crisis to recovery

Moving from Crisis to Recovery

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How have comms leaders changed during lockdown and what are they doing to prepare for recovery?

In our next webinar, Moving from Crisis to Recovery, we’ll be discussing insight from the Vuelio Barometer of Comms Leaders with David Jinks, Head of Consumer Research Publications and Public Relations at ParcelHero, and Liz Slee, Head of Media at Enterprise Nation and director at the think tank The Enterprise Trust.

The Barometer explores trends in the online discussions of comms leaders using publicly available data through our sister brand Pulsar’s platform. It reveals the distinct ‘types’ of comms leaders, the shifting balance between action and recovery, and the campaigns gaining most traction during lockdown.

Taylor Bennett Foundation

Spotlight on the Taylor Bennett Foundation, with chief executive Melissa Lawrence

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Having worked in the charity sector for over 20 years with a focus on mobility and diversity, Melissa Lawrence was drawn to join the Taylor Bennett Foundation and its mission to improve ethnic diversity in the PR and communications industry.

Bringing her experience with developing education, training and employability programmes for the financial and professional services sector to the role, Melissa and her team work to mentor BAME candidates for meaningful comms careers in an industry still struggling with the issue of equality, both at the hiring stage and at boardroom level.

As every industry across the world questions what it can do to fight racial inequality within its ranks and support those harmed or held back, Melissa shares what the foundation is doing to help, and how we can all take action to make things better.

‘Only 8% of the communications industry identify as an ethnic minority,’ says Melissa. ‘That is woefully low’.

Melissa Lawrence

What originally got you into the comms industry, and why is it a great career path for your candidates?
Before I joined the Foundation, I knew very little about the comms industry. However, I did a lot of preparation for my application and the more I learnt about it the more interested I became.

Communications and Public Relations as an industry is a fantastic career option to consider. Comms can provide a great career path for our candidates because there are a wide range of opportunities to choose from.

Communications is needed in every sector and discipline; it is fast paced, there’s lots of variety in the work and most importantly, you can build a professional career and earn a good salary while doing so.

With what’s happening across the world in reaction to racial injustice, has the foundation had to rethink its strategy and focus for the upcoming months?
Our strategy and focus is still highly relevant now, perhaps more so. The Taylor Bennett Foundation has always championed equality, diversity and inclusion. We stand against racial injustices and with all that is happening across the world, we have a renewed resolve to push forward with our work. We have been delighted with the number of agencies and in-house teams who have been in touch recently, offering to work with us and donating to the Foundation.

Many brands and celebrities have been criticised over the last weeks for their responses to the #BLM movement – which responses were well-judged? And which brands should be doing better?
I think Glossier responded well, and PrettyLittleThing could have done better. But these are difficult times and difficult issues – the most important thing is to ensure that any response is made with the lived experience of those involved in the #BLM movement at its core.

What are some of the big reasons that brands need to be more focused on diversity and increasing/amplifying BAME voices?
It’s important to amplify BAME voices because they are the voices of those whose experiences have often been marginalised. You get to hear directly from people about their lived experiences and this often leads to positive changes. We are seeing real examples of this right now. Plus, many big brands do not have diverse communications and marketing teams; this is why the Foundation’s work is so important.

What should agencies be putting in place to ensure their hiring practices are fair, and to ensure candidates from a wider variety of backgrounds apply for roles at their firms?
There are a number of things that agencies could do, starting with ensuring that their opportunities are shared in a more transparent way. Many roles are often shared first with candidates that are former colleagues and friends, and on company websites or social media. There are lots of agencies in the industry and if candidates do not know who they are, it’s difficult for them to find the roles. We have a jobs page, so we can help.

For agencies thinking about encouraging diverse applications and putting in measures to do so, I encourage them to develop a thorough recruitment strategy and audit their recruitment process frequently to ensure it’s giving them the desired results they want.

How has the COVID-19 pandemic impacted the Taylor Bennett Foundation summer PR training programmes?
COVID-19 has meant that we have had to push the dates for our PR Training programmes back, so our summer programme will be shorter to accommodate our autumn programme. Also, as many offices remain closed until the autumn, the summer programme will be delivered in a virtual format. This is a first for us – there are going to be some challenges, but we are excited about taking on those challenges and making a success of the programme. We are fortunate that Brunswick, the sponsoring agency, remains totally committed to making it work and are supporting us now more than ever.

Can you share some of the big success stories from the programme?
Last year, 18 graduates went through our PR Training programme and 100% of them went straight into jobs or fixed term contracts within the industry. This year, four of the six graduates from our first programme have secured full time jobs. Three were with their host agency. COVID-19 and lockdown put a stop to the other two graduates securing roles, but I am hopeful that now things are easing, we can support them into jobs. If anyone wants to get in touch with me about those individuals, or indeed anything else about the Foundation, I am always keen to make connections.

Read more about the Taylor Bennett Foundation and its PR Training programmes here, and find Melissa Lawrence on Twitter @MLucien17.

Planning for recovery

6 steps to help with planning for recovery

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Getting ready for recovery as businesses reopen across the country? Here are six steps to help you plan your strategy, inspired by our recent study into the behaviours and trends of comms leaders in lockdown. Check out the Vuelio Barometer of PR and Comms Leaders here.

We also took advice from our webinar After the storm: Planning for preparedness post COVID-19, with guests including Hotwire chief strategy officer Chris Paxton, Fielding Communications director Kate Fielding and Question & Retain’s founder and CEO Annabel Dunstan – download the full webinar here.

1. Establish a post-crisis communications plan
This will be as important for your organisation as your original crisis communications plan. For a starting point, check out guidance from The PR Cavalry’s Nigel Sarbutts on generating leads from clients who have paused activity.

2. Listen and prepare your team
Your colleagues may have been furloughed or had a challenging time in lockdown. Check in to ensure they have the support they need as individuals to make their return to work. For advice on how to handle phased returns to the workplace, read advice from mental health professionals on how PRs can prepare here.

3. Focus your efforts
The economy and political landscape is volatile, making it tempting to keep switching focus to keep up. Make sure you evaluate what could have the greatest impact to your organisation and allocate resources accordingly.

4. Be true to your values
Now more than ever, it is essential to be authentic and keep your messaging consistent so your key stakeholders, including customers, feel reassured.

5. Review and improve
Analyse your lockdown communications and what you can learn from the experience. What if it happened again: what would you do differently? What positive behaviours do you want to continue?

6. And for more inspiration…
Check out the Vuelio webinar After the Storm: Planning for Preparedness Post COVID-19.

Pete Linsley

Cycling Blogger Spotlight: Pete Linsley, road|Theory

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Cycling has a lot of benefits aside from keeping fit – road|Theory’s Pete Linsley has met rabbits and geese, cycling legends and some freak weather conditions along the way. He’s also racked up over six hundred blog posts about the subject he loves, and published a couple of books for good measure.

If you’re planning to get on your bike this weekend, check out Pete’s top places to cycle outside of self-isolation and some sartorial tips for what to wear while you’re out there…

How did you originally get started with writing about cycling?
I started the blog back in 2013 as a kind of creative outlet; I’d always fancied myself as a writer without ever having knuckled down to learn the craft.

When Bradley Wiggins won the Tour de France in 2012 it felt like cycling here in the UK morphed from a niche weekend pastime into something more like a cultural movement, and I just saw stories everywhere. Every bike ride a mini-adventure, every pro race an epic, and loads of cool kit and personalities.

I started idly writing and here I am seven years later with six hundred blog posts to my name and a couple of books out there in the world.

What’s your favourite thing to post about and why?
I love it all. I love developing my voice and pride myself on an ability to write 500 entertaining words about any cycling related topic you care to imagine.

If pushed, I guess it’s those unexpected occurrences that happen mid-ride and become blog posts that I really enjoy. I’ve had encounters with wildlife (peacocks, rabbits, geese), shared a random mid-ride cup of tea with British cycling legend (and Tour de Franc stage winner) Brian Robinson, and survived more weather-related adventures than I’d care to remember.

How have you had to change your approach to blogging during the COVID-19 crisis?
I’ve made a point of not getting preachy about how cyclists should or shouldn’t behave. The rules and guidance on social distancing are out there for all to follow, and I’m not sure people like me adding an extra layer of judgement is really necessary. I consider my website an escape from the grim realities of the pandemic as much as possible.

However, during then current crisis much of my subject matter has briefly disappeared. As I ride my bike alone through near deserted towns and villages the world has definitely become lighter on blog-worthy incident… and there has been no pro cycling to dissect.
It’s fair to say, like everyone else, I’ve been in reflective mood.

Pete Linsley 2

What kit/equipment would you recommend people put together and take with them when cycling while social-distancing?
Be prepared for the fact that nowhere is open: no mid-ride café, and few open shops for that emergency energy drink or ice-cream. I’ve even ridden with a thermos of freshly brewed espresso coffee tucked into my bottle cage on occasion, to recreate the on-the-road caffeine hit that so often keeps me going!

As for additional equipment – face masks, other hygiene products, for example. Cyclists are a self-reliant bunch and will make their own decisions. I think we each come to our conclusions about how to protect ourselves.

Do you think the Tour De France still be able to go ahead without any issues this year?
I’d say it’s hard to predict how le Tour will pan out. A ‘behind closed doors’ edition was mooted early on, which is immediately unworkable. You just can’t prevent people gathering roadside to watch the race roll by – it’s unenforceable.

Beyond the fans, the race is usually accompanied by an entire infrastructure of thousands of staff, journalists, TV people, and other logistics – how such an operation can operate safely in a pandemic context is, right now, impossible to imagine.

I think the Tour will go ahead in some form or other, but it might well be compromised.

Can you remember your first ever bike?
Of course. Raleigh Burner BMX, in red with yellow flames down the side! I even had trousers to match – flames ‘n’ all! My career as a cyclist peaked with that bike (and those pants!).

If you could cycle anywhere right now, where would it be?
The French Alps, maybe nipping across the border to Italy from time to time.

I love the adventure and commitment required to ride in the really big mountains – the landscape is just vast – and I am a sucker for riding on roads that form the myth and legend of pro cycling. In fact, one of the great things about the sport comes from sharing the terrain with, and judging yourself against, the superstars of the sport.

Riding up Alpe d’Huez or Mont Ventoux is the cycling equivalent of playing football at Anfield or Old Trafford. Given the chance I’d spend most of my life doing just that.

How do you collaborate with brands and which kind of brands do you really like working with?
I’m open to all kinds of cycling related projects: promoting the cycling culture and experience within different areas and regions, reviewing and promoting kit and emerging technology within the industry, but most of all working with brands who have an ethos rooted in the positive impact cycling can have on individuals, and on society in general.

I love to do my bit to promote the utter joy of the bike!

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
An email approach will get a near-immediate response, and from there I’m always happy to chat/Skype/Zoom on whatever happens to be the preferred platform at a given moment!

Kit review and product promotion has become something of a staple on my site, and the more popular kit reviews are among my most visited all-time pages. In addition, I’m always happy to write more general ‘brand introduction’ type pieces where I feel there is an engaging back story.

My most memorable blogging experiences have involved travel and telling stories about cycling destinations and cultures; I am always open to the invited discovery of a hidden gem of the cycling world.

Ultimately, if a project is cycling related and I feel I can add my ‘voice’ in some creative way, then I’m all ears.

What other blogs do you check out regularly (whether cycling-related or not)?
For pro cycling, INRNG.com has no parallel. With its insight and knowledge, the site is a constant source of information and inspiration. For real life, day to day cycling, I’m a fan of thewashingmachinepost, which is quirky, eclectic, and original. Away from cycling, I’m hooked on The Red Hand Files by legendary Aussie musician and writer Nick Cave – a true artist.

Reach-the-right-influencers-with-the-Vuelio-media-database

Social (Media) Isolation – Influencer Marketing in the Time of Coronavirus

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Influencers’ audience numbers are up as lockdown forces people to spend more time online.

With bloggers, vloggers and Instagrammers still creating innovative and engaging content, is now the right time to increase your influencer marketing activity? And what’s the best way to work with influencers through lockdown and beyond?

In this webinar, Social (Media) Isolation: Influencer marketing in the time of coronavirus, we discuss the results of the Influencer Survey 2020 and collaboration best practice with Ciara Attwell, of My Fussy Eater; Elle Linton from Keep it simpElle; and Rosie Bennett, PR manager and Sarah McCann, content and community manager both from PDC Brands which includes Eylure, Dr Teal’s and Elegant Touch.

Watch the webinar to learn:

  • What your influencer marketing strategy should look like in lockdown
  • How to get the most out of collaborations
  • The best way to measure your influencer marketing success

 

Vuelio Barometer of PR and Comms Leaders

Vuelio Barometer of PR and Comms Leaders

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Vuelio Barometer of PR and Comms Leaders

Download the latest research from the Vuelio Barometer of PR and Comms Leaders, with insight from our sister company Pulsar.

Find out what type of comms leader you are, how behaviours have changed in the industry during lockdown, what campaigns are getting the most traction and why ‘action’ is being replaced by ‘recovery’.

Navigating uncertainty

Navigating Uncertainty Toolkit

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Navigating uncertainty

 

PR and communications practitioners are facing unparalleled disruption caused by the COVID-19 outbreak. The crisis is creating a unique challenge: keep stakeholders up to date with the constantly shifting political and news agenda while also adapting to new working arrangements.

Communications teams have to get their messaging right and ensure it is consistent both externally and internally, and remain true to their brand values and culture. On top of all of this, each business must keep up with the demands of the latest Government guidelines, which are evolving daily.

We have created this toolkit to support the industry. It includes the latest stats and information on the crisis, linked resources to help with everything from virtual events to staying focused while working at home, and our top 10 lessons to keep your comms effective in a crisis.

A Lovely Planet

Travel Blogger Spotlight: Hayley Lewis, A Lovely Planet

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We head Sydney-way (symbolically, anyway) to catch up with travel blogger Hayley Lewis of A Lovely Planet. Hayley sees a challenging future for the travel industry and travel blogging following the COVID-19 lockdown, but potential growth in domestic journeying, day trips and weekend breaks later in the year. So, don’t book tickets quite yet, but do start daydreaming about where you’d like to go (for Hayley, a cabin in Lapland sounds good…).

How did you originally get started with writing about travel?
I’ve always loved to travel, and friends and family would often ask me for tips on places I had been, so in 2014, I started saving the emails I’d written and decided to publish them on a blog. A Lovely Planet has grown from there.

What’s your favourite thing to post about and why?
I love putting together itineraries of trips I’ve taken. I spend A LOT of time researching before I take a trip, so I love sharing all the knowledge and experiences I’ve gained afterwards, and hopefully helping out other people who are looking to take a similar trip. I’m also a massive foodie, so love posting about food experiences, restaurants and different cuisines.

How have you had to change your approach to blogging during the COVID-19 crisis?
I’ve been focusing more on content in Australia (where I live) as domestic travel will start again much sooner than international. In some ways I’ve enjoyed having time to catch up on content that I have had on my to do list and completing tasks that I have wanted to do for a while, but the drop in traffic has been pretty disheartening and it’s challenging not knowing what the future will look like for travel and travel blogging.

A Lovely Planet 2

What kind of travel is your favourite?
I love a bit of variety. I do a lot of road trips, which generally feature some kind of adventure travel. I love being underwater, whether that’s free diving, snorkeling or scuba diving so many of the trips I take have an underwater element, but at the same time I absolutely adore city breaks. Especially when I lived in Europe and I could hop on a plane for a weekend to somewhere with completely different cuisines, a different language and culture. It feels like a lifetime ago.

How can the travel industry get back on its feet when the lockdown is over?
I think initially it will be about day trips and weekend breaks, domestically – helping the small operators and businesses. As we can travel more and as international travel starts reopening then I think people will be keen to get away, but at the same time many people have lost jobs or had a reduced income, so those trips may not be the extravagant once-in-a-lifetime trips.

If you could teleport to anywhere in the world right now, where would it be?
That’s a difficult question. Considering the lock down and how bad COVID-19 is in many parts of the world, I’m drawn to somewhere remote. I’ve been thinking a lot about a cabin I stayed in in Finnish Lapland a few years ago. It was so cosy, with a fire and a sauna and a lake nearby. I would love to be somewhere like that.

How do you collaborate with brands and which kind of brands do you really like working with?
I collaborate in a variety of ways. I often work with tourist boards on destination campaigns, with accommodation, and write reviews and posts about the places I stay. I also work with a few outdoor gear brands, like Osprey and Fjallraven, and create content featuring their products.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
It’s always great when PRs approach me – usually via email is the easiest. Then we can work out the best way to work together. It’s always good to meet face to face if possible, but as I often work with UK PRs, but live in Australia that isn’t always an option, (especially right now!)

What other blogs do you check out regularly (whether travel-related or not)?
I like Along Dusty Roads – it was a great resource when I was travelling through Mexico.

Reach-the-right-influencers-with-the-Vuelio-media-database

CIPR Greater London Group to host virtual conference to support PR practitioners during COVID-19 crisis

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Taking place on 9 and 16 June, CoronaCon is an online conference for CIPR members and PR practitioners across the sector. The speaker line-up consists of thought leaders in the world of PR and comms who will discuss how the industry has responded to the changing working environment in light of the COVID-19 pandemic.

The aim of the conference is to create a community, foster understanding and ultimately support those working across the PR industry, helping them to come to terms with how their profession has been impacted by this global crisis, and how they can prepare for the future.

Joining the speaker line up on 9 June is Vuelio’s CMO, Natalie Orringe. Natalie will discuss the findings of the Vuelio Barometer which analyses the themes, issues and behaviours dominating the public posts of 897 PR and Comms leaders during lockdown. Natalie’s session is at 5:25pm BST and tickets to CoronaCon part one are available here.

Other confirmed speakers and sessions include:

  • Jenni Field, CIPR President and Founder of Redefining Communications: How have PR agencies and industry responded to COVID-19?
  • Alex Myers, founder & CEO of Manifest Group and PR Week’s Global PR Professional 2020: How has COVID-19 accelerated and evolved the purpose economy and what is its lasting impact for purpose-driven consumer brands?
  • Tony Langham – Co-founder and Chief Executive of Lansons: It’s All About Reputation Now: Who’s Having A Good War, And Who Isn’t?
  • Ronke Lawal – Founder Ariatu PR: How future-facing consumer brands can ‘COVID-19 proof’ themselves using digital communications tools
  • Sarah Waddington – Founder of Astute.Work, former CIPR President What lessons can be learned by senior management from their response to COVID-19 and their crisis comms preparedness?

CIPR Greater London Group committee member and one of the event organisers, Darryl Sparey, said: ‘This event will give PR practitioners an opportunity to consider the impact of the current crisis on our industry, as well as contribute to charities that support those directly impacted by COVID-19. I’m confident that, by working together as a community and supporting each other through this difficult time, we can weather the storm and come out the other side even more resilient and creative than before.’

CIPR members can buy tickets for the conference for £10, while non-member tickets are available for £15. Funds raised by ticket sales will be donated to the CIPR’s Benevolent Fund iProvision and the Felix Project, which help PR practitioners affected by the crisis and feeds local communities in London by rescuing surplus food from the food industry respectively.

Brian Palmer

Cycling Blogger Spotlight: Brian Palmer, thewashingmachinepost

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‘I’ve heard it said that I can be quirky, though I don’t really see it myself. I’d like to think that any brands with which I work are gaining value. I assume that this is actually the case, since most of them still speak to me…’

Following a bit of a false start with bigging-up biking in his local paper, Brian moved to blogging and has found success among those wanting an entertaining read alongside the cycling know-how. Read on for what makes it well worth dropping by thewashingmachinepost.

How did you originally get started with writing about cycling?
When I moved to Islay over thirty years ago, nobody on the island cycled (quite literally). So I wrote an article for the local newspaper promoting the benefits and economies that could result from owning and riding a bike, to which nobody paid any attention. I wrote a few follow-up articles and discovered that many were reading for the entertainment factor, irrespective of any interest in cycling.

What’s your favourite thing to post about and why?
Rather contradictorily, I really like writing book reviews, despite being them being easily the hardest thing to do. I don’t actually understand that, myself.

How have you had to change your approach to blogging during the COVID-19 crisis?
I’ve not really had to change anything. Because I live on an island with acres and acres of open spaces, I can still cycle as much as I ever did, and see no-one for hours. So, product reviews are still perfectly manageable, though there have been fewer of those, possibly due to manufacturers and distributors playing things a bit safer at present.

What kit/equipment would you recommend people put together and take with them when cycling while social-distancing?
That’s a hard one. Taking into account my answer to the last question, I’m not sure I’m the right person to ask. However, I’d advise learning as much about the mechanical operation of your bike as possible. If you suffer a mechanical malfeasance en route, it’s hard to get mechanical assistance and remain two-metres apart.

Do you think the Tour De France still be able to go ahead without any issues this year?
I doubt the race will be issue free, particularly since it will be the guinea-pig for the Giro and La Vuelta.

Can you remember your first ever bike?
I was just talking about that the other day. It was a blue, single-speed steel-framed machine with handlebars that curved backwards that my parents bought me when I was nine. I loved it. That was replaced by a green Raleigh Twenty shopping bike, which gives you some idea of how cool I wasn’t as a teenager.

If you could cycle anywhere right now, where would it be?
I’ve always fancied riding through the Tuscan countryside, on a blue Bianchi, pretending to be Fausto Coppi. That still holds the same attraction as ever it did. One of these days…

How do you collaborate with brands and which kind of brands do you really like working with?
I like working with brands that understand they’re not always likely to get a cut-and-dried, cookie cutter review. I’ve heard it said that I can be quirky, though I don’t really see it myself. I’d like to think that any brands with which I work are gaining value from the collaboration, however brief. I must assume that this is actually the case, since most of them still speak to me.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
What I don’t want is pre-written content. I write thewashingmachinepost because I like writing thewashingmachinepost, and I’m assured I have a ‘style’ of doing so. Press releases are a means to an end, rather than an end in themselves. If it’s a product, I really need to try it myself; I’m not going to review anything based on the manufacturer’s opinion of their own stuff.

What other blogs do you check out regularly (whether cycling-related or not)?
I rarely ever read any other blogs, because then I start to second guess my own content, wondering if I ought to be more like the others. Everyone else’s blogs always seem so much more concise, professional and well-informed, and that would keep me awake at night, or spoil the weekend bike rides. I do, however, start my day with Gary Larson’s thefarside.com.

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Journalist as Author tips

6 tips for PRs from the ResponseSource Journalist as Authors series

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We’ve been gathering advice from journalists across different beats on how PRs can put together successful pitches in our How to pitch to series. Today we have more tips from writers recently interviewed for our sister company ResponseSource’s Journalist as Author series.

Featured writers in the series so far include those reporting on inequality issues, business, women’s health, lifestyle, politics and food. Here’s how they answered the question: ‘If I’m a PR professional with a story or opportunity for you, how should I get in touch?’…

1) ‘Email’s best, preferably with clear detail in the subject line so I know it’s relevant to my brief. Also anything addressed to ‘Mr Salman’ or ‘Dear Salman’ winds up in the trash (friendly tip: I know I’ve got an unusual name, but maybe check before assuming I’m a bloke?).’

Saba Salman, writer for The Guardian and author of Made Possible: Stories of success by people with learning disabilities – in their own words

2) ‘Email is best. I’m interested in fashion and beauty innovations, health angles and anything with a heavy focus on women. Just please don’t pitch me something I’ve already written; I won’t be writing it again or adding to the original piece.’

Lauren Sharkey is a journalist, author, presenter and speaker specialising in gender equality, women’s health and fashion criticism. Her first book is Resisters: 52 Young Women Making Herstory Right Now

3) ‘I can’t always guarantee responses but if it’s something that I am interested in and have time to do a proper pitch for, I’ll get back to you.’

Caroline Corcoran, freelance journalist covering lifestyle, TV and popular culture and author of Through the Wall

4) ‘You need to have something original. I get many lazy approaches from food brands claiming to be allergy friendly and just looking for publicity. Tell me what you’re doing that nobody else is doing. Tell me what gap in the market you’re filling. Show a genuine understanding of the allergic or food-sensitive consumer. Email me if you have a USP. Yet another gluten-free brownie launch isn’t going to cut it!’

Alex Gazzola, freelance writer, editor and author of books including Coeliac Disease: What You Need to Know, IBS: Dietary advice to calm your gut and 50 Mistakes Writers Make

5) ‘I don’t mean to be curt but my day-to-day work never, ever involves PRs; I have quite a small niche and even the best-intentioned PR pitches are always wide off the mark. And on the off chance that I do need PR help on something, I’ll definitely be in touch. Just please don’t email me!’

Marie Le Conte is a freelance political journalist who has worked at The Daily Telegraph, Evening Standard, Metro and Buzzfeed. She is the author of Haven’t You Heard?

6) ‘I have a distinct name, so type ‘Jon Card’ into Google to find me and I usually come up first. My namesakes are a Canadian punk drummer and a chap who works at the Imperial War Museum – I’m the one who runs Full Story Media.’

Jon Card has written about business for publications including The Guardian, The Daily Telegraph and the Times and is the author of How to Make Your Company Famous

Want more on how to pitch effectively? Check out our How to pitch to… series.

Daisy pots

Gardening Blogger Spotlight: Alexandra Campbell, The Middle-Sized Garden

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While many bloggers are having to rethink their focus and content during lockdown, Alexandra Campbell is sticking to what she knows her significantly bigger than middle-sized readership base want at The Middle-Sized Garden – ‘I blog about gardens with flowers, not veg growing or allotments’.

In today’s spotlight with Alexandra, we talk colour profiles, getting a good gardening kit together and beautiful outdoor spaces well worth sighing over while you’re stuck inside.

How did you originally get started with writing about gardening?
I’m a journalist and author. I started on the trade press, then moved to women’s magazines, where I covered beauty and homes. I went freelance, writing for newspapers and became a novelist. My publishers suggested I start blogging, so I decided to start a blog. But I thought it would be interesting to choose a topic that I myself wanted to learn about, so that I could write about my voyage of discovery, with my mistakes as well as my successes. It really started as an experiment, and six years later, it is a career.

Alexandra Campbell

What’s your favourite thing to post about and why?
I love visiting someone’s garden to interview them about what they’ve done and why. A special bonus is when I can photograph it first thing in the morning, which in summer can be 4.30am!

How have you had to change your approach to blogging during the COVID-19 crisis?
As soon as the lockdown started, I could see that many people were pivoting their online activities, often very creatively. I thought very carefully about whether to do anything different, but decided that I should carry on with my weekly blog post and YouTube video. My aim was to put all the effort into making them the best they could be. This has paid off – I had nearly 200K page views in April and there is currently an even higher spike for May. I especially had to think about whether to do more about veg growing as people are so interested in it at the moment. I did one blog post and video. The blog post attracted a reasonable number of views, but the YouTube video didn’t. YouTube is a very focused medium – you have to be absolutely clear about who you are and what you offer. This clarified things for me hugely. Now I’ve decided – I blog about gardens with flowers, not veg growing or allotments.

What are some small things people can do to change up their gardens/balcony planters/windowsill flowers while on lockdown?
If you haven’t done much gardening before, choose easy-to-care-for, inexpensive flowers, such as petunias, surfinias or pelargoniums. But restrict your colour palette for pots and window boxes to a maximum of three. That includes the colour of any foliage! So, you might have purple and yellow petunias with plain green ivy (green/yellow/purple) or pots of pink pelargoniums with trailing silver-grey helichrysum (red/green/grey). Or just lots of one kind of plant, such as Marguerites (daisy-type flowers).

For those just getting into gardening, which essential tools do they need for their kit?
You need a hand fork, trowel, garden fork, spade and secateurs. Choose good quality brands because cheap tools break. Sneeboer, Burgon & Ball, The RHS, Niwaki, Felco, Fiskars, Kent & Stowe and Okatsune are some good brands. Never buy tools in a pretty gift set, unless you know the brand. A hoe and a rake are next on the list, followed by loppers and a garden kneeler, but you can probably do without in a small garden for a while.

Most beautiful outside space/garden you’ve ever seen?
Gravetye Manor Hotel – the garden was originally designed in the late 19th century by William Robinson, whose gardening ideas still influence our domestic gardens today. It’s been brought up to date by head gardener Tom Coward – it is a really genuinely beautiful garden with excellent design ‘bones’ and superb, although often quite relaxed, planting.

Gravetye Manor

What are your thoughts on garden gnomes – cute, or creepy?
Neither. But not for me.

How do you collaborate with brands and which kind of brands do you really like working with?
I’ve cut back on my collaborations because there still seems to be lack of consistency and clarity between agencies and bloggers over disclosure and paid follow links. Google and the Advertising Standards Authority are quite clear about their rules, and I abide by them. I also think it’s important to be honest with readers. But I think it’s mad that when a blogger reviews a book or product, they have to say they were sent it free while newspapers and magazines don’t. Every media outlet should be working to the same rules, and then there would be less pressure to break them. But I’m thinking about how I could do more product and book reviews within that framework.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
I prefer an email to start with, but if I’m interested I always reply with my phone number as it’s often much easier to talk. I would only work with products that I think readers of the blog will really like, and supports gardening responsibly in terms of the environment. So, no peat-based composts, for example.

What other blogs do you check out regularly (whether gardening-related or not)?
I like That’s Not My Age by Alyson Walsh because I love her style, Jen Stanbrook on Pinterest (jenstanbrook.com) always has great tips and I read all the other gardening blogs on the Vuelio top 10 list, plus quite a few more, generally when they pop up on Twitter. And I also follow some US blogs, such as The Impatient Gardener, who I ‘met’ on YouTube.

Life In The Saddle Featured Image

Cycling Blogger Spotlight: Tim Wiggins, Life In The Saddle

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Life In the Saddle started for Tim Wiggins during a ‘mini-Olympics’ back in 2011 and continues – with slightly different content – during the current lockdown. While cycling trips with groups is out, starting out on your own is in – read on for Tim’s advice on which kind of kit should be strapped to you or your cycle before you head out, and whether he thinks Tour De France is likely to go ahead this year…

How did you originally start writing about cycling?
I set up Life In The Saddle to document my campaign to race in the 2011 International Island Games (like a mini-Olympics for islands from all over the world). That then evolved, as in September of the same year I undertook my first big touring trip — 1,450 miles through Spain and France, on a £50 steel Peugeot road bike loaded to breaking point. That was when the adventure really started…

What is your favourite thing to post about and why?
Adventures and advice. I love inspiring people with stories of bike travel into the unknown, but then also providing them with helpful content to make their own adventure dream a reality.

How have you had to change your approach to blogging during the COVID-19 crisis?
Not so much, to be honest. Just a subtle twist on the content.

Life In The Saddle 1

What kit/equipment would you recommend people put together and take with them when cycling while social distancing?
Check out this post.

Do you think the Tour De France will still be able to go ahead without any issues this year?
Questionable. I am not sure it will be welcome by communities and participants, if it does.

Can you remember your first ever bike?
Yes — a ridiculously small white mountain bike. My first road bike was this one.

Life In The Saddle 2

If you could cycle anywhere right now, where would it be?
Honestly, at home on the Isle of Wight. Check out my recent Instagram shots – it is still my favourite place to ride in the world.

How do you collaborate with brands and which kind of brands do you really like working with?
I write personal product reviews, and feature brands’ products in helpful advice posts — this is a subtle way to promote products, without it always being a review. I also author reports from events and have even done ‘behind the scenes’ visits to brand headquarters.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
I do not publish press releases, so sending generic emails about product launches etc. is not helpful. But I would be thrilled to do a personal review of a new product and take my own imagery, or visit a brand/destination in person and profile them, or take part in an event and write about it.

What other blogs or websites do you check out regularly (whether cycling-related or not)?
Cyclist.co.uk, Forbes, The Economist and Facebook Gravel/Adventure Groups.

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Working from home for the foreseeable

Working from home is working out for two-fifths of PR and communications leaders

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Fears of illness in the workplace, returns to busy commutes on public transport and disrupted working cultures – just some of the concerns causing 40% of leaders in PR and comms to continue with remote working for the foreseeable future, according to results from Carta Communications and The Pulse Business survey A Changed Industry: PR after Lockdown.

The findings of the survey, which polled 43 communications and PR leaders between 14 May and 18 May, likely echo the feelings of many currently working through the COVID-19 pandemic. 38% feared a second wave of colleagues catching the virus if offices are reopened too soon, 12% cited worries about using public transport, 24% shared concern regarding restoring their organisation’s work culture and 21% were worried that bringing teams back too soon with cause stress.

Beyond the two-thirds of respondents planning to stick with home working for the foreseeable, 36% plan a cautious return to the office, with agency respondents suggesting dates between June and September.

‘We shan’t move back to the office until ready, and we’re relaxed about that. It’s more important to protect our staff and continue to grow the business,’ said Sapience Communications director Chris Calland of plans to continue longer with remote working. ‘The main challenge will simply be ensuring we continue to win new clients as we have been doing during lockdown.’

That working from home can actually work out well for employees, results and returns is something Missive co-founder and managing partner Nicola Koronka has found during lockdown: ‘Social and mental health impact aside, our ability to deliver our work is unhindered by home working.’

Technology has helped teams keep in touch with their coworkers and clients during the lockdown, with video conferencing in particular making a marked difference (76% of respondents cited Zoom, Skype, and others as being invaluable, and 51% planning to invest further in related platforms post-lockdown).

50% believe that post-lockdown will find them in a better position to make long-term business improvements and innovations.

‘The challenges facing the industry due to COVID-19 run deeper than any that I’ve witnessed, and the industry must inevitably change as it recovers,’ said Carta Communications founder and director Matt Cartmell.

‘There may, however, be much good to come: fairer standards of remote working; stronger and more sustainable support for staff; and a more holistic engagement with technologies that will enable PR to flourish in unexpected ways.’

Read more from A Changed Industry: PR after Lockdown from Carta Communcations and The Pulse Business here.

Instagram testing new features

Instagram to test additional revenue streams

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Following rapid growth for its platform during the COVID-19 pandemic, Instagram has launched additional ways for its users to profit from the service including purchasable badges for viewers during Instagram Live videos and advertising on IGTV.

Trialing in the US next month with a small number of creators during the testing phase of the badges, plans are for these new features to be rolled out across additional markets including the UK, France, Mexico and Italy over the upcoming months.

Instagram is following in its parent company’s footsteps in adding ways for users to support creators, after the launch of Facebook Live’s Stars. Instagram’s badges will enable viewers to ‘stand out’ to creators in the comments section during live videos, encouraging closer interaction with fans.

According to the platform, video views for Instagram Live increased by 70% over the February – March period this year as people were asked to stay at home during the COVID-19 crisis.

The test 15-second ads for mobile during long-form IGTV videos will appear when viewers click to watch from previews in their feed, though the ability to skip these ads will also be tested. Revenue generated from the ads will be shared between the platform and the influencers.

‘Creators have different needs and ambitions’, said Instagram COO Justin Osofsky of the new launches. ‘Providing a variety of monetization tools is crucial in order to support all creators on Instagram, from emerging digital stars to established entertainers and everything in between.’

Interested in influencers across Instagram and other platforms? Download the 2020 Influencer Survey here.

The Blackberry Garden

Gardening Blogger Spotlight: Alison Levey, The Blackberry Garden

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‘What I enjoy most is writing about things in my garden that make me happy’ – if you’re lucky enough to have a garden to go to when you need some space, find out how to fill it with things that make you happy with The Blackberry Garden’s Alison Levey.

Grab a good pair of secateurs and read on for Alison’s gardening inspirations and some small things you can do at home to add colour to your own outside space – ‘I think, at the moment, we need the joy that colour can bring’.

How did you originally get started with writing about gardening?
I have always enjoyed writing, from when I was very young. I started writing my blog nine years ago as I was starting to really develop the garden where I live now and also reading a lot of blogs through social media. One thing led to another…

Alison Levey

What’s your favourite thing to post about and why?
I only ever write about things I enjoy, but probably what I enjoy most is writing about things in my garden that make me happy.

Have you had to change your approach to blogging during the COVID-19 crisis?
No not really, though of course I am not attending any shows or visiting any gardens for the foreseeable future. I am talking about the COVID-19 crisis and the impact it has had on my gardening and on me, but otherwise it is important to keep on keeping on.

What are some small things people can do to change up their gardens/balcony planters/windowsill flowers while on lockdown?
I would say add colour. This could be as simple as a flowering house plant or sowing some nasturtium seeds. I think, at the moment, we need colour and the joy that it can bring.

For those just getting into gardening, which essential tools do they need for their kit?
A pair of good secateurs and a trowel are essential. I also use a Japanese weeding knife called a hori-hori which is one of the best multipurpose tools I have ever had. Add a watering can, spade and wheelbarrow and then you can do most things.

Most beautiful outside space/garden you’ve ever seen?
That is a very difficult one. My favourite outside space is the Gwyllt at Portmeirion. The most beautiful garden is too close to call. I am incredibly fond of Ulting Wick in Essex, Coton Manor in Northamptonshire and Great Dixter in East Sussex.

What are your thoughts on garden gnomes – cute, or creepy?
I like a good gnome.

How do you collaborate with brands and which kind of brands do you really like working with?
I have a good working relationship with several brands. I have a very positive approach to the work I do and so brands that provide good service and high-quality products are a natural fit for me.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
Email is usually best and there is also a contact form on the blog. I enjoy visiting new places and garden shows. I also like reviewing garden related products and books. It does have to have some link to gardening, but I am not precious on how tenuous the link may be. I do not accept third party content as I write the content for my blog.

What other blogs do you check out regularly (whether gardening-related or not)?
I read quite a few blogs. Jack Wallington and The Cynical Gardener always have good content. I also dabble in dressmaking, so I read dressmaking blogs as well.

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Changing consumer trends

‘Unconsumed’ trend taking on new force during the pandemic

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This is a guest post from Rose Allerston, senior account director at Smoking Gun.

At the beginning of the year, the team at Smoking Gun sat down to carefully analyse the global consumer trends that would be impacting us and our clients in 2020. As we hand-picked those shaping the marketing and comms space and brought together our guide to the ‘stuff that hasn’t happened yet’, nobody’s crystal ball could ever have predicted the COVID-19 pandemic that was about to shake our world.

While some trends shifted shape entirely, the events of the past few weeks have clicked others into even sharper focus and relevance. One such example of the latter is a trend we call ‘Unconsumed’.

Humans have always been status-seeking creatures, but a change is happening in how we accrue and define status. In an era where sustainability and inequality are high on the agenda, consumers are seeking more enlightened modes of consumption that re-imagine, or even invert, old attitudes and priorities.

You only have to look at the explosion of people publishing on TikTok, taking up fundraising fitness challenges, running side hustles and even mastering cleaner beauty regimes to see that this trend has been propelled to new heights.

In 2019 as the ‘Unconsumed’ trend began to emerge through early adopters, we saw luxury fashion brand Ganni launch a clothing rental platform to reduce waste, flipping the status of ‘I never wear the same outfit twice’ to ‘My outfit? It’s upcycled!’. We saw Instagram trial hiding ‘likes’ in the US, and UK-based Gomi Designs enticing those usually first in line at the latest Apple launch with its audio speaker made from non-recyclable plastic bags.

Fast forward to today and we see 99-year-old Captain Tom Moore championed in every British newspaper and honoured with a Pride Of Britain Award and knighthood, as he raises over £30million for the NHS. He is one of many to become unexpected influencers in these times, as celebrities posing in designer loungewear in their lockdown mansions quickly fell out of favour.

Brands too have found status among consumers and received a media hat-tip for playing their part in the crisis effort. Dunelm has retooled a curtain factory to make medical gowns for the NHS, Rolls-Royce has made ventilators for hospitals and Strix, the world leader in kettle controls, has turned production lines over to making protective visors. Only few like Boohoo have fallen foul of the moment, with its ill-judged launch of ‘quarantine queen’ face masks, which were slammed by an NHS nurse for making a mockery of PPE.

Lockdown has certainly forced a ‘back to basics’ movement. The stuff we planned to buy on payday now seems suddenly unimportant and trivial, while any time, physical or virtual, that we can spend with those we love has taken on new value.

The ‘Unconsumed’ trend is set to soar and take on further forms still as we move through the months ahead. Embracing more meaningful forms of status has to be a good thing. The lens through which we analyse what’s important has been irreversibly altered. And as we all continue to champion the NHS, we must all hope our carers retain their rightful status as heroes for many years to come.

For more trends and insights, you can download Smoking Gun’s Trends Report 2020 here.

Guest-post-Nigel-Sarbutts

Generating fees from clients who have paused activity

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This is a guest post from Nigel Sarbutts, founder of freelance PR matchmaking service The PR Cavalry.

Clients slamming the brakes on communication doesn’t have to mean that work stops completely. Volatility is opportunity and there is a tonne of high value strategy work to understand and adapt to the emerging shape of your client’s category. If you are waiting to hear what the new plan looks like, you might not be part of it.

The critical first step to help your client shape their future is to organise your own thoughts. The comms agenda needs to focus on four buckets of thinking. They will ebb and flow in importance and sometimes overlap but without a structure, you and your client will waste time and opportunities.

The Here and Now – Triaging what is being disrupted in the business and category, adapting messaging and changing when and how the business communicates with stakeholders – particularly internal ones

The Start of Recovery – Pulling in market intelligence, finding the insight for scenario planning and the creation of comms and stakeholder risk registers to map probability versus impact

Imagining Leadership – Crisis is a leveller and category leadership can emerge from anywhere, allowing smaller operators to punch above their weight in comms

New Everything – Routes to market, supply chains, product and services, industry alliances, regulations. It might be easier to list what hasn’t changed. Each one of these will, in time, require its own comms strategy and tactics. Your goal is to write them.

It’s easy to think that clients have some higher level of understanding that is handed down via the brief but in a crisis, expertise and clear thinking often become separated.

The value of asking better questions has never been higher. Get across the 360-degree business impacts now. If you don’t fully grasp how changes to distribution or supply chain (which is likely to include talent or access to finance as well as goods and services) will affect your client’s ability to operate, your input to plans will be correspondingly limited.

Your capability scorecard – Be honest, no-one has faced this kind of crisis before and even a substantial agency is unlikely to have all the skills required to guide clients through every challenge they face. You need to score yourself and have a way to strengthen where you are weak.

Active listening and scoping – Have you got your listening stack up and running? This might be formal research, paid-for tools or free insight like Google Trends, plus daily news and social searches for comment from industry players.

Corporate stance – As the fog clears, does your client stand for something they can defend under scrutiny if the leadership team turn to you for help?

Innovation and challenge – Crisis makes people defensive. Do you have the skills to create a thinking space where the client and you can shut out the noise to be creative and see opportunity? Can you credibly lead the development of a 360-degree strategy and be known for flawless execution of tactics?

Broader skills – Crisis may produce business model change, M&A or rapid restructuring, which requires niche comms skills. Do you have a trusted partner (perhaps a talented freelancer) to bring in to support you?

This is an unbelievably testing time for all businesses, PR advisers included, be they agency staff or PR freelancers with the pain of rapid, forced change. There is no single route to survive and thrive but the winners in a crisis are rarely the biggest, but the most adaptable.

Pitching to finance journalists

How to pitch to finance journalists

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If you work in finance PR or have clients in the sector, ensuring you’re a useful asset to journalists is a worthwhile investment.

Whether personal finance, private equity, corporate tax, insurance or the continuing impact of COVID-19 on consumers is your bag, check out the following advice from financial journalists at the BBC, Daily Express, woman & home and other national and regional titles to make sure what you’re sharing is valuable.

1) Make your key facts clear for the journalist
‘Minimise jargon. And for those of us who are general business journalists, you could give a useful reminder at the bottom of a release of what the key jargon means (I’ll need to be reminded why I should care about MiFID II).

‘If you’re pitching with an eye-catching survey result, save me some time and tell me about your methodology: size of sample, was it self-selecting, when, in which parts of the country, carried out by…?’

Douglas Fraser, business and economy editor for BBC Scotland

2) COVID-19 continues to be a hot button topic
‘It’s very hard for any subject that isn’t about COVID-19 to get a hearing right now. Almost every article I write has coronavirus as a backdrop. Fluffy consumer press releases get short shrift. Unless, of course, they are examining consumer attitudes to you-know-what, such as how people are spending (or not spending) during the crisis.

‘Of course, there is the danger of overkill, and at some point the topic will become less urgent (I hope), but that’s how things stand for now.
‘I feel the key role of a personal finance journalist right now is to explain the practical impact the crisis is having on readers’ pensions, savings, incomes, insurance, mortgages and so on. Reactive comment to Government rule changes as we move into easing will also come in handy, helping us to pass on advice from the experts.

‘Smart press releases with expert comment that are more than a company plug (I don’t do product news) are welcome at any time.’

Harvey Jones, personal finance editor at the Daily Express

3) Practical stats will be more valuable than theoreticals
‘I would always rather use data on what people have actually done, rather than what they might be willing to do in future e.g. 30% have stopped pension payments rather than 30% are considering paying less into their pensions this year.

‘Practical comments, explaining what people should do, are always more helpful than spokespeople saying “I agree with government plans to…”

‘Finally, I prefer releases/info/commentary relevant to the content and audiences I cover, so do think about targeting your content. I specialise in personal finance, including a monthly column of money-saving tips for Woman&Home magazine and my blog, Much More With Less. I’m never going to cover the far reaches of cryptocurrency, CBD oil, plastic surgery and luxury yachts (just a few examples of releases I’ve received recently!). However, I’d be delighted to receive angles on money matters relevant to 50+ women.’

Faith Archer, financial columnist at woman & home

4) Target the right data to the right journalist
‘A good press release should look like a news article. Subject line should get straight to the point and be clear what the story is. Ideally, the email will have a couple of bullet points up top summing up the main topics in the release. If the PR has the data, tailoring these for sector journalists will likely yield more results.

‘On the negative side, I really don’t like the new trend for clickbait subject lines to try and trick you into opening the mail. What’s more, following up on an email with a phone call or another email (unless it’s being sent again after embargo) really just takes up people’s time. I appreciate some agencies have targets on the number of journalists they need to contact, but it just sours the relationship.’

Damian Clarkson, editor of loveMONEY

5) If your pitch is relevant, the journalist will consider it
‘I have no problem being sent finance-related content but I don’t always have the time or opportunity to respond. I often feel quite guilty about this as I understand what goes in to making a decent pitch.

‘However, provided an email appears relevant, then I’ll always read it and if I believe we can do something with it, will get in touch. Conversely, if the subject matter starts to include all manner of topics, I’m less likely to open it – and future emails, too.

‘As I’ve run my own business for several decades, I’m always interested in speaking with people looking to expand their presence in the personal finance sphere, especially in print. In my experience, this is often a productive aspect (for both parties) of relevant pitches.’

Peter Sharkey, finance columnist for the Eastern Daily Press (EDP)

6) Save the features list (and details of what you’re offering)
‘Have an idea of the publication you are pitching a story to. What do they cover? Just look at their website and do some homework. Some look at our editorial calendar and offer comments for our stories, since we do not accept bylined articles unless specifically assigned to our writers. Some homework is necessary.

‘Finally, if you pitch an event, a Zoom conference call or something similar, make sure we understand who you and your organisation are. Do not take it for granted! The new pitches landscape is filled with 20 hours a day of potential webinars, webcasts and so on. We choose some, just a few, based on content, quality of speakers and the organisation sponsoring it.’

Andrea Fiano, editor of Global Finance

7) Offer a greater breadth of data (geography, gender, etc.)
‘Always ask for the feature subject list and, armed with that, offer relevant stats/products/quotes.

‘Work up case studies and pics. They really help to create a feature. Make the case studies as geographically spread as possible and ensure at least half are female (as finance tends to be such a male-orientated subject).

‘Where possible, have some interesting non-UK info to place the UK in context, particularly the G7 and EU.’

Conal R Gregory MW, personal finance editor for the Yorkshire Post

Do your research to pitch the right content to the right contacts with the Vuelio Media Database.

Cate St Hill

Interiors Blogger Spotlight: Cate St Hill

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‘I really believe there’s a strong connection between our wellbeing and our surroundings,’ says interiors blogger Cate St Hill. If your surroundings aren’t quite right for your wellbeing right now, read on for some advice on changing things up from one of the top ten interior design bloggers in the UK.

How did you originally get started with writing about interior design?
I was working as a journalist for an architecture and design magazine and could see the tide turning towards the digital world. The print world was shrinking and I couldn’t see much progression for me. I wanted to create an online space that was completely my own, where I could write about my own passions for interior design and share a more personal insight into the house I was slowly transforming into a cosy home.

What’s your favourite thing to post about and why?
I really enjoy writing about the little DIY projects and changes I make in my own home. My home is where I’m most creative and where I can express myself – I really believe there’s a strong connection between our wellbeing and our surroundings. That doesn’t mean I’m constantly changing things up according to the latest trend, I prefer to take a slower, more considered approach, so that my home can evolve with my mood or the seasons. I want to show that it doesn’t take much to make a calm sanctuary – good design should be accessible to all.

How have you had to change your approach to blogging during the COVID-19 crisis?
It hasn’t changed too much really. As people are spending more time in their homes, I hope that they might turn to blogs like mine for inspiration on how to make the most of their surroundings. I’ve been focusing on creating uplifting content for those slow moments at home, for instance, with soothing playlists and a design quiz.

What are some small things people can do to change up their interior decor while on lockdown?
I think it’s a great opportunity to have a declutter and get organised. I’ve been cleaning out my kitchen cupboards and reconsidering the things in my wardrobe – it doesn’t take much, but it feels so good once it’s done and everything is in its place. Reassess how items and objects make you feel, and think about how a space could be refreshed to work better for you – it might be as simple as moving the furniture around slightly or restyling your bookshelves. When a big project like redecorating a whole room feels overwhelming, it’s good to start with the little things.

What have been some of your favourite interior design shows?
I was obsessed with Changing Rooms and Grand Designs when I was younger, I think that’s probably where my love of interiors first developed as a young teenager! Now I’m probably more likely to be following people’s renovations on Instagram than watching TV.

Any particular houses/rooms/furniture from film/TV/real-life that you covet?
The house in I Am Love, a film set in Milan by Luca Guadagnino starring Tilda Swinton. It’s a real house called Villa Necchi Campiglio and it’s normally open to the public for visits. It has this beautiful, botanical glass room with a curvaceous green sofa and a perfect little swimming pool outside.

Which home décor trends from the past do you hope will make a comeback?
I keep an eye on trends but I don’t tend to adhere to them too closely, I prefer to create spaces that are timeless and can stand the test of time. I think you’ve got to think carefully about what will work for you, not just what looks good in a magazine.

How do you collaborate with brands and which kind of brands do you really like working with?
I collaborate with brands to create inspiring content in the simple setting of my own home. I like to show how a product can fit into a pared-back, minimalist home and share styling tips that my followers can apply in their own home. I love working with like-minded brands who value sustainability and design built to last.

For PRs looking to work with you and your blog, how would you prefer they approach you and with what kind of content?
A friendly email introducing themselves and the brand in clear, simple terms is always a good start. It’s easy to miss an Instagram message. I prefer building up long-term relationships with brands that I really connect with. This might be a series of blog posts or Instagram posts over a period of months or even years. It helps build an element of trust between both the blogger and the brand, and the blogger and their audience. For instance, I’ve been working with IKEA for the past three or so years, they’re always really open to ideas and happy for me to take the creative lead.

What other blogs do you check out regularly (whether interiors-related or not)?
I’ve recently discovered The Good Trade, which is focused on sustainable living. I also like Jessica Rose Williams for minimalist tips, The Frugality for affordable style and frugal living, Coco Lapine Design for dreamy interiors, Hannah Bullivant for styling tips and floral inspiration and Canadian blogger Lee Vosburgh of Style Bee for simple outfit inspo.

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