The best and PR and comms campaigns of 2024

Elmo’s check in, Domino’s take off, and CALM’s calls to action: The best PR and comms campaigns of 2024

In a busy and high-pressure year for PR, the industry stepped up with creative comms for brand and awareness campaigns alike.

We asked PR experts to share their favourite PR and comms campaigns of 2024 – here are shout outs for great work from McDonald’s, Led By Donkeys, the UK Black Comms Network, and Sesame Street (to name just a few)…

Much love for Elmo

Estelle Boon, group managing director – brand, social & influence, Ketchum

‘For me it’s a person. Elmo. Yes, Elmo. Yes, he’s a person.

Elmo X post

‘In January, he (okay, Sesame Street’s social team) posted on X, asking how everybody was doing. As of December that post has had more than 360k active engagements. While we know the virality of a social media post cannot be predicted, the simplicity of this human-first approach that stayed true to “brand Elmo” and his fandom, gave it a running start.’

The Migration Museum’s take on the England football team

Gorki Duhra, press manager, Royal National Institute of Blind People RNIB

‘With immigration a General Election issue, and the widespread abuse suffered by black players at Euro 2020 fresh in the mind, a poster for the Migration Museum that pondered what the England team would look like without immigration was simple and powerful. Only Pickford, Stones and Foden remain in the starting 11, while the names of stars such as Bellingham, Saka, Walker and Kane are all struck out.’

Leading comms from Led By Donkeys

Stephen and Sarah Waddington, directors of Wadds Inc. and founders of Socially Mobile

‘Led by Donkeys is well-known for its political activist campaigns. The National Covid Memorial Wall of hearts is a lasting legacy for the people who died during the pandemic. In February, it laid out more than 11,000 sets of children’s clothing on Bournemouth beach in protest at the war in Gaza. The clothing stretched for five kilometres and was a powerful visual representation of the children killed on both sides of the conflict since 7 October 2023.’

UK Black Comms Networks pushing industry inclusion further forward

Ronke Lawal, PR and communications consultant, Ariatu Communications

‘As Chair of The Women’s Group for UK Black Comms Network I am biased, but the ‘One Step Forward Two Steps Black’ report in collaboration with Opinium was a powerful and meaningful campaign that the industry at large should continue to pay attention to. We cannot continue to allow such huge disparities to prevail if we wish to nurture talent from across diverse communities.’

McDonald’s raised smiles (and important issues)

Jonathan Curtis, chief commercial officer, Grayling Global

‘For me the standout was the McDonald’s ‘The Meal’.

‘The campaign removed the iconic Happy Meal smile to help children understand it’s okay not to be happy. As a Dad of two kids going through the trials and tribulations of schools and friendships this was particularly pertinent and was executed with a simple but brilliant bit of creative thinking that only McDonalds could do.’

A cheeky collab for Budgy Smugglers and Transport for London

Gareth Hoyle, managing director, Coveragely

‘Back in July, Budgy Smugglers and Transport for London partnered for a fun, but cheeky, campaign (pardon the pun). The swimwear brand got together with the country’s most talked about travel network and launched a new collection of swimming trunks featuring some of London transport’s most iconic moquette seat designs. And it worked. Unsurprisingly, the media and social media lapped up this news and the brands were able to secure plenty of coverage in a variety of titles, such as the Evening Standard, Retail Times, TrendHunter and Famous Campaigns.

‘It was able to generate a buzz on social media, the quirky campaign came with some interesting pictures of models looking freezing on the tube and in front of various famous London locations and it had a great regional angle.’

Gaming for good, from the British Heart Foundation

Rachel Humphreys, PR lead, Digital Hub, Motorpoint

‘One of my favourite campaigns of the year was British Heart Foundation’s ‘Streams of (un)consciousness’. The campaign targeted Gen Zers through gaming and streaming platforms to educate them on CPR, as there was a significant lack of CPR knowledge specifically in this age group. This is a great example of how digital campaigns can have a real-world impact, raise awareness and educate.’

Purpose-driven comms from The Woodland Trust and Clean Creatives were very welcome

Alice Regester, CEO and co-founder, 33Seconds

‘There have been some great purpose driven campaigns so far this year, encouraging consumers to live more sustainably, spend time in nature and appreciate our planet. The Woodland Trust and Adam Buxton partnering up to encourage us to plant more trees and The National Trust’s ‘Space to Feel’ campaign are a couple that spring to mind.

‘As well as this, there have been some great industry-led campaigns to encourage communications professionals to be more ethical. This has included the Clean Creatives pledge against working with fossil fuel companies – over 1,000 agencies and practitioners have signed up so far already.‘

A call to action from CALM

Rachel Irvine, founder and CEO, Irvine Partners

‘A notable mention is CALM’s ‘Missed Birthdays‘ campaign, which aimed to raise awareness for youth suicide in the UK.

‘The initiative included call to actions, kits, and resources to help those in need, and personal stories through screens and audio in the exhibit and online. It took something celebratory (a balloon) and spun it on its head to show the opposite, which resulted in a creative, poignant and memorable campaign.’

Ryanair flying high

Pippa Brindley, managing director, The Comms Collective

‘Ryanair is just so good at keeping everyone talking. Their no-filter, daring approach to marketing makes them impossible to ignore. Their online presence shows that they know exactly how to grab attention without taking themselves too seriously. They’ve built a hilarious, self-aware personality that works because it feels authentic. Even if you don’t fly Ryanair, you’re probably following their socials because they’re just that entertaining.’

Domino’s took flight, too

Jane Hunt, co-founder and CEO, JBH The Digital PR Agency

‘Over the summer, Domino’s capitalised on their iconic garlic and herb sauce by bottling it in a travel-sized format. This playful product innovation captured consumers’ imaginations, creating buzz and reinforcing brand loyalty. It was a brilliant mix of product PR and a light-hearted nod to customer demand.’

St John Ambulance kept it simple and effective

Kelly Pepworth, managing director, Speed Communications

‘My favourite was the CPR Bra for St John Ambulance. The campaign was based on a simple gender disparity insight that one in three people are afraid to give CPR to a woman.

‘Great execution with the creation of an educational bra, sharing insight on what action to take when dealing with a cardiac emergency. It was worn and endorsed by key female influencers from the world of football, music and broadcast creating great visuals as well as reach. Simple but very effective.’

Premier Inn checks out

Ed Sheldon, account director, Tank

‘The PR campaign that got the Tank team talking the most this year is a recent one. Premier Inn’s What’s Occur Inn campaign to rename its Barry Island hotel ahead of the Gavin and Stacey finale was inspired. It’s a great example of a reactive campaign that puts a brand at the heart of wider cultural conversations.’

Thank you to O2’s AI Granny

Jo Preston, group board director, Teamspirit

‘O2’s AI Granny was a genuine phenomenon this year – created to keep scammers on the phone and waste their time, it really tapped into the zeitgeist.

‘You know you’ve done something right when you’re mentioned on ‘Have I got News for You’ and Chrissy Teigen’s Instagram!’

Specsavers stood out

Nick Owens, founder, Magnify PR

‘Specsavers’ campaign in Edinburgh stands out. The creators made it look like one of their vehicles had smashed into a bollard with their now iconic “Should Have Gone to Specsavers” slogan alongside it. Funny, simple and clever – three of the things campaigns often fail to be.’

Dove keeping it real

Riley Gardiner, founder, No Strings Public Relations

‘In 2024, Dove’s extension of its “Real Beauty” ethos stood out. Featuring women from diverse backgrounds, including Michaela Coel’s powerful portrayal of unfiltered skin, it challenged beauty norms.

‘This wasn’t just an ad—it became a movement, driven by its commitment to inclusivity and sincerity, tapping into deeper social currents.’

Gold for Channel 4’s Paralympics coverage

Fiona Scott, managing director, Scott Media

‘I loved the Paralympics (I do declare an interest, as I work with Paralympian), Channel 4 did a great job of making it exciting, funny, engaging and didn’t focus on disability, but focussed on elite athletes.’

Inclusivity wasn’t impossible for Adidas

Joseph Hagan, founder, Streamline PR

‘Another highlight was Adidas’ “Impossible is Nothing” campaign, which told inspiring stories while embracing inclusivity.’

Horror film campaigns had real substance

Damon Culbert, digital PR manager, Add People

‘I’m a horror movie fan and there has been some real success stories in terms of marketing and PR through 2024. ‘The Substance’ has put a lot of effort into promotion on social media and taken advantage of user-generated content to keep conversations around the film going long after its release.

‘The best campaign I saw, however, was for ‘Longlegs’. Its promotion was definitely behind its box office success and releasing news about lead actress Maika Monroe’s heart rate when she saw the antagonist for the first time was an interesting and unique use of a tried and tested format.’

Want to make a start on your own winning PR and comms campaigns for the year ahead? Check out these 25 PR and communications trends for 2025.

Political overview of 2024

Key developments from UK policy and politics in 2024

As we step into Christmas and the New Year, the Vuelio Political Team have been thinking and writing about the key developments that pervaded UK policy and politics in 2024. Here is our overview…

Treating the NHS

Helen Stott, Policy Researcher

Wes Streeting’s first act as Health Secretary was to make a speech declaring the NHS ‘broken’ and to commission Lord Darzi to conduct an investigation into its current state. Darzi’s review was published a few months later and, perhaps unsurprisingly, he laid the blame for the NHS’s decline squarely at the fault of previous Conservative governments. Darzi claims that although the health service is still suffering the effects of COVID-19, it was severely weakened going into the pandemic as a result of years of underfunding. He was also critical of the reforms introduced by former Health Secretary Andrew Lansley in 2012.

Having diagnosed the problem, the Government is now tasked with delivering the treatment. Prior to the election, Labour made it clear that their plans for the health service would rely on three key shifts; firstly a shift away from hospitals and to delivering more care in community settings such as general practice, local pharmacies, and community mental health services. Moving ‘downstream’ is crucial to Labour’s second goal, which is to shift towards a more ‘preventative’ model. The argument is that as the UK faces an aging population with more complex health needs, the only way to stop health costs from spiralling out of control is to get better at early intervention or even preventing ill health from occurring in the first place. This ties in with the Government’s public health ambitions, and their intentions to introduce stricter regulations on junk food. Finally, the first two goals will be underpinned by a shift towards digital, with an ambition to properly digitise the NHS and create electronic patient records, which will allow for proper coordination between different parts of the health and social care system.

The Government is currently in the process of consulting on their 10 Year Health Plan which is due to be published in spring 2025. There are still big questions about how much extra funding the NHS can expect to receive in order to deliver the plan, and about what the Government’s ambition to create a National Care Service will entail.

Planning reform goes top of the priority list

Ellie Farrow, Junior Policy Researcher

Last week, the Government published an 82-page National Planning Policy Framework report outlining its plan to ‘overhaul planning rules’ in order to fix the so-called housing crisis and enable the building of 1.5 million new homes by the end of the next Parliament. The revised framework reintroduces mandatory targets for councils, prioritises brownfield sites, introduces ‘golden rules’ for development on the green belt, and offers additional funding to local authorities’ to aid this transition.

Following this, the ONS released figures showing that the economy had shrunk in October; notably the figures revealed zero growth in the services sector, with manufacturing and construction declining at a pace of 0.6% and 0.4% respectively. This perhaps comes as no surprise to some who have repeatedly expressed concerns for the labour shortages in the sector, the Royal Institution of Chartered Surveyors (RICS) has consistently argued that there is a growing gap between the demand for infrastructure development and the available workforce.

In addition to these concerns, under the new plans, councils in England will no longer have the power to contest developments. Instead, planning is to be centralised – or ‘regionalised’ – leading to a disempowerment of local planning offices and committees. These changes, however, came just days before the Government’s much-anticipated English Devolution White Paper. As of this week, the Government has published their English Devolution White Paper which promises to deliver a ‘permanent shift of power away from Whitehall and into the hands of those who know their communities best’. Whether this tallies with centralising planning laws is yet to be seen.

The devolution ‘revolution’

Jennifer Prescott, Political Services Team Lead

In the first week after Labour’s election victory, Keir Starmer and Angela Rayner met with England’s 12 metro mayors to confirm their longstanding intention to expand devolution, promising to ‘deliver the most ambitious programme of devolution this country has ever seen’. The devolution agenda is the first of Labour’s five missions to kickstart economic growth and has been set out in their English Devolution White Paper, published on 16 December. The paper pledges a ‘devolution by default’ approach and outlines its ambition to establish ‘strategic authorities’ (of 500,000 or more residents) covering the whole of the country, meaning that borough and district councils will be abolished. Chair of the District Councils’ Network Sam Chapman-Allen called the move the ‘opposite of devolution, taking powers away from local communities’. Similarly, one council leader in Sussex – an area that has recently submitted an expression of interest in devolved power – called it a ‘death knell for local democracy’. However, the Government’s intention behind the plan to favour larger, combined authorities is to give cities and regions ‘a bigger voice’.

Mayoral strategic authorities will receive consolidated funding pots for housing and planning, transport, skills, and employment support, with the Greater Manchester, Liverpool City Region, North East, South Yorkshire, West Midlands, and West Yorkshire combined authorities being the first. While the Local Government Association welcomes the transfer of powers and money to local leaders, it said it ‘cannot distract from the severe funding pressures that are pushing local services to the brink’. Given the proximity, it’s unclear how pivotal yesterday’s Local Government Finance Settlement will be for the viability of local authorities.

The Government will shortly set out its Devolution Priority Programme aiming to deliver inaugural mayoral elections in May 2026. Discussions have been had with places including Cheshire and Warrington, and Norfolk and Suffolk, and places on the Priority Programme will be confirmed in January.

The post-16 education and skills landscape

Michael Kane, Policy Researcher

A 2023 report by the Education Committee demonstrated the complex nature of the post-16 education and skills landscape – significantly, this simply reiterated the same point that had been made before by the Independent Panel on Technical Education in 2016 and the Wolf Review in 2011. 2024 saw the continuation of this complexity. At the start of the year, then Prime Minister Rishi Sunak was pursuing his plans for an ‘Advanced British Standard’, a plan to, in essence, combine A Levels and T Levels, see every student study ‘some form of maths and English to age 18’, and defund alternative qualifications such as BTECs.

Labour’s election complicated matters: Sunak’s Advanced British Standard was scrapped and derided as unfunded by the Chancellor, and less than month into Government, Education Secretary Bridget Phillipson announced a ‘short review of post-16 qualification reforms at level 3 and below’. The culmination of this review in December saw the Government largely renege on the previous Government’s plans for widespread defunding as they announced that 70% of courses previously earmarked for defunding would stay. Considering the importance of getting post-16 qualifications right for addressing ameliorating skills gaps and productivity levels in the UK economy, the Government may choose to buck the trend of complexity and give the education sector certainty in 2025. With this in mind, the Government’s manifesto promise to publish a long-term strategy for post-16 education is one to look out for.

Clean energy by 2030, not 2035

Laura Fitzgerald, Policy Researcher

Labour’s election brought with it promises of change for the UK’s energy landscape. Both in the lead-up to – and post – election, Labour have been vocal in Labour’s ambitions to make the UK a ‘clean energy superpower’ and target of clean power by 2030. This target, five years earlier than their Conservative predecessors, will be no small feat, but one that the Government insists is achievable. Last week saw Labour publish its Clean Power 2030 Action Plan detailing the steps to build a clean energy system, and one that benefits both the consumer and environment alike. It includes reforms to the grid connection and renewable auction processes, and pledges to ‘unlock billions of investment’ a year.

Energy UK’s CEO Dhara Vyas welcomed the changes to accelerate the planning process and enable the development of critical infrastructure, as did Friends of the Earth who said that the plan will be instrumental in creating green jobs, lowering bills and protecting the planet. The plan is not without its sceptics however. The Shadow Energy Secretary Claire Coutinho, who has largely defended the net-zero scepticism of the previous Government, expressed concerns about whether a clean energy system would lower household energy bills. Speaking in an interview with Energy Secretary Ed Miliband, Nick Robinson also shared some public concern that a clean energy system may lead to blackouts with renewable energy sources often subject to some variability. With 2030 just under four years away, both sides can agree that the scale of the task is significant and will require bold action if the clean energy target is to be met.

2025 and beyond

Given the holistic nature of policy, the key developments that pervaded 2024 will likely feed into 2025. With this in mind, if we are to comprehend the issues that may grasp the machinery of Government in 2025, we have to understand – were they were conclusively grasped before?

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

25 PR and communications trends for 2025

25 PR and communications trends for 2025

In a year where AI seemed to be taking over, social media turned into the wild west, and global political unrest can make many jobs seem somewhat trivial, PR and comms has been under extra pressure to get attention on the right stories, and keeping the public informed.

What lies ahead for the communications industry in 2025? Here are predictions and pointers from 34 PR experts readying for what is to come – take note of these PR trends for 2025…

1) Social media platforms held to account

‘We are already seeing major organisations like The Guardian and CIPR move away from platforms for ethical reasons. However, I think we need to be cautious about how we embrace this. It’s important to use these platforms objectively, otherwise we should look at the ethical practices of all platforms equally. Pausing activity on a platform is symbolic but isn’t necessarily disruptive particularly in an era when clear, fact based comms is crucial. We should be leaning into remaining on these platforms and objectively sharing updates which speak truth to power.’

– Ronke Lawal, PR and communications consultant, Ariatu Communications

2) Conflicting comforts

‘Brand communications will need to be more agile in 2025 as we enter an age of the contrarian consumer. A mindset that cuts through socio-demographics, centred on people’s comfort in being conflicted across their wants, needs and influences.

‘Examples include: the rise of the phygital retail experience; micro communities being Gen Z’s biggest force of influence; shoppers flipping from “quiet luxury” to “underconsumption core”; and the “everyday hacktivists” that are driven by purpose…but simply cannot resist a good deal.’

– Estelle Boon, group managing director – brand, social & influence, Ketchum

3) A return to long-form

Tortoise Media’s acquisition of The Observer feels significant. We’re growing exhausted of short-form media. The future for organisational reputation lies in earned and owned media strategies that slowly yet sustainably build credibility and foster long-term engagement.’

– Stephen and Sarah Waddington, directors of Wadds Inc. and founders of Socially Mobile

4) Stronger bonds between PRs and journalists

‘When Connectively/HARO announced they were shuttering the site, some suggested that an influx of AI-generated comments and experts were behind the deterioration of the site. Journalists having to battle ever-increasing amounts of generic AI content is likely to mean strong relationships between journalists and PRs will become more valuable.

Engaging with journalists in different ways and demonstrating trust and value in your interactions could mean expert comment outreach looks different next year.’

– Damon Culbert, digital PR manager, Add People

5) Assistance from AI…

‘Artificial intelligence will be a game-changer for B2B PR by 2025, especially in science and engineering. AI will streamline processes like drafting technical press releases, creating thought leadership content, and tailoring pitches to specific industry journalists or analysts.’

– Richard Stone, founder and managing director, Stone Junction

‘Next year’s big trend will be AI-driven personalisation. Demographic segmentation is a thing of the past – now, technology allows us to tailor communications to each consumer. Agencies that embrace this while respecting privacy will see unmatched engagement. But authenticity is key. Brands that give a voice to marginalised groups, like Richie Shazam’s work with Levi’s, demonstrate how real stories resonate and push past traditional marketing tactics.’

– Riley Gardiner, founder, No Strings Public Relations

6) …while maintaining trust with a human touch

‘We’re going retro. In a media landscape increasingly cluttered by AI slop, automated messaging and disinformation, savvy practitioners will use their expertise to forge authentic human connections and maintain trust-based relationships.’

– Stephen and Sarah Waddington

‘Consumers are increasingly discerning. Trusted content is valued more than ever, driven by younger generations shaping the media landscape. PR teams must embrace AI and data-driven insights while maintaining a human touch.’

– Jonathan Curtis, chief commercial officer, Grayling Global

7) Moving past purpose washing

‘We are finally turning our backs on purpose-washing, and the stage is now clear for the brands with purpose at their core to have the spotlight. I expect to see purpose-led brands finding new ways to tell stories and drive fame in a way that entertains, educates, and inspires the masses to consume differently.’

– Kamiqua Lake, founder and CEO, Coldr

‘2025 will be the year of accountability for brands – especially when it comes to sustainability commitments. We want to see brands that follow through – proof of what they HAVE done, not just what they say they’re going to do. And, are these sustainability values genuinely carried out across all layers of the guest experience, or selectively applied where it suits? For example – as much as smashed avocado is a widely popular and healthy breakfast dish, why am I seeing it on hotel menus across the world during months when they are not in season?’

– Pippa Brindley, managing director, The Comms Collective

8) Experts needed

‘Short-term tactics no longer suffice; users seek reliable and trustworthy information, aligning with Google’s mission to think like a user. As a result, PR efforts will have to increasingly focus on enhancing the reputation of key experts and spokespeople within organisations, with a strong emphasis on specialist and trustworthy content.’

– Daisy Wolfenden, managing director, Wolfenden

9) TikTok and LinkedIn will continue to grow

‘TikTok will continue to grow and remain an important marketing tool for brands to take advantage of a highly engaged, young audience. LinkedIn will also remain important with more than 700 million reported users across the globe. We’ll see more thought leadership pieces on this platform and in 2025, it will continue to be a powerful tool for brands looking to position themselves as industry leaders.’

– Gareth Hoyle, managing director at Coveragely

10) And Substack will get more subs

‘Many journalists are launching their own newsletters and building strong niche audiences there – from restaurant reviewers to wellness gurus. I’m already seeing this pop up in journo requests.’

– Lucy Sambrook, PR specialist, Seed

11) Podcast infiltration

‘Podcasts are nothing new in the world of PR, but the power of them was proven in the US election this year. The global podcast audience has more than doubled in the last five years, with over 460M podcast listeners globally by 2024, and expected to rise even more in 2025.

‘I think for 2025, we’ll see podcasts infiltrating all our other mediums even further. Rather than just a way for us to listen to peoples experiences and point of views, they will be used as propaganda tools for maximum impact as they can achieve even more significant reach.’

– Jasmine Wicks-Stephens, founder, Known

12) Bigger brand personalities

‘Clarity in branding will be more important than ever – the average person now consumes around 74 GB of information daily, an equivalent to watching 16 movies or spending seven hours online. Having a clear narrative and consistent messaging is crucial to cut through the noise and capture attention.’

– Sarah Woodhouse, director, strategic communications agency, AMBITIOUS

13) Increased client and consumer interaction

‘Consumers are hungrier than ever to get to know a brand deeply – to enter the brand universe via creative, welcoming and exciting activity. This could be in real life interactions via pop-ups and consumer events or simply from receiving extra gifts, online experiences when shopping or surprise and delight moments for loyal customers.’

– Rachel Humphrey, founder and director, Brand Building Co.

14) More metrics

‘How PR agencies and professionals measure campaigns and prove ROI will continue to evolve. As marketing budgets remain squeezed, intelligent measurement will be critical to both understanding what worked and why, as well as informing the strategy of future projects.

‘As solutions become ever more sophisticated, affordable and user friendly, this will democratise measurement even further – meaning boutique agencies and freelancers will have the same opportunities as larger brands to provide clients with bespoke metrics that reflect objectives.’

– Alice Regester, CEO and co-founder, 33Seconds

15) Comms for causes

‘I think some of the most successful campaigns next year will have a societal cause – tackling a social issue, helping to raise awareness or offering a solution at a local or national level. We’re already seeing brands much more focused on living their values and willing to step outside of traditional media comms.’

– Rachel Humphreys, PR lead, Digital Hub, Motorpoint

‘Agencies must guide brands in taking authentic stands on societal issues, as consumers increasingly demand alignment between values and actions.’

– Bethanie Durham, associate director, NORTH

16) Greater inclusion

‘Diversity, equity, and inclusion will continue to shape campaigns. Audiences are demanding action, not just performative gestures, and brands will be held accountable.’

Joseph Hagan, founder, Streamline PR

17) Accessible content

‘Content creation will continue to be key when many media platforms are struggling with their budgets. The content doesn’t need to be polished or expensive – just accessible to wide audiences, so the continued use of Alt description and Audio Description and subtitling will make messages and content not just accessible for people with sensory loss – but will reach wider audiences anyway especially through smartphone and tablet devices.’

– Gorki Duhra, press manager, Royal National Institute of Blind People RNIB

18) Comebacks for real world experiences

‘While digital remains crucial, the pendulum is swinging back to real-world experiences. I think we’ll see a peak in small, face-to-face activations as well as large-scale events starting to become more important, as audiences crave authentic, in-person connection.’

Rachel Irvine, founder and CEO, Irvine Partners

19) The pivot to video continues

‘2025 will also see an ever-growing demand for great video content. Whereas a strong set of pictures was once the minimum requirement for any press campaign or release, a clip that works online and across socials is now an absolute must. Agencies who don’t deliver on that are likely to struggle to find a home for their content.’

– Nick Owens, founder, Magnify PR

20) Evolution out of owned/earned/paid

‘Many clients still operate in silos but that is changing, and needs to change. It’s all about how best to reach an audience that now consumes media in a very different way. Content has always been the key to a successful PR campaign, but the industry needs to work hard to convince clients to look beyond traditional channels to help that content reach their audience.’

– Jo Preston, group board director, Teamspirit

‘The changing face of the media, more subscriptions, more paywalls, more ‘charging’ for stories through ‘admin fees’ or similar so advertorial campaigns will become more important as media outlets find other ways to make money. So the snobbery around ‘earned’ content and paid-for content will have to gradually dissipate as media outlets look for other income streams. The media tends not to care about whether content is earned or not (PRs are obsessed with this), the media cares about the value of a story which fits their agenda at any given time.

‘Also terrible press releases are still terrible so that won’t lead to them being used just because money may change hands.’

– Fiona Scott, managing director, Scott Media

21) A revolution for reactive PR

‘With the speed of news cycles and social media, the days of ‘waiting and seeing’ during a crisis or opportunity are over. Next year, the brands that will win are those that master the art of being nimble. Whether it’s jumping on a cultural moment, like a viral meme or breaking news, or responding to public criticism, reactive PR needs to feel authentic, fast, and smart. But – and this is key – it can’t feel like a stunt. Consumers are incredibly savvy now, so reactive moves need to show you genuinely understand the context and the audience.’

– Sheridan Okey, head of digital PR, Tribera

22) Nano and news influencers to take over

‘The focus will shift away from big-name influencers to micro and nano influencers – those with smaller, highly engaged followings. It’s no longer all about the size of the following, but about the quality of those followers and their level of engagement.

‘By carefully selecting smaller but more relevant influencers and nurturing genuine, long-term relationships, the authenticity of the relationship will shine through and brands will gain access to a goldmine of engaged individuals.’

– Fay Clarkson, operations and account director, Honest Communications

‘Alternative methods of consuming media will continue to rise, and ‘newsfluencers’ will play a key role in shaping how we consume information. ‘Newsfluencers’ are individuals who have a significant following through non-traditional media channels such as podcasts, Substack newsletters, YouTube, or social media.

‘They have unique and loyal audiences that are difficult to reach through traditional media, and activating them in PR and comms campaigns will become far more common in the next year. These alternative media forms are becoming far more popular, with 71% of Gen-Z using social media to obtain news, so failing to incorporate this trend could cause companies to fall behind and appear out of touch.’

– David Clare, director, Fire on the Hill

23) PRs navigating a less (cyber)secure world

‘While misinformation is not a new phenomenon, it has been amplified by the advent of the digital age – the wide adoption of LLMs has also exacerbated the issue. Platforms like ChatGPT act as human amplifiers and therefore only as good as the data which feeds into them leaving them prone to biases and inaccuracies.

‘This wave of change could have a significant impact on businesses affected, decimating consumer trust and potentially wiping out a company overnight.’

– Becca Williams, CEO, Antidote Communications

‘With rising concerns over data breaches and ransomware attacks, PR professionals need to focus on crisis management and proactive communication strategies. The integration of AI tools like ChatGPT is enhancing real-time threat analysis and enabling faster, more accurate responses to security incidents. Transparency will also be critical—brands must effectively communicate how they’re safeguarding data to maintain trust. Another emerging trend is the use of immersive storytelling, such as VR and AR, to educate audiences about cybersecurity threats in an engaging way.’

– Rose Ross, CEO, Omarketing

24) Extra opportunities for freelancers

‘The national insurance hikes will almost certainly have a considerable impact on the way that PR and comms teams operate throughout 2025. This could limit opportunities for businesses to grow and scale their in-house teams, but this offers a welcome opportunity for the thriving freelance sector.

‘For PR agencies (as well as in-house teams), the ability to rely on experienced freelance PRs to support specific campaigns (or provide longer term, retained support) offers a streamlined, yet flexible solution that will give businesses more breathing room to adapt to financial, technological and societal changes.

– Amy Dawson, owner, Gatekeeper Communications

25) PR trends 2025 – an industry back at the head of the table

‘2025 will also be the year when the PR industry take its place as the conductor, rather than part of the band. Earned, owned and paid channels are blurring. Digital PR’s stock is rising. Successful campaigns will centre on great insight-led creative thinking that is cleverly executed across multiple channels to deliver measurable impact. Our innate ability to identify a story that will cut through, willingness to lean into new content forms and channels, teamed with increased ability to provide awareness & engagement metrics, means PR is primed to take a bigger slice of the marketing pie.’

– Kelly Pepworth, managing director, Speed Communications

‘Strategic consultation is going to be increasingly important for PR and comms teams next year. After fighting for a seat at the table, PR teams have become a much more valued asset for C-suites to provide trusted counsel.’

– Ed Sheldon, account director, Tank

‘PR is poised to evolve into a revenue-driving powerhouse. Historically, PR’s value was often seen in softer metrics, but the landscape is shifting. With Google’s increased emphasis on brand strength and measurable impact, PR professionals now have the tools to quantify the results of their efforts. This shift is particularly critical in light of economic challenges, where budgets are under greater scrutiny. Both traditional and digital PR practitioners will need to prove their worth, showcasing the tangible outcomes their campaigns deliver. Measurement, transparency, and a clear connection to ROI will no longer be optional – they’ll be essential.’

– Jane Hunt, co-founder and CEO, JBH The Digital PR Agency

Want more 2025 PR trends? For more on the growing influence of social media channels like TikTok, download our reports ‘Tiktok journalism: The platform’s impact on news audiences‘ and ‘Hold the homepage! How scoops circulate through the modern media landscape‘. 

How to get press coverage in December 2024

Media trends: How to get UK press coverage in December

What are journalists looking for as 2024 draws to a close? Festive content is obviously prevalent, but the media are using the ResponseSource Journalist Enquiry Service for a lot more, too.

Find out below what was popular in November and what could get you featured in the press during December and into the New Year.

Last minute Christmas content

Unsurprisingly, ‘Christmas’ was the top keyword used by journalists for a third month running as it cropped up in 18.5% of the total requests sent in November. ‘Gift guide’ was prominent within this as nearly 8% of those journalist enquiries were for products and items to feature in a guide or round-up.

Some of the more unusual Christmas-related requests included a journalist looking to speak to someone who is giving some of their pension cash this Christmas, and another wanting to speak to interior designers about Christmas styles that remain popular every year.

Going forward? While there is relatively little time left until the ‘big day’, the media will still be looking for the best last minute gifts so have products ready to review. Fashion and food are also regular requests in December with advice on what to wear for the holidays and what to cook. The i paper, Ideal Home, Yahoo! Style, Good Housekeeping, and Stylist all sent an enquiry last month so there is the opportunity for national press or consumer magazine coverage.

What are journalists asking for?

2025 in focus

The end of one year traditionally gets journalists looking ahead to the next one and it’s proved no different this year with ‘2025’ featuring in just over 7% of the requests last month. ‘New year’ has similarly proved popular with just under 3% of enquiries containing that phrase.

Journalists at The Daily Express, PA Media and The Guardian sent enquiries in November with ‘2025’ in them including looking for new beauty launches for women, GenAI trends to watch out for, and new hotel and restaurant openings in the new year.

Going forward? December last year saw nearly 14% of journalists send enquiries for the year ahead, wanting information on travel, fashion, beauty, technology, and more. Have press releases ready on trends and predictions for 2025 and experts in areas such as fitness and wellness to tie in with events like Dry January and Veganuary.

Which journalists are sending requests?

Heating up for the Winter

We’ve mentioned in previous posts that seasonal requests are popular with journalists and ‘Winter’ has proved no different as it received 4.5% of the total enquiries last month. But there has been an increased focus recently on staying warm this winter with ‘heat’ or ‘heating’ cropping up in nearly 3% of requests.

Some specific enquiries included looking to speak to pensioners struggling to heat their homes, wanting to know the cheapest way to heat one room, and asking for comment from a health expert on the health risks of not putting your heating on.

Going forward? December and January are traditionally the coldest months of the year and journalists will be looking to get expert advice on what to do with your heating without spending too much. There will also likely be requests for case studies of clever techniques for staying warm and how the Winter fuel payment changes are affecting people.

Other opportunities for PRs in December and beyond

Returning to the Christmas theme again and journalists could be looking to cover Christmas Jumper Day and any other festive charitable events, so have information ready to send along these lines.

Get lists prepared for the best places and ways to see in 2025 to get potential media coverage. Plus, after the festivities of Christmas Day, Boxing Day brings with it the chance to get a bargain in the sales. Product reviews and round-ups will be in demand, as well as retail experts to pass comment on the state of the industry.

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

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

Dan Jolin

‘You want to build good relationships with people’ – Media Interview with Dan Jolin, freelance film journalist and editor of Senet magazine

Interested in finding out how to catch the eye of a film journalist? Dan Jolin, freelance film journalist and editor of Senet magazine, has been working in the industry for over two decades, with stints as  reviews and features editor at both Total Film and Empire magazine. 

Read on for his thoughts on the relationship between film PRs and journalists, some of the best recent film campaigns, and the most likely ways to get coverage.

 

How do you balance your freelance work with editing and overseeing the quarterly Senet magazine?

As Senet has grown and become more successful, it’s necessarily taken up more and more of my time, but I now manage to keep a balance of about 50/50 between my Senet responsibilities and maintaining my freelance work (including the book writing). It requires a lot of plate-spinning, but it keeps me on my toes! 

Essentially it’s scheduling and trying to keep to it. For example, with the books I’m writing at the moment, I set myself deadlines within the overall deadlines. Knowing I have to get this chapter written by this point, and that chapter written by that point, gives me a useful structure.

 

When working with PRs, what are the most useful ways that they can assist you and what are some of your pet peeves?

When I was still at Empire, so much of the job involved working with PRs, and I enjoyed all the fun negotiations that you have around that, and the genuinely fun interactions. Since going freelance, my interactions with PRs have lessened, while (being editor of the quarterly board-game magazine Senet) in the board-game world, I’m primarily dealing with marketing departments of the publishing companies, and the creative talent directly.

Any journalist would probably say there’s a lot of emails that just go in the bin because they’re not relevant. In terms of calibrating your approach, so that you’re not being irrelevant to a journalist or wasting your time, make sure you have some knowledge of what the publication covers. For example, in Senet magazine, we don’t cover jigsaw puzzles. A puzzle is not a game. We cover games that contain puzzles, but a jigsaw puzzle is not something we would cover, and that would be obvious from reading the magazine.

 

How does the relationship work with film PRs and getting access to screenings and interviews with actors – how could it be improved?

When you’re dealing with people at the upper levels in Hollywood, for example, then it can be quite daunting. I worry about ignoring emails from PRs but frankly, I have been ignored by a lot of PRs over the years. You do have to follow up, get on the phone, talk to them and don’t be scared of them.

I think there’s a degree of appreciation between journalists and film PRs and publicists. You have your guidelines of what you need to get out of an interview, and they have theirs, and you just have to be honest about it. This is what we want the coverage to be, this is what we need from them, this is the amount of time that we need to do it, and this is the sort of access that is required. You might compromise a little but if it’s not aligning, then it’s not going to work.

You want to build good relationships with people. Getting face to face with them whenever possible, if you’ve got the budget and depending on where they are, is preferable. Connecting as one human being to another human being really helps when it comes to having those more difficult conversations.

 

What are some of the best recent film campaigns you’ve seen? Which ones missed the mark, in your opinion? 

What did a really good job was ‘Longlegs’. It was really enticing and creepy and weird. I didn’t have any idea what the film was about but I wanted to know more. I wanted to see what was happening here. It had a really good, powerful vibe and I think they used TikTok very well. I say this because my 15-year-old, who was then 14 years old, came up and said ‘I’ve got to see this film’. Unfortunately, he was too young to go and see it! I also say it’s really good because when I finally saw the film, I was disappointed! Overall though, a very impressive campaign.

 

When is it best for PRs to contact you and what way do you prefer?

Email is absolutely fine. That’s in my work-brain space. I am on social media in a professional capacity, but I’m much more likely to miss DMs or communications like that, because I’m not really engaging with it in my work brain-space.

I don’t like getting work emails during the weekend, especially from PRs. I guess the logic is because then on Monday morning it will be at the top of my inbox. But actually it’s going to be halfway down my inbox due to all the other emails that I’ve got.

Back in the day, I had a work phone and I would say, ‘Ring me anytime,’ because I knew it would be a work call and during work hours. However, I’m less inclined to say to people to call me now as some people still consider evenings to be work hours, but these days I don’t and I’m usually done before then.

In terms of timing, then probably not Monday morning as everyone is getting in contact then. I would say drip feed emails during the week so they’re there in the morning when I do my little daily check. If it’s a personally directed email, then I always try to respond within 24 hours.

Five reasons to use the Journalist Enquiry Service

Five reasons to use the ResponseSource Journalist Enquiry Service for your media outreach

Trawling social media posts from journalists for requests, taking a chance on emailing, or even cold calling – media outreach doesn’t have to be this difficult. The ResponseSource Journalist Enquiry Service has been connecting PRs with journalists since its launch back in 1998 and is relied upon by the UK media industry every day.

Media professionals sending requests to PRs via the service span leading national and regional press, broadcast, magazines, podcasts, and much more.

Looking for media coverage? Tap into the Journalist Enquiry Service’s huge network to connect with journalists and broadcasters directly with what they need. Here are just five reasons to dip back into the service ( or try it for the first time!) to secure coverage in the press…

1) Journalist requests are relevant to you

Rather than receiving a deluge of potentially irrelevant asks from the UK media to slowly sift through, PRs signing up for the Journalist Enquiry Service have 25 categories to pick from and filter requests with – what you get is what you need.

Categories span from Entertainment & Arts to sector-specific subjects like Medical & Pharmaceutical, and journalists using the service to source PR contributions choose the most relevant categories for their requests.

The Journalist Enquiry Service is also powered by a dedicated team of researchers who ensure each journalist request is clear and is being sent to the right categories.

2) Journalist asks come to you directly

Cutting out the need for extra outreach almost entirely, the Journalist Enquiry Service shares requests from the media directly to PR inboxes. You can choose how often these come through to you depending on your workload and preferred way of splitting up your day.

Sign up for a daily digest of useful requests for review products, case studies, expert comment, statistics and survey results, new research, or filming locations to peruse when you’re ready, or receive each request as and when they’re submitted by media professionals in need of your help, skillset, and contacts.

3) Deadline, topic, format – All the details you need are included

Each request you receive will include the elements you need to ensure your reply is of use for the journalist. Alongside a short enquiry summary, the submitter will include a longer description of what they need in the dedicated Query box – these can include links to previous pieces in a series they’re working on, or extra context for the story the enquiry concerns.

A set deadline is included, as well as a link to more information on the outlet they are writing/filming/recording for. Enquiries drop off from the system once the deadline is passed to prevent any accidental sends for news or features that have already been filed for publication or release.

4) Journalists at the leading UK media organisations use the service to source information

With a quarter of a decade-long track record of trust built with the UK media, the Journalist Enquiry Service is utilised by media professionals across the country’s biggest publishing organisations to source information.

Alongside staffers in newsrooms and on editorial teams across the country, freelancers who work for a variety of top publications rely on the service for the extra information they need for their commissions. And the interaction between a journalist and the public relations professional who offers help with their enquiry doesn’t have to end there. While interactions are managed within the platform for each request, many long-term PR and journalist working relationships have started with contact via the Journalist Enquiry Service.

5) It’s fully secure

The Journalist Enquiry Service platform exists as a place for the media and PR industries to share useful information and build relationships – a neutral meeting space with benefits for both.

A journalist sending a request via the service genuinely wants to hear back from PRs with relevant contributions, removing the need to source contact details, or reaching out without knowing for sure if your offering will be useful or even well-received. Contact begins through the internal network, with email replies coming via a generic address until both sides are ready to share their contact details directly.

Ready to start receiving requests from the UK media? Sign up for a trial. 


Featured image for Seeking Audiences event

How do journalists find audiences in the platform era?

How has the emergence of new media platforms impacted journalism, and its audiences?

To explore the state of journalism today and how it’s evolving for the future, we invited two panels of industry experts to share their expertise with an audience of PRs and fellow media professionals for the Pulsar x Vuelio event: ‘Seeking Audiences: Journalism in the Platform Era’ event.

Seeking Audiences panel

Joining us to discuss the ‘new news’ landscape – including the challenges of capturing audience attention amid fragmenting forces like TikTok; the role of podcasts; and comebacks for local news – was Press Gazette UK Editor Charlotte Tobitt, ITV News Reporter and Producer Siham Ali, Polis Founding Editor and Director of The Journalism AI Project at the London School of Economics Professor Charlie Beckett.

Second panel for Seeking Audiences

Covering changes in audience perceptions, brands, and behaviours was CNN International Commercial Vice President, Audiences & Data Tini Sevak, The Economist’s Media Editor Tom Wainwright, and BBC News Journalist, Producer, and Presenter Kamilah McInnis.

Here are key points from the speakers, as well as extra answers we ran out of time for…

The new news: Reaching audiences with journalism today, from TikTok to podcasts, to local journalism

So many platforms, so little time for each: What are the biggest hurdles to reaching an audience for journalists?

‘Two main things – the fragmentation of the media landscape, and Google sending less traffic to them,’ was the verdict from Press Gazette’s Charlotte Tobitt, who covers the fortunes, and fluctuations, of the media as part of her daily beat.

Charlotte Tobitt

‘It’s rarer for someone to search for ‘The Telegraph’ to find their news now, and publishers are finding it harder to engage directly. They need to future-proof against the many other platforms out there by building brand connections – trust is at a real low in the UK and the US’.

Charlie Beckett, whose organisation Polis campaigned hard for amendments to the Online Safety Bill, highlighted just how much the media industry has been transformed by competing platforms pumping out information, 24/7:

‘I remember when it was just papers and TV. We were the only place you could get news – life was great!

Charlie Beckett and Siham Ali

‘Social media is the biggest thing to happen to journalism in a hundred years. You have incredible access to different sources, and that can be overwhelming. But as an audience, we don’t want to go back.

The problem for publishers is having to start from a place of what people want. But journalism has always been good at that.’

Is the plethora of platforms warring for audience attention actually an opportunity for journalism? ITV News’ Siham Ali, talking as a reporter with ‘boots on the ground’ across the UK, sees the positives:

‘I think finding an audience is easy with TikTok and Instagram. Especially with local news – Facebook has made our jobs easier.

Siham Ali

‘We have stories that perform well on TikTok. The trick is adapting our storytelling to this new way of sharing news. I don’t think it’s a bad thing. But then, I’m young, so…’

Another ‘newer’ format for storytelling is podcasting, a medium the publishing industry has invested in heavily over the last few years.

‘[The podcasting format] is infecting ‘traditional’ broadcasting and making it more casual,’ believes Charlie. ‘And they aren’t much different – they’re merging.

‘Podcasts are ambient. TikTok, you’re more focused on it. When we talk about audience attention, it’s skeletal – it doesn’t tell us everything we need to know.’

Rebuilding trust in the news industry when bad actors also have a platform

Vuelio’s head of insights Amy Chappell asked if the extra competition for audience engagement has meant more clickbait (and as a result, more misinformation).

Panel for Seeking Audiences

‘You have to be really careful where you get your news from,’ said Siham. ‘I’d like to think the big media names are the good actors. There’s clickbait everywhere.’

Charlie pointed out that this isn’t a phenomenon born from the digital age:

‘Audiences have a lot of agency – they consume “fake news” because they want to. People are driven by identity and emotions, by fear – they choose to consume what panders and pays attention to fears they have.

‘Clickbait wasn’t suddenly invented. Marketing and advertising people have known this for decades.’

Trust was also highlighted as a difficult part of the local journalism ecosystem –

‘People are at the heart of everything we do. In journalism – people are the story,’ said Siham.

‘I was only able to work on certain stories because of people in communities. I saw their need to be heard.’

The importance of time covering a local new beat on a journalist’s skillset was underlined by Charlie – not just for the journalist, but also for building loyalty with audiences:

‘Editorial diversity is what’s needed – knowing what it’s like to grow up on a council estate, for example.

‘Most national press get their stories from local news. The media have to be honest that we’ve messed this area up by reducing news teams – fewer journalists are left now in regional journalism.’

Is social media and vertical video making news accessible, and can it bring media success?

‘The news industry was slow to TikTok, and then a few individual journalists picked it up,’ explained Charlotte.

‘The Daily Mail is now one of the biggest news publications on TikTok, and it’s a good thing for the longevity of the brand.

‘People were hesitant initially because the monetisation wasn’t there. But for brand building, it’s worth it. The TikTok algorithm is so good that the right stuff should find the right people.’

But Charlotte also recommended caution regarding social platforms like TikTok:

‘It would be risky to rely on them completely – the platforms can change up the algorithms anytime. Publishers shouldn’t get too excited about one platform.’

‘Audiences that are underserved [by traditional media] are on TikTok,’ added Siham.

‘They might then come through to ITV at 6.30pm. An 18-year-old then knows what’s happened in Westminster today. They’re now able to pass that information to their friends at the pub.

‘TikTok used to be an afterthought, but now it’s part of the planning stage at ITV. The social team make up a chunk of our output on the platform’.

The opportunities for PRs and a bright future for journalism

‘I used to work in PR, and we didn’t think to add vertical assets – there’s a lot of potential in that space, said Siham. ‘Show that your content is multiplatform.’

‘I’ve seen politicians doing interviews directly with social teams, and not the digital news teams. That trend is quite interesting.’

‘I’m excited by the new platforms, adapting as a news organisation is exciting.’

‘If I wasn’t optimistic about the future of journalism, I would be in the wrong job,’ said Charlotte. ‘People are aware of the challenges, but there’s lots of innovation and cool stuff going on.’

‘The news industry is more aware than it’s ever been. News is incredibly resilient – the dogs won’t die,’ said Charlie.

Journalism in the platform era: Audience perceptions, brands, and behaviours

How worried should the media and comms industries be about increasingly polarised communities?

The Economist’s Tom Wainwright highlighted just how split media audience are along political lines – particularly in the election-heavy 2024:

‘More extreme takes travel further online than more moderate ones. That makes the space seem very polarised. And what you see in polling is that trust is very split along partisan lines in readerships and viewer bases. After Brexit, the big fallout between ‘leave’ and ‘remain’ audiences, for example.

‘It’s part of a broader mistrust from more conservative audiences with what they see as ‘elite’ institutions. This split is a hard thing to fix. Organisations need to increase their diversity of staff partly because of this. There’s a divide that’s baked in.’

Tom Wainwright

‘People still value credible and well researched journalism but news is dominated by organisations that focus on sensationalism and misinformation,’ added BBC News’ Kamilah McInnis.

Kamilah McInnis and Tini Sevak

‘Organisations should apologise when mistakes are made, listen to audiences and be consistent to rebuild trust. Respond to what audiences need. And remember that they also tune in for escapism and analysis.’

CNN’s Tini Sevak emphasised how vital established and non-partisan media organisations are for the public, whatever their political outlook:

‘When people are making big decisions, they’re still coming to news organisations.’

Tini Sevak

Bringing audiences back to engaging with news reporting, wherever it’s published, posted, or shared

The panel talked about the rise in news avoidance over the last few years, and how this is increasingly impacting audiences across demographics. It’s not just younger people who avoid hard news – not tuning in to ‘traditional’ news mediums like ITV News at 10, or picking up a daily print newspaper. Even those who had previously been avid news-followers are tuning out for a variety of reasons – the increase in global conflict; the ways awareness of this has seeped into all other mediums to become a constant in the background of modern lives; even the lack of censorship and inclusion of distressing images and updates.

Much has been made of this increase in news avoidance over the last few years – both at industry conferences for journalists, and in reports detailing challenges for publishers. Could a factor be a simple lack of visibility for ‘traditional’ news platforms?

As Tom pointed out: ‘As a child, I had to watch Newsbeat to get to Grange Hill. People are moving from a news-rich environment to a news desert. Maybe people are bored of news, but I think they’re just seeing less of it.’

Discussion also centred on the lack of news on the streaming channels now available – Tom mentioned Netflix as an example of a platform that doesn’t have an option for news updates. For many of the public, the only way they will encounter broadcasts devoted to news reporting specifically will be by seeking it out. How can new organisations build relationships so that audiences will search for them as sources?

For Tini, reputation and reliability are vital:

‘When you’ve got a brand that stands for something, you have a relationship with your audience. It’s about giving back – news has to be a reflection of life. Hard news, but also culture – reflecting what life is about’.

The impact of paywalls and subscription models

Tom pointed out the difference that a subscription model makes to an outlet’s overall focus, not just their audience:

‘Organisations that focus more on subscriptions are more likely to go niche. The New York Times has shifted to a subscription model and is aiming to be more in tune with their readers – for the good and bad.

‘If you’re funded by advertising, however, you’ll be more generalised and centrist. With subscriptions, readers want to engage with content they agree with. The way publications respond to that dilemma depends on their business model’.

‘The brand safety aspect is very real,’ added Tini.

‘Advertising within news doesn’t have to be a detriment to your brand. There’s an opportunity to engage with a tuned-in audience’.

For more on this topic, as well as the Pulsar and Vuelio research discussed during this event, check out our reports ‘TikTok journalism: The platform’s impact on news audiences’ and ‘Hold the homepage: How scoops circulation through the modern media landscape’.

How to get media coverage in November

Media trends: How to get UK press coverage in November

What will go off with a bang in the media in November? Many people will be celebrating Bonfire night with fireworks this evening, and journalists, broadcasters, and influencers have been using the ResponseSource Journalist Enquiry Service to source information about this and other topics.

Find out below what the media wanted from PRs over the last month, and how to get coverage in November.

An avalanche of Christmas content

‘Christmas’ has been the number one keyword used by journalists in enquiries for a couple of months now, and October was no different – the festive season featured in around 17% of the total requests. Nearly 10% of the enquiries included the words ‘gift guide’ with ‘advent calendar’ on 3%.

While the vast majority of requests were for products, journalists looked for different angles as well, including how to avoid social burnout in the lead up to Christmas, and for comment from a historian on British Christmas heritage.

Going forward? Have products ready to review for gift guides and information about the perfect Christmas dinner and events to get out to (amongst other topics). Journalists at The Sun Online, PA Media, Daily Mirror, and The Guardian all sent requests last month so you could get national press coverage.

What are UK journalists asking for?

Political interest and money matters

Rachel Reeves’ first budget announcement as Chancellor of the new Labour government was always going to be a big talking point, and so it proved with ‘budget’ featuring in 4% of all enquiries throughout October and ‘Government’ in 3% of those containing that word.

GB News, The Independent, The Sunday Times, The Daily Telegraph, and ITV News all sent requests around the budget. They asked for opinion on how the Autumn statement would affect different areas, such as pensions, tax rises, the bus fare cap, and specific industries including tech.

Going forward? Politics is always a popular news topic with the media and journalists are regularly using the Journalist Enquiry Service to get insight and information. They will also want expert reaction to and comment on the US Presidential election, plus the recent Conservative leadership race. Personal finance experts will also continue to be in demand for advice on the on-going cost-of-living crisis.

Winter is coming and so are more features on AI

Journalists regularly use the enquiry service for seasonal content but despite still being in Autumn, Winter is now their main focus. 4% of the total requests in October featured ‘winter’ in them, double the amount that had ‘Autumn’.

Another topic that regularly gets a good amount of requests each month is ‘AI’. Nearly 4% of the enquiries last month were from journalists covering artificial intelligence’s impact on businesses and people’s daily lives.

Going forward? AI has been a big topic of conversation for a while now but journalists continue to use the enquiry service to get expert comment. If you have someone that can provide a quote or advice then you could be featured in the Metro, IT Pro, Evening Standard, or BBC News Online.

Winter requests have ranged from choosing the best duvet and skincare products, to knowing the signs of norovirus. If you have winter-specific information or products, you’re very likely to find relevant media opportunities.

Other opportunities for PRs in November and beyond

Black Friday arrives at the end of the month, so journalists will be looking for information on the best deals, as well as products to try out and review themselves.

Health and medical specialists will be in demand ahead of World Diabetes Day (14 November) and environmental experts may be required for comment for National Tree Week (23 November – 1 December). The whole of November is also World Vegan Month, so have information ready on the benefits this can bring and you could get media coverage as a result.

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

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

Budget 2024

Key Takeaways From Rachel Reeves’ Budget: ‘Fixing the Foundations to Deliver Change’

Written by Michael Kane and Laura Fitzgerald. 

Nearly four months on from the 2024 General Election and the UK’s first female Chancellor Rachel Reeves finally delivered the Government’s Budget. The hefty 170-page document, and Reeves’ accompanying statement to the Commons, goes some way to provide further clarity on the Government’s priorities. In this sense, it feels like a particularly significant Budget given the accusations that Labour attempted a ‘Ming vase strategy‘ of avoiding difficult decisions in the election, and the relative ambiguity about priorities after their first 100 days.

Whether the Budget provides complete clarity on the above is yet to be seen. Nonetheless, it certainly provides some takeaways to be explored.

The return of tax and spend?

Just as the Budget was enormous in terms of its significance, the announcements on taxation, borrowing, and spending were equally as huge. In contrast with Reeves’ relatively steady approach before the election, with only minor tweaks to taxes and spending mentioned in Labour’s manifesto, yesterday saw the Chancellor in a markedly different light.

From the announcement of record tax rises by £40bn, to one of the largest increases in spending since the 2000 spending review at almost £70bn, the Autumn 2024 Budget was nothing short of historic. The majority of the £40bn worth of tax rises will come from a £25bn increase in employers’ National Insurance contributions – a tax take which reportedly places the UK at almost level with the Netherlands, and seen by some as Labour’s move towards a more ‘European-style economy.’ Increases in borrowing were also announced yesterday, facilitated by Reeves’ choice to change the UK’s fiscal rules which loosened the constraints around borrowing to invest.

These decisions, while drastic, are hoped to precipitate economic growth and prosperity in the long-term – ‘no pain, no gain’. However, the fiscal forecast from the Office for Budget Responsibility does seem to augur such an explosion of growth. It finds that, while GDP will increase to 1.1 percent this year and to 2.0 percent next year, the rate will then fall to 1.8 percent in 2026 and to 1.5 percent thereafter. Will Reeves’ gamble pay off? Or will the Budget fall short of the investment needed to truly ‘fix the foundations’?

The Government’s farming predicament

The lead-up to the Budget saw Reeves repeatedly warn of the ‘tough decisions’ that need to be made to fill the blackhole in public finances, and this was certainly true for the UK’s farming community. Farmers were among those dealt the most devastating blow yesterday, leaving many to fear for their livelihoods and legacy of their life’s work alike.

The reform in question includes a limit on inheritance tax relief for farms to £1m, a move which farmers claim will make inheriting family farms unviable, and a policy which the National Farmers’ Union has called ‘disastrous‘. Concerns have also been raised regarding the impact of the tax relief cap on food security and the ability of future generations to grow British produce. This would have implications for both businesses and consumers, making the UK more heavily reliant on imports, affecting sustainable food production and undermining commitments to protect the environment.

Broadcasters Jeremy Clarkson and Rachel Johnson are among the critics of the reform, taking to X to express their anger towards the announcement. Clarkson, presenter of the programme ‘Clarkson’s Farm’, urged farmers not to despair and to ‘look after [themselves] for five short years’ by which time ‘this shower will be gone’, while Johnson blasted the Government’s decision in order to raise ‘a measly £500m’.

With details on the Government’s new deal for farmers yet to be published, the Government’s promises to enhance rural economic growth and food security could seem something of a distant reality. The Government did allocate £500mn in Project Gigabit and the Shared Rural Network to enhance broadband provision in underserved rural areas, but whether rural communities feel sufficiently supported is another matter.

Local Government finance

Coming into the Budget, the challenges facing Local Government were stark: among the council Chief Executives who responded to a pre-budget survey from the Local Government Association, over half said they were likely to declare financial bankruptcy in the next five years. Therefore, addressing the challenges facing Local Government is vital on a practical level, given the role Local Government plays as first point of contact for many citizens in the delivery of vital services such as social care, SEND provision, and housing. Additionally, the sentiment in Labour’s pre-election manifesto illustrates the Government’s intention to further devolution across England – self-evidently, this is only feasible with sustainable funding.

The Budget attempted to grapple with the significance of the situation by promising an additional £1.3bn of new grant funding for local authority services. Most notably, this included £600m for social care and an additional £233m spending in 2025-26 on homelessness prevention. This may go some distance to provide an immediate sticking plaster over funding gaps, however questions remain about the long-term sustainability of this approach. Firstly, this is not enough to address the £2.3bn funding shortfall, as noted by the think tank Reform. Secondly, a more fundamental rethink about the funding and organisation of Local Government may prove to be a more successful strategy – perhaps revaluing council tax could be a starting point. However, the Budget revealed that the proposed devolution legislation will involve ‘working with councils to move to simpler structures that make sense for their local areas’ – this is something to keep an eye on given the demand to reorganise local government in England.

Looking beyond the headlines

There were aspects of the Budget that did not grasp the prevailing headlines and soundbites that the Government briefed – this includes proposals that were hidden and the shortcomings of some of the announcements. First, the Government revealed that they will consult next year on proposals to bring remote gambling (gambling offered over the internet, telephone, TV and radio) into a single tax. Preceding this, the Social Market Foundation and the Institute for Public Policy Research had both suggested increasing tax on remote gambling. Curiously, the Government’s announcement did not make it into Reeves’ speech or the main text in the document – instead it was to be found in the policy announcements section towards the end of the document. Significantly, this speaks to Labour’s prior ambiguity on gambling regulation with their manifesto simply suggesting that they would ‘reform gambling protections’ and that they are ‘committed to reducing gambling-related harm’. Given the centrality of prevention to the Government’s agenda for health policy, this is something to keep an eye on, even if the Government does not shout about it.

Moreover, when interrogating the details of the Budget, we can see some apparent shortcomings. For example, the Government committed to continuing the freeze on fuel duty in a bid to appease concerns from drivers. However, the visuals of freezing fuel duty while increasing the cap on bus fares, and the news that rail fares will increase by 4.6% next year may seem counter-intuitive – especially considering the impending net-zero transition.

Interestingly, the New Economics Foundation also detailed that updating the fuel duty could fund the £2 bus fare cap ten times over. Finally, when doing the media rounds this morning, Reeves noted that increasing taxes on businesses may have detrimental effects on pay increases for workers. Meanwhile, the Institute for Fiscal Studies explained that this Budget will only increase real household disposable income by 0.4%, if projected to the whole parliament. This feeds into arguments that a windfall tax on banks or a wealth tax may prove a better means to redistribute wealth.

Looking forward

Reeves’ Budget has proved relatively decisive on some of the key questions facing the Government. To some degree, this was inevitable with the UK economy facing a practical reckoning given the myriad of crosscutting challenges. Whether this be the highest tax burden since the Second World War, the highest level of national debt since the 1960s, the annual GDP growth slowing to 1.5% since the 2008 financial crash, or the decline in living standards over the last Parliament.

Knowing all this, Labour have still made the promise to make the UK the fastest growing economy in the G7. Therefore, something had to give to level with this promise and the UK’s wider economic predicament. Specifically, Reeves chose to focus on taxing business and tweaking the fiscal rules to allow for greater borrowing in an attempt to drive growth. With Reeves set to appear in front of the Treasury Select Committee next week, that session will provide a further read into how the Government grapples with the economic predicament.

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

How podcasts shared the story of water pollution

Listen up: News podcasts share the story of water pollution in the UK

Bad news has the ability to spread quickly in our hyper-connected modern world of multiple platforms. For PRs, this means more channels to monitor than ever before for signs of crisis… but it also provides extra ways to boost important stories, connecting audiences to vital information.

One crisis with far-reaching implications for the UK audience over the last few years has been polluted waterways. This issue was put to politicians in the run-up to our General Election this summer, discussed with frustration across social platforms, and covered by the media in print, online, and in podcasts.

To highlight the impact of the podcasting format as an increasingly useful way to connect with audiences, we tracked the story of water pollution in the UK, and internationally, across podcasts from 1 November 2021 to 29 September 2024.

So many podcasts… and for good reason

2022’s Interactive Advertising Bureau and PricewaterhouseCoopers’ report on podcasting projected that the industry would generate $2 billion in revenue in 2023, and $4 billion by 2024. The prediction of podcasting’s emergence as a format for storytelling has proved right – not just among friendship groups sharing anecdotes on their sofas (of which there are many), but for publishers, too.

The Daily Telegraph’s political editor Ben Riley-Smith highlighted podcasts as ‘a huge booming area for news consumption’ when speaking on the changing political landscape in the UK in 2023, and other publishers and big media brands have capitalised on this in 2024:

‘It makes sense for publishers to be moving towards the podcast space,’ believes Reach Studio’s head of content Yara Silva, whose team launched The Division Bell podcast to coincide with the UK General Election, and the Euro Thrash vodcast for Euro 2024.

‘People are just busier and busier – it’s so easy to consume a podcast while you’re doing other things. Podcasts are only going to get bigger and more important to publishers’.

The importance of news podcasts to audiences is also clear when tracking mentions of the format on X since 2021:

Mentions of news podcasts reached a zenith on X in June 2023 as the industry ‘boomed’, and it continues to be a source of discussion on social media. It’s now a firmly established format to turn to for news, with listeners/viewers no longer posting about a ‘podcast’, but specific shows, namechecking where they heard about certain topics.

Examining mentions of the two biggest podcasts in the UK – The Rest is Politics, which launched in March 2022, and The News Agents, launched in August 2022 – proves podcasting’s utility as a news source. Peaks occur around key events in the news cycle – the obvious example being the UK General Election causing a spike in mentions for both podcasts this summer.

The News Agents X post

Podcasts aren’t just for entertainment – they are also turned to by the public as a way to stay informed on events happening around the world, as well as closer to home.

How podcasts reached audiences with reports of water pollution

Water pollution is an issue faced across the world to varying degrees – tracking related news shows a firm focus on the topic in UK and US regions especially. Following mentions also shows how these stories reached further audiences with publisher-affiliated podcasts.

UK media outlets including BBC News and The Guardian have an outsized impact on the global conversation. Their influence on ‘greener’ socially progressive conversations is to be expected within their UK base, but this international dominance is surprising… Until the impact of their podcast brand extensions is considered. Both outlets reported on water pollution, and then took up the story in their podcasts to share extra information and delve deeper into the specifics. By contrast, US and Australian outlets like The Washington Post or ABC Australia produced a significant amount of written content, but did not fully utilise their podcast channels.

X post about BBC Indepth on water pollution

The ‘boom’ of podcasting as a format for news reporting isn’t just the result of a faddish focus within the publishing industry – audiences are listening (and watching, when there is accompanying video). PR and comms teams tasked with raising awareness by securing coverage in the press should expand their focus to aural formats alongside the traditional written word – important stories can reach audiences across every platform out there to engage with.

For connecting with podcasts relevant to your brand or niche, try Vuelio’s Podcast Monitoring – providing access to 65k podcasts as well as insight into audience sentiment and emerging trends within the world of audio content.

Not sure which platform is right for your next campaign? Check out the benefits of each social media platform – and how Vuelio can help you make the most of them – in this blog post.

Lifelines for local journalism

Lifelines for local journalism: How the media is reconnecting with communities

Aiming to engage local audiences with media outreach for an upcoming PR campaign? First for the bad news, and then for the good…

Fortunes have undoubtedly been rather bleak for local journalism in the UK for a while now. Newspapers relied upon by their local communities for generations have closed in favour of shiny new centralised news hubs. Long established publishers have been bought out and absorbed into larger organisations. Where did the readers go? Many to social media, joining private Facebook groups or following hashtags on X to find out what’s happening in their area – risking misinformation, and further increasing the pressure on existing local journalists.

But now for the good news: local journalism is fighting back. It’s the perfect time for comms teams tasked with connecting with communities across the country to take another look.

To examine the ways local journalism is making a comeback across the UK, we analysed mentions of the phrase across online news and social media from 2019 to 2024. The story told by the data – a more positive outlook for the UK in comparison to other regions across the world.

What renewed public interest in local journalism?

Local journalism trends in UK and US

 

Examining spikes in discussion of ‘local journalism’ across the UK in comparison to the US highlights commonalities in times of increased interest over the last four years.

To be expected – April 2020’s discussion of local journalism spiking as the effects of the pandemic on the job market also hit newsrooms. In the US, posts focused on job losses at papers including the Tampa Bay:

X post

Support from local journalism came from senators in Virginia and even Ben & Jerry’s in Vermont. Since then, interest has tended to taper off. That is not the case within the UK.

Back in 2020, #buyapaper trended as local outlets faced closures, with reminders to support local journalism coming from within the media itself, and the public:

 

X post supporting local journalism

January 2022 saw a huge spike in discussion around local journalism in the UK, driven in part by recognition for the stories it remained capable of breaking, even after successive years of declining budgets and readerships.

X post about local journalism

 

Political controversies and coverage in the wake of, and run up to, our respective election seasons in the UK and US are causing discussion of local journalism to rise in both regions again. While trust in ‘mainstream’ media channels has fallen, confidence in localised reporting appears, by comparison, to have strengthened.

A ‘continued rise in community journalism’ was how Sefton Council’s senior communications officer Ollie Cowen described this trend when talking about his team’s task to raise awareness of changes in UK voting laws across the UK in 2023. They reached out to local reporters to do this, also making the most of ‘geographically centred pages on social media that had either been created or grown exponentially as a result of the increase in “good neighbour” behaviour during lockdown.’ As the pandemic kept people apart physically, it would eventually bring local communities back together – this has been a boon for local journalism, too.

Publishers and journalists have had to find news ways to connect with audiences and rebuild followings in the wake of how the world changed – advocating for communities across the UK with targeted, audience-first reporting.

For an example, let’s head to Manchester…

‘What local journalism should be about’: The Manchester Mill finds its community online

X post about Manchester Mill

 

The Manchester Mill was launched in June of 2020 by Joshi Herrmann, a journalist with experience at national outlets including The Times, The Guardian, The Independent, The Telegraph, the Evening Standard, and The Spectator. Unlike these publications, the Manchester Mill is not available on newsstands to pick up in person, but is instead accessible online on Substack, a newsletter platform.

‘The Mill is my attempt to build a media company around readers rather than advertisers,’ reads Herrmann’s mission statement. ‘We won’t copy and paste press releases. Instead, we will dig deeper into local stories that matter – whether they are about crime, culture, business, or new ideas.’

The Manchester-focused Mill publishes one in-depth article via email and online daily to paying members (also known as ‘Millers’), and provides a free option in the form of a weekly digest email. This is paying off in both engagement and revenue. Meanwhile, its journalists have become part of the local ecosystem, helping to spur engagement with other localised reporters and continually grow the audience for the publication.

Influential voices in Manchester local news

In terms of the most influential local voices, Herrman himself drives much of the conversation, generating the most engagement overall with almost as many posts as the main Mill account.

Manchester Mill employees actively share news articles and express positivity about their contributions to local journalism and the work the Mill is doing – something its community of ‘Millers’ are also grateful for. Subscribers number 50k so far, with reader reaction to its success highlighting commitment to community ‘collaboration’ and its focus on breaking important stories, including its Sacha Lords scoop.

Summing up this commitment to localised reporting, senior editor Sophie Atkinson said ‘Nowhere else do you get this level of engagement, comments, emails, tips. It’s exciting and rewarding’. And, from looking at the numbers, it’s working.

Nichification: Success in Suffolk?

Centralised news hubs dolling out automated updates to readers living across the country removed journalism from its audience in other ways than the physical. How can local news publications reconnect with locals? By tapping into existing loyalties through coverage of local heroes – their sports teams.

By analysing how often audiences (and other media outlets) link to these publications, we can get a sense of what’s driving growth or re-engagement among audiences.

Themes in Suffolk news engagement

Clearly, sport is playing an outsized role here – and the story becomes clearer still when we break things down on a topic-by-topic basis.

News themes in Suffolk journalism

 

Outside of the football pitch, engagement goes to reporting on the local environment, including stories on crime (with spikes for fox hunting and a local criminal case) and amenities (road closures, criticism of Anglian Water, and the construction of a local solar power plant).

It could be argued that the extra interest – and potential revenue – driven by engagement with a local team (one experiencing its greatest success in decades) is in some senses underwriting more traditional local journalism topics. Recent promotional campaigns from The East Anglian Daily Times suggests they certainly view it this way, touting a subscription model that appears closest to that of The Athletic (which sells subscriptions based on unparalleled attention on local teams).

However, this comes with two potential problem points. Firstly, the financial implications of this engagement (whether it is truly able to support dedicated local journalism over a prolonged period) is yet to be tested, Likewise, a local team enjoying back-to-back promotions to the Premier League is hardly a model for all local journos.

Similarly, some would point to the Mill’s success and suggest it could only work within parcels of the wider country – namely those boasting large, youthful populations.

Whether or not these approaches could work for the local journalist scene at large, it proves that publishers and journalists are continuously finding ways to breathe new life into a sector long neglected. A local football team cannot be counted on to drive a mass of feelgood engagement – but it does provide a model for nichification, around sporting or cultural institutions. Likewise, the Mill shows the opportunity latent in an increasingly tech-savvy population, used to getting its news via non-traditional means.

The story told by the data – people care about what’s happening in their local community. News teams that make the effort to find their communities where they share and consume news – and pay attention to what they genuinely want to read and react to – are providing a lifeline to local journalism as a whole, as well as a place for longer-term loyalty and connection.

To connect with local communities through media outreach, find out about the Vuelio Media Database and the ResponseSource Journalist Enquiry Service.

Want to know more about the state of journalism in 2024? Check out our analysis of audience attitudes across the globe.

The scandals of the General Election 2024

Rundown of the Conservative leadership candidates

The Conservative leadership candidates have all given their pitch to the party hoping to succeed Rishi Sunak. The last time Conservative members chose their leader, they went for Liz Truss. This time the choice will not be as consequential for the country, as they will be taking the position of Leader of the Opposition, rather than Prime Minister.

While not being as significant to the country, it is of vital importance to the party as they are at somewhat of a crossroads in terms of their long and storied history. They are coming off a historic defeat at the General Election and now have only 121 MPs. Labour is attempting to blame the previous Government for everything they can. The Liberal Democrats and Reform both enjoyed significant electoral success against the party at the election as well. Whoever is chosen has a big task on their hands.

Tugendhat
Emerging from a sea of foam fingers and Tom Tugendtote bags, Shadow Security Minister Tom Tugendhat was the first of the candidates to take to the main hall stage at this year’s Conservative Party Conference and give his leadership pitch. In a nod to his background as a former soldier, Tugendhat’s speech was largely values-driven, emphasising the importance of integrity towards – and service to – both the party and country alike. While his decorated military experience precedes him, Tugendhat certainly has the least government experience of the four leadership hopefuls. With less than two years serving as Security Minister under former Prime Minister Rishi Sunak, Tugendhat played to his time in the military, saying that this showed him what true leadership is, and he promised to ‘lead with conviction and [to] act decisively’. He also justified his comparatively shorter time in management around the cabinet table claiming that he is ‘not here to manage, but to lead.’

Echoing the sentiment of the conference’s slogan ‘Review and Rebuild’, Tugendhat’s speech stressed the need to rebuild the party and restore the trust of the British people. He also vowed to rebuild CCHQ, and turn the Conservatives back into a ‘campaign-winning machine.’ Global security is a priority for Tugendhat. He values Britain’s position on the global stage and said the Conservatives have long been a party to fight for freedom, ‘united’ against threats the UK has faced. Migration, healthcare, the economy, and energy were also key areas of focus in his speech. He pledged to introduce an effective deterrent for migration, including a legal cap at 100,000, while on health and energy he vowed to strip excessive regulations in the health system and never to allow the UK to be dependent on ‘tyrants’ for energy.

This week also saw the Shadow Security Minister hit out at rival Robert Jenrick who used footage of one of Tugendhat’s former comrades in a campaign video. Jenrick published the video to make the case that the UK needs to withdraw from the European Court of Human Rights (ECHR), claiming it forces the SAS into ‘killing rather than capturing terrorists’. The video contained footage of British soldiers in combat, one of whom Tugendhat knew from his time in Afghanistan, and who has since passed away. Tugendhat took to BBC Newsnight to express his anger at Jenrick’s comments, stating that it shows a ‘fundamental lack of awareness of military operations’ and urging Jenrick to ‘pull [the video] down’. He also said that it was ‘particularly upsetting’ that his friend had been used in vain, unable to have the opportunity to defend himself. Tugendhat’s own stance on ECHR is somewhat reminiscent of David Cameron pre-Brexit referendum in that he suggested ‘[opting] out of the bits you can, reform the bits that aren’t working, and if that doesn’t work, be prepared to leave’.

While Tugendhat is popular among the public, with a recent poll placing him in the lead among The Independent readership, his prospects at Wednesday’s third ballot may not yield such positive results. According to a recent YouGov poll, Tugendhat is trailing behind, with only 16% of Conservative party members believing he is fit for the top job.

Cleverly
James Cleverly is widely viewed as being the candidate who benefitted the most from his speech at conference. He went into the conference as a bit of an outsider without much momentum and his leadership rivals were capturing far more of the media attention. He called on the party to be ‘normal’ and attempted to provide party members with a sense of motivation going forward. He even began his speech asking what the point of the party is and went on to speak on how the party has no right to power. He focused heavily on his upbringing and life, going through his upbringing in Lewisham, his time in the Reserves, his career in business, and his wife’s battle with cancer. Cleverly succeeded where some have criticised Tugendhat, in explaining who he is and what his background is and not taking for granted people know who he is.

The sense of trying to motivate a defeated party can be seen through Cleverly listing the Conservatives’ achievements over the years and squarely saying that if he is leader there will be no deals with Reform.

Another key part of Cleverly’s speech was his experience and what he had done, which was well received. However on 3 October the Foreign Office released a joint statement on the Chagos Archipelago, whereby sovereignty was given to Mauritius over the islands. Cleverly criticised this announcement which could be seen to have been a bit of a misstep as he was the Foreign Secretary when the negotiations began. This was roundly pointed out across social media and has been picked up by his leadership rivals. This has hurt Cleverly’s credibility just as his stock was beginning to rise, as he is seemingly criticising a policy that he initiated.

Jenrick
Bobby J had perhaps the most turbulent week of all the leadership contenders. He came into the conference as the frontrunner but a campaign video on the ECHR has caused him big problems. In a video where Jenrick was making the case for the UK to leave the ECHR, he made the claim that British special forces are killing rather than capturing terrorists due to the convention. When he was challenged on the remarks Jenrick stood by his claim, saying he did not want the convention to get in the way of national security. Jenrick cited an article by former Defence Secretary Ben Wallace in which he wrote “because of international treaties such as the European Convention on Human Rights defence secretaries are being forced to choose between killing individuals, generally by drone, or leaving them to continue plotting”. This led to the first real blue on blue attacks of the leadership campaign, with both James Cleverly and Tom Tugendhat expressing concern with Jenrick’s claim.

Jenrick played to the audience both in terms of location and their politics. He proudly declared his Midlands roots and revealed that one of his daughters’ middle names is Thatcher, as she was born in the year Margaret Thatcher died and he respects ‘strong women’. Jenrick made a slight mistake when he claimed that in 1974 the Conservative Party decided to be led by Margaret Thatcher, as Thatcher actually became leader of the Conservative Party in 1975.

Jenrick has in the last few weeks closed the gap between himself and the members’ favourite Kemi Badenoch. He has the most support among MPs, and if the members move with him, it would be fair to consider him in pole position.

Badenoch
The gifts available at Kemi Badenoch’s party conference tent were slightly different from her opponents. No t-shirts or hats, but Kemi apples, anyone? Perhaps a symbol of a healthy Britain, perhaps a symbol that a fresh start is coming, either way Badenoch has certainly been the apple of the Conservative party members’ eye for most of the leadership contest. A recent YouGov poll has revealed that the Shadow Housing Secretary is the hot favourite among members and this has largely been the case since the race began. That being said, her popularity has waned in recent days following her controversial remarks regarding maternity pay. Speaking with Times Radio, former Business Secretary Badenoch claimed that statutory maternity pay places an ‘excessive’ burden on business and has ‘gone too far.’ The comment has since come under fire, leading Badenoch to later defend herself on X, insisting that ‘of course [she believes] in maternity pay!’. A poll conducted amid the backlash over the remarks found that only 7% of the British public think maternity pay is too much, so it begs the question, is it Badenoch who has gone ‘too far?’ Badenoch has pitched herself as somewhat of a fighter, saying ‘if you swing at me, I will swing back’, something that some members may admire, which others may find concerning. Her dismissal of identity politics will likely have gone down well with members however. When asked about how she would feel to be the first black leader, she responded, ‘I am somebody who wants the colour of skin to be no more significant than the colour of our hair or the colour of our eyes’.

Badenoch’s speech at conference reflected her worldview and outlined her values. She spoke of the importance of trust, freedom of speech, and the bravery to do the right thing. Contrary to Labour’s steadfast drive towards clean energy, Badenoch is herself a net zero sceptic. She said the net zero strategy is damaging to the economy and criticised the commitment towards the transition to net zero. The latter half of her speech focused on the key tenets of her leadership. She pledged to ‘rewrite the rules of game’, developing a comprehensive plan to reform the British state and economy. She said this will include a review of the UK’s international agreements, the Human Rights Act, the Equality Act, judicial review, the Treasury, the Bank of England, the Civil Service and the NHS. She closed her speech with the unveiling of her ‘Renewal 2030’ plan. For Badenoch, 2030, potentially the Conservatives’ first year back in office, would be an opportunity to build growth in the UK, centred around personal responsibility, family, sovereignty and capitalism.

For what could have been a ‘doom and gloom’ party conference following a bruising election defeat, there was certainly an air of optimism among the leadership candidates. The four contenders all believe that they have what it takes to rebuild the country and lead the Conservative party to victory at the next election. What differs however is their approach to doing so. A Badenoch or Jenrick victory may see Labour confronted with challenges on their net zero policy, whilst a Tugendhat or Cleverly victory may see greater emphasis on global security and foreign policy.

With Tugendhat likely to be the next candidate eliminated from the race, it remains to be seen where his share of the votes will go. Will they be distributed to Cleverly, after his impressive performance at conference, and similar left-leaning stance? Or will Badenoch and Jenrick hold strong at the top? It’s up to the members to decide.

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

Patrick Clarke

‘The more real an interaction I can have with a PR, the better’ – Media interview with Patrick Clarke, deputy editor of The Quietus

Want to get the ear of music journalists? Here is insight on the ins and outs of the music media from Patrick Clarke, deputy editor of The Quietus. Having worked in music journalism for nearly ten years – freelancing for titles such as NME and Rolling Stone – here Patrick shares his day-to-day routine, AI’s effect on the media industry, and the best way for PRs to get coverage.

What does a typical working day/week look like for you at The Quietus?

Everyone at the Quietus freelances as well, meaning it can be quite an ad hoc, chaotic operation. Generally, my role is split between editing, commissioning, and writing. I edit between a third to a half of the site. I commission our regular columns, such as the baker’s dozen segment, which is one of our biggest ones, and then work with my editor on commissioning the more straightforward features. Every week or two, we have a staff meeting where we go through all the music that we like and dislike over the next month and decide what we think is worthy of coverage, what suits the ethos of the site, and what doesn’t.

The other half is writing. I write a few features a month, which vary wildly from in depth features to little news partnerships. I’ll obviously be out at gigs as well, usually two or three nights a week. It’s very full on dealing with all the pitches from writers and all the pitches from PRs. Trying to keep on top of it as much as we possibly can, which usually proves impossible, but we do our best. There’s no typical day, really, or typical week, but those are all features of it.

Is The Quietus team using any AI tools to help with content creation, and what are your thoughts on AI?

I’m pretty against the idea of letting AI write an article for you. I don’t think AI can listen to music and evaluate music. I think it can gather facts about music, but I don’t think that it can replace the very subjective and very personal experience of listening to music and transferring that personal, emotive experience to the page.

I wouldn’t say that AI has no place whatsoever. I use AI to help me transcribe and save me time. We recently launched a new website with The Quietus, and there was AI involved in the basic tech side of transferring one site to a new one. So I think it can be useful as a tool, but creatively I have a lot of doubt about whether or not it should be used to write anything for you. The best music journalism is work that really comes from a very personal place, from the writer.

What contributions do you find most useful from PRs and what are your pet peeves?

It’s good when PRs understand what our website is and what the music that we cover is. We don’t cover stuff just because it’s big or because it’s got a lot of streams. We cover stuff because we think it’s interesting. When we get PR emails that are very clearly a blanket mail out – an impersonal blanket mail out that doesn’t reflect anything at all that we do on the site, or maybe there’s been a cursory look at what our sections are called, without considering whether or not it will actually work, that can be quite frustrating. It’s probably a waste of the PR’s time as well.

When you get PRs who know what we’re about and know what we do, that’s always very enjoyable and satisfying. We don’t see ourselves as oppositional to PRs in any way or like we’re trying to frustrate them. We want to work together on things that work for us and work for them. I think we give a level of coverage that most music websites don’t, as long it’s the kind of stuff that actually fits with what we do.

Also, I get PRs that get my name wrong, or the name of the website, or I’ll get pitched stuff for a website that I haven’t written for for a decade. Therefore, I think the more personal, the better. The more real an interaction I can have with a PR, the better.

What is the relationship like for you when you are contacting PRs representing bands and musicians, and how can that be improved?

Some of the relationships are good, some of them are bad. I think the same way that some people understand what it is that we do, that’s always good. I’m never too fussed about a rejection or a no, it’s just as long as it’s polite and that it actually happens.

I find clarity is what I really crave a lot of the time. Sometimes you’ll get strung along, or you’ll be told an artist wants to do this, and then when it comes to actually asking them, they never wanted to do it. The key here is truthfulness and clarity. When that happens, it is always very rewarding, and I try to give that on the other side.

When is the best time for PRs to contact you and in what form?

I think just an email in office hours, as basic as it is, and then follow ups. I don’t mind if someone needs to follow up five or six times to get me to read something. I get hundreds of emails a day and I work other jobs at the same time, so it can be difficult to read everything. I can sympathise with all the PRS who I’ve never replied to!

I do find it quite frustrating though when PRs encroach on my personal life, or will message me on personal social media platforms, or have got my number from someone and will call me up without me having given them my number. I like to separate my work life from my real life as much as possible. Therefore, as annoying as it is, just an email to my official work email is the best way to get in touch with me.

Patrick’s first book ‘Bedsit Land: The Strange World of Soft Cell’ has been published by Manchester University Press.

Connect with Patrick, and other UK and international journalists, via the Vuelio Media Database.

How PRs can get media coverage in October 2024

Media trends: How to get press coverage in October

Wondering what the media are covering as we ‘fall’ into October? The change of season and weather is often a popular angle for journalists and requests sent to PRs via the ResponseSource Journalist Enquiry Service this month backs that up.

Read on to find out what else journalists were asking for in September, and what you can do to catch their attention, and gain press coverage, in October.

Halloween on the horizon

Journalists have been getting their Halloween content sorted early – just over 2% of the total enquiries in September were around ‘Halloween’.

PA Media, The i paper, Bella, and Stylist.co.uk have all sent requests to PRs via the Journalist Enquiry Service, looking for a variety of things, from Halloween snacks to home decor, costumes, and spooktacular themed days out for families.

Going forward? With Halloween at the end of the month, journalists will likely be making short deadline requests to get information and products. Be prepared to have product samples to send over with easy-to-read information, and you could get featured in a national press title or consumer magazine.

Gift guides and advent calendars in high demand

Requests for Christmas content have been coming in since July, and September saw a significant increase with ‘Christmas’ appearing in just under 14% of all enquiries. This is over double the amount we saw in August and a 3% rise on this time last year.

A lot of the festive requests are for ‘gift guides’, with that phrase cropping up in nearly 9% of enquiries last month. ‘Advent calendars’ are also popular, with 3.5% of journalists looking to review them. It also meant big increases for the consumer-focused categories on the Enquiry Service with Children & Teenagers seeing a 44% increase between August and September, 39% for Men’s Interest, 31% for Food & Drink, and 21% for Women’s Interest & Beauty.

Going forward? October is usually the most popular month for ‘Christmas’ content on the Journalist Enquiry Service. Last year, 18% of enquiries were for festive material. The majority of journalists will be looking for gift guide products and advent calendars, as well as Christmas events, decorations, and recipes. You could get media coverage in The Guardian, Good Housekeeping, The Independent, or The Sun.

Autumnal advice, mental health experts, and fashion in focus

Seasonal content is frequently requested on the Journalist Enquiry Service and the change of season has seen nearly 4% of journalists in September including the keyword ‘Autumn’. The topics have varied from interiors to wellbeing, to staycations, and beauty products for the new season.

Fashion has also featured in the Autumn requests and on its own as a keyword appeared in just under 4% of the requests. This is possibly linked to the London Fashion Week taking place. 2% of enquiries in October were also for ‘mental health’, with journalists looking to get expert opinion and advice ahead of World Mental Health Day on 10 October.

Going forward? Now that we are firmly into Autumn, journalists often send requests about heating and how to stay warm in colder months, plus skincare advice, and what to do with your garden during this season. Have expert commentary ready and there is the potential to feature in The Metro, The Times, Ideal Home, and The Daily Telegraph – journalists from all of these outlets sent requests last month about ‘Autumn’.

Other opportunities for PRs in October and beyond

While both still a little way off, Bonfire night (5 November) and Black Friday (29 November) are approaching. Journalists will be looking for the best places to watch fireworks and any related events, plus the best deals and offers on at different retailers for Black Friday.

The Health category, which had an 8% increase between August and September, could rise further as October is Breast Cancer Awareness Month and includes World Menopause Day (18 October). Experts in these fields could get media coverage as a result. Food & Drink should also perform well again as a category with International Chefs Day (20 October) and World Pasta Day (25 October). Have chefs ready to interview, and pasta recipes to share.

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

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

One month on from the 2024 UK General Election

Learnings and observations from Conservative conference fringes: Social housing, opportunity and life sciences

Written by Michael Kane and Helen Stott from the Vuelio Political Team. 

Our blog last week highlighted that, despite the Labour leadership’s disciplinarian grasp on policy development, the fringes at last week’s Labour conference still proved useful in exemplifying the future challenges to be addressed and their potential solutions.

Contrastingly, the Conservative leadership have not had the same firm grasp on policy development – mainly because the leadership remains a vacuum, with the party currently engrossed in a leadership election. In this sense, the fringes at Conservative Party Conference may instead inform the prospective leadership contenders’ policy platform.

Considering how embryonic some of the policies that underpin the candidates are, and the unclear ideological trajectory of the Conservative party as a whole, the fringes at this year’s Conservative conference proved particularly pertinent.

‘Where next for social housing?’ by the Joseph Rowntree Foundation

The Conservative party has a long history with social housing and housebuilding provision: the party supported Labour’s New Towns programme after the Second World War and even unveiled their own Expanded Towns programme in 1952. An ideological shift in the 1980s saw the party unveil the Right to Buy council houses and the transfer of social housing stock from local authorities to housing associations. From 2010 onwards, the previous Conservative government established numerous house building targets, housing strategies and attempts at planning reform. Nonetheless, the evidence shows plainly that, from 2010 to 2024, owning a home became harder, renting a home became more expensive, homelessness rose, and not enough houses were built.

With the above context in mind, this fringe by the Joseph Rowntree Foundation looked to consider the role of social housing in the Conservative party’s future policy platform. Former Minister of State for Housing and Planning Rachel Maclean observed how the social housing system is broken as she called on the Conservative party to consider its funding and who benefits from the system. Conservative backbencher Bob Blackman struck a similar reforming tone as he agreed with Maclean on the need for a rethink. He specifically argued for incorporating the right to buy as soon as the tenant enters social housing and invest all this money in building social housing to create a virtuous circle. Interestingly, this comes with the Government planning to consult in Autumn on reforms to Right to Buy and having already started to review the increased Right to Buy discounts introduced in 2012. Finally, Conservative councillor and Deputy Leader of the LGA Conservative Group Abi Brown called for Conservatives to be bolder when it comes to making the arguments for house building when local residents may be unsatisfied with the proposals. This follows concerns that former Prime Minister Rishi Sunak’s Government submitted to localist concerns around mandatory housing targets.

The Labour party has looked to make housebuilding a vital component of their strategy to deliver economic growth – much has been made of their plans to build 1.5m new homes through planning reform, new towns, and ‘the biggest increase to social and affordable housebuilding in a generation’. With Labour having set their stall out so clearly, the Conservatives quickly need to build a coherent narrative on social housing – especially when this could enable them to reconnect with younger voters disgruntled by the poor prospect of home ownership.

‘Opportunity for all’ by NASUWT

If Labour have been clear on their aims for social housing and housebuilding, the same could be said of their plans for education. Speaking to this point, the title of this fringe organised by Teachers Union, NASUWT, even borrows Labour’s ‘opportunity for all’ slogan from their manifesto. This fringe then considered how the Conservatives should respond to Labour’s plans for education as a whole and the challenges the sector faces. Whether this be a school attendance crisis precipitated by COVID-19, the widening attainment gap across income and regional variables in England, a teacher recruitment and retention crisis, a crisis in SEND provision, or the uncertain future that further education faces with concerns around its funding settlement.

Edward Davies, Policy Director at the Centre for Social Justice, focused his remarks on the reasons for underachievement in school. Predictably and rightly, he attributed some of this to the school attendance crisis but he also argued that the rising number of children who do not have two biological parents at home is also a cause for concern. He condemned the fact that this issue does not seem to be part of the policy discussion. Whether a future Conservative leader puts this at the forefront of the education debate remains to be seen, with scars still remaining from former leader Sir Iain Duncan Smith’s focus on single mothers. In a forthright tone, the General Secretary of NASUWT, Dr Patrick Roach, condemned the prior Conservative Government for their poor relationship with education unions as he detailed that a rethink will be required if the Conservatives are to return to Government. Considering the fact that the leadership contenders unanimously condemned Labour’s ‘union paymasters’, this comment may not be taken on board.

Finally, the penal was rounded out by the Shadow Minister for Schools Gagan Mohindra whose comments reflect the conundrum the Conservative party face. His opening remarks featured a perhaps contradictory tone of explicating the challenges the education sector faces while defending the Conservatives record. Interestingly, he directly apologised for the lack of support provided on SEND provision. This encapsulates the reckoning the party faces on education policy between pursuing an apologetic or defensive tone, or even somewhere in between.

‘Boosting UK health and wealth through Life Sciences research’ by UCB

One of Wes Streeting’s first acts as Health Secretary was to declare the NHS ‘broken’ and to set the groundwork for a series of ‘radical’ reforms to the health service. Interestingly, the former Science Minister had some praise for the incoming Labour Government’s strategy. Reflecting on when he first joined Parliament in 2010, Freeman said his initial goal in politics was to tackle the ‘structural deficit’ that the UK has found itself in, with welfare and health spending set to rise year on year. Freeman argued that the life science industry is the only sector which is capable of reversing this trend and truly addressing the structural problems of the UK economy.

Unsurprisingly, Freeman had positive things to say about the Conservatives’ progress on life sciences while in Government, but he said ultimately they were not able to tap into the opportunities presented by the NHS. Politicians from both sides of the House have pointed out that our health service, with its huge resource of patient data, could present excellent opportunities for clinical research, is a huge site of underutilised opportunity. Freeman said that because Labour are the party that created the NHS they are the only ones that would be able to carry out the reform needed, and while the new Government’s long term plan for the health service won’t be published until next year, he said what he had seen so far was promising. This highlighted a possible site of consensus between the Conservatives and the new Labour Government.

What now?

While the leadership contest may have dominated the media headlines and the attention of most attendees of the conference, many of the fringe events in the periphery executive rooms, halls, and corridors of Birmingham’s ICC reflect the pervading challenges of economic and social policy in the UK. Importantly, these questions must be addressed by the future Conservative leader if they are to build a coherent ideological vision and policy platform to overcome their 2024 General Election result.

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

Labour Party Conference 2024

Learnings and observations from Labour Conference fringes: The curriculum, preventative health care, and higher education

Written by Michael Kane and Helen Stott on the Vuelio Political Team, reporting from 2024’s UK Party Conferences. 

While the attention of the political media may have been on the movements within the main conference hall during the Labour Party Conference – with senior members of the Cabinet and the Prime Minister all giving significant speeches and numerous key motions passing through – the Vuelio Political Team was focused primarily on key fringe events.

While often derided as expensive for the organisers and ineffectual in terms of outcomes, such a narrow view misrepresents their value in the policy development process. After all, now Minister for School Standards, Catherine McKinnell, started the formation of Labour’s policy on Ofsted last year when she condemned their inspection system for being both ‘ineffective’ and ‘dreaded’ in a fringe event last year. This preceded Labour’s proposed ban of single word judgments in their manifesto, and this was confirmed by the Department for Education earlier this month.

With that in mind, what fringe events this year proved particularly intriguing in terms of policy?

‘Speaking up for opportunity’ by the Oracy Commission

Geoff Barton, Chair of the Oracy Commission, noted in his remarks that this Labour conference marks nearly 50 years on from the Bullock Report, which considered the teaching of English in schools. However, its recommendations were largely sidelined as the Thatcher Government chose to focus its curriculum on employability. Preceding this conversation around oracy, we have seen numerous different national curriculums in England with revisions coming in 1989, 1995, 2000, and 2014. This comes at a crossroads for schools following Labour’s announcement of a curriculum review, which recently opened a call to evidence. Debates surrounding the curriculum usually come within the perceived dichotomy between more creative and arts-based subjects against more empirically positivist STEM subjects.

In this fringe, the panellists avoided this binary perspective and instead recognised the role that oracy can play in all aspects of a young person’s education. Oli De Botton of The Careers and Enterprise Trust recognised the importance of oracy skills in helping young people in the transition secondary school, further education, higher education or employment – importantly, it is at these transition points that inequality in the education system may be cemented. Speaking to this point, Dr Nicky Platt, Deputy Director of the Education Development Trust, recognised the role oracy can play in reducing the ‘word gap’. In that sense, oracy can play a vital role in reducing the widening attainment gap across income and regional variables in England – that gap has been exemplified by the National Audit Office’s report in July.

Labour have committed to a ‘rich and broad’ curriculum, as per Education Secretary’s Bridget Phillipson’s speech to the Labour conference – however, the specific role oracy will play is yet to be determined.

‘Prevention-led public services: Can the government make its rhetoric a reality?’ by Institute for Government and The Health Foundation

This was yet another fringe event dedicated to the issue of moving to a preventative healthcare model and shifting resources away from primary and community care. There has been a growing consensus among politicians for almost 30 years that this is the right direction of travel – and yet the vision has failed to materialise. Over the past decade, population health has steadily declined, at the same time that hospitals and the acute sector are swallowing up a growing proportion of the NHS budget – leaving vital parts of the health service, like general practice and community services, woefully under resourced. Labour have made it clear that they will not be willing to let the spending taps flow freely, and that improvements to the health service will have to come from reform. The Department for Health is hoping that shifting resources to early intervention will ease pressure on hospitals in the long run and get the NHS back on its feet without spending significantly more money – but will this gamble pay off?

Dr Jennifer Dixon from the Health Foundation made the case for a rewriting of the rules regarding public spending in order to hardwire the prevention agenda into government. The Treasury can be too reluctant to invest in certain areas unless it can see an immediate return on investment, but preventative measures can often take longer to show their benefits. Similarly, Nick Davies from the Institute for Government argued for a ring fenced prevention budget and a cross-government strategy on prevention. Paul Kissack from the Joseph Rowntree Foundation was perhaps the most interesting contributor; he was somewhat sceptical of the ring fenced prevention budget idea, as he thought any technocratic fiddling would be pointless without wider investment to address the root cause of ill-health – poverty. Davies said uplifting universal credit would be the most effective lever to immediately lift people out of poverty, something JRF have been campaigning on for a few years. While there was enthusiastic agreement among the panellists, including Health Minister Andrew Gwynne, that lifting children out of poverty should be an urgent priority, the elephant in the room – namely, Labour’s refusal to lift the two child benefit cap – was left unaddressed.

‘How can higher education help to break down barriers to opportunity across regions’ by MillionPlus

The role of modern universities in the higher education sector and the economy in general has often been disputed, with the prior Government deriding the increasing number of people going to university and the existence of perceived ‘rip off degrees’. Preceding that, the Blair Government had committed to ensuring that at least 50% of young people attended university. This Labour Government has committed to resetting the relationship with universities and supporting ‘every person who meets the requirements and wants to go to university’ in their manifesto. This rhetorical inconsistency over the last few decades illustrates the challenges that modern universities have faced. With this in mind, this fringe event by MillionPlus looked to position these universities as central to Labour’s commitment to equalising educational opportunity and tackling regional inequalities.

Lord Khan, the Minister for Faith, Communities and Resettlement, who represents the first graduate of a modern university to serve in Government, noted that these universities are vital to addressing regional inequalities through generating regional growth. This point was substantiated by the Chair of MillionPlus, Professor Graham Baldwin, as he detailed that 68% of graduates of these modern universities stay in the local areas. To add to this, Nick Harrison of the Sutton Trust elucidated the positive impact that modern universities have on social mobility in their admissions policies – with three out of the top five of Sutton Trust’s social mobility rankings of universities being modern universities.

The role modern universities play in equalising access to higher education and tackling significant regional inequalities in the UK is clear. This is a vital issue for Labour to tackle given its significance. The ONS’ recent labour market statistics in September 2024 elucidated the regional divergence in England across levels of employment and economic activity and the expanding wealth gap between north-south of England, as shown by the IPPR. However, modern universities’ role in tackling these issues may be constrained given the crisis in higher education funding – an issue Labour has yet to propose a long term solution to.

What now?

Many of the speeches by the key members of the Labour Government at the conference focused on emphasising their central messages in an attempt to not rock the boat. However, these fringes provide a more revealing read into the future challenges the Government faces as they elucidate the myriad of social, economic and political challenges the UK faces. By that notion, they also potentially reveal the next steps the Government may take in substantive policy.

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

Press Gazette Future of Technology Conference

How newsrooms are changing and what this means for the PR industry

Newsrooms are always looking for ways to improve their processes, and the PR industry needs to keep up as they evolve. Press Gazette’s Future of Media Technology Conference featured a panel discussion dedicated to exactly that – newsroom transformation.

Here are insights shared by David Dinsmore, COO of News UK, Graham Page, sector lead for media, tech, telco & sports at Q5 Partners, Paul Rowland, editorial director at Reach plc and Nina Wright, chair of Harmsworth Media and the Professional Publishers Association…

AI’s impact on the newsroom

While AI might still be in its infancy, it’s already having an impact on the newsroom. Paul Rowland spoke about how Reach plc have been using Guten:

‘It’s a rewriting tool which makes a piece of content written in house, and reversions it for another title in that style of that publication, therefore eliminating the need for journalists to do things which aren’t distinct to their particular beat or their particular patch.’

Other publishers also mentioned different tools they are using to make the more mundane parts of a journalist’s job quicker. But David Dinsmore stressed the important role of humans for research – ‘The journalist is still going to go and dig up the proper stories, and that’s the stuff that the customers are interested in.’

The impact on PRs: Remember early predictions that AI could one day be turning your press releases into articles? Should this come to pass, journalists will have more time to dedicate to writing in-depth articles. Getting these stories will continue to require a lot of research, and the media will be reliant on expert opinion and case studies to give news and features colour and credibility. PRs – get your clients ready to be featured regularly, and in more detail.

The importance of brand

PRs and publishers both have this in common – the importance of brand and brand reputation. The problem for a lot of publishers in the current climate is that younger audiences, especially Gen Z, don’t recognise news brands. As Graham Page explained:

‘When people come across your content, they don’t recognise who it is and whether it should be trusted or not. We run a youth panel – when we talk to people, around 16 to 18, their knowledge of news industry brands is very light.’

Newsrooms are adapting to make sure that their brand is standing out. Nina Wright shared that ‘Brands need to be alive and sing on a whole number of different platforms, and your revenues need to do that as well.’

She gave the example of the New Scientist which, as well as having several revenue streams and being on all the social media platforms, also has an extensive live event programme. This helps to further its connection with communities and make the brand more memorable.

The impact on PRs: Publishers could well be shifting from their traditional platforms and PRs must be ready for these industry changes. News organisations won’t be interested in pitches that don’t align with their current branding. Make sure that you understand their brand, and that your own brand is also trusted and reputable. With publishers also more likely to be getting on the newer platforms, such as TikTok, make sure the content you are suggesting can work on a myriad of mediums.

Platform changes affecting publishers

Google’s algorithm changes have been impacting publishers, as we highlighted in this round-up of the conference on our sister ResponseSource blog. Nina said that many publishers are currently ‘at the mercy of the platforms’ as ‘you never know when they are going to change their algorithms, and then you have to scramble around and react and respond to that.’

Newsrooms have had to be even more savvy to make sure that their content is performing well on search and that the right audience is reading it. This is a particular challenge for smaller newsrooms. Paul spoke about Reach plc’s CornwallLive, which aims to be ‘a local, trusted, relevant news source in Cornwall, but also wants to thrive and scale.’ With a story about a new bypass, the team there were able to use the platforms to their advantage. As Paul explained:

‘The Google Discover algorithm knows that lots of people have an interest in Cornwall, and if they optimise that through headlining it in a clever way, then it can reach a huge audience, beyond the core audience of loyal Cornwall users it wants to get to.’

Impact on PRs: While Paul was able to recount a positive story for Reach plc, a lot of publishers are struggling due to Google’s changes. As PRs, stay on top of what changes the platforms are making – algorithms are no longer the same. Be aware of what is going to perform well on Google, and where SEO can be optimised – journalists will be more likely to want to work with you.

For more on the ins and outs of the publishing industry, and how you can work with journalists, broadcasters, and influencers to gain coverage in the media, check out the Vuelio white paper ‘From pitching to getting published: A PR’s guide to media relations‘. 

Paras PR podium

Winning comms: Who made the Paralympics PR podium?

This year’s Olympic comms efforts got plenty of positive reaction from the PR industry and the public, but how did PR teams at the big brands do at the 2024 Paralympics?

Here are thoughts from PR pros who were watching (and taking notes) at home.

Making the podium for gold-medal-tier comms…

…Channel 4 dropping its ‘Super. Human’ theme from the previous Games for its ‘Considering What?’ campaign. The move was considered a major win for many of those watching at home, and across the PR industry.

Where the Tokyo 2020 campaign (which had won industry awards and accolades at the time, including the Cannes Lions Grand Prix) had been construed by critics as patronising, 2024’s effort was instead direct, hard-hitting, and propulsive.

‘It’s hard to look past the “Considering What?” campaign, which in my opinion really hit the mark, rightly positioning Paralympians as world-class athletes, rather than people ‘overcoming’ their disabilities,’ believes Matt Peden, managing partner at sport specialist creative comms agency Hatch.

‘Dropping the previous creative was a big move, but I think it paid off.’

For a mix of competition with cosy nostalgia was the International Paralympic Committee’s spot We All Stand Together, which utilised the 1984 children’s song from Paul McCartney. A big hit with many school children at the time, it was a canny pick for getting the attention of the older Millennials out there.

‘I was really impressed with how the IPC launched their central theme for the Games, which showcased the competitive nature of the Paralympics,’ added Matt.

‘TikTok have also done fantastic work pre and during the Paralympics, really demonstrating the uniqueness of their platform and embodying the spirit of the Games really well.

‘I don’t think there are many examples of campaigns that have missed the mark, more of brands not giving the right amount of attention to the Paralympics. Adidas, for example, in my opinion have been relatively quiet when it came to the launch of the Paralympics. If you look through the partners of ParalympicsGB (such as John West and Dreams), all have been very active in their own space, which was great to see.’

For other big brands associated with the Games, Nike won plaudits in many PR industry publications. For good reason, believes Tristan Van Den Berg, account manager at Spa Communications:

‘I found ‘Winning is Winning’ very compelling, as it focused on athlete empowerment and challenged perceptions of ability. The success primarily lies in authentic storytelling, using athletes’ voices to drive the narrative.

‘On the other hand, campaigns that rely solely on tokenistic representation, without offering depth or engagement, often miss the mark – they fail to create a lasting impact because the focus feels superficial.’

And could do better in future goes to… the lack of hype around the Paras compared to the Olympics

‘We have made significant progress since the Paralympics first began, and it is encouraging to see daily coverage of the games. However, we are still far from achieving the same level of visibility and excitement for the Paralympics that the Olympics receive,’ says Kully Dhadda, founder and CEO of digital communications agency Flame.

‘Similar to the growth of women’s football, the Paralympics requires consistent prime-time exposure both on the TV and in the mass media to reach a wider audience.’

Could a lack of hype for the Paras simply be related to scheduling? Perhaps, believes Matt.

‘The fact the Paralympics is post-Olympics will always be a slight deterrent – it can feel like it’s an afterthought which goes against messages from governing bodies and brands. If it was switched, with the Paralympics taking place first, then the natural comparisons made throughout might not be as strong.’

However the Paraympics is scheduled, there is clearly an existing problem with visibility in adland when it comes to disability. Drawing attention to this during the Paras was a short film from Channel 4 and Bupa, produced with Purple Goat and Sassy+, which asked: ‘Where are all the disabled people in ads?’

Inclusion for disabled people, including those that will be competing in future sporting events, needs to be a year-long priority for PR, marketing, and ad teams:

‘To give the Paralympics equal coverage in future, brands need to invest more in year-round visibility for Para-athletes and collaborate with media to keep the conversation alive outside of event cycles,’ believes Tristan.

For what kind of PR campaigns could help boost attention for the Paras in future years, Kully recommends the reliable comms tool of human-led stories:

‘Efforts should be made to create compelling stories around the athletes and events, engaging audiences through human interest stories, behind-the-scenes content, and interactive social media campaigns – sometimes an athlete’s journey is just as interesting as the sport itself.

‘Broadcasting organisations and sponsors could collaborate to ensure the Paralympics are marketed just as heavily as the Olympics, creating equal anticipation and hype – I can personally see a huge gap for someone to own the games the same way as how Nike unofficially took control of the 1996 Atlanta games.

‘By showcasing the full spectrum of what the Paralympics have to offer, we not only draw in new viewers, but also inspire future athletes for both games.’

Want to connect with journalists who’ll be reporting from upcoming sporting events, and track your coverage? Try Vuelio’s Media Database and Media Monitoring.

What trade can learn from brands

What trade can learn from brands: How to raise your media profile through media evaluation

Vuelio was a proud sponsor of the Trade Association Forum’s Best Practice Exchange 2024, a space for professionals across UK trade associations to share sector insights and predictions for what lies ahead.

Want to raise the profile of your organisation or association in the UK media? Check out advice shared during the Vuelio masterclass on what can be learned from big brands, including client stories to illustrate use cases adoptable for trade associations

Why learn from brands?

Sharing her expertise on how brands can amplify their message in such a saturated media landscape was Vuelio’s head of account management Katharine Feltwell, who talked tactics for cutting through the noise.

Raising your media profile masterclass

‘There are clear similarities between brands and trade associations,’ said Katharine.

‘Where the customers drive the revenue for brands, members drive the revenue for trade associations.

‘Where the brands make their money through customers purchasing their consumer products, trade associations make their money through members buying into things such as training and events.

‘Brands strive for a clear brand identity against their competitors, and trade associations strive to develop a brand identity which is industry linked.’

Key differences to consider:

‘Brands are usually the most well-off organisations. They tend to have the most financial freedom to be seen as early adopters of new tech and trends. As they are consumer facing, they generally have more competition and can have to try harder to be the loudest voice in the room to have the most commercial or b2b impact.’

The key challenges of amplifying your voice?

Katharine shared challenges frequently faced by industry clients who want to amplify their voice in the media, highlighting:

– Difficulties in ensuring messaging is both cohesive and concise
– A lack of audience consideration and understanding
– Struggles with rebuilding trust once it has been lost.

In light of these, how can trade associations facing the same issues overcome them?

Understanding your audience and where to aim your comms

Katharine shared two case studies from her experiences aiding clients in getting their messages out to the world, the first being a top 100 charity based in the UK who successfully reached its target audience with its comms.

Starting right at the ideation stage, the charity didn’t know who to contact with its story, or which publications should be in its target outlet list for coverage.

‘Ensuring a not-for-profit budget is channelled in the best direction, with the best return, is of utmost importance,’ said Katharine.

‘This charity wanted to work smarter not harder, and put its effort into reaching specific key audiences rather than just shooting wide and hoping for the best. This particular charity had five different audiences of financial donors that it wanted to reach, spanning from so-called “traditional wealth” to “concerned neighbour”.

‘We focused on something the charity already knew – its own donor personas.’

By enhancing Vuelio’s own analysis with the audience intelligence of sister company Pulsar, it was possible to understand which media and social profiles these personas would engage with – and the ‘traditional’ publications they may read – resulting in a robust list of media to target with messaging.

‘Every month, our team of analysts work together to create a report for this charity. These reports delve into what topics resonate best with each target audience. I.e. Do fundraising case studies appear more commonly in the types of publications that “concerned neighbours” read rather than “traditional wealth”? Is the “traditional wealth” demographic is mostly interested in the policy change stories?

‘If you are starting from the very beginning of your strategy and are not sure where to start – begin with something that you already know, or expertise you already have, and work backwards to your end goal.

‘As a trade association, you will have incredible amounts of industry data from your members. This is powerful information that can help shape your media activities.’

How to cut through the noise with your comms

Want to be seen as a leader in your industry sector? Learn from the story of an international bank that wanted to share its ESG credentials in the media, without incurring greenwashing accusations (a pitfall many brands have fallen foul of over the last few years).

‘What we did for this client was to provide a status quo report,’ said Katharine.

‘Our team of analysts examined a group of six international banks (themselves included) and the tactics used when talking about each element of ESG; which ones resulted in a positive and neutral result versus negative coverage, and where the reach was the highest.

‘We created an eight-page report filled with charts, graphs, and written analysis, finding that banks that relied heavily on press releases, blog content, and quotes from CEOs did not see the largest volume of high quality, high reaching positive/neutral coverage.

‘Instead, those who focused on press announcements of actionable changes made the most splash. Actions speak louder than words when it comes to creating a credible ESG profile as a bank – sweeping statements do not work.’

The client pivoted to communicating actions, and has gone on to win multiple sustainability awards.

‘Learn from other people’s mistakes and victories and craft your plan based on what has already happened in the story so far,’ said Katharine.

Key takeaways to remember when elevating your voice

– Simplicity is key when it comes to working smarter not harder
– Look around you and think about the voices that are already loud on your chosen topic – what is and isn’t working for them?
– Create your ideal audience from information you already hold, analysis of external channels, and the right support
– Once you have decided what ‘good’ looks like for you, consistent tracking of your performance against goals will ensure lasting success

‘Doing these four things will allow you to create your own bespoke playbook for managing your own reputation,’ advised Katharine.

‘This ultimately will enable you to take this strategy whatever may come your way – be it a curve ball from the Government where you have to amplify your external voice at pace, or a positive opportunity for change.’

Learn more about Vuelio’s Media Monitoring and Insights solutions, and Pulsar’s audience intelligence tools, for sharing your organisation’s story and successes.

What journalists want this Autumn

What the UK media are looking for in September and beyond

Looking for insight on what journalists will be covering in September? What will make the news isn’t always predictable, but the ResponseSource Journalist Enquiry Service can give a strong indication of what will be trending and popular with the press.

Below, we analyse what journalists have been requesting from PRs during August and shed light on what we expect them to be sending enquiries for this month and beyond.

Christmas content in demand

In July, we saw the first flurry of ‘Christmas’ requests. August saw a more substantial covering as over 6.5% of requests contained the word last month.

The majority of enquiries in August were focused on gift guides. This meant lots of requests for review products. However, we also saw journalists looking for Christmas decorations, throwing a successful Christmas party and festive events taking place around the UK.

Going forward? September 2023 saw the amount of Christmas requests double from the August number and we would expect similar numbers again this year. Gift guides and advent calendars will likely be the most in demand. Journalists from The Independent, PA Media, Country Living and Prima all sent enquiries last month, presenting opportunities to get featured in high profile media titles.

Summer season falls into Autumn

A lot of media professionals use the Journalist Enquiry Service to source seasonal content and August saw a shift from requests for ‘Summer’ towards ‘Autumn’. 2.5% of the total enquiries last month were for ‘Summer’ but this was surpassed by ‘Autumn’ which appeared in just over 3% of journo asks.

These encompass all sorts of topics and angles, and included health and wellbeing, fashion, home decor, fitness, and recipes. Journalists from The Daily Express, Good Homes, Bella, The i Paper and Sunday Brunch all sent requests last month.

Going forward? Topics such as getting your garden ready for Autumn, changing your wardrobe for the new season, and health concerns as we head into the colder months are all common requests around this time. Make sure you have gardening and fashion experts ready and doctors and health professionals to comment on these areas.

Four day work week, winter fuel payment, and AI

UK politics is always a focus for the media, even more now with the change of government. Topical issues like the proposed four day working week, the cuts to the winter fuel payment, and changes to pensions have all been the subject of enquiries by journalists during August.

‘Work’ proved popular as a keyword, appearing in over 3% of enquiries, and ‘pension’ cropped up in over 1%. ‘AI’ also regularly performs well on the service and in August even more than usual as 5% of the total requests included the topic. That could be in part due to the Government’s plans to scrap funding for an AI project.

Going forward? September in the UK is annual Party Conference season and journalists will be keen to cover the major policies and announcements. If you have political commentators as clients then have them ready to provide comment – you could get coverage in titles such as The Times, Metro and Reuters. Information and experts on AI are also likely to get write-ups, as it remains a popular topic to cover in the media.

Other opportunities for PRs in September and beyond

Halloween is just over six weeks away and journalists are always keen to cover it. Requests are usually for products to review such as costumes or party decorations. This presents a good opportunity to get items featured.

Fashion experts are likely to be in demand with London Fashion Week (12-17 September). Fitness proved popular in September 2023 with nearly 3% of requests containing the keyword, likely linked to National Fitness Day, coming up on 25 September this year. We also expect the Food & Drink category to get lots of enquiries, with many towns and cities holding events for Oktoberfest. If you have experts or information about this, relevant journalists will want to hear about it.

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

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