Newsrewired panel 2024

The rise of AI in journalism and its impact on PR

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Could the use of AI have an impact on the relationship between journalists and PRs?

This year’s Newsrewired conference featured several panels discussing AI and the benefits it can bring to journalism. Here is how journalists are using AI already, and what this could mean for PR.

Fact-checking and misinformation

The rise of misinformation is a continuing problem for journalists to contend with. Charlotte Maher, social media editor at Bellingcat, explained its impact on politics:

‘In regards to deep fakes in election periods, something that we’ve seen – which is a very worrying trend – is the rise in deep fake audio. Video and imagery – there’s a lot of tools out there and more data to analyse in the video and images. With audio, it’s a lot harder.’

To combat this, various AI tools and programmes have been and continue to be developed to aid journalists fact-checking information and identifying manipulated images or repurposed content. Charlotte Maher recommended GitHub as a platform, full of open source, easy to access tools.

Impact on PRs: Journalists are now more cautious when putting content into print or online. To be seen as trustworthy and reliable to the media, be ready to back up sources or statistics included in press releases to set yourself apart.

Being able to give journalists an exclusive case study or information will be more likely to result in coverage. Repurposed or recycled material is not as useful to journalists, as it can include misinformation.

Winning back time

Regional publisher Newsquest has developed an in-house tool to draft articles based on trusted information from verified sources. However, there is always a human at the beginning and end of the news cycle. Jody Doherty-Cove, head of editorial AI at Newsquest, spoke about how this benefits the editorial process:

‘Around 3,500 AI assisted news articles are published across Newsquest each month, and we’re reinvesting that won-back time into our newsrooms, allowing journalists to get back out into their communities and focusing on specialisms, like getting back into court’.

Impact on PRs: Regional and local editorial teams have been getting smaller and smaller in the past few years. Journalists at this level have less time to engage with PRs as a result.

If other publishers follow Newsquest’s example, and win back more time for reporters to get out to cover stories, this could mean more engagement with PRs, and an increase in coverage of community news initiatives, as well as local projects and events.

Help with vertical video

Platforms like Instagram and TikTok are becoming increasingly popular with younger audiences as a way to consume news. However, there are still comparatively few journalists using these social media sites as a way to promote their journalism.

Sophia Smith-Galer, a freelance journalist who has previously worked for the BBC and Vice, is a pioneer of TikTok journalism, with over 500,000 followers on the platform, plus over 250,000 on Instagram. Using this expertise, Sophie trained an AI tool (called Sophina) to help write viral video scripts for journalists:

‘Current AI tools don’t do what we want them to do. We don’t know the training data, for example, on ChatGPT. I wanted to build an ethical tool where you knew the knowledge base was being used consensually.’

Impact on PRs: An increasing number of journalists will be using TikTok and Instagram in the future and will need press materials to work in a vertical video format.

Make sure what you’re offering journalists is adaptable to fit into various formats. As well as how it could work in print and online, think how it could appear in a TikTok video or an Instagram reel. This is particularly important for product placement or general product review articles you’re aiming to feature in.

Connect with journalists directly via the ResponseSource Journalist Enquiry Service and Vuelio Media Database.

Want to know more about pitching to the media? Download the Vuelio white paper ‘How to pitch to journalists’, covering national press, consumer media, trade outlets, and freelancers.

Second General Election debate 2024

From Mordaunt vs Rayner clash to Farage winning popularity poll: Impact of the second TV debate

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By Phoebe-Jane Boyd, Dahye Lee, and Ingrid Marin. 

Representatives from seven parties took to the stage for Friday 7 June’s BBC Election Debate 2024. Following on from ITV’s broadcast of Sunak vs Starmer’s debate the previous week, which topics grabbed the attention of the viewers and sparked political media reports this time around?

We analysed social and news in the UK General Election 2024 conversation across X, TikTok, Threads, Facebook, blogs, forums, online news, print news, TV, radio, and podcasts, from Friday 7 June 7:30pm, to Monday 10 June.

Did the Conservative’s Penny Mordaunt, Labour’s Angela Rayner, Liberal Democrats’ Daisy Cooper, Scottish National Party’s Stephen Flynn, Green Party’s Carla Denyer, Plaid Cymru’s Rhun ap Iorwerth, and Reform UK’s Nigel Farage’s time on TV shift the needle on the conversation?

Tax, health and foreign affairs – Most popular topics before and after Friday’s debate

Top mentioned topics

Taking the spotlight for many write-ups in the press and reaction on social media following the debate were the clashes between deputy Labour leader Angela Rayner and Commons leader Penny Mordaunt, who had been placed in close proximity.

Key moments from Friday: The clash over Mordaunt’s choice to repeat Conservative claims that Labour would raise taxes by £2,000; Mordaunt’s repeated apologies for Prime Minister Rishi Sunak’s early departure from the D-Day ceremony; and Reform leader Nigel Farage’s strong criticism of Sunak, branding him ‘unpatriotic’ and a ‘complete and utter disgrace’. Farage himself did not escape harsh words, being described as a ‘clown personality’ by Rayner.

Overall, the BBC debate didn’t make a significant splash when it comes to pushing the directions of press coverage and online conversations. The main difference in trending topics across both when looking at pre- and post- Friday’s debate is for discussion of tax.

Tax saw the highest increase (+7.5%) among the topics we tracked compared to share of voice before Friday’s televised debate.

Mordaunt was criticised by many across social media for returning to the well of that controversial £2k tax claim that Sunak had dug in the first debate:

Lisa Pattern tweet

Reports from Sky News, BBC, and The Guardian concerning Labour’s mention of ‘no tax hikes’  were highly shared.

Another conversation that increased following the second debate – the topic of the NHS.

Analysis shows this was driven by Farage’s statement during the debate that the NHS should be scrapped in its current form. This comment continues to drive discussion in the press and online, as it faces criticism from left-leaning audiences:

Jon Jill tweet

Which of the two TV debates so far has driven the most coverage and conversation?

ITV vs BBC volume comparison

Analysis of the 24-hour periods following each debate shows that it was 6 June’s ITV broadcast that has had the most impact on the conversation and coverage, driving reports and shares. The reason for this could be two-fold – the first debate of its kind for this General Election drew more curiosity, and featured the only two party leaders realistically positioned to be UK Prime Minister post election.

But what do the polls say?

 

Following the BBC debate, a poll from More in Common found that Farage possibly came out on top; with 25% thinking the Reform leader had won the debate; 19% saying Angela Rayner; 14% saying none of the above; 11% for the Green Party’s Carla Denyer; 10% for the Scottish Nationalist Party’s Stephen Flynn; 7% for Penny Mordaunt; 5% for the Liberal Democrat’s Daisy Cooper; and 2% for Plaid Cymru’s Rhun ap Iorwerth.

As the media, and voters, await the release of each party’s manifestos this week – much mooted by each speaker throughout both TV tussles – debate as fierce as those televised so far continues online and in the press.

For regular updates on what is happening in UK politics and public affairs, sign up to our weekly Point of Order newsletter, going out every Friday morning.

How to get PR coverage in June 2024 and beyond

Travel experts, election comment and festival essentials: How to get coverage in the press in June

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Want to get media coverage in June? The next month will be a busy one for journalists, with General Election build up, Glastonbury, Wimbledon, the Euros to cover.

The ResponseSource Journalist Enquiry Service gives a good indicator of what topics and areas the media are particularly interested in and what they will need from PRs. Here are trends from May, and what we expect to be popular in June and beyond.

Summer season is here

While it isn’t officially summer yet, journalists have been keen to cover it with over 8% of the total requests last month containing the word ‘summer’. The enquiries have varied quite widely in topic but many have been around ‘holidays’, with that also appearing in 3% of requests in May.

‘BBQ’ has proved popular, too, with the word appearing in 2% of enquiries. The start of summer also marks ‘festival’ season with 1.5% of requests in May looking for information and essential products to take camping.

Going forward? While ‘Summer’ is broad as a keyword, we know that ‘holidays’ will continue to perform well as the Travel category peaks for requests in June. Journalists will want comments from travel experts. Summer fashion, beauty and health will also prove popular, so get information or experts ready and you could feature in The Guardian, Women’s Fitness, Fabulous, The i paper, Ideal Home, Pick Me Up! and the MailOnline.

UK General Election takes centre stage

While much of the UK press were expecting an Autumn election, the surprise announcement in May didn’t stop journalists sending requests to PRs related to the news –  ‘Election’ appeared in 2% of the total enquiries last month.

Initial journalist requests sought ‘business leaders’ thoughts on the UK election’ and ‘comment from logistics expert on how the General Election could impact the UK logistics and supply chain sector’.

Going forward? With less than a month until the General Election, journalists will increasingly use the service to get comments from different sectors for how it will impact them. This represents a great opportunity to get CEOs or industry leaders featured in the media. The Times, Sunday Mirror, The Independent, and Reuters have all had journalists send requests around the election already.

Interest in gardening and AI still high as sport gains more traction

‘Gardening’ and ‘AI’ have both been consistently popular on the Journalist Enquiry Service for several months now and that didn’t change in May. ‘Gardening’ appeared in 5% of the total requests last month and ‘AI’ occurred in just over 3%.

With a big summer of sport ahead, including the Euros, Wimbledon and the Olympics, the category increased in use by journalists by 12% compared to April. ‘Euros’ and ‘football’ combined appeared in 1% of the requests last month.

Going forward? Garden requests are likely to remain high in June with the more summery weather (we hope) the Home & Garden category received 7% more requests in May this year compared to 2023. AI has seen an even bigger increase, with 17% more enquiries last month than this time last year. Journalists are looking to connect with experts in both of these areas. In regards to sport, requests tend to be for places to watch sporting events, or products to work alongside it.

Other opportunities for PRs in June and beyond

As June is Pride month in the UK, journalists will likely be looking for events and what’s on in certain cities to celebrate. Expect ‘LGBTQ’ to crop up in a lot of requests from the media, too. Aside from the two big music festivals in June, Taylor Swift is also coming to the UK and journalists have already been sending requests around this, mainly for personal case studies.

It’s Men’s Health Week from 14-20 June, so get ready for the opportunities to get health and medical experts featured in the media. There is also Clean Air Day on 20 June, providing a chance to get environmental experts quoted in the press.

To connect with the media on these topics, and much more, check out the Journalist Enquiry Service and the Vuelio Media Database.

Find out more how Vuelio can help you gain and track your coverage in the media here.

Katherine Hignett Health Journalist

How to connect with health journalists in the post-pandemic era 

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Just as the healthcare sector was forever changed by the impacts of the COVID-19 pandemic, so too was how the media reports on the topics of health, medicine, and treatment.

What does this mean for PRs aiming to connect with health journalists now?

Forbes.com senior contributor Katherine Hignett led Vuelio event ‘Truth and impact: Health journalism in the post-pandemic era’ on Wednesday evening, 29 May, at Vinoteca City to share her experiences and insight.

Topics covered – how health journalists became a vital force in newsrooms across the world; the challenges of sourcing trustworthy experts; and the long-term impacts still being felt in the media today.

How the pandemic changed health journalism

Extra pressures
Health journalism already comes with unique demands – ‘It’s very technical, and has regulatory frameworks other sectors don’t,’ Katherine explained – but the start of COVID-19 only brought more challenges…

Culture wars
‘Disinformation is a huge issue on social media now, and it gave us more work to do during the pandemic – debunking and extra fact-checking as part of every report. Topics that were politically inert were now potentially culturally sensitive.’

Katherine explained the impact of the rise in anti-vax sentiment, conspiracy theories, and misinformation on medications that could supposedly stop the spread.

‘When fact-checking stories, we had to personally deal with conspiracy theorists and anti-science sentiment. We got some nasty stuff from strangers over the internet. Some of these things are still with us today’.

Increased responsibility
‘Before the pandemic, the closer a story was to politics, political journalists would pick up the story. But suddenly, the expertise we had as health journalists was really important to those stories. We were suddenly among the most important journalists in the room’.

New sources
With all of the bad, came some good:

‘It was suddenly easier to get information from sources. NHS workers weren’t so open to talk to journalists before, but then, even though managers would try to stop sources in back offices from leaking information, people did it.

‘We were given amazing data on staff levels, PPE. We didn’t have capacity to cover it all.’

How to work with health journalists today

‘Covid is still something we cover everyday, even if it’s indirectly covered,’ said Katherine.

The legacy of the pandemic is also felt in how journalists source, fact-check, write, and share stories. This also impacts how they work with PRs.

Do extra checks on your experts
‘It’s more difficult to figure out who to trust when it comes to experts now,’ explained Katherine.

‘The pandemic was really good training for journalists on how to work with experts. Just because someone wears a white coat, doesn’t mean they know what they’re talking about.’

‘We often speak to them about research, and for commentary for articles. Sometimes the press can over-egg and oversell scientific findings, so genuine experts are really important.’

What is a sign of a trustworthy expert for health journalists? University affiliations. Katherine also pointed out pHd research as an interesting starting point for stories, and a way to find and connect with new experts.

Provide sources for stories
As people the world over have made efforts to return to some form of normality, so too has the status quo on sources:

‘Sadly, the sources and tips have gone back to “normal” now; it’s more tricky,’ shared Katherine.

While Katherine herself has a consumer and national focus in her work, she highlighted trade journalism’s deep connections with useful sources:

‘The trade press are really good at finding stories we wouldn’t find in consumer and on national titles, because they have access to contacts we don’t.

‘Journalists working on consumer media rely a lot on trade press, but also on releases and contacts from charities.’

What Katherine is interested in for her own reporting – drug shortages on a national scale, and health stories that reveal information that could impact society.

‘As a country, we are sicker than we were before Covid. It had a big impact on drug shortages, and exacerbated existing global issues. Many are still waiting for care that was cancelled during the pandemic. People are getting sicker and relying on medication – more pain, and more drugs, while waiting for surgery.

‘For journalists, this means there are more opportunities to hold people to account. It’s an important and fascinating area.’

Katherine Hignett is a senior contributor to Forbes.com on healthcare and health policy, and freelance journalist for titles such as Metro.co.uk and Newsweek. Katherine is a former correspondent for award-winning health policy publication the Health Service Journal, and was recognised by PressGazette for her investigative work exposing PPE shortages in hospitals during the pandemic.

To connect with health journalists working across broadcast, national and regional press, consumer and trade publications, the Vuelio Media Database and ResponseSource Journalist Enquiry Service can help. 

voters queuing outside polling station

UK General Election 2024: What was the state of the public conversation leading into the first debate?

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By Phoebe-Jane Boyd and Dahye Lee.

The first television debate between party leaders took place on Tuesday 4 June, coming at the culmination of two weeks campaigning in which both Rishi Sunak and Sir Keir Starmer set out their stalls for the country. But, as the studio lights went up on Tuesday evening, which policies and points of view had already cut through into public consciousness?

Read the full transcript of the ITV debate here.

Using Pulsar TRAC, we analysed social and news mentions of themes in the UK General Election 2024 conversation across X, TikTok, Threads, Facebook, blogs, forums, online news, print news, TV, radio, and podcasts between 23 May – 5 June 2024.

Here is what is capturing the attention of the media and the public.

As the UK prepares for the upcoming General Election, stay informed with the latest news by signing up to our Vuelio General Election Updates.

Top mentioned topics in UK General Election 2024 coverage and conversation

National Service stirs engagement

Coverage in the press, and engagement across social media, gave early indicators of what would be covered within the debate.

NHS, foreign affairs, and education featured highly in coverage and conversation between 23 May – 5 June, due to uproar around the prospect of the return of National Service – what Starmer called ‘Teenage Dad’s Army’, and Sunak described as ‘bold action’ during the debate.

While audible laughs from the in-studio audience met Sunak’s words on the topic on Tuesday night, coverage of the proposal has received serious and significant engagement, particularly from BBC News.

The audience most engaged with the topic? Young people, and many parents, who would be impacted the most should Sunak’s plan come to fruition. Channel 4’s TikTok on this was most shared by the younger generation.

Balance of conversation

Tax was always going to be a significant part of the first TV debate for this year’s election, but Sunak’s numerous accusations regarding a supposed (since disputed) ‘extra £2,000 tax’ from Labour took up a significant portion of TV time last night.

However, it’s the Conservatives who have over-indexed for mentions of tax since the start of the party’s campaign.

In the lead up to the TV debate, this was partially due to Reform outflanking them on income tax pledges while, after the debate, numerous journalists and influencers factchecked Sunak’s £2,000 tax allegation.

Labour vs Conservatives: Who’s dominating discussion around specific topics?

Analysis of these key topics broken down by mentions of each party shows a mostly equal split of coverage and conversation for Labour and Conservative… with the expected outlier of National Service. The Tory proposal has been further amplified by ITV’s coverage.

As of today, a major focus of mentions for Labour are foreign affairs, NHS/health, and energy & sustainability, and this was driven by Tuesday’s debate directly. An X post from MP David Lammy regarding the NHS triggered intense engagement online, as did his commentary on bombing in Gaza.

 

News vs social media: Where are people talking and engaging?

While both social media and news outlets focus on the NHS, the narratives unfolding on each platform differ.

News coverage centres on questions regarding how national service can support NHS issues, while social media users urge support of the NHS and junior doctor strikes.

Immigration is the second highest topic in news coverage. Tackled by Sunak and Starmer during the debate, the resulting high number of mentions is largely driven by write-ups in right-wing outlets. Their focus? Reports regarding migrant channel crossings.

Media outlets leading coverage and engagement around the General Election

Which media outlets are leading coverage of the 2024 UK General Election so far, and sparking shares on social media?

The Mirror’s reporting of Sunak’s interactions with Russian associates – not covered in Tuesdsay’s debate – has received considerable traction among left-leaning readers, who have expressed concern over his affiliations with Russia.

While BBC’s coverage of Sunak’s National Service plan maintains broader audience interest, the Scottish Daily Express has sparked controversy, and engagement, with its reporting of alleged ‘outright lies’ in the Scottish National Party’s campaigning.

While Tuesday’s debate did not necessarily introduce anything new into the fabric of discussion, with both leaders returning to topics and talking points that they know to be important to their audiences and stakeholders, it did re-entrench battle lines. Tax is now more central to the overall discussion, which had previously not attained much prominence, or airtime.

Whether it’s Sunak’s £2,000 tax attack line, or the subsequent debunking of the figure the next day, which sticks in voter’s minds, the subsequent weeks will reveal.

For extra on the UK political landscape, sign up to the weekly Vuelio Point of Order newsletter.

Find out more about Vuelio’s solutions for public affairs and politics.

gardeners planting seeds

Gardening tips, holidays and Father’s Day: How to get PR coverage in May

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Want to get featured in the media? The ResponseSource Journalist Enquiry Service is used every day by journalists who are looking for expert comment, case studies and information for articles.

Check out what topics staff reporters and freelancers have been covering throughout April, plus what areas we expect to remain popular in May and beyond.

Gardening tips still in demand

Since the onset of Spring, ‘gardening’ has been a trending topic for media professionals using the Journalist Enquiry Service to connect with PRs. April was no different, with over 4.5% of all requests being for ‘gardening’ content.

Journalists were looking for everything from the best roses for a small garden, to home and garden products for the summer, and experts to share advice on what common pests should be expected in the garden this year.

Going forward? With events like the Chelsea Flower Show taking place later in May, gardening will remain a popular topic for journalists. The Home & Garden category saw a 2% rise in use from March to April, and the requests will likely increase again in May. Outlets such as Ideal Home, The Sun, This Morning, The Guardian and Grand Designs magazine all sent gardening-related requests to PRs through the Journalist Enquiry Service in April. This offers great opportunities for experts and products to get featured in national newspapers, magazines, and on television.

Father’s Day interest increasing

Holidays or celebrations are always popular journalist request topics and ‘Father’s Day’ is no different; 3% of the total enquiries in April were for this key phrase. Journalists are keen to get coverage earlier this year with a 16% increase in the number of requests compared to April 2023 – so submit your related contributions early.

The Men’s Interest category has seen a boost as well, with 14% more enquiries in April than in March. The increase from last year has also been significant, with 16% more requests than in April 2023.

Going forward? May is typically the month when we see the most Father’s Day related requests. These tend to focus on gifts to give Dad for the special day. If you are a PR with products to review and want them featured in media outlets such as Bella, Dadsnet, Living360 and Heart London, then there will be plenty of opportunities throughout the month, ahead of Father’s Day on June 16.

Holidays on the horizon

With bank holidays this month, ‘holiday’ is a hot topic on the Journalist Enquiry Service right now. It appeared in just over 2% of the total requests for April and also meant a modest 3% rise in the Travel category as well.

Journalists in April were looking for London events happening over the bank holiday weekend, family-friendly holidays and days out, and holiday and summer essentials. These requests came from The Daily Telegraph, The Sunday Times, The Week, Yahoo! Life and The i paper.

Going forward? ‘Holiday’ as a keyword appeared in over 3% of the enquiries in May 2023 and we expect that to be a similar level this year. Journalists tend to look for information on destinations but case studies, travel experts, and holiday related products are all requested regularly as well. This gives lots of scope to get your clients featured in the first of two busy months for journalists writing about travel.

Other opportunities for PRs in May and beyond

We have seen a rise in outdoor activity related requests on the Journalist Enquiry Service over the last couple of months. Therefore, look out for ‘walking’ related opportunities as May is National Walking Month. This could also see a boost for the Leisure & Hobbies category. ‘Mental health’ is likely to be popular with journalists in May because of Mental Health Awareness Week. Last year, over 2% of requests in May were around mental health – experts around this topic are likely to be in high demand again this year.

The festival season is ahead of us with both Download (14-16 June) and Glastonbury (26-30 June) taking place in June. We expect journalists to request information on what items to take along while camping, and possibly music experts, too, throughout May. Euro 2024 will also kick off in June which should mean plenty of requests for PRs from sports journalists – they’ll likely start sending requests on the best places to watch, giving a chance to get pubs and venues featured in the media.

To connect with the media on these topics, and much more, check out the Journalist Enquiry Service, and the Vuelio Media Database.

Find out more how Vuelio can help you gain and track your coverage in the media here.

Journalist Enquiry Service trends send half of 2024

When to get in touch with journalists with your PR contributions throughout the year

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Want to know what journalists need for their news and features? The ResponseSource Journalist Enquiry Service is a solid indicator of what is trending in the media as hundreds of journalists use it each month to get information for articles, expert comment, and much more.

We reflect on what has been popular on the Journalist Enquiry Service this year so far, and predict what will be high on the agenda for journalists during the second quarter and where you can gain media coverage.

Get your health pitches in early

The start of a new year means a focus on healthy living for many, and the word ‘healthy’ was the most popular with journalists sending enquiries to PRs. It appeared in 10% of the total requests throughout January, February, and March, and has seen a 6% increase in use this year.

Titles such as Women’s Fitness, Top Sante, the Daily Mail, GB News and BBC Good Food all sent enquiries during the first quarter of the year. Fitness, diet, weight loss, recipes, workouts and skincare were all included in these requests around healthy living.

The Health category as a result was the second most used by media professionals using the Journalist Enquiry Service, after Women’s Interest & Beauty.

Now? Health features may be a big part of New Year write-ups, but it’s a popular topic throughout the year – plenty of opportunities to get experts featured in national press and big consumer magazines.

Interest in AI continues to grow

The media’s interest in AI and the ways it will impact our lives has grown consistently for around the last eighteen months. ‘AI’ featured as a keyword in over 3% of all requests between January and March. It’s also seen a big increase compared to the first quarter of last year, with a rise of 51%.

Now? The interest in writing articles around AI has remained consistent – enquiries tend to focus on getting experts in AI to comment on issues and new developments, varying from AI therapists, to AI in business,to bringing AI into mining metals. You could get experts featured in titles such as IT Pro, The Next Web, Yahoo! News, Verdict, and The Financial Times.

Travel plans are being made earlier

Easter fell earlier in the calendar year for 2024 which might explain why ‘travel’ has been popular as a keyword in the first quarter, with journalists looking to cover places for people to get away in the school holidays. Over 5% of the total requests were for ‘travel’ and 2% were for ‘holiday’.

‘Travel’ did perform well as a keyword last year too, but this year we have seen an 11% increase. There has also been a 14% rise for ‘holiday’ as a keyword and the Travel category as a whole has received 5% more requests than this time last year.

Now? Requests regularly centre on information around holiday destinations or hotels to stay at but also experts to provide comment and case studies on travel nightmares.

Journalists from outlets such as PA Media, Sky News, The Daily Star, Bella, and BBC Travel have all sent enquiries. The Travel category and these keywords will only grow more popular as we head towards the summer, meaning lots of media opportunities to get your hotel featured or travel guide providing comment.

Trending topics to be ready for in the second quarter

Holidays and celebrations such as Valentine’s Day and Mother’s Day always generate a high volume of requests on the Journalist Enquiry Service. We expect ‘Father’s Day’ to be a key phrase throughout April and May, ahead of 16 June. In fact, we have already seen requests for it in the first quarter and this has led to a 8.5% increase for the Men’s Interest category compared to last year. Enquiries around Father’s Day are usually looking for products to review or gifts or experiences that Dads can enjoy.

‘Summer’ was the top keyword for the second quarter last year and is likely to perform well again this year. This can vary from summer fashion to summer drinks to summer holidays. Travel, as we already mentioned, will receive a lot of requests as a category but Arts and Entertainment should do well as we hit festival season with events like Glastonbury and Download festival. Food & Drink also performs well as a category from April until June, with journalists looking for information around days such as National BBQ day (16 May), National Cheese Day (4 June) and World Gin Day (10 June), plus experts within this sector too.

Finally, we are expecting quite a big rise in the amount of requests for the Sport category. The Euro’s kick off in Germany in June and Wimbledon will take place at the beginning of July. This is then followed, of course, by the Olympics in Paris. Expect requests from journalists looking for places to go to watch these sporting events, as well as experts or coaches with advice on taking up featured sports.

Find out more about what journalists want from PRs, and how Vuelio can help.

Post Office Scandal

What PR lessons can be learned from the Post Office Horizon scandal?

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The Post Office Horizon scandal continues to take up column inches and spark political debate.

What lessons can be learned from the ongoing PR crisis? And how did the story explode so quickly across ​multiple platforms?

We analysed media coverage, Parliamentary events, and online mentions of ‘Post Office scandal’ between December 2023 to March 2024 to better understand how the story evolved from an under-reported legal issue, to prime time TV fodder and social virality, to a topic debated in Parliament.

Read our case study to learn:

– How brand controversies move from platform to platform when left unchecked
– How a crisis strategy can mitigate the risks of growing controversy
– How horizon-scanning can help prepare for what lies ahead
– Why staying on top of both media and political conversations will help you identify the right stakeholders

Download ‘From TV, to headline news, to Parliament: How an ITV drama brought the Post Office scandal back into the spotlight’​.

Want to track your own media coverage and brand reputation? Check out Vuelio Media Monitoring and Insights. 

Alexander Larman interview

‘Harmless, but fascinating’: The Spectator World’s book editor Alexander Larman on covering the UK royal family

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Alexander Larman, books editor for The Spectator‘s world edition, has covered the royals for a number of years now, both in his journalism and as an author. He has written about the current turbulent times and issues, as well as approaching the subject from a historical angle, showcased in the final book of the ‘Windsors trilogy’ series, ‘Power and Glory: Elizabeth II and the Rebirth of Royalty’.

We chatted to him about the enduring interest in the royals, the commissioning process at Spectator World, and the benefits of relationship building between journalists and PRs.

Alexander Larman

Having written extensively on the royal family, both as an author and a journalist, what makes them so fascinating to write about?

I’ve never been a royal family obsessive, and in fact, in the introduction to ‘Power and Glory’, I explicitly out myself as a non-monarchist, which I think may ruffle a few feathers. They’re far more interesting to write about if you don’t come at them from the perspective that they have a god-given right to exist, because then you get to ask questions that more respectful chroniclers tend to steer clear of. Why wasn’t the Duke of Windsor interned or jailed during WWII? (He was clearly a traitor by any conventional definition of the term.) Why do we still subsidize the royals with taxpayer money? Why has the recent Kate Middleton story obsessed so many people? 

The answer is because it’s a grand narrative. Unlike politics, which is soap opera but liable to mess up our lives if handled the wrong way by the wrong people, the royals are essentially harmless but fascinating, history writ large. And the fact that they’re useless at concealing their rows and disagreements is hilarious, too.  

What are you looking for content-wise at Spectator World?

A trade secret is that very few working journalists are particularly brilliant writers. This is doubly, even trebly, true in the fields of literary and arts criticism. A lot of people can put together a pithy or witty sentence or two on social media, but to be able to review a book, film or exhibition in an erudite and literate manner, with a genuine understanding of context and history? Nope, that’s a rare skill. 

I have a broad monthly section to fill at the Spectator World, and I am in the fortunate position that because I’m so limited, I only commission the people who can write really well about fascinating subjects. And they do exist, from household name authors to brilliant young women (they’re always women in my experience) in their twenties. I’ve been doing it since 2021 and it’s the thing, apart from my own books, that I’m proudest of professionally.

You also do freelance work as well, what are the pros and cons to working freelance alongside a permanent job?

It’s a necessity. I realised years ago that I needed to earn a certain amount a year in order to enjoy the same kind of lifestyle as my peers – and I’m not talking about holidays in the Maldives or a second home in Cornwall, just being able to go out for the odd meal and keep my wonderful daughter Rose in toys and the occasional treat. And you have to do an awful lot of work in order to make that happen. Journalism isn’t well paid, unless you’re writing for the New Yorker and the like, and this isn’t likely to change any time soon, either.  

I’m relatively lucky these days in that I’m a known quantity thanks to my books and journalism, so I haven’t had to scrape about for work for a few years. But before, say, 2019, times were very tricky. It’s often feast and famine in this industry and I can’t say I relish the prospect of the latter again.

What’s the best way for PRs to get in contact and work with you?

Phone calls never work unless I know you personally – sorry, but that’s the truth in my experience. Email is fine but impersonal, unless again there’s the personal connection, a reply might take a while. Make the effort – ask me out for lunch/coffee/a drink, and come armed with stories, potentially a few writers for those stories. Be professional, engaged, and good company, and we’ll hopefully have a great working relationship. But I’m insanely busy at the moment so we’re looking at June at the earliest (sorry!). 

Connect with Alexander via the Vuelio Media Database, and get pointers on what journalists want from PRs, and more ways Vuelio can help, in this blog post.

Do you have a license for that

Want to share your media coverage, but struggling to make sense of UK copyright laws?

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CIPR Midlands’ Licensing Roundtable, chaired by CIPR President Rachael Clamp, brought together Reach plc’s Fergus McKenna, NLA’s Josh Allcorn, CLA’s Ossie Ikeogu, and Vuelio’s Chris Wheeler to provide a rundown of the ins and outs of copyright for PRs.

While ‘there’s nothing straight-forward when it comes to licensing’ – as Ossie admitted – here is our quick guide to keep you on the right track when sharing your coverage.

CIPR Midlands Licensing Roundtable panel

Why do PRs need to know about this stuff?

‘The way we get notified of coverage is completely different now – no scanning the papers in the morning for the right words,’ said Rachael.

As well as protecting PRs from sharing content in the wrong way (and racking up fees as a result), licensing protects publishing. And every creative industry, including PR and comms, needs published content.

‘Licensing is a very important part,’ said Reach plc’s Fergus. ‘Most people’s engagement with us now will be through an app, and not directly through our printed papers or our websites.

‘Publishers need to be wary of how they manage their IP, and get the most value they can from their content. That’s why licensing organisations are vital – I don’t know if publishers would have the bandwidth to do what they do for us’.

Josh added: ‘Publishers need the PRs for the content, the publishers need the licensing bodies because they don’t have the bandwidth – we’re all part of this content ecosystem. We need each other’.

Why are there two licensing orgs in the UK, and do PRs need to be members of both?

As the panel acknowledged, some other countries are served by one all-encompassing licensing organisation, but the UK has two. Why?

NLA initially began in the mid-90s as a venture between the Financial Times and the Telegraph in a bid to find an easier way of allowing PR agencies, among others, to reuse and share their content.

‘As a comms practitioner, when you send out PR, you want to hit as broad a market as possible,’ explained Josh. ‘For publishers, there’s a broad range of rights. The NLA became a more efficient vehicle to put all that activity in one place.’

The CLA is a complimentary service, explained Ossie. But don’t get the two confused.

Formed in 1983 on the basis of Government recommendations to standardise copyright and collection of fees, CLA covers ‘everything from printed to digital formats, books, magazines – that’s our remit,’ said Ossie.

The NLA, in comparison, covers newspapers and a selection of magazines and media sites.

Wouldn’t it be easier to just have one governing licensing body in 2024? Maybe – but as Vuelio’s Chris explained:

‘There are PR clients who don’t need everything, so there are benefits to having two – less unnecessary content; more streamed down. Anything that makes this a simpler process for all is better.’

How can Vuelio help with licensing?

For support with the above – Vuelio serves as an ‘intermediary for clients and copyright organisations,’ explained Vuelio’s Chris.

‘We deliver all those clips through. Our role is reporting back to the CLA and NLA for clients – that’s what we do on a monthly basis for NLA, and quarterly for CLA.

‘We become an advisor for many PRs in this respect. We help them decide what they need. Our clients may want to monitor themselves and their competitors, without everything else. It’s about focusing on what PRs need, and getting fairness and transparency in the pricing as well.

‘We catch up regularly with the licensing bodies to understand the difficulties for our clients, and be the voice of PRs. We’re aiming to get to the point where the pricing and structure is understood by all, so it doesn’t feel like one party is inflicting something on the other.’

Should PRs be wary of the NLA and CLA?

No, said all panelists – licensing organisations are here to help both sides of the PR and media ecosystem.

‘These organisations aren’t just waiting for an infringement – you can have a chat with somebody if you need help. Much like setting up with Vuelio, it’s about finding the right thing for each circumstance,’ said Rachael.

Where copyright gets complicated…

So far, so good – but what about the more confusing parts of copyright law? With the way content is shared constantly evolving, a number of scenarios were brought up during the session. The panel had answers for each:

Sharing coverage on social safely

‘The social media explosion a few years ago muddied the waters because of how the platforms share content,’ said Josh from the NLA point of view.

‘Sharing a link to digital content on socials – there’s no IP on that. And if I want to put a link on my site, that leads traffic back to the publisher, so that’s okay, too. On X, if you’re retweeting and sharing a publisher’s post, you’re absolutely fine.’

‘But taking a headline from the article when sharing – you do need a license.’

Reach plc’s Fergus agreed: ‘If you are amplifying a publisher’s communication, they’re going to welcome that. But using the IP yourself, that’s where there is a copyright issue.’

‘Unfortunately, the CLA license doesn’t cover any social media use,’ added Ossie. ‘From my understanding, that’s been something of a minefield, we haven’t got the okay from our publishers yet. But rest assured that’s something that’s brought up every year.’

As summarised by Rachael – if you’re sharing, liking, or reposting content – that’s engagement for the publisher, and okay. But if you’re sharing for your own engagement, like a quote repost on X, you’ll need a license.

When a publisher uses your press release

As explained by Josh – if the publisher makes an alteration to the copy, the copyright moves to the publisher. With no alteration to the press release, the PR would likely need no license for sharing.

However, speaking from Reach plc’s point of view, Fergus pointed out that publishing can change the ownership: ‘The act of publishing takes on certain copyright protections. If we publish it, those are our words, that is our article. We would see that as being our piece.’

But don’t worry – Vuelio makes this very simple so you won’t get into trouble:

‘There are websites that publish press releases word for word, but Vuelio excludes them from monitoring – that wouldn’t be considered content.’

The grey area of Google Alerts

Google Alerts has changed the way coverage is shared with PRs… and sparked yet more questions around copyright.

‘We would regard a snippet that does contain a headline, or some of the text, as sharing and, in effect, as copyright infringement. And that’s where the CLA license would come into effect,’ said Ossie.

Josh agreed: ‘We have to be aware of the changes and how content is pushed out into the market. Google is obviously a free service – we have to determine what should be protected by copyright and what isn’t. A link isn’t serviceable, but an alert from Vuelio is copyright protected.

‘We are constantly looking at how technology changes and making sure our licenses are fit for purpose.’

For how Vuelio can track your coverage and ensure you’re sharing with your clients and colleagues correctly, find out more about Media Monitoring.

Find extra on the NLA in ‘The PR guide to the NLA’.

How to navigate the storm of crisis

How to navigate the storm of a PR crisis

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Is your organisation prepared to handle the top global risks predicted for 2024?

From the far-reaching impacts of geo-politcal conflicts, the threats of misinformation, or values-based mismatches between audiences, the possible sources of future problems are numerous. But they can be planned for.

As part of the webinar ‘Preparing for the unexpected – redefining communications strategy’, Wadds Inc.’s founder and managing partner Stephen Waddington shared extra pointers for navigating crises.

Read on for ways to get internal stakeholders onboard and how to bring international teams together.

How do you educate the leaders of an organisation about their roles in crisis comms planning?

Crisis response is part of any leader’s role. Planning, training, and regular testing for key management team members should be part of an organisation’s risk preparedness. The frequency of these activities depends on the organisation’s operational context.

Horizon scanning is a helpful tool to alert management to the range of risks around an organisation.

How do you manage risk in an environment where there is a high level of staff turnover?

An organisation’s governance should include a risk register and a robust training programme. These safeguards protect the organisation from operational issues such as staff turnover.

What are key observations on the dovetail between operational and reputational risk?

The nature of operational risk within an organisation should be well understood. Areas of crisis preparedness and response will typically be led and managed by operational teams. Reputational risk is more dynamic and depends on the operational context and markets in which an organisation operates. It should be reviewed frequently as part of the analysis for a risk register.

What advice do you have for helping global teams respond to crises and keeping teams joined up?

The robust capability of the corporate communications function to respond to issues and crises as part of an integrated organisational response is a legacy of the COVID-19 pandemic. Communications teams tested crisis plans and their execution in terms of technology, media, and processes.

How can you mitigate risk for organisations that are dealing with issues that have the potential to polarise stakeholders?

This is a critical contemporary issue for corporate communication and management teams. Political and societal issues must be balanced with business imperatives and values or purpose-driven leadership. We’ve developed a decision-making framework to support this activity.

Do you have a recommendation to manage a crisis simulation within a comms team?

We work with Polpeo, a UK crisis simulation company led by Kate Hartley. Its virtual environment can simulate a full-blown crisis in a safe setting. Polpeo combines technology and expert practitioners to train and test a corporate communications or management team.

For more on managing crisis, download the accompanying white paper ‘The evolving nature of crisis communications management’ and watch the webinar ‘Preparing for the unexpected – redefining communications strategy’.

Want to start scanning for crisis sources? Find out more about Vuelio’s Media Monitoring.

Spring Budget Briefing

Spring Budget Briefing: Will Hunt’s ‘boring budget’ make an impact?

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Vuelio teamed up with the Trade Association Forum (TAF) for a Spring Budget Briefing at Space14 the day after Chancellor Jeremy Hunt’s announcement to discuss its impact on businesses and also the next General Election.

Hosted by TAF’s CEO Emily Wallace, our panel included (pictured from left to right):

  • Shazia Ejaz, campaign director, Recruitment & Employment Confederation (REC)
  • Craig Beaumont, chief of external affairs, (FSB) Federation of Small Businesses (FSB)
  • Kelly Scott, VP of Account Management, Vuelio
  • George Dibb, associate director for economic policy and head of the Centre for Economic Justice, The Institute for Public Policy Research (IPPR)
  • Kevin Schofield, political editor, HuffPost

Spring Budget Briefing panel

Extra insight on polling data was shared by polling and research expert Andrew Hawkins, CEO of Whitestone Insight.

Before we get into the panel’s thoughts on the specifics of the announcement – let’s get to the question many will have been asking…

Will the Spring Budget have helped the Conservative Party’s prospects for the next General Election?

Not really, was the feeling of the panel, as well as the general mood of the audience in the room. This echoed how many of the UK’s major press outlets covered Hunt’s Spring Budget, with panelist Kevin Schofield summing it up as ‘boring’ in his reporting.

Pollster Andrew Hawkins reinforced this reaction:

Andrew Hawkins speaking at the Vuelio Spring Budget Briefing for 2024

‘Was yesterday’s event ever going to be a game changer? No. This was not a blockbuster.’

Andrew added that a decision to hold the General Election in May would be ‘political self-immolation’ on the part of the Tories:

‘There’s a bigger hill to climb for Labour. But climb it I believe they will.’

Referring to past voters who would pick the Liberal Democrats if unswayed by the Conservatives or Labour, Andrew shared the belief ‘that model is breaking down,’ with Reform and Green likely to scoop those votes up.

The decreasing level of under-45s planning to vote Conservative was characterised by Andrew as an ‘existential threat’ to the party, adding his view that ‘in a generation, they will be redundant’.

What did the Chancellor forget? The workforce

REC’s Shazia Ejaz felt that there wasn’t a ‘clear enough arrowhead on growth’ – especially when it came to the vital role of skill development.

‘We believe that central to any growth is people – workers. There wasn’t very much said on skills. There needs to be more investment.’

‘Context to consider is that we’ve had a really resilient labour market given the pandemic. There was a demand for people that kept employers hiring – that has tailed off.’

George added to the viewpoint that workers themselves weren’t centred in Hunt’s announcements on public sector performance. The Chancellor confirmed investment in AI to improve efficacy in public services, including the NHS, and that cuts would also boost performance.

‘I think it’s magic thinking that cutting budgets will improve performance – the low-hanging fruit of public sector cuts is already gone.’

‘We remember the last time the Government tried to do that,’ added Shazia on investment in technologies. ‘These things aren’t easy to do, and they cost more money’.

Craig countered that the Government’s plans could work in some sectors: ‘The civil service has only gotten bigger and bigger. Without taking these kinds of decisions, you get inertia.’

The mood in the journalist lobby?

HuffPost’s Kevin Schofield shared more on what happens at the post-announcement ‘huddle’, calling the process this year ‘quite dull’ compared to times before social media.

‘I’m old enough to remember when coverage wasn’t taken over by Twitter.

‘It was mostly pre-briefed this year – there was nothing for the Chancellor to announce that we didn’t know.’

‘It was a rambling, ill-judged speech, I thought.’

Vuelio’s Kelly Scott tackled the influence of new media during this election cycle – namely, GB News.

Kelly Scott on Spring Budget Briefing panel

‘Left-wing media tended to dominate the online conversation after the Budget, but we did see a rise for GB News. It’s seen as an untrusted news source, but had an important part in the conversation regardless.’

For more on this, download the Vuelio and Pulsar report ‘Spring Budget: Audience Reaction’.

Name checks for stakeholders

Kelly talked through Hunt’s careful acknowledgement of stakeholders, counting 12 name-checks – ‘along with some bizarre ones – Idris Elba, Keira Knightley? The arts stakeholders were gushing’.

Away from Hollywood and back towards day to day challenges in the UK, stakeholders were less excited – particularly those working in the anti-poverty sector:

‘The anti-poverty community mentioned by Hunt came out firmly that the packages there to “help” were just more sticking plasters’.

Craig backed this up: ‘We are positive about some of the specifics, but we are not gushing’.

What happens next?

Despite the pre-Budget feeling that this would likely be the last fiscal event before the coming General Election, some on the panel believed there could be more to come.

‘I think there will be two events,’ said Craig.

‘Take special care with planning your summer holidays,’ added Kevin.

Get a full summary of the Spring Budget 2024, including stakeholder reaction, in this downloadable report from the Vuelio Political team.

Boeing brand blowout

When a crisis spreads to your brand: Free fall following the Boeing blowout

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A robust plan can help protect organisations against future crises. But what happens when calamity hits another brand entirely, but your reputation is dragged into the fray?

This was the conundrum faced by brands including Airbus, Delta Air Lines, and even Tesla and Apple following a mid-air door blowout on an Alaska Airlines flight in January 2024. While Boeing’s 737 Max jet was at the centre of the story following the emergency landing, other names were pulled into the controversy as coverage and conversation grew.

Using X data from our sister audience intelligence platform Pulsar, we take a look at how the crisis spread from one brand to another.

Boeing’s brand blowout

Boeing was under fire quickly once the story was out and being shared on socials. An investigation by the Federal Aviation Administration ordered the grounding of over 170 Boeing 77 Max 9 airlines across the world pending inspections following the incident, and the Transportation Safety Board also began an investigation.

While Boeing quickly issued external and internal statements – promising publicly that ‘safety is our top priority’ and that ‘acknowledging our mistake’ would be the approach within the organisation – the impact of the crisis spread further. Press reports centred on share falls for Boeing and parts supplier Spirit AeroSystem, and the spotlight on Alaska Airlines only got brighter as footage of the cabin blowout went viral on TikTok.

Alaska Airlines social media reaction

Delta is dealt a hard blow

But Boeing and Alaska Airlines weren’t the only brands who would face the consequences of this crisis. Boeing customer Delta’s need to reassure flyers worried about a repeat incident faced setbacks early on. Additional malfunctions – including the loss of a Delta Boeing nose wheel while taxiing towards takeoff – would gain widespread attention.

Chart tracking Delta mentions across social media

Airbus gets airtime

Competitor Airbus became the subject of much positive online conversation, used as an easy contrast to Boeing.

Airbus would be highlighted as ‘competent’ in reporting from the New York Times – not the most glowing of descriptors, but certainly positive in comparison to its troubled rival. As summed up by Richard Aboulafia, the managing director of AeroDynamic Advisory in Washington, DC.

‘What used to be a duopoly has become two-thirds Airbus, one-third Boeing. A lot of people, whether investors, financiers or customers, are looking at Airbus and seeing a company run by competent people.

‘The contrast with Boeing is fairly profound.’

Airbus social media

Apple takes a bite of the coverage

One seemingly unrelated brand that came out with a PR win was Apple. An intact and still-working iPhone found in the debris of the accident boosted online conversation around its products for the positive –

Tweet about iPhone found in Boeing wreckage

-Well, mainly for the positive:

‘The No. 1 comment I’ve been getting every place I’ve posted the picture was that, “My iPhone drops 5 feet, and it shatters and this phone lands after 16,000 feet and is just fine,”’ said Sean Bates, finder of the phone, in an interview with the Seattle Times.

Apple social media mentions

Another PR tussle for Tesla

A brand that didn’t fare so well in relation to the story was Tesla. Unlike Airbus, this organisation wasn’t brought into the conversation organically, but instead inserted into it. By Tesla managing director himself, Elon Musk.

Elon Musk tweet on Boeing

Musk doubled-down on this claim with ‘People will die due to DEI’ in a subsequent post, and the criticism started.

But not just criticism hit Tesla – its stocks also began to plummet amid the latest controversy surrounding the brand.

Tesla social media mentions

Fixing the fallout

Months following that fateful door blowout, positive share results for Boeing match that of its Airbus for 2023. However, this isn’t the last time Boeing, Alaska Airlines – and perhaps the other brands pulled into the crisis – will have questions to answer on the incident.

Three passengers who were onboard flight 1282 from Portland to Ontario, California, are now pursuing legal action against Boeing and Alaska Airlines. As of now, more difficult travels could be ahead for their PR teams.

To see this brand journey in video format, check out this LinkedIn post from Pulsar.

For more on how to handle a reputational crisis, check out our blog ‘Speak Up or Shut Down: The Value of Proactive PR in a Crisis’, featuring examples from the 2022 FIFA World Cup, UK airline strikes, and net zero targets in the Pharma industry.

What journalists want from PRs in February 2024

Easter, Mother’s Day, and day-to-day help: What journalists need from PRs in February 2024

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It’s been a busy first month of the new year for the media with the Post Office scandal, the on-going Israel-Palestine conflict, and three storms hitting the UK to cover.

January is also, typically, the busiest month on the ResponseSource Journalist Enquiry Service. Below, we look at what journalists have been requesting from UK PRs and what the media will be looking for throughout the rest of February and beyond.

New Year resolutions and trends

Back in December, journalist requests for trends and resolutions was particularly popular, with ‘2024’ the top keyword. That proved to be the same in January, with the year being included in 11.5% of the total requests. Journalists were still searching for ‘trends’ (which featured in nearly 3% of the January enquiries) and ‘resolution’ (which appeared in just over 1%).

The variation in what topic they were looking to cover though was wide. Enquiries included 2024 oil and gas industry trends; curtain and blind trends for 2024; maritime experts to predict industry trends for 2024; comments on tech layoffs so far in 2024; and possible trends for the year ahead.

Outlets looking for new year trends were diverse, too, with The Grocer, PA Media, IT Pro, GB News, The Independent, Verdict, and Red magazine all sending requests. The amount of enquiries with the keyword ‘2024’ will likely decline from now. However, there will still be opportunities to get experts and information around trends out, probably based around the seasons. Topics like fashion, gardening, travel, skincare, and technology could be focus points.

The healthy lifestyle

The prediction in last month’s overview that keywords like ‘fitness’ and ‘wellbeing’ would feature regularly turned out to be correct, but it was ‘healthy’ that appeared the most. Just under 11% of all requests in January contained the keyword as journalists focused heavily on lifestyle content. ‘Fitness’ was in over 3% of enquiries and ‘wellbeing’ cropped up in a little under 2%.

The Health category therefore enjoyed a big boost in the number of requests and was the second most popular on the service after Women’s Interest & Beauty. This is unsurprising as there was both Dry January and Veganuary last month. It meant lots of enquiries were looking for experts such as dieticians, nutritionists, personal trainers, and doctors.

Requests around mental health and experts in that field also did well, with ‘mental health’ as a keyphrase occuring in 2% of the total January enquiries. This could have been to tie in with Time to Talk Day. However, mental health and requests for experts in general on health are a regular occurrence on the Enquiry Service. If you are an expert or have a client that is in this field, there will be more opportunities in the next few months.

What journalists were using the service?

In January, 55% of the journalists that sent an enquiry were staff journalists. Freelance journalists were second on 27%. They mainly came from consumer media titles (39%), followed by national newspaper and current affairs outlets on 18%. Trade, business, and professional media accounted for 12% of the requests in January.

The enquiries for a spokesperson or expert made up just under 40% of the total last month. 20% of journalists were looking for information for an article, with 11% requesting review products and 9% trying to find case studies. Seven of the top ten outlets in January were national press with the other three coming from consumer media.

Opportunities for PRs in February and beyond

There is likely to be a big increase in the amount of requests around products and gift guides for Mother’s Day (10 March). 2% of requests in January already contained this key phrase. This will in turn mean a rise in the amount of enquiries for the Women’s Interest & Beauty category. Food & Drink could also see a boost and we will see ‘Easter’ as a new keyword as journalists look to get ahead with coverage for that holiday in March.

Experts will also be in demand with February being LGTBQ+ History Month. Plus, March is both Prostate Cancer Awareness and Ovarian Cancer Awareness Month. That coinciding with coverage of the King’s cancer diagnosis means that doctors and medical experts should be in demand by journalists at both national press and broadcast outlets.

Start getting requests like these from UK journalists and broadcasters straight to your inbox by signing up for the Journalist Enquiry Service.

Want more information on getting the most out of the service? Read our advice piece ‘How to respond to journalist enquiries’.

Media opportunities for PRs in 2024

How to get press coverage in 2024: Media trends to prepare for

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The unpredictability of the news cycle means that trends in the media can be hard to anticipate. As a PR, that makes knowing when to release certain press releases, or promote a new product, even more difficult.

However, some topics are easier to forecast. For example, journalists will look to get information on back to school products from June, and start compiling Christmas gift guides in August. The way that many journalists get this information is via the ResponseSource Journalist Enquiry Service. Here is a look at what was trending with the media in 2023, and predictions for what will be popular this year and, most crucially, when.

Christmas number one

It might only be one day in the calendar year, but requests relating to ‘Christmas’ content proved the most popular last year, featuring in over 6% of all enquiries from the media to PRs in 2023. The first month that ‘Christmas’ started featuring regularly as a keyword in requests was July, becoming a top keyword each month from August onwards.

Enquiries around Christmas tended to focus around the consumer categories of Women’s Interest & Beauty, Men’s Interest, Consumer Technology and Retail & Fashion. These requests were often looking for gift guides or advent calendars.

Prepare for… another wave of Christmas-related requests in 2024. Get ready for the first flurry of enquiries from journalists in July, increasing from August. Any products, information, or experts you want to get featured in the media over the festive period will need to be ready by the summer to make the most of these opportunities.

We’re all going on a ‘Summer’ ‘Holiday’

While Christmas content is only confined to the latter half of the year, journalists are regularly looking for information about popular ‘holiday’ destinations. This featured as a keyword in just over 2% of all enquiries last year. It performed consistently well across April, May, June, and July, where it cropped up in over 2.5% of enquiries each month. Its best month was July, becoming the second top keyword on 3.7%.

It was only beaten in July by ‘summer’, which appeared in nearly 5% of all requests that month. Across the whole of 2023, in fact, ‘summer’ featured in around 3% of the total enquiries. June proved the most popular month for journalists to use this keyword, as over 7% of requests contained it, with enquiries ranging from holidays, to activities for kids during the break from school, and topics like summer skincare.

Despite the good performance of both ‘summer’ and ‘holidays’ as keywords, ‘hotel’ was even more in demand with over 3.5% requests from last year containing the word. These enquiries were usually journalists looking to stay in a hotel and review it. This helped lead to an increase in the amount of requests in the Travel category compared to 2022, with a rise of 4%.

Prepare for… travel-related content taking off from late Spring, so get your press releases and extra information ready by late March or early April. Journalists will need travel experts across the summer months to give tips and advice. Any news of new hotel openings or places to stay should remain popular throughout the year, but peak interest will be from June until August.

AI on the agenda

Artificial intelligence, or AI, has become a real talking point over the past year. This meant it was a regular keyword on the Journalist Enquiry Service too and appeared in over 2% of the total requests for 2023. Its best performing month came in November, when it appeared in over 3% of the enquiries from journalists for that month. Perhaps unsurprising, as the UK held its AI Safety Summit at the beginning of November 2023.

The consistency of requests around AI meant a good year for the Computing and Telecoms category. This increased by 6% compared to the amount of enquiries in 2022.

Prepare for… the conversation around the various forms of AI technology continuing throughout the year. It will present constant opportunities to get experts on AI featured in the press, seeing increased interest in May and November when more global summits are scheduled around its safety.

Other trending keywords

Another keyword which proved pretty consistent across the year was ‘gardening’. It made up 3% of all requests for the year, with a peak in the Spring months of April and May, where it appeared in 4% of the total enquiries for both months. However, it still cropped up regularly with journalists looking to cover what to do with the garden during Autumn and Winter, too. The Home & Garden category performed well as a result and had the fourth largest amount of requests.

‘Fitness’ also had a good year, with just under 3% of all the requests in 2023 containing the keyword. Journalists tended to focus on this topic at the beginning of the year, with just over 3% of the total requests in January, but also at the end of the year as they looked to get ahead with features, leading to it appearing in around 5% in December. The two topics usually selected when looking for experts or information on this topic, Health and Leisure & Hobbies, both featured in the top five categories in second and fifth respectively.

The category with the most requests though was Women’s Interest & Beauty, with Food & Drink coming in third place, meaning the top four categories used by journalists looking for help with their features remain unchanged from 2022.

Prepare for… consumer themes to be popular in 2024 as well. If you have any experts, information, or case studies covering women’s interest, beauty, health, food & drink or home & garden, then there should be plenty of opportunities to get them featured in the media.

Media opportunities for PRs this year

82% of the journalists that sent enquiries for PRs in 2023 were either staff or freelance journalists. 36% of them came from consumer media, with national newspapers the next biggest media type on 26%. Most often they were looking for a spokesperson or expert (37%), with requests for information for an article second on 27%. Despite consumer media being the top media type, eight of the top ten outlets using the service last year were national press.

The different percentages of journalists using the service has largely remained the same for a number of years now. It’s unlikely this will change in 2024. Any experts you have on your roster have a strong chance of being included in national press titles like The Daily Express, MailOnline and The i Paper, or in top consumer titles including Ideal Home, SheerLuxe, or Pick Me Up!

Prepare for… two major events happening this year that the UK industry will be covering in detail. In July, we have the Paris Olympics – so prepare for a boost in the sports-related requests. And in November (or in the second half of the year according to Rishi Sunak), there will be a General Election in the UK. Get ready for a demand for experts and information around the major parties’ policies, and ‘politics’ cropping up as a popular keyword.

If you’d like to know more about how Vuelio can help with your media planning and outreach, get in touch.

Why 2024 is the year to start paying it forward with your PR

White paper: Why 2024 is the time to start paying it forward with your PR

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Are you making a difference with your PR? If you’ve considered teaming up with local charities, collaborating with community groups, or fancy taking on pro-bono work – 2024 is your year to start.

‘The times are calling for bold, brave action [and] authentic, purpose-led communications is the way forward,’ said PRCA Global Ethics Council co-chair Nitin Mantri as part of the group’s 2022 annual perspective. Cause-led comms have become even more important since, highlighted as a key trend in our round-up of industry predictions for the year ahead.

‘These days consumers are far more savvy when it comes to where they are spending their money and publications sometimes have a quota to cover a certain amount of sustainably responsible brands,’ said Francesca Cullen and Rosie Lees, co-founders and directors of Nineteen94 Communications Agency.

‘This leaves a really big opportunity for purpose-driven brands to succeed.’

Not sure where to begin? Our new white paper ‘Paying it forward with your PR’ offers pointers for building purpose-driven campaigns into your comms plan for 2024.

Download the paper to learn from experts in social impact PR working across different sectors, including:

– Full Fat account director Clara Pérez Miñones and partner Paul Joseph on becoming a pro at pro-bono
– Little Red PR CEO Victoria Ruffy on the benefits of becoming a B Corp brand
– Sefton Council communications officer Ollie Cowan on ensuring unprepared voters won’t get turned away at the polling station
– The Royal National Institute of Blind People’s Lindsay Coyle and Gorki Duhra and the Commission for Victims and Survivors for Northern Ireland’s head of communications and PR Alana Fisher on fighting for legislation change

‘Paying it forward with your PR’ can be downloaded here.

For more on advocacy campaigns and cause-led comms, read our interview with GivingTuesday digital director, strategy Kathleen Murphy on how brands can give back and these four examples of brands making a difference with social impact campaigns.

How the RNIB empowers communities through advocacy campaigns

How the RNIB empowers communities through advocacy campaigns

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Want to speak up for your community in Parliament and in the press? Take note from the Royal National Institute of Blind People (RNIB), which successfully campaigned to overturn the UK Government’s proposal to close almost all ticket offices across England and Glasgow Central last year.

As part of our webinar ‘Empowering communities through advocacy campaigns’, the RNIB’s local campaigns manager Lindsay Coyle shared extra advice on making an impact and what happens after a cabinet reshuffle…

What was the most impactful and the least useful part of your campaigns?

I think for us the most impactful was social media. Just having people be able to share their own experience of arriving at a station, trying to navigate and use an inaccessible ticket vending machine seemed to get a lot of traction. RMT were retweeting us, too.

Similarly, having people talk about why they use ticket offices and being able to compile that and share as a video was great. Equally, having people write to their MP – at the Westminster Hall debate, MPs were reading out the experiences of blind and partially sighted people and we managed to reach 9 out of 10 MPs, which was pretty awesome.

Least impactful – we did try and engage with Conservative MPs who had spoken out against this but we didn’t have a lot of success with that.

How can a charity successfully campaign on the issues they are passionate about?

As an organisation, we have a very good reputation with MPs at Westminster level, backed up by polling. We are seen as a credible and trusted source of information so it’s about not doing anything that may be a detriment to that but equally being able to build allies where you can. That is possibly the reason why we were able to secure a meeting with Shadow Secretary of State for Transport Louise Haigh.

I also think it is hugely important to engage both direct beneficiaries as well as the wider public in your work. To empower individuals affected by an issue so they have the confidence and tools to make change where they wish – not only is it empowering for the individual but it also allows charities to extend their reach so messaging is carried to an even wider audience.

On a wider note, and purely a bit of a personal crusade, I think there is some work to be done around civic engagement. We want people from lower-represented/marginalised groups to be able to fully participate in civic engagement – from being able to vote, through to standing for public office – so councillor, school governor, even an MP. We need wider representation within decision making.

Be social media savvy. Use platforms in an engaging way.

Nothing can replace the power of personal stories so really use those – in the media, online, with MPs, etc.

How does the RNIB team up with other groups for campaigns?

We’re part of a number of different consortia – the Disability Benefits Consortium – who we have worked with to shine a light on the impact of the cost-of-living on disabled people. We are also part of the Disability Charities Consortium, made up of senior reps from the biggest disability charities, We have worked with them on wider issues such as feeding into the Government’s disability strategy.

We are also part of an organisation called Visionary, which is an umbrella body of organisations supporting people with sight loss – so national orgs such as ourselves, Guide Dogs, Glaucoma UK, etc., as well as smaller local sight loss charities. If an issue we are working on affects people with sight loss specifically, such as the availability of vision rehab, then we would work together through Visionary.

Additionally, we may proactively seek to work with other organisations on very specific issues. For example, for the past couple of years, we have been campaigning for improved accessibility of the built environment and have put together a guide called ‘The Key Principles of Inclusive Street Design’ which covers things such as accessible crossings, making consultations accessible. We reached out to other organisations such as Brake, the road safety charity, to ask them to endorse this guide, which they did. This then gives it more weight when we go to local authorities to press for change, as it’s seen as less of a niche issue.

What happens on your teams after a Cabinet reshuffle/times of political unrest?

We have a Public Affairs team who constantly monitor activity at Westminster. Once we know who is in which role, they tend to produce a briefing outlining each person and their background which is shared with relevant colleagues such as Policy and Campaigns, Directors, Trustees. We may then also write to welcome Ministers into their new role, particularly if there is an issue we are currently campaigning on. For example, we are working currently to push for the update to the NHS England Accessible Information Standard to be released (it has been delayed for a while) so we have written to the Health Secretary Victoria Atkins to ask her to do this, as it should be a relatively quick win – for them and us.

We are also proactively preparing for the forthcoming General Election. We are working with an external agency to get us election ready as an organisation with a communications roadmap set up, so the wider work of the organisation can be coordinated, as well as identifying key campaign moments. This will involve coordinating work with PR, policy and campaigns, social media.
We will also be looking at how we can bring our supporters into this work e.g. holding training sessions on what MPs and candidates want in the run up to a General Election. We will also have an organisation-wide manifesto.

For more on cause-led comms and making a difference, read our interview with JustGiving’s director, digital strategy Kathleen Murphy. Want more on UK politics? Sign up to Vuelio’s weekly Point of Order newsletter.

What journalists want from PRs in January 2024 and beyond

New year trends, fitness, and Valentine’s help: What journalists need from PRs in January 2024

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The start of a new year in the media often means fresh content calendars, updated feature lists,  and new projects. January is also one of the busiest months on the ResponseSource Journalist Enquiry Service as the media want experts, information, and case studies for content.

Many journalists were looking to get ahead with their content for 2024 by making use of the service in December. Here are the trending keywords and what will be popular in the media throughout January and beyond.

Final Christmas flurry

‘Christmas’ has been a keyword on the Enquiry Service since back in August. Unsurprisingly, December was no different, with final festive requests making up just under 13% of the total sent last month.

These enquiries asked for last minute Christmas gift ideas, information on how to carve a Christmas turkey, and requests  for a vet or expert on animals to give advice over dogs at Christmas. This wide variety of requests came from titles including PA Media, The Guardian, BBC Food, Prima, and This Morning.

New Year, new keyword

For the first time in four months, Christmas wasn’t the top keyword. ‘2024’ appeared in just over 13% of the total requests in December – around 0.5% higher than ‘Christmas’. It’s also an increase on last year when ‘2023’ was mentioned in 12% of all enquiries.

The majority of 2024-related requests involved trends or predictions for the new year, but also interior trends, health and wellness trends, predictions for web development, railway industry trends, food and drink trends, and much more.

Travel enquiries also proved popular for media pros looking for destinations to visit in 2024. Journos also wanted information of events, activities, and experiences, and news of new openings or launches within entertainment, food and drink, and leisure.

January’s trend pieces offer a great opportunity to get experts featured in outlets such as The Independent, BBC News, Stylist, Women’s Health, lovePROPERTY, Country & Town House, and The Times, who all regularly use the Journalist Enquiry Service.

Focus on fitness

A new year means  health-related ‘resolutions’ (a keyword that appeared in 2% of all enquiries), and ‘Fitness’ performed very well in December, with just under 5% of the total requests featuring the keyword.

On a similar note, ‘diet’ featured in 2% of the enquiries in December. These requests focused on   experts such as dieticians, doctors, and nutritionists to comment on what plans were good or what foods to eat or not eat. Plus information on certain challenges that could help with this as well, such as Dry January and Veganuary. The latter also did well as a keyword and appeared in 2% of requests too.

There was a mix of consumer titles and national press outlets sending these requests such as The Daily Telegraph, The Daily Express, The Sun Online, Woman & Home, Positive News, and Men’s Fitness. Nutrition, fitness and health are all likely to remain popular throughout January and experts across any of these fields should be able to get coverage in the media.

Which journalists were using the service?

In December, over half of the journalists using the Enquiry Service were staff journalists (54%). Freelance journalists were the next biggest users with just under 30%. The journalists mainly came from consumer media (35%) with national newspaper and current affairs (30%) not too far behind and trade/business/professional media, the third highest media type at 18%. 

41% of journalists were looking for a spokesperson or expert last month, making it the most selected enquiry type. This was followed by requests for information for an article, at 25%. Review products were third on 15% and then enquiries for a personal case study in fourth on 10%. Six of the top ten outlets in December were national press and the other four were all consumer titles.

Opportunities for PRs in January and beyond

Consumer categories such as Food & Drink, Fashion, Home & Garden and Travel are all likely to perform well in January, with trends and predictions in these areas for 2024. The Health category will likely see the biggest increase with challenges such as Veganuary and Dry January and journalists in general looking for more information and experts around fitness, wellbeing, and nutrition.

The amount of requests around Valentine’s Day will see a big boost in January in preparation for the big day, with enquiries likely to focus on products and gift ideas. With LGBT History Month in February, we could see plenty of requests for experts on this topic, too, so be ready to help the media with your contacts.

For more on what journalists want from PRs, and how Vuelio can help, here are requests from media professionals themselves at outlets including The Daily Telegraph and Marie Claire. 

The PR winners of 2023

Barbie, Airbnb, and Octopus: The PR winners of 2023

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It’s time to look back at some of the biggest PR wins this year as well as the campaigns and comms strategies that could have gone a lot better for brands, media personalities, and sports organisations making the headlines.

Bravo to Barbie’s team, Ryanair, and Octopus Energy, but there’s room for improvement from companies working with oil clients and those who still haven’t sorted out their gender pay gaps…

Amazing work from Amex, says Sarah Woodhouse, director at AMBITIOUS PR

Winner: ‘I still love Amex’s Small Business Saturday campaign. It’s purpose driven, it has a narrative, and it becomes more relevant every year.’

Could do better: ‘The example of crisis ‘losers’ comes from within our industry, Clean Creatives targeting major PR companies at Cannes who still work with oil clients despite their ESG commitments. That hit me hard as a business owner, you must really ensure your clients align with your values and those of your team.’

An A+ for Airbnb’s comms, from Sarah Danzl, CMO at Skillable

Winner: ‘A clear winner was Airbnb and its pledge to offer housing to Ukrainian refugees. In doing so, it gave a clear demonstration of its mission “to create a world where anyone can belong anywhere”. In times of crisis, being mission-driven and supporting society in a unique way for your brand can help you stand out for the right reasons.’

Could do better: ‘Silicon Valley Bank is a good example of what can go frightfully wrong when communications are vague and mistimed, or when a CEO isn’t prepped well enough for an interview.

‘The Gender Pay Gap Bot, created by Francessca Lawson and Ali Fensome, called out companies that jumped onto the International Women’s Day hashtag online without creating true gender equity in their organisations. It is a good lesson for being authentic and not DEI-washing in your communications as these things will always be found out eventually.’

Mental health campaign was meaningful for Rachel Gilley, chief client officer at Clarity

Winner: ‘A campaign that I’ve loved this year is Norwich City Football Club x Samaritans for World Mental Health Day. A visually-led campaign, which encourages individuals to check in on those around them, it reminds us that sometimes the signs are hard to spot when people are struggling.’

Could do better: ‘A campaign that could be improved upon was this year’s Sports Direct and Getty Images ‘Equal View’ campaign, which highlights the lack of diversity in sports imagery. A brilliant idea, the partnership campaign could have gone a lot further using social media to drum up user generated content to highlight the “real” face of sports fans.’

Ryanair continued to ‘kill it’ with comms, says Beth Turner, head of PR at ilk Agency

Winner: ‘Ryanair is a brand that kills it for me. They understand their offering and their audience 100% and their comms reflect it wholeheartedly. It’s funny, well-done and has that shareability factor that is always so important with PR.’

Could do better: ‘One that sticks out to me for being pretty poor this year is Ticketmaster. When every man and their dog were trying to get Taylor Swift tickets, they came under scrutiny at every corner, especially when their site crashed and they cancelled ticket sales for some of her upcoming dates. Fans were furious to say the least, and it even led to a debate in the US Senate and Taylor Swift herself condemning the company and how they handled the situation. Ticketmaster stayed relatively silent on their part, didn’t seem to care about the millions of fans left empty-handed and simply blamed ‘demand’ for their wrongdoings. That is a lesson in how not to do crisis comms!’

Barbie’s PR was in the pink, for Jane Whitham, director of Altitude PR

Winner: ‘When it comes to PR winners in 2023, there’s only one choice, the Barbie movie’s entire promotional campaign. Using every dollar of its undoubtedly colossal marketing budget, Barbie collaborated with a variety of companies – Microsoft, Balmain, and Bloomingdale’s.

‘Far beyond collaborations, Barbie’s marketing team also used the ‘Barbie Dreamhouse’ on Airbnb and a themed boat cruise in Boston. The marketing campaign was a resounding success to the extent there was a worldwide shortage in pink paint reported. Or was it just opportunistic PR?

‘Barbie’s successful campaign was also at the forefront of a global newsjacking campaign. Everyone wanted a piece of the campaign, adding their point of view and jumping on the Barbie bandwagon. Warner Bros’ not only advertised the film, but it was also used by countless other companies for their own marketing campaigns.’

Could do better: ‘On the other side, easyGroup has been flexing its corporate orange muscles for quite some time but the company’s battle with indie band Easylife leaves a very sour taste.

‘The owner of the easyJet brand filed a lawsuit this summer claiming the Leicester band’s name infringed a trademark. Unable to financially defend a lawsuit, the band changed its name. The PR machine behind easyGroup insisted the band were brand thieves.

‘The upshot was condemnation from media, musicians, and MPs. It’s also upheld easyGroup’s reputation as aggressive and litigious. It’s a definite PR own goal.’

Football crossovers were fun for Darryl Broadfoot, head of sport PR at Frame

Winners: ‘ESPN, Walt Disney Company and the NFL have set the standard in sports and entertainment crossover with Toy Story Funday Football: making sport [and live sport broadcast] relevant and relatable to a younger audience. The first-of-its-kind animated live version of the Atlanta Falcons v Jacksonville Jaguars replaced the stars of the grid with the stars of the Toy Story franchise – with the action replayed in Andy’s Room, the iconic main setting of the movies.

‘It was more than a stunt: using cultural relevance to take sport beyond its established and traditional audience, while showcasing the innovation of broadcasters ESPN as they seek to safeguard future TV audiences.’

Could do better: ‘The crisis that engulfed the Spanish Football Federation and its now former President following the FIFA Women’s World Cup final will remain a case study in how to make a crisis situation worse for years to come. The universal reaction from the progressive majority across the men’s and women’s game at least showed the journey towards equality and equity can be strengthened and not derailed in times of crisis.’

More love for Barbie and Airbnb from Hayley Knight, co-founder and communications director for BE YELLOW

Winner: ‘I mean, I can’t answer this question without mentioning Barbie! They absolutely smashed it and even small brands can learn PR and marketing strategies from the team behind it.

‘WeAre8 is a fantastic example of a brand that’s ahead of the curve. A new social media platform that helps people do good, and breaks the habit of doom scrolling. They’re marketing has been marvellous and has understood the assignment when it comes to marketing B-Corp initiatives.

‘Airbnb is also a great example of creating emotionally relevant campaigns, and we saw this in their campaign to house 100,000 Ukraine refugees, and they did this at a loss in profits, showcasing authenticity and meaning.

‘I also absolutely love the Recycle Your Electricals hypnocat advertising campaign. It ticks all of the boxes – it’s catchy, memorable, has a social impact and is outright hilarious!

Could do better: ‘I know it got a great response, but for me the Just Eat campaign with Christina Aguliera and Latto didn’t land for me. It felt dated, and a brand trying to be relevant for the sake of it. I didn’t feel like it connected to its audience and fell a little flat.’

‘And let’s be honest, we can all learn a little something of what not to do from Elon Musk and X.’

Warm feels for Octopus, from Susannah Morgan, deputy managing director of Energy PR

Winner: ‘Wins go to businesses bucking their industry norms and understanding what their customers really want from them. Octopus Energy is a great example of this. By offering customers free electricity when there is the least pressure on the network, the company is helping its customers in a way that really matters, building valuable goodwill in the process.’

Could do better: ‘This year has seen what feels like an unusually high number of reputational crises caused by the behaviour of individuals. Think BP’s Bernard Looney, and the CBI’s Tony Danker. The damage inflicted by an individual can hit at the very heart of an organisation’s culture. If bad behaviour is tolerated at the top, or the organisation deals with it poorly, it calls into question the values and ethics of the whole entity.’

Girls run the (PR) world, says Caroline Miller, founder and managing director at Indigo Pearl

Winners: 2023 was the year that women ruled the world – and boosted economies globally. From Greta Gerwig’s blockbuster Barbie movie success, to Taylor Swift and Beyonce taking live music to the masses on a scale never seen before, women are shifting the creative and economic dials. The summer of 2023 saw London turn pink with Barbiecore everywhere – the Barbie PR machine was inescapable and we were 100% there for it.’

Could do better: ‘Keeping on the female theme, one of the worst PR losers of this year was Conservative MP Gillian Keegan’s ITV News microphone rant over the Raac concrete scandal. While we don’t know what was going through Keegan’s mind at the time of the outburst, it’s PR 101 to always maintain dignity and composure in front of the media. A lesson learned the hard way, and a reminder to all PRs when briefing clients.’

Want to be a winner in PR for 2024? Take note of these 19 key trends for the PR and comms industry coming up this year. 

Vuelio's top 10 blog posts of 2023

Our top 10 PR and communications posts of 2023 

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As part of our overview of 2023, and a look forward at 2024 in PR and comms, here are the most popular posts from the Vuelio blog this year. From effective media outreach to data-driven reporting, crisis management to brand personality, here are some of your favourite guidance pieces from the last twelve months…

Want more on what’s happening in your industry? Sign up to Vuelio’s newsletters. 

1. PRs on PR: How to pitch to the media

In this best practice piece from May, we called in some of the industry’s top PRs to share insider tips on how to pitch to the media.

Categorised into preparation, creation, sending, and following-up sections, this piece has what you need to connect with journalists and get them sharing your story.

‘Gone are the days when a pitch sent to a list of hundreds of journalists would result in instant links or coverage’ said JBH’s senior digital PR manager Lauren Wilden —here is how to get results in the modern media landscape. 

2. 5 predictions for PR in 2023 

Prohibition’s founder Chris Norton added to our 15 PR and communications trends you need to plan for in 2023 post with his own five predictions for what was ahead in the second half of the year.

An increase in use of ChatGPT, the continuing popularity of influencer marketing, and even more emphasis on social media were just three of them. No mention of Elon Musk’s efforts to ‘reinvigorate’ Twitter/X, though, but no one could have seen that coming, probably… 

3. Six evidence-backed ways to survive a PR crisis 

This year has seen its share of crises across the world, as well as some difficult times for brands, businesses, high-profile personalities, and politicians that found themselves in hot water.

In this write-up of the Vuelio webinar ‘Speak Up or Shut Down: The Value of Proactive PR in a Crisis’, we examined different brand responses issued in times of trouble to find out what works and what should be avoided at all costs. Check out examples from Coca Cola, Virgin Atlantic, and more. 

4. Autumn Statement 2023 speculation

2023’s Autumn Statement was, as ever, highly anticipated by the public and press. But in a year where the cost-of-living crisis racked up financial pressures for so many across the UK, extra pressure was on Chancellor Jeremy Hunt.

Before the announcement, the Vuelio political team shared speculation from the media and high-profile politicos. Topics tackled – tax, ISA updates, fuel duties, and net zero goals. Were the predictions spot on? Check out our coverage of the Autumn Statement itself here and here. 

5. International Women’s Day 2023: How can the PR industry evolve for the better? 

Despite efforts to improve equity in PR, comms, marketing, and the media, the creative industries still have a problem with gender equality. For International Women’s Day, we spoke to women working across PR sector.

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

Don’t be part of the problem in 2024 – read the post to find out how. 

6. How to build a social presence when your audience isn’t there

Social media is a major part of almost every campaign strategy in modern PR. But with the emergence of the Metaverse, Web3,  and a myriad of tech innovations,, which ones do you invest in? How do you optimise ROI with a small or not-so-technical audience? For how to build a presence on social media, and find your audience, here is how a strong set of Insights tools can help with snapping up earned and owned content, save you time and help you smash your KPIs.

7. Getting to know you: How to build a brand personality

Trust was a key component brands and businesses had to get right in 2023, and will continue to be important for keeping customer and community loyalty in 2024. What will help? Building a brand personality consumers will want to interact with.

In this post, PR experts from agencies including Pace Communications, Sweet Digital, TeamSpirit, and Sway PR explained how to get started, from brainstorming what your brand is about to assembling your assets.

8. Tips for spotting the best newsjacking opportunities

In this guest post, strategic and creative freelance digital PR Alice James gave tips and tricks for successful newsjacking.

For keeping your own brand and your clients in the public eye, here is how to spot the best opportunities by immersing yourself in the news cycle, getting ahead of the curve, and connecting with journalists.

Once you’ve refreshed yourself with a re-read of Alice’s advice, check out tools to help, including the ResponseSource Journalist Enquiry Service. 

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

Numbers can only tell part of the story when measuring the performance of campaigns — especially when it comes to everyone’s favourite, Share of Voice. You may have gotten a lot of coverage, but what was the quality? Was the commentary passive, or even negative? Is all PR really good PR?

This post offers a five-step guide for getting started with Key Message Penetration, enabling you to measure brand awareness and assess how well your brand messages are being delivered.

10. How has TikTok impacted food and drink content and how will it dominate in 2023? 

Finally, we’re finishing up this year’s highlights with another expert op-ed from our PR and comms community. 

Hatch Group’s social media lead Jack Moore gave the lowdown on how Tiktok has influenced food and drink content and key trends for 2023. With up-and-coming influencers like Keith Lee, B. Dylan Hollis, and Mr Grubworks offering up what’s worth putting on plates, how has short-form changed the world of food and drink PR and what does this mean for the future? Jack shares his predictions and advice – take note, and, given his accuracy over the last year, get ready for a jam-packed 2024.  

To keep up with content from the Vuelio and ResponseSource blogs, sign up to our Media Bulletin, PR Pulse, and Point of Order newsletters here.

Ready for 2024? The Vuelio Insights team is here to help, with reports designed to show you gaps in your media strategy, help you hit your targets, and demonstrate your successes. Learn more here.