Hannah Patel

Adapting to change with Red Lorry Yellow Lorry’s Hannah Patel

The PR industry has had to shift its focus over the last few months, as what counts as important changes day by day. Having announced upcoming work with charity I Can Be in time for International Women’s Day in early March, Red Lorry Yellow Lorry’s plans for getting girls interested in PR as a career with workshops in London schools, have now had to evolve.

Red Lorry Yellow Lorry Director Hannah Patel tells us more about the original aims of the Lorries’ collaboration with I Can Be, the ways the company is supporting their team during the current crisis, and how equality remains important during a challenging time for the PR sector.

What originally inspired the collaboration with I Can Be?
Many of our London team really connected with I Can Be’s mission – as at a young age, a lot of us didn’t know what we wanted to do and hadn’t understood the range of industries that were out there. We loved the idea of building out a variety of role models for 7-8 year-old-girls and helping them broaden their awareness of what they might want to do when they grow up.

How will you be working with I Can Be now?
We’re working with I Can Be for 2020 (and hopefully beyond!) and had planned a number of workshops for groups of girls from inner-city London schools, introducing the world of PR, and inspiring the group through creative activities including designing their own magazines and newspaper covers.

With the latest announcement about UK school closures we have of course put our workshops on hold and are instead focusing on doing everything we can to support I Can Be in communicating with schools and partners. We’ll also be providing I Can Be with any marketing and PR support that they need (for free, of course!).

The Lorries had to change focus during the COVID-19 outbreak – how would you advise the industry do the same?
With the current global pandemic we’re facing, we should be all be putting our daily concerns aside and pulling together to work out what we can practically do to tackle this outbreak and support the businesses and people who are most vulnerable. We’re doing whatever we can for our current clients, providing advice and support over and above our day-to-day work. But we’re also looking for opportunities to volunteer, and give time to organisations connected with, or impacted by the pandemic. We’re currently promoting a research group called Sprint COVID-19 who have come together to analyse data around early-stage testing. And many of our team have also volunteered via GoodSAM as NHS responders.

What issues do women continue to face in the PR industry?
The issues women face in the PR industry are the least of our problems at the moment. I’m not making light of the challenges we often face at work – bias (subconscious and conscious) being the worst of it. But in general (global pandemic aside) instead of just focusing on how tough our working lives are at times, we should be looking outside of our industry at the issues many women, and particularly young women, are facing daily.

In my opinion, organisations such as I Can Be, or Hey Girls (tackling period poverty for girls in the UK) and WISH (working with marginalised women of all ages and backgrounds), among others, are the ones that deserve the most airtime and support. The issues they tackle should be the ones really keeping us awake at night.

How does Red Lorry Yellow Lorry support its employees, particularly at the moment?
In general we try to support all our employees by prioritising time for open, honest conversation throughout the year on topics that are important to them. Non-work related conversation is so important, getting to know your team as people not as ‘staff’ is vital if you’re going to understand what makes them tick in a work context.

Especially during times of uncertainty, like those that we’re all currently facing, it’s vital that we tackle potential problems head-on. We have to show, not tell – be open as a management team, tell them what we’re worried about, and treat people like grown ups. Talking to the team about what could happen in the future, and encouraging them to ask questions, and talk about their concerns is the only way to really support everyone. Creating a safe environment for conversations to be had and opinions to be shared has got to be priority number one.

How can PR companies continue to learn from the aims of I Can Be and similar organisations and retain female employees?
Talk about equality in its fullest sense and call out bad practice and bad behaviour when you see it, however small. It’s everyone’s duty across the entire business to educate themselves on how to truly spot bias of all kinds and commit to addressing it when you do see it.

Support your team – all of them. Don’t work with clients or partners who don’t care about the topic. This is easier said than done. But taking decisive action over things that might seem a non-issue: ‘old-fashioned’ jokes, comments on appearance, etc. can be really powerful. It changes the rules of engagement, for the better. And if you’re able to do this before someone on your team raises this an issue then all the better.

Decide on what you can practically do to help – and then actually commit time to make changes. It might be partnering with an organisation like I Can Be or supporting an initiative like Hey Girls. Or it might be that you ask your male team members the same questions women are asked when they’re interviewed (e.g. how can we encourage more women into the PR industry?) and really push them to answer.

But to affect tangible change you have to get out from behind your desks and talk to people, make commitments to doing things differently and partner with organisations that are making a difference.

Is enough being done to encourage BAME women into PR?
No. There is a lot of talk but no action. Change is slow, and will come. But it doesn’t mean we should just sit back and wait.

Honestly, it’s a tough subject, because most business leaders – myself included – feel out of their depth on a topic where they don’t have practical suggestions at their fingertips. I don’t have the solution, but I’m spending a lot of time asking questions and talking to peers in the industry in the hope there are some more practical things we can do to encourage change.

It’s easier to write a blog on the topic, or a LinkedIn post on the topic and leave it at that. It’s tougher to look at yourselves and work out what you could practically do differently. If we spent as much time on encouraging practical changes for the future – via organisations like I Can Be – as we did talking about the need for change, we would be a lot further forward than we are now.

Also, too often, it’s seen as the responsibility of BAME women in PR to encourage others to join the industry. In the same way that I think it’s seen as the responsibility of women, in general, to encourage other women to join the industry.

I would like to see men asked the same questions we are – and held to account for contributing, or not contributing, to the changes needed for a more equal future.

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Beauty Blogger Spotlight, Jane Cunningham, British Beauty Blogger

‘I think people want to escape for a few moments and that’s something I can do as a momentary distraction’ – British Beauty Blogger Jane Cunningham has had to change her approach to blogging as she and her readers adjust to a different kind of self-care.

Looking after yourself and others by staying inside, ‘shopping your stash’ and making the most of your time at home is the new focus for most of us – read on for some tips from Jane on doing just that as well as ways the beauty industry can continue to change for the better.

What keeps you passionate about blogging on beauty?
I guess it’s the diversity of products and the ever-moving beauty landscape. I regularly write about the business aspect of the industry – finance, mergers and acquisitions, and current class actions – to keep content fresh and take a look behind the lipsticks and mascaras. It keeps it real – it doesn’t matter how pretty the product, there is a whole machine behind it that’s hoping to recruit new customers and tempt existing ones, and I think it’s important to be an informed consumer.

What’s your favourite thing to post about and why?
Well, my least favourite thing to post about is skin care – there are just so many brands and a lot of pseudo-science to wade through. So, by default, everything else is my favourite!

How have you had to change your approach and content now that people are self-isolating?
I think everyone has to do what they feel is right for their audience and themself, so currently I’m posting about products that I’ve collected over the years rather than place extra pressure on postal or delivery services. It was a hard call because of course I want to support beauty brands, especially small ones, but as a temporary measure, I’m not reporting on anything current or including links or affiliate links. I think people want to escape for a few moments and that’s something I can do as a momentary distraction.

What beauty advice would you give people who are unable to get out and access the new beauty releases?
Really, not to worry about it. We’ve been through a hugely acquisitive period in beauty – I feel fairly sure that ‘shopping your stash’ is coming into its own right now!

What makeup tips do you have for looking good on cam during video chats for work and keeping up with friends?
Again, this is another ‘don’t worry about it’ thing – my friends have all seen me bare faced and at the mercy of Face Time (it’s the most unflattering thing ever – literally my worst face!) and nobody cares. If anything, there’s a lot of freedom in just being yourself. I put on a bit of makeup for IGTV though – and it’s important to have a nice light so that your colour doesn’t drain. I do mine in front of a window (me facing towards the window) and sometimes get the perfect light, other times not so much!

Do you think the big beauty brands are open enough about their cruelty-free status?
I thought they were, but I have a suspicion that perhaps not as much as I had assumed. Every brand is desperate to get into the Chinese market because it’s so healthy for beauty (or was) and a get-around is to stress how much they are ‘working towards persuading the Chinese government to lift their testing rules’ but I don’t know how much evidence there is to support that. Saying a thing and proving a thing are different – big companies aren’t really answerable to anyone.

Which have been some of the worst ‘gimmick’ products or trends over the last few years in beauty or makeup?
I’m still fairly suspicious of CBD in skin care – I just can’t see how much difference it can possibly make so I’ve veered away for the most part from those kind of products. I don’t think Vitamin C in nail polish (or kale) translates to anything other than marketing but I take it with a pinch of salt if the product is good otherwise.

I’m not comfortable with any of the ‘anti-ageing’ messaging – it’s an easy way to tell a woman that skin wrinkles are the worst thing that can happen to them, to reduce the ageing process to being about the surface and to give a fear factor that makes them purchase your products. Lines on your face, at any age, aren’t ugly, aren’t to be considered as scars, and don’t need to be hidden. It’s great to keep your skin looking fresh, bright and vibrant but you’re not ‘worse’ for creases and I’d like older women to feel more freedom in how they age rather than it being external pressure.

I’m not against procedures or products that keep skin looking bouncy and bright – or even youthful – but I am unhappy with the messaging around it. I could say the same for the sudden rise in menopause products – so far, it’s just another marketing machine that’s not really about the whole person, but more about highlighting or even creating problems to create sales. Basically, I’d prefer to listen to an expert with nothing to sell than a brand that has suddenly become an expert in menopause!

How do you collaborate with brands, and which kind of brands do you really like working with?
I like to collaborate in many different ways – I don’t like to be too set in a particular pattern. Some brands want ideas, and some come to me with pre-existing ideas, but the bottom line is that content has to fit with my ethos. This year, I’ve turned away a couple of brands who wanted an anti-ageing message whereas I’d rather talk to my readers/viewers on an even level where age isn’t the most relevant thing.

I don’t very often work directly with affiliate agencies either because they’re so sales oriented I feel it changes the entire context of a post. Brands like The Body Shop are fantastic to work with because they know they have a very varied audience and they like to hear ideas – they don’t seem as obsessed about recruiting a younger customer base which most other brands currently do. Being older for the ‘influencer’ category can be difficult because I often don’t get considered for content creation because brands assume my audience isn’t relevant. On the other hand, I do get contacted often for reliable, fast content that doesn’t need editing, checking or burying!

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
I’m happy for brands to email me – it’s the easiest way to work. I don’t keep a rate-card because I’d prefer to give each approach my individual attention rather than a format and it encourages a conversation, which can then lead to ideas generation and a better targeted outcome.

What other blogs do you check out regularly (whether beauty-related or not)?
Ruth at A Model Recommends is one I’ve always got time for – but I tend to skip about the blogosphere and land wherever. I usually follow links from Twitter that generate my blog reading so I could end up anywhere if something looks interesting!

Alistair Carmichael MP: Government was ‘working in a hurry’ and must do more now to support the dynamic self-employed sector

Former Scottish Secretary Alistair Carmichael asks that the Government makes more support available to small businesses and the self-employed, or risk a far smaller and less vibrant self-employed sector in the future.

It takes a particular sort of person to start your own business or to make your living in self-employment. It is not for everyone. Yes, it can give freedom that will never be found in a large corporate or in the public sector. It can also bring a lot of risk and uncertainty. There is no chain up that blame can be passed. For good or ill, you know where the buck stops.

For many people who are self-employed it is not just a means of earning a living but can also be a lifestyle choice, informing how they see the world.

It is that mindset that Government always finds difficult to understand, and not just in the current COVID-19 crisis.

Last week when the Government announced new measures to support self-employed people, I welcomed the efforts, however overdue.

One week on, however, and it is becoming clearer from my inbox that there are large gaps in this support, even setting aside the extended delays in getting it. Few of the self-employed feel any more reassured today than they did this time last week.  For many, the despair is deepening. Lockdown pulled the rug from under their feet and they see nothing to cushion their fall.

One accountancy practice in my constituency tells me that more than 75% of their clients do not qualify for any of the support measures offered by the Government. That is the scale of the failure here.

These are often young businesses – sole traders who either have yet to file a tax return or filed their first tax return last year. Their accounts are often complex due to the short period covered and high level of start-up costs reducing their recorded profit. Most importantly, these businesses have not had time to build up cash reserves to see them through this crisis.

One constituent who contacted me set up a small groundworks company in 2018. Due to the purchase of essential equipment that year, he spent more money than he made, and because the last financial year is the one his eligibility is based on, he has been told that he cannot receive any support aside from Universal Credit. He feels – and I agree with him – that it seems very unfair that he must use his savings to stay afloat, while the vast majority of the UK are receiving assistance.

A further complication is presented for those working in tourism, which makes up a vital part of the local economy in my constituency and others. Outside major cities like London it is highly seasonal, and yet this is not recognised in the Government’s measures. Those who rely on the summer trade – now likely to be minimal as a result of the virus – to cover them through the rest of the year cannot live for twelve months on three months of Government support based on an ‘annual average’.

Perhaps the most frustrating aspect for these businesses is the inability to access grants available to business rate payers. Most small businesses starting out are run from home, and many continue in this way for practical reasons. Home based businesses are no less important than businesses that operate from rateable premises and yet so far, no support is offered to them.

The issues I highlight here are just a few examples of those that I have encountered from constituents in the last few days. My hope is that the current measures are inadequate because the Government was working in a hurry, rather than because they have designed something that they think will do the job. It has been my experience, though, that Government departments struggle to ‘get’ how self-employment works. That, I believe, is why the scheme took longer to design and why it has so many flaws and gaps.

No one is expecting to get through this crisis without any hardship at all, as the Prime Minister suggested when I put my concerns to him before the parliamentary recess. All that self-employed people are asking for is the same treatment and the same assurances as people in employment have already been given. If we cannot stretch ourselves to support our dynamic self-employed economy now, we cannot be surprised if it is far smaller and less vibrant in the future.

Alistair Carmichael is the Liberal Democrat Spokesperson for Foreign Affairs, Brexit and the party’s Chief Whip. He is the MP for Orkney and Shetland.

How will the economy recover from the COVID-19 pandemic?

The think tank Policy Exchange hosted a webinar this week bringing together some of the players who responded to the last global crisis: the banking crisis of 2008-9.

Policy Exchange hosted a webinar to discuss the economic response to the COVID-19 pandemic, chaired by its Senior Fellow Juliet Samuel. It brought together three of the key players who led the UK response to the 2008 economic crisis: Lord Darling, the former Chancellor of the Exchequer, Lord King, the former Governor of the Bank of England and Lord Macpherson, former Permanent Secretary at HM Treasury. They were joined by Dr Gerard Lyons, newly appointed Senior Fellow at Policy Exchange and a former adviser to Boris Johnson when he was Mayor of London.

Juliet Samuel opened the discussion on 1 April by warning that economic predictions by Deutsche Bank that this global crisis could well be the third largest economic reduction in the last 100 years, with a 6.5% drop in GDP, compared to only a 4.2% drop in 2008-9. She said this could well put the economy into recession if not a depression and said the fiscal backdrop was likely to be very different once the immediate crisis had passed. Samuel asked if taxes would have to sharply increase as they did after the Second World War?

Dr Gerard Lyons said the Government response to this pandemic needed to be ‘unconventional, unlimited and urgent’. Where the 2008-9 crisis was largely a western financial crisis, this pandemic is obviously global and does not respect national frontiers. In 2008-9 the solution was financial first then macroeconomic, with this COVID-19 crisis, the initial solution was a health one and a macroeconomic solution would follow when Governments would need to look to boost the global economy again. He observed that the action in 2008-9 was global, with this crisis many countries are more ‘on their own’ in terms of their varied responses and he added the G20 forum that met virtually at the beginning of the crisis had been ‘left wanting’ in its response.

Dr Lyons said the consensus was a possible economic recovery in the fourth quarter of 2020 and added while there was ‘no ideal policy response’ he did think there was agreement on the scale of the problem.

He added the Government accepted the collapse in demand and income and was seeking to minimize and offset that lost income and to ‘provide liquidity and ensure financial stability’ to make sure the hit to the economy was temporary and not permanent.

While initially the Chancellor said his measures would be ‘timely targeted and temporary’, Gerard Lyons said it was now clear the Treasury’s actions were ‘coherent, coordinated and comprehensive’.

He accepted, as many politicians and commentators have been saying, that more still needs to be done to assist the self-employed, adding that delay to them receiving any financial help until June was ‘problematic’ and said it was likely that more resources had to go into Universal Credit to assist the increase in applicants.

Dr Lyons said it wouldn’t be advisable to ‘burden the corporate sector with more debt’ so suggested that more grants should be offered in place of loans. Big companies were still not paying suppliers quickly enough, which is a traditional problem for small firms and even more serious now. He said it was important for Government to ensure as many companies as possible survived this shock and came out on the other side of the crisis. He also dispelled the myth about a magic money tree and said the Government was perfectly able to manage its debt through the debt management office.

Former Bank of England Governor Lord King said there were lessons to be learned from the banking crisis of 2008. He gave the example that banking system then was running right up against the margins and didn’t have sufficient capital to absorb losses or the ability to raise liquid assets; we now see the NHS will need additional capacity to be ready to cope with this pandemic. He urged all concerned to ‘avoid bogus predictions’ especially given it was very difficult to know how long the lockdown measures were likely to be needed.

Lord King added there needed to be ‘collective insurance’ from the Government to all affected and that nobody should blame the private sector for this when it is a Government decision to ‘lockdown the economy’ and ‘push down on economic activity’.

As a result of this, Lord King said the Government had to ensure cash flow to all businesses ‘large and small and the self-employed’ and agreed with other panelists that it was ‘not good enough’ to make the self-employed wait until June without any tangible support. He was also concerned about the ‘mechanism of delivery’ for this Government support if most bank branches were closed and unable to support businesses. Banks either by phone or in person had to be open to ensure the Government-backed emergency loans that were available in principle were ‘available in practice’.

Lord King concluded that the Government needed to find an ‘exit strategy’ to avoid a ‘rebellion against the lockdown’ the longer it is sustained, and added that as a result of this crisis the Government needed to support the NHS to ensure it was better able to ramp up the number of intensive care beds and for the NHS as a whole to be more robust and resilient.

Former Treasury Permanent Secretary Lord Macpherson said overall the Government and the Chancellor had ‘done a good job so far’ in this crisis but it was clear that more was required.

He noted that the social security system was likely to be put under more strain to help the ‘poorest in society’.

He echoed other panelists in pressing for a credible exit strategy and said the key questions was ‘How do we pay for this crisis and how do we come through it stronger?’.

Speaking as a former Treasury civil servant, he said it was critical to strike the right balance between ‘taxation, borrowing and printing money’ and suggested that the time might now be right for Government to consider a health tax to cover the cost of demographic pressures on the NHS and funding additional capacity.

Former Chancellor Lord Darling said the COVID-19 pandemic is different from the banking crisis of 2008 as there is no way of seeing the scale of the problem or knowing how long it will last.

He was clear that the Government message on testing up to this point had not been clear but said only a huge roll out of testing would ensure the NHS could get back on to the front foot in tackling the virus and this would also establish who has the virus and who has had it and is likely to be immune.

He said the delivery of the measures announced for the self-employed would take longer to deliver than many people have got, and this was not helped because people were finding it difficult to get access to the banks or information they required. Reflecting on his own time in Government in the Blair and Brown Governments, he suggested a temporary VAT reduction could be one solution to boost the economy and added national governments needed to ‘work as never before together if we are going to get through this’.

When questioned about the impact the crisis would have on national transport infrastructure projects like HS2, Lord Darling, as a former Transport Secretary, said Government should focus on delivering small ‘shovel-ready projects’ rather than huge and costly projects likely to take many years to come into use, like HS2.

John Adams Dadbloguk.com

Blogging, homeschooling and me time: life as in influencer in lockdown

John Adams has been writing about parenting, fatherhood and family life at Dadbloguk.com since 2012. He’s married to Gill and they have two daughters, Helen aged 11 and Izzy aged 7. John usually works at home; for the past fortnight Gill has also been working from home and he’s had to homeschool the children because their school was closed.

In this guest post, he shares how he’s getting on.

Picture the scene. My kids are sat opposite me at the dining room table, both of them supposedly doing online lessons set by their school. Instead, the two of them are squabbling.

‘She started it,’ said Izzy as she launched yet another minor invasion of her big sister’s personal space.

Desperately needing peace and quiet so I could get on with some work, I responded by saying THE most stereotypically dad thing ever said in the history of fatherhood:

‘Yeah, well I’m ending it.’

I cringed as those words came out of my mouth. Added to that, my intervention didn’t work. I ended up having to put the kids in different rooms because they continued to distract each other.

My new reality
With the schools closed courtesy of COVID-19, this is likely to be my reality until September – the three of us sat at the dining table with me simultaneously overseeing Helen and Izzy’s schooling and helping them while trying to do my own work.

As an influencer, I run my blogging business as a limited company. It’s a small venture and I simply can’t stop working. I have to try to balance homeschooling and working.

My wife is also working from home and has commandeered what I’d usually call ‘my’ office. As much as I’d love to split homeschooling responsibilities, her job is in management; she’s spending almost every moment on the phone during office hours.

By the end of the first day of this homeschooling adventure, I told Mrs Adams I wasn’t going to do any ironing until the kids were back at school. For a brief second I thought she was going to protest. I think she read the look on my face and realised this would be a bad idea.

Home am I handling this?
I’m very surprised at how quickly we’ve settled into the ‘new normal.’ I’m getting up at 5am and doing a couple of hours work. I then have to get the kids’ breakfast and ready for #PEWithJoe at 9am.

If you’re not familiar with the #PEWithJoe phenomena, it’s the brainchild of personal trainer Joe Wickes. He does a daily, 30-minute workout live on YouTube for families at 9am. It’s proven to be a massive hit, so much so I think Wickes has made himself a national treasure on a par with Dame Vera Lynn.

Between 9am and roughly 2pm, I am overseeing the kids while they work. For the most part, this means dealing with IT crisis after IT crisis because a kid forgets a password/the WiFi drops/a power cable can’t be found etc. When Helen and Izzy are working, they’re generally very focused but keeping the computers running is a job on its own!

Be warned, laptops are the new toilet roll. Over the past couple of weeks, I’ve spent an eye watering amount on laptops so the kids can do online lessons but they’re increasingly difficult to get hold of. Employers are buying them for staff and parents are snapping them up for kids who are being homeschooled.

After 2pm, I get some ‘me’ time and get back to work. Not surprisingly, I’m getting a lot of requests to work unpaid promoting activities for kids or promote the most random selection of products. These requests come from everyone from make-up retailers and hook-up sites (yes, really) to watch and car manufacturers.

As you might expect, paid work is thinner on the ground right now. At the moment I’m updating my media kit and social media profiles etc. That said, I have some long-term projects to work on and smaller jobs have cropped up.

Looking to the future, I’m hopeful for when this COVID-19 craziness ends. Influencers like me have established, targeted audiences and we’re lean and can move fast. Once marketing budgets are released again, we can move at speed to help brands promote their goods and services. It’s tough at the moment, but I see opportunities in the future.

John won the Best Dad Blog at the Vuelio Online Influence Awards 2019 and 2016. Work with him with him through Dadbloguk.com.

Are you an influencer? Get in touch and let us know how you’re getting on during the COVID-19 isolation.

 

Pitching to busy newsrooms

How to pitch to busy newsrooms in busy times

The battle to get through to a newsroom is intense, particularly now when the news and policy environment is so busy and journalists are under incredible pressure to meet deadlines while maintaining editorial standards.

News journalists, as every PR knows, are some of the hardest to reach and engage, but if you get it right then you’ll put your spokesperson, organisation or campaign front and centre of the coverage that sets the agenda.

Each journalist and media have their own production and publishing schedule, but we’ve compiled these top tips on how PR professionals have the best chance of getting through.

1. Do your research
There are two ways to target a newsdesk. The first, which is useful if you have ‘urgent’ news that you want to distribute as broadly as possible, is to email the generic news address at news agencies and national and regional titles. This has the potential for the whole news team to see your press release or pitch, so don’t then follow up by also emailing each person on the news desk individually. Trust that if the story is useful, it will be forwarded on to the relevant contact.

Alternately, if you have a specialist story, for example about health, a business or consumer trends, use your media database to find the reporter who covers what you’re looking to pitch. Then check what they’ve recently written to confirm you can hook your story on to a theme the reporter is interested in and get in touch with them directly. A carefully targeted message, in the manner they prefer (email, tweet etc) with your pitch or press release will have a much better chance of grabbing their attention.

2. Pick the right time to get in touch
Bad news – there’s never a ‘right’ time to pitch a news reporter who will always be on deadline. As every PR who has called a busy journalist knows, no one sets aside half an hour each morning to speak to PRs. Instead, the majority of news teams will gather every morning and afternoon to set their agenda and allocate assignments. Times will vary but are normally around 8.30am-9am and 2.30pm-3pm. This means that you have a better chance of being included in the day’s news planning if your stories reach them before these meetings so they could be pitched as potential content.

And, if you’re planning to contact journalists early in the morning, do it by email (don’t call) with clear to-the-point words that summarise your story and why it is relevant to them (and their audience). No waffle; remember, they don’t have much time.

3. Be prepared
Deadlines and timings to turn around copy are exceptionally short for newsrooms. This means that when you pitch, you need to make every word count. For email subject lines – keep them short and clear so they know what your pitch is before they open the email. Before you email your contacts, make sure you have all the materials they may ask for if they’re interested in your story.

If you’ve pitched an expert, make sure you already have the spokesperson available, and their quotes and comments ready to share. The reporter may want high-res pictures, so have them ready (either to attach in a follow-up email when asked for, or file hosting link). Think of alternative angles for your story as well, in case the reporter comes back with a request for something different. All of this will have to be done quickly – asking a journalist in a busy newsroom to wait, or disappearing on them before their deadline, will sour your relationship just as quickly as a deadline can get missed.

4. Make your story essential
You’ve found the right journalist and you’ve got a brilliant press release with a spokesperson available should more commentary be needed, but how can you make sure your content is indispensable? The key is to think about all the elements that a journalist will need both to potentially write up your story or to incorporate your story into a broader piece they could be working on.

Have additional details ready, such as a summary of the research your client or brand has access to; a range of experts who could provide alternative point of views; products for testing; consumer case studies or quotes from trusted third-party experts. This means that if they can’t cover your story at that moment, you are making it clear how useful you (and your content) will be in the future when they come to plan their next article.

5. Following up (don’t)
It is essential for reporters to track down stories their readership will be interested in and they are always on the lookout for the next story. They won’t ignore or forget a good story, so if you’ve pitched one piece of content, once is enough – if it’s useful, the journalists will use it or ask for more detail. They may even save your pitch for another day, or your details as a potentially useful source of content for future.

That will be ruined with excessive ‘I’m not sure if you saw my email’, or ‘trying one more time’ follow-ups, no matter how well-intentioned or kindly phrased. Don’t hassle – you don’t want to be known as a menace, but as someone who understands what makes a good story for the journalist and might have something useful later. The journalist will remember you – keeping a raft of useful contacts is one of the important parts of their job.

6. It is all about relationships
Just like newsroom journalists, as a PR you’ll also be working at a fast pace to tight deadlines with multiple stakeholders. There is a special balancing act between the pressure you’re under to secure coverage and the need for journalists to have a story. For this to work successfully, you need to think through what the journalist needs then make sure you’re realistic in what you can provide – don’t oversell your story or when you can turn additional research around because you’ll end up letting down the journalist you later need to rely on. To become a trusted source for content for news journalists, be prepared, knowledgeable, helpful and, most of all, sensitive to the environment they’re working in.

Find the right journalists for your pitch – with information on how they like to be contacted – with the Vuelio Media Database. Want more pitching tips? Get tips from freelancers on how they like to be pitched to here.

online wellbeing

WFH: Wellbeing From Home

As we start to get used to the mechanics of long-term working from home it’s easy to neglect both our physical and mental health. We asked our wonderful Wellness Manager, Roxy Danae, for her key advice for staying active and taking care of your mental wellbeing during these challenging times.

Here are Roxy’s top five tips:

  1. Find a routine

Keeping a regular routine will not only give structure to your day but it will help you separate your working day from your downtime. Get up early, have something to eat and get dressed. It might be tempting to stay in your pyjamas all day, but you’ll be more productive if you put on proper clothes. Plus, you won’t get caught out on any improtu video calls!

  1. Be mindful

Meditation can be something that many people find difficult or simply avoid. Now is the perfect time to practice meditation and find time to soothe your stress. There’s plenty of self-guided online meditation apps such as Headspace and Calm, which can help you practice meditation for ten minutes every day. Meditation helps reduce inflammation in the body, forms new neurological pathways in your brain, helps with productivity and creativity and keeps us grounded.

  1. Get creative

We now have more time to take up a new hobby or learn a new skill, and with so much technology at our fingertips the options are endless. You don’t have to be artistic to get creative, try your hand at knitting, tackle a paint by numbers or learn a new language. The benefit of having added time is you can try more than one hobby. Not a fan of cross stich? Try a yoga class for beginners online!

  1. Practice gratitude

Taking time out of your day to remind yourself of the things you’re grateful for can be transformative. Work it into your daily meditation or take a few minutes at the start or end of your day to reflect on what you have. The act of practicing gratitude helps us to reframe a negative situation into a positive.

  1. Stay active

It can be very easy to avoid exercise when working from home but it’s vital for both mental and physical wellbeing. Use this opportunity to train areas of your body you’ve previously neglected, invest in a kettlebell or a pair of dumbbells and add some variety to your workouts. There’s a number of free exercise classes on YouTube so try something different to your normal routine.

To support the industry’s wellbeing, we’re pleased to announce that we will be launching a weekly Virtual Yoga for Comms class. The hour-long classes will for four weeks, every Wednesday at 6pm starting 8 April. Register for your personal wellness and enjoy a yoga class from the comfort of your home.

PRCA free membership

Six months of free PRCA membership offered to PRs impacted by COVID-19

The PRCA is offering six months of free individual membership to PR professionals who have lost their job or who are self-employed and have experienced a decline in their income as a result of the COVID-19 crisis.

The offer is open to those who are already members of the PRCA as well as non-members, and the industry body plans to accept the word of practitioners who report financial losses.

‘Sadly, plenty of people in our industry have already lost their job or their income, or will do so in the coming months,’ said PRCA Director General Francis Ingham of the move.

‘There is no small print – we shall take accept people’s own judgement when they say they’ve lost a ‘significant’ amount of self-employed income. It’s important that all of us in the PR community do our best for one-another, and this is our attempt to do just that, so that people can pick up new jobs and new contracts as quickly as possible.’

Read more about the offer from the PRCA on the group’s newsroom here.

Access Intelligence

Supporting the industry: Vuelio confirms three-month payment pause for freelancers

We’re committed to supporting the industry as we navigate together the disruption caused by COVID-19.  

The challenges faced by the PR industry go hand in hand with the need for businesses to increase communications as they manage multiple stakeholders in this rapidly changing environment. We’re hearing from teams across the country who are under intense pressure and grappling with new ways of remote working.

This is why its vital that we, as a software provider to the industry, can be relied on including by the considerable number of our clients who are NHS, Police or Emergency Service organisations. Whether workflow or stakeholder management, database research or political insights, our clients need our tools to deliver.

We are taking steps to help. Last week, we announced a raft of measures including free online monitoring for frontline organisations and free daily stakeholder analysis to help industry get ahead of COVID policy. This is with free additional product functionalities to support our clients in working remotely.

I can also confirm we will pause any subscription payments for three months by a customer who is freelance and contacts us to confirm they are eligible for the Government COVID-19 relief scheme.  Please speak to your account manager to find out more.

These are exceptional times. We hope by working together with our clients and with the industry to be able to help.

PRCA-Confidence-Tracker

Majority of PR professionals remain confident about the future according to PRCA survey

This week’s results from the PRCA Confidence Tracker has found that senior PRs are still confident about the future of their agencies despite current challenges facing the industry.

Replies from both senior agency and in-house workers to the question ‘How confident do you feel about the future of your organisation right now?’ broke down as:

– 18% very confident
– 36% quite confident
– 29% neither confident nor unconfident
– 11% not very confident
– 7% not confident at all

The weekly PRCA survey will aim to report on levels of optimism among senior PRs during the COVID-19 outbreak, tracking how sentiment changes during the crisis.

‘The PR industry remains remarkably confident in the face of these new challenges,’ said PRCA Director General Francis Ingham of the latest result.

‘Essentially, half of respondents are confident at the moment; a fifth are unconfident; and the rest are neutral. It’s a net confidence score of +36 points. We will be asking the same question of the same group of people every week for the foreseeable future.’

Read more about the PRCA Confidence Tracker results here.

Lord Clement-Jones: If we truly want people to stay home, they need the cash to get by

Liberal Democrat House of Lords spokesperson for Digital, Lord Clement-Jones, urges the Government to think again about how best to support the self-employed who cannot survive until June without any financial help, and to do more for people who weren’t helped at all by the package announced last week.

Throughout the coronavirus crisis the self-employed have been neglected by the Government. Even with Rishi Sunak’s announcement last week of a financial package for the self-employed, it seems they will not receive a single penny until June.

This took far too long to come, but with consistent pressure from the Liberal Democrats such as through tabling amendments in both Houses of Parliament, finally the Government came forward with something. We consistently made clear that millions of individuals had been plunged into financial insecurity, and subsequently far too many were wondering if they can even afford to put food on the table over the next few months. However, this then begs the question how do they expect people to wait months before they see any material financial support?

The self-employed are not high-flying entrepreneurs as often pictured – they are taxi drivers, hairdressers, builders or child minders. Many of these people will not have savings large enough to cover the cost of living for months on end without any money coming in.

The majority of the self-employed have taxable incomes of less than £10,000 a year, and that compares with just 15% of employees on incomes that low. Without any money before June, they won’t be able to pay their mortgages, rent and bills, and potentially face financial ruin.

Another industry largely forgotten about is the creative industries. The Creative Industries Federation survey last week revealed that 60% of creative freelancers estimate that their income will more than halve in 2020 due to the coronavirus outbreak, and almost 50% of freelancers who responded to their poll have already had 100% of their work cancelled.

The wait until June is not the only concern Liberal Democrats have. The scheme proposed by the Chancellor also ignores all those who have been self-employed for less than a year. Between November 2019 and January 2020, the number of self-employed workers increased by 194,000. Many of these individuals will have risked their savings to get started and it looks like they will get nothing from the package. Equally, the Chancellor’s pledge that the self-employed can access loans is also useless to the majority who cannot to afford the personal guarantees banks are saying small businesses need.

If we truly want people to stay home, we must ensure people have the cash to get by now. This is not just about protecting their finances, but also their health. We need to protect them and those around them from the virus – this cannot become a luxury for those who can afford to. If we have seen anything over the past few days, it has been how easily and quickly this virus can spread. The financial packages announced are not just there to protect people’s bank accounts, but to give them the ability to follow the advice we have been given regarding social distancing. If we truly believe that no-one deserves better healthcare because of who they are, where they’re from, or how much they earn, then I would urge the Government to think about how soon they can get the funding to the self-employed during this crisis.

Lord Clement-Jones is a Liberal Democrat peer and the party’s House of Lords Spokesperson for digital.

Annabel Dunstan

Working from home (WFH) – the new norm in extraordinary times

This is a guest post from Annabel Dunstan, founder and CEO of Question & Retain.

Question & Retain was set up as a virtual company eight years ago, and as all the team work remotely, we are well versed in running meetings via Zoom and harnessing other technology and software products for seamless joined-up working. Dotted around the M25, and in Romania, our team all have home-based workstations, are self-directing in their work streams, and are on the ball about staying in touch and keeping everyone in the loop on activity and any challenges they are facing.

For many companies, the move to remote working is still new. In light of the Government asking everyone to work from home to slow the spread of coronavirus, we asked 1,000 business leaders in the communications sector what the biggest challenge was when working from home.

One quarter (26%) of respondents said they felt demotivated and lack lustre without the stimuli of office life. 20% flagged the challenge of juggling the needs of children at home while keeping a focus on work. And nearly a fifth (17%) were finding it hard to switch off from work with ‘always on’ technology in the house.

Those that had previous experience of WFH seem very comfortable with the new status quo with fellow team members now also working remotely. Below we share some of the top tips offered up by respondents that may help you and your teams as we all adjust.

Top Tips

Getting organised

1. Make sure your workspace is comfortable and properly set up – the last thing you want is musculoskeletal problems because your desk or chair is the wrong height; don’t sit for too long looking at the same four walls.
2. Don’t work in your PJs (I don’t dress up in business dress but that does work for some people).
3. Use the phone and video – make an effort to speak to people every day at scheduled times.
4. Set a todo list. Celebrate every tick on that list.
5. Allocate specific tasks to specific times of the day. Decide how much time each task should take and set an alarm for when that time is up.
6. Give in to your concentration span. After a decade of WFH, I know that mine is no more than 45 minutes.
7. Don’t clean the house or – even worse – go to the toilet (!) on conference calls (unless you are an expert muter for audio and visual).

Taking care of your mental health

1. Don’t say ‘quick lunch’ in the skype group or ‘quick break’ – say ‘I’ll be walking the dog in my lunch hour’ or ‘I need some fresh air, back in half an hour’. Using the word ‘quick’ for your breaks implies you think they are not worth spending time on – they are.
2. Get out and get fresh air at least once a day if you can, making sure to abide by Government guidelines.
3. Stay connected and organise time to talk ‘socially’ around work updates.
4. Encourage and create a sense of community e.g. a morning team briefing in the Zoom café, end of workday chat in the Zoom pub, or share talents e.g. singing, playing guitar, themed fancy dress etc.
5. As a leader, watch out for who is not ‘showing up’ and check in 1:1 via telephone.
6. Switch off from screens early, at least two hours before going to bed, to help ensure a better night’s sleep.

Taking care of your physical health, where possible

1. Try to exercise every day – walk, cycle or run outdoors if possible and in line with Government guidance.
2. Use technology to download exercise apps that inspire you and get you moving – yoga, Zumba, plank challenge etc.
3. Avoid turning to alcohol and comfort food to zone out from stress.
4. Set yourself achievable goals to get/stay fit.

Personally, I make a point of getting outside first thing, e.g. cycling or running, or swimming in the sea before I dress for work (say no to PJs), slap on the lippy and crack on. I schedule breaks and group calls with members of the team for work and virtual water cooler catch ups. Working in 40-minute bursts, punctuated by sax practice or a cuppa in the garden refreshes my brain and restores the concentration.

I take and make calls standing up and switch off the phone and email alerts when drafting stuff. Emails get taken care of three-four times a day in batches to avoid serving the inbox and thinking that is work. I finish work by changing clothes and playing some kick-ass music very loudly. It’s key for me to make that delineation and properly switch off.

It is a big (but understandable) ask to tell everyone to WFH, but I trust that one of the positives that may come from these strange times is a better acceptance by business leaders that it can and does work, and effectively too.

virtual networking

How to network. Virtually.

These are unprecedented times and as we adapt both our professional and personal lives, we need to find a ‘new normal’ for both socialising and networking. Virtual drinks over video chat have replaced meeting up at the pub, with apps like Zoom and Houseparty becoming essential.

As people work remotely and, in some cases, need to self isolate, it is more important than ever that we stay in contact with our peers and colleagues in the industry. Social media was already a fundamental function for PR and comms, but it now plays a vital role in keeping people connected, allowing them to discuss the issues and challenges they’re facing, and offering support and advice to colleagues and clients.

If you’re missing the social aspect of the working world there are several ways to combat the isolation blues and keep you connected.

  1. Twitter chats

Whether you’re an active Twitter user or you prefer to lurk in the threads, following a conversation hashtag is a great way to see who’s talking about a topic and what they think. From mental health to diversity, #PowerAndInfluence is our recommendation for anyone wanting to join an animated and engaging discussion. Lead by Ella Minty every Wednesday at 8pm GMT, people are encouraged to share their thoughts on a particular topic, offering their advice and own experience to fellow practitioners. One thing’s for sure, you can expect these Twitter chats to get more popular as the current situation develops.

  1. LinkedIn Groups

Joining a group on LinkedIn can allow you to discuss the current challenges faced across PR and comms without having to share it with all of your personal connections. Vuelio has set up two LinkedIn groups, the PR and Communication Network and The Monday PR Club. These groups are open for anyone in the industry to join and once we accept your invitation you can use these as a more intimate place for conversation and catching up with past and present colleagues.

  1. Virtual hangouts

Over the coming weeks we’re going to see more virtual event invites in our inbox and as these become the norm, so will virtual hangouts. Networking in person allows for informal discussions and relationships to be built, which is the aim of taking these meet-ups online. PRFest is running free regular catch ups over Zoom so you can chat, vent and share ideas with your industry colleagues, the perfect antidote to remote working.

  1. Virtual yoga

We started our accesswellbeing initiative back in February to address the issue of mental health in the PR industry and we’ve not let social distancing stop us continue to offer yoga to comms professionals. Moving our #YogaForComms class online not only brings wellbeing to the industry but creates an online community, allowing more people to attend from the comfort of their own living room.

The Public Affairs working from home challenge: Think about reading

The Head of Public Affairs at the law firm BDB Pitmans, Stuart Thomson, offers his suggestions on how to best use the additional time we have when working from home, to further our personal development.

The time that we now all have working from home can be used productively. We have the ‘day job’ to be getting on with, but we should think about personal development as well. And what better way than reading a book or two!

Working from home can be quite challenging and there is a real danger of simply being sat staring at a screen all day. So, one way that you could choose to bring a bit of useful variety into your set-up is to put some time aside each day to read.

While I am sure that you have a stack of fiction books to get through, there are some really useful non-fiction titles out there for your personal development as well. This applies across the whole of the communications profession but I’ll stick to public affairs!

So, here are a few thoughts that I’ve had about some useful public affairs reading:

  • The systems and processes – books on political processes can often be really quite dull and technical. However, take a look at Besly and Goldsmith’s ‘How Parliament Works’ for a good guide to the Westminster parliament. The Scottish Parliament and Welsh Assembly both have good online guides.
  • Campaigns and strategies – I can’t rate the materials freely available on the Government Communications Service highly enough. There is everything from evaluation to digital communications and the OASIS framework for campaign planning.
  • How To Guides – there aren’t many ‘how to’ guides available covering public affairs. The most comprehensive ones are probably Lionel Zetter’s ‘The Art of Political Persuasion’ and my own ‘Public Affairs in Practice’. Both cover everything from the basics of what public affairs is through to effective engagement and political processes. While ‘Public Affairs in Practice’ is mainly UK and Brussels based, Zetter has an international dimension. If you are interested in how public affairs is done in different countries around the world then my ‘Public Affairs: A Global Perspective’ would be a good starting point.
  • Best practice – it is always useful to take a look at the CIPR and PRCA They both have great resources, guides and case studies as well. I’d also suggest taking a look at the training options they have. Both are working on more online courses for obvious reasons, but they have some already available.
  • Others – there are also some more general communications books that really help with public affairs. I’d point to Measure What Matters, which gets you thinking about KPIs, Good Strategy / Bad Strategy, with some constructive thoughts that I found useful when starting off with new campaigns, and Words The Work, which helped me to focus even more on every word I write.

If it’s helpful, I have added the books, as well as a few others, to an Amazon page.

It would be great to hear ideas from others about what books they have found useful and maybe why as well. There are no end of really good books available but personal recommendations are always worth just that little bit more.

You’ll have to forgive me a little cross-selling as well but you may also find my regular (and free!) blog useful as well: www.stuartthomson.co.uk.

I look forward to hearing what I should be adding to my book list. Happy reading!

Panic buying during COVID-19 outbreak

Labour calls on the PR industry to help curb panic buying during the COVID-19 crisis

While panic buying is causing empty shelves across the UK’s stores and preventing vulnerable people’s access to essential items, Labour has called on the PR and advertising industries to join efforts to better educate the public with campaigns using #covid19advert and #dontshoptillyoudrop hashtags across social media.

‘Panic buying is causing real harm to vulnerable groups and creating anxiety amongst all,’ said Labour’s Shadow Environment, Food and Rural Affairs Secretary Luke Pollard. ‘Ministers have not reacted fast enough or far enough, and that is why Labour is calling for a mobilisation of advertising and PR agencies to create new TV adverts, newspaper, digital and billboard advertising to take on panic buying.

‘Those who specialise in persuading us to buy products now have the opportunity to save lives with their work. Please step up and help. We need people to do the right thing at this time of national crisis: shop sensibly, stay at home and slow the spread of the virus.’

The PR and comms industry has already been working to support both the businesses they work with and the general public to adapt to life during the outbreak. Labour’s urging for more from an industry ideally placed to communicate best practice during difficult times is particularly welcomed by in-house PR Harold Podol at Modern World Business Solutions, who is already planning how his team can help spread the message.

‘I am truly appreciative to Labour for spreading and pushing this campaign, as it needed to be started. We’ve spent our careers creating viral campaigns and building out marketing strategies that go global. We’re naturally trained and skilled in spreading the word.

‘We felt a fair portion of people bulk buying were relatively young, so while most others will be pushing this campaign on Twitter, Instagram and Facebook, we thought we’d try to reach a different audience set by making videos on TikTok to spread the word. We have also been reaching out to influencers we’ve worked in the past about making a video.’

Even where panic buying is bolstering profits for independent companies seeing a surge in sales, the impact is causing unnecessary pressure. Sales at craft company Stitch & Story have increased by over 900% when compared to the same period in 2019 – good for the bottom line, but the team are struggling with demand as people take up knitting to pass the time in self-isolation.

‘We’re hearing from customers who are worried that a lockdown will stop businesses such as ours from functioning and we are having to reaffirm that it is business as usual,’ says co-founder Jen Hoang, who has joined calls for the public to stop panic buying.

Some agencies already creating free campaigns to support #covid19advert and #dontshoptillyoudrop include Scribe PR and One Minute Brief, who have challenged people to take part in creating posters to stop panic buying. How many more will choose to support the effort remains to be seen, but the quick reaction to the COVID-19 crisis from the PR industry shows it has the tools to communicate the right message when it matters.

Read more on how you and your agency can help with the initiative to better educate the public on panic buying in the full statement from Labour here.

Navigating uncertainty

Navigating uncertainty: the Vuelio toolkit for communicators

PR and comms are playing a critical role in delivering information during the COVID-19 outbreak.

From creating and maintaining consistent messaging, which aligns with brand values, to getting used to new working arrangements, teams are stretched and still expected to provide value to all their stakeholders, both internally and externally.

On top of all this, each organisation must keep up with the latest Government guidelines, which are evolving daily.

Navigating uncertainty: The Vuelio toolkit for communicators has been created to support the industry in these challenging times.

The toolkit includes stats and information on the coronavirus outbreak, including its impact on the media landscape, linked resources to help with everything from virtual events and networking to staying focused while working at home, and it also includes our top 10 lessons to keep your comms effective in a crisis.

It also includes links to our COVID-19 daily bulletin and our next yoga session on Thursday, which will hosted virtually. We hope you can join us there.

Download the toolkit and find out more about how Vuelio can support you.

 

collaboration

Tips for using Vuelio to collaborate effectively

Whether your team is in one place or remote working in different locations, Vuelio can help you keep on top of your comms activity and maintain a consistent message.

Here are our top tips:

Create an Issue to keep track of activity around a topic

Keep your messaging consistent by using the SRM’s Issues module, which has lines to take and briefing tools. You can link all of your media enquiries, releases and coverage to help you see exactly what’s going on around a particular topic and who everyone is speaking to about it.

Communicate with stakeholders

Use the built-in email distribution tool to keep your stakeholders and the media up to date.

Create groups in your Vuelio Media Database or add private contacts and send them emails directly. You’ll then be able to see who you’ve engaged using the email distribution report as well as on each contact’s profile.

Keep track of who is talking to whom

Use the module in SRM to keep track of inbound media enquiries and outbound comms. This will help everyone organise and avoid duplicating efforts with media and influencer outreach.

You can link Interactions to contacts, subjects and releases, assign to a colleague and create follow-up tasks to help manage your team’s workflow effectively.

Automated tagging of coverage

We can automatically tag your monitoring content, making it simple to report on coverage by emerging topics, keywords, brands or competitors.

ResponseSource Journalist Enquiries

While you’re managing new ways of working, the ResponseSource Journalist Enquiry service continues to be a source of great PR opportunities for your organisation. Requests come to you by email allowing you to react to relevant requests, including lots of non-coronavirus content being sought by the media right now, and expand your network.

Bob Blackman MP: Homelessness Reduction Act was the first major legislative change for 40 years

Conservative MP Bob Blackman writes about his journey from being drawn second in the Private Members’ Bill ballot to passing a ground-breaking piece of legislation: the 2018 Homelessness Reduction Act. The Act ‘places a duty to refer on to agencies like the NHS, the prisons service and Jobcentre Plus, to try to ensure no one is missed in the system’ and ensures local authorities offer help up to 56 days before the crunch occurs, reducing the need for unsuitable temporary accommodation.

 

In April 2018, I was proud to see my Homelessness Reduction Act given Royal Assent to become the first major change to legislation on the subject in England for nearly forty years.

This piece of ground-breaking legislation came about after I was drawn number two in the Private Members’ Bill ballot in 2016. It is a comprehensive change to the law that has shifted the emphasis firmly towards preventing homelessness from ever occurring in the first place, and it ensures that care leavers, ex-offenders, NHS patients, armed forces veterans and other vulnerable groups will receive help and advice for the first time.

From the moment I was drawn in the ballot, I was inundated with requests to use the opportunity to further interests or a particular cause by multiple groups. I settled on homelessness reduction after giving thought to issues I have seen in my time in politics, having been a councillor and member of the London Assembly before entering the House of Commons.

A lot of work went into ensuring the Bill would be workable and credible and I was naturally pleased that it gained valuable backing from the Government and all opposition parties. My colleagues on the Communities and Local Government Select Committee deserve particular mention for their support, as this was the first time a Private Member’s Bill was given pre-legislative scrutiny by a Select Committee and it made a big difference in ironing out the finer points at an early stage.

The homelessness charity, Crisis, deserve a great deal of credit for helping to support the early formation of the Bill through its extensive groundwork, and I also owe thanks to Shelter and several other charities for their support as well. The Residential Landlords Association, and London Councils, to name a few are also to be commended for having the insight and vision to recognise the need for this legislation and I am also grateful for their support. Throughout the process I was repeatedly surprised by how dated homelessness law was and how long had passed since proper scrutiny by lawmakers.

The experience gained from the Housing (Wales) Act 2014 was perfectly timed to help inform measures put forward in the Homelessness Reduction Act. Wales saw a 69 % decrease in the number of households owed the main homelessness duty for example. While there are obvious differences between the nations, this was a demonstration that shifting the balance towards prevention work could really make a difference.

Drawing on lessons from Wales, there is a strong evidence base to suggest that the costs of transforming local authority services towards prevention work will rapidly offset the savings to local authorities on temporary and emergency accommodation. As of the end of 2018, there were 78,930 recorded households in temporary accommodation, with 69% placed in temporary accommodation in London, and the number of families with children stuck in completely unsuitable B&B-style accommodation on the rise. The National Audit Office (NAO) report on Homelessness in September 2017 showed that, of the £1.1bn spent by English local authorities in 2015-16, £845 million was spent on temporary accommodation, and this figure has only continued to increase.

I am very pleased that the Government is funding the initial implementation of my Act to the tune of £72.7 million, helping local authorities to make the adjustments and provide the new services needed to turn things around and change how we approach homelessness entirely. As a result, I believe there will be fewer people hitting the point of becoming homeless in the first place, with local authorities empowered to step in and offer help and advice up to 56 days before the crunch occurs, in turn causing a reduction in the need to use unsuitable temporary accommodation.

Of course, this piece of legislation cannot be considered a fix-all. Homelessness is typically the end point that occurs due to numerous other issues and no one thing can provide a complete solution. The Act places a duty to refer on to agencies like the NHS, the prisons service and Jobcentre Plus, to try to ensure no one is missed in the system, and it also reinforces legislation to ensure Private Rented Sector accommodation has been inspected for suitability prior to it being offered. I hope all the different measures contained within this legislation will really make a difference on the ground and I intend to continue to press the Government to keep monitoring it and listening to local authorities as they feed back.

Bob Blackman is the Conservative MP for Harrow East.

CIPR and PRCA issue joint statement

Industry bodies join forces to urge Government support for freelance workers

The CIPR and PRCA have issued a joint statement praising the work of communications professionals during the COVID-19 outbreak while urging the Government to do more to protect the industry’s freelancers.

Highlighting the impact of the coronavirus on the public relations industry, the statement from the CIPR and PRCA points out the frontline role many PR practitioners have in providing the public with real-time updates and advice. While the Government has committed to protecting the nation’s businesses as well as individual jobs and salaries, the bodies urge further support for freelancers working in PR, detailing the lack of income assurance for the self-employed in a letter to the Chancellor.

‘We welcome the Government’s approach of paying people to stay home,’ says the official letter. ‘All of us need those who are infected to self-isolate and those who are not to practice physical distancing. To achieve this everyone must have the assurance of an income until this crisis is over – not most people, but everyone’.

Detailing the many small PR businesses working during this crisis, with the biggest companies only employing a few hundred staff, the letter puts forward that the plans announced by the Government so far will not be enough to support ‘microbusinesses, home-based or virtual’ workers or freelancers who cannot take advantage of Small Business Rate Relief or Universal Credit.

Signed by CIPR CEO Alastair McCapra and PRCA director general Francis Ingham, the letter asks for a response from the Government today with specific details of how a new system can be put in place for the PR industry and its people.

‘Our members are on hand to support the Government in your effort to ensure the public have access to timely, reliable and transparent news and will play our part in the national effort to change behaviour and provide reliable information. We will continue to push for the Government to commit the resources for you to be able to do so.’

Read the joint statement from the CIPR and PRCA and letter to the Chancellor in full here.

Baroness Neville-Rolfe: Reflections on Coronavirus – Test, Test, Test!

Former Business Minister and Tesco director Baroness Neville-Rolfe writes: ‘Supermarkets are on the frontline in crises such as this one with their unique knowledge of the supply chain, a vast employee base of all ages and skilled operational mangers’.

The importance of establishing the facts clearly, the unintended effect of the counter measures adopted, and the sheer unpredictability of events are themes that recur in all crises. The point is to overcome these problems. I speak as a former supermarket executive at Tesco and civil servant at No 10, and now as a peer and former Government Minister.

You might be surprised how impressive the exchanges have been in the House of Lords on the virus. Gnarled politicians and former ministers who lived through the 1987 crash, BSE, 9/11, SARS and the financial crisis; Bishops reminding us of the plight of the vulnerable and of prisoners; distinguished doctors; and pillars of the voluntary and education sectors. All have contributed positively and wisely.

Supermarkets are on the front line in crises such as this one with their unique knowledge of the supply chain, a vast employee base of all ages and skilled operational mangers. They have to deal with panic buying – a gut instinct in the absence of facts. My four-year-old granddaughter was yesterday piling up her toy food under the kitchen table because she had heard we ‘have to stockpile’.

The fact is that there is enough food for everyone during the current crisis although home demand will be higher because people will eat at home more. And cupboards can only take so much spaghetti and loo paper! The Competition and Markets Authority need to help by indicating that the enforcement of competition law will be temporarily relaxed to make it easier for supermarkets and food businesses to act in concert for the public benefit. Also keeping prices down in all circumstances is not always wise; the laws of supply and demand are still true.

Supermarkets rely on the news networks to keep customers informed, because when information is scarce, they are inundated with queries. The Government’s daily press conferences are a wise step forward. However awful things might seem, there is a need to ‘stay cheerful’. The free to air broadcasters are a lifeline in times of crisis providing repeats of Foyle’s War and Sunday services now the churches have closed.

Pandemics start in a small way so there is a tendency to delay radical action for too long. I remember that in the foot and mouth (FMD) crisis of the early 2000s the country was shut down too late. Later, the wider impact of shutting footpaths did vast damage to the tourist industry, an economic impact significantly larger than the damage FMD caused to the meat sector.

In the terrifying circumstances of a pandemic, we have to rely on scientific advice. However, like economists, scientists can be wrong, so it is wise to draw on a range of expertise. In the BSE crisis some scientists published a paper speculating that deaths might amount to 100,000. The figure to date is below 200.

What can we do now? The Government is overwhelmed with suggestions. Today I have one demand which would do more than anything else to ease current strains. Get on top of testing so actions and behaviour can be informed by the facts. We must find a way of testing more people for the virus so those infected can be isolated and those not infected can contribute their skills.

Also, we must accelerate and make widely available the new test for anti-bodies. This will ensure that vital workers can get back to work quickly. In Taiwan, in Singapore and one brave Italian town this emphasis on Test, Test, Test has slowed the pandemic significantly.

Baroness Neville-Rolfe is a former Treasury & BEIS Minister and a Conservative peer. She is a former Director of Tesco.