Bloggers, vloggers, Instagrammers, tweeters, Facebookers, YouTubers, writers, content creators, makers, editors, publishers, photographers, directors and small business owners – all are welcome to the greatest night of the year. So are PRs, comms pros, practitioners, officers, creatives, account managers and copywriters.

But influencers? I don’t think we’re the event for you.

Our winners from the last three years – from political supremo, Guido Fawkes, and super parent, Slummy Single Mummy to interior design guru, Mad About the House, and fashion goddess, Inthefrow – do many things; they run businesses, they write books, they tell stories and, yes, they influence their audience.

But Spielberg doesn’t call himself a ticket tout, Gordon Ramsey doesn’t call himself a tummy filler and Jessica Ennis-Hill don’t call herself a sportswear seller. When did we stop taking pride in the work we do to focus on the results we create – often for other people?

We speak to the blogosphere all the time and recently we’ve been asking them: what do you like to be called? And do you know what they don’t say? Influencer. Many tell us they’re not influencers or they don’t want to be called influencer.

That’s why The Vuelio Blog Awards don’t require a minimum social follower count to be shortlisted, you don’t have to enter yourself and we will never ask bloggers to secure votes to help them win.

Instead, we bring together a diverse panel of judges, all leaders in their respective industries, who pore over every finalist to determine the winners. They may consider how influential a blog is, but what they’re looking for is quality of content, relevance to the topic, beautiful aesthetics and uniqueness – something that makes a blog stand out against everything else in the field.

That means that when you win, you know your prize is truly deserved because your blog is outstanding. We reward the work you put in because we think this industry is hard, and the very best bloggers, vloggers and content creators deserve to be recognised.

So, if influence is just a result of how awesome you are at your job, the Vuelio Blog Awards 2018 will take place on 30 November at the Bloomsbury Big Top. Save the date.

The UK’s Top PR Blog, PR Examples, has a new owner

May 16, 2018/0 Comments/in PR Pulse, PR, Blogger, Blogger Spotlight, PR Spotlight PR, Press and Bloggers, Media Database Blog Posts /by Phoebe-Jane Boyd

PR Examples was created in 2011 by Rich Leigh, and will be familiar to the industry for listing the best examples of creative PR stunts, campaigns and events. It has also topped the Top 10 UK PR Blogs several times and was recently a finalist at the Vuelio Blog Awards 2017.

In January, Rich sold PR Examples to James Herring, who is the co-founder of top PR agency Taylor Herring. We caught up with James to talk about the agency, which you can read here, as well as Taylor Herring’s acquisition of the top blog in the UK. He told us about the blog’s rebrand, the problem with car and perfume ads and how he sees PR Examples evolving.

What drew you to PR Examples?
I’ve always been a fan of PR Examples, in fact a week or so before it went live, I launched a Tumblr site, called Stunt of the Day, which did kind of the same job. Rich Leigh, who has become a pal of mine, called me up and said, ‘You won’t believe it but I’m literally on the brink of launching PR Examples!’

We both had a keen, geeky, likeminded interest in collecting up great brand work and curating it somewhere. A place where anyone working in comms can dip in to see how different brands are using creativity to land a message or solve a client problem. Rich got in touch at the back end of last year and said, ‘I think it’s time for me to move on’ – his agency has been going from success to success – and for us it was a bit of a no brainer really.

Big credit to Rich for building the foundations of a resource that’s well-used by agencies and in-house teams.

How was the rebrand gone?
The rebrand seems to have gone down well; we modified the logo and some parts of the site – mostly we focused on making it fully responsive so it would work as well on mobile as it does on desktop.

We also paid some attention to the newsletter and had a growth spurt in the newsletter subscribers; we’re now approaching 7,000 which is encouraging. Plus, we have around 60,000 unique readers a month.

Not everyone in the industry is going to be interested in the type of content that’s on PR Examples, so if you work in City PR it’s probably not for you and if you work in Internal Comms you probably have other challenges. We know we’re not for everyone but it’s a fun project.

As an agency, we’ve always started the morning by saying, ‘Who’s seen something good?’ and in our morning paper review, we’ve always been spotting work, campaigns and ideas that might inspire and fuel what we do. It wasn’t too much of a stretch to turn that into a quick 200-word blog to share with our readers.

In terms of the content and contributors, have you changed anything?
Rich is still one of our contributors, though he hasn’t actually been very active of late so I need to name and shame him for that! There are three or four people at Taylor Herring who are regularly blogging at the moment. We change the team working on it from time to time, but we’re also talking to other agencies to get them involved as well: W Communications have put two people forward, as have Frank and Premier.

The end goal would be to have a regular team from a broad range of disciplines and sectors who were regularly contributing. Our next challenge is to index the work so people can easily find stuff. So, if you work in retail and you want to see what creative campaigns supermarkets have done of late, it would be easy for you to find them.

We came up with a groanworthy word for this the other day – a ‘Newseum’ of great creative campaigns.

Ultimately, the thing that makes the work that appears on PR Examples different to what you may see on other trade sites is that it has cut through into through the news cycle or generated good engagement on social.

So, it’s definitely not about beautiful car adverts, which – along with perfume ads – are the worst kind of advertising there is in my opinion.

Why?
OK this is a generalisation but there’s no innovation in car and perfume ads. They live in a weird, vapid, self-obsessed world that is of no interest to anyone but themselves.

We’re interested in campaigns that have cut through into the news cycle and have got people talking. We’re looking for something that’s different or surprising.

Have you got an example?
One of the Chinese National Parks put a shop halfway up a climbing wall on a mountain, which someone from the agency spotted in Metro and asked, ‘Do you think it’s a PR stunt?’ And it was! And, even better, no one had spotted it for that. The story had a mountain, rock climbers and a shed bolted to the cliff face where you can purchase bottle of water or energy bar. A lovely creative idea and that’s what the site’s about. Celebrating cool ideas.

With other agencies contributing, will you ever get to a point where you stop them writing about themselves, if it’s too advertorial?
I think people are generally self-aware on that kind of content. No one feels comfortable blowing their own trumpet. We’re interested in the inside story – how you came to the idea, the barriers and challenges. That’s what would make it different. We, at Taylor Herring, need to work out how we’re going to do that too. We have to resist the temptation to talk about ourselves too much but I think we’ve managed to tread the right side of the line so far.

We’d actively welcome agencies or in-house teams to write a first-person, inside track account of what the campaign was like to work on.

Is PR Examples driving business to Taylor Herring? Is it making money like your other site The Poke?
It’s not been built to drive business to Taylor Herring – in fact the link is hard to find. It’s buried at the bottom of the FAQ page. The discipline of scouring the internet every day to find creative work is very valuable to us and our daily work. Analysing and scrutinising those kind of projects gives you a good insight into what does and doesn’t work.

Our video production company, St Mark’s Studio, has become the temporary sponsor of the site because we’re hoping other agencies, in-house teams and brands might need some help creating low cost entertaining video content. Which is what St Marks is set up to do.

We originally took on PR Examples because we thought it might be a good fun thing to do and we are in the business of being fascinated by creative comms.

Currently St Mark’s is sitting in that sponsor slot. However, there are enough service providers in the industry that could potentially step up and help us meet the running costs. It would be nice to think our newsletter could have a sponsor and we could work with companies on native content editorial, things like that.

PR Examples, at this scale and with its number of page impressions, is quite easy to manage.

We decided we’re not going to try and monetise it for the first 12 months, we’re just trying to make it good.

If people like it, we might be more ambitious.

Final Word?
We are actively looking for new contributors – so interested parties should get in touch. They can blog as little or often as they want to.

A Spotlight with Top Wedding Blog, Love My Dress

May 16, 2018/0 Comments/in PR Pulse, PR, Blogger, Blogger Spotlight Media Database, PR, Press and Bloggers Blog Posts /by Merryn Williams

Love My Dress is written by Annabel Beeforth and was recently ranked in the top 10 UK Wedding blogs. Created after Annabel’s own wedding in 2009, Annabel not only helps couples create their own perfect day but also writes about the importance of love and the value of marriage.

We caught up with Annabel to talk about the success of her blog, the Royal wedding, using social media, working with brands and the wedding blogger industry.

What makes your blog successful?
I think it’s a few things, but broadly it’s our consistent approach to the story and not just the images. In a world that is so image driven, we have always understood the need to tell the story too and our readers are constantly feeding back how much they appreciate this. We have always taken pride with the sensitivity with which we handle every wedding we share. We’re incredibly privileged to have been allowed access into these intimate moments in people’s lives.

Secondly, closed Facebook groups have had a phenomenal impact on the relationship we have with our readers. We have a really close connection to our audience now – this connection has helped us develop trust so that when we need to gain feedback or survey the community, time and effort is given willingly. Without realising it initially, we were creating a community of Love My Dress ambassadors in establishing these groups. We absolutely love being able to dip in each day and catch up with our reader’s wedding plans.

Also, we’ve always shown absolute loyalty to the wedding industry. My husband is a graduate in fashion design and formerly had his own design business. It was back in 2000, when social media wasn’t a thing, and having been through that experience with him has, I believe, given me a deeper insight into the challenges faced by small design/artisan business owners. He has also taught me so much about craftsmanship, the quality of design etc.

We are constantly trying to innovate. We’ve just spent months recreating our wedding directory from scratch and believe that our resource will set a new precedent for directories of its kind.

There are a lot of market forces at play right now that are making it difficult for many businesses to find their groove and thrive in our industry – showing these businesses support when they most need it is absolutely vital. For example, the full impact of Brexit has yet to seen but it’s going to have a potentially enormous and damaging impact on many small businesses in our industry – boutiques, for example, relying on shipping in designs from overseas; the import taxes and duties could end up crippling their cashflow. I’m absolutely passionate about supporting our industry and the wealth of creative and entrepreneurial talent within and I think this passion shows through in Love My Dress.

Also, the efforts we are making to increase the diverse nature of our site content is becoming increasingly more important. It’s a timely comment given the imminent marriage of a member of the Royal family to someone who is mixed race, but inclusivity and representation of women/people of colour on sites like ours is SO important in 2018. It’s absolutely not acceptable to have to scroll and scroll the Instagram feed belonging to a site like ours to find a person of colour.

You would be surprised how many major wedding publications/sites/Instagram feeds have no representation of women or people of colour on their Instagram feeds at all. We are working really hard to make those who feel marginalised within the wedding media world feel more included. This doesn’t just extend to people of colour but people with disability and LGBQT community too.

What’s your favourite part of a wedding?
The ceremony always gets me. These are intimate moments in people’s lives and how they choose to use the ceremony to publicly commit their love to another both fascinates me and fills my heart.

What’s your favourite kind of wedding?
I generally avoid the term ‘theme’ like the plague when it comes to weddings! It just isn’t a word that aligns with the way we present weddings to our readers – feels all a bit too ‘fancy dress’.

My favourite weddings, however, are always the most honest ones – the ones where the couple tailored the day as a true reflection of themselves and who didn’t overlook the reason they were marrying in the first place. I love intimate family weddings – children running riot, joy and laughter captured on camera in natural, non-posed fashion. They are always my fav.

How many weddings have you been to?
Actually, not that many! The last one I attended was in 2012! It was that of a disabled bride who documented her wedding planning journey through Love My Dress. It was an absolute joy and pleasure to be there on the day to see her exchange her vows with her fiancé.

Has wedding planning changed with the rise of social media?
Social media is the perfect platform for those seeking wedding inspiration as it’s so visually driven, but it can be a bit of a double-edged sword. Having so many ideas so easily accessible on screen can be both wonderful and utterly overwhelming at the same time. In fact, I personally feel the whole scene is rather saturated.

Pinterest and more so, my fave, Instagram, have revolutionised the way couples are planning their wedding. Many couples are finding suppliers through Instagram which is why it’s so important we show love and support to our clients through this powerful social media platform.

How do you work with brands and PRs for your blog?
There are, in my view, a small handful of excellent wedding PRs in the UK and I think that on the whole, most of them now realise that sites like Love My Dress don’t work in the same way a traditional print outlet would – we can’t, or at least, we don’t, offer free editorial. We’ve worked really hard to build our social following and create a site that is read loyally and believe that is worth paying for. But when the PR gets it, it can be a marriage made in heaven. We’ve worked with some absolutely wonderful clients thanks to successful partnerships with some great PRs. On the whole, PRs have, in our experience, provided access to an artisan/independent part of the market that we take great pride in supporting – artisan jewellers and independent dress designers for example.

What are the best campaigns you’ve collaborated on?
Jenny Packham, Pronovias, Goldsmiths, Emmy London for H Samuel Jewellers.

What do PRs always get wrong?
I think these days there really isn’t room for the kind of mass, depersonalised mail out that will always inevitably get binned. I will always take time to read a tailored PR pitch and respond, even if it means the pitch was unsuccessful. If it looks like the PR has made an effort to get to know us and truly consider the brand match with their client, then I appreciate that. Emails that arrive with a ‘Hi!’ or ‘Hello,’ and no name are always a big turn off as it suggests no effort has been made to get to know us. Why should we take any time considering and responding if this is the case?

What do you call yourself (blogger/influencer/content creator etc)?
To be honest I’ve been trying to veer away from the terms ‘blog’ and ‘blogger’ for a couple of years now because I don’t believe they truly reflect what we do now. We were definitely blogging back in 2009/10, but these days, we’re editing our own online platforms, creating content, establishing brand partnerships and innovating as best we can as we continue to pave a path that has never been trodden before.

I more often than not refer to myself as Editor – but even then that doesn’t truly capture the full extent of my role. Though the term ‘influencer’ sometimes irks me, I will use that too because I think in today’s social media vocabulary, most people understand this represents a site or individual with a significant following in their niche, which we undoubtedly are.

What other blogs do you read?
The Pool (though sometimes it’s editorial approach to weddings and lack of support for the wedding industry leaves me feeling really unhappy), A Playful Day, Blogtacular and Me and Orla.

Annabel and Love My Dress are both listings on the Vuelio Influencer Database along with thousands of other bloggers, vloggers, journalists, editors and opportunities.

Vodafone’s #SleepLikeAHero fights cancer

May 15, 2018/0 Comments/in PR Pulse, PR, PR News Media Analysis, PR Blog Posts /by Phoebe-Jane Boyd

A new campaign from the Vodafone Foundation is harnessing the power of people’s smartphones to make a supercomputer to fight cancer.

DreamLab is a new app that anyone can download onto their phone. Vodafone is working with Imperial College London and is encouraging people to leave the app open while they sleep. The app will become part of a virtual supercomputer, which will be able to process billions of calculations needed for cancer research.

One PC running 24 hours a day would need 300 years to process the data required; 100,000 smartphones running DreamLab six hours a night could do the job in three months.

This is based on the same technology that has been hitting headlines recently for blockchain currency – but seems to be the first time a collective supercomputer has been used (voluntarily) for a good cause.

#SleepLikeAHero was launched with Star Wars’ John Boyega, who gets the call from his agent to be a hero. Check out the campaign video below:

Join me in the fight against cancer…while you sleep! Proud to support DreamLab with @VodafoneUK @VodafoneFdn & @imperialcollege. Download the app today, #SleepLikeAHero tonight https://t.co/HG0M3QBRGf #ad pic.twitter.com/DOgy5cecPX

— John Boyega (@JohnBoyega) May 14, 2018

Data will help Imperial College London match genetic profiles to cancer treatments, helping to find new combinations of existing drugs and ultimately enabling tailored treatments for patients. As a touch of genius, the data will be free for Vodafone customers – not eating in to their precious packages.

The campaign was created by Mischief PR and has already scored coverage across national print titles and online.

You can download the DreamLab app – and help fight cancer – on the Apple app store or the Android Play Store.

Breaking the news cycle: Taylor Herring’s James Herring

May 15, 2018/0 Comments/in PR Pulse, PR, PR News, PR agency, PR Spotlight PR Blog Posts /by Phoebe-Jane Boyd

James Herring and Cath Taylor founded Taylor Herring 17 years ago, and were joined shortly afterwards by Peter Mountstevens, who runs the agency alongside the co-founders. Taylor Herring has grown into one of the most well-known consumer PR companies in the UK, and is regularly recognised at leading industry award ceremonies.

Specialising in ‘breaking the news cycle’, Taylor Herring’s creative is often seen on the front page of newspapers and is likely to be filling up your news feed. In an exclusive interview, we spoke to James about the agency, his recent purchase of top PR blog PR Examples and his secret to award success.

How did the agency start?
We started by mainly representing media and entertainment clients. It was back in the days of digital TV, so there were digital channels launching weekly, which were all stuffed with ‘acquired programming’, effectively repeats from mainstream broadcasters. There were also video games companies and music brands, and they were all interested in us for the same reason – they wanted stories that could break the news cycle, rather than stories that just sat in the TV pages or showbiz pages. So, from the beginning, Taylor Herring embarked on a journey of creative news generation to produce disruptive campaign ideas that would get people talking.

As a result of that process, I’m really proud of the work that we have delivered for UKTV and their channels – we work incredibly collaboratively with their in-house team.

For the first five or six years, we were very TV focused. We launched some pretty famous shows like Big Brother and the Apprentice, and worked on shows like The Inbetweeners and Doctor Who.

What surprised us was that these entertainment campaigns led to a lot of consumer and FMCG brands come knocking offering work!

We still do a lot of TV and entertainment work – in the last 12 months we’ve worked on Star Wars, Game of Thrones and we still work on The Apprentice – but we now have an burgeoning client list from the Consumer brands sector, from all walks of life, including easyJet, Samsung, Pimms and Greggs. We have a very diverse client list.

So, it’s your style of PR they’re after rather than the sector?
That’s correct. A typical client would have a switched-on in-house press team that knows their sector backwards. Where we come in is to get that story moving further up the paper, to the home page, or into people’s social timelines. We work hand in hand with those in-house teams, trying to build a campaign that’s colourful, engaging and impactful. More often than not, great content is at the heart of the work – to help the brand really stand out. Video, pictures or an event element – whatever does the job best. It’s all about getting attention and standing out from the crowd.

I guess we’re attention seekers – professional attention seekers.

In terms of the agency set up – how many people do you have and what do they do?
There are about 20 full time staff, which I think might surprise people. We have an incredible freelance production team of regulars which probably takes our squad up to 30.

Without doubt the nature of what we do has changed dramatically, and video has been a big driver for growth for us. In 2017 we made about 65 films for clients, so in January this year, we launched a new production company called St Mark’s Studios. The idea of St Mark’s Studios is to create short form, engaging video content for social newsfeeds. It’s stuff that the big national online news sites should be delighted to have because it’s great content. It is delicately branded, not too self-serving and editorially crafted. It’s also content that can be used on clients’ own channels as well.

We are now very much open to working with other PR agencies – shooting video content for them in a white label fashion.

I suppose this is a new phenomenon – it wouldn’t have been possible up until recently because there wouldn’t have been the demand for it?
Absolutely right – particularly because so many publishers are dependent on the likes of Facebook to power their traffic. Last year there was a gold rush among the bigger newspaper publishers to get into Facebook, when it announced the algorithm would positively prioritise video content. It meant that the more native video content you put on your page, the more reach you got and your other content was more likely to get through.

We used this for our most recent piece of activity for Game of Thrones and Sky Atlantic, where we put White Walkers on the street on the day of launch. We made a 60-second video that captured that experience, subtitled it and made sure it wasn’t too heavy on the branding. In total, I think we had about 25 million views across all publisher platforms – and part of the reason it worked so well was they didn’t need to edit our content at all.

We’ve all heard these stories about certain online sweatshops where poor journalists are banging out nine or 10 stories a day. These poor people don’t have time to pick through a 700-800 word press release so we’re trying to make that easy for them. Journalists are busy and not very generous with the amount of detail that clients would like to see in their stories. The beauty of video is you can bring a richness to the story that you wouldn’t otherwise have.

And you get to control it in its entirety?
Exactly right. There are a gazillion metrics we now have as we try to work out what the formula for proper measurement for this stuff is, but there is one simple measurement of success: getting a completely branded piece of video content into a newspaper’s media player or natively on their social channel. It’s incredible the amount of branding and detailed messaging that are delivered in video, which is why we’ve invested in it. You can’t put a price on the value of that.

Are you bypassing the ‘middle man’ journalist?
Yes, sometimes we are. But not in all cases. You often find the person who is in charge of selecting what native video content goes onto a newspaper’s Facebook page is actually much easier to reach than trying to sell a story through the news desk. If video content performs well there, they will often write that up as a story too, embedding the video in their player.

We can go to the publisher’s social media team, who are in the business of marketing their brand, and say: ‘Tomorrow, we are going to be announcing that we’re doing this incredible thing in London – here’s all the footage, feel free to add your own headings and captions’ – we’re helping them do their job and it’s really that simple.

‘Will people share this’ is probably the question you’ll hear people ask at Taylor Herring more than any other because it’s the same question you’re going to hear the news editor at the Mail Online ask when he receives our press release and pictures.

To that end, we became fascinated with becoming publishers ourselves.

What do you publish?
About seven years ago, we launched The Poke, which has always targeted the bored-at-work market. If you haven’t seen it, we track the trending stories of the day and what we’re really interested in is what the internet has to say about them. So, what have the good people of Twitter got to say about Eurovision? What’s the chatter on Reddit about that movie release?

We’ve grown so it now has a pretty big audience! It’s fair to say it does bounce up and down but in some months we’ve had six million unique users reading our content, 70% from the UK. I think, like other publishers, we’ve benefitted from the Trump Bump quite a lot. We live in a world where for the first time in my living memory, politics is more interesting than show business. It’s incredible, if not terrifying, entertainment on a daily basis.

I think by doing the Poke and understanding how to get content out there via social channels, we have become better at making content for our cleints. So how a post is titled, how it’s optimised for Facebook and what the picture is – without a decent picture and an intriguing headline, stories struggle on Facebook and Twitter.

The Poke was a bit of a hobby for me and Jasper (Jasper Gibson is co-founder) but we now have a news editor, John Plunkett, of Media-pages-of-the-Guardian fame, and we have a network of freelancers who are contributing. It’s a great, fun little hobby that ticks along in the sidelines and pays its way.

So, when the opportunity to acquire PR Examples came along, it felt like a logical step.

Read more about Taylor Herring’s acquisition of PR Examples in the next part of our interview, coming soon!

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Want to take part in a spotlight? Get in touch with Jake O’Neill.

AI and ethics

May 14, 2018/0 Comments/in PR Pulse, social media marketing, PR Press and Bloggers, Media Analysis, PR Blog Posts /by Phoebe-Jane Boyd

Artificial technology has been in the news recently, for all the wrong reasons. Google naively showed off the functionality of its new Duplex AI, while NtechLab has announced a new product to identify ethnicities (unfortunately not a joke).

Google Duplex
Google Duplex is a new AI assistant that can handle tasks over the phone. That’s right, Duplex is able to make phone calls and book appointments on your behalf. Sundar Pichai, CEO of Google, showed the assistant off at its I/O developer conference, including a recorded example of Duplex calling to book a haircut:

In the clip, Duplex is shown to be indistinguishable from a human on the phone. The crowd, unsurprisingly, loved it – even whooping when the AI sounds most human saying ‘Mmm-hmm’ to acknowledge a point made by the hairdresser. It’s not surprising, this is Google’s I/O developer conference – for these people, super advanced AI is a great achievement.

Unfortunately for Google, a number of people and news outlets have now raised concerns over not being able to tell the difference between people and computers.

What Google failed to mention is that the AI would identify itself, so the person on the other end of the phone would know it was chatting to a robot – but even that throws up questions and concerns.

What if the AI doesn’t understand a question it’s asked, or an accent? How many times is a vendor likely to repeat themselves or reword queries if they know they’re talking to a machine? And what does it say about society that people are now getting machines to book haircuts on their behalf?

Google suggests it can be used by businesses to automatically take bookings, though how many people want to call up to book a table at a restaurant and be handled by a machine?

There’s also concerns over the data Duplex gathers on individuals – for this to work you have to tell Google an awful lot about what you want booked, when, when you’re free, alternative times for the appointment, the details of what you’re booking and why. Under the GDPR, if this data is processed by Google then you have to be informed – imagine the conversation with your AI assistant if they have to explain all the ways the data will be used!

Recognising ethnicity

The other ethical AI story is even more concerning. Russian NtechLab is a group of experts in the field of deep learning and artificial intelligence; the website states they ‘like to invent algorithms which work in unconstrained real-life scenarios’. The only listed product so far is a facial recognition tool.

It’s the ‘coming soon’ section that raises concern, with a product called ‘ethnicity recognition’. There’s no further information, but the image suggests it will identify people’s ‘ethnicities’ based on their faces. It’s not clear why this would EVER be needed, nor how it could ever be accurate.

As Forbes points out, it’s amazing that these companies are able to create such tools, without seeing the ethical issues that are more obvious to those that don’t work in tech. Socialogist Zeynep Tufekci said: ‘Silicon Valley is ethically lost, rudderless and has not learned a thing’.

Artificial intelligence is not bad, it makes all of our lives easier every day and, as the CIPR’s ongoing #AIinPR study shows, it’s of great benefit to the PR and communications industry. When developing AI functionality, companies need to consider their responsibilities towards data subjects and clients. The GDPR comes into force on 25 May and the automation of data, for the benefit of AI, will be under more scrutiny than ever before. It’s hard to see how an ethnicity recognition tool will pass the new stringent regulation requirements.

As for Google, the whole company is built on AI and for the most part, people are not concerned. Where Duplex has fallen down is by being too real. We’re not in Blade Runner* – society just isn’t ready for a world where it’s impossible to distinguish between computers and people, fiction and reality. At least, not yet.

*Insert your own favourite popular 80s’ sci-fi film here.

4 Instagram lessons from the Conservatives

May 14, 2018/0 Comments/in PR Pulse, PR, PR Club PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

Last week it was revealed that Conservative MPs had been briefed on their use of Instagram. A comprehensive presentation covers everything from downloading the app to specific dos and don’ts, but what can this guide teach the PR industry?

Published by the BBC, the guide is obviously quite simple in places (MP friendly) but there are key lessons that are always worth reminding ourselves of. Not only does Instagram have a ‘younger audience’, an obvious attraction for the Conservatives, but it also gives a chance to show ‘you are a real person who people can relate to or be inspired by’.

1. Context
One such ‘real person’ is defence secretary Gavin Williamson (of ‘Russia should go away, it should shut up’ fame), who was an early adopter of Instagram. He appears twice under the section ‘Good examples: people’ section, showing both ‘to-camera smiling shots’ and ‘context seen in the photos’ at an event.

Context is vital for any photo posts and the more that can be squeezed into the picture, the less work your caption has to do. Captions are much less likely to be seen let alone read, so for Instagram, the picture MUST paint a thousand words. Bear that in mind when creating a post, you may understand what event you’re at because you’re there, but if it isn’t obvious in the picture, the post won’t succeed.

2. Be playful
Another ‘Good examples’ section but this time for objects. The presentation uses Sam Gyimah’s Christmas post as an example of how to create ‘unique content’ that’s ‘playful’:

Christmas red box just arrived. Not quite what I asked Santa for #christmastime #christmas #christmasholidays #instagood #insta

A post shared by Sam Gyimah (@samgyimahmp) on Dec 22, 2017 at 10:45am PST

Instagram is a young platform and it’s a social platform. Being serious or formal is not really social’s style (with the exception of, perhaps, LinkedIn), so users should try to see the lighter side of life and have fun when creating posts. This is particularly relevant for corporate accounts or senior execs; if they want to appeal to the board or their investors, then social – and especially Instagram – probably isn’t the place.

Another way to be ‘playful’ according to the presentation, is making use of emojis and stickers. It highlights a post from Sir Peter Bottomley, who used the #TBT (throwback Thursday) sticker on an historical picture of him campaigning with Margaret Thatcher.

It may feel unnatural to used such ‘playful’ items in your communications but remember this is about appealing to the Instagram audience. If you want to make friends in a Missouri truck stop, you probably wouldn’t go in dressed like, or talking like, Jacob Rees-Mogg. Instagram is the same – if you want to reach people on Instagram, be more like people on Instagram.

3. Engage
According to the presentation, ‘High engagement = higher chance of attracting more followers’, which is true. It then gives specific examples of engaging, including: reply to comments, like comments, tag people in the text and include your location.

This is basic advice but it’s true. If you want to organically grow your following on Instagram, then comment on other people’s posts, like posts, follow other people, post regularly, engage with people that comment on your posts and generally be an active member of the Instagram community. It takes a lot of work and time, but being big on Instagram can make that work pay off.

4. Don’t post press releases
Instagram is not your newsroom, so it’s not a place for lengthy prose or adverts. The presentation highlights the types of posts that should be used sparingly, including James Cleverly’s quote when appointed deputy chairman of the Conservative Party:

I’m delighted to have been appointed as the Deputy Chairman of the Conservative Party

A post shared by jamescleverly (@jamescleverly) on Jan 10, 2018 at 3:44am PST

As the BBC points out, Cleverly seems to have heeded the advice and now his posts are more informal.

A beautifully designed advert or company quote next to a portrait of your exec may look good in magazines or on your website, but once again it’s about context (think about Jacob Rees-Mogg at the truck stop).

Instagram is a place for beautiful photos of people, places and objects. It’s not a place for text-filled images or obvious graphic design.

Be you
The Conservative advice may be simple but it’s good. If you want to succeed on Instagram, be personable, be real and be you. Or, don’t be on Instagram.

Five Things: Leveson II, Klout, This is America, Martin Sorrell and #FuturePRoof

May 11, 2018/0 Comments/in Five Things, PR Pulse, social media marketing, PR, PR News Media Database, Media Analysis, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

This week’s Five Things includes the demise of Leveson II and Klout, Childish Gambino’s This is America, the return of Sorrell and the launch #FuturePRoof.

1. Leveson II – the sequel that refuses to start

Leveson II, the second part of the Leveson Inquiry, was already stopped by culture secretary Matt Hancock (“Are you on Matt Hancock?”), at the beginning of March. Now the Government has won a narrow victory against a Labour move to force it to start. Ed Miliband tabled the amendment to the Government’s data protection bill but it was narrowly defeated by 304 votes to 295.

Ed Miliband’s impassioned speech highlighted David Cameron’s previous promise for Leveson II to be carried out. Refusing to give way to other MPs, he also said it was a matter of honour for all politicians and asked the Government, ‘How dare you?’. Hancock responded: ‘The choice isn’t between doing something, and nothing. It is between doing something, and something better.’

Following the defeat, Tom Watson chose not to push for a vote on section 40, which in part would have required publishers to pay legal costs of both parties in disputes no matter what the outcome. This is clearly flawed as both Leveson-backed IMPRESS and press-made IPSO already allow for low-cost resolution.

There’s already suggestions the Lords will push the amendment back to the Commons for a second vote as the first was so close. We might not have seen the last of Leveson yet.

2. Out of Klout

What’s your Klout?* Is a question that many people working in social media asked each other seven years ago, but recently your Klout score has gone the way of your follower count on Google Plus. One of the most popular ways of measuring influence online, Klout was founded in 2009 by Joe Fernandez, who apparently built it to get a job at Twitter. It was bought by a private company, Lithium, in 2014 for $200m and on 25 May it will be no more.

25 May, I hear you say, isn’t that date significant for another reason? Why, yes. But amazingly, Lithium failed to mention the GDPR as a factor in Klout’s demise in the official statement. Apparently, Klout no longer meets Lithium’s long-term strategy.

Incidentally, Klout has been used as one of the many metrics that makes up the Vuelio Influencer Score, but thankfully we use such a broad range of complex tools that the loss of Klout will not have a detrimental effect on our unique measurement. You can read more about our influencer rating here.

Klout, on its own, has been criticised over the years for its algorithm which has, on occasion, rewarded questionable people with more influence than others. The secrets of the algorithm may have been forced into the open by the GDPR, but now we’ll never know.

3. This is America

It’s hard to know where to begin with Childish Gambino’s (aka Donald Glover) latest release, This is America. To call it a song is insufficient; the music and lyrics are powerful but that power pales into insignificance when compared to the video:

Articles and essays have already been written on this overnight cultural phenomenon (it’s on 75 million views in under a week). Discussions about the video’s ‘hidden meanings’, from his confederate trousers and Jim Crow references to the Charleston church shooting and ‘Death’ riding a pale horse, have filled social media and the digital press. It’s particularly pertinent following Kanye West’s recent comments that slavery was ‘a choice’.

It also follows Black Panther, which itself was itself a cultural shift but in a Hollywood/Marvel superhero kind of way. What Childish Gambino has done means so much more. It’s a violent, compelling piece of art, that continues to produce meaning with every watch, and it will fuel sections of the commentariat for weeks to come.

4. Martin Sorrell to ‘start again’

If only Klout would stick around, we’d be able to measure Sir Martin Sorrell’s when he ‘starts again’. That’s his vow this week, after abruptly leaving WPP. As reported by the FT, Sorrell was speaking at the technology conference in New York and said: ‘I’m not going into voluntary or involuntary retirement.’

As he never had a non-compete clause with WPP, Sorrell is free to set up a competitive ad company and target some of the $16bn business he helped build up over the last 33 years. He already has an idea for a new ad agency model, he said it would be: ‘more agile, more responsive, less layered, less bureaucratic, less heavy’. This is particularly surprising considering WPP’s hugely complex set up has been credited to Sorrell, and he was described as the only person capable of keeping it all together.

Sorrell said he would not wait long until he made his next move, so expect the new agency launch to appear in a future Five Things.

5. #FuturePRoof 3

Sarah Hall, agency owner and CIPR President, has released the third edition of her hugely popular #FuturePRoof series this week, a special edition marking the 70th anniversary of the NHS. Titled The NHS at 70 with Lessons for the Wider PR Community, the book features 25 chapters from 25 contributors, all of whom either work in or around comms at the NHS.

The health service is one of the UK’s most-loved institutions but is currently facing huge problems in terms of service delivery, funding and staff shortages. The book puts communications at the heart of the solution, championing best practice and excellent innovations to inspire the NHS to carry on fighting the good fight.

#FuturePRoof is also hugely inspirational to the wider communications industry with lessons across every communications discipline from internal comms and employee engagement to using new technology and measuring campaign results.

Find out more about #FuturePRoof online.

What did we miss? Let us know on Twitter @Vuelio.

*Me? My Klout score is 46 and I’m an expert in Blogging, Public Relations and Communications. And Buzzfeed, apparently.

#FuturePRoof: a journalist’s perspective of NHS comms

May 11, 2018/0 Comments/in PR Pulse, journalism, PR PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

Following the launch of the third edition of #FuturePRoof, a special edition focusing on healthcare comms to mark the 70th anniversary of the NHS, we are discussing what wider lessons can be learned by the comms industry. In this post, we look at Denis Campbell’s contribution – A Journalist’s Perspective: The Good and Bad of NHS Comms.

Denis Campbell is the health policy editor of the Guardian and the Observer, so he spends a lot of his time writing about the NHS and working with the comms professionals within it. Campbell starts his chapter by pointing out the dilemma of writing such a piece in his position: ‘Why would I say anything at all, lest even a smidgeon of criticism alienates those whose goodwill, determination and professionalism I routinely rely upon?’

He goes on to explain that while most comms officers are ‘superb’, some are ‘unhelpful, unbecoming of their profession and… ultimately damaging to the NHS’. The chapter is important to #FuturePRoof because it’s an honest external opinion given for all the right reasons – to help improve the practices of the NHS.

Campbell breaks down his views, which are clearly lessons for anyone working in communications in any industry:

Be honest and accessible
For Campbell, the NHS needs to be honest about its troubles and not just follow ‘the Government’s fantasy version of events’. This is a broader lesson for comms – honesty builds trust and trust builds relationships, which is the foundation of good PR. When working with the media, if you lie, there’s a good chance they’ll find out the truth and that story will then be much harder to manage.

Campbell’s experience of NHS comms is clearly hit and miss. He writes: ‘I marvel at the effort senior managers and clever PRs put into coming up with entirely irrelevant answers. Do they think that will stop the story appearing?’

If a journalist is asking for information, chances are they have discovered there may be a story in that information. If you block them, it doesn’t mean the story goes away, it just means the journalist has to dig deeper. When presented with tricky media questions, finding out what the journalist is doing and why they want to know certain things, should be a priority, because you’re still allowed to form your answers in the most appropriate way to make your business look as good as it can in the circumstance.

But even if the journalist gives you nothing, don’t stonewall investigations; if it’s delaying the inevitable, be honest and make it part of the story you want to tell.

Have guiding principles
The NHS Constitution has seven principles that guide the NHS in all it does. Campbell is most interested in the last one: ‘The NHS is accountable to the public, communities and patients that it serves… The system of responsibility and accountability for taking decisions in the NHS should be transparent and clear to the public, patients and staff.’

He believes NHS PR practitioners should be bound by this principle – but what about organisations without principles? Many have cultures, objectives and aims – lots of offices display these proudly for all to see. But do we consider them when we’re doing comms? Comms is the voice of the company and should be key in developing company culture, ensuring it informs the way all communications is carried out.

If internal culture doesn’t match external culture, neither will survive for long and ultimately, you’re the bridge between the two.

Working together
Campbell is clearly in favour of the NHS and is keen to see it working in the best way it possibly can. But as PRs and comms, we often think of journalists as the enemy and we suspect they’re out to trip us up. Campbell acknowledges this but is reassuring: ‘NHS PRs’ background and talents lie in communicating. So why not spend more time and put more creative energy into communicating what their bit of the NHS does and who the staff are that make that possible?

‘Why not trust journalists much more to do a decent job and not be so suspicious all the time?’

If we all worked together, were honest and transparent, wouldn’t our industry be a better place, communications run more smoothly and improve the quality of public conversation for all parties?

What do you think about Campbell’s chapter? Can we do more to work together with the media, or do we risk losing control of the story? Let us know your thoughts on Twitter @Vuelio.

#FuturePRoof: The NHS at 70 with Lessons for the Wider PR Community, is highly recommended for both NHS comms pros and anyone else working in comms. It is available online.

#FuturePRoof: Cultural Graffiti and Sanctioned Dissent

May 9, 2018/0 Comments/in PR Pulse, PR, PR News Media Database, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

The third edition of Sarah Hall’s #FuturePRoof, which focuses on communications within the NHS, launched yesterday. The 25 chapters, from 25 authors, provide key insight to both the inner workings of the NHS and to best practice in the communications industry. In this post, we’ll be looking at the chapter by social leadership consultant Julian Stodd, and what comms can learn from cultural graffiti and sanctioned dissent.

Stodd argues that in society, graffiti is ‘a voice that is claimed, not granted’. In our organisations there is ‘cultural graffiti’, which is when opinions and views are shared without fear of consequence. This ‘graffiti’ resides solely on social.

For the NHS, this is perhaps a more obvious phenomenon – sometimes anonymous, often critical but generally constructive doctors, nurses and patients discuss the NHS on social, outside their ‘formal’ space. Sometimes this grabs national headlines, the #ImInWorkJeremy hashtag was used widely when the health secretary criticised doctors for ‘not working seven-day weeks’.

Cultural graffiti is also apparent in other organisations; social has become the platform for office grumbles, unfiltered company news and customer complaints.

Stodd says that formal power doesn’t reach social spaces, ‘where cultural graffiti is scrawled and shared’. As such, organisations cannot control them and instead need to understand ‘social leadership’ and its fuel: reputation.

Social status is based on reputation, which on social is granted by communities. What’s significant is that social leaders don’t necessarily have formal power or any authority in traditional societal structures, so social leaders are easily overlooked or, worse still, underestimated.

Jack Monroe is a prime example – the budget food writer who won her Twitter libel case against Katie Hopkins, often has to explain on Twitter how, despite her social reputation (she has 126K followers), she still struggles to make ends meet. Her social fame and influence obviously does not translate to formal structures, but her social status is unquestionable.

So how does an organisation manage cultural graffiti?

Stodd says organisations need to listen and learn, which is simple enough. But more than that, he says as with real graffiti, organisations should sanction dissent. Graffiti artists know there are places they’re allowed to work, certain shops or spaces where graffiti has been allowed. For Stodd, organisations need to sanction cultural graffiti and understand the stories being told, wherever they’re being told.

We all know that social is the dominant force of storytelling in our society and it should be part of every comms professional’s strategy. Just because Wetherspoons closed all of its social accounts, that doesn’t mean it is exempt from cultural graffiti. The fact it no longer seems to care what’s happening on social could be a big mistake, as staff, customers and suppliers are free to discuss the company and tell their own stories.

Communications is all about telling the story you want to tell and if you lose control of the storytelling process, you lose control of the story. If we take the time to understand cultural graffiti, and how others tell our story, we can regain control of the conversation.

Do you listen to and understand cultural graffiti in your organisation? Or do you think it’s better to ignore the dissent? Let us know on our social space: @Vuelio.

#FuturePRoof: The NHS at 70 with Lessons for the Wider PR Community, comes highly recommended and is available online.

Kindness, convenience and joy: Curiously Conscious

May 9, 2018/0 Comments/in PR Pulse, PR, Blogger, Blogger Spotlight Media Database, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

Besma Whayeb is the author of Curiously Conscious, the ethical lifestyle blog that was recently named in the Top 10 UK Green Blogs. Focusing on sacrifice-free ethical living, Besma writes about everything from natural make up to renting clothes. We caught up with Besma to talk about sustainability, working with brands in a beneficial way and technology connecting the green community.

What makes your blog unique?
My blog focuses on ways to live kinder that are convenient and add joy. It’s about being ethical and eco-friendly without making sacrifices!

Will we ever live in a fully sustainable world?
I don’t believe it’s possible to be 100% sustainable, however, there are so many ways we can get close to that. Renewable energy, electric cars, and better distribution of resources will accelerate us to a more sustainable world.

What are the biggest eco/green trends that we should all be aware of?
With Fashion Revolution Week just finished, there was a lot of talk about plant-based leather alternatives, and demanding transparency from fashion brands. Food-wise, more brands are moving towards sustainability rather than vegan/plant-based niches. And beauty is all about harnessing the power of plants to produce makeup that looks good and nourishes skin.

How is technology helping us be more environmentally aware?
Technology has been a brilliant way to connect the green community – no matter where our specific interests lie – and has seen ethical and eco blogging really grow.

Who do you think has the most responsibility when it comes to the environment (individuals/industry/media/government etc)?
Industry can make the biggest, and quickest change, but it’s hard to encourage whole businesses to move away from a focus on profit to also consider people and the planet. It’s why I write to inspire individual changes, and call on brands to take note – our demand for ethics will encourage the supply of better business practices.

How do you like to work with PRs and brands?
I’m particular about the brands I work with, as I’d like them to really benefit from featuring on my blog or social channels. In this way, I like to form relationships with PRs or Brand Reps, and work on a series of posts or sponsored content that is created specifically to achieve a campaign’s aims. I respect they understand their brand’s strengths, and they respect that I understand my audience’s preferences.

What are your favourite campaigns or collaborations that you’ve been part of?
I enjoyed being a Brand Ambassador for Yushoi last year; my posts were centred around finding balance, which is something I really encourage. I also found working with Fat Face was incredibly popular, especially with their organic cotton ranges, which shows how much demand is out there for ethical high street brands. And a personal favourite has to be visiting MacDonald Hotels’ Monchique Hotel & Spa in the Algarve – a truly five-star experience all round.

What do you call yourself (blogger/content creator/influencer etc)?
I’m a blogger first, but I think the term influencer is better considering the amount of work that goes into my social channels is equal to the time spent writing.

What other blogs do you read?
Other than my fellow bloggers in the Top 10 Green Blogs list, I love The Good Trade, Make It Last and Simply Liv & Co.

Besma and Curiously Conscious are both listings on the Vuelio Influencer Database along with thousands of other bloggers, vloggers, journalists, editors and opportunities.

Around the world with the TraveLynn Family

May 8, 2018/0 Comments/in PR Pulse, PR, Blogger, Blogger Spotlight Media Database, PR, Press and Bloggers Blog Posts /by Merryn Williams

The TraveLynn Family is mum Jenny, dad Jason and boys Arthur (four) and Ezra (two). They travel around the world, truly embracing a global sense of wanderlust and living abroad. We caught up with Jenny who told us about the misunderstood safety of travelling with young children, planning school around travel and working with PRs and brands.

What makes your blog unique?
I write about adventure family travel with young kids. My boys are just two and four years old and already they have been hiking in the Nepalese Himalaya, meditated with monks in Thailand, slept on overnight trains in India, and walked alongside giraffes in Malawi. As parents, my husband and I try to push the boundaries of family travel and are on a mission to dispel the myth that adventure travel needs to wait until the kids are older.

Before the kids came along, my husband and I were avid intrepid travellers and we soon realised that we only had to adjust are travel style slightly to continue our passion. In fact, I am currently writing this from the shores of Lake Malawi! We’re six weeks into a four month overland trip through Africa in a Land Rover Defender with roof tents. We started in Johannesburg and are making our way through Mozambique, Malawi, Tanzania, Zambia and Botswana. Before this, we were living in India and called Bangalore our home for a year. We moved for my husband’s work and took advantage of all the new travel adventures possible on our doorstep; including Sri Lanka, Nepal, Thailand and as much of India as possible.

How does ‘regular’ family life fit around travelling?
We still have a bedtime routine, battle tantrums, and negotiate the never-ending demands from our kids. We are still very much a regular family. Travel just creates a different backdrop to the challenges of parenting life, and offers different sensory playgrounds and novelties as we investigate new places together. Where we are perhaps different from your regular family is that we prioritise travel and take every available opportunity possible for adventure.

How are/will the kids be schooled?
My kids are not yet of schooling age, so thankfully we don’t yet have to negotiate term dates. As we’ve been living in India and now on a long-term travel adventure, they haven’t really experienced the nursery/pre-school system that so many kids have in the UK. However, we have playdates whenever and wherever possible, always stop for a playground, and I also have a bag of crafts, LEGO and magazines that comes everywhere with us. We find that our boys learn so much on the road from all the different experiences and social interactions. Plus, with all the quality family time together while travelling, we find they blossom.

However, come September, our eldest will be starting school. It will then be an interesting ball game managing our love of adventure family travel around the restrictions of term time. We’re still just working all that out.

What’s your best advice for people thinking about going travelling with families?
Don’t wait. These early years flash by so quickly in a sleep-deprived blur. Do something amazing that will create everlasting memories. Just travel slow, always have snacks handy, and take lots of photos.

What’s the best thing/place/experience you’ve had as a family while travelling?
This is a tough one as we really have so many amazing experiences to choose from. I could say it is reaching the summit of Poon Hill at 3,120m in Nepal, watching the sun rise over the Taj Mahal, or witnessing a herd of elephants bathing in the wilderness of South Africa. However, the best ‘thing’ about family travel for us is time. It’s the time to be on our own schedule, time not distracted by other commitments, time to just simply share day by day experiences together. Some of my fondest memories of this current trip in Africa is watching the boys put on a ‘show’ in the evenings by the fire, races into the sea after a long day on the road, or just snuggled in our tent together reading a book. It’s the time to actually stop and appreciate the little things.

Is the world a scary place with such young children?
Not at all. We find that travelling with young kids breaks down those barriers with strangers. People are often inquisitive of the boys and want to chat to us; even the hardest haggler in India cracks a smile with the boys around. It’s truly wonderful seeing the world through their eyes. Things can go wrong when travelling and the boys are completely oblivious to them. If anything, they normalise stressful situations.

Where haven’t you been that you still want to visit?
Oh, so many places! We are yet to explore much of the Americas. There’s still so much of Europe; Scandinavia and Greece have been on my list for far too long. And Antarctica – the ultimate adventure destination.

What should PRs and brands know about you?
I keep it real and push the boundaries. Adventure travel with kids so young of course has its challenges, but I want to inspire my readers to take on those challenges and reap the rewards.

What’s the best collaboration you’ve work on?
I’ve recently been collaborating with Malawi Tourism to demonstrate Malawi as a safe and wonderful destination to travel with young kids.

What do you call yourselves (bloggers/content creators/influencers etc)?
I prefer travel blogger or travel writer.

What other blogs do you read?
I’ve made some wonderful friends through my blogging journey so far. It really is a such a supportive network. Other family travel bloggers I follow from the UK include: Wandermust Family, Globetotting, Go Live Young, Mini Travellers, Mummy Travels, Tin Box Traveller, Travel Mad Mum – there are so many to mention!

The TraveLynn Family is listed on the Vuelio Influencer Database along with thousands of other bloggers, vloggers, journalists, editors and opportunities.

#FuturePRoof: The NHS at 70

May 8, 2018/0 Comments/in PR Pulse, PR, PR News Comms, Press and Bloggers, PR Blog Posts /by Phoebe-Jane Boyd

The third edition of #FuturePRoof launches today and documents communications in the greatest of British institutions – the NHS. Edited by Sarah Hall, agency owner and CIPR President, this edition of #FuturePRoof is a unique insight into every level and type of comms taking place in one of the world’s largest employers.

Titled, ‘The NHS at 70 with Lessons for the Wider PR Community’, the book features 25 essays written by a broad range of stakeholders, from those at the coalface enacting plans to those on the outside looking in.

It not only explains and recommends best practice for anyone working in any part of communications in the NHS– including real-life case studies with genuine results – it also delivers genuine insight and inspiration for the wider comms industry.

What’s the best way to engage disparate sub cultures within an organisation? How can new technology help change public attitudes? How do you measure the success of any of your campaigns?

#FuturePRoof delivers answers to all of these questions and more – always using the NHS and the brilliant people who work within it to provide lessons for the wider PR community.

Even the few niche NHS-specific elements are fascinating to an outsider; did you know emergency departments see more people in summer than winter?

This is the third crowdsourced book in the #FuturePRoof series, edited by top 10 PR blogger Sarah Hall. She said: ‘As you’d expect the book is once again jam packed with expertise from a forward-thinking cohort of comms leaders and advisers, striving to reinforce the strategic value of public relations within their organisations.

‘There are some very clear take outs and perhaps the biggest lesson for management teams, communicators and the wider public relations community is to embrace transparency, invest in skills and use real people to lead debate.’

The contributors for the book are, like millions of people in the country, hugely in favour of the NHS, and healthcare that’s free at the point of delivery. Though that doesn’t mean the book ignores issues within the organisation, rather it highlights how creative ideas can solve issues why comms professionals are best placed to turn the NHS’s fortunes around.

Sarah said: ‘The book comes at a critical point in the NHS’s history. The organisation is a living breathing case study of comms innovation as it manages competing political agendas and stretched budgets, while communicating ever more frequently with an increasing number of people with complex needs.

‘How its many teams join forces to implement one approach at scale is a pressing challenge as the face of healthcare as we know it changes radically.’

It goes without saying that this book is a must for anyone working in NHS comms, but more than that, everyone in communications (whether public affairs or public relations) can benefit from having #FuturePRoof on the shelf. We’re huge fans and we know you will be too.

#FuturePRoof is available in hard copy and on Kindle via www.futureproofingcomms.co.uk.

Five Things: Cambridge Analytica, Sainsbury’s, Elon Musk, Wright Stuff and Kanye West

May 4, 2018/0 Comments/in Five Things, PR Pulse, journalism, PR, PR News Media Database, Media Analysis, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

HAPPY STAR WARS DAY. This week’s top five things you shouldn’t have missed includes Cambridge Analytica’s demise, Sainsbury’s PR mistake, Elon Musk’s sales call, the end of The Wright Stuff and the latest Kanye Kontroversy.

1. Farewell Cambridge Analytica

Just when you thought a company had really got to know you, it files for bankruptcy. Cambridge Analytica, which was at the centre of the recent Facebook data scandal, has commenced insolvency proceedings. The official statement blamed ‘unfounded accusations’, which led to it being ‘vilified for activities that are not only legal, but also widely accepted as a standard component of online advertising in both the political and commercial arenas’.

Thanks to the pesky media reporting on the one-way-mirror-equivalent of corporate transparency, ‘virtually all’ of the company’s customers and suppliers have been driven away. There are now questions being raised about whether Cambridge Analytica, or its staff, will rise from the ashes and continue to operate in the shady world of political profiling.

As for Facebook, the social giant seems to have managed to leave the scandal behind – its earnings and results do not reflecting a company in crisis. However, with plans to get into the online dating game – where the level of processed personal data is extraordinary – the data issues may not be over.

2. We’re in the money!

In PR whoopsie of the week, Mike Coupe, CEO of Sainsbury’s, was filmed singing ‘We’re in the Money’ from the musical 42nd Street. He was, at the time, waiting to be interviewed by ITV about his company’s proposed £10bn merger with Asda.

As reported by the Guardian (which, incidentally, is serving up sidebar ads for Waitrose next to the story), Coupe expects Sainsbury’s to make £500m in extra profit from the deal. In a follow-up statement from the company, Coupe is quoted as saying: ‘It was an unfortunate choice of song, from the musical 42nd Street, which I saw last year. And I apologise if I have offended anyone’.

Straight-faced, a Sainsbury’s spokesperson said: ‘We all know these songs stay in your head. To attach any wider meaning to this innocent, personal moment is preposterous.’

Preposterous.

3. Elon Musk being Elon Musk

Elon Musk, chief executive of Tesla, took the unusual move of agreeing to let a YouTuber ask a question during an earnings call. Gali Russell is an NYU grad student and retail investor who owns 54 shares in Tesla, which he says is ‘pretty much my entire portfolio’. He tweeted Musk with the backing of 150 shareholders to see if he could ask a crowdsourced question; Musk replied, ‘Ok’.

Musk used the YouTuber to avoid answering standard earnings-call questions from analysts about business and finance. While he was saying, ‘Boring bonehead questions are not cool. Next. We’re going to go to YouTube. Sorry, these questions are so dry. They’re killing me,’ Tesla’s share price was tanking.

Russell’s questions focused on tech and Musk encouraged him to ask more and more – in total the YouTuber managed 10 while on the call. This approach may be appropriately quirky for Elon Musk but it’s a misstep in terms of company PR – the analysts were unimpressed and still suggest Musk’s optimism for the company’s success is unfounded.

4. No more Wright Stuff

Matthew Wright, host of Channel 5’s The Wright Stuff, has announced he is stepping down from his role after 18 years. The weekday mornings current affairs programme is one of Channel 5’s flagships and the channel has confirmed the show may continue with a new name and presenter.

Wright blamed the demands on his personal life and said he and Mrs Wright, ‘pass like ships in the night’ as he goes to bed at 7pm and gets up at 3am. BBC’s media editor, Amol Rajan, paints a different picture. The former audience researcher on the programme said: ‘Matthew Wright always said to me that he would stop presenting The Wright Stuff when it stopped being fun.

‘Recently, it stopped being fun.’

He blames the fact the show’s production moved to ITN, which brought huge changes and meant ‘its jovial and fun spirit struggled to make the transition into a new culture’.

Whatever Channel 5 decides to do, come the end of June/early July, there will be a two-hour Matthew Wright-shaped hole in the schedule.

5. Kanye West

He may be an international superstar but surely Kanye West’s greatest achievement is now appearing on his second Five Things post – two weeks in a row! Last week we were discussing Kanye’s controversial opinions getting him into trouble after he praised President “We are both dragon energy” Trump. This week, Kanye has upset everyone during an interview with TMZ, by claiming slavery was a ‘choice’.

Kanye said: ‘When you hear about slavery for 400 years. For 400 years?! That sounds like a choice. You was there for 400 years and it’s all of y’all. It’s like we’re mentally in prison. I like the word ‘prison’ because ‘slavery’ goes too direct to the idea of blacks. Slavery is to blacks as the Holocaust is to Jews. Prison is something that unites as one race, blacks and whites, that we’re the human race.’

After he explains this radical viewpoint, TMZ staff member Van Lathan piles into Kanye for ‘not thinking’. Kanye tried to clarify his views on Twitter (where else!). I can’t believe anyone missed this, but if you did – here’s the video:

86,000 people work in PR and communications

May 3, 2018/0 Comments/in PR Pulse, PR Media Analysis, PR, Media Database, Media Monitoring Blog Posts /by Phoebe-Jane Boyd

The UK PR and comms industry has grown nearly 4% since 2016, when the industry had just 83,000 people. New figures from the PRCA’s 2018 Census also reveal the industry is now worth £13.8bn, up 7% from 2016.

The comprehensive survey, which took information and views from nearly 1,700 respondents, was launched at Golin on Tuesday 1 May by PRCA director general Francis Ingham and PRWeek’s editor-in-chief Danny Rogers.

Among a whole host of detailed revelations, the study revealed the gender pay gap within the industry; something that’s been largely impossible up till now because most organisations don’t meet the 250-employee threshold set by the Government for mandatory gender pay gap reporting.

The average salary across the whole industry is £45,950, but for women it’s just £42,588 and men its £53,952. This 21% gender pay gap is even more shocking when we consider that 66% of the industry is female, suggesting that women fill the more common junior roles while men take the fewer senior roles.

This formed part of the discussion at the launch event, as both Ingham and Rogers were questioned about the gender pay gap. Somewhat putting the two successful men on the spot, an attendee asked what women could do to earn as much as their male counterparts. Both suggested through their own experience, it’s about asking for it and knowing your own worth, and suggested more pay transparency could be useful.

The census also looks at ethnic diversity, and reveals that 78% of the industry is white British, which is the first time it has been more diverse than the country (though it still falls short of the London diversity levels, where the majority of the industry is based). Beyond British, the industry is 89% white, which is a 2% decrease from 2016; no other ethnic grouping makes up more than 1%. There were no details on a diversity pay gap, which was later suggested by an attendee and Ingham agreed it would be looked at in future Censuses.

One of the most surprising areas of the census is the section on evaluation. It reports that 24% of professionals recognise the Barcelona Principles 2.0 over other valuation methods, while 12% still use AVEs. The use of AVEs is dropping, down 4% since 2016, but what’s perhaps more concerning is the lack of a replacement.

A huge 33% of the industry does not use any evaluation methods, while 20% use blended methods of existing frameworks and other tools or in-house models. As the post-launch discussion revealed, the industry is in desperate need for standardisation in this area, to prove its value and increase its professional status.

Ingham said that PRs would never be loved, but he thinks the industry should be respected. He likened the role of comms to that of finance or legal – you don’t need to be shouting about the work for people to know how vital it is. When asked if more could be done to regulate the industry to improve its reputation, Ingham pointed to the expulsion of Bell Pottinger from the PRCA last year, and said, ‘On the same day, 17 agencies joined the PRCA’.

The full report is available online, and allows an entire industry to benchmark both individual company practices and compare against everyone else in the market. Hopefully the positive trends we’ve seen toward a more diverse industry will continue, while those worrying signs of a lack of standardisation and professionalism will be addressed.

Relevance International wins The World’s 50 Best Restaurants

May 3, 2018/0 Comments/in PR Pulse, Pitch win, PR PR Blog Posts /by Phoebe-Jane Boyd

Relevance International has won a four-way public relations pitch to be named global lead agency for The World’s 50 Best Restaurants. The annual list of the planet’s finest dining experiences also includes a host of other awards from ‘Chef’s Choice’ to ‘Best Female Chef’.

Relevance has been awarded the brief, which includes global brand strategy, media and influencer relations, and event support for the 16th annual awards taking place on 19 June 2018, in Bilbao, Spain. It is the first time The World’s 50 Best Restaurants has hired a UK-US based firm to handle its PR strategy.

Hélène Pietrini, Director of The World’s 50 Best Restaurants, said: ‘We selected Relevance International as our public relations firm knowing they will be an invaluable strategic and creative global communications partner for us, helping to position us as a tastemaker and enhance our global media coverage.

‘With their proven track record of representing hospitality and lifestyle brands around the world, the team at Relevance is perfectly positioned to support our interaction with the global culinary-savvy community throughout the year.’

Relevance has recently launched its Hospitality division in both London and New York, as the agency continues to grow around the world. Specialising in real estate, luxury goods, hospitality, design and corporate PR, Relevance International offers a unique level of client service on a global scale. Vuelio’s recent webinar with Suzanne Rosnowski, CEO and founder of Relevance International, revealed the agency’s ambition to move into more markets and represent more global brands in an increasingly globalised world.

Commenting on the latest client win, Suzanne said: ‘It’s an honour to be the appointed communications partner for The World’s 50 Best Restaurants. We are very proud to be working with such a prolific brand that shines a light on emerging cuisines and the very best chefs and restaurants around the world.

‘From our office locations in both London and New York, Relevance will tap into our carefully curated global affiliate network, in order to give The World’s 50 Best Restaurants the attention it deserves at a global level. As well as being avid foodies, our team has a genuine love of all things food and travel, so this truly is the perfect account win for us.’

The World’s 50 Best Restaurants has benefitted from the rise in gastro-tourism and it is now considered a compass for fledgling gourmets who revel in its unique insight into global culinary trends and the fact it showcases incredibly skilled chefs.

One such chef is Clare Smyth, who has been named elit Vodka World’s Best Female Chef 2018. It is the first time the award has been presented to a UK chef, and is for her work at Core by Clare Smyth in Notting Hill, London. Perhaps best known for being Gordan Ramsey’s protégée, Clare has, for some time now, been a name in her own right. The recent award is the cherry on the top of Clare’s impressive rise, and has gained a great deal of attention in the global media.

Check out Clare’s journey to winning the award, which will be presented at The World’s Best 50 Restuaurants in June:

The number 1 green blog in the UK: Make Wealth History

May 3, 2018/0 Comments/in PR Pulse, PR, Blogger, Blogger Spotlight Media Database, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

Jeremy Williams writes the Top UK Green Blog, Make Wealth History. Covering a whole range of environmental and sustainable issues, Jeremy believes that true change comes from the people. We spoke to Jeremy about the latest in green innovations, global environmental trends working with PRs.

What makes your blog unique?
I’m curious about lots of different things, so the blog is a fairly unusual mix of sustainability, development, politics, architecture, green tech and all sorts. And I focus on solutions. There’s plenty of bad news out there, and I’ll cover that, but I want the blog to inspire people to action rather than make them depressed about the state of the world.

Will we ever live in a fully sustainable world?
Yes, although there are two ways to end up in a sustainable world. One is to design it and shift towards it deliberately. The other is to wreck things so badly that industrial civilization becomes impossible. I’m a big advocate of the first approach, naturally.

What are the biggest eco/green trends at the moment that we should all be aware of?
For a long time, people have been predicting that renewable energy would fall in price until it became cheaper than fossil fuels, and then the shift could really accelerate. We’re at that point right about now. Look out in a couple of years’ time for a similar moment when electric cars cost the same as petrol ones.

How is technology helping us be more environmentally aware?
I’m a big fan of smart meters that allow us to see how much energy we’re using in real time. It definitely makes me more aware of what I’m using and how I can reduce it. I also really value phone apps that help me to identify birds, trees or wildflowers.

Who do you think has the most responsibility when it comes to the environment (individuals/industry/media/government etc)?
Responsibility is shared, but if you think about it, businesses won’t move unless the Government tells them to, and Government won’t move unless the voters call for it. So, it’s up to us to kick up a fuss.

How do you like to work with PRs and brands?
I’m fairly choosy about who I work with, as I often have to critique corporations or bad business practice, and I don’t want to be a hypocrite! But I do have regular book reviews and host affiliate links for books.

What are your favourite campaigns or collaborations that you’ve been part of?
I’m an ambassador for Kiva, the microfinance charity, and I love being able to point people to what they do.

What do you call yourself (blogger/content creator/influencer etc)?
I call myself a writer and campaigner if I’m talking about my broader work, as I also write books and research reports and all sorts of other things. But I’m happy to call myself a blogger when I’m talking about the blog.

What other blogs do you read?
There are lots that I check in on occasionally, but I’ll give a shout to Carbon Brief, Circulate News, From Poverty to Power and The Climate Lemon as some of my favourites.

Jeremy Williams and Make Wealth History are both listed on the Vuelio Database, along with thousands of other fantastic bloggers, journalists, editors, MPs and SpAds.

Make your lives greener with The Green Familia

May 2, 2018/0 Comments/in PR Pulse, PR, Blogger, Blogger Spotlight Media Database, PR, Press and Bloggers Blog Posts /by Merryn Williams

Brenda Cuby is the author of The Green Familia, the family-focused eco blog that recently ranked in the Top 10 UK Green Blogs. We caught up with Brenda who told us about becoming more eco-friendly, society’s collective responsibility and working with brands.

What makes your blog unique?
We are aimed at those who wish to make green changes to their lives one step at a time.

Will we ever live in a fully sustainable world?
We need to believe in this and hope that by encouraging everyone to make changes that this will become a reality.

What are the biggest eco/green trends at the moment that we should all be aware of?
There is a shift in the plastic-free movements and this will keep pushing for those changes to be further followed through. The use of electric cars is something that is coming with all the major car companies now investing in this. As our natural supplies erode, we will see more people taking an interest in this area.

How is technology helping us be more environmentally aware?
Technology can be a big help with apps on your smartphone to help you control your heating, encouraging us all to be more eco-friendly.

Who do you think has the most responsibility when it comes to the environment (individuals/industry/media/government etc)?
We all have a collective responsibility to stand up and be counted. Individuals, by making changes to their buying habits, will force industry to make the changes needed. The media has a huge part to play and if they can showcase the valid and good reasons as to why we should all be turning our focus to a more ethical way of living then that is great, but again they will only do this if their paymasters i.e. industry, come on board. The Government should lead by example, if they made the changes needed to their departments it would soon filter down.

How do you like to work with PRs and brands?
I love to receive content from them that is unique and fits my audience, so I like them to work with me and not just send me any old press release.

What are your favourite campaigns or collaborations that you’ve been part of?
There have been many small Kickstarter companies like Ohyo bags through to the big companies like British Gas.

What do you call yourself (blogger/content creator/influencer etc)?
I call myself an ethical blogger.

What other blogs do you read?
My Zero Waste, The Rubbish Diet, Moral Fibres and Eco Thrifty Living to name a few.

CIPR income rises to £4.3m

May 2, 2018/0 Comments/in PR Pulse, PR PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

The CIPR has announced a profit of £4.3m in its financial report, leading to the Institute’s biggest surplus in five years. The report shows that thanks to financial activity across 2017, reserves grew from £417,000 to £613,000.

The Institute cut costs from last year, which, coupled with strong gains across its Membership, Training and Qualification, led to a £230K rise in income. This is despite slight falls in income across its Awards, publishing, governance and groups.

Jason MacKenzie, vice president at the CIPR, said: ‘2017 was a landmark year for the Institute, across both quantitative and qualitative measures. 1,800 new members joined, member retention was higher than in recent years, our turnover was higher than for many years, our costs were down year-on-year, and we produced the largest surplus since 2013.

‘The drive to professionalism continued apace, with more members than ever before committing to continuing professional development, and numbers of Accredited and Chartered Practitioners growing strongly.’

The report also details a gender pay breakdown at the organisation, despite this not being a legal requirement (due to its size). The Institute is 57% female and 43% male but men are more likely to earn more money. Of the 13 men at the company, four earned more than £50K, opposed to the one female member of staff in the same bracket. Women also make up the majority of the lowest bracket: five women earn £15K-£25K opposed to two men.

The board and council are all volunteers so gender representation across the Institute is not completely linked to pay; both the current President and President-elect are female, and the board is majority female. The CIPR has made huge steps this year to improve the diversity of its board and the Institute is committed to reducing the gender pay gap in the PR industry, a pledge that is included in the CIPR Manifesto.

CIPR members have the opportunity to discuss the financial report at the Institute’s AGM in Newcastle on 12 July. The AGM is free to attend and features a talk from the former chair of the Social Mobility Commission, Alan Milburn. Find out more here.

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Make your lives greener with The Green Familia

CIPR income rises to £4.3m

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