Kate and Sharon, LesBeMums

Blogger Spotlight: Kate Everall, LesBeMums

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LesBeMums is the blog from Kate and Sharon tracking the life of a same sex family. The blog covers a wide range of content from LGBT issues to breastfeeding and parenthood. The blog was ranked number one in our recent Top 10 LGBT+ blogs and here Kate tells us about blogging as a same sex family, working with PR professionals and the importance of engagement.

How would you describe your blog?
We are a same sex family blog that writes about life as a same sex family and everything in between!

Why should people read your blog and what makes it different?
We write about life as a same sex family, as a minority group, and how we’re often treated differently to other families. From the daft questions we’re asked regularly, to the discrimination we face – everything is out in the open and we share all in the hope that we can educate and make ourselves more visible in society.

What has been your blogging highlight?
Gosh! What a question. I think our highlight was being welcomed into a community and realising that we’re not alone. In the few years we’ve been blogging we’ve gained some genuine friends who we often have over for a cuppa.

How have people reacted to issues highlighted in your blog?
Thankfully, really well. Most people are often shocked by the things we experience or have been through and therefore become more aware of the problems we face, but a handful have stood still and realised that perhaps what they’ve said was actually inappropriate or have reassessed how they react to things (and people!).

What types of campaigns do you prefer to work on?
We love to get involved in campaigns that make same sex families more visible in mainstream media. Whether it’s children’s media or showing that same sex parents exist – we just want to be included like everyone else and welcome anyone who wants to be more inclusive.

Is there any advice that you have for PRs that would like to work with you?
Do your research. There’s probably nothing more frustrating than when a PR approaches you personally about something exciting, only to find they haven’t done their research. For example, don’t invite us to a Father’s Day event. Two mums here!

What techniques do you use to make sure that you don’t sacrifice on quality when working on sponsored content?
I take a step back and ask myself, would I read this as a follower of this blog? If the answer is no, then it’s likely not working and I need to try a different avenue. Likewise, I don’t accept anything that doesn’t represent me as a person or our family. Everything I put into our blog should tell readers that they’re still listening to me and not Brand X.

Are there any trends that you can see changing the face of blogging?
Bloggers are becoming obsessed with stats! On one hand, I agree that stats are (kinda) important if you earn a living and to a brand stats mean more views/visits, HOWEVER, engagement is far more important. If you have 100 followers and 50 followers react to your post, that’s far better than someone with thousands of followers but with only 5 people reacting and engaging. I know plenty of bloggers that probably only have a handful of followers but are some of the best writers out there.

What are your most/least favourite methods of distributing content?
Least: Spamming! If I go onto someone’s Twitter feed, I don’t want to see the last few posts being all blog posts and links. I want to see you engaging with your followers or starting conversation – that’s what encourages me to read more about what you have to say.

Most: Facebook Groups. The number of new bloggers I have found by reading content shared within Facebook groups (For example, breastfeeding posts within breastfeeding groups) is huge. Although some can be strict with sharing links, a lot of them are pretty laid back and allow useful content to flow into the group.

How frequently do you post on your blog?
I post as and when I’m feeling inspired. Thankfully, blogging isn’t my full-time job so I have this flexibility. I don’t want to post for the sake of posting as it’ll definitely show in my content. I’d rather have four posts a month that I’m really proud of than 10 that are rubbish.

Do you have any tips for bloggers or businesses who want to improve their content strategy?
Share other people’s content. I get more engagement when I share relevant content from other blogs and pages. For us, we’re an LGBT blog so we share a lot of LGBT news and other LGBT bloggers. It really does increase traffic, especially when it’s done throughout the day as apposed to all at once.

What is your favourite blog (outside of your own!)?
Can’t I pick more than one?! Gosh. This is hard. I love love love Scrapbook Blog. I have a lot in common with Lauren, and her son Arlo is the same age as our son so we went through a lot of things at the same time. Plus, I feel I have a similar personality to Lauren and therefore thoroughly enjoy reading her blog and what they’ve been up to.

LesBeMums features on the Vuelio Media Database along with thousands of other bloggers, influencers and journalists.

old photo reading a newspaper

Hyperlocals Bid for BBC Cash

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Fifteen hyperlocal newspapers have been given the green light to bid for BBC cash to employ a ‘local democracy’ reporter.

The scheme, which will give local newspapers the opportunity to tap into an £8 million fund and pay the wages of 150 journalists, is designed to enable local and hyperlocal titles to continue reporting on issues relating to local democracy such as council meetings and the workings of other public bodies.

Content produced by the reporters will be shared with the BBC and participating newspapers will also have access to BBC content.

The 15 hyperlocal titles come from all corners of the UK and include print-only and online-only titles.

Keith Magnum, editor of the Hackney Citizen who will benefit from the scheme, told journalists: ‘Holding local councils to account is as important as it’s ever been. We hope the BBC Local Democracy Reporter scheme will help us bring an increasing number of in-depth political stories to our readers.’

Rob Taylor, editor of Wrexham.com which will also benefit from the partnership, said: ‘We are pleased to have been accepted for Phase One of the scheme and look forward to the outputs.’

Taylor continued: ‘In theory, it should benefit our readers by having a pool report to dip into where we are unable to cover, plus some additional audio/visual outputs.

‘Hopefully it is deployed and used across the UK as it was intended, with the benefit being to society as a whole, rather than offsetting a cost on a spreadsheet somewhere.’

Matthew Barraclough, the BBC’s head of Local News Partnerships, encouraged more news titles to get involved with the scheme, telling journalists: ‘The Local News Partnerships have been drawn up to be as inclusive as possible while at the same time requiring a commitment to high editorial standards.

‘The partnership is open to any qualifying provider and we would encourage small independent news publishers to apply in the next round of approvals.’

Justin Myers of The Guyliner

Blogger Spotlight: Justin Myers, The Guyliner

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The Guyliner is an ever-changing blog from Justin Myers. Starting as an anonymous dating blog, Justin now covers everything about modern life, including LGBT issues and the Guardian Blind Date column. The Guyliner features on our Top Ten LGBT+ Blogs and here Justin shares with us his blogging ethos, being a writer, working with PR professionals and his advice for bloggers. 

How would you describe your blog?
My blog has had many incarnations over the years, all of which have kind of fused together into what it is today. I started out blogging about dates anonymously, before evolving into writing about dating in general, LGBT issues, and the crushing awkwardness of being alive in the 21st century, and now a large part of it is, inexplicably, a critical analysis of the Guardian Blind Date column. I’m never afraid to try something new, and I guess I’ve been lucky in that my readers have liked each version.

Why should people read your blog and what makes it different?
I’m not entirely convinced I’m doing anything massively original, but I guess I present things in an honest and passionate way. I’m never wilfully controversial or provocative – I am not afraid to be disliked but I do not go out of my way to encourage it like some writers – and I think it comes across that I mean what I say. My blog has heart, it is emotional. I’m not interested in free stuff or trying to sell anyone anything. People tell me they really like it.

What has been your blogging highlight?
I have written professionally for a long time, way before I started the blog, but I know for absolute certain I wouldn’t have been offered my book deal without The Guyliner – my first novel, The Last Romeo, is out in 2018. That’s the highlight of my career, really – I’m not sure I will top that one, or even want to try. A specific blog highlight would be difficult to pick out, but the reaction I get every time I tweet out an old post about my first kiss is quite something. When you write, and it touches someone, you feel both mortified and euphoric at the same time – I still don’t think I’m used to it.

How have people reacted to issues highlighted in your blog?
Like I said earlier, while I’m no trailblazer, I think I stir something up with the things I write. I remind people of things they already knew, or experiences they’ve lived, or I shine a light on areas that some people may not be talking about. The blog led to me becoming an advice columnist for Gay Times, and often when I post, I get emails from readers saying ‘me too’ or ‘that’s really helped’. It’s an incredible feeling to think you can reach people in this way, but giving out advice is a massive responsibility and one I take very seriously. It’s always in the back of my mind whenever I write anything – someone is going to read this; how will it make them feel?

What types of campaigns do you prefer to work on?
I only accept commissions and write about things that interest me, or issues I know would be well received by my readers. Products and services don’t really do it for me. I’m very wary of bloggers who are only in it for the freebies; I find trusting them very difficult, and as my readers’ trust is paramount – much more important to me than a free T-shirt – I am loath to compromise it. Experiences or things that my readers will find relatable or ridiculous, that’s what I’m interested in. Really, I am looking for writing commissions, rather than opportunities to promote stuff on my blog.

Justin Myers' eyeIs there any advice that you have for PRs that would like to work with you?
I don’t accept guest posts ever and I say no to most things, to be honest. I prefer to take commissions that can be placed elsewhere rather than my blog – I write for a number of publications – unless it’s very true to the core of what I do on The Guyliner. My reach on social far outstrips that of my blog – that’s what PRs should probably concentrate on if they want to work with me. Anything that will suit my take on it is welcome – but it will be very much my take and I cannot promise it will be glowing.

What techniques do you use to make sure that you don’t sacrifice on quality when working on sponsored content?
I don’t do it! I say no to almost everything unless it’s something I’m interested in. Anything I couldn’t present in my own style or fit either on my blog or another publication I write for, I don’t get involved with. I approach everything I write in the same way, whether it’s for money or for myself: is this something I need to say? Am I presenting this in the best way possible? Are people going to read this and wonder why the hell I’m touching this subject? Will I read this again in a year or so and still be entertained and pleased with my work? If it’s even half a no for any one of those, I won’t even start drafting, let alone hit ‘Publish’. All those criteria I set myself were born of previous experiences where maybe I didn’t check myself as rigorously; I’ve never stopped learning. I want people to read something – even if they’re not interested in the subject – and think ‘that was great’ or ‘that was really well-written’. Fear that they won’t keeps me from making too many mistakes, I hope.

Are there any trends that you can see changing the face of blogging?
The depressing political arena is making us more cynical and, as a result, I think humour is coming back to blogging. I hope so, anyway; I’m sick to death of reading really po-faced stuff that’s more concerned with SEO and pleasing sponsors than actually taking a reader somewhere. The glamour does appear to be fading from the ‘my life is fantastic’ style of blogging – people are reading between the lines and seeing beyond the filters. I know those people work really hard at cultivating their image and presenting a polished product, but much of it makes me uncomfortable or tires me out, and I think it’s the same for a lot of other people too.

How frequently do you post on your blog?
I have a regular feature go live once a week. I wouldn’t post more than twice-weekly – people get sick of you unless you’re a known and trusted daily destination. I don’t have time to keep that up and I’m lucky in that my audience doesn’t particularly expect it of me. I tweet regularly to keep myself ‘out there’ and, like I say, I tend to get much more engagement with a thread on Twitter than I would a formal blog post. I like the immediacy of it too – I prefer conversations to broadcasts.

Do you have any tips for bloggers or businesses who want to improve their content strategy?
I don’t really have a personal content strategy, and the work I’ve done for businesses varies case by case and is usually totally separate from my blog; I guess I would say to companies, please hire decent writers, not just someone who can type. And pay them. It’s increasingly important to be an all-rounder these days, which I totally get, but it always seems to be the writing part that suffers over the others. Reading is not over. Longform is not dead. The hypnotic quick sell of video doesn’t really seem to be capturing anyone’s imagination, despite ad sales’ and content strategists’ obsession over it – I wish we could see more of a balance between copy and video.

To bloggers, I guess I’d say find a niche and be good at it. Be consistent. Have a voice that people want to return to, so that, eventually, they don’t care what you write about, as long as you’re writing. When people are contacting you saying, ‘I really want to know what you think about this issue – you should write something’, it’s a great feeling. And you know you’re doing something right.

The Guyliner features on the Vuelio Media Database along with thousands of other bloggers, influencers and journalists. 

 

Optimising content

How to optimise your blog post after publishing

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Most businesses will already be familiar with the basic process of optimising blog content before it’s published. Keywords, meta descriptions and relevant H1 tags are all features of today’s content that brands and bloggers need to implement, but what about existing content that has already been published? Creating a blog post is only the beginning, there are multiple ways to re-use and enhance your content after it has been published.

Optimising existing blog content in order to drive traffic and achieve your marketing goals, can be broken down into two key steps: repurposing the content and promoting it.

Improving old blog content
The first step in optimising your existing content is to go back and give it a makeover. Just how much you change is completely dependent on the blog post itself – this could be a gentle refresh, while others may need to be repurposed to achieve a different outcome.

Identifying what content to improve
Identifying and refreshing old blog content can be a time consuming process, especially for company blogs which contain many blog posts. Prioritise your time by determining which posts hold the most potential and tackling those quick wins first. For instance, if an old blog post is ranking from #11 – #20 on Google for a high volume keyword, then traffic, engagement and conversions across your site could see an immediate boost if the post moves up to page one in the rankings.

How to refresh existing blog content
More often than not, a simple review of your old blog posts will present any standout issues. Start by analysing the post in terms of keyword relevancy and add well optimised headings if needed. It’s also a good idea to ensure that any data you’ve referenced is up to date. Finally, read any similar content that your competitors have posted, particularly those ranking higher than you. This should give you a good idea of where your own content could be improved.

Promoting existing blog content
While brands will share blog content on their social channels when it’s new and fresh, the hard work doesn’t necessarily stop there. Reviewing and sharing existing evergreen content is one way to ensure that your blog posts continue to drive valuable traffic to your website.

Content optimisation through social shares
Sharing old blog content on your social media channels not only alerts new followers to posts that may be of relevance to them, but keeps your social networks fed with applicable content. If the topic of a blog post you wrote five years ago finds itself in the news again there’s no reason not to share the content – once it’s been updated accordingly.

Content optimisation through backlink building
Generating a catalogue of high quality backlinks that point to your blog content is no easy task, yet it shouldn’t be overlooked if you want to get the uppermost value from your company’s blog posts. Once that publish button has been hit, be sure to send the link to any relevant parties and get your content seen. The Vuelio Media Database is a great source for finding bloggers and journalists interested in the content that you produce. Snag a backlink from a key influencer and your blog post will instantly grow in SEO value.

Bake Off hosts

Bake Off Won’t Bow to Commercial Pressures

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As problems go, the news that The Great British Bake Off was moving from the BBC to a commercial rival was perhaps more than a little ‘first world’.

Beloved presenters, including Mel, Sue and the legendary Mary Berry (with her ‘soggy bottoms’) were gone, commercial breaks threatened the ebb and flow of the show and God knows what else would happen to the quintessentially British show that had previously enjoyed a more leisurely amble across our TV screens.

The good news is, according to bosses at Channel 4, The Great British Bake Off is so good, it won’t need to make any significant changes to the programme – and this includes the murky world of product placement which the channel insists the show will be ‘clean’ of.

An insider at Love Productions, the show’s makers, told journalists: ‘The integrity of Bake Off is sacrosanct to Love. Bake Off has always been made with documentary sensibilities, so the notion of product placement is not a natural one.’

Jonathan Lewis, head of digital partnership innovation at Channel 4, confirmed that they would not be tampering with the show and said: ‘The Bake Off tent will look exactly as it always has when it airs on Channel 4 for the first time later this year.’

But that doesn’t mean Channel 4 doesn’t have ‘big money’ plans for the show.

In the spring, Channel 4 hosted an event for 350 advertising executives to pitch an £8m sponsorship deal for the show. However, a number of media pundits believe Channel 4 has fallen short and may have to adjust their offering around the show.

One unnamed source told The Guardian: ‘Advertisers think Bake Off is a really, really good property but very few of them have that big chunk of cash to commit, especially in this market.’

They continued: ‘This is interesting for Channel 4, this scale deal is new for them, but this is what ITV experience all the time. Outside the market, people think it is always a bunfight because properties like Coronation Street, Emmerdale and X Factor are amazing opportunities. They are, but they are such big commitments that there might only be two or three realistic bidders.’

BBC London

BBC Children’s programming takes on the internet

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The BBC has announced plans to overhaul its Children’s programming to tackle competition from the internet.

Investing an additional £34m across the next three years, the budget for children’s programming will rise to £124.4m by 2019-20, up from £110m today. The additional spend is largely earmarked for the Children’s online budget, ‘reflecting the increasing share of children’s media time spent online and the increasing competition for their attention’.

Alice Webb, director, Children’s at the BBC, said: ‘Today’s announcement means that whilst we’ll continue to make exceptional, distinctive public service UK children’s content across all of our platforms, we’ll also be able to develop a more personal online service that meets the evolving needs of our audience.’

The manifestation of that personal service hasn’t been realised yet but traditional broadcasters are always looking at ways to tackle the behemoths Netflix and Amazon Video, who are relentlessly shaping on-demand services on a global scale.

These streaming services are just the tip of the iceberg. In reality the digital competition is much broader – especially where children are concerned.

The strongest competition likely lies on YouTube with videos such as ‘Kinder Surprise Eggs Opening’ proving ever more popular (a simple search produces over eight million such results). This is the type of content that’s hard for a mainstream broadcaster to replicate in any sort of realistically competitive way.

While it doesn’t fall under the BBC’s remit to inform or educate, bosses will be wary of the internet’s endless supply of micro clips that can hold a child’s attention. As the proliferation of tablets and video-playing devices suitable for little hands continues, so does the number of children capable of choosing their own content whenever they want.

Organ donation ribbon

Campaigning Scottish Newspaper Changes Organ Donation System

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A six-year-long campaign led by the Glasgow Evening Times has resulted in the Scottish government making sweeping changes to organ donation systems in the country.

The campaign, which was launched in 2011, lobbied the Scottish government to change the organ donor laws to an opt-out system. This new system assumes that everyone is a potential organ donor unless they opt-out.

Caroline Wilson, a senior reporter who led the campaign for the Evening Times, told journalists: “We weren’t simply raising awareness about organ donation or attempting to drive up numbers on the donor register, we were asking the government to consider a new system of organ donation and one that a great many people had never heard of.

“We knew it wasn’t going to be an easy campaign and it wasn’t. Being grilled by MSPs at the Public Petitions Committee and was one of the most daunting things I’ve ever been asked to do.

“We faced opposition, including from those in the medical profession, but we had to challenge their judgment. However, the one constant was the level of public support, particularly those who had experienced the agony of waiting for a transplant.”

Evening Times editor Graham Shields highlighted his pride in the success of the campaign by stating: “The Evening Times is proud to be a champion for the people of Glasgow, and we have campaigned on their behalf throughout our history.

“The Opt for Life campaign has been a huge undertaking and it promised to improve the lives of thousands of people across the whole of Scotland. I am proud of our staff and readers for sticking with this important task and finally delivering success.”

The success of the Opt for Life campaign showcases how vital a strong, determined and patient regional press is to facilitating change.

If the regional press continues to falter, who will take on these important, long-term campaigning issues?

Is the press release dead?

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In recent years industry pros have declared that press releases are dead. Once, one of the most effective modes of PR communication, press releases have been criticised as being used to spam journalists with irrelevant content.

With many journalists often copying and pasting content, press releases have been penalised by Google’s search algorithm which punishes outlets for duplicating content.

This has resulted in wire services and PR pros having to rethink their approach to press releases and how to distribute them to influential journalists.

Here at Vuelio, we have published numerous White Papers about how to get press releases right, but the question that keeps arising is: Are press releases dead or alive?

Wildfire PR reviewed coverage from over 100 releases to establish whether the press release is still a reliable source of information. Things like the company’s key messaging, whether there was a direct quote from a company spokesperson, whether there was a link back to the organisation’s website or landing page were scrutinised.

And the results were quite revealing. PR agency Wildfire found that 98% of coverage resulting from a press release included a company’s key messaging, 82% featured a direct quote from a company spokesperson, and 46% provided a link back to the brand’s website.

Proving that they are not dead, results show that 61% of journalists had used the press release as the basis for a wider article, rather than simply copy and pasting the release itself.

“With Google increasingly penalising sites for relying on duplicated content, many people have argued that the press release no longer has a place in modern PR” said Debby Penton, managing director at Wildfire. “Our research shows that instead of killing the press release, these changes have simply encouraged journalists to alter the way they use release content. Rather than copying and pasting directly, journalists are now using press releases for their original purpose – to provide a factsheet for a wider story. This is not only great news for brands looking to get their message across, but is also good news for end consumers who want to read unique, interesting and original content.

“Thanks to this change in approach, I believe that the press release still has life in it yet – as long as it’s used correctly. Journalists should not be copying from press releases wholesale, and PROs should not be using press releases as a way to spam publications with irrelevant news. What is needed is a more targeted, intelligent, PR strategy – of which press releases are just one small part.”

Engaging with new MPs after #GE2017

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So, on the 8th of June, there’ll be some brand new faces sitting in Westminster. Knowing who they are, their political interests and, most importantly, the best way to engage with them is crucial to the success of your public affairs strategy in the coming parliament.

GE2017_WEBINAR

If you want to keep ahead of the game why not tune into our upcoming webinar ‘’Engaging with new MPs after #GE2017’’ for a complete guide to identifying, engaging and influencing the new MP intake which takes place on Tuesday 20 June at 11:00 am BST.

During the webinar we’ll be covering everything from:

  • Identifying the right MPs to engage with based on their political interests, such as select committee membership.
  • Access over 4,000 political contacts including MPs’ staff– the most effective way of reaching MPs.
  • Achieving ROI on your engagement with email tracking and comprehensive reports that measure the success of your campaigns.

Save your spot now on our up and coming webinar to see how our political database can help you!

CAP issues new guidelines on influencer marketing

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So, CAP has issued fresh guidelines for influencer marketing but will it make a difference? According to a recent survey, a surprising proportion of consumers still remains in the dark, with 77% unaware what the #sp hashtag stands for (‘sponsored’) and 48% even unsure what the #ad hashtag means.

As a result of confusion over how brands and influencers label paid-for content, it remains a big issue. In response to this problem, CAP (the Committee of Advertising Practice) has issued a fresh set of guidelines to help social influencers and brands stick to the rules.

So, what does this mean for you and how will it impact the future of influencer marketing?

Well, when it comes

to affiliate marketing deals, CAP states that all ‘marketing communications must be obviously identifiable’. In other words, brands and influencers should ensure that any paid-for content is clearly labelled as an advert.

The guidelines put forward by CAP are certainly not new, but they are now emphasising that influencers should be more aware of the differences between platforms in order to recognise how to label sponsored content accordingly.

For example, on platforms like Instagram where images are visible before text, the word ‘ad’ should be overlaid so that users are aware before they click through. Alternatively, where a vlog might include a minute or so of content related to affiliate products, this should be flagged (even if it doesn’t require the video to be labelled as an ad overall).

Ultimately the new guidelines reinforce the notion that there is no blanket approach to labelling branded content, but that it is vital that consumers know when they are viewing ads.


Born Social’s survey suggests that consumers look down on sponsored content, with 48.7% of people trusting a recommendation to a lesser extent if they know an influencer is being paid. However, a poll by Kantar Millward Brown suggests that, in contrast, teenagers are becoming more receptive to brand content. In addition to this, it also states that 35% of 35-49-year-olds in the UK also feel positive towards content relating to products, services and other brand info.
While these findings might sound contradictory, there is one common thread – that transparency is key.

Regardless of how a person might feel about brand content in general, deliberately hiding or failing to disclose it will only do more harm than good.

How to create a multi award-winning PR campaign

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The opportunity to combine SEO and PR is something that remains unexplored by many marketers, yet it has the potential to yield significant results – particularly if you’re working to a tight budget.

In 2016, Ad-Rank launched a campaign on behalf of CruiseDeals.co.uk that showed it’s cheaper to live on a cruise ship for a year than it is to live in London. Since then, the campaign has won two prestigious search awards, and gained both national and international coverage in publications including the Daily Mail, AOL Travel and Express. We’ve taken a look at this case study to give you some top tips to help your next Vuelio press release reach new heights.

It’s all in the research

Ad-Rank-research

By nature, successful PR campaigns engage the audience and deliver a message strong enough to encourage them to pass it on. Conducting research for any PR campaign can be a lengthy process, but the results can be well worth it. Whether you’re presenting a story that’s entirely unique or tackling old news from a different angle, putting some hard work in at this early stage is the only way to set the foundations for a strong campaign.

An attention-grabbing headline

Ad-Rank-Headlines

Distribute a press release through Vuelio and its title will appear as your email subject line, so it’s crucial that those few words grab the audience’s attention. We chose to title ours ‘Living in London is more expensive than living on a cruise ship’, which effectively gave journalists the headline they were looking for from the off.

Narrow your audience

Audience

Even the best-written press release is unlikely to gain traction unless it’s visible to the right audience. Vuelio allowed us to sift through a huge catalogue of journalists and influencers from across the globe, adding specific filters to our search in order to make sure that the release reached exactly the people we needed it to. From there, we could easily source the contact details of those most likely to be interested in our story.

Support your release

Ad-Rank-PressRelease

With hundreds of press releases landing on their desks each day, journalists are unlikely to sift through pages of copy in order to decide whether the story is right for them. Include only the most important details in the release itself and create a supporting article or blog post on your website to provide more information if needed. Not only did this allow us to link journalists to extra details they may need, but it was effective in actively driving additional traffic to the client’s blog as a result.

The personal touch

AdRankPRCampaign

For us, the key to connecting with individual journalists and publishers was to send out personalised follow-up emails. Using Vuelio’s History feature, we were able to track exactly who had opened our press release and when. From there we could send gentle reminders to journalists that appeared to be interested in our story – or simply re-introduce the press release to those who hadn’t opened the original email.

A successful PR campaign does more than just get the word out about your company, it creates a story. And despite being frequently overlooked by marketers, a solid PR strategy can fuel SEO, generate positive awareness of your brand and help build a strong online reputation.

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PRs now following guidelines on influencer marketing

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According to new research, 54 percent of marketers and PRs now use the Committee of Advertising Practice (CAP) guidelines on influencer marketing, compared to just 37.5 percent in 2016.

Infleuncer(CAP)

In the past, PRs have often been accused of not following the guidelines when it comes to blogger outreach following some high-profile scandals including the likes of Kendall Jenner, Emily Ratajkowski, Bella Hadid who failed to disclose that they were paid to advertise products and events on behalf of big brands.

Conducted by micro-influencer marketing platform Takumi, their survey reveals 600 UK marketing and PR professionals now agree that full transparency is important when working with influencers.

“PR and marketing individuals and brands are becoming more and more savvy when it comes to working with influencers and content creators,” said Mats Stigzelius, co-founder and CEO of Takumi. “Whereas before there was a certain amount of confusion with regards to the guidelines, the research has shown that there is a greater awareness on how to get the most out of influencer marketing and what the guidelines are.”

Here at Vuelio, we have published various guides, webinars and white papers about how to work with influencers and stressing the importance of disclosing product placement. Influencer marketing is no longer the wild wild west where PRs don’t have to abide by any rules.

“As more and more brands begin to educate themselves on how to effectively use influencers and are able to measure the results and the ROI, I think that we can expect to see an increase in the use of influencers as part of a more targeted approach for consumers particularly for millennial audiences,” said Stigzelius.

The research also found that 84.5 percent of professionals believe that ‘live’ content is becoming increasingly important to influencer marketing. Furthermore, 28 percent say Instagram’s algorithmic feed – which prioritises high engagement content – hasn’t impacted their campaigns. However, 11.5 percent now budget for advertising to boost influencer posts. Takumi found that 65 per cent of professionals work with influencers as part of their marketing strategy and 61.3 percent of respondents said they feel they are able to accurately measure engagement levels and return on investment (ROI).

Blogger Spotlight: Craig Landale, Menswear Style

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Launched in 2012, MenswearStyle has grown to become one of the leading digital publications in the UK and was ranked number one in the Top 20 UK Fashion Blogs. From the UK’s finest independent menswear stores to how to wear trouser suspenders to luxury trainer brands, MenswearStyle provides an essential guide for the fashion conscious man.

The editor-in-chief Craig Landale is a marketer and fashion expert who has worked with high profile brands such as Mulberry and is the author of ‘ABC of Man: The Foundations of a Stylish Man’. In this spotlight, Craig Landale, who is number one on our top ten men’s fashion ranking chats to us about how he got into blogging, collaborating with BMW and why he believes MenswearStyle can be one of the biggest names in the men’s fashion publishing sector.

Craig Landale - Menswear Style Vuelio Spotlight

What inspired you to blog?
Had just left my job working as a digital marketing manager for a large menswear group and I missed menswear blogging. To fill this gap I set up MenswearStyle as a hobby.

Was it easy coming up with the name for your blog?
Picking a name was tactical. I wanted to use two major industry keywords so it was simple and easy to know what the website is all about. I was amazed when I found that our URL for both the .co.uk and .com was available.

Which blogs do you read on a daily basis?
Other than spending half my day on my own blog I also like to read all types of different industry blogs in homeware such as Design Hunter, Family such as Father of Daughters, and business such as Courier.

Which photographers do you work with?
We’ve worked with lots of photographers over the years, especially for our street style gallery. Yu Yang, Grace Lunn and Zach Dodds to name a few.

What does fashion mean to you?
Fashion is a hobby, career and passion. I now know my style and stick to it. I rarely follow trends but I admire observing other people perfecting these trends each season. It is such a creative industry and once I truly admire.

Which are your favourite brands?
I have leaned towards brands which represent my style over the years. Brands such as Oliver Sweeney, Reiss, Ted Baker, Belstaff, and New Balance.

Have you been able to build a relationship with them and how did you go about this?
Yes, I’ve worked with all those mentioned brands over the years. I’ve worked with hundreds of great brands. I’ve never had a sales technique and I simply wait for offers, projects and correspondence to come to me through email.

What’s the biggest campaign you’ve ever been part of?
There’s been quite a lot of big projects but a recent BMW one was great collaboration. It involved driving around the south of France and track courses. There was an outstanding car photographer with us and we produced a striking set of articles for them.

Do you approach brands for collaborations?
Luckily I don’t have enough time and offers come direct to me through our website and email. In the first 6 months I would email brands but we’re over 5 years old now and I’ve not had to do it since.

How important is social media for your blog?
Hugely important. We have a strong following across Facebook, Twitter, Pinterest and Instagram. This is how we update our readers about hot new articles. It helps our feature reach new audiences and one or two often go viral.

Where do you see yourself 5 years from now in relation to your blog?
Any personal goals? I’m concentrating on growing the website in both maturity and in audience figures. I believe MenswearStyle can be one of the biggest names in the men’s fashion and lifestyle publishing sector. I’ve recently acquired new writers with strong experience. This will hopefully help with this mission.

What advice do you have for aspiring men’s fashion bloggers?
Do it because you enjoy it, and not for any other reason. If you enjoy it, the rest will fall into place. Stick to what you’re good at in the business and outsource the rest. Keep everything simple and do not underestimate design.

Craig Landale and MenswearStyle both appear as entries in the Vuelio Influencer Database alongside thousands of bloggers, journalists, editors and media contacts. 

The dos and don’ts of blogger outreach

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Are struggling with your blogger outreach? Can’t engage with the right contacts or unsure how to pitch? Or maybe you just don’t know where to start? Here’s your chance to learn how to get it right. 

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Why not join our best practice webinar for PRs –The Dos and Don’ts of Blogger Outreach: How to do it right and get the results you want. 

During our webinar we will talk you through the process from start to finish – how to start building authentic relationships with influencers, how to pitch them in a way they are most likely to respond and how using a blogger database can help you get results fast. 

Filled with top tips straight from the horse’s mouth – the bloggers themselves – this webinar is your step by step guide on brushing up your blogger outreach strategy.

The Dos and Don’ts of Blogger Outreach webinar will take place on Tuesday 23 May 2017 at 14:00pm BST. 

The charity sector – a gift to the PR industry

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The charity sector is a gift to budding PR pros and content marketers. Unlike other “business” sectors where content might yield very little “human interest”, the content available to the charity sector almost writes itself. In fact, I would go as far as saying, if you work in the charity sector and you struggle to find anything to write about, your organisation is probably built on very shaky charitable foundations.

The very best PR and content marketing pros understand that comms work at their very best when they address and solve very real problems for their target audience. As most charities aim to alleviate a particular problem within their specific community – the inspiration for press releases, blog posts, social media and email marketing campaigns is everywhere. In fact, having too much to write about might be a bigger problem.

Online fundraising organisation JustGiving understand the potential PR opportunities just bubbling under the surface of their clients’ campaigns and have recently hired Rooster PR to “identify and amplify” human interest stories posted on their site.

Rooster’s MD, James Brooke, told journalists at PR Week: “JustGiving is an inspirational company that helps people raise money for a wide range of deserving causes. We’re proud to have been appointed to help them showcase what an incredible impact their crowdfunding pages can make on peoples’ lives.”

The agency has already worked on a number of high-profile campaigns, including the handling of the campaign for PC Keith Palmer, who was killed during the Westminster terror attack in April. The campaign to date has raised more than £736,000.

There are PR pros out there, reading this blog post who look after clients that manufacture all sorts dull, boring and uninspiring products (industrial widgets – anyone?). I’m sure they would love a few of the benefits afforded to those who work in the charity sector.

What advice would you give to PR professional in the charity sector? How much could a little more “human interest” aid your organisation’s PR output?

PR Spotlight: Alison Dagwell, Digital Mums

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Launched in 2014, by Nikki Cochrane and Kathryn Tyler, Digital Mums specialises in getting mums job-ready with in-demand social media and digital skills, so they can find rewarding roles that sync with family life. In this spotlight, Ali Dagwell, co-head of storytelling at Digital Mums chats to us about her 15-year long career in PR, crisis management, working on campaigns that empower new mothers, and why flexible working hours for women with children is important.  

Can you talk a little bit about your professional background and how you became the co-head of storytelling for Digital Mums? I’ve worked in PR for over 15 years, starting off agency side at Cohn & Wolfe and then Fever PR, where I was lucky enough to work on big brand campaigns for clients including O2, Amazon, Sky+ and Smart cars. I then moved out of London for a few years and went in-house at Thomas Cook. As well as gaining an understanding of the role PR properly plays within a business, I was given a crash-course (excuse the pun) in crisis management thanks to 2am calls from Sky News and BBC about major world events including the volcanic ash cloud and Tunisian riots. It gave me a broader view of PR and showed me how PR is very much a customer information tool as well as a brand awareness driver. The Press Association very quickly became a favourite in my phone contacts. 

I then put those crisis management skills to work in-house at Wonga after the birth of my first daughter. I can honestly say it was one of the best teams I’ve worked in and toughened my PR skin!

I came to work at Digital Mums as my eldest daughter was starting school last September and I made the New Year’s Resolution to find a flexible role that would allow me to be at the school gates both ends of the day. Much harder to achieve it seems than giving up alcohol or chocolate! I heard about the Digital Mums training from a friend and was going to apply to take part in the Social Media Marketing: Associate Programme, which is designed specifically for mums from a Marketing, PR or comms background and matches you with a live business, much like a (digital) apprenticeship. I then saw the role for Head of Storytelling advertised and here I am almost 12 months in!

What do you most like about working as the co-head of storytelling for Digital Mums? And what are the challenges? I love everything about working at Digital Mums. As a small business, I get stuck into all areas of the comms business, from email marketing and social media to blogs and traditional PR. I love working for a brand that I totally relate to and have personally gone through the challenges that we are fighting to change. The team culture is also amazing. Although 31 of the 35 employees work remotely or part-time, culture is a huge part of Digital Mums and there’s just as much banter as I had agency-side, albeit most of it digitally rather than in person.

The biggest challenge is ‘where to start’! I’m in a great position where Digital Mums as a company and Digital Mums the graduates are relevant to so many publications and so many people. It’s a PR’s dream but at the same time challenging to prioritise and goes against my reflex reaction to never turn down or miss an opportunity!

It helps that our founders very much live and breathe the philosophy that you learn from mistakes. It’s one of the lessons on our training to ‘Test, Measure and Reflect’ and this is applied to the company as a whole. It gives you the freedom to try things out and is extremely liberating.

It has been stated that 70% of women leave the workforce because they find it impossible to combine their career and family life, what needs to change to provide more flexibility? The current mindset. As one of my co-founders said: “Work is a thing you do and not a place you go to.”  Our #WorkThatWorks campaign is all about empowering mums and businesses to try a new way of working – whether it’s remote working, part-time hours or splitting hours flexibly across the week, as I do. Flexible working is too often viewed as a dirty word by businesses and colleagues who see it as the reserve of the ‘lucky’ few and only of benefit to the individual. Businesses need to be made aware of the benefits of flexible working if real change is going to be created. Changing attitudes to hiring won’t just benefit parents, but will also help businesses attract millennials who don’t necessarily want to be working nine to five, five days a week either. So much has moved on in the working world in terms of technology; but the hours we work haven’t.

It has been stated that Digital Mums are removing the barriers that mothers face by providing them with social media management skills that allow them to set their own hours and work from anywhere. Can you talk a little about the impact this has on the women who use Digital Mums services? This is by far the most rewarding part of working for Digital Mums. We literally have hundreds of incredible mums who pre-children have had these amazing careers and have either lost their confidence having been out of the working world for even just a few months; lost their previous roles while on maternity leave or are stuck in a 9-5 job and want to find more of balance between career and children. Digital Mums not only upskills them with in-demand social media and digital skills, it gives them their confidence back and empowers them with #WorkThatWorks. It might sound cheesy but honestly, our mum case studies are extremely moving and motivating. You can read some of them here.

Digital Mums main speciality is providing innovative social media training to produce high-calibre social media managers. Why has Digital Mums focused on social media jobs? Our co-founders Nikki Cochrane and Kathryn Tyler first set up their own social media agency a few years ago and were overwhelmed with how many small businesses needed help to build and manage their social media presence. They knew they needed to take on more people and realised that mums would be the perfect solution. Kathryn’s previous work at the Innovation Unit meant she’d worked with a number of innovative schools in the US. She knew she could take these learnings and insight to design a course that would teach mums everything they needed to know about social media management. Additionally, they both recognised that maternal unemployment is a huge issue. Social media management offers mums a third way – family life and a career – it’s just a matter of teaching them the skills. So Nikki and Kathryn stopped working for clients and started training up mums in social media instead.

It’s been stated that getting women back into the EU digital sector will contribute 9 billion to GDP. Other than getting more mothers back into work, what other qualities can employees benefit from? Fulfilling and flexible careers. In today’s highly connected world, it’s crazy that women are still having to choose between careers and childcare because the right opportunities don’t exist. PR, in particular, has never been a 9-5 role and there’s no reason that it can’t be done remotely or part-time. I now job-share my role with an amazing journalist, Rachel Mostyn, as the business has grown to such an extent that my three days a week wasn’t enough. It’s important to note though that flexible working benefits businesses too. Digital Mums now gets the benefit of two minds for the price of one and can scale their team in sync with business growth. It really is win:win.

As the Head of storytelling, what has been your strategy for Digital Mums? As a relatively new brand, the main strategy has been to simply increase brand awareness for our two training programmes through a mix of thought leadership pieces, case study placement, feature pitches and our #WorkThatWorks Movement. We launched this campaign back in September to present a solution to the much-debated issue of mum unemployment. Research we commissioned with YouGov and the Cebr produced some incredible insight into how flexible working really could be the answer for not only mums but businesses too. Almost 7 in 10 stay-at-home mums would go back to work in some capacity if flexible working around childcare was an option, while well over a third of working mums living with children would work additional hours. This could provide businesses with a total of 66 million hours more work a week and the UK economy with an annual £62.5 billion boost to output. Through this campaign, we actually touched the hearts and minds of a lot of people and are now very much a go-to for media, influencers and government bodies on all things flexible work and mum employment, which was one of our initial goals. Our #WorkThatWorks Movement is very much ongoing with more events and campaigns planned for this year.

How are you using social media to promote Digital Mums? As a social media training company, it’s obviously at the heart of all of our comms. It’s the platform that allows us to speak directly to mums and businesses. It’s particularly effective for building up support and influence for campaigns big and small. Twitter is a great listening tool for news and relevant events as well as crucial for relationship building with influencers and press. Facebook is a huge community driver and a place for us to embrace the fun of our brand as well as showcase some of the incredible people doing our training. And Instagram is essentially our brand window, allowing us to reveal the personality behind Digital Mums.

Digital Mums has been featured in The Daily Telegraph, MailOnline, the guardian, what kind of response have you got from the media? Hugely positive! We’re addressing two problems – the lack of digital skills and maternal unemployment. Maternal discrimination is obviously very topical and sadly all too prevalent. We’re providing a solution to this often debated issue and are in a unique position where we have hundreds of positive case studies of women who have achieved the holy grail that is #WorkThatWorks.

Digital Mums has been running for 3 years now. What future plans do you have? As well as obviously growing our current business, our ultimate aim is to change the view of flexible working and consign ‘working 9-5’ to the lyrics of a karaoke classic.

How to identify the real influence of a blogger

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Are bogus influencers undermining brand confidence and confusing the state of play? According to Emma Austen, the founder PR agency Emerge, they are.

In a recent PR Week opinion piece, Emma says that brands are often drawn into the science of probability – if someone has two million followers, that will impact the bottom line of influencer marketing. But increasingly PRs and marketers are having to wake up to the fact that an influencer having a large following on social media does not automatically mean that a blogger has real influence.

Emma Austen said: ”It is the responsibility of PR professionals to be vigilant in determining which influencers have legitimate, relevant followers, and which have tried to buy their way into the club.”

With countless apps and sites that allow people to easily buy followers at the click of a button, it is becoming increasingly easy for bloggers to make false claims about how influential they are. Due to a lack of sophisticated influencer tools, it is difficult to get an accurate assessment of how influential a blogger is and their engagement levels, which often results in brands basing their spending decisions on false information and disappointing results.

Nik Speller, the founder of influencer marketing consultancy; N.K.B. and contributor to men’s lifestyle blog Buckets and Spades, said PRs need to change their focus when it comes influencer marketing.

He said: “This industry is changing so fast, but I think there are a few trends bubbling up that will grow this year. Firstly, I’ve noticed a few brands pay more interest in content, than in follower numbers. These brands have seen that working with the mega-influencers doesn’t always yield results, as they aren’t always the best fit. Working with smaller, creative influencers, with a specific and highly relevant audience, can be far more effective.”

So, when it comes to blogger outreach, how do you identify who are the real influencers?

Here at Vuelio, we offer access to our influencer rating tool, not just for bloggers, but also for specific journalists and different publications. Our rating considers a broad range of data points – including content frequency, engagement, social presence and following, to determine overall influence. By having our unique influencer ratings at your fingertips, you will be able to make a better assessment of whether a blogger has legitimate influence. This will enable you to connect with the right bloggers for your campaigns and stop wasting time and resources on bloggers who do not really influence your target audience.

Vuelio-Influencer-Database

But before you reach out, make sure you have a strong pitch. Results from our 2016 Bloggers Survey showed that fifty per cent of bloggers receive seven plus emails per week, but seventy per cent of pitches get little attention from bloggers as a result. For best results make sure you are transparent about compensation, take the time to understand their blog, and personalise your approach by using the name of the blogger.

Despite the rise of bogus influencers, there are genuine ones. With the right approach and the right tools, these bloggers can bring you a significant return on your investment.

Why snap elections are big opportunities for lobbyists

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There once was a time when elections were all about manifestos. They provide an opportunity for political parties to bring together their brightest and best, and articulate why they are fit to govern. Sometimes it can be the tool that injects some much needed life into a party’s support base, or it can be a long suicide letter, as the late Gerald Kaufman once described the Labour party manifesto during the fateful 1983 campaign.

But over the years manifestos have come to take on a whole new role. The 2010 Conservative Manifesto, a leather bound “Invitation to join the Government,” was a communications and marketing tool dreamed up by blue sky thinker Steve Hilton. Its centre piece, the creation of the Big Society, was more platform than policy. To the extent that nobody really understood it. Since then we’ve seen lots of rhetoric whilst being startlingly policy-lite in these increasingly flashy concept pieces. Even Ed Miliband’s act of carving the highlights into stone failed to transform statements such as “A country where the next generation can do better than the last” into a physical commitment.

So where does that leave lobbyists, the politically incorrect term for us lot that try to influence policy, highlight issues and affect change? In many ways it can be a vital opportunity for us to get our stall in early, especially if you’re supporting an issue that captures the imagination of the public and the media. But it can also be a millstone around our collective neck; a period when the government shelves policies that you’ve been supporting for years, as the parties do deals on what should be nodded through and what should be shelved ahead of dissolution.

In a political age where rhetoric has more currency than commitments this is a chance to make sure that you get your cause into the spotlight. And as manifestos seek platforms rather than spending commitments, unless you’re in a ring-fenced area, it can be a lot easier to sharp elbow your way in and the risk is much lower. No promises, just aspirations.

I work for a national poverty charity, and it has never been more important to make sure that we have a commitment to help those struggling financially. This is where getting the balance between policy and rhetoric is important. A commitment to support the lowest paid might sound positive, it is, but it can also be a used to defend a policy of cutting support for those less fortunate. Reducing the national debt is a good thing, but without a specific commitment as to where those savings are coming from you never know where the knife is going to fall.

The most powerful weapon that you have as a campaigner is the truth. Funny that. As a charity it’s not hard to sell an emotional narrative to policy makers but if you’re light on facts and fight on passion you can be easily swiped away. As the broader sector continues to commit to measuring impact through impressively scientific and robust ways we have seen our politicians increasingly rely on us to bolster their chosen policy commitments.

This is something that is particularly powerful for charities that work directly with the public, especially those that work with the vulnerable. Solid data is a powerful weapon when guiding policy positions and one that is not used often enough. It is not the job of charities to campaign politically, some people may differ in that view, but it is our job to represent those that cannot represent themselves.

Over the next six weeks we can expect a surge of activity from charities, as well as all sectors looking to fight their corner. This is not about getting something in the manifesto, they’ve been cobbled together already, but about setting up the circumstances for that vital clarification, denial or equivocation that can be used to fire the policy starting pistol after the election.

The media has an increasingly important role to play in this too. How many times have we seen an election commitment come out of a tabloid campaign, or more frequently, a surprise budget announcement? These are the easy wins, the policies that seem to make everyone happy at first glance yet frequently are found to be ill thought through. For a niche cause this can be your chance to shine, especially if you have an effective backer in parliament.

Snap elections mean snap decisions, and because prospective governments know how dangerous these can be they are wary of making them. But they do happen. There will be policy teams out there that are about to have their biggest success for the next five years and they don’t know it yet. The secret is getting the data right, have a clear angle, and get your media and political ducks in a role.

But let me finish with the elephant in the room. Most people think they already know the result of this election, and most people are probably right. But it’s a danger to think that only one party needs to be lobbied. Labour may well be the underdog here, a position which may cause them to do better than some predict, but a popular policy on the doorstep is a popular policy full stop. We don’t just see this during general elections; at the last Mayoral Election for London we saw a range of sensible and popular policy proposals from parties that had little chance of polling 10%. They can be stolen by the winning party, and it’s the final destination that counts in this game.

This election is a chance to get the political parties to do your job for you. If you have an idea, and the evidence to back it up, you will be their best friend. You might even change the world, just a little bit.  Be clear, be direct, be non-partisan, and you might just get what you want. See you in 2022.

 

Improve and maintain corporate reputation

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Businesses and organisations are acutely aware more than ever of the importance of protecting their reputation. Some have learned the hard way when crisis situations have hit and they haven’t been prepared or have handled it badly.

There are three sides to reputation management – the first is maintaining reputation when it’s at its highest, the second is developing a good reputation from a new-start perspective and the third is managing reputation and then changing perceptions in a crisis situation.

When conducting studies, the Reputation Institute, the global reputation-based research and advisory firm, uses its RepTrak® measurement framework and measures the perceptions and opinions on:

  • products or services
  • innovation
  • workplace
  • corporate governance
  • public and social impact
  • leadership
  • performance

Reputation can make or break businesses. You can use the above to help with your strategy and management.

Companies or organisations with reputation issues are more likely to feel the wrath of the law and importantly, the public. Nowadays, it may also provoke a cyber attack.

So, how can corporate reputation be improved or maintained when there are so many different elements to consider?

Firstly, it all comes back to the organisational values and objectives. If the values of the organisation are real, ethical and trustworthy, then they should be embedded in every element of organisational work.

Business and organisation have a duty to their shareholders, stakeholders, employees, suppliers and the public, not to mention regulators. You will be held to account.

Public trust is paramount. In the 2008 crash, public trust was at an all-time low in the financial industry, with the public being wary and confused, financially worse off and the impact on the global economy at its worst.

Today’s challenge in reputation management is not only speed but also given the change in landscape, there is media, social media, influencers in their many forms and we must ensure our risk assessments, scenario planning and crisis comms plans are fit for purpose today.

I’m not talking about lying. I’m not talking about coming up with cover-up stories, I’m talking about genuine, ethical business practice. Understanding the business, the scenarios, the likelihood and the potential impacts, will help you understand what you’d need to do, over the short, medium and long-term, to protect reputation.

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Actions speak louder than words

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You can say whatever you like, but if your actions don’t back this up, then your words are worth nothing and will no doubt be even more detrimental to your reputation.

In addition, the under-rated skill of listening is key. Listening to the people who impact on your business. Listening will help greater understanding and greater understanding leads to better-informed decisions and strategies.

Listening will also help build better relationships as people recognise you are taking their opinions, views and also experiences into consideration. This, in turn will also add greater value to the business and the influence gained will be beneficial.

Listening tools also exist and can be used online, monitoring and listening to different communities. This is essential to keep on top of any issues which may be arising and also in case there are any other groups or communities who you may not even have been aware of. It always an opportunity to respond to issues before they may turn to a crisis.

Top down, bottom up

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As we know, communication works both ways, as does respect and understanding. CEOs and boards have a duty to act as leaders. Leaders should want insights, understand and listen. It shouldn’t just be something for management. Leaders should set an example.

CEOs have the opportunity to really put their money where their mouth is and strengthen corporate reputation by distinguishing themselves and setting a moral, ethical and world-leading standard – no matter how big or small the business or organisation may be.

Charged up CEOs can really set an example and inspire others, too.

Cyber threats

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Interestingly, people find it curious that PR people should be involved or be keen to know systems and protocols in IT departments.

At #PRFest in June, I’ve worked with Craig McGill at PwC to bring their Game of Threats cyber attack simulator to the festival. One of the biggest organisational risks is unhappy employees or those who don’t understand the potential impacts of bad practice.

Take someone using an unknown USB in company IT equipment which could contain malware or unhappy employees spreading negative stories about the company. You are more likely to be targeted if you’re deemed an unethical business or an organisation with an already poor reputation.

It’s so important PR and comms people are on top of recognising issues and impacts and including this within their plans, including simulating scenarios.

Act before a crisis hits

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With tools, systems and people to recognise issues as they start, the key is to address them before a crisis hits. This involves insights and data, planning, scenario tests, and regular monitoring to ensure the plan is always fit for business purposes.

Every member of staff at every level has a part to play. Managers are more likely to spot issues further down the chain than say, a CEO would. But do they know how to report or deal with it to ensure it’s handled effectively? This leads to thorough internal communications functions, policies and management.

Systems and processes

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An early warning system using the risk assessments and listening/monitoring tools will play a vital role in any issues or crisis situation. It’s the reporting of a potential issue that is vital – quickly. Without denial.

  1. Insights and data –internal and external – listening and monitoring
  2. Understand what this information is telling you. Also understand what matters to your stakeholders. What do the actions look like that support what you’d be saying?
  3. Wider and transparent conversations. Think of collaborations and partnerships as an opportunity to involved a bigger set of stakeholders and by collaborating or partnering, there is a two-way approach.

Six areas for corporate reputation to monitor and manage

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  1. Operating and business performance
  2. Legal or ethical
  3. Personnel – particularly misconduct
  4. Political
  5. Environmental
  6. Safety and security

Confidence in you and your business

The importance of confidence in crisis preparation must be underlined. Knowing that you and your business are prepared to face ‘the unknown’ instils confidence. Feeling, being and acting confident are essential groundings for facing unforeseen and emotionally difficult crisis events at a time when you must reassure others that the situation is under control and being handled properly.

The ability to anticipate trouble before it happens is the best source of confidence. Your reputation is your biggest asset. It must be protected.

 

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Are we having the right conversations about diversity?

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Diversity is a hot topic. Hashtags like #OscarsSoWhite and #BritsSoWhite have forced conversations about the lack of diversity into the mainstream. From the echo chambers of social media all the way to the Houses of Parliament, everyone is talking about the absence of proper representation across different sectors. But does it mean anything? Or is it all just lip service?

Despite the PRCA highlighting the lack of diversity in PR, the industry is still struggling to diversify its workforce. In a candid interview, Karan Chadda, director of Evolving Influence shares his thoughts about why it’s important that the CIPR board represents the full spectrum of the UK’s public relations workforce; why we don’t need more conversations about diversity but substantive change, and why he believes that having more diversity at the top of the PR industry will help to not only attract more diverse junior-level applicants, but broaden the national conversation driven by PRs – making stories more accessible. 

Karan Chadda_Diversity-Vuelio

Why do you think the lack of diversity is such a big issue in PR? I think it’s a big issue for every industry. In the UK, where so many sectors talk about talent shortages, it seems daft that we need to make the case for greater diversity at all. If you only recruit from a small segment of society, you inevitably miss talented people. There is undoubtedly a shortage of talent but we should also be asking how much talent is hiding, overlooked or unseen?

You’ve also spoken out against the CIPR board for not having much diversity, why do you think that it is important for the CIPR board to represent the full spectrum of the UK’s public relations workforce? I noted it as unfortunate. Part of attracting a more diverse workforce is showing them what’s possible from a career in PR. You can tell people that it’s a great industry full of amazing opportunities, but if all they see is a monoculture at the top, your words will count for little.

What kind of conversations do we need to be having in 2017 about diversity in order to make progress? 

I’m not sure that we need more conversation, rather we need more substantive change. I think many would agree that the industry is more fond of talking about things than changing them.

And to some extent that’s human nature. Change is hard and commercial priorities are never-ending, but at some point, you need to invest in change and that change should strengthen your business. The PRCA’s recent move on gender pay gap reporting as part of the Consultancy Management Standard (CMS) process is an excellent example of getting on with doing things.

Karan Chadda_Vuelio-Diversity

Diversity has become quite a popular term, but do you think that most people have a real understanding of what it is and how it applies to the workforce? It’s popular to the point of cliché and that’s a problem. Banging on about it has little affect these days, so it’s important to focus efforts where substantive change can be made.

On the plus side, I don’t think there are many people in PR who think more diversity isn’t a good thing. Where there is a disconnect is where we have people talking about the benefits of diversity but few practical examples of how to change and achieve those benefits.

What does diversity mean to you? For me, it means finding the best people. That means recruiting from the biggest pool of talent and, equally importantly, recognising that talent isn’t about shared cultural experiences or how well spoken you are or what colour shoes you wear with a suit. In practical terms, that means changing assessment criteria and reaching out beyond existing networks.

Some PR agencies might say that it’s the job of Taylor Bennett Foundation and Creative Access to help young ethnic minority people to start their careers in the industry. What would be your response to this? Bluntly, it’s not the job of charities to subsidise agencies’ recruitment problems. However, they do an excellent job and I’d urge agencies to help fund them to ensure their vital work can continue and grow. We should also note that the PRCA run the industry’s apprenticeship scheme, which is an excellent initiative. Alongside that a number of agencies have, via the RPCA, committed to paying interns the living wage. These are actions of substance and they’re good for diversity in the industry.

What are some of the barriers that people of colour face once they enter the industry and how can this be addressed? There’s a lot of research that says the primary issue at a junior level is that the industry is not seen as a place for people like them. That comes in two parts, one of which is that PR isn’t seen as particularly diverse and the other part is that it isn’t seen as a prestigious career option.

You’ve been quoted as saying that there is a big difference between access and progression. Can you speak more on this? For me, you’ll only really see the diversity issue resolved once the top of the industry is less uniform. Most industries have little difficulty in recruiting a diverse group of people at the junior level, those advances will be short-lived if some of that cohort doesn’t grow into the top jobs. Diversity at the top signals that PR is a career to aspire to and that it is possible to get to the top.

Another entirely separate point, and this might sound a bit grand, is that PR helps create the national conversation. More diversity at the top will likely broaden that conversation and that can only be a good thing.

What needs to be done to attract more young people from ethnic minority backgrounds into the PR industry? I’m not sure about this one. I recommend speaking to Sarah Stimpson at Taylor Bennett who has excellent experience in this area.

What future trends do you think we will see in regards to diversity in PR in 2017? I’m not sure we’ll see any notable new trends. There are more and more new initiatives and many of them, like the living wage commitments, apprenticeships and reporting changes, will over time make a difference. Change never happens overnight but there is definite change afoot.

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