parliament closed

Lockdown Lobbying: Public affairs in a time of isolation

The latest Vuelio webinar heard from an expert panel comprising of Robin Gordon-Farleigh, a former Downing Street communications strategist and adviser to two former Prime Ministers, Nicole Wilkins, Publisher of Foresight News and Rob Dale, PRCA Consultant of the Year 2019.

The panel reflected on the fact that much of what the public affairs sector does, in terms of building and nurturing relationships with a wide range of different stakeholders at meetings, conferences or other events, simply cannot happen in the usual way at present. It is either happening online instead or is being postponed indefinitely.

The speakers provided practical advice to help listeners maintain policy engagement and ensure that corporate strategies could be updated and revised to cope with the pandemic. They also addressed how public affairs professionals can continue to engage with the policymaking process and have a positive impact in this fast-changing environment.

Dale said in his experience, MPs now fully grasped the ‘enormity’ of the COVID-19 crisis and welcomed engagement from organisations where they already had a link and where people could offer case studies or an international perspective on the pandemic. He recommended against any engagement with MPs where there was no historic link, but did say that All Party Parliamentary Groups (APPGs) could in some cases still work virtually and ‘plug the gaps that Government can’t fill’ in terms of their inquiries.

Gordon-Farleigh explained that most Government departments were ‘forging a new normal’ and life won’t be exactly as it was before for Government any more than it will for anyone else, at least for some time. He said this offered all organisations the opportunity to ‘recalibrate strategies and priorities’ as well as the suggestion that public affairs professionals should ‘review all of their messaging across all channels and be more human centric with an empathetic voice’.

Asked by several listeners about the EU trade negotiations currently underway, the panel thought the Government was benefitting from negotiations not generating front page news in the way they were previously. Gordon-Farleigh suspected that the transition period won’t be extended and pointed out the talks were continuing through this pandemic.

In terms of keeping in touch with stakeholders and updating stakeholder maps, Wilkins said it was important to keep track of people on furlough or those no longer moving roles due to the crisis. Dale said stakeholder mapping is really important and he referred to recent projects he has been aware of that achieved extra support for the fishing industry and for cycling shops in the current crisis, which came about by coordinated pressure from MPs across the House of Commons speaking to Ministers with one voice on behalf of those key sectors. He added: ‘Politics is still about being in the room, body language and relationships, so you should be thinking about what you can do when things return to normal’.

In terms of practicalities of arranging events in parliament or elsewhere, Dale advised booking two or three dates for rooms now allowing for a staggered return to normal business if refundable bookings are possible.

In terms of advice on organisations seeking coverage of their campaigns, Wilkins advised that people should target individuals in the ‘political and media spheres, who you know are interested in your issue’ so that these people are already aware of the issue and to ensure that the campaign stands the best chance of gaining traction.

Asked by listeners about delays to the Government’s next Spending Review or a possible emergency Budget, Gordon-Farleigh said he could perceive such an emergency Budget and added: ‘A lot of spending will be reviewed. Government will want to prioritise boosting the economy to turbo charge our recovery’.

Finally asked about tips for public affairs agencies, Dale advised that agencies should: ‘Keep talking to clients, deal with the here and now but also look at what you’ll be doing in six months to help their members out of it. Retaining clients will be a big focus as many will be looking to reduce their spend’.

PR Guide to the NLA

The PR guide to the NLA

You may know the NLA as the company you have to pay a licensing fee to for access to print and online monitoring clips and coverage. It was founded in 1996 by publishers including Associated Newspapers, the Financial Times, Guardian Media Group and ESI Media to licence their copyrighted content for use by businesses, government bodies and public relations agencies. If you work in PR, it is a necessary investment for sharing the coverage you get in newspapers, magazines and news websites with your clients, co-workers or shareholders.

Here’s what else you need to know about the service, and which licence might be best for you.

What is the NLA?
NLA media access, in its own words, is ‘a publisher-owned rights licensing and publisher services business’. It manages collective rights on behalf of its members, enabling access to paper and digital copies of newspaper, magazine and news website content. It is used by media monitoring firms, press cutting agencies, PR agencies, in-house PR teams and freelancers – over 150,000 businesses are currently licenced by the NLA.

If you want to share coverage you or your clients get in the media with customers, or internally at your agency, the NLA is the place where you can get a licence to do that.

Why do PRs need an NLA licence?
Not having a licence and sharing copyrighted content would be like burning a DVD of a film and passing it on at the pub, but on a much bigger scale and with fewer 2001 vibes. The technology for sharing and using copyrighted content has (thankfully) moved on – a NLA licence will enable you to access and use the copy they manage, both internally and externally of your organisation or agency. A subscription to a media database or media monitoring service isn’t likely to include an NLA licence as part of the contract because it needs to be held directly by the end-user.

Which NLA licence should you get?
Which licence you’ll need depends on the size of your business, whether you’re working in-house, and where you’ll be sharing NLA-licenced content.

A PR Client Service Licence, exclusively for PR agencies, will grant you the right to supply articles from publications represented by the NLA in any format for your clients – but you’ll need to pay a flat fee for each client you have. If your agency has a team of five or fewer, this licence will also allow for internal copying.

Standard PR Agency Licences also grant agencies the ability to supply those articles, but those shared with clients will need to be itemised – by format (hard copy, web), by client, content type and delivery. Find out more about the price list for this licence on the NLA website here.

There is also the Business Licence, for agencies who monitor the media for their own purposes and circulate content internally-only, and the Web End User Licence, which is the same but for online content.

And if you post clips on your social media pages or corporate website, a Corporate Website Republishing Licence is what you’ll need.

Want something more simple? That’ll be The Simplified Licence, which permits copying from all the newspapers, mags and websites represented by the NLA just like the Business Licence, the Web End User Licence, and the Standard PR Licence. It doesn’t do the same job as the PR Client Services Licence or Corporate Web Republishing Licence, however, so check out more information on the differences over on the NLA Media Access website (along with some interactive forms for applying for the right one once you’ve found it).

How much does a licence cost?
It depends on the number of users, the size of your business, how many titles you monitor and how much you wish to share – work out how much it would cost for you on the NLA Business Licence page.

Which publications does the NLA cover?
Many – but not all of them. The NLA mostly licenses UK newspapers and news websites, but also some international titles and magazines. Look through the current list of publications an NLA licence can cover on the website.

Does the NLA affect titles with paywalls online?
Whether a title is paywalled or not, if the outlet is a member of the NLA, a licence from them is what you need.

Is an NLA licence all a PR needs to start sharing media content?
Well, not quite. Publishers decide which organisation will collect copyright on their behalf – some work with the NLA, some even manage this directly themselves, like the Financial Times. Thousands of other magazines and websites are licensed by the CLA (the Copyright Licensing Agency) – a CLA Media Consultancy Licence allows PR and comms agencies to copy and reuse published materials from these publications internally and with their clients. Search for what you can share with a CLA licence here, and find further information on the CLA website.

Lockdown lobbying: How is public affairs surviving in a time of self-isolation?

Join three experts in the UK public affairs sector to discuss how the sector is reacting to the COVID-19 pandemic and what should be done to maintain policy engagement.

It has been confirmed by the First Secretary of State Dominic Raab that the UK lockdown restrictions will continue for at least another three weeks, and many will now be well-adjusted to remote working, not least in the public affairs sector.

Parliament, for example, has adapted to allow virtual questioning of Ministers for the first time in its 700-year history using Zoom once it returns from recess on 21 April.

The House of Commons Commission chaired by the Speaker Sir Lindsay Hoyle has announced that following the delivery of ‘hybrid proceedings’ for questioning Ministers and for PMQs led by Dominic Raab in the Prime Minister’s absence, the House will then consider extending this model for debates, motions and legislation as soon as possible.

MPs are also able to consider new temporary arrangements for remote voting. Many select Committees have already held virtual committee meetings thanks to platforms like Zoom and this is set to increase in number when the House of Commons returns.

As the First Secretary of State set five clear conditions that must be met before the Government, led by its Scientific Advisory Group for Emergencies (SAGE) Committee, will consider relaxing any of the measures brought in to reduce the spread of COVID-19, this situation is clearly set to continue into May and perhaps even longer. Raab said in terms of relaxing the strict health and economic restrictions: ‘We will only do it when the evidence demonstrates that it is safe to do it’.

MPs are finding that their workload in terms of constituency casework and enquiries has increased significantly. One senior MP advised Vuelio that they are seeing an increase in cases of people ‘trying to access the various business support schemes’ as well as those stuck overseas and trying to return to the UK, or people trying to access benefits through the DWP and needing assistance. MPs are also seeing traditional lobbying continue as well, with various advice and suggestions on how to deal with the pandemic being sent to Ministers and backbenchers daily.

With this ongoing challenge for the public affairs sector in mind, Vuelio is hosting a webinar to discuss some of the key issues for our sector including:

  • How to keep your political audiences engaged during lockdown
  • How COVID-19 could impact policymaking for the long term
  • The implications for your organisational strategy
  • Tactics for updating your stakeholder map
  • The opportunities that exist for you to maximise engagement

The webinar guests are Robin Gordon-Farleigh, a former Downing Street communications strategist and adviser to two former Prime Ministers, Nicole Wilkins, Publisher of Foresight News and Rob Dale, PRCA Consultant of the Year 2019.

Sign up to attend the webinar or, if you can’t join us live, to receive the recording afterwards.

Hayley Hall

Beauty Blogger Spotlight with Hayley Hall

‘The beauty industry is so intrinsically linked with how we feel about ourselves and has such a great power to boost our mood – which has never been more important.’ There’s much more to beauty than many people realise according to top 10 UK beauty blogger Hayley Hall. Read on for her looking-after-yourself-during-lockdown tips and make some plans for staying in this weekend.

What keeps you passionate about blogging on beauty?
The fact that there’s always something to talk about, always something new to experience. But mainly because the beauty industry is so intrinsically linked with how we feel about ourselves and has such a great power to boost our mood – which has never been more important than now. Beauty has long been pinned as vacuous and superficial, but it’s an industry powerfully intertwined with wellbeing and confidence.

What’s your favourite thing to post about and why?
More thought pieces about trends, or explanations on ingredients; my background is in beauty brand development and marketing, so I like to be able to use my knowledge and understanding to build content that’s more than just ‘this is pretty, buy it!’

How have you had to change your approach and content now that people are self-isolating?
I’m still sharing reviews, recommendations and information – as the majority of my content is evergreen and relevant no matter the time. But I’m also adding in suggestions of things to do during lockdown, products that help (i.e. the best hand creams for cracked skin) and my own thoughts and observations. My content is always led by what’s going on in the wider world, and this is no different.

Hayley Hall 2

What beauty advice would you give people who are unable to get out and access the new beauty releases?
Shop your own stash! We all have so many products lying around that we forget about, so have a rummage in your cupboards and categorise them into products you can use daily and those you can reach for a treat; there are also so many things you can make from home – and Pinterest is a great source for that.

What makeup tips do you have for looking good on cam during video chats for work and keeping up with friends?
To be honest, looking good on Zoom is the least of our worries at the moment! But a decent radiant CC Cream fixes all issues, while a pop of lipstick makes you look more awake than anything else could!

Do you think the big beauty brands are open enough about their cruelty-free status?
They’re getting better, but more transparency is needed on their supply chain and the ingredients they use; a lot of them undermine their own good work by only telling us half the story.

What have been some of the worst ‘gimmick’ products or trends over the last few years in beauty or makeup?
Vibrating mascaras – utterly pointless. Those awful lip plumping vacuum things that caused people to look like they’d been in a fight. And super long pointy nails are not my thing; how do you get anything done?!

How do you collaborate with brands, and which kind of brands do you really like working with?
Most of my collaborations start either with a pre-existing relationship or a query from a brand that loves what I do; a conversation usually ensues around what they want to achieve, what their budget or constraints are and what ‘must haves’ are in place. The best partnerships are two way and involve me in as much of the campaign as possible, right from the beginning of the brief writing process, and are long term – trust and engagement takes a long time to build, so a singular Instagram post won’t build the level of sales most brands want alone. It’s part of a much bigger puzzle.

For PRs looking to work with you and your blog/website, how would you prefer they approach you and with what kind of content?
Always on email (please don’t Insta DM me – it’s unprofessional, intrusive and hard to keep track of) and always with an angle or story, never a long list of expectations. If you ask me to guarantee coverage in return for a sample, I won’t engage with you to be honest; but leave me to my own devices and I’m likely to share it in a way that’s authentic and beneficial.

What other blogs do you check out regularly (whether beauty-related or not)?
Too many to mention! I have hundreds in my feed.

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

CIPR Progress Launch

CIPR launches free Progress mentor scheme for members

The Chartered Institute of Public Relations has launched Progress, a free mentoring scheme for its members providing a space for discussion, opportunities and planning out future career paths.

Progress launches with 48 mentors who will offer their perspectives on current challenges. Mentees can connect with CIPR Fellows with specialisms in career progression and comms as well as those with experience in specific industry sectors including corporate and finance, health and medical, and local public services.

‘I’ve always given the advice that everyone needs a mentor, no matter what level you’re at, and I am so pleased that we’ve been able to offer one for free,’ said chair of the CIPR Fellows’ Forum and project lead Laura Sutherland. ‘I’d encourage all CIPR members to consider their needs and if they feel a mentor would be of benefit, visit the website and find your match.’

Visit the Progress website here for mentor profiles and more information on connecting with them.

Dr Philippa Whitford MP: Lockdown shouldn’t end until the COVID-19 peak has passed

 The SNP’s Shadow Health and Social Care SNP Spokesperson, Dr Philippa Whitford MP, writes that extensive testing and contact tracing must be established before the current lockdown can be reviewed.

Boris Johnson’s Government was apparently warned in mid-January about the threat posed by COVID-19, yet took little significant action, beyond advising us all to ‘Wash our hands’ until mid-March. Nor, despite the failings highlighted by the 2016 flu pandemic exercise, Operation Cygnus, were efforts made to prepare health and social care services, by purchasing additional ventilators and PPE while they were still available.

As late as 11 March, the day COVID-19 was declared a pandemic by the World Health Organisation (WHO), the reality of asymptomatic spread was still being denied by the Secretary of State in the House of Commons.

During the ‘containment’ phase, the UK chose not to follow the WHO guidance on testing, contact tracing and isolating cases to break the chain of infection. This meant that when, on 16 March, the UK Government finally recognised the potentially appalling death toll of sticking with their ‘herd immunity’ policy, the only option left to them was to initiate physical distancing; followed on the 23 March by lockdown.

Prior to the lockdown, the number of new infections was accelerating exponentially as every case of COVID-19 was able to infect two to three other people who could each, in turn, infect three others. Cases were doubling every few days but, for a long time, the numbers seemed quite low and UK Government ministers appeared complacent.

Having missed the opportunity to contain the infection, maintaining ‘safe distancing’ has become critical to minimising the number of people ill with COVID-19 at any one time and ensuring health services are not overwhelmed but have sufficient resources to treat everyone, including those who become ill from other causes during the outbreak.

There have been suggestions that the number of new cases is stabilising rather than accelerating. While any improvement is welcome, it is simply too early to tell when we will reach the peak. The number of people infected is still rising and, while the UK might be approaching the peak, it is certainly not yet coming down the other side.

To avoid taunting the public, it would have been better to be honest from the start, as was the case in Scotland, that the lockdown would require about 12 weeks rather than be up for review in three. The suggestion that those under 30 years could soon come out of lockdown is particularly concerning as the young have often, mistakenly, thought they were immune to COVID-19 and may now start to rebel against current advice. Based on the predicted mortality of 0.03% for those aged 20-30 years, this could result in the loss of 630 young adults – surely far too high a price to pay.

Throughout this crisis, there has clearly been a tussle within the Cabinet about the balance between the health impacts and economic damage. The leak of recent Home Office discussions has raised concerns that the dangerous herd immunity strategy is still being pursued, particularly as the UK Government encouraged construction and manufacturing to continue in England despite the supposed ‘lockdown’.

No reduction in the lockdown should be considered until the peak of the epidemic is passed, and extensive testing and contact tracing established. Otherwise we are likely to see another surge in cases and further loss of life.

The UK Government failed to use its two months’ grace to properly contain the epidemic or prepare healthcare services for what they would face. They must not now compound those mistakes, through impatience, by lifting the lockdown prematurely.

Dr Philippa Whitford is the SNP’s Westminster Spokesperson for Health and Social Care & Europe. She is the MP for Central Ayrshire.

Government support for charities is welcome to ensure they survive this crisis

The Head of Media at the Charities Aid Foundation, Caroline Mallan, welcomes the additional Government support for charities announced last week by Chancellor Rishi Sunak.

At the Charities Aid Foundation (CAF), we were very pleased to see the Chancellor’s package of assistance for charities announced just before the Easter break – it was a welcome first step for so many charities facing uncertain futures. Moreover, Mr Sunak’s recognition in his remarks of the value of civil society – the charities, non-profits and advocacy organisations that speak for those who so often have no voice – set a gracious tone for those of us working to ensure that the charities that we rely on in our day to day lives are going to be there for the months and years to come.

We need them to survive not just because of the invaluable support they are providing on the frontlines of the battle against coronavirus, but also because when the day finally arrives when we emerge from this crisis, their mission will not have diminished.

At CAF, we have created an emergency fund for small charities, offering grants of up to £10,000 to help them survive the effects of the COVID-19 crisis. It is very telling that the fund had to pause accepting new applications after just one week when more than 5,000 organisations applied for help. Their requests totalled more than £37m, even though the initial fund was created with just £5m – a sum that we are hoping to grow thanks to the generosity of CAF’s many donors.

The statistic that has always struck me out of our extensive research into charitable giving is one from a couple of years back, that found that three-quarters of all households in the UK had used a charity in some way in recent months, but three in 10 people did not even realise that they had done so. It is just one number, but for me it speaks to the inherent role that charities play in our lives.

If you have cycled on a canal tow path, you have used a charity. If you have visited a historic palace, you have used a charity. If you have attended a small theatre production, you have used a charity. If a loved one is ill and needs to go into hospice, you will be using a charity. If a loved one suffers from dementia and spends time in a day centre – vital to offering respite to primary care givers living with people with complex and emotionally taxing health issues – then chances are that service was provided by a charity.

Charities are everywhere, they clothe the poor, feed the needy and care for the vulnerable – both people and animals. They are the guardians of our natural world and for many, they are the only connection to the world outside their own homes.

Our work at CAF is to champion charities. I can honestly say that we have never been busier or more focused on the job we have ahead of us. Many of our private clients took hours, not days or weeks, to get in touch to ask us how they could help. Our charity clients have been candid and forthcoming in helping us tell the story of the need that exists out there. The businesses we work with have never been more engaged as they strive to help in any way they can. It is heartening during some difficult times to see the depth of generosity that exists and gratifying to be able to play a small part in telling their stories and helping charities to navigate these unprecedented, choppy waters.

Caroline Mallan is the Head of Media at the Charities Aid Foundation.

PRCA

PRCA makes series of measures to reduce costs

The PRCA is reconfiguring its model to deliver services by reducing central costs. Changes announced include director general Francis Ingham reducing his pay to zero, pay reductions for all staff, and a furloughing of a third of employees for at least the next two months.

These cost reductions will enable PRCA’s new focus on virtual engagement that will include conferences, such as 20-21 May’s PRCA International Summit; group events like 16 April’s B Corp Group event; interactive online classrooms; and support programmes such as its Global COVID-19 Communications Taskforce.

The association will continue to support the industry with its legal helpline for all practitioners, lobbying of central Government for further business support and the six-month free individual membership initiative for those who have lost jobs or income as a result of COVID-19.

Director general Francis Ingham said of the measures: ‘We know that more than ever, members need support and the industry needs a voice, and we are determined to fulfil both of those roles with energy and determination. These staffing changes will help us do just that by cutting back on back-office functions and focusing on what matters right now.’

‘These are unprecedented times for every sector and it is vital that the PRCA continues to support the industry and its members,’ said PRCA chairman Jim Donaldson. ‘The measures being taken represent significant sacrifices for PRCA staff members and I know all of us hope they will be temporary until the height of this pandemic is over.’

Read more about the resources and support the PRCA are offering during the coronavirus crisis here.

Carie-Barkhuizen

Making the right name for yourself during challenging times

This is a guest post from Carie Barkhuizen, founder of Seymour PR, on building a positive brand identity during unusual times.

Your brand identity is how customers perceive you. During these unprecedented times, it can be more important than ever.

Right now, consumers are sensitive, exposed and changing their purchasing behaviours. Being confined to the home means we’re inevitably scrolling, browsing and consuming much more information than we usually would. In fact, a generation that hasn’t typically engaged with digital media is learning to do so in order to stay connected with the outside world.

For businesses of all sizes, it’s now more important than ever for your digital presence to be strong, clear and active – whether you do business online or not.

It comes down to the fact that in today’s world, you are who Google says you are. Fact. A simple way to look at it is to view your online brand as a person; someone unique, with their own beliefs, values, look and feel. Your brand identity is what sets you apart from others.

However, the difficulty here, both now and outside of a global crisis, is that building an online profile can take time. And it can be costly. We are regularly approached by start-ups and small businesses who want to build their presence online but have limited budgets, which could potentially be even more limited when we come out the other side of COVID-19.

To help with this problem, my team at Seymour PR has partnered with digital marketing agency Brandlective to launch Profile Kickstarter; a service that offers businesses without huge PR and marketing budgets a means to quickly build brand identity online.

During the course of developing this service we’ve learned some lessons about what to consider when building an online profile:

1) Start with your story
We’re all consumers, so we know that the best brands are those that sell us an authentic story. Often, start-ups and small brands leave PR until the end of their marketing plan, which can have a major impact on the quality of storytelling that they can produce when the time is right. But the story is how we connect with a brand and ultimately what leads to purchasing decisions.

When telling your brand’s story, assess whether it includes some, or all, of the core news values; impact, timeliness, prominence, proximity, bizarreness and conflict. Effective use of these values will guarantee your name in headlines.

Right now, timeliness is the most important. The world is feeling sensitive and rightly so. Don’t talk about how your brand helps with the commute, being promoted at work or family days out when the world is on lock down.

2) Be clear
To build a strong brand identity, it’s important to establish a clear mission statement and set of brand values from the get-go. Your brand must send a concise message across your website, social media, and all marketing and editorial materials.

3) Don’t be afraid of the little guys
We all want to see our name written on the pink pages of the FT, or the front cover of TIME. But when it comes to media, you’re most likely going to have to work your way to the top, so don’t dismiss smaller online media outlets.

4) The customer comes first
Your job is to be the solution to your customer’s problem. Sometimes, that means stepping outside your comfort zone. Stacey Kehoe, communications director at Brandlective said: ‘Around 79% of brands lack engagement online. You must remember it’s not about you, it’s about considering where your audience spends its time online. A common mistake that brands make is that they tell the right story on the wrong platform. Make sure you’re building your brand identity on a platform that your customers are actually using, rather than your favourite platform.’

More information on Profile Kickstarter can be found here.

PRCA-COVID-Taskforce

Support service for comms leaders is launched by PRCA COVID-19 Taskforce

A free consultation service for communications leaders in need of support or advice through the COVID-19 crisis has been launched by the PRCA’s Global COVID-19 Taskforce.

Led by Lansons chief executive and co-founder Tony Langham and supported by deputy chairs Rachel Friend and Rod Cartwright, the service connects those in need of help with advisers from around the world for 30-minute consultations. A form for requesting this support, as well as the list of advisers available, can be found here.

‘We all make better decisions when we talk things through with someone from outside our day to day world,’ said COVID-19 communications taskforce chair Tony Langham of the work of the Taskforce. ‘The PRCA is hugely grateful to our volunteers and to the other international communications associations who have agreed to join us in rolling out on this important initiative’.

The full list of more than 50 volunteers who have joined the effort so far can be found on the PRCA website. Other in-house and consultant communications leaders who wish to give their time to help as part of the Taskforce can email Neha Khatwani ([email protected]).

Journalism

5 pitch tips from journalists

We regularly speak to our community to find out how they work and what best practice looks like. We’ve recently been talking to journalists who use the ResponseSource Journalist Enquiry Service to source information and receive PR pitches through the media database.

Here are five top tips from these journalists, to help every PR pitch successfully.

1. Read the request

A common piece of feedback we receive from journalists using ResponseSource is about the quality of responses they get to their enquiries. While most are great, they often get replies trying their luck at getting coverage for something completely unrelated to what they asked for. The best way to build good relationships is to respond to exactly what the journalist is after when they reach out to you.

2. Have spokespeople available

If you’re offering up an expert to provide comment, make sure they’re available for the journalist to speak to before putting them forward. This is especially important in this time of lockdown when schedules and technological capabilities are often flexible. When working to tight deadlines it’s vital you can provide spokespeople asap.

3. Embargoed press releases

If you’ve got embargo-worthy news, make sure it’s exclusive to a journalist or media outlet to break the news. This can be agreed beforehand so both parties know what to expect from the relationship.

4. The follow-up!

Every journalist has their own preference for if, how or when to follow-up on a pitch or a reply to a journalist request. You’ll score points by doing your research here, a good media database like ours, provides pitch tips on each person’s profile. You should also tap into the experience of your colleagues across the industry, many of whom have best practice stories to help you reach the right person.

5. Building your network

Every journalist we spoke to told us they build their contacts through working with PRs and experts who are reliable and can get the information they need, when they need it. Sign up to receive journalist enquiries to build out your network, and see how a detailed media database can improve your relationships across the industry.

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.

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

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.