Press and Bloggers - Vuelio

5 areas for brands to start addressing in recovery

November 9, 2020/0 Comments/in PR Pulse, PR, PR Club Media Database, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

This is a guest post from Kirsty Maxey, CEO of Teamspirit.

Although the current outlook is still uncertain, we are undoubtedly moving into the next phase of ‘COVID life’. Both in our personal lives but also in how we interact with companies, from the ones we work for to those we interact with every day. Expectations and relationships with these brands are continuously evolving in this ever-changing landscape and both customers and employees need trust, clarity, engagement and constant forward thinking from businesses, all with a touch of humanity. We’ve seen many brands do it well and some not so well.

We believe there are five key areas that brands must consider when navigating the potentially choppy waters ahead as we steer ourselves through to recovery.

1) Reputation, more than ever

In the current climate, people want to see businesses act with integrity and transparency, and deliver on their promises. Connection with your brand is vital to maintaining and recovering market share in the wake of any crisis. Nowhere has this been more evident recently than in the supermarket sector. The major supermarkets have used multi-channel communication strategies to move from simple food provider to an essential public service. And Opinium’s research found that these were the brands people felt had responded most positively to the pandemic (Opinium surveyed a nationally representative sample of 2,006 U.S. adults aged 18+ between 20 – 25 March). Businesses cannot just pay lip service to reputation: it has to have meaning and depth. Effective communication must work hand in hand with the operational strategy of any well-run business.

This is about much more than what you do or say as a business; it’s about the essence of why your business exists and how it’s holding itself accountable.

2) UX – revisit and reinvestigate

In a business world that has finally had its hand forced and become fully digitally focused, the online experience has to be the focus of investment for businesses that will now live or die through their customers’ full experience. Starting with revisiting their customer personas and purchasing styles, it is essential that businesses focus on the online journey, and how that dovetails with the rest of the customer experience, whether in store or on the phone. Then making sure it’s personalised for each individual. We envisage that there will be a lot of work focused on micro UX in the coming months. That means the key point of interaction, be that ensuring customers see the easiest way to the next stage of their journey, or how easy it is to stay in touch.

Small percentages of uplift in customer engagement are going to be crucial to future success. It’s time to start to focus small, not just big.

3) Authentic social really counts

It has become impossible for businesses that want to win in the social space to not consider more of a customer-centric approach to their social marketing. With the rise of influencers and peer-to-peer reviews being considered the most ‘authentic’ content when it comes to lead generation and brand awareness, it’s important that businesses step into this space to not get left behind.

Active C-suite social profiles, as well as value-added content exchanges, are key drivers in terms of reaching and engaging your audiences in an authentic way for long-term loyalty.

4) Purpose and culture: the new ‘4 Rs’

From John Lewis revisiting its ‘Never Knowingly Undersold’ customer promise after 95 years, to brands focused on one-to-one sales or in-store experience, the need to Revisit, Refine, Redesign and Reinvigorate mission, vision and values is increasingly being discussed. In relation to both external audiences and internal culture. The output being not just validating and exercising due marketing diligence on their current purpose, but also aligning it with the short, medium and long-term commercial opportunities that COVID has accelerated.

5) Think internal experience, not internal comms

With Schroders and PwC already announcing a significant (or total) departure from the traditional office, companies are reviewing the necessary new needs of the internal employee experience (what we term IX). The need for a rethink on how town halls, key business announcements and social engagement can be replaced and updated to reflect the new needs of motivation, engagement and information.

Now is a time of change and this can feel scary for companies. But it is also an opportunity. An opportunity to refresh values, re-engage employees and ultimately transform ways of thinking.

Future Planning for the Built Environment

November 4, 2020/in Media Database, Press and Bloggers, COVID-19 /by Pierce Johnson

Our recent webinar discussed the Government’s Planning for the Future White Paper, how it has been received, and what more should be done to address the housing shortage and to strengthen local communities.

Boris Johnson’s intention to ‘recreate an ownership society’ was received sceptically by our panellists who argued that the current Government was out of touch and that more powers should be handed to local government which is in a better position to understand the needs of its residents.

Our webinar panel was broadly critical of the Government’s plans, and addressed areas they believe the White Paper doesn’t adequately cover such as social and affordable housing.

Given the wide-ranging discussion on the White Paper and its proposals, the Vuelio Political Team has analysed the policy context and a summary of the webinar, drawing together local government experts, serving councillors and a member of the House of Lords. The analysis also includes tips for effective stakeholder engagement for informing the debate around the plans.

Get your copy of Future Planning for the Built Environment below.

PR Spotlight: Tas Bhanji, Director at Blakeney

November 3, 2020/0 Comments/in PR Pulse, PR, Communications, PR Spotlight Media Database, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

‘Good communications has the potential to change the fortunes of companies, even whole industries or communities. What could be more exciting than that?’ says Blakeney Director Tas Bhanji, who’s helped make change for clients and companies across the globe.

With experience of communications in-house and agency-side across the UK, Belgium and Beijing for companies including McDonald’s, CBI, the British Chamber of Commerce in China and even the European Formaldehyde Manufacturing Association, Tas knows the difference that good comms and PR can make. Can PR ever go back to the way things were before the challenges of 2020, and should it? Read on for Tas’s take.

Tell us a bit about your career so far and what led you to PR…
I graduated with a degree in Mathematics and no idea what I wanted to do with my life other than travel. I got an internship in Beijing which led to becoming events manager for the British Chamber of Commerce. One day, after a long conversation over the exact diameter of a canapé, I realised it probably wasn’t the career for me, so I resigned to decide what to do next.

I knew I liked writing and politics, and I just happened to talk to someone who suggested I might like public affairs/corporate comms. I didn’t really know anything about PR then – it’s funny now to think that despite having read the papers every day for years, I was quite surprised that comments weren’t actually really written (or said) by the people that said them.

I owe a lot to that chance encounter – after a couple of years with Weber Shandwick in Beijing, I moved to Brussels with Fleishman-Hillard, and then came back home to the UK and have worked in-house for CBI and McDonald’s, either side of a stint with MHP, and now I’m back consultancy-side with Blakeney.

You’ve held roles at agencies across the world – what differences (if any) have you noticed with the way the PR industry works across the globe?
One of the main ones is about channels – China has its own social networks which many people in the UK would never have heard of. WeChat for example is way more than just a messaging app; you can use it to order a taxi, get groceries delivered, or pay for your dinner. In some countries in mainland Europe, Facebook is often more dominant than Twitter and used for both corporate and consumer communications.

Public affairs in China is very different to public affairs here in most ways, although having a good network of contacts is very useful wherever you are. My first crisis communications experience was the melamine scandal in China in 2008 – farmers had been adding melamine to milk products to up their protein content, but it was damaging to health, particularly to babies. I was working for an international confectionary company that had its own verified supply chain and therefore not in any way impacted, but our first action in a lot of countries was to apologise for the situation. If we did that here in the UK, it could be seen as an admission of guilt.

What have you enjoyed about working in-house compared with working for a consultancy?
In a consultancy, you can get a lot more variety – no two days are ever the same and that keeps you constantly on your toes. In-house, I enjoyed getting to see something right through from conception to delivery, getting to understand the minutiae of issues and the way it impacts business. In lots of consultancies, you don’t get that because you’re just brought in for quite specific bits of a project. One great thing about Blakeney is that we are set up to really own issues and work as partners with our clients on projects – that means we get to see it from start to finish.

How did lockdown change the way you work?
At first it didn’t seem like a huge shift – I already worked one day a week from home. I actually only came back from maternity leave in January, so I’d already been working hard at being disciplined around working hours – as a working parent, you have to be super-organised – something I, like many parents, have to constantly work at. Over time though I did start to miss the office, and especially those chats that seem inconsequential at first but actually trigger a great idea. Thankfully with such a small team we were able to adapt pretty quickly and those chats, though slightly more planned as they are over Zoom or Teams, still happen, and we have a plan in place to allow small groups of people to go to the office on their specified days.

I have also found that the change has meant more time with clients – Zoom and Teams make it so much easier to bring people together for a quick chat about things, whereas before we might have shied away from having meetings to discuss just one topic.

Do you think the PR industry can ever return to the way things were before the COVID-19 crisis?
Why should it want to? We have shown that working with greater flexibility doesn’t mean any reduction in quality of work. There’s no need to go back just for the sake of it – PR is all about adapting to this ever-changing world; we should embrace that.

Which particular sectors among your client base do you see making the quickest recovery post-pandemic?
Honestly, it’s so hard to say – this pandemic is unlike anything any of us have ever experienced, it’s a risky business if you start making too many predictions. But I think tech can only grow – not least with companies creating and launching new tools, platforms and solutions to allow us to help work, rest and play.

Sectors which invest in communications and corporate affairs are giving themselves the best chances – if there’s nobody making the case for why what you do is important, you risk getting forgotten.

With so many journalists being furloughed, has contact with the media been harder over the last few months?
Definitely – sell-ins have been much harder. As you say, furloughing has meant there are fewer journalists, and the ones that remain are more stretched. Plus, in many instances, people haven’t forwarded their desk phones on to their mobiles. It puts a premium on really understanding what journalists want and being able to capture their attention on email.

The PR industry still has a diversity problem – what can agencies do to create diverse teams and promote people from a variety of backgrounds into higher roles?
I find the issue of diversity a difficult one – I think we often get caught up thinking about diversity as just gender or race, but it’s actually about so much more. Our country, the world, is diverse in many different ways and to truly understand those people, and be able to communicate with them, you need to have an insight into their lives and that can only really come through living it.

So, I think there are two big things. One, understanding that diversity is about more than just having women on your leadership team, and two, truly understanding the value of people with different backgrounds. Think about work you’ve done that has been successful; did it come from people thinking in the same way you’ve always done, or by bringing in a new perspective?

Which campaigns/projects from your career are you particularly proud to have worked on?
Earlier this year, Blakeney ran a campaign for LIVE, the industry group representing live music. With politicians receiving so many competing demands from different sectors affected by the pandemic, we wanted to the live music sector to get the support needed to save it from collapse. Our campaign, #LetTheMusicPlay, focused on the sector’s economic contribution – it supports more than 200,000 jobs. A week after launching the campaign, with the hashtag having been the top global trend on Twitter, the Government announced a £1.57bn rescue package – that really does demonstrate the value of good communications!

What advice would you give to those considering working in the PR industry – is it still a good career choice in 2020?
It absolutely is. Good communications has the potential to change the fortunes of companies, even whole industries or communities. What could be more exciting than that? It’s also enjoyably varied – I once worked for the European Formaldehyde Manufacturing Association, which was surprisingly interesting.
With more competition for jobs right now, be creative about gaining experience. Can you help a local community group with social media? Or talk to local businesses about their challenges and see if you can lend a hand? And make sure you’re visible online – blogging and keeping up your own social media presence will show you’ve got the skills needed for client work.

6 questions PRs ask journalists that are guaranteed to make them annoyed, angry or irate

November 2, 2020/0 Comments/in PR Pulse, PR, PR Club Media Database, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

This is a guest post by Steve McComish, MD at Motive PR and a former national news journalist who spent six years fielding PR stories at the Daily Mirror before setting up his agency in 2008. Here, he gives his insights into the six questions PRs ask journalists that could actually be damaging your chances of coverage.

Journalists are busy people and as PRs we should aim to make their lives easier, not more difficult. Having sat on both sides of the desk I am aware of the pressures both sets of professionals face and there are certain behaviours and questions that I always tell my team to avoid if they are to maximise their chances of coverage. So here are six questions that we as PRs should never, ever ask journalists.

1) Did you get my press release?
Sadly this is a question which many inexperienced PRs still ask journalists every day. It gives away a lack of understanding of how journalists and media outlets work and the pressures writers are under every day. If you find yourself tempted to ask this question take a deep breath and pause. Think for a moment about what life is really like for the person on the other end of the phone/email. Imagine, if you can, how many press releases are sent to their outlet each and every day. Ask yourself how well do you know them and more importantly, how well do they know you? Are they likely to remember your name above the other hundreds or maybe thousands of people who have pitched in a story in the past week or month? As a journalist, being on the receiving end of this question is a total turn-off. It causes your heart to sink through your stomach and hot phlegm to rise up your throat. The obvious answer is ‘What press release?’ but can you blame them if they just hang-up the phone?

2) Can my client see your questions ahead of the interview?
If your client is Lord Sugar then this question is just about permissible. If you’re representing Prince Harry and Meghan, then it might just fly. But for everyone else, forget it. Why should they give your client a preview of their questions? They are journalists, not ad sales people. Let them do their job. As PRs, we should already have a good idea of the likely line of questioning and we should already have a well-prepared client. Trying to control an interested journalist like this is another turn off and could easily lead them to reconsider their decision to feature your client. But if he’s Lord Sugar, you might get away with it.

3) Can we have copy approval?
This is another question which comes from a lack of understanding of the media/PR dynamic and stems once again from an attempt to control and manipulate the journalist. Therefore it’s almost certain to leave them fuming and asking their aghast colleagues, ‘Can you believe the cheek of that PR?’ Like the question above, it could work if your client is so important the journalist doesn’t feel able to say no but it certainly isn’t the way to build trust and create a long lasting and mutually beneficial relationship. If that is your goal then once again your focus should be on preparing your client well and letting the journalist do their job. If you want copy approval, buy an advert.

4) What day will you run it?
I used to get asked this a lot in the early days of my career when I worked on an evening newspaper in a provincial city. The implication was, ‘I don’t buy the paper so you need to tell me when I’ll be in so I can make an exception that day’.

The truth is journalists usually don’t know if or when something will run. Their job is to file copy and move on to the next story. As PRs we should be all over our target media every day and we should have alerts set for clients so we don’t miss anything. It’s ok to ask for a heads-up, but don’t expect them to know exactly when a piece will run or what kind of treatment their seniors will give the story. Which leads me nicely onto the next question…

5) What page will it be on?
Another classic question I used to get asked a lot when I worked in newspapers. Much less relevant today but journalists still get asked all kinds of questions about how a story will be treated. What will the headline be? Will it be a substantial feature or just a short snippet? What photos will be used? The truth is, they don’t know and bothering them with meaningless questions like this is just going to annoy and damage the relationship.

6) Can I have a link please?
Okay, we’ve all been guilty of this one, myself included. In the early days of the internet it was ok to ask outright/beg for a link but now it’s becoming more and more of a no-no. Those of us engaged in digital PR must find more creative ways to earn links for our clients. This means creating content that encourages the media to link to the client’s website.

Usually that content will expand on the story offered in the media release and present the journalist with something they can’t resist linking to – something which offers their readers greater depth of understanding, experience, education or entertainment. Earning these links is an exciting challenge for us and one which makes the role of a PR in 2020 so much fun. So stop begging for links and start earning them instead. Journalists will love you for it.

Mental Health Blogger Spotlight: Sarah Bailey, Life In A Breakdown

October 30, 2020/0 Comments/in PR Pulse, Blogger, Blogger Spotlight Media Database, PR, Press and Bloggers Blog Posts /by Holly Hodges

We talk mental health with Sarah Bailey, who shares her own successes and struggles with her blog Life In A Breakdown. Sharing and learning new ideas and coping strategies with her readers is just one of the things Sarah appreciates about being a part of the mental health blogging community – read on for her advice on protecting your own mental health during challenging times.

How did you get started with blogging about mental health?
I was going through a really bad time in my life. I had just been diagnosed with a physical disability in addition to my existing mental health issues and it felt like just as I had started to do something with my life, it had all been taken from me. So, from the start, my blog was partly mental health related, thus the name being a play on breakdown. Although I started with only talking about ‘good’ things.

In the years that have followed, I found it cathartic to write about my issues and hopefully help others going through the same situations. While offering a small amount of help in dealing with issues from a patient’s perspective.

It has, in many ways, helped me come to terms with my own diagnoses as I used to be very secretive about those that had more of a stigma, such as BPD. Now, I openly speak about it.

My blog has also opened doors for me as well. For the past few years I’ve written about anxiety and depression on the Life Effects blog also.

What’s your favourite thing to post about and why?
I struggle to focus on any one thing for a long time, so I often ping between topics. One day it might be about my health, another about products, or just a general run down on how things are.

I’ve found that I’ve been able to incorporate that part of myself into my blog, rather than having to just focus on one single niche.

How did you change your approach and content during lockdown?
I found lockdown really hard to cope with. I went from posting five times a week to three. This gave me more time to rest. On a Tuesday, I team up with another blogger to host my Life in a Lockdown series, which goes into how I am coping mentally (and physically) each week.

From this, I’ve noticed a lot of people are struggling with their anxiety even if it isn’t something they normally do. I’ve personally found it interesting to read the comments in this series as it’s interesting to see how people cope. I’ve even found some new strategies from it.

What do you think the longer-term impacts of the pandemic and lockdown will be on mental health and how can people combat them?
I think anxiety is going to be a big one. Wearing masks, keeping our distance, washing hands constantly is all new for people. Talking to people about how you feel is a big help and sometimes means you can connect with people feeling the same.

Utilising online services such as Messenger and Zoom can help you feel connected with those you love. Also, if you need to remove yourself from reading the news – do it. That is another thing I’ve learned from my Life in a Lockdown series – I admitted it was something I found I had to do and a lot people agreed they either had, or should, do the same.

Are mental health issues taken seriously enough in 2020?
No. I think especially in the UK mental health teams are underfunded and while they are trying and some techniques are better some things have gotten worse. For instance, I can now access better therapy for my BPD, but the constant support of a CPN coming out to visit is no longer available.

Do initiatives like World Mental Health Day help with breaking the stigmas surrounding mental illness?
These initiatives are both good and bad. They get people talking and opening up, which is good, but they also bring on the trolls, which isn’t. It is also something we need to begin talking about all year around, not just on certain days. Mental health doesn’t disappear when people aren’t talking about it.

When you’re having a difficult time, what helps you?
It depends on how I feel at the time; sometimes being with people, sometimes just having a few minutes alone. I’m also working on things like the TIPP and ACCEPTS skills which I recently learned in DBT. It is hard working on new skills to try and get them working, but repeated use will hopefully make it easier.

I’ve also very much learnt that what works for one won’t for another and it’s OK to accept that a certain skill doesn’t work for you. At last, mental health workers seem to be coming to terms with that as well. The first time someone said ‘it’s OK that this doesn’t work for you’ rather than them looking at me like I had an extra head was such a huge relief for me.

Which books on mental health and wellness would you recommend people check out?
I honestly struggle with a lot of mental health books, many are around CBT, which doesn’t work for me.

Instead, I use things like affirmation cards to give me a short positive statement to think on at bad times, or puzzle books/colouring books as a way to self soothe.

How do you collaborate with brands, and which kind of brands do you really like working with?
I collaborate with brands in a host of different ways, from reviews to sponsored posts and even writing patient views for their own websites. I love anything that gets me thinking and focusing and as I said before, I write about a host of topics as I find that works for me.

I do have a passion for small brands as I guess, as a blog, that is what I am, too.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
Show that you have looked at my blog, show that it interests you. So many emails are often generic and feel like they have been sent to anyone and everyone. A bit of personalisation goes a long way. After all, that’s what you would like me to do if I approached you.

What other blogs do you check out regularly?
This is a hard one, as I bounce around blogs (and vlogs) a lot like I do my own writing. I must be careful with other mental health blogs as well as they can be triggering. However, The Mental Elf, Sectioned and Life on the Borderline are some I regularly go back to.

Future Planning for the Built Environment

October 28, 2020/in PR, Press and Bloggers /by Pierce Johnson

The Government has announced several new policies to revolutionise how we build communities in the future, as part of its ‘levelling up’ agenda aiming to fix regional inequalities.

Its controversial ‘Planning for the Future’ white paper is currently being consulted on, and the long-awaited Social Housing White Paper expected to be published imminently – but are the proposed reforms enough to solve the crisis?

Our webinar, Future Planning for the Built Environment explores the challenges housing and planning sectors are facing. Leading the discussion will be Dr Jonathan Carr-West, Chief Executive of LGIU; Baroness Kath Pinnock, Liberal Democrat spokesperson for Communities and Local Government in the House of Lords; Councillor Alex Hollingsworth, Cabinet Member for Planning and Housing Delivery, Oxford City Council; Councillor Bridget Smith, Leader of South Cambridgeshire District Council and Phil Hutton, Head of Product and Strategy at Idox, who will talk us through the proposed changes and share their thoughts on what we need to do in order to deliver more houses, rejuvenate local economies and to strengthen our communities.

Hear our panel of leading sector voices unpick this autumn’s policy challenges and to learn how successful stakeholder engagement can inform the debate around the reforms.

Running Blogger Spotlight: Trina Dawkins, Trina Runs

October 28, 2020/0 Comments/in PR Pulse, Blogger, Blogger Spotlight, Influencers Media Database, PR, Press and Bloggers Blog Posts /by Holly Hodges

Trina Dawkins runs and also blogs, sharing updates on races she’s participating in, how she’s preparing for upcoming challenges and what routes she’s enjoying at the moment. Read on for tips from Trina on which snacks to pack in your pockets or backpack before heading out for a run, which kinds of brands she loves working with and how she stays motivated.

What got you into running as a hobby and what keeps you passionate about it as a way to keep fit?
I have always been a sport fanatic and participated in athletics, basketball and weightlifting in my teens. My running picked up again and became more consistent three years ago when I started participating in races, beginning with Race for Life 5k and 10k. I love running as a way to keep fit as I love my food, and this helps to create a good life balance!

What’s your favourite thing to post about and why?
I have been posting my running updates, races and updates on preparing for them. I am planning on writing reviews for clothing and footwear.

Did you take part in the London Marathon this year?
I did not get into the real London Marathon but ran the Virtual London Marathon on 4 October! I was supposed to run the Manchester Marathon in April, but that has now been postponed to next year.

Do you think the different format of the Marathon, in light of the COVID-19 pandemic, was a good idea?
I think it was a great opportunity for runners to test their fitness and a great motivation to keep running.

How did you change your approach and content during lockdown?
I completed many virtual challenges including Race to the Stones 100km in a week. This was great motivation for me to keep running and stay mentally and physically healthy. I also developed a love for podcasts and now routinely listen to them on my runs.

What’s the best route you’ve ever taken for a run?
I love running along the Thames Path, which runs forever. Also the Jubilee Greenway. I ran from Hampton Court to Canada Water for my Marathon route.

Best snacks/drinks to take along for a race?
I love electrolytes in my water. I also love Soreen loaf and Haribo!

What advice would you give to someone who’s never been into running but would like to start?
I would say start by going for walks first, then slowly maybe walk for one minute and run for one minute. It would be great to do this with a friend so that you can motivate each other, or follow a Couch to 5k programme to get started. If Parkrun was happening currently, this would be great, even just to walk the route as there are tail walkers and other newbies there for support. It is also a great way to make friends!

How do you collaborate with brands, and which kind of brands do you really like working with?
I am currently an ambassador for Runderwear, Vaga, National Running Show and Sundried. These brands reached out to me through my running posts. I love working with brands that are inclusive and are open to provide opportunities for new and established runners or fitness enthusiasts.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
They can approach me by sending me a direct message on Instagram or via email. I am happy to work with any PR working on running, diversity in running/fitness.

What other blogs do you check out regularly?
I love to check out other blogs like Lazy Girl Running, Pick Up The Pace, Susie Chan and many more!

Mental Health Blogger Spotlight: Mandy Kloppers, Thoughts On Life And Love

October 27, 2020/0 Comments/in PR Pulse, Blogger, Blogger Spotlight, Influencers Media Database, PR, Press and Bloggers Blog Posts /by Holly Hodges

Sharing her thoughts on life, love and looking after your mental health is Mandy Kloppers, who blogs at Thoughts On Life And Love. With 2020 throwing up new challenges for mental wellbeing every day, coping strategies and open communication about how you’re feeling are a must – read on for some advice from Mandy.

How did you get started with blogging about mental health?
I decided to get stuck in one day, in 2013, instead of just thinking about it. I wanted to share my knowledge as a Psychologist to help others. I saw many common patterns in my clients and wanted to share this inside information (while maintaining confidentiality, of course). I taught myself everything from SEO to using WordPress (a lot of trial and error!) and graduated from Blogspot to WordPress after a year or two. WordPress enabled me to personalise my blog and add more features.

What’s your favourite thing to post about and why?
I love posting about strategies and interventions that are useful to help others cope with life and reduce their anxiety. There are many ways that we can tweak our thinking and our behaviour to lead lives that are more fulfilling. When we spend more time being mindful and less time ‘in our heads’ we can instantly ease some of the distress we feel when life is challenging. I love animals and also love it when I can spread knowledge and information about how animals improve mental health and reduce anxiety (apparently up to 30%). I watch animal videos on Instagram and they instantly cheer me up when I am feeling sad or having a hard day.

How did you change your approach and content during lockdown?
I focused more on motivation and acceptance as many people have reported that they feel demotivated since the Coronavirus pandemic began. I have added more inspirational posts as well to offer hope to those who are feeling fed up and disillusioned. Our control has been taken away in many ways and this can lead to increased anxiety and/or depression. This won’t last forever and accepting what we can change is important as we waste emotional energy trying to change things that are beyond our personal reach. All we can really control are our thoughts and our reactions. Focusing on what is possible is empowering.

What do you think the longer-term impacts of the pandemic and lockdown will be on mental health and how can people combat them?
I believe that many individuals will experience PTSD (post-traumatic stress disorder) due to the pandemic. It has affected people’s relationships, finances and turned many people’s lives upside down. Cognitive-Behavioural Therapy is especially effective in dealing with PTSD. Apart from counselling, it is important to deal with unresolved fears that might arise from being in lockdown and the pandemic. Those who feel vulnerable and more fearful might avoid tackling their fears (such as being afraid to mix with others). The best thing to do is to face your fears using baby steps – one day at a time until you feel confident. Avoidance will diminish self-confidence.

Are mental health issues taken seriously enough in 2020?
We are getting there but progress is slow. I find this frustrating because if you asked someone whether they would rather lose a leg or their mind, most people would rather lose a leg. Yet physical health seems to receive more funding and more services are in place than for mental health.

Do initiatives like World Mental Health Day help with breaking the stigmas surrounding mental illness?
Yes, definitely. The more we normalise mental health issues, the more likely people will be to open up about their own personal stories. We have all experienced times when we felt we couldn’t cope yet many of us still say ‘Yes, I am fine’ even when we aren’t.

When you’re having a difficult time, what helps you?
I use positive coping statements to reassure myself such as, ‘I have gotten through bad times before and I can do it again’. I also try to keep busy and don’t overthink as this makes things worse. I do my best to problem solve and focus on real worries (like a breakup, or losing a job) and dismiss hypothetical worry (‘what if’ worries) as they may never happen.

Which books on mental health and wellness would you recommend people check out?
Stop Thinking, Start Living by Richard Carlson is a brilliant book about getting out of your busy mind and being more present in the moment. Our minds make up all sorts of scary stories and learning to ignore these thoughts is a key skill in mental resilience. I am currently reading Untamed by Glennon Doyle and I am really enjoying it – it’s all about stopping ‘people pleasing’. I also recommend good reads on my website under ‘Books I love’.

How do you collaborate with brands, and which kind of brands do you really like working with?
I haven’t collaborated with many brands but this is definitely something I need to improve on and integrate into my blog more. I love working with brands that showcase innovative technology to help people improve and/or support their mental health. There are many gadgets that help ease anxiety or promote focus whilst decreasing an individual’s distractions. There is so much out there, and I love sharing this with readers. I also enjoy sharing products that promote wellbeing such as spas, travel destinations (travel is great for mental health) as well as animal therapy.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
PRs are welcome to email me via my website if they have a great idea to promote mental wellbeing or improve relationships. I am also keen on veganism, protecting the planet, animal therapy and sustainable products. I love the idea of making life easier for others or helping them in some way.

What other blogs do you check out regularly?
There are a few blogs that I love. I like time-to-change.org.uk as they champion mental health and share personal stories of mental health struggles. Another blog that I regularly read is marcandangel.com. They provide useful advice and inspirational stories on life and relationships. Oh, yes – last, but not least, is tinybuddha.com; a wonderful website with a variety of inspiring stories.

Running Blogger Spotlight: Becca Burns, This Bunny Runs

October 26, 2020/0 Comments/in PR Pulse, Blogger, Blogger Spotlight Media Database, PR, Press and Bloggers Blog Posts /by Holly Hodges

‘I think that the fear of the unknown is often a huge barrier to participation and enjoyment of running, cycling or swimming and I want to help and encourage others by taking some of the mystery away,’ says Becca Burns, who encourages new runners to follow her into the unknown with blog This Bunny Runs.

Believing that running can be whatever you want it to be, Becca shares her favourite things to post about, the best runs she’s gone on and how to get started with the sport.

What got you into running as a hobby and what keeps you passionate about it as a way to keep fit?
I originally started running as a way to become more active as a student, then I returned to running in 2016 to deal a stressful time and it really has changed my life. Physically, I’ve lost a third of my bodyweight and I’m much fitter, but mentally I find running teaches me discipline, coping with challenges and gives me a great deal of headspace and freedom. I like that running can be whatever you want it to be; you can challenge yourself to a tough speed session, chase times or distance goals, or just enjoy the thrill of lacing up and heading out.

What’s your favourite thing to post about and why?
I enjoy posting hints, tips and reviews to encourage and empower others. Along my journey from running into triathlon I’ve found there were a lot of things I found confusing, daunting or unclear. I’ve had to learn a lot through asking questions (to Google, or real-life people!), putting myself out there and being prepared to fail. I think that the fear of the unknown is often a huge barrier to participation and enjoyment of running, cycling or swimming and I want to help and encourage others by taking some of the mystery away.

Did you take part in the London Marathon this year?
I did! I originally wasn’t lucky enough to get a ballot place but the virtual format gave me the chance to be part of the race.

Do you think the different format of the Marathon, in light of the COVID-19 pandemic, was a good idea?
I think some really tough decisions were made in light of completely unprecedented circumstances. Organisers had to navigate a global pandemic and balance public health and changing restrictions with the need to support charities and care for their runners (from elites to the masses). The virtual format for the other runners has allowed people like me who have been unlucky in the ballot the chance to run, and it’s given those training a chance to have their moment. While it wasn’t the London Marathon we know and love, I’m excited to have run it on my own terms in a way that felt safe. Even though we can’t physically run together right now, we can run together in spirit and that is what the London Marathon is about.

How did you change your approach and content during lockdown?
My content always focuses around my training and the things I’ve learned along the way. As I shifted from gearing up for my first half ironman to just training to stay fit and healthy (physically and mentally) my content naturally changed with this. I’ve spent more and more time out on my bike, open water swimming or speaking with friends who took up running when the gyms were closed. I’ve seen first-hand the spike in cycling, running and swimming and my content has largely been around encouraging those new to these sports. I’ve shared a lot of the things I’ve learned along the way (but wish I had known from the start) such as tips and jargon busting for buying your first road bike, advice for open water swimming, fuelling your runs in hot weather, tips for new runners and trail running in/around London (where I’m based). It can be challenging starting a new sport, and now more than ever we need to support each other.

What’s the best route you’ve ever taken for a run?
Last year I was invited to run in the South of France – on the fourth day of the trip, we stayed overnight in some mountain cabins high in the Pyrenees. That morning I woke up really early and watched the sunrise over the mountains; the air was so fresh. We then ran from our refuge back down to the coast along a mountain ridge that divided France and Spain. It was one of the best experiences I’ve ever had. The views were spectacular; it was a real ‘pinch me’ moment.

Best snacks/drinks to take along for a race?
If I’m cycling, I love some home-made flapjacks. For running, I mainly use gels as I find these work for me.

What advice would you give to someone who’s never been into running but would like to start?
That everyone has been a beginner once – don’t compare the start of your journey to someone who is much further along their path. Focus on you and strive for progress over perfection. Yes, there will be days it feels hard, you might even hate it at first (I did!) but keep showing up, stay positive, be kind to yourself and give it a go.

How do you collaborate with brands, and which kind of brands do you really like working with?
I’ve been a brand ambassador for ASICS since 2017 as part of their FrontRunner team and I recently became a swim ambassador for zone3 who make wetsuits. I really enjoy representing both these brands – I use the kit in all my training and I really like the quality, feel and performance. I really enjoy working with brands that I use in my everyday life.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
I love content that aligns with my values and focuses on experiences, empowerment and being active. I’m open to things that are adventurous or quirky, in fact I think these are often the most exciting collaborations. I don’t mind how people approach me; I’m always open to have a chat.

What other blogs do you check out regularly?
Quite a few who feature in the recent Running Blogs Top 10! They’re all such incredible blogs – I particularly enjoy Charlie and Elle’s content (TheRunnerBeans and Keep it simpELLE) and really admire their commitment to blogging. I also love Sarah’s Dreaming Of Footpaths as the race recaps really make me laugh and Livvy Mason RD’s The Nutritious Runner, as I’ve watched her grow from dietetics student to qualified NHS dietitian, combining her love of running, the great outdoors and nutrition.

How to respond to journalist enquiries

October 26, 2020/0 Comments/in PR Pulse, How to pitch to..., PR, PR Club PR, Press and Bloggers, Media Database Blog Posts /by Phoebe-Jane Boyd

Getting in touch with the right journalist, at the right time of day, with just the right contribution to help them in their work is tough, but not if you’ve got access to requests for content from those journalists you want to work with.

If you’re already making use of the ResponseSource Journalist Enquiry Service, receiving relevant requests is just the start of the interaction. To make the best impression on the media in your niche(s) and ensure you’re providing exactly what’s sought after, here are some quick things to consider for getting good results…

1) Is the journalist/publication covering a topic you can help with?

Journalists, bloggers and broadcasters using the Journalist Enquiry Service select the categories most relevant to what they’re asking for – whether it’s, say, cooking products for review (Food & Drink), news of fashion launches (Retail & Fashion), statistics on mental health issues in the UK (Health) or expert comment on global warming denial (Environment & Nature), so you should automatically receive requests that you may be able to help with. Not every opportunity will be quite the right fit for you, though – is it consumer media, when you’re aiming for trade coverage? Just as the journalist wants the right information, you’ll want to make sure you’re replying to the right requests for you or your clients.

2) Has the journalist included everything you need to know already?

Deadline, word count, image or no image, detail – each enquiry likely includes brief information on all of these essentials, so read through each one carefully to make sure you’ve got it all and can respond right away with what’s needed – no unnecessary follow-up questions for the journalist to answer when they’re busy rounding up resources and getting the piece fleshed out. If you’re unsure of anything they’re asking for, double-check what they’ve included in their enquiry before hitting send on your response. No mention of word count for the expert comment they’re asking for? 200 words is a good amount to give if there’s no guidance – the journalist can cut the count down, or ask for more, if needed.

3) Can you give the journalist exactly what they’ve requested?

Wanting to help media professionals out with getting their features filled up with solid stats, product examples and commentary is a good and useful thing – when the help is wanted and what is provided has been put together with precision. For example, a journalist might be asking to speak to an academic with studies on smoking – an offer of information on a product for quitting smoking won’t be useful this time and an email about it is likely to be deleted right away.

4) Can you hit the deadline the journalist has set?

Just as in PR, the journalist’s day is made up of deadlines. As well as the final deadline for filing their work, there are their own deadlines for the gathering of information needed before they sit down to write. Everyone works differently, but receiving a potentially useful contribution when approaching the finishing line for a feature isn’t useful. Most journalists won’t rework/rewrite to include a late contribution in what they’re working on (unless it’s a new and exclusive quote from Elvis, or something equally unexpected) – they may sigh and wish it had arrived earlier and in time for them to use, at the most. And definitely don’t disappear if you’ve promised something to a journalist by a certain time – planning a piece around a contribution that sounded perfect and being left without it is a heartbreaker.

5) Are you being direct in your response?

Journalists can be very scary people – they have the ability to provide you and your clients with the coverage you need, but they’re also incredibly busy and have to be direct in their communications. If they’ve requested specific information for an article, they know exactly what they want. So, if you’ve read a journalist’s request for info and contributions and definitely have what they’re asking for, go ahead and send it over for quick consideration. Starting with ‘I have this, would you find it useful/can I send this over to you?’ and waiting for a yes before you send is a kindness (and personally, I like it) but takes up time with back-and-forth when the clock is steadily ticking towards filing time. Provide what you have if you’re confident that it’s the right fit for them and leave it to the journalist to decide whether or not to use it – if they need more from you, they’ll definitely ask.

Do you have access to experts, statistics and surveys, products for review and people for interview that UK journalists, bloggers and broadcasters are looking for? Take a trial of the ResponseSource Journalist Enquiry Service to get their requests directly.

Looking for more information on targeting the right journalists with the right contributions? Check out our How to pitch to… series for sector-specific insight from the journalists themselves.

Mental Health Blogger Spotlight: Dennis Relojo-Howell, Psychreg

October 23, 2020/0 Comments/in PR Pulse, Blogger, Blogger Spotlight, Influencers Media Database, PR, Press and Bloggers Blog Posts /by Holly Hodges

‘We’re not yet well-equipped for the rise in mental health conditions. We need to see a world where everybody, everywhere has someone (or something) that they can turn to when their mental health requires support,’ believes blogger Dennis Relojo-Howell, who shares the latest innovations in mental health support from across the globe on Psychreg.

Dennis shares what he believes will be the longer-term impacts of the COVID-19 pandemic on mental health, what helps him when he’s going through difficult moments and the importance of speaking up when you’re struggling.

How did you get started with blogging about mental health?
I have been blogging for 15 years now. I started with a travel blog before I transitioned into a mental health blog, which is Psychreg. While I was studying psychology at university, the idea of launching a mental health platform came to me.

What’s your favourite thing to post about and why?
One of the aims of Psychreg is to share the latest findings within the field of psychology and mental health. I am particularly drawn to the latest advancements and innovations within the field because it can improve people’s lives. I regularly update my readers with this type of news.

I also publish mental health stories, especially those that deal with their story of recovery. They’re very inspiring and I feel it would serve as an inspiration for those who are struggling with their mental health.

How did you change your approach and content during lockdown?
The content that I upload needs to reflect the current situation. So, during the height of the lockdown my articles featured how people were coping, along with some tips and advice from mental health professionals.

I also feature articles from people outside of the UK. For instance, I just published this article from Dr Amoneeta, a researcher from Webster University in Thailand. He explored how Indigenous People of North America are coping with COVID-19.

What do you think the longer-term impacts of the pandemic and lockdown will be on mental health?
Months of lockdown is significantly affecting our lives. Prioritising mental health has never been more important than it is now. The best way to address the challenges brought by the lockdown is to speak to mental health professionals and look for support available.

Are mental health issues taken seriously enough in 2020?
We have made significant progress in the field. But I feel that the mental health movement is rather at a fragmented phase. If we want to see tangible changes within mental health, there should be a unified voice from different sectors – from the media, the academia, the communities, and from governments.

Do initiatives like World Mental Health Day help with breaking the stigmas surrounding mental illness?
Currently, the world is not yet well-equipped for the rise in mental health conditions. What I believe is that we need to see a world where everybody, everywhere, has someone (or something) that they can turn to when their mental health requires support.

Events such as the World Mental Health Day create conversations, and from these conversations come the desire for solutions.

When you’re having a difficult time, what helps you?
I’m an introvert; I’m drawn to solitary activities. One of my de-stressing outlets is gardening. I also like to do boot sales.

Social support is a crucial component of positive mental health. I’m blessed to have my husband and family; they’re my anchors.

Which books on mental health and wellness would you recommend people check out?
I’m a huge fan of Dr Jordan Peterson. I’m halfway to finishing his 12 Rules to Life.

Another book is by J. Bradley Wigger, titled Invisible Companions. While not necessarily about mental health, the theme of the book is close to my heart. It’s about people who had imaginary friends. I had two imaginary friends growing up, and it’s just refreshing to read the experiences of people from around the world who had them as well.

How do you collaborate with brands, and which kind of brands do you really like working with?
Vuelio has been instrumental in connecting me with brands and personalities. The content from Vuelio allows me to connect with people I could potentially interview for my YouTube channel – I’m also a vlogger and around half of the people I interviewed on my channel are from Vuelio.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
I prefer to receive an email and I tend to decline offers to do product reviews.

What other blogs do you check out regularly?
I don’t really read blogs within my niche; I need a break from that, too. In my spare time, I read blogs about politics such as Quillette and UnHerd.

Running Blogger Spotlight: Emma Neachell, The PhD Runner

October 22, 2020/0 Comments/in PR Pulse, Blogger, Blogger Spotlight Media Database, PR, Press and Bloggers Blog Posts /by Holly Hodges

Don’t have a PhD in running quite yet? No problem – check out today’s Blogger Spotlight with The PhD Runner’s Emma Neachell for the best routes, the best fuel to keep you going and the best things about running a running-related blog.

What got you into running as a hobby and what keeps you passionate about it as a way to keep fit?
I’ve always loved running and joined my local athletics club as soon as I was old enough. While most of my school friends hated running, I thought that cross country running and athletics sessions were the highlight of the school week. I’ve tried a range of other sports including cycling, climbing, walking, tennis, and hockey as a way of keeping fit but running will always remain my passion as I love the post-run endorphins and runners high.

What’s your favourite thing to post about and why?
I have two favourite things to post about. I love writing product reviews and my regular rants and raves posts. Product reviews because I love getting to thoroughly test out and review running-related products. Some of the products I’ve been sent to review have been amazing and have enhanced my running. My rants and raves posts, too, because I find writing a great way of relieving stress when I’m unable to run.

Did you take part London Marathon this year?
Yes, I took part in the virtual London Marathon. I was unsuccessful in the original ballot so when I saw that entries to the virtual London Marathon were open, I happily parted with the £20 entry fee. I didn’t manage to complete the marathon distance as I stopped when I’d reached 17 miles. I could blame the wet and windy weather conditions but I think the reality is I that hadn’t trained enough due to my knee injury.

Do you think the different format of the Marathon, in light of the COVID-19 pandemic, was a good idea?
I know that a lot of runners don’t agree, but I think the different format of the Marathon was a great idea. Holding an event just for elite runners in the centre of London meant that the elite runners got the opportunity to race and to achieve Olympic qualifying standards. Holding a virtual event for everyone else meant that runners who had raised money for charity got the opportunity to complete their own version of the London Marathon. I hope that the London Marathon organisers do something similar for runners who were unsuccessful in the ballot in future years.

How did you change your approach and content during lockdown?
At the start of lockdown, I didn’t feel like blogging as I was focusing all my energy on trying to adapt to the new ‘normal’ and on my full-time job. I was acutely aware of how fortunate I was (and still am) to have a secure job working for an organisation that encourages working from home. I wasn’t running so I didn’t feel like I had anything to write about. About a month into lockdown I started following the Couch to 5k so I decided to share my progress on my blog.

What’s the best route you’ve ever taken for a run?
Now, this is a really tricky question to answer. I think my all-time favourite has to be the route of the Cathedral to Castle 10-mile race. The race starts in Lichfield and ends in Tamworth and incorporates some amazing scenery and challenging trials.

Best snacks/drinks to take along for a race?
I tend to stick to eating a banana and drinking a bottle of chocolate milkshake.

What advice would you give to someone who’s never been into running but would like to start?
I would say don’t rush out and spend a fortune on running clothes and trainers until you know that you enjoy running. I would also recommend starting with the Couch to 5k; it really does work. Also, remember to have fun and to enjoy yourself.

How do you collaborate with brands, and which kind of brands do you really like working with?
I’ve rarely collaborated with brands. I don’t like promoting myself as I’m aware there are more professional, full-time running bloggers out there. Living outside of London puts me at a disadvantage as a blogger; I’ve been invited to events in London but haven’t been able to attend due to work and financial constraints. When I have collaborated with brands, the brand has always contacted me first either through my running blog or email. I really like working with brands that value my time as a blogger and are prepared to offer some form of compensation. I also prefer working with brands who give me plenty of time to try out and to test the product I’m reviewing.

For PRs looking to work with you and your blog/website, how would you prefer they approach you?
I prefer that they approach me by email. I work full-time and don’t tend to answer my personal mobile when I’m at work.

What other blogs do you check out regularly?
I have a selection of blogs I check out regularly, some were included in the Top 10 UK Running Blogs. My favourites at the moment are Lazy Girl Running, Maria Runs, Anna the Apple, A Healthier Moo, Rula Runs and This Bunny Runs.

Brands and politicians taking a trip to Animal Crossing: New Horizons

October 22, 2020/0 Comments/in PR Pulse, PR, Marketing, Online Marketing, Technology, Media and Entertainment, Communications, Media Press and Bloggers, Media Database, PR Blog Posts /by Phoebe-Jane Boyd

‘Anyone want to play Among Us with me on Twitch to get out the vote?’ – US House candidate Alexandria Ocasio-Cortez’s bid to get more people voting blue by playing game-of-the-moment Among Us with potential voters grabbed the attention of 439,000 viewers this week, according to the BBC. It was a canny move from the politician, creating a platform to engage the public during the pandemic without coming across as a ‘How do you do, fellow kids’ kind of ploy.

If you haven’t played Among Us yourself while in Tiers 1-3, the basic premise might sound familiar – stuck in a contained space, completing repetitive tasks, a building sense of suspicion towards those around you, and the risk of being exposed to unknown dangers…

But before the Among Us post-lockdown paranoia era hit, there were the early days of Tiger King/Animal Crossing: New Horizons [ACNH] lockdown. More innocent times of getting sucked into a world of morally questionable zoo owners and building up friendships with digital squirrels on pastel-coloured Switch Lites. For some, including Presidential Candidate Joe Biden’s campaign team, the latter is still very much part of pandemic life.

If Animal Crossing hasn’t been a part of your own experience this year ~~1) why not and 2)~~ you will likely have seen a sample of the phenomenon on social media – as of August, 22 million units of ACNH had been sold worldwide. And as with anything that has mainstream, worldwide popularity (and as covered by publications including PR Week) there were brands, politicians and social movements that saw an opportunity to engage with a public stuck inside, busy streaming and playing to block out the real world as much as possible.

From someone who has invested too much time in befriending digital squirrels since the end of March…

…here’s a look at the best Animal Crossing tie-ins and team-ups that might benefit those of you considering some gaming engagement.

No Malarkey on Biden HQ

The Biden Campaign is fully onboard with engaging its demographic IRL and in-game, releasing a code for players to visit the Biden HQ island. In-game P-J can confirm that in-game Joe is very personable (pictured), the Biden/Harris merch available for download is pretty good, the support from inhabiting villagers is impressive, the digital White House is gorgeous but the polling station, in particular, could do with a clean-up. Also, major points to the team that put this together: Biden HQ has Raymond as a villager, one of the most popular among players (even though Marshal is actually far superior).

IKEA x Nook’s Cranny

For those who managed to escape the allure of building up your own Animal Crossing island, paying off a mortgage to a racoon and buying Mona Lisa fakes from a dodgy fox – one aspect of ACNH is amassing furniture to deck out a property you most likely wouldn’t be able to afford in real life. The equivalent of IKEA in ACNH is Nook’s Cranny – a shop with a variety of furniture, priced low to high. IKEA Taiwan recognised the similarities between perusing its real-life catalogue and pining over wardrobes you can’t afford in the in-game store, and created an ACNHxIKEA hybrid for its Facebook page to much fan delight. Only drawback to this – you don’t get meatball shopping breaks on the Nintendo Switch.

Hellmann’s Island, Canada

In August, Hellmann’s Canada set itself a goal to donate 25,000 meals to food charity Second Harvest and invited ACNH players to help them by donating virtual food waste (spoiled turnips – potentially worth a lot in-game when they’re fresh). From 17-22 August, players were able to visit Hellmann’s Island, which featured in-game Hellmann’s merch including downloadable clothing as well as tips to reduce food waste on its bulletin board. Edelman Canada supported the brand with its mayo-themed endeavour and helped to make real-world change (as well as somewhere to visit that’s more reliably stocked than some real-world supermarkets).

KFC Island opens for business in the Philippines

Bitter-sweet (or, um, finger-licking good) for players with chicken villagers on their islands was the grand opening of KFC Island by KFC Philippines in June. Hungry Philippines-based fans wanting to visit had to wait for an invite link on the KFC Philippines Facebook page before taking the trip via Dodo Airlines, and even then, the in-game Colonel Sanders wasn’t always easy to find. If found, however, the posting of a screenshot with him on social media with the company tagged could bag players the prize of free chicken to eat outside of the game (hopefully without their villagers ever finding out).

Now, after all that COVID-secure island hopping, it’s time for ACNH P-J to take a nap – if you’ll excuse me…

‘We want to level the playing field’: accessmatters with Taylor Bennett Foundation’s Melissa Lawrence

October 21, 2020/0 Comments/in accessmatters, PR Pulse, PR, Communications Media Database, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

Our latest accessmatters session was with Taylor Bennett Foundation chief executive Melissa Lawrence, who joined us to share the important work the charity does to encourage more BAME people into the PR and communications industry as well as the challenges of continuing to train and mentor future PR practitioners during the COVID-19 pandemic.

The session started with some shocking statistics underlining just how vital the work of the Taylor Bennett Foundation is – in 2008 (the year of the charity’s launch), CIPR data found that 6.3% of the PR practitioner population were from a BAME background. In 2020, it’s 9% – still ‘woefully low,’ said Melissa, who pinpointed the many ways in which candidates are still held back from potential careers in comms.

‘It could be parental, peer or teacher pressure for young people to go into ‘professions’, like law, engineering, etc. They might not know anyone in the industry. They might not know the myriad of job roles in the profession; they may know about working with influencers, or corporate communications, but it’s so much broader than that. They might not know where to look for the roles – it could be that not seeing people like them in senior leadership positions is an issue.’

‘I want to make clear, there is not a supply issue when it comes to BAME talent,’ added Melissa. ‘Sometimes employers just don’t put much effort into diversity recruitment, and they don’t look in the right places. There can be a lack of transparency about where they advertise their vacancies. The Foundation wants to level this playing field – all of our programmes are designed to create a talent pipeline into the industry’.

Despite the restrictions of the pandemic – including the little issue of Melissa herself being put on furlough for a month, and two months for the Foundation’s programme manager – the foundation has pushed forward with its programmes this year, including PR training (‘On average 97% of the grads who complete the programme go onto a career in the industry, and last year 100% went into employment. Though it’s very tough, we get results’), PR mentoring and its Summer Stars internship programme.

‘I mentioned that there is not a supply issue for BAME talent – we are oversubscribed for all of our programmes. This year, we had over 200 apply for Summers Stars. Last year, we worked with over 110 businesses and over 400 volunteers,’ said Melissa. And the necessary move to this year’s all-virtual format for Summer Stars worked: ‘Out of the nine trainees taken on, four have been offered a job and the others are all interviewing. We had 16 internships for the year, all virtual. We’re really grateful for the employers in the network that helped’.

Melissa also shared the highs and lows that have come for herself and for the Foundation in light of the BLM movement – more donations for the TBF this year, more awareness, but also more upsetting stories of racism on Melissa’s social media timeline, more examples of discrimination sent to her inbox.

‘I think 2020 has been an exceptional year, bringing D&I to the attention of the world. But next year, will everyone be working as hard to bring inclusivity? I hope so. I’m going to give you an example. An alumni of the TBF, at a recent interview, was asked within the first three questions: ‘how do you pronounce your name?’, ‘what is the meaning of your name?’ and ‘were you born in this country?’. She was offered the role. She turned them down. These should not be the opening questions in 2020 for an interview – this happened three weeks ago. There is still so much to be done.’

For futures initiatives coming up from the Taylor Bennett Foundation, Melissa shared a little info on what watch out for. But for helping them with the work of welcoming more people from BAME backgrounds into PR and comms now, the foundation is looking for more mentors. Could you help?

‘We’re looking for people across all levels and all backgrounds. What we really want is our mentors to be on board with our vision. If you can offer guidance and support – that’s it.’

Watch this accessmatters session with Melissa Lawrence here on the Access Intelligence accessmatters hub. For more from Melissa, read our previous PR Spotlight interview.

Running Blogger Spotlight: John Kynaston, John Kynaston’s ultra running diary

October 19, 2020/0 Comments/in PR Pulse, Blogger, Blogger Spotlight PR, Press and Bloggers, Media Database Blog Posts /by Holly Hodges

With 51 ultra-races under his belt, 61-year-old running enthusiast John Kynaston knows what it takes to stay motivated. Read today’s Spotlight interview for his favourite running routes and the best snacks to pack next time you head out.

What got you into running as a hobby and what keeps you passionate about it as a way to keep fit?
As long I can remember I have always enjoyed running. In school, I was one of the children who loved the cross-country season and athletics in the summer.
Throughout my life I have always run, and at 61 I continue to enjoy it. In 2006 I discovered ultra-running, as it combined my love of the mountains and running, and I’ve not looked back. I have now completed 51 ultras.

What’s your favourite thing to post about and why?
I love to write up race reports as it gives me a chance to reflect on the race and share my thoughts on what went well and what didn’t. This gives me a chance to learn for future races.

Did you take part in the London Marathon this year?
I’ve never run the London Marathon as I prefer the trails over road and smaller fields rather than mass events.

Do you think the different format of the Marathon, in light of the COVID-19 pandemic, was a good idea?
I think anything that helps to motivate people to run is a good thing. It has obviously been difficult this year with so many races cancelled so all the virtual races that have been going on have been really good.

How did you change your approach and content during lockdown?
I decided to try and keep ticking over and maintain my fitness so I ran five times a week as normal but my longer runs were shortened from around 25 to 15 miles.

What’s the best route you’ve ever taken for a run?
My favourite has to be on the West Highland Way. This race is the one that introduced me to ultra-running and I love the various sections and the variety.
Having said that, I have many close seconds from the Lake District, to the Cleveland Way, to Wainwright’s Coast to Coast, the Dragon’s Back route, etc, etc!

Best snacks/drinks to take along for a race?
Chia Charge bars …. But I’m slightly biased as they sponsor the podcast I host every week called ‘Run to the Hills’.

What advice would you give to someone who’s never been into running but would like to start?
Find someone to run with and learn from them. When you start it can be quite hard going so having a friend to run with who can help motivate can make the difference to whether you stick at it.

How do you collaborate with brands, and which kind of brands do you really like working with?
The main one is Chia Charge, who make flapjacks using chia seeds.

Ultramarathonrunningstore.com also provides prizes for my ‘Guess My Time’ competitions I run where friends try to guess how long I will take in a race. I started this for my first ultra in 2007 and it has been a tradition ever since!

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
Email is the best way (regarding content anything to do with running in general and ultra running in particular).

What other blogs do you check out regularly?
I have a number of running blogs I read regularly and enjoy.

How a ‘purpose-first’ approach wins in healthtech PR

October 19, 2020/0 Comments/in PR Pulse, PR, Health, PR Club Media Database, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

This is a guest post from health PR and communications consultancy Evergreen PR’s director Leigh Greenwood.

COVID-19 has forced rapid adoption of healthtech solutions across the NHS, corporate and consumer spheres. There is now a peak in opportunity for healthtech companies to use their innovations to achieve important business and health outcomes.

However, in an increasingly competitive space, as new startups launch and bigger tech companies pivot into the health market, so much depends on the effective communication of purpose and credibility if you are to bring your target customers on-board for the long-term.

1) Communicating your Why

Simon Sinek’s ‘Golden Circle’ is one of the most effective models for purpose-driven organisations and something I use all the time as a health PR specialist.

Most healthtech communicators talk about what their innovation does, some talk about how it is different from competitors and a stand-out few talk about why their innovation exists. In other words, their purpose.

Sinek says that ‘people don’t buy what you do, they buy why you do it’ and so starting with ‘The Why’ is a great way to get to the nub of the contribution that your healthtech innovation is making to the world and who you are helping.

For healthtech innovators, this approach can require great discipline. Having developed a technology that moves things forward, it is natural to want to position its technical workings as the lead item in your company narrative. Yet, while the innovation message must be a central component of any healthtech brand story, it is by embedding it within your communication of The Why that will inspire, motivate and attract people to join you on your mission, whether as an employee, partner or customer.

2) Demonstrating credibility

Studies show that health – our own and the health of those we care about – is typically regarded as the most important thing in our life, after relationships with family or relatives. So it stands to reason that the companies we choose to do business with in this sector must demonstrate that we can trust them to deliver on their promises.

Powerful ‘trust signals’ in the world of healthtech include robust studies demonstrating evidence of effectiveness, regulatory approvals, successful funding rounds, partnerships or pilots with the NHS or leading private healthcare companies, the involvement of senior leaders with a track record in the space, customer case studies and testimonials and a clear voice on important topical issues including – but certainly not limited to – data privacy, interoperability and patient-centricity.

The great thing about all of these trust signals is that they also provide excellent ongoing communications opportunities that can further enhance credibility. In recent months the Evergreen PR team – specialists in health PR – has placed client stories with a huge number of top tier media, including the BBC, The Guardian, Forbes, Business Insider, MobiHealthNews, Care Home Professional, Medical Device Network and Techradar Pro. Every article has further enhanced the credibility of our clients with specific target audience groups and, alongside a powerful purpose, has helped open doors for them with CCGs, corporate partners and major technology groups.

3) Building momentum through a purposeful narrative

A final great thing about having a clear purpose is that your communications strategy can be built around proving your ability to deliver on that purpose – which, when done consistently, can build momentum.

I love the work of Binet and Field in illustrating how brand-building marketing activity that communicates your Why enables businesses to benefit from the cumulative effect of multiple campaigns that reinforce a central message. This kind of activity builds momentum in a way that short-term sales activation work simply doesn’t.

The exciting thing for healthtech brands is that if your purpose is to use your innovation and expertise to improve people’s health, then every new tech development, every piece of new evidence, every new customer, every new patient and every insightful opinion-piece will provide another opportunity for you to tell the story of your purpose. By living and breathing your purpose and making your story about building trust in your ability to deliver it, you will reach your target audience time-and-time again and with a message that speaks directly to them and the purpose they share with you.

Running Blogger Spotlight: Elle Linton, Keep it simpElle

October 16, 2020/0 Comments/in PR Pulse, Blogger, Blogger Spotlight Media Database, PR, Press and Bloggers Blog Posts /by Holly Hodges

Running right into our 2020 UK Top Ten Running Blogs ranking, after also placing in our Fitness Top Ten earlier this year, is Elle Linton of Keep it simpElle, a multi-skilled fan of multi-format fitness.

This self-confessed running restarter shares realistic and relatable journeys, tips and tracks to try – read on for how to keep it simple and fun when out pounding the pavement.

What got you into running as a hobby and what keeps you passionate about it as a way to keep fit?

I got into running during my first job after my Undergrad degree when I met a colleague, now friend, who was an avid runner. I’d not run since childhood, when I was a talented sprinter. Running distances more than 400m seemed mad to me! But I started training for a 5km, then a 10km and even a half marathon, eventually. As a fitness professional, I’ve always known how beneficial running can be for health, but there is so much more to it – it’s the community that has kept me passionate. I’ve met so many amazing people and had some great experiences all through running. The keep fit benefits have become a bonus to everything else!

What’s your favourite thing to post about and why?

I enjoy sharing my running journey as it’s by no means linear. I’m a self-confessed restarter and I think a lot of people can relate to that. Sometimes life gets in the way and things don’t go to plan; starting again with running can be difficult. Whenever I do share about my own journey, I also like to include as many practical tips for others as I can. Some of the most popular running posts on my blog include a 10k training plan for busy (or slack) runners, posts with tips on common running injuries such as plantar fasciitis (written in collaboration with my partner who is a Sports Therapist and MSc Osteopathy Student) and, most recently, posts on how to take part in virtual running challenges.

I do personally enjoy testing out technology like smart watches, the latest in footwear and other products that support a runner’s lifestyle. After taking part in an immersion week with Red Bull where I got to train with Ultra Athlete Tom Evans, I really learned how much goes into being a professional athlete and how non-professional athletes like myself can implement ways to improve and enjoy the running journey even more.

Did you take part in the London Marathon this year?

I’m a massive fan of the London Marathon and usually you find me at about mile 23.6 searching for faces I recognise as well as cheering on strangers alike but to this date I’ve vowed not to run a marathon! I know I should never say never, but up to now, I know I would not have been able to commit to the training in order to enjoy the experience of running the full 26.2 miles. If or when the opportunity comes up that I can run an event, and have the support I would need in place to get through the training successfully… well, I might just consider it!

How did you change your approach and content during lockdown?

I saw lockdown as an opportunity to stop and re-evaluate, maybe even start again, which applied to my running journey and my blog itself. It gave me a chance to reflect on who I am, what I stand for and the kind of content I want to produce. With running, I personally started Couch to 5k and shared this journey to support the many others who were doing the same. I focused heavily on building my community – they were my support network when we weren’t able take part in our usual routines.

During lockdown, I also went through a rebrand process, which will be launching very soon!

What’s the best route you’ve ever taken for a run?

One of the best routes I’ve run was the Devil’s Punch Bowl in Surrey. It was so beautiful being there and its beauty also translated to photographs taken on the day. Sometimes it’s great to get off road, stop watching the clock and just take in the views.

Best snacks/drinks to take along for a race?

I’m a huge fan of Shot Bloks… I kinda feel like I’m eating sweets! They have options with and without caffeine and work really well on the bike, too. Over the last few years, I’ve not run distances over 10km, so nutrition hasn’t been a pressing thing to consider. I do enjoy raiding the goody bag after to see what snacks are in there!

What advice would you give to someone who’s never been into running but would like to start?

I would advise them to just get stuck in! You don’t have to run 10k from day one – something like the Couch to 5k app is a great way to get started with a plan that is designed to increase your fitness and reduce the risk of doing too much too soon and becoming injured. If you can rope in a friend to start with or support you with your running, even better! Running with other people can help to push you a little, especially if you’re looking to improve your speed. Then check out your local parkrun route – although they’re not currently running, the route will still be a good distance to try out and get you prepared for when the events do return. 5km is a good distance to test your fitness and work on.

How do you collaborate with brands, and which kind of brands do you really like working with?

I’ve been lucky enough to collaborate with various brands to create running content – from joining a run club to follow my journey back into running to train for a 10km race, doing IG takeovers sharing my fave routes, to testing out products. I’ve found longer term collaborations to be much more enjoyable and real. After everything that has gone on in 2020, I’m even more careful about the brands I collaborate with – I’ve always taken a stand for diversity and that won’t change. If I work with a brand, I want to see that they are walking the walk.

I think I’ve also come to realise that with running, it’s more of a lifestyle for me. I’m never going to be 100% a runner, but that still has a place, if not a bigger place, in the market.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?

Email is definitely the best option. And of course, I would expect the PR has done their homework and know enough about me to know if I’m a good fit for the brand. Content wise, I’m open to ideas. I, personally, enjoy creating content on my blog as it has more longevity, but I understand that social media is very popular right now. At the end of the day, I do like to create my own adventures and if a brand wants to come along for the journey, that’s a bonus (I share my Editorial Calendar on my blog with monthly themes).

What other blogs do you check out regularly?

The Runner Beans by Charlie and Paddle Pedal Pace by Lucy.

Fashion Blogger Spotlight: Catherine Summers, Not Dressed As Lamb

October 15, 2020/0 Comments/in PR Pulse, Blogger, Blogger Spotlight, Influencers PR, Press and Bloggers, Media Database Blog Posts /by Holly Hodges

‘I’m hoping that all bloggers will get on board with putting pressure on ALL brands to ensure they’re doing everything they can to represent a diverse range of people,’ says Not Dressed As Lamb’s Catherine Summers, who made a pledge a year ago to only work with brands committed to inclusivity.

Read on for more on whether Catherine believes the fashion industry is making enough progress when it comes to representation, her thoughts on fast fashion and her tips for dressing up tired outfits (little spoiler: ACCESSORIES).

What initially drew you to blogging about fashion and what keeps your interest?
I’d been following fashion blogs for about a year before I decided to start one of my own – I studied photography for my degree in the early 90s and I’d originally thought about becoming a fashion photographer. I’d also loved writing since I was a kid so starting a blog seemed like the perfect way to combine (and utilise!) my three passions. I decided to document my style for a year in the run up to my 40th birthday but decided to carry on the blog after gaining a really loyal following. I’ve never, ever wanted to give up blogging at any time, and my desire to improve and grow has never waned. The fact that I’ve been lucky enough to have brands wanting to work with me and that I’ve made it my career has been a welcome side-effect and a massive bonus.

How have you had to change your approach to blogging, or your content, during the COVID-19 crisis?
I didn’t put pressure on myself to do anything differently – in fact, I took a bit of a step back and reassessed what I was doing. In the end, the change I made was to the regimented schedule I had for producing content. I think in recent years I’d lost some of the love I had for the basic outfit posts of my early days of blogging (I started in 2011) and I got too caught up in getting everything out ‘on time’. I thought I’d take advantage of everyone else’s schedules also being turned upside down and be a lot less structured until such time as I’m/we’re back to more of a routine.

Do you think the move away from ‘fast fashion’ will continue post-lockdown?
I really hope so. I think it’s really disappointing that bloggers who are lucky enough to be able to afford, for example, Gucci belts and Chanel handbags still shop for fast fashion at H&M and Primark. I do understand that fast fashion is the only thing that can be afforded by some of the younger generation, but ‘fast fashion hauls’ or endless Primark pieces (by those who should know better) do tend to turn me off. I’m hoping followers will call out those who are unnecessarily shopping for fast fashion and make them more accountable. I’m much more interested in seeing more re-wears, vintage and charity shopping and ‘shopping your own wardrobe’ posts.

If you had to pick a character from film/TV/literature who embodies your style, who would it be?
It’s not exactly a well-known film, but if you’ve seen Anne Hathaway in The Hustle (with Rebel Wilson) you’ll know that her wardrobe was TO DIE FOR. The movie wasn’t exactly the best but her outfits – all that tailoring, bold colours and incredible accessories – had me drooling. Her character was probably dressed the closest style-wise to my ideal self, that is, if I had the chance (or a reason) to dress up every single day. If you haven’t seen The Hustle, watch it just for the clothes.

What’s the least you’ve spent on an item of clothing/an accessory that you love?
Any number of bargain sale items I’ve bought – I rarely buy anything full price! I often end up with the things that most people wouldn’t touch, like my Office coral brogues bought in the sale about ten years ago. So, not the least I’ve spent on one item by a long way, but £25 for real leather shoes I still wear often was a total bargain.

Top tips for updating/bringing new life to an old outfit?
Accessories, accessories, accessories! Adding bold accessories will brighten and modernise any classic or plain outfit. I like to have scarves, shoes, belts, jewellery, bags and hair accessories in every colour and pattern under the sun. They can make the plainest or most casual outfit more exciting.

Is the fashion industry doing enough to be more inclusive?
I think it’s getting better, and some brands are great about addressing this. When I started blogging I was very much aware of the lack of representation of older women (being one myself in comparison to most other bloggers at the time) and, as time has gone on, I’m also now aware of the need for greater diversity in shape, size, colour, ability AND age. I made a pledge a year ago to only work with brands who could ensure me that their blogging and advertising campaigns are diverse and I pledged to only go to events that would have a diverse range of bloggers attending.

I’m hoping that all bloggers will get on board with putting pressure on ALL brands to ensure they’re doing everything they can to represent a diverse range of people. We still have a long way to go but I’m hoping that the rise to prominence of the BLM movement this year has made it no longer acceptable to only show young, white, slim women in campaigns. Thankfully this is something that can be championed by bloggers and non-bloggers (as consumers) alike, and brands who aren’t doing this need to be challenged.

How do you collaborate with brands and which kind of brands do you really like working with?
As already mentioned, I now only work with brands who are committed to being inclusive. I choose to work with those that understand that their product/service will appeal to my readership and who think I’m the right fit and personality for their brand. There’s nothing worse than a glaring mismatch between a blogger’s everyday content and what they’ve decided to promote on their channels. I only ever publish my own, original content for brands and very much prefer to produce blog content which is evergreen and searchable (I don’t understand why so many brands only ever want the instant fix of Instagram)! I’m more than happy to produce IG content but always try and push for blog content as well because my readership is very loyal and engaged and ROI is much higher. Otherwise, I enjoy styling presentations or video and photo shoots with brands to produce their own content – it gets me out of the house and working face-to-face with a bunch of new and interesting people, which I love!

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
Email is definitely the way to go – Instagram DMs unfortunately get lost among personal messages. I always warm to a personalised proposal more than a blanket email, and if the brand is a good fit for my readership (as mentioned earlier) and they get straight to the point with what they’re proposing, then I’m all ears. Oh, and be upfront about fees – say straight away whether there’s budget or not. There’s nothing worse than emails going backwards and forwards only to eventually find out you’re being given a detailed brief with a huge list of demands and there’s no intention of paying you.

What other blogs do you check out regularly (whether fashion-related or not)?
My ‘measure’ of the blogs I read regularly are those I subscribe to by email so I never miss a post. My favourites are Atlantic Pacific, Fashion Foie Gras, Grown and Curvy Woman and The Sequinist for fashion; Hayley Hall for beauty; Swoonworthy for interiors; Don’t Go Bacon My Heart for (naughty!) food and Forever Amber for lifestyle and brilliant writing. Though there are many, many more – too many to list here. I’ll always champion (and prefer) blogs over Instagram… they’re so much more meaty and satisfying!

Cut for time: extra answers from our accessmatters session with Manifest’s Julian Obubo

October 13, 2020/0 Comments/in PR Pulse, accessmatters, PR, Marketing, Communications Media Database, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

Our recent accessmatters session with Manifest Brand Strategy Director and Head of Diversity & Inclusion Julian Obubo centred on the importance of developing diverse agencies and how everyone can be anti-racist.

Watch the full accessmatters session with Julian Obubo here.

Talking through the possibility of working with clients who use racist language, or who don’t even realise their own prejudices, Julian shared how vital it is for all of us to educate ourselves on systemic racism to create a better environment for everyone working in the public relations industry.

We ran out of time to answer all of the questions that came in during the session, so Julian has very kindly answered the additional questions regarding Blueprint status and getting clients – and colleagues – onboard with diverse representation…

How should agencies talk to clients about ensuring diversity in campaigns – particularly when expecting potential defensiveness/hostility?
Making the case to clients is getting easier as they can see examples of brands that have been called out for failing to recognise diversity. However, while shame can be a great catalyst to change, it is not as sustainable as getting your clients on board with a basic understanding and appreciation for diversity. That starts with being equipped to make the case beyond the ‘everyone is doing it’ argument. It involves being conversant with articulating the causative factors for the lack of diversity in campaigns – i.e. racism.

These conversations need to be constructive in order to be productive. No one responds well if they feel singled out, but at the same time, change cannot happen if defensiveness isn’t challenged.

For The Blueprint status, how often is it checked to ensure you’re still following the guidelines?
Agencies have to reapply every two years.

What happens if a comms team is passionate about improving diversity and inclusion, but the org’s leadership (C-suite/board) isn’t?
That’s usually a recipe for disaster. For diversity and inclusion to be taken seriously, there has to be support and accountability from the very top. If there’s intransigence but not resistance from leadership, the comms team can move ahead with implementing some D&I initiatives, prove they work, get buy-in from the wider team and then take that success to leadership as proof that more needs to be done.

If an agency’s motto is ‘we lead with diversity’ what should we expect to see from them?
A diverse team, first of all, and client work that shows the agency values diversity.

Watch the accessmatters session with Manifest’s Julian Obubo as well as our previous session with InFusion Comms’ Sara Hawthorn on the Access Intelligence accessmatters hub. Our next session is on Wednesday 14 October from 11am and will be with Melissa Lawrence from the Taylor Bennett Foundation – register to join us tomorrow.

Beauty Blogger Spotlight: Ronke Adeyemi, Brown Beauty Talk

October 12, 2020/0 Comments/in PR Pulse, Blogger, Blogger Spotlight Media Database, PR, Press and Bloggers Blog Posts /by Holly Hodges

We talk beauty with Brown Beauty Talk’s Ronke Adeyemi, whose love of reading magazines led to a passion for writing, a career in marketing and PR and creating what is now one of our top ten beauty blogs in the UK.

Ronke shares the formation of Brown Beauty Talk, what it was like to relaunch during lockdown and the importance of brands appreciating their Black female audience.

What attracted you to beauty/grooming blogging and what keeps you passionate about it?
I have always been interested in beauty as a teenager and used to get my fix from reading magazines. I was a mag addict. Also, writing was always my passion and after doing a PG in mag journalism I actually went into marketing and PR, which is where I remained. I started blogging back in 2008 in the early days but the topics I covered were a mix of lifestyle and pop culture. I was very active on Twitter and Instagram and saw a gap in the market on Twitter for a discussion for Black and Asian women to talk about beauty topics. So, in 2013 we launched the first Twitter chat about beauty from a Black and Asian perspective. It was called brown beauty talk and the rest is history.

I love newness so anything that is breaking news gets me interested. Plus, I love story telling – add that to the instant gratification and total control you get from pressing the ‘publish’. I love the idea that I can write what I like when I like (within moderation, of course).

What’s your favourite thing to post about and why?
Anything that my readers can relate to and that they can engage with really excites me. I also like writing about the experiences my readers face when it comes to purchasing beauty products, the way they are treated as consumers. Posts such as whether Black Lives Matter is a movement or moment and our post about the way Black female consumers are treated over the beauty counter were really exciting to share. I also love featuring the wonderful Black-owned brands that are out there and seeing the excitement I get from readers who have never come across these brands before.

How did you change your approach and content during lockdown?
Well, we relaunched on 1 June (after a nine-month hiatus) smack in the middle of lockdown and right after Black Lives Matter exploded so not only was it great timing but our content was more relevant than ever. Everyone was keen to find out about Black-owned beauty brands and while the publications were featuring them, they were focusing on US brands. So, we made an effort to look for UK Black-owned beauty brands. That was what made us stand out.

What selfcare/beauty/grooming advice would you give people who are unable to get out and access the new releases?
No need to worry – it’s all online! If you are an influencer, the PRs and brands are all hosting virtual press days and launches. If you are a consumer, there are some amazing websites (such as Hair Pops, Spring London and Detangled Hair) who stock beauty brands and also great apps (such as SLAPP) where you can virtually test and try products. Also, if you shop with a small brand, the brand owner will be able to give advice about the right products to use.

What tips do you have for looking good on cam during video chats for work and keeping up with friends?
I make sure my skin is in good condition by following my skin regime which is cleanse, tone and moisturise with a facial scrub once a week, and a face mask on weekends. For videos, I will put on mascara, blush and a bold lip.

Do you think the big beauty/grooming brands are open enough about their cruelty-free status?
I think brands have become more forthcoming recently but there is still a lot of work to be done.

What have been some of the worst ‘gimmick’ products or trends over the last few years in the sector?
Anti-ageing. The whole concept is just wrong. How can you stop ageing? And why would you want to? Women need to be encouraged to grow old gracefully, not to be ashamed of it. Brands should empower women by advising them of the right tools to use that will help them to make the most of themselves, not shame them into trying to look younger.

How do you collaborate with brands, and which kind of brands do you really like working with?
Recently, we launched the first beauty directory for Black-owned brands. It lists haircare, skincare and makeup products along with beauty boxes, candles and diffusers. This can be downloaded for free from our website.

We also work with brands on a consultancy basis where we provide consultations, market research, focus groups and blogger outreach. Prior to lockdown, we used to host lots of events – we have worked with Bobbi Brown, NARS, Urban Decay and MDMflow but now, that is all online.

We place sponsored posts on our Instagram platform and website as well as adverts.

I enjoy working with brands who appreciate Black female consumers; they do not need to be experts when it comes to Black women as long as they are happy to listen and take our comments onboard.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
An email with a press release detailing the brand, product or service always works well. Just keep it simple. What I am after is a really good story that I can sell to my audience. So, anything that has up to date stats on Black female beauty consumers, trends and insights would be great to hear about.

What other blogs do you check out regularly?
I enjoy reading Into the Gloss and Get the Gloss.

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Running Blogger Spotlight: Elle Linton, Keep it simpElle

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Cut for time: extra answers from our accessmatters session with Manifest’s Julian Obubo

Beauty Blogger Spotlight: Ronke Adeyemi, Brown Beauty Talk

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