Parliament Watch: Education and Skills

In this series, we’re exploring how different sectors may be impacted by autumn policy announcements and how you can prepare for a period without physical party conferences.

The education and skills sector will be a critical one this Autumn, as it will be central to the recovery from COVID-19, and particularly important as the furlough scheme draws to a close in October. This ties into Education Secretary Gavin Williamson’s announcement of an overhaul in further education in July as part of the Government’s levelling up agenda. Hopefully, we will see further details of this ‘fundamental change’ with the publication of a White Paper in further education, as well as the implementation of Government measures to counteract the impact of the employment crisis on young people.

Opportunity Guarantee
As part of the Government’s ‘build back better’ plan for recovery from Covid-19, Prime Minister Boris Johnson promised an Opportunity Guarantee to help young people get into work, stating in June that every young person will be given the chance of an apprenticeship or work placement. This was first mentioned by Education Committee Chair Robert Halfon and further supported by Chancellor Rishi Sunak in his Summer statement, announcing a bonus of £2,000 for firms who hire a new young apprentice aged 16-24 and £1,500 for apprentices over 25. It is unclear how successful this will be, as apprentices were made redundant amidst the wider employment crisis caused by the pandemic. Furthermore, some stakeholders have said the bonus will be wasted on larger employers who would be hiring apprenticeships anyway. Nevertheless the promise has gained traction, with many calling for the Government to publicly commit to the promise, given numerous reports that the economic consequences of the pandemic will fall heavily on young people.

T-Levels
The Government is planning to launch T-levels this autumn, despite requests to postpone the launch due to coronavirus concerns. These 2 year-courses, equivalent to 3 A levels, will be a mix of classroom learning and ‘on-the-job’ experience from Industry Placements, and have been introduced. The first 3 T levels will be available from September 2020 in Design, Surveying and Planning for Construction, Digital Production, Design and Development, Education and Childcare, with a further 7 courses set to be introduced in 2021.

This is a major part of the Government’s plans to improve technical education in the UK and the courses are supposed to differentiate from apprenticeships, which are more heavily geared around on-the-job experience and designed for people who want to enter the workforce at 16. As opposed to a direct route to work, T levels are described by the Government as an alternative to A levels and a pathway to further study. However, the roll out is controversial as in March the awarding bodies for the first three T levels asked the Government to delay their plans, on the basis that colleges would likely be in ‘crisis and recovery mode’ until the Autumn term. However the Government has decided to go ahead with the initial launch date, with Skills Minister Gillian Keegan writing to providers in April about how important it is that students do not lose out on opportunities due to COVID-19.

Further Education White paper
In a speech hosted by the Social Market Foundation, Secretary of State for Education Gavin Williamson announced the publication of a White Paper this autumn which will set out ‘long-term change’ for further education. This will be an important step in supporting the Government’s ambitions to level up the country, and address skills shortages in certain sectors which may be impacted by Brexit later in the year.

Reform in this area will also be tightly linked to recovery from the coronavirus pandemic as many will need to reskill. Although speculative, it is thought the document will focus on four ‘pillars’ of funding, qualifications, workforce and careers, as well as a mechanism for bringing failing colleges under state control and giving Ofqual powers to make funding decisions about different qualifications.

Schools Reopening
Over the summer the Government have been clear that Schools and Colleges will reopen fully in September, despite controversy over the safety of doing so. Plans for returning safely include staggered start times and grouping whole year groups into bubbles, with teachers moving between different groups to facilitate teaching the full curriculum. Teachers unions have expressed continuing fears over the safety of reopening, as they say Government plans rely on lower-levels of COVID-19 in the community and a fully functioning test and trace contact system. They have also called for the Government to have a ‘Plan B’, in case these qualifiers have not been reached. However, Education Secretary Gavin Williamson has stated that teaching unions cannot be allowed to ‘dictate’ when children go back to school and urged cooperation and support from the unions to get children to help the ‘national recovery’. There have also been suggestions that further restrictions in other areas of the community may be necessary to allow this to happen.

Another issue is that in a deal with Government to secure a bailout package, TfL agreed to suspend free transport for under-18s from September onwards. Undoubtedly this will impact low-incomes families and young people’s access to education and campaigners, including London Mayor Sadiq Khan, have called on the Government to reconsider these changes. Following Marcus Rashford’s successful campaign on free school meals support for disadvantaged children, it is possible that there will be some change here, but undoubtedly will be a talking point when schools return in September.

Social impact

PRCA launches drive to highlight social impact suppliers

The PRCA is inviting charities, social enterprises and community businesses to apply to join a supplier directory launched to highlight positive social impacts.

Relevant organisations offering services and products for PR and communications agencies can apply online to have their credentials assessed by the PRCA Council. The Directory is due to be finalised by the end of this year, with applications closing on Friday 18 September.

‘The social impact of PR is hugely important, but hardly talked about,’ said PRCA Director General Francis Ingham of the need for the Directory launch. ‘From the impact of campaigns on target audiences to hiring more PR apprentices and encouraging workforce diversity, the communications industry can have a hugely positive role to play in the world.’

CharityComms’ Head of Membership Sarah Clarke also sees this initiative as another way the PR and communications industry can make a difference:

‘The charity and non-profit sector offers a wide range of services, such as venue hire or courses and training on everything from team building and mental health first aid to diversity and digital skills. By using charities to fulfil their supplier needs, companies can play a vital role in making a positive social impact.’

In its analysis of the social impact of PR and comms agencies in 2019, the PRCA found that 80% of practitioners have helped meet the UN Sustainable Development Goals (SDGs) through their work, while just 17% had chosen to use social enterprises in their supply chain.

Find out more about PRCA’s social impact Directory on the website.

Parliament Watch: The Health and Social Care sector

In this series, we’re exploring how different sectors may be impacted by autumn policy announcements and how you can prepare for a period without physical party conferences.

 

Over the past few months, the health and social care sector has been dominated by its response to coronavirus. This blog will look at the biggest impacts COVID-19 has had on the health and social care sector and highlight where we could see temporary or permanent changes to its systems.

Healthcare
In the early phase of the pandemic non-Covid NHS services were rolled back amid fears that the NHS would become overwhelmed with the approaching coronavirus peak. Over the past few months there has been a reduction in diagnostics, referrals, and treatment for illnesses, as well as a drop in the number of people attending appointments with their GPs and hospitals, amid fears of catching COVID-19. Consequently there is a now massive backlog in care need, and fears that NHS waiting lists could reach 10 million by the end of the year. The impact of this has been felt across the health sector. Cancer Research has said that a third of cancer patients have had their treatment disrupted by coronavirus and estimate 38,000 fewer treatments than usual have taken place, since lockdown began. Similarly, the British Heart Foundation has highlighted that in cardiovascular health, an estimated 5,000 heart attack sufferers in England may have missed out on life saving hospital treatment due to the COVID-19 pandemic. Moreover, coronavirus has exacerbated mental health problems for many, leaving charities worried that services need additional Government support. This comes as Mind reports that during lockdown one in four people who tried to access NHS mental health services were unable to get any help.

There has been a phased return to services, with Health Secretary Matt Hancock calling in late April for people to use non-Covid health services, and more recently in July, NHS England announced its third phase to the pandemic response, where it said: ‘Having pulled out all the stops to treat Covid patients over the last few months, our health services now need to redouble their focus on the needs of all other patients too, while recognising the new challenges of overcoming our current Covid-related capacity constraints.’ The plan calls for a return to near normal level of service in August and preparations to be made for increased winter pressures.

This comes with £3bn worth of Government funding for the NHS to prepare for winter, including upgrades to A&E services. However, with greater social distancing, PPE and hygiene measures required in hospitals treating coronavirus cases, the Nuffield Trust have warned that the capacity and speed at which health services can operate in the coming months will not reach typical levels. In addition, for the longer term, there are calls for a rethink of how NHS systems and bodies interact with each other, in light of greater partnership working during the peak of the coronavirus pandemic.

Social care
Coronavirus has been felt most harshly by the social care sector. From March to July, there were 30,500 more deaths among care home residents, than would usually be expected for the same time period. With a COVID-19 social care plan not announced until the mid-April, issues including PPE shortages in care settings, deaths amongst care staff and the discharge of 25,000 patients from hospital into care homes without a COVID-19 test, dominated headlines in the pandemic’s early stages. Elderly people with dementia have been acutely impacted with the Office for National Statistics estimating in July that half of all deaths in care homes from COVID-19 were people with dementia. Meanwhile, in the Care Quality Commission reported that between April and May there was a 134% increase in the number of deaths of people with a learning disability and/or autism, who receive services from adult social care, independent hospitals and in the community.

Calls for social care reform have grown. The Health Foundation has argued that successive Governments have failure to improve the social care system and left it ‘underfunded, understaffed, and at risk of collapse’ at the start of the pandemic and it calls for urgent reform to address the ‘longstanding policy failures exposed by COVID-19’. Matt Hancock promised social care reform in his recent ‘Future of Healthcare’ speech to the Royal College of Physicians. He said: ‘Now it’s time to set clear ambitions about the future of social care in this country and fix an issue that has been ducked for far too long’. He indicated plans for a fairer system with more money going into social care, greater integration with health systems, the building of effective structures on accountability and recognition for carers.

Digital
With social distancing, the coronavirus pandemic has generated a massive shift in the number of people accessing the healthcare system digitally. In the 4 weeks leading up to 12 April, 71% of routine GP consultations were delivered remotely, compared to 25% being held remotely the same period last year. Matt Hancock has suggested that this should continue with telecommunications being used firstly, and face-to-face appointments only used when clinically necessary or for when people can’t use digital technology. He believes the use of digital could free up time for clinicals and enable the NHS to run a smoother service. Alternatively, the Royal College of General Practitioners has argued that a 50/ 50 split between in person and digital is a more ‘realistic and sensible’ target. It warns that a digital first approach to general practice could exacerbate health inequalities as those with complex needs, or people who are less ‘tech savvy’ risk being isolated from healthcare services.

The Health Foundation has raised similar concerns, highlighting that digital appointments are more likely to happen in regions of high deprivation, as GPs at high risk of COVID-19, and required to work from home, are more likely to live in poorer areas. Meanwhile, the Royal College of Emergency Medicine has released a statement on access to emergency care, where it recognised the role telecommunications could play in maintaining social distancing in urgent care units. It recommends that 999, general practice and NHS 111 are used to direct people to the correct services, instead of allowing people to turn up at A&E units themselves.

Health inequalities
The coronavirus pandemic has exposed and exacerbated health inequalities across multiple intersectionalities. Research from the Office for National Statistics has showed that people of a black ethnicity are over 4 times more likely to die from a COVID-19-related death than people of a white ethnicity. Whilst those highly deprived and densely populated urban areas, or those who work in lower paid occupations such as in construction or social care, were the hardest hit by the virus. Public Health England published a rapid review in May, which confirmed concerns over widening health inequalities. Equalities Minister Kemi Badenoch is now leading the work on its findings. Work includes reviewing the effectiveness of Government actions to lessen the disproportionate impact of coronavirus and the commissioning of further research where there are gaps in evidence.

Winter coronavirus outbreak
Despite coronavirus infections levels diminishing since the peak, the health sector is still on alert for future waves, with fears being compounded by a potentially harsh winter flu outbreak spreading alongside coronavirus. Last month, the Academy of Medical Sciences warned in a report commissioned by the Government’s SAGE committee, that a potential second wave of coronavirus infections this winter could be ‘more serious than the first’.

It highlights that with the NHS typically under more pressure in winter, numerous measures are essential to prevent a second spike, including minimizing the spread of coronavirus, creating ‘Covid-free zones’ in hospitals and increasing the capacity of Test and Trace. In preparation for winter, the Government has rolled out a 90 minute return Covid test which will enable clinicians to rapidly advise patients on their coronavirus status and differentiate between the more common winter flu. They have also expanded the winter flu immunization programme, so millions more vulnerable people will be able to access the flu vaccine, in the hope to relieve some winter pressures on the health service. Finally, the Test and Trace programme, which has come under recent criticism with decreasing levels of contacts being followed up by contact tracers, is considered to be a key part of the Government’s coronavirus response in coming months.

Collective creativity that arose as a result of the pandemic

This is a guest post from Alec Samways, CEO and head of creative strategy at Splendid Communications.

Alec SamwaysThe seemingly never-ending newsworthiness of a pandemic that has delivered daily stats, statements, scares and scandals for weeks on end has meant ‘hard’ news dominated media space and ‘softer’ consumer PR campaigns needed a rethink. Here are a few strategies that I believe will continue to work however COVID-19 continues to dominate the media.

Bringing people together virtually
The events business has been sadly decimated by coronavirus, but smart operators have found clever ways round the constraints. Defected Records were quick to show a positive way forward in the first week of lockdown. Taking over an empty Ministry of Sound nightclub, the record label’s resident DJs played back to back sets for a ‘virtual festival’ with label boss Simon Dunmore diligently cleaning the DJ decks between sets with antiseptic wipes. It was livestreamed on the label’s social channels and garnered a huge global audience, showing that even while under siege from a pandemic, virtual connections can harness an inspiring community spirit. We at Splendid went all in on the virtual dancefloor. I was also impressed by the way Ascot at Home generated all kinds of content ideas to engage racing fans from their living rooms and Lost Horizon took things to the next level with an amazing online AI festival experience.

Using spare time for good
Those of us lucky enough to have been working safely from home have regained time formerly lost to a daily commute. There have been so many examples of brands and celebrities encouraging us to use that time for good. We carried out research for the Tesco Food Love Stories campaign that revealed a fifth of households were now cooking every meal from scratch (and long may that continue). I’m a big fan of Joe Wicks, and his daily free PE lessons were a boost for those of us struggling to adapt to home schooling; his boundless energy and enthusiasm helping parents and kids start the day well in challenging times. Let’s hope there has been an increased awareness and better habits formed for healthy eating and exercise as a result of the crisis.

Finding creative ways to support serious messages
Lots of brands and their PRs have played it safe during the pandemic. Faced with business closures or the challenges of operating within social distancing guidelines, many decided to communicate strictly by the rule book or not communicate at all. I take my hat off to Burger King and its hilarious attempts to promote social distancing in novel ways, from its 2m wide cardboard crowns in Germany and adding an extra onion option to its burgers in Italy. For ultimate creativity though, my prize goes to the New Zealand government, whose response to the crisis in general was a masterclass in empathetic leadership communication. In a campaign to highlight the dangers to children of increased time spent online during COVID-19, ‘Keep it Real Online’ featured a video where porn stars arrived at a family home to tell parents what their son had been up to on his computer. Other videos addressed violent content, grooming and cyber-bullying.

Spreading hope and supporting good causes
Captain Sir Thomas Moore emerged as a hero of coronavirus with his charity fund-raising efforts and the subsequent national spotlight came at just the right time. When the centenarian legend told the nation ‘We will get through this and come out of it stronger, more united and ready to face any challenge together’ it was exactly what we needed to hear. More recently, artisan candle producer Earl of East found a rather unique way to remind us there is hope for a life beyond the virus with its ‘Scents of Normal’ range. Three candles supplied the smells of pub, festival and cinema. The scent descriptions made us both chuckle and excited to return to each of those environments. Proceeds from the sales of candles went to Hospitality Action meaning what would otherwise have been dismissed as a cringe worthy gimmick was for a good cause.

Digital Presence

5 tips to up your digital presence

This is a guest post from Charlie Terry, founder & managing director at CEEK Marketing.

Every modern-day PR knows that adding an element of digital marketing to a campaign can work wonders, and with the decline of print media it’s almost a necessity to implement it not only to your clients strategies, but your own! Here are five tips for upping your digital presence.

1) Reviews are key
Invent and create innovative techniques to encourage your clients/audience to leave reviews on Google my Business (GMB) or TripAdvisor. Optimal reviews should always be keyword and location-driven. GMB also provides indispensable analytical tools as members list their location, phone number, and website. We recommend displaying google review widgets on business websites to add customer value.

2) Guest blogging
Create valuable optimised content and exchange SEO value with other brands by guest posting on each other’s website blogs. Utilising the keywords you want your business to rank for is key, make sure you do a previous competitor check and create similar but improved content. Create a mixture of news and industry updates and long-form evergreen content that will be relevant to your customers today but also in 12 months’ time. The technique is to produce content that offers general industry ‘tips’ and ‘how-to content’ with lists. Backlinks are an inbound-marketing priority which could significantly boost your digital presence if done correctly.

3) Content Marketing
Highly engaging and branded content which is consistent throughout. Invest in graphic design, photography and videography services and make yourself remembered. Brands need stories. Make yourself heard, get in contact with local podcasts and share industry insights. Podcasts are a great way to create your own self-brand and advertise your business on multiple platforms.

4) Brand Trust
Work with macro and micro-influencers in your space who will add indispensable and cost-efficient value to your product/brand while creating unique curated content which is relevant to your targeted audience. Remember that their following trusts their opinion! Influencers are like any other client and can be approached from all angles, from gifting experiences in exchange for content to paid partnerships that can lead to long-term business relationships.

5) Website optimisation
Ensure the health of your website is sharp and check simple but unnoticeable things such as ‘alt tags’ or image descriptions, keyword optimised content and correct contact information (NAPs: name, address, phone number).

image of a man blogging

The evolution of blogging

What started for many as a creative outlet has now become a full-time career, as our Influencer Survey 2020 showed there is a record number of bloggers who are professional, with their work providing their main source of income.

At Vuelio, one of the things we’re famous for is our weekly blog rankings, celebrating the top 10 blogs across a huge variety of categories, including mainstream topics such as fashion and parenting to more niche interests like craft and beer. Many of these bloggers have told us they started out wanting a place to share their thoughts on topics and issues close to their heart. With the explosion of influencer marketing over recent years, blogging for a lot of those in our rankings has gone from being a hobby to a full-time job, with blogging now an established career path.

Not only has blogging become a profession, but blogs have become credible sources of information, with people following their favourites for recipe inspiration, beauty tips or fitness workouts – all of which have been particularly useful in lockdown! This has allowed creators and their audiences to share experiences and led to the creation of new communities.

A perfect example of community is with mental health bloggers. Last month we sponsored the Mental Health Blog Awards, which brought together and celebrated the work of those blogging, podcasting and vlogging about mental health.

And in a few months, we’ll be celebrating our own community of bloggers, vloggers, podcasters and influencers at the annual Online Influence Awards. For the first time, nominations are open for a chance to be shortlisted, before our independent judging panel selects winners. There are 14 categories from fashion, food and fitness to disruptor and newcomer – and entry is free.

The phrase ‘write what you know’ has never been more true when it comes to blogging, so whether you’re passionate about pets or bonkers for baking why not get creative and share your love through the power of words with your very own blog – and if it’s before 9 October, you could be our next Best Newcomer.

Top 5 tips for starting a blog

1. Find your passion and stick to it – a single topic or niche can help you grow a loyal and engaged audience

2. Don’t waste time trying to be everywhere at once – work out what channels work, and don’t work, for you

3. Post consistently – if it’s once a week or once a day, a consistent schedule keeps your audience engaged

4. Read other blogs and comment – blogging is a community, you don’t have to be part of it but if you’re looking to reach more people then the community can help you grow

5. Make sure you’re listed in Vuelio – only blogs listed in the Vuelio Media Database can be ranked in our top 10s

Parliament Watch: Higher Education

In this series, we’re exploring how different sectors may be impacted by autumn policy announcements and how you can prepare for a period without physical party conferences.

The Higher Education sector has been severely impacted by the Coronavirus pandemic and this disruption is likely to continue into the Autumn. Universities this year face competition for domestic students because of the drop in international student numbers, as well as pressure to deliver attractive-looking courses under ‘new normal’ social distancing restrictions.

In Research and Development, funding will also be crucial as the Universities bail-out tapped into £100m of future R&D funding, which is even more concerning as we approach the end of the transition period in December 2020, having left the European Union. The Government has committed to working with Universities as part of developing the UK’s research and innovation output and announced a move away from the target of getting 50% of young people into University this year, so it will be interesting to see how these objectives play out in parallel.

A new version of the University experience
Universities will return in the Autumn with a very different looking version of the ‘University Experience’. Although they have been given guidance by the Government, during a recent Education Committee session University Minister Michelle Donelan was careful to stress that Universities are autonomous institutions and will need to carry out their own risk assessments to ensure the safety of students. This will severely impact how freshers’ week and the social elements of University life is carried out, as well as the everyday logistics of thousands of students, small campuses, and other learning facilities. Despite fears over student numbers dwindling because of the restrictions, a record 40.5% of all 19-year olds in the UK applied to go to University this year, with the numbers actually increasing during lockdown.

Further, to add to financial pressure caused by a drop in international student numbers, groups like NUS have been campaigning for an option of reimbursement for the last academic year. Students have been told they can complain to the Ombudsman if they haven’t received adequate tutoring in line with other years, so there is pressure to deliver on COVID-safe courses.

It will be interesting to see how different Universities navigate this, with some famously suspending all lectures until 2021. There have also been warnings that risk assessments should include mental health considerations, as students face being away from their families for the first time, combined with restrictions around social support.

Augar Review Response
The Government commissioned Augar Review into post-18 education was published in May 2019, and made sweeping recommendations for further and higher education, including cutting tuition fees and setting up lifelong learning allowances for degree or further education programmes. Although the Government has delayed its response and any policy changes, a press release outlining changes to higher technical education in July mentioned the upcoming measures announced would complement the review.

The Government has announced commitments to improve the further education sector and but haven’t so far commented on any other higher education reforms, so it will be interesting to see if it includes this sector, and if so, what the response will be.

Grades Scandal
Due to the pandemic, A level examinations were cancelled this year and replaced by a combination of teacher predictions and a class, school and subject standardisation process. Exams regulator Ofqual confirmed the appeals process earlier this year; with concerns being expressed early on by the Education Committee and stakeholders around the suppression of grades, potential for bias, and adequate support for disadvantaged students in the appeals process.

The Scottish Exam Board SQA recently came under fire for suppressing the grades of thousands students when external markers downgraded teachers’ predictions. Statistics have suggested this disproportionality impacted pupils at schools in disadvantaged areas, and in response First Minister Nicola Sturgeon apologised and agreed to accept teachers assessments.

Despite this foresight, A level results day in England has been similarly disruptive, with just under 40% of A levels being downgraded from teacher’s assessments on Thursday 13 August and thousands of young people missing out on University places. The Government has said grades remained broadly stable with a 2.5% increase in As and A*s, however because of the standardisation used, students from disadvantaged areas were worst hit whilst private schools saw an increase in the proportion of students achieving top grades.

The Government have so far announced a taskforce of Ministers and exam regulators Ofqual to tackle this issue, and have offered free appeals for students this year, echoing Sturgeon’s actions a few weeks ago, however we can expect to see further movement on this extremely important issue. Similarly to Scotland, there have been calls for Education Secretary Gavin Williamson to resign over the mishandling of this issue from the Liberal Democrats, with Labour asking for the results system to be scrapped.

The Government has celebrated more disadvantaged students going University this year than ever before, but it remains to be seen how the disproportionate impact of standardisation effects social mobility and access to University.

Research and Development Spending
The Government has been focussed on Research and Development spending as a means to turn post-Brexit Britain into a ‘science-superpower’. As such, the Conservative Manifesto committed to increasing R&D spending by 2.4%, with an increase in public investment to £22bn a year by 2024-5 announced in the Budget in March 2020. You can expect this conversation to be ramped up in the lead up to the end of the Brexit transition period on 31 December 2020, but also as part of the recovery from COVID-19, mentioned by the Secretary for Business, Energy and Industrial Strategy in the UK Research and Development Roadmap published in July.

The Roadmap defines dynamic innovation and research as part of an interconnected system across government, academia and universities, and states the Government is ‘not afraid to make tough choices’ in ensuring this system is fit for purpose. It’s possible these changes will start to be made this year, given the Government’s apparent focus on this area of the sector.

Parliament Watch: Housing

In this series, we’re exploring how different sectors may be impacted by autumn policy announcements and how you can prepare for a period without physical party conferences.

One of the Conservative Government’s manifesto pledges ahead of the December 2019 election was to increase the number of new homes being built. The Chancellor spoke of an ‘infrastructure revolution’ in the March 2020 Budget – echoed by Boris Johnson in his recent Build Build Build speech – and announced new funding for an extension of the Affordable Homes Programme with a new, multi-year settlement of £12bn and over £1bn of allocations from the Housing Infrastructure Fund to build 70,000 new homes.

Despite this funding, the Covid-19 pandemic has inevitably impacted the delivery of new homes, with sites being shut down, projects facing difficulties securing labour and materials, and disruption to supply chains. The crisis has also had an impact on the removal of dangerous cladding, but building safety has remained high on the agenda, with the Government taking steps to implement the recommendations of the ongoing Grenfell Tower inquiry.

Planning White Paper
The long-awaited Planning White Paper was published on 6 August. It sets out reforms to streamline and modernise the planning process, bring a new focus to design and sustainability, improve the system of developer contributions to infrastructure, and ensure more land is available for development where it is needed. It contains proposals to give greater freedom for buildings and land in town centres to change use without planning permission and create new homes from the regeneration of vacant and redundant buildings. These changes aim to support both the high street revival – and minimise the damage caused by the changes in working trends – allowing empty commercial properties to be quickly repurposed and reduce the pressure to build on greenfield land by making brownfield development easier. The proposals are being consulted on until 29 October.

Building Safety Bill
Housing Secretary Robert Jenrick described the Bill as ‘the biggest change to our building safety regime for 40 years’. Businesses will need to quickly adapt to ensure they are prepared. Reforms include the creation of a new Building Safety Regulator, housed within the Health and Safety Executive, to oversee the safety and performance of all buildings and impose sanctions on those who fail in their responsibilities. Several new bodies will be set up to support its work, including a Building Regulations Advisory Committee, which will provide evidence-based guidance on new issues that emerge in the built environment sector; a Competence Committee, to create consistency amongst the competency of workers in the building safety sector; and a new residents panel. A Homes Ombudsman will also be established, and the safety of construction products will be granted to the Secretary of State. A draft bill has been published and is currently going through pre-legislative scrutiny before it is introduced to Parliament.

Consultation on Fire Safety
Published alongside the draft Building Safety Bill, the Fire Safety consultation is a key part of the Government’s package of reform to improve building and fire safety in all regulated properties. The consultation is seeking views on proposals to strengthen the Fire Safety Order, implement the recommendations from the Grenfell Tower Inquiry and strengthen the regulatory framework for how building control bodies consult with Fire and Rescue Authorities. The deadline to submit evidence is 12 October 2020.

Green Homes Grant scheme
The £2bn Green Homes Grant was one of the major updates in the Government’s Summer Statement — laying the foundations for a green recovery. The scheme, set to launch in September, will help homeowners in England improve the energy efficiency of their properties through a government grant of up to £10,000. The money, which will be distributed in the form of vouchers, can be used for a whole range of energy saving improvements including double-glazing, loft insulation, solid wall insulation and floor insulation. Homeowners and landlords in England and Wales can apply.

Public sector land review
Alongside the new planning rules and ahead of the Spending Review, the Government said that a new cross-government strategy will look at how public sector land can be managed and released so it can be put to better use. This would include home building, improving the environment, contributing to net zero goals and injecting growth opportunities into communities across the country.

English Devolution and Local Recovery White Paper
The Government has planned to bring forward the English Devolution and Local Recovery White Paper this Autumn, detailing how the UK Government will partner with places across the UK to build a sustainable economic recovery and launch the long-delayed National Infrastructure Plan.

tips for selling in a crisis

How to sell in a pandemic

This is a guest post from Darryl Sparey, Managing Director at Hard Numbers.

“I sell ice in the winter, I sell fire in hell / I am a hustler baby, I’ll sell water to a well.”

These are the words of philosopher, poet, business mogul, tech entrepreneur, philanthropist and billionaire Shawn Corey Carter, also known by a host of other nicknames, including Jay-Z.

And that ‘can-do’ spirit, the mindset that whatever adverse conditions you face you will find a way to succeed, the focus on results over externalities, are things that definitely speak to anyone founding an agency or a business in a global pandemic, and the ensuing recession that has followed it. The market conditions aren’t quite ‘hell’, but they’re not far from it.

And yet new agencies abound in 2020, despite the challenging headwinds that face us. Coldr, Shook, Play, Boldspace, Mixology Communications, Priestley, Authentic Comms, Made by Giants, and a host of others have all started in the last few months. And another agency that’s been added to this crowded starting line-up is my own, Hard Numbers. The thing that will define success or failure for all of these agencies, including my own, will be our ability to create opportunities to pitch for and competitively win new business.

Fortunately for me and the Hard Numbers team, I’ve a wee bit of experience on the business development side of things, which has been incredibly useful in the last few weeks. So here’s a few things I’ve learned from the last twenty years, which I’ve been putting into practice in the last two months or so…

1) Have a demonstrable, provable point of difference
There are thousands of agencies out there, and as many freelancers. It’s a buyers’ market. So your proposition needs to be genuinely differentiated. You need to have a unique selling point which is of benefit to your prospective client, and defensible externally. And ‘we’ve got great people’ or ‘we’ve won awards’ does not cut the mustard, because everyone else is saying that.

2) Have an idea of your ICP/define your Ideal Customer Prospect
This should be based on your current or previous client expertise, and the desired sectors you want to grow in. You should know the size and stage of business that you do your best work for, and the verticals they are in (clue: it is NOT ‘B2B businesses’) and the typical role that you sell into within these organisations. Then go and find these prospects online. This is your prospect database.

3) Shy bairns get nowt
My fiancé is from the North East, and she bought me a keyring with this saying on. It goes everywhere with me, literally. And it means, if you don’t ask, you don’t get. Business is not won by waiting for people to ask you.

4) Always be getting commitment
Like shell suits, smoking in PG movies and Calvin Harris tunes, ‘always be closing’ was acceptable in the 80s. But things are different now. At every stage of the sales process, you should be looking to secure your prospects’ commitment to the next stage. If not, you’ll run the very distinct risk of being ghosted, and there’s no Peter Venkman or Egon Spengler to help you out in that scenario.

5) Make time for new business
Too many agency owners run to the comfort of existing client work, or think that ‘liking’ stuff their prospects put on LinkedIn is sales. You need to carve out dedicated time in a disciplined fashion on a weekly basis to make approaches, set-up calls and meetings, and get in front of your target prospects.

6) Use a CRM
You cannot manage a pipeline effectively on a shared Google doc or spreadsheet. Invest in a CRM system to help you manage your contacts, visualise and forecast your pipeline, and execute marketing campaigns. HubSpot is a CRM which is free to use, and there are many others like Pipedrive, Sugar CRM, Copper, Insightly and, the big one, Salesforce. If you’re serious about it, plug this data into QuarterOne, and give yourself unrivalled ability to forecast pipeline. If you’re at a larger agency and you’re REALLY serious about it, use Kluster’s AI product to diagnose problems in your sales acquisition strategy.

If you do all of the above, you’ve got more than a puncher’s chance of having success, in any climate. And whether you find yourself in the coldest winter, with nothing to sell but ice, or somewhere rather hotter (which, frankly could be anywhere in the UK based on mid-August) with just fire to shift, you’ll be OK.

Crafts on Sea bee

Crafty Blogger Spotlight: Kate Williams, Crafts on Sea

If you’re running low on ideas when it comes to your next family macramé project, or you just want to know what that word means (pro tip: a textile that uses knotting techniques), Kate Williams has all the makings for cute crafts for kids at Crafts on Sea.

In today’s Spotlight, Kate talks scavenger hunts during lockdown, downloadable trees and the importance of paying people for their work.

What keeps you passionate about craft and blogging about it?
I think like a lot of people, I go through phases where I just get a block and think there’s literally nothing else new left to make, but then I have an idea and suddenly my notebooks are filled with things to make. I started this week with no ideas, and by Wednesday I was running around the garden with my daughter making and photographing. Once it’s photographed, I’m desperate to share it!

What originally got you into creating things?
After I had my son, I started my blog as a way of sharing the things that I was making, sewing, silversmithing, that sort of thing. Then I realised that my kids’ crafts were way more popular than mine, so I stuck with that!

How have you had to change your approach to blogging, or your content, during the COVID-19 crisis?
Having both children at home has meant that I’ve had much less time available to work, as looking after them is my main priority (I realise that I’m very privileged to be able to just drop things a bit and concentrate on them). During the main part of lockdown, I wrote up a scavenger hunt that I’d made for them to do with their cousins on Zoom and that was a big hit. So many parents are in the same boat trying to think of ways to keep our kids entertained.

Do you think those who took up knitting/sewing/other traditional crafts during lockdown will continue now it’s being relaxed?
I hope so. I know quite a few friends who’ve taken up embroidery or macramé and their crafts have looked fantastic.

One craft you’d love to master but haven’t quite managed it yet?
Crochet. I’ve tried a few times but I think I just don’t have the patience for it.

Favourite crafty ideas you’ve shared on your blog?
I have a tree template that kids can decorate. During lockdown, I realised a lot of schools were linking to it for kids to use and that made me really happy!

How important is it for people to pay crafters and artists for what they create?
Everyone I know who is a craft blogger does it as a proper job that pays their mortgage. It’s absolutely fine (and a good thing!) to create purely for the joy of it but if it’s as your work then obviously there’s a financial obligation involved with that which I think most people understand.

How do you collaborate with brands and which kind of brands do you really like working with?
I love it when brands have a clear idea of what they want but likewise it’s good to be able to suggest things that I think will appeal to my audience.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
Just email me. I’m always happy to discuss what’s worked well previously and how we could learn from that to create something new.

What other blogs do you check out regularly (whether craft-related or not)?
Maggie who writes Red Ted Art and Cerys at Rainy Day Mum are both lovely people and write fantastic blogs.

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

LesBeMum's Kate Everall (Left)

LGBTQ+ Blogger Spotlight Kate Everall, LesBeMums

‘Listen and learn! The best thing people can do is educate themselves on basic terms such as pronouns and to not make so many assumptions,’ says Kate Everall, who blogs about LGBTQ+ issues and life with her wife Sharon and their family at LesBeMums.

Read on for how Kate continues to campaign for her community despite the COVID-19 lockdown and how to celebrate Pride from home in August.

How did you originally get started with writing about LGBTQ+ issues?
Pretty much as soon as we started trying for a baby! We’ve always been active members of our community, but we never put pen to paper. So, when we started documenting our conception journey (and then later our family life) it was rare that we didn’t speak about comparisons with heterosexual families and how LGBTQ+ people are still underrepresented.

What’s your favourite thing to post about and why?
Just like any other parent, I LOVE talking about my child, but second place to that are LGBTQ-related topics such as LGBTQ-inclusive books for children or ways people can be better allies to our community. Anything that will basically increase visibility and raise awareness.

How have you had to change your approach to blogging, or your content, during the COVID-19 crisis?
I’ve certainly had to balance my time a bit better and make use of scheduling tools! Children don’t quite understand the terms ‘deadlines’ or ‘Mummy needs to jump on to a Zoom call’. Plus, with my wife also working from home, our poor WiFi has been stretched to the limit!

How did you celebrate Pride this year?
Virtually! With the cancellations of Pride events we had to take our campaigning to social media. Jamie (Daddy & Dad) and I even set up ‘Pride At Home UK’ to encourage rainbow families and allies to get together at the end of August to wash social media with rainbows.

Have you been covering the intersection of race and LGBTQ+ issues on your blog?
I’ve always thought our blog was inclusive and diverse, but we could absolutely do more! My main outlet for getting messages out there has primarily been on social media, as blogs aren’t often fast enough to get a message out there, but over the next few weeks I intend on writing about ways I plan to tackle racism and how I can be a better ally to BIPOC communities. This is so I can hold myself accountable as well as encourage others to have the same conversations.

What is one thing you wish straight cis people would take on in their day to day lives to be better allies to LGBTQ+ people?
Listen and learn! It’s no longer acceptable to automatically think that families are made up of one husband and one wife. Even today I find myself coming out to people, having to correct their assumption that I have a husband or that my son has a father. The best thing people can do is educate themselves on basic terms such as pronouns and to not make so many assumptions.

Do you think people should boycott Harry Potter books in light of JK Rowling’s sharing of harmful ideologies?
I was devastated when I read what JKR had written about the Trans community, but that didn’t make me want to burn all my Harry Potter merchandise. I think people should avoid giving people like JKR a platform, but the universe she’s created is still important as it’s a community in itself. There are people who have become the people they are today by reading Harry Potter and I think it still deserves a space in society. That being said, I may think twice about endorsing anything in future that may line her pockets!

How do you collaborate with brands and which kind of brands do you really like working with?
Collaborations seem to come like buses at the moment. I can go months between campaigns (which is a perfect time to do some admin!) and then suddenly I’m working flat out, so I don’t really have any advice in regards to keeping the work flowing. For me though, the most important thing about working with brands and building those relationships is being genuine. We only work with brands we genuinely like, and more often than not, I’ve been a customer of theirs in the past anyway. Engage with their content and show them what you have to offer.

I love working with family brands who are inclusive and diverse, as well as those who are generous with their time and transparent with disclosure! It’s so reassuring to see a contract that says work MUST be suitably advertised as such and when I’ve been given ample time to create the best work. Some of the best collaborations have been when respect is given from both sides.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
Most the time, my DMs are always open on social media, but once the conversation starts to go down the route of collaborations (and money!) I prefer to move onto email.

We’re a pretty mixed bag content wise (although we haven’t yet ventured much into YouTube), but if you want a bright and colourful family to showcase your brand (or holiday resort! Haha!) then look no further. Being an LGBTQ+ family, we like to think we bring something different to the table.

What other blogs do you check out regularly?
Gosh, where do I start? My reading list is ever-changing, but at the moment I’m currently reading (and watching) Sareta Fontaine and the back catalogues of Tinuke Bernard, who was previously CircusMum.com. I also love catching up on the adventures of Two Dads UK.

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

Mental Health Blog Awards

Mental Health Blog Awards Moves To Online Delivery

This is a guest post by Mike Douglas, host of the Mental Health Blog Awards and blogger at Mike’s Open Journal.

On Saturday 25th July 2020, I hosted the third Mental Health Blog Awards. Once again, I was proud and privileged to be the host, but this year was very different.

The Beginning
After 18 months of planning, the first Mental Health Blog Awards was held in Portsmouth on the final Saturday in July 2018, bringing together like-minded passionate individuals who were invested in mental health blogging.

Inclusion was a big part of the planning for me. I know you can never do everything, but I really wanted everyone to have the option to attend. So venues had to have accessible rooms and toilets, I wanted to make sure there was an outside space (for anyone that wanted or needed to take a break from the event), and there needed to be space for our speakers (which we added to our programme for that second year). Additionally, a good line of sight and lighting for those that may have difficulties hearing or not wanting to be sat ‘at the front’.

I am hugely delighted that we are able to hold the awards ceremony and provide that recognition to our winners.. Their wins showed that mental health blogging is recognised, respected, valued and is helping people tofeel less alone andto signpost to resources and support. It’s helping people become more educated, including knowing that mental health is not just about illness. It can be and is, about our wellbeing, about the things we do to feel good, happy, positive. You don’t need to have experienced a diagnosable illness to talk about mental health.

Replanning 2020
This year was more than a little different. A worldwide pandemic made our planned venue for 2020 in Oxford inaccessible and the whole day had to be rethought. Fairly quickly the plan was made to shift to an online event, there were limited options available.Honestly, it was online or cancel.

I was super fortunate to have some amazing speakers who agreed to adapt slightly and record their sessions before the event, so they could be played as a pre-recorded section. This proved to be a huge plus on the day, as the sessions could be lined up and signal/ connection was slightly less of a concern. Additionally, this meant our speakers where available to reply live via the chat box to attendees thoughts, feedback and questions.

That interaction was key to keeping the day running and ensuring a good flow throughout the day. With the event running 11.30am/12pm to 4pm attendees wellbeing was a big consideration when replanning the event. In addition to the planned midway break, short intervals were added after each workshop, with the encouragement that attendees looked away from the screen for five minute intervals and moved around. Four+ hours is a long time to be on a video call, so these breaks became super important.
Moving to online had another big change – no big hugs, waves across the room, no private chats with that person you know from online but are now meeting for the first time. That was something I really noticed and something I still think about.

But whoosh, the positive. Having no location, being online massively fitted in with the idea of being more accessible and having attendees from across the UK showed that there is a desire to attend from people that may not be able to travel to a location because of the travel time or cost. Having an online option really fits well with one of our key themes, being inclusive/ accessible – keeping an online option is definitely something that will be looked at for 2021.

Looking Forward
There is a growing number of tasks, thought processes and considerations that need to be made with an event such as this. I am super-glad that from September 2020 there will be MHBA Community Leaders who will be helping me with the evolution of the Awards and our journey moving forward.

One group of people I have not mentioned yet is our sponsors, these awesome people have helped the event run, provide insight, support and encouragement at needed times. A huge thanks to our sponsors who this year were: Damien Smith, Know Yourself Podcast, Big Man Beard, Mental Movement Magazine, Instant Counselling and Vuelio.

I am delighted there was still a Mental Health Blog Awards 2020, but being honest it was a lot of effort and stress. Hopefully we are in person next year, but whatever happens, however the event is delivered; I feel much more confident that we can be hosted online and that it opens up possibilities for us in terms of inclusion and accessibility. I look forward to hopefully seeing some of you at next year’s Mental Health Blog Awards.

BlAME game

The BlAME game

Charlotte KingThis is a guest post from Charlotte King, fellowships and communications coordinator at the Leicester Institute for Advanced Studies at the University of Leicester. Her work here is her own views and does not reflect those of the university.

The pandemic has profoundly impacted the ways in which we think about health and risk within and beyond our immediate community. While common anxieties surround the frank fear of death and wellbeing, nothing has exposed societal inequalities quite like COVID-19. 

Our information environment has engaged with the somewhat misleading meta-narrative that the virus is an equaliser, yet ‘we’re all in this together’ is a more problematic phrase for those experiencing the brunt of the pandemic than those often responsible for producing the messaging. If our understanding of society is largely shaped by information flow through the platforms we access, there is an inherent danger that our perception is tainted by bias frames toward particular socio-political issues. As the city of Leicester experienced the first prolonged lockdown in the UK, the narrative of the pandemic soon became discriminatory against BAME communities, many of whom already experience systematic racism.

Many have noted the messaging that BAME communities are at increased risk, yet few messages illustrate why this is the case. The lack of clarity has led to a stigma surrounding BAME communities which has seen an exacerbation from anti-Asian sentiment to the targeting of BAME communities more widely. While it is clear that those who have continued employment in the workplace are more exposed to the virus than those sheltering, what is less clear is how our personal environments disproportionately impact the agency one has over their health and risk-taking during this time.

Multi-dimensional factors surrounding underlying health conditions, access to healthcare and health communications, class, employment, diet and the status of accommodation all reveal disproportionate ways in which people are able to adhere to health guidance. While these are far too expansive to discuss here, it is important to note that the issue of inequality and public health is sensitive, and far too complex to understand through hegemonic stories surrounding it.

Here I will unpack just a few issues on disproportionate vulnerability. Economic stability has weighed on the minds of many in the UK, and those who are pressured into working during the pandemic are undoubtedly exposed to an extent others are not. Adding salt to the wound, there is a disproportionate effect on BAME communities through the lens of economic stability. This divide is further emphasised by those who lack the luxury of social distancing, contributing towards the extent to which one can safely operate during the pandemic. This reveals a profound disparity between the rich and poor, and while many experience mental health concerns during lockdown, it is evident that it is not the same for everybody.

Alongside circumstantial differences, language also plays a significant role for migrant communities. Leicester City Council distributed health guidance in a variety of the main languages spoken within the city, yet this is an anomaly to otherwise English-dominant communications. The danger surrounding this is the further stigmatisation of migrants on the basis of immersion and integration, when discussion of public health should remain an issue of health as a human right; regardless of language, race, gender or nationality. As researchers and scientists are working hard to demystify the issue of ethnicity, class and health, it must be brought to the forefront of public opinion, through the narrative of public health, that the alienation of certain groups within a profoundly multicultural nation is causing a rift among UK citizens.

Generally, when it comes to public health, we have cultivated a culture of trust between ourselves and the top-down news stories. Yet the human aspect behind the BAME story is omitted from headlines, unmasking the frailty of our society. As we move our news sources online, algorithms cause us to become, often unknowingly, immersed into dominant stories and misinformation, undermining a complete narrative to be shaped when it comes to public health. Herein lies the paradox of pluralistic societies; we live side by side with differential signifiers of our times, with little common understanding of our wider cultural makeup.

We have a societal responsibility to incorporate BAME stories into our national health narrative, or the profound effects of alienation and systemic discrimination of BAME communities will be exacerbated to an unknown end. A bottom-up approach would demand a shift towards a more divisive social understanding, and would offer a platform for the all too often silenced voices to be heard, rather than blanketed through the stories we currently receive.

For the pandemic, a fundamentally human story, we are missing the perspective of so many, causing us to drift further away from having the complete picture of how our society is coping with the current context.

Work-related stress

CIPR survey finds mental health of 8 in 10 PRs has been impacted by COVID-19

82% of PR and communications professionals surveyed by CIPR’s Health Group answered ‘yes’ to having felt an impact on their mental health during the coronavirus pandemic.

The survey, exploring the impact of the COVID-19 crisis on those within the industry, asked questions focusing on the pandemic’s effect on both teams and individuals, how prepared companies had been, as well the continuing value of communications. The results show an industry working harder than ever through increasingly stressful times, on both personal and professional levels.

Findings from the CIPR Health Group:

– Nearly 50% of PR practitioners have been working longer hours, with one-third of practitioners working an extra 1-2 hours per day. Over 15% have been working five or more extra hours a day
– Around 85% worked overtime unpaid
– Just over 59% have seen their role and responsibilities change as a result of COVID-19
– 28% hadn’t taken any annual leave
– Less than a quarter had accessed mental health support over the last six months
– More than half of respondents said their organisation placed ‘a lot’ of value on communications during the crisis

That PR practitioners are pushing themselves to the limit while working through such challenging circumstances follows on from the flagging of mental health issues within the industry in last year’s CIPR State of the Profession survey. The 2019 report found a quarter (23%) of PRs had taken sickness absence from work on the grounds of stress, anxiety or depression.

Speaking on the results from the latest survey of its members, CIPR Health Group Chair Rachel Royall summed up the extraordinary stress happening within the industry: ‘Many people have made huge personal sacrifices in relation to not being able to see vulnerable family members, to dealing with the challenges of bereavement or family members being diagnosed with illness. Many individuals were furloughed, or grappled with maintaining their business, not to mention the stress of homeschooling.

‘I have been astounded by the excellence in professional practice that I have observed over the last few months – however, we must now make sure we look after our healthcare comms community and their wellbeing. Check in on your colleagues, take a break and be kind to yourself.’

To help with the increased pressures of work during the pandemic, free access to the iprovision Mental Health Hotline, accredited counsellors, as well as support for those with personal, legal and financial difficulties, has been made available by the CIPR to its members.

Read more from the results of this CIPR Health Group survey on the website.

Natalie Trice

4 ways to celebrate your wins – big, small or hardly there at all

This is a guest post from Natalie Trice, award winning PR coach and lecturer.

While PE with Joe Wicks, growing veg in the garden, and clapping for carers on Thursday nights may have been part of the honeymoon period of COVID-19, nearly six months into this ‘new normal’ and there is no denying that for some PR professionals it’s been a hard slog.

Going to networking and attending meetings, catching up with colleagues, after work drinks with friends and simply having the freedom to do as you please, are an integral part of the job, and when they’re snatched away all of a sudden, things can start to feel a little bit fragile and the ‘not good enough’ gremlins can come crawling back to you haunt you.

Let’s face it, working in PR is great but it also takes nerves of steel, bags of resilience and a tenacious spirit to get on with the job and keep coming up with the goods. When you are pitching into a void, your press contacts are on furlough and client budgets are being cut faster than the banana bread you’ve been baking for the past few months, it’s little surprise you might start questioning yourself and your abilities.

Everyone’s situation is different, and the pandemic is coming at us all at different angles, but those age-old feelings of not being good enough can snap at our heels when we least expect it and Imposter Syndrome has a tendency to make an unwelcome appearance when the chips are down, but it doesn’t have to be that way.

I have some tips to share with you that I hope will help you to keep calm and carry on the way I know you can.

1) Forget the filters
Yes, it might seem that everyone else has got their stuff together on social media, but look beyond the posts and think about what is really going on. Seeing daily client wins on Facebook and cool, colourful co-ordinated content on Instagram isn’t always a true reflection of what is really happening (I’ve been known to bribe my kids for perfect pics), so don’t let those things dial-up the negative frequencies in your life. Look at the content you put out there, see how true you are being to yourself, cheer on your peers but just keep the filters in check, and remember that we never really know what is going on with someone else.

2) Remember that this isn’t the end of the world
Rather than going right for the worst-case scenario, that it’s all going totally wrong, just steady yourself and see what your truth is. When your mind wanders towards worry and the frightening feelings of uncertainty return, refocus your mind on the present moment, look at what you can do in the here and now and remember, you are going to get through this. Yes, losing work and having uncertainty about the career you have been working hard to build over the years isn’t great, but putting one foot in front of the other, looking at what you still have to do and creating a plan, is one way to move ahead.

3) Get it down on paper
I haven’t kept a diary for many years, but over the past few months I’ve started to do it again, and love it. It’s part thoughts, part memes, the odd drawing, a lot of lists and at the end of the day I write down three good things – something that we do in The PR Pro Hub as well. I won’t be winning any Booker Prizes for my journal, but it’s great to have somewhere to get my thoughts out of my head and onto paper, and it could help you too.

4) Celebrate your wins

Big, small or hardly there at all – a win, is a win. You might think that you can only shout about a new job or a client getting a double page spread in The Times, but to get there you will have taken many smaller steps and they all deserve some recognition. Whether it’s finally doing your accounts, writing a blog post for your website or even drinking a hot cuppa without reheating it in the microwave, twice, give yourself a break and see the progress you are making.

Remember that you can do this. Things might feel tough right now, but they will get better.

Find out more about Natalie Trice’s work at her website. Her three-month group programme The PR Pro Collective launches in September.

Heart Handmade UK

A Crafty Blogger Spotlight with Claire Donovan, Heart Handmade UK

If the rising summer heat has you happy to stay indoors this weekend, try out a new hobby with help from Claire Donavan of Heart Handmade UK. Crafting doesn’t have to be too complicated, as Claire shares tutorials and mini-courses that won’t take up too much energy but will result in something pretty cool. Unless it’s inking calligraphy while on a new Chaise Lounge – leave that craft to the experts…

What keeps you passionate about craft and blogging about it?
Craft has been the one constant in the past 13 years that has been great for my mental health. The fact that I was able to deal with a mystery illness that ended up being a rare genetic disorder (which we didn’t discover for eight years), experiencing a brand new seizure disorder, years of hospital visits, tests, becoming bed bound then housebound…

Crafting and creativity is the light that shone for me and continues to shine. Blogging about it is my way of sharing my skills and contributing to society through my business. It’s part of a great coping strategy that also ends up decorating my home in the most stunning way. I’m physically unable to do a lot of things, but I can make stuff and do it well. Why would I not cultivate that passion!?

How have you had to change your approach to blogging, or your content, during the COVID-19 crisis?
My approach hasn’t really changed since I’ve kind of been in lockdown since 2009 and the skills people wanted to learn during that time were all on my site. Either through tutorials, list posts or mini-courses, as everything I do is fairly low energy/high ROI and almost all indoors.

Do you think those who took up knitting/sewing/other traditional crafts during lockdown will continue now it’s being relaxed?
Some will, of course, some will have found it to be incredibly relaxing and others may have found it an intensely frustrating experience.

One craft you’d love to master but haven’t quite managed it yet?
Dip pen calligraphy. After an incident with some hot pink ink and a custom-made Chaise, I haven’t returned to dip pen calligraphy. But I love it; the style is breath-taking. Those upstrokes always caused problems but I’m able to do it on the iPad now so I may venture back to dip pen calligraphy at some point.

Favourite crafty ideas you’ve shared on your blog?
There are a decades’ worth on there! I’ve created a lot of crafting templates, craft magazines and tutorials as well as having some expert guests sharing their favourite projects. My favourite craft is quite possibly the Ping Pong Polka Dot Party Lights I created using Sharpie paint pens.

How important is it for people to pay crafters and artists for what they create?
It’s incredibly important. If anyone does work, they deserve to be paid in some way. Whether it’s the reader of the free tutorial who really enjoyed it and ‘pays’ by sharing or clicking on an ad that interests them, or a brand who wants to collaborate, with a budget included. Either way, folks should be compensated if they make things for you that you use and enjoy.

How do you collaborate with brands and which kind of brands do you really like working with?
I create a photo or video tutorials or even collaborate by having something like a year-long Pinterest marketing campaign by creating a tutorial a month and sharing the collage on Pinterest to my 1.2 million followers.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
If PRs want to get in touch with me, I prefer personalised emails instead of PR blasts (which I automatically delete). If they want me to do something specific, reach out, say hello, tell me what is coming up and what you would love for me to do with that information. It saves us both a lot of time and makes work much easier for us both, and helps to avoid disappointment.

Kids craft and creative content is always popular with my readers; if promoting a new book, instead of sending me a copy to review, create a guest post with an example project from the book and I would happily add it to my site.

What other blogs do you check out regularly (whether craft-related or not)?
Mostly industry-related blogs like RankMath, Neil Patel and Skimlinks. A few crafty/arty blogs I enjoy are EasyOnTheTongue, KerryMayMakes and ZiniaRedo.

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

DRIVEN Pledge

PRFest launches the DRIVEN Pledge

PRFest has launched the DRIVEN Pledge to help tackle inclusion, diversity and equality issues within the PR and communications industry.

The DRIVEN Pledge tool is available free to industry leaders and professionals working to make change in their organisations and follows the launch of the DRIVEN Framework at PRFest in June.

Founder Laura Sutherland cites insight shared during this year’s panels – including Reuben Sinclair co-founder and managing director Rohan Shah’s ‘How to recruit based on values and purpose’ and the Taylor Bennett Foundation chief executive Melissa Lawrence, PRCA director general Francis Ingham, CIPR President Jenni Field and CIPR chief executive Alastair McCapra discussion of accountability – as major contributors to the DRIVEN Pledge: ‘We had really great conversations around challenges and solutions this year. This insight and content turned into the Pledge, with a view to getting practitioners to commit to change.’

‘Being collaborative is essential in my view,’ believes Laura. ‘The final event, featuring CIPR, PRCA and Taylor Bennett Foundation, was geared to being an industry-wide conversation to discuss accountability, but it was also an opportunity to be aligned and to outline why and how leaders and individual practitioners should be making progress in their own way.

‘It was essential to have these organisations involved, and to have their endorsements. As an active industry ambassador for both CIPR and PRCA, I know how important it is for both organisations to be on the same platform, for such important conversations.

‘I’ve publicly declared my pledges and now I urge practitioners, teams and agencies to make theirs!’

Francis Ingham said: ‘Our industry has faced some very hard truths in recent months about the levels of discrimination faced by Black and ethnic minority professionals. It’s essential we all proactively play our part to help the industry achieve the aspirations we have for it. I urge members and the wider industry to take the DRIVEN Pledge so we can hold each other accountable in achieving workplace diversity and inclusivity.’

For Melissa Lawrence at the Taylor Bennett Foundation, change has been too slow so far: ‘The PR industry has had an inconsistent record of successfully delivering Diversity and Inclusion programmes. Progress has been made, but at a glacial pace. PRFest’s new DRIVEN Pledge gives industry leaders a roadmap to create real change through well-meaning action.

‘This resource is fluid and allows businesses to adapt it to suit their organisations individual needs. Now is the time for change!’

Find out more about the DRIVEN Pledge on the PRFest website, and watch the video outlining the aims and inspiration behind it. For more on the work of the Taylor Bennett Foundation, read our interview with chief executive Melissa Lawrence here.

Online Influence Awards 2020

Call for nominations: The Online Influence Awards 2020

This year’s Online Influence Awards, the UK’s leading celebration of the best bloggers, vloggers and digital storytellers, will take place on Friday 20 November, 5-7pm.

While the impact of COVID-19 has meant a move away from a physical event to an online extravaganza, Vuelio has taken the opportunity to reevaluate all aspects of the awards, from nominations and shortlisting to the announcement of winners, ensuring every part of the industry is recognised.

The launch follows the publication of the annual UK Influencer Survey, which revealed that one in five (19%) influencers say it is now their main source of income – indicating an increasing number of professional influencers. On the brand side, a recent study from TopRank Marketing found that 63% of marketers agree they would have better results if they included an influencer marketing programme.

To expand our recognition of this burgeoning industry, the 2020 all-virtual event invites influencers, as well as their fans, friends and supporters, to nominate themselves. A shortlist will be drawn from those that demonstrate the highest quality of content and impact, which will be reviewed by a judging panel of industry experts. The process is designed to be as inclusive as possible from start to finish, highlighting and celebrating true talent within the influencer community.

Entrants to this year’s awards can use any channel in their role as an influencer, from blogging and vlogging to Instagramming and Podcasting. The 16 categories for this year’s Online Influence Awards are:

Arts & Entertainment

Beauty

Parenting

Food & Drink

Health & Fitness

Interior Design

LGBTQ+

Fashion

Travel & Leisure

Current Affairs

PR & Comms

Lifestyle

Newcomer

Disruptor/Changemaker

Best Campaign

Cause-led influencer campaign

You can find the nomination form for the Online Influence Awards 2020 here – best of luck to everyone taking part.

Lucy Werner

A hyped-up spotlight on Lucy Werner, author of Hype Yourself

For no-nonsense tips on how to hype up your business, Lucy Werner is here to help. Founder of The Wern and author of Hype Yourself: A no-nonsense DIY PR toolkit for small businesses, Lucy wants to share her wealth of PR and comms experience with people just starting out with public relations, as well as PR book charts too often dominated by male writers.

With so much having changed within the industry and across the globe since the original publication of the book, Lucy tells us the extra advice she would give if she could add another chapter, and what have been the main challenges for her as a PR working through lockdown.

What inspired you to write the book?
A lot of PR books are written by male journalists-turned-PR-experts. I wanted to explain the strategy behind a PR campaign based on my agency experience as well as represent the female PR folk out there. The PR industry is made up of nearly two-thirds women, but this isn’t represented in the Amazon PR book charts.

Hype Yourself by Lucy Werner

In light of how the PR industry has had to adapt in light of the current health pandemic, what would you add if you could include another chapter?
I lightly mention crisis PR in the book and for many businesses, the pandemic did warrant a crisis PR response. I would actually borrow an internal mantra from Mailchimp: ‘Listen Hard, Change Fast’. I would also add that keeping open, honest and regular communication is key. Getting ahead of consumer backlash is always the one. We don’t mind mistakes, but we do want people to own them. And talk through how you are dealing with them, even if it’s just a holding note or message while you figure out a solution – say something.

I also think that beyond the health pandemic, it is especially important for businesses that have now woken up to unconscious bias in their communications. We have learnt a lot in the aftermath of George Floyd, but being actively anti-racist needs to be more than just a black square. It feels like a pivotal moment that must maintain momentum. If I was to write it again, I would definitely look to include more information from a diversity and inclusion expert to help inform businesses of practical steps they can take to not just be anti-racist but to consider all aspects of inclusivity.

How has the COVID-19 impacted your own day-to-day life and work in the industry?
In all honestly, the changes I have made have been my own choice rather than what has been put upon me, such as running ‘Pay what you can afford’ lunchtime workshops. I run my agency from my garden office and we have both PR and a branding side. There was definitely an initial hit and we lost a few projects but I have deliberately moved away from the traditional PR agency model which I don’t think serves the small business and entrepreneur community as well. It means that a lot of the PR work I do is split across workshops, lecturing, coaching as well as direct consultancy work so I have a lot of flexibility in income while I juggled lack of childcare.

What would be your first tip for small businesses looking to start putting a PR strategy together in-house in the current climate?
I walk you through a PR strategy in the first chapter of my book and you can download a free PDF template to complete. But the biggest tip I would give from that as a takeaway is, don’t start with the places you want your press coverage to appear. Start with what your business objectives are and tailor the PR accordingly. It may be that you need to focus on more digital marketing than publicity if your budget is tight.

For you, what are the main advantages for businesses doing their own publicity, rather than bringing in an external PR agency?
No publicist is ever going to have the same passion and knowledge about your business as you do. For me, there is a unique magic energy in the way that business founders are able to tell their own story.

Are there any campaigns you’ve seen from small businesses you’d pinpoint as great examples of no-nonsense PR?
I always cite the two women behind Squiggly Career as an excellent example of a service business smashing their personal branding. The rise of the personal brand has been hard to ignore, particularly during the pandemic and I definitely believe they give straight, no BS advice.

During the pandemic, there were some amazing business pivots from businesses like Crosstown Doughnuts who were also co-founders of independent delivery platform Slerp. Cat Food Cakes, who read my book, also smashed it with her own PR and bagged herself a prime-time slot on the BBC talking about her own business pivot. The sales from this spot of press coverage helped cover her business costs for the following few months!

As someone who trains, blogs, speaks and writes on the subject, do you think anyone can pick up the basics of PR?
Yes – I do. PR isn’t rocket science. At a basic level, it’s finding creative ways to tell a good story. I think it’s a myth that you need loads of great journalist contacts. From my own experiences, and that of people I teach to do it for themselves, the people who succeed are the ones who know how to get straight to the matter at the right time!

You’ve worked with big brands during your time in PR as founder of The Wern – how did you get your own start in PR/what attracted you to the industry?
My older brother helped out Way To Blue with their I.T. when they were based in Broadwick Street and focused only on music online PR. He managed to get me a work experience placement when I was 17 and I fell in love. Even though I was doing the office donkey work, I was having a great time.

PR has a diversity problem – what can those working in the industry do to encourage inclusion on their teams and in their work with clients?
It needs to start from the top down. I know all too well from experience that junior staff fear rocking the boat by raising difficult questions. Senior staff need to be more vocal about this being important to them and inviting constructive feedback and input from their teams. More effort needs to be placed on recruiting work experience, PR apprentices and junior positions from a wider pool and, most importantly, paying them fairly.

When it comes to working with clients, a lot of white able-bodied folk still don’t have the language or confidence to communicate effectively in this area. I believe all communications consultancies have a responsibility to continually train and develop their staff in this area.

How have you noticed the relationship between PR and journalism changing during your career?
I think there is a lot more crossover between PR/journalism and marketing in general with the decline in print media, and the rise of digital media and the opportunities that come with that. I don’t, however, think this has changed the love/hate relationship between journalists and PRs. I just think there is maybe more empathy with people who straddle more than one vocation.

Hype Yourself: A no-nonsense DIY PR toolkit for small businesses is available on Kindle and in paperback on Amazon. Follow Lucy Werner on Twitter @LucyWern, on Instagram @wernchat and check out her work with The Wern on the website.

accessmatters with Sara Hawthorn, founder and managing director of InFusion Comms

On Tuesday 28 July, our first live accessmatters session took place. We launched accessmatters as a platform to encourage listening, sharing of experience, learning from best practice, and collaboration on the actions that will have greatest positive impact.

For our first virtual event we were joined by Sara Hawthorn, founder and managing director of InFusion Comms and founder of the DisAbility PR Network. Sara is a champion of diversity and her agency recently received the Blueprint Ally Status mark.

Sara told us about her background and gave us insight into life as a deaf individual, from the wonders of BiCROS hearing aids being able to open up the world to her, to the frustration of speaking habits she’s encountered – the big one being don’t cover your mouth when you speak!

InFusion Comms is a small tech agency based in Leeds with an all-female team (for now!) that brings with it questions around improving diversity, encouraging and retaining local talent and how the PR industry can support comms professionals with disabilities.

Sara gave us plenty to think about, especially when it comes to recruitment and making sure the process is accessible to everyone, but also making sure we call out discriminatory behavior when we see it, either by speaking to the person or a line manager.

We had lots of interaction from the audience, which was really positive and there were a great mix of questions coming in, from how to deliver PR campaigns that were inclusive of all abilities to how to support people with disabilities in PR teams and agencies.

Sara gave useful and practical advice, especially when it comes to making sure your events (both in-person and virtual) are accessible to all and shared some great resources from Ideas for Ears.

Vuelio will review how it hosts internal events from now on, starting with adding captions to the recording of this session and reviewing our content and future sign up pages.

Watch our first accessmatters session with Sara Hawthorn in full here.

If you would like to be featured on our accessmatters platform either as a live event or providing content please get in touch with Rebecca Potts.