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Automisation, digitisation and decarbonisation: Logistics Business’s Peter MacLeod on what is ahead for the logistics sector

February 28, 2023/0 Comments/in PR Pulse, Journalist Spotlight Press and Bloggers, Media Database, Media Analysis Blog Posts /by Phoebe-Jane Boyd

‘Our readers are looking at ways to improve the way they run their businesses, so are interested in the technologies and strategies used by their peers,’ says Logistics Business editor Peter MacLeod.

Covering subjects at the top of the agenda in logistics right now – the labour shortage, how to counteract high energy prices, and meeting environmental targets – Peter and his team are focused on keeping the sector informed of any potential trouble ahead and helping them to move forward:

‘Improving the bottom line is always top of the list for the logistics field, so anything that optimises their operations – whether that’s increasing automation levels or finding smarter ways to better utilise available space or reducing vehicle movements – is of interest to them’.

Read on for trends you need to be aware of when planning logistics-related campaigns and how you can work with Logistics Business.

How has the logistics sector changed since you’ve been covering it?

When I first started writing about logistics in the early noughties, the warehousing sector was dominated by the forklift truck and racking manufacturers. The majority of operations were performed manually – automated fulfilment systems were only really aimed at high-volume retailers. The advent of ecommerce changed everything, with the big warehouses that were previously configured to send pallets of goods to retail stores having to reshape their operations to satisfy the demands of individual consumers. This is where automation really took off, giving birth to a sub-sector called intralogistics – the technology of warehouse fulfilment. Believe me, there’s considerably more complexity required in a warehouse sending a single item to a single recipient than one sending a pallet of identical boxes to a supermarket.

How do you see the impact of supply chain issues evolving over the next few years in the UK and beyond?

Logistics businesses have been knocked by a series of situations beyond their immediate control – the ash cloud, the ship blocking the Suez Canal… as well as those issues affecting all sectors, such as the war in Ukraine and the shortage of chips (no, not those chips!). That has led them to invest in ways to increase their resilience to these factors, including deploying automated and robotic solutions with greater flexibility. Among the most popular strategies is to look at the supply chain from end-to-end rather than its individual functions, with a rush to digitisation offering unprecedented insight using previous trends as a model for coping with future disruption.

What are the other big trends for the logistics sector this year?

The aforementioned challenges are driving businesses to be increasingly sophisticated in supply chain planning. Another area where vast gains can still be made is the last mile – the incredibly vital link between the supplier’s depot and the consumer’s front door. There are huge challenges here, and a more collaborative approach in this area is certainly on the cards – surely we’ve all seen rival courier vehicles running up and down the same streets at the same time? Soon, we’ll be saying ‘What were we thinking?’. And, of course, there’s a huge drive towards decarbonisation driven both by upcoming legislation and consumer demands.

Are logistics companies doing enough to incorporate net zero goals into their planning, in your opinion?

Any business ignoring the impact they make on the environment will soon be driven out of business, so the simple answer has to be ‘yes’. However, logistics is a really difficult sector, as it is heavily reliant on transportation such as shipping and HGVs. Many in the sector have pledged to reach net zero ahead of legislative targets, but many others are unable to make significant progress due to infrastructural restrictions.

For example, a central European delivery company has just ordered a huge fleet of diesel lorries because the majority of its country’s electricity is generated by burning coal, and so it figured it would use more carbon to go electric.

What information from PRs is useful for the magazine and the website, and how would you prefer they get in touch?

It’s always a challenge for PRs to give every editor what they want when they want it in the way they want it! I am not alone in spending a good part of the day going through emails, some of which are nothing to do with logistics, and it’s sometimes hard to pick out what’s relevant and what isn’t – nearly everything is now described using terms such as ‘leading’, ‘game-changing’ or ‘unique’!

For the magazine, I’m looking first and foremost for something exclusive to us that will offer readers genuine insight, and which is not just a plug for a particular product or service. It’s a pleasant – but increasingly rare – surprise when my phone rings and a PR is pitching an idea to me, wanting to learn more about the audience, wordcount, deadline, imagery, etc. Of course, the magazine is restricted in size by its physical proportions, so we will always give priority to those companies who are willing to engage with us commercially – we offer an incredible amount of options to suit every marketing budget – but if an article is strong enough to stand up on its own, then let’s talk.

What do PRs need to know about the logistics industry that is unique to the sector – does it have big differences to other industries?

I think the same values apply to all industries – businesses want to know how they can be more profitable, how they can attract and retain staff, how they can reduce their environmental impact, and how they can gain an edge on their competitors. With logistics, the challenges are sometimes a bit more complex, as they seem more susceptible to disruption from geopolitical influences as well as changing consumer habits. I believe the logistics media plays a part in helping them keep abreast of these challenges and helping them stay competitive.

How far ahead do you plan content?

I come from the good old days of magazine publishing, when a monthly magazine would have pages and pages of news. Today, if it’s news, it goes up on the website. Being a quarterly publication, I effectively have up to three months to plan each edition; in reality, with all the other activities I’m involved with such as podcasts and webinars, the window is much narrower. Every issue we cover all aspects relevant to our sector, and therefore do not publish an editorial calendar. If there is a customer referenced in an article, then it can often take a while to get their approval, which shreds the nerves around deadline time.

You also co-host the Last Mile Prophets podcast with Marek Różycki – what extra subjects does the podcast give you the space to cover that Logistics Business Magazine perhaps doesn’t?

Logistics Business and Last Mile Prophets are two unconnected, separate entities. I am a freelancer, so treat them both as valued clients. Last Mile Prophets is a venture where Marek and I chat about the challenges faced by parcel carriers in fulfilling the last leg of the delivery chain. Readers of Logistics Business are not too interested in delivery lockers at the end of your street, whereas Last Mile Prophet listeners don’t much care for fork lift trucks! It’s great fun – Marek and I have good chemistry, and we are building a good following so far. We both feel there is more to come from this brand than a podcast or webinar, so we could be moving into very interesting places in the future.

Which logistics brands are doing a good job when it comes to sustainability and environmental considerations?

I am loath to name specific companies, as some are much better at shouting about their success in this area than others. But there are certain businesses where you totally believe that environmental issues are taken into account with every step they take, whereas with others it seems like tokenism or a last-minute addition – almost as though someone in marketing has barged into the boardroom and said, ‘Oh, and where’s the green angle here?’

Find out more about Peter MacLeod and Logistics Business on the Vuelio Media Database.

Want more from the logistics industry? Read our interview with Logistics UK’s Matt Harrington here.

Food & drink forecast: 2023’s biggest trends

February 21, 2023/0 Comments/in PR Pulse, PR, Communications, Media, Food Media Database, Media Monitoring, Media Analysis, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

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

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

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

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

Value for Money

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

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

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

The tinned fish revolution

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

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

Conscious choices

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

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

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

New alternatives for non-dairy milks

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

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

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

A nod to nostalgia

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

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

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

English wines

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

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

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

Plant-powered pasta

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

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

Paper drinks bottles

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

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

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

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

6 tips on fighting medical misinformation

6 pointers for PR professionals tackling misinformation on the front lines

February 20, 2023/0 Comments/in PR Pulse, Politics, Health, Communications, Media, PR Club, Public Affairs Political Services, PR, Political Database, Press and Bloggers, Media Database, Media Monitoring, Media Analysis Blog Posts /by Phoebe-Jane Boyd

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

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

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

1. Be vigilant with AI tools

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

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

2. Stay transparent

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

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

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

3. Allow open conversation to avoid mistrust

‘Although witnessing medical misinformation being spread can be frustrating, especially as a healthcare professional, it is important to remain understanding as to why some people may hold irrational beliefs. Mocking them for having these views, or suffocating any conversation around them, can lead to a further level of distrust between the general public and professionals within the pharmaceutical industry, which can further fan the flame of misinformation.

‘It is important to target misinformation with education and critical thinking – after all, social media regulation will not stop misinformation from being spread in the long-run, as people will find other ways to do this. Changing the way people take in information and educating them on how they can validate information before believing it directly must happen, too.’

Carolina Goncalves, superintendent pharmacist at UK pharmacist Pharmica

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

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

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

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

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

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

‘Re-evaluate your assumptions about what people will engage with. Mental health is a big concern, for example – so consumers may be more likely to engage with content about mental wellness, compared to physical wellness.’

Helen Fitzhugh, associate director, Healthcare at Kaizo PR

6. Be responsive to international events to fight fake news

‘One advantage we have on misinformation is that it rarely falls out of the blue – it tends to spike in response to unfolding events. Extreme weather events, global conflicts and public health crises are all areas where misinformation can thrive. We’d recommend keeping an eye on countries that have elections coming up, too.’

Shayoni Lynn, founder and CEO of Lynn

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

Trends in financial journalism PRs need to know about

Trends in finance journalism PRs need to know about

February 14, 2023/0 Comments/in PR Pulse, PR, Communications, Media Press and Bloggers, Media Database, Media Monitoring, Media Analysis, PR Blog Posts /by Andrew Strutt

Everyone in the UK has been impacted in some way by the cost-of-living crisis that has rumbled on for nearly a year now. From energy bills to mortgage payments to the interest rate; it has all been increasing in price. This has put a massive strain on households and forced people to look more closely at their budget and savings.

It has also, understandably, gained a lot of attention from the media with national newspapers, broadcast media and consumer titles all keen to cover the impact on the general public and give advice on how to cope during these difficult times. We decided to find out what journalists have been researching within this area by looking at requests for the Personal Finance category on the ResponseSource Journalist Enquiry Service over the last few months.

Personal Finance has really increased in popularity. Between October and November, we saw a 27% increase in the number of requests for this category and between December and January, an even bigger rise of 39%. Overall, over 3% of all requests have included the Personal Finance category in the last four months.

It also corresponds with ‘Cost of living’ being a regular top key phrase. Since September, at least 2% of all enquiries on the service each month have included these words within their request. If we look at requests just within the Personal Finance category, then 11% of all enquiries from journalists have included this phrase.

Many requests have looked to get case studies, with several of those coming from broadcast outlets such as 5 News and ITV News. One looking for a single person struggling to pay the bills due to the cost of living and another wanted to find out the impact of the crisis on students. If you have any clients with first-person accounts of how the cost-of-living crisis is affecting their daily lives, then there should be plenty of opportunities to get these featured.

National newspapers like The Sun, The I paper and The Daily Star have also sought to cover this topical issue. These enquiries have been more for general information covering budgeting for a wedding, free fitness activities and what customers can do to help pubs avoid closing early, to name but a few. Meanwhile, trade titles such as HR magazine have wanted more practical advice, like how to avoid payroll issues in the cost-of-living crisis.

Despite ‘cost of living’ being such a popular phrase in the media and on the enquiry service, the top keyword within the Personal Finance requests in the last four months has been ‘finance/financial’ appearing in 21% of all the enquiries.

Requests with these keywords have tended to look more for a spokesperson or expert and covered both consumer and trade titles such as Raconteur, Money Marketing, Closer, Global Finance and Money & Finance magazine. They have looked for finance/CFO expertise, personal finance experts, financial advice and for a money/finance expert. All of these give a great chance to get clients who are experts in their field featured in leading magazines and websites.

One of the words mentioned in those requests above, ‘money’, also performed well in the Personal Finance category between October and February, featuring in 19% of all requests. Again, numerous requests were looking for experts but there was also a focus on getting information about saving money. These varied from saving money on a renovation, saving money when doing laundry plus general requests around saving money over Christmas and in the January sales.

‘Saving/savings’ also performed well as a keyword too, appearing in 7% of all Personal Finance requests. National titles like the Daily Mirror and Daily Express submitted requests with these keywords as well as consumer titles such as Woman’s Own and Real Homes.

Within the cost-of-living crisis, one of the major concerns for people has been the rising energy bills and that has been reflected on the service with ‘energy’ as a keyword in 8% of all Personal Finance requests.

The Express.co.uk looked for an energy bill expert to report on gas boilers possibly being banned while The Daily Mirror wanted a case study of someone that invested in green energy years ago and is now seeing the benefit.

The other issue that has arisen over the last six months or so has been with mortgage rates increasing. ‘Mortgage’ as a keyword was in just over 3.5% of the enquiries between October and February as journalists look to get information on the latest rates as well as expert opinion from mortgage brokers and advisers. Requests came from titles including City A.M., The Daily Telegraph and Property Investor.

There has also been a lot of concern over pensions and the triple lock and with the cost-of-living crisis, some people have been forced to come out of retirement due to financial uncertainty. ‘Pension’ and ‘retirement’ both performed well as keywords at 7% and 2% respectively. Titles including Pensions Expert and The I paper were looking for experts and advice on pensions while Law360 and The Sunday Times asked for case studies of people coming out of retirement.

Keywords such as ‘banking’, ‘insurance’, ‘investment’, ‘inflation’ and ‘interest rate’ were all present in at least 2% or more of all Personal Finance requests. This shows there is plenty of opportunity to get clients featured in prominent outlets, whether they specialise in mortgages or pensions or insurance.

Overall, within the Personal Finance category, 46% of all the requests in this period were looking for a spokesperson or expert. Personal case study was the next most popular choice at 27%, followed by information for an article in third on 24%. The requests were dominated by National Newspaper/Current Affairs outlets with 46% from them and Consumer Media second on 29%. Trade/Business/Professional Media was third on 14% with Radio and Television fourth on 5%.

With energy companies due to hike their prices up in April, the cost-of-living crisis is unlikely to be going away anytime soon. That means journalists will be covering this issue closely, needing advice and experts to comment on what this will mean for consumers. The knock-on-effect is that people will have less money in their budget and will need to make savings, meaning these keywords will continue to appear in requests and provide more chances to get clients out in the media.

To receive relevant requests from the UK media straight to your inbox, find out more about the ResponseSource Journalist Enquiry Service.

For more, find out why it can be more effective than #JournoRequest and the right way to reply to journalist requests.

Interview with Logistics Magazine editor Matt Harrington

An industry on the move: Logistics Magazine editor Matt Harrington on what is happening in logistics

February 8, 2023/0 Comments/in PR Pulse, Journalist Spotlight, Media Media Analysis, Press and Bloggers, Media Database Blog Posts /by Phoebe-Jane Boyd

Supply chain issues, the cost-of-living crisis, fluctuating fuel and energy prices – the logistics sector is facing its share of challenges this year.

Helping to keep the sector informed of what is on the road ahead is Logistics Magazine, which goes out to over 23,000 Logistics UK members and senior businesspeople in the logistics sector each week.

‘In my seven years as Editor, I have never ceased to be amazed at the truly dizzying array of issues that interest our readers, from the Northern Ireland Protocol to tyre husbandry – and everything in between,’ says Matt Harrington, covering an industry that has had to be increasingly flexible over the last few years, with more change on the way:

‘Before COVID-19, Logistics Magazine was a monthly membership journal, which was chiefly distributed as a print title. Following the pandemic and the widespread shift to digital news consumption, it has evolved into a searchable online web portal. In its first two years, our digital portal received more than a quarter of a million visits, quickly becoming an essential repository for news and views on the industry.’

Read on for insight from Matt on the trends coming up for logistics – sustainability, shifting perceptions and innovation.

How has the logistics sector changed since you’ve been covering it?

In the seven years that I have been covering the industry, logistics has undergone a transformation. Previously something of an invisible sector, first Brexit and then the COVID-19 pandemic shone a spotlight on the industry like never before, leading to a much greater appreciation by the general public of how integral the logistics sector is to their daily lives.

The other big development is decarbonisation – seven years ago it was perceived to be something of a niche or side issue. Now, with the deadline for ending the sale of petrol and diesel vans just seven short years away, I would argue that decarbonisation sits at the very top of the industry’s agenda.

How do you see the impact of supply chain issues evolving over the next few years in the UK and beyond?

The IMF recently issued a warning that it expected the UK to be the only major economy to shrink in 2023. So, we’re in very uncertain times, not just for logistics but every business sector in the UK economy. Logistics has a reputation for being adaptable and resilient, and given that many areas of the sector, such as food retailing or supplying pharmaceuticals to hospitals, are essential services it seems reasonable to assume that the industry will weather the coming storm better than most. However, logistics will not be immune from any wider economic slowdown, so it’s likely that it will not continue to grow at the same pace.

What are the biggest trends for the logistics sector this year?

The scarcity of skilled workers continues to be a significant issue for the logistics industry. While we may be on the cusp of a recession, the labour market remains extremely tight in the UK with a dearth of skilled candidates.

In the autumn of 2021, the sector faced an acute shortage of HGV drivers. Now that crisis has eased, but the problem has shifted to a shortage of mechanics and technicians. That’s partly because many mechanics have C+E driving entitlement so can command a higher salary as a driver. This follows the law of unintended consequences – where plugging a gap in one part of the sector leads to shortages elsewhere.

So, we must battle for talent with a number of other business sectors, many of whom may appear more superficially appealing to a younger demographic. That’s why Logistics UK, in partnership with the Chartered Institute of Logistics and Transport, launched the industry-wide Generation Logistics campaign last year – to help shift perceptions of the sector.

Are logistics companies doing enough to incorporate net zero goals into their planning?

Getting ready for decarbonisation is going to be a key challenge for 2023. Businesses need to make it integral to their future planning and ensure they have the finance available to fund new vehicles, new technology and new infrastructure. If they need to upgrade the electricity supply to their depots, they also need to secure the necessary agreement with their landlord. And if they are thinking of taking a new warehouse, they need to consider whether it is futureproofed for a decarbonised fleet.

What information from PRs is useful to Logistics UK and the magazine, and how would you prefer they get in touch?

As the house magazine for a national trade body, Logistics Magazine is unusual in that it already has a ready supply of news stories and features on the key policy issues affecting the sector. For press releases to cut through, they need to be reporting something of wider significance, such as the key finding of a large survey or the launch of a landmark report.

What do PRs need to know about the logistics industry that is unique to the sector – does it have big differences to other industries?

Logistics is a fast-moving industry (both literally and metaphorically). It is also extremely responsive to whatever is happening in the wider economy. Technology and innovation have an increasingly large role to play in the industry’s transformation, particularly in the coming years as efforts ramp up to decarbonise and automate freight activities.

Which logistics companies are doing a good job when it comes to sustainability and environmental considerations?

Many of our 20,000 members place sustainability and environmental issues at the heart of their logistics activities, and many others plan to do so in the near future.

In 2021, Logistics UK launched a Route to Net Zero campaign and was delighted that so many of its members opted to join. They included high street retailers, local authorities, parcel couriers, utility companies, as well as more traditional haulage firms. Businesses of all sizes too – great to see.

Find out more about Logistics Magazine on the Vuelio Media Database – request a demo here.

22 Valentine’s Day Social Media Post Examples for Brands

January 26, 2023/0 Comments/in PR Pulse, PR, Communications, Media Media Monitoring, Media Analysis, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

This is a guest post from Bottle PR‘s lead creative Laura Santillana.

Are you just a brand standing in front of a follower asking them to love you?

With Valentine’s Day just around the corner, love is in the air and chocolate is in the aisles. It’s also the perfect opportunity for brands to get in on the love fest and connect with their audience in a way that’s both creative and heartwarming.

If you’re a brand looking to create a buzz on social media this Valentine’s Day, you’ve come to the right place. Bottle PR have rounded up 22 examples of Valentine’s Day social media posts that’ll make Cupid himself say ‘damn, that’s clever’. From punny graphics to inspirational messages, these examples will give you the spark you need to create posts that’ll make your audience swoon.

Create Valentine’s Day cards

It’s time to spread the love, and what better way to do it than with the sultry tone of your brand? Not only will you be building brand awareness and recognition with content that’s as unique as your brand, but with followers sharing, commenting, and reposting, you’ll also be setting hearts aflutter with increased engagement on social media.

Host a V-Day giveaway

Social media competitions and giveaways are the ultimate way to get your followers’ hearts racing (and thumbs scrolling), with Valentine’s Day being a great seasonal hook to wrap them around. Encourage them to like, comment, and share, and watch as engagement on your channels soar. Not only will you be boosting your brand’s visibility and reach, but you’ll also be giving your followers a sneak peek at the goods you have on offer. So, let the games begin and may the best follower win.

Celebrate self-love

Valentine’s Day is not just for lovers, it’s for self-lovers too. By encouraging your followers to prioritise self-care and wellbeing on this holiday, you empower them to take charge of their own happiness. Not only will this foster a positive association with your brand, but it also opens the door to connecting with a wider, more inclusive audience. Go ahead and give your followers a gift they can truly appreciate – the gift of self-love.

Share a smile

Who says Valentine’s Day has to be all lovey-dovey? Throw a little humour into the mix to humanise your brand. Share a meme, or create some light-hearted Valentine’s Day antics, and suddenly you’re more relatable than a heart-shaped pizza. Just make sure the humor fits your brand’s tone of voice and you include your key brand codes so everyone knows it’s your brand behind the lols when they inevitably share it.

Shareable quotes

Quotable, much? Nothing says ‘we understand you’ like a perfectly curated quote that hits your followers right in the heart. Get your audience feeling all the feels by sharing quotes that strike a chord with them. And don’t just grab any old quote off the internet, make sure it’s tailored to your target audience and fits with your brand’s tone of voice.

Roses are red

Feeling a little lost in the Valentine’s Day shuffle? When in doubt, keep it simple. The colour red is often associated with passion, energy, excitement, and – you guessed it – love. If none of the above feels suitable to your brand or audience, a simple pop of red or pink gives a nod to Valentine’s Day while enabling your brand to continue with its regularly-scheduled content.

And there you have it, a plethora of Valentine’s Day social media post ideas that will make your brand stand out like a red rose in a field of daisies. Whether you’re punning it up, promoting self-love, sharing memes, or painting the town red, these ideas are sure to make your followers fall head over heels for your brand. So, grab a glass of wine and get to planning, Cupid’s got nothing on you.

For finding the right influencer for your social media campaigns this Valentine’s Day and beyond, check out the Vuelio Media Database (and make sure they are definitely right for your brand with these pointers on picking your brand ambassadors wisely).

What is coming up for the energy sector?

What is in store for the energy sector this year?

January 25, 2023/0 Comments/in PR Pulse, PR, Communications, Media Media Monitoring, Media Analysis, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

Mid-2022 was a fraught time for the energy sector as Ofgem demanded companies do more to help customers struggling to pay their bills and keep their homes heated. Energy brands had to do better when it came to honouring their responsibilities to the public and communicating the support available.

With 2023 promising to be another financially-difficult year for many, here is insight on what is to come as well as how to plan and communicate clearly from industry experts Sherwood Power CEO Alex Hunter, SunGift Solar founder Gabriel Wondrausch and Williams Nicolson director Claire Foster.

Will supply/demand issues ease in 2023?

Not likely, says strategic communications and change management consultancy Williams Nicholson’s Claire Foster:

‘The pandemic put pressure on supply chains; logistic disruptions, and soaring energy prices have contributed to shortages and spiralling transport costs. Against this backdrop, the Russian invasion of Ukraine has exacerbated the situation adding additional pressure to the already unpredictable global trade landscape.

‘Globalisation, as we know it, is over. The frequency and severity of climate events persist and demand a survival strategy focused on autonomy, resiliency and risk management. A joined-up plan to cool a hot planet would benefit everyone, but leaders are more focused on their domestic territory right now.’

Sherwood Power is a renewable energy storage company that works with businesses to help them switch to renewable energies – its CEO Alex Hunter agrees that 2023 is going to be incredibly difficult for fuel and energy businesses:

‘The current issues with supply and demand are unlikely to change dramatically in the near future, and these are particularly difficult for fuel or energy-intensive businesses (such as manufacturing, data centres, delivery and logistics, etc.). Amid growing concerns about energy security and the ongoing rise in energy prices, we’re expecting to see more businesses make significant investments into renewable energy in 2023.’

Where things start to look more promising is increased public interest in sustainable and renewable energy… but this also comes with challenges:

‘From our perspective, we’re seeing that supply issues are easing,’ shares SunGift Solar’s Gabriel Wondrausch.

Experiencing an unprecedented surge in enquiries over the last year, the solar, storage and electric vehicle charger installer was hit by the challenges of supply and demand.

‘While certain components remain in short supply, the situation has certainly improved.

‘In fact, we’re currently deploying at our highest levels ever thanks to having an adaptive strategy in light of supply-related challenges.’

What do energy brand communicators need to know now?

‘It’s essential to keep clear lines of communication with customers from the outset, while clearly managing expectations from the first contact,’ advises Gabriel.

‘As a great deal of conflict can be avoided if people are prewarned as much as possible that there may be delays with their product or service.’

Alex advises action: ‘As investment in renewable energy becomes more common practice, companies that are not embracing renewables might find that they have to justify their inaction to their consumers – consumers that are increasingly concerned with both the rising cost of goods associated with fuel prices and the environmental impact of non-renewable energy.

‘We may also see more companies lending their voice to lobbying efforts, calling on Government to make it easier for businesses to invest in renewable energies, for example, by incentivising investment through tax breaks or access to low-cost finance schemes.’

On-going initiatives, incentives and goals are also advised by Claire Foster, co-author of The Williams Nicolson Trend Index:

‘Consider how your business can sustain success amidst a turbulent economy.’

‘Social impact encompasses long-term solutions and the overall longevity of your business. It is not necessary to reinvent the wheel, but a reassessment in production is needed as inflation and supply chain disruptions are expected to continue to rise’.

Key responsibilities for companies communicating change and possible risk to consumers?

Remember what is important to your business, says Gabriel:

‘Ongoing supply and demand issues have led us to go back to our mission statement and values.

‘We’ve remained customer-centric, inviting customers to partake in our survey to get an idea of how best we can improve our service in such challenging circumstances. This feedback has been taken forward and put into good, practical use in terms of improving procedures.

‘A few of the things we’ve prioritised with comms: working on our tone of voice, refining our customer journey, and being clear and concise in our communications. We’ve also established targets for response times to customers, in order to reassure them in the event of their installation being disrupted.’

‘The next two years will be painful so we must all play our part to make it a little less so for each other,’ adds Claire.

‘We don’t know what we don’t know. Companies must ask questions and share the answers.’

For more on the impact of the cost-of-living crisis on PR and communications, download our white paper ‘Communicating the cost-of-living crisis… A guide for charities and the third sector’.

How the pandemic changed our trust: what does it mean for health communicators?

January 25, 2023/0 Comments/in PR Pulse, PR, Health, Communications, Media Media Database, Media Monitoring, Media Analysis, Stakeholder Engagement, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

This is a guest post from Helen Fitzhugh, associate director, Healthcare at Kaizo PR.

In the past two years, consumers have been bombarded with public health information on an unprecedented scale. Over the course of the pandemic, we’ve charted consumers’ changing attitudes to sources of health information to understand who they do – and don’t – trust.

Our research reveals a number of important considerations for health comms professionals.

After surveying 500 UK consumers, we found that trust in some sources of health information had dropped significantly since 2020, with independent experts and government health advisors plummeting in the ratings.

Consumers also have shorter attention spans, consume less print and online news from traditional media outlets, and are less likely to question health information – even if it goes against government advice.

Consumers suffering from ‘health messaging fatigue’

Who would have thought, before March 2020, that we’d all become experts in virology? After living through daily updates on transmission rates, mutations, and clinical trial results, it is no surprise that we began to switch off – BARB (Broadcasters Audience Research Board) data shows that people turned to TV channels for news at the start of the pandemic and then turned away as it progressed.

The emotional stress of the pandemic may be to blame. Media consumption affects our mental health – negative news can cause distress and anxiety. People may have been avoiding pandemic news because they felt it was damaging their mental wellbeing.

Our survey found that the biggest health worry for respondents this winter was their mental health, with 39% singling this out as their top concern – ranked above Covid, colds and flu. This is particularly interesting given the headlines on the ‘twindemic’, which – you might assume – would push respiratory viruses to the front of people’s minds.

Consumers may be avoiding health news to protect their own mental wellbeing – or simply because they have had enough of virology lessons. Whatever the reason, it poses a real challenge for health comms professionals who need to engage with a disengaged audience.

Radical redistribution of trust

In 2020, consumers were quick to lose trust in a source of health information – for example, 70% would not trust information that did not come from a qualified healthcare professional. This figure has now dropped to just 51%.

Likewise, two years ago, 44% said that they would lose trust in health information that went against official advice. This has fallen to 23%.

These figures suggest that it is harder to lose consumers’ trust. This may not be as beneficial as it sounds: quite the opposite. If consumers are less likely to question the source of their health information or its accuracy, it is easier for misinformation to proliferate.

Who is in and who is out

As in 2020, healthcare professionals (HCPs) continue to be the most trusted sources of information: almost half (47%) of our respondents said they would rely on their GP, doctor, or nurse to provide them with trustworthy information to make decisions about their health.

However, as it is increasingly difficult for some people to see their GP, new information sources are plugging this gap. In 2020, only 5% of respondents said they would rely on a local pharmacist for health advice – our latest survey showed that this had jumped to 20%. Established healthcare charities and organisations, such as the British Lung Foundation, are also following this trend – with trust in such bodies up at 20%, from 9% two years ago.

The pull of independent scientists and experts has however dropped since 2020 – falling from 49% to just 29%.

So, how can you get your message across?

Revaluate your assumptions about what people will engage with. Mental health is a big concern, for example – so consumers may be more likely to engage with content about mental wellness, compared to physical wellness.

Health information that is presented as alarmist could be a big turn-off – tone matters at a time when people want to protect themselves from sources of anxiety.

Trust has shifted or consolidated. HCPs remain high on the trusted sources list, but with GP availability increasingly a challenge, consumers and patients need an alternative. Trust in pharmacists and the third sector has increased, so think about how you can tap into these sources to tell your story.

Clear, trustworthy health information saves lives and reduces the burden on the NHS – but only if you can get people to pay attention to it.

Read the full report by Kaizo PR here.

For more on trust in the health, medical and pharmaceutical space, read these posts with overviews and advice from Pharmica’s Carolina Goncalves and Lynn’s Shayoni Lynn.

Trends in UK journalism: what is happening in retail?

January 24, 2023/0 Comments/in PR Pulse, PR, Communications, Media Media Monitoring, Media Analysis, PR, Press and Bloggers Blog Posts /by Andrew Strutt

The retail sector, like many during this cost-of-living crisis, has been severely impacted. Christmas retail sales actually held up better than many expected, thanks in part to the World Cup, but analysts are predicting a tricky few months ahead as people look to save the pennies after the festive period.

But how are the media covering the current challenges that the retail sector is facing? From the on-going economic issues to fast fashion and sustainability, journalists are always looking for new angles to cover the important topics within retail. We had a look back over the last few months on the ResponseSource Journalist Enquiry Service to see what has been trending and what is coming up.

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

Since October, the Retail & Fashion category has represented 6% of all requests on the service. This makes it the seventh-best performing category, out of the 25 to choose from, and the second most popular among our users in terms of trade/professional options with only Business & Finance receiving more enquiries. It also saw a boost in the number of requests between September and October, rising by nearly 6%.

Despite being more of a trade category, the journalists selecting Retail & Fashion tend to come from Consumer Media, with 38% from that media type. National newspaper/Current Affairs is next on 22% with the Trade/Business/Professional media back on 9%. Nearly a half (48%) of the journalists submitting an enquiry are staff journos, with freelance journalists back on 18%.

In terms of what they are looking from with their requests, 35% are after review products with 23% looking for information for an article and 16% wanting a spokesperson or expert. The high number here for review products can be attributed to a large amount of Christmas requests in the period we are covering (October to December) and bloggers and consumer journalists often look to cover fashion trends for the festive period and look ahead to the new year.

When we look at the keywords and phrases that have been used within the Retail & Fashion category, ‘cost-of-living’ appears in nearly 3% of all these requests. A number of enquiries come from broadcast media with news providers such as ITV News and 5 News looking for filming locations and retail businesses on how they are coping with the cost-of-living crisis. This provides a great opportunity to get clients featured on national news and highlight how the economic downturn is affecting the retail sector.

National newspapers have also been looking along a similar line, wanting to find case studies about the impact on small businesses with requests coming from the Metro, The Daily Express and The Times. Plus, enquiries from trade titles such as The Grocer, including ‘Christmas in a cost of living crisis – impact on grocery/food and drink shopping’.

The cost-of-living crisis is a very immediate trend and concern for the retail sector but one that has been affecting this area in the longer term has been the rise in online retail and retailers. ‘Online’ was our top keyword in the last three months, featuring in 12% of all requests in the Retail & Fashion category.

This figure might be skewed slightly, as many come from online publications. However, we have seen requests from trade and national press titles around this. A journalist at Industry Dive was looking to ‘profile two businesses about online payments’ offering a good opportunity for any case studies. While the Daily Mirror looked for the ‘best boxing day sale offers – online, high street retailers and supermarkets’. This is, of course, more of a seasonal request but does contain another two keywords in ‘sale’ and ‘high street’. The former made up nearly 3% of the Retail & Fashion requests while the latter was in just over 1%. Again, ‘sale’ might appear due to the timing we are looking at with Christmas and then the January sales.

Another couple of time sensitive key phrases were ‘Black Friday’ and ‘Cyber Monday’ which combined appeared in nearly 2% of the total requests. These were mainly looking for products to review and information on the best deals out there. Journalists will often look in advance for this, especially if it is going to be a feature in their publication, so requests can be from September and into October.

Despite the economic downturn, ‘luxury’ was the second most used keyword on the service as it appeared in over 6% of all requests. The majority of these were looking for products to review or to include as competition prizes but that still presents a good chance to promote a client’s brand. There were also a few looking for spokespeople on the luxury retail industry including this one about the ‘present and future of luxury industry’.

Finally, another more recent trend from the retail sector has been sustainability. This applies both to the fashion industry, moving away from the era of fast fashion, and supermarkets and the food industry, trying to reduce single use plastic and encourage recycling. ‘Sustainable’ as a keyword has been in 2% of all requests from October to December.

Requests around this keyword have focused on spokespeople or experts in this field from a variety of consumer, trade and national titles. This has included Natural Health, The Times, PA Media and The Grocer. Several have asked specifically for a sustainability expert and with environmental issues often at the top of the news agenda, there are bound to be more requests of this nature. Therefore, a great opportunity to get coverage in the media.

Topical issues such as the cost-of-living crisis, the rise of online shopping and the focus on less waste and more sustainability within retail look set to continue. While other requests around the retail sector can be seasonal, as seen with Christmas and Black Friday. Notable events such as Valentine’s Day and Mother’s Day are approaching and journalists will be keen to get information and case studies around the impact on retail.

Find more information about the benefits of the Journalist Enquiry Service here and find more tips on connecting with retail journalists in our white paper How to pitch to journalists.

Getting to the truth of the matter on misinformation

January 19, 2023/0 Comments/in PR Pulse, Politics, PR, Communications, Media, Public Affairs Media Monitoring, Media Analysis, Political Services, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

‘The way social media platforms are designed and are growing in power is making it easier than ever before to spread misinformation like wildfire,’ believes Shayoni Lynn, CEO and founder of multi-award-winning behavioural science consultancy Lynn.

A Fellow of the Chartered Institute of Public Relations (CIPR) and the Public Relations and Communications Association (PRCA) and Chair of PRCA Cymru, Shayoni was awarded the Mark Mellor Award for Outstanding Contribution to the Industry at PRCA Nationals in 2022 and included in PRovoke Innovator 25 EMEA. She represents Wales at the UK PR Council, is a founding panel member and Vice-Chair of CIPR’s Behavioural Insights Interest Group and a frequent industry awards judge, regularly speaking on the use of data, behavioural science in communications, and measurement and evaluation at conferences internationally.

Here, Shayoni shares an overview of the misinformation challenge for comms people across politics, public affairs, the media and more – and explains what the sector should be prepared for.

Have you noticed an increase in misinformation in your space over the last few years?

There’s a number of ways of measuring this, and all of them are fraught with difficulty. We’re not academics, we’re practitioners, but we can say a few things with certainty. First, the way social media platforms are designed and are growing in power is making it easier than ever before to spread misinformation like wildfire. Second, a lot of the society-wide factors that increase the spread of misinformation – uncertainty, information overload, crisis – are getting worse. And third, we’re hearing more regularly from our clients that this is an issue which is making it harder to retain their relationships with key audiences.

Are social media platforms doing enough to tackle misinformation?

I think the platforms would be the first to admit that more could be done to tackle misinformation, so that in itself isn’t particularly contentious. Again, there are policymakers and campaigners whose focus is on pressuring the platforms to act more comprehensively, and our job as practitioners is to protect our clients in the world as it is, not as we’d like it to be.

What additional steps should social media be taking?

We’re not in the business of making policy recommendations, but one thing is for sure: transparency is never a bad thing. Transparency about how they are making moderation decisions and transparency about how their algorithms are recommending us content is something that academic researchers have been calling for for quite some time now, and can only help us as a society get to grips with the problem.

What advice would you give to others in your sector for correcting misinformation among the general public?

There are three pieces of advice which should provide a solid foundation for any strategy to fight misinformation.

1) Just because you feel like you need to respond to something doesn’t mean that you should. Social media algorithms are designed to harness our impulses to propel content to the top of more users’ newsfeeds, so in responding to something we might just be exposing more users to it.
2) Just because something is a problem on social media, doesn’t mean it’s a problem with your audience. Social listening tools can be incredibly helpful in detecting potentially harmful information, but it doesn’t necessarily mean that it’s reached our audience or is resonating with them.
3) Finally, it’s not all in your control. Misinformation is spreading because of forces well beyond this current moment – a changing climate, a revolutionised information environment, increasing inequality – and there’s no correction that’s going to fix all of that. By acknowledging this we can focus more of our energy on what we can control, than wasting it worrying about what we can’t.

Are there any particular areas that you feel will likely be the target of misinformation in 2023 PRs should plan for?

One advantage we have on misinformation is that it rarely falls out of the blue – it tends to spike in response to unfolding events. Extreme weather events, global conflicts and public health crises are all areas where misinformation can thrive. We’d recommend keeping an eye on countries that have elections coming up, too.

But the truth is, we know that regardless of the focus of the misinformation, the structure of it will be much the same: it will be pitting in groups against out groups, leveraging social divisions and blaming the world’s ills on a secret cabal of elites pulling the strings behind the scenes.

Does misinformation negatively impact those within the sector as well as the general public?

Absolutely. If your job is to build a relationship between the organisation you work for and your audience, then misinformation should be on your radar. Bad information has the potential to sever this relationship.

For more on misinformation and how the comms industry can help combat the issue, read this interview with Pharmica’s Carolina Goncalves for how it is impacting the pharmaceutical sector.

To help track how your message is received across the media, the political sphere and social media, try Vuelio’s monitoring services.

What went well: what we can learn from the Christmas campaigns of 2022

What went well? Lessons from the campaigns of Christmas past

January 17, 2023/0 Comments/in PR Pulse, PR, Communications, Media Media Monitoring, Media Analysis, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

Santa’s fizzy drink truck – you know the one – has driven its way back out of town and the broadcast space has put away its tinsel-ified TV ads for another year. How did the big brands do with communicating Christmas 2022 during such a difficult time for their consumer bases?

Excess was out and more mindful messages of personal connection were in – with a tough year ahead for many, 2023 will need the same careful approach. Here is what we can learn from the successes of our recent Christmas past in PR, communications and marketing.

How did the supermarkets do? Nostalgia versus realism

‘I loved the Asda Christmas ad for 2022, but John Lewis really hit the mark and showed that the brand understands people,’ says Aura’s Laura Sutherland of the efforts from UK supermarkets this year.

Asda’s ‘Have Your Elf a Merry Christmas’ provided escapism from the realities of 2022– ‘a moment of joy‘, according to Asda brand communications’ senior director Stephi Brett-Lee – by tapping into fondness for the 2003 Will Ferrell film…

…while John Lewis leaned into reality with ‘The Beginner’, a tale of a foster father hoping to welcome a new addition to his family by learning skateboarding:

‘Asda played on the nostalgic factor and created a highly entertaining and funny ad with Buddy the Elf, but John Lewis got it spot on with another engaging campaign that drew attention to an important cause, started conversation and got the public mood right,’ says Paul McCarthy, general manager at Chantry Place Norwich.

While Asda took note of its consumer base’s wish for a ‘no-compromise’ Christmas with the cheery ad, the campaign at-large did not ignore the situation many were faced with this year. In November 2022, reporting on budgeting for Christmas increased by 486% year on year – adverts, no matter how ‘no-compromise’, had to follow suit. Asda chose to blend fantasy into representations of its real-life stores with expensive SFX, but the campaign also extended out to toy drives in-store and the promise of ‘festive surprises’ for community groups. This added to initiatives the supermarket had already put in place to help the cost-of-living crisis, which have received plenty of positive coverage in the press.

In contrast, the always highly-anticipated John Lewis advert was empty of Asda’s hyper-real bright greens and reds. Instead, it featured concrete skateparks, the odd injury sustained when learning a new hobby and a recognisably-real family living room. A departure from the previous years’ sci-fi-heavy ‘Unexpected Guest‘, the ‘The Beginner’ highlighted human issues instead of ETs, gaining positive write-ups and reaction for its focus on fostering and the UK care system.

2022 was not the year for false-ringing sentimentality or mawkishness – as economic struggles continue for many, 2023 will not be either.

‘Many of the high-street brands that have become synonymous with big-budget Christmas ads took a community/social responsibility approach for 2022 which made sense to me,’ says Robert Bradley, centre manager at Castle Quarter.

‘M&S had the message that by spending with them we were supporting good causes and the John Lewis ad took shopping all together, instead focusing on a foster family storyline. Interestingly though, despite the cost-of-living crisis and more and more people turning to food banks, the food arms of both brands did not shy away from showing large tables heaped with food in their Christmas ads. I personally found the child crying due to missing out on a sausage to be in quite bad taste…’

Another lesson to be learned for comms people – Christmas campaigns can do well outside of television. Eschewing the ‘traditional, multimillion-pound Christmas ad‘ for its 2022 festive effort was Co-op, which instead teamed up with Your Local Pantry and Big Zuu for an Instagram livestream.

Retail – Tales of a ‘Traditional’ Happy Christmas… with some help

Next’s ‘Gifts we know they’ll love’ spot featured standard festive TV ad fare – people opening Christmas gifts (with household name brands inside, naturally) in front of a Christmas tree.

However, its urge to customers to ‘merry everything’ came with the offer of ‘help’ for making Christmas magical. The approach paid off in profits:

‘Retailers like Next did extremely well this Christmas period, reporting “better than anticipated” sales, and great feedback from comms campaigns,’ says Wizz Selvey, Top 100 global retail expert and founder and CEO of Wizz&Co retail strategy consultancy.

‘I always tell my retail clients, whether they are selling D2C or B2B, that the customer and their needs have to be at the centre of EVERY activation. This year customers needed simple solutions to gift giving that weren’t going to cost them dearly. Any retailer who was able to communicate ‘a solution’ to tighter budgets within the cost-of-living rise, would have had brilliant feedback from shoppers. Adding that ‘extra luxury’ element would increase sales revenues even further.’

‘The influx of ‘sadvertising’ this year was a depressing movement, however. As it was such a widespread theme, consumers don’t seem to have really reacted.’

Did shoppers show up for the high street?

Experiential marketing continues to be a safe bet for attracting footfall to physical locations – even when budgets are tighter. East Anglia’s Chantry Place Norwich – home to 90 shops, cafes and restaurants – brought the bright lights from brand ads with reasons for families to visit:

‘In 2022, we had a new Christmas lights scheme at the Centre, with free photo opportunities including a Santa’s sleigh and Trio of Twinkling Trees, plus pop ups returning for the festivities. We worked closely with a local charity Alive UK on a Christmas gift appeal and also had a post box in the Centre, granting wishes for presents as we knew that Christmas would be hard for many.

‘With the recession and cost-of-living crisis, we will continue to offer free events into 2023 for families to enjoy to give them a reason to visit and stay longer with us. We will also continue to be part of our community, working with other businesses and our neighbours at the Centre in a collaborative approach.’

How else can brands and businesses keep the customers coming, for Christmases of the future and throughout the year? As ever – by offering extra.

‘Retail did take a bit hit during the pandemic, but there are certainly sectors that have flourished within that,’ says Wizz.

‘For instance, any brand that has an active omnichannel mix of online, social media and in-store sales. From my perspective, the high street is far from ‘dead’, as so many tabloids are claiming, but there has been an irreversible shift in how consumers research, shop and loyalty following purchase as well. We’re all looking for that something extra!’

For more on purchasing trends during 2022, read our report on which brands were most likely to be gifted second-hand during the festive period. And for trends to plan for in 2023, check out these 15 PR and communications trends.

How to stem the flow of medical misinformation

Turning the tide on medical misinformation

January 16, 2023/0 Comments/in PR Pulse, PR, Health, Communications, Media, Public Affairs Media Monitoring, Media Analysis, Political Services, PR, Political Database, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

Misinformation is a growing issue of concern across all areas of the media. Whether shared via social or ‘traditional’ mediums, the spread of incorrect information has had far-reaching consequences on individuals and whole communities across the planet.

It can spread fast. And particularly dangerous – also incredibly catchy, unfortunately – is medical misinformation. On the rise since the early panic-filled days of the pandemic, it continues in conversations between family members and friends who may have misheard something; in niche pockets of influence on platforms like TikTok, Twitter and Instagram, and even on mainstream broadcast news, from high-profile public figures.

How can experts ensure the truth is heard and understood above all of the noise – both well-meaning and more nefarious in motive – being communicated? Pharmica‘s superintendent pharmacist Carolina Goncalves explores the rise of the issue from the point-of-view of the medical industry and how the tide of information can be turned back to the truth.

The increase of misinformation

Medical misinformation has been a global issue, becoming much more noticeable since the COVID-19 pandemic began, and has definitely been prevalent within the pharmaceutical industry.

In the early days of the COVID-19 outbreak during March 2020, US President at the time Donald Trump recommended the antimalarial drugs hydroxychloroquine and chloroquine as a preventative treatment against the virus. Health officials quickly advised the public that this was not a suitable treatment and would not offer protection against Covid, however this still led to global shortages of the drug, meaning patients with malaria, lupus and arthritis who required the treatment could not get a hold of it. After Trump’s message, we saw a rise in people searching for hydroxychloroquine, chloroquine and chloroquine phosphate on the Pharmica website, showing the impact of the ex-President’s words had spread globally.

In order for an online or community pharmacy to sell prescription medications in the UK, there are many rigorous standards and regulations from the GPhC (General Pharmaceutical Council) and MHRA (Medicines and Healthcare products Regulatory Agency) that must be met, so only pharmacies that meet those requirements and are registered with these two bodies can sell such medications.

Due to the COVID-19 pandemic, the online pharmacy space has grown hugely over the last few years, of which Pharmica has noticed the sharp increase in the number of illegitimate online pharmacies that have skirted the regulations set by the GPhC and MHRA.

An ITV investigation found there were many websites posing as registered pharmacies that were not only selling medication in different strengths to what they were advertising – meaning patients could easily overdose by taking the wrong strength – but were also selling addictive drugs like Xanax, Valium and Ambien without requiring a prescription, as well as allowing people to bulk-buy these medications.

ITV found that these sites also do not carry out consultations or require patients’ medical history before purchasing treatments, and post medication in plain packaging without necessary patient information leaflets.

The spread of medical misinformation has definitely increased over the last year or two, as social media platforms, health organisations and governments have locked down on fake news and accounts that spread illegitimate health information, but because of how quickly misinformation spreads, there are still ongoing issues.

The social media situation

Since the influx of misinformation that grew from the Covid pandemic, the World Health Organization (WHO) established a series of principles on how to identify reliable sources of information on social media. It also worked with YouTube to build the COVID-19 Misinformation Policy, as well as guidelines for content creators that aimed to inhibit medical misinformation related to the virus from being spread across the platform. According to WHO, 850,000 YouTube videos that contained misleading COVID-19 misinformation were removed between February 2020 and January 2021.

Most social media platforms have developed one or more strategies to address the spread of misinformation, including softer measures such as warning labels on posts, and harder measures such as content removal and account bans.

While it is clear social media platforms are providing some level of defence against misinformation, there is still concern against the rate of misinformation being spread to wider audiences and how this can be tackled while an active push towards ‘free speech’ is being prioritised. We are still yet to see how Twitter, under its new ownership, finds a balance between these two issues.

What more should social media platforms be doing?

Besides continuing with the policies and steps they are currently taking to stop the spread of disinformation on their platforms, social media platforms still have more they can do to reduce the spread of misinformation, including:

• Adjusting algorithms that amplify social media misinformation so its spread is reduced and accounts that encourage conspiracies are de-prioritised
• Prioritise social media misinformation continuously, not just when it falls under public scrutiny
• Make the closure of bot and fake accounts a regular occurrence, encouraging a platform-wide standard, and also showing that social media platforms are responsive to public demand and public safety
• Work with advertising agencies to inhibit the monetisation of misinformation
• Continuing an active push with leading medical professionals to ensure the information they are circulating is up to date and legitimate

What the medical and pharmaceutical sector do to stop the spread

Although witnessing medical misinformation being spread can be frustrating, especially as a healthcare professional, it is important to remain understanding as to why some people may hold irrational beliefs. Mocking them for having these views, or suffocating any conversation around them, can lead to a further level of distrust between the general public and professionals within the pharmaceutical industry, which can further fan the flame of misinformation.

It is important to target misinformation with education and critical thinking – after all, social media regulation will not stop misinformation from being spread in the long-run, as people will find other ways to do this. Changing the way people take in information and educating them on how they can validate information before believing it directly must happen, too.

When it comes to those who are using misinformation to capitalise on people’s fears and ultimately boost their own status, reporting those accounts to social media platforms and correcting the misinformation can prove useful.

It is important for healthcare professionals, including those within the pharmaceutical industry, to acknowledge that the key priority is always patient safety – profits are a secondary motivation and companies using misinformation of any form to further profits are doing so to the detriment of the patient.

Topics at risk of misinformation in 2023

As new variants of COVID-19 continue to cause infection rates to rise globally – as we are currently seeing with the latest Omicron variant XXB.1.5 – misinformation surrounding the strain and vaccine will likely continue to spread.

Major health organisations such as the World Health Organization, who have been posting on social media platforms about the importance of getting vaccinated, still receive thousands of comments from people stating that they will ‘never get the vaccine’, that the WHO are ‘pushing propaganda’ or that ‘vaccines are just a money-making scheme’.

Closer to home, England has seen at least 94 deaths over the last few months caused by Strep A. The UK Health Security Agency (UKHSCA) clarified that around 41% of the deaths were among those aged 75 and over, while 17% of the deaths were from children aged 10 and below. It has been thought that this spike in the bacterial infection is due to a less immunity and a rise in social mixing after the Covid pandemic. It didn’t take long for misinformation around the deaths to circulate, leading to social media posts that firstly implied this was due to the new nasal flu vaccine – and secondly, that Strep A used to be mild but has suddenly become lethal in children. Full Fact, an independent UK fact-checking charity, identified these claims as misinformation.

It is possible that as certain illnesses have resurgences, especially ones that previously had infections peak in times before the prevalence of social media, these may be targets of misinformation.

The fight continues

In the pharmaceutical industry, it is imperative that misinformation is corrected so patients have the right information necessary for making informed decisions about their health, or else it can cost people’s lives.

Misinformation can create further barriers between people getting the necessary medication they need by creating levels of distrust between the public community and pharmacists, making it harder for pharmacists to do their jobs and keep people safe.

For more on the spread of misinformation, download the Vuelio white paper ‘Fact-checking and fast news: Expert lessons for journalists and the media‘ featuring contributions from Channel 4 News FactCheck, FactCheckNI and The Ferret Fact Check Service as well as media academics Professor Charlie Beckett of Polis, LSE and John Murphy, University of Hertfordshire.

EU regulations: The updates, rollbacks and rewrites to be ready for

January 12, 2023/0 Comments/in PR Pulse, Politics, PR, Communications, Media, Public Affairs Media Monitoring, Media Analysis, Political Services, PR, Political Database, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

2023 is fixed to be yet another busy year in UK politics, not just for those in Parliament but for the PR and public affairs people communicating upcoming EU regulation changes to the public.

Here are some of the big updates, rollbacks and regulation rewrites to be prepared for, with pointers from those in the industry on what to expect.

You need to be ready for… Britain’s relaxing of ‘ring-fencing’ banking reforms

What is it: Back in December 2022, plans were announced for the easing of banking rules that had been instituted following the global financial crisis of 2008. Chancellor Jeremy Hunt said at the time of the announcement that the changes will make the UK ‘one of the most open, dynamic and competitive financial services hubs in the world’.

What is on the way: In what Hunt characterised as the use of ‘Brexit freedoms’ to make the UK a more competitive proposition, the proposed package of over 30 changes include a lifting of the bankers’ bonuses cap and the easing of capital requirements for smaller lenders. Regulations holding bankers accountable for their decisions will also be reviewed by the Government, while ‘ringfencing’ rules to keep potentially dicey investment banking from impacting retail operations will be relaxed.

Take note: At the time of announcement, critics warned that the changes could lead to increased risk, while proponents highlighted plenty of opportunity for the financial sector.

You need to be ready for…. requirements of the Digital Service Act (DSA)

What is it: The DSA, originally approved by the EU Council in October 2022, requires large search engines to take responsibility for the content on their websites and servers, with plans for future extensions to large online platforms. Established brands like YouTube and Facebook will be impacted… as will every business and individual that shares content there.

What is on the way: ‘Large digital firms operating in the EU must submit the first set of performance reports to the EU Commission this month as a requirement,’ says Delphine Gatignol, business unit director at Newsback.

‘These companies will face fines if they allow illegal content, misinformation and cyber bullying to go unchecked.’

Take note: ‘As a signatory on the Code of Practice on Disinformation at Newsback, we will be assessing how seriously platforms are fighting disinformation,’ shares Delphine.

‘When it comes to addressing this problem, we recognise that online platforms have their work cut out. The Code was created to provide a framework and set goals to help digital firms fulfil their responsibilities.

‘Our co-signatories, as well as the platforms, include civil society actors, fact-checkers, source-raters and anti-disinformation companies. In the year ahead this smaller group will be holding digital firms accountable and ensuring the Code becomes an effective tool against disinformation.’

You need to be ready for… amendments to the Unfair Commercial Practices Directive

What is it: This directive on unfair commercial practices was put in place in 2005 to boost consumer confidence while making it much easier for businesses to trade across borders. It has since been amended to enable easier enforcement, but more changes are to come.

What is on the way: ‘ESG has been shaping the way both organisations and the communications sector evolve – this is one of the policies centering greenwashing and introducing standardised approaches to ESG reporting this year, addressing unclear language about environmental credentials,’ says Sarah Woodhouse, director of AMBITIOUS PR.

Take note: ‘This has been an EU priority for a few years now, but this will be a big year as we prepare for 2024, when the policies for addressing these issues will enter into full force,’ advises Sarah.

You need to be ready for… the Product Environmental Footprint (PEF)

What is it: This ‘multi-criteria measure of the environmental performance of a good or service throughout its life cycle’ will seek to reduce the negative environmental impacts on account supply chains.

What is on the way: The planned update to the PEF will ‘introduce an improved framework for Life Cycle Assessments, that take into account the footprint of products, including upstream and downstream impacts,’ says Sarah at AMBITIOUS PR.

Take note: If your business has a supply chain of any sort, this impacts you. As Sarah warns: ‘The implications will be felt by businesses outside the EU and within not only product and sustainability but also marketing and communications teams.’

You need to be ready for… the Corporate Sustainability Reporting Directive

What is it: Expanding on the existing EU corporate sustainability initiatives on supply chains, the CSRD is a reporting requirement that will cover big large public and private companies meeting at least two of the following criteria: 250+ employees, €20 million or more in total assets or €40 million or more in turnover.

What is on the way: ‘This has started to be applied already, but will be mandatory next year, warns AMBITIOUS PR’s Sarah.

Take note: ‘Companies listed on regulated markets in the EU will be rapidly getting familiar with the rules and preparing to publish info on issues from environment, employee treatment, carbon emissions and human rights this year’.

You need to be ready for… the Digital Operational Resilience Act (DORA) and the proposed Cyber Resilience Act

What are they: ‘Strengthening the IT security of financial entities such as banks, insurance companies and investment firms’, DORA was put in place to ‘ensure that the financial sector in Europe is able to stay resilient through a severe operational disruption’. The Cyber Resilience Act will aim to boost existing cybersecurity rules to ensure greater security for hardware and software products.

What is on the way: ‘Although it will be a couple of years before mandatory compliance for Digital Operational Resilience Act (DORA), it will eventually put financial organisations in a much stronger position for handling outages, leaks, unauthorised access and data loss,’ advises Jakub Lewandowski, Global Data Governance Officer at Commvault.

‘Within the highly sensitive information that the financial sector holds, this is incredibly important.

‘DORA lays out detailed requirements on every aspect of cybersecurity – technical, organisational and functional. Financial organisations will need to set up necessary resources, communication routes and, for the first time, we are seeing a whole article within a piece of legislation about backup requirements. With the ever-increasing threat of cyber attacks taking key institutions and even whole countries offline, DORA favours on-premises backup, rather than connection-reliant cloud backup options.

Take note: ‘Preparations to comply with this legislation will involve reviewing legacy IT systems to ensure that they meet regulations and potential investment in new software, so it may be costly in the short term,’ says Jakub. ‘Yet, in the long term, the level of cybersecurity will be raised, limiting attacks, reducing downtime and, according to the EU, saving up to €290 billion annually. Any business which has connections to the EU market will have to comply with DORA’s regulations, so I predict that the UK will soon follow suit with similar regulations. These preparations take time, so work should begin now to ensure compliance in plenty of time for the inevitable conformity deadline.

‘It may still be a while until we have to take decisive action to ensure compliance with the Cyber Resilience Act, as it has just entered the initial consultation process. It is likely to be a year or two before it is finalised and then organisations will be given a 24-month transition period to comply. However, it is never too soon to be aware of upcoming changes. Regularly monitoring for updates will ensure that businesses are prepared for the changes in good time.’

You need to be ready for… incoming changes to flexible working regulation

What is it: ‘Employees are to be given greater flexibility from the moment they commence employment with new legislation that will introduce a day one right for them to be able to make up to two flexible working requests in any 12-month period,’ explains Lupton Fawcett’s Glenn Jaques.

‘A flexible working request can be to work from home, job-sharing, flexitime and compressed hours requests.’

What is on the way: ‘This is a significant change from the existing position, which allows employees to make only one request after having worked for their employer for at least 26 weeks. It is not clear when the legislation will come into effect but employers need to be ready for the changes.’

Take note: ‘The proposed changes make no changes to the existing eight reasons that an employer can rely on to refuse a request. The financial penalty for breaching the flexible working rules is up to eight weeks’ pay but the larger risk comes from an unreasonable refusal, which may result in a discrimination claim. To minimise the risk employers should ensure that they give careful consideration as to alternative options to rejecting a request in order to ensure that employees are fully supported where a request cannot be fulfilled,’ advises Glenn.

For more moves in the world of politics, check out Vuelio’s Political Monitoring services.

Trends in health journalism PRs need to know about

Trends in UK health and medical journalism PRs need to know about

January 10, 2023/0 Comments/in PR Pulse, PR, Media and Entertainment, Health, Communications, Media Media Database, Media Monitoring, Media Analysis, PR, Press and Bloggers Blog Posts /by Andrew Strutt

It is now around three years since the British public first heard about a new disease called ‘COVID-19’. While most industries were massively impacted by this in a negative way, health journalism and reporting of the symptoms, cures and variants became the primary focus for most media outlets. In 2023, this focus continues, with news organisations covering diseases such as Monkeypox and Strep A in particular detail as the public seek information.

Health journalism, though, is a broad subject covering everything from disease and illness to dieting, exercise and mental health. Here is a look back over the last few months at topics and trends in this sector, based on what journalists have been requesting via the ResponseSource Journalist Enquiry Service.

The first thing to note is that since September 2022, 28% of all enquiries have been either for the Health category or the Medical & Pharmaceutical category, or both. The Health category performed especially well and was the third most selected category out of all 25 over the last three months, underlining the increased importance of health reporting in publishing. The Medical & Pharmaceutical category also saw a 5% increase in requests between September and October and a 13% rise between October and November.

The journalists submitting enquiries for these categories are most often staff journalists (55%) with freelance journalists making up nearly a third (27%). They also tend to be looking more for the consumer angle with 39% of all enquiries coming from Consumer Media and the National Newspaper/Current Affairs media type in second, back on 32%. The national press requests will generally be more focused on consumer health but there is still a significant proportion of trade health journalists using the service, with 11% coming from that media type.

Publications often plan their content months in advance, especially when it comes to features, so content around healthy eating to start the new year and challenges like Veganuary are written up in November and December. ‘Food’ is the top keyword, appearing in 13% of all health and medical requests.

Requests have varied from ‘Food or drink that raises/lowers blood pressure’ to ‘Looking to speak to an expert regarding sharing and displaying food hygiene info’. There have also been requests seeking nutritionists or dieticians for ‘diet trends of 2023’ from the consumer perspective. Meanwhile, on the trade side, we have seen requests for food scientists looking to speak about superfoods.

With food proving such a popular keyword within the health and medical categories, it is perhaps unsurprising that the words ‘diet’ and ‘nutrition’ have also performed well, appearing in 5% and 4% respectively.

Along a similar line, ‘fitness’ was in 9% of all requests between September and December. The UK media often publishes a lot of content in January around fitness goals, trends for the year or ways to lose weight as people make resolutions. The keyword ‘weight’ was also in 3% of enquiries while ‘exercise’ appeared in 4%.

These enquiries have tended to be more consumer-focused coming from magazines such as Cosmopolitan, OK! and Fabulous. The requests are often for a ‘fitness expert’ but we have also seen journalists looking for ‘fitness challenges’, ‘fitness trends’ and ‘fitness fashion and accessories’. This gives plenty of scope to reach out with clients in this field.

The awareness around ‘mental health’ has increased significantly in the last few years and as a key phrase it appeared in 5% of all enquiries across health and medical. The period we are looking at (September to December) includes World Mental Health Day (10 October) so this might be a reason why it was the fourth most popular keyword/phrase.

The split between consumer and trade titles here is much more even with national press also regularly looking into issues around mental health. Newspapers such as The Independent, The Daily Telegraph, The Mirror and MailOnline all made requests with this key phrase.

‘Mental health’ requests were mainly focused on finding experts, which fits in with the general picture when it comes to enquiry types. 40% of all enquiries for health and medical were for a ‘spokesperson’ or ‘expert’. In the three months we covered, journalists were often looking for experts on men’s mental health, which may be due to Movember. However, general advice on how to improve mental health also did crop up regularly.

Finally, many of the common keywords we see in these categories are regarding specific illnesses or diseases. ‘Cancer’ and ‘Covid’ appeared in 3%, ‘menopause’ and ‘cold’ were in 2% and ‘flu’ in 1% of all enquiries. Journalists tend not to look for experts in these keywords but it is more common to see requests for both case studies and general information for an article.

There are also a much greater volume of trade health outlets here with The Carer, Pharmacy Magazine and livescience all covering these keywords. Information on symptoms and signs of various illnesses is also popular in several national press outlets including the Daily Express.

Features may have been filed for a lot of journalists now but the Journalist Enquiry Service will remain populated with Veganuary and Dry January requests throughout the remainder of the month. This means there is still the chance to help health journalists with products recommendations for their readers and the information they will need. Those with useful case studies or illness information also have plenty of scope for connecting with journalists reporting on these topics throughout the Winter months and beyond.

Find more information about the benefits of the Journalist Enquiry Service here and find more tips on connecting with health journalists in our white paper ‘How to pitch to journalists‘.

Want more on trends for 2023? Check out these 15 PR and communications trends you need to plan for in 2023.

PR New Year's Resolutions: Lessons to take forward into 2023

New Year’s Resolution time: Lessons to take forward into 2023 in PR and comms

January 3, 2023/0 Comments/in PR Pulse, Politics, PR, Communications, Media, PR Club, Public Affairs PR, Press and Bloggers, Media Database, Media Monitoring, Media Analysis Blog Posts /by Phoebe-Jane Boyd

As part of our overview of 2022 and look forward to what is coming up for the communications industry this year, we asked the PR community what lessons they will be taking forward into 2023.

If you have not yet decided on a New Year’s Resolution, or would just like to set some goals before you get back into work, here are a few ideas:

Laura Sutherland, Aura and PRFest founder

‘Don’t overshare.

‘Take a stand for what you believe in and supporting your personal values.

‘Never be scared to ask questions.

‘Invest in yourself.’

Sarah Scholefield, PRCA chair and Grayling’s global CEO

‘A lesson I’ll be taking forward into 2023 is that as communications professionals, we have a unique ability to be agile and versatile in an ever-changing and unpredictable environment, responding to evolving client needs and underpinning our value.’

Barbara Phillips, chair of PRCA’s Race & Ethnicity Equity Board and director of Brownstone

‘If it’s not for you, then walk away. And (as usual), never underestimate the power of desire. Everything that is happening in our industry and globally in society, good but mainly bad, is because a group of people somewhere want it to be exactly that.’

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

‘Good comms delivers in multiple ways for an organisation – stakeholder/audience awareness, enhanced reputation, brand trust, authenticity – and the more understanding/buy-in you have internally of that, the better. Explaining and demonstrating to your colleagues why comms matters helps them better understand PR value and the importance of integrating comms into project planning at the start, not the end.’

Rob Skinner, MD of Skout

‘Don’t do good, socially conscious things as a business, then hide it from view. Equally, don’t flag wave – treat your purpose-based comms as an opportunity to share insights to help others rather than gain publicity and kudos, which comes as a by-product anyway.’

Mollie Haley-Earnshaw, PR Account Manager at Wild PR

‘I think PRs should really focus on forming strong relationships with journalists. You’d think this goes without saying; however, when PRs are outreaching to hundreds of journalists, this becomes difficult. Some ways to do this could be introducing yourself to the journalists on Twitter (or over email) with who you are and the types of information you may be able to provide for them in the future. If you’re up to date on what they’re writing and what interests them, and you can convey this in your intro email, they might be happier to collaborate with you on your future PR campaigns.’

Nick Owens, founder of WTS MEDIA

‘Challenge always brings opportunity. Even during a cost-of-living crisis huge opportunities exist for those who can execute strong PR campaigns. There may also be occasions where clients need to take a break from PR and comms, in order to get through a tough period. Aim to end on good terms, because the cost-of-living crisis will end, and clients will often want to re-engage with PR. Be there for them when they do.’

George Buchan, director of research at Charlesbye Strategy

‘As fuel bills continue to rise, war rages in Ukraine and there are no signs of the climate debate concluding; opportunities for comms and PR are everywhere. What messages can be deployed to defend the UK Government’s continued aid to Ukraine when the NHS is struggling over winter? How do we keep the public’s attention on dealing with climate change when heating their own home is the immediate priority? The world in 2023 is the communicator’s oyster.’

To help you plan for 2023’s big challenges and opportunities, check out these 15 trends for the industry from 22 experts working across PR, comms, marketing, public affairs and politics.

Our 10 top PR and communications posts of 2022

December 15, 2022/0 Comments/in PR Pulse, Politics, PR, Communications, Media, Public Affairs Media Database, Media Monitoring, Media Analysis, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

As part of our focus on the successes and stresses of 2022 – as well as our look forward at what to be ready for in 2023 – here are the most popular posts from the Vuelio blog this year.

Want to keep up-to-date with news and trends in the PR, comms and media industries in 2023? Sign up to our newsletters here and get in touch if you have news of your own to share: [email protected].

1. Does the Research Excellence Framework (REF) have a sustainable future?

The results of 2021’s Research Excellence Framework – assessing over 76,000 academics at 157 universities – were revealed in May 2022, with the final ranking determining university funding for the next seven years. In this report, we analysed coverage in the UK media. Big stories – more diversity in the list at first glance, with hidden layers of inequality.

2. PR needs the BBC

Drawing criticism alongside kudos throughout 2022 was the BBC. At the start of the year, culture secretary of the time Nadine Dorries announced an end to the BBC licence fee – in this post, PRs across the industry shared their takes on the move as well as how important the British Broadcasting Corporation still is to the media and comms landscape.

3. How can PR and comms teams make recruitment fair?

As highlighted in our trends pieces for 2022 and 2023, recruitment in PR still has far to go to be equitable and fully representative of every audience we hope to reach and connect with. Recruitment experts Taylor Bennett Foundation’s Melissa Lawrence, Career Masterclass’s Bukola Adisa and Kinesso’s Dr Femi Olu-Lafe pointed out where companies should be looking for new talent, which initiatives are making a difference and how to speak to your Board about doing better.

4. 12 ways to maximise your B2B PR strategy

If B2B is a big part of your comms plan for 2023, catch up on this post from February which shared tips for planning. Advice came from Skout, Definition Agency, Spike, Leapfrog PR, Write Thought Communications and many more.

5. Top 5 measurement mistakes and how to fix them

Another big trends for next year in PR and comms is nailing down the use of data and making the numbers you have at your disposal mean something, pre and post-campaign. We took a look at five common measurement mistakes being made by PRs and offered advice on fixes.

6. Is the food and drink sector ready for the upcoming HFSS regulations?

For those working with food and drink clients and at big brands, the HFSS ad restrictions promised for October 2022 were a big concern. Would the UK ad landscape be changed forever, with no more sports personalities bigging-up yoghurts on TV? And would the changes actually help with the much-reported-on obesity crisis in the UK? In this post, PRs in the sector shared their takes.

7. What responsibilities does financial services PR have to its customers?

The financial sector also saw much change this year, and our white paper ‘Communicating the new immediacy of finance’ provided an overview of how this would impact those in the finance industry as well as their customers. Key insight from the paper included warnings against ‘woke washing’ and reminders of responsibilities to clients.

8. PRs: This is how journalists want you to help with their requests

What do journalists really want from PRs? An eternal questions that can only really be answered by journalists themselves. Here we gathered answers from the media pros interviewed for our Media Bulletin newsletter.

9. ‘Don’t talk to me! (Email me instead)!’ – How to work with Gen Z journalists

For what the up-and-coming generation of journalists want from PRs, it is quite simple: skip picking up the phone to get in touch, just email them. Journalists Zesha Saleem, Michele Theil and Hannah Bradfield talked about their work in our webinar ‘What’s Next? The new generation of journalists’. Want more on Gen Z? You can also download our white paper ‘The PR guide to communicating with Gen Z’.

10. Cost-of-living: How the top six British supermarkets are communicating inflation

A huge topic across every industry this year (and set to continue into 2023) is the cost-of-living crisis. This report investigated how the top six British supermarkets were faring in the press and with the public. For even more on subject, check out our white paper ‘Communicating the cost-of-living crisis… A guide for charities and the third sector’.

Have a specialist subject or best practice know-how you would like to share with your peers in a guest post in the new year? Get in touch: [email protected].

To keep up with content from the Vuelio blog, sign up to our PR Club, Media Bulletin, PR Pulse or Point of Order newsletters here.

The biggest challenges for PR and comms in 2022

What were the biggest challenges for the PR industry in 2022?

December 14, 2022/0 Comments/in Politics, PR Pulse, PR, Communications, Media, Public Affairs Media Database, Media Monitoring, Media Analysis, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

Alongside a look forward to the trends coming up in 2023 for the PR and comms industry, we asked our experts what the biggest challenges were for the sector this year.

Read on for insight from Rachel Roberts, Stephen Waddington, Laura Sutherland, Barbara Phillips and more.

As economics fluctuated, the ‘people factor’ took a toll

‘Irrespective of many political, economic, social and tech factors which have triggered curveballs for us as comms and PR consultants to navigate through, the people factor is constant, said Rachel Roberts, CIPR president and Spottydog Communications founder.

‘Whether the market is in growth or detraction, we’re an industry of people not machines, so ensuring we have the right people to deliver against fluctuating client commitments has been difficult.

‘A surge in growth meant the summer saw a lot of people making the move to where the grass may have seemed greener. Carrots were dangled by employers in order to entice new team members to make a move, which coupled with the rising cost of living has meant some in our industry have benefitted from a decent salary swing, but this hasn’t been the case over in the public sector where there is less agility to review salary levels.

‘The cooling down of the economy has bought some of the runaway people costs back into more sustainable territory, but organisations that took on big increases in operating costs in 2023 may have a challenging time squaring the circle if facing budget squeezes due to a reduction in funding or client activity.’

Wadds Inc’s Stephen Waddington found the same: ‘Managing talent was a challenge. There’s been a shortage at mid-level created by the pandemic. This factor, combined with inflation and Brexit have created a bubble of promotions, pay increases and job moves. The economy will deflate this in the first half of 2023’.

With instability came a greater focus on integrity

‘While this year has seen great growth, we’ve also faced a recruitment challenge into the mid-range roles,’ said Aura and PRFest founder Laura Sutherland.

‘On top of that there has been a lot of chopping and changing of jobs which has seen some instability in teams.

‘Having judged a number of awards again this year, we continue to face a challenge when it comes to strategy and measurement; two crucial elements to demonstrate the value of our work and again, very disappointed in the ‘add-on’ approach many continue to take.

‘Then there’s ESG (Environment Social and Governance), an area which I largely focus. Greenwashing is rife and we now have the regulations coming in to help combat this. Organisations continue to try to do ‘things’ but unless ESG is integrated at the heart of the organisation and the ‘S’ and the ‘G’ are seen as equally, if not more, important than the ‘E’, we’ll continue to do things that don’t have the impact they should and could. It’s absolutely our role to advise our organisations, businesses and clients on this and public relations and communication professionals need to add this to their list of priority learning areas for 2023, if they haven’t already.’

Earnest intentions were not enough on inclusion

‘As Chair of PRCA’s Race & Ethnicity Equity Board, I am still laser-focused on racial equity and broader inclusion,’ said Brownstone’s Barbara Phillips.

‘With that particular lens, I would say the continued lack of meaningful (as opposed to performative) action in this space was and continues to be a challenge. I have judged a couple of awards this year (thanks for including me) where very little had changed in organisations from the year before. And although the entries were very earnest in their intent, a couple were just that; intentional, or even aspirational. But not factual. I always check the team photo and… you know the rest. So, the challenge isn’t the pipeline – UK Black Comms Network and People Like Us are bursting with talented members, and I have personally coached a few agencies on recruitment. The challenge is the industry slipping back into its comfort zone where agencies and comms teams don’t feel anything is broken so aren’t planning to fix it.’

AI advancements were met with excitement and trepidation

‘I think one of the biggest challenges that those in PR face is also one of the industries’ greatest strengths, that it’s so difficult to stay on top of the wave of innovation,’ said Justin Fox, digital PR & outreach manager for CoursesOnline.

‘For example, the last year has seen a big uptake in the amount of campaigns that make use of AI artwork, as more and more free and easy-to-use tools have become available. PR campaigns have of course seized upon this, given the opportunity to generate unique and striking visual content, but what happens when these innovative approaches become mainstream?’

The legacy of COVID continued to put pressure on the press and PR

‘One challenge we continue to face is the increasing workload of journalists which means that getting hold of them can still be tricky, said Source PR senior account manager Jessica McDonnell.

‘Before Covid, I was in regular contact with journalists over the phone, but it feels like this level of contact has never really returned to normal pre-pandemic levels, and I don’t expect that to change in 2023.

‘I also think with businesses possibly tightening their purse strings, budgets will continue to be stretched for the next year or two, which could be challenging for PR agencies and in-house comms professionals. I think the battle to attract and retain talent in the industry will remain.’

For Fizzbox’s head of marketing Tom Bourlet, brighter times are on the way:

‘For many industries, the subjects their business focused on were either less appealing for journalists during lockdowns or were overshadowed by more important news pieces. However, the rejuvenation of a number of industries over the past six to 12 months means that many of these companies are now increasing their marketing and PR budgets and there are plenty of opportunities available. For our company, writing about events and activities during Covid, it was hard to escape the negativity – 2023 certainly looks a lot brighter.’

Read more from industry experts on the big trends you need to be planning for in 2023 as well as the good, the bad and the ugly of PR and comms this year.

2022 in review: This year’s challenges for UK journalists

December 13, 2022/0 Comments/in PR Pulse, Communications, Media Media Database, Media Monitoring, Media Analysis, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

2022 has been a busy year for the UK media, with jam-packed news cycles, under-pressure news and features teams and a public in need of information (and adequate entertainment when things got tough).

We spoke to four journalists working across the industry to find out the main challenges they were up against this year…

Fighting to include every audience out there – Isabella Silvers, freelance journalist and author of newsletter Mixed Messages

‘I think an issue across the board has been keeping up the diversity and inclusion momentum that was sparked in 2020. How are individuals and brands ensuring that this remains at the forefront of their mind, and that they don’t slip back into old ways?

‘The cost-of-living crisis has also been a challenge for consumer-facing publications like fashion magazines – you need to be sensitive to your audience and what they might be going through while still providing inspiration, escapism and service-led features.’

Major news events dominating the media cycle – The Daily Telegraph’s features writer Yolanthe Fawehinmi…

‘There have been so many major events that have dominated the news cycle this year. I think sometimes as journalists we fail to give each story a fair amount of time, to ensure that readers are well informed, educated and kept up to date. I think also, since the pandemic happened and the cost-of-living crisis has crept up, it’s also been hard to sometimes find the more positive angles or stories to report on.’

Controversial sporting events and exhausting work – Sports Media LGBT+ founder Jon Holmes

‘The World Cup in Qatar has thrown up so many tricky talking points for the sports media – getting it right on balance, tone and cultural nuance while trying of course to engage fans through the actual football has been a test.

‘I lead a network of LGBTQ+ people in the industry and the demand for our perspectives has understandably been greater than for previous mega sports events. While that means more opportunities, it can also be emotionally exhausting, and that’s something that’s been the case for our trans and non-binary members, in particular, for several years during intense news cycles on trans athletes.

‘Social media abuse, the inconsistent nature of freelancing, and the long hours of dedication needed all continue to make this a career that is not always as appealing as it might seem.

Finding opportunities all year round – Hannah Ajala, freelance journalist, broadcaster and founder of We Are Black Journos

‘The biggest challenge for journalists in my sector this year has been finding opportunities that are not seasonal. That’s a lot of what the focus is for us at We Are Black Journos – especially as Black journalists take up so little of British journalism – it can often seem quite isolating when work is only temporary and not long-term, especially for more creative journalists/freelancers that work across all areas of journalism.’

For more from the UK journalism industry, sign up to our twice-weekly Media Bulletin, featuring interviews, news and all-around useful stuff.

Isabella Silvers, Yolanthe Fawehinmi and Hannah Ajala shared more about their work in our Journalist Voices By Vuelio event – watch the recording here or read our round-up for advice on breaking through with your story during busy news cycles.

Find out more about Jon Holmes and Sports Media LGBT+ in our interview over on the ResponseSource blog.

15 PR and communications trends you need to plan for in 2023

December 12, 2022/0 Comments/in PR Pulse, Politics, PR, Marketing, Communications, Media, PR Club, Public Affairs Media Monitoring, Media Analysis, PR, Press and Bloggers Blog Posts /by Phoebe-Jane Boyd

Budgets reaching breaking point, the promised post-Covid recovery that is yet to fully pan out and plenty of PR nightmares to contend with – 2022 was certainly challenging.

Yet in the midst of all this, the comms industry continued to bolster businesses, brands and important messages across the globe, further building a reputation as a must-have for organisations everywhere who aim to make a difference.

What will 2023 bring? Here are pointers from 22 PR, comms, marketing and public affairs professionals on the upcoming trends, challenges and opportunities to be ready for in the year ahead.

1. Perspective

‘Economic uncertainty means we’re in for a rougher ride in 2023 – what feels different is the heart-breaking social impact we’re seeing and the desperation that’s leading to people to take extreme action from activists to strikers. Take a step back and recognise that in the scheme of things some of our challenges may be molehills compared to those faced by other industries.’
Rachel Roberts, CIPR president and Spottydog Communications founder

‘Key challenges will be same issues that impact wider society: COVID-19, the conflict in Ukraine, and the climate crisis. These factors give rise to a series of secondary issues related to the economy, including inflation, interest rates and strikes. Finally no one has figured out a sustainable relationship between work and the office.’
Stephen Waddington, founder and managing partner of Wadds Inc

2. Integration and elevation

‘Budgets are potentially going to be stretched again – an integrated PR strategy is crucial to delivering bang for buck. It’s got to be all part and parcel of your sales and marketing strategy, multi-channel campaigns, content strategy, digital and so on. PR needs to demonstrate that is has more of a centre stage role to play than ever before in building the relationships brands need with audiences in order to succeed and grow.’
Rob Skinner, managing director of Skout

3. Personalisation

‘We need to look beyond traditional outputs and really start to consider immersive and personalised experiences. With changes in retail, tourism and leisure, even through to property use, consumers are looking for something more innovative.
‘People need to understand how things are relevant to them in order to make the change. Stakeholder mapping and audits are a key area to develop so campaigns are making real-life impact.’
Laura Sutherland, Aura and PRFest founder

4. Recruitment

‘Sadly, from my perspective, a key challenge for 2023 is still racism, racial equity and retention. Industry sources say the ethnicity pay gap has increased year on year to around £9,000. That means my white counterpart is being paid £9k more because they have less melanin and more privilege.

‘There are almost three times as many white professionals who earn over £50k than non white, but yet the number of Black, Asian, mixed race and non white professionals who entered the industry increased. The obstinate industry practice of not promoting or recruiting non white talent at a senior level means professionals from the global majority (a la Westminster Council) are willing to join our industry but don’t hang around for the racism and lower pay.’
Barbara Phillips, chair of PRCA’s Race & Ethnicity Equity Board and director of Brownstone

‘According to ICCO’s World PR Report, the challenge of retaining key talent is up 7% from 2021. There are several core elements to the recruitment challenge, but it often comes down to the ability to create a brand associated with success, personal growth, reward, satisfaction, and work-life balance. Economic uncertainty may tighten some budgets, but there’s opportunity for those organisations that put people at the heart of everything they do.’
Sarah Scholefield, PRCA chair and Grayling’s global CEO

5. Inclusivity and authenticity

‘Driving up knowledge and skills fit for the future. Calling out bad practice – whatever it is. A better understanding and inclusion of social justice will become even more important for brands and organisations to integrate in policy, decision-making and strategy.’
Laura Sutherland

‘Brands are likely to find themselves laser focused on the bottom line and therefore the promotional cycle of sales leaves marketing teams stretched, overworked and in tunnel vision. This isn’t sustainable and won’t build a brand that lasts. PR must work even harder to drive emotive campaigns and brand visibility within an organic capacity to maintain consumer traction and trust.’
Rachel Humphrey, founder of Brand Building Co.

6. A boom for budget brands

‘The main opportunities in 2023 will be for budget brands. PRs representing the likes of cost-saving and affordable businesses will see their efforts and results skyrocket next year, as the cost-of-living crisis becomes even more prevalent in the media landscape than ever before.’

‘It will become more and more difficult to secure placements for luxury brands. While there will always be a place for them in high-end publications, founder stories and building personal brands of luxury company CEOs through PR will prove to be an uphill battle, with national newspapers shying away from putting these companies in the spotlight.’
Georgia Gadsby March, co-founder and head of PR at Unearth PR

7. Networking

‘An increase in face-to-face meetings with journalists. The face-to-face meetings with the media dropped off a cliff since the start of COVID, but they’re finally starting to make a comeback.’
Tom Bourlet, head of marketing for www.fizzbox.com

8. Pivots

‘It is crucial that PR and comms professionals consider all campaigns and initiatives with the current economic climate in mind – poorly timed or insensitive campaigns could backfire and result in publicity for all the wrong reasons.

‘The financial climate also presents an opportunity however, with brands and businesses that seek a way to support and reassure consumers paving the way to receive a positive response. Viewing all activity through the lens of your target audience should be core to your campaign at all times, but it becomes even more critical during times of uncertainty.’
Amy Grantham, founder and director at Neon Brand Communications

9. Sociability

‘Online and mobile first – the media industry is continuing to migrate to online, even mobile-first consumption of news. The integration and amplification of news through social channels is something we can see increasing as we move into 2023.’
Mark Hayward, managing director of Sway PR

10. Purpose-based comms

‘Aligning PR with purpose. Brands should not shy away from talking about their purpose – it can do good through sharing and putting pressure on others.’
Rob Skinner

‘With the current state of the country (and the world) social consciousness is increasing – businesses need to take CSR activities to the next level and avoid greenwashing. This could lead to great opportunities to build that positive organic presence on owned media channels.’
Jessica McDonnell, senior account manager at Source PR

11. Upskilling

‘Personal growth is an area which I would hope those I work with take seriously. If you grow as a person, you can help grow as a professional and can continue to do good work. It’s about taking responsibility for that. No one is going to do it for you. And no one is too senior to grow!’
Laura Sutherland

‘We should continue to double down on professional development – like the training courses offered by the PRCA – to strengthen our position as trusted advisors on issues including ESG, diversity and inclusion, and emerging tech.’
Sarah Scholefield

12. Deciding on the data

‘To really stand out in 2023, what’s needed is a really strong understanding of data to go with the stories being told, in both text and image form. It’s easy for anyone to say “this and that is going to be happening” and make up their own facts, but PRs have a responsibility to tell stories that are as accurate as possible. Journalists, bloggers and whoever we speak to promote our clients will want to be confident in the validity of what we are sharing with them.’
Justin Fox, digital PR & outreach manager for CoursesOnline

‘Clients, like everyone else, will be looking at their bottom line and asking can they justify the current level of spend on marketing and communications? As a result, it will be up to those working in the sector to illustrate why their services remain so important, and to be willing to show evidence of how they are providing value for money at all times.’
Nick Owens, founder of WTS MEDIA

‘Robust measurement to show how PR pulls its weight and drives impact – showing brands how a hard-working press office can deliver results. Utilising data and insight and keeping up-to-date with what’s happening within your industry to know what conversations your brand has a right to be a part of.’
Alex Halls, PR, social and activation at HATCH

‘Demonstrate that you are actually providing real value to their clients and not just ticking over with opinion research – tracking sentiment of the public and what customers think and believe over time to ensure that policies and messages are actually shifting the dial.’
George Buchan, director of research at Charlesbye Strategy

13. Leading conversations

‘Thought leadership – media outlets, especially industry-specific ones, will be looking for this. With more complex topics, journalists will find value in more long-form content being contributed to them by other experts. This will be a massive time saver for journalists, who might not otherwise have the capacity or knowledge to speak on a certain topic.’
Mollie Haley-Earnshaw, PR account manager at Wild PR

‘Following a number of factors, such as Google’s EAT signals brought up through an algorithmic update, there is a much stronger focus on authenticity of the ‘expert’. It will become increasingly important for brands to create profile pages for their experts, highlighting credentials and qualifications to journalists.’
Clarissa Bloom, dating and relationship expert for www.thestagcompany.com

14. Content as king

‘As consumers become increasingly immune to paid advertising, effectiveness and ROI could further reduce. Content marketing, earned media coverage and other organic, non-paid comms could connect with audiences in a more authentic and genuine way.’
Phelan Gowing-Mikellides, business development manager at Digital Trails

15. Even smarter AI

‘A key challenge will be the threat of generative AI and combatting misinformation, particularly online. An area for opportunity and growth – the harnessing of tech to provide data rich intelligence that can underpin PR activity.’
Matt Wilson, media and public affairs manager for Advertising Standards Authority (ASA)

‘Now more than ever, we’re seeing how technology can augment our current capabilities and bring clarity to the role of PR in successfully building brands. And as competition for the best talent grows, we also know that automation of basic functions is essential for any agency to insulate itself against a turbulent jobs market. Not only that, but it frees up said talent to focus on what only humans can deliver: creative solutions to 21st-century communications challenges.

‘None of this is new, but with a recession looming large and society seemingly in a state of perpetual unrest, the risk for many agencies is that they get left behind by newer, more agile market entrants who want to upset the status quo.’
Max Deeley, managing director for TDC PR

For more on getting ready for what is ahead for PR, comms, public affairs and politics, check out Vuelio’s white papers featuring advice and best practice from industry experts.

Which products are most likely to be bought second-hand this Christmas?

November 24, 2022/0 Comments/in Insights, media measurement, PR, ecommerce, Communications, Trends PR, Comms, Press and Bloggers, insights, Data analysis, Media Monitoring, content analysis, Media Analysis /by Hollie Parry

In effort to support Brits with the cost-of-living crisis, national coverage on how to budget for Christmas has increased by 486% since last year. Alongside this, discussion around ‘side hustles’ is up by 326%, with the resale of both luxury and high street goods as the leading topic of interest in this area.

During October, 186 national new sources reported that 60% of Brits plan to spend less this year. Furthermore, a widely distributed eBay report shows that 62% of luxury shoppers actively selling on second-hand sites have resold a luxury accessory for a profit. This rapid growth in resale is undoubtedly an international trend, with over 200 international newspapers across the UK and North America referring to it as ‘investment’, which some consumers ‘consider a safer store of value than stocks’.

Since the start of the cost-of-living crisis, the social acceptance of second-hand items has been widely discussed across general and retail-industry news. Between 27 and 30 October, the headline ‘Brits are no longer embarrassed to charity shop’ was syndicated across 89 national and regional news sources, while Oxfam were quoted 72 times in saying that ‘second-hand books are at the top of people’s wish-list’.

Key Takeaways

Coverage on second-hand high-street/designer resale ‘side hustles’ is up by 326%
Research suggests Brits are no longer ‘embarrassed’ to purchase or gift second-hand items
Electric and cosmetic goods are some of the most likely to be refurbished or resold
Low-cost high street and supermarket items are producing higher resale profit than luxury items
National outlets are most interested in how brands are entering the resale market, whereas local/regional outlets are engaged in specific case studies of consumers budgeting and third-party resellers

Why are consumers rushing to resell low-cost items?

While the resale of luxury goods is gaining record-high interest, it is not the only sector affected by the dovetailed growth of inflation and independent resellers. Second-hand high street products are receiving a significantly higher level of coverage, with national publications particularly interested in specific examples of high profit margins on low-cost items.

For example, Aldi’s ‘Kevin the Carrot’ toy caused the second-biggest upsurge in low-cost resale coverage throughout November, when 222 national and regional articles reported consumers successfully reselling it on eBay for up to £1,000. Similarly, 168 regional and local news sources wrote of how Primark’s Stranger Things range has returned to stores after reselling for up to £150.

Share of Voice: Top 5 resale brands

*Data analysis of all second-hand UK brand coverage with mention of the cost-of-living crisis or luxury/high street resale between 17 Oct – 21 Nov.

Over the last month, eBay has continued to lead the conversation around both luxury and high street resale. While 38% of coverage is a passing mention, 52% was positively attributed to the brand’s new pre-owned store in New York – where consumers can use ‘luxury as currency’. This term was featured in 92% of the total 686 UK headlines, which later evolved into a phrase used by international publications for the wider movement towards luxury resale.

Meanwhile, both Vinted and Depop’s coverage was between 40% and 50% passing mentions, while 32% of all resale brand coverage mentioned them both within the body of the article. Some of the most common examples were case studies in general news publications and research articles in PR and comms outlets. The overarching theme has been how both brands offer quality and affordable Christmas gifts in the cost-of-living crisis, which leveraged an 88% positive sentiment rate on this coverage.

Which brands are most mentioned within resale coverage?

*Data analysing mentions of all luxury and non-luxury brands within second-hand and resale coverage between 17 Oct – 23 Nov.

The risk behind refurbs

Since 17 Oct, the Vuelio Insights team has identified 1,862 articles discussing resale products across UK news and industry publications. Within 8% of this coverage, consumer charity Electrical Safety First (ESF) were quoted in a widely repurposed article titled ‘Cost of living pushes shoppers towards second-hand electrical goods, says charity’.

Furthermore, Dyson was most often mentioned as the product worth buying second-hand. For example, ‘Refurbished Dyson airwraps on sale at eBay in time for Christmas gifting’ was published by The Independent on 21 November and has been syndicated 102 times since. Dyson is the certified seller of these refurbished products, meaning this coverage is not as much of a loss to the brand as if it were a third-party seller. However, because of this peak in refurb interest, local and regional outlets have started picking up on ‘horror’ stories on the most sought-after brands. Almost 200 articles with similar headlines to ‘Ebay won’t refund my £475 faulty Dyson airwrap’ and ‘Amazon Prime Day £35 hair styler shoppers say is ‘much better’ than Dyson Airwrap’ have ultimately outweighed Dyson’s positive coverage as a certified eBay seller.

The CEO of second-hand tech seller Back Market has been heavily quoted in coverage around electric resale, stating that its ethos is to close the ‘trust gap’ and ‘make refurbs cool’.

Third-party partnerships

As for the fashion brands mentioned within resale coverage, 86% of the discussion is tied to global retailers partnering with third-party resellers as a means to offer second-hand luxury items. While many designers refuse direct distribution of their products, over 448 publications across general news, fashion and beauty have reported on the growing availability.

For example, Louis Vuitton, Chanel, Hermès, Prada and Gucci were mentioned in 289 headlines between 16 Oct – 30 Oct when Amazon announced it would be listing the brands’ bags as part of its Luxury Store launch, through second-hand distributor What Goes Around Comes Around.

Amazon was not alone in its well-timed partnership, in among this courage Primark was also praised for a similar launch. Between 18 Nov and 23 Nov, 82 news and fashion publications shared 106 articles about the high street store’s ‘WornWell’ collaboration with The Vintage Wholesale Company. As a result, brands often spotted there such as Burberry, YSL, Tommy Hilfiger, Nike, Converse, Levi’s and Dr. Martens have all received a significant upsurge in passing mentions.

Competitor strategies

In a bid to compete with the likes of eBay, many high street brands have attempted to regain control by promoting or launching their own resale and refurb lines. For example, Zara received a significant peak in coverage from 18-28 Oct following the announcement of its repair and resale shop ‘Pre-owned’. Similarly, Coach was mentioned in 86 regional outlets 26-28 Oct, following the opening of its London pop-up ‘Tomorrow’s Vintage’.

On the other hand, some brands are opting to take the consumer-led route. For example, local and regional outlets have used the phrase ‘Bargain Box’ in 102 headlines since 20 October, referring to return palettes that can be bought from John Lewis, Argos and Very. M&S is leading coverage around fashion rental, a proactive peak in coverage at the beginning of November following a successful press release on ‘putting value and versatility at the heart’ of its rental collection. This quote was used in 56% of the total 202 national and regional news articles until 5 Nov.

What are the most common types of coverage?

*Data analysis of all luxury and non-luxury brands within second-hand and resale coverage (1,862 articles) 17 Oct – 23 Nov.

Since 17 Oct, the highest-reaching resale coverage has been produced by general news, celebrity/gossip magazines, tech and business publications. Aside from the wider industry discussion of ‘luxury as currency’ and high street resale strategies, product reviews were one of the most prominent article types and are up 62% from 2021. These articles are comparative in nature by putting a luxury product against a budget alternative, i.e. ‘Aldi shoppers rave over Le Creuset dupe’. Alongside Dyson, brands like The North Face, Adidas and the White Company were found within a collective 369 articles similar to this.

Case studies have also increased by 8% since last Christmas. The cosmetics industry has gained the most awareness within this coverage, primarily due to headlines like ‘Makeup Artist saves hundreds buying second-hand makeup on eBay’ which was shared 86 times by local and regional news outlets. This increase produced an upsurge in resale risk for brands like Dior and Charlotte Tilbury.

Unaffected markets

Given the level of investment from second-hand brands and retail competitors, the rise of luxury and high street resale is not predicted to cool-off any time soon. However, this is not a call to action for all brands.

Unlike the pandemic, the cost-of-living is not a crisis that affects everyone equally. Over the last month, 16% of coverage approached the resale discussion from a wealth perspective. For example, an article by The Independent titled ‘Luxury goods boom in Britain as the young, rich and mortgage-free buck the recession’ explored how high-end watches are now seen as an ‘investment’, when they are purchased new by consumers for the purpose of profiteering.

James Ison, the self-styled Deal Maker For The 0.1%, was quoted 89 times within this coverage when he stated that that those who can afford very high-end luxury products appear to be ‘having a Yolo moment’ following the pandemic, often ‘spending five figures in an afternoon’. This consumer psyche also appears to take place outside of retail, such as the emergence of ‘The Lipstick Effect’ within the dining industry.

Vuelio’s Top 3 Recommendations

Measure the crisis – Take some time to measure the impact of inflation in your target market(s). Following the pandemic, many brands have automatically applied another blanket crisis comms strategy to their entire audience, even though the degree of financial struggle varies greatly. If you are a very high-end luxury brand, the likelihood of consumers investing and profiting on your products is a greater risk than a visible loss in revenue.

If you cannot beat them, join them – Research how prominent your brand is within resale media coverage and on second-hand sites. If you find your brand is at risk, the success of Zara, Coach and M&S’s rival lines suggest it would be better to invest in the trend than attempt to eliminate it.
Prioritise sustainibility comms – While cost-of-living is the leading reason for the rise in second-hand purchases, resale will likely hold value long after the economy stabilises. Over the past year, sustainability has transformed from an ethical preference to a consumer demand. It is the most-used word in relation to ‘The Rise of ESG’ and, as over half of Brits worry about the impact of Christmas on the climate, it will continue to hold an important place in the lifecycle resale trends.

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

Vuelio is proud to be supporting AMEC’s Measurement Month – a month-long focus on best practice and new emerging trends in the measurement and evaluation of communication. Check out all the Measurement Month events here.